In an era when just about everyone has a Facebook page, why did President Barack Obama, the Ford Motor Co. and Ian Somerhalder turn to the same person to manage their online voices?
Oliver Luckett and his company, theAudience, are virtual producers, creating thousands of pieces of content per month: Facebook pages, videos, Twitter messages — just about anything with the potential to go viral.
Luckett says old models of communication have lost influence; building original, shareable content is now the most valuable way to connect with people. And he argues that the same principles apply whether you’re campaigning for leader of the free world or selling cars.
“I’m shocked that so much money is still spent on television," Luckett told Yahoo News during an interview at his offices in Los Angeles. “The online audience is your distribution now.”
In February, Cadillac received much attention, and some ridicule, for its TV commercial extolling the values of American consumer culture. LastRead More »from It's all in the share, and the buzz