- Marketers know the value of social data but interpretation remains a challenge: This is a vital role that agencies play, interpreting the data that comes out of the publishing programs and turning that into intelligence to base business decisions off of, not only in how to improve the program itself but what audience sentiment and insights can be drawn out of it.
- Social media disaster for Burger King: Twitter feed says chain sold to McDonald’s: Jeep’s Twitter account was similarly hacked shortly thereafter, likely by the same group or person, which should be a reminder to not only have secure logins but to have a strategy for how to deal with the aftermath of an incident like this.
- Elon Musk Lays Out His Evidence That New York Times Tesla Model S Test Drive Was “Fake”: Whichever side was right – and there were plenty of posts and op-eds that supported both the original story and Musk’s rebuttal – the idea behind what Musk did is an important role a corporate publishing program plays, setting the record straight and correcting misinformation that may be floating around.
- Why newspaper sports journalists don’t like Deadspin:Deadspin and other publications like it don’t play by traditional journalism rules and they’re attracting readers in droves. That’s not to say they don’t still practice good journalism, but the fact that they ignore areas where older publications have traditionally drawn boundaries frees them up to do a lot more interesting stuff that’s appealing to new readers.
- Vimeo acquires GIF-making app Echograph to challenge Vine & Cinemagram: The mighty GIF continues to be a big player in the media world these days and a lot of companies are putting some sizable muscle into facilitating their creation and distribution.
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Voce NationFebruary 25th, 2013
Chris ThilkFebruary 22nd, 2013
A couple weeks ago Quora, the question-and-answer platform that has made a number of shifts to increase its relevancy to a broad audience, launched a blog platform. The company pitched the blogs to people who don’t have an established online identity and want to have their writing easily surfaced to potential readers. It specifically called out how what people write will be quickly discovered so they can build an audience and even made an appeal to those who do already have a primary online home, positioning their platform as a further distribution point.
But here’s my question: What’s the long term value of the audience that’s eventually built?
Let’s table that for a moment and look at how Quora appears to fit into a trend that’s emerging in the online space that I’m calling “middle blogging.” Other players in this area include Medium, Svbtle and LinkedIn and even includes Tumblr and Branch to some extent.
Quora, along with those other players, is looking to satisfy a craving for people to share longer-form thoughts with their networks but in a way that, to the outside eye, is fairly transient. By that I mean the people who are gravitating toward these platforms don’t seem to be interested in putting any sort of customization effort into their online presence and don’t really seem to have a desire to plant a flag and say “This is me, bask in it.”
So these platforms, then, make the value proposition based on on-domain engagement, that you can build up a network there and get meaningful feedback and interactions with other members of that community. The question then remains of how you go about building up that network. If you start to work on one platform, find it’s not your cup of tea then it’s on to the next to see what that offers. Unfortunately that often means starting from scratch and leaving behind a dead, withering profile since export functionality isn’t something that’s offered by most of these tools.
Hunter Walk has called them a new form of content farm, though he points out that instead this latest iteration of that concept seems to be focused more on quality than it is on making a quick buck, a mantle that in my opinion has been taken up by a handful of other sites that I won’t go into here. Mathew Ingram at PaidContent comes to much the same conclusion on that point.
I’m still left wondering what is behind this shift toward tools that are unowned and which offer little in the way of profile management. Is it that, with so many new platforms emerging all the time, it’s more important for them to follow their network from place to place instead of settling down and owning their online presence? Is it that they’re not thinking long-term about having a central hub as their primary online outpost?
Whatever the answer might be, this is a trend that only seems to be increasing and so is absolutely worth watching over time. But what also needs to be kept in mind is how, as some studies have shown, people eventually graduate from some of these platforms to something more fully-featured like WordPress. It often seems to be the case that these social-focuesed platforms act as a proving ground, allowing people to test out what they like, what they don’t and figure out what they want to do. Then, when they’re ready, they often move up to a site that gives them more control over their publishing and allows them to build more value.
Chris ThilkFebruary 15th, 2013
We all know about Oreo and their “massive win” a couple weeks ago when they turned around a fun (if largely inconsequential) image during the Super Bowl. The company got a lot of headlines in media industry publications for the image they released during the game’s blackout and it was shared quite a bit by normal people on Twitter and Facebook. So, you know, good for them. They captured a moment and had a laugh and both of those are good things.
But the speed with which they were able to produce that doesn’t mean that anything that takes longer than 20 minutes to produce is automatically a failure.
Sadly that seems to be the prevailing opinion regarding Poland Spring’s “blown opportunity” in the wake of its appearance in the Republican response to this past Sunday’s State of the Union speech. The company didn’t produce a fun little image taking advantage of the unplanned appearance until Wednesday, which many considered too late. Here are five reasons why that’s simply not the case:
- The “too late” argument hinges on every company having a social media command center staffed 24 hours a day, complete with art director and traditional copywriter, which is massively unrealistic.
- Yes, it’s fair to point out that Poland Spring’s two Twitter accounts haven’t been active for over two years. But that may be part of an overall strategy decision we’re not privy to the logic behind, not an automatic sign of a company that doesn’t get social.
- There’s no way the company could have seen this coming, meaning that unlike Oreo there was no rapid response team already gathered together.
- The same “social media experts” who are calling this a big fat fail would have advised no official response just a few years ago, instead saying that letting the audience have their fun and not getting in the way was the better course of action. Beware of anyone who gives you guidance based solely on putting their finger to the wind.
- This wasn’t a crisis and therefore was not an event that needed to be managed. Having fun is great if it fits with the culture of the company and the goals of their social media program. If not there’s no shame in not jumping on everything that comes up, regardless of what might make the news on any given day.
There are a lot of good reasons to be involved in real-time conversations, especially around fun little mini-memes like this. But not doing so isn’t an automatic failure and I’m hard pressed to believe that lack of official participation is impacting sales one way or the other since the people most likely to be counting the clock are media and marketing industry pundits, not ordinary consumers. Let’s not hold anyone to unrealistic expectations that we wouldn’t want ourselves to have applied to us.
Chris ThilkJanuary 22nd, 2013
Among the social media predictions for 2013 in this AllThingsD op-ed, I think the point that visuals will play a more important role in brand-created content is the one that has the most profound potential impact. The others – measure ROI, optimize for mobile and more – are all sound, but there’s nothing that is so important for how the idea of content creation needs to adapt and change.
I’m not actually talking about infographics here. Those are (when done well) fine and can be really interesting, especially if they’re designed with a specific audience in mind. More than that I think it’s data visualization that has the most potential to make for compelling brand journalism.
Two examples of this that have caught my eye recently are Foursquare’s recent map of the last 500,000,000 check-ins around the globe. It’s a fascinating look at what people are doing with the app. And the fact that it’s interactive is even better.
The other is Twitter’s Oscars Index, which shows how often people have been talking about the movies that wound up getting Oscar nominations. Again, with some interactivity, this allows for the reader to really dive in and get some interesting information on what’s being presented.
Both of these can be turned into static infographics that can be shared on various social networks, yes, but how much more engaging are they for being interactive elements you can get your hands dirty with a little bit?
These are extreme examples and not every story is going to warrant something as time-intensive to produce. But the axiom “Everything gets a graphic” is going to be even more important for managers of social publishing programs to live by if they want to see their content spread by the audience. Studies consistently show that readers engage much more often and fully with multimedia, so it’s time – past time, really – to start thinking visually.
Voce NationJanuary 21st, 2013
- New MySpace opens to the public: The lingering question is what need does this fill for the average person? The revamped site has been playing up its multimedia capabilities but it remains to be seen if regular people are going to be creating enough high-quality video to share here regularly since they have Instagram for photos, Tumblr for gifs and so on.
- More Teens Are on Tumblr than Facebook or Instagram, Survey Finds: While it’s hardly a scientific poll that was conducted, it is in line with some other more fully featured studies that show young people are increasingly gravitating toward Tumblr since Facebook is now where their parents and other old people are.
- Using Twitter photos without permission is illegal, rules judge: While this ruling applies to media companies specifically, it’s a good reminder to work in some sort of request for permission or note about how pictures might be used when soliciting fan photos on Twitter. If things are made clear then there shouldn’t be a problem.
- New Digg owners claim the “Digg effect is back”, user base doubled in 5 months:With Digg’s changed focus on curation based on signals from elsewhere from its previous user-submitted model it will be interesting to see what sort of categories of news wind up doing well. While it seems true that many publishers are seeing substantial traffic referrals it’s likely that some types of sites will emerge as favorites among readers.
- The problem with BuzzFeed’s sponsored posts: This is part of Buzzfeed’s continuingly evolving approach toward copyright, which it sometimes feels simply doesn’t apply to them. But while “fair use” may apply freely to regular editorial content – assuming proper attribution is given – a much higher standard is in place for advertising usage, which is what these “sponsored content” or “native ad” pieces are.