This is one of the most serious consequences of the rise of the blogosphere. Back in the days of fax machines and MSDOS, it was much easier to hide. While we used to tell clients to “not do it if you are not comfortable reading about it on the front page of the NYTimes” we knew that there were sixty ways to kill a story. You have to take the blogosphere seriously because now everyone — and I mean everyone — can have their 60 Minutes moment. A sea of folks out there now who are blogging, videotaping, audio recording, and documenting the most minute, discreet, and formerly hush-hush elements of every company, organization, and – in some cases – individuals. So take the transparency thing seriously … because you may just see what you’re doing in some person’s ‘mash-up’ …
written by Jerry Johnson, Brodeur \\ tags: buzz, mashup, open, records, transparency, watch
Closely tied to the issue of transparency is engagement. Controlled media is out. Conversational media is in. It is not about getting your message “out” to a targeted audience. It is about getting your message “in” to a meaningful conversation. Yes I know that you yearn for the good old days when you could just figure out what you wanted folks to hear and then blast the hell out of ‘em through every communication channel you can beg, borrow and steal. Those days are gone. People now choose their media, choose their message, choose their engagement. And when you have a company like P&G saying it – a company that wrote the book on obsessive-compulsive, hyper-controlling brand dictatorship – well then it must be true.
written by Jerry Johnson, Brodeur \\ tags: buzz, communications, Democracy, free speech, Social Media
This is real serious. The ability to develop, tap, and nurture nodes of conversations that cut across geographies is changing the structure and process by which conversations are initiated and managed. It is also changing business models and conventional thinking on how to separate people from their money. Ron Paul and Howard Dean. Need I say anymore? I mean, really. If the blogosphere can generate millions for these guys then what do you think the potential is for legitimate products and reasonable causes? Haven’t you read Chris Anderson’s book about the long tail? You mean you didn’t invest in Google? Amazon? Netflix? Shame on you.
written by Jerry Johnson, Brodeur \\ tags: buzz, chris anderson, engagement, howard dean, legitimate, long tail, profit, roi, ron paul
Blogs accelerate buzz. It’s official. Word of mouth is on steroids. The steroid is not HGH. The steroid is the blog. The blogosphere’s got a herd mentality going on like nobody’s business. The ups and downs of Wall Street have nothing on the gyrations of what is going on in the cross-referenced, tagged, search-optimized world of blogs. It’s not that everybody’s doing it. It’s that enough of the smart, connected folks are doing it – and doing it in a very fun, engaging and entertaining way – that you can quickly get a lot of people interested in what you have to sell or what you have to say. Oh, and it works the other way around too. Hell hath no fury like the blogosphere scorned. Ask the folks at Dell.
written by Jerry Johnson, Brodeur \\ tags: buzz, campaign, engagement, fury, roi, Social Media, tags
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