Archive for the ‘Public Relations’ Category

Where have all of the “customer first” heroes gone?

Thursday, April 13th, 2017

LOS ANGELES – FEBRUARY 22: United Airlines airplanes on February 22 2016 in Los Angeles. United Airlines is an American airline headquartered in Chicago.

Years ago, I worked on the in-house communications/public relations team for Nordstrom at their Seattle headquarters. One of the things that Nordstrom was known for at the time was their truly legendary customer service. Those were the days of stories like, “Nordstrom loves its customers so much that they will accept any returns, no questions asked — even snow tires!” Of course, Nordstrom doesn’t sell snow tires, but that famous return did actually happen several years ago at their store in Anchorage, Alaska.

Every employee at Nordstrom from the most entry-level clerks to the most senior executives were empowered to put the customer first in all decisions. It was a policy that profited the company greatly and polished their brand reputation until it sparkled for many years … until other issues started to bring down the great fashion retailer. But that topic is for another day. Today, my rant is about: Where have all of the “customer first” brand heroes gone?

Starbucks is making good progress in this area due to the great work of my former WE colleague Corey duBrowa, now SVP of Global Communications at Starbucks, and the rest of the Starbucks team.

But, today I have another company on my mind. United Airlines. No one can escape the onslaught of negative coverage, social media slams, witty/scathing slogans, memes and non-stop commentary about this airline that is losing altitude … fast.

I’d like to offer United Airlines’ corp comms team some well-intentioned advice that they may or may not already be thinking about. I hope that they don’t mind this armchair quarterbacking on my part. I’m just so fired up about this situation (and I really feel your pain, guys) that I just have to say something. I’ve dealt with some crazy crisis situations over the years, but nothing like this.

10 “Must Do” Steps Toward Recovering Brand Trust for United Airlines

1. United Airlines’ leadership team must acknowledge that the company has a widespread fundamental disconnect regarding customer service throughout every level of the organization. That said, given the blowback so far, I’ve got to believe that CEO Oscar Munoz is now definitely onboard with taking a proactive approach to solving this problem as quickly as possible. If he is still resisting counsel then United Airlines has an even bigger problem and I wish the comms team the best of luck with that. But, I believe that Mr. Munoz is smart enough to know that he needs to listen to advice and lead United Airlines out of this mess by sticking to a “customer first” and “just do what you know is the right/moral thing to do” standard operating procedure. That should be SOP 101 in times of crisis like this.

Also, while people around the world are calling for the United Airlines’ board of directors to fire the CEO over this, I don’t think that is the right move since he is relatively new to his role since being named president and CEO of United Airlines in September 2015. He may have not yet been able to make all of the changes that he wants/needs at the organization to improve its flight pattern. That kind of distraction and disruption over a CEO change at such a large company is to helpful during a time of crisis … unless the CEO is part of the problem. I have never met him but if CEO Munoz is a strong leader, “gets it” and has hero potential he should be supported. If not, another leader should be brought in.

This is the time for Mr. Munoz to make some bold moves and man-up. He actually has the opportunity now to set a heroic course for this company’s future. I hope that he does. It will take a tremendous amount of work and courage but the results could be transformational. By focusing on customers now, he will ultimately maximize profits for his shareholders in the future. But, by only focusing on maximizing profits now at the expense of customer service will totally jeopardize the airline’s future success.

2. CEO Munoz should empower all employees at every level to “put the customer first” in all interactions and empower them to make smart decisions about how to support the “customer first” goal.

3. Establish and clearly articulate a new era of customer service for the company. This new vision and “sense of purpose” about customer service must be so well described and engrained that employees have no hesitation when making decisions on the fly. Sure you can roll out a company-wide memo but this needs to be more than that. Everyone must live and breathe this total customer service mentality for all customers (external or internal). That means the executive suite too. No exceptions.

4. To roll this out, get professional leadership and change management experts to assist with this employee transformation work. We work with some great groups who do this and they’re probably calling United Airlines now.

5. For the external comm team, it’s time to re-group and establish new ground rules with the execs. No execs or management should be making any public comments without being fully vetted by the comm team and all company statements litmus tested against the “customer first” policy. Also, you guys need to tighten up your “one voice” policy or get a clue if you don’t have one. Why did the public statement apologizing for the actions of employees and the leaked employee memo supporting the employees’ actions directly contradict each other? Hello! All communications should be considered public. Everything will be leaked. Always. In fact, it is good to be transparent and authentic in a time of crisis if you are truly working hard to do the right thing.

And, a little common sense reality check wouldn’t hurt either. For example, why the heck didn’t someone just charter a small airplane to fly those flight attendants and pilots to their next flight hub? Of course, they couldn’t drive or fly themselves since safety rules require that the crew be well rested before a flight. A chartered flight would been a comparatively inexpensive option compared to what may turn out to be a multimillion dollar loss of business and devastating brand equity hit for the airlines due to this PR fiasco.That should be one of the first lessons of “customer first” decision-making that employees will be encouraged to do going forward.

6. A little humility, transparency, authenticity and mea culpa is also in order for all external comm. While yesterday’s announcement that UA was refunding ALL passengers onboard who witnessed that infamous “customer dragging” on that flight probably seemed like a good idea on the surface, I’m not sure all of the potential blow-back scenarios were totally thought through. That generous move was seen by snarky commenters on social media as “manipulative” and “just a protect the bank account move by United Airlines to avoid getting sued by all the passengers.”

I liked the decision that United Airlines made to put their money where their mouth was on the response, but somehow their apparently sincere mea cupa didn’t resonate with the public. Or, maybe it was just that the United Airlines’ long history of, well … being a “jerk” about customer service means that the public has LOST ALL TRUST IN THEIR BRAND. Yikes! So, no matter what they say, no one is going to believe anything that they say for a really, really long time. Their positive actions and focus on customer service wins will have to speak louder than words.

I think a more simple approach for a statement could have been along the lines of this (simplified language here):
“We screwed up. We are very sorry and we are very embarrassed by our company’s actions. That is not how we ever want to treat our valued customers. We are taking immediate action to fix our customer service and working hard to win back your business. What do you think we should do to fix this and become the airline that you want us to be?”

The important thing is to be humble enough to ASK for feedback and engagement. It may be a very painful process but the more customers engage constructively in giving feedback, the more they will stay engaged in the outcome and hopefully that will be UA’s opportunity to win back their business.

7. Kick off a customer listening campaign (see above).

8. Make sure the company is walking the walk and talking the talk before making any lame announcements about customer service improvements. Only totally authentic customer service hero stories will do and they can’t be forced/manufactured. This is going to take TIME and patience.

9. CEO Oscar Munoz must give United Airlines’ comms team the time and space to work with the rest of the company’s “repair” teams and outside consultants to slowly help the company and its beleaguered brand heal from this event. This will take an investment of time, money and patience.

10. Oh, and quit overbooking your flights! Give your comm team a break here because if overbooking fiascos like this continue to happen then your PR team will be on a non-stop fire-fighting treadmill until United Airlines is permanently grounded by bankruptcy.

Maybe this is United Airlines’ opportunity to emerge from the proverbial ashes of this mess and transform as a new kind of airline that REFUSES to overbook its flights. That seems to me to be one heck of a way to differentiate the company from the pack. Sure, there will be a financial short-term hit but over time customers may be willing to pay more for the peace of mind that comes from guaranteed flights and higher levels of customer service with authentic, real-time opportunities for customer feedback in a environment of constant improvement. One can only hope.

That is my rant for the day. I could go on with more ideas but it’s time to get back to work. Thank you for listening.

What do you think about the situation at United Airlines?

Does hacking impact your company’s brand? You bet.

Monday, March 13th, 2017

hackingIf it’s on the internet, it’s real, right? When Sony Music tweeted that Britney Spears had died, the rumor spread like wildfire. Hacker group OurMine recently hacked and then mocked NetFlix by saying, on NetFlix’s Twiter account, “Hey, it’s OurMine, Don’t worry we are just testing your security…” As noted in The Atlantic, even more disruptive was the two-hour morning outage in October 2016 of Twitter, Reddit, Spotify, Github, and many other popular websites and services that became effectively inaccessible for many American web users. What was unique about this attack was the perpetrator used a botnet composed of so-called “internet-of-things” devices—namely, webcams and DVRs—to spam Dyn with more requests than it could handle.

“The software uses malware from phishing emails to first infect a computer or home network, then spreads to everything on it, taking over DVRs, cable set-top boxes, routers and even Internet-connected cameras used by stores and businesses for surveillance. These devices are in turn used to create a robot network, or botnet, to send the millions of messages that knocks the out victims’ computer systems.” Imagine coming home to find your thermostat turned up to 80 degrees or your toaster on. It may be funny on the surface but think about the damage this can cause.” –USA Today

Fourth-Hacker-Stealing-Sensitive-Data-from-Game-Companies-Pleads-Guilty-477527-2The bottom line is that we live in a world that’s run by computers and everyone knows that hacking is a major problem. The hacking of social media accounts can range from the annoying to downright scary. For example, hackers stole 32 million login credentials from Twitter in 2016 and then more recently  there have been political attacks like the one on the Democratic National Committee and the reports of Russian hackers impacting the 2016 U.S. presidential election. Sadly, there are even YouTube videos that teach people how to hack social media accounts.

While it’s clear that cybersecurity is an issue that impacts all of us, companies need to consider how the attacks can impact their brand, and how they can prepare in advance to combat these issues. While these episodes can be embarrassing, companies need to realize that ensuring customer loyalty is critical. Most people think of this as an IT issue, but in reality it is also an important brand issue. As noted in Chief Marketer Magazine, here are five things that companies can do to prepare for a cybersecurity crisis:

  • Put preventative measures in place. Mimic access control procedures, governance, and policies that your CIO imposes on their IT teams.
  • Train all of your marketing staff on basic information security practices.
  • Change your passwords regularly.
  • Make your creative teams aware. If you incur a breach, a savvy move might be to launch an immediate campaign on improving security across the organization as a whole.
  • Get PR involved. Make sure that your internal and external PR teams are involved in developing and implementing a brand recovery plan.

Are you prepared to protect your brand from a hacking scandal? The McKenzie Worldwide team has extensive crisis communications experience and we can help you prepare for and manage through these kind of cybersecurity issues that can negatively impact your brand. Please contact us if you would like to discuss how our team can help your company.

Surviving and thriving in market chaos

Wednesday, September 21st, 2016

market-chaosIt can sometimes be difficult to get publications interested in certain topics – some more so than others. Leadership development (who hasn’t read about that a million times?) falls into one of the more challenging topics.

The trick is to make the shop-worn topic relevant in today’s world. We recently placed an article in Training Magazine for our client Cerebyte by leveraging the trend of market chaos — the idea that almost every industry is undergoing disruptive change.

Take a look at how Uber has disrupted the taxi industry or how Zoom Care and Urgent Care have disrupted the healthcare industry. We are constantly being disrupted by mobile computing and if your industry hasn’t faced disruption yet, chances are it won’t be long until technology fundamentally changes the rules.

These changes have put pressure on training programs as well. The Cerebyte article, Embrace New Leadership Programs to Survive in Disruptive Markets, discusses the need for innovative transformational leadership programs and provides readers with its own leadership development methodologies.

What type of interactive content is the best for building your brand?

Wednesday, June 15th, 2016

interactive contentInteractive content takes many forms, from online quizzes, surveys and assessments to fun, informative and engaging photos and videos. Often, people who are engaging with interactive content might not even realize they’re engaging with a clever marketing program when they click on a photo or take a quiz.

The value added to a brand from interactive content is substantial. When executed correctly, it can drive user engagement, increase brand awareness, generate leads and add to loyalty/retention and sales.

One form of interactive content is online quizzes. We have all seen them and I’m sure you have taken one like that in the past. This type of interactive content can be fun and encourages your audience to participate and engage, while simultaneously increasing awareness of your brand. Of course, not all quizzes need to be light weight. For example, if your target audience is engineers or software developers then your quizzes may be very technical because they love technology.  An interesting quiz that tests your customers’ or potential customers’ knowledge could be a great way to market your brand and engage your audience. Here’s an example of a quiz that our writing team developed for Tektronix about power supply measurements.

Assessments or surveys that ask insightful questions about user satisfaction are another great marketing tool. This form of interactive content not only draws in users, but it could also be a way to learn where improvements are needed within your company.

Multi-touch photos and videos are also useful; they give visitors a 360-degree view of your company’s products or services. Car companies or vacation resorts often employ this marketing method, which allows customers to have the complete picture before they decide to buy. This method can increase satisfaction and sales by making customers feel secure in their decision to purchase your product or service.

Interactive e-books or white papers are used to highlight the features of a solution, product or service. These are great tools for encouraging potential customers or clients to learn more about what your company has to offer. By creating an easily navigable version of a white paper or e-book, you will be able to help your audience locate relevant sections seamlessly.

An animated infographic that offers brief, helpful company stats is another great way to engage your audience and increase brand awareness. Just like with the multi-touch photos and videos, the more information your customers have, the happier they will be. No one likes making a big decision without all the pertinent information. Even worse, no one likes being disappointed. So make sure everything in your interactive content accurately represents your brand’s image.

The last form of interactive content that I will touch on is live chats. These are commonly used by tech and utility companies, but could be a great form of interactive content for any brand. Live chats allow your customers to chat online with a live person in order to ask questions and receive help. This tool can add to customer satisfaction by saving customers time and hassle. Don’t you hate being placed on hold for too long or having to browse a company’s website in vain searching for an answer? Live chats allow users to get their issues resolved quickly and efficiently.

These forms of interactive content can help market your brand, while satisfying and engaging your customers or clients.

If you’re wondering which type of interactive content might be best for your brand, just give us a call. We can help you develop a strategic program where we are creating the best interactive content to help your company achieve its business goals.  Our goal is to create great interactive content that will not only engage and satisfy your audience, but also market your brand in a positive and valuable way.

 

Marketers it’s time for some spring cleaning on social media

Wednesday, May 18th, 2016

SM spring cleaningWe are in the midst of a crisis and no I’m not talking about the economy or politics, I’m referring to a social media engagement crisis.

According to research and consulting firm Forrester, per-follower interaction rates on Instagram, Twitter, Pinterest and Google Plus have drastically fallen in the last year. The only social media platform that showed growth in engagement was Facebook, but Forrester attributes this to paid advertisements on posts.

What’s odd is that followers and numbers of posts have actually skyrocketed in the past year. Forrester recently conducted a study of how the top 50 global brands market use social media platforms. The study included 11.8 million user interactions on 2,489 posts made by 249 brand profiles.

The research found that the top brands on average have 18.1 million Facebook followers, which is double what it was in 2014. In addition, the average number of Instagram followers reached just over 1 million—five times higher than last year. Lastly, follower counts on Twitter and Google Plus have almost doubled.

Forrester also shows that marketers are posting more than ever. The top 50 brands post 18.3 times a week on Twitter and 6.5 times per week on Facebook (on average), which is more than 2014. On Instagram, brands post on average four times per week—a 50 percent increase over last year.

So what is going on? Followers and posts have risen and yet engagement has dropped.

This lack of engagement indicates the challenge of cutting through the noise – more low quality, poorly targeted content is not the answer. With all these social media platforms engagement starts, appropriately enough, with engaging content. Marketers need to put in the extra effort to create content that will resonate with audiences. Moreover, it’s important to carefully adapt your content to be appropriate for each social media channel.

It’s vitally important for a brand to interact and engage with its audience. Why have thousands of followers if they’re not interacting with you? If you don’t have great content in your posts, people won’t engage and isn’t that what’s important?

So what do we at McKenzie Worldwide suggest? For starters, try introducing guest contributors – experts and luminaries with a real point of view. Ask probing questions to get people to respond, engage and comment on your posts. Make each post interesting and about something timely that will get people talking. Focus on the quality of the content first and foremost and engagement will happen. It’s all about building a connected community and a positive culture.

Is it time for some “spring cleaning” to clean up your social media programs? Give us a call to learn more about how we can help you boost engagement with your audiences.

Strike when the opportunity is hot

Friday, May 13th, 2016

One of the more important aspects of public relations is being able to uncover opportunities and being agile enough to ensure the best outcome for your clients. When an opportunity to help a client presents itself, you need to move fast. But it’s not just about turning around something quickly, it’s also about knowing the company’s audience, understanding market issues, and presenting a coherent discussion. Being smart, agile and quick can lead to great results.

For example, when a busy reporter was about to decline a time-sensitive story idea about the Portland CyberPatriot Camp recently, we seized the opportunity to offer up a guest column instead and drove hard to get it turned around in a day. Since many of us at McKenzie Worldwide are former journalists, we know what makes a good article or guest column. We quickly identified one of the leading companies in cyber security (Galois, Inc.), discussed the opportunity with the company’s marketing team and quickly wrote up the guest column for the CEO.

We ended up developing a guest column on behalf of Galois that focused on hot trends in the cyber security space and also promoted the Portland CyberPatriot Camp (an event that McKenzie Worldwide is sponsoring) which was published in the Portland Business Journal within two days. We also promoted The Galois Foundation’s sponsorship of this cyber security camp for high school students while highlighting their focus on supporting Science, Technology, Engineering and Mathematics (STEM) education.

It was a win-win for Galois and provided great exposure for the event.

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Content marketing: Not just another fad, but the path to real results

Wednesday, May 4th, 2016

C.M. photo 3Are you sick of tracking marketing fads? Direct marketing morphed into digital marketing, which is giving way to content marketing. Very often there is plenty of substance behind the fad – which is why it became popular in the first place – but only if you do it right.

Another challenge to throw into the mix is the issue of shifting technologies and customer preferences. Over time, traditional digital marketing – essentially non-stop email blasts – has devolved into a less-than-mediocre form of marketing, due in part to the rise of the Internet and social media over the past 10 years or so.

Anyone can easily slap some ridiculous YouTube video up on Facebook and capture many opt-in leads that are then spammed into submission. However, these low-quality, high-volume approaches rarely lead to the kind of results digital marketers are hoping for in their programs.

Looking for a better way, many folks are jumping on the content marketing bandwagon. Unfortunately, effective content marketing takes much more work than many marketers anticipate.  Simply putting up a few random posts on a blog isn’t content marketing. Content marketing, just like digital marketing before it, can be effective when it’s backed up by smart strategies and appropriate levels of investment.

Of course we’ve all heard the phrase, “content is king.” Without question, this statement is true on many levels. The right content tailored to the right audience is critically important, but many people seem to have missed the memo. You can’t simply write a white paper or freshen up a data sheet and call it content marketing. That’s not quality and is unlikely to generate the kind of long-term engagement and loyalty that you’re looking for in your company’s customer relationships.

Content marketing is all about delivering information that your customers and prospects find useful. If they see you as a resource they are going to be much more inclined to turn to your company when the time comes to make a purchase. Effective content marketing and strategies cut through the noise and the clutter, offering useful information and real value to readers.

Now, of late, people are asking if content marketing is just another fad. After all, isn’t there enough superfluous amount of “junk” on the Web already?  Indeed, there is. But there’s never enough useful, valuable information that people need.

At McKenzie Worldwide, we’re here to add quality content back onto the Web and into your company.

Wouldn’t you much rather have your company benefit from earned media attention from respected publications and quality self-publishing streams resulting from smart strategy and the dedicated work it takes to build trust in your brand? False followers and a bunch of random likes due to another click bait blog post are not going to get you there.  Let’s talk.

What implications will Facebook’s latest updates have on marketers?

Tuesday, April 26th, 2016

facebook eyeballFacebook has made some new changes to its News Feed. The changes are so subtle that, like a gentle breeze, you may not have even noticed.

In an effort to improve overall user satisfaction, Facebook asked thousands of people daily to rate their experiences and make suggestions on how the News Feed can be improved. The survey was called the “Feed Quality Program.” After collecting and analyzing the data, Facebook discovered that what people share, comment, click on or like on their News Feeds doesn’t always tell the whole story as to what they are interested in viewing.

For instance, if a family member dies or there’s been some horrific natural disaster, those stories will be meaningful and important to a user; but he or she is not going to “like” the content. This does not mean the person won’t want it on their News Feed.

In an effort to better determine what stories, posts and articles are important to users Facebook is now factoring in the amount of time a user spends reading a post.

To make the process even more streamlined, Facebook can also take into account the time between clicking on an article and reverting back to the original News Feed. For example, if that time is a matter of seconds, that would suggest that the article wasn’t what he or she expected.

In addition, the clock doesn’t start ticking until the post or video has loaded to better gauge how much time is actually spent on one post. With all this data, Facebook will give users more of what they’re actually reading and watching.

Users will no longer need to weed through the uninteresting posts to find something appealing to their own personal tastes. Everything of interest will be there from the moment a user logs on.

The update could have positive and negative implications for marketers, as well. For one, marketers can rest easy knowing that information pertaining to their products or services is only being viewed by those who actually care about it and are interested in it. In short, marketers will be able to target their specific client base.

Here’s the caveat: marketers could be losing out on potential customers. There will be some people who will never hear about your product or service, people that might have turned into customers if only they saw your post.

If you want Facebook users to see your post, we suggest creating an enticing and eye-catching headline complete with rich content. This will not only get users to click on your post, but also continue reading. It’s easy to get clicks, not so easy to get people to keep reading.

That’s why at McKenzie Worldwide we work hard to develop content for our clients that is interesting to readers and compelling enough to promote brand engagement.

Bottom line, the longer people read your Facebook posts, the more news from you they will see.

Instagram’s new change will force brands to focus on quality content

Monday, April 11th, 2016

InstagramIn the next few months, Instagram will be unveiling a slight “timeline tweak” with a new algorithm. Don’t panic! This change will actually be a good thing for brands.

Currently, the photo and video sharing platform employs a chronological timeline. This format optimizes a post based solely on its popularity, which is great for people who only look at the number of followers and not the quality.

The new algorithm, on the other hand, will take into account the relationship between a poster and a viewer and reward them for interacting with each other. Oh, the horrors! You mean that now we actually have to engage with our audience? Seriously… communicating with each other is obviously a great thing for brands. This change will encourage marketers and brands to produce high-quality content that speaks to their audience.

However, many people in the blogosphere and on social media are not too happy about the extra work this Instagram change will entail. Let’s face it, creating quality, compelling content that engages your audience is no easy feat. But, at McKenzie Worldwide we are extremely happy about this change and the end of the “filler” posts that some companies think will work on Instagram on other social media platforms.  Why are we so happy? Because at our agency we specialize in creating high-quality content that’s compelling and engaging. We also specialize in developing overall social media programs that increase the level of engagement with your customers.

Look at it this way: If you have 5,000 Twitter followers, but the majority are scams, fake or are irrelevant to your brand, does it really matter that you have that many? Isn’t it much better to have 1,000 loyal followers who are engaged and active with your brand or company? What’s needed most and seriously lacking these days for brands is loyal, interactive and engaged followers.

Like a great teacher, Instagram is not letting people strive for mediocrity. The social media company is forcing brands to get more creative, produce high-quality content and engage with their audience. Perhaps we will start seeing less “junk” on the Web. One can only hope.

Here at McKenzie Worldwide we have a team dedicated to producing high-quality, engaging and compelling content for your brand. Give us a call to see how we can help you build trust in your brand!

Twitter is now 10 years old, but where’s the innovation?

Wednesday, March 23rd, 2016

twitter birdTwitter celebrated its 10th birthday on Monday this week but it left many experts asking, “Where’s the innovation?” A decade ago Twitter exploded onto the social media scene. Since then seemingly everyone from millennials to journalists, entrepreneurs, celebrities and even world leaders like President Barack Obama, have been tweeting their thoughts non-stop, all within 140 characters or less.

However, in recent years, Twitter has struggled to grow. The fledgling San Francisco-based company has seen its stock plummet, a chief executive leave and its staff slashed. This year Twitter’s stock prices hit an all-time low—nearly half of its price after going public in 2013. What’s even more troubling is that even as its revenue grows, the company is still racking up losses.

So, how could a company that has more than 320 million users be doing so poorly? First, that number of users has been stagnate since the end of 2015. Second, the company can’t seem to keep up with its fast-changing, ever evolving rivals, like Facebook.

Facebook is consistently updating, changing and improving, which has kept it relevant and exciting for the past decade. I had a Facebook account when that company was still a baby, roughly nine years ago. Back then Facebook was primarily just for college students. The layout of the site was entirely different. It was bland and lacked all of those colorful emojis. Also, instead of typing in whatever status you felt like, there was a drop down menu where you would select which emotion you felt at the time. For example, if I was feeling tired I would select “feeling tired.” Those words would pop up next to my name. I could also choose from a pretty limited selection of “bored,” “sad,” “happy” and “hungry,” among others. Back then Facebook was, well, uninspiring. However, it was the best social media tool available at the time.

If Facebook had stayed that way and never changed, it might never have surpassed the one billion user mark. Facebook’s evolution throughout the years has kept the brand in the forefront of everyone’s daily lives.

If Twitter wants to get its mojo back, it needs to change; it needs to improve and find a way to stay relevant. On the other hand, it’s clear that with all the users and celebrities on Twitter, some people do love the social media tool. Twitter is a great tool for business people to share their thoughts during tradeshows. Politicians use it to tweet their campaign strategies or to announce upcoming events and celebrities use it to give their loyal followers a peak into their personal lives.

However, for a growing number of people, it appears Twitter isn’t the top choice. Flight VC partner Lou Kerner noted recently that Twitter has been showing signs that “people have tired of it.”

Although, according to Rob Enderle of the Enderle Group, Twitter isn’t dead yet. “Watching all the metrics, you see they are not getting a lot worse but they don’t seem to be getting better either.”

Based on the numbers and what people have been saying, it’s obvious that Twitter needs to do something to not only grow, but to also stay in business.

What do you think Twitter needs to change to stay relevant?


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