Thursday 18th January 2018,

To Be or Not To Be On Twitter

Aymar Jean Christian January 19, 2011 uncategorized Comments Off on To Be or Not To Be On Twitter

Is this tweeting ad executive really Mad Men’s Don Draper? Is this “old white man” really Pierce Hawthorne from Community? How about this one?

The rise of Twitter has created a marketing opportunity and identity crisis for media brands looking to do what they always say they want to do: “engage.” What Twitter does better than any other platform is allow brands to put on a more human face.

Whether you’re a New York Times reporter or an airport, Twitter makes engagement easy. But it also makes it easy for others to hijack your brand.

The rise of social media has brought back a classic dilemma: How much of their own content should brands control? Allowing fans to create their own works from copyrighted material has always been a perceived problem – just look at the tussles in fandom’s most celebrated community, the Trekkies.

Two decades ago fan fiction was a popular but hidden practice, distributed in underground networks, through gatherings, and in the mail. The old kind of mail. Yet the digital revolution has brought fandom out into the open and so far the evidence is clear: Fan-generated content is good for business.

Full post at Sparksheet.

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About The Author

Aymar Jean Christian is assistant professor of communication at Northwestern University. He writes about media and society for a number of publications. For more information, click the "About" tab at the top of the page.

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