Roo Clues on the Mind

My profound interest in new music can leave you quite annoyed. Ask any of my friends. It usually goes something like this, “Have you heard this new band ‘x’? Come with me to the show next month!” “Yeah, sure Rob. Whatever.” I have adjusted to these constant rejections, but take comfort that I have found my go-to concert loving friend to accompany me to almost all shows of interest. Thank God for Sam!

Thanks to BonnarooClues, (and Twitter in general) the relentless banter I continue to throw at my friends has only gotten worse in recent weeks. I think it is safe to say I am not alone on this one. The annual Bonnaroo Music & Arts Festival in Manchester, Tennessee has implemented one of the best PR teaser campaigns in the new digital age. Powered by Twitter, it keeps festival-goers guessing who will make an appearance at the 2010 festival. Their Twitter feed is continuously updated with what they call “BonnarooClues,” giving vague insight into the highly anticipated 2010 lineup, out Feb. 2.

Clues:
Time for you all to step up your clue-cracking game. Today I give you this -- 'The warmest monkey and offspring' -- Stay tuned for more.
My Guess: The Gorillaz

It's Saturday! Time for cartoons. Today's clue: 'Tom And Jerry, without Art.' #bonnarooclues
My Guess: Paul Simon

Lollapalooza also has its own social media campaign. “Be the Lolla Booking Agent! Tell us 5 artists you want on the 2010 lineup. We’ll review 'em & try to work some magic.” Even though I have already submitted my five, it just doesn’t have the same appeal. We know who is touring this summer, and artist schedules are essentially finalized. It leaves behind more of a “how much influence will I really have” feeling.

Conversely, Bonnaroo followers constantly have “The Roo” on their minds, ransacking their brains for who each clue could lead to. By tagging #bonnarooclues, fans can feed off each others thought process and work together to uncover the artist behind each clue. As if we weren’t excited enough, this teaser strategy only heightens our anticipation for the festival. Followers can also share their frustrations or anticipations. The reactions have been a mixed bag:

The long day continues...#bonnarooclues YOURE KILLING ME!!!
sarah_maria

I'm in "clue withdrawal" can't wait to get back-ta guessin' tomorrow. #bonnarooclues

The reaction type doesn’t really matter. At the end of the day, talk is talk and BonnarooClues has definitely got people talking.

Here are some photo highlights to give you a glimpse of what all the buzz is about:

HOW TO: Get More Followers on Twitter

This wikiHow article provides three easy steps to quickly increase your Twitter following.

The most difficult problem I have faced adapting to Twitter has been that anyone and everyone can follow you – and you know NOTHING about them. That is why I like this article so much. It provides tips on how to gain followers in a targeted niche. My following on Twitter won’t be filled with randoms, but with individuals and organizations with similar interests whom I can network with and learn from.

1. FOLLOW EVERYONE WHO FOLLOWS YOU
This will increase your exposure to your target market. Perhaps someone will “@” you if they post something they think will interest you, giving you exposure to

2. FOLLOW MORE PEOPLE YOURSELF
The easiest and fastest way to gain more followers! Most people who you follow will follow you back, and thus, you will gain more followers. Also, there are applications available to help you efficiently add targeted followers. Check out TweetAdder and SocialOomph

Here are some how-to videos to walk you through the steps:

TweetAdder

SocialOomph

3. REGULARLY UNFOLLOW PEOPLE WHO HAVEN’T FOLLOWED YOU BACK
This step is more imperative than you may think. Twitter has certain limits on the ratio between people you follow and people following you. When you reach 2,000 people you follow, you will not be able to follow anyone else until you reach 2,000 followers. That is why it is so important to choose who you are going to follow wisely, and quality check your numbers regularly. TweetAdder can help you with this service as well.

Check out my group members posts: Bronwen, Amanda & Jeff. Also, Don't forget to browse through the Master List

Hot Topic: Can You Post Your Tweet & Eat it Too?

Watch out fellow tweeters, the hidden risks of Twitter may be overshadowed by its popularity and user friendly nature. Mark Askin, a veteran producer for Leafs TV and former employee for Hockey Night in Canada may be the latest individual to fall victim to this trend. Like many other major names in Canadian broadcast media, Mr. Askin has a Twitter account. He uses it to dispense his candid opinions on industry related subjects. This includes the recent controversy surrounding Don Cherry’s unprofessional rant to the media. To his dismay, Askin learned the hard way that two wrongs don’t make a right. He faced a media backlash of his own and almost a two game suspension from MLSE for putting the entire company’s reputation in jeopardy.

The Twitter controversy started Dec. 19. Don Cherry refused to apologize for swearing at a journalist and refused to engage in a debate with a neurologist about violence in hockey. Askin took to his Twitter with this:

@ LeafProducer: Amazing eh ! .. Listen to Cherry swear .. Listen to how much he enjoys using that language .. He knew he was being recorded .. He got caught

And later that day saying:

@ LeafProducer: Notice how cherry does not want to talk to the doc .. Nor did he apologize for his F-rant .. Just defended what's convenient .. Chicken shit

I am not indicating that these controversial comments are unfair. The Twitter design is, after all meant for free and open discourse. The problem at hand arises from a PR perspective. Leafs TV and CBC are not only competitors, but partners as well. Askin publicly criticized CBC. This is a major faux-pas known by anyone in the TV industry, and consequently jeopardized the media giants’ relationship. Immediately upon discovering the tweets, MLSE had to carry out damage control by sending their apologies to CBC and Hockey Night in Canada. After further consideration and a personal email from Askin to Hockey Night, MLSE decided against the two game suspension.

The official statement is as follows:

“We talked about it,” Anselmi said. “And I think Chris (Hebb, MLSE’s head of broadcasting) talked to Mark about it, that maybe you should go home and cool off for a couple of days or something. But he’s a valued employee. He screwed up and he knows it, and we’re moving on.”

As a veteran in the industry, Askin should have known better. I am sure this isn’t the first time executives at CBC and MLSE have had conflicts nor is it the first time sports executives have had conflicts with Mr. Cherry.

This is where the risks of social media come in to play. The discourse that Twitter has created often results in frank language and sharp attacks. Especially by those who have become increasingly reliant on Twitter as a venting outlet to relieve inner angst. We cannot blame these individuals, since this feature that has been a catalyst of Twitter’s widespread success. As an educated executive at one of the most well-known companies in Canada, Askin should realize that his actions are a direct reflection on his company. This is just one of many examples that leaves people wondering if Twitter is more dangerous than it leads on to believe. Watch what you Tweet!

Click here for a full Globe & Mail article