17. . ” “ To find something comparable, you have to go back 500 years to the printing press, the birthplace of mass media… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. Rupert Murdoch, Wired , July 2006
25. How reporters get their news Omnicom Group, January 2008 Survey Monkey, October 2007 3/4 Reporters see blogs as helpful in giving them story ideas 70% Reporters check a blog list on a regular basis 61.8% Say blogs were having a significant impact on the “tone” of news reporting 1/2 Journalists report visiting a corporate website or online newsroom at least once a week 85% Journalists report visiting a corporate website or online newsroom at least once a month. Ironically, despite this new capability, a majority of journalists complain that when they visit organizations’ websites, it’s often difficult to find the organizations’ media representatives and contact information. 64% Journalists report they use Google or Yahoo! online news services to follow the news.
45. The “Right” Way Transparency: be authentic Democracy: let the community decide Celebrity: your customers are the stars, not you Prosperity: this is a commitment
While applying these forms of measurement might be appropriate offline, using them to track your success on the Web just isn’t relevant; they don’t capture the way ideas travel. Worse, the very act of tracking leads hampers the spread of ideas. People know from experience that if they supply their personal information to an organization, they’re likely to receive unwanted phone calls from salespeople or to find themselves on email marketing lists. Most won’t bother. In fact, I have evidence from several companies that have offered information both with and without a registration requirement that when you eliminate the requirement of supplying personal information, the number of downloads or views goes up by as much as a factor of fifty . That’s right—if you require an email address or other personal information, as little as 2 percent of your audience may bother to download your stuff. Obsessing over sales leads and press clips is likely to be counter-productive and is highly likely to lead to failure of your World Wide Rave.
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Here’s the contradiction. The same executives who insist on ROI measurements from marketing departments happily invest huge sums of money on other things whose returns are also incalculable from an ROI perspective, like the lobby of the building, the fresh coat of paint in the hallway, or even the accounting staff. When CEOs and executives resort to ROI excuses, I ask, “What’s the return on investment of the army of landscapers who are constantly at work on the plantings around your corporate headquarters?” Usually my question is met with embarrassment. Take a chance. Make the assumption that if millions of people are sharing your ideas (that’s a number you can measure), then some percentage of them will buy your products. - New ideas that THOUSANDS are asking for. The money is sitting on the table.
THE HR AND LEGAL STAFF DON’T HAVE THE ANSWERS EITHER The real issue here is trust; the reasons company representatives give for not allowing people to participate in social media, like all that baloney about ROI, are just excuses. Ultimately, human resources and legal departments are naïve and scared about what their corporate charges might do out in the wide world of the Web. Since HR and legal people don’t usually understand social media themselves (and don’t use them for business in their jobs), they respond by just slapping on controls. You can’t generate a World Wide Rave if your employees are forbidden from accessing the sites to trigger one. If you trust your employees, they might surprise you with the ways they promote your business on social media sites. But if you don’t trust them, you end up with only the corporate dregs— workers who don’t mind submitting to an organization that won’t let them communicate the way people do today.
You have no control over your customer’s brand anymore
• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time. •Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers. •Write releases replete with keyword-rich copy. •Create links in releases to deliver potential customers to landing pages on your Web site. •Optimize press release delivery for searching and browsing. •Drive people into the sales process with press releases.
1 million views before it was taken down – Dominos did not respond for 48 HOURS Mr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.” Domino's also opened a Twitter account to deal with consumer inquiries. The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views. Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
1 million views before it was taken down – Dominos did not respond for 48 HOURS Mr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.” Domino's also opened a Twitter account to deal with consumer inquiries. The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views. Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
Dell Idea Storm, Starbucks Idea, Sears stats
However there are things you can do to get involved
However there are things you can do to get involved
