The ages-old question: What makes a good blog?

Yes, I have a blog, but it doesn’t mean that it is any good. While I may find that my musings and perspective on emerging media is the greatest thing since sliced bread, others may not. While I may find my writing style entertaining and informative, others may not. So this leads me to one question: what makes a good blog?

Many have discussed this topic, but I thought it was one to revisit since it is subjective. The following are components that I feel make a good blog.

1. A Compelling Headline. Yes, you need to capture a reader’s interest. And if you are simply writing headlines that don’t allow the reader to want to read more, then you have failed. Be creative and have fun.
2. Conversational. This isn’t formal writing. It’s blogging. People want to hear the voice of the blogger and not a brand. They want to see personality come through. Need some help in becoming more conversational? Check out these tips.
3. Timely. We live in a need-to-know-now world. No longer do we wait until the evening news to get the day’s headlines. Instead, we go online. The same needs to be true of a blog. Talk about topics that are top-of-mind and current. While some topics are timeless (like this one), others have a shelf life. Make sure your blog post isn’t developed past its expiration date.
4. Strong writing. Yes, a blog isn’t formal, but it still should possess correct grammar and supported points. With so many blogs out there, writing can truly make it stand out. In fact, great writing can make a boring topic intriguing. 
5. Humor. Yes, be funny and invoke some personality in the writing. A blog doesn’t need to be a stand-up comedy routine, but it should be entertaining and have hints of humor.
6. Engaging. Ask your readers questions. Have a discussion and do not just talk at them. If you are going to do this, then develop a white paper or a news article. A blog is not the tactic for this type of communication.
7. Passion. Be passionate about the topic. If you are blogging about it, it must be something near and dear to your heart. If not, then you may want to reconsider blogging about that topic and turn your attention to another area of focus. Let the passion come through in your writing.

These are my requirements for a great blog. Am I missing anything on this list?

Mobile Advertising: Is It The New Trend?

One of the few constants with emerging media is the fact that with each given year there will be a new trend. And according to some, 2012 will be the year of mobile advertising.

In a recent article from Mashable, one of the reasons 2012 is being deemed the year of mobile advertising is the fact mobile is coming to age. And, it truly is. Think about when mobile first came into play. They were text messages. Today, they are videos that are interactive. Consumers want to engage with the brand. But technology isn’t the only thing that is changing the focus of consumers. Consumers are looking for more and more ways to go mobile.

Today, we cannot live without our phones. How many times do you feel lost without it? Now, think about how many times you have used an app to make a reservation, check in for a flight and then watch a movie. Probably too many to count on one hand. Consumers are crazy for mobile, and in our constantly on-the-go society mobile advertising is a great way for marketers to reach consumers.

Yet, will there be resistance to mobile by consumers? It seems like this is just another way for marketers to reach us. And, yes, from a marketing perspective I love this idea, but as a consumer, do I need to be connected to advertising 24/7 as well?

In a study conducted by Park Associates they found that nearly 40% of those interviewed were not receptive to receiving advertisements via their mobile phone. Granted, the study was conducted three years ago, but it does show that people are going to be resistence to this change. Just because more and more people are having smartphones, does not necessarily mean they are receptive to advertisements. The bright spot: in the same survey those in the younger generation were open to online advertisements.

With such a large investment being made in mobile, do you think marketers’ efforts are futile since people are still resistance, or is this a great way to reach a younger audience?

Super Sunday: Twitter and its Social Media Strength

By now, we have all recovered from Super Bowl Sunday festivities, and we have gone about our normal daily routines. Well, unless you are still sulking in the Patriots lose and celebrating the Giants victory.

According to NBC News, this Super Bowl was the most watched event in American history, but the Super Bowl didn’t only set records on the airwaves, it also set them on Twitter. In fact, according to an article in the Washington Post, there were 12,233 tweets per second at the end of the game. This demonstrates one thing: the power of social media, and in particular, Twitter.

I knew this week’s blog post would have to center on the Super Bowl, but I wasn’t quite sure as to how. Would I focus on Madonna’s halftime performance, or would I focus on the fact that Peyton Manning was never shown during the telecast? Or could I talk about how Gieselle Bunchen’s comments about New England’s receivers went viral? The options were endless, but as I saw the statistic on how many tweets were sent, I knew I had my topic.

While many have questioned the power of Twitter (how can you fully express yourself in 140 characters), the microblogging site is experiencing tremendous growth with more and more people flocking to it. One of the reasons to explain the site’s growth is word of mouth. Simply put, people are talking about the site and wanting to see what it has to offer. A study conducted by MIT found that early adopters of Twitter were young techies in cities such as Boston and San Francisco. When these individuals started to talk about the site, buzz grew and more and more people found the power that is Twitter.

One of the most powerful components of Twitter is that it allows individuals to engage with both individuals and brands. Twitter places a wide variety of information on a vast amount topics at your fingertips. In fact, according to Twitter’s Adam Bain, 80% of Twitter uses click on a link to find out more information. The other 20% either retweet or tweet. These statistics provide strong insight into what Twitter brings to the table for companies and individuals. Twitter affords people the opportunity to share information – articles, surveys, videos, pictures and more.

Twitter celebrated Super Sunday with a super strong showing, and this momentum should carry it through the kickoff to next football season and beyond. But, what do you think? Is Twitter going to maintain its strong position? Or, is it even the strongest social medium out there?

Content is King

You have a brand website. You have a blog. You have social media networks. You have banner ads. And, yes the list of tools and resources you utilize on a daily basis to extend your brand’s awareness and educate consumers goes on and on and on. But, how do you  make sure that you have fresh and interesting content to keep consumers coming back for more? 

Content is key to the success of your emerging media efforts. Even back in 1996, Bill Gates commented that content would be king of the internet kingdom and drive its overall success. But as Gates points out, the word “content” takes on an even broader meaning now that marketing has shifted to an online presence.  No longer is content simply just newsletter stories. It is videos, podcasts, tweets and Facebook posts. It is the lifeblood of the brand, and it must be interesting enough for people to share with others, and it must encourage people to interact with the brand. If it does not accomplish these two objectives, then you may have to rethink your content…and overall emerging media strategy.

Ask questions. Be creative. Provide thought leadership on trends. Check out this recent article from USA Today for more tips. And while it may be geared toward small business owners, it provides valuable ideas that any brand can use – regardless of size.

Yet, how do you plan for great content? Yes, sometimes inspiration just comes to you, but let’s face it, even the greatest marketer hits creative roadblocks. I tend to either brainstorm or walk away from the task and work on a completely different project. Yes, I know these are two very different approaches, but each has proven beneficial to me. Maybe those suggestions will help you, maybe they will not. This list also provides some great ideas to get those creative content juices flowing. Are there any creative content approaches that are missing?

 

Questions Weighing on a PR Person’s Mind

As a PR pro, there are two questions that seem to constantly come up in conversations with clients as well as in the IMC program at WVU are: how do you measure success, and what is the next big thing?

It has been argued time-and-time again that impressions and ad equivalencies are a thing of the past. Yes, it is finally time to say goodbye to the cost per column inch (I hear old school PR pros rejoicing throughout the country). Yet, as we say goodbye to one form of success measurement, we are about to welcome a new way to measure, especially in this emerging media world in which we live.

I found this recent blog post from measurement guru Katie Paine especially interesting. Paine details her 10 predictions for measurement in 2012. I agree with her on many points. For example, we will be competing for media coverage over the Olympics and the presidential elections. Note to self: start thinking of my media hooks right now for my clients.

I also concur that mobile will be even more predominant in our market and measurement will be a must. In fact, a recent study conducted by InMobi demonstrates that smartphone and tablet use will continue to grow in 2012 meaning that mobile needs to be on the radar screen of every marketing communications professional. And, as such, it will be critical to develop different ways to measure mobile success. I foresee us measuring success through not only engagement, but also through how people are reaching a site. For example, are people using a standard PC to reach your website, but are they using a smartphone to access it? If so, it is critical that your website has a mobile version. Too, make sure your site can easily be read on a tablet.  By determing the device on which your audience is reading your site, you will be better able to tailor not only your site, but other marketing outreach initiatives as well. 

One of the areas in which I don’t agree with Paine is in there will not be a new Twitter or Facebook. Yes, Twitter and Facebook have had explosive growth, but after reading this article in The Washington Post, I began to think whether or not is it possible for the next big thing in social media to happen this year.

As more and more people turn to other methods to search for news and information, could the next social media phenomenon appear this year? It could, and it may. In emerging media, the one thing I have learned is that you cannot make absolute statements because it is definitely a world of the unknown and the next big thing can come to the forefront tomorrow.

What do you think?

The Blackout

January 18, 2012: was it bigger than the blackout that rocked much of the east coast in 2003? While lights didn’t suddenly go out across homes, many websites went dark in protest of SOPA, the anti-piracy bill that has been swirling around Congress.

The blackout was a coordinated effort by some websites, including Wikipedia, asking consumers of the internet to take some sort of action  – writing their Congress person, signing a petition – to demonstrate your opposition to a bill.

An article posted to the LA Times yesterday afternoon, nearly 49,000 people had “liked” the Against the Online Piracy Act page on Facebook, and Google reported that nearly 3 million Americans had signed one petition or anoterh demonstrating their opposition to the legislation.

Information was swirling about SOPA yesterday, and with every person that opposed the Act, there was another opinion associated with it. This morning, I was happy to see that the Public Relations Society of America had taken a stand against it. As a member of PRSA and the president-elect of the Greater Cleveland Chapter, I tend to look to the organization for further insight about timely issues directly impacting the industry in which I work.

Here is PRSA’s statement:

We respect the protection of a company’s or individual’s intellectual property rights, while also firmly believing in the freedom of expression and the continuation of an open and unrestricted Internet. As such, we oppose the Stop Online Piracy Act (SOPA) and the Protect IP Act (PIPA). It is the opinion of PRSA that SOPA and PIPA, as currently written, overreach, threatening the innovation and development of the Internet.
Consumers should have access to legitimate content. Copyright owners should have practical means of protecting their works that also consider and serve the public interest. And technology companies should be free from undue legal or regulatory burdens.
We take today’s news that members of Congress wish to revise both bills as a hopeful sign of a renewed willingness to compromise in a way that balances the competing interests of all parties.

It is our hope that lawmakers will not impede the growth of the Internet or the public’s access to online content by passing laws that aim to censor and unnecessarily target content providers and search engines in an arbitrary and capricious manner.

I agree with PRSA in that I am hopeful that congress will revisit these bill and see the damage they will cause. What are your thoughts? Do you think Congress will listen to the outcry?

Coffee, Shower, Emerging Media…Just A Part of the Daily Routine

The alarm goes off. I immediately turn over and grab for my smart phone. I check my email (both work and professional);  see if I missed any text messages while I was in dreamland; review my Twitter and Facebook feeds; jump to the local news site for major headlines and the weather; make a Words with Friends move; and maybe even read a few of my favorite blogs. 

It’s just another typical morning for me, and it is evident that emerging media is part of my daily routine. Some may say I’m addicted. I prefer to say that I like to be connected. I’m not alone in my need to immediately look to my social media sites in the morning.  In fact, according to a 2010 survey from Retrvo, nearly half of American adults check social networking sites before they are out of bed. In addition, 16% say this is how they get their daily news. Look at more fun facts from this survey, here.

Do you have the same morning routine as me? Do you think you might be addicted to social media? Look at this checklist to see if you exhibit the signs of a social media addict.

Now, all kidding aside, emerging media is a part of our daily lives, and this is what makes it so very important to us – whether you are constantly logging onto various websites or not. It is how we interact with friends (both new and old), how we get our news and how we expand our horizons. It is the new way to communicate, making it critical to both understand and embrace.

We live in a world that continues to change and evolve, which makes emerging media so compelling. Every day, it is different. What is new today, may not be new tomorrow. Remember MySpace? Remember at one time when a company having a blog was so very unique? Remember when you had to call a number to interact with the customer service department of a company?

Why all these questions? Because, the answers to them demonstrate how the media world in which we live has changed. Our world is content-driven – content can be developed quicker and distributed quicker. We live in a society that has emerged itself in media, making emerging media a critical component to our daily lives as marketers and citizens. Look at this speech from Michael Pranikoffs the director of emerging media for PRNewswire. Here he talks about how emerging media is a very much a part of our lives, even if we do not realize it.

Did anything in this video surprise you?