Simplify Foursquare Checkins with Barcode Scanning Android App
TweetUp Launches “AdSense For Twitter” Product At #TCDisrupt
Zynga And 7-Eleven Strike Branding Deal, 10% Of The U.S. Now Playing FarmVille
…I said, shooting myself in the foot. Though, not technically accurate, the phrase “Social Media” as we use it today, is, for all intents and purposes, meaningless. How did I reach this conclusion? Well, for starters, all media is by definition social, according to the oxford English dictionary anyway, which defines a medium as “a means by which something is expressed, communicated, or achieved.” So, unless one is communicating only to him or herself, all media is then intrinsically social.
And then we have to acknowledge the fact that all social interaction takes place via a medium of some sort. That is, unless you can provide me with an example to the contrary. Thus, “Social Media” becomes a term that doesn’t actually refer to anything but some sort of self-defining, circular, concept we’ve all agreed it refers to, possibly out of a collective laziness or lack of effort to actually identify and define the novelty we aim to discuss. The phrase insinuated itself into industry jargon because it was convenient and has since found its way into pop culture zeitgeist nomenclature, despite not actually meaning anything.
The thing is – social media isn’t new. When prehistoric man painted pictures of spears and buffalo on cave walls – guess what, that was social media. When town criers would shout news from atop pedestals in the marketplaces of ancient Rome that too could easily be referred to as social media.
We use the term to differentiate the dissemination of content on blogs and networking platforms from traditional outlets where information was conveyed in a more unidirectional manner. But even newspapers, TV, and radio are all social media.
What’s real and new (and what we’re all fascinated with) isn’t the vehicle itself, but how the medium allows us to alter that content as it’s shared. Every time a single datum changes hands, every time I pass on a link, or an article, or anything else, I’m imparting my own personal flavor & commentary.
To be fair, this isn’t really novel either. When a journalist tells us a story, he/she inevitably contributes a style and/or an implicit opinion (no matter how hard they may try not to). Traditional reporting is still social, regardless of how outdated it may seem to be – one party is relaying substance to another party – newscasters, radio hosts, reporters – they aren’t talking to themselves. Whether you like it or not, all media – from blogging to storytelling to skywriting – is qualitatively social.
What we are actually enamored with when we reference ‘social media’ is the quantitative aspect – the degree of socialness – not the social nature itself, as well as the subsequent reach and additional impact made possible by, and predicated upon, the repeated context-specific deconstruction and reconstruction of a given message.
Due to the fact that these platforms & emerging tools, those we’ve dubbed “social media,” or that which falls under the auspices of the “social web,” allow content to be propagated from one person to the next and between people at such an extreme rate, that the subject matter becomes malleable – living, breathing, evolving – taking on new meanings and relevancies as a result of the emotions and experiences of the person transmitting it and the context in which it’s being transmitted. Traditional media, while still retaining social properties, limits the amount of plasticity, as the route from source to reader is such a short and direct one.
So I hereby propose we stop using the term social media (though, we can still discuss social networks, platforms, or vehicles), and start referring to living, breathing, evolving dynamic media, because that’s what it is.
When we talk about the virality or memetic qualities of a video – whether organic or a component of a PR or marketing campaign – the ripple effect that we aim to recreate isn’t one of simple social transmission. I don’t want someone to just see a video and send it to a friend who sends it to a friend, et al. Superficially, that sequence of events may appear to be an effective means of increasing reach, but every time I retweet an article or show a friend a funny video, or post a product review or campaign analysis on my blog, I’m not just restating existing content – I am reconstructing it, which is so much more impactful than simple reiteration. Furthering its spread, yes, but irrevocably altering it in the process, and thus making it my own. And when I, or more importantly, when consumers can claim partial ownership of content – such materials become more influential over behaviors, both social and commercial
We – marketers, publicists, ad execs, media producers, digital strategists, think – how can we add value to conversations, how can we create content that people want to share – good questions, but not the most potent one, as those focus on the social nature, not the living, dynamic nature. The key is to provide users, consumers, with inherently moldable content, subject matter that can exist on its own – that has innate appeal – yet is receptive to reshaping and reinterpretation, along with the tools to do so, so that consumers can take branded content and create something personally meaningful from it.
This brings us back to the Tabula Rasa approach. Provide a branded but blank canvas for consumers to express their pent up creativity – only not. At this point, that tactic, though tried and true, is worn and destined for obsolesce, lest it be revived vis-à-vis dynamic media. Some might suggest that the masses have desensitized to the blank slate. I would argue that the “waiting canvas” concept affords the public too much freedom and choice, making it less appealing, in the same way that children think they want freedom, but unknowingly crave discipline and direction.
While persons are driven and intelligent, people are lazy and stupid, (Hat Tip – Men In Black) and that entails a very precise paradigm for the successful employment of dynamic media for branded or commercial ends. Namely, people don’t want to create content from scratch. We live in the heart of remix culture. Intrinsically valuable materials need to be provided to consumers, accompanied by both the means to impart a personal, individualized meaning – the added value, be it emotional, contextual, cultural, or otherwise – and the tools to easily share their product. But keep in mind, while they may cherish their creation, consumers are producers too, and when they propagate such a construct, one parented by the individual in tandem with the brand, the consumer is aware of, and expecting, the next person in the chain to impart his or her own contextual significance onto the borne product.
Yes, this is SOCIAL but so what? The opportunity for brands, and with it our focus, lies within exploiting the dynamic quality of such content. The mere fact that this content evolution it might happen through social transmission is interesting and yes, does lend the social realm reason for analysis and investigation, but it is only a means to an asymptotic end.
One corollary of all this would be the discussion of what is classically associated with Word-of-Mouth marketing and the attempt to generate (the over-and often-misused metaphor) viral content (memes) and the accompanying image of a wave as ripples through still waters. But that analogy is only representative of the dissemination of static content, not living, breathing, evolving entities.
Whether we look at viruses, as they infect cells and replicate, using their host’s own mechanisms as it’s means of proliferation, or the outermost waves of a ripple in a pond – we are observing the conception of clones – the replication of identical entities – even if the potential growth and reach of such replication is now exponentially greater (as it is with social networks and outlets). In its place, I suggest we think of dynamic media marketing as a game of telephone. Brands must prepare for and embrace the idea that it’s initial narrative will get distorted and refashioned at every stop along the way. Instead of trying to control the final outcome by carefully & strategically crafting that first idea – one designed to affect the end product – the ideas and messaging should be devised, from the outset, to welcome that loss of control. Because the truth is, control is something brands never really had to begin with.
In the same way that misdirected efforts, those overly centered around a specific platform like Facebook or Twitter instead of the underlying message or behavior, will face transmedia obstacles, so long as brands and those representing them continue to focus on the “social” facet of emerging media, their attempts at capitalizing on all that the digital space has to offer will be limited, if not hampered entirely, by overemphasizing and over-attending the wrong element.
This is not so say that there isn’t a place for the term “social.” I’ve already mentioned the platforms & vehicles, the “media” designed for the most basic and fundamental of social behaviors, namely, simple communication, conversation, dialogue, the exchange of information between 2 or more parties.
But the real opportunity for brands and producers is to do one of two things:
Couple these precepts for the most intensive approach – taking an analogue, private activity and creating – then owning – it’s online, social counterpart.
For example, if networking, conversation, and information exchange are the basis for the existence and employment of social networking sites, then, social gaming would be one example of a successful branded enterprise in which a behavior was effectively transitioned into this space. Presently, in the throes of the holiday season, we’re seeing brands attempt to recreate traditional shopping experiences with social e-commerce parallels.
This approach is in direct contrast to those that seek to leverage or exploit preexisting behaviors, such as Facebook applications and campaigns that capitalize on users’ affinity for posting pictures and videos to social networks. It’s easy to analyze Facebook data and discern common behaviors across users in a target demographic. It’s much more difficult and innovative, however, to identify behaviors that have become outdated and abandoned, or with which we have become complacent, with the potential for social, digital reincarnation. As a result, such innovation carries with it greater weight and promise for the coveted return on investment.
One last thought. I’m not actually trying to convince you that social media doesn’t exist. I’m simply attempting to separate two discrete concepts (and opportunities) that we’ve lumped together under one label that doesn’t do them justice. If we do want to focus on the platforms’ socially enabling features as a vehicle that allows for the evolution of media and content – that would be amazing. But the tools to study this field transcend analysis of Facebook and Twitter and trendspotting platform-specific behaviors and desires. That analysis is necessary of course (I’ve dedicated many hours to it, in fact) but that really requires a manufactured evolution of consumer behaviorism to adopt and incorporate technological innovation and social psychology – confirmation bias, attribution bias, labeling effect, self-fulfilling prophesies etc. People behave (read: shop, interact with brands…) differently when alone than when in groups. Every action is different, whether on or offline. Understanding how people act in social situation is KEY for marketing in general and is not limited to digital media.
I’m not trying to undervalue the “socialness” the brand’s need to grasp. 2-way, Brand-Consumer conversations are imperative at this point as the masses are increasingly demanding this form of engagement. I’m only trying to point out that from a marketing standpoint, assuaging that need for brands to be social and create social opportunities is different from strategic planning and planting content that is designed to be dynamic and ever-evolving. That part goes hand-in-hand with brands coming to terms with the fact that they never had control of their brand identity – a systemic flaw in most messaging that is exacerbated by the exponential rate at which a given message, and with it, objectives, mutate.
The applications of dynamic media are as limitless as social. We just need to remind ourselves that there are two independent (however intertwined or overlapping) phenomena that require our attention.
Thank you for reading my tirade, I’ll try to keep my future posts to 140 characters or less. And please, feel free to disagree with everything I’ve just said – that’s how we learn!
David Mullen, in the latest of his daily dose of insight, has opened up the discussion on yet another important topic for many of us experimenting with social media and developing campaigns for clients who are more than a little bit skeptical about venturing into a territory with which they are, for the most part, lost.
I strongly urge you to read Mr Mullen’s post – Should Brands Approach Social Media with a “Pilot Program” Mindset?
There are arguments to both sides of the issue. A “Pilot Program” helps ease the client into this scary and unfamiliar terrain. The downside is that you may not see results or ROI if you don’t commit to a thought-out, long term, strategy. Kind of a catch 22. There is, IMHO, a middle ground. A way to create a small scale, but comprehensive social media attack. The key is to develop a strategy that can be narrowly focused, initially, and then expanded and expounded upon, both in terms of goals and means to achieve those goals, as the data from the first phase can be analysed. Those metrics will provide feedback for you as you grow the initiative from a fine, targeted, endeavor, to a more far reaching and all-encompassing social media presence, and with it, your own unique approach and attitude.
I think it’s more about choosing the right channel – Pick one vehicle – facebook, youtube, twitter, a blog, etc…and focus all efforts on that one medium. This way, you’ve got your pilot program mentality in that you’re not trying to tackle the entire social space in one fell swoop. It’s not overwhelming; you have time to manage and monitor one platform, and thus you can develop a system in which consistancy is maintained.
Additionally, Choosing one medium allows for much easier measurement and analytics, to determine if the effort has delivered and if it’s worthwhile to expand.
Of course, to do this, you also have to Define your primary goal – customer service, marketing, branding, PR…etc. – pick one & stick to it – let your goal be the guiding influence in choosing the most effective social platform and your method for measuring results.
This is my “Pilot Program.” It has longevity, a goal, consistency, and it’s measurable. If it’s deemed to be successful, you can adapt this mini-initiative to other social media, or expand your goals, if desired. Either way, limiting yourself or your brand to 1 goal, 1 platform, 1 campaign is the best, IMHO, form of Pilot Program – insofar as that it has all the elements of a traditional and comprehensive campaign, while keeping things simple enough to act as a test of your needs, capabilities, and suitability for the effectively utilizing these media.
What do you think? Remember – My Blog is Your Blog – Share Your Thoughts!
Today’s Top Posts and Articles – Everything Social Media, PR, Advertising, Marketing, Branding, Twitter, Internet, Media & TV.
If you have any other articles or posts you think should be on the list – email me or @/DM me on Twitter.
Deloitte network melds expertise, social affinities – Ragan Report
Could this be the end of electric power cords? – Los Angeles Times
Three words every PR pro should ban – PR Daily
Lab Watches Web Surfers to See Which Ads Work – New York Times
AOL Webisodes Put Kids in Space – AdWeek
Grifters defraud artists in twist on ‘Nigerian scam – Portland Press Herald
Top 10 Tasteless Ads – Time
You Know You Have a Communication Problem When… – Little Pink Book
Q&A: Probing the Amazon-Zappos Deal – BrandWeek
Social entrepreneur finds money-making power of Crowdsourcing – Chicago Tribune
Use Your iPhone to Track your Happiness – Fast Company
105 Twitter Applications for PR Professionals – Everything PR
Bing to Power Yahoo Search? – Mashable
19 Guerrilla Social Media Marketing Secrets – Closing Bigger
The Future of Twitter – Time
The 10 New Rules of PR – Jeff Bullas’s Blog
Tweetmeme accuses Retweet.com of stealing its code – TechCrunch UK
What Social Media Can and Can’t Do for You – Future Now
73 Ways to Become a Better Writer – Copy Blogger
LaunchSquad – Best Time To Be In PR – Silicon Vally Watcher
PayPal Case Study – Social Media Ignorance – Social Media Today
Media, in all its forms – new, old, traditional, print, digital, social, etc. – has evolved to the point where the lines once separating production and consumption, brands and their patrons, outlets and readership, are blurred, if not altogether obliterated. Of this, there is little doubt. But it raises a vast multitude questions that plague many of us who reside in this nebulous field that is Public Relations, Advertising, Marketing, Communication, Customer Service, and Social Media.
Question #1: Under Whose Aegis (of the aforementioned disciplines) Does The Realm Of Social Media Fall?
Marketers would argue…well, Marketing, for obvious reasons. To those outside the industry, and thus unfamiliar with its nuances, this is often the first inclination. Others might try to woo you to the side of Customer Service, winning you over with tales of happy customers who have had their problems solved upon textually screaming “Help! My PC Crashed,” unknowingly calling forth a veritable army of Dell’s finest minds who scour twitter in search of such opportunities. As a Publicist & Digital Strategist, I would have posited only weeks ago, and still might, that Social Media and platforms like Twitter & Facebook, should be run, or at the very least, curated and moderated, under the auspices of the Public Relations Department or Agency. Why PR? Because Public Relations is about defining and promoting a brand through said brand’s message, values, and principals. While traditional media was a one way vehicle, social media, by definition, is an open conversation. Public Relations professionals can, and do, continue to take that message and engage consumers and mass audiences, but now on the level of the individual or micro-community, as this degree of interactivity is presently expected of, though not necessarily delivered by, most brands. The popularity of blogging and platforms like Twitter, built on an ongoing public dialogue, allow publicists and digital strategist to identify, interject, and engage those who would be interested in learning about and associating with the brand’s values and core beliefs. Facilitating this discussion, in my opinion, should fall to those who have been doing so until now…publicists.
Question #2: Who Made The New York Times (or WSJ, CNN…) King?
That is to say, we live in an era characterized by the public’s ability and desire to produce and disseminate their own content, whether via Blogging, Tweeting, Facebook, YouTube, FriendFeed…etc. So, why do brands still rely on traditional media outlets to broadcast their message, insisting that these are the more powerful channels? Obviously, most reputable organizations have, at this point, begun reaching out to bloggers and utilizing social sites. In this light, a Daily News article begs the question “Will it matter who you watch anymore?”
My answer would be a resounding NO. In fact, for people and brands alike, I’d go so far as to pose a corollary that may be even more telling of our times, “Why should I watch them, when they should be watching me!?”
I recently attended GasPedal’s Blogwell Conference in Chelsea Piers, at which I was privy to the social media insights and experiments being conducted by some of today’s most recognized national brands, including, Microsoft, GE, Coke, Nokia, and Johnson & Johnson.
GE struck me as really having taken advantage of some of these sentiments, in the creation of their GEReports website, which acts as a hybrid between blog & media outlet. The site is designed to serve as an additional voice for GE and a portal for niche audiences to find relevant, interesting information – an innovative and seemingly effective way to employ social media and capitalize on the public’s unwavering desire to be heard and have their specific interests catered to. Yes – I ended a sentence in a preposition…deal with it.
After fighting my way through the crowd, I was able to catch GE’s Communications & Social Media Specialist, Megan Parker who kindly informed me that one of the foci of the site, and the primary basis for both content and measuring success, were the comments posted by their readership…and I thought “Brilliant.”
I pondered the connection between these questions and concepts for a while, implicitly understanding a significant relationship existed between them, but unable to articulate it, even to myself. That is, until I came across a series of blog posts rallying the PR industry to step up and embrace the evolving landscape of media. Almost simultaneously, though perhaps not coincidently, I stumbled onto a twitter conversation about “People Relations.”
Ari Herzog directed me to a post by David Mullen in which he coins the term (as far as I understand it) People Relations, resultant of a discussion with Shannon Paul. The post, The “P” in PR Should Stand for “People” is an enlightening one and hits on some very interesting and very true points about today’s society.
As Mr. Mullen eloquently puts it,
“Shannon Paul suggested that integrating social media into communications strategies was putting the “P” back in PR, renewing a focus on public instead of media. I agree with Shannon a bit, but wanted to up the ante.
Shouldn’t the “P” stand for People? My wife and I aren’t a public. We’re people. I’m willing to bet you’d say you’re people, too.
Yes, I know that “public” refers to groups of people, but that still feels a bit cold to me. This is more about changing our mindset, for those of us who need it. People expect more personal relationships and one-to-one conversations. People want to share their dreams and fears. People want to be heard. People want connections.”
I say, we take this one step further. These once disparate, yet intimately intertwined and overlapping, arenas of PR, Communication, Customer Service, Advertising, Marketing and Social Media, are now coalescing and ‘People Relations’ is the resulting amalgamation. A new industry is developing, borne of necessity & experimentation; Social Media agencies, in order to actualize their eponymous mission, must become People Relations agencies, and they must draw lessons from their predecessors in order to succeed.
The New York Times & CNN are no longer the kings of content and the importance of blogger relations, so recently the epitome of successful digital marketing, is now losing meaning (though not value), as everyone’s voice becomes equally valid. I don’t need to be an avid or established blogger to tweet a scathing, 140 character, early adopter’s review of some new tech gadget that can result in the same damage as a comprehansive, half page analysis David Pogue might give the same product in the New York Times a month later. As soon as I have an opinion on anything, I have a plethora of media vehicles – textual, graphical, audio/visual, even musical – at my disposal by which to express myself.
One does not need to be a veteran video journalist to capture groundbreaking events on a phone and upload it to YouTube (or snap a shot of a plane in the Hudson River and ‘twitpic’ it before major news outlets are aware of what’s (not) flying. Not to mention the ever growing mass of new media celebrities such as lifecaster, Jill Hanner, comedian/musicians Rhett & Link, and the TMI group, whose show was recently picked up by an NBC outlet, all of whom must have ventured to, at some point, ask themselves, whether implicitly or explicitly, “Why rely on Big Media to broadcast our content when we have the means to do so ourselves?”
People Relations means catering to each and every individual – it means that marketers, publicists, customer relations specialists, and advertisers must understand – The single person is no longer a small fish; individual voices rival, or have the potential to rival, even the largest, most authoritative of the old media outfits. This is why & how brands should employ twitter. Not by barraging innocent followers with an endless stream of promotions and marketing propaganda; nor should they limit themselves to mere customer service. They must learn to treat each and every individual, to the extent that it’s feasible and cost effective, as if they were the editors of the Wall Street Journal, the way tech start-ups have come to treat TechCruch’s Michael Arrington.
The sense of entitlement associated with today’s youth and adolescents will only grow with each new generation. Publishing giants will flail and fall, and eventually fail. And while the rest of us wax nostalgic, this ever-growing legion of young producers will simply proclaim “New York Times? I AM the New York Times.”
Please…Feel Free To Share Your Thoughts & Share This Article!
1. A Prerequisite When Hiring New Talent -Basic Knowledge of HTML & Web Design
Right now, the realm of social media is up for grabs. Marketing and advertising agencies are vying for the rights and for PR to remain in the game, publicists need to do more than develop the ‘creative’ behind digital campaigns. Whether it’s simple HTML coding for helping build out a clients blog, or fully developing website widgets and mobile and Facebook apps, having knowledgeable developers and programmers on staff is essential on claiming the social media territory in the name of PR and wresting the burgeoning landscape from the hands of competing industries.
2. PICK UP THE PHONE (But Don’t Leave a Voice Mail)
The media is shrinking and, as an unavoidable and unfortunately consequence, journalists, sadly, are being laid off in droves. This means fewer reporters covering a greater quantity of topics and beats and receiving more emails and pitches than ever, making it all the more difficult to get noticed/be heard. Thus, placing clients in top tier outlets has become as hypercompetitive as the job market itself – Catching the receptive ear of a friendly journalist, never an easy task, has become a more difficult feat that it was only a year ago. The easiest way around that – PICK UP THE PHONE. That doesn’t mean barrage the media with a never ending stream of emails, follow-up calls, and voice mail. But if you target your reporters and outlets well and understand the deadlines and time constrains of their daily routine, a well place phone call can go a long way. And it seems a lot of PR Pros…myself included…have forgotten this once-popular means of communication in light of the ease of email.
3. Predict & Preact!
Read & React, the old M.O., worked pretty well for a while. Now, however, reactive methods are obsolete as headlines fly in and out of the public’s attention so quickly, by the time you read an article in a mainstream media outlet or see it covered in the news, get your client’s perspective on the issue, and start pitching it, the story is long dead and the masses have shifted their interests to a dozen other fleeting topics. The key is to identify trends and popular stories before they hit the airwaves and papers. A few years ago, one could argue that this is easier said than done, requiring psychic powers. I’d posit that now, with the advent and growing popularity of twitter and news aggregators like digg, spotting the trending topics is easier than ever. If a publicist is good at his/her job, Predictive and Proactive pitching is not only possible, but crucial. If you are familiar with an outlet or a journalist’s goals and interests and with what issues (or gadgets, or causes, etc…) the masses are currently consumed with, this should come naturally. You should be looking for tomorrow’s headlines, not today’s.
This preemptive and instantaneous approach isn’t just essential for publicists to understand, it’s also vital that clients are fully aware of the immediacy and urgency entailed in effectively capitalizing on current, or soon-to-be current, events. A publicist’s best efforts are only as successful as the client will allow. Ensuring that your client ‘gets’ the need for a timely response will allow you to capitalize when you do spot that topic that fits perfectly into his/her area of expertise and is about to break out of the niche into the mainstream.
4. Corporate Blogging/Social Networking Policy
Many PR Pros & employees already are, and should be, utilizing social media in their daily activities. However, when it comes to blogging and engaging the public on open platforms, speaking as the voice of an agency or on behalf of a client can be dangerous, despite all the potential benefits. Thus, policies, procedure and protocol for such engagement are necessary to ensure that both the firm and its clients are accurately represented.
5. Training ALL Employees in Basics of Social Media
Again, if you or your employees aren’t targeting your outreach to bloggers, micro-communities, and the appropriate niche audiences found online, you are missing out on reaching a vast population that want to hear your (client’s) message. Most likely, this isn’t due to apathy or laziness, rather a lack of understanding. The world of social media is evolving so rapidly, it’s difficult for even the youngest and brightest to keep up. Routine training and briefings updating employees on the latest and greatest social and online media is a must.
As Always…I’m Looking Forward To Your Thoughts & Feedback. Agree with me, Argue with Me, Either Way – The Value of Any Blog, Mine Included, is dependant on the thoughts of its readership and the quality of the commentary…So Please: Share your insights on the matter – How do you think PR Firms & Publicists should Adapt? Can We? Am I Wrong? Is PR Destined for Obsolescence? Is Social Media Fated to fall under the auspices of Marketers and Advertisers? You Tell Me!
Also, My Boss, Ronn Torossian, CEO of 5W Public Relations has put up a new video on this very topic. You can see it, below (it’s short). You can also subscribe to the 5WPR Youtube Channel Here. Enjoy!
Today, Meg Roberts Posted a Follow Up Piece “Are We Forcing Social Media Tunnel Vision on Young PR Pros?”
In it, she wonders”
“are young PR professionals being set up for failure because they aren’t being given enough opportunities to investigate and learn traditional tactics and strategies?
As companies continue to look at younger staff members for social media expertise, senior employees, recent graduates, and interns should work together to ensure young professionals have well-rounded task lists that include a variety of skills necessary for communication campaigns – both online and offline.”
I think she’s really hit the nail on the head. I’ve heard many stories, including my own, of young PR pros who have become the de facto social media experts at their firms, purely predicated on age.
Personally, I’ve embraced this role, as I’m passionate about social media and I do have a background in traditional PR as well, so I don’t feel as if I’m missing out on crucial work experience (yet). But this isn’t usually the case and I fear that she is correct – people in our generation are almost obligated to focus on social media, precluding them the necessary experience of traditional PR and media relations.
Not only that, but despite the popularity of social media and digital campaign, the actual ROI of social media is still very much disputed, and if things continue to move in this direction, we may very well be setting ourselves up, not just for failure, but for lesser value in the workforce.
I think this is indicative of a larger problem as well – the idea that social media campaigns are inherently, or should be, independent entities, intentionally disparate from traditional media endeavors. This is a MAJOR problem IMHO. I won’t knock Social Media, I can’t seeing as it’s probably my future and is my passion. However, even the best social/digital strategy must be integrated into a larger PR or Marketing approach. SM on it’s own can only do so much and go so far. Traditional marketing & PR tactics must be used in congruence with an online approach in order to capitalize on any successful social engagement on behalf of the brand or company.
These problems are intertwined. Social Media isn’t something that one person should be tasked with, nor is it a campaign in and of itself. A firm, properly employing social/digital strategy, would do so by training all employees to complement their traditional PR/Marketing with the added benefits of social media outreach…something that many are hesitant to accept.
In Keeping With Tradition – Here Are My Recommended Posts & Articles for This Week (So Far). Enjoy! And Feel Free To Suggest Others in the Comments!
Avoid Twitter Disasters (PC Mag)
Dear People Who Game Twitter For Followers: It’s Over (Tremendous News)
Tim Burton’s Beautiful Reboot of ‘Alice in Wonderland’ (Fast Company)
Blogging: the long and short of it (Guardian)
10 Twitter Best Practices for Brands (Mashable)
5 tips for brand marketing on Twitter (Freshbooks)
A Shameless Defense of Journalism (New York Times)
The Best Kept Secret of Facebook Fan Pages (Social Media Today)
Social Media Advertising: Does It Work… or Doesn’t It? (Marketing Profs)
Is augmented reality a mobile killer app? (eConsultancy)
When Consumers Help, Ads Are Free (New York Times)
Arrested Development Movie – Examiner.com
What Bing, Twitter, and Facebook Mean for SEO (WebProNews)
Dear Fast Feeders, Please Keep Your Meat Away From the Ladies (AdAge) [2 Girls 1 Sub All Over Again!]
Since I Received So Much Positive Feedback For Posting My Favorite/Recommended Reads of the day…Here Ya Go, Another Set:
Re-Branding is More Than a Logo Change – Personal Branding Blog
PR gets short shrift – Vancouver Sun
The Evolution of House Cats – Scientific American
Why Your Message Fails In Social Media – The Buzz Bin
Lifestyle PR: Will McDonald’s Win the Coffee Wars with McCafe? – Pierce Mattie PR
10 News photos that took retouching too far – 10,000 Words
A “Communications Conversation” with Arik Hanson – Mengel’s Musings
Beware Social Media Marketing Myths – BusinessWeek
Twitter Says No To Advertising Even As Network Expands – Official Wire
The Black Plague of Twitter and How To Be Vaccinated – Socially Creative
China’s Yuan: The Next Reserve Currency? – BusinessWeek
The Golden Rule of Online Marketing – Copy Blogger
And My Top Post Of The Day Award Goes To…..(Drumroll Please)….
The Twitter Avatar Roast: 10 Types of Profile Images. – Tremendous News