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
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
Bullshit. You hear this a lot but don’t believe it. It is the misguided extension of some legitimate ideas found in the “wisdom of crowds” and “wikinomics” crowd. That the blogosphere is more “democratic” is a fantasy. I know Democracy. I live in a Democracy. The blogosphere is no Democracy. Rather, it is a fiefdom of warlords, chieftans, and medicine men (and women), each with their own cult band of followers. Each with their own culture, language, and idiosyncratic power centers. This is not serious.
written by Jerry Johnson, Brodeur \\ tags: campaign, Democracy, gatekeeper, Social Media
More snake oil. Dream on. If you’re serious about the blogosphere you can’t be serious about this. You can measure activity — clicks, views, entrances and exits. But it is still just as difficult — perhaps more so –to measure what is actually changing knowledge, attitude and behavior. People talk about how many “views” some goofy video gets. I’m thinking … so? I’ve been doing this for 20 years. It ain’t hard to get people’s attention. Car wrecks will do that. But getting something in front of them that actually gets them to buy your stuff (whether it is products or ideas) is a completely different story. We can measure more stuff, but we are still having a devil of a time figuring out whether any of that stuff is doing us any good.
written by Jerry Johnson, Brodeur \\ tags: CTR, measurement, page views, roi, Social Media, statistics, sticky
Don’t believe it. Many companies do just fine and never touch the blogosphere. I know because some of them are my clients. There are those who claim that the new media train is leaving the station and if you don’t go home and buy a gazillion search terms, build a palace in Second Life and juggle 14 blogs you’re going to be roadkill. I’ve heard that roadkill thing before. It was 1999 and it was (irrational) Internet exuberance and they all worked for companies that flamed out. Hmmm. Warren Buffett never swallowed the Internet hype. He seems to have done ok.
written by Jerry Johnson, Brodeur \\ tags: CTR, engagement, hype, roi, second life, Social Media, warren buffett
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