2013-05-10
Posted on May 10, 2013 7:01 am by Shel Holtz
| Content
(c) Can Stock PhotoAmidst the bigger stories of the week, some great items tend to get lost. The Friday Wrap is a collection of items from the last seven days worthy of note by communicators and marketers that you may have missed. I collect stories to consider for the Wrap—as well as my podcast—at LinksFromShel.tumblr.com.
Fleishman study predicts a coming corporate reputation crisis
Every brand Fleishman Hillard reviewed in its Authenticity Gap study “found a gap between people’s expectations of the industry category and their actual experiences of the company or brand,” according to an item in Bulldog Reporter’s Daily Dog. Three… Read More »
2013-05-07
Posted on May 7, 2013 6:23 am by Shel Holtz
| Participatory Communication
Tourism marketing usually involves images of exotic locales you’ll see when your eyes are closed long after you viewed the photo or video. In 2009, Tourism Queensland added a new spin to its usual assortment of pictures of the Great Barrier Reef. The organization used the scenery to entice people to apply for “The Best Job in the World,” caretaker of Great Barrier Reef islands for six months.
The campaign attracted massive attention and was even reintroduced this year as one winner “is regretfully handing over the keys to his island hacienda.” The new campaign will lead to a replacement.
The campaign worked so well at shining a light… Read More »
2013-05-03
Posted on May 3, 2013 5:22 am by Shel Holtz
| Content
(c) Can Stock PhotoEvery week, new studies are released, new tools are introduced and news reports flood the Web. Even the most useful items can sneak by unnoticed. I collect interesting tidbits that cross my radar and each Friday select a handful for the Friday Wrap, a summary of stories about which communicators ought to be aware. If you’re interested in the pool of content from which I choose the items for the Wrap, you can find them at LinksFromShel.tumblr.com
IR managers take note: Social media is a new source of investment information
While investors continue to rely on traditional sources of investment information—press… Read More »
2013-04-13
Posted on April 13, 2013 3:37 pm by Shel Holtz
| Social Media
My favorite answer to the question, “Can you make us a viral video?” was, “Sure, give us the budget to make 100 videos and I can almost guarantee one of the will go viral.” (I can’t remember for sure, but I think it was Joseph Thornley who shared that with me.)
What makes a video go viral—gaining popularity through online sharing—is a hotly debated question. If it were easy to pinpoint the reason so many people shared KONY 2012 (more than 90 million views), Gagnam Style, Harlem Shakes, Charlie Bit My Finger or Double Rainbow, everybody would be duplicating their successes. Instead, individuals and organizations put everything they’ve… Read More »
2013-02-08
Posted on February 8, 2013 4:22 am by Shel Holtz
| Advertising
(c) CanStock PhotoThe Wrap comes to you this week from Orlando, Florida, where I’ve been presenting at a Ragan/Disney social media conference. As always, I’ve drawn from my link blog for this week’s items. You’re always welcome to peruse all the stories I found interesting enough to collect at LinksFromShel.Tumblr.com.
More data supports executive social media presence
Last November I reported on preliminary results of a study from Stanford’s business school that revealed C-suite occupants and members of boards of directors largely dismiss social media as something marketing deals with. Senior leaders push back against participating… Read More »
2013-01-29
Posted on January 29, 2013 8:33 am by Shel Holtz
| Content
A report from Forrester five years ago revealed that people didn’t trust corporate blogs. It was the evidence a lot of skeptical executives needed to shut down their companies’ blogging efforts. Not so fast, Forrester exec Josh Bernoff wrote in his blog. It’s not because it’s a corporate blog that people don’t like it. “Blogs exclusively about companies and products are what I think generate these low trust ratings,” Bernoff wrote. “So don’t do a blog like that.”
If your corporate blog—indeed, if any of your content efforts—are just more channels for pushing messages you want your customers to get, it’ll fail. The overarching concept… Read More »
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