utm_source: utm_medium: utm_content:

Seems Twitter is aware of being perceived by some people as, let’s see, what’s a decent way to phrase this: an intimidating, troll-filled hellscape where your every Tweeted utterance is picked apart and held against you for beginningless time.

Or as some Twitter folks Tweet-blogged it: “…some of you tell us that Tweeting is uncomfortable because it feels so public, so permanent, and like there’s so much pressure to rack up Retweets and Likes.”

Translation: to rake in that sweet ad cash money, we need people to spend more time in our troll-filled hellscape. So maybe we intro a new feature to lower the “this is going on your permanent record” intimidation levels?

They continue: “Today, we’re launching Fleets so everyone can easily join the conversation in a new way—with their fleeting thoughts.”

Fleeting thoughts + Tweets = Fleets

Fleet Deets:

Tweets are forever.

Fleets are for slightly (24-hours) never.

You can share Tweets in your Fleets.  

But you can’t Retweet a Fleet.

Or Refleet a Fleet.

People can reply to your Fleet.

But replies to your Fleets, the public can’t peek. (Sorry. Got distracted by bad rhyming.)

Anyway, this sounds a lot like Snapchat and Instagram Stories—which makes sense, given all social properties seem to be slowly converging into each other.

So, the question for all of us is: can brands thrive on Fleets?

Answer: Probably!?

If Fleets are Instagram Stories for the Twitter crowd, it stands to reason that brands that already thrive on Twitter will find more ways to do so on Fleets.

But it also opens up a new avenue for brands that, like some people, haven’t found their comfort zone in the dog-eat-dog world of Twitter. With Fleets, brands can, amongst other things, post truly limited-time offers, medium-hot takes, and offer exclusive content that can usefully redirect to brand websites. But of course, it’s all about making that great content, customized to maximize its context. You know, advertising and stuff.

Have a not-fleeting (highly-Fleeting?) weekend, everyone!

—Your permanently momentary-thought-having friends at Brokaw

So, the question for all of us is: can brands thrive on Fleets? Answer: Probably!?

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