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Monetizing Social Media: CiscoFatty.com

March 24th, 2009 | 1 Comment | Posted in Financial Literacy, Product Management, Social Media

By now almost everyone in the Twitterverse has heard of the infamous Cisco Fatty incident.  MSNBC’s Helen A.S. Popkin recent post Twitter gets you fired in 140 characters or less does an excellent job of summarizing the event and a number of other Twitter and FaceBook faux pas’ that have contributed to job acquisition or retention problems. 

As Ms. Popkin recounts:

“A recent tweet by one would-be Cisco employee proves that when it comes to placing a permanent black mark on your resume via the Internet, Twitter is now the tool of choice. To illustrate, here’s the tweet the now Web-infamous “theconnor” shared with the world:

“Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.”

It wasn’t long before Tim Levad, a “channel partner advocate” for Cisco Alert, shared this open response:

“Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.”

Was “theconnor’s” job offer rescinded? Nosy netizens have yet to suss that out – but they’re doing their darndest to make “theconnor’s” life miserable in the meantime. It didn’t matter that “theconnor” almost immediately set his Twitter account to private and deleted all information from a home page. It was already too late.

The poor woman at the center of the controversy was quickly labeled ‘CiscoFatty’.  We could go on and on about how protecting your online reputation is critical.  What I learned about this event is that creative people are finding a way to monetize social media events like this.

On the same day that the original Tweet occurred, Wednesday March 18th, someone registered the domain www.ciscofatty.com.  This is basically a one page WordPress site loaded with Google Ads that recounts a summary of the infamous events.  In less than a week, however, the site has jumped into the top 75,000 Alexa rated sites as shown in the graph below.  You can see a current version of this graph here (remember to click on a short term time scale of rthe graph — it defaults to six months)

 alexa-ciscofatty

Now this amount of traffic is going to make the owner a millionaire, but it’s probably worth several hundred dollars over a couple of months.  Given that it took the site owner maybe 30 minutes to set up the whole thing the entire process has a pretty strong ROI.  Additionally, the term ‘CiscoFatty’ will live on in the blogosphere for quite some time.  The only challenge they had was that when MSNBC linked to their site from their home page, it overloaded the GoDaddy.com hosting servers and GoDaddy shut them down

There are many ways to monetize social media.  In my earlier post I Wish I Knew How to Monetize Social Media, I explored some of my thinking on this topic, but concluded that I had so much more to learn before being able to answer my erstwhile question.  While CiscoFatty.com certainly does not represent the strategy most responsible parties would take, it is a solid example of how a creative person who has a rapid ability to execute can monetize short moments of Internet fame or shame.  I am sure the folks at Cisco will take a pretty dim view of this site.  It will be interesting to see how this all develops.  While most folks are interested in the fate of the infamous ‘@theconnor’, I am just as interested in seeing how long Cisco allows this diminuition of their Internet brand identity to continue.

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