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.
BOOBQUAKE : Media relations is and never will be a science. Finding subtle and direct ways to promote your brand through media relations is more powerful than advertising alone.
It’s not really a scientific fact YET. According to the prominent Iranian cleric Kazem Sedighi, women’s immodesty has cause the increase of worldwide earthquakes. While this may be debated for hours and become heated very quickly I seriously doubt many people new to online media could see this coming: BOOBQUAKE.
If there’s a sole reason for the internet to exist it’s to at least provide a little slice of humor and satire. Now we have a new source of entertainment in the form of Boobquake. What is Boobquake? It’s a Facebook event today (Monday, 26th) aimed at testing cleric Sedighi’s claim scientifically. It calls on women worldwide to wear their most revealing top – all in the name of science. So far I’m liking it.
What is also not really a scientific fact YET is the impact media relations has compared to traditional advertising. Imagine you’re the cleric in Iran who greatly opposes women showing cleavage. You’ve just been hit with Boobquake. What do you do? What do you want?
Sarah Bernhardt, one of the world’s first acting superstars (1844-1923), traveled the world with her racy performances. Before she could arrive in Chicago on her tour, a Chicago bishop delivered a very critical and harsh speech against Bernhardt. That speech received a great amount of press coverage. What did Bernhardt do? She sent him a $200 check.
Why?
The note attached with the check stated:
“I am accustomed, when I bring an attraction to your town, to spend $400 on advertising. As you have done half teh advertising fo rme, I enclose $200 for your parish.”
For Bernhardt, the value was about $200. The story and the coverage was priceless. How would you value others talking about you publicly?
It’s not a science but it is also not illusionary. There’s sound logic behind your brand and message sprawling across the news, blogs and social networks. Just as you want people scrambling to buy you also want them scrambling to learn more about you. Advertising does not build demand. Advertising entices the unsure. Media relations increases demand to incrementally. It cannot repeat itself like advertising can. Media relations is capable of building on itself unlike advertising.
I have mentioned before – bad reviews scare people away. Word of mouth can kill a business. Media relations is similar to reviews from prestigious sources. When the dedicated health reporter on your local news mentions red wine, in moderation, can benefit your heart you take that advice more seriously. If it was a buck-toothed mechanic telling you that you might ignore it. It’s not a science, but media relations has long-term potential that builds demand. Advertising only entices a certain amount of people for a short period of time.
In the meantime – Boobquake! I hope you all have a great start to your week – I’ll see you again on Wednesday!
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.