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Blake Gernstetter

Razorfish’s Rachel Lovinger on Using Semantic Web to Boost Brand ‘Findability’

For public relations and marketing professionals, semantic Web technology opens new doors for getting your message out there, and to the right people. Writer Katie Bunker asked Rachel Lovinger, content strategy lead for Razorfish and speaker at’s upcoming Semantic Web Summit, to explain how semantic Web helps “findability” for brands:

“There are two main ways that semantic technology can contribute to findability. Some brands, depending on the type of content they create, can publish their content with markup that identifies key pieces of information on the page, for example a price or an address. This information can then be surfaced by search endings directly in the search results, helping the audience connect with valuable information about the brand more quickly,” Lovinger said.

“Additionally, brands can use semantic tools to help thoroughly tag their content with relevant descriptive terms. This not only improves the chances of people finding their content in general Web searches, it increases the accuracy of the brand’s own site search.”

Rachel Lovinger discusses how publishers must find engaging ways to re-package their content as products and services with a distinct value to customers at the upcoming Semantic Web Summit East Nov. 16-17 in Boston.

David Gaspin: Be A Brand Evangelist to Advance Your Career


dgaspinPRN.jpg If you’re angling for new PR gig or a promotion, you might find that a sparkling resume isn’t always enough to beat the competition — especially when it comes to the burgeoning world of social media. Ahead of his talk on career management at Mediabistro Career Circus August 4, Condé Nast director of talent acquisition David Gaspin tells writer Jennifer Pullinger what new media professionals can do to get ahead.

“The single most important skill that new media professionals need is the skill of evangelism. If you’re hired as a Web editor, blogger or social media facilitator for an established traditional media brand, chances are that your boss doesn’t fully understand what it is that you do.”

“Besides performing your job duties (producing three written pieces per day, gaining 1000 followers, whatever it may be), the unspoken and just as important function that you have to perform is to make sure people know what you’re doing and why. Make them believers, and you can write your own ticket.”

David Gaspin reveals how to manage your media career online and off in his upcoming panel discussion at Mediabistro Career Circus on August 4 in New York.