Content Marketing

Nutella’s Social Media Mess, Home Tweet Home, Brand Impact

The Strategist picks the day’s most interesting stories for the content aficionados who love the backstory and reading between the lines. Here are the gems you need to kickstart your Wednesday:

Nutella Exemplifies How Not to Use Social Media (SocialTimes)
Sara Rosso loves Nutella so much that she organized a World Nutella Day. How did the brand respond? With a cease-and-desist letter.

In the end, Russo and Ferrero, Nutella’s parent company, came to an amicable resolution. The ordeal, however, leaves a sour taste in the mouths of social media fans. It’s imperative that companies treat their fans as brand ambassadors. Here’s why.

Home Tweet Home: A House with Its Own Voice on Twitter (MIT Technology Review)
You read that right. Tom Coates’s San Francisco home now has its own Twitter feed.  He’s programmed sensor data throughout his property to run a real-time communication feed.

At face value, this accomplishment may seem gimmicky, but think about it — imagine this exact same concept transposed to the field of medicine, home health, or patient monitoring. Tweets take human interest to new levels.

We Can Change the World (AdAge)
Your brand has the power to change the world by improving lives of consumers at significant scale. Check out some of the world’s top performers.

Under Armour, for instance, gives athletes a competitive edge. And Amazon? They completely obliterate the friction of shopping online. Make peoples’ lives better, and your customers will become instant brand advocates. Advertise less — build connections instead.

Internet Archive Gets $1 Million to Expand TV News Collection (PaidContent)
A 20th century print-media archive is widely available online. But television? Not so much.

The Internet Archive is expanding its collection to include these cultural pillars. Here’s a breakdown of how and why they’re pursuing this goal.

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