Twine's Success Debated. What's the Right PR Approach for Semantic Web Ventures?

The debate has become a little aggressive and I feel a bit ashamed of broadcasting those aggressive parts with the rest of it, but I can't really atomize it and I think it's important for the health of the semweb ecosystem that the core question be addressed: what is the right PR approach for semantic start-ups, and beyond that, tech ventures?

Image via CrunchBase

I am referring to Twine, which, again, is in the spotlight after a VentureBeat article by Chris Morrison, who probably didn't see that one coming... The debate erupted after the publication of the article, arguing that the coverage was not the whole story. I was one of those commenters, as I questioned the choice of dates of the traffic graph, and wondered why questions of user engagement were once again left out. As a previous "power user" (but not the one using the pseudo "previous power user" in venturebeat comments! My only pseudo is "gregboutin"!), I have been vocal about this for the simple reason that I think Twine could quite easily deliver a better experience, and in particular a better noise-to-signal ratio. My view is that improved focus on a core benefit is the key to beating Twitter and Facebook in adoption. Yes, only that. Isn't it positive? Unfortunately, Twine has failed me, and obviously many others, on this dimension so far. So much that I pretty much stopped using it.

So, as I wrote on VentureBeat, I don't understand why Twine instead answers users question with, really, what comes across as contrived corporate rhetoric, of the kind that can antagonize vehement commenters. In PR, I'm of the opinion that transparency invariably works better. That doesn't mean full disclosure, but it does mean talking about issues, especially when those are already on the table, suspected by so many as in the Twine case. Even some of the most famous personalities on the semantic web, and you'll have to trust me on that one as I can't name them, have in private shared (unprompted) harsh criticism on Twine with me... This is no secret for anyone. And yes there is some jealousy out there, but it doesn't explain it all.

It's not just Twine. I apologize for putting startups I love in the spotlight here, but guys, seriously, you have to start respecting negative feedback as well if not better as positive one. Quoting myself on VentureBeat:

"I don't understand what's with the PR approach of all these semantic web startups that seem to prefer hype over relevant feedback. I had a similar discussion with Andraz of Zemanta yesterday about their new "Zemanta for email" which I think is kind of useless (as opposed to their blog app, which is a GEM!) and he kept wanting to convince me they got great coverage (which is not what I saw) as if it was going to change what I thought about the app. I work with a number of startups in a range of emerging technologies and surely the semantic web has proved to be at the cutting edge of that "you're with me or against me" approach!"

Note that Andraz, although clearly a little frustrated about my reaction to their hard work, has been quite fair play about it and did spend time to explain their approach, even if we left the discussion with differing views on the potential success of Zemanta for Email. In the end, all this bad publicity may contribute to making it a success, who knows ;)

I have had other similar experiences recently. One was a developer, to remain unnamed, who sent me his app, asking me to install it on my blog. I didn't like the concept and told him so, explaining why and offering the suggestions he asked me for. Although the exchange was courteous, that didn't seem to go down well, as clearly I was telling him that his baby was, well, not the prettiest. He wanted me to tell him it was gorgeous, with just a little bad spot here or there.

I've been on the receiving end of such remarks many times when I tried my luck at the start-up game, and I know how it can feel sometimes, especially when the commenter is a little rough about it. One doesn't have to, and really shouldn't, take into account all the feedback, but the key, if you don't, is to know why, and be ready to acknowledge the challenges you face. In any case, it's critical not to let yourself fall in love with your story. But that's another story.