November 29, 2011 § Leave a comment
As the holidays draw near and crime becomes more prevalent, be careful what you’re posting on your social networking sites. Before you “check-in” on foursquare or add a location to your facebook posts to show you’re at that cool resort away from home, make sure you realize you’re telling everyone on the internet that your home will be vacant and vulnerable to robberies. As sad as it is, we all need to be careful, more so around the holidays. With the economy still in trouble and people more desperate then ever, don’t underestimate your fellow man. Criminals who intend to rob homes over the holidays pay close attention to social networking sites to discover when you’ll be away from home.
This doesn’t mean you need to go buy a state-of-the-art home security system. It just means that you probably shouldn’t be broadcasting that no one will be home over the weekend to everyone on the internet. Basically, think before you post. If whatever you’re posting could in any way put you in a vulnerable position, just refrain from posting it.
Besides, you can post all the cool vacation photos and updates when you get home.
October 7, 2011 § Leave a comment
In the past, the primary advertising platforms were TV, radio and print. The problem with these platforms is that advertisers are only able to hone in on a broad demographic of people. Yes, daytime TV commercials advertise to stay at home moms and commercials on MTV cater to young adults. However, young adults consist of a large range of different people, whether they are men or women, who are 13 years old or 27. If you ask me, there is a big difference between the types of products a 13-year-old boy is going to buy compared to those of a 25-year-old woman.
Social Media is changing advertising, and quickly. With the addition of social media to advertising campaigns, brands are able to get their names out there, and to the exact person they want. Facebook and Google provide advertisers with all the information they need in order to advertise the perfect brand to you. Have you ever noticed how the ads on the right side of your facebook page seem to appeal to you, maybe more than the commercial for the sonic that is 50 miles away from where you live? That’s because facebook takes your gender, age, location, interests and everything else about you, and gives it to advertisers so they can create the ad that relates perfectly to you.
The other big appeal of online advertising is the fact that it’s actually measurable. Advertisers can measure the number of clicks, the number of views, the number of people who “like” the product, etc. Measuring these allows Media Planners and Social Media Specialists to calculate Click-through-rate, click-per-cost and click-per-lead ratios. With these results, clients are able to calculate a more accurate Return on Investment, making social media a valuable aspect of advertising. (Idea Industry, Brett Robbs and Deborah Morrison)
This is our advertising reality. There’s no need to create a one-size-fits all advertising campaign, when you can produce relevant advertisements to a specific target audience, if you wanted to you could even target a specific person. Advertising is changing and I don’t see it changing back any time soon.
September 7, 2011 § 1 Comment
Here at Abraham Harrison, we know the importance of social media in a public relations campaign. Many PR agencies use social media in their campaigns to help gain awareness for their client’s brand and product. However, campaigning through social media cannot simply be done by just anyone with a facebook account, at least not successfully. You need to have a social media strategy, know the people you want to connect with, and not under or overload the public with your message.
With social media booming as a way to market to your publics, PR needs to own up to the responsibility of integrating social media into their campaigns. PR and social media go hand in hand; you can’t be successful with only one. Just because social media is a newer marketing tool doesn’t mean you can throw all the old tools out the window; just the same, you can’t get away with only marketing through events and advertising without using social media. From the World Internet Stats, 30.2% of the worldwide population is using the internet. With this number continually growing every day, why would any PR professional pass up this ideal platform to market their client’s product?
Many people don’t know how to successfully market online. You have to develop a strategy to promote your client; you can’t just blindly create a twitter account and expect it to have a positive impact on the brand. With a social media strategy you want to connect with the early adopters, the online creators and the critics. These are the people who are going to write about your client’s product and help generate awareness. Word of mouth marketing is one of the best ways to market a product, and the people reading online reviews are more likely to believe the average blogger than a company representative. Therefore, the PR agents need to connect with the bloggers, creators and critics as they test out and promote the brand and product.
Social Media Specialists are taking over the PR world. They are gaining awareness about their client’s brand and products, most of the time with a cheaper price tag then the “old fashioned” PR tactics. It’s time to reposition yourself in the PR world and try some new tactics, if you haven’t already. Familiarize yourself with this online world. Embrace it. Accept it. Social media is the new now; don’t get left behind.
August 17, 2011 § 3 Comments
With piracy laws continuously developing and expanding, is it possible that YouTube could soon be shut down? Every minute, twenty nine hours of video is uploaded YouTube. Some believe that if you can’t police it, then it should be shut down. Personally, I would rather stream twenty nine hours of video a minute from hundreds of millions of sources than five sources that make the governmental cut.
The history of piracy within U.S. entertainment from Doctorow Video on Copyright and Piracy shares insight on piracy’s evolution:
In the first part of the 20th century, sheet music composers would sell their music to performers. When recording devices were invented the performers then started recording the composer’s music to gain popularity and to make a larger profit. This is when the composers said that what the performers were doing was piracy and that the entertainers couldn’t sell their compositions without permission. The allegations were thrown out the window, just the same as when record labels tried to sue radio stations for broadcasting their music, when broadcasters tried to sue cable companies for selling their shows and when cable companies tried to sue Sony for the VCR because people would record their cable.
Now Sony and the studios are trying to sue the internet for piracy. How is this different than what anyone else has done in the past? It might actually be taken seriously this time.
A year ago, the US Immigration and Customs Enforcement and the U.S. Attorney for the Southern District of New York announced the launch of “Operation in our Sites,” a program designed to shut down Websites associated with copyright infringement or crimes related to counterfeiting. According to TechDirt, the operation has already seized at least 82 domains.
“Operation in our Sites” is not the only program designed to prevent piracy. Introduced by Senator Patrick Leahy, the Protect IP Act, (Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property Act of 2011), was proposed on May 12, 2011. It is aimed at denying access and linking to Websites encouraging infringing activities, especially those registered outside the United States. The Act has not yet passed. It follows Leahy’s prior attempt, the Combating Online Infringement and Counterfeits Act,which failed to pass in 2010.
With so many attempts to censor the internet, where is it heading? To increase the health of the cultural realm we need to allow more people to participate in the internet and its development. Is blocking specific sites targeting our right for the freedom of information or protecting the rights of the content’s creators? You tell me.
This post was originally written for Marketing conversations.