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Own power
Published on October 21, 2018 |
by Carolyn Fortuna
October 21, 2018 by Carolyn Fortuna
The recent censorship of Tesla's chief executive, Elon Musk, by the Security and Trade Commission (SEC), because of his tweets, shows how far many major American institutions are from the reality of contemporary communication effective.
Social media, with its potential for frank and fluid back and forth discussions, can develop relationships in a more natural, organic, and influential way than corporate communications have ever had.
It also promotes and enhances knowledge and in-depth discussions, sometimes accelerating important social changes.
Musk's messaging on social media is indicative of today's participatory charm, in which consumers have a real chance to acquire Warhol's 15 minutes of fame and in which businesses can learn and improve.
Warhol's epiphany in the post-modern individual expected that the barriers to the fame of ordinary people would be reduced as cameras shrank and screens multiplied.
An individual like Elon Musk, who holds the power at the moment and a clear vision of a sustainable world for tomorrow, embodies the social power asymmetries in which the famous interacts with the familiar.
Elon's tweets, as we have seen after much research, have never been seen as fraudulent statements or misrepresentations of tax status.
Yet, the SEC demanded that Tesla "put in place additional controls and procedures to oversee Musk's communications." Not only are many of us doubting that Musk is adhering to the exact letters of agreement with the SEC, but it seems incredibly obvious that the SEC has missed the big picture of contemporary social media marketing and has been trying to stifle something that it should promote – transparency and communication between companies, their shareholders and their customers.
The interconnections between Tesla's rising market and Musk's tweets have never been a secret, as the SEC acknowledges in its regulation-related press release ("Despite the announcement made to the market in 2013 that she intended to use Musk's Twitter account to announce important information about Tesla and encourage investors to view Musk's tweets "). The specific argument of the SEC concerning a particular problem idea or possibility for the company (asserting that there were "false and misleading tweets about a potential transaction for Tesla to be private") seems contradictory to the way Elon Musk uses Twitter and whose subscribers understand that it is Uses, namely to dialogue with consumers and shareholders, and thus give them more voice in important business issues. The announcement of the idea on Twitter was a way – the most logical way – to specifically ask all shareholders for their views on this idea. Musk used the term "consider" and ultimately stated that the decision to proceed or not was the responsibility of the shareholders. What could a shareholder wish for more than being involved in such an important decision?
A more balanced playground with Musk and Twitter?
"The future of advertising, it is the Internet."
– Bill Gates
The agreement between Tesla and the SEC in 2018 stated that Musk was not tweeting about the company without the permission of his legal team. ("Tesla will set up a new committee composed of independent directors and will put in place additional controls and procedures to oversee Musk's communications.") For those who spend at least a little time each day on the business, it's a good idea. one of the many and ever-changing social media, we know that such an agreement – if it could actually be promulgated – took Musk's voice and authenticity out of what had long been considered the main method of Tesla marketing.
The tweet is part of Tesla's marketing palette, which also includes YouTube, but not traditional advertising or Facebook, but the Tesla consumer base is closely monitoring Musk's tweets, not Tesla's YouTube channel or even its channel. Professional Twitter. The authenticity and background information provided by Musk on Twitter partly explains why it is followed by 23 million users on Twitter and the Tesla account is tracked by only 3 million. In addition, Musk is more playful and really funny on his account, and tweets also on SpaceX, The Boring Company and AI. In addition, he drops the human notes on the importance of innovation, especially with regard to Tesla. Should a comment like this be slowed down and choked by a group of tweet reviewers?
Since being recognized by the public, Tesla has emphasized that traditional print advertising is not the ideal solution for the manufacturer of electric cars and clean energy. The closest contest was a 2017 amateur video advertising contest suggested by a 10-year-old, something Musk apparently discovered via Twitter. Musk then announced the contest via Twitter and announced the winner to its 11 million followers on Twitter.
First! https://t.co/OXNEgDnhku
– Elon Musk (@elonmusk) July 29, 2017
Client communication tools and strategies have evolved considerably with the emergence of social media. Fluid Internet messages have become a major factor influencing various aspects of consumer behavior – consumer awareness, information dissemination, opinion formation, buying behavior, communication and communication. post purchase evaluation.
Musk's early understanding of the potential of social media as a promotional hybrid mix has created the very conversations between mentors and consumers that the SEC has identified as problematic. Honestly, though, Elon's tweets testify to the kind of conversations that big companies around the world are incorporating to stimulate the market. To smother a brand-name user as important as Twitter in the enterprise is to stop the shift to a smoother, more open and more public approach to communications.
Musk's tweets translate into a kind of communication between men
"A lot of little things have been made big by the right kind of advertising."
– Mark Twain
the Wall Street newspaper has analyzed Musk's tweets dating back to 2018 and previous years, and although this presentation predates the SEC's debacle, it nonetheless gives us an exciting insight into Musk's tweets. His pervasive presence in the daily life of social media has primarily involved persuading an audience to "drink Tesla Kool-Aid." This should not have surprised anyone, including the SEC.
However, it does so in a very atypical way among top business leaders – it often responds to tweeters. It does not just send a message. There is clearly a reciprocal influence through communication – a real back-and-forth. Many consumer ideas are incorporated into the products and it seems that Musk wants to engage shareholder ideas in the same way.
Graph via WSJ
It becomes even more interesting.
Elon's answers are not exclusively for tall people with huge numbers of followers. On the contrary, they tend to be more directed to people with fewer than 500 subscribers than those with more than 2000 subscribers! That makes Elon Musk a kind of each man – in a sense, he's just another social media user who shares his experiences, interpretations, and perspectives. And that's what he explained in some circumstances, such as when he reacted defensively to critics who he found very misleading and unfair to his efforts to help others.
Musk validates participants who use social media – people who seek to generate ideas about the company's sustainability issues and solutions, people who are looking to improve Tesla products, and people who are simply looking for a connection with the company. one of the most influential people in society, the one who inspires them. His insistence on behaving like a man of all times and not acting as he was above the crowd gives others the self-confidence needed to aspire to the same level of success, realizing that he's just a man like them.
Social co-production, in which human beings produce something together despite their distances, is the foundation of social media. The SEC agreement alienates communicative coproduction across classes and geography.
Because Musk's Twitter tone is casual, he seems more accessible and real than other corporate leaders. As early as 2006, Henry Jenkins coined the term "participatory culture" to describe American teenagers who became media creators. Web 2.0, as it has also been called, has transformed the dissemination of information and the formal role of digital technologies in social persuasion. It refers to the involvement of users, the public, consumers and fans in the creation of culture and content.
Elon Musk's tweets have become more than a compromise between followers and sometimes even contain a self-condemning humor. Indeed, Jenkins's description that participatory culture included "relatively weak barriers to artistic expression and civic engagement, strong support for creation and sharing of creations, and a type of Informal mentoring by which experienced participants pass on their knowledge to novices "is an excellent explanation of relationship with its Twitter subscribers. He is an experienced techno-geek participant who shares his experience in physics and his vision of sustainable development with less experienced people who, in turn, decide if and what kind of purchase – financial or philosophical – they will propose.
wired The correlation between Musk's activity on Twitter and Tesla's tumultuous stock market highlighted when the company's valuation of the company's value increased or decreased based on the CEO's publications. Is it fraud or finesse? A dialectic or a misleading digital marketing?
Last thoughts
"Advertising is the art of convincing people to
spend money that they do not have for something they do not need. "
– Will Rogers
Elon Musk's tweets as a for-profit infotainment and profit-driven argument about climate change must be distinguished from the overt attempts to unfairly manipulate the capitalist system.
Musk is a lesson for the rest of us about the profit and persuasion inherent in social media. As it is distinguished from business leaders in many other ways, Elon's tweets are also unique. While most CEOs have an invisible infrastructure that designs media messages in the form of carefully controlled speech, Musk is authentic, unpredictable, and representative of our society. This is one of the things his followers worship at home and Tesla.
Social media offers a mix of communication, a disregard for traditional media measures and an opportunity to let the influence of a transparent participatory culture on social standards and markets. Let Elon be Elon, are we going? We will benefit in the long term from his art and his spontaneity.
About the author
Carolyn Fortuna Carolyn Fortuna, Ph.D. is a writer, researcher and educator who has always been involved in eco-justice. She has won awards from the Anti-Defamation League, the International Literacy Association and the Leavy Foundation. She shapes scholarship in digital media and learns about the issues of sustainability. Please follow me on Twitter and Facebook and Google+
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