Strategic Public Relations - The Diigo Meta page

• 24 Nov 09
  

  Andrew MacFarlane
  • 1) Social networks are comparable to a bar scene. There's always a hot bar everyone goes to until it gets old and they move onto the next hot bar. How long can Facebook hold onto their hot bar status that, in part, put them in your top spot?
    MySpace was 3rd or 4th on this list a few years ago. The same could arguably happen to Facebook. Will it become uncool now that the demographic is expanding? Keep in mind the list is a present to near past snapshot of digital category leaders vs. a forward-looking prediction. That said there’s no reason to believe it will be less popular in the near term.
  • 4) Twitter is polarizing to say the least with lovers and haters. Can Twitter make money? It would seem that would quiet both camps and Twitter would settle down into a platform you either use or you do not use.
    As far as making money, it’s not a question of if Twitter will make money, simply a question of when. Twitter is sitting on a mountain of real-time consumer intention data. There is a significant business leveraging this facet of Twitter. The recent Google and Microsoft deals underscore the importance of this information. If you start looking at Twitter as an intention data platform instead of a microblogging platform, it gets interesting.
  • 2 more annotations...

  • • One thing that hasn’t changed is client needs. They have to justify their marketing spend – even defend it when investing in social media. A 2.0 world of experimentation and soft metrics has given way to the need for scale and a better idea of expectations -- due in part to the economy.

      
      

      Paid │ Earned
      These factors are evolving my thinking of paid and earned media. As a quick refresher, let’s define terms. Paid media comes with guaranteed placement and total control of the message. Earned media does not pay for placement and, as a result, you don’t know the message until you see it online, in print or elsewhere.

      
      

      Early in my career, I kept paid media and earned media as separate as church and state. This was in part a reflection of my passion for public relations. As various marketing disciplines were more siloed back then it was easy to do. As the integrated marketing campaigns I worked on grew in size and budget, I saw how much paid media and earned media need each other. In some instances one serves as ground cover for the other as part of the campaign strategy.

    • Blended Media
      Viewing the paradox of blogger relations and client needs, I’ve wondered if there isn’t middle ground that would blend some benefits of paid and earned media without coming off looking like an advertorial, infomercial or worse.

      
      

      The topic was also  discussed during a recent panel discussion I was on with Pete Blackshaw, Dave Knox and Suzanne Tosolini at Cincinnati's Digital Hub Conference.

      
      

      According to Blackshaw,
      
      

      “There is so much evidence across the web that "earned media" -- consumer-generated media, social media, conversation, variants of PR -- is creating meaningful lift and value for brands that we now need to think more critically about resource and spending allocations.
      

      
      

      “Here is an attempt to acknowledge that paid media often serves as a critical stimulus or even vitamin for "earned media." Moreover, in a world of crowdsourcing and co-creation, "earned media" is increasingly becoming a core input into the paid equation. Yes, we must always accommodate that fuzzy middle.

      
      

      
      

      
      

      Blackshaw created the above diagram as a possible model for paid, earned and blended media. There's potential in blended media that circumvents the old ways of doing things with this new audience.

• 31 Jul 08
  

  matt churchill

  Focused on public relations strategy within integrated marketing communications. Hosted by Kevin Dugan since July 2002.

  imported Bookmarks_Menu PR_Blogs pr blog marketing communications strategy public_relations

• 30 May 08
  

  n black

  pr blog

• 27 Mar 08
  

  Pierce Mattie

  communications pr public relations

• 27 Aug 07
  

  cristian fuentes

  PR

• 30 Oct 06
  

  blog communications imported:del.icio.us marketing pr

• 25 Oct 06
  

  Ryan Lack

  blog communications imported:del.icio.us marketing pr

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