Posts Tagged 'marketing'

The Rules of Social Media Content

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Rule #1:
They don’t care how much you know until they know how much you care.
(Attributed to many sources including Theodore Roosevelt and Martin Luther King Jr.)

Rule #2:
It’s not about what you say; it’s about what they hear.

Rule #3:
Fast. Short. Meaningful.

Rule #4:
An incomplete solution now is better than a complete solution later.

Rule #5:
Instead of giving a lecture, tell a story.

Rule #6:
You can’t educate ’em if you don’t entertain ’em first.

Rule #7:
You can keep ...

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Content: made simple

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In a longer interview on consumer media by iMediaConnection.com, Professor Henry Jenkins from USC’s Annenberg School for Communications & Journalism offers this breathtakingly simple explanation of the role of content – and a fair warning to those who would exploit it with hands of ham:

“… In a world with many media choices, consumers are actively selecting what content is meaningful to them and circulating it consciously to people they think may be interested. ...

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Outside the marketers’ echo chamber, print lives

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According to B2B magazine, ABM, the trade association for the business-to-business trade press, held a series of panel discussions recently in which participants declared that print isn’t dead.

Wouldn’t we expect them to say that? Of the four pro-print souls mentioned in the article, three of them still make their living by running, editing or selling for print magazines.

I’m not arguing their point either; I believe print is a vitally important communications vehicle and somehow will remain so in the ...

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IBM study paints not-so-pretty picture for B2B media

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A new study by the IBM Institute for Business Value concludes that the troubles faced by traditional media aren’t going to go away when the recovery picks up steam.

The study, according to a report by BtoB magazine, concludes that as more and more people move online to get their information, advertisers aren’t willing to pay as much to reach them. Why? Presumably because these prospects become easier for the advertisers to reach – a conclusion that’s hinted at by ...

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Does Glenn Hansen have a death wish?

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In a recent article in Media Business magazine, Glenn Hansen, president and CEO of BPA (the dominant auditor of controlled circulation media) said this about his organization’s website auditing service:

“Our numbers are going to be lower than any other numbers that you get from any other source, whether Google or any commercial Web-analytics company.”

It’s impossible to tell from the article, but I infer that he was proud of this.

Several years ago – the last time I seriously looked into ...

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Condé Nast shocker: A hard move, but smart

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cover_modernbride_190In a move that startled almost everybody, Condé Nast is closing four magazines: Gourmet, Cookie, Modern Bride and Elegant Bride.

At some level, though, this shouldn’t be a surprise; the two bride titles are simply maids of honor to Brides magazine – also owned by Condé Nast. Elegant Bride, with 150,000 total circulation is a niche magazine for those who plan to buy luxury weddings. Modern Bride, with 335,000 ...

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Playing the Twitter shellgame

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I’m not giving up on Twitter. Yet. There are still a handful of people whose Tweets are interesting and useful to me.

But it’s a stupid game.

It has nothing to do with how much you have to say or how often you say it. It has everything to do with how many people you follow. I recently attended a webcast on how to build a social network on Twitter. The basic advice: follow a lot of people and they’ll ...

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In a world of SEO, does content matter?

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Well, yes. If you have bad content then it doesn’t matter how many people come to see it. Consider this visual from Mark Smiciklas.

Wait, it’s worse than that. If you have bad content, then the more people who see it, the worse off you are. Because now you’re simply broadcasting the fact that you suck.

I would argue you’re better off with great content that only a few people see — because at least those few people will have good ...

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Even low-cost social media campaigns need to be measured

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There is an entire industry of consultants that didn’t exist three years ago, telling people how to collect thousands of followers on Twitter; how to gain friends and fans on Facebook; and how to leverage large networks on LinkedIn. These consultants are writing books, conducting web-seminars and selling services.

The thing that gets too little attention is what all this is worth? Sure, you can grab a small nation’s worth of Twitter followers, but will it make you any money if ...

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What’s the economic value of a journalist?

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Journalists are historically thick about the notion that they are part of a business model; that they are employed not so much for the public good but because somebody has figured out how to make more money from their work than it costs to produce. That thickness is part of what makes them good at what they do; good journalists tend to follow the trail of information regardless of how they fit into someone else’s profit motive. It’s also why ...

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