Reflections on “the Tweet that took 2 months”
After reading my post about Social Media Douchebags, my friend Red sent me an article from Business Insider Australia titled “We Got A Look Inside The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet”. A lengthy title for a lengthy post.
In essence, the post describes how the copy for a single tweet is drafted, pitched, the media (image) designed, and the thorough approval process that accompanies the tweet before it’s born as a published piece of content.
As Business Insider Australia presented it, “Here’s the tweet that took two months:”
— President Cheese (@presidentcheese)April 30, 2014
Now I don’t think it’s very kind on Huge, the agency who produced this lil’ labour of love, to present it quite so disparagingly.
The average internet-savvy, social media invested reader would probably roll their eyes at the content, “45 days?! For that?!”. Indeed, a quick search shows me the internet is full on hating on the tweet that took two months.
So what’s “wrong” with it? Why might the content be what it is? Let’s have a guess, but first let it be known that I totally get where Huge is coming from and I don’t roll my eyes at this tweet or the fact it took two months’ gestation.
Social Media Douchebag
A few years ago I sat in on a social media presentation from a well known (in Auckland/NZ) Social Media Expert.
This presenter was invited to review our brands (7 commercial radio stations), make recommendations and give examples for furthering these brands online (followers, engagement, driving traffic to websites).
What we sat through was more “this is Facebook, you can make a page” - as a media company well beyond that, for all of the presenter’s popularity (and many Twitter followers), it was underwhelming. Lacking all preparation and insight.
This is one of the main reasons I cringe when I hear about people who are “great at social media”, “social media gurus”. Being an “emerging” medium, I see too often fear, confusion, intimidation around using social media.
Nerds like me have had Facebook and Twitter accounts since 2006, that’s nearly ten years, I think we can drop the fear of the new.
So what does it take to be really great at helping businesses “further their brand”?
Understanding - the company, it’s resources, people’s skill levels and willingness to participate, the audience, the goals and a variety of tools.
Longevity - educating advocates within the business, scaling down or up to suit available resources of time, money and skill. A plan that stretches beyond a single campaign.
Creativity - using tools in new ways, relevant to the brand and it’s audience.
Sound familiar? Notice I said “further their brand”? This isn’t limited to social media.
Social Media: Websites and applications that enable users to create and share content or to participate in social networking.
Social media are platforms that use the internet to allow people to interact and connect with each other one to one, or one to many. But they are just another channel for brands to get messages to their audience - like a website, magazine ad, radio ad, billboard. It’s communication, just like any other form of advertising or marketing.
What causes nervousness is the lack of understanding of the tools themselves. Social Media Douchebags know the tools well enough to intimidate those who don’t into believing that because they have thousands of Twitter followers they must be able to craft magic.
Why cringe about being called a “Social Media Expert”? It’s limiting. There is no secret sauce. Marketers should be stepping up, engaging their brains and filling this space, creating throwaway accounts and testing how to use the platform they are interested in, and recognising social media as just another tool.
Every marketer should be a social media expert. Add it to the tool box along with tv spots, radio air time, full page spreads, billboards, and do what you do best - focus on your message, your content, your audience.
Cakes have gotten a bad rap. People equate virtue with turning down dessert. There is always one person at the table who holds up her hand when I serve the cake. No, really, I couldn’t she says, and then gives her flat stomach a conspiratorial little pat. Everyone who is pressing a fork into that first tender layer looks at the person who declined the plate, and they all think, That person is better than I am. That person has discipline. But that isn’t a person with discipline; that is a person who has completely lost touch with joy. A slice of cake never made anybody fat. You don’t eat the whole cake. You don’t eat a cake every day of your life. You take the cake when it is offered because the cake is delicious. You have a slice of cake and what it reminds you of is someplace that’s safe, uncomplicated, without stress. A cake is a party, a birthday, a wedding. A cake is what’s served on the happiest days of your life. This is a story of how my life was saved by cake, so, of course, if sides are to be taken, I will always take the side of cake.
Delicious nom carrot cake for Lou-face.
The icing makes more than enough for the cake, expect to have extra.
- 1 cup canola oil
- 2 cups plain flour
- 2 tsp. ground cinnamon
- 1-3/4 tsp. baking soda
- 3/4 tsp. ground nutmeg
- 3/4 tsp. table salt
- 5 eggs
- 2-1/2 cups lightly packed, finely grated carrots
- 2 cups packed light brown sugar
- 3/4 cup chopped walnuts, toasted (optional)
- 1/2 cup raisins (optional)
- 2 tsp. vanilla essence
Preheat the oven to 180 degrees C, with the rack in the center. Line the bottoms of 2 9” round cake pans and grease the sides.
In a large bowl (which will contain all the final mixture), beat together the oil, eggs, carrots, brown sugar, vanilla, walnuts and raisins (if using).
Whisk the remaining dry ingredients together in a medium bowl (flour, cinnamon, nutmeg, baking soda, salt).
Fold the dry ingredients into the wet until just mix - don’t overmix or the cake will be tough.
Divide the batter between the two cake pans, and place in the oven for approx. 25-30min until a skewer inserted into the middle comes out clean.
When done, let cool in the pans for 10-15 min then turn out onto a wire cooling rack.
For the frosting:
- 450g cream cheese, softened
- 340g butter, softened
- 4 cups icing sugar
- 2 tsp. vanilla essence
Beat the butter and cream cheese together until smooth. Add the vanilla and icing sugar and beat until fluffy. Set aside at room temperature until the cake has cooled completely to ice it.
Refrigerate the cake for a few hours or days, best served at room temperature or slightly cool. This cake freezes and defrosts well (un-iced).
Isa Chandra’s Vegan Chocolate cake
I’m hosting a cake party next month. I have several friends getting married and this way, they can try my cakes and if they like them - I can do them again for weddings. Otherwise, there are many other brilliant cake makers I’m sure could fill the void :)
The important part: Cake Party!
Isa Chandra’s recipe for Chocolate Cake is simple and delicious, I’ve made it several times and it’s definitely of Cake Party standard. I’m planning to pair it with white chocolate buttercream and perhaps a thin layer of white fondant which I might attempt to “quilt”. Ambition, anyone?
I’m really only posting it so I never have to hunt for it again. x