Think you can put social media in a box? Taylor Swift proves otherwise
The Prime Minister might be prepared to shake off social media as ‘electonic graffiti’, but the traditional media impressions gained by the Taylor Swift Hottest 100 campaign tell a different story, argues Patrick Baume.
The P.M. again called social media ‘electronic graffiti’ over the weekend, after he faced extensive social and traditional media criticism over his decision to award Prince Philip an Australian knighthood, on the same day Triple J shot down the #Tay4Hottest100 campaign. So if both ends of the cultural spectrum are saying it’s ok to ‘ignore’ social media, there must be some truth there, right?
The front page of this morning’s Courier Mail summed up a lot of sentiment around the decision to knight Prince Philip
Tony Abbott may have actually come up with a good metaphor for social media with his ‘electronic graffiti’ comment. Graffiti is loathed by some and loved by others, with most people relatively ambivalent, liking some but not all of it. Nevertheless, it undoubtedly changes the public space for everyone and its existence can create debate far beyond its original platform.
Great piece – but also surely it was handed to 2JJJ on a plate? I mean surely the Taylor Swift camp knew that would be their response and it was all adding to the Hottest 100 brand?
Touche!
It’s important to note that this was effective because consumers (people) are more interested in celebrities than brands. Do a search of the most popular Google search terms and you’ll see a similar pattern.
Therefore this is a poor case study for the majority of brand owners out there who should not be fooled into believing that just because social media can earn media impressions for some entities, the same formula can also work for them.
Nicely articulated Ray Baume.
Triple J isn’t a brand??