This week, host Jen Zingsheim is joined by co-host Doug Haslam, of Voce Communications. The two discuss Doug’s first trip to SXSW, whether social media has made PR lazy, chaos in social tech tools, and more.
This week’s show is 30 minutes in length.
First, Jen asks Doug how his first foray to South by Southwest (SXSW) went. Doug was there with Voce Communications on behalf of a client, so he was quite busy. It involved long days, and longer nights working–and yes, attending parties *is* (sometimes) working–and he said the interactive portion had its similarities to other social media conferences. There were varying degrees of quality in the panels and presentations, but overall he enjoyed the trip. These conferences are what you make of them.
Next, the two discuss C.C. Chapman’s post admonishing PR people for allowing social media to make them lazy. C.C. received two sloppy pitches–one of which called him a “Mommyblogger” which, clearly HE is not. Doug doesn’t feel that there’s a higher level of laziness, it is, however, far more visible as bloggers out bad pitches. Jen disagrees somewhat, pointing out that the very volume generated by social media can seem overwhelming at times, and the urge to cut corners seems to be getting stronger as social sites proliferate.
The two then move on to discuss the Boston Social Media Breakfast, where the topic was Evaluating Social Technologies: From Chaos to Strategy. Jen couldn’t attend, so Doug takes the lead and gives an overview of what was discussed. He mentions that some companies are resisting annual contracts from monitoring and measuring companies, and are instead insisting on month-to-month engagements. Jen notes that many times, companies have it backwards–you should determine what you are going to be measuring and why, and select the tool or tools that best suit the goals of the program.
Next, they talk about a post on the Influential Marketing Blog about CBS’s move away from using age demographics. The post argues that the idea of moving away from age demographics is a fairly radical idea, and that it is coming from a television corporation is nothing short of remarkable. Doug points out that Frank Stanton at CBS was one of the early pioneers in studying how commercials resonated with different groups. Jen wonders how difficult it is going to be to move marketers off of such an ingrained, legacy system like age demographics.
Finally, the two note the advent of the most recent social networking site: Color. Doug is intrigued by the presence of Bain Capital in the roster of investment companies. Jen points out that as a social network tied to cell phones using GPS, there are of course the standard privacy issues–maybe even more than with other social networks.