To kick off the work week Twitter was all abuzz with news that Pizza Hut wanted to hire a summer intern to man their Twitter account. The story even made the New York Times. I really don't know what made me roll my eyes more, that the NY Times gave this obvious PR Stunt credibility or that the Vice President for marketing communications at Pizza Hut (Bob Kraut), actually stated "The successful applicant will speak fluent OMG and LOL and correctly use the terms DM (direct message), RT (retweet) and # (hashtag)." to make himself sound cool and hip.
For the record, if you tweeted DM it wouldn't work on Twitter, it's "D" for direct message, let alone they left out knowing how to reply to twitterers with the "@" symbol.
Tom Martin, who writes at Positive Disruption asked if this "Twiternship" was Ethical, its a very interesting look at the situation and a very thought provoking piece if you into marketing, PR and social media. It kept me coming back to even more questions, beyond asking if this was just a PR Stunt to draw people away from the Domino's video fiasco.
You Seriously Want an Intern Handling Your International Brand on an International Stage?
Pizza Hut is not just a national brand, but an international one. Twitter isn't just a U.S. based tool, its a world wide tool. Now, stop and think. Would any company be crazy enough to let an intern who doesn't know the inner workings of their global brand (carefully crafted messaging they've spent millions on) plan, prepare, run and speak at an international press event that launches your brand on an international stage?