Posts filed under ‘Integrated Marketing’

Twitterature: A new twist on creative writing

By Sally Saville Hodge

I wish I had a nickel for every eye-roll I’ve encountered when mentioning Twitter as a social media channel.

I wish I had a dime for every person who’s ever told me they thought Twitter was stupid, without trying it first to get the context.

I wish I had a quarter for everyone who’s ever asked me what they’d Tweet about anyway, and how can anyone possibly write about anything meaningfully in 140 characters or less.

Well, no one’s getting rich off Twitter yet – least of all me. Even though an increasing number of businesses are apparently using it as a tool to build their images and contribute over the long haul to their revenue streams. Think Dell. Or Zappos. Or even small businesses without the big guys’ resources, like the coffeeshop CoffeeGroundz.

But one interesting way to look at Twitter goes beyond dollars and cents and considers its contribution to our culture as spawning a creative new literary form. Time magazine columnist James Poniewozik writes about it, and makes some relevant comparisons to how writers have, through the ages, “shaped their work to exploit technology.”

Now, there’s “Twitterature” that goes well beyond the Tweets and re-Tweets of celebrity doings, endless links to this or that article, and mindless meanderings about Average Joe or Jill’s day.

We have humor. Comedian Justin Halpern’s posts as @shitmydadsays have earned him such a following that it has led to a television show, to premier this fall. A recent sample: ”I don’t want your advice, you’re 27 fucking years old…Fine. I don’t want your advice, you’re 29 fucking years old.”

There’s satire. Consider @BPGlobalPR which has gained legions of followers since the disaster on the Gulf Coast. Its biting posts surely are giving BP’s real PR team fits. To wit: “Surprised ourselves by getting emotional on the coast today. Turns out the wind blew dispersant in our eyes.”

And satiric writing resources, even. Anyone who has ever referred to the venerable AP Stylebook for guidance will appreciate @FakeAPStylebook: “Spell it “ellipsis,” “ellipses,” “elipsis,” “ellipseseisis” – no one really knows or cares.”

I’m having trouble with the idea of a sitcom designed around a Twitter feed, no matter how good the posts. And for me, Twitterature will never replace the well-written book, newspaper or magazine or even blog article. But it does the job of providing entertainment in fast, bite-sized morsels. It’s pretty apropos for our lifestyles today.

June 15, 2010 at 8:12 pm 2 comments

A Tale of $10,000 Tweets

By Sally Saville Hodge

Despite being a faithful (if abashed) reader of celebrity publications like People magazine, I somehow missed the hubbub over one of my favorite pseudo celebrities (not): Kim Kardashian.

Kim, of course, is emblematic of a new phenomenon with the American public: The elevation to star status of people who have absolutely no discernible talent or skills, but have been smart enough to hire effective publicists. (See Paris Hilton and Nicole Richie.)

She does have one thing going for her, however. She Twitters. Over 3 million people actually follow her tweets. That apparently gives her some degree of influence over the masses. And so, in a new twist on a time-honored marketing ploy, Kim is now in hot demand as a celebrity endorser via Twitter.

It’s called “sponsored Tweets,” a gentler term than advertising and presumably one that resonates more positively in an environment where authenticity supposedly rules.

Kim is at the top of this particular heap and reportedly rakes in a cool $10,000 per tweet. She’s not the only “publisher” to do so – just for lesser amounts. Dr. Drew is a big draw and so is Lindsay Lohan and her ex, Samantha Ronson. Even business groups with a big following – the CBOE and Stock Futures Forecast – are registered as being available via the leading matchmaking platform, Ad.ly.

The whole business raises a lot of issues relative to transparency and authenticity, the ultimate barometers of successful social media interactions. Ad.ly claims that the endorsed tweets it brokers are identified through the “#advertising” disclaimer at the end of each post.

But a growing number of concerns are entering the fray and may not be so principled. And unfortunately, while the Federal Trade Commission issued guidelines on celebrity (and other) blog endorsements last year, requiring full disclosure, it somehow left the Twitter issue to fall between the cracks.

Ultimately, the $64,000 question is whether a Twitter post by Kim or Dr. Drew or even the CBOE is going to pay off with new business. At least one expert says, “Not so much.” At last month’s Ad Age Digital Media Conference, Yahoo’s principal research scientist Duncan Watts told the audience: “If I had a fixed budget, I could get more value from a small amount of very influential [influencers], or a lot of smaller influencers, on Twitter. If you recruit enough people who, on average, influence just one other person, you could get a much better return on investment if you aggregated them and altogether paid them a tenth of what Kardashian gets.”

I’d settle! And to that end I’ll need to build up my followers. Follow me at @sallyshodge so I can give Kim a run for her money.

May 14, 2010 at 4:50 pm Leave a comment

Foursquare: The Web Series

By Sally Saville Hodge

When last I wrote (which wasn’t all that long ago, for a change), I took a look at Foursquare.

In a nutshell, this location-based social media tool allows people to “check in” when they’re out and about in their neighborhoods, and post tips and comments about their surroundings. They earn points for check-ins, the opportunity to earn special badges and to become “mayor” of frequently visited spots.

Participating venues can use Foursquare to track and reward users who are frequent visitors: “We see you’ve been at our bar 10 times in the last three days: Here’s a free beer and the address of Alcoholics Anonymous…”

It’s goofy fun, and for the most part harmless, depending on how much of your life you really want to share. (One of my staffers might be having second thoughts about friending me after I asked him how Saturday night’s concert was.)

You might get more of a sense of the ridiculous that can factor into this through the Foursquare Cops web series brought to you by Hubspot. Enjoy!

April 27, 2010 at 9:20 pm Leave a comment

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