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Twitter: Oprah, Ashton Kutcher and CNN


Social Network Games and Twitter: MediaHunter very cleverly points out how fake the “Gosh, I’m almost as big as CNN” video from Ashton Kutcher was. The blog post outlines the time line and the “spontaneous” (read:NOT) nature of engagement from all concerned, including the company that donated just so happened to be able to donate over 1000 billboards for the stunt.

To me, this week’s Twitter activities appear to have been a very well orchestrated publicity stunt with several beneficiaries. In fact, you only need to look at the beneficiaries to begin realising how all this came together.

Heh, but it worked:

hitwise oprah

CNet’s coverage – 37% increase of UNIQUE  traffic

Twitter’s much-publicized appearance on Oprah Winfrey’s talk show last week did a real number for the microblogging tool’s traffic, a report from Hitwise indicates.

On April 17, the day of the show–when CEO Evan Williams appeared on-air and Winfrey herself began Twittering–a whopping 37 percent of visits to the Twitter.com home page were new visitors. That’s a high number even for the fast-growing Twitter. Keep in mind that many avid Twitter users rarely even visit the home page, instead relying on desktop- or mobile-based third-party applications, so the jump might not look quite as drastic if you factor all those in. But it’s still high: Hitwise says that in comparison, recent counts of new Facebook visitors as a percentage of overall traffic are more like 5 percent.

Perhaps the real non-event was the rumours of Google purchasing Twitter. I still think it might happen, Evan Williams is not Mark Zuckerberg. And this sort of attention just put the price up.

Companies that engage in extensive stunts like this in the future to gain attention will either been seen as manipulative or playful. Probably both, as people love to wage war and take sides. 😛

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

5 thoughts on “Twitter: Oprah, Ashton Kutcher and CNN

  1. oooh @Oprah @aplusk sent Twitter traffic up 37% last week! http://twurl.nl/nmvtxp but @mediahunter knows their dirty little secret 🙂

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