Associated Press selling ads in 1.5 million-follower Twitter feed
by Andrew Moran (Digital Journalist)
The Associated Press will become the latest news organization to begin selling ads in its 1.5 million-follower main Twitter feed, the company announced. Samsung will be the first company to issue sponsored tweets.
One of the latest forms of advertising, an expansion into mobile and social media advertising, started on Jan. 7 and will end Jan. 11. It will appear twice a day this week and coincide with the 2013 International Consumer Electronics Show in Las Vegas.
The tweets will begin with “SPONSORED TWEET” and the content will then be provided by the company, in this case Samsung, and handled by individuals that are not affiliated with the wire service newsroom.
“We are thrilled to be taking this next step in social media,” said Lou Ferrara, the AP managing editor overseeing the newsroom social media efforts, in a press release. “As an industry, we must be looking for new ways to develop revenues while providing good experiences for advertisers and consumers. At the same time, advertisers and audiences expect AP to do that without compromising its core mission of breaking news.”
The first tweet was sent Monday afternoon: “SPONSORED TWEET: Stay up to date on what’s trending live from CES 2013 at bit.ly/V4uqA0 #SamsungCES.”
Other outlets have done this before, such as Slate, which sold sponsored tweets to Samsung, and various local news outlets.
Individuals are also cashing in on Twitter advertising, including rapper Snoop Dogg, actress Tori Spelling, star Khloe Kardashian and actor Charlie Sheen.
In 2010, Twitter prohibited third-party insertions of ads into third-party Twitter applications, but sponsored tweets are permitted because they are manually posted and approved, not automated.
It may end, though, as the company has offered “Promoted Tweets” and several other advertising products.
This article originally appeared on Digital Journal [Link]
Survey: Only 27% of companies have social media-focused employee
By Leigh Goessl (Guest contributor/Digital Journalist)
A new survey has found that less than one-third of companies have a designated employee to manage social media accounts. Instead, it appears most businesses assign social media as a task on top of other employee job responsibilities.
The survey, conducted by Ragan Communications and NASDAQ OMX Corporate Solutions, found that employers “are cautious” about assigning social media as a primary duty to specific employees, reported Mashable.
In determining these results, the two firms polled over 2,700 social-media professionals and it was discovered 27 percent of companies assign social media as a position, but 65 percent opt to include social media as an additional job responsibility on top of other designated tasks
.”They’re doing events, they’re putting out newsletters, they’re writing press releases, and now they’re handed this task of overseeing Twitter accounts, Facebook and Pinterest pages,” says Mark Ragan, CEO of Ragan Communications, in a press release.
The survey results led to the creation of an 18-page white paper that outlines all the findings.
“It is becoming more important than ever for communicators to pause to evaluate the role of social media within their organizations,” said Demetrios Skalkotos, senior vice president, NASDAQ OMX Corporate Solutions in the press release. “The Ragan/NASDAQ OMX Corporate Solutions survey provides insight to help communicators fully understand the current impact and potential of social media as a marketing and communications tool that can drive their business, deliver a positive client experience, create and sustain a positive brand and reputation.”
Other findings showed businesses have not been increasing their social media budgets and are unlikely to do so in 2013. Additionally, 70 percent of survey participants were “dissatisfied” or only “somewhat satisfied” with how they measure social media efforts.
Many experts today recommend including social media strategy as part of a company’s marketing plan as without a plan, it’s unlikely objectives will be reached.
The companies plan to create a six-part article series to be posted on Ragan.com that explores the survey data in greater detail.
This article originally appeared on Digital Journal [Link]
How this year’s Super Bowl ads will offer social media perks
Super Bowl ads this year are unlike anything you will witness: on Sunday, expect these million-dollar spots to feature Twitter hashtags, viral videos and music apps such as Shazam. Brands are embracing social media to get more out of their spots.
You’ve seen Super Bowl ads – or any ad, for that matter – plug their website at the end of some celeb-endorsed spot. But come Sunday, when the New York Giants face off against the New England Patriots, you won’t see any URLs; instead, some brands will tell you to use the mobile app Shazam, which recognizes tunes and identifies the name of the song. With ad spots, you can open the app, Shazam would recognize the ad, then a URL or other perk will be unlocked.
For example, Super Bowl viewers who catch Pepsi’s commercial with “X Factor USA” winner Melanie Amaro performing the Otis Redding song “Respect” can download a free video of the performance by using the Shazam app after they capture audio from the commercial, FirstPostreports.
This is one way these 30-second ads – costing $3.5 million each – will be tapping into social media to keep NFL fans “sticky” to their marketing messages.Coca-Cola wants to hook the Twitterati with some bait. Their Super Bowl spot will feature Arctic polar bears watching the game. As Reuters writes, “The bears will then be brought to life on Twitter, Facebook and on a dedicated website doing such things as responding to fans and commenting on the game.” So if the Giants are winning, the animated bears will talk about the lead, their actions manipulated on the fly by ad agency Wieden + Kennedy.
Also, let’s say there’s a naughty ad or a Janet Jackson moment. At that moment, a bear will cover a cub’s eyes, Mashable writes.
As any Twitter user would recognize, hashtags have fast become a popular way to track trends. Of course, brands want to create their own buzz via their Bowl ads, leading Volkswagen’s Audi to start a campaign. Its 60-second spot, on during the first break in the game, will promote the new 2013 Audi S7 and its LED headlight technology, which does some damage to a party of young vampires.
Reuters writes “Audi hopes to continue the conversation about the ad via the Twitter hashtag #SoLongVampires.”
Viral videos have quickly become a hot trend, especially before the Super Bowl lands in Indianapolis. Recently, Honda revealed a two-minute version of a Super Bowl ad they’ll be running, starring Matthew Broderick in a reprise role as Ferris Bueller. A spoof of the 1986 Matthew Broderick film, it’s a long spot for the 2012 CR-V compact SUV.
The vid quickly spread from YouTube to Twitter to Facebook feeds. Hits have already surpassed 433,000. Kia Motors is taking early release a step further, MySanAntonio found, showing its Super Bowl ad called “Drive the Dream” on 18,000 movie screens beginning Wednesday. The 15-second teaser is already playing in some U.S. movies.
“Nobody has ever released their Super Bowl spot in theaters prior to game day,” said Michael Sprague, vice president of marketing for Kia Motors. “We’re trying to break through the clutter.”
A marketing professor comments on the trend: “We saw last year a lot of Super Bowl ads tried to push people to their websites via social media, and now we’re seeing social media push people toward the ads,” University of Texas-Austin advertising professor Gary Wilcox said, according toNew Jersey Online. “Until now it’s always been our feeling that watching Super Bowl ads is a surprise. Perhaps social media is enhancing that even if it spoils the surprise, but we don’t know yet.”
On game day, NFL fans are not too far from their favourite gadgets. Mashable reports research has shown about 60 percent of people watching the game plan to have a second screen running — whether it’s a PC, tablet or a smartphone.
This article originally appeared on Digital Journal [Link]
In wake of London riots, UK considers social media bans
By Chris Hogg
Critics and hacker groups are lashing out at the UK government and at BlackBerry maker RIM after British Prime Minister David Cameron suggested the UK could block social media services and get user data from mobile phones to shut down further riots.
The UK government is debating whether it should shut down social media websites in order to stop further riots from taking place.
In his opening statement during a Commons debate on Thursday, Cameron told parliament the government is looking at banning individuals from using sites like Twitter and Facebook if they are believed to be plotting criminal activity.
“The prime minister did not go into specifics about how such a block could work, what evidence would be needed to trigger it, and whether it would apply only to individuals or could see networks shut down entirely — instead saying only that the government was looking at the issue,” Metro reports.
Cameron recalled MPs from summer recess to address the increasing violence and riots happening throughout London.
According to the Guardian, Cameron also said the government will hold meetings with Facebook, Twitter and Research In Motion (RIM), makers of the BlackBerry, to discuss “their responsibilities” in this area.
As the BBC reports, under UK law, police are legally allowed to request data from someone’s mobile phone if the information relates to criminal activity.
“Everyone watching these horrific actions will be stuck by how they were organised via social media,” Cameron told Parliament. “The free flow of information can be used for good, but it can also be used for ill.
“So we are working with the police, intelligence services and industry to look at whether it would be right to stop people communicating via websites and services when we know they are plotting violence, disorder and criminality.”
Cameron has also told broadcasters such as the BBC and Sky News they should turn-in unused footage to help police. That request has been met with opposition from broadcasters who say handing over unused footage would damage their editorial independence.
While the UK government continues to put the blame on social media websites for playing a role in the riots, Metro reports evidence has yet to show Facebook or Twitter played a significant role.
That said, technology has played a part; the uprising in the UK has been dubbed the “BlackBerry riots” by media because several reports indicate people are using the BlackBerry’s instant messaging features to plan and organize riots and looting.
Earlier this week Labour MP for Tottenham, David Lammy, went as far as asking RIM to shut down its BlackBerry Messenger (BBM) service on Twitter. “Immediate action needed,” he Tweeted. “[Londoners] cannot have another evening like last night tonight. BBM clearly helping rioters outfox police. Suspend it.”
RIM raised eyebrows when it confirmed via Twitter it was indeed helping police. “We feel for those impacted by the riots in London,” the Tweet reads. “We have engaged with the authorities to assist in any way we can.”
RIM’s move to help police has caused outrage among hackers and a BlackBerry blog was hacked in response.
The hack was sent as a warning by a group calling itself “Team Poison.” As Computer Weekly reports Team Poison has threatened to publish personal data of RIM employees if the company cooperates with police by handing over user data.
“Team Poison said it did not condone innocent people or small businesses being attacked in the riots, but said it supported attacks on police and government,” Computer Weekly reports. “The hacker group said it was opposed to Blackberry giving user information to police because it could lead to the wrong people being targeted.”
Meanwhile, Cameron says the government continues to use social media and technology to its advantage, publishing photos of people accused of looting online. “No phoney human rights concerns about publishing photographs will get in the way of bringing these criminals to justice,” Cameron said.
Jim Killock, executive director of online advocacy organisation Open Rights Group, told the Guardian Cameron’s requests attack free speech.
“Events like the recent riots are frequently used to attack civil liberties,” he said. “Policing should be targeted at actual offenders, with the proper protection of the courts. How do people ‘know’ when someone is planning to riot? Who makes that judgment? The only realistic answer is the courts must judge. If court procedures are not used, then we will quickly see abuses by private companies and police. Companies like RIM must insist on court processes. Citizens also have the right to secure communications. Business, politics and free speech relies on security and privacy.”
‘Twitter for Newsrooms’ becomes official resource guide for journalists
By Chris Hogg
Twitter today introduced a new portal for journalists called Twitter for Newsrooms. The resource is similar to Facebook for Journalists, in that it offers best-practice advice and tips on how reporters can use the social media outlet in their day-to-day job.
The information portal offers a number of sections relating to various journalistic tasks: reporting, engaging, publishing and a section called “extra.”
- Under the reporting section, journalists learn about using search to its fullest potential. You can learn about in-depth advanced searching techniques and finding sources; Tweetdeck and Twitter for Mac; mobile tips; and how to use Topsy to find older tweets.
- Under the engage section, users can learn how to use Twitter to connect with audiences, share news and build community. This section includes case studies, tips on how to brand your Twitter presence and a glossary.
- In the Publish section, journalists are given tips on everything from a toolkit called Web Intents, to a WordPress plugin for Twitter, to official display guidelines on using tweets in media, and an image gallery of Twitter logos.
- Finally, in the Extra section, Twitter provides links to blogs, support/help items, DMCA issues and Twitter in other languages.
While a lot of these tips may be familiar to Twitter veterans, Twitter for Newsrooms offers a wealth of information for journalists who are just starting out on the social platform.
What do you think about Twitter for Newsrooms?