Friday Wrap #96: BBC pushes news via WhatsApp, the end of the strikethrough, Millennials trust UGC

Friday Wrap #96The Friday Wrap is your weekly source of curated news, research, reports and posts that may have slipped by unnoticed, but that could prove useful to communicators and marketers. I collect items that I consider including in the Wrap (as well as my podcast) at my link blog, Links From Shel, which you’re welcome to follow.


BBC dishes Indian election news via OTT apps—If you’re still wondering why Facebook dug deep to buy WhatsApp, consider this: The BBC is sending news about the elections in India to readers via both WhatsApp and WeChat. The “BBC News India” account on both over-the-top messaging services were crafted to share… Read More »

Is creating a video for just one customer a sound content strategy?

The notion of “content shock” is that consumers have a finite number of minutes they can dedicate to consuming content, and as the odds of your content being found and read or viewed diminish, the cost of producing that content becomes untenable.

I don’t buy the idea of content shock for a lot of reasons, many of which I articulated here. One of the points I make in this post is that few content marketers are trying to get everybody to read their posts. We target niches, where people who have an interest in our content will be more likely to find it.

In arguing that content shock is inevitable, one commenter to a Content Marketing… Read More »

Is there room for clickbait in your content marketing strategy?

UpworthyContent marketing in all its guises is designed to attract and engage a target audience. Ultimately, you want those audiences to do business with you, but you have to find and engage them first.

Those guises included everything from thoughtful articles injected into editorial streams via native advertising schemes to clever tweets deployed during a real-time event. I’m still on the fence about DiGiorno Pizza’s stream of tweets during NBC’s live telecast of The Sound of Music. PRNewswer’s Shawn Paul Wood thought they were awesome, they actually were clever, and they were consistent with the nature of tweets sent normally by the… Read More »

Is a 60-second video news update part of your content future?

Short-form video news updates could be a great way to keep your audiences up to date on company news and activities using a format that invites viewing.

PayPal, the eBay-owned payments company, shares one every week with employees. PayPal in 90 Seconds offers a quick, engaging tour around PayPal’s world, letting employees know what other employees are up to in parts of the organization with which they may have no regular contact. (Ron Shewchuk interviewed the video’s producer, Mark Kraynak, in the first installment of his podcast about internal video, .(JavaScript must be enabled to view this email address)

Friday Wrap #73: Wikipedia vs PR, PR research standards, LinkedIn drives traffic, WOM pays off

dynamiteGreetings from New York, where I conducted a workshop today on employee ambassador programs and will speak tomorrow on crisis communication to employees—all part of IABC and Prescient Digital’s annual global intranet summit. Here’s this week’s wrap-up of research and articles of interest to communicators that may have escaped your notice. I collect all the articles I’ll consider for inclusion in the Wrap in my link blog at

Wikipedia deletes 250 accounts linked to paid editing

Wikipedia has rules, and one of the most sacrosanct is its no conflict-of-interest rule. Wiki-PR offers to help brands circumvent those… Read More »

Friday Wrap #65: YouTube for research, social for customer contact, dealing with uncivil customers

Getting that nasty wrap off a DVDThis week, everyone buzzed about the Golf Channel’s epic fail as the cable station tried to spin the 50th anniversary of Dr. Martin Luther King’s “I Have a Dream” speech as a golf story. Another big story that had everyone talking was Kevin Spacey’s delivery of the James MacTaggart Memorial Lecture at the Edinburgh Television Festival, where he schooled the television industry for failing to recognize that viewers want control. If you haven’t watched the speech, it’s must-viewing; you’ll find highlights versions as well as the entire 46-minute lecture on YouTube. In the meantime, a lot of other news and research was reported that you… Read More »

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