The post title says it all – took a little over 24 hours, but my latest Joost invites are now all gone. The lucky recipients were:
* Tony Jones of Compelling Content
* Alan Hussey
* Perry Taylor
When Joost next dole out some more invites, I’ll put a post up, same as before, so stay tuned.
I learned two things from this experiment:
1. Joost has phenomenal brand power; people are hugely interested in it, which is hardly surprising given the track record of the company’s founders. It’s interesting that it’s these previous projects and the rigmarole of the invites process which are being used to generate momentum/PR for Joost; it’s a start contrast to the way TV networks normally sell themselves, which is of course, on the basis of their content.
The main reason for this is that, as everyone who has received an invite from me finds out about 15 minutes after loading Joost up, there really isn’t a lot of content on there – certainly not that’s any good. Only the White Stripes and QOTSA interviews from Canadian TV have really held my interest.
I don’t think this is the only reason Joost is opting for a drip-drip-drip of info and invites; PR wise, the most successful company in the world right now is Apple, a company which generates huge media interest by opting for secrecy. It does make you wonder if Wired’s current cover story, ‘Get Naked And Rule the World‘ is a little off target. Given Apple and Joost’s approach, and of course the secrecy notoriously favoured by Google, do you really believe the following, from the article’s intro, is true?
“Smart companies are sharing secrets with rivals, blogging about
products in their pipeline, even admitting to their failures. The name
of this new game is RADICAL TRANSPARENCY, and it’s sweeping boardrooms
across the nation.”
2. The second fact I learned is that Google blog search is fantastic; I had comments responding to my post within 30 minutes – and I think, from the stats, that pretty much everyone found the post via Google (or via an existing bookmark) – not Technorati. Something for Technorati to be very worried about, I think.