Twitter has, amongst other things, developed into a great way for the public to keep tabs on what their favourite stars are up to – how filming is going on the latest movie, when their favourite band is playing next, and whether that television series has been picked up for another season. The service is a boon to the brands of personality, but to the great chagrin of marketing departments around the world. Details are often kept from the public en masse until they can be released as part of a big marketing push when that film is about to hit the theatres or the television show aired.
One notable leak from Armando Iannucci for example gave the public notice that the critically acclaimed political sitcom The Thick Of It was returning well before the BBC marketing machine was ready to make the push. On occasion this can work well for media companies as the leaks can slowly build up momentum, but if the leaks happen and there are no details to back them up someone is often left looking stupid and ill prepared, and the marketing push may stutter.
The BBC has long had a social media policy for staff when writing representing the corporation and does seem to have that under control, but the “talent” are not restrained by these rules. Their personal use of Twitter is often guided by their agents and publicists attempting to promote their personality online, but the BBC is discussing adding clauses about social media to their contracts. It is these leaks of information that are the reason many people follow their favourite stars, not their preference of breakfast cereal, and if these changes to contracts are pushed through people will be finding stars a lot less interesting.
[via The Guardian]