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10 PR and social media cheers and jeers from the Boston Marathon tragedy

by at 10:10 pm 2 Comments

boston marathon croppedMoments after the two initial explosions that rocked the finish line at Monday’s Boston Marathon, social media, bloggers, and traditional reporters took to various networks to ‘cover’ the unfolding story. Another opportunity for citizen journalists.  

I have watched the live coverage, video clips, tweets, and news broadcasts and have been struck by the following:  

Cheers to the people who immediately cancelled their automated tweets and postings.

Cheers to the ‘real’ PR pros that didn’t bother to call newsrooms, send releases, or pitch stories that have no obvious connection to the marathon. 

Cheers to people on Twitter who quoted their source or offered a link to a new development. Information without a source flies in the face of journalism. Well, it used to be that way. 

Cheers to people on the scene who used disclaimers when posting graphic visuals.

Cheers to the reporters who were running in the marathon for jumping into “media mode” amidst the chaos and fright.

Jeers to the chat organizers who plan to “carry on” as usual tonight.

Jeers to people posting non-related motivational quotes on Twitter. Really? 

Jeers to those playing up the Sandy Hook victims angle. Yes, there were relatives near the finish line and yes, the victims were remembered at the start of the marathon, but these folks have had enough. Leave them alone. 

Jeers to the reporters who complained on line that their assignments were changed at the last minute and they had to travel to Boston. 

Jeers to people tweeting about the Jodi Arias trial.  

Anything you would like to add?

Prayers and blessings to everyone affected by these senseless acts.

(Image via)

 

Filed Under: Journalism, media, News, Press releases, Social Media Tagged With: , , , , , , , , , , , , , , ,

Beyond SEO: 3 secrets to finding your real audience

by at 5:09 pm 7 Comments

painted window view“The game has changed in the SEO world. You’re not just looking at clicks; you must know the value of a visitor and start to quantify it.” 

That’s the message from Melanie Mitchell, Senior Vice President of Search Strategy and Marketing at Digitas, a global integrated brand agency. During our recent interview, Mitchell shared the following ways for businesses to create content and convert prospects into customers. 

1. Understand consumer behavior at its core. Businesses must know what the consumer is doing across content, social, mobile, and search. We can’t think about silos of search or social strategies. We have to look at where the consumer is and then make sure we’re intersecting that consumer at their point of interest.

2. Understand the search journey. We have to measure analytics at a deeper level that just clicks. Most people begin with a generic search and are led down a certain path as they gather information online. Fully understand the consumer’s journey. What tools are they using and what tools do you need as your paths intersect?

3. Understand how people use your content.  Are they engaging with you, sharing it, converting, and increasing your revenue?  You must determine if you have the right message. And if it’s not the right message and content, what do you have to do to course correct?

How does Mitchell bring it all together? ”It’s really about finding your audience. What’s their journey; how do you connect with them?”  

Recommended: Mitchell says she’s big fan of BrightEdge, a free measurement tool. ”You can cut and slice data in many interesting ways. You can look at what’s happening in your video, content, image, and shopping. But you can also look at the competitive space in social and who is winning in these areas. This will help you decide if you want to play in that space and find out if there’s an opportunity to cut through the noise. BrightEdge lets you track it, not just from a traffic standpoint, but at the conversion level.” 

PS: If you want hundreds of tips on content, blogging, marketing, and PR pitches, check out The Badass Book of Social Media and Business Communication. 

Filed Under: BrightEdge, Business, Business trends, content, Metrics, SEO, Social media measurement Tagged With: , , , , , , , , , , ,

3 reasons email interviews stink

by at 3:20 am 4 Comments

 Audrey Hepburn

When a reporter or blogger is looking for a source, it’s important to recognize there are significant disadvantages to participating in an email interview and not a typical phone interview.

Are e-mail interviews the lazy person’s way to get information? Many media requests listed on HARO (Help a Reporter Out) stipulate interviews will be conducted via e-mail.

It seems a growing number of people skip the human element of exchanging pleasantries and instead hide behind their keyboards. For me, it’s simple. I prefer to talk rather than type. You?

Sure,  in our busy worlds, there’s a certain convenience to receiving information electronically. But e-mail interviews lack a critical communication dynamic that’s present when a reporter takes the time to speak with a source.

Without dialogue, the art of give-and-take doesn’t exist at a deep level.

Nudging our curiosity

We must also recognize the role that our natural curiosity plays in the interview process. Even if 10 rounds of e-mails are traded, the content will never match that of a human conversation.

The reason?  E-mail deprives a reporter or blogger the opportunity to spark their own curiosity and possibly uncover new insights and content. Nudging our curiosity is essential in developing content and learning new things. Curiosity and education go hand-in-hand.    

E-mail interviews detract from the fundamental news-gathering process because they:

Lack the human exchange and conversation that gives life to interviews.  I have interviewed thousands of people, from homeless individuals to presidents. Each was conducted in-person or on the telephone. And each response within a conversation typically sparked a follow-up question or slight tangent that I, as a trained journalist and news reporter, could never have anticipated. This is why scripted Q&A doesn’t compare with live interviews. E-mail misses our communication nuances, speech patterns, and vocal vitality. These live exchanges—fueled by a natural curiosity—improved the quality of information I had been gathering that simply cannot exist in an e-mail interview.  

Fail to capture the essence of the source that’s being interviewed. Based on the perspectives I have shared above, we now turn to the actual writing of the story. When a reporter or blogger is finished gathering material and is ready to sit down and write, I wonder if they can truly capture the essence of a story in the same way a counterpart could who spoke with a source.   Yes, any reporter can miss the mark and fail to truly “get” the story. But why increase the odds?  

Keep people from using their communication skills. Typing responses to a series of questions limits our verbal communication and rapport building skills. We have all sent and received electronic messages that were misconstrued in some way.  In phone interviews, tone of voice, rhythm, pacing, pauses, and enthusiasm help reporters grasp a story and the person behind it. Human to human. Some reporters even prefer to Skype with sources, as the visual adds an additional layer of valuable communication. Skype and in-person interviews allow the reporter or blogger to observe a source’s body language, which is a significant factor in our verbal and nonverbal communication. 

Do you agree or have an experience to share? Your comments are welcome.  

PS: Want to learn tons of tips and ideas for pitching news stories and working with the media? Order my new Kindle book, The Badass Book of Social Media and Business Communication.

Filed Under: Bloggers, Digital, Interviews, media, News, rapport Tagged With: , , , , , , , , , , , , ,

The revolution of people who report the news

by at 3:17 pm 1 Comment

miracle-of-the-hudson-plane-crash_625x352Today marks the fourth anniversary of the “Miracle on the Hudson.”

It’s also the day that citizen journalism and Twitter transformed the way news is covered around the world.  

In 2009, the U.S. Airways flight that “Captain Sulley” was piloting hit a flock of birds, disabling the plane’s engines. Captain Sulley and his crew managed to safely land the aircraft on New York’s Hudson River. Images of 155 passengers standing on the wings of the plane awaiting rescue on that frigid January day were splashed across the media and Internet. 

And this was the day a man named Janis Krums (Yanis Krooms) made the news media and ordinary citizens come to realize that the world no longer needed a professional news crew to report breaking news.

On January 15, 2009, every person in the world was given a press pass. 

It’s the technology, silly

Krums was on a ferry when Flight 1549 crashed on the Hudson. When I interviewed him about the famous picture he took moments after the crash, he told me others on the boat were taking pictures with their cell phones, so he took a few, too.

But it was Krums who knew how to use his technology and tweet the picture. His 300 Twitter followers helped the picture to go viral, bringing citizen journalism to a new level. Krums notes that he didn’t send the picture to any media outlets; he merely tweeted it to his followers. 

“At that moment, I saw the value in what it was, but I didn’t see the value of what it could become,” said Krums. ”I don’t think anyone could see that it could be spread around the world the way it was.”

Since that day, Krums has been labeled “the most famous citizen journalist of modern times.” 

The responsibility

During the past four years, we’ve seen the challenges that come with news that breaks real-time on Twitter and social media. We are grappling with the general public that uses their technology to capture breaking news. The problem is that most don’t understand the true responsibilities that come with a press pass.  

Consider these examples:

  • The capture of Osama Bin Laden
  • The Newtown, CT school shootings 
  • The Gabby Giffords shooting in Arizona  
  • Elections 
  • Hurricane Sandy and other natural disasters
  • The deaths of celebrities including Michael Jackson and Whitney Houston

 

Each of these has forced us to rethink the power of the Internet and the (hopefully) well-intentioned citizen journalists. People who are inexperienced in fact-checking and accuracy have brought a new layer to breaking news. 

Misinformation when reporting developing news stories is dangerous. 

As Krums told me, news will be reported, no matter what. ”The way it’s being reported is continuing to evolve. Traditional journalists will always be second on the scene from now on, especially in the developed world. That’s because more people have iPhones, smartphones, and video capability. If you have the ability to spread the message, you have the power.”

Let this serve as a reminder to each of us, including the mainstream media, that fact-checking and accuracy must be the priorities in covering the news. 

Anything less can not and should not be tolerated. 

(Image via)

Filed Under: Journalism, media, News, Social Media, Technology, Uncategorized Tagged With: , , , , , , , , , , , , , ,

What does social media mean to you?

by at 8:00 pm 3 Comments

fence graffitiCommunication, conversation, and connection.

These are just a few of the words used by 10 Twitter stars who I asked to define social media.  Don’t mind the abbreviations; the goal was to offer a definition in 140 characters or less. 

Feel free to comment below and share your own 140 character snippet.

1. SM allows me to participate in discussions about entrepreneurship that I hope will one day change the world. I also get to give back. @BrianMoran

2. Social=meaning friendly gathering. Media=form of communication. Reminding us to gather friendly when we communicate with others. @JessicaNorthey

3. SM has totally shifted the way that small & large businesses connect with audience. It is about the hand shake, conversation, relationship online. @MamaBritt

4. Social Media = Global Diversity – The ability to have a local, national or global & inclusive conversation. Do you have what it takes? @FleeJack

5. Social media is a great way to share insight & connect with people globally. It’s the perfect give & get communications medium. @Rieva

6. Welcome to the ‘Age of Influence,’ where anyone can build an audience, build relationships, effect change… and make a difference. @TedRubin

7. Social media is a great way to connect and inspire your target audience. It is also a great place to build real relationships with those you want. @RayHigdon

8. It’s an opportunity to ‘meet’ people you would have never met otherwise, to share what you know and learn some too! @LeadToday

9. SM is an unprecedented opportunity 2 elevate/expand ur influence. Each tweet/share is a chance 2B more informed, amazed & appreciative. @AngelaMaiers

10. SM gives me the ability to make wonderful connections with people that would be all but impossible in an analog world. @MackCollier

Be sure to follow these folks on Twitter and other social channels. They are smart, savvy, and succinct!

Filed Under: Business, Interpersonal Relationships, networking, Online Marketing, Social Media, Social Networking Tagged With: , , , , , , , , , , , , ,

10 PR stars reveal secrets for social media success in 2013

by at 4:25 pm 13 Comments

Seats at a tableWant to kick-start your social media optimization in 2013? Of course you do. 

I asked 10 distinguished PR and social media pros to share their views on how it can be done. 

Here are their responses, with my appreciation for their insights!

Margo Mateas, Founder, The PR Trainer:  “PR pros need to remember to take time to become part of the communities they want to reach, and not just engage in ‘driveby’ social media. It only takes a second to ‘Like’ someone else’s post or to leave a supportive comment. This strengthens trust and makes it more likely for them reciprocate the next time you’re promoting something.”

Deirdre Breakenridge, CEO, Pure Performance Communications:  “Take the best of your communications past into 2013; your ethics, accountability, critical thinking and great communications skills. At the same time, be open to different types of engagement through social media, by experimenting and embracing new technology to build stronger relationships with stakeholders. You need to be 10 steps ahead to counsel senior executives about the changing media landscape, and on the same page with savvy, wired consumers to understand their preferences and to better serve their needs.”  

Brad Phillips, Mr. Media Training, author, The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview: “Few public relations professionals can keep up with all of the new social networking sites that seem to pop up on a monthly basis. So as a New Year’s resolution, PR pros should try to familiarize themselves with each of the platforms—and then commit to participating in the one that is most likely to help them reach their audiences and accomplish their goals.” 

Amy D. Howell, CEO, Howell Marketing Strategies, LLC:  “Our firm will be measuring how the social posts are driving more traffic to client websites and how that is helping their SEO. We have completed upgrades to client websites to include integration of social platforms.”  

Jeff Domansky, The PR Coach & Principal, Peak Communications: ”I’m excited about 2013. It will be the year of the ‘visual.’ Whether you’re storytelling, blogging, content marketing, doing media relations or social PR, great pics and video will drive your success. And everything you do better work on mobile, too.”

Ann Handley, Chief Content Officer, MarketingProfs: “Focus less on what you think you ‘have’ to do to maintain a social presence. Focus more on what is meaningful for your brand.”

Stacey Acevero, Social Media Manager, Vocus/PRWeb: “Think about social media as a book, or a timeline of the story of your business. But it’s not storytelling, it’s telling a true story well–so write social media posts that inspire conversation, share thoughts and real outcomes that resonate with your audience. Be less ‘braggy’ and involve the insights of others in your PR story.”

Joan Stewart, aka The Publicity Hound: ”Recycle your content, create it in multiple formats, and share it on the social media sites. Example: Take a how-to blog post and turn it into an MP3, and then a video (record yourself offering 3 tips from the article), and then a slideshow for LinkedIn, and then a series of photos for a Pinterest board. Note to self: Do this in 2013 and stop creating content from scratch!”   

Michael Cherenson,  APR, Executive VP, Success Communications Group; 2009, Chair and CEO, PRSA: “Social media is public relations and today’s professionals, to better serve their clients and help advance their own careers, need to invest in training and learn how to re-learn the art of communications. Every public relations professional must become an active participant, native to various social media platforms. And PR pros need to recognize Google’s algorithm is now one of our most important publics; your content needs to entice your audience and Google’s search engine.”

Shonali Burke, Principal, Shonali Burke Consulting, Inc.:  “I see far too many PR pros functioning in a bubble. Offline, they live and work in the bubble of the agency world, and online they don’t interact with people from different industries and walks of life. One of the best things about social media is the way it can connect you with just about anyone else in the world who is using that platform. It’s amazing what we can learn from people so very different from us. So as we embark on 2013, let’s rediscover what makes social media so wonderful-the ability to converse with literally just about anyone.”

Which piece of advice will you be focusing on in 2013?

Filed Under: Branding, Business, Online Marketing, PR, Public Relations, Social Media Tagged With: , , , , , , , , , , , , , , , , , , , , ,

The fine line between news and humanity

by at 4:54 am 4 Comments

“I didn’t read the paper today, but I saw the Post.”

That’s been a long-running joke in New York and New Jersey about the quality of The New York Post. I’ve been reading the paper since the early 1970s, before it tanked.

Call it crap, fodder, entertainment, a joke. But people still buy the rag sheet and it gets published every day.   

Another Day at Work

So what’s an editor to do when a freelance photographer comes back to the newsroom after snapping a picture of a man who was pushed onto subway tracks by a stranger? As the victim tries frantically to climb off the tracks, the train is barreling towards him.

Click. Click. Click. 

The photographer, R. Umar Abbasi, has to decide in a split second: Try and help this desperate human being or do my job. 

His choice made the front page of the paper on December 4th. (Photo via). And the decisions of both Abbasi and his editor have been blasted by many.  

Front Page News

How could another human being watch this horrific chain of events unfold and not try and help?

The man on the tracks who was killed, 58-year-old Ki-Suck Han, was someone’s father, husband, and co-worker.

Was his life worth something more than a cover story? Who are we to judge? 

Opinions from trained photojournalists, editors, and media consultants have been mixed. 

Verena Dobnik, a reporter for the Associated Press writes:   

“The moral issue among professional photojournalists in such situations is ‘to document or to assist,’ said Kenny Irby, an expert in  the  ethics of visual journalism at the Poynter Institute, a Florida-based nonprofit journalism school.

He said that’s the choice professional photographers often face in the seconds before a fatality.”

 Dobnik’s story continues:

“Another professional reluctant to reach conclusions was veteran photographer John Long of the National Press Photographers Association, where he is chairman of the ethics committee.

“I cannot judge the man,” he said. “I don’t know how far away he was; I don’t know if he could’ve done anything.”

However, both Long and Irby said that as a photographer, ‘you are morally obliged to help’ — if possible, rather than take a picture.”

The People’s Court

Social media has been buzzing with comments and opinions from the public.

On Facebook, Scott Freeman of Newtown, PA, posted:  ”I hope the editor of the NY Post burns in hell. Publishing a front page picture of a man left to die to sell papers is classless, cruel, and inhumane. What happened to humanity?”

For the record, there’s been no comment from the editors at the Post. 

Did the rag sheet go too far this time?  

(From my personal archives)

Filed Under: Journalism, media, News, Social Media Tagged With: , , , , , , , , , , , ,

4 reasons text messages are killing our communication

by at 3:32 pm 4 Comments

Twenty years ago today, the first text message was sent. My, how the 160-character Short Message Service (SMS) has rocked our communication.

Yes, there is a convenience to being able to access your peeps in a flash. I can’t count the number of times I’ve sent or received texts in the grocery store about items missing from the shopping list. Very important.

But communicators and parents alike know that the art and science of texting is impacting our social and education systems in ways that could never have been imagined.

Think about these four reasons text messages are killing our communication:

1. Reduce the need for in-depth conversations. Have you texted people as a form of avoidance? A few abbreviated words keep people from meaningful dialogues and face-to-face communication. This also diminishes the importance of body language in our communication. :( (

2. Dumb down spelling and grammar. ‘Txtspk’ leads to deficiencies in basic language skills. Shortcuts with spelling, punctuation, and emoticons aren’t helping children and teenagers learn the necessary writing and communication skills they need for college and the workforce. Are these convenient shortcuts, acronyms, and abbreviations giving way to generations of lazy and sloppy communicators? (Gr8)

3. Distract us from being fully present. Earlier this year, the industry association representing wireless communications (CTIA) reported that more than 184 billion text messages were sent a month in the U.S. These messages interrupt our brain functions and attention. Texting pulls our focus away from the people and tasks we are experiencing at the moment, depriving us of being completely present in our lives. (IRL=In Real Life)

4. Invite ambiguity. Joel Willans writes on Nokia.com: “The format of 160 characters was determined in 1993 by a communications researcher, Friedham Hillebrand. While trying to standardize the technology that would allow cell phones to transmit and display messages, he discovered that the average sentence or question needed just 160 characters.” This leaves too many opportunities to mistakenly read between the lines. (SWYP=So What’s Your Problem)

Thx 4 readng. Comment b-low.

Filed Under: Communication, Communicators, Interpersonal Relationships, Writing Tagged With: , , , , , , , , , ,

5 (more) things every social content marketer must know how to do

by at 10:01 pm Leave a Comment

In business, 2012 has been a banner year for social content and marketing. How have you fared, and where are you heading in 2013?

The Content Marketing Institute’s latest report, B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends concludes that marketing on the major social channels grew approximately 15-20 percent as compared to 2011. 

As more of us jump on the social content bandwagon, I wanted to share some thoughts and resources that can help.

Here are five things social content marketers must know how to do:   

 1. Repurpose and reimagine your content. This means curation, updating older posts, and much, much more. 

How to build and operate a content marketing machine

Two funnels, two types of content marketing 

2. Embrace visuals.  Prospects like to see things. Remember show-and-tell in grade school? Effective online marketers know that the ‘show’ element rules.  Think beyond infographics.  Consider video testimonials and fun images. And yes, charts and graphs with hard data are part of the mix, too. 

12 ways to visualize data, without infographics

 64 Pinterest marketing tips and tactics

Photo sharing for your B2B online marketing

3.  Use keywords to create quality content for your target audience. If it’s B2B or B2C, you must have a constant handle on the trends and challenges affecting prospects and clients. If conversion rates are on your mind, the following links will come in handy.

31 easy ideas to create content your customers want

Tools and resources for keyword search  

4.  Cross promote your content. Cross channel marketing, which includes online and offline, mobile, display ads, and e-mail campaigns, ought to be the centerpiece of your strategy. Businesses and brands that use this approach on a regular basis will lead the content marketing pack in 2013. 

6 steps to a cross channel marketing plan

Report: Cross Channel Marketing in 2012

5 lessons in cross channel marketing

5. Be sticky. Malcolm Gladwell covered this in his best-selling book, The Tipping Point. What makes some websites, blogs, products, and brands explode and stay on top for the long-haul?  

Let’s get sticky!

Is your website deliciously sticky?

5 secrets of shareable content

Finally, here’s a gem from Gary Friedman of Restoration Hardware. ”Great brands don’t chase customers; customers chase great brands.” 

 

Filed Under: Branding, Business trends, content, Digital, Online Marketing, Social Media Tagged With: , , , , , , , , , ,

8 tools to finding the content people really want

by at 9:36 pm 7 Comments

If you’re puzzled about how to determine the content and issues your target audience wants from you, you’re not alone.

Are you good at spotting trends? Do you have a forward-thinking vision? Do you outpace your competition in identifying hot topics and ideas within your niche? 

Sure you can watch trending websites.  

But consider these eight ways to help you create fresh content that people will be clamoring for.

  1. Pay attention to Google Instant. This is an autocomplete algorithm that is based on popular search queries by other users. Watch the phrases that appear in the drop-down box when you type the first few letters of your query. Here’s an example from Searchengineland.com: 

  

2. Look at webinar topics and conference registration sites. These are two strong sources for timely content as they address challenges and issues that professionals in your field want to learn.

3. Examine transcripts from Twitter chats. These records offer a plethora of information on specific topics. It will be easy to find out the obstacles that are front of mind in your niche market.  

4. Review your Analytics daily. WordPress and Google are among the platforms that can supply plenty of details about how traffic has arrived on your blog or website (search engines and referrals) along with pageviews, unique visitors, and more. Both tools also give you the keywords or phrases that people typed in their searches. Hint: These words and phrases are their challenges. This is your content.

5. Become part of your customer’s network. The website Predictocracy.org explains, “You can discover what they (customers)  want and what they are passionate about in online forums, social networking sites such as Facebook and Twitter, and also video hosting sites such as YouTube and MetaCafe. All these online networking and discussion sites can give you great ideas on how to predict and ride the next big trend.” 

6. Subscribe to HARO. Help A Reporter Out is a free repository that connects media outlets and authors with sources and experts. With a simple subscription, HARO queries are e-mailed three times a day, Monday-to-Friday. Reporters, producers, and writers have very specific requests as they are planning and producing stories and interviews. Use HARO to monitor what reporters are working on. 

7. Ask for help. Use Survey Monkey or another free tool and pose one or two specific questions to your database about what they would like you to provide. Going straight to the source leaves no room for guesswork.

8. Examine the comments posted to your blog. Carefully look for clues in the comments that people have posted. Feedback and insights can help determine what kinds of issues or concerns readers have. It’s likely there are lots of hints.

Have you tried any of these tools? Any suggestions to add to the list? 

In the end, the common denominator is relevance.

Filed Under: Business trends, content, Creativity, News, Online Marketing, Social Media, Writing Tagged With: , , , , , , , , , , , , ,
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