Non-threatening ways to get your company started with social media

As organizations seek to expand their communication efforts to include social media, they often find themselves facing the same hurdles that were faced and ultimately overcome by earlier adopters. Efforts to introduce social media have been hamstrung by questions of time commitment, IT issues, and legal concerns.

Usually, blogs are the tactic that face these obstacles (although I have also heard of other challenges, such as a legal objection to the construction of a special-purpose Facebook page). The assumption that blogs must be the company’s point of entry into social media is most likely based on the fact that blogs were the firstRead More »

It’s time for business to free their web videos

David Kiley, writing in BusinessWeek’s “Brand New Day” blog, likes the way Shell Oilteased him from a snort commercial on MSNBC to the company’s website where he watched an appealing nine-minute video. The tease approach has been effective before: Remember Nike’s cliffhangere commercials that required a visit to the website to see how they ended? But there are other ways to seed a video.

Business usually takes a while to catch up to the rest of the web, but I’m surprised that companies haven’t embraced YouTube’s embed model. If Kiley liked this video so much, why wouldn’t Shell let him show it on his blog where he was talking about it?… Read More »

Social media and traditional press releases from the edge

My presentation at IABC’s international conference in June is on “edge” content. While most of you probably are familiar with the notion, it’s an alien concept to most people I talk to.

I use several examples when I talk about content on the edge and how it applies to the work of organizational communicators. One example is the classified advertising service EdgeIO. Under the old model, you sent your classified ad to a newspaper because the newspaper’s reach exceeded that which you could achieve with a 3x5-inch index card tacked to a community bulletin board in a supermarket.

Along comes the web and the process stays exactly the same… Read More »

Microformats go mainstream

I reported here earlier this month that Technorati was experimenting with microformats, the tags you can add to content like events or contacts so they can be found, collected, and categorized by sites that aggregate such content. Microformats are part of a larger trend called “edge” content that I find exciting. As more people create their own content on their own sites, it makes sense to use this content “on the edge” instead of the old model, which had people submitting their content for publication in a central place. Newspaper classified advertising—and their online equivalents like eBay and Craig’s List—are examples of the latter.… Read More »