Posts Tagged ‘online content’

Clearing out the social media clutter in 2010

Tuesday, December 1st, 2009 by Marita Upeniece


The social media arena has been dominated by the growth of Twitter, Facebook and other networking sites this year. As we’re nearing 2010, there’s chatter about how networks will evolve going forward and one of the key points I’ve seen in almost every trend forecast is filtering out the clutter.

According to Pingdom, Twitter is already closing in on 30 million tweets a day and the latest figures from Facebook reveal that over 45 million status updates are uploaded on the site each day. It’s no surprise that some users are starting to tune out and some still think that Twitter is a waste of time.

David Armano predicts on the Harvard Business Conversation Starter blog that social media will begin to look less social next year – i.e. we will try to get more value out of our networks through filtering messages (hiding from hyperactive updaters etc).

Twitter has already started tackling this with Twitter Lists, but it raises an interesting question – do we actually want to connect with people we don’t know? The majority of people using social media connect almost exclusively with people they already know in the real world. Or is it simply information overload and we need to be able to administer the incoming messages better?

Either way, it emphasises yet again that successful online PR does not equate to a large number of followers on Twitter or fans on Facebook. As people start to sift through the clutter (and some will probably do this early next year as everyone jumps on the New Year’s resolutions bandwagon and pledge to tidy up their lives in general), brands which aren’t offering something really valuable are likely to be the first ones to fall off the list. Relevant and trusted content has always been important but more aggressive filters will mean it’s paramount to digital PR success next year.

How do you see 2010 panning out? Will it become more difficult for brands to reach consumers through social networks as people are increasingly being bombarded with marketing messages?

About Marita Upeniece

Account Manager at Staniforth

Do you stumble upon the internet?

Monday, November 2nd, 2009 by Vanessa Buendia


Today’s guest blog post from Vanessa Buendia, journalism graduate and recent intern at Staniforth London, deals with her nocturnal social media habit: StumbleUpon.

For an insomniac like me sleepless nights used to be incredibly boring. However, for more than two years now they’ve become something of a delight.

As soon as I notice that Mr Sandman has once again forgotten my address, I reach out for my computer. Once I’ve opened my Mozilla Firefox I go ahead and click on that little green and blue button on the left hand corner of my browser and travel to the exhilarating universe that is StumbleUpon.

Whatever happens next is totally out of my control; it’s all in the hands of algorithms and more than 7.5 million of my peers. With that little button, instead of surfing the net in the calm waters of a traditional search engine, I ride a Tsunami-sized wave of information and interesting pages. All I have to do in return is vote whether or not I’ve liked the visited site and hence help my fellow surfers experience the same internet quality.

There’s been quite a number of webpages which have bought traffic from StumbleUpon and similar bookmarking services and made a success of themselves. With SU rates as low as just $0.05 per visitor it’s definitely worth a try. So how is it then that an industry as avant-garde as PR has almost completely ignored them?

Well I’m sure many have tried but failed. The thing with SU is that you are not sending out a press release to a newspaper. You are not selling your story to a journalist. You are talking directly to your audience and if you do not fulfil their expectations they have the power to vote you out of the system and leave you to die in the arid wasteland of oblivion (you know where that is, it’s the resting place for brilliant ideas such as the New Coke and Green Ketchup).

As a result, when you’ve finished your campaign you’ll know exactly how much impact you’ve had and you’ll have an exact number of how many people liked it or not.

So how does one become a successful bookmark? Well first of all you should try the service yourself. As soon as you start using it you’ll learn the first and most important rule in bookmarking: it’s all about the content!

The real challenge of SU is that you’re audience has to like you and their taste is much more sophisticated than you could have ever imagined. So if you don’t target your audience correctly and entice them with exciting visual aids or multimedia, chances are they are going to vote you out soon. It’s all about being the popular guy on campus.

A good thing about SU is that you can buy small amounts of traffic and start test driving your campaign. Then with the results obtained you can optimise it until you get it just right.

However, the biggest perk that bookmarking sites have is the fact that you can cut out the middle man and directly impact your audience. You will get to start a bilateral relationship with them and you get to learn exactly what they need from you.

One thing is for sure, after trying the service you’ll be surprised with the feedback you get.

If I only had a brain…

Thursday, July 31st, 2008 by Jon Clements

Before you say “get him and his Ivy league education”, my dealings with Harvard amount to its weekly 10-minute podcast, which doesn’t really qualify me as an alumni.

However, the latest edition of the Harvard Business Ideacast (sign up through iTunes)  – concerning the internet, the brain and the future of business – is an interesting take on brain/internet similarities. Without boring you with neurons, the most practical element is how the best content online acts like our most enriching memories: they keep coming up time and time again. Hence, creating web-based material that really stands you apart from competitors in your field – tends to get recognised more often by search engine algorithms, particularly Google. 

Brainy stuff, huh?

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''