My Plea To Mashable: What Is Your Twilight Connection???

June 7th, 2010 by

I don’t hide the fact that I’m a fan of the Twilight Saga.  I have read all the books, saw the first two films at their midnight showing on their opening nights (And have my tickets for the midnight release of Eclipse), partnered to launch a Twilight Fansite, and have done a number of Twilight posts over the years.  So when I saw that one of my favorite Social Media sites, Mashable, started covering random Twilight news I was intrigued.

In the beginning it made sense.  Their first post covered the story of how the New Moon trailer leaked on the web, which I guess to a degree is news relevant enough since it was a huge social media hit and the studios tried to cover it up.  Then they had a live video chat with Twilight stars Peter Facinelli and Billy Burke about social media, again relevant since it was meant to be a social media interview.  Those of us who attended the event might recall the poor audio quality, choppy video and masses of teenage girls that flooded the room with no interest in social media.  And every month or so since then the Twilight stories have continued to roll in.

In each instance there is some sort of social media tie in.  They either cover a twitter reaction, Myspace premier, YouTube video, or other loose tie in, but the fact of the matter is Twilight is the only pop culture phenomenon that really gets this sort of attention on Mashable.  I made a comment to Mashable on Twitter in late in April asking them what their connection was to Twilight, but never got a response.  And my buddy Danny Brown left a comment on a recent post on Mashable about release of the Twilight Saga: Eclipse trailer simply asking, “And this is social media…. how?” Which has left me to believe that I’m not the only one out there thinking it’s a bit odd that Mashable has given the series so much love.

At first I thought maybe it was a specific author writing all of the posts and perhaps they were fans of the Twilight series, but as I dug a little deeper I found that the social media giant has been generating content about the films from a variety of writers; Ben Parr, Jennifer Van Grove, Barb Dybwad, Christina Warren, Adam Ostrow, and a handful of others.  I never pinned Parr or Ostrow as Twilight fans, but then again most people don’t pin me as one either, so what do I know?  The regular Twilight news just doesn’t seem to make sense.  It’s not as though Twilight is doing anything new or innovative with social media, so what makes it so newsworthy to the Mashable staff?

This is my plea to you Mashable…What is your connection to the Twilight Saga movies?  I know I’m just a lone blogger and a search and social addict, but I would love to know what it is about Twilight that dazzles you.  How did the Twilight Saga inject itself into your editorial calendar?  Do you have some sort of marketing tie in with Summit Entertainment?  Are your staffers a huge group of Twi-hards?  Are the posts an easy piece of link bait because they have the word “Twilight” in them? I’d love to know, and based on some comments I am reading on some of your past Twilight posts so do a lot of other Mashable readers.

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4 Responses to “My Plea To Mashable: What Is Your Twilight Connection???”

  1. “Are the posts an easy piece of link bait because they have the word “Twilight” in them?”

    Bingo! It’s an easy way to get a creepload of traffic and expand their reach as well as make some extra cash. Same reason TechCrunch would post things it knows darn well it shouldn’t. That’s my vote, anyway.

    • Mike Wilton says:

      Angie, there is a huge part of me that feels the same way, but what’s strange about it is how many of the people in that audience really account for Mashable readers? If you consider the interviews with Billy Burke and Peter Facinelli I mentioned, it was a disaster. I think Mashable was trying to have a legitimate interview with the actors about social media, but it was overrun by starstruck teens that had the hots for the actors. Clearly, not the Mashable crowd.

      Furthermore, tons of regular readers seem to complain about the posts and don’t really understand the tie in. Again, everything is loosley related to social media, something appears on Myspace, YouTube, twitter, etc. None of which is anything ground breaking or innovative. So again, what is the big deal? Are they really gaining that much from penetrating the Twilight fanbase with random posts? Just seems like an odd market to target.

  2. […] This post was mentioned on Twitter by Mike Wilton, Angie Nikoleychuk. Angie Nikoleychuk said: My Plea To Mashable: What Is Your Twilight Connection??? http://bit.ly/dpFaGR […]

  3. Mike,

    It’s virtually imposible to say without getting a good look at the numbers, but I don’t know if it’s really so far fetched. I mean, Twilight fans have to be in about what age range? 16-35? That crowd has to be one of the most technically loving groups. They’re updating Facebook, Twitter, etc. They’re playing on iPhones and other doohickies I haven’t listed off. And to me, that seems to play right into Mashable’s hands. The blog has been making a sharp turn towards modern culture with an emphasis on tech. In other words, for me, they’re starting to look more like a mix of Entertainment and a tech tabloid rather than a TechCrunch look alike.

    Also, without the numbers, it’s really nothing more than a stab in the dark (no pun intended), but I would think they’re gaining or attracting more traffic than there is reader complaints (the mob mentality is something else to consider here…many will complain cuz it’s the cool thing of the moment and continue to visit after). So, with that in mind, I doubt they’d care much.

    They put out what? Like 20 a day? One crap post that drives unrelated traffic but boosts ad revenue might not be so bad.

    On the other hand, you could very easily be right. Maybe they’re just taking wild stabs in the dark with no real plan or purpose in place?

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