Zoetica Media

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...

Essay: Social Media Users Unpacked

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  There is an old joke:   Only two kinds of businesses call their customers users…Tech companies and drug dealers…   With that in mind, I was reading a rather interesting report about a survey that showed how people are using social media to make purchases, and a thought hit me, maybe that old joke needs to be expanded as we head into the era of the social media user.   read more...

The 5 Ws of Social Media Strategy

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One of the things that I find really difficult to overcome with clients is the tendency to focus in on tools. Some of the questions I often get:

  • Do you think we should have a Facebook page?
  • Can you walk us through some best practices for YouTube, Twitter, Ning, etc.?
  • Whatever happened to MySpace, will that happen to the hot tools of the moment?
Not that these questions aren't good ones but they miss the point. I recommend starting with these questions instead: The 5 Ws of Social Media Strategy read more...

Case Study: Making Legislative Activism Fun? Live Earth Gives it a Try

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  Having lived in Washington D.C. for thirteen years, eight of which I worked at a trade association, the one thing I learned about legislation is that it is a long, messy and serious business fraught with partisan land mines.   Any of you that have spent any time in these endeavors at the national or local levels know exactly what I mean.   Fun generally doesn't enter into the equation, unless you count a "Hill Reception" as fun (I don't).   Having Fun with read more...

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