Tag Archives: social media

HBO makes ‘Game’ worth playing through social media

Rather than drive people away from television, the Web has given viewers a larger water cooler around which to discuss it. Networks have taken notice and the savvier ones are taking advantage.

HBO’s handling of online marketing for “Game of Thrones” is the gold standard in social media management for a television show. It’s not just the breadth of its online presence, but also the depth — viewers who like the show’s Facebook page (and 2.6 million people have), for example, get regular access to behind-the-scenes features, photos, posters, quizzes, wallpapers and interviews.

The show’s GetGlue profile is also extremely popular; check-ins for its season premiere were enough to disrupt the site’s service. It’s sailed past a million check-ins, and fans who love the show can earn stickers for watching not just the episodes, but also the various trailers that led up to the show’s premiere.

And of course, what self-respecting television show these days is without its own YouTube channel? “Game” has a YouTube presence loaded with content: recaps, interviews, features, maps, previews and more. The cross-promotion between Facebook, YouTube, GetGlue and Twitter (followers: 316K+) is nearly flawless. GetGlue check-ins show up on the Facebook feed; YouTube videos are promoted on Twitter. The cohesion of the social media strategy is very impressive, in terms of visual style and voice.

But surely any show with a clutch marketing team can make that sort of thing happen, right? Which leads to HBO’s ace up its sleeve: “Game of Thrones” knows who its fans are, respects them and gives them a role in the marketing.

An entire playlist on the YouTube channel is devoted to fan-submitted covers of the show’s gorgeous theme. My personal favorite is Jason Yang’s violin cover, which has racked up more than 2 million views. The guy who runs the show’s Twitter account says that he’s a fan of “A Song of Ice and Fire” in the bio, and his tweets demonstrate a love and appreciation of the source material beyond mere content-shoveling. He finds ways to appeal to both newer fans, those who just watch the show, and older fans, whose knowledge of the story goes beyond “Game of Thrones” and extends into the five books and their author, George R.R. Martin.

Where some shows would ignore fan-submitted art entirely, “Game of Thrones” embraces it, regularly featuring fan-made drawings, paintings and even posters on its Facebook page. Notably, two fan-made posters — one featuring a reimagining of  the Stark direwolf sigil, and another making great visual use of Sean Bean’s severed head — became integral parts of the show’s second-season marketing.

One does get the impression that, if you’re a fan, the show really does want to hear from you. And that, in turn, only cements viewers’ loyalty to the show. It is known.

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I have been completely, utterly pinned

I have a new obsession: Pinterest.

You may have heard of it and you may use it already. It started “way back” in March 2010 and got Time’s attention, landing on its list of top 50 websites of 2011. I’ve known about it myself for several months but hadn’t taken the time to join until this week. I was immediately taken with the concept: a digital pinboard where you can organize your recipes, decorating ideas, favorite quotes, photos, travel bucket list and virtually anything else you can possibly think of. It’s kind of like what Tumblr might be if it matured a little and hit an OCD phase.

I was dismayed to find that most of my friends had no pins at all or had very few. When I start something new like this, I want to dive in and immerse myself in it and set up a good foundation. I began with about four boards for books, recipes, decorating ideas and my travel photography. Four boards became six and six became nine (macarons really needed their own board …) and soon enough I had 300 different pins and had sent invitations to several of my friends who were interested.

My favorite aspect of it is the near-immediate social payoff. I’ve been getting alerts all afternoon and evening telling me that people have been repinning my photos and the links that I’ve added. The functionality appeals to my organizational style: hyper-compartmental, a place for everything and everything in its place. The design is clean, there are multiples ways to follow people (I can follow all of John’s boards or just the ones I’m interested in) and the use of square, 3 x 3 thumbnails for each board is visually appealing.

You can receive an invitation from any friend who is already on Pinterest, or get on the site and request an invitation. There are enough users already to have a good foundation of content, but not so many that it ends up being one big pass-around the way Tumblr tends to be. I’ve found that the “audience is there” for the photos, recipes and links that I contribute myself. The nifty and genius “Pin It” button, added to your browser toolbar, lets you add items to Pinterest while you’re looking at other websites, without having to reopen your full profile.

If you’re already on it, use it! If you’re not already on it, request an invitation and give it a go. Fair warning: You might get hooked.

How much Facebook sharing is too much?

Yesterday, Mark Zuckerberg unveiled a new Facebook layout with a lot of new features, including an ultimate timeline of sorts, including every event and post that a person has shared on Facebook.

Full disclosure: I don’t use Facebook as much as I have been. I’ve trimmed my friends list to about 375 (down from 600-ish at its peak) and I don’t post as often. I’m in a long-distance relationship (more or less), but you wouldn’t know it from my profile.

The front-page news ticker Facebook has now is a little too much information for me. I really don’t need to know that someone is listening to something or gave a thumbs-up to someone’s keg party recap. Many of the new features Zuckerberg highlighted involve automated posts, meaning that a lot of what you do will end up on your profile whether you want it to or not. Some of what you see in your own feed comes across like overkill, too.

The master timeline seems cute — imagine being able to chart your relationship, your engagement, your wedding and the birth of your first child. On the other hand, imagine scrolling back on your boyfriend or girlfriend’s timeline and seeing inevitable updates about their exes, the good and the bad.

Let’s be clear: This is first and foremost about maximizing data compilations for ads revenue. I don’t begrudge Facebook its (substantial) income, nor do I resent seeing ads on my profile (well, I might resent seeing weird dating ads). I just think that people should better educate themselves about what they’re putting out there, and Facebook might do better to make some modicum of privacy the default setting, instead of sending you on a wild goose chase for your security settings.

Of course, if you’re after absolute privacy, Facebook isn’t for you anyway. It seems though that users are putting a large amount of blind faith into the company, fawning over it and not holding it accountable for its actions. Who’s to say that the Facebook habits that feed us specific ads won’t one day give away our political philosophies? If an algorithm exists to give us dating, shopping and travel ads, it can exist for more nefarious things.

The key is for Facebook users to educate themselves and know exactly what they’re sharing and how to modify their profile security. In the end, the person responsible for keeping you safe on Facebook is you.

A comment on David Cameron’s social media remarks

Earlier today, British Prime Minister David Cameron and Labour Party leader Ed Miliband both spoke in the House of Commons about the English riots. While browsing a timeline of the remarks, I was struck by something Cameron said: The government and the police were reviewing the “role of social media” in organizing the riots. At about 1 p.m., the Telegraph reported that Cameron went on to clarify, saying that sites like Twitter “could be closed down during periods of disorder.”

That general line of thinking set off my squick alarm. In the U.S., at least, speech that deliberately incites rioting or lawbreaking isn’t protected. On that note, I’m not sure it’s a good idea to A) single out social media and B) set a precedent of police and government interference in social media platforms. One night Twitter may be shut down to prevent rioting, but what else could a shut-down prevent? Who gets to decide what constitutes a “period of disorder”?

The Register took a similar tack, and wondered why Cameron wasn’t also chastising news stations for round-the-clock helicopter coverage. Such coverage, The Register suggested, gave as much of an idea as to which areas were unprotected as Twitter did.

Two years ago during the Tehran protests, Twitter was one of the only ways to get information into or out of Iran. It also played a large role in the recent Arab Spring uprisings. At its core, Twitter can be used by the disenfranchised to spread information and share their experiences. It has, I believe, a legitimate democratic underpinning, which is why I also believe that a short-sighted knee-jerk decision to shut it down in the face of yob rule is well-intentioned but ultimately misguided, if not overly authoritarian.

No one wants to see looting, rioting or property damage, but rather than simply cut off social media, the police would be wiser to adapt and use social media to infiltrate planned outbreaks. Eliminating all information would make law enforcement blind and deaf, too.

I see Cameron’s point, and I understand that much of it is the product of legitimate anger and frustration over the past few days, but if ever there was a “be careful what you (they?) wish for” moment, this is it.

Adventures in personal branding: the business card

There’s a scene in “American Psycho” where psycho-in-question Patrick Bateman (Christian Bale) and his colleagues compare business cards. To the viewer, the cards look identical. It’s only through the group’s discussion and Bateman’s inner dialogue that we learn the differences: colors on the white spectrum, typeface, paper weight, watermark.

So … psycho … is Bateman over the perceived inferiority of his own business card that he commits murder as a direct result. (Or does he? I’ll leave the story’s numerous interpretations alone.)

How would Patrick Bateman respond to Vistaprint?

I found Vistaprint last year through 10,000 Words, one of my favorite journalism blogs. The entry suggested that journalists were moving away from identifying with an established company (say, their newspapers or stations), and further toward identifying as one-man (or -woman) operations.

Faced with no longer having a newspaper with which to identity, I’ve spent much of the last year and a half cultivating my own personal brand. I tweet all the time, I blog and I follow a variety of people and news organizations. I redesigned my CV and made sure to join emerging social networks.

And I made a business card.

While it’s been a few months since I did this, I thought now — in the midst of post-graduation job-hunting — might be a good time to describe my process.

1. I browsed Cardonizer, looking for inspiration. The examples on Cardonizer vary from the chic to the absurd, but all are eye-catching.

2. I decided what information I wanted to include. I settled on my email, phone numbers, website and Twitter handle. I also decided to list my basic job titles/attributes, from the more serious (copy editor) to the more personal (traveler).

3. I “sketched” a rough layout in InDesign. One card I’d seen had used icons, so I decided to make my own. I painstakingly drew a cursor (website icon), an envelope (email icon) and two mobile phones (phone icons), and found a black Twitter icon. I placed all of my icons in the middle of squares with rounded edges, to make them look like buttons.

My business card.

My business card.

4. I selected a color palette. In addition to black for the text, I used the same cranberry-blueberry-lime combination that I’d chosen for my magazine prototype.

5. I added the text and chose a typeface. The contact information is prominently featured on the right, while my professional/personal attributes are lined up along the bottom, separated by colored vertical lines. I selected Merge for my typeface, a clean, slender sans serif that looks modern without being too cold.

6. I created my own “logo.” In my case, I drew a piece of notebook paper in one color (cranberry) and splashed a big “STET” across it in another color (blueberry). My name appears within a lime-colored dialog box, in black text.

7. Because Vistaprint lets you use both sides of the card, I selected a photo of mine for the back (Tower Bridge). I captioned the photo with a simple cranberry-colored bar, with white text.

8. I saved and exported both sides of the card and went through the motions on Vistaprint. I selected my order volume, chose a paper color and weight and cropped the graphics to fit the appropriate frame. Once I was satisfied, I ordered my cards. Voila.

The hardest part for me was settling on a design. It may be easier to use a template, but there’s something rewarding about making your own card from scratch. I know that mine’s unique, and love that it’s zippy and colorful while still being informative.

So if you’re thinking about making your own business card, knock yourself out. Chalk it up to bolstering that personal brand.

Accio Pottermore

Sunday morning, I watched the TweetDeck column, cordoned off by hashtag, explode with updates. “OMG I got in!!” “Where’s my email?!” “Registration is now closed, nooo!” I saw tweets in English, Spanish, French, German and Italian, and probably a few other languages I couldn’t have identified.

It was all for Pottermore.

The site is spending exactly one week — seven days for seven books — giving one million fans the opportunity to answer trivia for a chance to access the site early. Early adopters get to join a beta version of the site sometime in August and September; everyone else has to wait until October. By my calculation, about 142,000 registrations are allowed in any given day (a million spread out over seven days), and when that quota’s been filled, registration closes.

Despite going live when most of the U.S. should have been sleeping (about 9 a.m. in the UK, 4 a.m. on the East Coast), Pottermore registration lasted a little more than an hour before it closed. Fans who missed out have six more chances to get in.

What the project ultimately is remains to be seen. The site itself describes it as an “exciting new experience from J.K. Rowling based around the Harry Potter books.” (Editor’s quibble: Can something be based around something else?)

If you follow the publicity campaign, you’ll read that Pottermore will allow fans to have an interactive Potter experience. They can get wands, be sorted into houses and follow along with the books’ progression. The nitty gritty is still, of course, a mystery.

It got me thinking, though — if Pottermore is a success, might its model be adapted for other purposes? The main draw appears to be immersion in the story with other fans. But this is a fictional story — what if the subject matter was a long-term investigative reporting piece? Could this model represent an evolution from passive reading/viewing to active audience participation? Pottermore will definitely have a social media aspect. Could that be used in other models to mine data for reporting ventures? Could a Pottermore-like infrastructure turn into the next great crowd-sourced project?

I think journalists and social media managers would be wise to observe Pottermore’s evolution and apply what they learn to their own work. It’s untilled ground thus far, which makes it much more exciting.

It’ll be a few weeks before I can use Pottermore for myself and report back on what I find. Fortunately I managed to solve the clue and register for early access in time. One of my nerdier moments, if I may say so.

I’ll keep my username to myself for the moment, but here’s a clue: It works for both Harry Potter, and A Song of Ice and Fire. Double geekiness.

What’s Google+ waiting on?

Google+ is working on developing business/brand accounts, and asking businesses not to join the network yet. It seems reasonable on the surface, but it could easily backfire.

A couple of weeks ago, I wrote about my first impressions of Google+. I liked it a lot then, and I like it now. I’m noticing, though, that there’s an unhappy trend in posts from people in my Circles. There’s a prevailing attitude of, “Well now what do we do?”

Some brands have managed to slip through. Pete Cashmore of Mashable has a personal Google+ profile that he’s now “winding down” in preparation for a Google+ branded account for Mashable. This is after Mashable’s original personal-esque account went on hiatus. It’s enough to give you whiplash.

Given the benefit of hindsight, I have to wonder if Google wouldn’t have been wiser to beta test branded accounts first, or in conjunction with the very first personal accounts. Waiting until the site has 20 million users before actively discussing branded accounts (and suspending many branded accounts masquerading as personal ones) is like opening a shopping mall with no stores.

A site like Facebook, which started out as personal and casual and only gradually migrated to a more business-friendly approach, is a different animal. The main draw of Google+, near as I can tell, was always the networking/professional aspect. Some people I follow or who follow me use it casually, but the vast majority of them post about technology, journalism and politics. Even the personal is professional.

We can always discuss such things on personal accounts, but if we can’t engage with “official” newspaper, TV station, magazine, business and news site accounts, what can that accomplish?

Google+ needs to present a clear and compelling reason for its existence and open up the personal-to-business channels, or it’ll be drowning in cat GIFs in six months for lack of anything else for people to do.

Your Social Media Strategy Here

Fertilizer-pushing is not my strong suit.

I’m deep, deep into the job hunt at the moment. When I apply for a position, I do my very best to use direct, plain language. If I describe an achievement or a milestone, I use tangible markers. Kansan.com saw increased site traffic and expanded multimedia content, and won a Pacemaker from the Associated Collegiate Press when I was the site’s managing editor. See how simple that was?

No mention of “humanizing the brand.” Or starting “organic conversations.” Or “leveraging influencers.”

Almost a year ago, I wrote about social media strategy with the same level of annoyance, and nothing has really changed.

How can we, as journalists, put such a high value on clear, concise language, while simultaneously clogging our CVs, “About” sections and job postings with rhetorical nonsense? If I read a job posting and can’t even figure out what my daily duties would be, I move on.

In my earlier post, I hypothesized that maybe we use vague language to describe social media because even we haven’t really figured it out yet. Or we want to seem indispensable. I grimace when I see anyone describe themselves as a “social media guru.” There is nothing spiritual about Twitter, I promise. If you’re that good, you don’t need to hide behind flowery language.

Ascribing some higher level of importance or even mysticism to social media ignores or downplays the stone-cold truth: If you link to quality content and reply to your audience respectfully and helpfully, you will gain and maintain followers. If you ignore queries or rarely tweet or spam people, you won’t. From the perspective of a company like Foursquare, successful branded accounts will post tips early and often and reward their followers with badges and possible merchandise discounts. Foursquare is, at its root, a game. So give your customers that experience.

I love editing. I love the ins and outs of journalism on the Web, and I love social media and what it can accomplish in terms of connecting people and spreading information. I love those things so much that I can call a spade a spade. I can say exactly what I do. I hope others can do the same.

Facebook lays a PR egg

I’ve had a Facebook profile since June (or was it July?) 2005, almost six years. When I joined, it was still novel, still just for university students and still largely text-only. The Farmville scourge was a speck of cosmic dust. If I recall, it was “the Xanga replacement,” and a way to keep tabs on where people were going to school and who was dating whom.

I still use Facebook daily, but it’s become much more of a grind and more about habit than enjoyment. Like many people, I’m wary of its business practices and how it handles privacy, but I also recognize its power of sheer numbers and organizational heft.

Even now, as it’s arguably in a moral decline, Facebook is nigh unrivaled. That makes the following story so baffling.

A Search Engine Watch story earlier today described how a guy named Michael Lee Johnson took out a Facebook ad, calling for Google+ followers. Shortly thereafter, his ad account was disabled and he received a note from Facebook citing vague violations of the site’s Terms of Use policy, but with no concrete explanation.

It’s true that Facebook’s policy mentions banning or disabling competitors’ ads, and on the surface, it seems reasonable. Many news sites, for example, ban links to competing sites in their comment sections. Upon examination, though, it was truly a dumb-as-rocks decision.

1. It had the opposite effect of what was intended. If the site had left it alone, Johnson’s probably would have been just another random, slightly distracting side ad. Facebook ceded the narrative when it axed the ad. Johnson likely gained more Google+ followers through publicizing the suspension than he would have if the ad had remained up.

2. Facebook showed its cards. The company has put up a public face of indifference and wry amusement in the wake of Google+. And frankly, publicly, that was probably appropriate. Even with a boom up to about 10 million members (a rough, unofficial approximation), Google+ still only has a little more than 1 percent of Facebook’s worldwide numbers. But in banning an ad for Google+ followers (not even a Google-bought ad), Facebook looks caught in the headlights and rattled.

3. Whatever merit the “competitors’ ads” argument has, I have a hard time believing that Johnson’s ad is any more ridiculous than ads for weight-loss pills, marriage counseling, divorce lawyers and numerous others I’ve seen. The company looks downright draconian and petty. Bratty, even.

4. Fortification solves nothing. Competitors often must cross paths and even share development and ideas. Without competition, there’s no innovation, no motivation to learn and get better. Apart from being a baffling move in public relations, it’s also a blown opportunity to learn more about an emerging player.

I added Johnson on Google+ as soon as I read about his ad. And you know what?

Dude’s pretty entertaining.

Show me your badges

Here’s a true story.

Last fall, I started using my Foursquare account more. I was very jealous of my friends’ badges, including a Cupcake Connoisseur badge from TLC. I wanted it (it was cute!). I found a couple of London bakeries on the TLC page and visited one the next time I went into London. That bakery was The Hummingbird, and I’ve been back multiple times since and I kind of want them to make my wedding cake if anyone’s crazy enough to ever actually marry me.

I never got the cupcake badge (it retired and I had eventually had to settle for Bravo’s Just Desserts badge), but the moral is simple: I sought out an entirely new business and became a repeat customer based on a circular graphic.

Foursquare badges are a lot of fun and I’d argue that they’re more satisfying to collect than mayorships (although I wouldn’t turn down 20% off at Starbucks). I have 39, and each one is a happy reminder — an ode to my coffee addiction, another trip to the cinema, a late night at the library, a day in London, airports on different sides of the world. They can mark an event — were you at the Colbert and Stewart rallies? Or access — so you got into five different SXSW parties? Or sheer dogged determination — 20 different pizza shops, really? And, I’d wager, no one has the same exact set as anyone else, apart from newcomers.

In the wake of Google+, Google announced a couple of days ago that you could start earning badges based on stories you’d read on Google News. I mentioned on Twitter that I loved badges and thought the idea was neat, and a New York Times interactive editor tweeted back to ask why.

I thought about it and replied back that it’s in our nature to hoard and collect. Foursquare badges (and soon-to-be Google News badges, I hope) are like digital postcards or keychains. They’re reminders of where we’ve been and what matters to us. You can tell a lot about someone from their badges: where they live, where they eat and shop, what brands they follow. As a committed anglophile eager for others to see the London that I see, I once wrote about how London could use Foursquare, and I stick by that still.

It can be easy to get consumed by social media, but Foursquare is brilliant in its mobility. It’s a social media app that necessitates breaking away from your computer cord and going out. Likewise, Google News badges reward you for expanding your knowledge and learning and reading about different things.

Are badges somewhat silly? Of course. Only a few Foursquare badges are ever linked to any tangible monetary reward. At the end of the day they’re just cute graphics on a profile. Will I keep having a blast earning them, and smile whenever I unlock a new one? Oh absolutely.