September 24, 2017

Helping PR pros make smarter decisions

Forgive and Forget? (and Other PR Blog Jots)

Forgive and Forget? (and Other PR Blog Jots)

Forgiving Facebook
Marketing Conversation

While many in the blogosphere are still feeling the sting of Facebook’s much-maligned Beacon program, Jonathan Trenn reports that there’s at least one group that’s ready to forgive and forget: media buyers. He points readers to an article in Mediaweek reporting that ad buyers are essentially satisfied with Facebook’s mea culpa and alterations to their Beacon program. Jonathan points out that this mentality may be misguided, but is unsurprising—media buyers, after all, aren’t necessarily concerned about privacy, but about selling. “Beacon didn’t push the envelope, it used technology to interfere with the traditional buy/retailer relationship, causing many to feel that their privacy was compromised.  And, as an advertising vehicle, it did nothing for the recipient of the ’story’ unless the thing that was purchased was something that the end reader had expressed an interest it.”

SNCR in Review
Social Media Group

I’ve been meaning to write my own rundown on the SNCR Symposium in Boston last week, but in the meantime please
check out Maggie Fox’s excellent summary. She gives some of the highlights of the event, with descriptions of the panels that ranged from non-profit groups and social media to healthcare 2.0. She also gently chastises the representative from Coca-Cola present to discuss the company’s collaboration with Eepybird, the creative group responsible for those mesmerizing “Diet Coke
and Mentos” videos. “In his presentation, the gentleman from Coke pretty much glossed over the fact that the company’s initial
response clearly indicated they had no understanding
of the power and value of the video and excitement it generated, focusing instead on their subsequent efforts to engage. I asked him about what it had taken Coke to get from dismissive to directly
involved, it would have been an interesting perspective on the issues facing large, less-than-nimble companies. However, his answer contained mostly platitudes and excuses, which was a bad move with the SNCR audience.”

If You’re a Blogging Egomaniac and You Know it, Clap Your Hands (clap clap)
Blogstring
After a long day at the SNCR event, I didn’t stick around for the Social Media Club Boston event organized by Todd Van Hoosear, and it seems I missed an excellent discussion. The attendees voted on several “debate topics,” including a few that assert not-so-complimentary viewpoints on social media and blogging. For example, are bloggers and social media enthusiasts
really just big-headed egomaniacs looking for affirmation of their own superior thinking? Nathan Burke (whose blog, full disclosure, I co-author) summarizes the event, and tries to answer a few of those provocative questions. “I don’t think social media is the cause of a cult of personality and egomaniacal tendencies. I don’t think that egomania is necessarily a result of using these ego-broadcast platforms. Egomaniacs have existed for the span of human existence, with or without digital communications. The social web has simply made it easier for self-promotion on a worldwide level in a fast, nearly
effortless, free way. Another thought was this: When everyone is using social media for promotion, people need to build a “personal brand” out of necessity just to stay competitive.”

DIY Twitter Improvement
Six Pixels of Separation

In an examination of the continuing evolution of microblogging platform Twitter, Mitch Joel considers the best strategies for building a solid Twitter community, one that will provide the most benefit. He notes the circumstances that often result in
someone “not following you back,” something that some of the Twitterati find most offensive. I’m split on this issue–when I recently picked up a slew of new followers I followed them all back, and found that not everyone Tweets about things I’m especially interested in. There are others that argue that Twitter is a conversation, and to not follow back those that follow you is to eschew that conversation and miss the point. Mitch suggests achieving balance by not trying to do too much too soon, adding friends gradually, and starting with only those you truly know. “Twitter is easy to use, but it’s becoming increasingly more challenging to build a substantial community – which is what makes it most valuable. I’m fearful that we’re entering an era where there are lots of people on Twitter, but not that many connected to one another. Twitter is useless if you don’t build a community, and it’s hard to build that community unless you’ve already provided value in your feed.”

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