It's all about the STORY!

Posts tagged ‘web’

The Day the Web Went BLACK–the people still have mad power in government!

Link to full article here:

I recently wrote an article on the web blackouts. Old media versus new media and all that jazz. What happened? Minds changed in Congress, including the authors and major supporters of the bills. Why is this an epic turn of events? The people, armed with the new media tools (social networking, emails and websites) and old school tools (phones and conversations) were heard and made change happen. How? Read the link above.

With the old guard of the powerful recording industry and motion picture industry working hard with Congress to pass the Stop Online Piracy Act (SOPA) in the House and Protect I.P. Act (PIPA) in the Senate.

New media giants answered back wielding a powerful sward—the support of the people. Facebook, Google, Amazon and many more have been communicating directly with Congress on ways to improve the proposed legislation without impeding progress in technology and communications whilst rallying worldwide awareness through their massively popular sites.

And one by one, emails and phone calls poured into Congress opposing the bills from all across America. Petitions were signed in mass and brought forward. The internet giants were quickly impacting politics in a fashion never seen before.

How did they do this? January 18, 2012, the internet went black. Well, not exactly. Several internet sites went dark in protest to SOPA and PIPA. This marks the first time in history that major internet sites used their substantial power to communicate a single message to the people and to the government. It worked.

Wikipedia and reddit were among the most dramatic internet sites to “go dark” in protest. Neither of these sites were accessible when you went to their sites on this fateful day. Wikipedia did have a few different ways you could get around its blackout and still use the site if you insisted, such as via mobile phone and tablet apps.

Other internet big shots used their power to communicate with a mass audience in different ways. Google put a black banner over its famous Google logo that lead to an on-line petition against the proposed bills, which it encouraged its users to sign. Facebook took on a life of its own in the social fashion that is all Facebook—its users spread the message on a viral scale…


While protests are notorious for making a lot of noise at worst and raising awareness at best, this one had teeth. . .

While the premise of preventing piracy is a legitimate concern to protect the intellectual property rights of creators and those who lay claim to the ownership of such things, most agree, upon hearing a resounding cry from across the land, that the legislation proposed needs significant changes. These changes include language that ensures progress in technology continues and people can continue to use this platform in innovative ways.

What might possibly be even more significant than all of this change of hearts and minds is that the people have learned, first hand, that they have not lost total control over their government. Perhaps with support of new media and the platforms they provide, change, meaningful change, is possible.

It’s worth studying this grand accomplishment to see how in the future, the people can wield this powerful sward again. Yes, the new media giants had a lot to do with this change as well. But, it wasn’t until the people spoke up that Congress echoed its collective change of heart. Now, let’s do this damn thing again!

Again, here’s the link to my full article:

New Media Communications Consulting: for the beginner–how to avoid scams and paying for ineffective strategies

So, you want to hire a communications consultant to help boost your on-line marketing effectiveness? That’s a great idea. But they keep talking in acronyms you barely understand such as SMO and SEO without really telling you want it all means–why it’s valuable to you.

SMO and SEO are acronyms of great meaning in the world of communications consulting and new media marketers. If your idea of social media optimization (SMO) is posting all your family vacation photos AND videos for your “friends” to see in a couple clicks from your mobile device, you’re not alone. However, this leaves you in a difficult position when you go to hire a communications/marketing consultant to manage your business’s social media campaign.

Social Media Optimization is all about driving unique visitors to your website and business and ultimately creating customers and supporters of you brand/products/services/cause. At its best, SMO will identify and attract unique visitors of a certain profile who are most likely to be current customers, potential customers and/or supporters who will help spread the word about your brand/products/services/cause. Clearly, this could make a huge positive impact on your business’s success.

This is similar to another buzzword, search engine optimization (SEO), where a set of strategies, used properly, will help drive unique visitors to your website and business. Again, at best, the strategies employed will target a particular type of visitor who has already demonstrated some interest in a topic addessed by your business as evidenced by their web search interests, etc.

So, what we are focusing on here is not just SMO or SEO but target marketing. Marketing that targets a group of customers whom businesses have decided to aim their marketing strategies/messages and likewise their products and services.

Why does this matter? You will have far better success in turning 1,000 unique visitors to your website into customers/supporters if they are already interested in your products/services or at least show signs of fitting your target market’s demographics. For instance, it isn’t very helpful marketing a new micro-brewed beer to a group of individuals who are responding to blog posts on how to survive unemployment.

While this may sound obvious, I’ve said all of this to say this: beware of communications consultants/ marketers who try to feed you an SMO (or SEO) plan, which doesn’t strategize for target marketing. I’ve seen far too many consultants pad up clients Facebook “friends/likes” and Twitter “followers” with thousands of fellow marketing professionals whose personal profiles contain thousands of “friends/likes/followers” whom they follow and whom follow them.

For the most part, this is a worthless strategy, attracting nothing but marketers looking to pad their followers numbers and who have no interest in your business, products or services at all. They will not interact with you and help you build meaningful collaborative relationships, and they will not help you gain more customers or supporters. What they will do is often fill your view of messages from followers with endless chatter and make it difficult for you to decipher a true supporter from one who is just padding your numbers.

I say for the most part, because there are exceptions where this is useful. These exceptions exist when you are referring to income generated from ads and click-throughs etc. In some of these cases, large numbers of followers can help generate revenue for you, but certainly not the loyal supporters of your brand/products and services you need for true business sustainability. Plus, it doesn’t represent the best that social networking has to offer in terms of augmenting relationship-building, two-way communication and loyalty among customers and potential customers.

Beware of consultants who can’t or don’t map out a SMO plan for you that includes target marketing. There are far too many in this field who are looking to pad their own pockets with your money for merely padding your numbers of social media followers, conning you into thinking they’ve done a great job. What value was brought to the table for each strategy implemented? That’s the question you need answered. This will determine the value of your consultant.

Tag Cloud