CHAPTER 7: THE NEW RULES OF NEWS RELEASES—DISCUSSION QUESTIONS

1)     Define and differentiate between news releases and press releases.

Press releases used to be written by public relations professionals exclusively for the media. The media (primarily huge news conglomerates and major trade publications) would then determine what would interest their readers, and/or was ‘fit to print’. The editor, publisher or producer had the final say – end of story.

Today companies can gain better control of how their news is distributed, thanks to the online news release, one of the most important marketing tool your company can possess.

With online news releases companies don’t have to send news releases only when big news is happening, and only to journalists. They can appeal directly to buyers and most importantly – your news can be used to drive people into the purchasing cycle.

Now organizations are able to use their news to build online visibility, increase rankings in search engines and appear on highly trafficked news sites. Regardless of company size or budget, PRWeb can help you to reach the people you want to reach, whenever and wherever they access the Web. 

(http://service.prweb.com/resources/article/difference-between-news-releases-and-press-releases/)

2)     By definition, is public relations supposed to reach your audiences?

        Yes, I think many PR professionals have a fear of the unknown. They don't understand how to communicate directly with consumers and want to live in the past, when there was no choice but to use the media as a mouthpiece. I also think there's a widely held view about the purity of the press release as a tool for the press. PR professionals don't want to know that hundreds of millions of people have the power to read their releases directly. It's easier to imagine a closed audience of a dozen reporters. But this argument is based on fear, not the facts; there is no good reason why organizations shouldn't communicate directly with their audiences, without a media filter, via releases.

3)     Why do public relations people fear social media?

      Obviously, the first word of the term press release throws off some people, particularly PR professionals. On my blog and on other sites, a semantic debate played out. The consensus of the dozens of professional communicators who weighed in was to call releases aimed at consumersnews releases. This sounds good to me, so from this point on, I'll refer to direct-to-consumer releases as news releases.

4)     Contrast the audience for traditional media to that of the web world.

       

• Don't just send news releases when big news is happening; find good reasons to send them all the time.
• Instead of targeting a handful of journalists, create news releases that appeal directly to your buyers.
• Write releases that are replete with the keyword-rich language used by your buyers.
• Include offers that compel consumers to respond to your release in some way.
• Place links in releases to deliver potential customers to landing pages on your website.
• Link to related content on your site such as videos, blog posts, or e-books.
• Optimize news release delivery for searching and browsing.
• Add social media tags for Technorati, DIGG, StumbleUpon, and Delicious so that your release can be found.
• Drive people into the sales process with news releases.

5)     In the web world, why are keywords so important?

      Smith doesn't let keywords dominate how he writes, but he tries to be very aware of keywords and phrases and to insert key phrases, especially, into releases whenever he can. “We don't think that a single keyword works, but phrases are great, ” he says. “If people are doing a specific search, or one with company names that are in our release, then the goal is that they will find our news release.”

6)     How did WebEx exploit the web?

      As a result, WebEx provided me with an excellent (and real) example of a company that had optimized the content of news releases to include relevant terms such as the one I was looking for. And WebEx has greatly benefited from their efforts. In addition to the consumers they already reach online, they've added to their audience by getting the information to someone who tells other people about it (me!). I've used this example in speeches before well over 10,000 marketing and web content professionals and executive audiences, and it was also downloaded more than 250,000 times as part of my New Rules of PR e-book. And now you're reading it here, too.

7)     Expound on the quote “People are saying press releases are dead.”

       “People are saying that press releases are dead,” Smith says. “But that's not true for direct-to-consumer news releases.” As Smith has developed his news release strategy to reach buyers directly, he has had to refine his writing and PR skills for this evolving, but very much alive, medium. “I learned the very structured AP Style Guide way to write releases,” he says. “But that's changed as keywords and phrases have suddenly become important and the scale and reach of the Internet have opened up end users as a channel.”

8)     Comment on the following: “The only way to get published is to have your news release picked up by media.”

      We've come a long way. The web has turned all kinds of companies, nonprofits, political campaigns, individuals, and even churches and rock bands into just-in-time and just-right publishers. As publishers, these organizations create news releases that deliver useful information directly onto the screens of their buyers—no press involved!

Week 6: Self Promotion Video

Week 6: Self Promotion Video - Storyboard

CHAPTER 6: AUDIO AND VIDEO DRIVE ACTION— QUESTIONS

1)     Why are YouTube and iTunes major tools for companies attempting to educate, promote, and communicate relevant information about who they are?

       The migration of audio and video from online backwaters to the forefront with valuable content happened because of sites like YouTube and iTunes, with easy ways for people to view and listen. In addition, high-speed Internet connections became the norm, and the technology to create and upload audio and video became simple enough that anybody can do it

2)     In this web age, outline a contemporary way in which people make product and service decisions.

        Many marketers are reluctant to focus on video because they don't see how a video on YouTube or on their company website will lead to a sale. As I was writing this section of the book, I received an email from a student who attends the University of Pennsylvania. She explained that she chose to apply to the University of Pennsylvania because she saw a Penn video on YouTube as she was researching universities and she fell in love with the school without even having a chance to visit. In the video, singer and five-time Grammy Award winner John Legend explains why he has a deep affection for the University of Pennsylvania, his alma mater.

3)     Provide an example of how a service provider can assist its customers’ understanding of what the provider does.

     Many organizations encourage their customers or fans to produce videos for them. These customer-generated video efforts often take the form of contests and can be highly successful, especially for a product or service that has a visual impact. For example, Nalgene bottles are virtually indestructible. If you go to YouTube, you'll find hundreds of videos where people try to break them in creative ways, such as running them over with a lawnmower, throwing them out of buildings, and freezing water in them and then hitting them with a hammer. For the makers of the Nalgene bottle, this is a valuable phenomenon, since the company does not have any part in the videos.

4)     How did the efforts of Queensland tourism, while soliciting applications for “The Best Job in the World,” have a positive impact on tourism in the Great Barrier Reef area?


      Recently Tourism Queensland created a fantastic video contest called The Best Job in the World. The winner was chosen as Caretaker of the Islands of the Great Barrier Reef. The position had a few minor tasks, but the main thing was to use social media to talk up the islands. The job of blogging and posting videos paid 150,000 Australian dollars for a six-month gig. The contest required each applicant to post a one-minute video explaining why he or she should be chosen as caretaker of Hamilton Island on the Great Barrier Reef. More than 30,000 people applied, and the videos were seen by millions. In addition, thousands of bloggers and media outlets (magazines, radio, television, and newspapers) wrote and broadcast about The Best Job in the World, producing even more buzz about not only the contest but also the location as a tourist destination.

5)     Provide an example of how a company marketing a serious product or service can strategically use humor to make its social media communications interesting.

      In the video, the players, coaches, and commentators of the New Zealand All Blacks rugby team serve as actors, along with Air New Zealand staff. The plane is full of fans in crazy getups. There are even credits at the end. I watched it a bunch of times because I kept missing bits and pieces of the hilarious but often subtle humor. Air New Zealand also posted a companion behind-the-scenes video showing how they created the piece.The timing of the video's release was significant. The All Blacks had just beaten the South Africa Springboks, 29–22. In the riveting final five minutes, they scored two tries to claim the Tri Nations crown. So the entire country was thinking about rugby!

6)     Compare the range capabilities of broadcast radio and Internet audio podcasting. Include ways in which podcasting is superior to traditional broadcast radio.

      The first was the ability to add audio feeds and notifications to RSS. This enables listeners who subscribe to an audio feed to download new updates soon after they are released. When audio content was liberated from the need for one large download and went instead to being offered as a series of continuous audio clips, the concept of shows took off. Hosts modeled their shows on radio, producing content on specific subjects catering to distinct audiences. But the podcasting business model is very different from broadcast radio. Radio spectrums can support only a finite number of stations, and radio signals have limited geographic range. To support the technical infrastructure of radio, broadcasters need large audiences and lots of advertising to pay the bills (or donors, in the case of public radio). Contrast that with Internet audio podcasting, which is essentially free (except for minimal hosting fees and some cheap equipment). A podcast show reaches a potentially worldwide audience, allowing anyone to create shows and listen to them.

7)     How has podcasting helped musicians who can’t afford national exposure to “get their music out”?

        Now marketers have a tool to efficiently create and deliver audio content to people who want to listen. Marketers can easily develop a show that targets their buyer personas and can thus regularly deliver updated content that is welcome and useful to the audience. By appealing to a niche market and delivering audio that people have chosen to hear, an organization is seen as a thought leader and is first choice for listeners looking to make a purchase.

8)     Why has podcasting become part of the “social networking thing”?

        While podcasting music is perhaps an obvious choice, given the medium's similarity to radio, all marketers can learn from what the music business has been doing with podcasts. “Podcasting is almost exactly mirroring the Internet of a decade ago,” Smyth says. “Ten years ago, I was telling people about the web and building example sites. But then some larger companies jumped into the web. I see the same thing with the evolution of podcasting, with some big organizations jumping in, like NPR.”

9)     Can podcasting become part of the marketing mix and coexist with other social networking tools such as blogging, websites, e-books, and so on?

        As a component of a larger content-marketing strategy, podcasting is also an increasingly important part of the marketing mix. For example, customer service departments increasingly deliver how-to podcast series to keep users of their products informed. Companies that market to people who are on the road often (such as traveling salespeople) and have downtime in cars or on airplanes have had success reaching people with entertaining podcasts. For many organizations, podcasting for marketing purposes is not an either-or decision. Instead, podcasting coexists with blogging, a great website, e-books, and other online marketing tools and programs in a cohesive marketing strategy.

Week 5: Craigslist Ads

1. Car - Nissan Skyline GT-R R34

This isn't your normal skyline. This is the skyline God would drive if he wasn't busy doing God sh*t like making tsunamis and crap. Its set up to go fast, and go fast sideways. Who doesn't like to get sideway?! Terrorists, thats who. Are you a terrorist? No? Then you need this car.

Handling? This car handles like a junior executive CEO. Go around corners like the devil himself is chasing you, and not give a fck. 

Whats that? You like drifting? Well I've got some great news for you. This car was a drift project of mine, and the last owner was planning on making it a drift machine too. 

Seats? this cocks*cker has got two. One for you, and one for the hot @ss broad thats gunna be all upons your **** after you buy this car. You're a girl? Sh*t works both ways. One seat for you, and one seat for that hot @ss dude you've been trying to hook up with for weeks. 

Stereos and AC are for hippies. Fortunately this car has neither. Oh look at me, I like listen to Simon and Garfunkel and think about puppies. The only noises you're gunna be hearing is the ultra manly engine noises coming from this sweet turbocharged, intercooled, 24 valve inline 6.

This car has got a bright orange ebrake handle with a drift button for those super ultra megahellatastic bar room brawler ebrake lockers. Yes. Now, I'll be honest. 

This car has got 1.5 metric, tons of awesome parts. Bride, Greddy, Brembo, the list doesn't END. It just keeps going and going, like the energizer bunny on speed. You like going fast? 

Ever tried to outrun 24 police cars and 3 helicopters? You need this car. It will go so fcking fast that you may very well go back in time. It happened to me once. Just once, but it was fcking rad. Its like someone took a rocket and opened its mouth and poured steroids down its throat and and threatened to kill its family if it wasn't the fastest motherfcker you've ever driven. I get it. You're busy, I'm busy, lets not waste time. If you're interested send me a message and I'll get back to you ASAP. 

I'm only asking for $15000 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

2. Mountain bike

This is a Santa Cruz Blur Full Suspension Disc Mountain Bike. All of the components work as they should. The Fox RP3 rear shock is one of the lightest, easiest to use, oil damped air shocks on the market. The ProPedal system provides increased threshold and flatter compression curves for greater efficiency and improved traction. Combined with the Fox F100 RLT front fork and the suspension is very plush and efficient. The frame is very light. The Santa Cruz Blur is a do-it-all trailbike. I love this bike. It is really a great bike for someone that wants performance but doesn't want to spend $3000.00.

It is not a total beauty queen. It has scratches and paint chips but still looks pretty good overall. Definitely a cool looking bike. You don't have to worry about getting a mark on it when you ride! 

I'm only asking for $300 for this beauty and you wont find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

3. Guitar






















This guitar is beautiful and has definitely got the deep, rich Martin sound!
Has a wonderful sound and that Martin tone we all love. This guitar has the vintage look and the herringbone trim. Also this guitar has the mod V neck which for me makes playing just right. Sounds wonderful strummed or finger picked. Was just set up again with in the last 6 months and has a nice low action with zero buzz. Has upgraded bone pins. Never taken out of the house and no smoking.  I've graded and inspected this guitar quite conservatively. The scratches on the front and back are light, but noticeable. This guitar was taken care of very well but was used often for shows/gigs.

I'm only asking for $150 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

4. iPhone

Up for sale is an Apple iPhone 6 Plus in Space Gray in excellent cosmetic and functional condition. It has no scratches as it was in an Otterbox case (included) its whole life with a screen protector (removed to inspect screen). It has been reset to its factory default settings and operates exactly as it should. Please review all photos so you have an understanding of its cosmetic condition as everyone rates differently. You will receive the iPhone 6 Plus, original USB cable, original charger, and box. You will also receive the Otterbox case it has been kept in. This iPhone 6 Plus is meant to be used on the AT&T network but it might be able to be unlocked for use on others. The IMEI/ESN is clean/clear and there is no outstanding balance on this device.

This is the best used condition iphone 6 plus you can find in the craigslist and I'm only asking for $450 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day.  

5. Scooter

Tired of $4 a gallon of gas? This is the chance for you to save thousands a year on gas. 

The MotoFino 150 lets you enjoy the flavor of old Rome with the Classic style scooter. It is an extremely durable 49.9cc scooter with a 4-Stroke, Single Cylinder, Forced Air Cooled Engine that was engineered for maximum performance with the help of Castrol Oil. It has a front disc brake as standard on the mag wheel rims. It is built on a Steel Chassis with a 330 lb. load carrying capacity and a strong rack padded backrest. The scooter also features an Auto Transmission (CVT). The Front Suspension is telescopic front suspension shocks for a comfortable ride. Highlights include Chrome Mirrors and accents, Great lighting and controls. The Scooter also has anti-theft locking steering. It comes with an Electric Starter and a Kick Start. A Seat Box is standard.

Think about ride the old Rome classic style scooter with your love one on the beach. There is nothing more romantic than this. 

I'm only asking for $1500 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

6. Laptop

Classic white, you will never find it again. This is truly one of the most beautiful laptop every made in the world. This is your chance to own one of the piece of art in the laptops and why you want to miss the chance?  

UP FOR SALE IS AN AUTHENTIC APPLE MACBOOK White Unibody 13" 1TB ( 999 GB) HDD LAPTOP COMPUTER A1342.. Excellent Working Conditions.No cracks on the screen, overall in good condition. 

I'm only asking for $350 for this white snow and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

7. DVD - Star wars

If you are a star wars fan like me and trying to get all the movies of star wars in brand new condition. This is your chance to do it. Brand New Sealed. Star Wars A New Hope Episode IV on DVD. Lot of 10 of them for one price. These are the Full Screen 2 Disc Limited Editions that have the original theatrical version of the movie on Disc 2 that has never been released again. Out of production and hard to find. Great investment for when the new Star Wars VII movie comes out later this year. Don't miss it out, you know you want them. 

I'm only asking for $100 for the whole set and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

8. Skateboard

This is one of the kind vintage skateboard! 

This is one of the first skateboards produced with urethane wheels, which revolutionized skateboarding in the early 1970's.  Everything is ABSOLUTELY ORIGINAL!  Nothing has been changed, and/or added to this skateboard.  This skateboard was lovingly crafted by hand and the amazing part was that it still works perfectly.  The Tunnel Rock Wheels and the ACS 650 Trucks still preform perfectly like when I was a child.  There's also the yellow and red sticker on the bottom of the broad from Star Trac Kryptonics. This skateboard really showcases American Craftsmanship when things were made to last. I purposefully didn't clean it, so the new owner can have a restoration professional clean and restore the skateboard properly.  This would make a fabulous addition to any collection. My father was an avid surfer and he brought this skateboard home the moment they came out.  I am the original owner.  The skateboard is 42 inches long and 7.5 inches wide at the middle.  The skateboard is solid wood and weighs about 10 pounds. 

I'm only asking for $100 for this vintage collection skateboard and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

9. A Pair of Shoes - Air Jordan 1 

Wondering why Michael Jordan is the god of basketball? Why he was the MVP at his first year? The Air Jordan 1 high og can tell you the whole story of Michael Jordan. The classic red and black Chicago bulls color, they original shoe box makes it one of the kind in the sneaker industry. This is your chance to get in touch with the god of basketball and you will never get disappointed at this shoes.  

here is a holy grail for ANY Jordan collector, a pair of Air Jordan I ORIGINALS from the 1985-1986 season in DEADSTOCK (brand new) condition with original laces, insoles and hang tag. These were acquired from the Shoezeum in Las Vegas and come with a certificate of authenticity from its owner. They are a size 12 and guaranteed absolutely authentic, 100% legit. The shoes have never been worn or tried on, still deadstock after THREE DECADES. Naturally this is a 30-year-old shoe so I will stress that it is not suitable for wear. These are for collection purposes only and they are the kind of shoe that instantly makes your collection. There is some cracking on the leather due to age but it's sparse and in low-profile spots on the shoe. 

I'm only asking for $4000 for this vintage collection sneaker and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

10. Coffee Table

This sleek-looking coffee table provides beauty and function for your home. The deep espresso color and silvertone drawer pulls give your home a contemporary feel. A surface area of over 7 feet gives your guests plenty of room to place their drinks and snacks. The top slides open to reveal a hiding place for books or games, keeping your home tidy. Two large bottom drawers provide additional storage.

I'm only asking for $100 for this vintage collection sneaker and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

CHAPTER 5: BLOGS: TAPPING MILLIONS OF EVANGELISTS TO TELL YOUR STORY—BLOG QUESTIONS

1)   What are blogs?

       A blog is just a website written by someone who is passionate about a subject and wants to share that passion with the world. And as we've discussed here, it's also a terrific marketing tool. (textbook Chapter 5)

2)   Why is it healthy to have differing opinions on a blog, including opinions different from the blogger’s?

     Opinions that are different from mine on my blog are just fine! This might take some getting used to, especially for a traditional PR department that likes to control messaging. However, I strongly believe that comments from readers offering different viewpoints from the original post are actually a good thing on a blog, because they add credibility to your viewpoint by showing two sides of an issue and by highlighting that your readership is passionate enough to want to contribute to a debate on your blog.

3)   Why are blogs deemed "bad" by people who don't read them regularly?

      blogs are deemed bad or wrong only by people who do not read them regularly. In journalism school and on their first beat assignments when they begin their careers, aspiring reporters and editors are taught that stories are developed through research and interviews with knowledgeable sources.(textbook Chapter 5)

     

4)   How can a company communicate via blogs with people who have negative connotations of what blogs       are? 

     Most bloggers tolerate negative comments on their blogs and don't remove them. I actually like some controversy on my blog because it can spark debate. Opinions that are different from mine on my blog are just fine! This might take some getting used to, especially for a traditional PR department that likes to control messaging.(textbook Chapter 5)

5)   Take a position and support it concerning the following statement: "You should believe everything you read on blogs."

     The term sometimes carries negative connotations among people who have heard of blogs but do not make an effort to read them regularly. These folks assume that blogs are frivolous and without value. At my presentations, I sometimes ask people if they read blogs, and the show of hands tells me that less than half the audience does. I am certain that this number is wrong.

6)   The Huffington Post is not a blog. Agree or disagree? Support your answer.

Disagree, Huffington Post is more than a blog and it looks like a news website. The site offers a lot more than a blog such as news, blogs, and original content and covers politics, business, entertainment, environment, technology, popular media, lifestyle, culture, comedy, healthy living, women's interests, and local news. Blog is just a part of the website so I dont considered it as just a blog. (http://www.huffingtonpost.com/)

7)   What are four different ways you can use blogs?

      1. To easily monitor what millions of people are saying about you, the market you sell into, your organization, and its products.
        
        2. To participate in those conversations by commenting on other people's blogs.

        3. To work with bloggers who write about your industry, company, or products.

        4. To begin to shape those conversations by creating and writing your own blog.

8)   What are some reasons for "jumping into the blog world”?
     
      First, by monitoring what people are saying about the marketplace you sell into as well as your company and products, you get a sense of the important bloggers, their online voices, and blog etiquette. It is quite important to understand the unwritten rules of blogging, and the best way to do that is to read blogs. Next, you can begin to leave comments on the blogs that are important for your industry or marketplace. That starts you on the way to being known to other bloggers and allows you to present your point of view before you create your own blog. Many organizations cultivate powerful relationships with the bloggers who write about their industry. You should work with bloggers so they know as much as possible about what you do. Finally, when you feel comfortable with blogs and bloggers, you can take the plunge by creating your own blog. (textbook Chapter 5)

9)   Given that you can identify persons responding to your blogs, how can a company create a connection with these bloggers?

      If you don't have a hot toy to give people rides in, you can still organize a dinner for bloggers to meet with executives at your company. Or perhaps you can invite a small group of them to a special webinar for the exclusive announcement of a new product offering. These outreach programs are critical to providing bloggers with the information and sense of connection that will help them tell your story for you.(textbook Chapter 5)

10) Respond to the following statement: "You can’t make decisions on what you think your products do; you need to make decisions on the perceptions of what people are actually doing with your products." How can blogging help?stions for monitoring your company’s reputation via blogs.

     “Opinions are offered on blogs, and understanding the sum of those opinions is very important. You can't just make decisions on what you think your products do; you need to make decisions on the perceptions of what people are actually doing with your products. Seeing the blogosphere as a source of market intelligence is now vital for companies.” So become an expert in what's being said about your organization on blogs. There's never been a better time for marketers to get a true feel for what's going on in the real world. Bloggers provide instantaneous and unsolicited comments on your products, and this free information is just waiting for you to tap into it. 

12) Do you think it would be possible to run an exit poll for a presidential election using social media?

     No, traditional way is better is because you can't identify people identification through social media. Anybody can talk through social media and people don't take this seriously.    

13) What principles should a company use in developing rules about employee use of email or any other type of social media?
   
     Have guidelines about what employees can and cannot do at work, but don't try to make a specific set of blogging guidelines. I'd suggest implementing corporate policies saying such things as employees can't sexually harass anyone, that they can't reveal secrets, that they can't use inside information to trade stock or influence prices, and that they shouldn't talk ill of the competition in any way or via any media. The guidelines should include email, delivering a speech, writing a blog, commenting on blogs (and online forums and chat rooms), and other forms of communication. Rather than focus on putting guidelines on blogs (the technology), it is better to focus on guiding the way people behave. However, as always, check with your own legal advisors if you have concerns. (textbook chapter 5) 

14) Provide some tips on how NOT to produce a junky blog.

     useful information, easy to read and understand, keep it up to date, user friendly. 

15) Provide some evidence as to the “power of blogs.”

     It is remarkable what a smart individual with passion can do with a blog. People have blogged their way to dream jobs (and book deals) through the ideas they express. Rock bands have built loyal followings and gained record contracts. Political candidates have broken out of the pack. And companies have competed effectively, even against much larger, better-funded players.

16) What percentage of companies monitor blogs to find out what people are saying about them?

     20%-30%

CHAPTER 4: SOCIAL MEDIA AND YOUR TARGETED AUDIENCE—BLOG QUESTIONS

11)      Briefly define each of the following types of social media sites:

a.       Social networking:sites like Facebook, Twitter, and LinkedIn help people cultivate a community of friends and share information.

b.      Blogs: personal websites written by somebody who is passionate about a topic, provide a means to share that passion with the world and to foster an active community of readers who provide comments on the author's posts.

c.       Video and sharing: sites like YouTube, Flickr, and Vimeo greatly simplify the process of sharing and commenting on photos and videos.

d.      Chat rooms and message boards: serve as online meeting places where people meet and discuss topics of interest, with the main feature being that anyone can start a discussion thread.

e.      Listservs: similar to chat rooms, send messages out by email to a collection of registered members.

f.        Wikis: re websites that anybody can edit and update.

g.       Social bookmarking: sites like Digg and StumbleUpon allow users to suggest content to others and vote on what is interesting.

h.      Mobile applications: with GPS-generated location services like Foursquare add the component of identifying exactly where each user is in the world. (The new rules of marketing&PR chapter4)

22)      Compare and contrast the concepts of social media and social networking. Which is a subset of the other?

  

      Social media provide the way people share ideas, content, thoughts, and relationships online. Social media differ from so-called mainstream media in that anyone can create, comment on, and add to social media content. Social media can take the form of text, audio, video, images, and communities.

a    a  subset of social media is social networking, a term I use to refer to how people interact on sites like Facebook, Twitter, LinkedIn, MySpace, and similar sites. Social networking occurs when people create a personal profile and interact to become part of a community of friends and like-minded people and to share information. You'll notice throughout the book that I use both terms. This chapter is about the larger concept of social media, while in Chapter 16 we dive into detail about social networking.

33)      Outline how the author depicts the web as a city in the context of social media.                                                                                                                                                                                                                   
        If you follow my metaphor of the web as a city, then think of social media and the ways that people interact on blogs, forums, and social networking sites as the bars, private clubs, and cocktail parties of the city. To extend the (increasingly tortured) analogy even further, Twitter can be compared to the interlude when the girls go to the ladies' room and talk about the guys, and the guys are discussing the girls while they wait.


(The new rules of marketing&PR chapter4)

44)      Outline the various ways people interact using social media when it is viewed as a cocktail party. 

• Do you go into a large gathering filled with a few acquaintances and tons of people you do not know and shout, “BUY MY PRODUCT!”?
• Do you go into a cocktail party and ask every single person you meet for a business card before you agree to speak with them?
• Do you listen more than you speak?
• Are you helpful, providing valuable information to people with no expectation of getting something tangible in return?
• Do you try to meet every single person, or do you have a few great conversations?
• Or do you avoid the social interaction of cocktail parties altogether because you are uncomfortable in such situations?

55)      How was Facebook utilized to drive 15,000 people to a tattoo show in Singapore?

P                                                                                                                                                                                                                       Peters used Facebook as a way for people to connect well before the physical event. He established a Facebook group called Tattoo Artistry.  three months prior to the show. The group grew very quickly, securing a place as the center of tattoo artistry for the region. In a sense, the physical show started with a virtual group. Note that Peters's brilliant choice of the Facebook group name (Tattoo Artistry) was not the name of the event (The Singapore Tattoo Show). That way, the group could build momentum independently of the show and live on beyond the first year.
T     The Tattoo Artistry Facebook group quickly reached 3,000 members and was an important reason that more than 15,000 people attended the first Singapore Tattoo Show—that's three times the expected number of attendees.

66)      Suppose you are recently unemployed and looking for a job. How can social media help?


Y     You also begin a networking campaign, emailing and phoning your contacts and using networking tools like LinkedIn, hoping that someone in your extended network knows of a suitable job opportunity.As people engage with each other on social media sites, there are plenty of opportunities to network. Just like a physical cocktail party, if you are unemployed and looking for work, the people you meet may be in a position to introduce you to that perfect employer. Of course, the opposite is also true: Smart employers look to social networking sites to find the sort of plugged-in people that would fit in at their company or in a certain job. In fact, on the day that I wrote this, a friend asked me to tweet a job opportunity. Had you been watching my Twitter feed that day, perhaps you'd have a new job now.(The new rules of marketing&PR chapter4)

77)      Specifically, how did social media facilitate David Murray’s and Lindsey Kirchoff’s job search efforts?

Murray then hit on a creative way to use Twitter Search in his job search. ‘Social Media Jobs,’ ‘Online Community Manager,’ ‘Blogging Jobs,’ and so on. I then pulled the RSS feeds of these keyword conversations into Google Reader and made it a habit to check these first thing in the morning every day.”

Bingo. Murray came across conversations related to his keywords, and if something sounded like a good fit for him, he took the liberty of introducing himself via Twitter. “Many times when inquiring about the open positions, the jobs had not been officially posted,” Murray says.

How cool is it that on Twitter you can express interest in a job opportunity that hasn't even been announced yet? It's like getting inside information!

Hired. It didn't take long for Murray to land the ideal job as assistant webmaster of client services for the Bivings Group. Several months later, he was promoted to director of social web communications.

88)      Why should companies participate in interactive forums? Are interactive forums good for just when the news about your offerings is bad?

  

        Interactive forums were once seen as insignificant backwaters by PR and marketing people—not worth the time to even monitor, let alone participate in. I've heard many marketers dismiss online forums with disdain, saying things like “Why should I worry about a bunch of geeks obsessively typing away in the dead of night?” However, as many marketers have learned, ignoring forums can be hazardous to your brand, while participating as a member allows you to reap rewards

99)      Why should message boards and online forums be considered a critical part of a company’s marketing and communications strategy?
    
        What's important for all organizations to take away from this incident is that it is critical to respond quickly to situations as they unfold on the web. Reacting quickly and honestly in the same forums where the discussions are taking place is essential. You may not be able to completely turn a negative situation around, but you will instantly be seen as a real person who gives a name and a personality to a large, seemingly uncaring organization. Just by participating, you will contribute to making the situation right. The web's power of linking should ensure that participants who see your posts on one forum or blog will link to them from other forums and blogs, so you don't have to worry about contributing to multiple places. What's important is first getting out there; after that, remember that authenticity and honesty are always paramount.(The new rules of marketing&PR chapter4)

110)   Why should marketers participate in interactive forums?
  
        you can't just stand on the virtual sidelines and post only when you have something for sale or comment about your products or services. The most successful companies come in and provide ideas and advice on a wide variety of subjects and topics in their field. They are full and active participants in the community. Then, when people complain or want specific product advice from a company, they trust the community member more. Active participation can pay off exponentially for companies who are treated as members of the community.
(The new rules of marketing&PR chapter4)

111)   How does collectSPACE facilitate the efforts of collectors of space artifacts?

  

      The collectSPACE community has grown into a network of collectors around the world who share their knowledge of the pieces that they own. The site counts 35,000 registered users (about 5,000 actively post on the site) and about 250,000 unique readers each month. Interestingly, collectSPACE also includes many people who worked in the early space program; they participate in the forums and talk about the history of the artifacts that they had a hand in building. Pearlman says many astronauts read the forums because they are able to get a sense of the market for the memorabilia that they may have amassed over the years and to find out what fellow astronauts are up to on the lectures and appearances front. Astronauts also use the forums to monitor the history of the space program and protect their legacy.