Overcome content shock by marketing to an audience of one

Note: On October 28-29, I am teaching a two-day workshop in London on how to reset your social media efforts to employ approaches that work. This post addresses one of the approaches I’ll cover. The two-day workshop, from the International School of Communication, is open to registration here.

Audience of OneAs pundits lament the volume of content online and the challenge marketers face of getting noticed amid all the noise, one tactic is demonstrating a lot of power but not getting all that much attention. Organizations that communicate to an audience of one using novel and creative approaches are getting attention from bigger audiences than the… Read More »

Friday Wrap #115: Podcast suit settled, tweets from strangers, interns gone wild, PR’s gender gap

Friday Wrap #115
Flickr image courtesy of Michael Coghlan
The Friday Wrap (which is what you’re reading) is a curated rundown of news, reports and posts from the past week that, while they didn’t go viral or attract much attention, are still interesting and useful for communications professionals. I select Wrap items from my link blog, which you’re welcome to follow.

News

Vine allows video import—Casual users and superstars alike have not only made do but made some amazing 6-second videos with Vine despite the fact that you could only shoot the videos on your phone. Brands are accustomed to applying more serious production techniques to their… Read More »

Good reviews drive business. Are you working to get customers to write them?

Good Reviews

I had breakfast the other day with my brother-in-law, a dentist who has been working for the same practice in San Diego for some 20 years. The practice spends a fair amount on online advertising, he told me. “But you know what’s bringing in patients?” he said. “Reviews.”

When new patients explain why they picked this practice, they say they have read reviews in various places. The new patients keep coming because the reviews are uniformly good: an average of 4-1/2 stars from the 13 reviews on Yelp and three 5-star reviews on Google+. The practice has a Facebook page with the reviews widget in place; they’re all 5-star. Reviews are… Read More »

Friday Wrap #112: A PR digital working group, more social experiments, a curated streaming audio app

Friday Wrap #112
Flickr photo courtesy of Shanthanu Bhardwaj
The Friday Wrap (which is what you’re reading) is a curated rundown of news, reports and posts from the past week that, while they didn’t go viral or attract much attention, are still interesting and useful for communications professionals. I select Wrap items from my link blog, which you’re welcome to follow.

News

CPRF launches digital working group—The Council of Public Relations Firms (CPRF) has launched a working group of “incredibly smart people running digital in their agencies” to tackle the question of how the PR industry can obtain its rightful place as the leader of digital… Read More »

Friday Wrap #111: A social web standard, press releases have legs, the rise of “sadvertising”

Friday Wrap #111
Flickr photo courtesy of Loz Pycock
The Friday Wrap (which is what you’re reading) is a curated rundown of news, reports and posts from the past week that, while they didn’t go viral or attract much attention, are still interesting and useful for communications professionals. I select Wrap items from my link blog, which you’re welcome to follow.

News

W3C to develop social media standards—The World Wide Web Consortium has announced it will develop a standard way to build social network operations into the Web, including adding friends, commenting, and sharing updates with text, photos, and video. The standard also will allow multiple… Read More »

Friday Wrap #110: Blogger fined for success, automated PR, social-reputation link, mobile newsrooms

Friday Wrap #110
Bacon-wrapped hot dog Flickr image courtesy of Arnold Gatilao
The Friday Wrap (which is what you’re reading) is a curated rundown of news, reports and posts from the past week that, while they didn’t go viral or attract much attention, are still interesting and useful for communications professionals. I select Wrap items from my link blog, which you’re welcome to follow.

News

French blogger fined over her review’s popularity—French blogger Caroline Doudet wrote a scathing review of the restaurant Il Giardino that met Google’s criteria so well it became the number four link in a search for the restaurant. The owner sued, claiming… Read More »

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