For this past yearâs Grammy Awards, one unique approach used was the creation of a community blogger forum. For each musical genre there was a blogger on the floor giving a virtual play-by-play so that fans for each respective group (hip-hop, jazz, classical, pop, etc.) could experience the show through the unique perspective of that particular music culture. It created a niche that filtered through all of the information thatâs important to the specific portion of the audience. âThey understand that a tweet can start off small then snowball in to a massive trending topic,â says Andrews, âAnd theyâve built a way to support that arch and move with it.â
While Andrews canât provide specific trade-secret details of how the Grammy Awards so successfully utilized the âstory-archâ strategy, he did have one useful hint: âSocial media is a culture,â he affirms. âItâs not just about individuals. And you can feel the difference of when an organization is embedded in the culture of social media versus when theyâre just trying to capitalize without really knowing what theyâre dealing with. In the future, I can see new careers in social media for people to act as intermediaries between the viewer and the showâmaybe when a viewer sees someone on an awards show or a TV show with a pair of shoes they like, they can tweet to the intermediary and get an immediate response about what brand of shoes theyâre wearing. It would be like customer service for television. I think Twitter works well today, but itâs important to note that itâs the behavior that creates a movement, not the tool.â
Thatâs not to say that there are no potential concerns to be raised from this new marketing tool and the behavior it supports. Several industry insiders have raised questions about the ethical implications of “sponsored tweetsâ, which is when a company pays to have a celebrity casually mention their product on Twitter. Reality star Kim Kardashian allegedly rakes in $10k per tweet from some sponsors.
This practice raises concerns about the genuineness of the medium as users may soon be unclear about which tweets are true and which are just for a quick buck or other corporately driven motives. âWe live in a capitalistic society,â Humphrey cautions. âThe money is fast and free, but you have to be honest in your marketingâŠ There are a couple of Websites that, depending on your Internet profile and visibility, even if you arenât a celebrity you can still name your price for tweeting about a product. Itâs buyer beware.â