Last week the The Observer – one the UK’s higher integrity newspapers – put out a list of the top twitter people to follow – it wasn’t based on ‘number of followers’ or klout, or any other vanity metrics – it simply asked a group of 50 notable UK twitterers who do they like following most. The list is here.
You can read it in many ways – as a source of new people to follow yourself, or as an insight into what makes the UK influencer people tick.
Looks like me – I like him!
The first thing that is striking, is how people connect with people who are ‘like them’ – we have a tendency to ‘like the same’ – if you walk into a room of strangers we gravitate to people that feel familiar – they call it ‘homiphily’. Turns out Twiter is no different. Look how Gary Barlow follows hardworking and successful male celeb’s (‘status’ homophily), and how Diane Abbot identifies with people that are challenging the status quo and leading change for good and social justice (‘values’ homophily).
‘Like finds Like’.
The list has surprises too – did you know Alain De Boton (philosopher) sees Derren Brown as “One of the cleverest people of our time”?.
But beyond this, the list also offers a view into peoples perceptions of what makes a good ‘twitterer’ – and raises questions for how business uses twitter?
What do we see?
The best way to see this is with a word cloud – bigger the word, bigger the theme – capturing the key adjectives and benefits people got from following their ‘favs’.
So what do we find?
Why did the mushroom have so many followers on twitter? …..because he was a fungi to be with.
In the UK we like funny – people being funny, people sharing humour, people ‘who crack me up’. But Funny is not just being a clown. We see ‘funny’ people are also human, inspiring, and admired. But this is the UK too – the country that is fuelled by quirky humour like the Boosh(@noelfielding11) , Milton Jones(@themiltonjones) and the Peep Show (@aroberwebb, @readdmitchell) – we can like the humour to be idiosyncratic, outrageous, and disturbing.
Have you read the tweets of @thetonypitts and @meganamram – its all so wrong! But funny.
This light hearted – yet much appreciated – side of twitter is at the core of twitter charm and way more ‘powerful’ than you’d think. In a busy life we know where to find the relief when we need it.
Thought Provoking, a sharp-mind with humility. As Jane Bruton says of @tonyparsonsuk “Sometimes poignant, sometimes funny, always thought-provoking. The wise man of Twitter.”
People like to see skin in the game. As Jay Rayner says of @marinaoloughlin “She’s endlessly bitter, cross and enthusiastic in equal measure.” Is it the passion and the willingness to stand out that people like?
This was a surprise for me – so many people enjoy info on restaurants and recipes. Are tips for the perfect night out or guidance for a dinner party the greatest gift we can give? Whether it is Boy George appreciating @katemagic as “a raw-food guru who keeps me up to date with delicious recipes and the latest super foods” or Gizzi Erskine gushing of her foodie tweeps “We bonded over our love for Jewish food”, “She’s also a big foodie and has an amazing, creative eye.”
In a world when people are questioning “the meaning of it all”, following people with a passion and a cause is a big hit. Seeing people in the zone and self-actualised is a valued thing. David Rowan talks of @indy_johar’s “insights into changemakers that matter”, Matthew Ryder talking about Adam Wagners passion for human rights; or Mariella Frostruspps distress and appreciation of the human plight shared by @vitalvoices
Its social media right – and so its ‘social’ – it not a broadcast channel – it’s meant to be engaging right? Derren Brown talks about “the sins of arrogance and relentless self-promotion”. Thats not good twitter behaviour. But there is a wide appreciation for people who ’embrace the medium’ – whether its gossip, banter, trying to kick off conversation or just sitting back and watching the glitterati nattering away – its all very human – way beyond the 140 character limit. A very enlightened person told me to watch @wossy – he’s the best at it.
Share great content. Links to news, events, food. Lucy Siegle depends on the practical advice from @higgledygarden “I’m a novice gardener-grower and this is my Twitter support” Peston acknowledges that its @lindayueh that he is depending on and Gaby Hinsliff and Peston both recognise the work of @faisalislam and how he creatively transforms dull economics into an engaging stream of informed knowledge.
So its a cloud its not a list
If I made it a list you could look at the top three ‘big-do’s’ and discount the rest. And that would be a mistake.
There are many insights to be drawn from the language people use to capture the value they see in twitter. Its not as simple as a top 3 best practices – there is a need for many voices and styles to make it a great place. If a list meant we discounted the importance of any one of these value-points we miss the chance to be different and stand out.
But what about Businesses on Twitter?
So did you notice the absence of any Business brands on the list. No ‘brand’ is close to our hearts – but should I expect there to be one?
Maybe its too big a challenge for a company? Can a business be funny, commmunicate its humanity, wisdom, mind-moving insights, valuable resources and sense of connection with people? Or should we always expect a gap between what is valuable to us “IRL” and what we get from a company? But a business is still a social organisation, right?
Who can we empower to be the face/voice of our business on twitter? (Everyone in the company is the face/voice of our business.) Does anyone get given the permission to be the ambassador for the brand? (Everyone we employ is the ambassador of the brand.)
But we aren’t seeing this shine through on the tweep list today – or maybe they are just under the surface. Not in our top three, but somewhere close behind.
@callyrobson tweeted this morning: “10 yrs ago many business owners didn’t “believe” in the Internet. Now I just hear same about #socialmedia #yawn”
So maybe a business is full of individual brilliance but collectively a bit lost at sea in Social Media. Businesses are not yet something worth following, and we’re still waiting for them to switch on and step up and woo us.
There are couple of exceptions that do it for me. Innocent (now owned by Coco Cola) have always had an edge. But also look out for Sonar6. Ive had the need to review a lot of companies in the HR software space in the last year and these guys are the only ones that can communicate with engagement – look at their FB page, their CEO’s videos and their cup-cake competitions on Pintrest. I don’t know what is in the Auckland water – but its refreshing, funny, intelligent and no doubt the reason behind their recent evalution and acquistion. They have a voice and its memorable.
If the principles of Dale Carnegie still stand (they do) we want to know-like-trust people. There are many of types of trust but the type businesses really needs is “affect” trust – an emotional bond and care for the wellbeing of the other – customers that forgive the brand if it screws up, and customers that champion brands through referral – customers that want us to succeed.
This only comes following some kind of meaningful social tie or connection. Maybe it can come through good Social Media dialogue? (I think so).
Can business be humorous and personable? Well @tomfishburne makes a start..
Is the Observer List useful? Yup…
The great thing about this Observer list is there is some learning to be had from it – it gets into peoples minds and then lays it out for us to understand.
Its not a ranking based on followers or K+ updates. It has real and rich subjective value and a good snap shot for someone to form a recipe – bake a cake – or mix a cocktail – called “An engaging Twitter voice”.
They say that twitter is like a big dinner party – be interested in others too – dont just shout about yourself – be engaging – be helpful – be memorable.
If you want to check out some of the great people on this Observer article have a squizz at this list. There are some very engaging, eccentric, distrurbing, inspiring, rude, funny, informative, opinionated – but also very loveable tweeps there. Voices people believe in.
Coding… the geeky bit
Okey so the Observer List isn’t your average group of people – it has a fair mix of celebrities, journalists, comedians and politico’s – and even that list has been selected by the intelligencia within the Observer staff. No doubt the Observer are querying people they admire (Louise Mensch?!) and no doubt looking for some odd balls to make good copy (Jeffery Archer?). There is all kinds of selection bias behind the list – but if you can resonate with the list, or you are running a brand that is targeting this kind of demographic it should be valuable to know what causes a buzz in this twittersphere.
You can scan the list but we always see what we want to see in information so I coded up the key adjectives and benefits people got from following their ‘favs’ and slapped them in a word cloud.
Okey, I groomed it a bit to ‘theme’ synonyms:
Guru, Insightful, Enlightened got put in as ‘wisdom’
Genius, Sharp-minded, Clever, Intelligent wrapped up as ‘Smart’ (but not meaning a smart-arse)
Opinion, Frank, Out-spoken goes into Opinionated
Banter is grouped in with Conversation
I also created a category called ‘On-a-cause’ to captures people admiration of campaigners and inspirers, such as Mariella Frostrupps admiration of @vitalvoices and their work on capturing injustice in the world. There is a theme of passion and change behind these people.
Hopefully you can see what I did under the hood…