I’m going to attempt to describe the idea again below, and use this post as a jumping-off point to start a series of posts on “Social Media Tactics,” in which I’ll lay out some of the wacky ideas that are rolling around my skull.
I first described “purpose-built” del.icio.us pages when we launched the Social Media News Release (SMNR) template. The term “purpose-built” is kind of kludgy but… the basic idea was to create a customized del.icio.us account for every MAJOR news release. In this customized del.icio.us account, the marketers could save a bunch of links that would allow anyone interested in the news to gain more context about the release.
For example, in your news release or on your webpage you could say: “Today we released MegaWidget. Go to this del.icio.us page to see 50 links re: our ten prior widget releases; online news coverage about our company and about the widget industry over the past 12 months; a bio on our chief widget officer; etc.”
Unfortunately, most of the “purpose-built” del.icio.us accounts created to support SMNRs are empty … EXCEPT for the links, i.e., the links are there but, few people take advantage of the fact that del.icio.us allows 255 character spaces to explain WHY each link was saved.
For example, using the MegaWidget example I’ve invented above, the widget marketer could bookmark a great piece of past coverage and say, “Read this article if you want some good historical background on the widget industry…Note that MegaWidget capabilities are talked about as being in the far-distant future but became available with our next release.”
That’s 215 character spaces – well within the del.icio.us limit – and yet in that brief note you’ve told the reader that this article not only contains good background info but you’ve also been able to highlight the true innovation of the latest MegaWidget!
It gets better (tags!): The MegaWidget marketer can use tags to differentiate the different links within the del.icio.us account. Let’s say that the widget industry is notoriously full of misinformation. Whereas in the past a marketer might wish that untrue/unfair/unflattering articles would simply “go away,” that’s just not gonna happen in the Google Age. So, the marketer can tag the “bad” articles with a term like “misinformation” and furthermore can add 255 text characters’ worth of rebuttal.
For example, “This article about the ‘death of widgets’ got a lot of buzz when it came out but events have proven that the widget industry – and MegaWidget - was more resilient than predicted.” BANG! Within 180 character spaces and via the telling 1–word tag, “misinformation,” a naysayer is essentially de-positioned.
It gets better (RSS!): If you like this strategy for news releases, you can extend the power of this approach. Start saving/commenting on industry news a few times per week, e.g., the MegaWidget marketing exec can save/tag/comment on all news of interest to widget-watchers, and this audience can subscribe via RSS to the entire del.icio.us account and/or to the RSS feeds of individual tags.
For example, the company’s official spokesperson or CEO might subscribe to “del.icio.us/rss/megawidget/misinformation” to make sure that they were always up-to-date on any negative press in the widget industry (as well as the official response to such news).
Do this right, and you’ll get reporters to subscribe via RSS to your company’s “daily dose of thought leadership.” Your company will become known for being savvy, opinionated, and available.
Note #1 – For the purposes of this post, the term “widget” is being used in the generic sense, not to describe Web 2.0 software.
Note #2 – If you’re kinda clueless on del.icio.us and social bookmarking, never fear! Check out this great, quick video.
Note #3 – The “Social Media Tactics Series” will be an ad-hoc series of posts … so, feel free to check back tomorrow (please do!) but it’s just as likely I’ll wait a day, a week, 2 weeks, etc. in-between these types of posts. Even then, some of these ideas will be half-baked and your constructive criticism will be welcomed.
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Posted on: September 24, 2007 at 4:33 pm By Todd Defren