Meta-repurposing

I like to publish “in case you missed it” (ICYMI) posts over the weekend, just in case my Facebook, LinkedIn, or Twitter followers might have missed something that I originally published in the preceding week.

Last weekend I tried something a little different. Now that Bredemarket has been a going concern for over a year, I chose to publish some items that my followers might have missed when I originally published them in the preceding YEAR.

Although there are some parts of 2020 that aren’t fun to revisit.

But this past weekend, I went back to October 2020 for my latest #ICYMI offerings. I want to talk about two of these offerings in particular.

The first #ICYMI item

The first item that I shared last weekend was a Bredemarket blog post from October 17, 2020 entitled “You go back, Jack, do it again” that talked about repurposing content. Here’s a brief excerpt that links to a Neil Patel post.

Why repurpose content?

To reach audiences that you didn’t reach with your original content, and thus amplify your message. (There’s data behind this.)

If you’re a data lover, check the link.

The second ICYMI item

Waylon Jennings promotional picture for RCA, circa 1974. By Waylon_Jennings_RCA.jpg: RCA Records derivative work: GDuwenTell me! – This file was derived from:  Waylon Jennings RCA.jpg:, Public Domain, https://commons.wikimedia.org/w/index.php?curid=17091525

The second item that I shared last weekend was a Bredemarket Spotify podcast episode from the same period entitled “A special episode for Spotify subscribers, with Waylon Jennings’ ‘Do It Again.'” You can probably guess that it was about repurposing content.

To answer a few questions about the podcast:

  • Yes, it was a repurposing of the blog post.
  • Yes, this particular podcast episode was only on Spotify because it included a song sample.
  • Yes, I chose Waylon’s version of the song rather than Steely Dan’s because I like Waylon’s version better.
  • Yes, you have to be on Spotify Premium to hear the whole song, rather than a 30-second snippet. (I’m not on Spotify Premium, so even I haven’t heard the entire podcast as envisioned.)

I don’t really have anything profound to say about repurposing that hasn’t been said already, so treat this as a reminder that you can easily repurpose content on new platforms to reach new readers/listeners.

As I just did.

Again.

Postscripts

For the record, I haven’t created any other Spotify-only podcast episodes with music since that initial one a year ago. So all of the other podcast episodes that I’ve recorded are available on ALL of my platforms, including Anchor.

By the way, there was a third #ICYMI item that I re-shared last weekend on Facebook, LinkedIn, and Twitter. But it didn’t deserve its own re-blog.

(You gotta know when to hold ’em. Yes, that’s Kenny, not Waylon.)

Monitoring the #connectid hashtag

I have a long history with hashtags.

A LONG history.

Fires and parades

How long?

Back on October 23, 2007, I used my then-active Twitter account to tweet about the #sandiegofire. The San Diego fire was arguably the first mass adoption of hashtags, building upon pioneering work by Stowe Boyd and Chris Messina and acted upon by Nate Ritter and others.

From https://twitter.com/oemperor/status/358071562. Frozen peas? Long story.

The tinyurl link directed followers to my post detailing how the aforementioned San Diego Fire was displacing sports teams, including the San Diego Chargers. (Yes, kids, the Chargers used to play in San Diego.)

So while I was there at the beginning of hashtags, I’m proudest of the post that I wrote a couple of months later, entitled “Hashtagging Challenges When Events Occur at Different Times in Different Locations.” It describes the challenges of talking about the Rose Parade when someone is viewing the beginning of the parade while someone else is viewing the end of the parade at the same time. (This post was cited on PBWorks long ago, referenced deep in a Stowe Boyd post, and cited elsewhere.)

Hashtag use in business

Of course, hashtags have changed a lot since 2007-2008. After some resistance, Twitter formally supported the use of hashtags, and Facebook and other services followed, leading to mass adoption beyond the Factory Joes of the world.

Ignoring personal applications for the moment, hashtags have proven helpful for business purposes, especially when a particular event is taking place. No, not a fire in a major American city, but a conference of some sort. Conferences of all types have rushed to adopt hashtags so that conference attendees will promote their conference attendance. The general rule is that the more techie the conference, the more likely the attendees will use the conference-promoted hashtag.

I held various social media responsibilities during my years at MorphoTrak and IDEMIA, some of which were directly connected to the company’s annual user conference, and some of which were connected to the company’s attendance at other events. Obviously we pulled out the stops for our own conferences, including adopting hashtags that coincided with the conference theme.

A tweet https://twitter.com/JEBredCal/status/1124159756157849600 from the last (obviously celebratory) night of IDEMIA’s (Printrak’s) 40th conference in 2019. Coincidentally, this conference was held in San Diego.

And then when the conference organizers adopt a hashtag, they fervently hope that people will actually USE the adopted hashtag. As I said before, this isn’t an issue for the technical conferences, but it can be an issue at the semi-technical conferences. (“Hey, everybody! Gather around the screen! Someone used the conference hashtag…oh wait a minute, that’s my burner account.”)

A pleasant surprise with exhibitor/speaker adoption of the #connectID hashtag

Well, I think that we’ve finally crossed a threshold in the biometric world, and hashtags are becoming more and more acceptable.

As I previously mentioned, I’m not attending next week’s connect:ID conference in Washington DC, but I’m obviously interested in the proceedings.

So I turned to Twitter to check if anyone was using a #connectID hashtag in advance of the event. (Helpful hint: hashtags cannot include special characters such as “:” so don’t try to tweet #connect:ID; it won’t work and will appear as #connect.) Using the date-sorted search https://twitter.com/search?q=%23connectid&src=typed_query&f=live, I was expecting to see a couple of companies using the hashtag…if I was lucky.

I was pleasantly surprised to see that nearly two dozen exhibitors and speakers were using the #connectID hashtag (or referenced via the hashtag) as of the Friday before the event, including Acuity Market Intelligence, Aware, BIO-key, Blink Identity, Clearview AI, HID Global, IDEMIA, Integrated Biometrics, iProov, Iris ID, Kantara, NEC and NEC NSS, Pangiam, Paravision, The Paypers, WCC, WorldReach Software/Entrust, and probably some others by the time you read this, as well as some others that I may have missed.

And the event hasn’t even started yet.

At least some of the companies will have the presence of mind to tweet DURING the event on Tuesday and Wednesday.

Will yours be one of them?

But company adoption is only half the battle

While encouraging to me, adoption of a hashtag by a conference’s organizers, exhibitors, and speakers is only the beginning.

The true test will take place when (if) the ATTENDEES at the conference also choose to adopt the conference hashtag.

According to Terrapin (handling the logistics of conference organization), more than 2,500 people are registered for the conference. While the majority of these people are attending the free exhibition, over 750 of them are designated as “conference delegates” who will attend the speaking sessions.

How many of these people will tweet or post about #connectID?

We’ll all find out on Tuesday.

When people confuse the two companies Integrated Biometric Technology and Integrated Biometrics

This is the “oops” of the month (actually for the month of July).

By U.S. Government – ATSDR (part of the CDC) series of state-specific fact sheets. Bitmap versions have been seen on US Embassy websites. Direct PDF URL [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=14801198

On Monday, July 26 the Tennessee Department of Economic and Community Development made an important announcement:

Tennessee Gov. Bill Lee, Department of Economic and Community Development Commissioner Bob Rolfe and Integrated Biometric Technology, LLC (IBT) officials announced today that the company will establish new operations and locate its corporate headquarters in Franklin.

For those who aren’t familiar with the Nashville area, Franklin is a suburb of Nashville. Coincidentally, IDEMIA (IBT President & CEO Charles Carroll’s former employer) used to have an office in Franklin (I visited it in June 2019), but it has since moved to another Nashville suburb.

This job-related news obviously pleased a number of other Tennessee government officials, including one whom (in this post at least) will remain nameless. The government official tweeted the following, along with a link to the announcement:

Congratulations to @IntegratedBiome on their decision to locate their facility in Franklin and to all our state and local officials who helped bring these jobs home!

A nice sentiment to be sure…except for one teeny problem.

The government official didn’t tag Integrated Biometric Technology (who appears to have a Twitter account, but it isn’t live yet), but instead tagged a SOUTH CAROLINA company with a similar name, Integrated Biometrics. (I’ve discussed this company before. They’re the ones who really like 1970s TV crime fighters.)

Book ’em, Danno! By CBS Television – eBay item photo front photo back, Public Domain, https://commons.wikimedia.org/w/index.php?curid=19674714

Integrated Biometrics’ social media person set the record straight.

Hi there! That article is actually about Integrated Biometric Technology – not us (Integrated Biometrics)

It turns out that the two companies with similar names have existed in one form or another for nearly two decades. The first iteration of Integrated Biometric Technology was established in 2005, while Integrated Biometrics dates back to 2002. I was in Motorola at the time and can’t remember any name confusion in those days, since I was busy concentrating on other things…such as AFIX Tracker.

Cue the “It’s a Small World” music. Trust me, the biometrics world can be very small at times…

Revisiting my unintentional viral tweet, and revisiting my mini-goal for April

You’ll recall that on March 31, a tweet of mine (from my “amateur” Twitter account) unexpectedly went viral.

Within 15 hours, the tweet had over 48,000 impressions and over 1,000 engagements.

Things have hit a plateau since then—the good times weren’t going to last forever on this one, after all—and the tweet currently (1:34 pm PDT Tuesday April 6) has the following statistics:

  • Impressions: 68,721
  • Total engagements: 1,470
  • Likes: 1,009
  • Detail expands: 302
  • Profile clicks: 116
  • Retweets: 32
  • Replies: 11

But that’s not the important part.

As I noted in my prior post, the TRUE challenge is to create meaningful content on my “professional” Twitter account @jebredcal. Specifically, I challenged myself to have an April tweet with 212 or more impressions and 10 or more engagements.

How am I doing? Not there yet. My top tweet in April so far has 167 impressions, 3 engagements, and unquantifiable value add (specifically, my statement that “[t]he standard is ‘currently going through the adoption process'”).

Hmm…perhaps Elena Salazar can help me. After all, she’s written a post about writing highly engaging tweets. And she specifically used the word “engaging” rather than “impressionable,” so you can see she’s interested in results.

I’m not going to reproduce the whole post, of course, and I’m already doing one of the things that she mentioned – after all, my unintentional viral tweet would not have gone viral if it hadn’t been a reply to Greg Kelly.

One of her suggestions in her post was to “have fun.” As long-time readers of this blog will appreciate, that particular suggestion resonated with me, since it’s one of my goals for 2021. Salazar notes that human connections are prized more than ever. (Provided that you’re not faking your humanity, I guess.)

Salazar also had two suggestions on the timing of tweets. No, she wasn’t talking about tweeting on Mondays at precisely 8:22 am. (These suggestions never did much for me anyway. Bredemarket’s target geographical market is the entire United States, from Maine to Alaska and Hawaii, and there’s no ideal time that appeals to everyone in that geographical market.)

Bredemarket’s geographic market, according to Google. https://g.page/bredemarket

What Salazar WAS discussing was participating in timed Twitter chats, and tweeting during live events. While I’ve engaged in the latter at times (most notably during the years that I regularly attended Oracle OpenWorld), I have rarely participated in timed Twitter chats that were not connected to an event. Here’s some of what Salazar said at the time (August 2019, before the world changed) about Twitter chats:

I personally try to attend 2-3 Twitter chats per week.

Tip: Some of my favorite digital marketing chats are #CMworld (Tuesdays at 9am PT), #SEMrushchat (Wednesdays at 8am PT), #Adweekchat (Wednesdays at 11am PT) and #TwitterSmarter (Thursdays at 10am PT). 

Checking the Twittersphere, #CMWorld (CM = content marketing) still seems to be a thing (I missed it by a few hours this week), as do #SEMrushchat (tomorrow), #Adweekchat (also tomorrow), and #TwitterSmarter (Thursdays, although it may go on at all times like #MarketingTwitter).

Of course, these hashtags are general and not specific to identity or even technology, but maybe I’ll try to drop in on one or two new Twitter chats this month.

(Note to self: tag Elena Salazar on the tweet that links to this post.)

When you go viral unintentionally, how do you reproduce this?

Since last night, a tweet of mine has been going viral.

Sadly, it’s not a Bredemarket tweet, so the virality isn’t directly benefiting my marketing and writing services business. But perhaps I can learn from it.

I maintain two Twitter accounts. The @jebredcal account which tweets posts from this blog is my professional account, which naturally means that the other account, @empoprises, is my “amateur” account. I intentionally segregated it because I figure that most of you aren’t interested in my tastes in music…or my Mad Libs.

Mad Libs?

Let’s start last night’s story with Greg Kelly, a well-known Newsmax host with nearly 300,000 Twitter followers. Yesterday afternoon, he tweeted this rather bizarre item:

SMOKING WEED (aka GRASS) is NOT a good idea. I’ve tried it (back in the day) and it was WORSE than anything that happened to HUNTER BIDEN. I “toked up” with some buddies in Kentucky and woke up 4 days later in Nairobi, Kenya. With no idea what happened. DON’T DO DRUGS.

Because of Kelly’s prominence as well as the content of the tweet itself, this has received major attention from TMZ, Huffpost…and Brian Hamm.

Now Brian Hamm is not quite as famous as Greg Kelly, but he made a rather interesting point in his tweeted reply.

Reads like a Mad Lib.

SMOKING (Drug) is NOT a good idea. I’ve tried it and it was WORSE than anything that happened to (celebrity). I (slang for drug use) with some buddies in (State) and woke up (number) days later in (Foreign City) with no idea what happened. DON’T DO DRUGS.

Now yesterday I hadn’t seen what TMZ wrote about Kelly’s tweet, and I hadn’t seen what Huffpost wrote about Kelly’s tweet…but I had seen what Brian Hamm wrote about Kelly’s tweet. And I took a position that isn’t all that unusual on my amateur account.

Challenge accepted. (I hadn’t played Mad Libs in a while, anyway.)

Now the tweet itself is not a remarkable tweet. Frankly, it wasn’t even the best tweet that I wrote on the @empoprises yesterday. (I think my “Disneyland launches its plan to enforce social distancing in the park” tweet is better.) And on my “professional” Twitter account, I tweeted a link to my “trust” post as well as a link to the Innocence Project’s efforts to improve the forensic science discipline. A Mad Lib about smoking pizza and ending up in Ottawa falls pretty low on the importance scale AND the interest scale.

Or so I thought, because the Twitterverse disagreed with me.

Within two hours, my throwaway tweet had received over 9,000 impressions. Within fifteen hours, the statistics for the tweet are as follows:

  • Over 48,000 impressions
  • Over 1,000 engagements, including over 700 likes, 78 clicks on my profile, 21 retweets, and 8 replies

And the statistics still continue to climb.

Now I did not sit down yesterday evening and plan to latch on to a popular tweet to drum up impressions and engagements. Frankly, if I HAD planned this, I would have latched on to something other than a Greg Kelly tweet, and I would have planned a response that would provide some more tangible benefit to me. (Unless the Ottawa tourism folks decide to use me, there’s no way I can monetize my viral content.)

And to be honest, I’m repulsed by the idea of latching on to every single identity or technology trend and trying to insert monetizable content into it. I could do it, but I would do it very badly. (Hey, here’s a trending tweet from a famous politician about proposed forensic science legislation! Time for another Mad Lib!)

But perhaps I should keep my eyes open in case a relevant, popular tweet shows up in my professional Twitter feed. If I can contribute something MEANINGFUL to the conversation, perhaps I could get some deserved attention.

So now I’m challenging myself. In March, my most popular tweet from my @jebredcal professional Twitter account received 211 impressions and 9 engagements. (And it wasn’t a reply to a tweet, but it did mention two Twitter users with 800+ follwers and 5400+ follwers.) Let’s see if I can beat that in April and get 212 or more impressions and 10 or more engagements on a tweet.

Challenge accepted.

If your marketing channels lack content, your potential customers may not know that you exist

[Update, January 27, 2021: a July 2020 study from Demand Gen Report explains WHY up-to-date content is important. I addressed that study in this post.]

One of Bredemarket’s most popular services is the Short Writing Service. It can help small (or large) businesses solve the content problem.

You know what the content problem is. Your business has established one or more marketing channels: a website, blog, email list, Google My Business site, Facebook, Instagram, LinkedIn, Snapchat, Tumblr, Twitter…or many others.

But the marketing channels are useless IF THEY HAVE NO CONTENT.

Or old content.

Or poorly-written content.

Maybe the information on the marketing channel is six months old, or a year old, or nine years old. (Trust me, this happens.) Or maybe there’s content on one marketing channel, but it’s never cross-posted to the other marketing channels for your business.

What are the ramifications of this? If your channels lack content, your potential customers may forget about you. And that’s NOT good for business.

I’ll use myself as a BAD example. In addition to my business blogs at Bredemarket (https://bredemarket.com/blog/) and JEBredCal (https://jebredcal.wordpress.com/blog/), I maintain several personal blogs. One of those personal blogs is Empoprise-NTN (https://empoprise-ntn.blogspot.com/), and that blog is obviously the ugly stepchild of the bunch. Between 2016 and 2019 I authored exactly ZERO posts on that blog. So if someone is looking for authoritative commentary on NTN Buzztime games, they’re obviously NOT going to look to me.

The obvious solution to the content problem is to CREATE CONTENT. Some people have no problem creating content, but others may need some help. They may not have the time (https://bredemarket.com/2020/09/25/when-you-dont-have-the-time-to-craft-your-own-text/), or they may need some help in selecting the right words to say.

Bredemarket can help you solve the content problem, one post at a time. The Bredemarket 400 Short Writing Service (https://bredemarket.com/bredemarket-400-short-writing-service/) uses a collaborative process, in which you and Bredemarket agree on a topic, Bredemarket provides a draft of the text, and the text goes through two review cycles. At the end of the process, you have the text, you own the text (this is a “work for hire”), and you can post the text on your blog or Facebook or wherever you please. Your content problem is solved! And if the post includes a call for action, your potential customers can ACT, potentially providing you with new business.

Speaking of a call for action…

If you would like to talk to Bredemarket about ways to solve your business’ content problem, contact me!

Bredemarket 400 Short Writing Service

(new text of approximately 400 to 600 words)