You've got a highly visible Web 2.0 persona. You're tapped to run social media for a brand. How much of your personal social-media equity do you lend the brand -- and how much does it lend to you?
Tag: social currency
The strongest brands in America, according to a new study, are not American. They are German and Japanese luxury car brands: BMW; Mercedes; and Lexus. But the U.S. brand with the greatest "social currency" is one that has existed a mere ten years (and it's not even an Internet or tech company): JetBlue.
It's not how you think. A Boston research group called the Web Ecology Project has analyzed 12 of the service's most popular users over the course of a 10-day period, in order to understand how influence works on Twitter. The result of the 18-page report (PDF)? It doesn't matter how often you tweet. It matters why you tweet, and the role you play in followers' feeds.
How do you create edgy, prize-winning work like Burger King's "Whopper Virgins," "Sponge Bob Square Butts" and "Kingon Nipple Pinch"? For Crispin Porter + Bogusky -- agency of the year at 50th anniversary CLIO Awards -- the key is being willing to take risks and stay edgy over the long haul. "We have to keep creating social currency. If we don't, we'll die," said BK CMO Russ Klein, in response to a query about the brand's propensity to court controversy with its frequently polarizing style of advertising. "You have to have the stomach for taking risks. We don't go out of our way to offend people. We do go out of our way to create tension.
Jack has risen, hallelujah. After being hit by a bus in a Super Bowl TV/Web commercial Feb. 1, Jack -- the grand-tete CEO-mascot of Jack in the Box -- emerged from his coma March 4, newly inspired. At Jack's direction, the San Diego-based restaurant chain will undertake a brand makeover this spring, including a new logo (Duffy & Partners, Minneapolis), redesigned store environments and a new corporate website that launched Monday.