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...nature of the product will make Maclaren's task even harder. "Anything relative to child safety tends to be off-the-charts viral," says Pete Blackshaw, a brand consultant for Nielsen Online. According to Blackshaw's data, new mothers are three times more likely than others to use social media and start blogs. "Given the higher order of sensitivity, parents are much more diligent," says Blackshaw. "They want to talk to friends, family and even strangers about their decisions. They'll go the extra distance...
...Maclaren has posted two safety videos on YouTube, one of which demonstrates how to use the new hinge covers. Blackshaw recommends that Maclaren dedicate a Twitter account to dispensing mea culpas, information about how to order the repair kit and explicit instructions on how to use the strollers safely. As of Monday afternoon, a Twitter account called @MacLarenStrolle was linking to Web pages that don't exist. Another, @maclarenbabyUK, posts links to new Maclaren products, but there were no posts addressing the recall. (See the 10 best iPhone apps...
...Twitter blasphemy." If anything, Twitter is supposed to be real - at times, perhaps too real (no, I did not need to know the details of your stomach virus). That could be lost if it gets commercialized. "How do you preserve the authenticity of the conversation?" asks Pete Blackshaw, a brand strategist and social-media expert for Nielsen Online. "That's what everyone is struggling with...
...spell out the relationship between Kmart and the Twitter user? It's all too easy for a reader to gloss over the "sponsored" tag at the end of the message, or not fully comprehend what it signifies. "I don't think we've cracked the code on disclosure," says Blackshaw. (See the 50 best websites...
...parent company. "A lot of brands have had successful campaigns go through the paid side." Still, brand strategists recommend that companies tread into the Twittersphere lightly. Real word of mouth is much more valuable. "I have urged clients to be very cautious about pay-to-say on Twitter," says Blackshaw. "Get the word out naturally. There's lots of love on the organic side; go for that first." (See more about Twitter...