Flappy Bird and the Social Media Paradigm

Navigating Flappy Bird is like navigating social mediaThis past week, the developer of the outrageously successful game Flappy Bird took down the app from Google and Apple respective app stores. I’m telling you this in case you missed your chance to download the game. I’ve tried to play this monster timesink of a game to a respectable score, but my high score is five. My average score is probably less than one. But what struck me as I was cursing yet another dead flappy bird was how much the game represents our attempt at navigating social media channels.

For those who didn’t have the chance to get the game, the premise is quite simple: you’re a bird, and each time you tap on the screen, its altitude increases. Tap multiple times, and its altitude soars. Stop tapping, and your bird nosedives towards the ground. The object, therefore, is to keep your bird from crashing into the ground. Simple, right? But that’s not the end of it.

As the game scrolls, pipes appear from the top and bottom of the screen. Between the pipes is a gap through which you must navigate your bird. Even the slightest contact with a pipe will cause your bird to drop to the ground. There are no powerups, no pause button, no levels — nothing but you, your finger, and your nerves to keep this little bird in the air.

Are you starting to get what I’m saying?

Social media channels need your constant attention and promotion. Stop ‘tapping’ them and awareness in your brand sinks like a stone. Tap too much or too little, you’re going to run smack into an obstacle, and that will sink you just as fast. You have to delicately find the sweet spot that engages your audience without being too much or too little. Once you find it and pass that hurdle, you’re on to the next item/article/campaign you’re promoting. What just happened isn’t relevant anymore; you’re already facing your next challenge.

When planning your social media marketing strategy, don’t assume that making a big splash will help you maintain your engagement. It’s the careful, stay-on-target, constant fine-tuning approach that will get you through the social media hurdles and increase your engagement ‘score’ with your audience.

Of course you can walk away for the game for a little while. But don’t have the expectation that your audience will be there when you come back.

Mashable: Marc Jacobs Pop-Up Shop Takes Tweets, Instagrams for Payment

This is definitely going in my client to do list. By using social media promotion as an in-store incentive, your customers can make your social media engagement skyrocket.

Mashable: Marc Jacobs Pop-Up Shop Takes Tweets, Instagrams for Payment. http://google.com/newsstand/s/CBIw8sri8RA

Forbes Now: Skyrocket Your Consumer Engagement with the Right Social Media Images

Make sure your graphics are keeping your social media messages on target. That means taking into account the image color, lightness and content when selecting a picture for your post, pin or tweet. Choosing the right image for your content means increasing your engagement.

Forbes Now: Skyrocket Your Consumer Engagement with the Right Social Media Images. http://google.com/newsstand/s/CBIwrKLdhhE

60-Second Solution: Send Out a Press Release

Sometimes we get so caught up in our social media channels that we forget there are other media channels that are still effective in advertising your company. Trade magazines, newsletters, local newspapers, and associations are always looking for news “filler.” Continue reading “60-Second Solution: Send Out a Press Release”