Every tweet is a waterfall: Coldplay on the net

Social Networks have turned upside down the way brands interact with customers. Today, we could say that participating actively in social networks is almost essential to succeed in business. Coldplay band is aware of the relavance the Internet has, and so has developed a whole Web Communication Plan (analyzed on wiki.littera) that enables their music to be advertised on the net.

Susan Payton ” Whether it’s you or someone else at your company, you need to dedicate someone to social media strategy.

Coldplay’s members use quite often their social networks, however,  apart from themselves, they have some staff that rules their accounts  to make them more active and complete.  The content is updated several times each day with content that attracts fans, such as videos, photographs and life concerts. In general, their Web Communication Plan is being successful as they have  almost 16 million followers on Facebook and 5 million followers in Twitter.

According to Presentation Advisors, brands need to follow some structures to organize properly their Social Media Strategy and boost their economic activity:

Presentation advisors: How can  business implement Social Media Strategy?

1. Stablish goals

2.Listen to your audience

3. Build (choose your channels wisely)

4. Engage with transparecy, frequency and participation.

5. Analyze and optimize the results.

However, there is an aspect that Colplay’s WCP is not fullfilling as much as it could: the second one, Interaction. Antony Mayfield states that the social strategy of a brand should be about putting a litle bit of social into every move the business makes. Coldplay rarely interacts with its followers. Though it is true that they receive such a big feedback that answering all the comments would be impossible, they should give more importance to this fact. For answering comments, they only use a section on their webpage, The Oracle, where all the questions are answered by a person close to the band.

On their Web Communication Plan, they give particular importance to the official web page, which is crucial for the band. The page is really well updated and has an ellaborated design. In fact, when they publish some content on Facebook or Twitter, this content are quite often links to the web page.

Susan Payton  explains that “An unattended Facebook Page leaves a negative impression of the company” . The same happens with Twitter and all the Social Networks. Coldplay is aware of this fact and so has defined the maintenance of their accounts as a primary objective on their advertising policies. Recently they have also created a Google+ account to keep the band up to date. Being relevant on the net is crucial for every enterprise. None of them can forget about it. Neither Coldplay.

Coldplay’s accounts on Social Networks:

  1. Facebook: http:// www.facebook.com/coldplay
  2. Twitter: http:// www.twitter.com/#!/coldplay
  3. Official web page: http:// http://www.coldplay.com
  4. Google+: https://plus.google.com/115209943765910868932/posts
  5. Myspace:http:// www.myspace.com/coldplay

References:

Twittering on and on. Spanish politicians and their attempts to win followers or voters

Since Zapatero made public last July that the elections would be brought forward, the candidates from the different parties have been giving particular importance to Microblogging usage, specially on Twitter. Candidates have been tweeting what they were doing or, what they intended to do, if they reached the power. The Nielsen Study has analyzed the Twitter accounts of Alfredo Perez Rubalcaba (PSOE) and Mariano Rajoy (PP) and shows that both politicians twitters were quite inexpressive and not too well developed. Ester Mascaró, looking through the Study, confirms that both accounts were not optimized.

Reviewing the study Ester Mascaró talks about the accounts of Rajoy (https://twitter.com/#!/MARIANORAJOY) and Rubalcaba (https://twitter.com/#!/conrubalcaba. (who has recently changed his account). She states that Rubalcaba had a bigger amplification because all of his tweets were retweeted more than 10 times while retweets of Rajoy’s tweets didn’t reach 9. Rubalcaba was also more active: 420 tweets and 4.322 retweets in October 2011. On the other hand, Rajoy and his team had only 192 tweets and 1726 retweets during the same month. Some of the tags related to PP and PSOE that had bigger influence were: #indignados, #15M, #nolesvotes #Rajoy and #Rubalcaba. The keywords used by both parties where similar being “ETA” the most mentioned one.

Both of them are “Twitter stars” as they have more than 10.000 followers, however, in Twitter, quality is more valuable than quantity, and, compared with other Twitter stars, maybe their Twitters are not so important or influential. The accounts are led by managing teams, although Rubalcaba and Rajoy tweet personally quite often. Rubalcaba signs as RbCb and Rajoy as MR. Ester Mascaró also quotes Carlos Guardian, who have analyzed their accounts with some aplications. The analysis made shows that both politicians during the campaing were inexpressive on their tweets not using any “emoticon”. The feedback is poor apart from the RT that supporters do, and the Timelines are just for political slogans that supporters retweet.

The activity of the two politicians reached the highest point the day of the debate between both of them. As Eduardo Ortega expressed: on November 7th, 2011, 9 out of 10 trending topics in Spain had to do with the debate (some of them, were #eldebate, #ReiniciaElDebate, #seacaboelcirco). This shows the impact the debate caused on Spanish society. As La Voz Libre quoted, it wasn’t as rich as expected and that’s why many people started making jokes about it. For example, Cazalla, the town in Sevilla, became trending topic when Rajoy made a mistake telling it was in Cadiz, and Campo Vidal, the moderator, became the focus of many tweets such as “Campo Vidal ha terminado 10 sudokus”. All this shows how critical Twitter can be with the most reprehensible aspects.

References:

  • La voz libre (November 8, 2011): El debate en Twitter: de la invocación a Jimmy Jump, al ‘observador’ Campo Vidal, pasando por Cazalla. La voz libre. Retrieved December 4,2011 from http://www.lavozlibre.com/noticias/ampliar/357529/el-debate-en-twitter-de-la-invocacion-a-jimmy-jump-al-observador-campo-vidal-pasando-por-cazalla
  • Mascaró, Ester (November 1, 2011): Rubalcaba y Rajoy en Twitter poco expresivos y poca interacción. Hosteltur.com. Retrieved December 4, 2011 from http://www.hosteltur.com/142910_rubalcaba-rajoy-twitter-poco-expresivos-poca-interaccion.html
  • Mascaró, Ester (November 17, 2011): Twitter es el rey de la campaña electoral. Hosteltur.com. Retrieved December 4, 2011 from http://www.hosteltur.com/146710_twitter-es-rey-campana-electoral.html
  • Nielsen/Mckinsey Company (November 2011): Elecciones Generales 20 Noviembre.Los medios sociales expresan el deseo de cambio de la sociedad española. NM Incite. Retrieved 4 December, 2011 from http://www.hosteltur.com/web/uploads/Elecciones20N_y_Social_Media_Nielsen.pdf
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    The absurd literature: A pointless existence through L’Étranger by Albert Camus


    “L’Étranger” or “The Outsider”, is a novel written by the french author Albert Camus first published in 1942. It is one of the most representative works of the “Absurd” movement. Although Albert Camus didn’t consider himself as an existentialist and didn’t want to be related to Sartre, some experts, like Francisco Gutierrez Sánchez, classify him under this movement. Camus found himself closer, mainly, to absurdism although he is often included in determinism and nihilism too.

    Albert Camus: brief biography

    Albert Camus was born on November 1913. After his father passed away during the I World War, he moved from Mondovi to Argel, where he was inspired to write The Outsider. His grandmother didn’t want him to study but one of his teachers helped him to access to university. However, he suffered from tuberculosis and had to interrupt his studies. He died in France, on 1960 because of a traffic accident. A more extensive summary about his life can be consulted here: http://www.uned.ac.cr/sociales/publicaciones/documents/11Espiga4.pdf

    In Camus it is obvious the deep impact of the II World War, that led to an atmosphere of hopeless and absurd. He captured this at writing different genres, like theater in “Caligula” (1944), although he felt more comfortable writing novels, like “The Outsider” and “The Myth of Sisyphus” (1942). As Wikipedia explains, Camus was awarded the 1957 Nobel Prize for Literature “for his important literary production, which with clear-sighted earnestness illuminates the problems of the human conscience in our times”

    The outsider: plot

    As it figures in “Spark Notes” (see references),the novel takes place on a stifling and claustrophobic Argel. Afther his mother’s death, Meursault decides to take a few days off his job. He goes to his mother funeral and he doesn’t show any feeling, just indiference. Then he cames back to the city where he comes across Marie, with who he sets up a relationship just for pleasure, without feelings, as he express“Then she wanted to know if I loved her, I answered that she didn’t mean anything but that undoubtely I didn’t love her”.
    By chance he meets his neighbour Raymond, who has given a terrible beating to a wife he had a relationship with. The woman’s brother and other arabs follow him wherever he goes. As Raymond want Meursault to be his friend, Meursault decides to follow his desires, again full of indiference.
    Raymond invites Marie and Meursault to one friend’s house on the beach. While the men are strolling down the beach, a fight with the arabs breaks out and Meursault catch Raymond’s gun to avoy a tragedy. They go to the house but Meursault is distracted and goes again to the beach. There, he comes too close to the arab that shows him a knife and Meursault shoots at him several times. “I understood that I had ruined the day’s balance, [...] Then I shot four times at an inert corpse [...] they were four brief hits with which I was knocking on misfortune’s door”

    Meursault is judged and sentenced to death penalty inside and absurd atmosphere he gets accustomed to. During the trial he declares that he killed the man because it was hot and he gives a speech full of hopelessness: “ [...] but everybody knows that life is not worth living…[...]one must die, obviously when or how doesn’t matter“. Being in prison doesn’t seem to be a problem for him “Then I understood that a man that hadn’t lived out of prison more than one day could live without making any effort a hundred years in prison. He would have enough memories not to get bored”
    A priest visits him but he doesn’t care about God. “ When he asked me if I regretted what I had done, I answered that more than shame I felt boredom, I felt that he didn’t understand me“. He tells the priest about how absurd his life is “I would have liked to explain him [...] that I never had been able to feel real sorrow for anything” and finally he is executed. He sees his death as an advantage that ends his pointless life.

    How does “The Outsider” symbolize Camus’ philosophy?
    On “The Outsider” we can see two schools of tought: first, the philosofical thought of Friedrich Nietzsche and ,then, Sartre’s existencialism.
    Nietzsche depicts the apollinean and the dionysian to work on one of his most famous theory: God’s fall. He claimed “ God is dead“. He means that, ultra-senstive values and platonism have lost the prominent role and that is no longer possible to remit to inmaterial certainties. Of this way the man meets nihilism, a lack of an universal truth that can lead his life. The man can create new ideals or develop passive nihilism being empty, disappointed, like Meursault.

    Sartre describe his existencialism as follows <<The man can be defined according to two possibilities:

        1.”To be” is first conceived as essence and then existence. The man is shaped before it borns with prestablished concepts that define what he will be.>>
      2.Sartre suggests the contrary. Existence precedes essence. The man is born and then he defines himself.

    Like there is no god, the man is responsible for his actions, not only individually but also jointly. Man’s anxiety is due to this strong responsibility. Moreover, Sartre disassociates the future from present. Finally, he thinks that life, though absurd at first, adquires sense when the man choose an action. He gives his life the sense he has chosen.

    On the Outsider, Meursault also thinks that he is alone, that there’s no God to help him. However, Camus distances himself from Sartre and Nietzsche because Meursault doesn’t care about anything. His main feeling is indiference.

    Meursault can’t accept Nietzche’s optimism of the Eternal Return, as he is so certain of his death that can’t do another thing but wait for it and accept it. Death provides him safety and he surrenders to it.

    However, if Meursault loves life and accepts his limits, why does he kill? Camus characterizes his characters to live on a sensory way, animalized, representing the dyonisian.

    Meursault doesn’t live alone, people judge him. Here appears the joint responsibility of Sartre. Nietzsche says that subjectivism becomes certainty, giving a determinated value to a human-being, he doesn’t have the possibility to “be” and that human-being becomes an object. Here is Camus’ critic: Meursault is sentenced because of his indiference to his life. His crime is perceived as something that doesn’t belong to the proper society, as the absurd of society. Camus claims that there is no space for other values than the imposed ones. The judge want Meursault to become an object, ready to accept all the certified values. Nietzsche and Meursault disaprove how society punishes the different. As Marla Zarate depicts on the essay, Camus criticizes the imposed certainties, which couldn’t or shouldn’t exist on a world defined at random. The murderer was just a consequence of Meursault’s impossibiliy to channel his basic instincts on a excessively rationalized society.

    References:

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