10 ways to get the news using social media

If you have ever found yourself wondering how some people seem to know about every new technological development, current event, or even helpful obscure facts, this is how they do it.

The transition from traditional news media to social news media is well underway. Even the 500lb gorillas Tribune Co. and the New York Times are struggling to turn a profit. The Tribune has already filed for Chapter 11 protection and the Times is not far behind. A wave of remorseful nostalgia washes over many loyal readers, but a revolution of news reporting and gathering is happening whether we like it or not.

Despite the short-term turmoil of television, print and radio the revolution of journalism does not mean Armageddon for mainstream media. It is a signal to adapt to the methods already being used widely to obtain information. It is not enough anymore to simply have a news web site that is a reflection of the daily newspaper. Companies and news providers must engage their audiences in unprecedented ways. This is not nearly as difficult as it sounds, but it must be done quickly to stay afloat. Social media is the driving force behind this concept.

Here are 10 easy ways to get the news using social media:

1. Do not stick to one source of news media. Rule #1. CNN, MSNBC, Fox... they are good, but none of them will ever have the whole story or will be able to update you as fast as the following methods all by themselves. This rule applies for any news provider.

2. Use a news aggregator. No joke. Whether you choose to use an RSS feeder or customized homepage, this is must for anyone who uses the Internet. Here is a compiled list of web-based aggregators. If you are not familiar with bloglines or Google Reader, both provide step-by-step instructions on how to get started. Instead of surfing through your favorite online newspapers, blogs and mashup sites, assign them all appear on one homepage. This is one giant step toward maintaining mental sanity amid the inherent chaos of social media sites.

3. Follow news sources on Twitter. I am not just talking about the BBC and CNN. Click here to view a list of news organizations that have Twitter accounts you can follow. If you use TweetDeck, you can have each one you follow only show up in a special column on your screen. Remember that some are automated and others are manually managed.

4. Watch TwitScoop and Tweet clouds. Popular catch phrase terms and hashtags will appear in these tools. The bigger a word becomes in the "scoop" or "cloud," the more people are talking about it. Click on the word, and it will bring you to a site that will list every tweet related to it within the past few hours or days (your choice). Links to sources are often provided in these tweets. This is an unbelievably fast and accurate way to hear about news as it happens.

5. Start using Delicious or Digg. Or both, if you really want to be efficient. Either will provide you with a wealth of news and information you would never find listed on the Wall Street Journal's homepage or hear on NPR. I prefer Delicious. You can view my profile here.

6. Visit Technorati once a week (at least). Simply put, Technorati is an Internet search engine for searching blogs. It is a self-submission directory and web crawler which covers around 112.8 million blogs and more than 250 millions pieces of tagged social media.

7. Read and engage with iReport. iReport is a user-generated news site. This means the stories submitted by users are not edited, fact-checked or screened before they post. Some are tagged for usage by CNN. Obviously, I am not arguing that this is 100% reliable, but no news source on Earth is- let this be one more way to cross-reference what you hear.

8. Comment, retweet, and link to your favorite news and online information. Social media news exists because people are choosing to engage with it on a personal level. Return the favor, and the power of citizen journalism and information sharing will continue to grow at an exponential rate. The goal is to continue creating communities of people sharing data to ensure accuracy and comprehensiveness. People will notice what you do and will be inclined to share information with you that you may not have known otherwise.

9. Pay attention to group-generated blogs. There are thousands of sites that are maintained by groups of professionals in their respective industries. This is a reliable way to cut through the bull crap in news reporting and get information from the source. Think of it as cutting out the middle man of translation. Great examples for communications and technology-related fields are AdAge, Mashable and WIRED.

10. Subscribe to text-based updates from your favorite news sources. You can do this either by subscribing to the New York Times (or any other provider) or simply using Twitter. Simple as that. This is especially handy for people who don't want to pay for mobile web-browsing and are frequent travelers.

Get noticed through Facebook

While many students are racing to clean up their Facebook profiles, many are using the social networking site to their professional advantage.

On that note, I am happy to share that the Waggener Edstrom Staffing Facebook page, Careers with Waggener Edstrom, is live. If you are a Facebook member, I encourage you to add this page to your Favorites, become a Fan, and/or share the link with your Facebook PR contacts.

What to expect:

1. A photo album introducing the members of the Staffing Team
2. A listing of upcoming events at which various staffing team members will be in attendance (viewable once you log in)
3. Our WE Connect blog RSS feed, showcasing several of the Waggener Edstrom bloggers
4. Notes listing some of current agency openings
5. A list of agency awards
6. Several quotes from candidates complimenting the Staffing team

Love or hate what you have read, please feel free leave a comment or send me an email at pauljmatson@gmail.com

Who will hire me? GPA vs. Experience

In the field of communications and PR, the value of GPA vs. professional experience has been a hotly contested question for new grads and employers.

To undertake this dubious topic and shed some light on the issue, Waggener Edstrom recruiter Amybeth Hale and I recently administered a short survey to gather the opinions of practitioners and students alike.

From a working professional’s viewpoint, and especially one who works in the field of recruiting, I can tell you that through the years I’ve learned that no one really cares about your GPA, unless you’re studying law or medicine (and I’d agree that good grades are important for success in both those fields!) This is not to say, of course, that you should neglect your studies, but what it means is that employers are more interested in your activities and any experience within your field that you have gained while in school. Balancing experience with a decent GPA shows that you are well rounded and are able to handle multiple things at the same time. Even college professors agree with this; one professor said, “No one cares about GPA & no one asks. What people care about is what will translate directly into the job you'll do.”

Gaining experience, once you’ve graduated, is a bit of a Catch-22 – employers want you to have it before they offer you a job….but how are you supposed to gain it if you’re not offered an opportunity (a job) in which to gain it? As a working professional, I highly recommend pursuing internships and work experience while you’re still in college and these opportunities are relatively easy to come by. Burying yourself in books, cramming to get a perfect GPA, and devoting every waking moment to maintaining a 4.0 unfortunately doesn’t translate well in most employment situations. DO your best to maintain a well-rounded slate of activities. - Amybeth Hale, Waggener Edstrom

In favor of experience, a common argument is that PR and communications, unlike engineering and math or medical-based fields, is much more subjective in nature. Therefore, a strong GPA in these fields is inherently more valuable (if you solve an engineering problem incorrectly, the bridge falls down.)

"It shifts over time, but recent grads need a good GPA. Further into your career, experience matters more. I prefer bridge engineers, architects, and my doctor to have both."
- Jon, a working professional

In PR, innovation, originality and accuracy are king to being successful - there is no substitute for real-world experience. Conversely, a sturdy GPA (for the sake of argument, around a 3.0 and above) reflects strongly on commitment and time management throughout college.

"I could easily have a 4.0 GPA, if I spent all of my time focusing solely on my classes. Instead, I have a 3.5 GPA and a lot of relevant experience. I am active in PRSSA, PR Central (a student-run PR firm), the student government, and work for the university's public relation department 15 hours a week. There is a quote in the student organization center on campus: 'You can go to college and get a degree, or you can get involved and get an education'"
- Rachel, a student at Central Michigan University

Ideally, having both would be ideal. But what about the thousands of students with brilliant minds, plenty of professional experience but a 3.0 or 2.9 GPA? Is the person with one internship and a 3.8 GPA more deserving of that entry-level position?

"Experience has proven to be more valuable to me. GPA is a reflection of the classroom and oftentimes, class work is more of a means to an end. Not to say that I haven't had some great classroom experiences, but at best they acted as complements to what I've learned through my internships."
- Aaron, student at Ohio University

Based on the responses we received, I was very surprised to find that most practitioners value experience far more than an outstanding GPA. From my own perspective, this indicates that employers are able to holistically analyze a new grad's potential within their company. At the end of the day, an A+ in microeconomics and psychology is not the selling point to getting that coveted new job.

"Good grades are not as much an indication of ability in the student's chosen career area as they are of the student's ability to figure out what a teacher wants."
- Nan, a working professional

As more responses were gathered, it became increasingly clear that many employers agree a strong GPA is good, but will not be the sole factor in earning you a first job. Many students, however, often become worried that their GPA may be the first concerning factor in being considered for a position.

"In my opinion, a good GPA and professional experience should go hand-in-hand. Obviously, if you are a good student who works and studies hard, you are more likely to be prepared to take on the challenges of the professional world. A great deal of professional experience can be an asset to your knowledge and understanding of concepts learned in the classroom."
- April, a student at Ohio University

On the other hand...

"Relevant work experience... I believe is the best. You could be the worst student in the world, and yet be the most accurate candidate for a position. It's up to what you can do."
- Guido, a working professional

Students have long struggled over being required to take "irrelevant" classes. I argue in favor of an employer looking at a student's transcript, but paying close attention only to their core coursework and applicable courses. Work samples could also be provided that a student may have completed taking a particular class which could count as a subtle form of experience (especially for younger students looking for internships with little experience).

"Experience. The 'real world' experience from internships and organizations helps in molding a good overall professional."- Chelsea, a working professional

After reviewing this wide variety of opinions, I personally conclude that a strong GPA is valuable, but relevant experience and knowledge in a particular field will always take the cake.

Thank you for subscribing. If you have some insights you would like to add, please comment or send an email to pauljmatson@gmail.com.

How to pitch using social media

Whether you are solely a member of Facebook or go on a daily social media 50+ network binge, most people can generally understand the value of having an online profile. The key principle of Social Media is to connect with others (of relevant interest) and to share information not otherwise available through mainstream networks.

On the other side of the coin, however, is the use of social media for businesses and professional reporting. With social media tools, everyone is a reporter - but what about pitching to mainstream media? Since the advent of the Social Media Release (first created Todd Defren at Shift Communications) the evolution of virtual pitching has begun. As the authenticity of online users has increased, so has the number of tools to deliver a message to targeted news sources.

Here is a condensed list of tools I discovered from a Mashable author, Sarah Evans.

1. HARO (Help A Reporter Out) - Founded by Social Media adventurist Peter Shankman, the site has proven to be a highly useful and credible way for reporters and their sources to find each other.

The idea is fairly simple: First, you register as a source or a reporter. As a reporter, you simply submit your query to a distribution list. As a source, you will receive up to three emails a day listing the submitted queries, allowing you to 1) respond to the query directly or 2) refer them to someone who could help. If you are a member of the media, you would be crazy not to give this a shot.

2. Social Media Release Builder - It is difficult enough to learn HTML and XML computer coding, let alone build a SM release from scratch every time one is needed. Don't know what an SM release is? Click here. With a small fee, anyone can build a clean, usable SMR interface.

3. Wikis - If you represent a product or service that frequently appears in press release boilerplates, it's about time you built a wiki page. It's free, fairly simple, and gives reporter an easy resource to learn more about your product or service at any given time.

4. Media People on Twitter - The value of this list is obvious. Currently divided by country. FYI - this list was originally compiled and is maintained on a Wiki page. See the value?

5. Twellow - I recently posted a list of helpful Twitter tools, and this one is certainly one more to be added to the list. If you need find a story idea and people to interview, this is a great place to start. Search Twitter users by category. As opposed to justtweetit.com, Twellow is NOT self-submitted directory, which yields far more comprehensive results.

6. Beat Blogging - Whether you are looking to build a reliable pitch distribution list or learn about new trends from the blogosphere, this should be the first stop.

7. Ning - If I'm not mistaken, this is the same interface used by PROpenMic. The biggest difference between this platform and every other social networking site is that it allows users to create their own community. Fan pages, social networks, etc. are all possible and can be managed virtually for little or no cost.

Think of it as an advanced "Fan Page" on Facebook with a dedicated URL.

Helpful? I hope so. Leave a comment or drop me an email at pauljmatson@gmail.com. Follow me on Twitter @PaulMatson or twitter.com/paulmatson

7 ways to keep people interested

Rich or poor, there will always be one item everyone needs more: TIME. The inevitable suffocation of email, text messages, voicemails, newspapers, TV have streamlined the methods of communication. For both the everyday consumer and businesses, it is increasingly important to be as concise and relevant as possible in messages to both one another and to target audiences. This concept, of course, is not just relevant to the Social Media guru. It applies to virtually every available avenue of communication delivery.

7 ways to keep people interested in what you have to say:

1. It's not about you. Define your message and stick to it. EXAMPLE: If you wish to be followed on Twitter because you fancy yourself as legitimately knowledgeable in a particular category, 90% of your tweets should be relevant to that concept. A fellow Tweeter may originally chose to follow you because they find the links you post are helpful - not because they want to know your favorite and coffee and "are ready for Friday to be here." Analyzing any social media profile is an easy way to find the narcissists traversing the Earth.

2. Avoid abbreviations. It just makes your message sound amateur. No one wants to take the time to decipher your invented hieroglyphic language of shortened words. Similarly, sEnTeNcEs LiKe tHiS aRe eNdLesSly oBnOxIoUs. If you passed the 8th grade, use proper grammar. If you feel it is absolutely necessary to abbreviate, chances are, there is a more concise way to get your point across.

3. Headlines are king. (particularly in microblogging and texting) Your content may change the course of history, but if the headline is trash, your own mother won't even both reading it. Imagine scrolling down a list of hundreds of headlines all pertaining to the same subject... which link would you care to read? Use that formula for your own headlines.

4. You are not the CNN army of one. Message blasting is ego-tastic. Think of the little boy who cried "wolf". Don't be the little communicator that cried "everything I say is important, because I say so." Screen how much you share. Avoid the self-proclaimed experts, and don't become one. Timely, relevant and succinct messages sell themselves. Throwing up fifty new posts, headlines and press releases an hour will not earn you a big following... much less will it do much for your credibility. Peter Kim makes an excellent point regarding the building and maintaining of relationships through social networks.

5. Your brand is not your alter ego. This ties directly into credibility. If web authority is what you want, don't create a false identity. Be your brand - it's not your turtle shell.

6. Listen, listen, listen, jump in. You must give respect to receive it, but ALWAYS be willing to listen first and speak second. A target audience is a small town and people know immediately if you are new to the area. Don't immediately try to be the life of the party or you will become the new neighbor who wasn't invited to the 4th of July.

7. Expect the expected. Consciously build your brand, or people will do it for you. Contrary to guerrilla marketing, it it can always help to appear where your audience EXPECTS to see you. Call it the gray area of permission marketing.

If you have an insight or thought to share, please feel free to comment or drop me an email at pauljmatson@gmail.com. Find me on Twitter @PaulMatson.

The Best Twitter Applications

Before you read this entry, consider how you use Twitter. The following information is most useful for the moderate to more advanced user. For a quick background, read the provided links:
- What is Twitter? click here
- What should I Tweet about? click here

Twitter is not only a streamlined method of communication between people, but a way for users to obtain news, ideas and information not previously available. However, finding the right users to follow (aside from your little buddies) can be a difficult task. A short user bio simply does not provide an accurate assessment of who you might want to keep up to date with.

There are thousand different ways to use Twitter to search for topics or relevant information, find users, and manage your own account. If you have not been able to try out at least one of these applications, now is your chance to catch up on more efficient technology! This is your invitation to come out of the Twitter stone age.

To be clear, there are countless applications. These are a few I have found to be some of the best.

Desktop and mobile applications: Stop going to Twitter.com!
1. Twhirl - The most popular and convenient desktop item. Similar to an IM box.
2. Tweetdeck - The most useful and efficient, includes a subject and keyword filter, separating information of interest without staring at the Twitterfeed all day.
3. Twitteriffic - The application for the iPhone and iPod Touch only - download it if you own either!

Search: Only read what actually matters to you.
1. TwitterSearch - Search by username
2. TweetScan - Search by tweet and keywords
3. Twitterverse - See tweets appear on a world map, by location
4. JustTweetIt - New, but is a self-selected submission directory organized by categories

User Information: Wonder what kind of Twitter users people are?
TweetStats - Get the rundown on peak usage times, what people Tweet about and to whom. Just enter their (or your) username.
TweetWheel - Find out which of your friends follow each other on Twitter

Make money on your account
WhatsYourTweetWorth - Find out how much your Twitter account is worth, literally.
TwittAd - Sell the background of your Twitter profile page to advertisers, or advertise on other's pages

A Complete List of Twitter applications: By platform (Windows, Mac, Linux, etc.)
TwitterFan

Want to add more to the list? Thoughts on which application works best? Leave a comment or drop me an email at pauljmatson@gmail.com.

Five ways to keep up with Social Media

Web interfaces such as Twitter, Facebook and Google have been stealing news headlines left and right, and there are now enough Social Media phrases to fill a modern dictionary.

If you chose to go on a social media binge, it can be a challenge to keep four personal profiles updated with accurate information. Much less, do most people have time to stay ahead of new trends and tools that become available. How does one stay on top of social media without inducing a coronary or aneurysm?

Five simple methods that require little effort:

1. Stop watching Lost. Obviously, you have to make SOME time to learn. One can only begin to fathom the amount productive free time possible if one stops watching mindless TV.

2. Start an RSS feed. Instead of surfing web sites, simply set up Google Reader (it takes 60 seconds or less, proven) and start following relevant blogs, sites and developers. Each day, check it once for new content and read what appeals to you.

3. Google Alerts. This is how it works: type in a few key phrases (Social Media and Web 3.0, for example) and have Google do the research for you. You will receive emails, at an interval of your choosing, listing links and sites where your key phrases have appeared. Companies also use this method as a way to keep track of who is talking about them in the blogosphere.

4. Del.icio.us and Digg. You're not going to find everything by yourself. Social bookmarking provides an enormous advantage to peer into what others have (dugg) up. The Internet is too big for anyone to navigate solo.

5. Talk to others and pose questions. Word of mouth is still one of the most effective communication tools. Start conversations with people who are interested in similar topics and ask questions. Even if you don't think they would know the answer, brainstorming is the first step toward original ideas!

Three blogs to add to your RSS feed (these are all PR, marketing and social media pros):
Seth Godin
Brian Solis
Todd Defren

There couldn't be a more appropriate video for this post:


Helpful? I hope so. Send me an email at pauljmatson@gmail.com or leave a comment!

Cyberspace to Face-to-Face

This Friday, three other PRSSA members and I will be attending our first Tweetup in Cincinnati. I was turned on to this concept by head hunter, blogger, and "research goddess" Amybeth Hale. By loose definition, a Tweetup is a face-to-face gathering of people who have connected via the Twitter community. It is, simply put, placing a face with a tweet, and a fantastic way to enhance the networking process.

It is utterly astounding the number of ways that one can communicate and be introduced to people around the globe via the internet and social media. With the advent of the digital generation, however, the value of traditional modes of communication has increased. Three examples come to mind:

1. Letters and thank-you notes. Specifically, those written by hand. I wonder if my own children will even be taught how to hold a pen, or rather learn the "home keys" on their laptop. Maybe they'll be taking an iPhone typing class. When was the last time you sent a hand-written letter to someone... not on a holiday or birthday?

2. Phone calls vs. texting. Some of us spend enough time on the phone already, but simply calling someone versus emailing them can go a long way. Not to mention the response time is diced in half. Texting isn't always the answer. Podcasting and Utterz are also a nice way to make online connections a littler more personal.

3. Intra-office emails vs. face-to-face conversation. One consistentcy I have seen at several professional experiences - there is always atleast one person who would rather email you 10 feet away than get up and talk to you. There are exceptions, of course ('reply all' emails, invitations, the person is busy, and so on), but there are far more opportunities to stand up and approach them.

In any case, the concern should be in preserving the authenicity of online conversation and interaction.

Call it learning to shake hands and smile in cyberspace.

Comments and emails are read and appreciated. Leave one here, or please don't hesitate to email me at pauljmatson@gmail.com or message me twitter.com/paulmatson

What (and) When to Twitter

As a senior PR student, it has been exciting to watch so many freshmen and undergraduate students get into social media. Even though I have been studying public relations since day one of classes, it took me two years to begin to understand why social media matters.

I frequently receive questions about what some social media tools are and what purpose they serve. Some still say that they think Twitter is "creepy" and that blogging "does not make any sense."

Sounds like a generation that has been jaded by Myspace.

Somehow I doubt we'll be watching a Dateline episode of "To Catch a Tweeter" any time soon. On the topics of Twitter and blogging, the two most frequent questions I hear are usually either:
What do I Twitter/Tweet about? (or) What should I blog about?

The most succinct answer I have about Twitter is this: use the 70-20-10 rule. (Thank you, Angela Maiers) Generally speaking:

--> 70% of your tweets should be about sharing articles, tools or helpful links;
--> 20% should be a personal thought or insight;
--> 10% should be personal conversation or responses

If you ever need to send someone a message that applies ONLY to them, a direct message is more appropriate 100% of the time. Simply type "d + their username" followed by your message.

The best advice I've ever heard about blogging comes from Seth Godin (granted, he is host to one of the most widely-read marketing blogs on Earth). Read it here. This was the last article I read before I began blogging in 2006.

Got a question? Please drop me an email at pauljmatson@ gmail.com or follow me on Twitter username: twitter.com/PaulMatson. Please subscribe!

For the PR pro: New Media tech tips

The New Media realm is rapidly evolving, and I have begun to realize that it is extremely helpful to have knowledge of both how to use new tools AND how they work. The beauty of effective online public relations (utilizing a variety of social media) is the ability to gain wide exposure at basically no expense.

Staying on the edge of what is possible with new media, here is a list of 8 tips that can help a PR pro stay on top of digital brand building:

1. Blog searching. As simple as it may sound, the search engine used to troll industry blogs can be a critical part of evaluating a company's reputation online. Google Blog Search and Technorati are usually good places to start.

2. URL rewriting. People pass along links constantly, using anything from emails, SMS, social bookmarking, etc. However, word of mouth is still the most potent form. Rewriting a web URL to an easy-to-remember format is key to maximize a web page's mobility.

3. Cloud Computing. Simply put, cloud computing is a technology in which tasks are assigned to a combination of connections, software and services accessed over a network. The network of servers and connections is collectively known as "the cloud." Using an access point, such as an iPhone, BlackBerry or laptop, users can "reach" into the cloud for resources as they need them. Extremely handy for tech PR. A good example is Google Applications.

4. Traffic Monitoring. There are a variety of ways to track unique visitors and visitation time of web sites. Keeping track of these statistics is an essential way to continually redesign a page to a format that is most effective for the target audience it is intended to reach.

5. Social Media Applications. The most common example for Gen Y is the use of Facebook applications (coundowns, bumper stickers... basically little additions for a users profile). There are plenty of ways to develop these applications for free, then brand them with a company's message. Almost 90% of Facebook's applications are made by third party developers. It's the same story for applications used in conjunction with the iPod Touch and iPhone.

6. HTML blog and web utilities. The development of simple HTML or XML code can made into handy utilities for people's blogs or websites. By distributing the code for free, users can add them to their personal sites. Again, free exposure. The only catch for these tools (as well as SM apps) is to make the utility actually useful. The more unique, the better.

7. Keeping tabs on new content aggregators. RSS readers, feed readers, and search readers are just a few examples. With the explosion of SM getting larger every day, these tools are undoubtedly going to play a vital role in the consolidation of a user's multiple profiles and feeds.

8. Not SEO... SMO. Social media optimatization can be an enormous benefit to a brand entering the new media market. As most regular users are familiar with the idea, by allowing a web site's visitors to "join" and create a personal profile, loyatly and frequency increase while the bounce rate decreases. Additionally, it makes it much easier for common users to interact with one another. Facebook Chat is a great example of optimization.

And there you have it. If you have a question or would like to leave a comment, please feel free to leave it here or send me an email at pauljmatson@gmail.com. Thanks!

The Future of Social Media

If you consider yourself even to be mildly Internet savvy, most people would be shocked if you haven't investigated at least one social media website. By the end of 2008, it is expected that there will be more than 230 million members of social media sites worldwide.

Social media is still a relatively infantile service, but there are literally thousands to choose from for any purpose under the sun, including professional, political, social, special interest, dating, and so on. But with boom of social media, where new sites are launched almost daily around the world, what is the main hype? What about 10 years from now?

One hotly contested topic is how to generate revenue from these sites. There are plenty of business models available (even some that work), but speculation is still widespread since the key characteristic to many popular sites is a free membership policy. Advertising is the largest profit contributor (by a wide margin), which made the social media industry worth more than 970 million dollars in 2007.

Furthermore, thousands of companies have slowly begun to realize the benefit of reaching their target demographics through social media outlets, which has sparked a slow revolution in cyberspace interactivity. Here are some predictions for the future of the social media madness:

1. Content aggregation will take the spotlight. Most companies or groups with a message are mostly interested in using "sexy" marketing campaigns. Viral video contests, build your own site or profile, etc. Content, however, will always trump other features. Searching for content can be a little inefficient for most sites, even for the monsters such Facebook, MySpace and Blogger. Therefore, finding what you're looking for can take some valuable time.

More and more businesses are literally spending millions of dollars creating mediocre widgets and "stuff" simply to throw their name and brand messaging on it. At a fraction of the cost, the same companies could aggregate the most important content in their brand, provide a utility that matters to the site's users, and get tremendous brand equity in return.

2. Mobility and utility equal survival. Within the next decade, it is likely that most online services will have some form of mobile access. Facebook Mobile and Twitter are common examples, but thousands of websites have developed a mini-screen format for their sites as well. While most new designs are made for the iPhone, Blackberry, or Treo, there are text-based versions for almost any phone with a screen and web access.

Because this technology is already available and improving exponentially, it is inevitable that it will be commonplace in the already saturated market of social media.

3. Out with the old, in with the new. Twitter's problems and debugging efforts are well known, but it certainly isn't the only service to only get it half right. With the emergence of newer companies with more sound software and API, it is possible that Twitter will become the Friendster of microblogging. As developers begin to interact in open sourcing (watch the Google Campfire One lecture if you don't believe me), it is a matter of time until popular sites and services are obsolete and new sites take their place.

Love or hate what you have read, please feel free to leave a comment or send me an email at pauljmatson@gmail.com. New site design will be up soon!

No such thing as an expert

"Nothing is sacred anymore."

Ironically, people must have been saying that 200 years ago. With the explosion of the Internet, there have been just as many inherent pitfalls as there have been benefits. Communication, commerce and efficiency are all common advantages when it comes to going digital. Unfortunately, the Internet is also intricately woven with misleading content, outright lies, and cyberspace traps. But you already knew that, right?

One of the biggest ongoing struggles facing the web today is establishing a standard for ethics and information distribution. While there are stories of predators, scams, and data theft, an unusually common annoyance is the self-proclaimed expert.

No one likes a know-it-all

From entertainment, to politics, the economy, or advertising (and the list goes on), no industry is safe. People everywhere on the Internet, and even in person, claim to have an expertise on some topic, but according to whose standards? Their own?

People are only experts on their own opinions. One may know a plethora about the medical field and have four Ph.Ds, but they will never know everything about the subject. Of course, the question becomes obvious; what is an expert? According to Webster's expertise: Expert: a person who has special skill or knowledge in some particular field; specialist; authority.

Because every individual interprets "expert" differently, it would be more accurate for a person to say they have "very specific experience and knowledge in a particular field." Otherwise, there might as well be no credibility to the title whatsoever.

The Bottom Line

It's as though some people claim expertise the same way that Knights claimed a kingdom in medieval England - by force, and mostly without the consent of others.

Love or hate what you have read, please leave a comment or feel free to send me an email at pauljmatson@gmail.com!

Twittiquette

As fast as social media has emerged and is expanding, no one can legitimately call themselves an expert. Furthermore, in spite of the innovative tools (created almost daily) to reach our friends and/or target demographic, there are inherent flaws in the social media universe.

The key characteristic of any social media tool is that the content is solely or primarily user-generated. As wonderful and opportunistic as this is in regard to reaching a broad audience quickly, there is the harmful potential for messages to be lost in translation. Effective communication, whether it be verbal, digital, print, or personal, must be based on commonly accepted rules or practices. SM tools are used by an endless variety of people, therefore, the cultural rules of any tool is essentially created the more often it is used.

Time to pick on Twitter

Everyone has a different reason for joining Twitter. No matter the activity, members of the Twitter community either use the program to stay in touch with friends, reach target audiences for commodity or business news, or to communicate instantaneously with members of a particular industry. Some may utilize it once a year, others 100 times daily. Despite who is "following" you, almost anyone can read your Tweets. Therefore, certain rules should be followed in order to maintain the respect of those you wish to reach.

The obvious rules that many don't follow:

1. Don't use swear words. Ever. Cursing will never help your image or reputation.
2. Don't Tweet about colleagues or friends derogatorily. As mentioned, anyone can find it. It's a quick way to get fired, make fast enemies, and ultimately embarrass yourself for gossiping like a 7th grade girl in gym class.
3. Don't send direct Tweets if it only applies to you and that person. If you have something to say to a person that concerns no one else, send them an email or a private text message. People who receive your updates on their phones will be quickly annoyed. Especially if you have the recipients number.

When NOT to Tweet:

1. Because you're bored. These messages are almost guaranteed to be meaningless and a counterproductive contribution.
2. While your drinking, going to drink, or drunk. Especially if you're drunk. It's not hard to tell what someone is doing when you read a Tweet such as "gionig to get pizzza and see my BFF!!!!" (SENT at 2:21am) Think of Twitter as you would Facebook or MySpace. Not the kind of material that you want employers to read.
3. Every 10 seconds. No one cares (other than your mom) to know when you just ate an apple, walked upstairs, or are yawning. Atleast try to make it interesting.

Twitter lingo (not the same at IM slang):

1. Twitterspeak- Using language found only in Tweets, words not typically used in normal conversation
2. Tweet- A Twitter messages
3. Twoosh- A tweet that is exactly 140 characters
4. Twude- A guy on Twitter. Twitter Dude.
5. Twerd- A word used mainly on Twitter. Anything in this list.
6. Twarf- A single word Tweet
7. Twerk- A Twitter jerk

Click here for a twictionary.

Love or hate what you have read? Please leave a comment or send me an email at pauljmatson@gmail.com. Follow me on Twitter or read my Tweets by clicking here. twitter.com/PaulMatson

The Morality Myth

For both the daily news aficionado and the occasional newspaper headline skimmer, it is easy to recall some of the biggest media blunders throughout history. Being the 21st century, America has experienced everything from a simple Freudian slip from a news anchor to disastrous copy editing errors in a newspaper headline. More than not, these mistakes are accepted as reminders of our human imperfection and parodies are even made to commemorate some of our favorite public slip-ups.

The 2007 controversy with Don Imus, however, is an entirely different story. Shock jock or not, we all know that the radio veteran found himself unemployed and in the middle of national social backlash after a brief inappropriate comment made about the Rutgers women's basketball team.

The details are not difficult to unravel; most of MSNBC's advertisers associated with Imus in the Morning pulled out within hours, media statements were prepared, and personal apologies began to hit the airwaves.

The Corporate Tremble

If one knows anything about both corporate and private media, a colossal amount of revenue is generated from network ad space sales. Simply put: no advertisers, no show. More than a year after Imus' radio faux pas, he is consequently back on the air. However, this time advertisers are timid to commit their financial loyalty. Big surprise. Most Americans would like to believe that Imus' being fired, public embarrassment, and slow return to the spotlight are all part of his moral punishment.

Not so fast. Put yourselves in the shoes of MSNBC. If Imus' dispicable comments resonated with less controversy throughout society, it's almost guaranteed that he would never have been removed from his show. Furthermore, advertisers would be just as eager as ever to throw cash at the radio show. Timid behavior from the news corporation's leaders and their advertisers is simply a reflection of how the public might react and not necessarily a reaction of their moral code.

The bottom line is this: Living in a capitalist society means everyone is in the business of something. And that, of course, means you either turn a profit or get out squeezed out of the industry. A corporation's dramatic decision to cancel a show such as Imus' or make major changes in the company are decisions made on grounds of perceived profitabilty, not moral standards.

I'm not saying that MSNBC or any other conglomerate is bigotted or racist, but the truth is companies will tend to choose their path in the marketplace based on risk management and profit potential... not necessarily moral grounds.

Cutting Imus was, in essence, a move to cut a severe loss in ratings. Advertisers on the show pulling out was a natural reaction to save face in public association. No one wants to be caught talking to the kid on the playground that everyone hates. Furthermore, bringing Imus back is in part a result of financial analysts predicting a monetary comeback if Imus was reinstated.

Get the picture?

Love or hate what you've read, please leave a comment or feel free to drop me an email at pauljmatson@gmail.com.

The Social Media Lifestyle

From Internet forums, message boards, weblogs, wikis, podcasts, vlogs, to Twitter, Facebook and Second Life; the sky is limit when it comes to Social Media tools. Today's PR practitioner not only has the task of being knowledgeable about what tools are available, but must know which programs to use at what time. With the wide variety of Web 2.0-driven software, it can be a hot mess trying to discover the best social mediums for a brand.

Technology, of course, is only going become more advanced with time and will do so at an ever-increasing pace. An avid news junkie may even have trouble keeping tabs on the latest Social Media trend or daily Web 2.0 fad. A RSS feed of new SM tools and reading industry advice is not the end all solution. To be most effective, an industry practitioner needs to make Social Media a part of their daily lifestyle.

Your grandmother's Facebook

It's no secret that some of the Baby Boomers still have trouble understanding "the Google." Much less would you expect to be talking to your grandmother on Facebook chat, sharing your favorite sites with her on Del.icio.us or finding her blog on Technorati. There's nothing wrong with that, of course- it's just not a part of her lifestyle.

The Internet is a common ground for all information seekers with technology at their disposal. Unless one is immersed in Social Media tools on a regular basis, no one can expect to know the lingo, trends, or rules associated with every SM tool out there. Twitter may be easy to use, but there is an etiquette to be followed and methods to reach broader audiences that are not obvious to a first-time user.

No such thing as an expert

The bottom line is this: it takes time to learn how to EFFECTIVELY use Social Media. You wouldn't pick up a hammer out of your tool box and start whacking away unless you knew how to use it. Social Media can be profoundly effective or equally destructive if utilized poorly. Having a user name and password to every latest SM site does not make you an expert on to use it!

Take time to read about the programs, but not just from the homepage. Read blogs about the SM tool, scroll through public forums, and pay close attention to mainstream headlines when they happen to pop up in the news. Most importantly, use the tool regularly and pay close attention to how popular users operate their account.

Don't forget that the one characteristic that makes Social Media unique is the fact that it is user created and driven. Companies make the algorithm and concept, but people make the content.

And that, fellow blog reader, includes you.

Love or hate what you've read, please leave a comment or drop me an email at pauljmatson@gmail.com.

Daily dupes and marketing half-truths

All marketers are liars.

Well, not always. But it is safe to say that the average consumer has fallen for the the marketing dupe at least once.

And to clarify, dupe: Easily deceived.

America may be politically divided, but we are one united and loyal bunch when it comes to our fast food. Let's pick on Taco Bell and Wendy's. I would be the last to deny my occasional craving for some late night indulgences, especially after seeing a new commercial for the latest Taco Bell food "creation." However, after spending some in line at the drive-thru, it occurred to me that fast food chains are incredibly adept at re-packaging the same five or six ingredients into "new" items to regain our loyalty.

The Epiphany

At Taco Bell: The crunchy taco and soft taco contain the same three ingredients. Being the genius that Taco Bell is, they added a little sour cream and combined the two tacos to create the Crunchwrap Supreme. Or Transfat Supreme, rather. Same ingredients, more money.

At Wendys: Oh, the classic and refreshing Frosty. Not ice cream... Frosty. Several months ago, Wendys began offering a small bag of "mix-ins" (I still wonder if Coldstone looked into a copyright infringement lawsuit), and sold the new Frosty for an additional $1.30. With the amount of Oreo provided in the "mix-in" bags, not to mention you had to do the mixing yourself, I can't help but wonder how many Americans buy into this slide of hand. Even more recently, is the introduction of the Frosty Milkshake. Really, now? They can't possibly think we're that dumb. Who hasn't waited for their Frosty to melt and drank it with a straw? I was drinking Frosty milkshakes long before they called it that. Here's the new choice, and I would hardly call it a dilemma: Medium Frosty - $1.29. Frosty Milkshake (same size, with whipped cream on top) $3.19.

Enough with fast food. Let's focus on outdoor advertising. More specifically, the entertaining graphics and catch phrases we see on billboards driving down the interstate each day. My personal favorite is this:

"Stay at the Holiday Inn... where kids eat and stay for free!"

Whoa there road-tripping tourist families. Keep driving. Since no hotel anywhere charges extra for kids, not to everyone is welcome to the continental breakfast, I fail to see the "free" portion of this bargain. Sadly, I can only sadly imagine how many people have marveled at and fall for this outstandingly (false) deal.

The bottom line is this: Everyone is in the business of something. That means sales are necessary, and since everone is human, we want to believe we're being given a "insider" deal or a price break. Oh, contraire. Two rules to follow-

1. Think twice before paying more. Always.
2. If you were a given company, how would you try to make a sale to you?

God bless the $.99 menu.

Playground Politics

This article could easily be about the election. But who wants to hear more about polls? The only conclusion that has been reached is that the results are inconclusive. Surprise, surprise. The best advice is to ignore the media, do your own cross-referenced research on each candidates' web site, and don't believe your neighbor's misinformed conspiracy rant. We will know who the next President is when they are elected. Onward.

The cool kid on the blacktop

The truth behind big business and branding is this: sometimes, it really is about being popular. We all love to think that we are far more mature that our colleagues and classmates. Popularity and social drama? We left that behind in high school! Not so fast, Mr. Rogers. As society becomes adults, we have simply learned to streamline popularity contests, manipulating our chosen industry to show our best side. Case and point:

1. Media - How much explaining is necessary? There are hundreds of dissertations that can qualitatively demonstrate how credible publications such as The New York Times and even the The Wall Street journal use propaganda. Actual CNN headline in February: "Will Hillary's shorter hair attract the mommy vote?"

2. Retail - Gucci, Brooks Brothers, Tiffany's. Quality, yes. In most of the world, with money comes social status. With social status can come popularity. The irony we ignore is that consumers want your brand to be popular to they can be popular with you. It's the ultimate buy-in. Don't stop at retail - this applies to any tangible product or service sold in a capitalist market.

3. Schools and education - The academic standard has long since stopped being the primary motivation for attending an institution of higher education. A great football team with a mediocre curriculum can sadly trump some schools with the opposite traits. Attended an Ivy League school? An employer may not know many facts about the institution. You may have earned a degree in South Indian Basketweaving. Regardless, you can rest easy knowing your portfolio will still be near the top of the stack of candidates. I already feel smarter by association.

Social Media

Ask yourself: what is the first thing that comes to your mind when you hear the word social?

Friends? After-work gatherings? Dating? You might even think of one person in particular who you see as exceptionally extroverted or introverted. Regardless, life is more about the popularity contest than we want to believe. Most people will never be able to admit it, even to themselves.

1. Facebook & Myspace - How would describe someone who has 20 friends and 3,000 wall posts? What about a person who has 4,000 pictures tagged of themselves?

2. Twitter - How many updates do they have? Here's an actual friend calculator that will measure your popularity on the micro-blogging site.

3. Blogs - Don't pretend that you're not more interested in a web site that has been read several thousand times. If you come upon an article that has only been read 12-13 times on the internet, you're ten times more likely to continue surfing.

Our failed mentality is this: "Everyone else didn't think it was important, so why should I?"

Read this carefully: To everyone else, we are everyone else.

The bottom line

Only your educated opinion matters!

Cutting through the social clutter isn't easy, but instead of ignoring it, learn to face it and demand transparency. George Bush has low polls again? Find out who was called and surveyed. Nike comes out with a new amazing running shoe? Check their competitors (same shoe, better deal. Always).

Love or hate what you've read, leave a comment or feel free to send me an email at pauljmatson@gmail.com.

Reality check! Focusing on Consumer 2.0

If you read The Social Networking Animal, you already know there's more at the consumer's fingertips (quite literally) than any marketer could ever dream of comprehensively understanding. There are many who might like to believe they are "online marketing experts," but where is the expertise focused? Knowing how to create a Facebook event and send Twitter updates is hardly a ripple in the web 2.0 pond. Need more proof?

No marketer would deny the powerful shifts that are occurring, yet likely no one is bold enough to claim they can truly keep up. Living in a world saturated in brand messaging, one of the most effective methods to successful campaigns draw from the well of permission marketing. In other words, its about becoming brave enough to step back and let your consumers discover you; occasionally by dangling the interactivity carrot.

Shifting focus

Time to step over the Web 2.0 mountain and get over the "wow" factor of new and emerging digital technology. Yes, Technorati, Mint and widgets are so very cool. Yes, we all agree that they have enormous potential. Yes, we have a lot to learn. However, it's time to understand how consumers (and that includes you and me) are being revolutionized from these new mediums of message vehicles.

Thank you to mr.youth and RepNation, here are some rules to follow to keep a consumer engaged in your mantra:

CONSUMER 2.0

1. Consumers own brands: Consumers will speak about, repurpose and associate with your brand as they see fit. People aren't stupid.

2. Authenticity trumps celebrity: Consumers respond to honest, relevant messaging from peers over marketing speak and celebrity endorsements.

3. Niche is the new norm: Consumers do not form a mass market. They relish in choices and look for products and services that speak to them personally.

4. Bite-size communications dominate: Consumers digest short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise

5. Personal utility drives adoption: Consumers choose to consumer what they find useful in their lives over manufactured marketing needs.

The bottom line is this:

Don't be so bold as to think your message is the most important thing your target audience's life; let marketing become a two-way street of engagement.




Love or hate what you read? Don't hesitate to leave a comment or simply drop me an email at pauljmatson@gmail.com.

Back off, evil marketers: the danger of over-delivering your message

The angle:

Read this blog because I wrote it, and you know me. So pretty please?
VS.
I write about it... because I think you should know.
Props, Seth Godin.

As most marketers know, the number one rule to "cool" is not to let your marketing show. MTV may be one of the most recognizable companies to fit this niche. After all, the network is one humongous advertisement - something is being sold; CONSTANTLY. If their primary TV audience all realized this at once, the network could potentially tailspin. When was the last time you looked forward to talking to an uninvited salesperson?

That being said...

THE MANTRA: MTV represents you in all your pop culture glory - they would never tell you what is cool. You tell THEM what's cool, and they'll happily sell it back to you in every imaginable way. It's a classic example of selling ice cream to Eskimos. The trick is making consumers feel as though they're not being duped (er, sold) - money spent on concert tickets, online music videos and countless hours watching meaningless reality shows is simply allowing consumers to participate in "cool" culture. A chance to fit in. In essence, MTV could be called Marketing Television. People will talk and propagate their messages and programs without the feeling that MTV is paying for any of it.

So, you already knew all of that? I'm glad someone is paying attention. So what business WOULDN'T want people to think the world of them? Why wouldn't you want to want to appear to be the number one brand?

Anti-brand

The irony is that having all the positive free publicity in the world can hurt you. Making promises and over-delivering doesn't work every time. Take the latest Indiana Jones installment (set to be in theaters May 22). Steven Spielberg is actually downplaying his film, worried that spoilers and other media will have people expecting too much from the latest Jones whipping action. The result of high expectations? Big letdowns. Simple as that.

Not to slight his own production, but Spielberg knows the danger in over-promotion.

The bottom line is this: a good product can help sell itself, but don't let everyone believe you're #1 unless you really ARE #1.

The science of SCANDAL

DRAMA. We all hate it - which is exactly why we can't get enough of it. T.V.'s VH1 may have capitalized upon this niche the most effectively in recent days. Not to slight the classic Star and National Examiner tabloids (you guys have also done a great job creating unnecessary drama).

For example: VH1 ratings busters

I Love (to hate) New York .......... two seasons
Rock of Love (most of those girls belong in a brothel) ............. two seasons
Flavor of Love (that clock-wearing grandpa AGAIN?) .............. THREE seasons

It's impossible to count how many people I've heard (myself included) say "I hate drama. I just stay away from it." Bull. We all have it. Most psychologists agree that people tend to deal with pseudo reality much better than The Real World (no tv pun intended). Why are shows like Laguna Beach and The OC so popular, anyway?

The theme here (thank you, VH1) is: Watch & Discuss. Girls can talk about those spoiled children on Laguna all day long... and it will never come back to haunt them. It's the perfect storm of gossip.

So here's the marketing spin. Want more details on Heidi and Spencer's relationship? Visit VH1.com. Can't get enough of Trump and Rosie's verbal battle? Check out Rosie's talk show. Need some behind-the-scenes action of the original Flavor of Love? Get never-before seen video clips on the web site!

My question is this: what if all scandals are just brilliant publicity stunts? We hear accusations of this nature all the time, but how do we prove them either way? Better visit Bret Michael's web page to find out.

Love or hate what you've read? Leave a comment or drop me an email at pauljmatson@gmail.com. Enter your email address in the left column box to get these articles in your email.

The social networking animal

Things are getting hot in here... the Internet that is. With so many web sites to join, it can make you dizzy just thinking about which one is the right one for you. As an aspiring PR pro, I've realized that it is critical to stay at the battle front of the explosion of social networking, mobile marketing, blogging, twittering... you get the idea.

Web 2.0 - the name of the game

Those of you who know me - you're aware of my tendency to propagate Gmail and other google-related services. But there's much more to the madness. So finally, both reluctantly and proactively, I have compiled a list of EVERYTHING I stay active on with regard to the Internet. I've also included my personal link to each. Enjoy.

Here it is: (drum roll)

Google Mail
Gmail - pauljmatson@gmail.com
Seriously, people. Unless you use a work address full time, there's no excuse not to adapt to this service. Not only do you have virtually unlimited storage (I currently have 781 emails in my inbox using 3% of my alloted storage capacity), but you have the ability to chat online through instant messenger and it's accessible anywhere on the planet. Not to mention it's FREE?

Google services
Besides Gmail, I also utilize
1. Google Calendar (VERY similar to the functionality of Outlook and other related services)
2. Reader (RSS feeder)
3. Picasa Web Albums (automatically saves any photos I upload online)
4. Documents (using Google as a document host server)
5. Orkut (international professional networking) - Find me at Paul Matson
6. Analytics (which is how I track my blog exposure)
7. Talk (instant messenger through Google)

Blogspot
Currently what I am using to host my blog. The sign-up, set-up and maintenance is a piece of cake. If you have something ot say... get a blog!
my blogs:
paulmatson.blogspot.com
ouprssa.blogspot.com

Chase Online Banking
I can transfer funds, pay my credit card, and a number of other services. Most major banks provide this service for free. Make your life easier!

Mint Financial Tracking
A free online service that tracks your spending and savings and offers tips on how to save and earn more money without making major changes to your lifestyle. You have to see it to believe it.

Networking

LinkedIn - Business/professional networking
Think of it as a much classier Facebook. It also appears in Google searching, so you might to consider joining in you're in the job market or looking to hire! Find me

Technorati - Premiere blog searching
Whether you're looking to increase your blog's web traffic or search blogs efficiently, there's no better place to start. Find me

PRopenmic - Profile server for PR addicts
It's relatively new, but has the potential for some great idea bouncing and provides an excellent opportunity for some PR networking. Find me

Facebook
Need I say much more? Find me

Myspace
Also likely to appear on Google searches, you might want to consider signing up just to make sure you have some control over what the Internet reveals about you. Undoubtedly, this can be used to your advantage. Find me

Twitter - Microblogging
If you haven't already signed up, DO IT now! It's an unparalleled way to make quick news releases or just give your friends a quick update on your whereabouts. There's lots of cool stories about what Twitter has done for people both in the professional and personal realms. Sign up today! Find me

And just for fun...

Pandora - Online Radio
Forget iTunes radio. Pandora will literally tailor it's playlist to the music you like. Not by genre, but by algorithm. Stop wasting your money on iTunes and sign up (also free, of course).

There you have it.

Confused or have questions? Drop me an email at pauljmatson@gmail.com or leave a comment. Happy surfing!