The Margin: Thousands looking for Twitter alternative Hive Social are going to the wrong Hive site

by | Nov 27, 2022 | Stock Market

What’s in a name? Apparently, a lot of headaches if you’re a project-management company called Hive and people keep mistaking you for a suddenly popular social-media app. With all the recent tumult at Twitter since Elon Musk acquired the company, many users of the platform have started looking for alternatives. And Hive Social, a platform that says it’s “bringing back what you used to love about social media in a new way,” is emerging as an overnight favorite.

But it turns out that thousands of people looking to join Hive Social have gone to the Hive website, which has the web address, and signed up there by accident. It’s a case of mistaken identity that has sent the Hive team scrambling to sort things out for the confused masses. “They don’t read anything. They just click and sign up,” said Hive chief marketing officer Zuzanna Wilson. The New York-based Hive has seen as much as 330% increase in its recent daily web traffic, according to Wilson. And on Monday, it saw close to 4,000 people saw up for its platform — a figure far above the norm. Hive is designed to help individuals and companies “project timelines, track baselines, and execute comprehensive plans,” according to its website. It offers a 14-day free trial to new users of its platform, but charges $12 to $16 a month after that for its “teams” plan. Adding to the confusion: Wilson said that many people are tagging Hive on — where else? — Twitter and pointing to it as a Twitter alternative. She noted that Hive has seen a 1,600% increase in engagem …

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