Archive for the ‘Content’ Category

Professionals still have the journalistic edge

Thursday, December 10th, 2009

The role of the citizen journalist is clearly here to stay and, with the speed of delivery and monitoring of breaking/trending topics through the social media, this role is only ever likely to be strengthened.

However,  this doesn’t mean the end of the line for the professional journalist – a point well made in Jeremy Porter’s recent post.  Having trained and worked as a broadcast journalist, I know that the ability to point a mobile phone in the direction of a major event happening in front of you doesn’t automatically make you  a journalist.  It creates plenty of informed observers and that is only to be welcomed if, as in the case of Ian Tomlinson’s death during the G20 clashes in London, observational reality  can become a conduit to justice.

Major incidents, such as the Paddington rail crash, have plenty of eye witnesses who were only too keen to share their experiences on what was happening – although social media was in its infancy in 1999 when that particular event happened.  In that case there were BBC journalists travelling on the trains involved and it was they who called on to provide objective, descriptive and relatively balanced reports at the scene within minutes of the event and in subsequent news bulletins.

Although professional journalists may not always be immediately on hand for every incident, it is a safe assumption that during major, newsworthy events (the Hudson river plane crash being another example), the news-hungry public may turn to citizen journalism social media for their instant gratification, but will still rely on the professionals to undertake the gathering, filtering, editing, summarising and opinion-forming to deliver the ‘bigger picture’.

Long may it continue!

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Moving content.

Tuesday, September 22nd, 2009

Those people who know me will not be surprised with my banging on about the importance of good content.  What may surprise them is that sometimes content can move me to tears.

Yes – music, lyrics, films, a paragraph in a book…if it’s well enough written or executed, words – or a combination of words, sound an image – can really get to me.  Sometimes it just creeps up on you and catches you by surprise, or just sums up professonal and personal life in a way that presses all the right/wrong buttons.  Like it did this morning when I was surfing around some of my regular blogs and Writing Boots came up with this one.  It’s not a new concept, but the execution is just beautifully done.

Content matters and, yes, it can even make the most cynical copywriters cry!

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Channels of anti-social media

Friday, August 21st, 2009

David Murray’s call for help and a father and son conversation has really got me thinking.

Social Media exponent Shel Holtz’s response to Murray’s plea is certainly helpful in clarifying the issues of time management in communication.  Interesting stuff and good that David has also taken time to respond in kind – that’s the conversation that Shel is talking about.  But it also made me think about my own contributions.

The reality is that you can’t be all things to all people and you can’t be pleasing all of the people all of the time.  We all have businesses to run and whilst content is an important part of Net.Mentor’s, it’s not just social media.  As with all communication, I think we have to understand that any channel, whether Twitter, Facebook or (whisper it) the printed word,  is just that…a channel.  We don’t read everything all at once and, even if you’re female or a journalist, we are only really capable of processing two or possibly three channels at one time.

It has to be about balance – and succumbing to the pressure of “I have to be out there” is going to kill us in the end.  My 86 year-old father has just given me GBH of the ear’ole for not sitting and spending time just talking with him.  “I’m too busy” is the reply.  “But I don’t understand what you do:I can’t see it, I can’t touch it, it’s all so…..intangible”.  Maybe, just maybe, social media is “anti-social” media.  Rather than spending telling the rest of the world, shouldn’t we just appreciate the moment of being at home with a glass of wine and talking to our friends or family while will have the chance.  Our true friends are the ones around us, our virtual friends are the ones creating their lives vicariously.

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Push on!

Friday, May 29th, 2009

Push/pull communication is a subject of regular debate amongst my CIPR students, but a blog post by Jeremy Porter in Journalistic about this subject and ‘interruption marketing’ set me thinking about a current strategy I’m using with a client which combines both push and pull.

Porter’s premise is that push and pull, when used strategically, can both work, although pull is preferable.  But, most of all, that content is king – a point I made in a recent post and have been banging on about in our business for some time.

But Porter also raises the issue of interruptions and how this form of push can be offputting unless used strategically.  My recent experience would also suggest that a combination of the two can work powerfully.

Experts in their field of online learning, Akamas have recently started to address social media and web 2.0 for their own marketing communication.  Helped by the fact that they have in-house, recognised experts who are also excellent writers, blogging is likely to become a positive aspect of their communication.

However, as we all know, there are millions of individuals and organisations already out there and cutting through the noise to get noticed can’t just rely on Pull.  A strategy of writing for their own blog or business articles, but then notifying key online media editors seems to be paying off.   The push approach is interruptive, but only as far as saying – “we’ve written something that’s interesting and relevant to you, it’s posted on our blog or an in-house article, but please feel free to use it as an article or blog post yourself.”

The response, on the whole, has been very positive so far.  Let’s face it, an editor isn’t going to turn away relevant, well written content that may in itself create more traffic for a site that already has pulling power.

Eventually, any well written, relevant and engaging blogs should have enough of their own pull to make it onto the RSS readers or blogrolls of their key target audiences.  But in the meantime, the power of push and pull in two-way communication clearly has its benefits.

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