there are many channels for content distribution and each requires some adjusting - not all content can go through all channels. i will use an example of facebook and twitter to quickly show some basic differences between these two within the context of content production and distribution.

facebook is a community site, people register and post news on their walls, they have friends, belong to groups, become fans of pages, upload photos… in essence twitter has some of these functions but is totally different.

facebook is focused on networks while twitter is focused on microblogging. facebook is very much about being networked and being part of a network, while twitter is about quickly saying what you think and getting out.

on facebook tendency is towards organizing pages and groups and growing them through content and activities. focus on twitter is about having a publishing routine with some basic interactions. facebook offers a much larger variety of activities while twitter is minimal.

facebook is work, twitter is flash.

brands can get a lot out of both but each requires a very particular approach: facebook should be treated like a social club, twitter should be treated like smsing news to friends and sometimes replying to someones sms. at least this is how it seems to me today. i am sure that i understand these only partially because i only use them like this.

the point is that each is different, each requires a new approach which evolves all the time and therefore requires constant work and research and immersion into these environments.

be active with both and - like with any social media - learn it, get a feeling for it, experiment with it, get better at it.

each is a culture on its own with its own language, aesthetics and etiquette. it takes some time to relax with it and start getting solid results.

this goes for every social media or anything else brands do - as they say: devil is in details…

r.i.p michael jackson (we miss you) we miss you mike!
fri at 01:23 ·
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r.i.p michael jackson (we miss you) please everybody, let’s make this the biggest fan page in facebook.com history!!! for mj suggest all of your friends here.
fri at 01:34 ·
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r.i.p michael jackson (we miss you) we are now the biggest r.i.p mj page on facebook, now lets be the biggest page on facebook ever! spread the word! keep it going!!
fri at 02:09 ·
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r.i.p michael jackson (we miss you) everybody click under the picture and suggest this page to atleast 10 people on your friends list, it will ultimately make this page the biggest tribute anyone can ask for. we love michael!
fri at 03:05 ·
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r.i.p michael jackson (we miss you) we have reached 20,000 fans for michael! lets reach 100,000 spread the word to 10 of your friends… thats all it takes!
fri at 04:24 ·
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r.i.p michael jackson (we miss you) everybody click on “suggest to friends” and suggest to at least 10 friends, we are trying to make this the biggest page facebook has ever seen! as a tribute to the king of pop! it takes only 5 mins do it please, we all miss him equally
fri at 06:47 ·
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r.i.p michael jackson (we miss you) thank you very much for all of your support, we are just trying to give him as big of a tribute that we can from the internet. if we make this the biggest facebook page in history, that is as good as it gets on our end. that’s why we are doing this… like building a statue for him (in a sense) so that’s why we ask for this. spread the word please, help us build the “statue”
fri at 17:50 ·
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r.i.p michael jackson (we miss you) help us build the “facebook statue” for michael jackson by suggesting atleast 10 friends on to this page. he lives on through all of us!
yesterday at 09:38 ·
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r.i.p michael jackson (we miss you) thank you for all of the love and support that you have shown to michael jackson. his music and legacy will live on through each and everyone one of us with our support. in a sense, he will never die.
4 hours ago ·
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r.i.p michael jackson (we miss you) facebook page had 1,113,126 fans on sunday 8:45 am cet.

also there are 1244 fan photos uploaded to this same page.

so, within some 70+ hours more than million people signed their names to support one single goal just based on few generic written words. luckily it was for michael jackson.

michael jackson has died.

internet is buzzing.

although famous people leave us every day, for some reason michael jackson is making an impact.

it is a sudden death or someone who did everything he could to cheat it.

i found out about michael’s death on rich cruse twitter around midnight cet.

a lot can be learned from michael and i will write more about that in the future.

i am sorry that i have never seen him blog.

massimo vignelli usa bicentennial poster.

found it: on flickr

i had a short discussion with one of my clients about face expressions of ecommerce models.

i do not think there is a right answer to how should one make photos.

safest is least expression possible but this is definitely not emotionless, only leaves more options for visitors’ interpretation.

one rule should be consistency but branding consistency online is a flexible term.

so what is my advice? i have no idea, whatever you started with just keep on doing…

also check out kuleshov effect.

ps i realize i picked only girls in t-shirts… picking models which advertise gardening tools or swim wear would be different