Mobile Will Be the PR Way

Business Week has good coverage of new media. The story on Google's ad future by Ben Kunz is enlightening on the advertising side, but eventually will affect public relations as reaching audiences with our messages will probably include mobile in the not-to-distant future.

Kunz says, "Google's biggest threat may not be Microsoft or Yahoo!. No, one of the most formidable challenges facing Google is likely sitting in your pocket or purse. It's your cell phone, and it will put added pressure on Google and other Internet companies to revamp the way they handle online marketing. As more people use cell phones and their tiny glass screens to gain access to the Internet, Google and its fellow online advertisers will have less space, or what's called ad inventory, to place marketing messages for customers. Google makes money selling ad inventory. And its ad inventory is diminished on a cell phone. "

Creative Synergies Bring New Business to SC

Most of my career has been in academic health sciences, and I come across interesting synergies that propel business in this area. I am impressed with what the University of South Carolina, Medical University of South Carolina, Clemson University, and other schools in South Carolina are doing to become a powerhouse much like the Research Triangle in North Carolina or the Emory University and Georgia Tech growing relationships in Georgia.

I first noticed last year the announcement that USC would build a major complex for research called Innovista. I was impressed with the vision and also the details of the design that would include residences and businesses within the complex that could sustain a small town of researchers in an intellectual rich environ.

USC has also received wealth from Columbia's philanthropy to continue to drive its research programs and recruit major talent. From a communications perspective, I like the way USC is promoting its mission and achievements via its web site - a nicely designed and easy to navigate site. The school can reach audiences ranging from donors to legislators to media to investors to community to patients to potential new scientists with this web site. You cannot underestimate the importance of a go-to place that impresses and builds excitement.

Chevy Creates Microsite off NYT Home Page

Chevy has devloped an interesting approach to reach consumers about its "fuel technology dialogue" created off an ad on the NYT web site home page.

Questions come from consumers who are identified on the site and ask pointed questions about what Chevy is doing. The site is called a "sponsored archive/microsite." You can link back to stories on the NYT to read about alternative energy.

I cannot recall when Chevrolet changed to Chevy. I do like this site for reaching consumers about its efforts for the environment.

Social Media - Dive in and Learn

Many conversations about social media are taking place across the business world, and many people want to understand the concept. The best way to understand social media is to jump in and do it yourself. After you begin to experience it you will better understand how it might benefit your company.

The following excerpted definition from the Wikipedia is clear:

Social media or social networking (one example of social media) has a number of characteristics that make it fundamentally different from traditional media such as newspapers, television, books, and radio.

Primarily, social media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit.

Social media is not finite: there is not a set number of pages or hours. The audience can participate in social media by adding comments or even editing the stories themselves. Content in social media can take the form of text, graphics, audio, or video. Several formats can be mixed. Social media is typically available via feeds, enabling users to subscribe via feed readers, and allowing other publishers to create mashups.

Social Media Marketing, on the other hand, is an off-page characteristic of Social Media. This includes writing content that is remarkable, unique, and newsworthy. This content can then be marketed by popularizing it or even by creating a “viral” video on YouTube and other video sites. Social Media is about being social so this off-page work can include getting involved in other similar blogs, forums, and niche communities. Search Engine Marketing or SEM involves utilization of all available Social Networking platforms to brand a product using Search Engine Optimization or SEO techniques of communication, to the end consumer.

A few prominent examples of social media applications [with links] are:
social advertising and social ads
Wikis: Wikipedia
Social networking: MySpace and Facebook
Presence apps: Twitter and Pownce
Healthcare apps: CareFlash
Video sharing: YouTube
Virtual reality: Second Life
Events: Upcoming
News aggregation: Mixx and Reddit
Photo sharing: Flickr and Zooomr
Livecasting: Justin.tv
Social bookmarking: del.icio.us and StumbleUpon
Online gaming: World of Warcraft
Game sharing: Miniclip.com

Sign up for some of these, create your RSS feeds, and learn more - it's easy once you look closely! Learn more.