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Social Networks

No One Really Knows What ‘Engagement’ Means

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We do know what “creepy stock photo” means, though

Given all the endless talk about PR measurement and the fact that likes, shares and retweets are no longer sufficient ways to measure success for clients, you’ve almost definitely heard a lot of about “engagement” recently. Here’s the problem: no one can agree on what the word means–even the people who get paid for their expertise on the matter.

A recent survey of dozens of CMOs sponsored by the people at Thunderhead (h/t HubSpot) makes the scale of the problem clear.

Some numbers after the jump.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Why Social Media Managers Need to Manage Their Own Social Media

Don't be him.

…because if/when the brand they run makes headlines for social snafus, they become fodder for the tabloids. And then the Daily Mail can cover a Facebook post intended for friends and family and call it “EXCLUSIVE.”

We don’t want to encourage you to click on that dirty link, so we’ll sum it up: in following up on the beaten-to-death porn tweet story, someone at the DM did a Google search, found the guy responsible for managing social at U.S. Airways, visited his Facebook and LinkedIn profiles, and grabbed some personal–but not private–screenshots.

Par for the course, we suppose.

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STUDY: Is PR’s Focus on Digital Media Detrimental to Brand Storytelling?

BPR Infographic V5 - Stories-without-borders-infographic.pdfTurns out, while managing to cram powerful, sharable, effective brand messages into 140 characters is an undeniably valuable skill, PR’s focus on digital media might be drawing vital attention away from effective storytelling.

This is according to a recent report by Berkeley 360, titled Stories Without Borders—International PR in an Evolving Media World, which explores current research and trends to discover how the global media landscape is shifting, and what that means for PR. The report states that, “the media in most countries has been transformed by digital technology, but success lies in the story, not the delivery.”

As a press release about the study explains that while boundaries are disappearing between print and digital media, between online, social and mobile channels, and between brands and their customers, the world remains a culturally, linguistically and geographically heterogeneous place—and brands and PR professionals forget this at their peril.

While social media networks remain a great way to build and engage local communities and are essential ingredients for successful PR, research shows that over half of the world’s population reads a daily newspaper, and trade publications remain the best way to influence senior decision makers. In other words: the press release is not dead, and people still want to hear a meaningful, engaging, and full-length story about the brands and companies they interact with. Read more

U.S. Airways Calls Infamous X-Rated Tweet ‘an Honest Mistake’

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We finally have an official explanation for the tweet that broke the Internet yesterday via the New York Daily News.

No, the person who clicked the “tweet” button has not been fired–because he didn’t accidentally reveal his browsing history or share a particularly disgusting in-house joke.

It was simply the most successful act of Twitter trolling in recent memory.

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More Tips for Avoiding and Containing Social Media Crises

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It’s only Tuesday, and already this week has seen a year’s worth of headlines regarding major airlines and terrible publicity on social media.

The incidents–whether self-inflicted or not–were severe enough to inspire yet another round of questions regarding a brand’s ability to both stand out and defend itself online.

We spoke to Peter LaMotte, SVP at LEVICK and Chair of the firm’s digital communications practice, for insights on this topic.

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U.S. Airways Tweets Some Hardcore Porn

So now we now know which airline had the worst possible day on Twitter.

We’re not going to share the image in question because WOW, but we are currently trying to figure out what the hell happened.

Here’s the exchange that preceded what will almost certainly be remembered as history’s most unfortunate corporate twitpic:

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9 (More) Brands That Gave Us Their Takes on ‘Mad Men’

mad-men-poster season 7

While our own Tonya Garcia already offered a quick list of social media promos tied to last night’s “Mad Men” premiere, we couldn’t resist a follow-up.

See, there was one question we just had to answer: Is real-time marketing deader than Don Draper’s career?

Find out after the jump!

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UPDATED: American Airlines Customer Service Includes Reporting Terror Threats on Twitter

In case you missed it, many in our industry feel that social media management and customer service teams should work in unison. The idea is that the fall of the silos separating these disciplines will improve the performance of both.

American Airlines is one account that blends the two well, but yesterday a very odd interaction demonstrated, once again, the challenges of engaging with users in real-time. From BuzzFeed editor Samir:

Of course, the user in question is 100% responsible. But what’s the correct way to respond to a message like this one?

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WATCH: Netflix Goes to Prom, Proves Being a ‘Third Wheel’ Can be Epic

Call me old fashioned, but there’s just something totally un-romantic about propositioning a potential prom date via Twitter. That is, unless you’re courting a major company, not a classmate.

Seventeen-year-old Muthana Sweis, a student at Marist High School in Chicago, sent out the following tweet in January:

Hey @netflix if this gets 1,000 retweets will you go to my junior prom with me?— Muthana Sweis (@muthanasweis) January 30, 2014

In an appropriately-gushing response, Netflix accepted, tweeting:

We said yes! We’re third wheeling to #Prom2014 with @muthanasweis and his date: https://t.co/0AQKYrljxj— Netflix US (@netflix) March 28, 2014

So how exactly does Netlix “third wheel” it to prom? Well, for one thing, by providing some serious wheels.

Sweis got to choose between a few different TV-themed rides, and ended up selecting a classic ’50s Buick from “Grease” and a chauffeur dressed as John Travolta’s character, Danny. Oh, and for good measure, he also got wear a James Bond-esque tux. Read more

5 Reasons Why Your Clients Should Participate in the Shorty Awards

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So we attended the 6th annual Shorty Awards on Monday night. We did so not just to honor Sawhorse Media/Shortys founder and friend of the show Greg Gallant’s RSVP, but also to witness what has become something of a cultural institution.

While it’s true that we spent much of the evening hanging out in the press room and nursing a beer or two, we saw enough to believe that a win, nomination or sponsorship would almost certainly be a good thing for any client looking to stand out on social or target that elusive youth demo.

Here are five compelling reasons why (apologies if they closely resemble the reasons to participate in every other awards show).

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