Any Publicity is Good Publicity?

If you wonder why Twitter seems to have no interest in protecting individual users from harassment, maybe you need to think about how the companies that pay for the annoying “promoted” tweets think about harassment negative online behavior (UPDATE: It has been pointed out that McCaffrey doesn’t address harassment per se or what may differentiate this from “hating on”). For example, here is HBO director of development Kathleen McCaffrey on the Nerdist Writer’s Panel having an honest discussion* how their social media and marketing teams think about Internet “haters” with host Ben Blacker:

McCAffrey: The thing about Girls which is kind of amazing is the haters. And it makes our social media team very happy because they just put one thing out and people come out of everywhere and just start to hate on it. And, so, it is very loud and very strange…just so many people hate it…

Now, bear in mind that the hating on it she refers to will invariably include negativity directed not just at HBO and the show, but at the individuals involved in creating the show:

McCaffrey: but on social media – on Twitter and everywhere – Lena is very polarizing and people love to hate on her. It still surprises me…

Blacker: But, but that’s, that’s good for you, because it’s a loud conversation and it means that the people who do love her will probably come out to defend her.

McCaffrey: Yes. It becomes this weird fight that she’s kind of even not really a part of, like the people around her just yelling about her. It’s very strange and fascinating.

*McCaffrey expresses disappointment with the continuing negative reaction, while acknowledging the utility of the reaction for marketing.

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