Opinion

• How not to use Twitter: lessons from Qantas and Westpac

  The likes of Qantas have a long way to go before getting to grips with social media, argues Axel Bruns.

  For major brands, the road to social media infamy is paved with what seemed like good ideas at the time.

  Just this week, Qantas succeeded in having Twitter suspend the well-known spoof account, @QantasPR, claiming users would mistake it for the real thing.  

• Is Big W the beginning of the bounceback for Saatchis?

  Google may prove me wrong, but in the entire time Mumbrella has existed, and very possibly for my entire editorship of B&T before that, I can’t remember ever writing the headline “Saatchi & Saatchi wins…”

  So today’s appointment by Big W is a big deal.  

• Traditional agencies are driving away their digital superstars with their old ways

  In this guest post, Daniel Monheit argues that Australia’s creative agencies will never be able to hang on to digital talent

  In 2010 Steve Jobs was invited by James Murdoch to speak at the annual News Corp management retreat. Jobs issued a blunt, critical assessment of what newspapers were trying to do in technology: “You’re going to find it hard to get things right, because you’re in New York and anyone who’s any good at tech works in Silicon Valley”.

  And that’s when it hit me. The reason why Australia’s best traditional agencies, working with the most prolific clients and the biggest budgets cant manage to put out anything remotely passable as decent digital work.

  Anyone who’s any good at digital works at an agency that actually believes in it.

• What does Fairfax's Media's data dump actually mean? And what's going on at ACP Magazines?

  Although I rather like stats, there are a few days a year where they become a little overwhelming.

  Radio ratings releases offer eight such days annually. Over the space of a couple of hours, the data drops for the five main metro markets. Generally the phone starts ringing within 10 minutes, from station bosses aiming to give their interpretation of those numbers. It becomes a game of keeping them on the line long enough to sift through the data to try to discover the real story you need to ask them about. Within minutes a blizzard of press releases follow too.

  In truth, the press releases mostly get ignored in the race to write the story. Then they’re mostly ignored because the story is already written.

  And twice a year, a similar exercise surrounds the release of the monthly magazine sales figures,

• When the powerful buy into the media, can the media still scrutinise the powerful?

  Economist Richard Denniss of Australian National University argues in a post that first appeared on The Conversation that the public needs to decide if it cares who owns the media.

  The mining industry is used to having its voice heard in Australian public debates, so it should come as no surprise that mining billionaires such as Gina Rinehart and Clive Palmer would consider buying up a bigger slice of the Australian media.

  While the estimated $20m spent by the mining industry on television advertisements opposing the introduction of a mining tax was the most visible example of the industry’s determination to influence the public it is, in fact, just the tip of the iceberg.  

• The keyboard warrior of Twitter

  In this guest post, NBN staffer Scott Rhodie writes an unofficial,  personal view on his experience with a hostile Twitter critic.

  Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.

  And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”

• What's in a name?

  In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
  

  Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.

  The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.

• Best ads from Super Bowl 2012

  The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.  

• How to debunk media myths

  In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.

  A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.  

• How about simply focusing on what consumers want?

  In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers

  Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?  

• What the Optus web copyright victory means

  In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal

  This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.  

• Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?

  In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.

  Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.

  What does this latest move by Rinehart mean?

• Gillard's Australia Day crisis

  PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.

  It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.

  Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:

• The biggest cock-up I made in business

  In this guest post, Chris Savage urges agency staff to live the brand.

  I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.  

• Hey Groupon. Thanks for fucking up email

  In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketing

  Email marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.