Tuesday, May 25, 2010

The Power of Twitter (and Irony)

After spending more than a few minutes this past weekend and yesterday playing around with Twitter, I still wasn't seeing the allure. I understand how it can be used for networking as you can put in keywords such as "microbiologist" which brought up 5 tweets from just within the past 2 hours. Useful. But I wasn't seeing the real power of Twitter.

After taking yesterday off from work, I arrived at my desk this morning and started checking office emails. One was marked urgent.

I am in the television and radio advertising business, and many of you know. And there's a wee bit of irony in the fact that I handle a network that is no friend of the left, and I'm about as left as you get.

I had placed an ad campaign to start yesterday on that network. As is usually the case, I was given a list of networks on which to place a buy, along with the time period. I immediately recognized the time period as being a program which is ridiculed on an on-going basis for being extreme. I made a mental note to check with the account manager to see if she wanted to reconsider, and then promptly forgot.

The urgent email I received this morning was asking me to "get out" of said program. Apparently the client was getting bombarded with emails protesting their sponsorship of the program, and the Twitter was abuzz with noisy tweets after a blogger who specializes in protesting sponsors of this show had posted about it.

[I apologize for being intentionally vague about the specifics here but that link should shed some light on all this.]

My questions about the usefulness of Twitter, and its power, were answered.

While I was in the process of relocating the client's ads to other programming, I noticed another client which had been placed in the same time period yesterday by my backup. (This was an "oh shit!" kind of morning!) That campaign wasn't scheduled to start running until May 31. So I got that one moved out as well. I learn fast!

Much to my surprise, this additional client was also listed on that blog under the tab labeled "Remaining Sponsors." Since the television ad hasn't even started yet, I couldn't figure out why that client was on the list. I emailed the blog owner -- very discreetly using my konagod address -- to inquire.

Shame on me for being so focused on what I do -- primarily television advertising -- that I forget this guy also has a radio show and a website, both of which are being sponsored by this 2nd client. Kudos to the blogger for being as good and thorough as Maude Lebowski's doctor. But as I don't have anything to do with radio endorsements or website banners, I've done all I can to protect client #2 from the wrath of tweets.

Twitter suddenly has my respect and attention.

No comments: