WOW! Who would’ve thought a $15 billion valuation for Facebook? I figured so many people are blogging about this that there’s no need to include in this weeks digest. Here’s your Weekly Digest:
It’s the Positive that Counts. NOT!David Meerman Scott writes an interesting post about the power “negative” headlines to drive traffic on your website. Who knew, my glass half-empty perspective may actually help drive traffic! =) Where’s My Abacus? Accurate Online CountLouise Story of the New York Times highlights the frustration of web visitor counts – those reported by ComScore versus the online property itself. Would this issue be less relevant if we moved to a cost-per-click or action model versus cost per impression model? Probably not. People want to be able to say that have the largest slice of eyeballs.
Know When to Fold ‘em…I’m an avid player of Texas Hold ‘em, so this post from Distilled caught my eye. Tom highlights how Absolute Poker’s slow response to cheating allegations is impacting their reputation. Take this piece of advice, when you have pocket Aces, don’t assume that slow playing is the best strategy!
Measure Twice, Cut OnceA key point in construction is making sure you have the right measurement before acting. KD Paine summarizes 10 pieces of website measurements you should consider for your PR and marketing efforts.
It’s a BBS. Not It’s a ForumWow – it’s interesting how some things come full circle. If you remember the term BBS, then you might find this article from Dee Barizo of netbusiness eerily familiar. She highlights the benefits of participating in niche forums for driving website traffic.
When Social Goes EnterpriseThis sucks. I just learned from paidcontent.org that CrispyNews was acquired by Salesforce.com earlier this year. Good thing, the PR group will still remain. Bad part, no new groups will be opened by non-corporate users. Granted, the RSS feed for the group seemed inconsistent at best.
Another Reason Not to StealFor those Apple employees trying to get $100 rebates off a free phone, Apple acted swiftly and decisively. Seth Rodin writes that over 800 Apple employees were fired for stealing. Personally, this was the best thing Apple could do. Demonstrates a strong sense of ethics that is sorely lacking from our society.
Brian Carroll writes the B2B Lead Generation blog and posted an interesting point about doing less may drive more results for sales lead generation efforts. Though Brian is writing this from a lead generation prospective, I wonder how much transfer to the media field? Imagine dissecting my pitch process to determine what yields better results with reporters and bloggers. Interesting thought indeed for me to consider.
Here are the weekly articles that I found interesting. There were so many that I’m posting a day early. I may revise my schedule to get this up on Thursdays instead of Fridays, because frankly, I can think of better things to do on my Friday. Here you go:
Hello, hello hello? Andy Beal of MarketingPilgrim points out the problem with the multitude of top blog lists and the risk of creating an echo chamber of self-importance.
All a Twitter B.L. Ochman provides some great reasons why marketers should consider Twitter. As she highlights, it’s important to give as much as take for any tool you use. Alternatively, David Berkowitz writes on Search Insider that maybe listening to Twitter is more important than participating. The issue is, do marketers really listen? =)
When Advertising Isn’t Marketing I just started reading David Meerman Scott and I don’t know why I didn’t start earlier. David points out the Forrester’s recent interactive marketing report if focused on the old rules of marketing versus the new rules. Check out David’s perspective on what new marketing means.
Don’t Be an Ugly American – Crossing Cultural Boundaries Ann Holland of MarketingSherpa provides an interesting look on crossing cultural boundaries for blogging. And who knew that she’s blogging from Serbia!
Fox Pisses Off Blood Thirsty Fans For fans of Buffy the Vampire TV series, you’ll love CK’s recent post about how Fox just pissed off tons of fans by serving a desist order for a sign along event. And you haven’t seen it, it’s one of the best TV episodes that’s been copied by other shows.
Trucking Down the Brand Fast Lane – Does Waggener Edstrom Have the Answer? KD Paine’s PR Measurement Blog had a quick post about this article in AdWeek. Waggener proposes an interesting brand management concept by visually mapping key words and their prospective impact on your company’s stock price.
Tracking Your Online Videos Michael Pick writes an interesting review of Tube Mogul for MasterNewMedia. For anyone trying to start a video marketing campaign, Mike outlines the pros and cons of Tube Mogul’s service. The cool part? Submit your content to several video sharing sites while getting an analytics overview. Now where are those old salsa videos…Disclosure: My company has a service that shares videos, podcasts, webcasts and online demos. Though not directly competitive, I felt it was important to disclose this.
Another Sign of Web 2.0 Exuberance? The New York Times ran a story about the Silicon Valley’s fuzzy math. So add fuzzy math to my list of signs that the Web 2.0 Exuberance is upon us. And Brad Stone outlines a conversation with Carlot Perez, who provides a historical look at tech bubbles and busts.
PR Folks Starting to Get Bloggers? Robert Scoble had an interesting post about PR folks gaming Techmeme. What interested me more about his post was how he highlighted some interesting way to get bloggers’ attention, both proactive and reactive. But then again, he was massed email press releases. I don’t know – emailing press releases to a blogger you know or don’t know doesn’t seem to be the right way to approach bloggers. Food for thought.
Lately I’ve been feeling a case of deja vu. Industry Standard is being resurrected. The umpteenth company being funded for video sharing, online video, social networking – select the focus and someone’s funding it. Here are the Top 7 Signs of the Web 2.0 Exuberance – the replay of the dot.com days?:
1. Though the valuations may be lower, it’s eery how most start-up seem to have business plans based on – advertising.
2. And if the business plan isn’t based on advertising, then the hope is … acquisition. Previously the company of choice was Microsoft, now the likely dream company is Google or maybe even Cisco.
3. High flying IPOs anyone? VMware, Compellent are just the beginning. Maybe this time, these companies have actual revenues and strong business numbers backing them. Question is, will the next ones be as financially sound?
4. During the dot.com boom and bust days, I saved money on alcohol and food with all the launch parties, cocktail events and other networking events. Now we have the LinkedIn lunch events, Ignite by O’Reilly (by the way I’ll be at the Ignite SF event on Oct. 16) and others.
5. If the answer to “What does your company do?” is Web 2.0, social networking or video, then you might be part of the Web 2.0 Exuberance. This is the new catch phrase whereas the previous hot answer was “my company is taking a brick & mortar model (remember that phrase?) to the Internet.” 5.a Your hipness factor is based on where you’re working. If you’re not doing Web 2.0 or social networking, forgetaboutit.
6. High flying companies going belly up. Not yet but TechCrunch is doing a good job with their dead pool. Takes me back to the days of f*cked company
7. VCs are hot again. Need I say more?
Give me your take. Are there other signs of the past?
I’ve been thinking about ending the week on articles that I find interesting throughout the week. Hopefully, you’ll find them useful for your PR and marketing efforts. I welcome any recommendations that you have to make this a useful list of articles. I will categorize this under Weekly Articles so you can just skip to the summaries in the future. Here we go:
Why CEOs Should Be Careful about Blogging
Jeremiah Owyang discusses the challenges of writing a CEO Blog. Jeremiah highlights the key points about why CEOs should be careful before starting a blog, from time, cool factor, to just being plain boring.
Perils of When Marketing Buzz Hits Reality of Customer Service and Product Quality
Marketing Pilgrim highlights the perils of Apple’s reputation based on recent goofs and whether this will impact Apple’s marketing machine.
Using Social Media to Raise Money
B.L. Ochman gives a refreshing look at how one nonprofit organization raised $1 million in 4 weeks. That’s more than some for-profit start ups out there!
Falling Technorati Links – What’s the True Picture?
Mack Collier at The Viral Garden writes about the decrease in links on Technorati. Is this a good barometer of authority when twitter, Facebook and other types of incoming links are not being counted? Interesting question for our reliance on Technorati for pointing us to “popular” blogs for PR and marketing outreach.
The Multiple Faces of Social Networking
I previously wrote about managing my online reputation here and here. Max Kalehoff posted to the OnlineSpin about this growing social network illness and what needs to be done to “cure” it. From a marketing perspective, the question I constantly ask myself is which network should you participate in, monitor or just plain ignore?
I previously wrote about how to manage my online reputation. My challenge was how to keep my professional and personal personalities separate. Yes, yes you can say that they are the same but there are reasons to keep them separate. For me, ths is important when commenting on blogs for personal and company reasons.
My company doesn’t have a corporate blog but I have this blog. Yet, part of my day-to-day job is to monitor blogs and when apppropriate comment or contact bloggers. And when I do outreach, I definitely try to abide by the rules of blogging.
For me, I feel a need to differentiate between when I comment based on my personal perspectives and as an official spokesperson of my company. Here are my Four Rules for Managing Multiple Personalities that I follow:
1. In identifying who I am on posts, I use “Cece Salomon-Lee for my company name” to identify my role as a spokesperson for my company.
2. If I’m commenting personally, I don’t use that identifier – just my name, while using my personal email and blog as ways to reach me.
3. In the content of the post, I also try to clearly outline that this is my company’s position.
4. When I email a blogger directly, I clearly send the email from my personal or work email to keep the correspondence separate.
The balance I try to keep is when a connection from my blogging or personal comments can be relevant for my day job. So far, it hasn’t been too much of an issue to keep my multiple personalities separate. What do you think? Am I being to black and white in how I manage my reputation online?
“I equate sincerity with authenticity. As a writer I cannot but help put some of myself into what I write, and generally I find people respond to that. When I go through even my own postings on my blog, I find the first tentative posts quite dull. it wasn’t until I gained confidence as a blogger – finding my blogging ‘voice’ – that it started to come alive. I also find that the more open I am in other written communications, and the more of my personality I use - in emails, internal documents, even the material I write for clients – I generally get a better response because people know there’s a real person behind it.
Sometimes however it can be difficult to get across fine judgements. So much of our communication is visual and auditory that facial expressions and tonal inflections can totally change the meaning of a sentence compared to seeing it written down. This means you need to be precise with your writing as well as free-flowing. This particularly is part of the copywriter’s skill but anyone can do it: you just have to make sure you re-read what you’ve written and actually say it to yourself in your head. Make sure you don’t say anything that can be misinterpreted. But, by the same token, make sure you’re being honest.”
My friend and former colleague, Teena, recently commented on her blog, And then….there’s that, about reputation management.This got me thinking about how people and corporations have to manage their images, profiles and reputation in this increased scrutiny of citizen journalism and access to information.
First, it was how much information you wanted to give out for free email programs like Rocketmail and Hotmail mail (am I dating myself here?). Frankly, I put in fake information because I wasn’t sure how my information would be used.
Then it was posting to electronic bulletin boards and email newsletters. At the time, posting was relatively safe, being seen and commented by that specific community. The speed of information transfer wasn’t as easily dispersed through blogs and search engines were just beginning to leverage powerful alogortithms for revealing even the minute detail about you.
With the advent of Google, a person’s postings or online commments could be more easily found. But as PR professionals, we had the ability or time to manage prospective fallout and marketers could still control the message.
Now, blogs, twitter, instant messaging and other real time communications technology enable information – both good and bad – to spread very quickly. We now have hours maybe minutes to respond to what is being said online.
Blogging, Facebook, LinkedIn and now people search engines provide us an ability to portray our personalities online. But instead of managing one profile, how do you manage several? A personal profile may convey something that you don’t want to present professionally and vice versa. Your reputation can be managed by you but people can make their opinions about what that means.
My blog is where I put most of my effort. It allows me to communicate mythoughts on PR and marketing, while transmitting part of my personality. I point my personal email and online profiles to my blog.
Managing an online reputation requires time. In this more transparent world, it’simportant to manage your reputation. You don’t have to create multiple profiles, just one and point back. And from a marketing perspective, your prospective customers/prospects will have insight on who you are before engaging with you.
It’s just marketing 101. If you don’t do it, someone else will.
Resource: When I was with Niehaus Ryan Wong in 1996-1998, I read an article called “A Brand Called You” in Fast Company by Tom Peters. It is the best article that I recommend for everyone.
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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