February 17, 2019

Helping PR pros make smarter decisions

Ads in Sheep’s Clothing (and Other PR Blog Jots)

Ads in Sheep’s Clothing (and Other PR Blog Jots)

**[Ads in Sheep’s’ Clothing](http://overtonecomm.blogspot.com/2008/01/i-finally-had-chance-to-read-few-back.html)**
**Communications Overtones**
Just because something bills itself as “social” doesn’t make it any different than straight-up direct advertising, according to Kami Huyse. She examines the new “social networking” site from Pepperidge Farms cookies, which encourages people (women, really) to “connect with cookies.” At first I thought it was a clever word play and would end up having something to do with the computer cookies; but not, they’re serious. Kami can’t believe it either, especially considering the only interactive feature on the site is an email newsletter sign-up. “Connecting with Cookies is pure advertising and the site is a brochure. There is nothing wrong with that, but if Pepperidge Farms was sold a social media site, this isn’t it.”
**[Speaking of Ads…](http://www.jaffejuice.com/2008/01/the-future-of-a.html)**
**Jaffe Juice**
Following the release of the Deloitte and Touche numbers this week, which showed most Americans still citing television as their number one influence in advertising, Joseph Jaffe highlights another interesting survey [indicating](http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=73763&Nid=37950&p=227099) that spending on broadcast advertising is actually expected to drop this year. He further notes that spending in online advertising is expected to rise, but also finds plenty of faults with the study, which does not take social media into account. “Definitions notwithstanding, my ire is really raised with the casual causal relationship being inferred between sentiment and budget shifts (or at least broken down into up, down and no change) Television still commands the lion’s share of budgets and surely “status quo” would be perceived as a complete business victory. Am I wrong in thinking that there are lunatics out there still trying to increase TV’s share of the overall budget?”
**[Counting to Ten](http://nowisgone.com/2008/01/08/shirts-and-skins/)**
**Now is Gone**
In many respects, the social media community is like the playground, according to Ike Pigott. He takes a “shirts and skins” analogy to describing how best to ease into the environment with limited public embarrassment. Ike argues that when you’re playing shirts and skins, sometimes people can get cut or bruised, but learning how to deal with “fouls” will help anyone navigate the waters. His analogy may be somewhat twee, but his advice is spot-on. He lays out some excellent reasons for taking a deep breath and getting a thicker skin before jumping into the middle of playground squabbles. “bvious libels aside, you need to measure your responses. That takes a little bit of experience and a whole lot of patience. I find myself wanting to drop into a comment stream on a forum, or in the reader comments of a newspaper website. It’s human nature — but you’ve got to count to ten and toughen up the skin.”

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