What's the new Twitter? That's the wrong question.
What's the new Twitter? That's the wrong question.
We've just moved far beyond the simplicity of replacing MySpace with Facebook. That's not how it works anymore.
What's the new Twitter? That's the wrong question.
I had the chance to chat with Digiday about why Mastodon and other fediverse networks aren't replacements for a public, real-time platform like Twitter. But that doesn't mean brands shouldn't explore alternative networks or engage with communities in new places.
We've just moved far beyond the simplicity of replacing MySpace with Facebook. That's not how it works anymore.
Trendspotting with MIMA
This week I shared a keynote with a framework for adding context and action to “the next big thing” with the brilliant folks at the Minnesota Interactive Marketing Association (MIMA). A lifetime ago I was a longtime volunteer and then board member of MIMA and can’t say enough about the marketing community in the Twin Cities and its legacy + potential of not just reacting to trends but helping shape them.
If you missed it, sign up for TSL’s newsletter to be notified of a webinar version we’re scheduling in the coming months.
A.I. Will Not Replace You. A Person Using A.I. Will Replace You.
ChatGPT is trying to get ahead of the looming backlash and negative news cycle that’s coming. Especially in the face of the unrivaled pace of adoption of the generative tool, they’re using some bold language and positioning that’s hard to ignore.
The challenge here isn’t that A.I. is coming. It’s already here.
Gartner predicts that by 2025, 10 percent of the data created on the Internet will be created using Generative AI technologies. And some are predicting that by by 2030, 90–99% of the data on the internet will be created with the help of Generative AI.
The challenge is that we’re still in such early days it’s important we don’t make missteps that will bite us in the longrun. Modern marketers need to be studying generative creativity, getting our hands dirty, AND THEN LEAD this conversation and application in our industry.
We need to fully understand the source material, licensing + fair-use implications, and risk of using the output of A.I. tools in their work. How do we fully understand it? Try it out.
Can you still use it to brainstorm? Of course. And it's nobody's business if someone is using generative creativity strategies to brainstorm or for inspiration, just like any other way we get to ideas and strategies.
For work deliverables though: Be sure you understand the sourcing and licensing before just using it and sharing outputs into the world. Stealing from artists and plagiarizing the internet isn’t cool or acceptable for our clients. To be clear, it won’t always be like this. Licensing is coming. Equitable sourcing is coming.
But since it's such early days, if one uses the output of A.I. tools in work in the world without being transparent about the risk to all involved, you’re introducing unnecessary risk. Risk is fine and good if everyone knows and everyone agrees.
My solve? Be transparent about it. Openly tell your legal team you want to experiment, with which particular A.I. tools, and work with them to outline the risk and rewards of a pilot. You may be surprised that you can still move forward, but now you’ve done your job in making sure all involved understand the risks. AND ALSO, look to companies like Shutterstock who are working to build databases and tools that are more equitable sourced and licensed already.
It appears this technology is already targeted to come to search engines (BING?!) and desktop tools like the MS Office Suite. At that point, the rules of the road will be clear and more accepted. We’re just not there yet.
So the imperative for all of us today is to learn this enough we can understand the risks and opportunities of right now. Learn to write prompts! Try things. Experiment. And share your findings with others. Just like any other new technology coming to communications, we just need to run the try-it-out-and-learn playbook.
For more on the rise of Generative A.I. and some helpful links, read this issue of Social Signals here: The Prompt: Generative A.I. Equips Creativity, Not Replaces.
Social Signals
I was so early to Twitter I could’ve registered @Greg, but it didn’t occur to me I should. Maybe that was good? @Josh is sharing why having that handle has resulted in HUGE offers for the account and overall it’s just not a very good experience.
New emojis are coming (again)! A lime, a mushroom with non-poisonous coloring, a broken chain, a nodding face, a face shaking side-to-side, and… a phoenix. Can’t wait to text a shaking head “No” to my kids.
One of my favorite social reporters Kalhan Rosenblatt at NBC News has a segment on #CoreCore and does her best to explain something that’s still pretty unexplainable but is widely popular (and my kids love it).
The “This is Fine” meme — a smiling cartoon dog sitting at a table with coffee as the room goes up in flames and says "This is fine” — is turning 10 years old and NPR did an interview with the meme’s creator. We bought a Xmas ornament with this meme and the year 2020 on it that’s quickly become one of my favorites to put up each year.
Have you ever typed LOL but you didn’t actually laugh out loud? Someone made a device that will only let you LOL if you actually LOL’d.
This is best, dumbest mobile game that I’m bordeline obsessed with: Trap the Cat.
See you in the future!
Greg