Virgin America and Klout pick Toronto “influencers” for free flight
June 24, 2010 at 3:07 pm 26 comments
Klout has been taking over my Twitter feed for the past week. Everywhere I look, people are either announcing their Klout status, how they won a free flight to L.A. or San Francisco because of their influence, or pouting that Klout must have mistakenly forgotten about them/had technical difficulties when assessing their Klout or lack thereof.
For those of you unfamiliar with this promotion, Virgin America partnered with Klout to offer free return flights from Toronto to L.A. or San Francisco to influencers in the Toronto community between June 23 and August 23. Klout is an analytics service that tracks users retweets, @ replies, shared links, and overall reach and influence on Twitter.
Hello there, Green-Eyed Monster
I must admit, at first I felt a case of sour grapes coming on. After seeing dozens of people I follow, communicate with, and network with at Toronto events get invite after invite, I felt a bit left out that I didn’t receive an invitation. It was like not being asked to join the cool kids club. I was even more annoyed to see my Klout score is a measly 22, I’m influenced by no one, and influence no one, according to them. Now, I suppose I’m relatively new to being an “influencer.” I’m a student, a soon to be intern, and have a handful of great people I regularly engage with on Twitter. No, I don’t think I particularly deserve to win a free flight based on my “influence” or Twitter “reach”, but I started looking at profiles of people who had won flights and was baffled that certain people who had less than 500 followers, or who had a high number of followers but only followed a hundred or so people back were chosen as influencers. It made me wonder how exactly Klout is measuring true influence and reach. I know there’s a description on their website of how they measure, but it’s all kind of mumbo jumbo to me. As my friend and classmate Ginger Bertrand pointed out, the whole Virgin America-Klout free flight giveaway has a Mean Girls feel 
to it. Some third party application has reviewed your profile and decided you weren’t influential enough to qualify. I realize this thinking is a bit childish, but it reminds me of how parents and teachers used to say, “if you don’t have enough candy to share with the whole class, you shouldn’t be handing it out.”
Don’t get me wrong–I’m happy that certain people in the Toronto community got the recognition they deserved. People like @erin_bury, @clickflickca, @unmarketing, @jgombita to name a few definitely deserve to be identified as thought leaders, producers of great content and avid engagers with a number of people, and all of them certainly influence me on Twitter.
Brilliant Marketing?
Once I got past my initial sour grapes reaction, I decided that the promotion is actually quite brilliant. Virgin America is certainly an innovative airline with a heavy focus on using social media to promote their services. What better way to get more brand recognition than to hand out free flights to the most influential people in Toronto? I found it interesting that Virgin America does not require winners of this promotion to discuss it on Twitter. Some would argue it’s akin to sending bloggers free items in the hopes they will blog about them, but winners have no actual requirement to discuss the promotion. Of course, most winners ARE talking about it, because it’s a neat idea, it’s an ego-booster, and it’s a pretty cool strategy on Virgin America’s behalf.
Moving Forward
Everyone likes the idea of rewards. Consumers want to feel special, even it’s as little as a $1 off coupon for a Frappucino at Starbucks. We like to be rewarded for loyalty, and being rewarded for having a strong online presence is quite awesome. My only hope is that more companies follow Virgin America’s suit, and that they don’t forget about the little guys too. Plenty of my fellow classmates at Humber PR have just joined Twitter in January and have already amounted an impressive amount of followers, have created interesting conversations, and are keen on networking. I think that deserves to be recognized too!
I’d love to hear your thoughts on the Virgin America-Klout free flight promotion. Do you think it’s brilliant marketing, or merely a popularity contest? Were you one of the lucky winners, or do you feel like you should have been chosen?
Related Posts
Virgin America Offers Free Flight to Twitter Influencers
Virgin America Handing Out Free Flights to Those with Twitter ‘Influence’
Are Virgin America’s Free Flights a Good Social Media Strategy?
Influencers Fly Virgin America Free to Toronto
Entry filed under: consumers, HumberPR, marketing, Social Media, Uncategorized. Tags: Free flight promo, Klout, Social Media, Toronto influencers, Virgin America.
1.
Clickflick | June 24, 2010 at 3:24 pm
First off, Thanks for mentioning me as part of a distinguish group in your article with @erin_bury @unmarketing and @jgombita. That is thoughtful. For the promotion with Klout, no matter what the conversation is, if positive or negative it has been an effective campaign so far because it has been the talk online. This campaign is still in the beginning process because we need to see when selected users actually begin to blog the experience with Virgin by choice. I’ve always believed that something controversial always escalates conversation. This Klout promotion is a good example of this effect! Great post!
It should be interesting to see how this promo develops!
2.
erinbury | June 24, 2010 at 3:29 pm
Hey Jenna,
Great post. I have to admit that I wasn’t among the first batch of people who received the flights, and I definitely got a case of the green-eyed monster as well.
But when I looked up my Klout store I wasn’t surprised that I hadn’t received one – mine was only 34, compared to 77 for @unmarketing and above 50 for the always fabulous (and definitely influential) @casiestewart.
I pleaded my case on Twitter and lo and behold I had the coveted e-mail the next day. To be completely honest I don’t think the selection process had as much to do with scores as it did with perceived influence from a combination of scores, recommendations from people in the community, and chatter on Twitter.
There’s no doubt that this has gotten Virgin America a lot of buzz. But the area I think the campaign fails is a lack of exclusivity. If only 10 of the top influencers in the city got the flights – and they all had sky-high Klout scores – no one would be jealous or insulted, they would just say “well of course THEY got a flight, they have 20,000 followers.” And people still would have talked about it, especially the influencers they’re so clearly trying to reach.
It’s when they opened it up to a large group of people with disparate scores that people began to feel slighted – and rightfully so.
But in my opinion influence shouldn’t be based on solely followers, or the score a website gives you. Which is why some of the extremely underrated brilliant people in this community will never be deemed “influencers” despite influencing me on a daily basis.
That being said…I will definitely enjoy my flight to San Francisco in August
Erin
3.
Alina Kulesh | June 24, 2010 at 3:32 pm
What a well written blog post Jenna!
Thank you for such an informative and opinionated post. I do agree with you with regards to the popularity contest aspect of things –it is such a gray area though, don’t you think?
I do believe that what Klout is attempting to do is quite great, however they are far from perfecting their measure of influence. I do agree with you, once again, the marketing aspect of this campaign is better than great. Prior to this I had no idea who Klout or Virgin America really were. Now, I am more than aware and have promoted them selflessly to all my friends.
With regards to the popularity contest, I do feel that people who are using Twitter as a medium for social interacting, engagement, and as an info tool are already “influencers”. Therefore, everyone should get a ticket. (I’m only half joking).
Regardless, I am looking towards other Twitter + Brand opportunities in the future.
Keep up the great work Jenna!
4.
apetrigs | June 24, 2010 at 3:32 pm
Hi Jenna,
Great post. I too had an initial reaction of scepticism when I saw this promo unfolding on Twitter.
My issue is that I don’t feel Klout is clear on how the winners were chosen – they’re lacking some serious transparency. Did they decide everyone with a Klout score of over 60 should be chosen? Over 50? Over 40? And, though they do explain the basics behind how a Klout score is calculated, it still seems very vague. I totally understand keeping the algorithm private – you don’t want anyone gaming the system – but I think they need to give a clearer picture of how the score is calculated and how people can improve it.
In terms of brilliant marketing, I’m afraid I have to disagree with your point. I don’t think Virgin got the benefit on this one, but Klout sure did. I can only imagine how many people suddenly signed up for a Klout profile hoping they’d be chosen to win a flight in the next batch of invitations. The problem is once the party’s over and the invitations have run out, what’s the benefit of a user keeping a Klout profile? And, will it only spur a culture of “sour grapes” if your Klout score remains lower than some of your friends?
Virgin definitely got exposure on this one but I think they would have gotten it anyway because of their creative brand and unique flying experience.
Interesting promo, but needs some more thought if they hope to repeat it. Thanks for blogging your perspective!
5.
jennastothers | June 24, 2010 at 3:57 pm
Thanks for all the great comments!
@clickflickca- controversial topics do get the conversation flowing, and this Klout/Virgin America promo has definitely created a lot of buzz! I too am interested to see how the promotion develops, with all the winners blogging about their experiences on their return flights!
@erin_bury Hey Erin! I completely agree with your point about the lack of exclusivity–When I saw certain people’s “klout” is over 50, and they have thousands of followers, I completely understand why they were chosen. I think if Virgin/Klout had chosen only the top ten most influential everyone could agree they were all deserving of it, as opposed to people wondering, “well my klout is 42, and hers is 35 and she got chosen…” etc. Enjoy your flight, you deserve it
@alinakulesh Hi Alina, thanks for the kind words! I’m glad you enjoyed the post…I too am looking forward to seeing how companies will use Twitter for branding opportunities!
@apetrigs I completely agree re: the lack of transparency. Is there a cutoff number, like under 30 don’t receive invites, over 50, everyone does, etc. There are so many factors incorporated in how influential you are!
I understand your point about the marketing campaign–I definitely signed up for Klout after I heard about the contest, but I’m not sure how they plan to make money. I think this marketing campaign raised their awareness, and lots of people are eager to find ways to “measure” social media, online influence, etc.
6.
David Jones | June 24, 2010 at 4:05 pm
This was a lottery with a cool prize. It’ll be talked about it for a bit and then it will fade. Hiring you to identify 25 top business travelers on Twitter would probably go further to reaching an influential crowd than this contest does.
I’m sure there will be lots of people crowing about how this was a strategic use of social media to help launch Virgin America. I’ll give you novel, but not strategic.
7.
Clickflick | June 24, 2010 at 4:05 pm
I have this feeling that if Klout had to do this all over again they would do things differently. It’s part of the learning curve with the continuous evolving methods when it comes to the use of Social Media tools. I’m loving the comments just as much as the blog post here!
8.
Jacki | August 3, 2010 at 12:59 pm
I absolutely agree with that. This was – as far as I know – Klout’s first foray into this type of thing and there’s definitely a learning curve. Lots of controversy.
9.
jennastothers | June 24, 2010 at 4:29 pm
@ David Jones Hi there, thanks for your comment. I think the best part of this promotions campaign was to introduce the general public to Klout. A lot of people are familiar with Virgin America, but a select few are familiar with Klout (myself included). I love the way Virgin America turned to social media and targeted influencers from all walks of life–not just business travelers but influencers on fashion, food, tech, etc. who may not even travel much. This opened up Klout to a broader audience, which got people talking about both companies.
However, I see your point that targeting the top 25 business travelers would be a more effective way of getting at the bottom line–airline ticket sales for Virgin America.
@clickflickca me too! Keep ‘em coming
10.
Megan Berry | June 24, 2010 at 5:25 pm
Hey Jenna,
You mentioned you’d like more information about how influencers are chosen. We recently wrote a blog post on this subject – http://klout.com/blog/2010/06/how-we-find-top-influencers/ so feel free to take a look at that. Happy to receive any more feedback you have.
Thanks,
Megan
—-
Megan Berry
Marketing Manager, Klout
@meganberry
megan@klout.com
11.
jennastothers | June 25, 2010 at 1:36 pm
Hi Megan,
Thanks for the link…I read a bit about how Klout chose top influencers on your website as well, I think my main question revolves around the transparency of who was selected. Some of the great comments on this post pointed out that there was no consistent method of selecting who an influencer was. For example, does everyone with a Klout score of over 50 automatically get an invite? I’m not trying to be pessimistic about the promotion–I think it’s a great idea, but it’d be nice to have a clearer understanding of why people were chosen.
12.
Jacki | August 3, 2010 at 1:05 pm
Now correct me if I’m wrong, but this has a lot more to it than the Klout scores. Klout has a very complicated formula/metrics for defining certain people as possible influencers in certain categories. This promotion was about people who would likely accept the offer and possibly tweet about it to an audience that may trust their opinions on the matter.
I think Klout has a right to guard some of how they arrive at these decisions, since that is the unique service they offer (their calculation method).
One person may be offered a ‘sample’ for one promotion, but not for another because of what they talk about, what their followers talk about and what they most engage about online.
I’m looking forward to seeing what others promotions Klout is going to be involved with in the future. It will be interesting to see how it plays out.
13.
Sean Bailey | June 24, 2010 at 7:27 pm
Hi Jenne, great post! I’m pretty much in the same boat as you with this one.
I agree with Alina’s comment above that everyone using twitter to actively participate in conversations make them influential and therefore they should get tickets too.
I wouldn’t be remotely jealous if, like Erin and Dave said, they’d offered it to a select group (either top “influencers” or industry expers (ie business writers). But that jealousy caused a tonne of people to hop on the Klout bandwagon and check if they’re popular.
In terms of strategy for Klout it’s yet to be seen how good or bad it is. I know when I went to calculate my score, it said it would let me know if I qualified for this or other future offers by email. That message leads me to believe this is just the first of many contests Klout will have, and we’ll continue having this same kind of conversation for some time.
Again, great post Jenna (and great comments too)!
14.
jennastothers | June 25, 2010 at 1:43 pm
Thanks Sean! I noticed the message about “calculating your score to see if you qualify for future offers” which is reassuring that a) your Klout score is constantly being updated and b) that there will likely be other offers in the future
Oh absolutely–if only the top influencers got invites I would think “well of course, good for them,” but when you see dozens of people who don’t necessarily stand out as “influencers” it makes people a bit jealous and wondering why they weren’t chosen.
I’m looking forward to seeing what they come up with next!
15.
Judy Gombita | June 25, 2010 at 9:05 am
Jenna, I have the distinct sense that the blog post you ended up writing was significantly different than the one you had in mind when you woke up on Thursday morning. If I had any “influence” on that fact, it gives me immense satisfaction.
I like the way you are open to alternative view points. I like the way you keep researching. I like the way you synthesize information you are privy to, yet (in the end) still filter it through your own point of view. In my PRoust Questionnaire to the question, What skills and abilities do you think tomorrow’s PR leaders need?, I answered: Environmental scanning and critical thinking. Ergo, you get an A+ grade from me.
Thanks to @dough / Doug Haslam (who pointed out the ZDNet article on Google Buzz—underrated by many as a “curatorial resource” in my opinion), I got a better sense of what was going on in this initiative. It was my A-ha moment to realize that the real promotion was the introduction of new flight paths by Virgin America (Toronto to Los Angeles and/or San Francisco), as opposed to the definitive “influencer” analysis platform.
I actually think the mechanics of this partnership were pretty clever, as it was Klout that possessed the database of “registered” account members, including their email addresses that were drawn upon. Combine the database with the existing “influence” ranking (whether you agree with the criteria or end number or not) and I think you have a plausible pool of individuals from which they decided to sent invites.
I don’t believe it was a “lottery” (as was suggested), because I registered for a Klout account more than a year ago. And I registered with no expectation of being offered a free roundtrip flight down the road. I simply did it because I was interested in checking my account analysis. Note that I’ve also tested the Edelman social analytics tool. And note that it also produces a result that punches above what my Follower/Follow numbers would suggest.
Which brings me to the main area I disagree with you. For me, having a big pool of Followers should not qualify one for free things. Nor should being “friends” with the organizers of a promotion. (To the best of my knowledge I do not know a single person who works at either Klout or Virgin America.)
Based on the post that went up yesterday, I believe Klout is monitoring the conversation about this initiative. Which is good. (I see Klout has visited already and left a link, so I don’t need to do the same.)
So, if as is stated they analyzed the pool for “travellers” (btw, can Canadians get our second “l” back, please?) to send the invite I say I was a valid choice. Why?
1. Many people know that my account started life as a travel microblog (during my five weeks in Australia). Although it’s morphed into a regular, personal account, I still tweet about past travels and offer advice on places to stay and things to do in countries and places I’ve visited.
2. I’ve had “travel” listed as one of my Passions (in my Bio) for more than two years. And it is a passion.
3. I follow and am followed by a handful of travel accounts (@thetripchicks @travelwriticus for example).
4. (What people on Twitter might not know) I have several friends who are serious travellers, either spending five to six months abroad or taking multiple trips in any given year. None of them are on Twitter….
5. Klout says I’m a “Curator.” I like that.
For me, the real question is: How many of the people selected for the free trip WOULD have (or will) travel on Virgin America’s new flights if they have to pay….?
Cheers and keep blogging about these things my smart, young friend.
16.
jennastothers | June 25, 2010 at 2:36 pm
Hi Judy,
Thanks so much for your insightful comment and kind words! You are absolutely write–the post I ended up writing was a lot different than the one I had in mind, and that was in part due to the conversation we had on Twitter yesterday morning. After checking out the links you sent me, I realized it wasn’t so much of a popularity contest, it was more a promotion for Virgin America and the new flight path between Toronto and L.A./San Fran.
I agree that a large # of followers doesn’t necessarily make you an influencer. I’ve always thought quality over quantity on Twitter was the most important. That being said, I’m confused how someone with less than 500 followers receives the same invite as someone with over 2,000 who regularly engages with their audience. I suppose it’s like the above comments pointed out, it’s the lack of transparency in the selection of influencers that makes people wonder why they were or were not chosen. Perhaps that person with under 500 followers regularly engages with 90% of their following, who knows? In my experience, a lot of the “influencers” who influence me on Twitter have a large following simply because they do produce great content and are trustworthy sources.
Either way, I think the Klout/Virgin America promo was a neat idea that got people talking about both companies. I read the curator description–congratulations, it sounds like one of the best descriptions a twitterer could get!
You pose a good question…I’m not sure if the people selected for a free trip would have travelled on Virgin America’s new flights if they had to pay. But I think having free wi-fi on the plane will have these influencers blogging and tweeting about their experience, thus spreading the word about Virgin America, and depending on their experience, will likely buy flights from Virgin in the future.
17.
Judy Gombita | June 25, 2010 at 2:56 pm
If the person had REGISTERED an account with Klout earlier (i.e., pre-giveaway) and that person was known to tweet about travelling, what difference does it make if s/he had 500 or 5,000 followers? Maybe the bulk of his or her travelling friends aren’t on Twitter–similar to mine. You admitted to not having registered until you got excited (or perturbed) regarding the giveaway.
Have you read Chris Anderson’s The Long Tail? It’s all about reaching niche groups. Ergo, 500 followers + non-Twitter friends and acquaintances = a nice long-tail influencer for Virgin Airlines and determined via Klout. Just sayin’.
18.
jennastothers | June 25, 2010 at 3:12 pm
No, I haven’t read Chris Anderson’s The Long Tail but perhaps I should check it out! I certainly see that reaching niche groups is very important, but from my experience the majority of people who have received invites don’t fall under niche categories. They all vary, from tech/startups/PR/health/beauty and all seem to have diverse interests. If they were known to tweet exclusively about these subjects, then I would absolutely offer them an invite if I were Klout.
It’s just that to me, the whole process seems like it’s lacking a clear strategy for who is selected. Mind you, I suppose that doesn’t really matter in the grand scheme of things…it’s still an interesting promotion and Klout doesn’t have to reveal the requirements for choosing an influencer. I think it’s the ones who didn’t receive invites (like myself) who wonder (maybe out of jealousy?) the criteria for receiving an invite.
19.
Judy Gombita | June 25, 2010 at 3:19 pm
“They all vary, from tech/startups/PR/health/beauty and all seem to have diverse interests.”
Yes, and people from all walks of life travel, for business and pleasure. I know because I’ve met them–in airports, in street cafes at breakfast in European hotels.
I still don’t see why you think that someone who has 5,000 followers should *automatically* be given a free trip?
I was telling a frequent-traveller friend about this giveaway and the resulting kerfuffle. Indicated that some were thinking folks with big Followers were Influencers and should (basically) automatically be given a trip. The friend said, “Tell me some of the names of the influencers?” I rattled off about five or six “social media rock stars.”
Hadn’t heard of any of them. Particuarly not in regards to travelling…..
Again, I’m very GLAD that Virgin America and Klout have decided to extend the pool beyond The Usual Suspects social media fishbowl. And I would say that, even if I wasn’t in the extended pool.
20.
jennastothers | June 25, 2010 at 3:50 pm
I don’t think that someone with 5,000 followers should “automatically” be given a free trip…I just think if Klout is looking for top influencers in Toronto (and not just influencers in the travel industry, but influencers on tech/beauty/health), the top influencers tend to have 5,000 followers and upwards (ex. @unmarketing has nearly 60,000 followers and like Erin pointed out, there’s no way anyone could question the influence and reach he has on Twitter).
However, of course the # of followers doesn’t directly correlate to level of influence. Someone with 500 followers can certainly influence their followers, and are almost more likely to engage because they have a smaller pool of people to communicate with, making it easier to keep up conversation.
I don’t think the point of the Klout/Virgin America promo was to find the most influential people who were involved in the travel industry and would tell their travelling friends. I think the promo was designed to get the general public interested/made aware of both Virgin America and Klout, and let them know this new flight path existed. I don’t think it should matter if these influencers are “well-known” in the travel industry, it just matters that their followers will hear about their experience with Virgin America and want to book flights in the future.
21.
Judy Gombita | June 25, 2010 at 4:00 pm
Maybe I’m different.
When I see social media people getting a bunch of free stuff (or access) simply because they have a ton of followers, I get PO’d with that company/brand.
Particularly when they can’t prove a direct correlation between a social media person bragging (err, blogging) about their freebies and/or experience and PURCHASE or acceptance by the person’s followers or blog readers.
Jenna, can you tell me, in all honesty, that you’ve been influenced to make a purchase of a significant value (like a roundtrip flight) *simply because someone you follow on Twitter* (who has a lot of followers) told you to do so? (Like that obnoxious coffee machine giveaway that was flooding the twitterstreams earlier in the year–I heard the pre-packaged coffee is actually rather dreadful. And not environmentally friendly. Plus expensive.)
If yes, this makes social media “Influencers” sound like a scary science fiction film. Which isn’t my favourite genre, by the way.
Oh, have I mentioned that I haven’t accepted the trip, yet? And that I’m not even sure I will?
Anyhow, enough commenting by me, today.
Enjoy your weekend!
22.
jennastothers | June 25, 2010 at 4:28 pm
Oh, I agree, I find it annoying/slightly unethical when bloggers are given free products in the hopes they will blog about them. I guess it’s just one of those things you have to take with a grain of salt and realize not every review/product recommendation is unbiased and accurate.
And that’s part of the reason for my initial scepticism with the Klout promotion–it would make the most sense to me if they targeted influential, well-known people who are passionate about travelling, as opposed to anyone on Twitter with influence on any given topic. That said, I can understand their approach to build awareness of both companies by appealing to a larger audience. Quite a few people on Twitter mentioned they had never heard of Klout, or didn’t realize Virgin America flew from Toronto to California before this promotion.
I can honestly say I haven’t been influenced to make a large scale purchase based on influential people from Twitter. Sure, I take in their restaurant/shopping/movie recommendations but don’t rely on them. However, occasionally them talking about a company opens my eyes up to the brand. For example, I’d never heard of Porter airlines until lots of people on Twitter started talking about how great the service was. But a perfect example is the Tassimo giveaway (I laughed out loud when I saw your comment on that). It made me aware of the product, but I knew that I’m not the type to buy a coffee maker than makes instant coffee pod by pod. Yet so many “influencers” on Twitter raved about the product!
Just wondering why you’re thinking of not accepting the trip? Is it because of the way it was offered to you?
Either way, I appreciate your comments, they’ve definitely made me think!
Have a great weekend as well
23. Breanna Hughes - Klout: Double Standard for Influence? | July 1, 2010 at 11:36 am
[...] a program in which they feel they are partially responsible for their friend winning. I even read one post which referred to the program as feeling like “high school” and “Mean [...]
24.
Lauren | July 13, 2010 at 8:32 pm
Fantastic post! Just stumbled upon this right now…
I must admit that even though I’m a total n00b to Toronto, I was a bit jealous to see all of these awesome people in my network scoring free flights to San Fran – especially those with Klout scores lower than mine! What gives, Virgin? lol.
Very well written post though. You’re so so so right about the brilliance of this campaign. Exclusivity sells. It’s that intagible cool factor Branson has been mastering since… whenever the heck he started doing his Richard Bransony thing. Most of what I know about Branson I learned though the Simpsons (“Arthur Fortune”), but I’ve been told in class that he’s pretty much the king of self-branding.
25.
jennastothers | July 13, 2010 at 11:51 pm
Thanks for your comment Lauren! I have to admit…I first learned about Richard Branson from the Simpsons as well! He certainly knows how to create buzz and successful branding, and although some people don’t like the idea behind the Virgin America/Klout campaign, at the very least it got people talking about both brands!
26.
How we consume should be changing how we advertise. Is it? « Marenated | September 7, 2010 at 2:19 pm
[...] – Ping! Okay, so it’s actually a pretty cool name. I’d love it if a entertainment network “pinged” me when a new show or artist or movie that I might like came out. Or like Klout did (sort of) invite me to a premiere or something similar. It’s what PR folks for resorts and hotels do, they get travel bloggers to try out their “products” and blog, tweet, or otherwise discuss their experience. So, artists and those who represent them, should…do that. [...]