Archive for August, 2009


I know, my current comment system stinks: it’s hard to decipher a simple re-tweet from a thoughtful comment, which is certainly harming the quality and content of the conversation here at PR-Squared.

Working on it.  We’ll fix it.

Be Valuable Not Voluble

iStock_000001460519XSmall“Be Valuable, Not Voluble.” That’s a line I used during my Gravity Summit speech this morning and I saw many grateful nods in the audience.

You can’t talk about Social Media Marketing without talking about Content Marketing.  You need to be able to tweet about something, eh?

But you can’t talk about Content Marketing without soon knocking your head against the wall due to the mounting pressures of a production schedule.  In addition to tweets and blog posts and white papers and email newsletters, you’re also on the hook for videos, podcasts, etc.

But do not fret.  Here’s some important news: no one wants to hear from you THAT much. A brand that leaps into the deep waters of Social Media is to be lauded, but if they spend all their time splashing-about, it just gets annoying.

Focus on being valuable: what types of content get shared (downloaded, re-tweeted, shared on Facebook, etc.) most often amongst your prospects and customers?  Figure that out and spend more energy making that type of content, and then take the time to make it that content the best of the rest.

You may find yourself less active online but more impactful overall.

Social Media Leaders Making Changes

617830_514f7bd98cSeems like some of my bestest buddies and colleagues in the Social Media sector have been up to some Big Stuff lately.  I’ve congratulated them all privately and tweeted when appropriate, but given the influx of news, I think it’s worth a post.

Today Jeremiah Owyang announced that he was joining Charlene Li at The Altimeter Group, alongside other former Forrester colleagues Ray Wang and Deb Schultz.  Can you say, “Dream Team?”  This is not an “Analyst Firm 2.0” kind of deal – in fact Altimeter’s principals still intend to recommend Forrester to clients looking for deep analysis.  No, the Altimeter Group is a strategic consultancy, custom-fit for the Social Media era.  Charlene will focus on Leadership; Jeremiah on Customer Strategy; Ray on Enterprise Apps and Deb will hone in on Innovation.

As Jeremiah noted to me in our chat yesterday, “The fact that large companies look to internal ‘champions’ to consider how new technologies will impact their operations suggests that they really don’t have a process for on-boarding new media.” Yep, it’s a slog, and the turbocharged folks at Altimeter have the chops to help.  Congrats, all!

CF_AG_PressPhoto_smMeanwhile my pal C.C. Chapman and his business partner Steve Coulson announced that they were going to be making some tasty s’mores with the marketing geniuses at Campfire. An excerpt from the press release suggests why this is such a perfect fit: “since its inception in 2007, The Advance Guard has collaborated with Campfire on several groundbreaking campaigns including HBO’s ‘True Blood’ viral controversy; Discovery’s ‘Shark Week’ adventure marketing; and Snapple’s latest digital ‘Real Facts’ initiative. Such successful collaborations led to Campfire’s decision to acquire the shop.” Congrats, C.C. & Steve!

Laura-fitton-smAnother pal (and former office mate), Laura “Pistachio” Fitton has been head’s-down and running hard, working on the launch of her new venture, oneforty, the Twitter Outfitter.  At oneforty you’ll be able to find, rate, and share your favorite Twitter apps — it seems there are already too many to count!  We need a place to aggregate and discover ‘em all.  Congrats, Laura!

Last but not least, have you guys heard of a guy named Chris Brogan yet?  If not, trust me, he’s an up-n-comer!

ChrisbroganChris has a new book out with Julien Smith called Trust Agents that just made the NYTimes Best-Seller List.  I’ve been meaning to review it but now I don’t have to cuz apparently you already bought it.  Good for you!  And congrats to you, CB!  “NYTimes-bestselling author” is gonna look gooooood on the ol’ resume, amigo.

We live in a time of momentous change.  We are still on the ground floor of a revolution in communications that started with a “w-w-w” and ends in a “y-o-u.”  Git going! Be like Chris, Charlene, Jeremiah and Laura and C.C.  Make something of this opportunity!

PR-Squared's New Look & Widgety Magicks

New blog bannerHi gang. Been too busy moving back to Boston and catching up on things to be very active on Ye Olde Social Networks, but meanwhile we had a chance to update the look & feel of PR-Squared.  If you’re visiting via RSS, do me a favor and click through to the site? 

We’ve got some more ideas that we’ll implement in the weeks ahead, but want to hear from you too.  What features do your favorite blogs include?  Is there anything we should avoid as we continue to try to make this a better blog?

In particular, check out the Social Media Highligher widget in the sidebar!  We got sick of hearing, “How many folks at SHIFT are really engaged in Social Media?” so we created a widget that would allow us to show off the big percentage of SHIFTers on Twitter, the dozen-or-so employee blogs (on all sorts of topics), our LinkedIn and YouTube channels, etc.  We’re literally trying to “highlight” our employees’ engagement across the socnets.  What do you think of the widget??

I have plenty of blog posts on the backburner, simmering away.  But meanwhile your patience with these summer doldrums is much appreciated.

Bad PR Works

IStock_000007939538XSmallThis morning I received some spam.

It wasn’t the most horrid spam ever, not by a long shot.  The topic was Social Media: did I want a review copy of an upcoming book, by an author I actually do respect?  This was spam I might actually eat.

But I was just one of scores of people being bcc’d on this email.  It wasn’t written “for” me.  It didn’t reference the fact that the author and I actually know each other.

It was a blanket pitch.  Spray and pray.  A blast email.

The old way.

Normally I just delete this stuff and move on.  But in this case, anytime one of the other recipients replied, it was a “Reply All” situation.  THAT gets annoying.  So every BCC recipient (including some heavy hitters) winds up kvetching — which led to even more junk in the inbox.

But …

A handful of people on that “BCC” list replied, “Yes, I want to write about this, please send me a copy!”

The old way = a “numbers game.”  Send out 1,000 pitches and 5 people get interested? — that’s a win, given how cheap and easy it is to send out 1,000 emails.

It sucks, it’s on the wane, but because it still works, bad PR will never disappear completely.  Sorry to say.

Show some social media love would ya?

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