Daily Servings of del.icio.us Delights
I can now share an example of how you can use a social bookmarking tool like del.icio.us to enhance relationships with media, analysts & bloggers, even on a daily basis. I first talked about this in the "Pitching 2.0" post. Here's a real-world variation on the approach discussed there ...
For our client, BzzAgent, we've set up a del.icio.us page that keeps tabs on the daily flow of news in their industry (Word of Mouth Marketing, a.k.a. WOMM). WOMM is a fast-growing, somewhat controversial arena that generates a lot of coverage; not all of it positive. There is a lot of education that needs to happen on an on-going basis. Thus, our opportunity...
- Some of the articles are about BzzAgent, but, many are not. This del.icio.us page is about the WOMM industry, not BzzAgent specifically.
- We're tagging the top 5-10 articles per week, and including commentary on each article from BzzAgent officials, including the company's renowned founder and CEO, Dave Balter.
- In addition to standard tags such as "author name" and "publication name" we're also tagging each article as "WOMgood" or "WOMbad" to designate the tonality of each write-up.
- The BzzAgent commentary and the distinction of "WOMgood" or "WOMbad" are subjective, opinionated: this is intended to shine a light on the WOM industry's daily happenings, as seen through the BzzAgent filter.
- As this page begins to fill-up, we'll be asking many top reporters to subscribe to the RSS feed, for a "daily dose of Bzz," i.e.,
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- "Keep tabs on the Word-of-Mouth industry at the same pace as BzzAgent's execs, and get their first-hand take on each article..."
- "Whether you agree with BzzAgent's opinions or not, you can use the WOMgood or WOMbad tags to get a pre-filtered look at the best and worst of external opinions on this high-growth industry, to facilitate your own research..."
- "...And let us know if these BzzAgent opinions on these articles motivate you to want to draft your own article, to dive deeper into any given topic..."
What are we doing here? Providing any writer who is interested in WOMM with a customized research page containing the top news in the space, including first-hand reaction --- on a daily basis --- by a WOMM industry pioneer. For media types, et al., who subscribe to the RSS feed of that del.icio.us page, that's a daily dose of Thought Leadership!
Tags: wom, womma, bzzagent, pr+2.0, pr, public+relations, marketing, social+bookmarking
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Comments
Cool stuff, Todd. Very useful -- thanks for sharing it.
Posted by: scott | July 12, 2006 08:16 PM
I am liking it. You know I am a del.icio.us fan though!
Posted by: Kami Huyse | July 13, 2006 02:50 PM
FREAKIN' BRILLIANT. Nice job.
Posted by: Weave | July 14, 2006 11:11 AM
Todd - this is a great concept. I am going to mention this as yet another example of how individuals are augmenting search algorithms to help each other make sense of the growing content online during my presentation on the "human side of search" next week at the Search Insider Summit. Thanks for sharing!
Posted by: Rohit | July 15, 2006 07:41 PM
Interesting concept, but I'm not really sure on it's worth as a way of forming relationships with media though. My take is that most media that are savvy enough to sign up for a RSS feed would probably be signed up to a news aggregator that would deliver that same news to their inbox/desktop. Which, needless to say, would make this sort of RSS feed pretty redundant.
But we are seeing a lot of innovative ways to use the social media tools that venture capitals are so keen to throw money at! Keep it up and keep us posted on how well the feed is picked up...
Ed
Posted by: Ed Lee | July 18, 2006 08:49 AM
Great idea! Thank you for sharing. I can see my authors really getting into this.
Posted by: Amy Fandrei | January 30, 2007 03:27 PM