Australian airline Jetstar and the managers of rock band Powderfinger seem to think that waving the magic word “social media” means free labour. Exploitative cunts.

As mUmBRELLA reported:

Jetstar is continuing its drive into social media, funding an official blogger on Powderfinger’s farewell tour which is sponsored by the budget airline.

According to Jetstar: “Over 50 days, Jetstar’s official tour blogger will ‘Follow the Finger’ and produce daily blogs, video diaries, fan photos and Twitter updates. They will interview the band and support acts, interact with fans and locals and become a member of the tour support team.”

As well as covering travel and accommodation, the blogger will receive an allowance of $100 a day.

Right.

So in other words, for more than a month and a half, the “winner” of the “competition” will work as a writer covering the tour — call it journalism or blogging or whatever you like, it’s all the same thing. They’ll work as a producer, curating fan photos. They work as a PR assistant and “interact with fans and locals and become a member of the tour support team”. That’s a whole bunch of different media skills, a pretty special person indeed.

In return they get paid less than the legislated minimum wage.

The federal minimum wage is currently $15.00 per hour or $569.90 per 38 hour week (before tax).

Casual employees covered by the national minimum wage also get at least a 21 per cent casual loading.

I reckon “become a member of the tour support team” sounds like an offer of employment, yeah?

“Jetstar has been making a growing investment in social media,” says mUmBRELLA, but clearly not enough to pay a fair day’s wage for a fair day’s work.

Maybe Jetstar should try telling the roadies they’ll also get $100 a day “allowance” in return for the privilege of seeing all 34 concerts. To their faces. And I’ll sit back and watch…

Please insert a final angry sentence that includes the words “exploitation”, “unethical” and “pond slime”. And on Monday I’ll be phoning Fair Work Australia for an opinion.

Rock on.

Unless, of course, Jetstar get in touch before then to tell me they’ve decided to pay the winner the proper MEAA rate for freelance writers [PDF].

1. Fisting Twitter and the birth of “trend fisting” (1 March) I daresay that for many visitors this piece wasn’t what they were really looking for. Nevertheless, it’s an interesting Twitter case study. For some value of “interesting”.
2. So what is Stilgherrian, exactly? (12 April) Almost as popular as the official About Stilgherrian, which isn’t listed here because technically it’s not a “post”.
3. Virgin Blue’s mistake reveals countless selfish whingers (15 November) A combination of a good headline and being listed at mUmBRELLA helps boost traffic.
4. Live Blog: Politics & Technology Forum 2009 (22 February) Again, proof that a slow, steady audience over time can be of great value.
5. Jim Wallace’s pro-censorship lies and distortions (26 January) Wallace speaks for the Australian Christian Lobby about Internet censorship, using the “extreme libertarian” straw man and other fallacious debating tricks.
6. Special Melon Pepperoni Edition now online! (28 March) It’s probably less that this post is about an edition of Stilgherrian Live, more that it includes Andrew Bolt’s astoundingly tasteless slur on those who oppose Internet censorship.
7. What now for Senator Conroy and the Magic Filter? (30 March) Again, not what I’d have picked from my many writings about Internet censorship, but there you go.
8. Conversations are not markets, people! (26 July) A long ranty piece that seems to have struck a chord.
9. Project TOTO: the #secretmission has begun! (19 May) Interesting that the post announcing this project was the most popular, and then interest declined. Why? My guess is that visits to this post were inflated by so many people commenting on The Gnome Incident rather than the substance of the project. There’s a lesson in there somewhere.
10. Live Blog: ALIA Information Online 2009, Day 1 (20 January) This is a big surprise. However we’ve now moved well out of the long head of very popular content and all sorts of factors could come into play. I suspect that traffic to this page was a short, sharp spike around the time of the conference and then virtually nothing since.

Many older posts also continued to be popular.

Indeed, 5 of the top 10 posts of all time are not from this year, and it took longer to work down the list to find a Top 10 for 2009 than it did to find the Top 10 of all time — yet more proof that the more material you have on your website the more visits you’ll get. Don’t delete your old material, people!

This could also explain why the Top 10 above is mostly from the first half of the year.

OK, the Top 10 posts of 2009 that weren’t written in 2009.

1. So this is human sexuality? July (2008) Little more that a collection of the popular words from sex-related spam, it continues to attract 2000-odd visits a month.
2. Julie, I want to make you a star (in a Samantha Fox kind of way) (September 2007) My ode to Julie Bishop, popular because of its photograph of Samantha Fox.
3. Live Blog: Internet censorship forum (November 2008) Can anyone tell me why this post is the most popular of the many I wrote about Internet censorship prior to this year?
4. Hello Kitty, you’re dead, and other surprise products (October 2007) People link to the (fake) photo of the Hello Kitty AK-47. Few seem to realise it’s a joke.
5. Film Review: “Joy Division” (February 2008) I think most people link here for the classic photo of Joy Division by Kevin Cummins.
6. Heath Ledger dead: jokes here please (January 2008) My tasteless experiment in Googlebaiting continues to attract visitors.
7. More Steve Irwin jokes (September 2006) Another lesson: Providing a forum for the lowest common denominator of society generates hits — but are they of lasting value?
8. The Madness of Corey Worthington Delaney (January 2008) And speaking of lowest common denominator…
9. What’s wrong with used knickers? (December 2007) Well, it’s a fair question, isn’t it?
10. Used knickers, revisited (January 2008) I detect a theme developing here. Thank goodness we’ve reached #10.

You might also like to check out my own selection for what I think was best, plus the lists for previous years:

• Most popular posts of 2008
• Most popular posts of 2007

See what happens when you don’t curate your links for ten days, during which time there’s a conference which generates a bazillion things to link to? Sigh.

This is such a huge batch of links that I’ll start them over the fold. They’re not all about Media140 Sydney, trust me.

• “I have never used Twitter” — Are Politicians ill-advised to let their Advisors do the Tweeting? | media140.org: Paul Farrell looks at politicians and their tweets following Malcolm Turnbull’s revelation at Media Sydney that his staffer Thomas Tudehope sometimes tweeted on his behalf, and Barack Obama’s admission that he’s never used Twitter at all.
• Samasource: How African refugees are scoring Silicon Valley Internet jobs | Boing Boing: If you have working knowledge of English, basic computer skills and an Internet connection, then you can get a job anywhere in the world.
• cufón — fonts for the people: A JavaScript-based tool for using any typeface you like in web pages. I haven’t explored it myself, but I do know Crikey‘s website uses it.
• The Revolution Will Not Be Tweeted Because Only 0.027% of Iranians Are on Twitter | Gawker: Some reality-check commentary on the “Twitter revolutionised Iran” meme.
• Sources of subsidy in the production of news: a list | Quote and Comment: How can we pay for journalism? Here’s Jay Rosen’s list of possibilities, assembled for the conference “Journalism & The New Media Ecology: Who Will Pay The Messenger?”
• Someday You’ll Remember I Said This | Daily Patricia: Entrepreneur Patricia Handschiegel says Twitter isn’t microblogging. She differentiates between “publishing” and “person-to-person communications” and reckons Twitter’s in the second category, not the first. That, she reckons, is leading people to over-value Twitter monetarily.
• How to play piano like Philip Glass | YouTube: Torley explains in just 10 minutes how to compose and play music like Philip Glass.
• The Naked Truth About Social v Broadcast Media | newmatilda.com: Jason Wilson, lecturer in Digital Communications at the University of Wollongong, looks at the #PwnedNudieRun interaction between ABC TV’s Media Watch and folks on Twitter. I particularly like his “lesson for the low-rent McLuhans who see social media succeeding broadcast media in some simple transition”. Many insights.
• Declassified Blog | Newsweek.com: A new blog by investigative correspondents Michael Isikoff and Mark Hosenball with contributions from other Newsweek journalists. It will focus on national security, intelligence and law enforcement issues.
• Judge Bans Twitter From Court | CBS News: While in some jurisdictions journalists have been permitted to tweet form courtrooms, US District Judge Clay Land in Georgia has ruled that Rule 53 of the Federal Rules of Criminal Procedure prohibit “broadcasting” and that Twitter is a broadcast medium. This decision will doubtless annoy som of the social media evangelists who see “broadcast” as a swear word.
• Journalists are the audience formerly known as the media | bronwen clune: Bronwen Clune’s presentation from Media140 Sydney.
• The Future Of Journalism Needs Journalists | newmatilda.com: Marni Cordell, editor of newmatilda.com, expresses some concerns about the ABC’s vision of community-based media, as outlined by managing director Mark Scott at Media140 Sydney.
• Media140 Sydney: Future Of Journalism In The Social Media Age | jjprojects: John Johnston’s take on Media140 Sydney.
• Twitter as a Journalistic Tool: Drilling Beneath the Rhetoric | J-scribe: The second half of Julie Posetti’s presentation to Media140 Sydney.
• It’s a Revolution, Not a War | J-scribe: The first half of Julie Posetti’s presentation to Media140 Sydney.
• Al Jazeera Creative Commons Repository: Al Jazeera has put all their raw camera footage from the War on Gaza online under a Creative Commons license, “Attribution”, which allows for commercial and non-commercial use. “This means that news outlets, filmmakers and bloggers will be able to easily share, remix, subtitle or reuse our footage.” They so get it.
• Sky News – Interview with Rupert Murdoch | YouTube: The full 37-minute interview with Rupert Murdoch, in which he suggests he’ll block Google from indexing News Corporation news sites.
• Media140 Sydney | Public Opinion: Gary Sauer-Thompson’s take on Media140 Sydney.
• No Strings Attached: Public Broadcaster Seeks Relationships for Collaboration, Conversation and New Ideas: The Media140 Sydney keynote speech from ABC managing director Mark Scott. This is the PDF of his slides with his speaking notes. It includes a look at some of the ABC’s plans for pro-am media creation.
• Claiming to be unbiased is a patronising fairytale, so let’s just own up to our agendas | mUmBRELLA: In this guest post about Media140 Sydney, Cathie McGinn argues there’s no such thing as total objectivity, so better to disclose your agenda.
• My Two Francs Worth: Media 140 | LinenSuave: A parable of sorts about Media140 Sydney, and the pointlessness of the whole bloggers versus journalists debate.
• Journalism and blogging at Media140 | Barry Saunders: “Investigative journalism — while a very valuable form of journalism, and one we need more of — is a very minor part of journalism as it exists, and an over-focus on investigative journalism as the dominant form of journalism obscures vast bodies of journalistic output.”
• Media140 handouts | Claire’s posterous: The BBC’s Claire Wardle presents a beginners guide to using Twitter (including links to other good introductions to Twitter sites), and a general basic handout which covers some of the other social media tools she discussed in her Media140 Sydney workshop.
• Media140 | Flickr: Wolf Cocklin’s photos from Media140 Sydney.
• Call Recorder for Skype | Ecamm Network: This is the OS X tool I mentioned at Media140 Sydney for recording your Skype conversations, both audio and video. Cheap and extremely useful.
• Too tired to tweet | ABC News: ABC political correspondent Lyndal Curtis has been following Media140 Sydney but doesn’t know where people get the time to participate. I really should write a response to this, as I reckon there’s a very clear counter-argument.
• Journalists on Twitter need to ‘be human’ | Renai LeMay: The Media140 Sydney presentation from Renai LeMay, News Editor at ZDNet Australia.
• Congratulations to the ABC | Telstra Exchange: A post on Telstra’s new Exchange corporate blog about the ABC’s new social media policy from Telstra’s Group Managing Director, Public Policy & Communications, David Quilty. Includes links to Telstra’s own social media policies.
• The ABC of social media use | ABC News: The ABC News story that includes the announcement of the ABC’s new social media policy for staff, presented at Media140 Sydney by Managing Director Mark Scott.
• Alex Hawke Liberal Party Downfall | YouTube: The video which supposedly caused Thomas Tudehope to resign from Malcolm Turnbull’s staff.
• YouTube video sinks Turnbull minder | ABC News: Malcolm Turnbull’s staffer Thomas Tudehope has been forced to resign after reports of his involvement in the distribution of a satirical video about the Liberal Party’s factional battles.
• “How would history have recorded the holocaust if there had been I-phones in the concentration camps?” | Paul Farrell: SBS’s head of news and current affairs Paul Cutler asked this provocative question at Media140 Sydney, pointing out that despite the supposed breakthroughs of social media, the genocide in Sri Lanka is failing to get much media coverage.
• Riyaad Minty: Sydney’s Speaker Pash (International Social Media Case Studies) | Media140: Paul Farrell’s commentary on the Media140 Sydney presentation by Al Jazeera’s head of social media, Riyaad Minty. Minty was one of the event’s highlights, in my opinion.
• Malcolm Turnbull | Twitter: The tweet when Australia’s opposition leader Malcolm Turnbull announced that he’d start identifying whether it was he tweeting personally, or a staffer. This came less than three hours after he was asked at Media140 whether there wasn’t an ethical issue with lack of disclosure, especially since Prime MInister Kevin Rudd made the distinction clear in his own tweets.
• The Spin Fails Here: Day One At #Media140 Sydney | The Inquisitr: The Inquisitor‘s editor Duncan Riley wasn’t happy with what he heard at Media140 Sydney, especially that Problogger creator Darren Rowse is the only Australian making money online. There is much bitterness here.
• Initial Thoughts on Media140: Memories of blogging | Woolly Days: Thoughts on Media140 Sydney from Brisbane-based journalist, blogger and QUT researcher Derek Barry.
• Why the future of African journalism lies in mobile social networks | Slideshare: More solid support for the idea that the future of the African internet is mobile. Plenty of stats and some important observations from Jude Mathurine, who heads up the New Media lab at South Africa’s Rhodes University.
• Apparently editors nurture their journalists by telling them it’s okay to get stuff wrong | mUmBRELLA: One section of Laurel Papworth’s presentation at Media140 Sydney didn’t go down so well at mUmBRELLA…
• Media140 today | Visible Procrastinations: A collection of links to commentary about Media140 Sydney’s first day. I have yet to go though them, but when I do I’ll add the relevant ones to my own Delicious feed.
• Media140 Sydney: Social Media Twitter & Journalism | Laurel Papworth: Laurel Papworth’s presentation to Media140 Sydney, in which she positions social media as the people taking back control and ownership of their stories. Word and video available.
• Media140 Sydney 2009 | Flickr: Neerav Bhatt’s photos of Media140 Sydney. He seems to have captured every speaker.
• Malcolm Turnbull on the (social) media. With Fran Kelly | SlowTV: Opposition leader Malcolm Turnbull is interviews by the ABC’s Fran Kelly about his use of social media in the political context, including a little bit of point-scoring.
• How social media is changing political reporting | SlowTV: The full Media140 Sydney session “How Social Media is Changing Political Reporting” with Annabel Crabb, Bernard Keane (Crikey), Chris Uhlmann (ABC), John Kerrison (Nine) and Caroline Overington (The Australian).
• Caroline Overington takes on Mark Scott and the free digital news proponents | YouTube: A 4-minute extract from Overington’s presentation to Media140 Sydney, which turned into a massive anti-ABC pro-Murdoch rant.
• Conceptual Confusion and Journalistic Process — My Highlights and Lowlights of Media 140 | The Content Makers: “The low lights came from conceptual confusions, it seemed to me. Namely the several highly respected and competent journalists who, quite apart from being clearly terrified by the arrival of the audience in the news making process, also can’t tell the difference between… a platform, and a process… [and] objectivity and integrity.”
• So what’s the “cool new toy”? | The Content Makers: Speculation about News Corporation’s plans for some digital news device. Is Apple involved? An iRupert? A RuPod? The SunKindle?
• Caroline Overington Gives Some Hints on Rupert’s Plans (and tangles with Annabel Crabb) | The Content Makers: Margaret Simons’ original report on the rather strange Media140 Sydney presentation by News Limited journalist Caroline Overington and her stoush with Annabel Crabb, who’s moving from Fairfax to the ABC.
• The ABC Springs Leaks in the Porous Digital Age. Mark Scott AGAIN. | The Content Makers: Meta-journalist Margaret Simons covers some of the announcements made my Mark Scott, Managing Director of the ABC, at Media140 Sydney.
• Can Social Media Save Iran? | newmatilda.com: A Media140 presentation by Dr Jason Wilson, lecturer in Digital Communications at the University of Wollongong. A nice debunking of some of the social media over-hype.
• John Bergin’s Media 140 Speech | The Content Makers: John runs “digital online stuff” for Sky News Australia, on the pay TV networks. This is his presentation from Media140 Sydney. Some good points about listening as well as speaking.
• Off Air: Iran, Twitter and the new media world. | Off Air: The presentation to Media140 Sydney by the highly-respected journalist Mark Colvin, presenter of ABC Radio National’s PM program.
• Rebooting the News System in the Age of Social Media | Quote and Comment: Jay Rosen’s presentation at Media140 covered 10 key sound-bites and what they mean for the future of journalism. Here are those ten points, with links to further material on each one.
• freesound: “The Freesound Project is a collaborative database of Creative Commons licensed sounds. Freesound focusses only on sound, not songs.” I’ve used this to source sound effects myself, and it’s wonderful.
• “I Can’t Believe We Still Have to Protest This Crap.” | Flickr: A photo taken in Washington, DC during the 27 January 2007 anti-war march. This was used by Barry Saunders in his Media140 presentation.
• Journalism — a defence | Corporate Engagement: Trevor Cook took exception to my Media140 presentation and spend a few hundred words saying so. I added a little to the discussion, and will add more later when I get time.
• Ushahidi :: Crowdsourcing Crisis Information (FOSS): This is the software which Al Jazeera and friends developed for that “War on Gaza” experiment in crowdsourced crisis information mapping. Yes, it’s free open-source software.
• War on Gaza – Experimental Beta | Al Jazeera Labs: An intriguing experiment from Al Jazeera. Anyone can post reports such as casualty counts directly to the site. all of them are then mapped categorised.
• Media140: I am the bastard child of old & new media…| The Digital Wing: The Media140 presentation from Valerio Veo, who’s been in charge of SBS News& Current Affairs Online since 2006.
• Bleating innocents or matted satans: the goat in art | guardian.co.uk: “Jonathan Jones shepherds us through goat art,” it says. Maybe that should be “goatherds us”.
• Sunday Thoughts about Journalism | Stilgherrian: Another long essay from me in September 2008 which is perhaps a prelude to my Media140 Sydney presentation.
• “Trouble at t’paper” | Stilgherrian: My essay from September 2008 which formed some of the background to my Media140 Sydney presentation.
• Changing spaces in media | Aide-Memoire: Kate Carruthers’ observations form Media140 Sydney. “The first thing that struck me was the level of fear and fear-mongering by some of the print journalists on day one… There seemed to be little idea amongst these panellists that changing media platforms might reinvigorate media and create new revenue or career opportunities.”
• Get with the times, Jay Rosen tells journos | ABC News: A report on Jay Rosen’s keynote from Media140 Sydney. “He says journalists should stop expecting ‘open’ platforms like blogging and Twitter to behave like traditional production systems. Instead, he emphasised the value of listening to the public and being transparent about journalistic processes.”
• Sydney Media140 sessions: The program for Media140 Sydney, held 5 to 6 November 2009, with brief speaker bios, photos and links to their Twitter profiles.

Thank you, Virgin Blue, for sending your “erroneous” email Friday night. You’ve done us a great public service. You’ve exposed a pack of greedy, selfish, shallow tools who deserve to be ridiculed publicly. Thank you.

On Friday evening, Australian airline Virgin Blue sent an email telling some Velocity Rewards members they’d been upgraded to Gold status. But as documented at mUmBRELLA, the email went not just to those entitled to the upgrade but their entire database — including people who’d opted out of email marketing.

Including me because, yes, I’m a Velocity Rewards member.

“That can’t be right,” I thought. “I haven’t flown with Virgin Blue this year.” Then I saw others saying similar things online and I figured the mistake was more widespread. I chuckled, knowing that someone had a bit of a mess to clear up.

Sure enough, three hours later a second email arrived.

Oops! Due to an error you’ve received our previous email by mistake. Please disregard the free upgrade communication as unfortunately you do not qualify for that upgrade.

We apologise for any inconvenience caused.

Mistake. Correction. Apology. That’s the end of the story, yes? Alas no.

Suddenly a whole bunch of people are demanding their Gold status should stay even though, like, they’re not actually entitled to it. People are “upset”. They’re demanding compensation, some even saying they should be compensated with a free flight voucher.

Compensated? Compensated for fucking what, exactly?

Compensated for being too stupid to realise the email was obviously a mistake? Compensated for having a vastly over-inflated sense of entitlement? Compensated for being so much of a consumer-puppet that you validate yourself by bragging about some confected faux-status symbolised by which colour plastic card sits in your wallet and then being embarrassed because, oh sorry, you’re actually still just another cheap-arsed prole after all?

I don’t think that’s Virgin Blue’s fault.

Losers.

Now of course there’s a metric bazillion blog posts and comments banging on about how this is “epic fail” on Virgin Blue’s part and how they’d have handled it so much better and faster. I won’t link to them because it’s too depressing to realise how many instant fucking experts appear after every little glitch is made public.

However I will link to Darryl King’s excellent piece about what he calls Crowd Spanking.

Why is it that the tools of Social Media make tools out of people?

Yes, companies, people and organisations of any sort can and should be open to criticism and correction of poor behaviour. I agree totally. However I don’t agree that Crowd Spanking of everyone that does something wrong is effective nor necessary …

Add some perspective. This is not a corporation that has exposed their staff and customer to asbestos and are denying compensation. It is an upgrade people! …

Before all the Social Media Gurus come up with the 10 things that Virgin Blue could have done better blog posts think through how businesses and people at work live.

Ex-fucking-zactly.

“Epic fail” on Virgin Blue’s part? Bah! Step back a little and think about the full gamut of things which an airline can get wrong and the potential consequences. Up one end, you’ve got mistakes where hundreds of people die in a ball of flame, traumatising their loved ones. Down the other end you’ve got… gosh! A marketing email that was sent to people by mistake.

To the folks who reckon they’d have handled it better and quicker, well, are you really set up to handle such an unusual situation on a Friday night when people have gone to the pub or gone home for the weekend? Personally, I reckon identifying the problem and getting the second email out in three hours isn’t a bad effort — especially when in the meantime there’s, you know, a fucking airline to run!

Well done, Virgin Blue. Well done.

I reckon — and this is just my opinion here — but I reckon we save the Really Big Stick for mistakes which actually matter. Also, stop being such selfish, judgemental little pricks.

[Update 16 October 2009: To illustrate some points I'll be making in the comments, here's a screenshot of the erroneous Velocity Rewards email.]

Australia’s biggest telco closed down their corporate blog nowwearetalking without warning yesterday — and deleted all the content. While I can understand they want to put the often-controversial forum behind them, I think the move was a mistake.

I’ve already written about this for Crikey, Telstra consigns nowwearetalking to the memory hole. It seems odd to kill NWAT just as it was changing for the better – even more so given there’s no replacement. There’s comments from Stephen Collins and Fake Stephen Conroy, as well as Telstra’s official spokesperson Craig Middleton. It’s free to read. Off you go.

But I’d also like to publish the full interviews I did for that story. So here they are.

Stephen Collins

First, here’s my email interview with Stephen Collins of acidlabs, aka @trib.

What do you think of Telstra’s sudden closure of NWAT?

Obviously, it’s up to them, they own and ran NWAT. But I think the approach taken is incredibly disappointing. It shows that while they have taken some steps in engaging with their community they still don’t get what community is. What they’ve effectively done is bulldoze a four year old village before building a new one. It smacks of paternalism (though I don’t think that’s quite the right word).

What’s wrong with closing it down the way they did, removing content?

By simply closing NWAT, Telstra shows incredible contempt for the people who gave over their time to contribute to the site over the past four years. They fail to realise that by creating a community at NWAT (whatever its shortcomings over the years), they ceded some ownership of that community to its participants. Just shutting NWAT down demonstrates pretty clearly that NWAT as a community and community as a practice at Telstra are actually pretty low on the list of priorities. I find it quite surprising as I know several of the people involved in NWAT and have met and spoken to their senior management. The things they’ve told me in the past don’t point to this type of action. Perhaps the new CEO is ensuring he marks his territory the way he wants it?

Here’s the thing, though. By destroying NWAT and not having something to replace it, and ideally to improve upon it, Telstra leaves a vacuum. Nature abhors a vacuum. So, where will we go to talk about Telstra issues and their community? It’ll be Whirlpool, or somewhere else where Telstra will either simply ignore the issues or have to build significant social capital in order to be engaged with. Just shutting NWAT down is a remarkably short-sighted corporate play.

Of course, despite tanking share prices, Telstra and its management have a swimming pool of money to frolic in, so they can afford to not care about community. As the major telco, they still have the lion’s share of the market and likely will for a long time. They could as easily ignore community as pay the apparent lip service to it that they have. I really hope this backfires on them to show the power of community, but at the moment, they’re probably just too big to care — we’re the gnat trying to annoy the elephant. I hope we’re a big enough gnat.

Any comment on their explanation given at nowwearetalking or with their new temporary blog at telstrablogfeedback.com.au?

It is and looks like a half-baked interim measure. As I’ve said, it’s incredibly short-sighted. It’s great that they’re coming out with something new, but to kill NWAT before the new site was ready is plain dumb and disrespects the community they’ve built. Any failings NWAT had were at least in part offset by the fact that Telstra were engaging with people in some way.

I have to suspect that the death of NWAT is a part of some internal Telstra turf-marking war in the wake of the last of the Trujillo management.

How would you have handled it?

I wouldn’t have done what Telstra has, that’s for sure. I have more respect for my community and the people I talk to than they do, apparently.

I’d have announced the new site, probably on NWAT itself, but I’d have kept NWAT going. The content there has so much value — it represents four years of sometimes useful engagement between a huge corporate and its community. Just imagine what would happen if all the online engagement activities Dell or Microsoft do were just switched off? There’d be uproar. Telstra deserves the same.

Even if Telstra slowly wound NWAT down, reducing activity as they moved to the new site, that would have been so much better.

And they should never, ever have just removed NWAT. By building community there, it no longer belonged just to them. It’s incredibly disrespectful.

Craig Middleton

Craig Middleton is Telstra’s official media spokesperson, on Twitter as @VoxofTLS.

While I understand you might want a change of style or direction, why remove all the content that’s been built up? Doesn’t that lack transparency, and show a lack of respect for the value of people’s contributions?

The conversation moves on. Social media is very much about the now and the future. My understanding is that the National Library in Canberra has archived the site, so that is good from an historical perspective, but it’s a bit like keeping old newspapers and I say that with due respect to the contributions and effort people put into their NWAT contributions.

Why do it suddenly and without any warning, especially when there’s no replacement ready for “months”?

The delay in bringing out NWATs’ replacement is so that we can hear from our customers, stakeholders and social media followers what will be important for them in the next iteration of our social media strategy. Think of it like a big focus group.

Why didn’t you just have kept using the NWAT platform, albeit with less-frequent posts, until the replacement was ready?

It’s a different world for us now. NWAT was part of a different conversation and different approach. It was ground breaking and a milestone in corporate social media engagement, but we now have new management focus for Telstra and all of our communications channels need to reflect this new approach.

There’s speculation that this is part of an attempt to make Telstra look less aggressive, removing the last remnants of the Sol era. As Tim Burrows put it, “[NWAT was so associated wit Phil Burgess and the Sol era that it couldn’t get rid of that stench of propaganda.” Is that a fair summary?

It goes without saying that we want to ensure that our external communications reflect the vision and aims of our management team. David Thodey has made it clear he has a different approach to engaging customers and stakeholders. And there is no argument we intend to remain a leader in corporate engagement through social media.

So there you have it. What do you think?