December 9, 2018

Helping PR pros make smarter decisions

Crystal Ball Marketing (and Other PR Blog Jots)

Crystal Ball Marketing (and Other PR Blog Jots)

Viral Myth
Fleet Street PR
While most would agree that truly viral videos can’t be planned, many marketers and public relations pros still attempt to include virals as part of their campaign plans. Dave Fleet points out the foolishness of this thinking, arguing that you can do a lot of things to try and help your video grow in popularity, nothing will necessarily cause the video to “go viral,” because that factor depends on personal interpretations of the video. “You can take steps to help your video on its way. Optimize the content, market it correctly, use it within a well thought-out strategy. You could even use some ethically-suspect tactics (note: don’t do it) to drive traffic. All your work still doesn’t guarantee that people will watch it, like it and pass it on to others.”

Gaming the Tweeterboard?
The Buzz Bin
The latest metric for measuring online influence (and doesn’t it seem like there is a new index every week sometimes?) is the Tweeterboard, which measures the number of replies a user sends and receives. The more replies you receive, the higher your rank on the Tweeterboard. Not the most scientific measure of influence, but it’s fun to check out at times. Only problem? The site can be easily gamed using what Geoff Livingston calls “@bait,” asking provocative questions or making controversial remarks on Twitter can cause your number of replies to skyrocket. “Like many other so called rankings, it’s game-able, and subjected to the biases of the algorithm creator.  Rankings are always great ways to find new Twitterers and blogs to follow, but they vary in accuracy. One key barometer to look for is multiple variables, with more variables countering individual metric weight, hopefully making for a more balanced, composite picture. ”

Pick Your Battles Interviews
The Flack
Hillary Clinton made some waves late last week when she appeared on Tyra Banks’ chat show. I find it interesting that this became a story, mainly because presidential candidates have been regulars on the late night chat circuit for years, so why should daytime talk shows be treated so differently? Regardless, Peter Himler has an interesting post with his view on Clinton’s interview choices, noting her refusal to do a Vogue interview for fear of being viewed as “too feminine.” “The PR advisor often bases his or her interview recommendation on the potential receptivity the outlet’s host, format and audience will have to the newsmaker’s POV. You’re not likely to see Mrs. Clinton stopping by Hannity & Colmes for a chit chat anytime soon. (Though I’m certain she’d whip those bully-pulpit neo-journalists’ butts.)”

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