Twitter and Facebook growing as MySpace shrinks

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The Guardian reports MySpace had 124 million unique visitors in February, shrinking 2%, according to the marketing research company comScore.

Meantime, Facebook grew nearly 17% to reach 276 million unique visitors month over month. It is now double the size of MySpace, the one-time heavyweight of social media.

Twitter, the Wall Street Journal reports, counted 9.8 million users worldwise, up from 6.1 million just the month prior. That's astronomical growth.

So, why is one site catching on so fiercely while another is losing its grip? And what does it mean to communicators?

For me, the answer lies in the user experience and in the idea that there's a theoretical limit to the number of social networks a person needs to maintain.

I'm a firm believer in good design, both in functionality and form. Facebook has a clean, simple interface that is plain but not unpleasant. MySpace, on the other hand, is an ungodly mess, difficult to read and next to impossible to pretty up without a lot of html coding.

Unless you're a band trying to share music and tour dates, MySpace also lacks the rich functionality to keep each visit fresh and interesting.

Facebook has invested heavily in the user experience. I just checked in on my profile, and saw at a glance a client's weekend camping trip photos, an 80s song lyrics challenge, a request for my birthday -- which is coming up April 9 so felt compelled to respond, links to articles, and so much more.

User experience explains why people are attracted to Facebook and leaving MySpace, and it compounds on itself: as more people leave, there's less reason for others to stick around. Looking at Twitter, there are hundreds, if not thousands, of Twitter applications to enhance the user experience, it's incredibly simple to join and connect with people, and the site just made an enhancement to its functionality today: See Twitter Blog: Replies Are Now Mentions. As I told a reporter doing a story for Rhode Island's WPRI.com, it's the functionality that makes a site matter to the user.

I also believe that the mass market has a limited attention span for these networks.

If the average person can get their social needs met from one mainstream site like Facebook plus one niche site for their particular interest, like Twittermoms or Flickr, then they're going to stick with what is most convenient, productive and relevant for them.

It's the same principle to me as Dunbar's number: a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. The number is somewhere between 150 and 230.

If there's a theoretical maximum for social relationships, then it follows that there's a similar maximum for social media websites.

For instance, I have neglected accounts with BrightKite and FriendFeed. I ignore Plaxo requests but continue to invest deeply in LinkedIn. These are examples of some of the sites that have fallen outside my theoretical maximum, for now.

When it comes to social media survival, MySpace would be wise to borrow a page from Google's successful strategy--and quick: keep it simple, make it easy, and create a rich user experience if you want people to give you their time and loyalty online.

Choice words from Chris Brogan

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I drove up to Orange County and attended my first meeting of the So Cal Action Sports Network tonight, having learned about it via Twitter from @kirstenwright (who referred me to @tawnypress who had an extra ticket). The organization is primarily San Diego-based and was started by Bryan Elliott after many years in the action sports industry.

Hosted at Oakley's formidable headquarters, the event featured a panel of experienced action sports and lifestyle brand marketers to talk about social media followed by blogger Chris Brogan who is social media lightning in a bottle.

The panelists shared a lot of industry wisdom. My favorite piece of advice was from one shoe and skateboard marketer who observed (and I can vouch for this) that parents won't skimp on their kids, though they might skimp on themselves. Therefore, as a mid-priced fashion shoe product, he targets a $45 to $75 retail price so that parents see it as the more affordable choice against other shoes priced at $100 and up.

Hansen's soda and Oakley representatives were both vocal about listening to their customers, being involved directly in the sports and activities their customers care about, and keeping the brand experience authentic despite the economy.

Chris Brogan batted clean up. His opening slide included a hashtag (Note to self: include your own hashtag on your intro slide) so attendees could 'live Tweet' the presentation and make sure all Tweets were aggregated into one feed. See it here.

Brogan queried his Twitter followers prior to his presentation, trying to get a handle on action sports from the 55K+ people who follow his Tweets. He said "I ask Twitter everything, because they're smarter than me and there's more of them." From a communications perspective, Brogan obeys the first commandment: know thy audience. And he makes an effort to speak directly to their interests and needs, despite being, he joked, more of an expert at wiping out and falling down than action sports awesomeness.

Whether it came from Twitter or his own personal insight (a little bit of both, I'm sure) he suggested to the audience that what all the action sports company execs had in common is that they all started out the same: finding something cool and wanting to share it with others.

Sharing, he noted, is at the heart of what social media is all about.

Don't focus on the tools of social media. Keep the focus on the story and enhancing its ability to be shared with others, he advised. An example he cited was touring Oakley and seeing a tester blast pellets into the lenses of a new pair of Oakleys. At first it looked fun, like playing at a shooting arcade for a living, but Brogan realized it would get monotonous fast, and he'd probably turn the pellets on himself. After Tweeting this, a response came from one of his followers: that person's son was wearing Oakleys on duty in Afghanistan and having glasses that could withstand pelting sand and protect him in a truly hostile environment was essential. That touched Brogan, and it became part of the Oakley story that was worth sharing.

On Facebook, "no one cares about your stupid product. Stop blurting it out," Brogan admonished. When brands handle their communications in this fashion, in social media circles, they are quickly unfollowed or unfriended. This is not broadcast media and people don't have to pay attention to unwanted messages. They just drop you from their network.

The metaphor Brogan applied was the difference between someone shaking your hand when you meet and someone sticking their tongue in your mouth. Some things that a company would never do in person they tend to feel they can do in a social network, apparently.

One of the common objections to participating in social media, Brogan observed, was the fear that negative feedback would be posted to a company's blog, but to Brogan, negative feedback is great when you treat it as a learning opportunity. And where better to have people bring their complaints but to your own doorstep where you can respond to them right away and directly.

All good points and choice words from one of the leading advocates and consultants in the social media space.

San Diego media on Twitter - Part II

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I originally drafted a list of San Diego media professionals on Twitter via the San Diego Metblog that I also write for. It has become the most popular blog post on that site because it's information people want.

More journalists and media personalities have joined Twitter, so I have drafted an update here and included the original post below.

Note that some of the additions are because of a new online breaking and local news source, San Diego News Network which launches March 18:

@sdnewsnetwork - News from SDNN
@sdtips – Travel editor for SDNN
@carondg - Food editor for SDNN
@sdradio – KGB radio reporter
@ericcollins - Channel 6 weekend news anchor
@culturelust – KPBS FM news reporter Angela Carone
@michellemowad – San Diego Business Journal real estate and development reporter
@mjdavis – leads strategy and interactive at SDUT
@joshkopelman - publisher of Dining Out San Diego
@krdavy - editor of the North County Times
@tkarnold - editor of Home Media Magazine
@sdmetblogs - citizen journalism site



ORIGINAL POST - "San Diego Media Takes to Twitter"
By juliewright February 26th, 2009 @ 8:04 AM

Whether you call it real-time conversations or microblogging, Twitter is a tool that San Diego’s media are picking up and putting to use. You can follow individual reporters or on-air personalities in San Diego as well as subscribe to Twitter news feeds:

Media Tweeps
@dodgemedlin – San Diego Union-Tribune assistant news editor
@RickyWhy – San Diego Union-Tribune local government editor Ricky Young
@ninagarin – San Diego Union-Tribune ‘Street’ reporter Nina Garin
@jimtrageser - North County Times reporter
@drolland – San Diego CityBeat editor David Rolland
@ericwolff – San Diego CityBeat reporter Eric Wolff
@catherine739 – NBC 7/39 anchor Catherine Garcia
@carondg – San Diego Foodstuff blogger, freelance food, travel and tech writer Caron Golden
@lcaloh – KPBS convergence editor Leng Caloh
@culturelust - KPBS arts and culture producer Angela Carone
@tmack01 – KNSD 7/39 photographer
@helenchang – San Diego News Network business editor (launching in March)
@michellemowad - San Diego Business Journal real estate reporter Michelle Mowad
@Hula933 - 93.3 FM AJ’s Playhouse personality Hula Ramos

San Diego News Feeds on Twitter
@sdut - San Diego Union-Tribune
@utstreet - Union-Trib’s Street section
@sdbackyard - Union-Tribune’s SD Backyard community social media news site
@nctimes - North County Times
@sdcitybeat - San Diego City Beat
@kpbsnews - KPBS FM news
@nbcsandiego - NBC 7/39 News
@10news - KGTV 10 News
@sandiego6 - San Diego Channel 6
@SDSU_NewsTeam - San Diego State University news / media relations
@UCSDNews - UCSD news / media relations
@bizsandiego - BizSanDiego
@sdbloggers - SDBloggers.com

If you’ve got other local media or newsfeeds on Twitter to suggest, send them to @juliewright. And thanks in advance for any contributions.

Tools for Twittering

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Thinking about geting on Twitter? There are many do's and don'ts, some of which you just have to learn by doing. (Or contact me and I'll walk you through some of them or present to your organization.)

In the meantime, I've been bookmarking and compiling helpful tools to get the most out of my Twitter experience. And thought I'd share my collection:

tweetdeck.com – Adobe Air desktop app for viewing, posting, replying, and monitoring. I could not Tweet without it.

search.twitter.com - Enter any search term to find out who has recently posted it. For instance, here's s search of the term "WiMAX": http://search.twitter.com/search?q=wimax

tweetgrid.com - Monitor Twitter in real-time for multiple search terms. Here's a search of my Twitter ID @juliewright, 'obama,' and 'ipod.' These last two terms are updated in real time. Very cool.

twittersheep.com - Displays the most common biographical elements in a person's followers' bios--their herd. For instance, mine shows that most of my followers are social media consultants or junkies, PR professionals, bloggers, news hounds or other media connections.

tweetclouds.com - See what kinds of things a person twitters most about. DISCLAIMER: This website is taking so long to load that I abandoned it. Like many Twitter tools, most are free and therefore there's no business model to underwrite additional servers, etc. as they become more heavily used. I'm assuming that's the problem here.

tweetscan.com - Searches Twitter for key search terms and sends you emails with links to relevant posts. This is a very convenient way of staying on top of Twitter activity relevant to your interests or business. As with Tweetclouds.com, I'm having trouble loading their site.

futuretweets.com - Tweets for you while you’re away from your computer/phone, so allows 'time shifting.' Claims to be a great way to create an alibi too. Um, not sure about that.

themattinator.com - Post to multiple Twitter accounts simultaneously.

tweepsearch.com – Find people to follow.

twitter.com/mrtweet - Recommends people to follow.

twitpic.com - Send photos via Twitter; people can comment on them. Your comments on other people's photos will appear as Tweets. See mine: http://twitpic.com/photos/juliewright.

twickie.com – Embed Twitter threads in your blog/website.

twitbacks.com – Create customized backgrounds

twtpoll.com – Create a poll you can embed in your Twitter stream and monitor results.

tweetcongress.org - Find Congress people on Twitter. Apparently 11% are there.

mediaontwitter.pbwiki.com - Find other media on Twitter (also search #journotwit too).

meetup.com/sdtweetup - Meet people you Twitter with in person. This is the San Diego link. But there are usually TweetUps in all major cities.

tweetergetter.com – EVIL. Don’t do it…. This enables you to generate new followers or follow others in a spammish way that is counter to the principles of good social media practices.

Which brings me full circle to the do's and don'ts of Twitter and social media in general which will have to be the subject of another post, another time!

P.S. I do not vouch for the security of these tools. Most will require you to share your Twitter ID and password to fully use them.

San Diego Press Club Social Media Presentation

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The San Diego Press Club hosted a social media presentation last night on the subject of social media.

The panel included me (Julie) representing (W)right On, Caron Golden who blogs for San Diego Foodstuff, Indra Gardiner who is COO of agency Bailey Gardiner, and Ron James who is launching San Diego News Network to rival SignonSanDiego.com.

It was a full house and people were extremely interested in Twitter. There were a few people who already knew Twitter quite well (these include @gbatuyong who was live Tweeting -- *hooray* -- and @thoughtshappen).

As promised to attendees, I've uploaded a copy of the presentation I shared on social media.

Social Media for San Diego Press Club

View more presentations from Julie Wright. (tags: social media)

San Diego's Growing Twitter Community

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If you didn't already know this, San Diego has a great, enthusiastic and powerful Twitter community.

Currently, the city is ranked 13th worldwide for its Tweeples' activity.

The top Twitterers in this region are also some of the top in the world. Twitter Grader refers to them as San Diego's 'elite' Twitterers. @marismith, for instance, is ranked #1 in this region and in the top 100 of all ranked users.

Naturally, many of the people most active on Twitter are 'social media mavens,' so I personally suggest that if you're looking to keep your Twitterstream fresh, diverse, and relevant, be careful not to jump in by following only the top Twitterers. You'd be missing out on a lot.

Mix it up with great San Diego attractions and venues like @gaslampquarter or news media like @sdut. Or how about both with @sdtips which combines local travel tips, news and a lot more. Or journalists like @dodgemedlin who you can always count on to post topical and timely links.

Follow San Diego Metblog authors like @juliewright (me), @thepegisin, @viss, @morrisato and more.






There are personalities to follow here too like @chriscantore who's a fount of local music knowledge and as entertaining ever. Or @sddialedin if you're looking for recommendations on the local music scene--in real-time, by the way, which often means 2 a.m. for her. If classic rock is more your bag, you can't beat @sdradio for his encyclopedic knowledge.

If you're a morning person and preternaturally perky, you'll enjoy the good natured posts of @marismith (see link above), @sugarjones, and @lotusamy.

You can stay connected to the city of San Diego via @mayorsanders.

And if you're interested in San Diego's culinary community and what's fresh, follow @carondg, @aliceqfoodie and @pinchmysalt.

I suggest you chase those food posts down with a beer post or two from @stonegreg of Stone Brewing and @beermolly.

If you're interested in San Diego's biotech industry, follow @sdbn. And if you're interested in the future and health of its fast food industry and leading spokesperson, follow @jackbox (who's apparently in a coma but you can count on his staff to keep his account updated.)

It really helps to get out and meet your Tweeps in person, and for that, you need to follow @jbruin who organizes San Diego TweetUps like the one last Saturday night that brought out over 200 people. Read her blog post and see pictures too if you wonder what a TweetUp looks like. http://www.meetup.com/sdtweetup/ (I wish I could go but I have a 'thing'... I just love saying that.)

This list is just a start. I'll try to share more links to local San Diego Tweeps in the future. And I encourage you to share your favorites by commenting below or reaching me on Twitter @juliewright.

Jack in the Box 'Hang in There Jack' misses the RSS feed

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See yesterday's post if you missed the ad that Jack in the Box ran during the Superbowl. This post is 'part II' or 'the morning after.'

By Feb 2 in the morning, it's clear the www.hangintherejack.com site has a lot of great multimedia and much of it in YouTube format. I believe that all of these videos were posted during and immediately after Superbowl but because the site couldn't handle the traffic, I, like many, couldn't see them.



The 'creative' on the site is fantastic. And that's why I believe it deserves better tactical execution in social networks and that some of the missed opportunities here border on egregious (let alone the $3mil required to have bought the original ad space.)

The site encourages you to make a video response, comment on the videos and order anything off their menu (in lieu of flowers). But there's one H-U-G-E element it's missing and that's an RSS feed. A simple little icon that allows me to subscribe to this blog. That's out-and-out crazy and another big sign that the people behind the campaign don't understand social media.

Another sign? The Facebook page has one update since yesterday and the Twitter accounts are still at odds with @hangintherejack providing fresh, timely updates to 35 (?) followers and the @jackbox site doubling its followers again to over 1400 despite publishing only one update.

Seems this is an advertising driven campaign and expensive TV airtime will be used to push people to www.hangintherejack.com. Meantime, inexpensive and more personalized social media marketing and engagement will be foregone or done haphazardly as the advertising executives learn on the job. (Hey, in these rapidly evolving times, we're all learning by doing, but what small fee could have paid to have a social media consultant contribute to this promotion.)

I am curious to learn what agency is behind the promotion because my money is on a traditional ad agency that has talked its client into an 'interactive' campaign without fully understanding what an interactive campaign should look like in 2009.