Tag: blogosphere

‘Ham’-mered by Diseased Pigs and Disgusting Pizzas

April 30th, 2009   •   2 comments   

It was the best of times, it is the worst of times in this tale of two culinary crises.  The first has the potential to be truly cataclysmic, while the second could balloon into a major corporate catastrophe.

How both incidents have rippled through the social media world makes for an interesting study.

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Social Media Intelligence Redefined

December 3rd, 2008   •   7 comments   

Brandtology – The World’s First 24×7 Managed Services Provider

As social media platforms and applications gain mainstream prominence, organisations should pay increasing attention to what people are saying about them online. We have seen in recent weeks how social media can either result in a lot of good or a lot of harm. Being oblivious to what your stakeholders think is probably the last thing to do, especially in these times when every customer relationship counts.

This is where social media monitoring, intelligence and participation comes in.
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Getting Past The Social Media Hype

March 3rd, 2008   •   8 comments   

Courtesy of butler.melvin

This article first appeared in Marketing magazine in February 2008. I thought it would be useful to share it with you here. And yes, I am back to blogging again after a super long hiatus!

By now, every publicist worth his or her salt would have heard of the wonders of new media. Anything imbued with the word 2.0, social media, conversational marketing, blogosphere or peer-to-peer is laden with the Midas touch. Want to access the 80 million blogs around the world?

Just put up something within the next two hours on Blogger, WordPress or Movable Type. Presto! Your blog ranking will hit Technorati’s top 100, and a gazillion citizen journalists will hungrily chew over every sacred word issued from your online altar, propelling you to instant worldwide fame.

Yeah right. If only it is this easy.

After dabbling in various social media platforms for close to three years, I learnt certain principles needed to thrive (or at least survive) in this space.

First, grow your grassroot groups by adopting a bottoms-up approach. A-list bloggers and blogeratis (blog celebrities) have huge readerships. However, are they the right target audiences for your corporate messages? It may be more prudent to cultivate your own niche community of raving fans who are users that endorse your products and services.

Second, do not fire your PR folks. While social media is largely dependent on the efforts of individuals in cultivating bloggers, there is still a huge role for mainstream media. Newspapers, TV, radio and magazines still capture a vast amount of eyeballs and audiences.

Third, be religiously regular in posting content but don’t kill yourself. The online race is a marathon – not a 100 metre sprint! If you are starting a blog, publish posts on a regular basis which your readers are comfortable with. If you are putting up podcasts, ensure that you are able to pipe in compelling content that listeners can appreciate and enjoy. Silence isn’t golden in cyberspace.

Fourth, establish yourself and your company as a thought leader. Blogging, podcasting or videocasting gives one an incredible opportunity to showcase intellectual prowess in the subject matter while gaining fans. Credibility is important so show your stripes in social media spaces.

Fifth, complement your online marcom strategies with offline ones. I am a firm believer that branding and integrated marketing communications should apply in the social media universe. Of course, it doesn’t mean that you have to slap your logo everywhere or embrace the same colour scheme throughout. What it does mean though is that your approach to engaging bloggers should be consistent with your brand values.

Sixth, get your hands dirty, roll up your sleeves, engage in online conversations and blog away. The best way to understand the new digital domain is to become one of them. Mingle freely way before delivering your first “key message”. It is back to Relationships 101 all over again.

Finally, be realistic about what you can or cannot achieve in the new media arena. There are certain topics and subjects that just won’t cut it online, regardless of the amount of cultivation/friendship/bribery that you have done. Be happy with little successes in the initial stages and build on to bigger and better things in time to come.

Sex, Scandal and Sensationalism

December 18th, 2007   •   no comments   

Courtesy of mercer machine

In the age of social media, one particular trend seem to stand out more so than others. And that is our penchant for perversity.

Just look at the leading blog posts and stories in technorati, digg, ping.sg and other blog aggregators. What hits you first and foremost? Most of the leading ones are either about controversy, coitus or corruption. If you have a feel good story, chances are that your efforts will be relegated to the backwaters of the blogosphere.
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The Right Stuff for Blogging

May 20th, 2007   •   17 comments   

After a brief hiatus, I am back to my favourite subject which is blogging. In the true tradition of a marketer, ad man and publicist, I have coined my latest post as the “Rs” of blogging.

What makes a blogger effective? I believe there are a few basic “Rs” to take note of.


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I Can’t Believe It Yet Again!

May 11th, 2007   •   10 comments   

Let’s toast to more blogging successes!

Dear readers,

Thank you so much for your support, links and visits. I just found out that this blog is ranked 9th according to the Buzz Bin’s list of Top 15 Independent PR Blogs. While I do sneak in some personal bits here and there, my chief intention is to share my thoughts and those of others on PR, marketing, branding and social media issues here since I first started about a year and a half ago.

Oh yes, since we are on the subject of accolades, I do invite all of you to visit my other pet project yesterday.sg. That apparently is ranked the 5th museum blog in the world (out of 100 museums blogs) according to this list from Museums and the Web 2007.

Looks like its time to pop the champagne and celebrate! Definitely couldn’t do it without all of you!

New School of PR

February 6th, 2007   •   5 comments   

Courtesy of Hugh MaCleod’s gapingvoid blog

I am currently attending a conference on Strategic Media Relations organised by Pacific Conferences. Its a good refresher on public relations and also an opportunity to broaden my horizons and network.

As usual, it covered the blogosphere’s growing influence (57 million blogs and counting), use of RSS, wikis, podcasts, photo/video communities, and so on.
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Why You Should Play Nice in the Blogosphere

February 4th, 2007   •   7 comments   

Pigs don’t have it this good at the US’s National Pork Board
Came across this interesting post by Nathan Gilliatt on how a national pork body tried to sue the pants off a breastfeeding advocate, to disastrous results.

“For a while, it seemed that every conversation about companies interacting with bloggers fell back on the same few anecdotes. It was as if our economy were based on Dell and Kryptonite. For better or worse, that’s changed now. We’re seeing more examples of bloggers calling out companies, and all too often, the companies don’t understand the culture. Today it’s the National Pork Board.

Jennifer Laycock is a work-at-home mom and founder of The Lactivist, “a site that aims to promote breastfeeding through humor.” One of her activities is selling shirts with funny slogans at CafePress, and one of her designs—The Other White Milk—was too close to The Other White Meat® for the eat-more-pig crowd.
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The Death of the Press Release?

January 25th, 2007   •   2 comments   

Read this post by Long Tail’s Chris Anderson about how social media relations brings a different dimension compared to traditional mainstream media PR. He blogs about the dilemma faced by traditional PR practitioners as captured by this quote:

“So now imagine that you’re one of those PR professionals. What do you do? Stick with the world you know, and continue calling and emailing releases to the traditional press (trying not to notice that their ranks are shrinking and influence waning)? Start spamming bloggers, too, and hope for the best? Or just treat alpha bloggers like traditional press and shower them with love, while ignoring the rest?”

His suggestion to evolve the role of PR from external relations to internal relations is radical. Can we as PR professionals coach the numerous employees in our organisation to do the outreach through their respective social media channels instead of doing it ourselves? Chris suggested some possible topics for coaching:

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