Org uses tech tools to get the message out

Back in July, members of the Hollywood Foreign Press Assn. met to discuss expanding the Golden Globes’ reach into the digital realm.

“There’s a real desire to own the conversation,” says Michael Carter, chief digital strategist for the HFPA and CEO of mhCarter Consulting. “The conversation will be going on anyway — ‘This person should’ve been nominated,’ or ‘That film should have been nominated.’ So it makes sense that HFPA wants to preside over it.”

Carter came aboard to ensure that the HFPA’s initiatives go beyond just “doing (digital) for its own sake,” he explains. “The idea was to see what served their needs, as opposed to just saying, ‘Hey, let’s start Tweeting.’ ”

Nonetheless, Carter says the HFPA’s focus is currently on Twitter ( and Facebook.

“We’re looking to push beyond what is done on average,” he says. “Our Twitter feed is going to feature exclusive content with celebrities — an intimate look, a real interaction with the stars. We plan to do something a bit different.”

In recent weeks, the Golden Globes’ Twitter page included a link to a video of Jada Pinkett Smith reminiscing that her first public appearance as Will Smith’s wife was at a Globes ceremony; another link led to a short clip featuring Jim Carrey. The Twitter page also revealed that Robert De Niro would receive this year’s Cecil B. DeMille Award minutes before the HFPA’s news conference announced the news.

For the actual awards ceremony, Carter also hopes to merge the broadcast and online experiences.

“TV is considered more a lean-back medium, the Web is lean-forward,” he says. “We’re going to see both. I see them blurring — the Web experience will affect the TV experience.”

Moreover, online chatter will continue even after the ceremony has aired.

“Some would say once the broadcast is over, ‘Let’s close everything down,’ ” Carter says. “But if done right, it can be a continual conversation. That’s a commitment the HFPA has made.”

More articles from the Golden Globe Update:
Categorical denial
Growth and change within HFPA
HFPA launches digital dialogue
Diary of a junket junkie
Gervais redux
With a little help from their friends

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