Word: kmarts
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...their behalf, and wait for the offers to come in. "I'm a stay-at-home mom who uses Twitter while the kids are napping," says Jocelyn French, mother of a 2-year-old son and 1-year-old daughter. Through Sponsored Tweets, she has tweeted on behalf of Kmart, a parenting website and a college-information site, among others, each for $1 a pop. "I figure, hey, why not get paid at the same time?" French says. (See the top 10 celebrity Twitter feeds...
...updates on your neighbor's dinner plans. What if he started littering your inbox with product pitches? "Sponsored Tweets is controversial," acknowledges Robin Dance, a part-time fundraiser and blogger from Chattanooga, Tenn., who has amassed an impressive 2,800-plus-strong Twitter following and has also tweeted for Kmart. "I've had good friends and fellow bloggers say they have no use for Sponsored Tweets, and will un-follow me if I use it. They say I'm selling out, that it's Twitter blasphemy." If anything, Twitter is supposed to be real - at times, perhaps too real...
...messy issue of disclosure. If someone speaks highly about a product on Twitter, don't followers have a right to know if that messenger is a compensated mouthpiece? Murphy insists that all tweets that flow through his site will carry some form of disclosure. For example, French's Kmart tweet reads: "Bluelight Special Alert: This Saturday at Kmart all patio furniture is 70% off! For more deals follow http://bit.ly/tupjE (sponsored)." Others include signposts like "#ad." But within a 140-character limit for all tweets, is there truly enough room to clearly spell out the relationship between Kmart...
Even with full disclosure, paid tweets carry risks for brands. If it's clear that a company is paying a Twitter user to put in a good word for them, will the message ring true - or reek of desperation? "Oh no," says Tom Aiello, spokesman for Sears Holdings Corp., Kmart's 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...
...million. And since each movie was made for a thrifty $25 million, there are big profits in the franchise. The only obligation for the screenwriters going forward is to come up with a new catastrophe. What would it be this time? A stock-market crash? A Thanksgiving Day Kmart trampling? The explosion of a movie theater where the feature attraction is a Final Destination movie? Nothing so imaginative: just a race-car crash and stadium collapse with multiple, gruesome fatalities...