Measuring Communication: Intent, Part 1 (ROC)

Many executives lose interest in them. Some communicators dismiss them. And a few people have called for their death.

Considering the backlash, we might even ask: What did the mission statement ever do to deserve such dissent and disinterest? Or maybe the question ought to be: What didn't it do? Or even better: What did we do to it?

What is a mission statement?

Simply defined, a mission statement and its various counterparts — purpose, vision, core values — provides a brief description of a company’s purpose and answers why the organization exists for the publics it strives to serve.

"We have chosen to specialise within the hospitality industry, by offering only experiences of exceptional quality." — Four Seasons

It also needs to be in the forefront of every communicator's mind, regardless whether the focus is advertising, internal communication, marketing, public relations, social media, etc. Why? Because if a company and its employees cannot consistently define why an organization exists, then one day it might not exist at all. Seriously? Seriously.

Best Buy: Our business strategy is to bring technology and consumers together in a retail environment that focuses on educating consumers on the features and benefits of technology and entertainment products, while maximizing overall profitability.

Circuit City: ? (One of the most looked for, but never found.)

Why don't some mission statements work?

Internet searches reveal hundreds of different reasons why mission statements don't work, ranging from underdefined and overcomplicated to underutilized and overreaching. Take your pick. But in reality, the only reason mission statements fail is the people behind them.

Either people placed too much effort into defining what a mission statement "should" do and not so much effort in what the company does do or they abandoned it all together in favor of the flavor du jour. As a result, some mission statements become overloaded with statements about diversity, empty marketing promises, and ego-driven prose. Others become dusty while the company moves on without them.

Do strong mission statements have common denominators?

Having been part of several strategic planning sessions for various companies since the early 1990s, it seems to me that "should" only consists of four letters when applied to a strategic planning process. It's a dirty word. However, despite various opinions and schools of thought, there are generally four common denominators that the strong mission statements share.

• It defines what the company does.
• It defines what the objectives are.
• It considers various publics.
• It differentiates the company.

"We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come." — Procter & Gamble

Why is a mission statement important to communication?

Regardless of how a communicator feels about the mission statement, it remains as part of the presentation for communication development, brand management, and measurement. Just as a mission statement and its various counterparts provide an underlying direction for the company, it provides direction for communication.

"To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete." — Nike

It is also one of three components to consider in defining the intent of communication. As Philip Kotler once put it, the mission statement acts as an invisible hand that guides employees to work independently and yet collectively toward the same goals. It also provides a baseline of expectations that various publics will use to define their impression of the company.

While we could delve into the methods and differentiate product-oriented models vs. market-oriented models, the purpose of this post is simply to reestablish its importance in defining intent. After all, if an organization cannot communicate or reinforce why it exists, then it leaves its purpose open to interpretation and the risk of brand erosion or failure.

This doesn't mean the mission statement has to appear verbatim in all communication. Far from it. Since mission statements are measured by the experiences of customers, they can be reinforced in different forms across advertising, marketing, public relations, and social media.

For example, Four Seasons communication frequently reinforces exceptional experiences. Nike's "Just do it" campaign almost always captures inspiration. And Procter & Gamble, even though it markets multiple branded products, is still reinforced by "Touching lives, improving life" and "Everyday solutions" All three have public relations efforts that tend to follow suit. So do their community relations programs. And so does their internal communication.

In sum, the mission statement (or other definition of company purpose) is an ever-present part of communication, even as it is influenced by SWOT and other strategic planning methods (presented next week) or as specific communication tactics are developed to meet objectives. It is the presentation behind the presentation.

We help agencies, companies, organizations, and communities produce the most effective communication possible by composing powerful messages across all media. — Copywrite, Ink.

Download The Abstract: Measure: I | O = ROC

The ROC is an abstract method of measuring the value of business communication by recognizing that the return on communication — advertising, marketing, public relations, internal communication, and social media — is related to the intent of the communication and the outcome it produces. Every Monday, the ROC series explores portions of the abstract.

Moving Forward: How To Manage Criticism

Lauren Vargas, principal of 12Comm Public Relations, calls them killer bees or "jackals feeding off the blood and weakness of others." Valeria Maltoni, who writes the Conversation Agent (among other things), calls them seagulls — those who fly in, make a mess, and fly out again. And Umesh Sharma, clinical psychologist, includes not being a critic among his secrets for a stress-free life. Critics are like needles in a balloon factory, he said.

There is certainly some wisdom in their words. Seagulls and bees or needles and jackals don't make the most pleasant company. However, as Vargas points out and Maltoni has too, constructive criticism is not only welcomed, it's needed.

That leaves some communicators in a quandary. How do you tell the bees from butterflies and seagulls from eagles?

After all, very few people really like criticism, but everyone offers it from time to time. In fact, our aversion to it tends to be a prominent social media discussion point any time I speak with business people. "What if someone says something bad about us?" they ask.

I generally muse that people probably are already saying something bad about them, they just don't know it.

After all, the most common question after a dinner, show, movie, book, product, new car, etc. is "How did (or do) you like it?" or "What did you think?" One of the benefits — or setbacks — of social media is that it amplifies these criticisms from private conversations to public discourse. In some cases, it can even cause a crisis.

Personally, I consider it a benefit, but not all people do. So regardless of how you feel, what's a communicator to do?

1. Recognize the difference between critics and cynics. Critics strive to be open, objective, and offer suggestions for improvement or make an effort to understand various points of view. Cynics generally are closed, biased, and reject that any merit exists or tend to promote their point of view while dismissing the validity of any other. They deserve different approaches.

2. Distinguish criticism about something and criticism about someone. Valid criticism, even if you do not agree with it, tends to focus on the situation, work, or action. The worst criticism presents judgements about specific people. Care what people think, but don't care so much about what they think about you.

3. Consider the intent of constructive criticism and negative feedback. The intent of negative feedback, even if it appears offensive, or constructive criticism, which is generally non-confrontational, is to provide guidance. Even when comments seem inappropriate, focus more on the message and not the delivery.

4. Distinguish the difference between communication and diatribe. Someone opening up a conversation that makes us feel uncomfortable might even be an asset. Diatribe, on the other hand, does not promote conversation or communication. It aims to shout the other person down (sometimes by encouraging others to do it).

5. Recognize that cynicism communicates more about them than you. While criticism can sting if it is well presented, cynicism says more about them than it does you. Even when real time situations seem to favor emotional aggressors, post- event analysis tends to favor a steady hand. How you respond will always overshadow what is being critiqued.

If you don't manage the message, the message will manage you.

Communicators have to accept that we cannot control what other people say or do. We can only manage what we say or do, even when we are responding to what others have said. Planned action is always better than unplanned reaction. In fact, in preparing for such instances, the first person we need to consider is ourself. Are we oversensitive to criticism?

While I'm not a fan of psychological self-tests, I did vet one at Psychology Today for this post. It asks: Are you sensitive to criticism? Can you handle negative feedback or do you find you have to resist the urge to bite your critic's head off? Try it out. (The summary is free; the full analysis, which didn't seem necessary, carries a fee.) The exercise itself might be eye-opening.

Once you do, then consider the closing quote from author William Arthur Ward. Because if he were alive today, he might artfully remind people that how one receives and interprets criticism or cynicism is the key to being an effective communicator. He might also note that even the most practiced communicators, when confronted with criticism, tend to respond (or encourage others to respond on their behalf) much like the critics they profess to dislike.

"In the face of unjust criticism, we can become bitter or better; upset or understanding; hostile or humble; furious or forgiving." — William Arthur Ward

Endorsing Content: Mayo Clinic

Nowadays, blog launches are hardly news. But when the organization is the Mayo Clinic, it piques our interest.

Sure, blogs aren't new for the Mayo Clinic. It has several, covering topics that range from Alzheimer's and Depression to Genetics and Safe Sex. It also has social media initiatives on YouTube and FaceBook.

The newest blog, however, presents something else entirely. Sharing Mayo Clinic "provides an online site for patients and employees to share their stories about what makes Mayo Clinic unique."

While the concept is grounded in the theory that organizations should give social media message control over to consumers (which may or may not be prudent), those few words of intent place the blog somewhere in the middle of virtue and vice. Is the blog about patients sharing their experiences or is it a media rich endorsement page? The mixed intent comes across in a statement as well.

"Rather than our patients just being able to talk with the people they see every day, these platforms allow them to share their experiences with people all over the world -- some of whom they know personally, and many they do not," says Lee Aase, Mayo Clinic's manager of social media and syndication. "We also see Sharing Mayo Clinic as an opportunity to provide glimpses into the lives and motivations of Mayo employees who are dedicated to working together in teams to provide the best care to every patient, every day."

The first half of the quote is intuitive and empathetic. The second half of the quote is marketing.

There isn't anything wrong with that; and I'm a fan of everything the Mayo Clinic is attempting to do in terms of bridging the communication gap between medical professionals and people. (Check out Aase's sincere interview on YouTube. It's solid.)

However, if it wasn't for the brand equity of the Mayo Clinic, it seems to me that this new venture might be mistaken for astroturf — a series of endorsements leveraged by miracles of modern medicine (e.g. If UCLA Medical asked me to do the same after our daughter's visit, you can bet the personal review would be glowing.)

That's not to say this first step doesn't have potential. If Mayo Clinic employees and patients are willing to share their stories (perhaps in real time on occasion) and the Mayo Clinic cross references those stories with its other social media initiatives in support, Sharing Mayo Clinic might be a real breakthrough in social media as well as medicine.

You see, there is difference between telling people some time and showing people something. Rather than place the emphasis on stories that make Mayo Clinic unique, the Mayo Clinic only needs to share stories that make its patients and employees unique. With a simple shift in intent, the benefits become self-evident.

Wearing Verbs: The Future Of PR

When Bill Sledzik, associate professor for the School of Journalism & Mass Communication at Kent State University (Kent State), first posted how his school hopes to raise the bar for public relations, I flagged his post. (I flag many of his posts, enough so I'm glad he doesn't post daily.) At the moment, I only have one more bullet to add to his already excellent post.

How Do You Raise The Bar In Public Relations Education? 10. Teach public relations students to think.

Public relations is changing. And with each passing year, it's changing at an accelerated pace.

In 2005, I could sum up what it might take to be a good public relations professional with just three bullet points.

• Think like a journalist
• Act like a business professional
• Write with the passion of a novelist

In 2007, I added three more.

• Dig deeper than a lead investigator
• Speak with the conviction of a communicator
• Exhibit empathy like a public service advocate

This year, I've added a seventh.

• Demonstrate authenticity like a social media evangelist

Next year, I'm planning to add number eight. All I need to do is settle in on a professional comparison for adaptability, which will require tomorrow's public relations professionals to think. They will have to know how to think, because as the velocity of communication accelerates and the tactics we employ to do so change, public relations professionals and other communicators will no longer be able to rely on "how to" hot lists that become obsolete the day after publishing.

Communication is situational. Adapt or die.

Two student questions reminded me just how much emphasis needs to be placed on thinking. One question, which came after class in an e-mail, asked me how I expected students to complete the assignment when I hadn't given them "how to" instructions.

The assignment is to write their own obituary (10-60 years from now) as a journalist. (While there are several objectives, one is to pay homage to journalists who used to start with assignments just like that.)

My response was simple enough. I can no more endorse a "how to write an obit" for an undefined subject than I could outline "how to write an advertisement" for an undefined product. There are too many variables. So I reiterated what I said in class. Read some real obits: Ricardo Montalban, Heath Ledger, Gerald Ford, Alexander Solzhenitsyn, etc. Then, think it through.

The other question, asked in class, wondered how I could wear both the public relations hat and the journalism hat from time to time (everybody wears lots of hats nowadays; just search "wearing many hats" and you'll see). What might have been a better answer, however, would have gone much further in emphasizing adaptability for future public relations professionals.

When defining hats, it's best to think in terms of verbs instead of nouns.

Doubling Features: Veronica Mars, Jericho

It took two years, but the entertainment industry is taking action. When audiences are engaged, ratings alone don't measure. Backed by two loyal and impassioned fan bases, two television shows are setting sights on the big screen.

Passive viewers are active consumers.

Rob Thomas, creator of Veronica Mars, recently confirmed rumors: there will be a Veronica Mars movie. He said it will pick up a few days before Veronica Mars' graduation from Hearst College. Kristen Bell is confirmed; Thomas says he has spoken with Jason Dohring and Enrico Colantoni. Why? Fans.

Jon Turteltaub, executive producer of Jericho, broke the news: there will be a big screen treatment for Jericho. While the movie will go beyond the small town setting in Kansas, Turteltaub said that the original cast is all in, including Skeet Ulrich and Ashley Scott. Why? Fans.

The Internet has changed entertainment. Expect surprises.

At a presentation held at the Sundance Film Festival, panelists — Netflix CEO Reed Hastings, YouTube CEO Chad Hurley, and Hulu CEO Jason Kilar — may have shared slightly different visions for the future of entertainment, but all of them agreed on one thing. Fans are in control.

It only makes sense. Ask the next generation when their favorite television shows air, and many of them don't know. The shows are available whenever and wherever they want. It doesn't even matter when they were produced.

New shows benefit from the acceleration of online content delivery and old shows are resurrected as if they were produced last week. Many of them benefit from consumer marketing efforts created by brand evangelists.

Not only do these fans want to see the story lines continue, but they want the depth of material expanded as well. Even if that means picking up where networks and film studios leave off, many of them are more than ready to do it.

Measuring Communication: ROI Meets ROC

There has been considerable time and effort invested by hundreds of people in attempting to demonstrate a return on investment for communication — advertising, marketing, public relations, and social media. It began as far back as, well, since someone first realized it might be measurable. In fact, any search on the subject will turn up any number of efforts, with some providing better explanations than others.

For my own part, I've been working, on and off, to refine a measurement formula for the better part of two years. My hypothesis is simple: the return on investment is related to the intent of the communication and the outcome it produces.

I | O = ROI

However, since last year, there have been several people who have noted that ROI means something different to business. In finance, for example, ROI means the ratio of money gained or lost (realized or unrealized) on an investment relative to the amount of money invested. When considering that definition, it becomes reasonably clear that ROI might be the wrong term for communication measurement, especially because not all communication produces outcomes that yield direct returns.

While this doesn't change the hypothesis, it does place a greater emphasis on establishing the connection between direct and indirect results because if we narrow the definition to only recognize direct returns, the greater portion of any communication plan will be diminished and working professionals will continue to misidentify incidentals such as conversations outcomes. Instead, I propose the real measure of communication is exactly that — the return on communication or ROC.

[(B • I) (m+s • r)/d] / [O/(b + t + e)] = ROC

For the next several Mondays, I will be writing a series about the above formula as illustrated within a free 5-page abstract, Measure: I | O = ROC a.k.a. The ROC, which defines a revised formula for communication measurement across advertising, marketing, public relations, internal communication, and social media. It has already been proven effective in measuring individual communication and ongoing campaigns.

Polarizing Futures: Apple, Facebook, Everyone

When Amazon first launched Kindle, it seemed to me that no matter how anyone felt about the product, the technology behind it represented crossroads with potentially polarizing effects.

It represented an opportunity to educate everyone on the planet (once there was a price point drop), giving them access to the best books ever written. And, it also represented an opportunity to enslave humankind by filtering future content and killing the last refuge of reader privacy at the same time. Some responses were expected...

"Enslave humankind"? I can imagine a few scenarios, but what did you have in mind?

Facebook Sacrifices Burger King

Burger King posted a Facebook application in early January that promised users a free Whopper if they publicly sacrificed 10 friends. Facebook disabled the campaign after 233,906 friendships were sacrificed, claiming the application did not meet users' expectations and the campaign was singling out users for ridicule.

Crispin Porter & Bogusky has since move to its third attempt to force feed a viral campaign in the last couple months. You can now send someone an Angry-Gram.

Apple Becomes Editor-In-Chief

Tom Krazit, a staff writer for CNET, recently outlined the details between the e-book author David Carnoy and Apple. Apparently, Apple rejected Carnoy's e-book for containing "objectionable content," which appeared to be a couple of uses of that four-letter word that starts with F.

Carnoy succumbed, saying the changes didn't impact the book. Apple has since approved the e-book now that the author removed the words that Apple considered objectionable.

Mack Collier Questions Listenership

Mack Collier, a social media purist for whom I have ample respect, questioned my interest in the 'Real-Time Communications Conference' because it was led by Pfizer Vice President Ray Kerins, someone who is virtually unknown in social media circles. Pfizer has been using social media internally.

Collier made the case that listening to people who were outside the circle might not be worth listening to. I'll be sharing some notes from the conference, which was broadcast live in real time, next week. There is ample content that is useful for businesses, students, and social media consultants alike.

Some of the discussion goes a long way in bridging the gap between business marketing and social media enthusiasts. Bringing very different ideas from different people, companies, and industries is a passion of mine.

Stanford University Was Right

While I might be an instructor at the University of Nevada, Las Vegas, I still have a passion for learning. And since I am geographically challenged in pursuing my education, I make ample use of multiple sources, including the content rich Stanford University section of iTunes.

I'll be writing more in-depth about these programs soon, but for now there is a thought that seems especially appropriate. As much as the Internet and social media have contributed to making more information and commentary from a greater number of sources available, it also allows participants to pick and choose their own content to such a degree that each participant can effectively select their own set of facts and create their own reality.

In other words, it might even be said we run the risk of self-isolating ourselves from knowledge that makes us feel uncomfortable. So I wonder, no matter if it is the smallest examples of gatekeeper censorship such as Facebook and Apple or even self-selected, what are people doing to ensure they continue to challenge themselves — even if it means listening to opposing viewpoints or taking the risk of being offended — in order to grow? What are your thoughts? I'd love to know.

Saying Nothing: Why Leadership Needs To Engage

Although a recent survey from Weber Shandwick has a small sampling with only 514 respondents, it mirrors several other studies that suggest the same — company leadership is still too quiet about the current economic crisis.

More than half (54 percent) of those surveyed said their employers are not talking about how the financial crisis is impacting the company and the majority (71 percent) said their company's leadership should be communicating about it more. The study also pinpoints that while company leadership is perceived to be not talking about the recession, 74 percent of their colleagues and co-workers are talking about it, with 26 percent expecting layoffs.

Last December, Watson Wyatt released a study that conveys the opposite. Overall, it found 77 percent of employers have already sent out or are planning communication on the impact of the financial crisis. More than two-thirds (69 percent) of these employers cited easing employee anxiety as one of the top two goals of their crisis-related internal communication, while nearly one-third (32 percent) cited earning employees’ trust.

Are more employers talking, but fewer employees hearing?

When the intent of communication no longer produces the desired outcomes (such as alleviating employee anxiety), it's time to reevaluate the communication.

In this case, communication managers and executives might consider that addressing the financial crisis is not the same as typical or motivational internal communication — it's crisis communication, even if the company is not directly impacted by the crisis occurring around it. And while not every crisis communication step needs to be followed, there are several very important questions that leadership needs to ask:

Are we acknowledging something is wrong? While instilling internal confidence is critical, employers cannot outright dismiss the recession. It has to be acknowledged, even if the company is unique, or the message may not be believed.

Are we satisfying employee interest? Employees are talking about the financial crisis. Government is talking about the financial crisis. The media is talking about the financial crisis. The sheer frequency of all this communication suggests company leadership needs to consistently communicate its position and direction. For companies wondering how many times they might reinforce job security to their employees, there is one answer: as many times as employees need to hear it.

Are we communicating empathy? Internal communication is not exclusively internal. Internal communication influences front-line communication and is influenced by outside factors. Even if company is one of several viewing the recession as an opportunity as opposed to a setback, the communication needs to express empathy. Employee spouses, colleagues, and point-of-contact customers may have very different experiences.

Have we included positive steps being taken to address the situation? During a crisis, even if the crisis is external, every message needs to be reinforced by provable data and a positive direction, regardless of what that data might communicate. People are always more receptive to a clear direction, even if it includes some bad news.

If these questions remain unanswered, any communication may be rendered ineffective. Ineffective communication is non-communication and may not even register with employees. Given that internal communication is permeable, non-communication can contribute to external public sentiment. It may even be why the RBC CASH (Consumer Attitudes and Spending by Household) Index reported consumer sentiment is at a six-year low.

"At a time when working Americans are concerned about their personal finances, their jobs and the overall economy, employees are looking for credible, candid information, and right now too few business leaders are filling the information void that exists,” said Harris Diamond, CEO of Weber Shandwick. “Employers have a great opportunity to communicate with their workforce about the impact of the economic situation on their companies as well as on employees."

Isn't it obvious? Employees are not just employees. They are also consumers and shareholders. And right now, they are looking to the private sector, as much as government, to stabilize the economy. At minimum, they need reassurance that their company isn't waiting for someone else to come up with a solution.

Related posts:

• Ragan: Survey: Leaders Fail To Communicate With Employees

• British Association Of Communicators In Business: Recession Demands More Emphasis On Internal Communication Not Less

• Jenna Boiler: The Importance Of Internal Marketing

• Geneva Communicators Network: Employee Communication Spending To Rise In 2009

• Copywrite, Ink: Thinking Internal: Watson Wyatt Study

Saving Lives: Communication Matters

Yesterday afternoon, a 1-year-old boy drowned and a 3-year-old boy nearly drown at a home-based North Las Vegas day care. According to the Las Vegas Review-Journal, authorities ordered a North Las Vegas day care to temporarily cease operations.

While this atrocity occurred earlier in the year than usual, it's not uncommon. Drowning is the leading cause of death among children ages 14 and under in Nevada.

In 2004-5, working with the Las Vegas Advertising Federation as director of public service, we were able to do something about it. Since child drowning was the number one under-served community awareness issue at the time, we used it to lead a year-long, three-topic public service campaign redefining accidents as negligence as a form of child abuse.

While the tone was hard, awareness matters. When people know it only takes 15 seconds for a child to drown, less time than it takes to answer the phone, or that drowning is also 14 times more likely to kill a child than a car accident, it makes an impact. It save lives.

The image attached to this post is the rendering of the print portion of the short-term communication campaign (print, outdoor, and radio). Copywrite, Ink. donated the creative and message. One of our clients, The Idea Factory, donated the first design. Publishing companies were invited to remove our mark from the advertisement and include our own.

Given how early the first drowning occurred in Nevada this year, it seems appropriate to share that this campaign served the community for two years. It is my hope someone might pick up where the Las Vegas Advertising Federation left off. While local media is always responsible in reminding parents of the dangers of pool safety, it tends to react after the first causality.

The same can be said about leaving children unattended in cars during the summer months, which was the second portion of what became an award-winning public service campaign. Again, it usually takes one casualty before the public begins talking about it, which is a great reminder why proactive communication still matters in an increasingly reactive communication world.

Commercializing The President: Everybody

First it was Ben and Jerry's "Yes Pecan,” and then it was Pepsi. And now, according to Brandweek, Ikea is jumping on the Obama brand wagon too.

Ikea's newest campaign includes out-of-home billboards featuring the "Embrace Change ‘09" slogan on local buses and trains. Ikea is also holding a "mock motorcade," touring the D.C. area Jan. 15-16, which includes strapping "furniture fit for a president" on top of vehicles. From Ikea's point of view, it's simply a good branding opportunity.

"We have never had an opportunity to do anything surrounding the message of change from a national standpoint," Marty Marston, public relations manager for Ikea told Brandweek. "[Obama's] notion of change and his commitment to fiscal responsibility match the Ikea philosophy of practical and affordable home furnishings for all."

But is it really a good branding strategy? Marvel Comics seems to think it's smart for Spiderman. And although BlackBerry didn't ask for an endorsement, it sure did appreciate it. But is it really a good thing? If you consider the fragile brand theory, then only if the original brand holds.

Thinking Global: Branding Local

For all the talk of a shrinking world, Nigel Hollis, chief global analyst at the market research firm Millward Brown and author of The Global Brand, has noticed a shift in the other direction.

"There are some underlying decisions people make when they decide to go global," Hollis told the International Herald Tribune. "One is that the world will become more and more homogeneous. That is just not happening. There's a lot of evidence that despite the spread of globalization we still live in a very localized world."

While the article recognizes some global campaigns, especially consumer electronics such as Apple's silhouetted dancers introducing iPods, can work; most brands, from food to personal-care products, make small adaptations in order to capture local appeal. In fact, even the on Web, communities tend to develop over time, creating a feeling of proximity that is based less on geographies and more on topics of interest.

Some companies seem to be catching up on the localization curve on the Web, even if they don't call it that. For example, Adweek noted that among the hundreds of journalists at the Consumer Electronics Show in Las Vegas, popular bloggers were being tapped by large companies with the hope of capitalizing on these localities. (Seth Godin might call them tribes.)

Prevailing thought, as reiterated by Chas Edwards, chief revenue officer at Federated Media Publishing, is that companies need to give up on the notion of control over their brands. The concept is not new. Companies never had control. And, when you step back and think about it, Hollis is saying something very similar — global branding is customized and localized.

Of course it is. As Phil Dusenberry, chairman of BBDO Worldwide, noted years ago: “Brand is the relationship between a product and its customer.” And that means branding, like all communication, works best when communicators and copywriters think in terms of reaching, or writing to, one person at a time. There is nothing more local than that.

Defining Communication: Real-Time Over Social

If anyone needs more evidence that 2009 will be the Year of Communication, consider the upcoming 'Real-Time Communications Conference' will lead with a keynote presentation about embracing social media and online community building by Pfizer Vice President Ray Kerins.


Following Kerins will be a panel discussion moderated by Sarah Milstein, author, Twitter and the Micro-Messaging Revolution. The panel will include: Paul Gennaro, senior vice president & chief communications officer, AECOM Technology Corp and David Sacks, founder and CEO, Yammer, Dave Armon, president, PR Newswire, and Morgan Johnston, Corporate Communications manager, JetBlue. There are also two roundtable sessions.

The conference will be held on Jan. 14 at the Graduate Center of The City University of New York, but portions of it will be broadcast live via a PR Newswire/MultiVu Webcast. So what's on the agenda for business besides positioning "social media" as a subset of real-time communications?

• Case studies of leading organizations that embrace real-time communications.
• Real-time communications to build communities with customers and prospects.
• Analysis of leading organizations on how they can manage and defend brand reputation.
• Maintaining core values and principles while maximizing flexibility for unforeseen events.
• Integrating crisis communication when challenged by real-time events online.
• An overview of the tools and technologies that today's communicators need to know.

Lewis Green, L and G Business Solutions; Francois Gossieaux, Emergence Marketing; and Valeria Maltoni, Conversation Agent (to some extent); have all expressed concerns that the social media expert crowd might be disconnecting themselves from business.

We also mentioned the trend several times last year, first following up on some comments made by Ted McConnell, general manager-interactive marketing and innovation at Procter & Gamble Co., and again in response to the overemphasis of conversations even knowing that neither might be popular. Right. For all the fun of following what is hot and what is not, businesses are moving right along without those who profess to know.

Does that mean businesses will make mistakes? You bet they will. But even if the tone of the new Wells Fargo-Wachovia blog (hat tip: Shel Holtz) seems a bit off, the social media crowd might have to accept that most customers don't care what comes first or last as long as companies move in the right direction.

Accepting Temporary: Complacency Is Circular

Last night, I noticed something unusual at my gym. Typically, Gold's Gym is packed with "resolution members," people who made fitness resolutions for the New Year. After two weeks, most of them conclude that it isn't working and slowly fade away into whatever daily routines seem more comfortable. Not this year.

When I shared the observation that my gym was void of resolution members this year, PJ Perez suggested "overweight Americans have accepted their designations."

He's right, but I'm not so sure we're talking about fitness. Eighty-five percent of people voting on a news poll believe that the economy will get worse before it gets better, and only 33 percent have faith that President-elect Barack Obama's administration will be able to turn the economy around.

When the question had been asked during the election cycle, those numbers were considerably higher. It's one of the reasons he won. So what changed? People aren't certain the Obama administration can turn the economy around because Obama has yet to change campaign criticism into a confident challenge. Consider the following …

"I don't believe it's too late to change course, but it will be if we don't take dramatic action as soon as possible," Obama said in a speech set to be delivered at George Mason University in Fairfax, Va., outside Washington.

Most speechwriters know that "but" cancels out everything that precedes it. Then again, I'm not talking about politics. I'm talking about the acceptance of what seems to be and complacency as opposed to acknowledging what is and moving forward.

You see, complacency is circular in that it occurs in companies, countries, and people at two ends of the spectrum — when things are too good or when things are too bad. In either case, complacency is the general acceptance of a temporary situation or state of being as if it is permanent (or who we are). So if you haven't already, right now might be a good time to kick around the concept of complacency as a conversation in your office.

Are you making decisions based on (or complaining about) temporary situations? And if so, what happens if and when those temporary situations change? Will those decisions put you in a position to win or ensure you remain in the same place — at the bottom of the complacency circle (which might be where your company started anyway)?

Or in other words, if your company is waiting it out, you might rethink that. After all, times will change. They always do. It's the only certainty.

Surfing For Survival: The Fourth Estate

"But what if the old media dies much more quickly? What if a hurricane comes along and obliterates the dunes entirely? Specifically, what if The New York Times goes out of business—like, this May?" — Michael Hirschorn, The Atlantic

When The New York Times released an October earnings report that revealed drastic measures must be taken or the paper would be forced to default on $400 million debt, some people, including journalists like Hirschorn, woke up wondering what if what once seemed like a slow a painful death for print might be hastened before they could develop a viable online business migration model. And what would that mean for journalism? And what would that mean for public relations?

The New York Times is not alone. Any time I spoke about social media last year, I carried some disappointing circulation statistics with me — most papers were down double digits: Boston Globe, down 10.1 percent; Philadelphia Inquirer, down 11.0 percent; the Miami Herald, down 11.8 percent; the Detroit News, down 10 percent; the Houston Chronicle, down 11.6 percent. And that says nothing about the Tribune Co. bankruptcy.

A few weeks ago, Thomas Mitchell, editor of the Las Vegas Review-Journal, noted "Information wants to be free, reporters want to be paid" in a column that reminds readers that newspapers survive to provide substance. He's right. Anyone can offer up opinion. Anyone can cater to the masses for link love and pats on the back. But not everyone will "sit through the council meeting and sift through the volumes of bureaucratic paperwork" or be able to disassemble and reassemble it in order to objectively educate the public as to what it means to them.

True enough, as that was the same point Paul Mulshine, opinion columnist for the Newark Star-Ledger, made in the The Wall Street Journal. And I heard similar comments while sitting on a panel with Bruce Spotleson, group publisher at Greenspun Media; Jon Ralston, columnist and commentator on state politics, and Flo Rogers, general manager of Southern Nevada's KNPR. Increasingly, the public seems more interested in news that supports their worldview than the last remnants of objective journalism.

Sure, the old model must change. But what newspapers need to remember is they can't wait for someone else to invent it. Most models will be different. Some might shrink print content while driving more readers online for additional content. Some might create online communities for the strongest sections. Some might place a greater emphasis on another medium like video. Some will attempt to give up the one-way new stream and encourage journalists to engage the public, something BusinessWeek seems to be experimenting with, but with mixed reception. And some, well, some will surely just lay down and die. But what if they all did?

Ethics & The Fourth Estate

It's a question I ask myself every year while I prepare to teach public relations skill sets that seem a little less valued today than they were last year or the year before that. Do they even know that the burden of business ethics might fall all the more on their shoulders? That's one question Bill Sledzik, associate professor in the School of Journalism & Mass Communication at Kent State University, has on his mind as well.

"I worry that too many PR types will place client interest ahead of public interest, expediency ahead of ethics," he writes. "They have in the past, and social media makes it that much easier today."

He might be right to worry. Even where there aren't ethical lapses, the slips seem more frequent (even among those who profess transparency). There are a few who already seem all too comfortable walking right up to the ethical line (if not crossing it) or redefining it to fit their needs. Even more don't really understand ethics all that well. When I share ethical challenges in a class, for example, the informal fail rate has been as high as 90 percent.

It may get worse before it gets better. A survey recently conducted by the Society of Corporate Compliance and Ethics (SCCE) and the Health Care Compliance Association (HCCA) reveals that the declining economy might increase the risk of legal and ethics violations in business. In fact, more than 85 percent of 600 compliance and business ethics professionals felt that the current economy greatly or somewhat increases the risk of compliance and ethics failures with only one percent offering a contrarian opinion. (The complete survey results can be downloaded here).

"There's good and bad news here," observed Roy Snell, the CEO of SCCE and HCCA. "We're finding that companies are increasingly seeing compliance and ethics as an integral part of their business and not a luxury to be discarded during an economic downturn. But, at the same time, we're seeing stagnant budgets or potential declines in resources at a time of increased risk for failures. That's creating a gap that could prove to be a dangerous chasm for business to cross."

And what if they do cross it? Without a viable Fourth Estate, there may be less risk and consequence. Yesterday, it used to be a suitable ethical review sum up to end with a single quip — unless you would be proud to see what you say or do on the front page of The Wall Street Journal or New York Times, then don't say or do it. Today, you can buy space on the front page instead. And tomorrow, there might not be one to care.

Saving Sony: Social Media?

In June 2008, Sony presented several initiatives designed to build on its previous three-year revitalization plan. Six months later, reaching even some of these goals seems further way than ever.

• Expand PC, Blu-ray-related products and component/semiconductor businesses while joining the LCD TVs, digital imaging, and mobile phone markets; which all seems contrary to rumors that Sony will abolish "several major divisions."
• Ensure 90 percent of its electronics product categories are network-enabled and wireless-capable by the fiscal year ending March 2011, which seems to be born out of necessity over innovation.
• Roll out video services across key Sony products by 2010-11, which started with the launch of the PlayStation Network despite some obvious trouble.
• Double annual revenue from BRIC (Brazil, Russia, India, China) countries by 2010-11, which is another goal that seems dampened by Microsoft.

Since, Sony cut 16,000 permanent and temporary jobs worldwide, simultaneously expecting profits to be down 50 percent compared to last year. And even while Sony announced it did not plan to introduce additional restructuring measures, the writing keeps popping up on the digital wall.

Can Social Media Help Save Sony?

In an effort to directly connect and converse the public (and perhaps regain control over its apparently errant communication), Sony Electronics is placing its faith in social media. Today, it launched a new social site — housing the company's blog, videos, photos, polls, and consumer profiles. The rushed launch coincides with the Consumer Electronics Show.

"The Sony blog has enabled us to speak frankly and directly with our customer base and the public at large, not only in the U.S. but around the world," said blog host Rick Clancy, senior vice president of corporate communications, Sony Electronics Inc., before the site was truly live. "Now we're looking to make the blog the cornerstone of a more interactive community site that provides people with the opportunity to talk to us and to each other about their opinions, experiences and observations with respect to Sony, our products, the industry and even our competitors."

But does it really? While it looks great, there is just something missing from a pre-launch post written by "Sony Admin," who purchased DSC-W130 in pink to tame his precocious daughter. Transparency, which probably isn't needed at Sony as much as authenticity, is only believable when it comes from a person with a real name.

Sure, sure, Sony is still in beta. But it really is difficult to relate to an ambiguous "Admin" handle who shares personal stories. "Admin" posts are better left to generic content whereas, if the author really is Clancy, he might as well use his real name. After that, he can get his company to pitch in on products so he doesn't have to "buy" them for those future cameo posts.

Much sharper than the blog is the community hub section. Backstage 101 is dedicated to helping people learn how to use products; The Digital Darkroom is a photo gallery site to share photos with others; Frontline is an online research community where you can provide feedback to Sony through online surveys, panels, polls and focus groups; and Voice your Opinion promises to allow consumers to do exactly that about Sony products.

Yes, the categories are a bit awkward, but I expect they'll shift quite a bit while the site remains in beta. Eventually, I imagine that the company's classifications will be replaced by the way consumers think, which will place product sections — eg. I have a camera — front and center. Frontline and Voice Your Opinion can be consolidated to make room for such a move.

In addition to its on-site efforts, Sony is also promoting itself with several other social media accounts, including: a push PR Twitter account, Facebook page, Flickr account, and YouTube.

The Flickr and YouTube accounts appear to be the most promising of the bunch. They deliver the best of what you might expect from Sony whereas the Twitter account reinforces that the company behind this social media move has never been known for being upfront in its communication. That fact alone might even make a few mistakes along the way forgivable.

Sony Social Promises To Mix Slick And Silly

Mistakes? Yep. Expect them. For instance, in an effort to initiate engagement, Sony is asking for help in naming the new community site and encouraging consumers to submit their ideas. According to Clancy, his favorite name so far is "Sony No Baloney." Um, right.

If authenticity is going to be part of any social media arrangement, you cannot force it. Most would agree that this blog has a better chance of being renamed "The Sausage House" than Sony would picking "Sony No Baloney" for the banner of its new social media effort. Then again, it's the silly stuff like this that makes Sony our first living case study of 2009.

While there is plenty of potential, it's also painfully apparent Sony intends to struggle through social media all in beta. And considering we had the new release in hand several hours before "Sony Admin" had a "Sony's New Community Site Goes Live" post up, we anticipate some oddness now and again in the year ahead. Let's just hope in what seems to be a sincere effort to adopt some of the so-called "new rules of social media" that Sony doesn't break its own brand in the process.

Beginning 2009: The Year Of Communication

Happy New Year! Yes, again.

It's the second time I've written it because it seems to be worth writing again. It's a happy New Year because about half of Americans polled by NBC News/Wall Street Journal believe 2008 was the worst year in American history. As Rich Lowery, writing for The Washington Times pointed out, it wasn't.

But nonetheless, it's a happy New Year because Americans seem to need one. Consumer confidence has a nasty habit of following what the leaders communicate. And for the good part of two years, very few leaders can say they stood up to be counted among those who had a positive message to deliver. This is what must change.

Politics aside, in 1933, Franklin D. Roosevelt demonstrated he understood this by delivering one of the most remembered inaugural addresses of the 20th century. His speech led the way by changing the candor of communication and calling for a time to speak the truth, the whole truth, frankly and boldly. And in doing so, he reminded the American people (and people all over the world) that the "the only thing we have to fear is fear itself—nameless, unreasoning, unjustified terror which paralyzes needed efforts to convert retreat into advance."

"Nothing changes and yet everything is completely different." — Aldous Huxley

Last year, we rang in the New Year by calling 2008 The Year of New Media. In many ways, it was exactly that, with more companies recognizing that social media was viable. They rushed to embrace it.

This year, companies that rushed headlong into social media will begin to adjust, recognizing that social media is a tactic and, as a tactic, only one portion of a well-thought strategic communication plan. Some will understand and appreciate that although there is merit in the prevailing thought of joining the conversation, there is also a need for people to lead those conversations with hope, innovation, and a focus on being able to meet the needs of the people they want to reach.

For all our talk about ROI, companies will do well to remember that the mere possession of a healthy profit margin is less paramount to the long-term bottom line than are achievements gained through innovation and the shared outcomes that come from the creative efforts by consumers and companies. This year, I'll infuse the concept into classes and speaking engagements because it seems to be needed out of necessity.

The way I see it, if there is one question to be asked in 2009, it will be whether or not your companies are ready to improve, innovate, and then communicate those improvements and innovations without motivating people by fear for short-term gains. The focus needs to be positive. The contract with consumers needs to be long term.

Speaking Schedule & UNLV Classes — Richard Becker

Writing For Public Relations — 7 p.m. to 9 p.m., Jan. 15 – March 12

Writing For Public Relations is a skills development class that focuses on the application of strategic communication into public relations with an emphasis on practical writing skills. Students learn a variety of writing styles and how to best apply them to: news releases, fact sheets, biographical sketches, feature stories, media kits, and social media/new media. (CEUs: 1.80)

Breakfast of Champions: Build Public Opinion Online — 8 a.m. to 9:30 a.m., Feb. 6

Presented by Community Service Consultants at Regis University, Build Public Opinion Online will focus on how non-profit organizations and business community relations managers can develop effective public outreach programs online, employing social media tools such as blogging, social networks, and other resources.

Social Media For Communication Strategy — 9 a.m. to noon, Feb. 28

Social Media for Communication Strategy focuses on increasing the use of online technologies to share content, opinion, insight, and experience. Collectively, these technologies shape more opinion than all other media combined and have dramatically changed the communication landscape. (CEUs: .3)

Editing and Proofreading Your Work — 9 a.m. to noon, April 4

Editing And Proofreading Your Work is half-day day session that focuses on improving clarity, consistency, and correct usage in personal and business correspondence. It includes essentials such as language, mechanics of style, spelling, and punctuation.

Of course, you'll find some information shared here from time to time, as this blog was initially created as a supplement for classes and speaking engagements. Copywrite, Ink. also provides an analysis for the potential of new media in our proposals, backed by experience on more than 1,000 accounts across all industries.

Delivering Service: AmeriCorps Benefits Nevada

Given economic growth in the United States is still near an all-time low and given the current economic crisis in Nevada, it's not surprising to learn Nevada Volunteers (formerly the Nevada Commission For National & Community Service), will not be included in the governor's budget. The decision will require the commission to seek legislative funding for the next biennium, which is no easy task given that most state budgets are being cut.

This will require state legislators to look long term rather than short term. The cost of losing AmeriCorps in Nevada is far greater than the modest matching funds required to keep the commission operational for the next two years.

The return on investment is $19 in funding for every $1 the state invests.

With a $19 to $1 rate of return and a President-Elect looking to expand AmeriCorps, common sense suggests that the state legislature needs to consider Nevada Volunteers a priority program.

Nevada Volunteers administers AmeriCorps programs in Nevada and works to link community-building organizations with the public and private resources they need. Specifically, with the modest state funding investment of $365,000 over the biennium, the state receives $4.4 million in AmeriCorps programming and $1 million in additional volunteer services.

During the last biennium, Nevada Volunteers administered critical funding for the Great Basin Institute, U.S. Veterans Initiative, Parasol Tahoe Community Foundation, Family Resource Centers of Northeastern Nevada, and the United Way of Southern Nevada, among others. In addition, after successful completion of service, AmeriCorps members earn an education award that can be used to pay for college or graduate school or repay qualified student loans.

The return in service outcomes far exceeds the monetary gain.

As impressive as the return of investment is for the State of Nevada, the direct outcome from 156,518 hours of service from 139 AmeriCorps members and 27,178 hours of community service from more than 4,100 AmeriCorps volunteers delivers badly needed services across the state of Nevada. A few highlights across AmeriCorps funded programs include:

• Collected and distributed more than 59,000 pounds of food and clothing to 21,000 Nevadans.
• Provided domestic violence prevention and intervention to 154 Nevada women and children.
• Provided outreach to 1,300 homeless persons, including veterans (with an 88 percent transition success rate).
• Provided direct educational assistance to approximately 200 at-risk children across the state.
• Built, restored, and maintained more than 96 miles of wilderness trails and 38 miles of natural habitats.
• Removed hazardous fuels from more than 386 acres, creating firebreaks, and planted 7,800 trees.
• Conducted 411 Red Cross first aid/CPR classes for more than 4,800 Nevadans.

It doesn't take someone like me, who has served as a governor-appointed state commissioner for seven years, including executive positions on the board for five years, to see that preserving AmeriCorps is vital to the State of Nevada. To do it, however, the commission will need more than a proclamation. It needs several state legislators to step forward and champion the required state administrative match during the 2009 legislative session.

The only question that remains is which legislators it will be and how long it will take. During the last legislative session when no line item programs were to be funded, last-minute legislation for AmeriCorps passed almost unanimously (42-0 in the assembly and 19-1-1 in the senate, with only a single dissenting vote by then State Senator Ann O’Connell) just before midnight as part of one of the last bills presented.

State legislators learned then how important AmeriCorps is to Nevada after realizing that our state will lose millions in federal and private support. One can only hope our new legislators are wise enough to see that cutting AmeriCorps doesn't save $182,500 per year. On the contrary, it will cost the state almost $4 million per year in lost funding and services.

Measuring Popular: Social Media Meets Gilligan's Island

Long-time industry analyst Barbara French once wrote (link below) that "we've got some very bright people on both sides of the debate — those advocating that we equate influence with popularity/connectedness, those advising against it. Neither side is ready to blink." Well, for those advocating for it, I suggest they study the work of Sherwood Schwartz and blink.

That's right. You'll find all you need to know about how influence, authority, and popularity interact by watching Gilligan's Island.

Influence

Influence is the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, and opinions of others.

The Professor, AKA Roy Hinkley Jr., Ph.D., had individual influence, even though group think had more. (So did Eunice "Lovey" Wentworth Howell, mostly over her husband but occasionally the younger female castaways.)

In 1958, social psychologist Solomon Asch devised an experiment to examine the extent to which pressure from other people could affect one's perception. Almost 37 of the 50 subjects conformed to the majority at least once, even when the majority had chosen a clearly erroneous answer. (Hat tip for the reminder: HireCentrix).

It didn't require any sense of authority or popularity; only a simple majority. However, perceived authority or popularity can potentially compound the allure of conformity. And sometimes, in the wrong hands, the results can be disastrous.

Authority

Authority is the power to enforce laws, exact obedience, command, determine, judge, or influence by proven knowledge or experience in a field.

The Skipper, AKA Jonas Grumby, had authority. (So did Thurston Howell, III, but his authority did not translate into an admired quality given the situational parameters of the island.)

In 1963, Stanley Milgram gave the world a glimpse into obedience by publishing the results of his experiment, which proved the authority figure in the experiment could convince participants to deliver electric shocks past safety limits, even when the recipient of the shocks protested and expressed life-threatening danger.

It didn't require any popularity, only a blind belief that someone seemed in charge. A simple majority can compound the allure of obedience. And sometimes, when given to the wrong people, it can be disastrous.

Popularity

Popularity is most simply defined as being commonly liked or approved of, but there's a bit more to it.

Ginger Grant was popular. (But among viewers, people liked Mary Ann more).

In 2008, behavioral geneticist S. Alexandra Burt at Michigan State University found that genes elicit not only specific behaviors but also the social consequences of those behaviors, which means your genes may drive your social experiences and predispose you to popularity in certain social settings. But there is more to it than that. In this study, the 200 male college students were in a unique campus environment where "rule-breaking behaviors" are generally admired. In another social setting, they may not be popular.

In 1993, the Administrative Science Quarterly published "Power, social influence, and sense making: effects of network centrality and proximity on employee perceptions," which explored the relative contributions of individual attributes, formal organizational positions, network centrality, and network proximity in explaining individual variation in perceptions of work-related conditions in an advertising firm. Simply stated, like many studies have found — social settings, structural centrality, perceived leadership, situational timing, and role satisfaction all play a part in making someone popular. And sometimes, when the wrong people become popular, it can be disastrous.

Ergo, exhibiting qualities considered admirable within a specific social network can help someone become popular.

It's also why Gilligan may have been the least popular person on the island, but he was easily the most popular comedic icon among viewers who found the comedy and sometimes accidental genius of the character to be admired qualities.

Influence, Authority, and Popularity Online

Michael Litman, who is equally fascinated by the concept of online authority, touched on part of the equation (and provided a sum up of definitions from people with perceived authority online) by simply stating that authority cannot be measured online. He's mostly right.

When you consider various social psychological studies and what we know about cognitive psychology, everyone started as equal as Litman suggests. But since human beings are human beings, we are generally predisposed to create systems of hierarchy and authority. So, it only stands to reason that people quickly went to work attempting to build such a structure in this new social setting.

Fortunately or unfortunately, much of this hierarchy has been built mostly around popularity measurements or largely "reach" as I mentioned on Tuesday, which is easily summed up by how many links, readers, followers, friends, etc. someone has earned. However, it's always important to consider that these measures might be gamed, blatantly, through mutually reciprocal agreements or, covertly, through sycophant behavior (hit tip for the perfect word: Chapel).

The reason reach has been incorporated into the equation is because it's borrowed from the advertising industry and mainstream media's obsession with eyeballs. But in the end, social media gravitation to reach doesn't mean anything because real influence requires offline measures such as changing behavior or tangible outcomes and real authority comes from something other than popularity (even though all three are sometimes interconnected).

“Popularity is the one insult I have never suffered.” — Oscar Wilde

For anyone who knows anything about Oscar Wilde, there is an irony in his comment that makes it all the more colorful. While he may have never penned a blog or joined a social network, he was one of the greatest celebrities of his day, frequently wearing his hair long and decorating his room with peacock feathers and lilies. And even though his situational timing was perfect (because that is what his world needed at the time), he always backed it up with his biting wit and the pledge not to beg forgiveness for what he thought. And what did he think?

"All that I desire to point out is the general principle that life imitates art far more than art imitates life." - Oscar Wilde

For all the mentions of people drinking the Kool-Aid in regard to social media (backed up by studies from Milgram and Asch), we ought to know by now that Wilde was as right today as he was one hundred years ago. If you're not careful, social media has a greater chance to change individuals than individuals ever do to change social media. And if there is any wisdom to be taken away, perhaps it is that participants would be better off searching for truth rather than the cult of personality.

Why? Read some of the work by Walter Lippman, who believed distorted information is inherent in the human mind and only by seeing through stereotypes can we find partial truths. Or ...

Simply recognize that for all the importance placed on influence, authority, and popularity on Gilligan's Island, they never got off the island (er, special episodes aside).

In other words, even if you could measure all the nuances of influence, authority, and popularity, why would you want to? It seems to me, throughout history, we've proven that chasing after the shadow of perception often leads us away from reality.

Related posts pertaining to influence, authority, and popularity online:

• Does Influence Equal Online Popularity by Barbara French
• Measuring Influence vs. Popularity by Shel Israel
• Influence and Popularity in Social Media by Servant of Chaos
• Ego Trap: Influencer Lists by Peter Kim
• Twitter Popularity Does Not Equal Business Acumen by Jennifer Leggio

Recognizing Reader Picks: Top Posts Of 2008

With the new year upon us tomorrow, we would like to say goodbye to 2008 with a recap of this blog's five most popular communication-related posts, based on the frequency and the immediacy of reader views after they were posted.

The 3-Deep Leak of Jericho, Season 2

What began as the early coverage of a consumer protest over the cancellation of the television series Jericho last year became the longest running living crisis communication and consumer-driven social media case study ever covered here. While the fans succeeded in reviving the show for a truncated second season after sending 20 tons of nuts to CBS, two of several factors kept the show from achieving a third season: The network never grasped that yesterday's passive viewers had become active participants. Some fans misplaced trust in the network to do the right thing (and they continue to stumble), which resulted in a fractured fan base.

Of those posts, most written earlier this year, speculation of the 3-deep leak of the show online and potential consequences led the pack. Three days later, CBS followed up with a clarification that the leak was unintentional. (The fact that Jericho leads this list is a testament to the fans' vigilance as well as the potential for groups to use social media to organize.)

Related Labels: Jericho, Consumer Marketing

The Nine Rules of Advertising, Inspired By Fred Manley

After referencing my instructional "nine rules" of advertising on more than one occasion, it seemed suitable to share a two-part post. The first post includes highlights from Fred Manley's classic “Nine Ways To Improve An Ad," which forced so-called advertising rules on the 1960 classic “Think Small” Volkswagen ad. The companion post revives advertising as a conversation as seen by Shirley Polykoff, who was the first woman copywriter for Foote Cone & Belding, before presenting Copywrite, Ink.'s The Real Nine Rules Of Advertising. The first rule? There are no rules.

Both posts can be easily applied to social media. And, if three posts make a better set, then consider Valeria Maltoni's bridge post on the topic, using Reader's Digest as the example.

Related Label: Advertising

Why News Releases Might Die From PR Confusion

With public relations seemingly confused with media relations and media relations seemingly confused with spamming journalists, it only made sense to write a somewhat satirical piece on today's most misunderstood profession. After sampling several random releases, we presented the seven deadly sins of the modern public relations professional as told to me by public relations professionals.

As well read as the post was, even being included on a tip sheet by Bad Pitch Blog, not many have learned anything. HWH PR was outed once again. Dennis Howlett banned pitches (except via Twitter). And I was reminded why being a journalist can sometimes suck.

Related Label: Public Relations

Endoscopy Center Demonstrates Crisis Communication Gone Wrong

Following the local crisis that surrounded the Endoscopy Center of Southern Nevada, which was responsible for the largest hepatitis C scare in the history of the country, became an exercise in evaluating futility. After the initial story — and then the denial, lack of empathy in a newspaper ad apology, refusal to comment on evidence, and alleged plans of the primary owner to flee the country — the center's credibility eroded until there was nothing left to believe. Eventually, the center was closed permanently.

From the series, the most popular post broke down the ill-advised newspaper apology, which opened: "Recent events at the Endoscopy Center of Nevada of Southern Nevada are causing great concern to our patients and the community at large.” Ho hum. Enough said.

Related Label: Endoscopy Center of Southern Nevada, Crisis Communication

Applying Twitter And How It Works For Business

In November, after following up as a live speaker to Aaron Uhrmacher's webinar, we had an opportunity to evaluate Twitter as a tactic for business communication (depending on the company and whether or not the people it wants to reach exist there). While there are other ways to use it, including real time reporting, we categorized six prevailing external communication approaches. They are outlined here.

The popularity of the post might reveal the need for social media participants to communicate in a language business people can understand or, perhaps, just the enthusiasm of Twitter participants to read something about, well, Twitter. There is nothing wrong with that.

Related Label: Twitter, Social Media

Five additional topics that came close in 2008

• How Veronica Mars fans continue to demonstrate unity and sustainability.
• How social media almost derailed our Bloggers Unite segment on CNN.
• Why applications like SeenThis? add value and expose trends.
• Our continuing coverage of broadcast-broadband convergence.
• TheLadders and RiseSmart battle for niche placement.

Since starting this blog in 2005, I always hoped that best practice posts would eventually draw more readers than the biggest mishaps. Looking back, 2008 seems to have accomplished a healthy mix, making 2009 more promising than ever. A very special thanks to everyone who joined the conversation to help make these posts relevant. It made a difference and it's appreciated.

Happy New Year!