It Sells Itself

            Allow me to pump the brakes one more time on the whole social media bullet train. Don’t get me wrong, social media are wonderful weapons that offer countless opportunities. Every sword, however, has its foible. My last post exposed figures whose social media antics destroyed their public images and tarnished their reputations. Today’s post highlights a visionary who forgoes a heavy social media strategy and just lets his product sell itself.

            In 2009, Brian Moore Esq., a land use and development attorney, launched Harmony Kettle Corn, a brand of homemade, gourmet popcorn that unites sweet and salty in the best way imaginable. Moore hopes to one day fill grocery stores with his product, but in the meantime he and his small staff venture between Jackson Memorial downtown and the UC at the Coral Gables campus to entice customers with the popcorn’s ridiculously enchanting aroma, and better yet, free samples. They manage to maintain a loyal band of followers with very little help from social media, or traditional marketing for that matter.

            The crux of their popularity stems from the quality of the product. Harmony Kettle Corn is just plain good! They do have a modest website and a whopping six followers on Twitter, but the appeal of the brand is the product itself. It’s made fresh, it’s cheap, and it always satisfies. Anyone who tries some always shares it with their friends, which ultimately gets them hooked as well. Their success mirrors that of those Hollywood blockbusters, like the Blair Witch Project and the Dark Knight, who initiated viral campaigns in lieu of typical publicity tours. They generate very little of their own content and let their fanatics stir up their own hype. With every friendly recommendation comes a new, loyal follower.

            Could Harmony benefit from implementing a social media campaign? Of course! My point is, though, that they don’t need to; what they produce is so good that it stands on its own. Social media, good social media that is, requires a huge investment of time and capital. Organizations that don’t have the resources to do so should stick with what they do best and put their faith in their product. Companies that decide to go the way of Tom Dickinson and Blendtec, however, better make sure their social media efforts are well thought out and executed, and that their product measures up when it’s time to perform.

WARNING! NSF Your Image

My older posts emphasize the benefits of social media, especially when used to alert and incite the masses or to establish and maintain a brand. Though such platforms do a world of good for millions of individuals and organizations, I would be remiss not to draw attention to the dangers of social media mismanagement. Be forewarned; new media are capricious animals. One misguided tweet or compromising post can kill a career in a heartbeat. Don’t just take my word for it; consider follies of the following social media ne’er-do-wells:

Gilbert Gottfried: In March 2011, Gottfried was canned from his role as the Aflac Duck after he tweeted a series of insensitive remarks in reference to the 8.9 earthquake in Tohoku, Japan.

Miss New Jersey, Amy Polumbo: The pageant queen’s reputation took a damaging blow in June 2007 when an anonymous blackmailer threatened to release compromising photos that were retrieved from her Facebook profile. Though she retained her crown, her reputation suffered irrevocable damage.

Rashard Mendenhall: The starting running back for the reigning AFC Champion Pittsburgh Steelers tweeted controversial remarks that concerned the death of Osama bin Laden and questioned the events of September 11, 2001. Mendenhall and the Steelers organization faced weeks of backlash from the media and disgruntled NFL fans.

Anthony Weiner: C’mon… His name is Weiner! Need I say more?

            Let these wretched souls remind you of the carnage that social media exposure can do to your career, or better yet, your reputation. Take the little birdie’s advice; think twice before you tweet!

Facebook Friendship Fail

They did it again! Just as the world finally got over the last wave of “improvements,” Facebook slapped its users with a new hoard of changes to deal with. Granted, a few of these upgrades are pretty useful. Photos upload faster and appear larger on newsfeeds and profiles. Friends can link their app activities directly to their timelines which makes it easier to share what they are up to. The issue, however, is the extent to which Facebook continuously estranges its users in the name of progress.

            Facebook has made it its business to implement changes without advanced warning or approval from users. Consequently, users lose trust with the company and they vent their frustrations via posts, tweets, blogs, and the like. In the past, Facebookers would complain until they got use to the changes or until people stopped listening. This round of changes, however, may lead to more drastic actions. Facebook’s new competitor, Google +, is no longer invitation only; now anyone can join. Since most of the changes to Facebook were adapted from other services like Google + and Twitter, users are more likely to deactivate their accounts and jump ship to another platform. Facebook needs to be more conservative and forthcoming with their “improvements” in the future or they may just "improve" themselves out of the market.

Antisocial?

“I’m a loser. I just talk to my friends face to face.”  That is always my coworker’s response whenever we give him grief for not being on Facebook. He believes it’s too impersonal and that there are better ways to stay connected with friends. Back in his day, when Plutowas still a planet, people would talk on the phone, hit the bar for happy hour, or kick it on the weekend to keep in touch with one another. Nowadays people stalk newsfeeds to stay abreast of what’s happening in everyone’s lives. Conventional wisdom would call that antisocial.

            Is it really though? Consider what the new social norm has become. As of August 2011, 750,000,000 people have Facebook accounts, 200,000,000 use Twitter, 125,000,000 maintain MySpace pages, and 100,000,000 have profiles on LinkedIn. On average, more than 15,000,000 wall posts, 2,700,000 photo uploads, and 10,000,000 comments occur every 20 minutes. That’s not just with Generation Y; social network usage increased 86 percent among baby roomers between April 2009 and May 2010. 40,000,000 adults in the US alone use online dating services. One in every five couples who meet online eventually marries. School districts now offer online courses for children in grades K-12. Even Elmo has a YouTube channel!

            It may be weird. It may be different from what we were accustomed to when we were younger, but it has become the new standard. Web 2.0 users who live their lives via their avatars and on their tablets are the new norm; those who don’t are now guilty of being antisocial.

One if by Land, Two if by Tweet

Can you imagine how different the American Revolution would have been if Paul Revere had a Blackberry? Instead of embarking on an epic midnight ride from Cambridge to Lexington, with lantern in tow, shouting “the British are coming,” Revere would have just tweeted “They’re here! #grabyourguns.” Within minutes, the militia would have organized and sent the Red Coats packing before they ever got off the boat. There’s no weapon quite like Twitter.

The popularity that the micro-blogging site accrued since its inception is outstanding. Since 2006, Twiiter gained more than 106 million users worldwide. 460,000 new users join daily. On average, 200 million tweets post each day and one billion post every week. It currently ranks ninth in the world’s most popular websites. Though it only allows 140 characters per tweet, Twitter proves to be the ultimate call to action engine.

  If someone likes something on Twitter, they retweet it, and in effect, share it with an entirely new audience. This differs from other platforms like Facebook and YouTube, where interest is tracked by subscriptions and is not necessarily passed along to others. Twitter updates constantly, allowing followers instant access to new or changing information regarding similar information. Hash tags categorize topics and expose users to trending topics that they may have been unaware of previously. The ease at which it informs and engages the masses makes Twitter both a valuable tool and an unbelievably effective weapon when in the right, or the wrong hands.

In early August, riots broke out across London after Mark Duggan, a young black man, was gunned down by police. Authorities believe individuals used Twitter to mobilize rioters. Rioters retweeted inflammatory statements and images of riots across London. Within three days police made 160 arrests. Some of the original tweets came from accounts that had over 9,000 followers; it is impossible to know exactly how many individuals were exposed to or reacted to the posts, but the carnage that resulted is clear.

There are other, less destructive examples of Twitter’s value to organizers and organizations. Researchers at HP Labs discovered that Twitter can be used to determine how well a movie will do on opening weekend. There are other anecdotes of how small businesses use tweets to attract customers, but I fear I’ve far exceeded my character limit for this post. Let me leave you with this, revolutionaries need tools to do their work; if you’re not already down with Twitter #getonbaord!

Celebrity 2.0

            Once upon a time, a person had to go through the ringer to become a celebrity. He or she had to develop a craft, hire a talent coach, and work birthday parties pro bono until some fast-talking agent serendipitously discovered them. Some attended performing arts academies. Some pieced together audition tapes with their JVC Compact VHS camcorders to send to Star Search with hope that Ed McMahon would give them four stars. Others surreptitiously rode their parent’s coattails to the top. Those were the days.

            Today’s celebutantes have it way too easy. Now, all it takes is a camera phone for a person to go viral. Web 2.0 celebrities, like YouTube all stars Dom Mazzetti and the incredibly talented music duo Karmin, measure their legacies through likes and views rather than Emmys and Grammys. Overnight sensation Jenna Mourey epitomizes what it means to be a star in today’s Web 2.0 environment. She is the next generation of superstar; she is celebrity 2.0.

            Mourey is a 23-year-old native of Rochester, NY. She holds a Bachelor’s of Science in Psychology from Suffolk University and a Master’s of Science in Sports Psychology and Counseling from Boston University. Like many other aspiring professionals with ambition and an education, Mourey earned her living by working for a local sports bar, Barstool Sports, and go-go dancing on weekends.

            In July 2010, Mourey posted a video, “How to trick people into thinking you’re good-looking,” on YouTube. The video documented her transformation from an ordinary nine-to-five worker to a beautiful weekend temptress. Viewers found it easy to relate and appreciated its honesty and lighthearted humor. Within its first week, the video accrued more than five million views. The instant notoriety led to the birth of her YouTube alter ego, Jenna Marbles.

            Jenna Marbles earns her living by producing funny, somewhat crude videos every Wednesday for her millions of followers. She also maintains a video blog on a separate YouTube channel which updates followers about her day-to-day endeavors. Her celebrity 2.0 status landed her a temporary position with fellow celebrity 2.0 blogger Perez Hilton, but the blog was shut down due to lack of traffic. Her viral stardom also earned her the perks of a traditional celebrity; in early 2011, Jenna Marbles and other notable YouTubers were flown out to Los Angeles for an advanced screening of the summer blockbuster, the Rise of the Planet of the Apes.

            What message does Mourey’s success send to the next generation of dreamers? To make something of your life, you should work hard, do well in school, and then record yourself as you cry over your degree and hope someone finds it funny. Get your minds and your cameras ready!

About Me

On Social Media

Welcome to my blog on PR 2.0! This blog aims to explore the role of social media in the ever-evolving public relations profession. It includes a mix of original posts that highlight trends in social media, as well as reactions to literature published by PR experts and social media enthusiasts. I hope you find this blog captivating and insightful. Feel free to enter the conversation; post comments, raise questions, and share links that you find interesting. Enjoy!

About Me

My name is Tyson Greaves. I am a graduate student at the University of Miami, School of Communication in pursuit of a Master’s of Arts in Public Relations. I earned a Bachelor’s of Business Administration in Marketing from the University of Miami, School of Business in 2009. Though born in Los Angeles, my heart and home lie in Columbus, Georgia. My days begin and end with social media. YouTube fascinates me; expect several posts on its power to create overnight sensations and ignite revolutions. I connect with over 900 friends on Facebook and actively follow over 100 fellow Twits on Twitter. Add me on Facebook and follow me on Twitter, @TysonClapClap. Also subscribe to my YouTube channel, @tysoff.

My Skills

·       Proficient in Raiser’s Edge, Fundraising and Donor Relations Management Software

·       Proficient in Microsoft Word, PowerPoint, and Outlook

·       Proficient in IBM SPSS Statistics, Predictive Analytics Software

·       Proficient in IBM AMOS, Structural Equation Modeling Software

·       Proficient in Adobe Illustrator, In Design, and Photoshop

My Interests

·       Research

·       Professional Sports

·       Popular Culture

·       Nonprofit Organizations

·       Music

·       Health and Wellness