Oscar Tweets & Ben & Jerry’s Not-So-Fortune Cookie


Top Story: Oscar Tweets Grow in 2012, but Don’t Come Close to the Grammys

If you were on Twitter during last night’s Oscar Awards, you most likely couldn’t ignore the awards show-related tweets. My tweet stream was moving extraordinarily fast, with chatter about who was wearing what and who was winning what. Social TV tracker Bluefin Labs actually counted the number of tweets related to the Oscars and found 3.44 million of them. That may sound like a lot, and it is, considering last year’s Oscar Awards only garnered 966,000 tweets. But still, when compared to the Grammy Awards, the Oscars fell seriously short.  In fact, they didn’t even come close as this year’s Grammys received 13 million related tweets.

Why were there so many more Grammy-related tweets than there were Oscar tweets? Well, for one thing, the Grammys are a whole lot more casual, the fashion is a lot more fun, and the celebrities are a lot more mainstream. There’s only so much for a teenager to say about The Artist winning Best Picture, but there’s a whole lot they can say about Katy Perry’s hair matching her dress. Even this year’s Super Bowl received 12 million tweets, many likely due to the commercial hype.

So, what were the top Oscar-tweeting topics for 2012? Most were chatting about Meryl Streep’s Best Actress win (and the amazing speech that went along with it) and Jennifer Lopez’s ultra low-cut dress. Yup, these are the things we talk about on Twitter.

But still, such an increase in Oscar Award-related tweets will likely only bring good things to the show in the future. It’s clear proof that people are watching, paying attention, and chatting about anything and everything with their friends. Just not as much as they are the Grammy Awards.


Under The Radar: To Sell, or Not to Sell (iPad 2)

With the iPad 3 announcement looming, retailers are starting to prepare by unloading their inventory. Major retailers like Best Buy ($50 cut) and Meijer ($75 cut) have been cutting prices on the iPad 2 to make room for the iPad 3 in the coming months.

If you are looking to trade in your iPad 2 for a shiny new iPad 3 at launch, you may want to sell now. The closer to the launch of the iPad 3 we get, the less money you will be getting for your sale. Currently, the iPad 2 64GB with 3G can be sold for $360 on Gazelle, but look for those prices to drop fast over the next months.

Or you can donate your outdated iPad to Orangutan Outreach, an organization that provides used iPads to orangutans in captivity.

Still on the fence about getting the new iPad? Here are a few [rumored] reasons why you may want to pick up a 3;

  • Longer battery life
  • Improved camera
  • Better screen resolution (maybe even up to 2048×1536)
  • Siri
  • Improved microphone
  • Quad-core chip processor
  • Tiered offerings (iPad 2s AND iPad 3)

Will you be selling your iPad in preparation for getting the iPad 3?


Around the Hub: Ben & Jerry’s Not-So-Fortune Cookie

New York Knicks point guard and pop-culture phenomenon Jeremy Lin was honored by New England’s own Ben & Jerry’s with what many deemed a controversial ice cream flavor, “Taste the Lin-Sanity.”  Sounds harmless enough, right?  And delicious too – vanilla frozen yogurt, lychee honey swirls, and (wait for it) fortune cookie pieces.

The backlash on social media and in the local and national media were not far behind – many felt that the addition of fortune cookies promoted racist Asian stereotypes, focusing on Lin’s Chinese heritage rather than his basketball skills or Harvard education.

In response to the controversy, Ben & Jerry’s sent out a tweet. Well, sort of.  They sent out five back to back tweets to apologize. For your viewing pleasure, here they are (click image to enlarge):

Way more than the standard 140 characters. Our thoughts:

Pros: They got their whole message out in real time.  It’s all there, they laid it out.
Cons: The message is broken in to five pieces, doesn’t follow Twitter-ettiquette, doesn’t offer follow-up (ie: where is the link to their official statement, which the tweets reflect?)

The Lin flavor was only offered in the company’s Harvard Square location, so damage was limited and the flavor was quickly changed, omitting fortune cookies for more PC waffle cone pieces.  But we have to wonder – did they handle this public relations issue effectively?  Would it have been more effective/tweet-able/search-friendly  to apologize in a standard tweet with a link to their news release?  We think yes.


Under the Radar: New Social Media Tool Will Help Journalists Find Breaking News on Twitter

Last week, we reported that Twitter broke the news of Whitney Houston’s death. And these days, that’s not very surprising to hear. Most major news does seem to be broken over Twitter. But, of course, there’s also a lot of misinformation on Twitter, as well, including lots and lots of celebrity death hoaxes. So, the question is, how can journalists take advantage of Twitter to build their own stories? After all, if a journalist knows a twitter user is a valuable source, they can take the next step to reach out to them and get more information.

Researchers at Rutgers University and Microsoft are currently working on a new software tool that will help journalists see breaking news tweets as they’re happening. Seriously Rapid Source Review (SRSR) will identify credible twitter users using their Twitter profile, as well as discovering tweets with links and photos, filtering out retweets, and selecting mobile tweets. The tool will help journalists make the decision on whether or not someone appears to be a viable source and whether or not they should take the next step in making contact.

We love that journalists are taking Twitter seriously and are determining methods to make it more useful for creating news pieces. SRSR is still in development stages, but we’re sure it will make the lives of journalists a bit easier in this world of social media information saturation.



Let us know what you think about this week’s 451Labs post – tweet to us @451Heat.

451 Labs

451 Labs conducts experiments in creative design, advertising, public relations, digital marketing, media buying, experiential events, and content marketing to give you the inside scoop on the latest in digital marketing.

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