Mark Higginson

The web is a social artifact.

This short manifesto covers what I hold to be self-evident about modern marketing practices, particularly related to online activity.

This piece about how people's attention flows on the web highlights the fundamental misunderstanding that causes almost all online marketing to be ineffective.

The blog that follows consists of a series of short posts that support my arguments.

 

10 August 2014

As you can see, nearly everyone who visited my site came for the original image, maybe scrolled once or twice through others in that set, then left.

Things I Learned After My Photo Hit #1 on Reddit, and Why I Probably Shouldn’t Have Posted It

This highlights how a photo of Mount Fuji posted to reddit resulted in thousands of visits to the original photographer’s website. No one looked at anything else. No one bought a print. They came. They stayed for that one page. They left, never to return.

I’ve seen this happen loads of times myself. A post goes up on a popular hub site that undoubtedly has a huge readership. There is a nice link back to a client’s blog or similar and a good reason to click. The result is a few hundred or thousand referrals. No repeat visitors. Essentially worthless given the effort involved.

Welcome to the world of content marketing and an industry totally at odds with the reality of how attention works on the web.

Let me know what you think on Twitter

 

07 August 2014

Attention is like weather.

These tweets from Mat Honan are completely true. To my eyes attention on the web is like a weather system. There are larger forces making it all work that while we can grasp the fundamental rules the subtleties of all this in effect lie just outside our ability to predict what might happen.

This is why I rail against posts with titles like these I spot passing through my feed reader:

The authors of these type of posts present a completely inaccurate perspective of how attention ‘works’ on the web; same goes for most people representing ‘content strategy’.

Let me know what you think on Twitter

 

05 August 2014

We have seen a huge increase in Facebook traffic, an area where we hadn’t been focusing. It had previously been all about Twitter. Journalists are all on Twitter, and obsessed with it, so that is where the energy had gone. An assumption had been made without looking at data.

Facebook and fewer stories behind rise in web traffic, says Telegraph chief

Remarkable. Facebook has over five times the active user base of Twitter and yet the Telegraph Media Group’s editor-in-chief says they didn’t look at the data. I would also worry that he seems to see the two as equivalent; if you chase ‘traffic’ your thinking narrows to the point of only seeing the numbers. Yet he also states “the goal is to maintain a quality product”. This is contradictory in so many ways, not least of which is the equating of ‘journalism as product’.

Let me know what you think on Twitter

 

25 July 2014

Creating, aggregating and curating.

I like the idea of using aggregated content from social platforms as a way to contextualise an event. It’s the sort of thing Storify offers. However, I don’t want to point people to Storify nor do I like the appearance of their embedded version or want to pay in order to be able to customise this.

Fortunately the major platforms make embedding content trivially easy; just select the ‘embed’ option on an item and paste the markup into your page. The hard part is sourcing relevant material, which despite the promise of ‘user-generated content’ solving this problem, remains largely something you either need to produce yourself or guide people to create.

Here’s part of the base column of items I knocked up from the Faculty of Arts Graduate Show 2014 ready to be dropped into a suitable template within the dreaded CMS.

For those not comfortable with the markup it’s the kind of thing an hours training would solve; that’s the super-easy part. Far more important was preparing to cover the event itself. Get in touch with me if you’d like my guide to live-tweeting an event and I’ll send you a copy.

Let me know what you think on Twitter

 

23 July 2014

Executives hope to shift the perception of Twitter from a social network to a broadcast platform.

#### Under Pressure, Twitter Tries to Resize Itself

This article from The Wall Street Journal says that Twitter has continued to double revenue quarter-on-quarter. However it has yet to make a profit. The notion its purpose is less a social network and more about broadcasting messages is indicative of the need to fix this; yet this is a problem for shareholders rather than users.

This focus on making a platform beneficial to advertisers is what ruins social networks. Much of Facebook’s functionality is still surprisingly poor which makes you wonder where the engineering focus has been directed. This recourse to what amounts to traditional advertising, with an element of targeting, is depressing given the promise of the medium.

Let me know what you think on Twitter