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Wikipedia says that the @ was around in the 1500s, and that it first appeared on English typewriters in the late 1800s, while the # symbol (also known as the pound or number sign) was being used in the nineteenth century, all of which makes how we use them today seem pretty damn comical. The @ and # signs have taken on a whole different meaning over the last few years, both having gone from being legitimate symbols in the pre-internet age to now being employed as shortcuts and marketing tools on social media platforms, including here on Pinkbike. I don't take issue with that, and I'm not even going to gripe about the inane hashtags that people come up with (me included), but there's always those out there who take things a step or three too far.
Not to go all Sir David Attenborough on you, but I've broken the offenders into three distinct groups that each use the @ and # keys in different and equally irritable ways.
The Sponsored Pro
Their typical Facebook or Instagram post is something along the lines of "My @XXXXX tires really found traction today, and my @XXXXX bike felt SO FAST. So happy with my race and CAN'T WAIT for the next round!!!!!" Add or subtract exclamation points and capitalization as you see fit. Sure, it's not as nauseating as the typical Supercross podium speech where they seem to thank everyone from their goggle sponsor to their cousin's neighbor's mailman for helping them get third in a last chance qualifier race, but it's often not too far off. Firstly, who out there actually believes that so and so won because of his or her bike? If you do, I've got news for you: the rider won because they trained their ass off, has a bucket loads of talent, and posses enough drive to make a worker bee look like a lazy SOB.
Yes, a rider's sponsors can provide the necessary time, equipment and money that's required, and there's nothing wrong with thanking them for that, but so many professionals take about three giant leaps over the line that divides tactful and tasteless when it comes to social media.
NEWS FLASH: we know who you're sponsored by because we can clearly see the logos in the other twelve thousand photos you've put up, so I'd suggest ditching the tags and giving the fan some insight into the race, your training or anything else that doesn't involve who gave you free stuff. People want an insight into your life and to see photos of you doing whatever it is that you do, so give them that instead of a list of who signs your paychecks.
Many high-profile sports actually have a certain number of "call outs" written into an athletes contract that guarantee a specific number of mentions on the podium or in social medial realms, and mountain biking is no different. It isn't widely discussed, but don't be surprised if your favourite racer or rider has promised to not just be active on social media, but to actually tag certain sponsors. Yes, I get that companies see the value in that, but tagging fifteen of their sponsors in a post looks like shit, makes it hard to take the rider serious, and hopefully isn't convincing anyone to buy anything.
The Imprudent Industry PersonThis one is a bit tricky because there is some legitimate thinking here, but I feel like it's one that some people cross a little too often. Yes, there's very good reasons for media outlets to tag companies in their posts (we do it all the time), but it's one thing for a media outlet or author to share links promoting a piece of content on their website or in their magazine, but I always feel a little uncomfortable when I see my peers tagging companies on their personal social media pages. Here's an example: last year, a company requested that I use a very specific hashtag when talking about their new bike on social media, which definitely crossed that aforementioned line, at least in my mind. More than a few of my counterparts didn't see any issue, though, and made numerous posts on their personal Facebook feeds using the exact hashtag that was specified, all without seeing that they were effectively doing marketing work for said company.
Look, I'm not trying to sound like my horse's legs are the longest around, and I'm well aware that my peers have taken issue with things I've done in the past, but this one is just so blatantly strange to me. Hello, you don't work in their marketing department, do you? Share photos of relevant things, ie new products or whatever, and obviously tag as you see fit, but why you'd actively market their product is lost on me. It isn't just tech editors who are guilty of this, though, and it's something that some of the staff here at Pinkbike have also done in the past - everyone has been guilty of this at one point or another - but we should all make an effort to leave the marketing to the marketing people.
I've been asked multiple times why I no longer tag companies when making posts on my personal social media pages (full disclosure: I certainly have in the past) and it's because it isn't my job to do their marketing, and unless you are working in the marketing department of the company that's responsible for whatever product you're posting, I believe that you should think the same.
The Average Rider and Amateur RacerWhile Joe Blow might not be thanking their sugary drink sponsor for helping them stand on the podium, they can be just as indiscreet when it comes to trying to perform digital fellatio on companies through their social media pages. Maybe it's wanting to feel like we're part of the club, or possibly because we like to show everyone whatever it is we've just worked our asses off to afford, but there's certainly no shortage of regular people tagging companies despite those very same people having bought their goods at or near full tick. Now, it's none of my business what anyone does, but doesn't it seem weird to pay for an item and then go about and do marketing for them? That trend speaks volumes about not just cyclists, but us as humans, and it's one that people much smarter than myself have written books about. You could compare it to paying more for an item of clothing that has a popular or desired logo on it, which is something that we've all done, even if we don't actually care about the damn logo, but I think it's a little different.
There's something about tagging a company and praising them or their product with a bunch of silly hashtags that just seems wrong. Sure, you may be happy with whatever it is that you've bought or the service that you paid for, but using your Facebook or Instagram page as a realtime megaphone to spread the word isn't actually doing anything besides helping said company with their guerrilla marketing campaign. The worst part, though, is that so many of us (including me) do exactly that without actually knowing it - we're actively marketing these products without being aware of what we're doing.
Social media is a pretty neat thing that allows us to share our lives and to be exposed to all sorts of interesting stuff. It lets us stay in touch with friends, creep on people we like (or dislike), and it makes the world smaller, for better or worse. It's also just one more place where we can be inundated with slogans and advertising, which is something that, as much as I'm bitching and moaning about it, I realize won't ever change. We don't all have to take an active role in that, though, even if most of us could be slotted into one of the three categories I talked about at one point or another. There's absolutely nothing wrong with sharing your thoughts when you're happy or unsatisfied with a product or service, and doing so can make us feel important and like we're part of something. That said, we should be asking ourselves what we're accomplishing by tagging companies like we so often do, and if that's something that we actually want to be a part of.
HAHAHAHA your right, sam, lets keep it at 39.
Does it actually matter in the bigger picture? if you have facebook, you use google AT ALL. you are being used for marketing. . Maybe then the companies can fire markerting staff and cut their overhead making bikes cheaper lol.
Marketing is NOT just for the marketing department, its about every action, interaction from every member of your staff and sponsored athletes, and to a large extent the actions and interactions of your customers too.
@mikelevy your role within PinkBike is as a marketer, not just a writing hack... (I should imagine the high profile revelations from a former female writer on PB have had an effect on the market-ability of this site)... as a product manufacturer I'm as interested in the writing from editors and imagery from the photographers, just as much as, if not more so than the metrics of the social media interactions. So I wouldn't discount your role as a marketer wether you like it or not
agree that the # and @ thing does get out of control, and the forced nature of their use is irritating. There will always be companies that abuse it, and do it poorly, and there will be businesses that do it elegantly with significantly more success.
As a small business owner I appreciate the opportunity to get free, customer. supplied advertising. I grow non GMO veggies and free range, organically raised chickens. Our eggs aren't the cheapest but from what everyone seems to tell us it's worth it. I never imagined I'd be making a living selling eggs at $8 a dozen but here I am and alot of my success is due to being tagged on Facebook and InstaGram. Sometimes we might think people go "overboard" but I don't mind the support and help. Customers are the bread and butter of any business so seeing people so passionate about their purchases not only helps reaffirm that I'm doing well it also gives me that extra "drive" when I'm covered head to toe in chicken poop and dirt or when it's 5 degrees out and I'm hand carrying fresh water to the barn or after I've broke my back tilling a new field.
ALL THE SAME!
LOL
"What about a 15 second video of them answering a question or doing anything?"
I would like to know how pro riders like to setup their bike, and some nice pics or videos of their bike; especially action shots.
Hashtags and @ do nothing but take away from the actual content (pic or video).
Seeing the actual product in action does more advertising than hashstags.
Theres an important difference between people genuinely wanting to promote a brand/product because they think it's good, and people being paid to tell everyone a brand/product is good regardless of what they personally think.
The limit to how far you 'sell out' is a question of integrity. The pro's do need to make money some how, and companies will pay a lot of money if our favourite riders will just tell everyone their stuff is good because we respect those rider's opinions, so are more likely to purchase that stuff.
Ever notice that classy people don't have logos all over them???
#hastagsaredumb #twitterisdumber #payingtobeawalkingbillboardiscool #monsterandrebullisdisgusting
If it's a photo of you riding/skiing/basejumping etc. then tag who you are repping in the photo. if its a shot of your comp location then maybe tag your financial or really big sponsors, but not the guys that gave you a few pairs of free socks.
If its your daily life then don't feel the need to tag anyone at all.
If you aren't sponsored then please refrain from tagging every brand in your photo, its confusing.
Not all posts need to be plastered with tags, but more often than not if its a big deal to the athlete then they are more than ok to get a little trigger happy with the # and @ because they want people to know who supports them. Personally I don't think it looks unprofessional, its also another way to let your sponsors know what you are up to on a daily basis rather than always sending them big long updates and emails with a bajillion photos. It is easier for them to connect with their athletes through social media.
I don't even really understand the point of them, or what 'trending' is, or why they are important.
Even if I was a pro, I don't think I would be comfortable selling my soul to the devil in that respect. Years of hashtags of the 'greatest products eva'. switch sponsors at the end of the season, 'new sponsors, greats products eva moar!'
I much prefer the less obtrusive, in your face approach to marketing of the likes of the Masters Brothers. We all know who they are sponsored by anyway, without ramming it down everyone's throats, ALL THE TIME.
And whilst we're at it - energy drink sponsors? Really? Great, they bring some money into the sport - but the riders don't drink that sh*t, seriously? Your regular person with half a brain doesn't drink that sh*t, because we all know it's terrible for you - let alone an athlete who works damn hard to be the best at what they do.
Branded cans filled with water? Seriously lame. I'd rather see a beer sponsor in the sport than that crap.
The meaning to me is this. Gwin came #1 with no chain!
I'll always be confuse...
That's why when I tag photos, I generally do so in useful terms. say someone is looking for pics of stumpjumpers because they're interested in buying one. They could type #stumpjumper & find a bunch of photos. I've used it looking for things like that before.
The reason they use a hashmark, instead of just a button on the website, has to do with the fact that twitter was designed so that you could browse it over SMS, so everything had to work via text input.
#kidsthesedays
#internettoughguys
I wasn't saying that you were trying to associate yourself with the KKK, I just figured you didn't realize that having 3 k's in your name would cause others to associate your screen name with the KKK.
Football itself is not a problem, the spectators above 15 years of age are, as they no longer play the game.
@groghunter - this will be a government backed action as soon as they read my research paper on ultimate solution solving so many social issues at once. Just like 9/11. We have all reasons to believe that KKK members are passionate soccer fans
Copy-pasting all the tags for your posts is like using an essay from your 10year older brother. It'll do the job, but don't expect miracles.
But if "we don't work for marketing departments and we should leave it to them" (to paraphrase) why are we all putting stickers on our cars and buying logo t-shirts (including pinkbike)?
If you get support from a company, you have to tag it. It is a tool for the company to see what the supported rider is doing. How is the quality of his posts, how many stuff is he posting, can the company get along with his activities?
That is the reason why I HAVE to tag in social media. So you don't have to be a pro. But as long as you get support, it should be done.
If a was a total private rider, I can not see a reason why I should tag companys.
I guess that Tweeter and other boring stuff like that is becoming a pretty effective way to figure out who is an idiot, industry shill, vacuous consumer, etc. Sort of like how anyone who is driving in a Hummer is probably a selfish dink. Promiscuous tagging adds to our heuristics routines, at least, but it's all pretty damn depressing. Like a pee test at the pool.
What's my point? I don't really have one either, except that the options are limited to ignoring indiscriminate taggers or lobbying for about 5 billion brain transplants.
TEMPLE
Cant we just go back to puns like its a Hope review?
Mike's "Laid out" legs wide open..
Thanks for making Pinkbike interesting Mike. Like your ballsy articles and RC's analytical takes.
I use lots of hashtags on my photos on Instagram to bring attention to them and put them across more screens, I do this in a separate comment as to not detract from the picture or caption. I will always tag the rider in these shots, and quite often their sponsors as it helps with exposure.
From the point of view of a very small company - the # and @ brings in views and followers and drives much needed exposure to my target market. It's not like we have the marketing budget of a sugary drink producer or large bicycle manufacturer, and without these # and @ we would be invisible on social media.
A shout out from a pro rider to a really small time company is massive and much appreciated.
Here's hoping this is a phase that passes.
As for anyone else that isn't sponsored, or work for the marketing team of these companies, I can't for the life of me figure out why they'd do marketing for free...
I kinda feel like they just make Twitter/Instagram, etc 'feel' more relevant and useful than they actually are.
I think Mike's getting at people jumping on a branding bandwagon. Marketing people would like nothing more than a campaign to "go viral" like so many other things have in the last 10yrs. The hashtaggers are a free marketing tool in that sense.
And popular stuff is often not the best stuff anyway, for example: pop music and the most popular lagers.
Fine, go ahead and attack disingenuous marketing campaigns, but don’t criticise the average joe if he’s calling out a product/company which has worked for him: he’s helping the company, because the company has provided a good service.
One wouldn’t have the same outrage if someone posted something which negatively called out a company for a poorly-performing product: that’s certainly not ‘wanting to be a part of the club.’
In my interpretation this article points out slightly that you may want to check if you are not acting like an idiot rather than attack on marketing. That's all.
Either way, I just decided that the new Scott 27.5+ bikes look nice, so I must be having a bad day.
This is one of the best and most important pieces of sports journalism I've ever read. It's articles like this that make Pinkbike the leaders in what they do.
#pinkbike
#mikelevy
#richardC
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