Did Twitter Kill the Video Star?

Today’s post comes from Jenni Izzo, a Drexel University graduate turned Central Florida PR professional with a social media obsession. Follow her at @jenniizzo.

It appears that MTV’s attempt at reviving itself with a Twitter Jockey (an updated version of a VJ) has fallen short. After a month of Twitter-focused challenges to find the most appropriate individual for the job (measured by MTV’s own TweetLevel), the network announced the top five contestants in their “Follow Me: The Search for MTV’s First TJ” competition – and people are angry.

See, for the duration of the competition, MTV kept an up-to-the-minute contestant ranking by measuring influence, popularity, engagement and trust. In addition to these metrics, anyone could vote for their favorite via MTV and American Express’ MTVTJ Facebook page. When voting closed, the top five were listed publicly – as they had been throughout the competition – but when the announcement was made on Friday, several of the original top five were noticeably absent.

A quick search of “@MTVTJ” shows that people aren’t just voicing their complaints – they want answers. With more than ten Twitter accounts, MTV is notoriously chatty, but they’ve remained completely silent on the topic.

The way the situation is currently being handled is only making things worse – MTV and American Express are deleting the negative Facebook comments.

It’s been almost a week now, and the competition’s blog, Facebook and Twitter have not been used to confront the complaints. In a world where we are all still navigating the slippery slope that is social media, what will MTV and American Express’ (lack of) reaction mean for their image? Social media is a two-sided conversation, and you can’t expect to talk, talk, talk, then stay silent when people ask for answers.

What are your thoughts? Has MTV put the nail in its own coffin? Will this case join Southwest in the Twitter history books – or is it merely a one hit wonder?

Comments

  • July 28, 2010

    Don’t get me wrong I like MTV, I don’t really use American Express but I hope they recover. But I think it is just awesome when big brands think they have social media all figured out only to fall on their face. It just goes to show anyone, big or small business, is able to compete on this platform. The wins and losses come the same way.

  • July 28, 2010

    just makes the whole thing look rigged..if they know who they want..fine..but why have a contest? with points etc? ..it makes us all feel like we wasted our time with #mtv …again…
    xoxo

  • July 30, 2010

    MTV and American Express are like many big companies. They’re thinking social media is about advertising.

    Social Media to me is about building a relationship. The big companies that are successful are building conversations, not just talking.

  • August 4, 2010

    Some dinosaurs who probably run everything from behind a board of directors, are very much trapped in the 70’s. This is unfortunate for some brand names.
    I wonder, do they have PR or communications departments at all? or do they keep firing people with good ideas in those departments?

    Well, guess it’s true: you get what you give. (So probably MTV and AE deserved it – big FAIL! )

  • August 8, 2010

    This is a good question but if you will analyze it well MTV doesn’t have any chance in this battle. The main reason is that , Twitter can survive and maintain its rating without MTV. But MTV may survive without Twitter but their ratings would not be stable because they cannot tweet anymore. Twitter can be independent and never count on any other type of medium. While for MTV, if they have some issues or new releases, tweeting it is a big help. So MTV doesn’t really have a chance but to run with the flow.

    This is a great discussion! Keep it up!

    Alex

  • August 27, 2010

    These is one of the great information which you can share with us. In these there are so many advance facility will be available it into them. Twitter can be independent and never count on any other type of medium. While for MTV, if they have some issues or new releases, tweeting it is a big help. So MTV doesn’t really have a chance but to run with the flow.

  • January 5, 2011

    Totally agree with alex in this battle MTV has no chance.

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