Drafted first chapter of Welcome to the Fifth Estate by Geoff Livingston before editorial review. This document discusses Fifth Estate, Long Tail and social media control theories.
Presentation given to MBA students at Boston University School of Management's Internet Marketing class on June 21, 2010. Focus was on how big, established brands can succeed in this new environment of shifting demographics, social technology, and media proliferation.
Presentation given to MBA students at Boston University School of Management's Internet Marketing class on June 21, 2010. Focus was on how big, established brands can succeed in this new environment of shifting demographics, social technology, and media proliferation.
A presentation about the impact of social media advocacy & activism on politics & public policy, by Jonathan Kopp, Chief Interactive Strategist & Managing Director, The Glover Park Group [ gloverparkgroup.com ], at the Washington, DC office of McKenna Long & Aldridge on 03 June 2014.
Digital Challenges - Communicating in the Era of the Social WebThe Glover Park Group
Opening keynote presentation by Jonathan Kopp, Partner & Global Director of Ketchum Digital, to kickoff the Ketchum Pleon "Inspiration Day" conference in Berlin, Germany, 28 June 2012.
Making smart decision: Thornley Fallis whitepaper looks at important trends, metrics and benchmarks to inform digital communications strategies for 2014 and beyond.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
This story is devastating to any remaining illusions about Facebook. You need to read it a few times to grasp it all but my guess is you'll arrive at the same place as I did: babes in the political woods try to play both sides, screw it up. Low motives, high comedy, zero integrity.
Measuring your social media effectivenessMandi Bateson
There are hundreds of tools (free and paid) to track social media campaigns. So why is it so hard to report on social media effectiveness?
This presentation will give you practical tips for campaign reporting as well as an overview of the critical components of social media measurement - context, comparison and conversions.
Common-sense tools for measuring both traditional and social media effectiveness. By Alice H Brink and Kami Watson Huyse to IABC Houston, 24 February 2011.
A presentation about the impact of social media advocacy & activism on politics & public policy, by Jonathan Kopp, Chief Interactive Strategist & Managing Director, The Glover Park Group [ gloverparkgroup.com ], at the Washington, DC office of McKenna Long & Aldridge on 03 June 2014.
Digital Challenges - Communicating in the Era of the Social WebThe Glover Park Group
Opening keynote presentation by Jonathan Kopp, Partner & Global Director of Ketchum Digital, to kickoff the Ketchum Pleon "Inspiration Day" conference in Berlin, Germany, 28 June 2012.
Making smart decision: Thornley Fallis whitepaper looks at important trends, metrics and benchmarks to inform digital communications strategies for 2014 and beyond.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
This story is devastating to any remaining illusions about Facebook. You need to read it a few times to grasp it all but my guess is you'll arrive at the same place as I did: babes in the political woods try to play both sides, screw it up. Low motives, high comedy, zero integrity.
Measuring your social media effectivenessMandi Bateson
There are hundreds of tools (free and paid) to track social media campaigns. So why is it so hard to report on social media effectiveness?
This presentation will give you practical tips for campaign reporting as well as an overview of the critical components of social media measurement - context, comparison and conversions.
Common-sense tools for measuring both traditional and social media effectiveness. By Alice H Brink and Kami Watson Huyse to IABC Houston, 24 February 2011.
While the public relations landscape seems to change at rapid speed, there are certain things that never change. With the exploding growth of social media, the need for strategic thinking has never been more important. Join the discussion and find out how to manage a social media campaign. Learn how your insight and deep understanding of strategy, paired with the skills and enthusiasm of technically savvy junior pros, can result in social media success.
A. I need to remind the people who help me with this paper that my.docxrhetttrevannion
A. I need to remind the people who help me with this paper that my experience is not with a disabled child, but I experience with an adult disabled person.
B. My paper’s topic is “The physical health of adults with disabilities.”
C. Please follow the information that the teacher give us.
D. Please find 12 references those about “the physical health of adults with disabilities.”
As you complete the assigned reading for class on April 23, please submit short answers to the Three Things to Know.
2 sentences for each of the below questions
· How does media impact what we learn, as well as the way we learn?
· How has the nature of digital media made it central to our thinking and behavior?
· How has the nature of digital media shown the potential for limits of human control of media?The Crisis in Journalism
Internet-based companies have used technology to disrupt existing industries, undermining the financial foundation for traditional journalism (Franklin 2011; Jones 2009; McChesney and Pickard 2011; Meyer 2009). Subscriptions that had once funded newspaper journalism plummeted as users flocked to “free” online content. Print advertising, which had made up the bulk of revenue for news organizations, also fled to the internet; Craigslist and eBay replaced the newspaper classified ads, whereas Google, Facebook, and online ad brokers replaced display ads. As users and advertisers moved online, publishers decided they had to follow.
Stand-alone news websites offered free online content, reinforcing the expectation that news should be available without cost. Some introduced pay walls to try to recapture some lost revenue. In the hope of finding greater readership, “distributed content” became common, where publications allowed their content to appear on Facebook and other platforms. Unfortunately, of the people who find a news story from social media, about two-thirds remember the social media site where they found it, but fewer than half remember which news outlet originally published it (Kalogeropoulos and Newman 2017). Still, publishers competed to create content that met the format and content preferences of those platforms. When Facebook research showed users engaged with video presentations more than text, the call for news outlets to “pivot to video” followed. In one example, The Washington Post, best known for its sober political coverage, began creating scripted funny videos as a way to attract more users via distributed content (Bilton 2017).
That is a change from how news organizations have operated in the past. At legacy news sites—whether the printed newspaper or online website—news organizations offer the user a package of content. Users might skim the headlines, check out the sports, and delve deep into a feature article—all from a single news outlet. That means the editorial staff at the outlets produces a well-rounded package of information and news, along with lighter lifestyle and entertainment stories. With distributed content,.
In October 2009, Euro RSCG Worldwide commissioned a survey to map the trajectory of social life and social media usage in the United States, quizzing 1,228 Americans from all online demographics.This white paper looks at the macro developments in social media; it also brings in numbers and verbatims about people’s hopes for their social life online and offline before finally drawing conclusions and implications for marketers and their clients.
A History of Fake News
https://geopoliticalfutures.com/?utm_source=GPF%20-%20Media&utm_campaign=23d5498191-180518_Weekly_Graphic_GPF_Free_99_Sub&utm_medium=email&utm_term=0_368360ed47-23d5498191-249724713&mc_cid=23d5498191&mc_eid=4db72a5228
The term “fake news” entered American political discourse
during the 2016 election with both Democrats
and Republicans charging each other and the media
with generating fake news. Ever since, there have been countless
stories about how public opinions are manipulated for
political gain. In March, it was revealed that a consulting firm
called Cambridge Analytica acquired Facebook user data and
used it to try to influence voters in the run-up to the election.
Just a few weeks later lawmakers in Malaysia approved a law
making it a crime to spread fake news, punishable by up to six
years in prison. Fake news has become a global issue that affects
the core of contemporary information technology. It has
gone from a charge hurled during an American political campaign
to an issue shaping global political discourse.
SMO and SMM implementations of Obama's election Campaign on the Internet. This PPT shows the powerful usage of search media optimization and social media marketing to reach millions of people accross the globe.
Americans have drastically expanded their active communities online and offline. Their world is expanding and narrowing at the same time because of social media’s hyperlocalization quotient. And “cyberdisinhibition”—being more willing to behave online in ways they wouldn’t in person—has both emboldened users and led them to inappropriate behavior. These are among the findings from a nationwide study on social media conducted by Euro RSCG Worldwide. Despite buzz to the contrary, online social networking is having the effect of enhancing, not deteriorating, relationships among Americans. This new study, of 1,228 American social media users, found that by interacting through online media, consumers are more connected than ever.
In October 2009, Euro RSCG Worldwide commissioned a survey to map the trajectory of social life and social media usage in the United States, quizzing 1,228 Americans from all online demographics. This white paper looks at the macro developments in social media; it also brings in numbers and verbatims about people’s hopes for their social life online and offline before finally drawing conclusions and implications for marketers and their clients. The study found, for instance, that by interacting through online media, American consumers are more connected than ever and have dramatically integrated social networking tools into their lives. According to the study, their world is expanding and narrowing at the same time because of social media’s hyperlocalization quotient. Among the takeaways for marketers: It’s impossible to predict how bits of communication will spread across social media; as most traditional media converge online, communication flows among them, and consumers become messengers. Go to eurorscgsocial.com to see Euro PR’s blog and website that grew out of the survey and white paper.
Social Media and PoliticsLearning objectivesLearning objec.docxjensgosney
Social Media and Politics
Learning objectives
Learning objectives include an understanding of the following:
· The role of social media in democracy
· The role of social media in advancing political reforms
· How social media create polarization
Introduction
Social Media are now a central component of democracy. The media are increasingly associated with political organizing, elections campaigns, accountability, and generally a more engaged citizenry. Social media are a dominant platform through which everyday citizens can share, organize, and communicate their ideas. People regularly use the media to acquire information about leaders and public policy related areas like the environment, education, health and so on. Many public offices now have websites that include social media functions in their communication with the public. Collectively, social media provide a public sphere where individuals can interact with likeminded people on political issues and provide criticism and support for leaders. However, while social media platforms make many issues accessible to increasingly large groups, the media have the potential to create polarization. Specifically, many blogs are quite subjective while some forms of media promote hatred and intolerance. Additionally, it is also difficult to examine the extent to which social media really alters public opinion as more research is needed. Lastly, questions remain on how much time users are prepared to devote their time on the social media for political problems.
Social Media and Elections
Popular social networks have transformed the use of the internet as a political tool for democratic transitions. Barack Obama’s historic in 2008 win was attributed to a new media strategy inspired by popular networks such as MySpace and Facebook. The campaign’s website My.BarackObama.com, allows supporters to join local groups, create events, sign up for updates and set up personal fund-raising pages. The campaign was spearheaded by Chris Hughes, a co-founder of Facebook. The social networks helped Obama raise more than two million donations of less than $200 each (Stelter, 2008). This success was based on huge investments on social media. The campaign spent $3 million on online advertising that targeted potential voters and online tools providing details of voting locations (Stelter, 2008).
Similarly, social media was extensively used in Canada’s 2011 elections. The elections were dubbed the “social media elections” or “election 2.0.” Harris (2011) observed that the social media served as “a one-stop shopping for parodies, speech remixes, gotcha moments, unconventional ads, and attacks so fiery, they risk scorching your computer monitor.” Two "vote mob" videos simultaneously held spots in the Top 10 on YouTube. A satirical video juxtaposing a Harper speech with an address by Star Wars' evil Emperor Palpatine drew more than 114,000. The University of Guelph's "vote mob" videos were viewed more than 33,000 .
Sports, Business, Theatre or Drama; change seldom discriminates. It resonates in each and every walk of life. On the brink of a terrific change is Politics, courtesy the social media. Social media has rapidly grown as a forum for political discourse and activism. Its various platforms such as Facebook, Twitter, Instagram, Youtube etc. are providing a plethora of new ways to engage citizens in politics (Benkler, 2006). A great advantage inherent in social media is the possibility of personal, ie., one to one communication. Politicians as well as political parties are seemingly benefitting with this new found ability to reach out to their potential voters. It has become possible for politicians to reach voters in a well targeted manner without relying on the media as an intermediary (Gentle, 2012). Various reactions, messages, feedbacks and debates are generated online. In addition to this, support for offline causes of a political party are also generated through social media petitions
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Social Media Analytics - Influence versus ContextGeoff Livingston
What's the state of social media analytics? Over-inflated influencers and vanity metrics versus context and actions. Some thoughts for students, PR and marketing professionals to consider as they build their online profiles to engage.
Thoughts on Near Future Media Trends Including Wearable Tech (Presented to DC Ad Club)
What are the big media trends of 2015 and beyond? Hacks, Instagram for business, analytics, and wearables.
In particular, what can you do about the burgeoning wearable media trend? As we have learned, wearable media is not a home run yet. In fact, only certain types of apps and media seem to work.
Market indicators show a business-wide movement into new Internet trends beyond social media. The period of heavy, world changing innovation via social media is closing. The comment box and share is no longer special, and best practices have taken hold.
Creating Social Media Campaigns That Drive DonationsGeoff Livingston
Social media fundraising tips for nonprofits participating in giving days. This deck was originally created for GiveLocalAmerica and has been updated regularly (last updated on 1/30/15).
CMOs will spend more on IT than CIOs, but marketers are overwhelmed by technology and its impact on the customer lifestyle. This presentation examines the challenges that marketers face with technology, future media, and how businesses can navigate them.
How does one handle when sudden waves of negativity -- a crisis -- strikes their business online? Here are tips for handling real and unfactual crisis online.
The Good, The Bad and The Ugly of Cause MarketingGeoff Livingston
As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.
On August 25, CitizenGulf will host a series of events to benefit fishing families in Louisiana's southern parishes. The effort is a 501c3 effort in response to the oll spill. http://citizengulf.org.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptx
Welcome to the Fifth Estate
1. Chapter I: Welcome to the Fifth Estate<br />In life there are very few moments of clarity when you realize that things have completely changed, and that nothing will be the same. You realize, “Now is gone.” These moments vary in cause and significance, from the birth of a child or the assassination of a president to an executive departing unexpectedly or a new technology like an iPad arriving in your home.<br />For me, that moment occurred when Jim Webb won the Virginia senatorial race in November of 2006. He had done the impossible by defeating George Allen, a formidable opponent who only three months earlier was considered a serious 2008 presidential GOP candidate. George Allen was considered so safe for re-election that his initial campaign manager left Allen’s campaign to work on a race that was considered tougher. Allen was ranked as so secure in his Senate seat that he was already starting to visit early GOP presidential primary states in anticipation of an expected 2008 bid for the GOP presidential nomination. And Allen had been brought down by bloggers. <br />Allen had the misfortune of publicly stating a racial slur on film. The Webb campaign intentionally spread the video and word of it through social media outlets like blogs and YouTube. The ensuing uproar in the media and back again into the blogosphere turned a run-away race into a dogfight, and ultimately it cost the Republicans control of the Senate.<br />At that moment, I knew the face of communications has been altered forever. As a practicing communicator of 14 years at the time, this moment caused me to entirely rethink my approach to public relations and marketing. What was fun and experimental became the primary thrust of my business. The world changed for me. Little did I know I would be launched into an incredible new career trajectory. <br />Social media – blogs, social networks, localized search enabled maps, SEO, user generated video and audio – had arisen with millions upon millions of content producers. These many content creators and readers had suddenly achieved a new level of power and weight. We could change the way countries were run with one major initiative.<br />It was time to stop experimenting with new media and come to know everything possible about it. The social media boom was different than the dot-bomb era with users fueling new media, not VC backed start-ups. As a result, it’s a society-fueled trend that continues to grow in scope, scale and impact. Communications has evolved more in the last ten years than it has in the last 100.<br />Welcome to the Fifth Estate<br />Five years and one book after the Webb moment, social media users have become a force of their own, community members with a voice — not supplanting the media — but augmenting it. Since the last Now Is Gone – when it was called “new media” -- social media has assumed its place in the larger media mix. It has become the Fifth Estate.<br />The Fourth Estate – or the traditional media — got its nickname by policing the governments of France and Great Britain in the late 18th and early 19th centuries. The French Estates General consisted of The First Estate of three hundred clergy, the Second Estate of three hundred nobles and the Third Estate of six hundred commoners. The media fulfilled a new role, providing their readership with more factual information about political events. As a result, politicians were forced into a new level of accountability. Media became the fact provider, the great source of information beyond hype. When the politicians stepped out of line, the masses were informed, and protests, and in some cases, mobs and revolution ensued.<br />Since the 18th century, the Fourth Estate has grown to include broadcast media forms, too. In modern times, the fourth estate role has extended into all facets of life, from business reporting (for example, the HP Board Scandal) to entertainment (Lindsay Lohan’s ongoing woes). Perhaps the greatest moment of the fourth estate was the epic Watergate scandal, in which two Washington Post reporters – Bob Woodward and Carl Bernstein -- exposed an illegal break into the Democratic National Committee’s offices during the 1972 election. The ensuing scandal eventually caused President Richard M. Nixon to resign.<br />Yet, the media has its own fallacies. PR execs swarm the traditional media (and now bloggers) to place stories. Corporations, nonprofits and politicians alike employ spinners to ensure favorable coverage, and decreasing budgets have brought newsrooms with less and younger journalists. While still authoritative, the media no longer enjoys complete trust. According to Edelman’s 2010 Trust Barometer report, 30 plus percent of the population trust most forms of traditional media.<br />The Fifth Estate — citizen media — brings to bear unreported yet relevant news, and questions stated facts. Marshall University Professor Stephen D. Cooper proposed the Fifth Estate concept in his 2006 book, quot;
Watching the Watchdog: Bloggers as the Fifth Estate.quot;
Cooper thought the new level of accountability caused by blogs was the emergence of a Fifth Estate in our social system. The social media content creators and users keep the Fourth Estate honest. Indeed, in some cases the media has welcomed social media, using it to augment its own research. Consider how CNN has moved away from Associated Press coverage and now uses user-generated iReports to augment its online offering.<br />The popularity of social networks where content and ideas can create “viral” explosions of widespread ideas with just the right spark, combined with the endless underpinning of the social web – search – have made it easier than ever for the media and rival campaigns to spot the mistakes and exaggerations of politicians like George Allen. Lest critics point out that this phenomenon is isolated to politics, the Washington Post wrote a piece on how fan-generated media was driving sports stories. Here’s a snippet:<br />But in the arena of sports, the arbiter of what matters is increasingly shifting from the mainstream media to the freewheeling realm of the blogosphere, where impassioned fans opine about the playing field’s heroes, villains and controversies of the day.<br />Like the Fourth Estate, the role of the Fifth Estate has extended beyond politics to larger issues. Consider bestselling business author Charlene Li’s influential role in raising the flag on Facebook’s privacy threatening advertising platform Beacon in 2007. In 2009, Iranian social media users raised the visibility of their revolution to a global level, prompting Twitter users to adopt the green avatars across the globe. Just last year, social media users learned of the Haiti crisis online, and then turned social media tools into the biggest mobile fundraising event in history for the American Red Cross. Or consider how angry iPhone 4 buyers tweeted, Facebooked, blogged and commented, evoking an admission from Apple that its product was flawed and encouraging Consumer Reports to not recommend the product. The examples continue on and on.<br />Many corporate and nonprofit executives throughout the country have awoken to the increasing power of social media, and are trying to engage in this dynamic new environment. The Fifth Estate demands their attention.<br />There now exists incredible amounts of user-generated information, content, and entertainment streaming throughout the world’s social networks. At the same time, the environment seems to be dangerous with users and networks’ flaming companies who try to sell to them, or worse ones that have public problems like BP’s horrible Deep Horizon eco-disaster, or as cited in the original Now Is Gone, jetBlue’s mass stranding of passengers over Valentine’s Day, 2007.<br />Given the complexity of conversational media and the dangers of a flawed strategy, executives find themselves in a sudden quandary. They must determine how to get their company or nonprofit successfully engaged in social media, and do so quickly. The viability of their products, services and civic solutions depend on it. Yet social media successes are not created overnight. Many organizations evolve over months and years, not with a simple tweet (a microblog posting on the social network Twitter). The tension between structured organizations working for profit or social good and the fluid nature of conversations cannot be underestimated.<br />This new book provides organizations and executives that are struggling to adopt with a foundation to help create social media strategies for their companies. It does not teach tactical line managers the best way to execute a Facebook fan page, create a blogger relations program, or how to create a large Twitter follower count. There are many books that cover the actual day-to-day marketing activities in the social media world. Instead, this book discusses the general strategic principles and major aspects of social network marketing, providing executives a primer to begin their effort.<br />The rest of this chapter discusses the general trends driving social media and their impact on business. Ensuing chapters discuss whether or not an organization really is ready for social media; the cultural challenges of social media adoption, listening and strategy; social media marketing; and finally how to stay relevant. <br />Social Media’s Impact on Business as Usual<br />The first issue organizations consider with social media remains negative commenting, a result of the open transparent dialog occurring on the Internet. “What if they publicly say our product doesn’t work?” “How can they question whether their donations are being used in Africa? We are spending the money appropriately!” This fear seems endemic throughout an American “change-adverse” business culture accustomed to controlling their brands through traditional print and broadcast media. <br />At the same time, with the rise of social networks, consumer trust in traditional media forms has dramatically declined. The public no longer wholeheartedly believes in reporters now that there are alternative voices to read and verify contemporary newspaper stories. Thus there is encouragement for independent voices and their criticisms. The Fifth Estate is empowered. With more choices and much more content, media usage patterns have shifted. Social media users are no longer beholden to one voice (oft influenced by corporate marketing and PR machines), or a limited network of friends. It is peer-to-peer conversations at its finest, turbocharged by the viral nature of what Doc Searl’s calls today’s Live Web.<br />A world of experiences lies at consumers’ fingertips, and many simply search to find relevant information. When they search, social media sources are often listed as top content vehicles. This challenges organizational outreach campaigns, providing disruptive feedback that counters marketing and public relations efforts. <br />On April 16, 2007, BusinessWeek wrote, “Trashing brands online can also be high theater.” Venerable content brands like F@st Company launch campaigns to determine influencers, and then find themselves lampooned within 24 hours. Millions of people watch this stuff—then join in and pile on. Is it any wonder companies lose control of the conversation? <br />Origin of Brands author Laura Ries commented, “As quickly and as easily as PR can build a brand, PR can take a brand down. Negative PR is incredibly damaging. And with the growth of new media, mainly the Internet, it can happen faster than ever. Look no further than Don Imus, jetBlue or Taco Bell for proof of this fact… non-famous people or brands can be annihilated by even mild scandals. If you’re not famous, you seldom get a second chance.”<br />How far will the pendulum swing? Nonprofits and businesses alike increasingly find themselves forced to communicate to their customers in their preferred social media forms. Instead of businesses trying to find customers, this time businesses are trying to play catch-up with their customers. To date most efforts have been limited to content publishing, with mediocre results, and conversations lacking. For every socially engaged LIVESTRONG, there are ten American Cancer Societies who fear the real negative whiplash an online conversation can bring.<br />Like many things in life, this fear represents only a very small part of the story. Organizations that leverage social media intelligently have great things to gain, including positive relationships with loyal community members and brand advocates, better communications, new buyers or donors that consider the organization part of their community, significant movements towards innovation or social change, increased brand loyalty, longer relationships and much, much more.<br />One of the original and most respected marketing bloggers, Toby Bloomberg, provided some insights:<br />Social media is more than a passive Web site strategy. The most beneficial aspect is the ability to engage directly with customers and other stakeholders. Social media opens the doors for businesses to listen to the unfiltered voices of their customers and to track those conversations. Social media also provides opportunities for the people within the company join in on those conversations and talk directly to customers. Taking an active role in creating a dialogue with customers about issues that they care about, at the moment in time when they care about those concerns, is the heart of new media marketing.<br />I have seen this phenomenon over and over again with many brands small and large, from Ford Motor Company’s meteoric rise to online popularity thanks to a social media team led by Scott Monty to the amazing work the Humane Society has done integrating social media as a core part of their advocacy and fundraising efforts. New start-up brands also dominate the social web, from measuring tool Radian6’s prominence amongst bloggers and social media communicators to social media darling Charity::Water’s rise to prominence with the Twitter community. On and on the stories continue. Social media allows organizations to create valuable online relationships.<br />That creates a big problem for corporate marketers and PR practitioners who are used to playing by the rules and having defined methods of engagement with customers and the media. Heretofore, they could issue whatever content they wanted and it was taken, because there were controlled forms of communication. Media is now out of control, being created by millions. Add to the mix the complications that lawyers, IT professionals, and general executive training brings to the table. Finally, organizational cultures – both in the business and nonprofit sector – revolve around stand-alone silos, not internetworked transparent conversations. The equation creates hard cultural challenges for the corporate world.<br />With each passing day, the gap between out-dated tactics and current marketing needs widens. In 2007 when the original Now Is Gone was published, traditional nonprofits and companies could afford to sit on the sideline. Today, they all have flaccid social media beachheads where they publish links and talk with no one. The situation becomes more demanding as their efforts to communicate the old way fail.<br />It’s incumbent upon organizations to learn the new mobile-enabled social media world, not just from a theoretical level, but also as community participants. Without social media our ability to effectively do business is incomplete. The social media revolution’s impact on real organizational communication campaigns demands our professional attention. <br />To reach these new audiences, executives and marketing communications professionals must steer their organizations correctly. To do so will require a new approach to marketing, a different mindset and one that will not only dictate the way social media is used, but also new principals of communicating in general. Authenticity, personality and transparency – buzz words long associated with the comeuppance of social media – turn into new internal challenges, constantly standing as the primary pathways to increased online successes. <br />The Long Tail of Media<br />When I wrote Now Is Gone, Long Tail theory was prevalent throughout social media conversations. Applied, WIRED Executive Editor Chris Anderson’s economic theory did a great job of visualizing the ascent of new media forms in context with old traditional media. Since that time, social networks and mobile media postings have arisen to assert their place within the world of media. <br />Just to recap what Long Tail theory is: With a large population of customers, their selection and buying pattern results in a power law distribution curve (Pareto distribution). A market with a high freedom of choice will create a certain degree of inequality by favoring the upper 20% of the items (“hits” or “head”) against the other 80% (“non-hits” or “long tail”).<br />Head of the Tail<br />Let’s go back to the power curve for media now that the dust has settled with the ascendancy of some new media forms. The above chart [to be professionally rendered for the book] plots the effectiveness or the weight of various media tactics in the current 2010 media environment.<br />Red hits have the most impact (top 20%), while the long tail (yellow, 80% of media) still makes up the majority of the media marketplace. This chart defines the marketplace as word of mouth power and readership.<br />This chart is subjective and various earned media forms have disparate degrees of weight. General classification is the best we can do without the correct measurement tools using a real world full on case study with all types of earned media opportunities. Further, this assumes PR owns social media within a company. As we know, social media is often divided amongst the larger marketing department.<br />As you can see at the head of the tail we have the following media forms:<br />National broadcast – ABC, CBS, NBC and FOX<br />Major newspapers – New York Times, USA Today, etc. <br />Top magazines – BusinessWeek, Fortune, WIRED<br />Major social networks – Facebook, Twitter, YouTube, Foursquare, etc.<br />Top cable channels – CNN, ESPN, etc.<br />Top 100 blogs – Huffington Post, Techcrunch, Treehugger, etc. Generally speaking, blog content can vary from print to video.<br />The Turning Point and the Tail<br />At the turning point in the tail, roughly the 20 percent mark, you have several other forms of traditional media, which reflects the fall of some media, and the rise of new online and mobile media.<br />Major trade journals – Obviously, the powerhouse in any industry still holds sway, but the secondary journals have suffered quite a bit<br />Secondary social networks – For every FourSquare, there’s a Gowalla, not as popular, these secondary networks still drive tons of traffic<br />Regional newspapers: You don’t hear about the Denver Post much nationally. Still very powerful in the Rock Mountain region.<br />Secondary cable & TV: A&E, TBS, VH-1, etc.<br />National radio: ESPNRadio, FOX, etc.<br />Leading vertical blogs: And the winner here, no question. In PR for example, Brian Solis (who wrote Engage, and the intro to Now Is Gone), will get as many or more reads as a Secondary PR journal.<br />Major “influencer” profiles: Finally on some of the social networks, you have highly “influential” profiles which either through mass followers or strong engagement can set of tidal wives of action via their profile<br />After that, you have the long tail, the vast majority of content. From the old world, I think you can list the following: Local TV, local radio, local newspapers, secondary journals, corporate web sites, email newsletters, and press releases. From the newer social media world, you can list: Social network profiles, secondary blogs, videos, photos, maps, and mobile updates & check-ins. <br />The Taxonomy Problem<br />The issue with this chart is the taxonomy, which seeks to isolate individual media forms and tools and their weight. In reality — given today’s fractured media environment — one hit in any of these areas can trigger successive hits in others. The Fourth and Fifth Estates are intrinsically tied together. When a word of mouth campaign has actual substance it usually cascades. Smart communicators understand this. That’s why integrated outreach — not just social media or traditional PR & advertising — matters so much.<br />In Chapter Four of Now Is Gone, we talk about this “ping pong match” between traditional and new media outlets. From the draft material in June of 2007:<br />One great way to promote your new media initiative remains traditional media, who often use well-respected blogs as sources or even the subject of stories… [Social media attention] drives information into the spotlight forcing traditional media to pay attention – or look like they’ve missed the news, and most importantly the conversation. Blogs [can be] a more effective way of reaching and inspiring traditional media to react than most PR professionals and wire services combined.<br />Ping-pong matches demonstrate that weighting one tool by its actual total community and eyeball impact fails. As Seth Godin said in Meatball Sundae, “It doesn’t matter if the socially generated earned media only gets one percent of the hoped for attention if it’s the right one percent.” <br />Another issue that we have seen is the degradation of quality of information. Many traditional media outlets have lost staff and have to do more with less and younger staff. And with blogs and influencers filling the void, general journalistic standards have suffered. While some blogs like Mashable have strict editorial guidelines, others are at the whim of the author, who may or may not have domain expertise. Discerning quality information will continue to be a big challenge for our society over the ensuing years.<br />“There’s No Market for Messages”<br />In 1999, four advanced thinkers – Rick Levine, Christopher Locke, Doc Searls, and David Weinberger -- wrote a book called the Cluetrain Manifesto, which touched off the online conversation revolution. At the heart of the book was 95 theses, similar to Martin Luther’s famous proclamations, and an incredible statement targeted at the heart of organizational communications: “There’s No Market for Messages.”<br />In many ways, the original Now Is Gone is the direct product of Cluetrain’s unrelenting view that controlled and contrived business brand messages — nonprofit or corporate — have no place on the Internet. Cluetrain represents a great hope: That business can be done differently. It believed the Internet and social media can become the elixir to revolutionize corporate cultures from exploitation as evidenced by Blackwater, BP, Enron, the collapse of GM, Goldman Sachs, Halliburton, and WorldComm, and refocus corporations on communities, responsibility and authenticity, causes, and service to actual markets. <br />Cluetrain captures the essence of the uncontrolled business environment and the need to provide authentic, real dialogue based around the market’s needs. Without understanding the fundamental dynamics of the social media form and the inherently uncontrived two-way conversations it inspires, communicators are lost in the darkness. They have lost control, and find their messages falling on deaf ears, or worse publicly rejected. The Fifth Estate does not have to accept organizational messaging. This is a fundamental, cultural struggling point that most organizations wrestle with throughout their social media adoption cycle.<br />It doesn’t matter if you have a compelling cause or a public interest, or if your company contributes to society. If your organization relentlessly delivers messages to people, they will likely turn their back on you. It’s like entering a party and spamming people with solicitations, stale lines, and hucksterisms. <br />The 20th century industrial approach of communications is over, regardless of medium. Mass communicating at people no longer works. We live in a networked communications world online. Even Super Bowl ads are starting to lose strength now, thus Pepsi’s $20 million Refresh program.<br />Whether its social or not, organizational executives and communicators should retool their strategic approach towards messaging. What we learned in business or communications school has changed. The old dynamics of media, specifically the concept that there are limited channels of media that people get information from, no longer applies. <br />Look at messages as conversation starters. You won’t control the dialogue, but the fact of the matter is your organization already lost control and some experts argue, you never had it. Instead, at least when it comes to online media, let’s focus on having real interesting conversations that matter to us (organization and person), and our stakeholders in online communities.<br />The rest of this book deals with the pragmatic basics of social media and integrating it within a larger marketing communications effort. It assumes that a company or a practitioner has at least a passing interest in social media, that they have reached a point where there’s a very real possibility of engaging in a social media strategy of some form.<br />Chapter 1 Snap Shots<br />For most people, social media represents a sudden shift in the way communications is done. Whether that realization occurs with a moment of clarity like mine with the Allen-Webb election or in an educational manner over time, it creates a turning point. A new empowering form of communications has arisen, which requires a completely different grassroots-oriented approach.<br />The Fifth Estate<br />Citizen created content fills a information void that the current power establishments in government, industry and the media have left open. This new “fifth estate” keeps traditional media and power accountable by pointing out fallacies and creating its own power dynamic where it creates stories that the traditional media reports.<br />Impact on Organizations<br />Unable to “contain” negative commenting or successfully communicate in conversational media, organizations find themselves forced to change. This is a much larger cultural adoption matter than simply learning new communications tools like the fax machine. Now executives must unlearn decades of strategic management approaches to communications in order to succeed. <br />The Long Tail<br />Social media generally is not as well read as most popular forms of media with the exception of the most popular social networks. Yet the “long tail” of lightly read media can create sudden movements of information and force media leaders to report and communicate about these hidden stories. The resulting ping-pong match has created a new media ecosystem.<br />No Market for Messages<br />At the heart of corporate communications is the message, meant to be delivered, disseminated and controlled. Because of two-way communication methods, online markets reject messages, instead preferring customer feedback and opinions on products, services and solutions. At best the role of the message in social media environments is that of a conversation started.<br />