October 20, 2017

Helping PR pros make smarter decisions

Social Media Not for Everyone (And Other PR Blog Jots)

Social Media Not for Everyone (And Other PR Blog Jots)

Social Media Not for Everyone
The Buzz Bin
This is an idea that we explore quite often on the Media Bullseye Roundtable and in conversations around the office–as much as we love social media, and think it can do great things and be important factor in communications strategy, it’s not for every company. Geoff Livingston blames this on “Shiny Object Syndrome,” wherein companies hear about the latest communications craze and climb on board without really evaluating whether it will work for them. “Getting beyond Shiny Object Syndrome requires the lead communicator to STOP! Then go back to the master communications plan. A healthy evaluation of social media tools should reveal whether or not stakeholders are even using these Shiny Objects. From there you can begin to evaluate whether social media really belongs in your plan.”

Twitter Still King
Chris Brogan
I’ve often wondered whether people would eventually move on from Twitter to another microblogging site that is a bit less buggy. My theory has always been that they will, but I’ve moved a bit more towards the “no way, no how” camp as the bugs have increased but the loyalty has remained. Chris Brogan offers a pretty good theory, pointing out that while other sites like Jaiku have many excellent features, they don’t have as many accompanying apps like TweetStats, Tweetdeck, etc. “One way to win in software is to make your application fertile for building upon. Open your API. Give people tools to build an ecosystem around it. And it becomes a lot harder to pull away and go elsewhere. Other tools have enough of the same features on the surface, but once you go past being a certain level of user, it’s not a 1:1 comparison. Twitter has a software community. Jaiku just has big parents.”

Dead Tree Viral
Conversation Agent
The July issue of Italian Vogue became the single best-selling issue of that magazine in its history, selling thousands of copies worldwide and smashing records. In a time when magazine circulation numbers are dwindling, this was a huge success. The draw was that the editor decided to feature only black models. Valeria Maltoni explores how the special issue came to be a viral sensation. “Sure, there was some help in spreading the news. Sola Oyebade, chief executive of Mahogany Model Management, has been running a Facebook, text and email campaign in an attempt to make the issue the biggest-selling Vogue ever. Online tools have worked in favor of word of mouth on this one. This is yet another example of a use of the Internet to amplify a conversation around an issue that people care about.”

Mmm, Delicious!
Six Pixels of Separation
As many have noticed recently, Delicious.com, formerly del.icio.us, has undergone a bit of a renovation. Mitch Joel applauds the changes, and reinforces his belief in the importance of social bookmarking. I agree with his bewilderment at why anyone is sending anything to “Favorites” when sites like Delicious exist. “So, delicious.com is faster, has a more robust search engine behind it and a brand new look and feel. There’s only one question left: why on earth are you bookmarking pages in the “favourites” folder of your chosen Web browser over saving it, tagging it, sharing it and leaving it online?”

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