Holtz Communications + Technology

Can you use somebody else’s social content to your own advantage without appearing opportunistic or self-serving?

Children’s Hospital Boston’s pediatric blog makes it clear that you can.

You’re probably aware by now of the YouTube video of twin babies babbling back and forth at each other as if their words comprised a real conversation. The video has garnered more than 18 million views. Ellen DeGeneris showed…

Realistically, content doesn’t drive customer service, crisis management, reputation management or market research in social media, nor does it drive conversations about customer service, crisis management, reputation, market research or even shopping experiences about a brand in social media. Since these and other key business function are principal building blocks of every successful social media program (for business), you see how…

Evidence is mounting that, while the Internet is global, people use their Net-connected mobile devices to access local content, information and resources. With mobile devices poised to overtake computers as the online access tool of choice, PR professionals should be resetting their thinking to factor in more location-specific communication solutions

That’s a challenge, since it’s far less resource-intensive to craft a one-size-fits-all…

On Wednesday, I was interviewed by Stacey Vanek-Smith, one of the correspondents for American Public Broadcasting’s “Marketplace.” The story covered the Downy fabric softener campaign to promote the product’s sleep-supporting qualities and, in particular, the social media dimensions of comedian Mike Birbiglio’s week of living in a New York Macy’s store window.

(My coverage of the Downy/Macy’s stunt is here; the comments are particularly…

Earlier today, I gave an interview to American Public Broadcasting’s business show, Marketplace, about the role of social media in marketing campaigns. (The transcript and episode are here.) The story (which I believe is running tomorrow) was prompted by reports that fabric softener Downy was launching an interactive campaign featuring comedian Mike Birbiglio.

There’s nothing particularly new about the stunt that underlies the…

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FIR book editor Bob LeDrew reviews Scott Stratten’s “UnMarketing.” According to the official Amazon.com review, “UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You’ll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be…