The Long Tail of a Tweet

  1. birds talking
    I went to interview Danielle Brigida (@starfocus), the Social Media Manager over at the National Wildlife Federation (NWF), a few weeks ago. Danielle and I go way back. We hadn’t really see each other for years up until that meeting. But we connected via Twitter. So after the meeting, we continued conversing – online. Found out later that she’s retweeted (RT) my tweet.

    This is how the tweet started spinning.
  2. Share
    RT @ecotwist How #Content Is Shared: Close Friends, Not ‘Influencers’ bit.ly/wTw5wz #mktg #strategy
    Wed, Mar 14 2012 23:00:40
  3. 11 days in hiatus

    The first time around the tweet was short-lived. Nothing is shaking until two tweeps picked up on it later, after it had been off-air for 11 days. The date: March 25.
  4. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ t.co/oJNdLFVm via @adage @ecotwist @starfocus
    Sun, Mar 25 2012 11:31:04
  5. The tweet from Sean Gardner to his followers (he’s got some 300k followers) extends its presence on the space. (Sean and I hadn’t cross-path online till this time).
  6. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ bit.ly/wTw5wz /via @adage @ecotwist @starfocus
    Sun, Mar 25 2012 11:24:49
  7. Expiration date, extended


    From that point, the tweet got RT’d three times, according to Hootsuite’s data. This was very unusual. In my metrics, my tweets don’t really get much RT’d. If they get once or twice show time, that is consider good.
    RT.
  8. Share
    How Content Is Shared: Close Friends, Not ‘Influencers’ bit.ly/GOs3IJ via @adage @ecotwist @starfocus @2morrowknight
    Sun, Mar 25 2012 14:38:35
  9. RT again. Another influencer, Ann Tran (@AnnTran_) with 290k followers, picked it up.
  10. Share
    How #Content Is Shared: Close Friends, Not ‘Influencers’ bit.ly/wTw5wz via @adage @ecotwist @starfocus @2MorrowKnight
    Mon, Mar 26 2012 12:05:35
  11. RT. RT. And more RTs. From here, it’s sort of taking off. The lineup of tweeps, who help to give more life to the content, include: @Paul_Brinkman, @Qforma_Jenn, @ifficiency, @DJFrankieee, @FlowerBlossoms, and tweeps from as far as Singapore @saintinc, India @DrSampyRoy and Spain @loretobgude. Thank you all!

    #PowerTweetup


    In between the movement of tweets in the space, conversation that takes place ‘inside’ Sean Gardner’s community morphed into a networking.
    Meet @2morrowknight aka Sean Gardner.
  12. Share
    @ecotwist YW! Because you’re here in DC, check out @Cheryl_Aguilar @alexpriest @AnnTran_ @MomsofAmerica @ergeekgoddess @Gracenote #TheyRock!
    Mon, Mar 26 2012 22:26:37
  13. Share
    @2morrowknight TY for the #Into Sean! Nice to meet you @ecotwist @cheryl_aguilar @alexpriest cc: @AnnTran_ @ergeekgoddess @gracenote
    Mon, Mar 26 2012 22:47:01
  14. Share
    #DC Rocks! @ergeekgoddess @2morrowknight @ecotwist @cheryl_aguilar @AnnTran_ @gracenote @MomsofAmerica
    Mon, Mar 26 2012 22:58:33
  15. Share
    @2morrowknight @ecotwist @cheryl_aguilar @alexpriest @anntran_ @momsofamerica @gracenote if that’s not a #PowerTweetUp-I don’t know what is!
    Mon, Mar 26 2012 22:29:50

    Calling for a DC tweetup!

    Now someone is calling for a meetup.
  16. Share
    Calling for a DC tweetup! Who’s #in ? @nicolascpa @2morrowknight @ecotwist @cheryl_aguilar @AnnTran_ @gracenote @MomsofAmerica
    Mon, Mar 26 2012 23:26:24
  17. Everyone is in for a tweetup. Up next: in person meetup. First we’re connected online. Then we’ll have the chance to meet in person. How cool is that?
    What you see here is just a snapshot of the long tail process, that bring us back to the gist of the story (we) retweeted.

    “Our data show that online sharing, even at viral scale, takes place through many small groups, not via the single status post or tweet of a few influencers. While influential people may be able to reach a wide audience, their impact is short-lived. Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinarily people sharing with their friends.”

    This tweet is a proof to the study above. You’ll never know who’s going to spread your content around the web – the next time around. In this world that knows no borders, we are all connected.

Reuse Data for Valuable Content

The other day, I posted my frustration dealing with sharing report, because the report is tight-locked under copyright use. I stumbled into Andy Sernovitz’s blog (the word-of-mouth guru) this morning and there he posted something about Chevron’s use of social media data.

Who knew that Chevron have been monitoring the social media sphere for awhile? What they did with the data that they’ve been collecting over a period of time, is reused it by creating valuable content that gets distributed across social media platforms. And the best thing is: they make it easy to share. It is “not buried under mountain of restrictions and legalese,”  which is very un-corporate.

Furthermore, Chevron posted the report on a different site that was (I think) for community outreach, with catchy name Will-You-Join-Us.

Some key takeaways, via Andy’s Answers:

  • Look for external uses of your internal projects. Raines and his team realized their monitoring data on energy issues was valuable to more than just their company — so they turned their work into a report that thousands of key industry influencers have since downloaded.
  • Get people talking by making it easy to share. Chevron didn’t bury its report under mountains of restrictions and legalese — it simply encouraged people to post the report and to attribute the material to Chevron when doing so.
  • Use all the tools that can help your content spread. Chevron’s “Pulse Report” is a 60-page white paper — but they didn’t just post it on their corporate website. They also posted YouTube videos summarizing it, shared it on Facebook and LinkedIn, and made it available for download on Slideshare and Scribd.

Watch video of the presentation.

Chevron Pulse Report: The State of Online Conversation About Energy Issues, presented by Robert Raines from GasPedal on Vimeo.

Why the United Nations Needs to Go Creative Commons

With the rise of social publishing, the United Nations need to lead by going Creative Commons license for all of their publications. You know that the UN has published thousands of world class publication for everyone. These publications are available for free for anyone with online access. Yup, free access.

However, they’re missing the boat by locking most of their publications into Copyright situation. Case in point, this publication on “Kick the Habit,” a comprehensive guide to climate neutrality for everyone – yes, everyone from individuals to organizations to cities, governments, SMEs (small-medium enterprises) and corporations – pretty much cover all of us who uses energy. However, this guide is not easily accessible for anyone unless it gets to the hands of influencers, who can then help spread out the message around via different medium like Twitter, Facebook, social publishing, etc. you name it. 

I almost got kicked out from Scribd (a social publishing) this morning, because I wanted to share (read: non-profit, non-commercial) this Kick-the-Habit publication (pdf) online so people can access it, read it and get educated on the issue of going carbon neutral. 

Here is the email I received from Scribd this morning.

Hello, DewitaSoeharjono —

We have removed your document “Kick the Habit” (id: 40082915) because our text matching system determined that it was very similar to a work that has been marked as copyrighted and not permitted on Scribd.

Like all automated matching systems, our system is not perfect and occasionally makes mistakes. If you believe that your document is not infringing, please contact us at copyright@scribd.com and we will investigate the matter.

As stated in our terms of use, repeated incidents of copyright infringement will result in the deletion of your Scribd.com account and prohibit you from uploading material to Scribd.com in the future. To prevent us from having to take these steps, please delete from scribd.com any material you have uploaded to which you do not own the necessary rights and refrain from uploading any material you are not entitled to upload. For more information about Scribd.com’s copyright policy, please read the Terms of Use located at http://www.scribd.com/terms.

Best regards, Scribd Support Team Questions? http://scribd.com/faq

This is the UN COPYRIGHT. 

Un_copyright

So the way I understand it, it IS okay if you made copies for non-profit distributions. But it’s NOT okay for online distributions. Interesting…

Digital vs. hard copy influence

Want more people to read? A quick math on Scribd: 60 million readers every month, 20 million embeds, millions of people readcast (read and let people know what they’re reading). Plus it can get downloaded by IPad, Kindle, and some other e-reader gadgets. It’s about distribution. That stats versus printing 200-some pages! Why waste papers these days if you don’t need to? Hellooooo? There’s more upside potential, i.e. more people read, online. That’s the fact.

Creative Commons is about democratizing publishing and access. Look, I am not using it for commercial purposes. My intention is to share worthwhile reading materials with others. You think after this I’m going to upload UN stuff. No way, baby. It’s not worth the risk. Because I still want to share the world with more reading stuff going forward

By the way, the UN is not alone in this case. There are other organizations have the same attitude on copyright thing. I know I singled out them (sorry about that) because they have many more organizations under their wings. If they lead, others will follow.  

I just hope some UN officials in New York, or elsewhere in the world, pay attention to the implications of online culture on sharing. Sharing is social. Social means less restrictions.

Nuff said. Let’s unlock the potential…