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Holtz Communications + Technology

Shel Holtz
Communicating at the Intersection of Business and Technology
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Greenpeace learned its lesson well.

Back in March 2010, in response to YouTube’s removal of a Greenpeace-produced parody TV commercial, the advocacy organization launched a campaign against Nestle that ultimately forced the powerhouse consumer products company to seek a new source for its palm oil. Palm oil from non-rainforest sources is more expensive and Nestle was taking its time trying to find an…

At a recent conference, I heard a highly-respected (and respectable) PR professional argue that Twitter accounts should always—always—be a real person with a real-person avatar. Logo accounts, he said, shold be avoided.

It’s not the first time I’ve heard this argument. In Shel Israel‘s book, “Twitterville,” Department of Defense consultant Mark Drapeau is quoted (from a Mashable.com post) saying, “Twitter is about people sharing information with other people.…

On Wednesday, I was interviewed by Stacey Vanek-Smith, one of the correspondents for American Public Broadcasting’s “Marketplace.” The story covered the Downy fabric softener campaign to promote the product’s sleep-supporting qualities and, in particular, the social media dimensions of comedian Mike Birbiglio’s week of living in a New York Macy’s store window.

(My coverage of the Downy/Macy’s stunt is here; the comments are particularly…

Earlier today, I gave an interview to American Public Broadcasting’s business show, Marketplace, about the role of social media in marketing campaigns. (The transcript and episode are here.) The story (which I believe is running tomorrow) was prompted by reports that fabric softener Downy was launching an interactive campaign featuring comedian Mike Birbiglio.

There’s nothing particularly new about the stunt that underlies the…

Shel HoltzCountless articles and blog posts have been written listing ways to encourage employees to become brand ambassadors. A lot of companies already engage in many of these practices, but that doesn’t stop most employees from ranking among the company’s detractors. As I reported earlier this week, a Forrester study found the Net Promoter Score among information workers is a disheartening -23%.

The problem is…

UPDATE, 10/12/10: While The Gap has announced that it will scrap the new logo in the wake of online criticism, a survey of Gap customers revealed that 17% even knew the company had posted a new logo. For details, take a look at the eConsultancy post that raises the same question I did: Is the online reaction to a design…

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