journo

The last decade has been something of a whirlwind for traditional media. Old school stereotypes of trench coats, smoky newsrooms and 4pm deadlines have been replaced with 24-hour reporting, the internet and social media.

Despite the challenges that traditional media has faced and will continue to face in the near future, the 2012 Edelman Trust Barometer, published last week, revealed some extremely positive news for the world’s media.

They were the only industry that saw a global increase in trust.

In a time in which there is global disillusion with government, business leaders and traditional figures of authority, the role of the media to provide the public with facts, transparency and both sides of the story is more important than ever.

I do not think this comes as a surprise. In a world of economic uncertainty I believe that it is only natural that we turn to the industry built on the grounds that it provides accurate and fair information, designed to educate us on important issues.

While trust in all media, that is traditional, social and online, saw an increase in trust, i believe that the biggest opportunity to affirm itself as the place we turn to first for news lies with traditional media.

Traditional media have the advantage of being long-established news outlets with a rich background in news reporting. However, in order to truly fulfil this potential, they must ensure that they embrace the modernism’s that have changed their industry, and continue working towards providing a diverse and content- rich service.

The Edelman Trust barometer also indicated a 75% increase in trust in social media, a figure very difficult to ignore. While traditional media have made great progress in incorporating this into reporting, I believe that there is still much more room for improvement.

By incorporating social and digital content with traditional news articles, publications can create news packages that will enable them to not only reach wider audience, but also develop more comprehensive content and effective audience engagement.

bearFishing where the fish are is something that bears have known for years but many folk who use Twitter seem to have forgotten. We cannot simply think our message will be heard by tweeting ourselves which is why we try and target influential people via tools like TweetLevel and BlogLevel.

However, this isn’t the only way of doing it. What I have been doing successfully over the past year is taking part in twitter chats. These are regular conversations that take place about a specific subject on twitter normally for an hour and owned by a specific hashtag.

For example,

· if you are targeting the SME market then look no further than #smallbizchat

· If you are focussing on innovation then #Innochat on Thursdays is the one for you

· Are you a small business that uses LinkedIn (client) – why not use the chat that shares best ways for businesses to use this service on #linkedinchat

My personal favourites are #influencechat and #measurepr – but suggest you look at this larger list to see which ones can help you

Any questions, just chat with me @jonnybentwood

End note: My thanks to Judy Gombita for pointing this list out to me who also wants me to plug Windmill Networking #PR column Wed, Social Capital Byte: Institutionalizing Parity in B2B Relationships

@jonnybentwood

The quote in the title was an interesting comment from my LinkedIn Marketing Solutions client Joshua Graff which really got me thinking about why brands would and debatably should use professional networking platform LinkedIn over social networking site Facebook to market their brands.

Facebook can of course sometimes be a good forum for brands to engage with customers, but it isn’t always. Research and my personal experience shows that people primarily use Facebook to be sociable, whether that is organising your Saturday night plans or messaging old friends users are in different frame of mind to when they log on to LinkedIn where they go to search for jobs, make business decisions and primarily to gain insight – 85% of members.

LinkedIn is arguably a more professional and safe place for brands – whether they are consumer or commercial – to engage with customers. It offers marketers a powerful audience of educated and affluent business influentials (80% of decision makers being on LinkedIn). 42,000 of the Business Elite in Europe (BE Europe) visit LinkedIn everyday creating a forum where business decisions are made. Marketers can also gain really rich data about their followers, for example how senior they are, how much their average income is etc.

Be great to get other people’s opinions on the benefits/pitfalls of these two social platforms for businesses -so tell me what do you think?

Hello strangers!  Or Hello familiar people that we talk to a lot in the real world but who also happen to read our blog occasionally.

Are you well?  We’re very sorry that DERTy Talk has been absent for so long.  We’re almost entirely sure you hadn’t noticed our absence, but nevertheless we. are. back.  Sort of.

There’s been a lot on of late.  Presidential visits, a footballer on the front pages, ash clouds.  Aside to all this real news, May may well go down in memory as the month we’d care to forget, which is why we didn’t bother recording it on DERTy Talk.  Adding insult to injury Mother Nature doesn’t seem to have got the memo about Bank Holidays being sunny this time round.  Tis a pity.

Anywayz.  Next week is JUNE and we will resume the ordinary, regular service of DERTy Talk.  For now we just wanted to share some actual talking from some splendid people who participated in our #SocialEnt event yesterday.  Thanks again to Gail, Jon, Matthew, Simon and Emma for taking part and for leading what was a very lively and informative discussion.  It was the highlight of the week, it’s true.

Enjoy their wisdom shared in the videos below.  Should you have missed all our other content from the event you can find it here.

When you haven’t seen something fast growing for several weeks such as a child or Russian vine the temptation to say, ‘my haven’t you grown!’ is very great.

This urge should be avoided as it annoys those concerned, by patronising kids or rebuking gardeners. Yet returning from a short tweet break this morning I muttered these very words on reading about the fifth anniversary of twitter so breaking this rule of the blindingly obvious.

Yet leaping to my own defence it is not just the speed of growth with twitter that is dramatic. It is the manner of its growth and what it has done to the way internet-based opinion and influence has developed that is very interesting, and weirdly so. A really interesting post on Elise’s Review prompted this thought with the question ‘Is social media becoming more about mass broadcasting than conversation?’

Twitter’s growth has been about amplification of opinions, influence and conversations. At times this has made it appear more like broadcasting and certainly it has made the conversation louder, shorter and less genteel. Yet in interacting with media and blogs I would argue that twitter is amplifying and sharing ideas that often start in long form in other media platforms. This is different from broadcasting although it does make the conversation less sophisticated in many cases. I would describe it as a broader conversation rather than a broadcast.

Indeed as twitter grows its ability to amplify grows too so amplifying the amplifier. Some bloggers who began as highly focused ‘Influentials’ talking to only niche groups have become stars and engaged in very broad conversations. They often start to post less frequently but when they do they reach bigger, much bigger numbers.

The post pointed out that now more people get news from the Internet than traditional newspapers. This too is a part of the amplification process with e-zines merging with communities and a more dialogue driven view of the news.  The key dynamic here is the way twitter helps ideas and stories leapfrog between niche communities.  Again this seems to be of the great strengths of twitter it takes news from niches and can make them part of a broad community.

As it grows this does not mean twitter is all about these broader conversations. Clearly there a niche areas such as middle aged cycling that have drawn together quite large but discrete groups who don’t make it as trending topics. But even these conversations have become broader. So back to the blindingly obvious not always being easy to adopt I quote one point in the Elise’s Review below:

If Your Blog Doesn’t Have A “Tweet This” Or “Like This” Button On It, It Means That You Are Not Cool.

And yes – we know ours doesn’t. yet.

@Naked_Pheasant

Twitter CEO Dick Costolo believes the goal for Twitter is to be like water, to be immediately available and instantly useful.

Twitter has taken a mainstream role in pop culture but its CEO is striving to improve the service and have it reach more devices and engage more people.

Dick Costolo outlined Twitter’s goals, achievements and meaning at Mobile World Congress 2011 comparing the information network to the ubiquitous and usefulness of water. He said he wants Twitter to have the same functionality on every device, anywhere, adding that the Twitter experience isn’t the same on iPhone, Blackberry and Android. Costolo compared this to using a shower saying every time we use a different shower we don’t have to relearn how to use water.

 

Simple and Useful

"Our goals this year are that Twitter will be instantly useful. We want you to get a meaningful timeline right away," said Costolo. "We want the experience to be the same. I shouldn’t have to think about how to use Twitter…We want deep integrations into the platform. When you take a picture with a camera phone, you shouldn’t have to switch applications to tweet that photo."

He highlighted the importance of the mobile experience for Twitter users and noted that 40% of tweets are from mobile devices with 50% of Twitter users using multiple platforms.

Costolo continued the water analogy in explaining the meaning of Twitter and saying each tweet was like rain drop. There are billions of them but a single rain drop can hold tremendous meaning for some but nothing for others.

He said, “Some tweets are purely social and don’t have any extra meaning. This is where we’ve been criticized. What these criticisms miss is the distinctly personal connection of these tweets."

What Twitter has carved or stumbled upon is social context and how important that is for people as they sift through the mountains of data that appear in front of us everyday. As we try to make sense of all of this data, we need to shape it and contextualize it in order to evaluate it and give it meaning.

Costolo said the goal is to be simple and that is because Twitters users give order to their own universe and can constantly evolve their experience through following and unfollowing other Twitter users. Costolo sounds if he wants Twitter to be the least of the focus as its user focus on shaping their connections and interests into a service tailored to them. This ties into his ideas about deep platform integration noting that the Twitter just needs to work from smart devices to basic handsets with SMS services.

Costolo said: “With just a few social connections, a user is far more likely to become an engaged user. One of the things we have to do this year is shorten the distance between ‘awareness of Twitter’ and ‘engaged on Twitter.”

Revenue Through Engagement

This level of engagement is important to Twitter from a financial perspective as it is helping brands get in front of the right people with the right products and services but it will need to understand its users betters. Users that join Twitter and use it as a listening device are far less valuable to the company then people who are actively engaging with their community.

Costolo added that Twitter is making money. While that may be a vague statement, he certainly sounded like he understands his product and is clear on how he’d like to see the business grow.

Matthew_Whalley

Edel_Telecom

Last week I was speaking with a ‘social media pro’ who informed me that I shouldn’t bother with blogs as its all Quora nowadays.

At first hand it’s not such a silly statement – may people instinctively believe that the volume of blogging has fallen massively since 2007 at the expense of the shiny toys of Twitter, Quora, YouTube, Facebook, LinkedIn etc. If all the conversations are happening in other channels why should we bother to blog at all?

This view is short sighted. In fact, blogging for marketing purposes has increased:

A common mistake people make is that people live in a “field of dreams” world whereby they think that simply blogging about a subject will make people come and visit. Blogging is great for telling prospects about what you are selling but it does not bring people to your site.

In fact a blog is a focal point and acts as a base of operations for communications. Even though you may use Twitter and Facebook there still needs to be landing point – a place that people end up when they click on the link.

 

image

Writing as a blogger, I an confirm what many people know, in that it takes a great deal of effort and dedication to compose a blog post. it’s not like twitter where brisk thoughts can be jotted down in 140 characters – instead a blog is a place where context is added to headline, where ideas are fleshed out and where structure is given to a proposition. Twitter and Facebook are not the right platforms for this – this is where a blog shines and becomes a library of all your thoughts and ideas. In essence it is where ‘idea starters’ reside.

What’s more a blog can also address questions or concerns your audience find important. By all means people use amplification tools like Twitter and Facebook to draw their attention to your blog post, but the thoughts reside in one place.

SEO is also vital. New, focussed and relevant content will always be picked up by Google which will in turn bring extra traffic. It is here where the second stage of engagement takes place – directly on the blog. This is often more in-depth and focussed than through other channels like Twitter. How often have we all felt that 140 characters is not enough to give a detailed opinion. Facebook too has its limitations – even though you can write as much as you like, many find lengthy wall posts unappealing – it really is a case of the right message for the right channel.

At no stage i am suggesting that a blog is used in isolation. As if proving my own point, when i raised this question on Quora, i received in depth replies. Priit Kallas, Founder and CEO at dreamgrow.com explained his reasons why Blogs are important:

  • Create an image of an expert
  • Interact with clients and prospects
  • Improve search engine rankings
  • Spread the word
  • Talk about more than just products and services
  • Solve client’s problems
  • Build trust
  • Stay on top of your field
  • Build brand
  • Exercise your creativity
  • Put a human face on your brand
  • Proving ground
  • Foundation for social media activities
  • Differentiate from competition
  • Educate clients, prospects, stake holders
  • Increase traffic
  • Make money

And here is a real life screen shot straight from Google Analytics (points are weeks):

The increase in traffic was 3 to 4 times and leads grew even more. Not too shabby.

So how should a blogger blog?

  1. Write informative and relevant posts
  2. Use social media to amplify the post

Blogging takes time and effort. Whereas a quick tweet may be insightful, the dedication to compose and elaborate on ideas takes in the form of a structured blog post is incredibly difficult. To all those people who do this regularly or even as Jeremiah calls it – a ‘casual career blogger’ , truly salute you for bringing opinion and content. Where people talk of information overload, they forget that all the info points somewhere – and that more often than not is a blog.

Recommended reading:

29 Ways to Keep Me Coming Back to Your Blog Again and Again

Corporate narcissism: The single biggest mistake made on corporate blogs?

The State of the Blogosphere 2010

21 Tips To Create A Brilliant Business Blog

Corporate Blogging Goes Mainstream

 

Originally posted on Technobabble 2.0

I’m as big a fan of the X Factor as the next person, possibly bigger having yesterday cajoled the team here into joining in an X Factor sweepstake (I got One Direction). I have to admit that I’m also quite the fan of Mr. Cowell, the puppet master extraordinaire.

As a fan and member of the dark arts of PR, I’m currently torn and struggling with a moral dilemma. The X Factor PR machine is a sight to behold and has dominated the news agenda since before the latest series even began. The campaign that has been built and is being executed around the show is the most well oiled of machines. Whether it be the spin around the nation’s sweetheart getting malaria or the ongoing ‘feud’ between judges, the show unapologetically dominates the headlines in a relentless fashion. So, on the one hand I have to doff my cap to the team for pulling it off yet again and getting the kind of coverage which no client could quibble with. But on the other hand, I have to question the moral approach to their tactics in taking no prisoners to get the column inches that the show’s creators demands.

I’m probably opening myself up to a barrage of abuse here, but in the era of openness, integrity and public engagement, the tactics employed by those behind the X Factor can’t help but jar a bit. A case in point has to be the latest charade around Gamu Nhengu, the young contestant who was presented to us as a frontrunner in the competition from the first episode.

Her rise to fame has been carefully built – her first audition was subject to much discussion because of the use of auto-tuning technology, this then disappeared from any other episode so we were groomed to notice this as a point of difference. This was coupled with a semi-emotional story of Gamu’s quest to escape to the safety of Britain, marking her out as one of the lead protagonists in the carefully scripted show we like to call ‘reality TV’. Along the way we see various other good, bad and ugly performances before we reach the stage of the competition where Gamu comes back to fight for her five minutes of fame. You’d have to be hidden under a rock to have missed what happened next but in a nutshell, our new favourite underdog was cast aside to make way for Cheryl Cole’s very own mini-me and the ‘baddie’ that is Katie. Cue dramatised reports of Gamu’s imminent deportation from the country alongside stories of her ‘wildcard’ re-appearance in the competition.

To those who haven’t yet succumbed to the cynicism that the X Factor can instil, Gamu’s exclusion is a misjudgement of the highest proportion. To others, it’s yet another incredibly well played tactic to own the tabloids once again and generate a lot of chatter on Facebook and Twitter.

On paper, this campaign is genius. The ‘product’ hasn’t been out of the media spotlight, has taken the audience on a rollercoaster and sparked a significant and very real emotional relationship with the audience. Only this isn’t a product, it’s a young girl dreaming of making it big in the profession she has set her sights on.

And so back to my moral dilemma. The story that has unfolded is an incredibly well executed PR campaign which no doubt achieves its objectives. But is it also a dark and quite disturbing indictment of just how much the contestants have become a prop in a PR game? It’s of course recognised by most that the show has long been a 12 week soap opera and really has nothing to do with finding a pop star, but you do have to wonder whether the contestants themselves can see it like this.

I love the show and I respect the Cowell machine for doing a job so well, but it is staring to leave a slightly sour taste in the mouth in the era of transparency.

@AJGriffiths

In a scene reminiscent of the 90s cult classic ‘Lawnmower Man’, it is understood that Jonny Bentwood – pioneer of the celebrated Tweetlevel online popularity contest – has been consumed by his own Twitter algorithm; in the process becoming the first human being to become physically socially networked.twitter all

Concerns were first raised when semi-digital manifestations of Bentwood appeared on computer screens thoughout the company, during prolonged physical absence from his desk alongside the Edelman Technology team – concerns that were confirmed when he disappeared altogether and became wholly digital.

The first unexplained phenomenon was the appearance of a series of seemingly motivational – yet slightly unsettling – Twitter related posters (right).  These were followed by ghostly bangings from the server room, alongside muffled, digital screams about ‘influence’, ‘popularity’, ‘engagement’ and ‘trust’. White-noise and repeated yells of the word ‘retweet’ have also been heard in what is being dubbed a ‘polterzeitgeist haunting’ by experts.

It is now feared that Jonny has used his integration into the Twitter portal to access other online territories, with the Edelman server under attack, and traditional media lists being erased from client files to be replaced by an audio file of someone reading out complex and often nonsensical algorithms and laughing maniacally.

"At this stage we’re at a loss as to what to do," commented a spokesperson, "this is entirely without precedent and we’re unsure whether to eradicate the threat; monitor and analyse it; or whether this is in fact an innovative route to influencers not seen before, which we can exploit and use to bypass newly evolving platforms being used by early adopters. Harnessing Jonny’s new digital access and power has the potential to put us so far ahead of the curve we may well rebound back onto ourselves and BECOME the curve."

It is understood several Helpdesk tickets have been raised, and allocated to a member of the IT team to handle; although an unnamed IT member said that they were unsure as to how to tackle this threat other than "turning something off and on again and hoping for the best"