Go to the front page of Pizza Hut and you’ll see this advertisement – they’re looking for a Twintern, someone who is being paid to Twitter for them. I’m pretty sure this is the first time a temp job has been advertised on the front page of Pizza Hut, but this is not just an job ad* it’s a marketing tactic in its own right.
The job itself if pretty straightforward. Attend relevant events and twitter about them. Monitor the service and other social media outlets and report on the activity and sentiment. Plenty of agencies offer this service and enough companies are using it. However, the clever thing is turning the ad into a PR-able event. How many other low-paid short term internships make the New York Times
The Twintern must also play social-media defense, monitoring Twitter for any mentions of the brand and alerting superiors whenever anything negative about the Hut is being said. (Applicants should study last week’s YouTube gross-out video posted by Domino’s employees, which was quickly passed around Twitter, to understand why.) The successful applicant will speak fluent OMG and LOL and correctly use the terms DM (direct message), RT (retweet) and # (hashtag).
The job ad is a little more restrained. They’re taking it far more seriously:
Candidates should be a junior or senior studying for a B.A. or B.S., preferably with specialization in marketing, journalism, communications, public relations or a related course study. Demonstrated knowledge of social media is a must. Selected applicants will be required to submit a portfolio of social media know-how.
They’ve tapped into the social media theme, the Twitter zeitgeist, the Domino’s pizza incident and wrapped it all up into a package that interests reporters. Brilliant PR. So far, so good. But the proof is in the pudding as they say – how are they going to be using this person and what is the long term role of social media within the company?
*it’s an M&S ad job! (Sorry but the Marks and Spencers slogan does stick in the head)
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