Some questioned if Twitter was the best platform for choosing the 2011 Lucky 13 Interns.  As someone who went through the process and captured the attention of Campbell Mithun, I can assure you this year’s application process was not only difficult, but exhilarating. 

My process was different from other applicants, since I had the added challenge of applying from Tanzania, East Africa.  Power was scarce, Internet connection was unstable (or nonexistent if there was no power), and trying to upload anything took hours (when the Internet connection was stable and there was power).  Even loading the Twitter page took effort.

I wasn’t an active tweeter before Campbell Mithun announced it would use Twitter as its platform to choose the next Lucky 13 interns.  In the weeks preceding the tweet-off period, I read as much as I could about Twitter strategy.  Some of it was helpful, but what gave me the idea for my personal strategy came from Campbell Mithun’s motto, “Everything Talks.” I realized I would have to think beyond the “What are you doing?” Twitter box, and make everything talk for me.  The best way to break away from the 140-character restriction was to link to something else.  I chose to link to videos I created, pictures I took, articles I wrote, and websites I made to introduce myself to Campbell Mithun.  I even designed a Twitter background (although I don’t know if the Lucky 13 coordinators ever saw it).  Every tweet focused on a different quality or skill specific to me and related back to my original theme, “Africa to Advertising.” 

When the tweet-off period started, so did the intense competition.  The sheer volume of tweets was overwhelming. Over 400 people registered to apply for the internship, but many never completed all thirteen tweets after seeing the fierce competition.  I paid close attention to the people who I thought were doing well, and learned from them.  Usually during an internship application process, there are few opportunities to interact with other applicants (unless you happen to pass someone in the hallway who interviewed before you).  During the Lucky 13 tweet-off period, new posts appeared 24-7, and you could see everything.  I revised my tweets several times if someone posted something similar to what I was planning to do.  Being exposed to other applicants going for the same position made me up my game.  It wasn’t all intense competition though; I met some incredible people through the process and exchanged messages with them.  Not everyone was in competition for one position, so you never knew who could be your fellow Lucky 13er.

Even though I had the added challenge of racing against battery-life to shoot video and edit an article on my computer, or having to re-upload pictures multiple times because the power kept cutting off, I thoroughly enjoyed the process.  I was inspired and surprised by other applicants. One person designed an animated website focusing on the number 13, and added to it each day. Someone with whom I did karate when we were in elementary school applied for the same position as I did. Another person posted a beautifully edited dance video, which I used in my dance class in Tanzania to inspire the students.  Someone else encouraged me and cheered me on despite the fact he was also applying for the same position. 

If it was just about thirteen 140-character tweets, I don’t know if the application process would have been so enriching.  However, we as the applicants had the opportunity to see the competition, to interact with one another and the Lucky 13 coordinators, and to link to things like video, pictures, documents, websites -- really anything we wanted.  For these reasons, I believe using Twitter as a platform to choose interns or employees is genius.  When you have over 400 applicants, and the only thing you know about them is what is on a one-page resume, how do you know you are picking the right person?  How do you know they are a good fit for your company?  I have never worked harder to get a job or internship, and I know when the summer rolls around, I will be that much more dedicated to learning and contributing as much as I can to Campbell Mithun as a 2011 Lucky 13 Intern. 

-- Natalie Neal, 2011 Lucky 13 Intern, @NatalieNeal (#thankful)