Media Strategies, Media Relations, Social Media and Google Search. How to realize the true potential of online communities for business growth.
I’m not joking at all. I’m completely serious that ‘Googling’ will come to an end. I may just be a few decades ahead of myself is all.
Ya know how they refer to Facebook and Twitter as ‘Web 2.0′? It’s not because they’re social media, it’s because of the technology behind the websites. Back when Web 2.0 started a good friend explained to me the underlying principle guiding the technology. After building a Web 2.0 company himself he was best to describe it. Web 2.0 is designed to respond to you before you act. In other words, it should know what you want to see and show it to you before you even click a button.
Creepy?
You’re already getting used to it right now. I wrote this week about Facebook’s privacy and new features. Facebook announced today that over 50,000 websites have adopted their new plug-ins that essentially help Facebook dominate content across the web. Now you have over 50,000 different websites that you can ‘Like’ and suggest to friends. Facebook then passes that along to your friends and your friends pass their likes along to you.
Have you seen those Microsoft Bing commercials? They always take a jab at Google, the dominate search engine, for not being very visually appealing. Do you agree? Google is very simple. It’s text and list based. You search and their engine gives you results with very few images (unless you search for images) and it’s just very pure data. Bing is a very visual search engine. But even the typical search engine is slowly seeing a fate worse than death.
For marketers, Google is an amazing way to track and analyze where advertising dollars are spent and their results. Facebook, Twitter and others do not have that “graphing power.” You can’t walk into a room of high-dollar executives and show them results on a dry erase board because there’s only very select information. Facebook’s new methods of ‘Like’ and commentary centralize social media interaction in a way easier to potentially analyze.
That’s been the biggest problem for social media to date. So many others, including myself, know that social media is a valuable tool. Putting an exact number on that value has been the hardest thing to do yet. But what is very clear is that Facebook and Twitter are recognized by about 85% of the US population. That’s more than the percentage of people with regular internet access. Social Media strikes a chord with most people. Here’s what I think the major reason is:
Everyone wants to be involved in a community and share experiences and opinions with others.
To date, there has been no way that a single person can in theory interact with billions of others in the blink of an eye. Connecting with someone on the opposite side of the planet is easier than ever imagined. Google is very single-user focused. Facebook has been too mass-mob focused. Blending and bridging the gap makes for a very clear message:
Media Strategies is an active method to be seen and be heard in a community environment of instant action and instant response.
Searching will be dead. Finding will be king. Bookmarking will be a habit and sharing is only natural. If you’re not getting on board now you’re only delaying the inevitable. Until Monday friends, have a great weekend!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
Facebook and Social Media Privacy Concerns, the Ultimate Marketing Tool for Information and Outreach at a Reduced Cost.
If there’s one thing people get frightened about it’s their privacy online. Stolen identity, false impersonations and harassments are just a few of the consequences that come to mind. It’s completely understandable and I’ve been very wary of any of my personal information leaking online. Have you felt the same way?
Well the largest social network out there, Facebook, holds a lot of information about a lot of people. Facebook has also recently changed it’s privacy settings which has angered some. Facebook’s ultimate goal is to be in control of the information you post on the site. They make money selling controlled access to that information to potential advertisers. Imagine the intimate information, opinions and history you share on Facebook. Wouldn’t that be valuable to someone looking to market to you?
That’s exactly what Facebook thinks and that’s exactly what marketers salivate over. Today, credit bureaus sell basic and intimate information about millions of Americans to advertisers and marketers. They call it demographic data. Ever applied for a loan, mortgage or credit card? They have your information.
Ever signed up for a chance to win a brand new car? Some random third-party now has your basic information about you. Further, when you drop that entry form in their box, you agree to allow them to sell your information. It’s a multi-million dollar industry all about names, addresses and phone numbers. It gives advertising and marketing a personal touch.
If you have a Facebook account you need to visit this site. You can search for what information is accessible by anyone with a profile – which is anyone. All you ever need for a new profile is a unique email address.
Ultimately it’s easier to advertise to a certain group of people. Choosing the qualities of a specific group of people to target to is valuable. Instead of spending thousands of dollars advertising to a large amount of people that may not fit your ideal customer you can target and budget for a higher Return On Investment. It’s all about the dollar signs. What sort of investment and least amount of cost generates the highest return? Facebook, credit bureaus and sweepstake corporations bank on offering detailed information to marketers.
Should the average consumer be concerned?
Honestly, no if you do not share information that is either traceable or really sensitive. You wouldn’t put your social security number on Facebook so do not include your address on your profile.
Should marketers feel guilty for using information from Facebook?
If they do not push the boundaries then no. It’s hard to tell where those boundaries are but in reality if a person publishes that information then they must not mind other people using it.
What did you find Facebook shares about you? Drop me a line! Until Friday, take care!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
America's Oldest Media Strategy involves drama, press releases and celebrity. Lessons to learn from publicity stunts.
First I apologize to anyone cringing at a potential American Idol post. There’s a real story here and a lesson, I promise. Let’s all take it back to that tumultuous relationship between Simon Cowell and Ryan Seacrest. This season has been notably more confrontational. Seacrest has been almost adversarial and taking the spotlight as much as possible.
With the impending departure of Cowell, the show might tank. It’s a very strong possibility that Idol’s days after this season are numbered. It’s been one of the largest phenomenons since 2000 and has consistently produced revenue and advertising dollars. It’s a true goliath of many entertainment mediums and when Idol signs off for the last time there will be many people left to figure something else out. Especially Seacrest.
When Paula Abdul was confirmed out, Seacrest signed a 3-year $15 million contract. This is year one of that contract and what do you think happens if the show is cancelled before his contract is up? Here’s a hint: $15 million over three years makes about $5 million a year. That may not be a lot for Seacrest overall but for people like you and me – that’s a LOT!
So imagine Ryan Seacrest, host and contestant friend, releases a statement about one of the most beloved contestants: Crystal Bowersox. The statement was very concerning for any true fan. Bowersox, desperate to return home to see her son and family, is convinced to stay on the show by Seacrest. He tells her of how he was able to buy his mother a home and that Bowersox will be able to do the same if she just stays. Very compelling, very dramatic and an ENTIRE LIE.
Bowersox is a mother to a young child and while she misses being able to play with him as much as before she is thrilled at this opportunity to provide for him. It turns out that Bowersox’s good friend and former contestant texted her about the release from Seacrest. Bowersox’s reply? “It’s not true … betrayed by Seacrest!”
What a ploy! In fear of the show tanking it’s host begins shelling out sensationalism outside of the show. Ratings are slumping, a key figure of the show is leaving and money is at stake. Would you really think he couldn’t do something like this?
The truth is that no matter what size you are or on what scale you need to reach people everyone needs a good media relations strategy. For Seacrest, it’s very easy to get into trouble as well. Considering that many feel this season’s hopefuls lack distinct personality like last year’s Adam Lambert, why not stir something up with what ya got?
It’s not something I recommend lightly. Drama in the press is good because it brings exposure. The bad thing is that depending with your business you could create a disastrous brand for yourself. Focus on what interesting facts are of interest to the public, news and gain the most exposure. That’s where the money’s at.
Until TGIF!! Take care!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.