Faris Yakob: “Asynchronous” Twitter making everything too fast

Faris Yakob: “Asynchronous” Twitter making everything too fast

One of the world’s leading innovative minds has warned that Twitter is making everything too fast.

B&T Magazine
Posted by B&T Magazine

Speaking at MAD Week’s Innovation Afternoon yesterday, Faris Yakob (pictured), named one of the 10 Modern Day Mad Men alongside Sir Martin Sorrell by Fast Company, said news organisations can no longer break news because of the speed of Twitter.

“Twitter makes everything too fast, because it is asynchronous,” said Yakob.  “And Twitter is open, everything tweeted can be seen by everyone. News cascades through the system at lightening speed. Rumour becomes fact, immediately. News organisations can longer break news because they’re not fast enough.”

Yakob pointed to CNN’s “horrendous mistakes” around its reporting of the Boston bombings earlier this year as an example of errors being made due to “the power of speed”.

In his presentation he also argued that “advertising has fundamentally been artificial for so long that the idea of real people in real time suddenly has so much currency”.

He urged brands to articulate their presence by using real people in real time, highlighting the successful @Sweden campaign as a “beautiful simple idea to express a highly democratic country, which cost essentially nothing”.

“I think when I tweet a company because I’m angry at them for not getting a real response from real people, it’s unacceptable. No longer can we be asked to be on hold. Never again … because Twitter exists," said Yakob.

He added that another way for brands to be liked is by doing nice things for people.

“Maybe the present future of marketing is doing really nice things for people in real-ish time”.

Latest News

A group of people standing with their arms raised at a concert
  • Media

Don’t Miss Out On One Of The Biggest Events Of The Year!

The horrible sinking feeling in the pit of your stomach you get when all your friends are out having fun and you’re not has been so widespread the internet actually came up with an acronym for it, FOMO – the fear of missing out. And it is no doubt the same feeling you will get […]

by B&T Magazine

B&T Magazine
Cinematic Portraiture
  • Media

Women In Media: It’s Tourism Australia’s Deputy CEO Frances-Anne Keeler

When she’s not hanging out with Jesus or bring Oprah Down Under, Tourism Australia’s deputy CEO, Frances-Anne Keeler, is living and selling the dream. B&T caught up with her to throw a shrimp on the barbie and get all the news in our latest women in media instalment… What or who inspired you to go into […]

by B&T Magazine

B&T Magazine
Is The Death Of Online-Only Retail Upon Us?
  • Marketing
  • Media

Is The Death Of Online-Only Retail Upon Us?

Some things are too embarrassing to buy in-store - sex toys & Guy Sebastian CDs. But is this the end of online retail?

Opinion

by Karen Terranova

Karen Terranova
Yahoo7 Pushes Its Premium Content In New Campaign Via The Monkeys
  • Advertising
  • Marketing

Yahoo7 Pushes Its Premium Content In New Campaign Via The Monkeys

Yahoo7 has today launched a new marketing campaign that highlights the premium content and range of properties across its network. The campaign, developed by The Monkeys brings the Yahoo7 brand to life in a fun and engaging way for consumers.

There’s A New Mobile Marketing Offering From 4th Screen Advertising
  • Advertising
  • Marketing

There’s A New Mobile Marketing Offering From 4th Screen Advertising

Mobile Embrace’s 4th Screen Advertising, Australia’s leading, integrated mobile advertising sales agency, is today announcing the launch of its latest mobile marketing innovation and cutting-edge audience targeting capability, PAT (Premium Audience Targeting).

Newspapers on the computer keyboard close up
  • Media

The Fin Review Launches Fancy New iPad App

The Australian Financial Review today launched a redesigned and optimised app for iPad, with additional daily and weekly content, as well as several new features.

Subway Suspends Relationship With ‘Subway Jared’ After Home Raids
  • Media

Subway Suspends Relationship With ‘Subway Jared’ After Home Raids

Reports are flooding the Internet long-time brand ambassador for Subway, Jared Fogle, has had his home raided in the US. The Wall Street Journal has reported that Fogle’s home was raided on Tuesday morning (US time) by Federal agents, the reason as yet to be confirmed. From its Twitter feed and an official statement, Subway has confirmed […]

by B&T Magazine

B&T Magazine
Jack Morton Slam Dunks Appointments With New ECD And EP
  • Media

Jack Morton Slam Dunks Appointments With New ECD And EP

Global brand experience agency Jack Morton Worldwide is no doubt over the moon about finding a new executive creative director and executive producer as well as a new senior account manager and an internal promotion to client services director. James Daniels has been appointed to executive creative director, Belinda Wight will settle into a new […]

Are You Prepared To Be Tatvertised? (See: “Win” A Full Back Tattoo)!
  • Marketing
  • Media

Are You Prepared To Be Tatvertised? (See: “Win” A Full Back Tattoo)!

Are you a vibrant female seeking a dragon tattoo? If so publisher Hachette has your back. Quite literally. The publisher, in conjunction with Sydney creative outfit, Joy Agency, is looking for a brave female to go under the needle to promote the fourth installment of the Millenium series, The Girl in the Spider’s Web. Labelling […]

by B&T Magazine

B&T Magazine
2Day’s Dan And Maz: The Tough Lesson In Marketing to Gen Ys
  • Marketing
  • Media

2Day’s Dan And Maz: The Tough Lesson In Marketing to Gen Ys

Southern Cross Austereo’s chief content officer says the performance of all its breakfast shows in this morning’s radio survey results was promising and the upward bounce for struggling Sydney duo Dan and Maz was “marvelous”. Speaking to B&T, Guy Dobson (pictured below) agreed that 2DayFM in Sydney had struggled – particularly in the breakfast timeslot – since […]

by B&T Magazine

B&T Magazine