> I think the value of hiring more experienced folks to run social media (i.e. not an intern, someone with any amount of experience) is that they can actually point out how ridiculous this will come off, and argue against this type of tweet.
Is this idea--that major brands let interns run their social media--ever going to die? It's like a decade out of date, at least.
It's a lock that social media at Disney is led by at least one senior official and probably maps down to multiple teams--marketing, comms, customer service, research, etc.--and probably at least one outside agency. I guarantee that Disney has people with experience in social media.
From Disney's perspective, this is a positive thing for their fans because it makes it easier for the fans who want to engage with them to do so--as opposed to the usual thing for user-submitted content, which would be a "microsite" web form with similar terms and conditions.
And there is very little downside. A few grumps will performatively mock Disney on Twitter for a week or so, which happens basically whenever Disney does anything. Knowing which complaints can be ignored is a good example of the benefit of actual experience with brand social media. For example, Apple had the same terms for their Shot On iPhone campaign, which no one seems to even remember:
>1. How to Enter. To enter the Shot On iPhone Challenge (“Contest”), upload the best photograph that you’ve taken on your iPhone within the six months preceding the start of the Contest Period (defined below) (the “Photo”) and Tweet, post, email or upload it, as applicable, with the hashtag #ShotoniPhone for Twitter or Instagram and #ShotoniPhone# or the Chinese localized hashtag #⽤用iPhone拍摄# for Weibo, along with information indicating which iPhone model was used in the image caption, via one of the following methods:
>(i)Via Twitter: Log onto your Twitter account and follow the links and instructions to become a follower of Sponsor’s page on Twitter, located at @Apple, and Tweet the photo with the required hashtags and other information. You must be an active holder of a non-private Twitter account and be a follower of @Apple to be eligible to enter this Contest via Twitter (i.e., you must make sure your tweets are set to “public” and not “private”). You must have a Twitter account to enter via this method. If you do not have a Twitter account, you can create one by visiting www.twitter.com. Twitter accounts are free.
> Providing a Submission constitutes entrant’s consent to give Sponsor a royalty-free, irrevocable, non-exclusive license to use, reproduce, publish and display such Submissions in whole or in part, on a worldwide basis, in any form, media or technology now known or later developed for one year for purposes of implementing the Contest.
https://www.apple.com/newsroom/au/pdfs/passions/photography/...
Meanwhile the folks who like Disney will feed them content and data for their campaign, which is what they wanted.