Client BackBeat Media, including the folks from iPodObserver.com and The Mac Observer are all over the Podcast and Portable Media Expo which starts today.
Two years ago I would have found it hard to believe that anyone would be interested in watching TV on a 2×2 screen. Today iPodObserver.com is announcing reviews of TV shows currently available on the (newly renamed) iTunes Store. Movie reviews probably will follow in due course.
Say goodbye to the old ways of doing business. And watch out for the meteors.
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Salim is going to Yahoo! Hack Day… that’s where I’d rather be.
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PR people are always encouraged to come up with The Big Idea. This usually happens at a brainstorming session (how I hate that phrase) where the agency muckity-mucks are eager to show some thinking to the client. Come up with something big and flashy we can bring to the client to justify all this admin time and show we can think outside the box, they think.
When applied to social media, however, this rarely works.
Social media is all about intimacy. It’s about communicating on a one-to-one or one-to-few basis. It’s not about being edgy or showing your cool by throwing in as many tools as possible.
Think about Stormhoek – let’s just send bottles of wine to bloggers and let them talk about it if they are so moved. Nothing fancy or clever or flashy. Just wine.
Yet these days all I hear about are plans to ‘engage online audiences’ with a brain-numbing combination of SMS and mobile video, avatars, nude models strolling down Park Avenue with URLs stamped on their asses and online games costing clients gazillions in fees to their ad agency. And most consumers yawn and move on.
Public relations is about relations. Relations aren’t built on hammering people over the head.
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Jason Korman of Stormhoek recently met with Business2.0 editor and blogger Erick Schonfeld. Erick writes:
Stormhoek has met success because it’s approach engages blogging consumers on their own terms. It’s marketing as buzz-building rather than as prepackaged message-stuffing. Korman knows better than to try to control the conversation, and is happy just to have his brand being talked about.
Full article here.
In a world where clients still believe in ‘control’ as the goal of a marketing program, a guy like Jason is a breath of fresh air.
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How to pitch bloggers seems to be the question of the day among PR people first discovering this wonderful world of social media.
Apart from the obvious (you aren’t going to send out a mass email blast, are you?) I think it’s very important to remember that blogging for most bloggers isn’t a job like journalism is for reporters. It’s a labor of love but for many bloggers, it’s not to pay the rent but to express some inner voice that needs expression.
So it’s not a blogger’s job to respond to you in time, or even care what you have to pitch her. And when she does respond, she’s doing it out of genuine interest, not out of professional obligation.
If you learn the difference, you too can be a social media wizard.
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