A porn star, a stolen Escalade, and the power of social media
When a popular adult-film actress mentions your brand in a tweet to her 57,000 followers, how will you respond? You might want to follow LoJack’s example.
Naturally, she was fired up about the incident. So she tweeted about it.
STOLEN WHITE ESCALADE in DFW area CA PLATES THAT READ: WICKEDSMy daugter’s car seat is in back and my BF’s drums. CALL 911! Please RT!!!!!
— Stormy Daniels (@StormyDaniels) June 1, 2012
At this point I should mention that Stormy Daniels is an adult-film star, a rather successful one with more than 57,000 Twitter followers. Her stolen car and the tweeting she did to find it are an unlikely example of the power of social media monitoring.
In one of Stormy’s many tweets about the stolen car that day, she mentioned that her Escalade is equipped with OnStar as well as the vehicle recovery device LoJack. At the LoJack Corporation in Massachusetts, that mention pinged the communication staff’s social media monitoring platform.
“We have feeds associated with key words and phrases,” said Jeremy Warnick, the corporate communications manager at LoJack. “In this particular case, I saw a tweet about ‘LoJack’ and ‘a stolen car.'”
To engage or not to engage
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