Web Strategy

For years the Public Relations industry has ironically one of the worst reputations -esp since they are hired to look after the reputations of their own clients. Things only got worse as some brands got punk'd; the introduction of self-publishing tools that allowed anyone to connect to each other using social technologies, causing a shift in power. We've already talked to death about the risks and the changes that are happening to this industry, yet I'm hoping to elevate the viewpoint out of the gutter and focus on the larger opportunities -and risks at the industry level.

The influence of search visibility as well as word of mouth on social media sites (the social web) is too significant for companies with any kind of brand equity to ignore. Lucky for readers of this blog or those you pass it on to, there are two upcoming opportunities to learn in depth about how to tackle online reputation management.

Great rundown of two successful social media press releases from a skeptical PR consultant

But one problem nags at me. Local merchants like "Joe The Plumber" usually don't have a web presence and many don't really even want one. But if you are going to buy cpc advertising, then you'll need a place for the clicks to go. The local ad agencies and local oriented web services are happy to create a web presence for local merchants, but they are often poorly designed and there's no standardization of them.

As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it.

All about the secret behind SEO.

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You're responsible for the direction of your online strategies for your company or organization, specifically using social media and computing tools to reach, connect, and build communities around your brand. Most folks at your company know this space is important, but don't know how to do it, they are relying on your expertise to think holistically, integrated, and strategically.

Although social media channels seem to be mostly qualitative in nature, user activities can be easily quantified. Although users interact with channels in different ways, four common factors quantify social media success: Attention, Participation, Authority, and Influence.

Know your objectives in advance. Start small, when possible: think "proof of concept." Track the metrics obsessively. Make sure that your interactive marketing efforts are tied to the sales funnel (e.g., your vp of sales ought to be able to determine where most leads are coming from online). Report frequently.