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Posts Tagged ‘Guy Kawasaki’

How Should Brands Respond to Tragedy on Social Media?

Boston!This post was co-written by the author and his wife, Stephanie Coffee

Horrific events that shock and captivate entire nations, superseding all other news—tragedies like the Newtown shooting and last week’s Boston Marathon terror attack—are thankfully rare. And yet, as we all know, social media and the 24/7 cable news cycle have intensified the public’s focus on these national crises and their aftermaths.

Now that the Boston case has been resolved with amazing speed by state and local authorities, we can examine the media response to last week’s events from a PR perspective.

As communications professionals, we know that the public doesn’t just demand (accurate) news as it breaks in times of crisis. They also value reassurances and statements of support from sources they follow on social media—sources that include their favorite brands.

At least one brand has already demonstrated the dangers of an inept response. So what should public entities and the people who manage their accounts do?

What NOT to do: 

  • Don’t tie the event into a promotionEpicurious (which is usually a very good food site) gave us a perfect case study on Monday with its tone-deaf promotional tweet encouraging followers to buy specific Boston-themed products. We won’t go into why it was a terrible idea because that should be painfully obvious. As another example, who can forget Kenneth Cole’s infamous Egypt uprising PR Fail?
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! 

Don’t Miss the Discount for the Next Social Media Marketing Boot Camp

Wednesday, May 11 is the last day to take advantage of the early-bird discount available for mediabistro’s upcoming Social Media Marketing Boot Camp.

This online conference and workshop will span eight weeks, starting June 9. Join conference leader Jennifer Neeley (@jennifered) for keynote speeches, how-tos, and networking to help you successfully market your business (or your client’s business) using social media tools and platforms. Special guests will include Guy Kawasaki, co-founder of Alltop.comCharlene Li, founder of Altimeter Group; blogger, author, and tech evangelist Robert Scoble; and many more.

Click here for more information about the conference, the special discount, which can save you $100, and how you can get a free gift worth $149. Sign up today!

MB’s Next Social Media Marketing Boot Camp Coming June 9

Mediabistro has announced the next Social Media Marketing Boot Camp, starting June 9 and running online through July 28. The online conference and workshop offers participants keynote speeches, how-tos, and interaction about incorporating social media into your business.

Among the special guests will be Guy Kawasaki, author, former Apple chief evangelist, and founder of Alltop.com. He’ll be talking about social media relationships and their impact on business, advocacy, and other areas in his keynote “The Power of Creating Delightful, Voluntary, and Mutually Beneficial Relationships With Social Media.”

The next installment follows the success of the current boot camp, taking place through May 11. Don’t miss the next Social Media Marketing Boot Camp! Click here for more info and to register.

Win a Paid (!) Internship with Affect Strategies

Affect Strategies has opened The New York Intern Project for entries. Prospects should go to the Project’s website and explain why they would make a great intern with both a written essay and a photo or video by April 8. The selected intern will get a three-month position in New York, a $5,000 housing stipend, and $5,000 spending money. Wethinks that should fall within the PRSA guidelines.

Four judges will help with the decision: Guy Kawasaki, Alltop and Garage Technology Ventures founder; Mashable’s Erica Swallow;  Sandra Fathi, Affect’s founder and president; and Leslie Campisi, VP and partner for the agency.

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Study: Retweets Tend to be Noun-Heavy and Use Third-Person Verbs

zarella02.gif

This past spring PRNewser asked several PR pros for their advice on how to get content re-tweeted. As blogger Dan Zarrella notes, in an interview he had with web entrepreneur and investor Guy Kawasaki, Kawasaki told him the Tweetmeme Retweet button is, “the most important button on the web,” as it allows one’s content to reach hundreds or thousands of people.

Now, Zarrella has conducted research into the “factors surrounding retweets.” He writes:

When I looked at the parts of speech that occur in retweets versus those that occur in normal tweets, I found that retweets tend to be noun-heavy and use third-person verbs.

This pattern is reminiscent of newspaper headlines. Highly retweetable headlines talk about someone or something doing something.

Read his full report here.