The document discusses how brands have become obsessed with the spread of their messages on social media rather than the quality of the messages themselves. It argues that platforms are just mediums and without great content, they are nothing. Specifically, it notes that joining conversations in real time does not mean people will value what brands have to say. Infectious content gains momentum through its own merits rather than clever use of platforms or incentivized engagement. Strong communication will always spread regardless of the medium used.

1. #0 retweets: Things I hate
about digital advertising
By Michael Goldstein
strategist, nyc
@mickeyg77

2. Since when did how become
more important than what

3. WHY DID AN OBSESSION WITH THE
SPREAD OF A MESSAGE OVERTAKE THE
MESSAGE ITSELF?

4. why do people think that
social media platforms are magic
tricks to get people to love your
brand?

5. WHY are people treating Platforms like a
message not a medium ?

6. They are just platforms.
Without great content, they
are nothing.

7. Everyone got really excited over this
tweet...

8. Many thought that if their brand
joined a conversation in a timely
manner they would be able to
influence further conversation
and drive brand love.

9. WRONG.

10. wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIR
WEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO
CHAT AT THE RIGHT TIME?
.

11. wOULD YOU talk to your high school teacher about the
time you lost your virginity if he asked STRAIGHT away?!

12. Would you talk to a stranger about your darkest
secrets ?

13. PROBABLY NOT!

14. But your nanna, a teacher and even a
stranger can all offer valuable
conversation.......
.........IT just has to be RELEVANT

15. Breaking down brand relevancy

16. It comes down to three cs:
Content
Context
conversation

17. Quick note!
I define online conversation as the relevant
intersection of context and content.
CONVERSATION
RELEVANCY
context
content

18. how did the famous Superbowl tweet use the
3 C s?

19. THEY HAD GREAT CONTENT.
(powered by the BRAND LOVE for Oreo)
THE APPROPRIATE CONTEXT.
(THE SUPERBOWL BLACKOUT)
And AUTHENTIC CONVERSATION.
(the relevant intersection of context and
content)

20. The lesson from Oreo s Superbowl tweet should
have been about how brands can use their
personality to comment in a relevant fashion on
current events.

21. INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING
OF brand TWEETS, NOT THE CONTENT OF TWEETS!

22. They even came up with a brand new buzzword:
REAL TIME MARKETING

23. REAL TIME MARKETING did not go too well

24. Time for a
Truth bomb.

25. JUST BECAUSE YOU join a conversation,
even in real time DOES NOT MEAN
PEOPLE VAlUE WHAT YOU HAVE TO SAY.

26. Another way brands try to spread weak
messages is through incentivized word of mouth,
or worse, a beg for retweets or other forms of
engagement.

27. An incentivized piece of
content is not only
inauthentic.....
It is advocacy prostitution !

28. Just because you give someone
monetary incentive to engage with
you does not mean they genuinely
enjoy that engagement.....
advocacy
prostitution.

29. Strong communication will
always gain momentum,
regardless of platforms.

31. Chuck another shrimp
on the barbie hit an
infectious cultural
friction that is a part
of pop culture today.

32.
HOW MANY ReTweetS DID IT GET?

33.
0 ReTweetS.

34.
0 retweets.

35.
0 retweets.

36.
0 retweets.

37.
0 retweets.

38.
0 retweets.

39. INFECTIOUS CONTENT IS NOT
CREATED JUST THROUGH
CLEVER USE OF PLATFORMS.
iNFECTIOUS CONTENT IS
CREATED BY INFECTIOUS
CONTENT.

40. Thank you!
Any thoughts or feedback tweet
@mickeyg77
chuck another email on the internet ‒
michaeldgoldstein77@gmail.com