This week, our digital marketing communications class has taken a closer look at how corporations and organizations are creating social media units to assist with the new age of communication.
Many companies, including FedEx, UPS and Coca-Cola have brought in teams to focus on the likes of Twitter, Facebook and other sites to ensure they are reaching their customers, watching their brands and providing information through every facet of social media available. Yet, some companies have not jumped on board the social media bus. And, maybe they will be left behind; maybe not. One thing is clear: social media changes at warp speed, and you'll need a fast car to keep up with this bus.
So, why are some companies not catching a ride? Well, there are probably many reasons, but Barb Dybwad recently hit on two in an article on Mashable about why company execs love and fear social media. First reason: they don't really know/understand it (51 percent according to this survey). The second reason: they view social media as a security risk (41 percent). I think the latter is a valid point. Using social media is supposed to make you more transparent. But, for many companies that can pose a threat. How information is distributed and portrayed via these social mediums can impact the company's bottom line. Employees may be posting information about the company, information can be leaked via these social networking sites, etc.
So, legal has to be engaged and involved in what is taking place regarding social media. And, this can be pretty tricky. Anyone who has ever worked with legal units knows that they walk a very straight line (well, the good ones do), and getting them to loosen the reins on a medium that is used to running free, is challenging.
As companies consider bringing in or creating a social media unit within their organization, it is important to look at all of the pieces of the puzzle to make sure they are working in tandum. In doing so, the company can focus on what they see as the value of social media (see survey in Dybwad's article).
I'm just typing out loud. I don't have the answers. I'm just a passenger who is trying to take in all of the sites as we continue our journey down the digital highway.
Wednesday, September 30, 2009
Monday, September 21, 2009
Please Don't Stop the Music
Well, we are into week four of the digital marketing stratosphere and things continue to boggle my mind. This week's hot topic -- digital music and the marketplace. It's been an interesting look into the world of satellite radio, digital streaming, on-line radio and so much more.
As an avid music lover and fan of iTunes, I love that music is so accessible to the world. But, I feel so old. I remember the days of going to my local mall to buy my records. Yes, records. I'm that old. I can vividly remember fingering through the 45s, looking at the great album covers and taking my hard earned allowance to buy Michael Jackson's newest hit. Ah, those were the days...
But, just as the Internet blew open the windows of the world to 24-hour news, shopping and sports, it also has given music new life. Now, artists -- both known and unknown -- can share their creations with hundreds of millions of listeners via on-line radio or social networking sites. What is so great about this new age of digital music is that you feel more connected to the artists than ever before. You get e-mails and tweets from "them." Videos are readily available via YouTube (since MTV really isn't "music television" anymore), so now you can go back to enjoying the videos. The latest concert dates and other news are right at your fingertips.
In an article on wired.com -- http://www.wired.com/epicenter/2009/04/social-networks/ -- Eliot Van Buskirk talks about how social media outlets are both a blessing and a curse. He talks about social media being both good and bad for artists/musicians.
While these mediums provide access to broad markets, as they provide an avenue for people to trade and share music, often without paying for it. For years, many music/social networking sites have been battling it out with record labels over royalties. That fight is about to get bigger as ASCAP and BMI -- two of the biggest American agencies hired to collect royalties -- are now going after royalties on previews (i.e., the 30-second sound bites you get on iTunes before purchasing a song). It's unlikley this battle will end any time soon.
So, is there a silver lining? As Buskirk notes, possibly. The lining may come in the form of advertising revenue. Demographic information obtained through these social networking sites could be the bait they need to attract more advertisers. Data will readily be available to attract advertisers who are specifically looking to target their products to particular group or audience.
I love the line from Buskirk's, "Picture advertising as caterers at an online party. It’s easier for them to choose which drinks to serve if they know Early Man is playing."
So, will the caterers be able to deliver the music? I guess we'll have to wait and see.
As an avid music lover and fan of iTunes, I love that music is so accessible to the world. But, I feel so old. I remember the days of going to my local mall to buy my records. Yes, records. I'm that old. I can vividly remember fingering through the 45s, looking at the great album covers and taking my hard earned allowance to buy Michael Jackson's newest hit. Ah, those were the days...
But, just as the Internet blew open the windows of the world to 24-hour news, shopping and sports, it also has given music new life. Now, artists -- both known and unknown -- can share their creations with hundreds of millions of listeners via on-line radio or social networking sites. What is so great about this new age of digital music is that you feel more connected to the artists than ever before. You get e-mails and tweets from "them." Videos are readily available via YouTube (since MTV really isn't "music television" anymore), so now you can go back to enjoying the videos. The latest concert dates and other news are right at your fingertips.
In an article on wired.com -- http://www.wired.com/epicenter/2009/04/social-networks/ -- Eliot Van Buskirk talks about how social media outlets are both a blessing and a curse. He talks about social media being both good and bad for artists/musicians.
While these mediums provide access to broad markets, as they provide an avenue for people to trade and share music, often without paying for it. For years, many music/social networking sites have been battling it out with record labels over royalties. That fight is about to get bigger as ASCAP and BMI -- two of the biggest American agencies hired to collect royalties -- are now going after royalties on previews (i.e., the 30-second sound bites you get on iTunes before purchasing a song). It's unlikley this battle will end any time soon.
So, is there a silver lining? As Buskirk notes, possibly. The lining may come in the form of advertising revenue. Demographic information obtained through these social networking sites could be the bait they need to attract more advertisers. Data will readily be available to attract advertisers who are specifically looking to target their products to particular group or audience.
I love the line from Buskirk's, "Picture advertising as caterers at an online party. It’s easier for them to choose which drinks to serve if they know Early Man is playing."
So, will the caterers be able to deliver the music? I guess we'll have to wait and see.
Monday, September 14, 2009
The Future of E-Zines: Will digital bury print?
The digital age has certainly changed the face of communication. The new technologies are making information faster than ever and accessible to people from all walks of life, no matter where they may live or work. The question on my mind is where will the digital age take us?
This brings me to the "e-zine" or on-line magazine. I have to be honest; this is an area of digital technology where I have not joined the band wagon. Give me a printed magazine over an on-line magazine any day. I like to tote my Time magazine with me to the beach, on a trip or any other place I might want to read. I may skim on-line versions, but if you want me to really read it and take it all in, print it. No Kindle or other electronic reader is going to change that for me. But, I am pretty proud of the fact that have added the Time Blackberry application to my phone, a major step for me. So, I guess I should never say never.
Let me say that electronic magazines offer some very wonderful benefits. Content is typically updated more often and includes information that was not included in the printed piece. On-line magazines also offer the opportunity to be more graphically appealing with the addition of more photos, videos and other bells and whistles. And, on-line magazines provide interactivity between readers and the authors of the various articles and pieces in the magazine.
But, what is the future of the e-zine? Will traditional print publications fall by the wayside? These are tough questions. Many (actually most) magazines are still doing print and complementing the printed piece with a digital edition. And that equals a lot of work. For all of the effort, how much money is being spent on digital platforms and how much is the return?
Stateofthemedia.org has a great article on the future of digital magazines, as well as the new trends in digital media and how those trends are affecting the bottomlines. I encourage you to check it out at http://www.stateofthemedia.org/2009/narrative_magazines_digitaltrends.php?cat=6&media=9. It's a great piece.
The article notes that on-line magazines still aren't able to attract the readership of some of the largest newspapers and TV outlets, something many have been trying to do. Additionally, revenues from the digital versions were a very small percentage (just two percent in 2007) of the overall income of the magazine. The projected growth in revenue in 2010 is only expected to be seven percent. Not enough to drop the traditional print versions.
To make up the revenue, many magazines/publishers are looking to sell archives, including Life which hasn't been in production since 2000. Time Warner hopes that the archives, as well as the ability to purchase images from old publications, will help generate much needed reveune. Both Newsweek and Time are following suit with similar endeavors. But as noted in the article, if current trends remain the same, the future of most magazines will not rely on the Web.
It will be interesting to see what the future holds for e-zines and print magazines. I can't predict the future, but I do believe there are wonderful opportunities for both. During the next few years, you will continue to see a mix of both, with the on-line versions focusing more on the now and providing new opportunities to engage readers. I can tell you that this blogger will probably continue to be "old school" and read her printed pieces. Or, if the magazine is only available online and offers the "print" article feature, I'll be clicking the "print" button.
This brings me to the "e-zine" or on-line magazine. I have to be honest; this is an area of digital technology where I have not joined the band wagon. Give me a printed magazine over an on-line magazine any day. I like to tote my Time magazine with me to the beach, on a trip or any other place I might want to read. I may skim on-line versions, but if you want me to really read it and take it all in, print it. No Kindle or other electronic reader is going to change that for me. But, I am pretty proud of the fact that have added the Time Blackberry application to my phone, a major step for me. So, I guess I should never say never.
Let me say that electronic magazines offer some very wonderful benefits. Content is typically updated more often and includes information that was not included in the printed piece. On-line magazines also offer the opportunity to be more graphically appealing with the addition of more photos, videos and other bells and whistles. And, on-line magazines provide interactivity between readers and the authors of the various articles and pieces in the magazine.
But, what is the future of the e-zine? Will traditional print publications fall by the wayside? These are tough questions. Many (actually most) magazines are still doing print and complementing the printed piece with a digital edition. And that equals a lot of work. For all of the effort, how much money is being spent on digital platforms and how much is the return?
Stateofthemedia.org has a great article on the future of digital magazines, as well as the new trends in digital media and how those trends are affecting the bottomlines. I encourage you to check it out at http://www.stateofthemedia.org/2009/narrative_magazines_digitaltrends.php?cat=6&media=9. It's a great piece.
The article notes that on-line magazines still aren't able to attract the readership of some of the largest newspapers and TV outlets, something many have been trying to do. Additionally, revenues from the digital versions were a very small percentage (just two percent in 2007) of the overall income of the magazine. The projected growth in revenue in 2010 is only expected to be seven percent. Not enough to drop the traditional print versions.
To make up the revenue, many magazines/publishers are looking to sell archives, including Life which hasn't been in production since 2000. Time Warner hopes that the archives, as well as the ability to purchase images from old publications, will help generate much needed reveune. Both Newsweek and Time are following suit with similar endeavors. But as noted in the article, if current trends remain the same, the future of most magazines will not rely on the Web.
It will be interesting to see what the future holds for e-zines and print magazines. I can't predict the future, but I do believe there are wonderful opportunities for both. During the next few years, you will continue to see a mix of both, with the on-line versions focusing more on the now and providing new opportunities to engage readers. I can tell you that this blogger will probably continue to be "old school" and read her printed pieces. Or, if the magazine is only available online and offers the "print" article feature, I'll be clicking the "print" button.
Wednesday, September 2, 2009
Social Media Divide
This is a first for me. A blog. I've written blogs for others (that's what PR people do), but have yet to dabble in it myself. Well, there are firsts for everything.
Last week, I started an on-line class toward a graduate certificate in digital marketing communications. It's been only a week and my head is already spinning. Facebook, Twitter, Kindle and more. It's hard to get a pulse on these new social media vehicles, let alone my arms.
Facebook - I think I have an arm around it. It is something I use occasionally for personal use, and more recently, it has become a popular communications tool for my job in alumni relations. We use it regularly to post information, alert our constituents about upcoming events, and as a means to engage. Of course, who knew there was such a difference between a Facebook group vs. a Facebook fan page? Okay, so maybe you knew. We are still learning and growing.
Things are changing rapidly...Facebook is embracing Twitter. Social mediums embracing other social mediums? In August, Facebook added an application to allow users to simultaneously update their Facebook page and Twitter posts (http://mashable.com/2009/08/20/facebook-twitter-app/). Good news for the people who maintain these sites for their businesses/organizations.
The new age of the digital frontier is moving at an unprecedented pace. How will businesses and organizations keep up with that pace and what new doors will open for consumers as a result of the rapid change?
During the next few months we will be examining digital media and how businesses, organizations and others are using the various digital vehicles it to market products and services to their consumers. And, in the end, I hope it will help to bridge my digital divide.
Last week, I started an on-line class toward a graduate certificate in digital marketing communications. It's been only a week and my head is already spinning. Facebook, Twitter, Kindle and more. It's hard to get a pulse on these new social media vehicles, let alone my arms.
Facebook - I think I have an arm around it. It is something I use occasionally for personal use, and more recently, it has become a popular communications tool for my job in alumni relations. We use it regularly to post information, alert our constituents about upcoming events, and as a means to engage. Of course, who knew there was such a difference between a Facebook group vs. a Facebook fan page? Okay, so maybe you knew. We are still learning and growing.
Things are changing rapidly...Facebook is embracing Twitter. Social mediums embracing other social mediums? In August, Facebook added an application to allow users to simultaneously update their Facebook page and Twitter posts (http://mashable.com/2009/08/20/facebook-twitter-app/). Good news for the people who maintain these sites for their businesses/organizations.
The new age of the digital frontier is moving at an unprecedented pace. How will businesses and organizations keep up with that pace and what new doors will open for consumers as a result of the rapid change?
During the next few months we will be examining digital media and how businesses, organizations and others are using the various digital vehicles it to market products and services to their consumers. And, in the end, I hope it will help to bridge my digital divide.
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