Issue link: http://digital.copcomm.com/i/54443
Getting Engaged Cut + Run finds the intersection of social & business L OS ANGELES — Social media, Facebook in particular, has changed the business communications landscape dramatically. For Cut + Run, it is "a quick way to expose people to projects, brand and cul- ture, that is dramatically different than standard marketing," com- ments Cut + Run US (www.cutandrun.tv) managing director Michelle Burke. The immediacy of peer feedback is unprecedented and powerful. something that enhances our image about being savvy in media, not just broadcast media, you have to be experts in all media." BISCARDI CREATIVE MEDIA For Walter Biscardi, Jr. of Biscardi Creative Media (www.biscardicreative.com), using social networking sites means starting, and becoming part of, a discussion. While he acknowledges this engagement also propels his business, he insists it's not his main goal. "We do use social media for marketing, "With people and companies posting content that ranges from news to personal and political viewpoints, it can be a learning tool on so many levels," she continues. This multifaceted aspect to social media has bred new levels of connectedness within the industry and brought people together over shared interests. Sometimes, over-posting or being too per- sonal can result in friction or annoyance, cautions Burke, but for the most part social media is a quick way to observe and commu- nicate with the industry. Cut + Run now creates content just with social media in mind, from photos to video content to, of course, status updates with commentary. The relaunch of Cut + Run Los Angeles, for example, included a video teaser (pictured above) crafted just for the com- pany's Facebook community, with a related video Facebook ad designed around the posting. Facebook is also an excellent place for Cut + Run's four offices to share with each other, creating a unified feeling for editors based around the world. "Facebook and other social media have had a humanizing effect on our business that is so compelling and positive," concludes Burke. "It's a more easygoing way of highlighting brand culture and feels less invasive that traditional means. We know each other bet- ter and know what resonates (or doesn't) immediately." about what we have been doing lately or I use it as a personal sounding board about media in general." On Facebook, Now tends to post stuff that appeals to their many likers (almost 4,000 at press time). "Many are college kids and teens, so we post skateboard videos and cool content we are involved with. Our homepage is where we expect agencies to find nuts and bolts like our reel." Plotkin sums up by reiterating the impor- tance of social media to his business. "It allows us to talk about the same things our customers deal with every day. And it's 22 Post • February 2012 C M Walter Biscardi gained almost 1,500 Twitter followers in a week thanks to the introduction of FCP X. Because he's not a mouthpiece for anyone other than himself, and he needs tools that work in order to make his business success- ful, he's blunt and he pushes manufacturers to do better. "I have always been very honest, especially with reviews. If I like a product I will tell you I like the product. I test the heck out of it and try to break it, and sometimes I do break it. The cool thing about breaking stuff is when you start dealing directly with the company you improve things." Biscardi begrudgingly acknowledges his role out there in the Twitterverse. "I get the word out on stuff, so I guess I am considered www.postmagazine.com technology, where we are going, the art of running a business — how do you even start a production company or facility these days?" he asks. "The game just keeps changing, so I use social media to discuss — and some like what I say and some hate what I say, but for the most part they enjoy their discussions with me. I get lots of emails asking for advice, wanting to schedule time to come in and meet with us to talk about projects because I've built up a reputation of someone who knows what he is doing, especially when it comes to post production. I am willing to take chances, and I don't go with the flow Y CM MY CY CMY K we have a Facebook page and a Twitter feed, and we let folks know when we have shows coming up. In fact, we have an original series airing on PBS now, called This American Land. Everybody is using it for marketing, but I really like it for discussion." Thanks to Twitter, @walterbiscardi has become someone people look to for advice on tools and technology. When Apple intro- duced Final Cut X, he was in the middle of that discussion, picking up, he says, 1,500 fol- lowers in a week. Why do that many people (almost 3,000 at press time) care what Biscardi says? an expert, especially with Final Cut Pro. It's really about staying relevant in social media, primarily Twitter. At first I hated it because I didn't think you could have a conversation in under 40 characters, but you learn how to do it. You can talk directly to people; it's immediate, and I try to respond to everyone who reaches out to me." And it's not always a nice conversation, he referring again to the Final Cut X says, debate. "Some people are just blinded (we call them fanboys and fangirls) that it has to be this way. I was against FCP X, and I am still not a fan, but it was very interesting to have that discussion back and forth with no filters. Sometimes that's good and sometimes it's bad. Sometimes you have to just say, we can't continue this conversation anymore." Regardless of the topic, Biscardi loves Twit- ter and points to having friends all over the world that he's never met. And talking directly to people has helped Biscardi Creative Media. "I find that people want to work with companies who know what they are doing. I use social media to generate discussions about hardware and