Using Social Media To Date A Celebrity?

Football season is over, so there’s no reason to talk about Broncos quarterback, Tim Tebow, right?

WRONG! He’s now the subject of a social media exercise that we can all learn from. Airman Jamie Walden has taken to

YouTube to convince the Broncos quarterback to be her date for the 2012 military ball.

“Tim Tebow, will you be my date to the 2012 Military Ball, my first-ever military ball,” Walden says in the video.”I would be the luckiest and happiest girl if you were to say yes and be my date. So please say yes.”

After watching the video, take a look at the cues of this social media campaign, and see what really got traction for her.

  • Tebow Date Google ResultsCreating a simple campaign slogan that can be used as a tag. Say yes, Tim.
  •  Transparency. The public is a sucker for an honest story (especially a fairytale) that comes from the heart.
  • It leverages the celebrity factor (remember Obama Girl?)
  • In emphasizing the phrase, ‘Say yes Tim’ she’s created a simple tag or hash that lends itself to social media shares, retweets, etc.
  • Great leverage in the viral factor- thousands of shares in the internet and social media. Google returns 607,000 results for the phrase ‘Tebow military ball’ Now being discussed everywhere from Twitter (especially the ‘Say yes’ refrain) to ESPN, to Huffington Post, and even major news networks.
  • Social media can be used to get the attention of celebrities, politicians, or those who we would otherwise not have access to.
  • Being an attractive female never hurts (is that wrong to say out loud?)

As with many successful social media campaigns, Airman Walden’s message has extended extended beyond the boundaries of social media. For example, she was invited to appear on Fox News, where she could emphasize her full intent of the campaign, and promote the honor of the military members in her region.

Now we’re just waiting for Tim’s response. What do you think – Should he go?

Ashton Kutcher’s Lessons In Social Media Management

There was a ripple in the Twitter ocean this past week. It seems Ashton Kutcher, the disputable Twitter King, is placing himself in Twitter time-out – perhaps permanently – as a result of a social media blunder.

The Issue: Kutcher posted a tweet denouncing the firing of Penn State football coach as a result of the investigation into the child sex abuse scandal. The ‘tweet’ in question was:

That was published to his 8+ million followers. After coming under immediate fire from the Twittersphere, Kutcher deleted the post and began backpedaling. He tweeted, “Heard Joe was fired, fully recant previous tweet! Didn’t have full story.” Then he followed up with another short series of tweets culminating that he’s signing off from Twitter for a bit.

But then he took it a step further, announcing that he’ll be handing over the management of his Twitter stream to a social media management company he had previously created.

So now he’s the ‘proxy’ king of Twitter?

Kutcher detailed in a blog post that this all started when he saw a headline on TV that Paterno had been fired. He said he assumed that it was because of Paterno’s recent football record and his age, so he fired off his tweet.

His story’s a bit of a stretch, since the Penn State story was very widely reported, even before Paterno was fired. Additionally, one would think that Kutcher would be especially aware of the consequences of tweeting before thinking, given both the size of his following and his his recent expressions of frustration in the way gossip spread regarding his marital troubles. If he did, in fact, write that tweet without regard to even the smallest details of the case, his admission of idiocy seems to be accurate.

The Lesson: Regardless of the intent at the time, Kutcher’s many mea culpa’s were logical. Not because he’s not entitled to have the unpopular opinion that he initially expressed, but because he’s well aware of his purpose for being on Twitter. Kutcher’s purpose is the same as many pop stars: “to be popular”. Kutcher enhances his marketability or ‘box-office’ value not by being controversial, profound, informative, or intelligent, but by being liked.

Since Kutcher has removed himself from direct access to his feed, many feel he’ll lose a significant part of his massive following. Then again, I find it hard to believe that @aplusk (Kutcher on Twitter) is as big an idiot as he’s claiming to be. The story is covered by hundreds of news outlets, and announcing the outsourcing of his tweets brings a nice bit of publicity to his social media management company. Furthermore, many people (well, at least people who care about pop celebrities – still, an astonishing number) will sympathize with his ‘mistake’, ultimately increasing his following – and commercial value – even more.

Knowing one’s purpose in any social media channel is key in guiding activity. Whether proactively posting content or reacting to criticism or blunders, keeping the overall, big-picture goals in mind will guide the decisions at each step.

So especially those of you in my social media courses, what are the other takeaways you can find in this example? Does this example demonstrate anything you can apply or strategically avoid in your own personal or business strategy. Not everyone has the same social media objectives as pop stars (thank goodness), but keeping your big picture in mind will help guide your routine activities.

Otterbox Tweets Replies To Consumers

Strategic Use Of Twitter

(click to enlarge)

If you’ve seen the what-I-ate-for-lunch tweets and still struggling with the “so what?” of Twitter, take a look at twitter.com/otterbox.

Here’s a small but quickly growing company that embraces social media for branding and communication directly with their market.  A few things to point out:

  1. They have a direct link to their company web site.
  2. Their bio is concise and helps people decide whether to follow or not.
  3. They have twenty times more followers than people they follow  – a sign of leadership.
  4. As it appears today
    • the feed is mostly @replies to individuals who asked about products or issues.
    • A few posts relate to new product releases.
    • Only one non-business related post about Super Mario turning 25 (not bad, cute, probably won’t cause any unfollows, could be worse…)
  5. Design is consistent with that of company web site.

They seem to be well connected to their market, at least with @ replies.  They may do better with a little more regularity in posting original tweets (only 2 in three days, including the Super Mario tweet), although they have lots of searchable content.

It’s a good example of a company that adopts a good selective social media strategy.  Click the image to enlarge.

Tweets And Hashtags Not Showing In Twitter Search?

After going on about the great ways to use twitter’s search functionality to find topics and people of interest, I’ve come across a frustrating discovery.  It seems that new Twitter accounts (and anything they post) are not visible in searches.

As a new user you likely haven’t noticed this, as everything will appear normal on your profile page.  Your tweets appear in your timeline, and you’re receiving others’ tweets (hate that word).   But the hashtag tool that we can use to keep up with each other is useless.

Ideally, we can use the #fcrsm tag to make our posts (ok, ‘tweets’) visible to each other.  But when they don’t show up in search, it kinda defeats the purpose.

I’ve put in a two tickets to Twitter, and Continue reading