Welcome!

Blog Feed Post

How to Win a Twitter War

It’s remarkable how many people are fighting on Twitter and Facebook these days. What is even more remarkable is how many social media battles end in one party unfriending or unfollowing the other. “I’ll teach you to disagree with me!” [Hit unfollow or unfriend.] “There!” [Pause with an angry look on your face.] “Take that!”

Unfriending or unfollowing someone is not a win; it is a cowardly act of desertion. At that moment of self-hypnotic, self-righteous self-satisfaction, you have left the battlefield in abject defeat. In truth, your opponent has silenced you. You’ve left their world, never to return. Your opponent is the victor; you, the vanquished.

Can you ever really win a Twitter or Facebook war?

Yes, you can! Here, for your cyber-pugilistic pleasure, is a strategic primer that will make you invincible.

Strategy

Before you wage an SMW (social media war), you need to define what a “win” is. In victory, you will accomplish _____.

If your goal is to unfriend or unfollow everyone in your community who disagrees with your world view, stop reading this article now. Your current strategy is perfect.

However, if your goal is to assemble a community of like-minded people, or start a conversation that might change minds, or (if you believe you have the moral high-ground) definitively change minds (because you are right and your opponents are wrong), read on.

You are going to war, and wars have costs. So you have to base your strategic decision to wage an SMW on a cost/benefit analysis.

If you start a fistfight, expect to get hit. If you start a knife fight, expect to get cut. If you start a gunfight, expect to get shot. If you start an SMW, expect to have someone try to boil your blood, belittle your beliefs and personally attack your character in ways that would make a drunken, potty-mouthed psychopath proud. If these are not acceptable costs, do not start the war.

After defining what a win is and accepting the potential associated costs, it’s time to get into the real strategic work of positioning yourself to win an SMW.

Antifragile Positioning

In his book Antifragile: Things That Gain from Disorder, Nassim Nicholas Taleb opines, “Some things benefit from shocks; they thrive and grow when exposed to volatility, randomness, disorder, and stressors and love adventure, risk, and uncertainty. Yet, in spite of the ubiquity of the phenomenon, there is no word for the exact opposite of fragile. Let us call it antifragile. Antifragility is beyond resilience or robustness. The resilient resists shocks and stays the same; the antifragile gets better.”

AUTHOR’S NOTE: This is not a political article. Please, please, please do not start commenting about politics here. This is an article about how to fight and win a social media war using an antifragile strategy. Please limit your comments and criticisms to that thesis. And yes, I know that Taleb’s antifragile concept is a direct rip from George Soros’s book, The Alchemy of Finance. That’s actually a great discussion starter. Thank you.

In pure social media terms, “Make America Great Again” is a perfectly antifragile tweet and a perfectly crafted response meme. From an SMW point of view, it is a strategic masterpiece.

  1. @antifragile_originator:” _____ policy will make America great again.”
  2. @attacker: “I h8, with all that is holy, the new @antifragile_originator _____ policy.”
  3. @antifragile_defender: “@antifragile_originator is just trying to make America great again.”
  4. @antifragile_originator: “_____ policy is right; those who don’t think so are dumb.”
  5. @attacker: “Has @antifragile_originator read _____? Doesn’t he understand _____?”
  6. @antifragile_defender: “@antifragile_originator is just trying to make America great again.”

Let’s analyze the above.

Tweet #1 has a well-defined cause and effect. The policy espoused will make America great again. Who doesn’t want to live in a great America? You can’t argue the fine points of what “great” might mean in 140 characters. You can’t argue with the validity of the policy espoused in 140 characters. Pretty much all you can do is what Tweet #2 does, and that is disagree with Tweet #1. You can use your 140 characters any way you want. It won’t matter. Tweet #1 is antifragile.

It doesn’t matter who is right or who is wrong, because in social media terms, @antifragile_originator wins no matter what is being discussed. Count the number of times @antifragile_originator is mentioned in the example above. Now count the number of times everyone else is mentioned. If “going viral” is your goal, an antifragile strategy really works.

Now, think about the value of the virality with respect to messaging. There is almost no replacement for gross impressions. The more times you see something, the more it creeps into your psyche. “Reach” (how many unique people see a message) is the focus of most modern advertising and marketing schedules, but “frequency” (the number of times you see a message) has a huge value in terms of brand awareness, brand love and brand health.

The virality, or frequency, of putting @antifragile_originator’s message in front of engaged users is key. The antagonists and the protagonists are equally engaged. Even people who don’t care about the issue will be exposed to it because each circle of friends/followers is led by its social media thought leader. Every tweet, no matter who tweets it, is fully editorialized and endorsed by its tweeter.

Even better for the @antifragile_originator, people on the margins (those who might care about the issue but had yet to be exposed to it) are going to get an up-close, personal view of both sides. Better yet, those who might switch sides or are secret agents or are in the closet about the issue have now been engaged.

Employing an antifragile social media strategy is win, win, win. As Mr. Miyagi famously said in the movie The Karate Kid, “If do right, no can defense.” How can you execute against this insidious, awesome, winning strategy? Here are five easy steps.

How to Win a Twitter War in 5 Easy Steps

Craft an antifragile messaging strategy, then

  1. Pick an issue guaranteed to enrage your opposition.
  2. Figure out how to make the issue truly binary, no matter how nuanced or subtle it is. Yes or No. You’re with us or against us.
  3. Craft a barrage of strategically related antifragile messages (marketers, pay attention here).
  4. Keep the chaos going. (Brand safety? We don’t need no stinkin’ brand safety!) More tweets, more related enraging issues. More, more, more. Keep repeating steps 1–4.
  5. Enjoy the increase in followers, virality, and the size of the community of like-minded people that has self-assembled around you.

Then, with all humility declare yourself the winner. If you do that with an antifragile tweet, you’ll keep the cycle going, and one day, who knows? – you could be …

The post How to Win a Twitter War originally appeared here on Shelly Palmer

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

Latest Stories
Real IoT production deployments running at scale are collecting sensor data from hundreds / thousands / millions of devices. The goal is to take business-critical actions on the real-time data and find insights from stored datasets. In his session at @ThingsExpo, John Walicki, Watson IoT Developer Advocate at IBM Cloud, will provide a fast-paced developer journey that follows the IoT sensor data from generation, to edge gateway, to edge analytics, to encryption, to the IBM Bluemix cloud, to Wa...
What is the best strategy for selecting the right offshore company for your business? In his session at 21st Cloud Expo, Alan Winters, U.S. Head of Business Development at MobiDev, will discuss the things to look for - positive and negative - in evaluating your options. He will also discuss how to maximize productivity with your offshore developers. Before you start your search, clearly understand your business needs and how that impacts software choices.
Enterprises are moving to the cloud faster than most of us in security expected. CIOs are going from 0 to 100 in cloud adoption and leaving security teams in the dust. Once cloud is part of an enterprise stack, it’s unclear who has responsibility for the protection of applications, services, and data. When cloud breaches occur, whether active compromise or a publicly accessible database, the blame must fall on both service providers and users. In his session at 21st Cloud Expo, Ben Johnson, C...
Most of the time there is a lot of work involved to move to the cloud, and most of that isn't really related to AWS or Azure or Google Cloud. Before we talk about public cloud vendors and DevOps tools, there are usually several technical and non-technical challenges that are connected to it and that every company needs to solve to move to the cloud. In his session at 21st Cloud Expo, Stefano Bellasio, CEO and founder of Cloud Academy Inc., will discuss what the tools, disciplines, and cultural...
SYS-CON Events announced today that Fusic will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Fusic Co. provides mocks as virtual IoT devices. You can customize mocks, and get any amount of data at any time in your test. For more information, visit https://fusic.co.jp/english/.
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
With the rise of DevOps, containers are at the brink of becoming a pervasive technology in Enterprise IT to accelerate application delivery for the business. When it comes to adopting containers in the enterprise, security is the highest adoption barrier. Is your organization ready to address the security risks with containers for your DevOps environment? In his session at @DevOpsSummit at 21st Cloud Expo, Chris Van Tuin, Chief Technologist, NA West at Red Hat, will discuss: The top security r...
SYS-CON Events announced today that Enroute Lab will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enroute Lab is an industrial design, research and development company of unmanned robotic vehicle system. For more information, please visit http://elab.co.jp/.
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
IBM helps FinTechs and financial services companies build and monetize cognitive-enabled financial services apps quickly and at scale. Hosted on IBM Bluemix, IBM’s platform builds in customer insights, regulatory compliance analytics and security to help reduce development time and testing. In his session at 21st Cloud Expo, Lennart Frantzell, a Developer Advocate with IBM, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing devel...
SYS-CON Events announced today that Mobile Create USA will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Mobile Create USA Inc. is an MVNO-based business model that uses portable communication devices and cellular-based infrastructure in the development, sales, operation and mobile communications systems incorporating GPS capabi...
There is huge complexity in implementing a successful digital business that requires efficient on-premise and cloud back-end infrastructure, IT and Internet of Things (IoT) data, analytics, Machine Learning, Artificial Intelligence (AI) and Digital Applications. In the data center alone, there are physical and virtual infrastructures, multiple operating systems, multiple applications and new and emerging business and technological paradigms such as cloud computing and XaaS. And then there are pe...
Today traditional IT approaches leverage well-architected compute/networking domains to control what applications can access what data, and how. DevOps includes rapid application development/deployment leveraging concepts like containerization, third-party sourced applications and databases. Such applications need access to production data for its test and iteration cycles. Data Security? That sounds like a roadblock to DevOps vs. protecting the crown jewels to those in IT.
SYS-CON Events announced today that Interface Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Interface Corporation is a company developing, manufacturing and marketing high quality and wide variety of industrial computers and interface modules such as PCIs and PCI express. For more information, visit http://www.i...