As I first wrote this, I was returning from a dinner event celebrating the anniversary of a friend’s PR firm. Then, I went on Twitter and saw news story after news story about changes that will affect people’s lives.
Those changes are unfolding as I write this now.
Twitter sometimes seems like it’s all about numbers, like how much it’s been acquired for or how many retweets something got. But those numbers are never what Twitter is about.
Twitter at its worst, for me, is about the number “one” – when there’s one person that sucks all the air out of the room. Twitter should never be about one person.
Twitter at its best is about individuals you follow, and sometimes interact with. It’s about getting a closer connection with people who often feel distant, and a deeper connection with those you know.
And it’s about people who tell me things I could find out elsewhere but discover there in a more entertaining fashion. I don’t pay for any sports networks on TV, but I followed almost every Mets game this past season on Twitter. It’s not the ideal way to get sports scores. I don’t care. It works. I love Mets Twitter. Maybe not as much as Phillies fans love Mets Twitter (#schadenfreude). But I do.
Twitter is also not the ideal way to get layoff news.
These changes feel devastating. And it seems way too fast. How do you even know who’s essential or not with the new order? There’s not even a clear business model in place.
Chartr’s newsletter this week showed that if Twitter converted10% of active free users to pay $8 monthly for Twitter Blue, it would generate $2.3 billion annually, or roughly half of its ad revenue.
Twitter will not convert 10% of its users to get blue checkmarks. Even 1% sounds like a lot.
The ad business will need to continue to be the core business. Twitter continues to have a differentiated offering that combines the power of search intent with the power of the social graph. It’s why access to the firehose of public tweets remains a critical line item for many media monitoring and social media monitoring and other analytics businesses. Just because Twitter hasn’t fully realized the potential of its assets doesn’t mean such assets should be devalued.
And being a multi-billion dollar ad supported business, it means there are already a lot of assets that Twitter has that matter to advertisers.
Maybe Twitter Blue will appeal to Tesla owners. A quick Google search tells me Tesla sold a total of 3,233,623 cars as of October. If all of those were owned by unique individuals, and they all bought Twitter Blue for $8 a month, that would lead to… $310,427,808 in annual revenue.
Okay, so that won’t work either. Sorry, Elon. I tried. Maybe there’s 10x more such people who can’t afford the car but can afford the keychain, so Twitter Blue will be the next best thing.
Wherever this thing goes, I’d like to see Twitter work as a model. Maybe even as a utility. Ideally without the white supremacists, modern-day Nazis, and others.
Today though, it’s about people.
It’s not about going on Twitter to discover that thousands of people have lost their jobs or are at risk of losing their jobs.
It’s about going on LinkedIn or WhatsApp or email or SMS and reaching out to someone we know who might be affected and seeing if there’s anything we can do for them.
It works just as well to do that for someone who isn’t at Twitter. You don’t need to work at a high-profile company to be going through a world of hurt right now. A world of fear. A world of loss.
We’ve been there. I’ve been there. Not too long ago too. All kinds of worlds. A multiverse, sometimes in a single day.
I channeled some of those worlds of feeling into resources. My master ‘how can I help spreadsheet.” A job resource round-up. 100+ questions to ask on job interviews. A new ask-and-offer channel in Serial Marketers (try it out). And trying to be responsive to any authentic DM on LinkedIn, or Slack, or wherever it comes in.
There will be time to analyze business models.
But Twitter has always been about people.
And right now, what needs even more attention are the people who have made it possible for Twitter to be all about people.
Person-to-person. That’s how we can make a difference right now. A thousand words about ad policy won’t matter nearly as much as a kind word or two we can offer a friend.
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WHAT TO READ:
Recent content shared by Serial Marketers and friends:
- Mediaocean launches digital product training certifications program with Credly, continues expansion of Education Division by Mediaocean
- On with Kara Swisher: The Economy Stinks, and Dr. Doom is Not Hopeful on Apple Podcasts
- Making the Story up as we Go : Thoughts and Reflections on Narrative by Valeria Maltoni
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November 17, Virtual
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Keep checking out the #jobs channel in Serial Marketers for more. Better yet, subscribe to get updates from our job listing board. Here are some great opportunities shared in these places or sent to me directly.
Strategic Marketing Account Manager
Via Luke in the community
“We are a team of tech-loving, client-centric professionals committed to learning fast, and constantly seeking long-term solutions, not short-term fixes. We’re unique individuals coming together to form a global, virtual community with different talents and time zones.We are looking to work with team members who absolutely love working with people, reviewing analytics and performance, and creating new opportunities for success. As an Account Manager, you are responsible for developing client relationships that promote retention and loyalty. Your job is to work closely with our clients to ensure they are satisfied with the services they receive and to improve upon areas of dissatisfaction. To be a successful Account Manager one must excel at collaborating with others to drive best practices, working directly with clients to achieve success, communicating with clients and teammates, and identifying opportunities for product expansion with clients.”
Sr. Director of Product Marketing
“We’re looking for The Senior Director of Product Marketing at PartsSource has: -5+ years experience in Product Marketing, ideally within SaaS or similar B2B market, -Strong track record of successfully marketing products targeting healthcare at high growth companies, -Highly cross-functional, partnership-oriented leadership style, -Ability and eagerness to balance the big-picture strategic work with day-to-day execution.”
VP Customer Success
“We’re looking for The Vice President of Customer Success at HiredScore has/is: -7+ years of experience in leading B2B customer-facing organizations. -A proven leader who has learned CS best practices at the corporate level and has experience leading a global customer success function (ADs, CS + training) at a hyper-growth organization. -A “been there, done that” leader who has retained an average of 120-130% NRR with $20M ARR+. -Someone who can see forward and reverse engineer playbooks and KPIs to drive successful outcomes. -Comfortable with a truly global culture; someone who is flexible, versatile, modest, no ego, and cares deeply; someone who can naturally flex from strategic to tactical.”
Head of Marketing
“As Head of Marketing, you will craft and execute strategies for our marketing programs, including Digital, Advertising, Communications, Brand & Creative. Your primary goals will be: to create initiatives that will deliver Prefect Cloud leads to our sales organization, increase and measure brand awareness and work with our product and developer advocate teams to grow the Prefect Community. You will have the opportunity to grow a team and define the marketing function at Prefect. We are an open-core company with an enthusiastic community of technical users. Traditional marketing can oftentimes alienate the developers we look to provide value for, meaning that our Head of Marketing should bring a perspective that keeps those users in mind. We are looking for someone who has experience marketing to our technical users.”
Also, check out the Serial Marketers job board
Other job resources (see a full list here):
- Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
- Braintrust: A freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
- Candidate: Featured marketing and sales jobs
- ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
- Hearty: Get recommended by peers and be discovered
- Hue: Amplifying voices of people in color working in marketing
- Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
- NYC Ad Jobs & Networking: A popular Facebook group
- #OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
- Pocit: A platform connecting people of color with jobs in the tech industry
- Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
- Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
- Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”
Do you run or enjoy other job listing sites? Let me know, and I’ll share them.
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