Re-tweet this. Do it now, and who knows, maybe I can become the voice of a generation!
This is a message that countless tweeters are spreading around to their followers as you read this. Why? They all want to become MTV’s first Twitter Jockey. Here’s the lowdown on MTV’s latest campaign. The draw? A six-figure salary and a chance to become a celebrity. Only the most worthy and social media-savvy stand a chance. So again, RE-TWEET THIS!
(I stand no chance of winning, but that doesn’t bother me. I’m more concerned with the implications of MTV’s actions.)
The Growth of Gen Y
Just as past generations have borne witness to births of the Disc Jockey (radio deejays) and the Video Jockey (television Veejays), Generation Y now gets to revel in the creation of the ingeniously-titled “TJ”. This marks yet another turning point in the modern social media revolution–a revolution that has seen online networking become the dominant model of communication technology. Facebook has over 400 million users. Twitter has over 100 million users. It’s safe to say that the time for the TJ has come.
Textbook Personal Branding
MTV made a smart PR move with this “search for the TJ” campaign. It’s simple: in allowing its fans and viewers to choose the final two participants from the existing Twitter network, they have drummed up an unbelievable amount of buzz surrounding the MTV brand. The company, a long-standing hub of pop culture and entertainment, has moved away from its original Music video/News Source model and towards reality television content. The network’s actions have raised many concerns, but the shift in content has undoubtedly shown MTV’s willingness to respond to popular demand. The TJ is the latest example.
Attack the Target Audience!
Say what you will about MTV’s content, but one thing is undeniable: MTV knows its viewer base. And that’s a crucial component of successful personal branding: knowing your target audience! What’s the best way for MTV to enhance their brand? Easy: tap into the social media outlets that their target demographic uses in order to draw attention. So they use Generation Y’s Twitter, Facebook and Internet forums to build up buzz about the dream Twitter Jockey job. In doing so, MTV is successfully tapping into its target audience–the young, technology-savvy generation of social media users.
A Star Is Born
Once the campaign finishes and MTV makes its selection, the Twitter Jockey will likely become a pop culture fixture. The Twitter network is what allows everything to blow up now, and MTV’s personal TJ will only help increase hype and buzz around the latest popular happenings–all under the MTV brand name. In addition to keeping viewers and followers informed, the TJ gets to mingle first-hand with celebrities. He or she will attend exclusive premieres, award shows and be granted full access to all the biggest functions in the entertainment industry. Sounds famous…
MTV’s Challenge
By building up this Twitter Jockey, MTV is essentially creating a celebrity. Soon enough, the TJ will be the voice of MTV, and indirectly the voice of this larger social media generation. So they must make a smart choice.
It’s not about who Tweets the most, or who has the most followers. Social media activity does play a key role in deciding who will become the first official MTV TJ, but this decision cannot be based entirely on a candidate’s online reputation. Because this person will be a leading voice in the pop culture sphere, he or she must be a vibrant, marketable PERSONALITY.
Really, MTV’s next Twitter Jockey must have–you guessed it–a thrilling PERSONAL BRAND!
This person needs to have a shtick, a catchphrase, the wacky quirks–all of the requisite characteristics of a pop culture icon. I want my information coming from someone that draws my attention and fascinates me! This can’t be some nerd that sits at a computer all day. (Irony?) If MTV is to create a celebrity and grow its personal brand, then it must choose wisely. The future of all future TJs depends on it!
(And please, MTV, think of a new name. “TJ” isn’t cutting it.)
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Alex Haederle is the chief blog editor for Brand-Yourself.com. A music journalist and social media critic, Alex also studies Television, Radio & Film and Political Science at Syracuse University.
