Thursday, August 6, 2009

The Dao of Strategic Assessment (33): Assessing the Client Profile

We live in an information society where the attention span of the masses is about five minutes or less. They want immediate feedback and then they go on. (Most of the time, this group do not want to focus on the grand picture. They live for the now moment with no regard for the future. That is another post.) ...

Twitter is the web medium for those attention-challenged,
obsessively-compulsive individuals who need immediate information feedback.

Currently, customer-based businesses and celebrities utilize Twitter as their immediate connection to their many followers. To maintain their loyalty, one must recognize their supporter's profile by properly assessing their needs and wants.

Building the Psychological Profile
The first step of assessing the data is to gather the right data set. It must be based on the targeted social-economic group. The next step is identifying their
behavior by determining their most common habits and inclinations under the criteria of delineated economic changes and the technical specifics of the market terrain. He/she then compares the data to other sources in order to have the most authentic data set. (As a safeguard, we usually implement another round of intelligence gathering from the ground level).

Proper strategic assessment of intelligence gives the reader a better under-standing of the followers in terms of predictability and direction

Connecting the follower's profile to the projected outcome enables the readers to understand how their fans connect to the greater picture.

Conclusively, our approach gives the client an objective outlook of their competitive positioning in their marketplace.

Cardinal Rule: The amount of quality intelligence is inversely proportional to the amount of knowledge one knows their marketplace.


Martha Stewart: Twitter is Better than Facebook

Yesterday, Bill Gates admitted that he has abandoned Facebook because he had too many friend requests and could not tell who he knew and who he didn’t. Now we have another well-known public figure who isn’t very fond of Facebook: Martha Stewart

The master of home d├ęcor, in an interview with The Daily Beast, talks up Twitter and describes Facebook as “dippy.” Unlike Gates though, she extensively discusses why Twitter has a special place in her heart.

Here’s a little of what she to the Beast:
“I just love it so much more than Facebook … First of all, you don’t have to spend any time on it, and, second of all, you reach a lot more people. And I don’t have to ‘befriend’ and do all that other dippy stuff that they do on Facebook.”

Martha continues to praise Twitter, even calling it “the Wal-Mart of the Internet” (that’s an interesting analogy…). She also stated that the Facebook v. Twitter debate doesn’t matter all that much, specifically because, “they’re all going to be owned by the same company eventually.” The Beast even got a quote from Brandee Barker, Facebook’s Director of Communications, on the subject of Martha Stewart and Facebook:

“I think Martha has built a tremendous fan base and she obviously knows how to use many different ways to communicate with them … I’m a big fan of Martha Stewart and her brand—and I hope she finds more ways to use Facebook.”

Really though, what else could Brandee say that didn’t bash Martha or Twitter?

Are Stewart’s words indicative of anything?
While it’s humorous that she calls Twitter the Wal-Mart of the Internet (and that she thinks they’ll both be owned by the same company someday), she does bring up some interesting points about how people, especially celebrities, utilize Facebook and Twitter differently. She uses it to get answers to her questions fast, to host giveaways, and even to purposely rattle the cages and to make some buzz, when she asked if Bruno (the movie) was about decorating.

Can Facebook really accomplish these things, especially for a celebrity with a massive following?
While it’s true that there’s a competition brewing between Facebook and Twitter, we seem to forget that they’re different products that have different purposes.

Facebook is about intimate connections and sharing multimedia with a group of friends. Twitter is about broadcasting and spreading your message to the entire world. With that in mind, which platform do you think celebrities require more? There’s a rational set of reasons that explain why celebrities have been cheerleaders for the microblogging startup.

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