Twitter Bug


Use the embedded player to play, or right-click and “save link as...” this MP3 file so you can forever cherish this song.

Liner Notes

Believe it or not, this posting is a college assignment! In my MBA program I have an assignment involving the impact of the Internet and social media on businesses, and the professor is experimenting with a new idea. As an alternative to yet another generic term paper, this assignment can be turned in using a media type now becoming prominent on the web. Since the example case study for this assignment was the musician Dave Carroll's successful YouTube campaign against United Airlines, who smashed his $4000 Taylor acoustic and refused to pay him even for repair costs, I figured a song would be a great option!

Apologies that this very boring song will be showing up in the Juke, although it should be at least mildly amusing when the listener realizes sampled bird song provides the percussion / click track for this tune.


[spoken narrative]

Social media is a rapidly growing, world-wide phenomena.

The latest new social networking tool, known as twitter, allows users to “tweet” brief, 142-character messages about their activities or thoughts. This seemingly chaotic approach to communication actually sets up an environment for Internet communities of like-minded people or groups to coordinate their actions.

Much like the chaotic noise of the birds in the background, individuals can raise complaints when dissatisfied with a corporation or other entity, but without a unified direction they represent little more than noise to corporate giants.

Social networking tools provide opportunities to align the activities of like-minded individuals, allowing them to join together for a common cause. As individuals and organizations join together for certain motivations or causes, sometimes incredible things result.

Listen to the chaotic noises of the birds, and notice that as they continue to chirp logical organization arises to create a cohesive tapestry of sound, much like the social networks allow the “noise” of several individual users to coordinate and create a cohesive message.

Now, as an example in how this works, think about the story of Dave Carroll, a lone musician in an unknown band totally powerless to resist the dominant position of the corporate giant United Airlines. United Airlines baggage handlers destroyed his $4000 acoustic guitar. Rather than accepting defeat after a year of fighting against a system designed to protect the corporate giant, Dave turned to the social network YouTube, creating a music video that only cost him $150. This video ended up costing United Airlines many times more due to the negative backlash. This catchy and funny music video went viral quickly after it was posted, and now over 10 million people have viewed it and it’s still growing!

For my part, I was initially resistant to urges that I get involved with social networks, but over time personal and professional pursuits all led me toward social networking, including a MySpace account for my music and professional sound efforts, Facebook as a key element of my marketing strategy as a professional SCUBA instructor, and LinkedIn as a business professional concerned about the turbulent economy and job security.

For businesses, social media is having a different but no less profound effect, with larger companies vulnerable to attacks through blogs, youtube posts, and other means. Intelligent businesses are rapidly hopping aboard the social media bandwagon to manage the potential threat it poses to their image.

Many companies have even taken to hosting user networks or blogs to encourage their customers and users to communicate with one another about problems and successes they have encountered. Often this approach leads to increased marketing and advertising through peer communications not directly funded or controlled by the company.

The big social media success stories are those companies that find ways to turn their opponents into allies through effective management of the social networks. One very basic but critical aspect to a successful social networking campaign actually relies on a simple, age-old adage of integrity. With the visibility that social networks bring to every action of a business, it is getting more and more difficult for companies to hide it when their actions fail to live up to the standards they try to portray to their customers. Misdirection and subterfuge, when exposed, can quickly damage a corporate image, leading to costly measures in efforts to repair a damaged public perception.

Although not as rapid a process as a negative impact, companies who consistently demonstrate behaviors that align with their public image can reap rewards as they continuously demonstrate integrity and customer focus.

In summary, social networks are becoming a growing force in the world marketplace. Companies should all make efforts to maintain an active presence in the new world of social media, or risk becoming victims of the incredible power of this global communication tool.

© 2011 Brian Morse / AquaMunkee Studios