Ashton Kutcher Lets PR Team Manage @Aplusk

Publication: Adage

Title: After Penn State Flub, Ashton Kutcher Will Let PR Team Manage Twitter Account: Picked the Wrong Week to Get Indignant Over Paterno’s Firing

Article by: Ken Wheaton

http://adage.com/article/adages/penn-state-flub-ashton-kutcher-pr-team-manage-twitter-account/230955/

 

Ashton Kutcher has announced that he will no longer manage his Twitter account, @Aplusk, after he tweeted : “How do you fire Jo Pa? #insult #noclass as a hawkeye fan I find it in poor taste.”  Alledgedly he tweeted this before he had full knowledge of the situation at Penn State. He announced his account will be managed by his team at Katalyst, so that the quality of the content may be reviewed before it’s published.

Adage sites that:

“Gawker, among others, picked up the story, calling his silence “the only good thing to come out of the Penn State scandal” and pointing out that “standing up for Paterno, who barely blinked when he learned his underling was a potential child predator back in 2002, is at odds with Ashton’s … crusade against child sex slavery.””

This secondary management seems to be an increasing trend among celebrity tweeters.  Although, it seems a little against the spirit of Twitter- which is sort of supposed to be about personal, impulsive updates.  On the other hand, celebrities are really more “brands” now and not “personalities.”  Plus, celebrity PR managers must feel better about having their clients tweets censored a little before they’re published.

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Twitter Saves the Day for an “Amazing Race” Team

Publication: The New York Times

Title: Twitter’s ‘Amazing Race’ Assist

Article by: Brian Stelter

http://mediadecoder.blogs.nytimes.com/2011/09/26/twitters-amazing-race-assist/?ref=media

 

In the 19th season of “The Amazing Race”, Twitter users saved a team from being eliminated from the show.  Kaylani Paliotta and Lisa Tilley, the team saved from elimination, narrowly escaped the chopping block when Kaylani left her passport at a gas station.  Luckily for them, Ryan Storms, a graphic artist and photographer who is an avid Twitter user, saw it at a gas station after they left.  He had just given directions to another “Amazing Race Team.”  He tweeted about the passport and an anonymous fan of the show in Georgia, who was monitoring all things “Amazing Race” on Twitter, replied to Ryan Storms, “She’ll need her passport! Can you get it to LAX?”

Producers in Taiwan were monitoring these messages, and sent word to LA, that the team might end up being saved.  Ultimately, Storms made it to LAX in time to return the passport and saved the team from elimination.

This story is sort of amazing in itself.  The speed with which these messages were sent, received, monitored and reported is pretty spectacular.  And, as a bonus the whole situation made for exciting and engaging television.

Burberry Shows Media Savvy

Publication: Mashable

Title: Burberry’s Evolving Role as a Media Company

Article by: Lauren Indvik

http://mashable.com/2011/09/21/burberry-media-fashion-company/

Last week Burberry truly showed how it has become equal parts fashion house and media house.  At a fashion show in London last week, Burberry staged a “Tweetwalk” in which they showed every look on Twitter just before the models walked the runway.  This moments-before sneak peek generated a lot of buzz on twitter- both #Burberry and #ChristopherBailey trended worldwide on Twitter

Mashable notes that part of the success of the Burberry “Tweetwalk” came from “Twitter Takeovers” on Burberry’s global accounts.

“Among the participants were Işın Görmüş, editor in chief of Elle Turkey, who tweeted on behalf of @Burberry_Turkey; Daria Shapovalova of Vogue Russia for @Burberry_Russia; and Julia Juyeon Kang, editor in chief of Elle Korea who tweeted for @Burberry_Korea.”

Mashable reports that:

“When Burberry debuted a 3D holographic runway for a show in Bejing earlier this year, Chief Creative Officer Christopher Bailey said that “Burberry is now as much a media-content company as we are a design company” — something, we feel, became even more apparent at the runway show Burberry staged this week.”

These multi media events have allowed Burberry to deliver its story in directly to consumers on multiple platforms.  This ultimately allows Burberry to lead its community of followers and set up a real dialogue with their followers.

According to Mashable:

“When asked if there was any clear brand benefit in positioning Burberry as a digital pioneer, Bailey said that it had little to do with positioning. “Digital communication and technology are part of the way everybody lives. We’re a 155-year-old company, but a very young team. It would almost be weird if we didn’t do it,” he said.”

The Power of Social Media

Publication: Harvard Business Review Blog

Title: Boardroom Lessons from a Social Media Misstep

Article by: Lucy P. Marcus

http://blogs.hbr.org/cs/2011/08/boardroom_lessons_from_a_socia.html

 

Ms. Marcus points out that since Boardroom Executives need to understand what impacts their business- economics, politics, etc- they need to start giving more time and attention to the power and significance of social media.

Ms. Marcus sites a recent experience she had where she received a notice about a Groupon special for a product she was interested in buying (a beanbag chair).  Upon further investigation she saw that it was not the brand that was advertised in the email notice.  She proceeded to tweet to Groupon and the beanbag chair manufacturer about how she was disappointed and annoyed in the “false advertising.”  There were a few more interactions with other parties, including a consumer advocacy group (all of this via Twitter), and at the end of the day Groupon had addressed the claim and issued an apology statement regarding the situation.  All in the same business day more or less.

Boardmembers need to recognize the power of social media, and integrate it into their businesses, so that they can take advantage of the power of social media and utilize it in a positive way for their company.

 

 

Ads Direct Online Viewers to the Brand’s Social Media Pages

Publication: The New York Times

Title: Advertising| Brands Now Direct Their Followers to Social Media

Article by: Andrew Adam Newman

http://www.nytimes.com/2011/08/04/business/media/promoting-products-using-social-media-advertising.html?_r=1&ref=media

 

A newer trend that has developed in online advertising involves brands directing viewers to their social media platforms, such as Twitter and Facebook, instead of displaying more traditional ads for their brands.

For instance, some ads will direct the viewer to hover their mouse over the ad, and it will expand to the brand’s Twitter feed in real time.  As the author of the article, Mr. Newman notes,

“The ads, which have menu tabs and increasingly resemble mini-Web sites themselves, allow users to click within the ad to see a brand’s Twitter messages or Facebook wall posts in real time, or to watch a brand’s video content from YouTube — all without leaving the Web page where the ad appears.”

The article also sums up the importance incorporating different advertising mediums- digital, social media, film, etc.- together.  It makes the ads more interactive and more effective.

Klout Adds YouTube to Their Scoring System

Publication: Mashable

Title: Klout Adds YouTube Activity to Its Scoring System

Article by: Ben Parr

http://mashable.com/2011/08/01/youtube-klout/

Klout uses social media analytics to measure a user’s influence through their social media networks such as Facebook and Twitter.  Klout has just added YouTube activity to their scoring system.

Although some individuals may not care about their social media influence, it has become increasingly important to brands and businesses.

Other new additions to Klout’s scoring system include LinkedIn (added in June) and FourSquare (added in July).

http://klout.com/home