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@dbvickery Good points, Brian! I would say the lion's share of native ads that I've clicked on have also been the C side of B2C. I also feel that decision may be platform specific. For example, I'm much more inclined to click a B2B native ad on a site like LinkedIn than I am on Facebook, but that may be due more to a personal choice to keep Facebook more for friends and family.And I think you're dead on to still focus the bulk of your time on owned content. That owned content is a great resource that you can easily turn into native ads when the time is right or simply continue to build your own reputation as an industry authority.
2 months ago on Native Advertising is Just Good Advertising
@Howie Goldfarb @ginidietrich Great points, Howie. I think you and I simply differ on our definition of user generated content vs. native ads. The Instagram campaign that you mention would fall more into my definition of UGC as the company didn't place the ad itself but prompted consumers to do the legwork; whereas you're absolutely right that sponsored stories and tweets are exactly that - sponsored.In my mind, TV and radio are completely different beasts unto themselves, but you could also argue that those platforms would do well to take hints from the early adopters of native social ads. Spotify, for example, does a great job working with advertisers to make it seem as though their ads are actually songs on the user's playlist. I've been caught by surprise more than once when a catchy lead-in actually turns into a pitch for State Farm or Mr. Clean.
As far as your comment to labeled Instagram or FB ads screaming ad, there are ways to combat that notation. Users are much more likely to ignore that notation if the content is useful or engaging. If advertisers simply resize a print ad and slap it into a social stream they deserve to be ignored because those 'heavy pitch' ads don't work in the social space... at least not when they're competing against topics users genuinely care about like family and friends.
And I would agree with you in that native advertising is simply new vernacular for an old skill - creating good ads. In essence, that's what I was trying to get across in my post; that native advertising is just good advertising put to a new platform. But as mediums change, labeling for traditional practices applied to new spaces is almost a given.
2 months, 1 week ago on Native Advertising is Just Good Advertising
@jasonkonopinski Bingo! I'm not sure the value of BuzzFeed lists (aside from shareability) either, but there are always superfluous items that are eventually weeded out as tactics mature. Thanks for reading!
@LauraPetrolino Admittedly, I do love Grumpy Cat, haha! But you're right, if there isn't some sort of utility or purpose behind your comm. then there's really no point in putting it out there in the first place.
@cparente You're absolutely right about transparency. I think my lack of mentioning it is rooted in the fact that it's a first thought for me (working in PR and marketing) and, on the whole, most platforms are doing a fairly good job of self-policing. While there aren't giant flashing notices, I think there's been a decent balance struck in marking what content is sponsored or paid and what content isn't. Like any new ad platform there will always be dust ups around proper disclaimers as usage increases, but overall I think the industry has done a good job of adjusting when legitimate claims of misleading ads have popped up. However, there's always room for improvement!
@JRHalloran Thanks for reading, James! And you're dead on in pointing out that the crux of these ads is the content. Without something engaging and built for the platform, native ads are no different that pop-ups or banners.
@creativeoncall Absolutely! The very thing that makes these types of ads effective are also the point that could potentially mislead viewers. I think most platforms - thus far anyway - have done a decent job of labeling sponsored content as just that, but all it takes is a few apples to ruin the reputation for the rest of us. Thanks for reading!
LOVE the note about cutting perfect grammar. Not that grammar and spelling aren't important, but writing as you would actually speak absolutely helps to break down the barrier between service and user. Now, some emails - I'm thinking specifically of the financial and healthcare sectors right now - do need to keep that air of propriety a bit more than others, but even those verticals have a great chance to connect with layman's terminology for inherently complex topics. Thanks for sharing, Joe!
3 months ago on Email Marketing is a Conversation
Interesting timing as just today the Chicago Tribune announced layoffs of around 700 - just in time for the holidays. I think your comments on passion topics hits the nail on the head. Local and regional publications will survive by providing what can't be gotten from the national news sites. Without that niche, in-depth content those local publications will become more white noise again the heavy hitting nationals.
3 months, 2 weeks ago on Newspapers Aren’t Quite Dead Yet
@rdymond Great points! Glad to hear that you're getting a focus on these types of issues in core classes - something I would've LOVED to see when I was in college myself.
3 months, 2 weeks ago on How to Create a Social Media Policy that Works
Thanks, Eden! By now there are enough examples of good/poor social responses that there is really no reason to not include examples in policies like this.
3 months, 3 weeks ago on How to Create a Social Media Policy that Works
@LauraPetrolino Exactly! If it's all for show and isn't actionable then it's not really an effective policy - just CYA paperwork. Thanks for the kind words, Laura!
@Karen_C_Wilson Great to hear, Karen! I wish I would've had a course like yours when I was going through my undergrad.
@ginidietrich Thanks, Gini! I don't think there's anything better than concrete, real-life examples. :)
@yvettepistorio Absolutely - checking with an 'outsider' has become more and more crucial as the industry has developed. We've created our own language! :) Taking a few steps back and making sure that what we're discussing is accessible to everyone is a must. Thanks for reading, Yvette!
You absolutely MUST match your content to the medium. Users are smart often savvy enough that they can now tell when something is simply copied and pasted from one channel to the next without any thought given to differences in consumption. Granted, there are obvious issues when it comes to the length of the message (blog vs. twitter for example) but even the type of content that's delivered now needs to be tailored to the readership of each platform. Thanks for sharing your thoughts, Clay!
4 months ago on Distribution Methods: Match Your Content With Your Audience
Great, common sense tips. I especially like the recommendation to stay out of the forums unless it's absolutely imperative for one reason or another. Too many times I've had to explain why we don't just delete the comments or complaints - if you give consumers a place to vent and show that you're working to resolve the issue you'll quickly turn an irate buyer into an advocate. Thanks for sharing, Blake!
4 months, 2 weeks ago on Online Reputation Management: Use the Internet with Confidence
Content refreshes like this can save soooo much time and really give a boost to legacy topics. When we're all stretched for bodies and hours it can be a real life saver to essentially give a rebirth to what was already a solid topic. Thanks for sharing, Gini!
4 months, 2 weeks ago on Keyword Analysis: Refresh Your Old Content
If you have to boost your app/product with false reviews the problem isn't your PR, it's your product. The same can be said about looking to bury negative reviews or removing criticisms from social media platforms. If your product or project is truly useful and revolutionary - as most press releases claim - then it will speak for itself and generate great reviews. While it may not happen overnight, suffering through that uncomfortable period of "why aren'y people posting reviews" is better than panicking and being made to look the fool in the end.
5 months ago on Fake Reviews Fined; PR Firms Beware
Either participate in social fully or don't participate at all. As BA and a number of other companies have shown through the growing pains of social business, if you're aren't willing to at least pay vague attention outside of office hours you might as well not even start the ball rolling. Is it reasonable to expect companies to respond to EVERY tweet during off hours? No, but it is reasonable to expect companies to pay attention to URGENT tweets and posts regardless of the time of day. I'm with many of the other commenters who are amazed that we still even have to have these types of conversations, but the airline industry in particular doesn't seem to get how social customer service works.
5 months, 2 weeks ago on Social Media Crisis Management: Lessons Learned from British Airways