Come on everyone! You need to CRUSH IT!

Kidding. You won’t read any bullshit “shamwow” speech here about making it rich with a 200 dollar flip cam and a YouTube account. Truth is, the power of social media is including everyone else and using their collective creativity to build something new – not just talking about yourself. Being a self promoter doesn’t make you a social media expert. No, it makes you a good self promoter.

It kills me how many people just don’t get it. However, when your follower count on Twitter approaches the 500k mark I could see where it would be easy to get a big head about yourself.

But, but – all it takes is transparency!

Not really. Not only are there lots of things that companies should NOT share (or individuals for that matter) but there are lots of things that just aren’t really that important to share with the public. Raise your hand if you care that Tony Hsieh accidentally filled his car with premium gas instead of plain old unleaded? I like Tony, but that tweet didn’t sell any shoes, nor did it really make him or his brand any more interesting. Transparency like that is really fucking boring.

I still rarely if ever see anyone actually using the creations of others (or even ASKING fans/customers) to create something on behalf of a brand. Today I read that Flickr had its 4 billionth photo posted this past weekend. How many business owners have gone to Flickr and looked for interesting photos that fans of their brand have taken. How many have you commented on, or asked for permission to use in your own online or offline marketing? If there answer is none, you really ought to go out to sites like Flickr, Vimeo or even YouTube and see some of the AMAZING things ordinary, non blow hard people are creating daily. I think you might be shocked at what you find.

Truth is, there is very little that a Facebook page can’t do in terms of replacing the functionality you’d have on your own web site. And, with its built in audience and advertising platform, could you actually be better off with simply having your Facebook page be your home page?

First, an observation on social networking traffic

Social media is a great way to drive traffic to your web site – it isn’t necessarily a great way to keep traffic on your site. What I have personally seen from working with many clients across multiple verticals in relation to traffic and social media is that you can generally expect a high bounce rate. This is true especially with blogs. Why is that? I think its because folks on social networks are so used to seeing direct links to articles, pictures or even video from a wide variety of sources. They are also used to tools like Twitter and Digg or even RSS readers bringing content to them that they very rarely feel the need to spend time on a site or blog. Your friends send you a link, you take a look, then leave. Its just the standard operating procedure for web users these days.

How would a Facebook page remedy this issue? Well, first, any time you have something new to post as a business (a new product announcement or press release, perhaps a contest or marketing campaign) that messaging will live on your fans news feed. Here, it will likely be seen several times before falling off the radar. More opportunities to be seen = more opportunities to be clicked upon and potentially commented on or liked, which of course will help the content live longer and be spread further.

Second, the investment of creating a Facebook page vs. a web site

Planning for and building a new web site can be incredibly expensive. Even the most bare bones sites, in terms of function, can cost up to $20,000 to get up and running. Of course, there are some free options out there for hosting your site, but most companies would want to opt for a professionally designed web site with a CMS system backended by a database. You also have hosting to consider, along with finding a lucrative domain name if you don’t already have one.

Contrast this with having your company site based on Facebook. You’ve got a great framework for working off of, and with a little effort you can recreate the functionality of a commerce site with some FBML coding. For this you might need to hire a consultant but you will still come out ahead of where you might be if you brought on a developer to retrofit an existing e-commerce application into your own web site. Once you have 100 or more fans, you are eligible to register your own vanity URL through Facebook, one of the premiere domains on the web (facebook.com/your-company). I’d also mention, if you have an existing domain name registered you can easily redirect it to your Facebook page instead.

I also took into account analytics. As a search marketer, analytics is the guide which I follow to determine campaign effectiveness or to provide direction for future search engine optimization or paid search efforts. This is one tricky spot for Facebook – you get page insights which are similar to say, Google Analytics, however you don’t get keyword searches from exterior sources (say, Google or Yahoo) nor do you get to see exits, bounce rate, top pages, etc. My guess is that you could potentially tie in Google Analytics tracking code into your own Facebook page to expose some of that data, however I’ve not personally tried it (if you have, please let me know your experience in the comments).

Facebook Ad Creation

Third, your marketing and advertising investment

Facebook advertising, much like PPC search marketing, is incredibly cost effective. You can spend as much or little as you want, and Facebook has killer targeting. Just over the past few weeks the Facebook team added some incredible new options for advertisers to pinpoint just the people who are likely to respond to ads.

First you can now target keywords used in the past 30 days in users status updates. That is incredibly powerful, just think about it. Literally you can target keywords in conversations. Amazing. You can now also selectively include the fans (or exclude) of particular products. Let’s say I have my own breakfast treat and I want to show an ad to the approximately 775k fans of Pop Tarts – I can!

Beyond these new targeting options, Facebook advertising can be interactive. You can display videos and even become a fan of a product from an advertisement without leaving your page. You can RSVP for events or leave comments about an ad from your page too.

It really isn’t that crazy of an idea

I think that making a Facebook page your company home page is a very interesting idea. Perhaps in the future this will be the preferred way of doing things. What do you think?

Lets get one thing out of the way from the outset. Just because I think retweets (much like hashtags) are more or less workarounds for the failings of Twitter as a communication tool, that doesn’t mean they aren’t effective. One of my most popular posts on Examiner, the 5 reasons Facebook is better for marketing than Twitter, benefited greatly from retweeting. In an evening, the viral spread of the link to that post, almost entirely through RT’s amassed me over 1,000 views. Not bad when you think about it, really.

But the reason retweets came into existence in the first place was because Twitter users got frustrated with not being able to share the tweets they found with their friends. Unlike Facebook, favorites are buried on Twitter. You could look at a users “favorited” tweets but let’s face it, no one does.

Again, same thing with hashtags. People started to use the hash symbol in conjunction with keywords or abbreviations (#sxsw for example denotes South by South West) in order to provide a more efficient way of searching for related conversion on Twitter.

There have even been businesses form around the concept of retweets. TweetMeme and ReTweet.com are just 2 services which track the most popular conversations on Twitter based upon the number of RTs they get. You can even get into the act by clicking on the retweet button accompanying each post on this site.

Project Retweet

Project Retweet was announced today Twitter as an official way to deal with retweeting. Essentially, the ability to re-tweet a tweet on your timeline will be included in the standard Twitter web UI as well as through API calls that third party developers can take advantage of.

Mashable wrote a great post about how these changes will affect what people have come to know about retweeting. Now, it will be possible to see messages from people you don’t follow in your twitter feed – something I am not looking forward to as I have recently pruned about 800 people from my followed list.

I feel for the company’s which developed their own tools to facilitate this non-standard way of sharing tweets. However, I really feel bad for Twitter in that they feel forced to engineer hack workarounds to obvious flaws in their product. These do not feel like well though out changes.

What the hell is a social media rockstar anyway?

First and foremost, I HATE the term social media expert, or rockstar. When I read about people claiming to be experts in the social web it makes me want to gouge my eyes out. Being smart and helpful is like, well, being smart and helpful. Recycling “do unto others” line ad nausea on Twitter doesn’t make you an authority on Twitter – it makes you an authority on restating the obvious.

Maybe Chris Brogan is a nice guy – actually, I will go ahead and stipulate that he is. I know he likes to throw out a lot of advice online, and has built his reputation on answering noobish questions from new users on Twitter. However, to see the level of ass kissing that goes on towards him is a little over the top. Seriously, its hard for me to see where the greatness lies. You can’t visit a blog, see an advertised webinar or generally browse over your Twitter feed without seeing his name being tossed out.

We need new social media champions

I know there are lots of people who feel this way about social media experts in general. There are really two reasons you don’t hear from those folks. First, it is completely irrelevant if someone calls themselves a social media expert. Second, for every person who can see through the “formula” that so many of these experts follow to build their online reputation, there are 100 who don’t.

So what is the solution? We need new people to step up, be smart (not pretentious) and talk about social media realistically. No more about how transparent you can be. That’s a great thing to say (and do if your a business owner feeling their way on Twitter or Facebook), but there is much more to it than that. How do you monetize social. How can you empower your users/customers to create, and use that to market your business? What are some actual examples of how you used social media to solve a business problem? No more theory, no more brain dead obvious best practices.

Also, we need people to show some savvy beyond using Twitter. I’m sorry, but Twitter’s best days are now well behind it. It is a missed opportunity. The real focus should be on Facebook, yet you almost never hear these guys talk about it. Why is that? Cool, you have amassed far more people following you than you can possibly ever communicate with efficiently through the medium (Twitter). That doesn’t impress me at all and really, it shouldn’t impress you either.

If you happen to fall into one of these categories, there is a GREAT chance that I have either already unfollowed you or plan to in the very near future.

1. Passive Aggressive – no time for it. If you don’t have the balls to say whats on your mind to the actual person you are intending to put off, then you deserve to be unfollowed.

2. Hashtags – they are idiotic, and if you use them to somehow “enhance” your communications or emphasize a point, then you idiotic. Most people don’t even know what hash tags were even created for in the first place because if they did, they’d know that they are irrelevant now. People who use hashtags to add color to their tweets are like the people who talk in ghetto slang in order to somehow get street cred (e.g. the Nick Cannon’s of the world)

3. Social media strategists or experts – sorry, but 99% of you are folks who stay at home and don’t want to get a real job. There are probably a handful of genuine experts out there in “social media” and its likely that you haven’t ever heard of them. Thats because they are busy working and not self promoting.

4. Self promoters – I’ll allow a certain amount of self promotion to cross my Twitter stream. After all, as Loren Feldman says eloquently, Twitter is great for spamming links. I’ve been known to post links to writings on other sites. But, if you’re using Twitter as a platform to become a psuedo celebrity, then i want no part of that and will ultimately unfollow you.

5. Excessive negativity – have enough of it in my daily life, don’t need to read more on an opt-in basis.

6. Conservative politics or religion – couldn’t be further from my wheelhouse. I won’t follow anyone (knowingly) who thinks Sarah Palin is great or would even consider voting for her in 2012.

7. PC fanboys – I rode the Windows is awesome train my whole life, then I got the iPhone. Now, i am an Apple fanatic through and through. If you are a “PC” then I simply can’t follow – sorry!

8. Seesmic users – now I am getting a little carried away but seriously? What is with all the poseurs using Seesmic desktop? That app is terrible.

Of course, I reserve the right to add to this list at any time. I can think of probably half a dozen other examples of things I disapprove of on Twitter. Anyway, the hash tag is just really, really, REALLY annoying. Please don’t do it.

Wow, so Twitter is a success but it needs to be completely rethought?

I know, I’m far from being the first person to criticize Twitter on a blog. However, I want to discuss an angle and offer a potential solution for reinventing Twitter into a tool which can be useful, monetized and ultimately, meet the needs of the people who use it every day.

“What are you doing?”

To begin, I will revisit the original intent behind Twitter, as stated time and time again by its founders.

Twitter, as a web site and service, was created to allow people to answer (and share their answer) to a very simple question: What are you doing? It was meant to be an evolution of the “status update” that instant messaging clients or social networking giants Facebook and MySpace popularized. It wasn’t, however, designed to BE an instant messaging or chat client. That is how Twitter has devolved (note: not “evolved”).

Twitter – the chat client that wasn’t

Now, I’m not saying that a chat client is a bad thing. Chat is actually a very good thing – I use chat all the time. Some of the best chat clients let me talk to people, on a real-time basis, organize my friends into lists and keep records of those conversations in a threaded view for review later.

Does Twitter do that?

The answer is kind of, but it needs a lot of help. Third party applications like Tweetdeck, or Tweetie attempt to organize a mess of followers into a pseudo list of contacts. Services like Twitter Search (formerly Summize) attempt to give you the ability to scan conversations for keywords. There are even bot applications that will answer tweets for you, greet new followers or send direct messages. But even with a thriving third party developer community and APIs, Twitter is a feeble chat client.

Try as they might, Twitter the “company” has failed to remedy the problem. They put limits on the number of followers one could have, and when the service gets overloaded (as recently as Michael Jackson’s passing just a few days ago) features on site get turned off so that the entire service doesn’t come crashing down.

Problems and solutions

Here is the biggest problem though in my opinion. I follow roughly 220 people, but 99.9% of them aren’t talking about something I care about when I read my Twitter feed. These folks may have said something at one point in time that interested me, which is why I started following them. However, as I sit here today, writing this post, I can tab over to my Tweetie window and find not a single conversation that I’m interested enough to engage in. Not even one.

First and foremost, I think Twitter the “company” should shoot for making Twitter the “web site” into a chat portal. Now wait a minute, I just wrote 400 words describing why Twitter is a sucky chat client. That’s right — well, the reason is because it wasn’t created to be a chat client. But that’s how people use it, so it may as well move in that direction. Besides, how many monetization models are there for a status update site – none that I can think of.

People love to chat on Twitter, but as I pointed out, at any given time you may (but probably won’t) find people talking about something you care about. That’s why Twitter needs to move towards being more topic focused and less “follower” focused.

At the end of the day, does it really matter who has the most followers? Does it matter that I follow 220 people but almost never read what they have to say? Does it matter 923 people follow me, and do the people on the other end of MY tweets care about what I write? People care when its a topic of interest to them, and that’s where Twitter could potentially shine (and make some money).

It’s about the conversations stupid

Make Twitter about conversations and build on the things that Twitter does so well – mobile, extensibility and ease of use. Eliminate the follower/followed model and instead, create spaces for chatting on specific topics. Twitter search and trending topics are a great first step. Look at the Iran Election – hundreds of thousands of people all talking about a specific topic. Me? I didn’t care so much, so let me opt out of those messages – instead of flooding my feed with hundreds of messages on a subject I don’t want to read (my only option was to shut off Twitter or unfollow, which I did).

How about a system where you sign in, and opt yourself in to topics. Perhaps utilizing the existing Twitter framework you could specify keywords or create your own topic. From there on out, you will continue to receive on-topic tweets until you change your settings.

From a business standpoint, companies would be able to sponsor certain topics and invite people in to communicate. That’s really what businesses want anyway – people to opt in to messaging. Those companies would pay Twitter to have perhaps a permanent (or time limited), branded keyword topic on the site and Twitter would promote those conversations in much the same way they promote trending topics.

Regardless of how it might shake out, Twitter is going to need to embrace the chat model fully and modify their tools in order to make it a servicable application for talking online OR they need to fully embrace it being a status update system and get really creative about how they make money. Right now, Twitter is pretty much straddling both world’s and not doing an exceptional job at either.