#TheRules of Social Media: Not Everything Will Work—And That's Fine

The VP of Media at Twitter, Chloe Sladden, thinks brands should take risks and experiment with social media—and be willing to fail.

Social media isn't always about #winning—sometimes, it's about #learning from experiments and mistakes, too.

"Look at American Idol," says Twitter Media VP Chloe Sladden, who helps major media organizations leverage the power of the popular microblogging service every day.

"I think you saw a turning point this past spring, with American Idol, one of the biggest behemoths on air," Sladden says. "They were experimental, almost as a new reality show, hitting the air this year to try and figure out how to use Twitter to create better conversation."

The Idol team was willing to take risks and get creative—and that's fine by Sladden. "They had contestant handles on air to try to drive follows and closeness to the contestants. They had mad lib hashtags. A lot of it didn’t work but that didn’t scare them away."

According to Sladden, American Idol's foray into the Twitterverse—and its willingnesss to try something new—was a major moment for the social network and for television world.

"That's a huge shift in how networks and shows think about Twitter and audience engagement," the social TV maven says.

Learn more about tweeting for television on Twitter's website, and check out our crowdsourced guide: #TheRules of Social Media.

[Image: Flickr user Glenn]

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  • Connie Woodson

    To espound a little further on you insightful post,. In my opinion, brands don't quite know what to think of Social Media.  I mean...ROI's.  Frankly, there is and will be skepticism for many brand companies until Social media is permitted into the marketing arena, and proves itself [Social media] it can drive revenues, and there will be bumps along the way.  

  • Nik Souris

    This looks more like a "life jacket" toss to people on the "Titanic". AI is sinking period. BI: Brands need to stick to their core values and allow/empower that to permeate the social fabric.