Month: June 2019

Apple Mac Pro or Cheese Grater

Advertising, Social Media

There are some things I like about Apple products. When they “just work” they are great – but over the last few years, the limits of a closed ecosystem have been exposed. These days we are looking further afield for our design-conscious devices, content and computing. Even the once transformative iTunes is closing down.

But when Apple recently launched its new Mac Pro, comparisons were drawn not with high-end design of fashionable devices, but with low tech, everyday living implements.

Marketers, always keen to step into a pop-culture moment saw this as an opportunity. This ad for IKEA Bulgaria is certainly understated, but no doubt, it will grate on the nerves of the Apple designers.

There has been a long period of analysis and graft around media and communication, with particular focus on the role of news, the emergence of “fake news”, orchestrated misinformation and global political upheaval. I am hoping that we will see more of the sense of play on display here. It encourages us to see beyond the shallowness of words and the divisive nature of “positions” towards the humanity and humour that connects us all.

Getting to Know the Twitter Algorithm

Social Media

Each of the social media platforms continually evolve their platforms, approaches and algorithms. Sometimes these changes are noticeable and require us to reset our expectations and use. Other times, the changes appear invisible – yet impact our ways of working. For marketers this can prove frustrating – and occasionally exciting, with new benefits emerging.

Digital Information World have produced an infographic that captures a history of Twitter’s algorithm but also provides some helpful tips to improve your Twitter activity. Much of this is simple, but worth reinforcing:

  • Treat Twitter as an engagement and conversation channel
  • Respond to messages and updates
  • Set an agenda using hashtags
  • Use media
  • Update your stream regularly.

Perhaps most importantly, remember to use Twitter Analytics to understand what is working and not working within your network.