February 17, 2019

Helping PR pros make smarter decisions

The Technorati Problem (and Other PR Blog Jots)

The Technorati Problem (and Other PR Blog Jots)

The Technorati Problem
A Shel of My Former Self
I’ve noticed a continued trend of disappointment regarding Technorati. I wholeheartedly agree–when I first got involved in social media it was a tool I used almost daily, but now I use it almost never. Shel Holtz has a good rundown of the various bloggers upset with the service, and why. ” This is far from the worst problem Technorati is having, and doesn’t even begin to touch on the issues raised by people like Chris Brogan about the validity of Technorati’s methodology. Taken all together, these problems present a real opportunity for someone to step in and provide the kind of metrics Technorati does–and nobody else–or for Technorati to get its act together and reclaim its leadership position.”

More Calcanis Reaction
Down the Avenue
We covered this in the Jots yesterday, but reaction continues following the much-discussed assertion from marketing guru Jason Calcanis that PR may be better as a do-it-yourself project. Renee Blodgett has further reaction, pointing out the lack or reality behind Jason’s claims. “That said, managing that process and building relationships with those influencers takes a substantial amount of time — and trust. Just like a great new biz guy who has worked with their counterparts in giants like Nokia, Microsoft, HP, Oracle and Google, great PR folks have worked with journalists from the NY Times, Newsweek, Family Circle and blog networks for years.”

Fruits of Success
Influential Marketing
There are few companies with such rabid and loyal fans and customers as Apple. Their entire culture and product line inspire rapt devotion from the so-called “fanboys” of their brand, causing some to question…”what’s with that?” Rohit Bhargava explains their secret, which he feels lies in those sleek, pristine, high-tech stores. “There are a few other brands that have this universal admiration from marketers. Coca-Cola is the other notable example that comes to mind. Yet there is a temptation I have noticed to simplify the success of Apple to two things: innovative products and great marketing. I would love to believe this as much as any other marketer, but there is a crucial missing third element that most people never talk about which I think is actually the most important reason Apple has been so successful. They do one thing that almost none of their competitors in any market can do … they control distribution.”

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