JasKeller1
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@ginidietrich Yay! I love to cause debate, and I think this one would be a dandy. :-)
While they aren't successful in terms of engagement on Twitter, I think the argument stands that they are successful on Twitter. That said, I am a fan of engagement too; building relationships seems a lot more valuable than building a reader base.
What do you think these three examples would look like if they built in engagement as part of their strategy? How would it shift their use of Twitter? And how would they navigate their voice on Twitter when engaging in specific conversations?
...these are questions I am really curious about - I think there are a lot of different opinions here.
The argument shouldn't be about if it is the end for RSS or not. It should be about the fact the internet is attempting to kill another long form medium of content consumption. I hope communicators take notice that many of the alternatives offered for Google Reader are much more abbreviated and have less capabilities to fully unpack arguments.
We saw it happen with soundbites (from the 30 second sound bite to the 5 second bite more common today) and not with online content, the same trend is taking place. Shorter is more easily consumed, but it isn't always better, and doesn't lend itself to complete full thoughts, opinions, or arguments. This changes (and will continue to change) how people will receive and interpret any media you publish. Blogs beware of this progression!
I thought content calendars have become standard practice among most companies with an online presence? These pros and cons seem more for individuals and very small businesses. I you have a devoted person (or team, or agency, etc.) for comms, then I do not see how it is effective for those individuals to be spending every morning writing a blog post or tweets for the day.
Any effective content strategy starts with a plan, and a content schedule is where you can consolidate that plan in a way to make the day to day execution feasible. It is also a way to make sure you are diversifying the content you are posting in a way that not to bore your audience with redundancy. In short, use a content calendar and plan ahead!
@samfiorella My point in no way was that newspapers are innovative - my argument is more along the lines that the newspaper lost most of its readership to other forms of communication than to the notion that it was no longer interesting or newsworthy (I know that claim alone can start a tangential argument)... and I am trying to posit that the same argument bears true for the corporate blog.
The secondary thought though, is that newspapers still exist as a unique channel of communication, as will corporate blogs, however both now take on a smaller role that they may have in the past, as there is more competition from other forms of communication.
So I have a different take on this argument. I am sure someone at USA Today once declared "It isn't that people aren't reading the newspaper anymore, it is that our paper needs a new design." That said, the newspaper is NOT dead. The same thing applies to corporate blogs.
Yes I imagine readership is going down for the vast majority of company blogs out there. And no, a redesign is not going to offset the decline in readership. This issue is that people's attention spans are continually being stretched thinner and thinner with the multiple forms of communication available attacking at an increasing rate and consumption of these varying media is continually on the rise by just about every individual. So that means there is less time for blogs within the mix. But I would not recommend that you start blogging in 140 character posts or solely focus on Facebook for all of your corporate online communications.
A blog is a place where a company can unpack their message with a little bit more detail and provide detail that a specific subset of the audience is looking for. Yes dynamic content is key, and adding video and visualization are going to help a blog communicate, but even with that, you may see a decline in readership. But that does not mean that a corporate blog will no longer have a purpose in the future, it just means that it is providing a more evolved niche to the integrated content puzzle. Much like the newspaper has in many ways.
@ginidietrich I guess that was a frustration point for me with this post - There are a lot of real issues that don't have a voice, so when a non-issue gets coverage (or meddles in an arena of real issues)... it is hard for me not to view that with some disdain.
Maybe the debates have been so devalued by politicking that "real issues" no longer have a place in presidential debates - they are now reserved for hyperbole and "fundamental beliefs"...I suppose I just wish the time presidential candidates spent in front of millions of people could be used better to drive awareness about issues that those millions of people could impact in positive ways.
@maryanneconlin For some reason I couldn't "like" your post... so... "Like!"
@Erin F. @RebeccaTodd @barrettrossie I was the kid that wouldn't stop asking questions either... I suppose nerdom payed off. :-)
@barrettrossie Not counter-intuitive at all! I was going to write more about the reality that PR is just hard these days... but I was already exceeding the character-count most attention spans can handle. ;-)
So there are a lot of different arguments taking place in this post, and some I agree with, and some might be a little misguided.
First off, risk: Yes, it is a problem within our industry and there are a lot more campaigns out there that "play not to lose" instead of "playing to win."
Second, a lack of creativity: Yes, there is a lack of creativity that goes into many PR campaigns out there. I wouldn't necessarily say that all (or that many at all) are poor PR campaigns are cause by the work being executed by interns cold calling and submitting crappy press releases. I feel like one of the biggest hindrances is actually over-vetting ideas and the group think that is a product of excessive approvals and reviews.
Third, advertising more creative? Hardly. Many PR campaigns are executed with less budget and more barriers, so I would argue you need to be pretty damn creative to break through the clutter. Advertising has the advantage of selling "reach" as their key value-add which enables them a larger paid audience - which is different than being more creative. (not to say there aren't a ton of brilliant people and campaigns in advertising - just that it isn't apples to apples).
...so when it comes to Pizza Hut, yes, they took a risk, which I commend to a certain degree. No, I don't think it was successful; I think it was a commercialization attempt of a presidential election which has already been battered by over-politicization and a lack of integrity. That said, I'm glad we're talking about it. I think there is a lot to learn from the points you've put forward.