Sword and the Script

Smart things: buzz and snappy science (1.26.12)


Smart things – bookmark them, write them down and turn them into a blog post.  In hopes of sharing some content I’ve found interesting and noteworthy, here are five smart things I’ve heard lately.

1.   Negative buzz vs. crisis on social media.  “Brands with social media experience know they don’t need to respond to every ounce of negative buzz in the social sphere; often, letting consumer brand advocates do it for them can address the problem while also showing how loyal some customers are to the company.”  eMarketer: Do Social Media Postings Always Require a Brand Response? 
2.   The few dominate the many. “Twitter provides both an overwhelming amount of data and is dominated by a minority of influential users.”  Melissa Parrish‘s Forrester blog: Twitter: Is Anybody Doing It “Right”?
3.  Calling out PR in PR blogs. “When we flame “PR Fail” incidents, we (consciously or subconsciously) send a few messages: 

* I keep abreast of the latest trends in PR, so I’d be a great PR pro for you to hire.

* Since I’m showing you an example of “bad” PR, you should assume that, conversely, I practice “good” PR…so I’d be a great PR pro for you to hire.

* Other well-respected PR pros wrote about this, and by weighing in on it, I can earn an invitation to a conversation with these leaders of our industry. And since I converse with the pioneers in our field…I’d be a great PR pro for you to hire.

As much as I hate that we dredge up examples of people behaving badly, we created the economy where this stuff is the currency.”   Scott Hepburn in a comment on Arik Hanson’s blog:  Are we helping or hurting by blogging about PR flame-outs?
4.  The science of snappy writing.  “The takeaway from all this is that you should maximize the match of your tagline to the nature of your product and the orientation of your customers. Your message should build on that, with promotion-oriented messages expressed in positive, gain-oriented terms and prevention-oriented messages framed in terms of loss. If your marketing style permits and if you can identify customer segments with different promotion/prevention orientations, craft different messages for each group.”  Roger Dooley on Neuromarketing: How to Write Taglines That Double Sales
5.  Long live the Web!  “Why does the rise of Facebook affect the web? Because it isn’t a part of the open WWW. Facebook exists behind a walled garden. You need to log in to use it. Content or software developers who want to build products that work in Facebook have got to develop inside of Facebook’s framework rather than working on open, Internet standards.”  Mark Suster on Both Sides of the Table: The End of the Web? Don’t Bet on It. Here’s Why

Heard or read something smart lately?  Please feel free to share.

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Smart (and enchanting) things I’ve heard (3.14.11)
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