Should new communication channels be leveraged in the same way as older channels? Is bulk direct messaging on Twitter SPAM or simply a powerful way of leveraging this channel? If a tree falls in the middle of the woods and no one is there to hear it, does it make a sound? Tough questions to answer, I know…
As you may know, Jeffrey Hayzlett, soon to the former Chief Marketing Officer at Kodak, has written a book. The majority of his Twitter activity is spent promoting this book, no problem. Yesterday afternoon, around 3 PM ET, I received this direct message from Jeffrey’s Twitter account:
To which I promptly responded:
“Congrats. You should send me a copy “
Now… I know I have a problem with “occasionally” being sarcastic… Some consider it charming and others consider it annoying…I digress though…:-)
While I considered the DM a bit too self-promotional for my taste, is it SPAM?
- I choose to follow Jeffrey on Twitter. This gives him the right to send me any message he chooses.
- Twitter does give me options. I can report the message as SPAM and let Twitter decide how to treat it. I can also choose to stop following Jeffrey’s account.
- My response, meant as a test of sorts, was never responded to by Jeffrey or anyone monitoring his account. Engagement was missing, this was purely a one-way push of information.
- With more than 20,000 Twitter followers it is likely that this blast resulted in at least a couple hundred new book sales.
- With more than 20,000 Twitter followers he has also received coverage, at least by me and I am sure others.
Here is the question though… Was this smart marketing, poor marketing, or SPAM. What do you think?