Zoetica Media

Cause Marketing that Leads to Real Social Change

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  The following is a joint post by Beth Kanter, Geoff Livingston and myself.   Social media is in is toddlerhood, especially as it applies to cause-based corporate giving campaigns and CSR initiatives. Due to the very public nature of pioneer campaigns, we are able to peer into the box to gleen the strongest approaches towards social media and avoid the weaknesses.   At Zoetica, we have been examining social media-based cause campaigns in depth and would like to offer some thoughts on read more...

Giving Back: Win a Ticket to SxSW and Advice From Social Media Community

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  Sometimes an certain ideas are just good and survive the test of time. When I served on the PRSA Board in San Antonio, every year we dedicated one of our luncheons to helping smaller non-profits put together a PR plan. The Gift of Guidance was always a great community service project. When Beth Kanter, Geoff Livingston and I started to discuss a potential launch party for our new company, read more...

Social Media Ecosystem: When Business Lives Among the People

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Part of what ails the public relations profession is its insistence on measuring its success by clip counting (counting the number of articles or mentions), with audience impressions or reach (how many people might have seen this) and with Ad Value Equivalency (how much would this coverage be worth if I had to buy it). This kind of thinking has extended into social media. The problem with this kind of orientation toward success is that it puts the focus on quantity vs, quality, and on activity vs. results.  It read more...

Relationship Chaining: Building and Activating a Community

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A few weeks ago I wrote about an interesting phenomenon I have encountered in Twitter where people willingly pass on information but where few actually take any action on that information exchange, I called it Why Twitter is Making Us Lazy.   I would be willing to bet that this is the same in other low involvement exchanges on platforms like Digg or Facebook.   Of course, people ARE talking about brands and organizations online, and while they like to share the good things, they also tend to discuss the bad news more often read more...

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