Why Social Media Matters

Social media still faces some adversaries, and many will still ask “why social media matters.” So let's say I'm trying to convince a company that a 10% investment of their budget in social media is a prudent one. What reasons could win over any skeptics, and defend my position?

1. Social media creates relationships and brand evangelists.

By being able to reach consumers exactly when then need you, that excellent service can create brand evangelists that will promote your brand organically. Instead of broadcasting a message, consumers ca interact and create conversations. “Social media is the interactive, ongoing conversation you (or your brand) is having with your customers.” - Jason VanLue, FiveSeven Studios

More:

Carnival Case

2. Immediate crisis management at the source. Social media allows companies to become aware of crisis situations quickly. It is possible to respond directly to the source of the problem and deal with it before it escalates. Without a social media presence you cannot respond to social media threats and crises.

More:

Digital Crisis Management

Five Steps for Recovering from an Online Reputation Crisis

3. Development through crowd-sourcing. Social media networks are comprised of a variety of different people with many different talents. By crowd-sourcing creative tasks, you can cut costs and increase the variety of ideas. Crowd-sourced development can be administered through contests, where the prize is much cheaper than the cost of in-house development.

More:

Example: Victors and Spoils

Where Customers Submit, Discuss, and Vote, Ideas : "My Starbucks Ideas"

Slide Show: Developing a Corporate Listening Grid

Developing a Corporate Listening Grid

View more presentations from Marc Meyer.

4. Create Sales Social media reaches consumers directly at their point of need. It can create awareness of your product and customer service. Happy customers can serve as positive referrals for your product or service, and add 3^rd party credibility.

More: Best Fits for Social Media in the Sales Cycle

5. Research from the target, unfiltered. Social media provides listening posts for companies to listen to what consumers are saying about their brand. Influencers can be pointed out by the amount of friends, followers, or subscribers that are listening to them to discover who can be utilized to effectively reach the target.

More: 50 Ways to Use Social Media

And there are many more resources to continue learning and developing social media practices:

ChrisBrogan.com
EdwardBoches.com
Mashable.com

Four Months of Social Media: So What?

My semester at Emerson is coming to a close. With only one more semester before graduation, it has suddenly hit me with the realization that I really must ration my time well. After this semester enrolled in a social media, I feel that I have spent my valuable time left in school well. By creating a blog I was able to merge my passions of video games and marketing. I tried to deliver relevant information for developers who may have no budget for marketing, but the time they have to spend. With no budget, left with just our ideas and social media skills, throughout the semester we developed social media plans for real clients who assigned us real tasks, like DoInk, 8Minute Dating, Nokia, and Cisco for Flip Video. Through my experiences, such as optimizing my LinkedIn account, I was able to develop my knowledge of social media and how to utilize it best. Be it through Twitter, Facebook, blogging, or any other means, I gained valuable experience in creating traffic and excitement on social media. Taking the experience from these assignments, I tried to relate the power of social media to the video games industry with blog highlights such as:

Spreading the Infection of Left 4 Dead 2 via Social Media
These social media options certainly would not require a 25 million dollar budget, and inject a little more excitement into the game's launch than just a sea of billboards.

6 Facebook Tips for Indie Video Game Developers
More than 10 million users become fans of Pages each day, and some of them will want your product. That's more than twice the population of Norway.

Harnessing the Internet
Underneath the appearance of organization the websites and networks we build, the internet is in a state on anarchy.



Now at the end of the semester, I've tried to answer “why social media matters” in 140 characters or fewer:
Beyond those 140 characters, social media matters, especially to indie video game developers, because the only investment you absolutely need is time. With that time developers can use social media to develop relationships with their fans. They can easily track what's being said about them, and personally react to any situation or opportunity. Social media can get indie developers noticed, whether that be through @replying a key industry figure on Twitter, or linking other websites and blogs through their development blogs. It can give the little guy a big voice. Ideally, through all of these experiences and assignments, I would like to be able to give an indie developer, or brand I love in video games, a voice with what I have learned. With my passion for the industry and the knowledge and experience I have gained, I feel I could now truly make an impact on the social media presence of an IP or developer.

Brogan and Boches: Head to head and side by side

These two men, Chris Brogan and Edward Boches, are what many consider to be the faces of social media. That is, of course, if social media has a face, and a blog, and could ever be represented by any two people. Thought-leaders in the social space, Brogan and Boches offer their insights, day after day through their competing blogs. Competing for their readers' time, maybe, but these two blogs are written, and present their thoughts in very different manners. Both offer insightful opinions on social media and marketing as a whole, but you would never be wasting your time to read both. The experience for each is entirely different. They teach lessons the Facebook page for my social media class, “Why Social Media Matters,” can learn from to better our experience.

Brogan's blog entries seem to serve as general educational topics. Entries usually aren't laden with examples to back himself up. He is offering his very professional and respected opinion to help his readers understand and utilize social media. He's treating the blog as part social media, as it is, and not just a bulletin board, by constantly asking for feedback from his readers. The blog's goal is to “educate people on the use of social business communication” according to Brogan, whom I asked through his Twitter handle, @chrisbrogan. While there aren't always sources, his position and extensive knowledge seats him in a chair of credibility. Outside of the entry itself, comments are extremely important, and interaction is rampant between the readers. He gives the opportunity to, in a very succinct reading experience, digest his thoughts, and offer your own back to the community, whether you agree or not.

Boche's blog is a whole other beast. When I say beast, I mean that there is a lot of meat in an Edward Boches entry. Utilized in almost every entry are examples backing his arguments and opinion, as well as sources that offer what he is presenting another layer of credibility. When I look at Boches blog, I see what you would email that stubborn CMO that doesn't believe in social media. Fattened up by examples, numbers, and credible sources, Boches writes brief, essay-like entries. His “type A” personality shines through, with as many hyperlinked keywords and sources as he can, before the screen turns completely red (from hyperlinks, nothing sinister). While a bit heavier than Brogan's entries, his ideas and opinions are concrete.

As I said before, Boches' blog you could send to a non-believer of social media to show what is being done, and also get examples from a strong source concerning trends for yourself. Brogan is there to help you help yourself to help the community; education is the key. If one had to be doing a better job than another, and it's tough for me to say as they operate with separate styles and goals, Boches entries and constant responses to his readers do a great job of interacting with his community while supplying them with the means to act as a social media practitioner and advocate. For anyone operating in social media, or considering it, both are goldmines of insight and advice.

Exploring the Visuals of Social Media

There is one de-facto king of internet video. Youtube. You would have been shocked to see any other answer. That's how solidified Youtube's position is when it comes to a video based social network. But that doesn't mean Youtube is the best place for all videos. Perhaps the community is so large that the people you want to view your videos aren't getting to it. That is where Youtube's competitors step in.

One such competitor is Vimeo.com. Vimeo's community is much smaller, and tries to cater to a more artistic crowd. Their two most important qualities are listed on the landing page for every visitor to see.


Vimeo's appeal is to more serious video makers. Those who aren't producing reply videos on their webcams about the most recent celebrity gossip. Well, mostly. Navigating the site is a lot easier as well. The explore tag allows you to search through videos by category, groups, channels, high definition, staff picks, projects, widgets, and toys (interactive visualizations of what's happening on Vimeo). The site puts an enormous emphasis on keeping things respectful between users, unlike the black lagoon that are Youtube comments.

When you've finally found a video that interests you, Vimeo supplies a myriad of options to share it on social media. Videos can be shared through Flickr, Del.icio.us, StumbleUpon, Facebook, Digg, MySpace, and Twitter. Email is a possibility as well, but if you want to get the word out about the video you just saw, the social media options are wide enough to do it.

Who's creating social media sales?

Newegg.com has a been able to utilize both Facebook and Twitter to create sales through social media. Both are used to announce sales available to all and deals that are exclusively announced to their fans and followers. By not only announcing sales to their followers, but providing announcements only to their fans and followers they are giving their social media consumers benefits and a reason to engage with them.

A Communications College's Social Communication Report Card

Being a student attending Emerson College, a communications and liberal arts school, it's interesting to take a look at how the school itself is communicating, especially in the realm of social media. By examining the school, we can learn from what they have been up to, or what they haven't done in their social media space.

While it seems that Emerson's students have adopted social media readily, the college appears lagging behind. The Emerson College Twitter (@emersoncollege) has not been utilized at all. It is encouraging that Emerson created a Twitter account, and personalized it with a bio and wallpaper, which are elements that should be considered when making a Twitter account. It shows that they did put some consideration into it. They even have somehow amassed 500 followers. However, these considerations a made useless by the quite obvious fact that Emerson has not updated their Twitter once. Not a single tweet is on their homepage. It may be that they never took is seriously enough to make a plan for how it would be used, or never appointed someone to maintain it. There are enough uses for it, such as emergency announcements, or updates concerning events, changes in the school schedule, or even flu related updates, yet @emersoncollege lays dormant.


So after a look at Emerson's lackluster effort on the Twitter front, let's take a look at what they've been up to with Facebook page. The first thing you'll notice is that the Facebook page, unlike the Twitter page, is actually getting some use. News updates appear several times a day, and those stories are being commented on. It's great that they're supplying content to their wall. However, not all is right. Many of the comments have questions pertaining to the news, and none of them are being answered. There is no interaction. While the page is getting use, it's being treated like an RSS feed for events and news, not a source of interaction with the college. Interaction would greatly improve their page, and would give the college a voice. The Facebook page would be a great place for Emerson to show its very different personality, through hosting videos of student projects and productions. It isn't limited to the Wall.

Emerson's Iwasaki Library Blog has the right idea. The blog is updated with an assortment of topics, ranging from responses to suggestions, reference picks of the week, as well as updates concerning to the library. There is no media used though, so it has a very boring appearance. It could be spiced up with a few pictures.

Crowdsourcing: Beyond the Beta

Any independent video game developer who has ever released a public beta has taken part in some sort of crowdsourcing. When a beta is released, the point is not simply to give the community a taste of the game before it's released. You're seeking the input of the beta testers. An employee could just test the game, looking for bugs, of you could get the community involved. That is crowdsourcing.


crowdsourcing: The act of taking tasks traditionally performed by an employee or contractor, and outsourcing it to a group of people or community in the form of an open call.

Because beta-testing is such a common practice, I'd like to bring to light a great example of an indie developer crowdsourcing. World of Goo developer 2D Boy used crowdsourcing to reach out to their community for the Linux version of World of Goo. With admitted inexperience at releasing a game on Linux, 2DBoy used their blog to ask the community for help.

They wanted to know how Linux users would like the game distributed, and what has worked in the past. Linux users were given the power to decide how they would be able to purchase the game. The community was able to feel involved in the process, and that their opinions were values, while the developer was able to overcoming their unfamiliarity with releasing a game on Linux.


Of course, crowdsourcing can be used in an even more integrated way. TheGameCartel.com is an interesting project that is using crowdsourcing as the means to the content of the game.

Based on the input of the community through their website or their Facebook page, the developers will create the games content. It is a completely community created game with the developers just constructing the crowdsourced content. It will be interesting how this project works out.

As you can see, crowdsourcing can not only be a great way to get your community involved with development, it can be a vast resource of information.

Post, Tweet, Repeat: Facebook or Twitter?

Dear Developers,

So you've got a Facebook, and maybe a Twitter. Excellent. You're on the right track. These social media networks have two remarkably similar features. Facebook's "Status Update" and Twitter's "Tweet" seem to perform the same basic functions by updating your friends or followers. However, these similar services should be used in different ways. The Facebook audience and Twitter audience want to hear different things at different time.


When to go with Facebook
Facebook's friending process creates an entirely different relationship structure. Due to the this, Facebook status updates are "undirected" and meant to be conversation pieces. Use Facebook when you would like your fans to interact. By commenting on the update, your friends/fans can interact with each other based on the content you supply. Once such example is Newegg.com. Their status update, "What do you like most about Windows 7? Has it met or exceeded your expectations? Do you think it is the best OS Microsoft has released to date?" received 306 comments. The fans were able to interact with the community and with Newegg.com. Game developers could ask fans about features they like, or things they dislike in beta releases. Sparking conversation about a change in the company or game development is perfect content for Facebook.


Use Twitter When
Use Twitter when you have a piece of information you would like to disseminate through your follows. When you would like to used your followers as word-of-mouth supporters, Twitter is the ideal platform for your update. The nature of the Twitter's relationship is one-sided, making it more suitable for the dissemination of information, instead of a conversational platform. It would be ideal for releases of updates, such as the announcement of a beta, instead of asking for feedback. Interesting industry related news is also a good subject to send as an update. IndieGames.com uses this model, updating the indie gaming community on related news. It has the possibility of being retweeted and spreading.

It comes down to the communication type. Conversation? Facebook. Spreading the word? Twitter.

The right message has to be spread over the right network through the right service. Your Facebook friends won't want to listen to your Twitter news, and vice versa.

Spreading the Infection of Left 4 Dead 2 via Social Media

The infection spreads to the south this November 17th with Valve's release of Left 4 Dead 2. The game has been surrounded by all sorts of interesting coverage, with the boycotting of the game itself to the controversy of its southern setting and stereotyping. With a 25 million dollar budget to promote this one game, I'm sure you'll be seeing Left 4 Dead 2 just about everywhere. But what if they didn't have that huge budget? How could have Valve promoted this title with social media?

Blogging is one of the first, most straight forward examples. Valve only need to look to themselves to see this approach in action. The Team Fortress 2 blog run by Valve is the go to source for Team Fortress information and updates. It certainly solidifies the brand's style and humor. Left 4 Dead 2, if anything like it's predecessor, will have strong characters with their own humor and voice. This makes terrific content for a blog to be updated with. Updating in the voice of a character is something that has been done on the Team Fortress blog, the the Left 4 Dead cast certainly has a stronger, more developed voice, and a compelling, exciting story to tell. Using the blog as a sort of journal for the new characters as they experience the zombie apocalypse would have been a great way to build excitement, drop development hints, and introduce players to these new characters.



To move outside of Valve's territory, the title Professor Layton's Diabolical Box for the Nintendo DS used their website in a successful way to launch a contest that could have benefited from Twitter. Nintendo launched the contest on the website, announcing the the character, Professor Layton, would be visiting several US cities. If found, participants could solve a puzzle to be entered to win a Nintendo DSi and a copy of the game. The website was used to issue clues to his whereabouts. Twitter could have been used to sent these clues, and possibly give more exposure to the contest, and more exposure to the game itself.

With the popularity of flash-mobs, and anything zombie related, Left 4 Dead 2 could have used a Twitter account to launch a flash-mob or contest in major cities, promoting the game. Updates coming from game characters could have been used to "sight" the zombie invasion, giving clues to where to convene for the contest or flash-mob. The recently launched Zombie Land benefited from flash-mobs like these that I personally witnessed at Boston's College Fest at the Hynes Convention Center.


These social media options certainly would not require a 25 million dollar budget, and inject a little more excitement into the game's launch than just a sea of billboards.

What's Next? Blogging

If you're looking for tips and a source of social media news, B.L. Ochman's What's Next Blog will satisfy. She's been doing it for years, though I just discovered it, and she has great insights and tips for social media, and even hints on how to reach out to bloggers like herself (I'm guessing as a response to the piles of poorly written pitches she likely gets). Over all, there is something to be learned at the What's Next Blog.

She's unapoligetically herself, and I love it. Ochman not only lets her personal opinions be heard, as in her boycott of Nike as a response to their handling of Michael Vick's endorsment, but has a personal style and flair that keeps her entries interesting. The style she wrote the article I meantioned above, B.L. Ochman's Blogger Outreach Manifesto, is not only helpful, but a fun read with the "thee" and "thou" style she chose. Dry, bland articles need not apply.

The archives of the blog are broken up by category, which makes a fantastic tool for someone looking for, say, social media entries. Though, as with anyone, I've found a handful of things I disagree with, such as her 10 Reasons Why Your Company Should Not Tweet entry [edit: this went right over my head! It's spot on. Evidence that I'm not getting enough coffee in my diet], the What Next Blog is going into my bookmarks. After all, it's boring only listening to people who agree with you. You miss the whole picture.

So, let's say you're reaching out to someone like B.L. Ochman. How do you do it? Well, I'd be damn well sure that I'd follow her "Outreach Manifesto." Her first piece of advice, "Readith what we write" follows the same line of thinking with any and all social media. The first email you send is the beginning of a relationship, and it's up to you to get it off on the right foot. It boils down to being transparent, exciting, and relavent. If you can provide those qualities, you're on the right track.

It wouldn't hurt to know she loves dogs as well.

Braid and 2D Boy Blog Beyond "just blogging"

How many people haven't had, or at least thought, about having a blog? It seems like everyone has given blogging a try, but are they getting anything done with them? As an indie developer, you need to have the best content as possible to bring people in to read your site. The truth may hurt, but an independent studio certainly wont draw the regular attention the big guys are getting. So how do you make a blog a worthwhile venture? How do you use it?

Two developers who have done well with their company blogs are 2D Boy and Jonathan Blow, developer of critically acclaimed Braid. They've not only used them for basic updates and news, but have actually been able to create brand value.



Braid developer Jonathan Blow turned the "Braid Blog" into a complete independent gaming source. He organized an independent gaming mailing list in addition to in-depth reporting of independent gaming news, making his blog an inside source for independent gaming news.

Blow reported that the controversial independent game Super Columbine Massacre RPG had been dropped from the Slamdance independent gaming competition, and Blow's withdrawal of Braid drew attention. Though he did not support the game, nor believe the reasoning of the developer was sincere, he didn't believe that removing it from the competition was a smart "direction" to go in either. Other independent developers followed, and withdrew as well, giving Braid plenty of free publicity. He took and chance and showed his values, and the community and fans responded.


2D Boy used their blog to report on other independent games and gaming news in addition to reporting World of Goo's progress. The developers were also able to keep their studio in the spotlight through the use of their blog by creating content to deliver to the indie community.

Robust features such as the "How to Make a Game in 48 Hours" keynote and the art series “The World of Goo Wasn't Built in a Day” gave reasons to return to 2D Boy's blog, even while they had no new games in development. They also showed their commitment to the community by providing advice to asipring developers on their blog, putting their stuio in a favorable light.

In both blogs the developers showed their company values through the content and causes they took on. They were "laser focused" in their gaming related content andwent beyond general development and product news and gave support to their consumers and their industry.

Harnessing the Internet

The internet can be a dark, dark place. Behind a laptop screen users can pose as whoever they please, and act however they choose. Underneath the appearance of organization the websites and networks we build, the internet is in a state on anarchy. That doesn't have to be a bad thing. Sure, a mistake can spread like wildfire, but so can the praises of your company. Though they may not be an independent studio, Valve is an exemplary example of how a video game developer can hardness the internet to bolster their reputation.



Valve does two things better than the others, and that is listen and interact. Through out the development of Left 4 Dead 2, Valve faced a boycott from a handful of consumers who thought that the sequel should be released as free downloadable content. When photos of the founders of the boycott visiting Valve headquarters hit the internet, it was followed quickly by another story.

Traitors

A screen shot appeared of an email conversation between Gabe Newell of Valve and the head of a mod being developed for Left 4 Dead Joe W-A of Brisbane Australia. Joe is apparently a friend of Newell’s, but he asked why he wasn’t invited to visit Valve headquarters as well. Newell responded with “We are boycotting your campaign”. This caused the gaming press to explode with headlines like “Gabe Newell Boycotting L4D Modder’s Campaign”.

When Joe W-A asked if that meant he could fly Newell to Australia, in a reversal to what Newell did for the L4D2 boycotters, Newell responded “Me and Erik.” Stories spread about how Joe W-A was taking donations to fly Newell and Erik to Australia. He called Newell’s bluff, and soon had $3,000AUS in his support; enough to fly Newell and Erik to Australia.



What made for such great news on the behalf of Valve was the constant chatter on forums and in comments about the boycott by Valve, the donations, and if Newell would really visit. It appears he really will, and another round on news is spreading, keeping Valve in the spotlight. No one expected the co-founder of a developer as big as Valve to go through with it, but with the internet watching him, Newell knew it was an opportunity for some fantastic press.

Recently, a fan developed a fake “class update” for Valve’s Team Fortress 2. Conversation quickly whipped up about the update, and if it was really going to be included in the game.

Real or Fake? Valve wants to keep wondering.

Valve found it so entertaining that they included it on the game’s blog as a fake update to the game. They fed into the controversy, and more debates popped up throughout the TF2 fan base.

Valve is really harnessing the daily conversations that their consumers are having on a daily basis, and using them to their advantage. Not only are they using them, but they are doing so very publically, showing their fans that they really are listening to them.

6 Facebook Tips for Indie Video Game Developers

If social media seems like a shakey place to business, and you're ringing the alarm on the metrics bell, perhaps this will sway you. Today, The Neilsen Company and Facebook announced they are teaming up to create new tools to measure the effects of social media. Do I have you? Good. Now that you can be sure that social media is getting a few measurements in the same vein as television, and other more "trusted" forms of media, what are you going to do with it? You'll have all the stats and numbers you want, but what will you do? How will you use Facebook? More than 10 million users become fans of Pages each day, and some of them will want your product. That's more than twice the population of Norway

This, multiplied by two.

Perhaps more than numbers, these tips will get you off the ground:

1. Make a Facebook Fan Page, NOT a Facebook Group
A Facebook Fan Page allows you present yourself in a way that a Facebook Group cannot. You can post onto the wall of your Fan Page as the entity of your company itself. Updates made this way will make it into the News Feed of your fans, whereas they would not in a Facebook Group. Fan Pages also give tools to analyze how your fans are interacting with you. This can be helpful when considering what type of content to update with. What are your fans interacting with? Go from there.

2. Have conversations
This sounds simple, but gamers aren't going to be having genuine conversations with larger development studios. You're much closer to them, so use that to your advantage. Your Facebook wall isn't a place where you can just go when you're having a bad day and read up on all the praise your adoring fans are giving you. Meaningfully interact with them and listen to what they're saying. Help them when they need it, but also, just respond. Dejobaan Games responded to a string of comments from a blog via Youtube and garnered an incredible amount of coverage.




3. Supply content

As mentioned in the previous post, Nintendo has almost gone a year without an update to their Facebook fan page. Your fans will want value. They want a reason to become a fan of your game or studio. If they just wanted to let their friends know that they like your game, they would just put it in their interests. Facebook Fan Pages allow rich media and links to be posted to the walls, and then show up in fan's News Feed, keeping you at the front of their minds. Give them the inside scoop before anyone else.

Not a good example.

4. Make your team administrators
If you trust them to behave, make members of your development team administrators of your Facebook Fan Page. This will allow them to update the Fan Page as well, increasing content, and variety. You may not be able check your wall as often as you like, but with more people attending to it, your fans will recieve more content and be engaged in more conversation.

5. Remember to plug it!
If you already have a blog, website, Twitter, ModDB account (great indie community, by the way), remember to plug your Facebook page! Put it at the end of your blog entries, on your homepage, in your press releases, and point people who have questions to it. There's no rule saying you cannot mention Facebook on Twitter, and vice-versa. Expose yourselves (in a good way) as much as possible. Only users who are actively searching you out, or are suggested your Fan Page, will find you on Facebook. Spread out, and gather everyone who are reading your Tweets, blog, and news articles in one place, your Fan Page.


6. Look to others
Always keep your eyes open. You may see great ideas from other companies that you could employ yourself, or see ideas you could improve. Keep your eyes and ears open for those opportunities.

Mario and Madmen

After 21 years of waiting, the moons aligned, and this summer I was able to merge my passions:

No, not flying children with laser guns and a slightly overrated Bravo show (I said it). Finally I was allowed to merge video and computer games with marketing. An independent developer took me on as an intern and suddenly I was an insider. One non-disclosure agreement later the Tweets were flying and the Facebook page was rocking. I loved it, and that's where this all started.

The video game industry is notorious, in my opinion, of throwing a game out into the open, relying on reviews of their game, swag, and their ability to YELL AT YOU to carry them through. They don't listen! One not-to-be-named developer claimed their only source of press was through reviews of their game. Well, you can imagine where their product went.

I was shocked as kept the Twitter account Tweeting and the Facebook page updated that I saw and heard of so few video game developer utilizing social media. Gamers are and enormous community! Like almost everyone community, they are using social media!

One company that tapped into that community was Ubisoft with Assassin's Creed 2. Instead of just YELLING AT their Twitter followers, they created a game on Twitter. They game them something to do. Twitter followers would be given a "target", another follower, and be charged with assassinating them with a #hashtag. By doing this, followers were given items to be redeemed when the game is released. They added value to their brand through social media.

Many social media efforts just happen, and then stop. Over 56% of marketers say they will include social media in their plans for 2010, but how many of those efforts will be properly utilized? The Nintendo Wii, the most financially successful current generation home console, has a fan page on Facebook that was last updated November of 2008. The Nintendo Corporation fan page has not been updated since April of 2008! Why would I bother with either of these social media efforts? Nothing of value is gained from the consumer's point of view.

Instead of just jawing in the ear of their consumers, Ubisoft gave them a reason to follow them, made social media fun, and gave their Tweets value. That's what we all want, right? Something in return.