LinkedIn Delivers C-Levels and other Decision Makers

File this under perfect timing. While driving back from a new business meeting today, a colleague and I were discussing LinkedIn as an SM channel where we could connect with the C-level audience this company would be targeting. Meanwhile, waiting in my inbox was a report detailing new demographics from LinkedIn.

It seems we were right. If you want to connect with C-level execs, EVPs/SVPs and other high level decision makers, you'd better be using LinkedIn. And, I don't just mean pasting a profile up there and waiting for something to happen. Like all social media channels, LinkedIn is about community - about give and take. You will get out of it only what you put into it.

In terms of who is gathering together in this corner of the web, LinkedIn has released some amazing demographics to support their announcement about a separate targeted advertising venture.

According to the site, LinkedIn surpasses Forbes, WSJ, CNNMoney and BusinessWeek in terms of C-level executive reach. (It also delivers more EVPs, SVPs and VPs than the previously ranked channels).

Other interesting tidbits include:

More than 3,000,000 LinkedIn users listened to iTunes in the past 30 days. (connecting the dots, this makes podcasting a great strategy).

More than 2,300,000 have more than 3 PCs in their homes.

More than 1,800,000 own a blackberry or Treo device. (Again, mobile campaigns should connect).

More than 2,500,000 researched or reviewed products online last month.

More than 1,900,000 looked for or gave advice online last month. (The LI Q&A section has always served me well).

In terms of their new advertising portal, the site claims 27 million registered users, according to comScore, 5.2 million from the U.S. visited the site in July (8.7 million worldwide).

Most social networks have a hard time selling ads at more than $1 CPM, but LinkedIn’s rate card shows display ads starting at $30 CPMs and going up to $76.50, and text ads range from $12 to $20 CPM.

If nothing else, the site is proving to be the source for web savvy leaders. It will be interesting to hear from folks who've employed the new targeted ad portal. In the meantime, the community aspect of the site continues to be a great place to develop new business and connect with targeted leaders.

-- my two cents

Technorati's: The State of the Blogosphere

People blog for a lot of reasons. Some do it to keep family and friends apprised of personal news. Others do it out of frustration with a particular company or product. According to some reports, there are even bloggers who do it out of guilt. (The popular IndiaUncut blogger, Amit Varma once confessed, "When I log on to my site meter and see that a couple of thousand people have come to my blog while I've been sleeping, it makes me feel guilty like I've let them down. So, I blog on.")

Well, Technorati has just released a fascinating and comprehensive report on The State of the Blogosphere detailing who is blogging; why they blog; topics covered; tactics used to drive traffic and profitability, and much more. I highly recommend you read the entire report. In the meantime, here's a quick look at some results:

-- Bloggers are adding new posts at a staggering rate -- more than 37,000 per hour.

-- On average, Technorati tracks 900,000 new blog posts every 24 hours or 10.4 new posts per second.

-- The majority of bloggers use advertising on their blogs, with a mean annual revenue of US$6,000.

-- The most popular form of blog advertising is search at 38%; followed by display ads at 28%. Next is affiliate marketing making up 20%. (An example of affiliate links would be the books, magazines and movies I recommend to the left). Paid-for-posting comes in at 6%; serving as a spokesblogger at 5% and use of rich media ads at 4%.

-- 28% of bloggers use three or more advertising streams.

-- Bloggers who pull in 100,000 or more unique visitors per month generated an average annual revenue of $75,000. (To this, I say - click on those magazines, books and movies I'm recommending, people. Come on! Y'all are slacking on me!)

-- The bloggers surveyed have been posting for an average of three years. Two-thirds of them are male and 70% have college degrees.

-- Four out of five are personal bloggers who write about topics of personal interest.

-- About half are professional bloggers - defined in the report as those who blog about their industry or profession in an unofficial capacity (like this blog).

-- About 12% of bloggers blog in an official capacity for their company.

-- The majority of corporate and professional bloggers reported seeing a positive impact as a result of their blog. Half said they are better known in their industry, and one in four have used their blog to bolster their resume. Less than one in 10 has seen a negative impact from blogging.

-- While women bloggers are more likely than men to be personal bloggers, they are also more sophisticated about advertising and are twice as likely as men to sell through an ad network and more likely to have affiliate links. They are also more likely than male bloggers to link to other blogs, get listed on a blog directory and produce content for other blogs.

-- Four out of five bloggers had posted a brand or product review, with 37% of them posting frequently.

-- One-third of the bloggers reported that they have been approached by corporations to be brand advocates.

-- Nine out of ten blog about brands that they love or hate. (Interestingly, men and women are equally likely to blog about products or services.)

-- 37% of bloggers have been quoted in traditional media based on a blog post.

-- Bloggers are generally the first to learn about new web technologies and applications, such as RSS and Twitter.

-- Bloggers participate in many other Web 2.0 activities: 84% comment on other blogs; 69% subscribe to RSS feeds; 68% watch videos online; 64% participate in social networking; 48% in photo sharing; 45% in professional social networking; 41% are on Twitter; 41% use bookmarks (41%); and 30% download and share podcasts.

Again, this is just a snippet of the report. You should definitely visit the above link for all the details. Incidentally, the vast majority (over two-thirds) of all bloggers openly disclose their identity online, so the notion that all bloggers are anonymous (as Andrew Keen recently stated while attacking the blogosphere) is bogus.

The bottom line is the blogosphere is continuing to grow. The quality of the content is improving and people are getting better at promoting their musings. I've personally seen a major surge in video blogs and YouTube or Vimeo channels; I hope Technorati explores that trend in their next study.

-- my two cents

Speak Media Blog Tests Facebook Ads

Facebook has announced they are now offering paid advertising. I hope this will not mark the beginning of the end of the site. After all, it was the ridiculous over-run of ads on MySpace that sent most of us flying to FB in the first place.

One thing that gives me hope is how subtlely the ads will be integrated and how targeted you can be. For example, you can ID the age, the exact city, gender and key words people have in their profiles. You can also choose a specific time frame in which to run the ad.

The potential here seems pretty great. Say I'm a franchise owner of a QSR in Tulsa and I want to tell guys aged 18 - 24 about a special BOGO deal I've got going on over the weekend. With these Facebook ads, I can do just that. Or, if a new pet supply store opens in a specific area, this could be a great way to find and connect with people in the neighborhood who have pets.

My hope it that this will be less pervasive than the entire homepage crawling with obnoxious banners ala MySpace. (On FB the ads will appear in an individual news feed or within two ad spots on the right rail.) Not to be outdone, MySpace just announced they are now offering the exact same service.

I've set up ads within both communities as a test run to direct traffic to this blog. I will letcha know the final results in a few weeks. But I can tell you so far, the Facebook ad delivered 33,337 impressions and a .3% click-through rate on day one and MySpace has yet to post my metrics.

-- my two cents

Protecting Your Brand Through Twitter

Today I presented practical uses of social media to my agency. While we were looking at Twitter, one colleague asked for advice on how to persuade clients who are afraid of the site (specifically of brand-jacking) to embrace it. After telling her about the massive audience within Twitter and the direct link it delivers between brand and customer, as well as statistics revealing how consumers use Twitter to make their purchase decisions, I planned to write a wonderful post on the subject here.

I was going to extol the value of Twitter in spreading the word online. I'd planned to reference how Comcast is (rather successfully) using it in an attempt to improve their customer service. I'd intended to deliver useful, relevant arguments for using the micro-blog, as well as tips on best practices. It was going to be eloquent. Nay, it would have been damn near poetic.

Then, I visited PRWeek this afternoon and saw that Monte Lutz, VP of Digital Affairs at Edelman beat me to the punch with a bylined article on protecting your brand and reputation through Twitter. Below is a reprint of the PRWeek piece. Well done, Monte...you may have bested me this round...but your time will come! Good day, sir...I said Good Day!

Seriously, it's a really nice piece chock full of great information. So, enjoy.

Protect Your Brand and Reputation on Twitter
Monte Lutz

A lot of people are suddenly atwitter about Twitter. The number of users has surged past 2 million, and more companies, such as Cisco, Comcast and Dell are beginning to understand the power of communicating with their customers in bite-sized chunks of 140 characters or less.

But there also can be a bitter side to Twitter. Whether or not companies choose to get involved, Twitter is becoming an increasingly important space to monitor for conversation about your brand, employees discussing work, and “brandjacking,” where someone is posing as a spokesperson for your company.

Here's a quick corporate guide to Twitter, including best practices for monitoring and engaging in the community:

1. Understand how Twitter works. Like every community, there are norms and expectations for participation. Read the Terms of Service and watch how other people are using Twitter first.

2. Don't assume Twitter doesn't affect you. There are more than two million people on Twitter, including a disproportionate number of bloggers, reporters, influencers, engaged consumers and even public officials. People tweet about companies frequently. You should be actively monitoring – before a potential crisis occurs.

3. Protect your brand. As with other online platforms, opponents and critics can disparage or even hijack your brand. You can minimize this risk by monitoring Twitter and proactively registering account names related to your brand (e.g., Twitter.com/brand or Twitter.com/tagline).

4. Create a plan. Develop guidelines for employees and designated spokespeople, including guidance on what they should and should not discuss. Create a process for channeling information requests that do not fall within these guidelines.

5. Be transparent. Authenticity is a critical value for participation. Clearly define who you are and why you are on Twitter. To verify your credentials, link to a page on your company's Web site that says, “Yes, this is an official communication” from your Twitter bio.

6. Get personal. Twitter asks its users a simple question: “What are you doing?” Companies on Twitter should engage personally, as an individual representing the company, rather than as a monolithic corporation or a series of stodgy media statements.

7. Be consistent. Tweet on a regular basis. You do not need to tweet every thought, but you should invest the time to actively engage the community and respond to your followers. One rule of thumb is to tweet as often as you eat, not as often as you breathe – three to four times a day.

8. Include links. Twitter limits communications to 140 characters but you can use services such as TinyURL to create short hyperlinks to additional information.

9. Ask for help. When in doubt, ask for help. Don't be afraid to ask questions about how Twitter works or how it might affect you. The community is receptive to companies that are sincere about tweeting.

10. Remember these best practices (Twitter-style in 140 characters or less). Understand the community & how it affects you; think before you act; be transparent, consistent, and personal; link to information and ask for help.

-- my two cents (well, actually, Monte's)

Guerrilla Advertising: Arby's Hijacks Billboards

During this evening's rush hour, Fletcher Martin and Arby’s hijacked billboards around Atlanta to remind drivers they should be “Thinking Arby’s.”

Large white helium balloons with the Arby's logo have been positioned near billboards that prominently feature people's faces representing the thought balloons seen in the "I'm Thinking Arby's" campaign. (The attached photo is from a billboard on I-75).

I love creativity like this, so even though it's from my agency, I had to share. For the record, we did not physically alter the billboard in any way (well, not really!)

-- my two cents

The Super-Fantastic Corporate Confusion Game Is Brilliant

It's a rare occasion when one discovers true brilliance on the web, but ladies and gents, today is one of those moments. Y'all have heard me blast "consultant-speak" and buzzwords here on the blog and in my videos. This kind of writing is the antithesis of good communication and does nothing to promote action or understanding. Well, my friend Justin Rubner introduced me to his company a while back and it seems they share my thinking.

The Content Factor is an Atlanta-based company that develops marketing content (blogs, marketing collateral, site copy, advertising, webinars, podcasts, etc.) for a wide variety for clients. In order to demonstrate their value, they have developed the most hilarious and effective B2B viral campaign I've seen since Make My Logo Bigger.

It's a quiz called The Super Fantastic Corporate Confusion Game in which you are challenged to determine what a company does based on that company's actual description (taken from their web sites or press releases). I don't even want to spoil it for you by detailing any of the copy because it is that good. And, the best part is how you are scored in the end! (It's a bit long with 8 questions, but when you do get through it, the results will make you laugh out loud).

I imagine these guys are gonna see a lot of coverage on this as well as new business because I can't see any company arguing for gobble-dee-gook speak after taking this quiz.

Well done guys! You've made my day.

-- my two cents

CMOs Demand Digital Expertise From Agencies

Sapient recently polled more than 200 CMOs and senior marketing professionals in the U.S. to gain insight into what they want from their marketing and advertising agencies over the next twelve months. The short answer is: social media.

In short, traditional marketing agencies are now at risk of losing their clients unless they step up to the plate of social media. As you've heard me say previously, the choice is yours. Keep up or fall back.

Here is the Top Ten CMO Wish List for Agencies:

1. Greater knowledge of the digital space. With more than a third of marketers surveyed revealing that they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising, it’s clear that agencies need to have a greater knowledge of the digital space in order to thrive. In fact, nearly half (45 percent) of the respondents have switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge or have hired an additional digital specialist to handle their interactive campaigns. Further, when it comes to an agency’s area of expertise, 79% of respondents rated “interactive/digital” functions as ‘important/very important.’

2. More use of “pull interactions.” When trying to engage consumers with their brand, 90 percent of respondents agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.

3. Leverage virtual communities. An overwhelming 94 percent of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.

4. Agency executives using the technology they are recommending. Ninety-two percent of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending. For example, it is important that agency executives regularly use Facebook, Flickr, wikis, blogs, etc. in their personal social media mix.

5. Chief Digital Officers make agencies more appealing. Forty-three percent of marketers surveyed said that agencies with chief digital officers are more appealing than those without.

6. Web 2.0 and social media savvy. Sixty three percent of marketers surveyed said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.

7. Agencies that understand consumer behavior. Seventy-six percent of respondents deemed this as an ‘important/very important’ aspect of their agency’s online digital marketing and interactive advertising area of expertise.

8. Demonstrate strategic thinking. Seventy-seven percent of marketers surveyed ranked strategy/brain trust capabilities at the top of their agency wish list.

9. Branding and creative capabilities. Sixty-seven percent of respondents ranked branding at the top of their agency wish list while seventy-six percent ranked creative capabilities as ‘important/very important.’

10. Ability to measure success. It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned. Sixty-five percent ranked analytics at the top of their agency wish list.

Social Networking More Popular Than Porn (and People Fear Elbows)

File this one under stunning stats. Bill Tancer, author of Click: What Millions of People are Doing Online and Why It Matters, and GM of the web tracking company, Hitwise, has analyzed information from more than 10 million web users and determined that social networking is more popular than porn.

Yep. You read that right. More popular than porn.

Reuters reports that Tancer has long used the web to make conclusions about how society and people are changing. Some of his findings are just plain odd, like, in addition to social intimacy and rejection, people's top fears include elbows, belly button lint and ceiling fans. (Elbows?)

He also states there are annual spikes in searches for anti-depression drugs around Thanksgiving in the United States. (Not exactly earth-shattering. People have been talking about depression during the holidays ever since I can remember. I recall being terribly confused by that as little girl because to me the holidays meant lots of good food, time off from school, and presents!)

Tancer said one of the major shifts in Internet use in the past decade had been the fall off in interest in pornography or adult entertainment sites. He said surfing for porn had dropped to about 10 percent of searches from 20 percent a decade ago, and the hottest Internet searches now are for social networking sites.

"As social networking traffic has increased, visits to porn sites have decreased," said Tancer, indicating that the 18-24 year old age group particularly was searching less for porn. "My theory is that young users spend so much time on social networks that they don't have time to look at adult sites."

Tancer said the change in communication patterns was one of the most noticeable shifts in society in the past five years, a key point for marketers seeking to learn about their audiences. For more of the results from his study, check out this Reuters/MSNBC piece.

Of course, some might say MySpace has pretty much become one big porn community. So, it's not as if interests aren't converging here. But, nonetheless, this is a fascinating glimpse into the power of social media with today's web audiences.

If you, as a marketer and PR professional, are having trouble getting your clients into the mix, perhaps studies like this will help to demonstrate the incredible reach and breadth of these sites. Now, I'd better go, my elbow is getting a little to close to my face and it's freaking me out.

-- my two cents.

Some content pulled from the reporting of BELINDA GOLDSMITH from Reuters.

The Secret to Good In-Person Networking

Ladies and gents, I need to vent. Like most people, I have a few pet peeves. I can't take the sound of gum-chewing. I hate it when people bring their cell phones into the bathroom. I wish every car came equipped with an automatic oil slick button to send tailgaters into a tailspin. And, I cannot stand the sight of poor in-person networking.

In the past few months, I've attended industry events, panel/seminars, dinners and luncheons and I've routinely seen the same old bad habits that have driven me mad for years. Yes, walking into a room full of people can be daunting. But, everyone is there to meet new people just like you. So, here are a few tips and tricks to improve your in-person networking skills.

Spread Out -- We've all seem them. Employees from the same company huddled together in a corner during a cocktail party. Or, taking up an entire table at a luncheon. I ask you, how is that networking? The goal is to meet other people and create visibility for your company. Spread out. Sit at different tables. Work the room from different ends. You can always meet up again and compare notes or make introductions. But, you will never meet anyone new unless you go for it. And, frankly, as someone who has been stuck at a table full of people from the same company, you are doing a disservice to others who want to meet new folks too.

Joining/Starting a Conversation -- So many people say, "I just don't know how to join a conversation. I get scared. I stand near people but I don't know how to get in there." Well, here are a few good tips:

-- "Hello, my name is..." Seriously, this is still a great way to start. "Hi, I'm Jennifer" will always get an introduction in return. It's not like their gonna ignore you or guffaw walk away. No! They'll introduce themselves back at you. Shake their hand warmly and you are off and running. Remember the "scary part" can be over after just three small words.

-- Ask questions. The old adage is true, people love to talk about themselves. Ask someone where they work, what they do, what the company does... If it's an association event, "how long have you been a member?" can be a great place to start.

-- Work the bar. If you're still a little nervous about just walking up to someone, standing in line at the bar is a great way to begin because you can comment on what's being served, or on the length of the line, etc. Plus, when you walk up behind someone, it's natural for that person to turn and see who you are. A quick "hello" right then with a handshake and suddenly you are in a conversation.

-- Good universal topics. Obviously, if it's an industry event you can discuss the industry. But, if you want to keep it more social, I've found the movies to be a great generic topic. Most people like movies and of those who do, they either want to share their opinions or like getting the scoop on something they haven't seen. It's a good generic topic that usually fits most crowds. So, a simple, "have you seen..." or "have you heard anything about..." can spark an interesting conversation. Of course, if there is a speaker at the event, asking if they've heard that speaker before or read his/her book could also be a solid icebreaker.

Make Yourself Memorable - In a Good Way -- There are a few people we tend to remember the most from networking events. Obviously, we'd all love to be that funny guy/girl, the person who is just naturally entertaining. If that's not you, don't force it. But, you are comfortable enough, pocket a few good anecdotes that always get a laugh. Just make sure they are generic enough not to offend anyone.

A more universal way to be memorable is to be the resource. This is the person who may know someone who could help. Or, who came across a good web site on that topic. Or, who just read an article about that demographic. People will remember you if you appear helpful and interested in them. Just remember, if you say you're going to send them a link or make an intro, do it.

Zero In to Be Effective -- Oftentimes association events will provide an attendee list in advance. If not, email the event organizer and ask for one. This helps to ensure the crowd is a good fit for your business and lets you identify those few people you really want to meet. I've found when I have a mission, I'm more relaxed.

In fact, it can prove to be another icebreaker. If you are having trouble spotting someone you wanted to meet, never hesitate to ask, "do you know So-and-So? I saw he'd be here and I was really hoping to introduce myself." You may benefit from that person making the intro for you, which gives you an air of importance. There is nothing like someone else saying, "So-and-So, I'd like to introduce you to Jennifer, she's involved in..."

A special tip: bring people you know into your zero-in strategy in advance. For example, I see that my pal Anne is attending an event where I really want to meet So-and-So. Now, before I've even arrived I have someone ready to make an introduction for me. Imagine, she gets there before me and tells So-and-So, "There is someone you should really meet. I don't see her here yet, but I will be sure to introduce you." Well, now So-and-So's curiosity is up ... and by the time she introduces us, he is already interested in learning more. See how the game is played?

Avoid Hangers-On & Don't Get Stuck With the Wrong Guy -- There is almost always one of them. That one guy who is so uncomfortable, he will latch on to the first person who talks to him and never want to let go. Don't let it happen. In my experience, the hanger-on is usually the one person there who is not at all relevant to my business or needs. Don't think you have to keep talking to him just because he wants to. There is nothing wrong with politely excusing yourself with a quick handshake and a "it was nice to meet you." Then, walk away and join another conversation.

Business Cards -- Please please please do not forget business cards. It really says, "I'm not even trying." Do what I do: keep a separate stash of cards in different places. If I discover I only have 5 cards left in my wallet, I know I've still got a stack of them in my car.

And, here's a little business card etiquette for you. When someone gives you his or her card, don't just pocket it. Show them the respect to look at it. Not only is it polite, but you might actually see something of interest to keep the conversation going.

And, as much as you may love your iPhone or crackberry, it's rude to make someone recite their contact information while you punch it in. Be respectful enough to do that on your own time, not theirs.

Follow Up -- Don't forget, the whole purpose is to make and keep these connections. Follow up online through LinkedIn and Facebook. Or, send an email saying how great it was to meet. If there is another event from the same group, give them a shout to see if they are attending. (They may be able to introduce you to someone on your zero-in list.)

So, that's pretty much it. These events can be as fun and useful or as horrifying as you make them. It's entirely up to you.

-- my two cents

GM's New Blog Aims to Dispel Myths and Rumors

Combating negative public opinion has long been one of PR's greatest strengths as a discipline. And, MS&L is hoping to help GM do just that with a new blog that addresses a lot of the myths circulating about the company. Things like:

MYTH: GM is seeking a government bailout.

FACT: We are not seeking a bailout, or a handout. We are talking about loans, which must be repaid in full, with interest.

It's an interesting move, although I would love to see some sort of alignment with Snopes.com and other myth-busting sites to expand their reach and lend a bit more credibility to their assertions.

One interesting note is the wording GM (and MS&L) uses on the site when introducing the myths. As PRWeek pointed out, the site breaks with the traditional PR rule of avoiding repetition of false or negative information.

Repeating the negative is always a bad move in an interview format, but I will concede that in this arena, it does grab your attention and it creates a sort of conversational style that I imagine will go over well with readers. Similarly, it's certainly less dry than the usual corporate FAQ.

“The site sort of violates the first rule of PR, which is don't repeat the negative,” said Tom Wilkinson, director of news relations for GM. "But, visiting corporate Web sites is like a visit to the dentist so this helps us separate fact from fiction in a different way. And, with editorial staff reduction at small and midsize papers, fewer editors reading copy and a lack of editorial oversight on blogs leads to a rise of false information being printed."

Consumers are encouraged to submit assertions about GM they've heard or read for rebuttal. The site's "Overheard" section is peppered with positive quotes about GM pulled from the reader comment areas of other websites such as the Wall Street Journal and Autoblog and, surprisingly, from GM's own PR teams.

BusinessWeek said of the site: Few companies think they get a bad rap like General Motors. It’s easy to see why. Its role as SUV king has made it a pariah among environmentalists. Heavy media coverage of GM’s poor sales and financial results would give anyone a persecution complex. So GM is trying to take its case straight to the public. The site has links to quotes on blogs that support the company. There are five of them and all come from the company’s PR staff. That’s not exactly third-party testimony. Taking a message straight to consumers can work. It’s also very cost effective. Websites are cheap. But until GM comes up with some stronger content, this one won’t change too many people’s minds.

So, far, most media reactions are similar to BWeek's. Many feel this only puts the company on the defensive. Still, some, like CNBC, have said it's a step in the right direction to sway public opinion, but that the automaker needs to do more than just launch a site to truly make an impact on consumers.

Only time will tell if it works or not. Meanwhile, GM and MS&L have successfully secured a great deal of media coverage that - at the very least - quotes many of the facts laid out on the site. So, from that perspective, job well done.

-- my two cents

Build your Contacts Through Social Networking

I really dug this blog post on how leveraging the relationships of your past can help you build new networks. He emphasizes how making yourself available on social networking sites keeps you in touch with contacts from the past. (I gotta admit, I'm not too hip to the idea of creating a separate doc to keep track everyone. But, there is a point to be made about contacts spread over different networks. I know I often have to think, "is that guy's email in Linked In or Facebook or Plaxo or...")

Anyway, there is definitely something to be said for making yourself available online. Someone who made a huge impact on my life years ago just reconnected with me through Linked In. He'd emailed me about six years ago, but of course, the email he had was outdated. Similarly, one of my best friends from high school recently found me on MySpace. Over the years, I'd searched for his name online, but never found anything. Out of the blue, he sent me an email asking if I remembered him. Likewise, a new business prospect just reached out to me because of a question I answered on Linked In. And, a reporter I'd lost touch with - who has just returned to the job - saw me on Twitter through one of her contact's feeds. Had I not been in these networks, none of these folks would have found me.

I recently attended a PRSA luncheon and was surprised that the majority of the people at my table were not in social networks. For a job that depends on networking and contacts and relationships, it seems like such a misstep to avoid these communities. So, get out there and sign up. For those who are worried about ID theft, you don't have to put your whole life online, just enough so people who know or knew you can find you today.

-- my two cents

Disney Should Dive Into Rescue Story

Today, I saw the amazing story of an Autistic boy and his father who were swept out to sea off the Florida coast, drifting along the Atlantic where they treaded water for twelve hours until they were rescued by fishermen and the Coast Guard.

It seems the boy, Christopher, is not terribly communicative, but one way he bonds with his family is by quoting catch phrases from his favorite Disney movies. So, as nightfall came (along with the stings of jellyfish) and the father grew more afraid they would never be found, he'd shout to his son, "To Infinity" and Christopher would respond with a big laugh, "And Beyond!"

"Buzz Lightyear got us through," Marino said, referring to the character from Toy Story.

At one point, the two lost hold of each other in the water and they stayed in contact through these shouts. The dad eventually drifted from earshot to Christopher and when the boy no longer responded to the catch phrases, he was certain he'd lost him. Fortunately, both were rescued separately and were reunited.

Here is a CNN interview with the family about the ordeal. Christopher is so adorable, I just wanna hug him and recite my own favorite lines with him all day long!

Why is this relevant to Speak Media Blog you ask? It would be great PR for Disney to provide the entire studio's collection to this family and send them on a Disney vacation of some sort. They could create some terrific goodwill press for the brand and do a truly nice thing for a family that went through a horrifying event. So, there ya go, Mouse House...you can make my consultancy check out to Jennifer A. Jones.

-- my two cents

Defending Social Media: Keep Up Or Fall Back (a Book Review)

Today I want to talk about a book called The Cult of the Amateur: How Today's Internet is Killing Our Culture by Andrew Keen. This post may a bit longer than most, so if you want an abridged version, watch this video.

First, let me say, as someone who is currently writing a book about social media, I know what a massive undertaking it is and I admire anyone who puts his opinion out there for people like me to tear into it. That said, this book made me so angry, I actually yelled at the author in the margins, writing on nearly every page, and called my friends shouting, "can you believe this guy?"

So, here's the scoop. Keen asserts that social media, particularly user-generated content, is responsible for the downfall of Western civilization. I'm not even exaggerating. He declares that social media is ruining our economy, our culture and our values. Allow me to explain.

Keen pines for the days of a "single source of truth" citing people like Cronkite and Murrow. He conveniently ignores the fact that Murrow himself used to say there is no such thing as absolute truth and one must examine every side of every story. Here's a quote from Keen (page 83):

Before Web 2.0, our collective intellectual history has been driven by the careful aggregation of truth. But, with democratized media, we are creating a collective memory that is deeply flawed.

It's as if Keen doesn't understand that history and journalism and truth are created by humans and that humans are fallible and that truth itself changes with time. Truth is based in perspective. I'm sure a North American history book's account of a singular event would be quite different than one from Eastern Europe or a history book's account from India. I'm certain that newspaper reports of periods in history from the 1800s in this country would be considered false by today's zeitgeist. So, this "careful aggregation of truth" is itself false.

Keen asserts that in social media, misinformation can spread with frightening speed causing permanent damage to reputations. While it's true that rumors can easily spread through social media, this is certainly not attributable solely the Web. One need only recall Richard Jewell, a genuine hero who saved countless lives during the 1996 Olympic bombing in Atlanta and who was vilified in mainstream press who accused him of the crime. He wasn't exonerated in the press until nearly a decade later when the real bomber was caught. (Sadly, Jewell died only a year after being finally heralded for the hero that he was.) Similarly, radio stations have been to blame for many rumors and misinformation campaigns, even as practical jokes. So, the idea that social media has launched some new concern over misinformation here is laughable. Similarly, within the SM forum, people will swiftly and viciously attack bloggers and message board commenters for falsehoods. I've never seen anything like the swarm of social media when someone just has a typo or spelling error, much less actually posting incorrect information.

Furthermore, Keen dismisses citizen journalists outright as having no impact on journalism today. Here, he conveniently forgets that bloggers are breaking many of the major stories media cover. It was bloggers who called out Lonely Girl and Sony's PSP Flog. News of the Alberto Gonzales scandal and Rathergate, just to name a few, came from bloggers.

Keen claims that bloggers are not credible because their anonymity can hide an agenda. Let's set aside the fact that most bloggers do identify themselves and their backgrounds. Again, he ignores the bias found in a lot of traditional media or people like Jeff Gannon pretending to be an objective White House corespondent who was actually on the GOP payroll. Or, David Manning, the fake movie critic made up by a major studio to fake positive reviews, or FEMA's fake press conference.

Title (i.e. journalist or blogger) does not equal credibility; that comes from the content of one's work.

Keen spends an awful lot of time talking about inferior work being made available for the masses. Of course, "inferior" is a subjective term. For example, he rants against Web 2.0 enabling self-publishing of authors. He says on page 55:

[these sites] enable anyone to publish anything, regardless of quality. Blurb and Lulu are where the untalented go to purchase the veneer of publication...with 40,000 new books published each year by major houses, do we really need to weed through the embarrassing efforts of hundreds of thousands of self-published novelists, historians and memorists? Do we really need to wade through the tidal wave of amateurish work of authors who have never been professionally selected for publication?

Let's set aside the arrogance of his suggestion that all self-published work is embarrassing and amateurish- my question is where is the harm here? Publishing houses have not stated any financial impact because of self-publishing - a fact Keen himself notes. And, yet, he rails against the idea of user-generated content in terms of books. Point of fact, according a a friend of mine who works for a major house (who asked not to be named), "books are not selected based on how good or bad they are, it's how well we can market them."

Anyone who knows me knows I love the written word and I have read books from major houses that were not to my taste and others from indie houses or self-published authors that captivated me. Either way, I cannot possibly see how having more choices and more voices is a bad thing.

This is what most bothers me about Keen's theory: the idea that the way it was always done is the only way it should be. It's a horribly debilitating philosophy in business and in life.

Keen also rails against digital music, pining for his beloved Tower Records. And, yes, I loved hanging out at Turtles Records and Tapes in Atlanta as a kid. I did. But, I can tell you that I and millions of others are being introduced to more kinds of music from more places because of social media. Again, how is that a bad thing?

Now, Keen spends a lot of time talking about the cost of democratization in terms of job losses and business closing down. On page 27 he says:

Perhaps the biggest casualties of Web 2.0 are the read businesses with real products, real employees, and real shareholders. Every defunct record label or laid off newspaper reporter or bankrupt independent music store is a consequence of user-generated content.

And, hey, he's right. Absolutely. People are losing their jobs. Industries are changing. This is what happens with growth. I imagine wagon-wheel makers lost their jobs when cars came on the scene. Undertakers probably took a hit with penicillin, that doesn't mean it was a bad thing.

My industry, PR has been completely turned on its head with social media and user-generated content. But, those who embrace change survive and even thrive. We've already talked about how the Chicago Tribune has increased readership through social media while other papers are shutting their doors.

I know we all come face to face with Keen's thinking quite often. Our clients may not be ready to embark on a social media campaign. Maybe our own companies are timid. But, as I've said here many times, technology changes the game. It always has and it always will. You have two options: keep up or fall back. Here's hoping we all go for the former.

-- my two cents

For an abridged review, watch the video:

Social Media Widgets Can Drive Traffic, Sales and Product News

Today, I want to talk briefly about widgets. I've been a big fan of these fun little tools for many years. They are increasingly popular with web savvy consumers. (According to eMarketer, widgets are used by 43.5% of adults and 77% of the teen Internet population.) However, in talking with clients and colleagues, I see so few marketers willing to embrace them.

Of course, it's easy to dismiss traditional widgets as a tactic if your brand doesn't naturally fit the original "news feed" concept (i.e. weather or stock widgets). But, if you get creative with it, you can develop widgets that go beyond "updates" and truly drive site traffic and even sales.

Years ago I worked with the interactive company Macquarium Intelligent Communications and we created some super cool widgets for a pet supply brand. Imagine a cartoon dog or cat that sits on your desktop. They'd bark or meow. They'd yawn and stretch. They'd chase their tail or knead the ground. And, when the 90 day limit on their flea collar was up, they'd start scratching to let you know it's time to buy a new one. Click on the itchy little guy and you were directed to the pet supply site waiting for your new order. It's this kind of creative thinking that can take widgets out of the "news feed" realm and into a sales device.

Even looking back to the "news feed" scenario, you don't have to be a news source to generate relevant updates. Papa John's has done a great job connecting with the youth and college market through widget promotions and ordering allowing hungry students to immediately see and respond to deals as they are announced on their desktops.

Similarly, mobile widgets are a great way for brands to instantly connect with customers. In fact, GPS-backed mobile widget apps like Where.com are increasing in popularity as the widget alerts are tied directly to your location. Imagine your customer is driving around and she gets a widget alert that the retail boutique she is passing is having a BOGO deal on shoes. Or, as a guy passes a sports bar, his phone tells him they are serving dollar beers. I can hear the screeching tires right now.

There are also interesting ways you can skin widgets with branded imagery. Coke has done a great job with this in terms of their CokeTags which are seeing strong success within Facebook. The widgets rarely have anything to do with Coke, but the brand dominance is strong as consumers are linked to the content they want.

So, where do you find these widget apps? KickApps makes it easy for novices to really dive in. Widget Labs is pretty cool too - despite their recent dust up with Ning. Zumobi offers tile widgets for mobile use. WidgetBox has great widgets designed for use within social networks.

Here are some key tips in your widget app development:

1. Make is useful, otherwise, there is no point in the consumer keeping it active.

2. Make sure it is easy for the user to install. Too many steps - especially asking for too much customer info will turn them off.

3. Offer security reassurances. It's true that some widgets are trojan horses for viruses. (But, it's nowhere near as common as some would have you believe). Nonetheless, you need to assure your target audience that you are not a hacker. The more prominent the brand placement, the more assured they will be.

4. Consider your ultimate ROI when designing the widget. What is your goal? Sales? Click-throughs? Shared content? Don't go in blindly - design with the end in mind.

5. Keep an eye to the future. I foresee an increase in game-app widgets designed to create a personal brand interaction. And, with the convergence of web and broadcast content, TV Widgets are coming ... fast.

Widgets are a great form of social media because they can be easily shared between users and often drive viral content.

But don't just think of it as a sales tool. Public companies should employ widgets as an investor relations tool to keep their news in front of shareholders. As a corporate communications tool, widgets can be a great resource to keep the entire staff informed of the latest happenings - this is especially valuable for multi-nationals. And, widgets can be a great way for web viewers keep up with and share your podcasts.

Just get out there and play around. See what other people are doing and consider the content your audiences wants. Then, invite them to use and share your brand's widgets within the social media environment. Good luck and let me know how you do!

-- my two cents

Six Degrees of Separation Now Three

A new study from O2, a Pan-European telecommunications company, claims the usual six degrees of separation has now fallen to three, due in large part to social media.

O2 asked adults to make contact with random strangers across the globe using only personal connections in shared-interest categories. By linking their shared-interests, the participants were able to connect to that person in as little as three person-to-person links.

O2 says this smaller degree of separation is a direct result of social networking. I think this is terribly interesting as boundaries continue to dissolve away and we are able to share ideas with more people from different backgrounds. And, I've certainly noticed this three degree separation myself thorough my social networking where strangers often know many of the same people I do.

According to the press release, the research included more than 50 hours of in-depth interviews with adults across three different age groups, (18-25, 35-45, 55+) and found that:

• We are usually part of three main networks based on Family, Friendship and Work/Professional.

• Outside of these, we are part of five shared-interest networks based on a range of personal interests from Hobbies; Location; Religion; Sexuality; and Politics.

Now, I definitely agree with these results in that every day I am connecting and re-connecting with people through shared-interest networks. Just a few hours ago, I received an email from someone I knew ten years ago. He found me through the professional network Linked In. Although we only knew each other briefly, I've often wondered what became of him and thanks to social media, we are instantly back in each other's lives - albeit virtually.

Which brings me to one portion of the study I find a bit harder to believe. 97 percent of the participants said they felt “more connected” to people today than they ever have in the past.

Perhaps it depends on your definition of “more connected” and maybe I’m just coming off a long holiday weekend with friends and no Internet access, but this rings false to me.

As someone who spends the majority of her time in social media, I can say I am certainly more updated on what is happening in people’s lives. For example, I now know through Facebook that Jabari is single again and Jeff’s relationship is now “complicated.” Linked In tells me that John is hiring and Jeremy is buying keywords. I know from Twitter that BJ is researching hospitality data and Becky is hungry. But, does any of this mean I am “more connected” to any of them? And, it's not just within social networks. Earlier today I was curious to see if a certain group of friends will be attending my birthday party in a couple of weeks. Did I call them to check? No, I pulled up the Evite.

And, listen, I know this flies in the face of most of my posts about the power of social media in bringing people together and creating personal brand engagement. But, as much as I support pulling consumers into your brand’s story online, nothing takes the place of having that customer touch and feel your product. No amount of email exchanges with target media can deliver the connection of a phone call or a shared cup of coffee. As much as I love my tweets and pokes and nudges and shouts and network updates, we still need that face-to-face interaction with each other to feel truly connected and to truly build relationships - personal and professional.

So, yes, the degrees from which we are connected online are shrinking, but perhaps so is the depth of that connection. With that in mind, we should all remember the value of traditional media and communications tactics as we dive further into new and social media. And, I, for one, am looking forward to attending a live in-person PRSA luncheon tomorrow as opposed to yet another webinar.

But, then again, this is just...

-- my two cents