Monthly Archives: April 2023

Mastodon Needs More Brand Support

Posted on by
1

As much as I want to move over to Mastodon full time, there’s one thing I feel that is massively holding it back. Yes, you can laud the big things about federations and freedom as much as you want. However, one thing I’ve seen hanging out in the fringes of the Fediverse that will ultimately hold Mastodon back is the hostility toward brands.

Welcoming The Crowd

If you’re already up in arms because of that opening, ask yourself why. What is it about a brand that has you upset? Don’t they have the same right to share on the platform as the rest of us? I will admit that not every person on Mastodon has this outward hostility toward companies. However I can also sense this feeling that brands don’t belong.

It reminds me a lot of the thinly veiled distaste for companies that some Linux proponents have. The “get your dirty binary drivers out of my pristine kernel” crowd. The ones that want the brands to bend to their will and only do things the way they want. If you can’t provide us the drivers and software for free with full code support for us to hack as much as we want then we don’t want you around.

Apply that kind of mentality to brands venturing into the Fediverse. Do you want them to share their message? Share links to content or help people join webinars to learn more about the solutions? Or do you only want the interns and social media professionals to be their authentic selves and pretend they aren’t working for a bigger company?

The fact is that in order to get people to come to Mastodon to consume content you’re going to need more than highly motivated people. You’re going to need people that are focused on sharing a message. You’re really going to want those that are focused on outreach instead of just sharing random things. Does that sound a lot like the early days of Twitter to you? Not much broadcast but lots of meaningless status updates.

That’s the biggest part of what’s holding Mastodon back. There’s no content. Yes, there’s a lot of sharing. There’s lots of blog posts or people clipping articles to put them out there for people to read. But it’s scattered and somewhat unsupported. There’s no driving force to get people to click through to sites with deeper information or other things that brands do to support campaigns.

Tom’s Take

You’re going to disagree with me and I don’t blame you one bit. You may not like my idea about getting more brand support on Mastodon but you can’t deny that the platform needs users with experience to grow things. And if you keep up the hostility you’re going to find people choosing to stay on platforms that support them instead of wading into the pool where they feel unwelcome.

Consuming Content the Way You Want

Posted on by
1

One of the true hidden gems of being a part of a big community is the ability to discuss ideas and see different perspectives. It’s one of the reasons why I enjoy working at Tech Field Day and why I’m lamenting the death spiral of Twitter. My move to Mastodon is picking up steam and I’m slowly replicating the way that I consume content and interact there but it’s very much the same way I felt about Twitter thirteen years ago. There’s promise but it needs work.

As I thought about my journey with social media and discussed it with people in the community I realized that a large part of what has me so frustrated is the way in which my experience has been co-opted into a kind of performative mess. Social media is becoming less about idea exchange and more about broadcast.

Give and Take

When I first started out on Twitter I could post things that were interesting to me. I could craft the way I posted those short updates. Did I want to be factual and dry? Or should I be more humorous and snarky? I crafted my own voice as I shared with others. My community grew organically. People that were interested in what I had to say joined up. Others chose to stick with their own circles. The key is that I was allowed to develop what I wanted to present to those around me.

As time went on I realized that I was an aberration in the grand scheme of Twitter. I made content. I offered opinions and analysis. I was a power user. Twitter wasn’t filled with power users. It was filled with passive consumers of content. Twitter wasn’t overly concerned with enabling features that allowed users like me to have an easier time. Instead, it was focused on delivering content to the passive audience. Content that Twitter determined was either interesting enough to keep users coming back to the service or generated enough revenue to keep the lights on.

That shift happens in pretty much every social platform that I’ve been a part of. Facebook moved from reading through other people’s status updates about their dogs or their lunch and into a parade of short form videos about craft projects or memes about Star Wars. Every interaction with those posts just enhanced the algorithm to show me more of them. Facebook only shoves more of what you see into your face. It doesn’t take what you create and build from there.

The algorithms that run these services now don’t care about you. They don’t facilitate the discussions and information exchange that make us all better. Instead, they feed us mindless interaction. They give us 60-word posts about a topic with vapid insights or any one of a number of endless popcorn videos about “life hacks” or people having accidents or, worse yet, very clever advertising that looks like a random person posting about how amazing a t-shirt is.

Does It Ad Up?

If you’re thinking to yourself this is starting to sound a lot like television advertising, you’re not far off the mark. The explosion of content that has been pushed in front of us is all about the advertising. It’s either brands that are looking to have users buy their product or service or it’s services looking to gain tons of users for other reasons.The advertising dollar rules all now.

This isn’t a new thing. Anyone that tries to tell you that invasive advertising is a modern construct has never opened up a copy of Computer Shopper magazine from the 90s or enjoyed hearing the host of a 60s game show shilling for Lucky Strike cigarettes. Advertising has always been a huge part of the content that we consume.

Modern YouTube videos have pre-roll ads and breaks in the middle for more ads. Podcasts have one or two ad reads, either by the hosts or through a slick, produced read. For a society that hates advertising we sure don’t mind taking money from them when they want to place an ad in the content we’re creating. Yet unless we’re willing to bankroll our own platforms completely we’re stuck with the way that those platforms make money.

This all comes together in an insidious way. The algorithms show us things out of order because they want to grab our attention. The system wants to weave in content we might enjoy along with ads that pay for the platform alongside of the content we actually want to see. Unlike broadcast television, which has specific rules about advertising, these systems can flood us with content that is designed to make us stick around or pay for something that someone wanted us to buy.

At no point in that whole process did we see highlighting of blog posts (unless they were boosted with ads) or bringing conversations to the top of the feed because we’ve interacted with those people. Power users and non-sponsored content creators are a drag on the system. Because they’re not interesting enough to draw in the regular users, unless they’re famous, and they don’t pay the platform to prioritize that content.

As the social network matures and relies less and less on users to create the interactions that sustains the user base it flips the model to be more focused on providing for the brands that pay to keep the lights on and the popcorn-style content that keeps the users hanging around. That’s the ultimate reason why the twilight of social media platforms feels so wasteful. What was once a place to grow and expand your horizons becomes the same mindless drivel that we see on TV. A late-stage social network is practically indistinguishable from what The History Channel has turned into.

Tom’s Take

I want Mastodon to succeed. I want the idea exchange to return. There are many on the platform right now that are hostile to brands because they worry about the inevitable slide into the advertising model. That doesn’t happen because of the brands themselves. The move happens when users grow and the platform needs to keep them around. When the costs of running the infrastructure grow past the ability of the users to support it. Here’s hoping the idea exchange and learning continue to be the primary focus for the time being. At least until the next new things comes along.

Perfection Paralysis

Posted on by
Reply

This is a sort of companion piece to my post last week because I saw a very short post here about doing less. It really hit home with me because I’m just as bad as Shawn about wanting everything to be perfect when I write it or create it.

Maximizing Mistakes

One of the things that I’ve noticed in a lot of content that I’ve been consuming recently is the inclusion of mistakes. When you’re writing you have ample access to a backspace key so typos shouldn’t exist (and autocorrect can bugger off). But in video and audio content you can often make a mistake and not even realize it. Flubbing a word or needed to do a retake for something happens quite often, even if you never see or hear them.

What has me curious and a bit interested is that more of those quick errors are making it in. These are things that could easily be fixed in post production and yet they stay. It’s almost like the creators are admitting that mistakes happen and it’s hard to read scripts perfectly every time like some kind of robot. Honest mistakes over things like pronunciation or difficult word combinations help remind us that not everything needs to be exactly perfect every time.

That’s not to say that you can get away with not doing things with the appropriate amount of practice. The difference between a simple mistake in a long passage of text and a haphazard idea just thrown out there without care is very apparent. As I tell the people that I work with for public speaking, the more something sounds off the cuff the more practice went into it to make it sound natural.

Accumulating Assets

My friend Ivan Pepelnjak reached out to me after my last post and reminded me of something he wrote a decade ago that talks about his view of the creative process. One of the big takeaways for me was the section on ideas. It’s important to realize that nothing will spring forward from your mind completely realized.

It’s a lot like baking. The ingredients are easy enough to measure. The trick is mixing them together. You have to add the right ideas in the right amounts and then let them mix together and even settle a little bit before you can make something out of them. However, you also have to be careful about how you go about doing it. Mixing merengue is a very different skill than a pound cake. Some things shouldn’t be mixed too much lest they become ruined by the extra attention. It is entirely possible to do too much to ideas without realizing it.

Tom’s Take

If you find yourself struggling with creativity or need to figure out a way to make something happen don’t be afraid to mix things up a little. Go for a walk. Play some music to force your brain into a new space. Look over your collection of half-formed ideas and see what pops up. Make something happen to change the status quo. You’d be surprised what might happen. But above all don’t get stuck on the idea that it needs to be perfect. The best ideas are very often imperfect.