Messages from the archive of Rutherford Hall, critical communications strategist
From: [email protected]
So look Phil, I guess my question is not so much, should you stop advertising on Twitter as what the hell were you doing there in the first place? You are better placed to decide your ad strategy, but I spend hours on the site and have never seen an advert even once tailored to me. Today there were ads for a magic wooden puzzle and thermal long johns.
In any case, it’s far too early to bail out just yet. If the ads are working, carry on. If not, then stop. But I would not make a big hoo-hah about it. For one thing you never know who Elon is going to turn on and he has a lot of followers. A fight with Musk will certainly raise your profile but it’s a bit like getting in a brawl with a drunk, you can’t rely on rationality kicking in. So much simpler just to quietly slip away. And you can always put out a press release later and call it part of your ESG commitment.
It is something to behold though. Instant sackings, openly negotiating subscription rates with Stephen King. New business strategies just thrown out there for debate. It could all go very wrong but you have to admit he’s a one-man engagement tool. You have to watch because you want to see what he does next.
As to Twitter Blue, of course it’s a massive shakedown for brands, celebs and businesses. But it’s not even $100 a year, what do you care? So no, I wouldn’t bother with Mastodon (this week’s fave to replace Twitter) just because a few liberals are bigging it up. For one thing it doesn’t have advertising and for another, well have you tried it? Reading up on how it works made me want to have another go at A Brief History of Time just to decompress.
Best, Rutherford
Member DCMS Panel on Business and the Metaverse
Find me on Strava, KoM Sydenham Hill, PR London to Brighton: 3h 59m
WhatsApp to Jules: Jules can you set us all up with Mastodon logins. I tried to do it myself but it was worse than assembling an Ikea bed. I don’t see it taking off but best to protect our handles just in case it does.
Twitter: Love the way @elonmusk is generating excitement and engagement around Twitter. I’d definitely pay $8, not for the ego of a blue tick but for the certainty of verification and the better conversation it brings. Love the “official” grey tick; that’s a keeper.
WhatsApp to Stephen: Twitter Blue? I think it’s genius. Why shouldn’t blue ticks be available to everyone, doctors, nurses, critical comms strategists?
Also love the idea that you have to pay Elon Musk to make sure no one impersonates you. I mean if you don’t pay him, are you still you? And if someone else has become you then who should you be? Gwyneth Paltrow? It’s just a way of getting serious people to pay for Twitter’s services. Lots of sites have a premium mode. His version is like a Spotify premium where if you don’t pay, all you can listen to are Anthrax and Boney M.
WhatsApp to Stephen: Elon liked my tweet! Is there some way we can leverage this? We must be the only agency he’s reached out to. James Murdoch’s on the Tesla board. We did a lot of good work with him, do you think he’d help with an intro?
WhatsApp to Jules: No, I’ve not been hacked. I just thought the Mars picture was cool. I was editing my Twitter bio to add how I worked on social media policy when I was at Downing Street and work on investor relations.
From: [email protected]
James, great to talk again. Thanks for agreeing to connect us and I take your warning about Elon’s view of PR guys on board. Hope he sees critical comms as different. All I’m after is something very light touch, stressing my Downing Street experience, regulator connections and just that we’d love to help if we can. Or even just a follow so I can DM him on Twitter. Really appreciate it. BTW keen to get your thoughts on the metaverse. Let’s get a date in the diary.
Best, Rutherford
Member DCMS Panel on Business and the Metaverse
Find me on Strava, KoM Sydenham Hill.
WhatsApp to Stephen: Elon’s followed me!!!
WhatsApp to Jules: He’s done what? What do you mean I’m a meme?
WhatsApp to Jules: Well, I really don’t see how that’s funny.
WhatsApp to PhilK: Actually. You may be right about the ads on Twitter. The man is clearly losing it.
Messages recovered by Robert Shrimsley