The PR Super Bowl (and Other PR Blog Jots)

Using Social Media to Create Super Bowl Ad Buzz

Pop! PR Jots

Jeremy Pepper discusses the upcoming advertising showcase also known as the Super Bowl, where 30-second ads are selling for $2.6 million.  Pepper notes that smart marketers are using social media to create buzz about their ads (and therefore their products) long before kick-off, as they are posting snippets of their ads online and sending clips to prominent bloggers. By posting on social media sites like YouTube and Diggnation, marketers are wisely using new PR technologies to ensure the largest possible audience for their spots come game time. “Yes, the Super Bowl is a big day for advertising, but the reality is that it's a bigger day for PR. PR runs with the ball (ha! football pun!) and gets the clips out there, works with the vertical trades prior to the game, and works with the mainstream press after the game. The PR component is huge, and the opportunities are huge.”

More on Blog ROI

Twopointouch

Ian Delaney weighs in on the new research released by Forrester that measures ROI for a corporate blog.  Delaney thinks the project was a very good idea, but wonders if the metrics it uses are similar enough to make the comparisons and resulting calculations accurate. In other words, while supportive of corporate blogs, Delaney does not think they can be accurately compared to advertising or marketing costs. “It’s pretty hard to measure the returns on something that’s actually very different to its alternatives by costing up those supposed equivalents. Having a business blog is not the same thing as doing some PR, some advertising and some focus groups. It can allow you to achieve some of the same aims, but it also has its own unique benefits that aren’t easily achieved in any other way.”

The SMNR Audience

PR Squared

In light of the recent flap over the social media news release (SMNR), Todd Defren examines the nature of the SMNR audience—assuming that for the most part it is not solely made up of journalists, as is the case with traditional news releases.  He stresses that the point of the SMNR is not to reach out to journalists, but to reach anyone and everyone looking for content or information, as SMNRs can be found via search engines, “digged” and used as a person sees fit. “In terms of their potential influence on the fate of a company, these Web authors can be as important as any mainstream news reporter.  The Social Media News Release provides these authors with Web-based content that they can readily find, cut & paste into their own content efforts.  Just like the traditional reporter can.”