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On October 10th, I was interviewed by Sarah Wurrey and Jen Zingsheim of Media Bullseye. It was an honor to be asked. Many thanks to Sarah and Jen. The session was called “Social Media and the Meltdown”.
We talked on three topics.
First we talked about how rogue and anonymous employee bloggers can post a threat to their employers - but can provide a service to their fellow employees. This may be especially important in slowing economic times where companies tend to cut back and often do so in a insensitive manner.
We then discussed how online reviews and/or complaints, while still relatively new and not as prevalent, pose a disproportional threat to companies because of their reach and longevity.
And finally, we took a look at how social media might be affected by the recession. I don’t really paint a rosy picture as many of us in social media have yet to develop solid case studies with tangible ROI or haven’t been able to develop many direct relationships with clients (as opposed to been outsourced to via ad agencies and PR firms).
Thanks again to Sarah and Jen!
1 Comment » Posted on October 20th, 2008 by Jonathan Trenn
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With all the discussion on what social media is, what it’s future will be like, who will control it, I often feel we fail to see the forest for the trees.
I see it as too diverse of a phenomenon to pin down with one easy definition. Its applications go far beyond the neat capsules that can be used to pick a particular department or function that should “own” it. Social media is creating, empowering, and accompanying a paradigm shift in the way we use all media.
Are we fully there yet? Of course not. These are only the early stages, part of an evolutionary process that often comes step by step. But those steps are happening and happening and soon we’ll look back and be amazed how far we’ve traveled. Then before we know it again, we’ll be stepping again and look back again and we’ll be amazed how much we’ve come from that first time we looked back.
Yes, organizations are going to have to harness social media in ways that they can benefit from, to reach ROI. This means trying to create some sort of structure for it without “siloizing” it. Very difficult indeed.
I’ve tried to lay out what I see social media as. Not from a specific definitional standpoint, but from a several miles up point of view.
Interested in your feedback… Read more…
No Comments » Posted on July 30th, 2008 by Jonathan Trenn
There’s a neat experiment debuting tomorrow (July 28) at 12:00 from the pressroom of the Star Ledger in New Jersey. It’s called Ledger Live and its billing itself as a “new kind of news show”.
It will be a short midday segment of local news, hosted by veteran reporter Brian Donohue. The stories will be daily briefs and features. It says that they’re going to tap into the local citizen media types - bloggers, vloggers, etc. That will mean some quality control, but it’s my guess that they can pull it off if they’re diligent.
I am, however, a little skeptical of these efforts because they rely on an audience that’s not there yet. And there’s no proof that they will be. Will people care about relatively light stores? I don’t know. It will depend on how expensive it is to maintain this format.
I do think that, done right, it could easily develop that sense of community that I’ve been talking about. That’s important. I’ve seen a lot of these efforts start out all hype - mostly from idealistic citizen media evangelists - who overestimated the potential.
And I can almost see it happening here. The one comment they have is “I am so proud of you guys. You have done a GREAT job. Congrats to all. you are about to change the newspaper business forever. ”
Change the newspaper business forever? Same rhetoric I heard two years ago.
Here’s a clip:
No Comments » Posted on July 28th, 2008 by Jonathan Trenn
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The current legal battle between Viacom and Google/YouTube is going to have significant ramifications beyond today’s headlines. It’s getting surprisingly little play amongst much of the social media digerati, but it’s something we all need to be aware of.
The lawsuit and the proceedings around it are truly a sign of the times. It’s a direct outgrowth of what we’ve been emerging via the internet over the past several years. Sites such as YouTube have essentially become free communicative vehicles to not only view, but share and alter video productions of all types. The concept of “share” is important because most of us use it. But in reality, it is a nice way of saying “distribute”. And from distribute comes distribution - a fundamental with tremendous legal ramifications.
Alter is a tough one too. The “mash-ups” that many in social media and digital marketing talk of enthusiastically can be as problematic. As, I guess, it should be. At least in some cases. An artist creates an original piece of work. Then distributes it, usually netting some sort of financial gain. Others take it, and now because of new tools can alter it and redistribute it. Many times this new process leads to lost potential revenue for the original artist. Read more…
2 Comments » Posted on July 11th, 2008 by Jonathan Trenn
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On Monday, CBS Television Stations announced the launch of what I think will be a great step in the direction of web based mainstream and citizen generated news. They are launching the CBS Local Ad Network in which local stations will syndicate new content to local bloggers and social media sites. This news will be delivered via news widgets that will link to video and text news of the local stations.
IN exchange for hosting the widgets, the bloggers will receive a share of the local ad dollars that are sold by the station.
How is it a win-win-win-win situation?
The will extend the CBS news media brand both on a national and local level by integrating news content with local blogger with a following. While it takes some of the focus off the broadcast model, it could potentially easily be made up via web usage. The network will seem innovative while the local affiliate could develop deeper ties to the local community. Bloggers and social networkds could increase their visibility and bring in more traffic. Advertisers will get greater exposure.
I like the idea.
4 Comments » Posted on March 20th, 2008 by Jonathan Trenn
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