That first sentence describes how World Wrestling Entertainment bungled their social media by going over the top, and by completely missing the point. With the non-stop references to Twitter, the company comes across as one that thinks "trending worldwide" will bring in revenue. The funniest part is that they focus almost all of their attention on Twitter, which seems odd considering how much larger Facebook is. The story I have heard is that Vince McMahon saw Twitter trends and flipped his shit, which is why someone needs to make sure that guy never sees Klout.
The CM Punk storyline last year was one of the few ways that WWE actually used social media correctly, and even in this circumstance it seems that it was more CM Punk's doing than WWE. The use of the comic-con video and posting pictures of him with the belt at cool places worked perfectly and didn't seem overdone.
The WWE's YouTube Channel that launched on February 1st of this year brought them in a million dollars and has been a quiet success story going unnoticed. 11 weeks into this channel and almost every video has at least 100,000 views. Seven different shows are shown weekly, with a new video added every day (Are You Serious is definitely my favorite). These shows really run the gamut from interesting (Backstage Fallout, Inbox, Outside The Ring and Are You Serious?) to character driven (Download, Santino's Foreign Exchange and Z! True Long Island Story) and they all do a decent to great job of getting their point across. The key is that the episodes are about 5 to 10 minutes long, which results in many more views than episodes of NXT or Superstars on the same channel (Although, the other two shows are also distributed on Hulu and WWE.com which should be taken into consideration).
Most interesting is that WWE spends a lot of time every Monday talking about Twitter and what is trending, they also sometimes show a single 30 second commercial for the YouTube channel. YouTube actually brings money to the company in another important way, it provides media channel full of FREE content to the 3rd largest website in the world. The problem is that they use too many on-air resources to promote what's trending worldwide when the audience that cares can see that on their Twitter feed. The extent of WWE's Twitter promotion should be showing the performer's Twitter handle under his name, using the #RAW bug on the upper left corner and possibly showing a short 30 second commercial highlighting it, it should never be mentioned in storylines.
An article on Mashable discusses the Wrestlemania social media statistics that were such a big deal to the company, it fails to mention how this will bring in revenue. It seems business websites and magazines consider using social media to be a business, it isn't it's just a tool. Business involves making money!!
