, 33 tweets, 13 min read Read on Twitter
I can't sleep and my head is pounding. Words keep pouring out even though I'm not a writer. I've learned so much in 24 hours.

Did you know "Keto Crotch" is DIRECTLY related to this? cjr.org/the_media_toda…
While I diagram this for you, please do some homework. Learn about "Native Advertising". It's Advertising that's kinda like NEWS. And it's "Native" to the platform so it's hard to tell sometimes. Can you think of another name for it? contently.com/2015/09/08/art…
Have you ever heard of a "Mnemonic Device"? It's a technique to help you remember things a make associations using words and images. Check out this primer: literaryterms.net/mnemonic/
"Keto Crotch" would be an example of an "alliterative connection mnemonic". It puts two words that flow together that will always remind you KETO MAKES YOUR JUNK SMELL!!!

PR professionals are EXPERTS on mnemonic devices: mumbrella.asia/2018/11/giving…
Now, let's say you wanted to get a mnemonic device to go viral. It's not easy! It takes a massive coordinated effort on the part of PR Firms, writers, influencers, paid "experts" and media platforms.

And that's exactly what happened.
There is one firm in particular, @EdelmanPR, who are MASTERS in this game. In fact, they've developed a model that is widely recognized. It's called the Edelman Cloverleaf.
I'll walk you through how a PR Firm may have used this model for the "Keto Crotch" campaign.
The thing that made this campaign different from typical "branding" efforts is that this was a SECRET effort to DESTROY the brand of the COMPETITION.

On the "owned media" part of the cloverleaf we have SILENCE.

That would've been too obvious.
The most expensive part of the operation was the paid media part. 28 unique "articles" released between 2/25/19 and 3/4/19 (and ongoing) on all levels of media with hundreds of millions of eyeballs.

Jesus, look at those headlines. Whoever did this has NO SHAME.
And the images you guys. They want you to be embarrassed by your bodily functions and they want you to associate it with KETO CROTCH.

This whole thing is so embarrassing and crass. Jesus Christ.
Q: What was the SOURCE of this alliterative affliction in these "articles"?
A: PEOPLE ON THE INTERNET WERE TALKING!

That's a little weak right? Enter the PAID EXPERTS: @AndreaHardyRD @JShepherd_MD Dr. Jessica Wilder MD, @DrStreicher @DrSherylRoss Mary Jane Minkin MD
Being a paid expert is what most of these guys do. (Don't bug them guys, their just tryna pay some bills).

Lisa DeFazio is one of the experts who will gladly let you put words next to her name which is followed by several designations, and she'll do it on short notice.
When I contacted Lisa for insights she had this to say:
Keep in mind: It DOESN'T MATTER if the information is CREDIBLE or TRUE.

We just need ENOUGH credibility to justify putting KETO CROTCH into the public awareness and have it REPEATED.

dcmcommunications.com/blog/advertisi…
Phase 3 of Operation Keto Crotch: SOCIAL PLATFORMS
SOCIAL PLATFORMS is the key driver to make your message go viral.

This is the part of the operation where we take a drop of KETO CROTCH and we rub it into the fabric so it becomes a permanent stain using INFLUENCERS to AMPLIFY our message.

landerapp.com/blog/amplify-y…
@DrMichaelMosley @BenGreenfield @RealKidPoker were a few that I found.

I think @bengreenfield was the best value for this campaign because he actually defended his Tweet with some impressive sounding psuedo-science.
Ben was back to making up stories to sell overprice trinkets the very next day.
How much does Ben get paid for a Tweet I wonder? What is the price to sell out your integrity to scare people away from a possible life saving health intervention?

About 300 bucks. Really @bengreenfield? Pssssh.
Hey, did you know that YOU TOO can be an INFLUENCER!

Go ahead, see what one of your Tweets is worth. It's fun AND humiliating!

webfluential.com/influence-esti…
Keep in mind, beside Twitter this was also happening on Facebook, Snapchat, Youtube, Instagram, and many other places where uncool old people like me wouldn't know about. #KetoCrotch #InformationWarfare
Now that we've paid for the foundation, it's time to really reap the benefits of our campaign with an AVALANCHE of FREE ADVERTISING. This is called EARNED MEDIA. izea.com/2017/07/19/ear…
A simple way to think of EARNED MEDIA is that it's the actual viral part of a viral story. People react. And in this campaign, people reacted exactly how we want them to in order to destroy our competition. With cruelty.
Any keto people out there who were tagged on social media by your non-keto friends suggesting you may have KETO CROTCH? (Retweet to raise your hand).

This was by design. You see, SOCIAL VALIDATION is a critical part of an advertising campaign. forbes.com/sites/jaysonde…
If you want to learn more about these sophisticated marketing techniques (propaganda) I encourage you to learn from the company that PRACTICALLY INVENTED this model. @EdelmanPR
You probably haven't heard of them even though they are the largest public relations firms in the country. I'm sure you've heard of some of their clients though.
Let's bring this all back home. What does KETO CROTCH have to do with ongoing massive layoffs of journalists?
In the old model, journalists wrote who, what, where, when and people would buy the paper to stay informed AND tolerate ads in the paper.

That model is old news. ADVERTISING THAT LOOKS LIKE NEWS is the new model crazyegg.com/blog/content-m…
I'm lucky to live in a District with an AMAZING freshman representative @RepKatieHill

When we look at the lies, deception, false information, and possibly LIVES LOST with this campaign, I have to wonder IF and WHY it's legal???
PS: This is an interesting angle to this story too. You should have a look here:
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