Twitter Hijacking: @LACMA Taken Over by Rainn Wilson
If you happened to be on Twitter this weekend and follow the Los Angeles County Museum of Art (@LACMA) you may have thought their account was compromised – and you’d be correct. With tweets stating such things as, “My new sculpture is displayed in the 2nd floor men’s room. It’s made of feces & shaped like a big poo. #Rainn,” it’s hard to imagine that the institution’s director gave the thumbs up on a free-for-all of tweets. However, there was a method to the (sometimes disgusting) madness. It was actor, Rainn Wilson’s turn to take over the Museum’s Twitter account for the weekend as part of “Cell Phone Stories,” a summer-long “series of narratives and essays circulated exclusively via mobile phone technology.”
As a new initiative for LACMA, the series is overseen by artist, Steve Fagin. Wilson is among the list of writers, fashion designers, artists and critics all scheduled through September 6 to mix things up on Twitter. Though Wilson’s specific series was titled “I Hate LACMA” and his tweets offered a list of reasons to never go to LACMA, he happens to be a member of the Museum and has spoken highly of the institution. He also happens to be a major player in the Twittersphere, with almost 2 million followers on his own account. While I can respect an institution that doesn’t take itself too seriously, I’m still a bit baffled at how his tweets would lead to foot traffic. I suppose if anything, Fagin must have been optimistic about a new set of eyes and followers carrying over from Wilson’s to LACMA’s account.
If I were to plan a Twitter hijacking for one of my clients, here are the items I’d check before approving:
1) Audience: who are my donors, supporters and greatest demographic? Will an initiative such as this lead to quality content my current followers will appreciate?
2) Sample tweets from appointed “guest” tweeters: There needs to be some control over the content and the director should probably be aware of what to expect, both from the guest tweeting and the reaction of the brand’s current followers. Art writer for the popular blog Modern Art Notes, Tyler Green, put this stunt on the worst idea of the weekend, saying LACMA should have pulled the plug early on.
3) Goals for an initiative such as a Twitter Hijacking: Is LACMA looking to stir things up and create controversy to gain publicity? Are they trying to drive foot traffic and sales? As noted in any other social media guides we’ve provided, always have a clear idea of your goals and objectives.
Do you think LACMA’s onto something allowing guest tweeters to take over their account? Or do you think, even with an increase in followers and interactions, that this may hurt the institution’s reputation over time?
Love the idea, it’s like a funny “roast”, and love that they let go of the control and had the guts to not pull the plug. The result is controversy that wouldn’t exist any other way, and that is obviously leading to blog posts and other publicity, which can only lead to foot traffic of some sort.
Anyone offended will be offended by something else tomorrow and forget about it, and those that find it awesome and memorable will seek out the museum down the road someday.
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I guess it just depends if you view this project exclusively as a form of social marketing or as a form of art. I tend to view it as the latter, with LACMA turning their twitter account into a blank canvas with guests’ words acting as paint.
As with most great forms of art, Wilson’s tweets have created controversy. Although some/most may not be in favor of his comments, should they be censored? If this was a normal business or corporation I believe you are correct in your opinion of censorship and guidance of the tweets. However to me, this case may be an exception as the client is a museum.
Do I believe that the content published will drive foot traffic on its own? Probably not, but I also do not believe a museum should display any piece of art for foot traffic alone, nor should a museum act as a police authority.
I believe this new initiative by LACMA will rightfully give-off the impression that the museum embraces new forms of art as our culture further embraces technology. Also, how accurate a picture would the “cell phone stories” be if they were absent of crude and inappropriate texts?
Anyway, what a great topic to discuss, Katy. I’m interested in hearing other peoples’ viewpoints.
Wow, if I was a donor or member of that museum, I would be pretty shocked to see those kind of comments proliferating across the web.
I think that there is a lot of merit to having guest tweeters, and allow them to use their own personal style, but there definitely needs to be some oversight and some understanding between the guest tweeter and the organization.
Thank you Ross and both Robs for your feedback. It’s easy for me to view this initiative in the eyes of a publicist, looking to protect a brand’s reputation. There’s a fine line between stirring up controversy to get people talking and maintaining a balance for current supporters and donors.
Ross, I particularly like how you worded it saying the Twitter feed became a blank canvas. I have to admit that I never viewed it that way and it is appropriate for a Museum to provide a new facet of art to their varied followers. It will be interesting to see what happens to all the tweets from The Cell Phone Stories – will they be documented and displayed or just a passing form of commentary from notable guest tweeters? I look forward to seeing what LACMA does following the series.
Rob (Freeman), it seems that you share the same thought process as I, preparing for followers of the account to be “shocked.” I suppose it helps that when Rainn was tweeting, he used the hashtag, #Rainn notifying followers that he was running the show for the time being. I really do think that Ross makes a good point that the account became a work in progress. Whether or not all followers are interested in that particular piece is up for debate.
DowntownRob, you are so right saying people will always find something else to be offended by. I don’t doubt that LACMA received plenty of followers just because Rainn was making the tweets, but I have to wonder if they lost any supporters due to some of the tweets. Those of us that are intrigued by the bold move probably do find the series funny and will tune in and check back to see the tweets. It just wouldn’t be a recommendation I’d make to some of my clients without knowing what I was getting into. Then again, Rainn’s tweets from @LACMA are pretty consistent with his own.
Thanks again for sharing! It’s always fun to hear what others think.
If it lost supporters due to one guy taking over Twitter for a bit, I’d say they aren’t real supporters anyway. Those that are that conservative probably aren’t on Twitter, and while wouldn’t agree with the move, probably derive other benefits worth their investment and wouldn’t let something like that derail it.
I believe that being real and authentic is the primary concern when engaging with people, and it was pretty funny letting loose of the reins for a bit, it was raw and real, which makes me appreciate their efforts even more.
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