Once Again, Content and Voice Win

The separator between pedestrian and engaging social media -- the content.

Add in a distinct point of view -- or in the case of the Los Angeles Dodgers and legendary play-by-play man Vin Scully, a voice -- you have magic.

As in repeated and praised magic.  Earned media that can trump any other placements.  PaidContent.org shows a perfect example of the semi-traditional earned media, a story that covered what happened, but don't overlook the social earned media of retweets and comments.

When people asked me what an interactive blog was all about at sports events, I said it was like calling the game for radio with a keyboard combined with sitting in the middle of a virtual section of the stadium.

Scully is a natural -- both in voice and in text.