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Scoop.it!
News today from down under that Qantas Airways is closing its Twitter PR account.
What are they thinking?
This is like going back to the media relations days of the caveman.
Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news. 
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Scoop.it!
From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap "converged media" because it's a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we've called "social".
Paid? Earned? Owned?
All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context....
Jeff Domansky's insight:
David Armano offers an interesting model of "converged media" which he says really is what we're doing today in social PR.
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Qantas dropped its Twitter news account, making a very curious statement about its social media strategies. It also raises the question of mixing marketing and news in potential crises in the future.