Hubspot are one of the most prodigious creators of usable marketing content. (See also SpredFast and Mashable) So when they recently released their Twitter AND Vine Guide for business, I had to check it out.
To say I rushed to download it, would be a hyperbole, but I was "interested" to see if Hubspot had put their finger on WHY VINE MAKES ANY SENSE AT ALL.
Turns out, they're not really all that convincing on the usage of Twitter for small business.
But I find their VINE party line much more entertaining.
Here's my assessment: VINE is a video monologue without thought or expressed intention.
At least with a Tweet, if it's mindless you have to put some thought into creating the mindlessness. With push and publish video publishing, we've got zero context and zero value. Even the narrative is crushed by the poor quality of the video. I think calling it an "interesting fusion" is being quite generous.
Yeah, can I get an amen to the "minimal emphasis on production quality" as the PROBLEM with VINE, not the ADVANTAGE of VINE. Is there such thing as being "too focused on video production quality?"
PLEASE: If you are reading this and you have examples of GREAT VINE content, please post the links in the comments or on our Facebook page.
But the best part of Hubspot's review of the business value of Twitter and Vine is here.
My question is this: "How is VINE social?" Sure there's sharing. But how does it facilitate a connection or conversation. VINE is like a bad animated gif with or without sound. The kind of thing Chrome filters were written to KILL within days of Google+'s launch. Probably someone at Twitter Co saw the G+ feature and determined Twitter needed to add crappy gifs to the "features" of Tweet-able content.
An assessment I read today, said that Twitter was at least looking to be broader than Twitter by providing Facebook sharing as well. BLEH.
So how do you measure VINE? You don't.
And as Hubspot says at the beginning, "it's okay to back off and only maintain your account rather than use it heavily." Yes please. Tweet like mad men. At least there is an established ROI model that might work for you. With VINE you're better off spending time improving your video production quality and using YouTube to distribute and tweet from.
- Twitter's VINE Should Die A Painful & Unhappy Death, Please - Uber.la
- The Marketer's Ultimate Guide to Measuring the ROI of Twitter & Vine – Hubspot
- SpredFast - Whitepapers, tips, and guides to social media marketing
- Mashable - social media news and resources
The Essentials of Digital Marketing:
- Social Media U – videos and best practices
- Digital Strategist's Notebook – my current best-of for small business
- Workin Facebook – all the Facebook learning you'll ever need
- The Twitter Way – the Twitter book in post form
- The Other Social Networks – Google+, LinkedIn, Pinterest
- Social Media Funnies – cause we need to laugh at ourselves and our social medianess
- Contact Me – let me know how I can help you grow your business online