Snake Oil, or the Real Deal? (and Other PR Blog Jots)

The Real Deal
What’s Next Blog
One of the debate topics at last night’s Social Media Club Boston event was whether anyone could actually call themselves an “expert” in social media—it’s a consistently discussed topic, with solid arguments on both sides. BL Ochman argues that the term is perhaps overused, and argues that there are specific criteria one needs to meet before they can say they are the “real deal” in social media marketing. Notably, that marketers are actually creating ROI campaigns that produce results (that is, traffic and sales). She highlights a few examples of experts out there that are the real deal. “Social Media Marketing is helping companies to add tools including blogs, wikis, widgets, audio and video broadcasting, social networks, user-generated content, and peer to peer ratings to their communication mix. The purpose of social media marketing is to engage enthusiasts and existing customers in an interactive community in order to drive more traffic and sales. This creates a highly involved audience who recognize and interact with the brand clearly.”

"O", Really?
Media Guerrilla
The task of measuring social media—be it results of a program, influence or reach—is a constant topic of discussion and debate in the PR blogosphere. Mike Manuel lays out three “O” rules for social media metrics, breaking it down into “outputs,” “outgrowths,” and “outcomes.” He admits that his approach is simple, but that’s what I find compelling—I think occasionally social media measurement becomes more complicated a task than necessary. “Keep in mind, all of this is just one approach to measurement — an admittedly simple one for an increasingly complex web. I tend to think social media measurement will always be half science/half art, and maybe for that reason, always be a headache too, but hopefully this gives folks one guy's framework to pivot and build on.”

Comcastic?
Crisisblogger
The new anti-Comcast site Comcast Must Die has caused a flurry of blog posts about what the Bulldog Reporter is calling Comcast’s "PR nightmare.” Gerald Baron notes with some concern that what is truly troubling from a crisis management standpoint is that the anti-Comcast blog wasn’t started by a no-name youth with too much time on his hands. Instead it’s run by Bob Garfield, a highly respected marketing expert and writer. Since Jeff Jarvis’ much-publicized victory against “Dell Hell,” Gerald wonders if Comcast might have a problem on their hands with a legitimate voice complaining so loudly about their service. “So, bright, entreprenuerial writers like Garfield who know the weakspots of corporate leadership, can accomplish two things at once. They can build an tremendous audience and their own celebrity by becoming the next Jeff Jarvis and get the self-actualization satisfaction that they can change the world for the good by getting Comcast to respond.”

Here to Serve
Common Sense PR
In another rapidly spreading meme, bloggers are questioning the relationship between PR and customer relations. Kami Huyse, Brian Solis, Susan Getgood, and Todd Defren have all posted on the subject, and Eric Eggertson gives an excellent rundown of their thoughts as well as his own. Eric argues that the line between customer service, and PR is definitely blurring. Putting the right people as the face of your company is as important as ever, but PR teams need to be more involved at every level. “Influencing how people perceive your brand is a contact sport that requires active listening and honest discussion aimed at making the customer’s life better (and hopefully earning a profit while doing it). That’s not something you leave to the CSR, or to the CEO. You have to get in the game and do your part.”

Comments

[Kami Huyse]

Katie Paine has long measured PR campaigns by Ouputs, Outakes and Outcomes. The ways to measure each of these are more complex than meets the eye. Outcomes are generally the most important from a business perspective.

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