Everything you’ve been wondering about AP’s sponsored tweets: A Q&A with the people behind them


Now that we’re more than halfway through the AP’s sponsored tweet experiment, most journalists and consumers seem to have settled into one of two camps: The AP is selling its soul and forsaking its audience, or the AP is doing what it must to survive.

To recap: During CES this week, the newswire’s main Twitter feed is sending out two sponsored tweets per day from Samsung, both of which direct to a website Samsung set up for CES.

News organizations have been posting sponsored tweets for years, but the AP’s entry into the trend has been under particular scrutiny, and reaction has been wildly mixed. Some consumers and journalists have been perturbed or disappointed, others understanding, and some are downright furious.

We caught up with AP managing editor Lou Ferrara, who oversees social media in the newsroom, and Eric Carvin, the AP’s social media editor, and asked about the backlash, how the tweets have affected the account, what the future holds and more. 

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Find journalists attending CES

The new year has begun and for journalists and communications professionals covering the technology and electronics sector so has the stress. CES is now a week away, plans are being finalized, communication pros are scrambling to book appointments and journalists are struggling to sift through the mass amounts of information that’s being thrown at them.

Massive media lists are an easy way to blast a release out to a thousand journalists, but are often outdated and don’t provide real-time information about journalists. For example:


We found that tweet during a quick search on Muck Rack Pro (free for journalists, subscription-based for PRs) for #CES. In addition to shedding light on a media list fail, Muck Rack’s search is also able to provide a real-time list of each time a journalist in our database mention CES in a tweet or in an article they linked to. Here are two examples:

As the week goes on thousands and thousands will continue to share updates about their excitement around CES and sifting through the tweets that matter will get harder and harder. With Muck Rack Pro’s search, you can easily see if a journalist plans on attending, is interested in a specific topic, or is looking for information. With Muck Rack Pro’s alerts, you can receive an email, in real-time anytime a journalists tweets about CES. Check out the different plans here or request a demo to see the tools in action.