from the world's big
Steve Rubel Talks Twitter
Question: How significant is Twitter as a marketing vehicle?
Steve Rubel: It’s huge right now, and I stress the words “right now."
What’s interesting about Twitter is as a marketing vehicle is that, one, it has a huge community and growing. Years ago, when I did media relations, I don’t do media relations anymore but what I did, the best tip I ever got was to go where the media are. It’s just much easier to get results if you do something where the media are already gathered than to try and get the media to come to you, for whatever it is you’re trying to do. This day that’s a tactic a lot of PR professionals make heavy use of.
It’s the same exact thing in social media. You want to go where there’s already people and there’s a lot of people on Twitter and the numbers show that they’re growing. And I know that, at some point, they will plateau and somebody else will come along and it will be kind of interesting to see how things shake out, but I think the way you, the reason it’s taken a lot from marketers is that one, the community is there.
Two, it’s lightweight. I can’t even tell you how many clients over the years I’ve talked about blogging, and they were all interested about it and they all had interest in it. But the problem was that they were just afraid of the time to manage their comments, the time to create the content. Creating content is a lot of work. You know it. I know it. It’s a lot of work to create good content.
But on Twitter, it’s actually easier and it’s lightweight in a 140-character nature that makes it actually pretty easy for one person or two people to participate in a credible and meaningful way over a period of time.
So, I think the way marketers are using it now is some are using it as a pure just information-delivery mechanism. That’s fine. I don't think it's going to get you very far, but it's fine. The more savvy brands are using it as a customer service tool and a feedback mechanism where they can actually listen and respond to customers in real time and that’s been very effective.
Others are doing promotions in Twitter and, or contests. So I think that there’s fun things that are happening there.
It’s working because the community is there, they’re receptive to brands, if they are respectful of the space and contribute. I think the platform is very flexible in what you could do with it. But you know, again, we’ll see where this all goes.
Question: Will Twitter succeed where other networking sites have failed?
Steve Rubel: I think that there’s a few things they have going for them that those guys don’t. First, they have this incredible developer ecosystem. They opened up the ways that programmers could build applications on top of Twitter in ways that really nobody else has ever done for free, and this has spawned thousands of mash-ups, desktop applications and search engines and all kinds of innovation. And I think that they can find a way to help those folks monetize those and in the process when you get some share of that revenue. So, I think that’s an avenue with the developer community. It's an avenue for them to monetize.
Advertising; I’m not bullish on the prospects for advertising in Twitter. I think they’ve set up their community the way they’ve set it up, and it’s going to be hard to introduce that in a credible way. I think that around search though, they’ve got a big opportunity there, to monetize that; I think that’s an area they can monetize.
But their challenge right now, and I think with your focus on it from everything I’ve been reading and from my discussions with them is, they’re focused on maintaining and growing their community. And I think that’s exactly the spot-on thing to do. They’ve got plenty of cash and they have to focus on making sure they don’t lose their community because they lose their community then all the modernization options in the world are going to matter, and we’ll see if they're the ones that break the cycle.
I don’t know if they can, you know, FriendFeed is coming in strong with this, a certain group of influencers, and innovating in some incredible ways and they can be much easier to manage the conversation and to navigate it.
It's early. I think Twitter is going to be around a force for several. The question really is, it comes in the culture. Will people get tired of Tweetting? Will they just get tired of it and we’re fickle online. And I think that’s going to be interesting to watch.
Recorded on: May 27, 2009.
Twitter has won the day, but nothing lasts forever.
Sallie Krawcheck and Bob Kulhan will be talking money, jobs, and how the pandemic will disproportionally affect women's finances.
Health officials in China reported that a man was infected with bubonic plague, the infectious disease that caused the Black Death.
- The case was reported in the city of Bayannur, which has issued a level-three plague prevention warning.
- Modern antibiotics can effectively treat bubonic plague, which spreads mainly by fleas.
- Chinese health officials are also monitoring a newly discovered type of swine flu that has the potential to develop into a pandemic virus.
Bacteria under microscope
needpix.com<p>Today, bubonic plague can be treated effectively with antibiotics.</p><p style="margin-left: 20px;">"Unlike in the 14th century, we now have an understanding of how this disease is transmitted," Dr. Shanthi Kappagoda, an infectious disease physician at Stanford Health Care, told <a href="https://www.healthline.com/health-news/seriously-dont-worry-about-the-plague#Heres-how-the-plague-spreads" target="_blank">Healthline</a>. "We know how to prevent it — avoid handling sick or dead animals in areas where there is transmission. We are also able to treat patients who are infected with effective antibiotics, and can give antibiotics to people who may have been exposed to the bacteria [and] prevent them [from] getting sick."</p>
This plague patient is displaying a swollen, ruptured inguinal lymph node, or buboe.
Centers for Disease Control and Prevention<p>Still, hundreds of people develop bubonic plague every year. In the U.S., a handful of cases occur annually, particularly in New Mexico, Arizona and Colorado, <a href="https://www.cdc.gov/plague/faq/index.html" target="_blank">where habitats allow the bacteria to spread more easily among wild rodent populations</a>. But these cases are very rare, mainly because you need to be in close contact with rodents in order to get infected. And though plague can spread from human to human, this <a href="https://www.healthline.com/health-news/seriously-dont-worry-about-the-plague#Heres-how-the-plague-spreads" target="_blank">only occurs with pneumonic plague</a>, and transmission is also rare.</p>
A new swine flu in China<p>Last week, researchers in China also reported another public health concern: a new virus that has "all the essential hallmarks" of a pandemic virus.<br></p><p>In a paper published in the <a href="https://www.pnas.org/content/early/2020/06/23/1921186117" target="_blank">Proceedings of the National Academy of Sciences</a>, researchers say the virus was discovered in pigs in China, and it descended from the H1N1 virus, commonly called "swine flu." That virus was able to transmit from human to human, and it killed an estimated 151,700 to 575,400 people worldwide from 2009 to 2010, according to the Centers for Disease Control and Prevention.</p>There's no evidence showing that the new virus can spread from person to person. But the researchers did find that 10 percent of swine workers had been infected by the virus, called G4 reassortant EA H1N1. This level of infectivity raises concerns, because it "greatly enhances the opportunity for virus adaptation in humans and raises concerns for the possible generation of pandemic viruses," the researchers wrote.
The word "learning" opens up space for more people, places, and ideas.
- The terms 'education' and 'learning' are often used interchangeably, but there is a cultural connotation to the former that can be limiting. Education naturally links to schooling, which is only one form of learning.
- Gregg Behr, founder and co-chair of Remake Learning, believes that this small word shift opens up the possibilities in terms of how and where learning can happen. It also becomes a more inclusive practice, welcoming in a larger, more diverse group of thinkers.
- Post-COVID, the way we think about what learning looks like will inevitably change, so it's crucial to adjust and begin building the necessary support systems today.
Scientists uncovered the secrets of what drove some of the world's last remaining woolly mammoths to extinction.
Every summer, children on the Alaskan island of St Paul cool down in Lake Hill, a crater lake in an extinct volcano – unaware of the mysteries that lie beneath.
The coronavirus pandemic has brought out the perception of selfishness among many.
- Selfish behavior has been analyzed by philosophers and psychologists for centuries.
- New research shows people may be wired for altruistic behavior and get more benefits from it.
- Times of crisis tend to increase self-centered acts.