Being a member of the Edelman Tech Team provides a constant challenge, no two days are ever the same and you will learn to expect the unexpected.

You need to always be up to date with the latest industry news and developments. My favourite part of the day is the morning paper rounds, reminiscent of BBC Breakfast’s news round up, which helps to keep you up to date with all the latest industry news and development. Part of my daily role also includes account support, liaising with journalists, pitching media stories, proactively news jacking and reporting.

Since I have been here I have worked with a broad range of clients including HP, LinkedIn, SocialVibe and Norton. Because of the range of clients that the Edelman Technology team represents, the work is very varied. So far I have worked on social media programmes, proactively sourced product placement opportunities and helped to introduce start ups to the UK media. The diverse interests and partnerships of our clients mean that although you will be based at the centre of technology you will begin to learn about other aspects of the media industry, from mainstream consumer PR to public affairs and digital. Last week was particularly busy and part of my role included inviting press to a David Guetta event and following up on some work we had undertaken with the Prime Minister.

Edelman takes the development of their employees seriously and the company runs some great training sessions with industry experts. So far, I’ve attended session on issues as far reaching as crisis management, analyst relations and brand strategy which has helped to provide me with invaluable insight into the media industry.


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.

The great challenge with blogging is that a blogger has to keep coming up with new ideas, thoughts, insights and ways of being interesting.  Unlike a traditional journalism few blogs are driven by news or constant announcements.  Those blogs that do so very quickly become online news platforms, e-zines or e-reporting.

This is why blogs are important as they become places where ideas, community sharing and thinking lives.   Without the narcotic element of live news, a blog has to create and curate insights within the community that it has shaped. 

This is the essence of the new hierarchy of influence because the blogger has to earn influence and continually re-earn that influence without the power of the mast head of heritage of a publishing house.

This dynamic drives the much commented upon democratic dynamic of the new media platforms. It sets up a cattle auction of ideas in which the communities within the Internet vote up and down your influence.   Importantly this democracy does not mean equality there is a fluid hierarchy of influence within the blogging community; not all blogs are created equal.

I believe that ideas are the currency within this voting system. It is the quality, nuance and originality of ideas and thoughts that drives a blog’s influence (what I mean by an idea is a meme or a new iterance. This does not have to be profound it can be trivial, humorous or a reflection on a previous meme). However, over time the depth and frequency of these new ideas does drive influence. You have to go back and if it is not for news it helps to have ideas as a currency. The place where these idea starters thrive most of all is the blogosphere.

Blogs and ideas in this way drive the new forms of engagement; without a flow of ideas it is very hard to engage with a community. This creates some rules for blogging engagement: it helps to have a consistent territory on which to comment; the more others interact and engage with your ideas the better the engagement; and of course the more transparent your references to other ideas the greater your authority becomes.

Every blogger knows that coming up with new thoughts and ideas is something of a curse as well as a thrill.


In the early days of RSS I spent some little time scouring the web and a little less time trialling a series of different RSS readers. Few have come as close to ‘home’ for me as SharpReader. clip_image001Simplicity itself SharpReader’s display is crystal clear; the updates arrive at regular, definable intervals; it is devoid of the advertising noise typically associated with RSS aggregators and the application size is low so it doesn’t hit your PC performance unlike leaving a web-based aggregator open throughout the day.

Subscribing and unsubscribing to feeds is a simple right and left click. By supporting OMPL (Outline Processor Markup Language) SharpReader makes your reading easily transferrable between aggregators or devices for those with a wandering eye or work location.

Some of my favourite features:
• Drag and drop feed subscription enabling you to consume the output of simple syndication or complex Boolean search algorithms for the Jonny’s of the world
• Grouping – to easily follow similar resources or discussions
• Manageable pop ups
• Sits in the system tray so I can grab it when I snack on news
• Images appear quickly within the same interface


Two deadly explosions in Moscow metro became the main theme in the Runet (Russian Internet) on March 29, 2010. The blasts occurred during the morning rush hour in central Moscow. The first was at the Lubyanka metro station (7:50 am), the second came 40 minutes later at the Park Kultury station.

Social media in this extreme situation appeared to be much faster than traditional media. But despite the activity and efficiency, it also became a source of panic and misinformation as well.

Here, Olga Rasulova, Director, Digital Department, Edelman Imageland Russia discusses the positive and negative aspects about social media’s role in the attack response.

1. 40 Tweets per second

The tragedy in Moscow metro has become an example of how news now moves much faster than traditional media often allows: “40 Tweets per second on the terrorist attacks in the Moscow metro vs. only 4 TV newscasts in the morning” via @krassnova. People were very active in sharing the information from the places where the tragedy took place. While the Twitter user base in Russia is not very large at only 183 thousand users, everyone including TV channels and the Russian government saw Twitter’s value.

2. Check what you retweet

As good as Twitter was at facilitating quick transmission and response, it also spread rumors and unverified facts. The information sometimes appeared to be incorrect or without links to sources. Twitter was full of rumors such as ”I’ve heard that another explosion occurred at another metro station“ or ”Officials don’t speak about the new explosions, why?! “. Thousands of retweets of unchecked information created significant panic among users.

3. Hashtags: real help – real spam

People used Twitter to lend a helping hand by encouraging blood donations or appealing to car owners to drive people from the metro and bring them to their destinations for free (as opposed to using taxi drivers who raised the prices for their services.) To make these efforts easier to follow and coordinate, Twitter members used hash tags like #metro29 and  #moscow. At the same time, however, some unethical marketers used these hash tags for spam and advertising, taking advantage of the high levels of interest.

4. Lack of control

Videos and photos that people gathered and placed on their blogs inspired passionate debates about the ethical aspects of posting the pictures of victims without the permission of their relatives. Moreover, such content was posted and distributed uncut among unprepared users. The lack of editorial control shocked people.

5. Mr. President on Twitter

Russian President Dmitry Medvedev is going to launch his official microblog on Twitter in the near future. In related news, the Presidential Administration sent an official notification to the administration of Twitter with request to remove the fake Medvedev account, which was very active during the Moscow metro terrorist attack.