In the “old days” finding experts was largely limited to identifying them through academic circles or highly regarded trade and professional publications. Experts were, in essence, “vetted” and those seeking their input could rely upon their veracity, authority and credentials. But, things have changed. Today, quite literally, anyone can be positioned as an “expert”–whether they really are or not. This has become possible because of the World Wide Web and a plethora of online communication channels, including web sites, social media, blogs, etc. This is both a good and a bad thing. Interestingly, it is both good and bad for experts and non-experts. Here’s why: (more…)
Archive for the ‘Social Media’ Category
Tags: consultants, credible sources, expertise, media relations, online experts, pr, sources
Posted in Brand management, Business Development, Competition, Internet marketing, Journalism, Marketing and Branding, Media relations/PR, PR and Media Relations, Social Media | No Comments »
A business colleague of mine recently asked me what I thought about the value of a blog. Seems a vendor she was working with was recommending a blog and she really didn’t see the value. There are, though, two very important reasons that those wishing to build an online presence should consider managing a blog (and a few other, secondary, reasons). (more…)
Tags: blog, blogging, online communication, search engine optimization, SEO
Posted in Brand management, Internet marketing, Marketing communication, Marketing measurement, Publishing, SEO, Social Media | 2 Comments »
I’ve long had the feeling that much of what I (and others) tweet about is like the old saw about a tree falling in the forest. Is anybody there when I tweet and, even if they are, are they paying attention? Well, research done by Sysomos indicates that 71 percent of the 1.2 billion tweets they reviewed over a two-month period produced no replies or re-tweets. Further, the study indicated that when a retweet does occur, it’s most likely to occur in the first hour after someone initially published the tweet.
Here’s a comment I read recently in an online forum:
“Other marketing channels, such as email, still prove to be better at driving conversions than social. Despite this, companies are still spending a lot of time and effort on their social campaigns – why?”
My first reaction was: (more…)
I found a recent reporter’s question intriguing: “Is social media a field of expertise in and of itself? Or will it eventually become subsumed into pretty much everything?”
My belief: ultimately, social media expertise will relate to the field of communications in the same way that graphic design, video, media relations, etc., currently fit under that umbrella.
Social media represents opportunities for communicating with an audience, but that communication does not occur in a vacuum – to be effective it needs to be part of a coordinated communication approach designed to reach some specific target audience with some specific objective. Expertise in using these tools will be important for communicators and there will likely always be a need for tactically oriented roles that focus on this area (just as, particularly in larger organizations or agencies, there continues to be the need for those who specialize in print, broadcast, web development, etc.). (more…)
Client question: “What’s the best way to communicate with the under-35 market?”
It’s a legitimate question and certainly marketers need to think carefully about how they will communicate with their market, recognizing that markets are different. The only problem with this question (and it’s one that most marketers ask in one form or another) is that it doesn’t go far enough to identify a specific market focus. The group of individuals who are under 35 is a very, very broad group, after all. What is the likelihood that there would be a single, “best” communication strategy for them?
When it comes to targeting marketing messages, the advice I offer, regardless of what you are attempting to sell or what response you are attempting to attain, is to (more…)