After a lot of badgering in 2010, and by emails from folks like this blogger, the Academy of Motion Picture Arts and Sciences (AMPAS) is finally stepping out and giving social media a go (even has a Twitter account @TheAcademy). But the problem is that while AMPAS effort shows all of the typical markings of the Hollywood organization that just doesn't get it, it is to be congratulated for at least giving it a go, and the tech pubs aren't playing along with that idea.
Now, here's what AMPAS did wrong. (And why it's a bad idea to send press releases to snarky tech publications.)
First, AMPAS must realize the whole idea behind social media and new media is to quickly and cheaply disseminate information. Period. As one who's been involved with this since before "social media" became a term, and Marc Canter, arguably the inventor of the social network, was talking to me about the "People Aggregator" way back in 2002, the idea was as much about sharing info as connecting with people.
That means, in this case, AMPAS has to do one thing: produce content. That means The Academy must have its own blog - it doesn't. And that's a sure sign the social media efforts not going to work as well as it could. A blog, connected to @TheAcademy twitter page, Facebook, YouTube, MySpace, Hi5, and other platforms, like FriendFeed, will allow it to rapidly distribute information. It can even use the contents from its own press releases.
And AMPAS effort has totally forgotten its YouTube page (which hasn't been updated in a month). So while the revamped website will have "cams" for the "winners walk" and the "dressing room," and all for $4.99, it will not have new videos uploaded to its YouTube page, then sent to its blog, then Facebook, Twitter, and other platforms. (Plus, it lacks a Twitter follow button at the top!)
In other words, AMPAS has totally missed the fact that social media is really about sharing your content. And to do that, it means you've got to what?
That's right: produce content.
The other thing AMPAS missed was that it sent a press release targeted at tech publications and totally avoided its press base, where its fans are, which are far less likely to be nasty about AMPAS efforts. I didn't get a press release on this, or even an email, and this news isn't popping up at Awards Daily. That's a HUGE error.
Why?
Because by issuing a press release to the tech pubs, AMPAS is acting like an unattractive cougar placing herself on the lap of a disinterested 20-year-old: all that will come from the act is a set of snarky comments, and that's what Fast Company ("Academy Awards nominees were just announced--but Oscar hyperbole is already in full swing.") and TIME's TechLand ("Oscars Revamp Website, Realize Social Media Exists") have provided.
And that shows the biggest problem, one that's typical in Hollywood today: segregationist thinking applied to tech. That is, "I've heard of you, there for you must be the right publication." People, especially Hollywood PR folks, make this mistake all the time.
The 21st Century reality is that the PR person is supposed to know how to use tech to share information with a wide audience and always starts with their base - their fans - who are in a lot of cases more well-connected online and know tech as well as the tech pubs.
That's true for the people on AMPAS press list, but The Academy just ignored them!
So AMPAS should have sent a press release out to its list, and then created a blog and a video that it placed on YouTube, Blip.tv, and other video platforms using Tubemogul, then distributed it with Twitter and Google Buzz. The idea is a simple one: make your own news, share it with your friends, and spread it around.
And AMPAS has a lot of news to share.
In the case of Tech, AMPAS forgot its friends, and that's why it failed in this initial effort. But the good news is The Academy can always get back on that horse and ride again.
Now, here's what AMPAS did wrong. (And why it's a bad idea to send press releases to snarky tech publications.)
First, AMPAS must realize the whole idea behind social media and new media is to quickly and cheaply disseminate information. Period. As one who's been involved with this since before "social media" became a term, and Marc Canter, arguably the inventor of the social network, was talking to me about the "People Aggregator" way back in 2002, the idea was as much about sharing info as connecting with people.
That means, in this case, AMPAS has to do one thing: produce content. That means The Academy must have its own blog - it doesn't. And that's a sure sign the social media efforts not going to work as well as it could. A blog, connected to @TheAcademy twitter page, Facebook, YouTube, MySpace, Hi5, and other platforms, like FriendFeed, will allow it to rapidly distribute information. It can even use the contents from its own press releases.
And AMPAS effort has totally forgotten its YouTube page (which hasn't been updated in a month). So while the revamped website will have "cams" for the "winners walk" and the "dressing room," and all for $4.99, it will not have new videos uploaded to its YouTube page, then sent to its blog, then Facebook, Twitter, and other platforms. (Plus, it lacks a Twitter follow button at the top!)
In other words, AMPAS has totally missed the fact that social media is really about sharing your content. And to do that, it means you've got to what?
That's right: produce content.
The other thing AMPAS missed was that it sent a press release targeted at tech publications and totally avoided its press base, where its fans are, which are far less likely to be nasty about AMPAS efforts. I didn't get a press release on this, or even an email, and this news isn't popping up at Awards Daily. That's a HUGE error.
Why?
Because by issuing a press release to the tech pubs, AMPAS is acting like an unattractive cougar placing herself on the lap of a disinterested 20-year-old: all that will come from the act is a set of snarky comments, and that's what Fast Company ("Academy Awards nominees were just announced--but Oscar hyperbole is already in full swing.") and TIME's TechLand ("Oscars Revamp Website, Realize Social Media Exists") have provided.
And that shows the biggest problem, one that's typical in Hollywood today: segregationist thinking applied to tech. That is, "I've heard of you, there for you must be the right publication." People, especially Hollywood PR folks, make this mistake all the time.
The 21st Century reality is that the PR person is supposed to know how to use tech to share information with a wide audience and always starts with their base - their fans - who are in a lot of cases more well-connected online and know tech as well as the tech pubs.
That's true for the people on AMPAS press list, but The Academy just ignored them!
So AMPAS should have sent a press release out to its list, and then created a blog and a video that it placed on YouTube, Blip.tv, and other video platforms using Tubemogul, then distributed it with Twitter and Google Buzz. The idea is a simple one: make your own news, share it with your friends, and spread it around.
And AMPAS has a lot of news to share.
In the case of Tech, AMPAS forgot its friends, and that's why it failed in this initial effort. But the good news is The Academy can always get back on that horse and ride again.
No comments:
Post a Comment