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Which entertainment properties led Twitter in 2010?

As the end of the year draws close, the inevitable year in review pieces are starting to roll out. The first, from Twitter, however, shows what the hot shows, music, movies and actors were with the Twitterati – and it holds some pretty big surprises. Twitter

While it's not exactly shocking that Charlie Sheen led the actor category, Elizabeth Taylor was the most talked about actress (and Raven Symone topped both Natalie Portman and Jennifer Lopez). And of all the shows on TV, ABC Family's "Pretty Little Liars" was the hottest topic.

YouTube sensation Rebecca Black was the year's hottest subject in music, while "Thor" was the most talked about movie. It's worth noting that the year's top four grossing pictures (year to date) – Harry Potter and the Deathly Hallows – Part 2," "Transformers: Dark of the Moon," "Pirates of the Caribbean: On Stranger Tides" and "Kung Fu Panda 2" – were all absent from the list.

The hottest topics in select areas were:

TELEVISION

  1. Pretty Little Liars
  2. Two and a Half Men
  3. The Craigslist Killer
  4. Golden Globe Awards
  5. People's Choice Awards

MOVIES

  1. Thor
  2. The Dark Knight Rises
  3. X-Men: First Class
  4. Fast Five
  5. Green Hornet

MUSIC

  1. Rebecca Black and Friday
  2. Nate Dogg
  3. FEMME FATALE
  4. Gerry Rafferty
  5. Gil Scott-Heron

ACTRESSES

  1. Elizabeth Taylor
  2. Mila Kunis
  3. Anne Hathaway
  4. Raven Symone
  5. Natalie Portman
  6. Elisabeth Sladen
  7. Jennifer Lopez
  8. Nina Dobrev
  9. Emma Watson
  10. Fernanda Vasconcellos

ACTORS

  1. Charlie Sheen
  2. Macaulay Culkin
  3. Ryan Dunn
  4. Ricky Gervais
  5. Pete Postlethwaite
  6. Tracy Morgan
  7. Jake Gyllenhaal
  8. Ashton Kutcher
  9. Colin Firth
  10. James Franco

This tweet is brought to you by…

Just as the firestorm of controversy about ad-supported bloggers begins to die down, Twitter is about to see a surge. Paid tweets are on the way – and they’ll have some celebrities behind them.Hollymadison

Holly Madison (from “The Girls Next Door”) will be one of at least 10 celebs to help roll out “SponsoredTweets.com”, a new service that will let advertisers reach out to popular Twitter users and hire them to promote products in 140 characters or less.

“The goal is to make this a platform that has a diverse base of celebrities participating - everything from TV stars to sports celebrities to sports teams and media properties,” says Ted Murphy, founder of the site.

Scheduled to go live on July 27, SponsoredTweets won’t be exclusive to stars. Any Twitter user can sign up and set their price to tweet a product. Advertisers will then contact users that interest them and make an offer.

“The average Twitter user has less than 150 followers,” says Murphy. “Celebrities have hundreds of thousands. Those turn into some pretty big assets for the celebrities and we want to provide them with a tool to monitize those.”

There’s a slippery slope by mixing ads with tweets, though. Fans often see celebrity Twitter accounts as a way to communicate directly with actors, musicians and sports stars. To see those personal missives mixed with ads could damage that relationship.

There’s also the shadow of the paid blogging controversy. Many bloggers who acted as journalists have acknowledged accepting cash to positively promote a product. In this case, how will fans be able to differentiate between a casual mention of a product in a tweet and a paid endorsement?

Murphy says the ads will be clearly labeled.

“Everything in the platform - every tweet - has to be disclosed,” he says. “What we’ve done is built in a software system that enforces disclosure. We’re trying to bring a level of transparency to the process.”

Perhaps so, but one of Twitter’s appeals for many people has been its reputation as an Oasis from the ad clutter of the rest of the Internet. Upsetting that balance could be a risky game.

MySpace needs to focus on entertainment? music? gaming? give up?

MyDeWolfe The appointment of former Facebook COO Owen Van Natta to replace co-founder Chris DeWolfe atop MySpace has numerous Web pundits buzzing over the same question: What does the News Corp.-owned social networking site have to do to rebuild its buzz and its business?

On the former point, MySpace is clearly losing to Facebook and even, to a certain extent, Twitter. Though it's hardly that small, it is now to Facebook what Friendster was to MySpace a few years ago.

On the latter point, News Corp. is having a tough time justifying its $580 million purchase of the site, especially now that its approximately $300 million search deal with Google (the site's main monetization tool) is set to expire next month and unlikely to be renewed at anywhere near the same rate.

"The company then has a potential black hole in terms of profitability," Sanford C. Bernstein & Co. analyst Michael Nathanson told the New York Times.

News. Corp's new chief digital office, Jon Miller, was obviously brought on in large part to help figure that problem out. And his first move is apparently new management brought in from MySpace's biggest competitor.

So what should MySpace do? What strengths does it have to build on?

Caroline McCarthy at CNET News argues it should increasingly become an entertainment company. Two of its most compelling features currently are social gaming (which she says help explain why MySpace's pageview lead is so big even though its unique user lead over Facebook is rapidly shrinking) and its well received new music offering, which joins together social networking with streaming tracks.

"If people can be confident that MySpace is a reliable hub for finding insidery information about the latest in entertainment--fresh new bands, movie previews, the fall TV season, great Web video--that could be enough to get its momentum back," McCarthy writes. "It might've started out with the tagline "a place for friends," but maybe the attitude should change to "a place to be cooler than your friends."

Meanwhile, Jason Calacanis, CEO of Mahalo.com, founder of Weblogs Inc. (since sold to AOL), and my former boss at Digital Coast Reporter / Silicon Alley Reporter, has a suggested list of ten priorities for Van Natta. Some seem a little wacky, like buying a search engine to to keep some of the traffic its losing to Google (those of us with a Google bar in our browser will still search the way we want to) and buying or building a network of content sites (because content is such an easy way to make money online these days? As Jason admits, much of Weblogs' value lied in its technology, not its consumer-facing product). But others seem very savvy:


-Focus on mobile: The future of many online tools is mobile. Social networking is already a largely mobile phenomenom in other countries like Japan. Nobody has really made social networking work on mobile in the U.S., though, and MySpace could take control.

-Integrate better globally, in part by using News Corp. assets and in part through mobile. As the world shrinks and people become more global, a more global social network makes increasing sense.

-Build a huge social and casual gaming business. MySpace's social platform could be used to create an absolutely killer gaming platform of the type many others are trying to create right now. MySpace already has the community. Now it just needs to buy or build more games so it becomes the destination. That fits in perfectly with McCarthy's advice to become an entertainment hub.

-Build a new platform. This is risky and as Jason argues should probably done while simultaneously maintaining and improving the current one. But if MySpace wants to retake the lead, it needs to make a leap beyond Facebook and Twitter and everyone else. The only way to do that is to invest in a new and radically better version of social networking that blows away the competition. Facebook has already shown that MySpace can't just tweaks its technology and rely on its community to keep it no. 1.

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About

Chris Morris reports on the the intersection of Hollywood and technology, as well as the latest must-have consumer technology gadgets.
Tips and feedback are encouraged at chris.r.morris-at-gmail-com

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