Here’s Why You Should Pay Attention to Twitter’s New “Like” Button

twitter like button

It’s official – Twitter has killed off the “Favorite” and replaced it with a “Like.” Along with a terminology change, they also swapped out the star for a heart. And while this might appear to be a superficial change, it’s going to impact marketers in a big way.

More likes, more users

For starters, it’s important to understand the likely reasoning behind Twitter’s decision to change the icon.

Twitter has had a problem with user growth since its IPO. Part of this is no doubt due to the somewhat confusing syntax (What’s a RT mean? Why do I need to use the @ symbol?) that newbies have to learn in order to join in a meaningful conversation. The new “Like” works towards changing that.

Thanks to Facebook, Liking something has become ubiquitous. It is something that consumers instinctively understand. And you can bet that Twitter made the decision to rebrand the favorite so that more new users would “get” Twitter’s functionality off the bat.

So what does this mean for marketers? If Twitter has its way, this move (combined with other initiatives from reinstated CEO Jack Dorsey) will bring new users to the service. And that means new consumers to see your tweets.

Tweeting for an audience that is new to Twitter requires a different strategy than tweeting for an audience that’s been around for some time. Once the impact of the Like button and other initiatives have been felt, you may need to adjust your strategy to welcome newbies – reducing the number of hashtags in your tweets, for instance, or linking to beginner Twitter how tos for more visibility.

A positive, universal appeal

A heart has emotion built-in. A star? Not so much. Plus, hearts are internationally recognized as symbols for love and positivity, while a star may have different meanings in different cultures.

Going forward, Liking something on Twitter will have emotional implications. There will probably be fewer people using Likes as bookmarks, and more people using them to express positivity towards the content of the tweet they are Liking.

Marketers managing a Twitter account may begin to see more Likes of the positive, share-worthy content they tweet.

On the flip side, if people begin to use Twitter’s Like button like they do on Facebook, marketers might also encounter something less-than-optimal: fewer retweets and replies. If their audience feels that Liking their tweet is “good enough” to show that they appreciated its content, they may be less inclined to retweet to show the same sentiment. This could mean less reach and exposure to new audiences.

Time to dust off your favorites strategy

Whether you’ve been using favorites as part of an engagement strategy, to say thank you, or just to save great tweets, it’s time to reevaluate.

Consumer behavior is going to change on Twitter, and while the change might be subtle, the marketers that can adapt quickest will benefit.

SocialTimes | RSS Feed


Here’s Why the Resume Isn’t Dead Yet


shutterstock_142881133While technology is an important part of the job search equation, it doesn’t trump thought-work, introspection and proper targeting.

Yes, totally ignoring technology can potentially be harmful, in that disregarding its value could equate to missed opportunities. However, overshadowing the process with a hyper-focus on technology’s ability to catapult your results can be equally harmful.

Why You Must Not “Forget Your Resume”

Experts who advise you to “forget your resume” and instead focus on building a personal website, or recruiters that suggest that your LinkedIn profile is more important than your Word-formatted resume, are ignoring the full picture of the job search.

In fact, whatever the language used in resume-related conversations, the bottom line is that a resume (aka, career summary) always will be needed, and the venue you use to ‘house’ that resume (i.e., personal website, LinkedIn profile or even your Facebook page) is secondary.

Moreover, the go-to default for the resume venue still is, and for the foreseeable future will be, the Microsoft Word document. And if leveraged well, the Word presentation can be just as dynamic, interesting and personality-rich as online profiles.

Funnel Your Energy Into Your Focused Message

Thoughtfully pulling the threads of your value through to tell a story that intersects with your target employer’s needs is most crucial and where initial energy should stream. Only after this thought-work should you invest energy into identifying the different channels for your story; i.e., MS Word document, LinkedIn profile or a personal website, all which can be communicated to the target employer digitally.

Job Search Blends Many Tools and Methods

As Dawn Bugni, Master Resume Writer and owner of Write Solution said, “Job search blends many tools and methods. I’m always amused when someone declares the resume is dead, especially when I find those posts, moments after a call, from a desperate prospect, who needs a hard copy resume – not a LinkedIn profile, not an online portfolio – to advance with their current employer, not even an external position.”

She continued, “Online content blends with, complements and enhances traditional methods. Job seekers need a vast array of tools in their job search toolbox, and the wisdom to determine what will work best in each situation.

Job search is a land of gray. Sweeping generalities implying ‘this is the only way to do job search’ or ‘there is only one tool you’ll need’ limit a job seeker’s potential. It takes more than a hammer to build a house. It takes more than an online profile to navigate a job search.”

So, before you ditch your resume in lieu of the next great application or other online strategy that claims to be the magic wand, take a deep breath. Focus on crafting a meaningful story first and the tools to share that story second.

Personal Branding Blog – Stand Out In Your Career