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Though we assume that power is invincible, independent, and everlasting — it’s not. Power is received and granted. A celebrity gains power through fan attention. US elected officials are given power by lying to or convincing voters. Saved passwords empower Silicon Valley.
Power is as sustainable as the group supporting it. It’s Marketing 101. Pick a target audience, appeal, and adjust as they say. Just hope the targeted group is sane. If not, power is in the hands of the unreasonable. Ask our country’s leaders.
In the last four years, Twitter has become America’s target audience, and subsequently, one of the most powerful groups in the country.
Applicants are hired if their Twitter accounts are presentable. Employees are fired if their past tweets don’t age well.
Politicians build laws with social media reactions in mind.
Major media companies promote, demote, and protect personalities based on retweets and likes.
Corporate America’s decisions attempt to anticipate social media results.
When America is called racist by too many blue checks, curriculum is changed.
In other words, American’s most influential individuals and industries are at the mercy of the most frequently seen and shared Twitter accounts.
As a result, these accounts dictate state policy, education, entertainment, and industry.
That’s who has the power. But who exactly are these people? They are the most easily offended, bored, pampered, and hateful sociopaths in our population. They all think alike. Yet, the all is still quite small in raw numbers.
Pew data finds that 3% of the population creates 90% of all tweets sent. Only 8% of the US population is “active” on Twitter.
Late-night TV, award shows, and comedy have adjusted content to correspond with Twitter reaction. Appealing to just 8% of viewers is bad business. Now, all three hemorrhage viewers for a nominal group of actual viewers.
In addition to a misleading sample size, Twitter has convinced the media, corporations, and politicians to adopt a narrow worldview.
The same Pew study finds that Twitter users are D+15. Were Twitter a state, it’d tie Hawaii and Vermont as America’s most liberal. What’s more, the 10% of Twitter users who post 92% of all tweets are D+43.
Herein lies the disconnect. Twitter has told decision-makers that Americans agree that the country is systemically racist; that white supremacy is the country’s greatest threat; that Americans, by and large, are okay being viewed merely on the color of their skin. In reality, though, Americans rarely agree on any topic.
We are a divided country. Yet Twitter has led us to believe that the divide is based not on substance but hate. Twitter says that one side is right. The other is hateful, racist, and ignorant. So, people feel justified in ignoring those with different opinions.
Politicians before were incentivized to answer voters’ pressing questions and concerns. Twitter now convinces politicians that Americans lack curiosity. Questions aren’t welcome on social media. Big Tech censors the few who dare to question authority before their concerns are answered.
Remember those who questioned if COVID-19 originated naturally?
“Twitter’s value as a platform for ideas has substantially diminished since it embraced partisan censorship,” Buck Sexton tells OutKick. “If you can’t question lockdowns or election results, there’s clearly a hand on the scale for the Left at all times.”
In public, the Friends reunion was a friendly conversation. On Twitter, users couldn’t get over that six straight white people were allowed together in 2021. It’s easier to measure online complaints than conversations over dinner. Thus, blue-chip media outlets write pandering headlines.
“Commentary: They should have called the ‘Friends’ reunion ‘The One Where They Ignored Diversity,'” The Los Angeles Times writes.
Twitter’s misrepresentation of America has influenced those in power. That’s true power.
Twitter is not useless. Content pushed on Twitter reaches more people than content hidden. Paul Finebaum calculated this, telling OutKick he now “primarily uses Twitter as a means to encapsulate what we are going to do on our show or have done.” Thus, Finebaum uses Twitter as a megaphone for his show. Disney, Comcast, Coke, AT&T, and Congress, by contrast, see Twitter as a microphone for a small section of the country.
Companies and organizations adopt the personality to whom they answer. Ever wonder why DC, Hollywood, New York, Silicon Valley, and newsrooms are so offended right now? Why they come across as so miserable? Why each has such a profound disdain for traditional American values? Look no further than their target audience.
5 CommentsLeave a Reply
At its most basic —> Twitter is functionally a far left activist platform.
Yes there are conservatives on there but of course the Orwellian Tech-Reds censor their content and replace it with boosted stories about tranz ppl. SMH :-/
That LA Times article is grounds for an ass whoopin. Nobody that stupid, duplicitous, and hindsight-obsessed (as well as history revisionist) should be paid to write.
Too many all across the socio-cultural-political spectrum – especially those on either extreme end … assume that “my social media choices” represent “most people” … CERTAINLY “those with common sense” …
That is rarely if ever accurate. My 5,000 Facebook “Friends” are 97% of “my like-mind”. I don’t kid myself that the opinions that I and my FB friends express represent any form of “mainstream opinion”.
Great article Bobby… I saw the Pew research data and love the direction you took this.
That said, I think our biggest takeaway should be this: “Who exactly are these people? They are the most easily offended, bored, pampered, and hateful sociopaths in our population. They all think alike. Yet the “all” is actually still quite few in raw numbers.”
It’s a GREAT sign that most people are continuing to live life exactly as they should – out in the real world. Enjoy it, it’s a beautiful place, and leave social media for the hacks and hateful… it keeps them out of the real world, which leaves it a much better place for all of us.
And trust me, as a marketer, I promise the marketing universe is slowly learning the same… share your brand, share your value, and stay away from everything else; it’s an endless pit of despair from which their is no return. Marketers need to live in the happy beautiful world we all actually inhabit, not the dark doldrums of social media.
This is a great article, and the information included should be shared with corporations, colleges and universities, K-12 school districts, and politicians everywhere. Excellent work.