For those who haven't read the Challenge Customer (it really is a must read) commercial insights are basically the way you've determined (through tons of research and validated learning) to message your products or services. This post is not about commercial insights - so click the link above if you're looking to dive deeper. Everyone else, continue on with me to hear about how Buffer ruined Twitter for me.
So how did Buffer ruin Twitter for Daniel Taibleson?
Let me take you back...
It was October 6th, 2016 when I published my most popular post on this blog titled High level Content Strategy. This was before I started working at Vertafore and I figured I better start proving to the world that I'm capable of teaching others about content marketing and content strategy. So, like any good writer, I decided to start writing about what I know and sharing it with the world.
No more than a week later while on Vacation in San Diego with some good friends I got the call from Vertafore and accepted a position with them as their new Content Marketing Manager.
All was well in the world, I was in sunny San Diego while it was raining in Seattle, I had a new job to look forward to, and 2 weeks off to wrap up loose ends before getting back into the rhythm and routine of work life.
All of a sudden I started to get notification on Twitter that people were tweeting my article.
Holy crow! This is awesome! What I had to say with people was actually resonating!
Some of you who are cool kids on Twitter might already know this but when you get over 20 notifications it just shows 20 on your mobile device.
3 weeks later and I was still getting 20+ notifications a day about my article.
Even weirder - all of the tweets said exactly the same thing:
Understanding Content Strategy via @dantaibleson http://buff.ly/29gFglF #contentmarketing #Advertising #Perspective
It's July and I'm still getting the notifications.
All the same tweets.
So what's happened? Basically, buffer picked up on my article and has started suggesting it to people to tweet out (They even suggested a new title LOL - thanks for the hint guys). Which is fine, I get the promo - but it's not necessarily ginune engagement because these people aren't finding it themselves and they're definitely not reading the content before they share it.
How do I know?
I use buffer.
And although I don't mind it - they do seem to be translating into real page views - and sometimes real interaction between the followers of people who tweet this out. The honest reality is that I'm never excited to log into Twitter anymore. Instead of anticipating what cool new connections I've made or what interesting people are reaching out to me to talk about the things I'm passionate about - I know it's just another automated, scheduled tweet from someone who uses buffer to boost their social media presence.
Sorry Twitter, but I'm not sure how you're going to survive. I like what you're doing with real-time events, but I'm not sure you can beat Facebook or YouTube at that game (YouTube already streaming my favorite live festivals with real time commenting capabilities). I think it will boost your stock price for the next year and a half before we see a dramatic decline or acquisition. I don't wish a decline on anyone - but I can't see how they will compete with snapchat when it comes to Gen Z and even later generations. If you have any thought's feel free to chime in :)
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