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 »

Brands set up shop on Ello

Brands on ElloAs the founders of upstart social network Ello make their case for an ad-free experience as the rationale for switching from Facebook, brands are already staking their claims.

Some are advising restraint; Contently advises “it’s not a friendly place for brands to play right now; doing so would be the digital marketing equivalent of the Ferguson police chief trying to march in a protest calling for his own resignation.”

But there is no barrier to brands establishing profiles—in fact, there’s not even a real-name policy—and dozens of brands have succumbed to the allure of another place to hang a shingle.

As a caveat, it’s important… Read More »

Friday Wrap #120: Vine for audio, hashtags gone bad, Ello goes viral, employees like badges, & more

Friday Wrap #120
Flickr photo courtesy of Peter Gordon
Welcome to the Friday Wrap, my weekly summary of stuff I’ve found in the last seven days that didn’t grab the big headlines but is still important, interesting, and/or worthwhile for communicators and marketers. I collect these on my link blog, which you’re welcome to follow.

News

Sobo is Vine for audio—Audio has been proliferating across the web in all kinds of interesting ways lately, even if it hasn’t attracted a lot of attention. Yammer co-founder Alan Braverman thinks there’s something going on, though, which is why he launched Sobo, a “social soundboard” (currently only for iOS), enabling… Read More »

5 technologies that aren’t dead (or even on life support)

Read enough digital media experts, and you’ll be convinced that any number of still-useful tools and channels aren’t worth your time, money, or effort. Usually the “{fill in the blank} is dead” meme is just hyperbole.

In general, new media don’t kill old media; old media adapts and often contracts, but doesn’t disappear and rarely is even marginalized. Based on their strengths, these channels and tools tend to find their new level.

I chose the five items listed here because over the last couple weeks, I’ve read items that reinforce the notion that their deaths have been greatly exaggerated.

Check-ins

Number of Google search… Read More »

Friday Wrap #119: PR Wikipedia guide, bloggers as journalists, TwitPic lives, interactive packaging


Flickr image—“Wrapped Up Dinosaurs”—courtesy of Matt Brown
Welcome to the Friday Wrap, my weekly summary of stuff I’ve found in the last seven days that didn’t grab the big headlines but is still important, interesting, and/or worthwhile for communicators and marketers…and this week ranks up there among the most interesting collections of stories since I started the wrap. I collect these on my link blog, which you’re welcome to follow.

News

IPR releases Professional’s Ultimate Guide to Wikipedia—William Beutler has been one of the key thought leaders when it comes to ethical PR engagement with Wikipedia. His company, Buetler Ink,… Read More »

Friday Wrap #117: Cops go to Twitter school, social media’s low WOM value, the rise of coupons


Flickr photo courtesy of Michael Coté
Welcome to the Friday Wrap, Holtz Communication’s weekly review of news, posts, and reports that should be on your radar if you’re a communicator. I’m starting a new category for the Wrap this week dealing with the collaborative economy. The implications of this fast-moving trend will affect every communicator sooner or later. All the stories I report on here—and in my weekly podcast—are drawn from items I collect to my link blog, which you’re welcome to follow.

News

NYPD sends commanders to Twitter school—Precinct commanders in the New York Police Department are being required to attend a Twitter… Read More »

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