Tuesday, January 31, 2012

Less is More

Let me beat the dead tweet: brevity wins.

From Strunk & White to Twitter, say it clear. Say it fast. Use active verbs.

Piling on to repeated jeremiad along these topics here, Poynter gives us some research to back up the idea that the best social media messages are short and punchy.

Hmm. Just like good headlines in the past.

Because they are headlines.

Cue my Harry Truman quote: The only thing new in the world is the history we don't know.

Morph it here: The only new media theory is what we have forgotten.

Previously: Essential Twitter || It's really 120 characters || Write for the format || The present tense || Writer's almanac

Monday, January 30, 2012

Yet ANOTHER Social Platform?

Pintrest is the latest boomlet of social interactivity. Taking cues from previous upstarts, it is semi-closed (a user has to invite you) and it is somewhat random in the slosh of images and "pinned" (read - "likes") items.

Think you get to create your own Oprah like List of Things I Love.

Who uses it? Hard to get a handle so far, but I can tell you that my own anecdotal evidence is it breaks about 70/30 female audience. But how do you put marketed content into the Pintrest stream? Here's a brief primer from PRSA's email today on how writers can use Pintrest.

The platform is vastly different depending on the interface. The best experience, in my opinion, is using the full browser version on desktop. There is an app, but it is the worst -- fewer sorting options and controls. In between is the "m.pintrest" that you get from say an iPad or other mobile.

What's the impact? Why of course there is an infographic straight from Pintrest that is filled with self-important numbers.

But think back to a link from a few days ago about the "surprise" factor of finding news? Now, consider Pintrest as the "surprise" ability to go shopping. A lot of what is on here are products, "pinned" by users. Friends recommending products and wish lists of things they'd like to have.

So, is Pintrest merely the Sears Wish Book for 21st century adults? Maybe. But one statistic in the Pintrest infographic makes it worth watching as the next component to a social media strategy (let's face it kids, geo-locating via FourSquare and SCVNGR just isn't catching on in the mainstream).

Pintrest's traffic is up over 400%, and is driving more social referrals than Google+. That is a major "oh snap" considering the resources, including traditional media ad campaign, that is going into Google+.

Darn those internets. Don't they understand they are suppose to use the Googles and not the upstarts?

Today, Pintrest after a very word-of-mouth roll out has jumped to fifth in referral to sales websites. Closing on Yahoo, not that far behind Twitter. Development that bears watching for all our merch.

Monetate came up with the numbers, and along with the info that traffic is past 10 million for Pintrest, they provide this quick assessment:

Oh, and Pinterest raised $37 million in funding last year and has an unconfirmed valuation of up to $200 million. So, if you haven’t paid much attention to it yet, you might want to start.

If you want to see the whole graphic or grab it for your blog, jump here for Monetate.

At What Cost Speed?

The passing of Joe Paterno provided national news outlets the chance to re-learn the basics of Journalism 101.

It also provided the public a chance to see the sausage being made.

The highlights: CBS Sports picks up new media and student media reports that jumped the gun on what everyone knew was coming. The big question -- who really feels the need to be the first one to report Joe Pa's death?

Networks who want to be remembered. Well, guess what? We all certainly remember who screwed it up.

These days, the metric might be don't be first, in fear that you might have to walk it back.

Poynter went to town last week on all points of the compass. CBS compounds its error by not being forthcoming with its apologia -- laying it at the feet of a "source" which was a local media outlet, Onward State.

How short our memories as no less than NPR lead the way on being burned about Gabby Gifford's "death" during the Arizona shooting just over a year ago.

The beauty of analysis here comes from Craig Silverman of Regret the Error fame who now is at Poynter (to their great bonus, I might add). He hits the nail square on the head in his piece, bringing along Jay Rosen to point out that "there is no glory in being first" in these new media days.

Silverman eviscerates CBS in his analysis. Won't give it away, but it's worth the read.

He follows up with his take on how Associated Press was protected from both Paterno and Giffords by its policies.

ADDENDUM: Nice OT blast from the Indiana University based National Sports Journalism Center written by Michael Bradley. Manages to invoke the Pope.

Sunday, January 29, 2012

Is It Better to Look Good than be Good?

Did anyone else miss the passing reference by the NIKE rep that the new Platinum series basketball uniforms?

Apparently NIKE really believes in the old Fernando school of looking mahvelous: It is better to look good than to feel good (or, be good). Check the quote toward the bottom of the story" "there's this emotional side of wanting to look great"

The Platinum Series

Sunday, January 22, 2012

Catching Up

Been a fast last two weeks, and apologies to all who have missed this space. Some quickies before starting back on deeper subjects.

If you have not read last month's WIRED magazine story about flash mobs and they dynamic of on-line communities, you simply must. Both halves of the audience - the SIDs and the university types. As you get midway through it, and the discussion shifts to the way the crowd sees itself (especially relating the the DJ's promo become riot in LA) I'm going to ask you to think back to the message board driven events of Arkansas in the late Houston Nutt era and the North Carolina football business with Butch Davis.

Next, Joe Pa's early demise driven by social media and the desire to be first. Echos of Gabby Giffords. Much food for thought later this week.

Finally, can I just say again - !!!!! doesn't equal volume in social media. It looks childish. Because it is, especially when you can't stop using them all the time. This is Arianna! This is Craig! And now, they are going to do the perfect cheer! All those ! look just about as genuine as those Spartan cheers!

Friday, January 13, 2012

Another Decision Tree

If the genesis chart for how to manage response on social media wasn't to your liking, check out this hipper one from David Armano of Edelman Digital. It has an extra twist or two, and does advocate a lot of private discussion off line from social with the upset. I like that touch.