Has Twitter killed the media star?

September 6, 2013

"Our social media strategy was having a real and immediate impact in terms of engaging policy makers with the index. We had carefully targeted key influencers on Twitter and key bloggers...In none of these cases could we find any obvious link to traditional media. There had been no Canadian press release, Dutch or Irish media coverage. It was Oxfam's strategic advisor Duncan Green's influential blog post, and retweets from key development and nutrition influencers such as...Action Against Hunger...that had really stirred things up. The top five tweets and retweets alone received more than 134,000 potential impressions. The most popular content was the infographic, swiftly followed by our animation, which was watched a thousand times in just a few days. Weeks later, the reverberations continue."