Mitt might not be laughing if he realized the guy next to him was the 22nd guy that had to sign off on his latest tweet.
Ideally, social media gives marketers the opportunity to create marketing campaign components that utilize various social media outlets. In particular, Twitter is a social media tool designed to broadcast quick messages to an audience that is interested in the topic being addressed. Typically, users of Twitter are savvy to various types of social media but use this particular outlet to keep up on subject matter that they find relevant by reading quick snippets of information from the source doing the tweeting.
This YouTube video from The Young Turks describes a frustrating issue experienced by Caitlin Checkett, the "digital integration director" for Mitt Romney's 2012 campaign. The video reveals an example of extreme bureaucracy that created a choke hold on the creative process for Romney's staff and prevented those familiar with the medium to send out quick tweets (updates) to followers of the campaign. It's important for marketing management to understand what each social media outlet was created to do. In this case, Twitter= quick informational snippets for followers. In this particular case, the campaign staff members who were unfamiliar with Twitter or its purpose prevented the app from being used effectively.
This YouTube video from The Young Turks describes a frustrating issue experienced by Caitlin Checkett, the "digital integration director" for Mitt Romney's 2012 campaign. The video reveals an example of extreme bureaucracy that created a choke hold on the creative process for Romney's staff and prevented those familiar with the medium to send out quick tweets (updates) to followers of the campaign. It's important for marketing management to understand what each social media outlet was created to do. In this case, Twitter= quick informational snippets for followers. In this particular case, the campaign staff members who were unfamiliar with Twitter or its purpose prevented the app from being used effectively.
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Andrew Prokop of Vox.com explains that when Mitt Romney's digital team wanted to send out a tweet during the 2012 campaign, it wasn't easy for them.
A new paper by Daniel Kreiss, an assistant professor at UNC Chapel Hill, finds that late in the campaign, as many as 22 people had to sign off on the language of each tweet from the @MittRomney feed. That's according to Romney's digital integration director Caitlin Checkett, who said:
CHECKETT: "So whether it was a tweet, Facebook post, blog post, photo — anything you could imagine — it had to be sent around to everyone for approval. Towards the end of the campaign that was 22 individuals who had to approve it. ... The digital team unfortunately did not have the opportunity to think of things on their own and post them."
To read more about this disaster: http://www.vox.com/2014/12/5/7340067/mitt-romney-twitter
Andrew Prokop of Vox.com explains that when Mitt Romney's digital team wanted to send out a tweet during the 2012 campaign, it wasn't easy for them.
A new paper by Daniel Kreiss, an assistant professor at UNC Chapel Hill, finds that late in the campaign, as many as 22 people had to sign off on the language of each tweet from the @MittRomney feed. That's according to Romney's digital integration director Caitlin Checkett, who said:
CHECKETT: "So whether it was a tweet, Facebook post, blog post, photo — anything you could imagine — it had to be sent around to everyone for approval. Towards the end of the campaign that was 22 individuals who had to approve it. ... The digital team unfortunately did not have the opportunity to think of things on their own and post them."
To read more about this disaster: http://www.vox.com/2014/12/5/7340067/mitt-romney-twitter
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