Your Online Democracy

Democracy is happening online, because every time a comment is made—change is imminent or entirely avoided. Today’s marketing is customer service and though this isn’t new to the digital PR attendees of the world, it still sends the majority.

A person’s comment is now so much more powerful than what a marketing research team gathers from a paid-for focus group. Yes, those TV ads do say these people weren’t paid for the ad, but who wouldn’t love having their mug on TV? I raise my hand in embarrassment.

The new integrated strategy that should be part of every campaign (starting with research) is comment moderation. The tactic-- subscribing to the RSS feed comments pertaining to your client, your client’s product or service, and topic of interest for your targeted media contacts. Boy would that save you time and energy in place of your exhaustive search on Google’s front page.

Consider scrolling below those USA Today or New York Times articles, those blogs tied to top 50 publications and reading the 21 or so complaints from customers who have really experienced the journalist’s cutting jest about a service or this-just-in bad news. It may come as a shock to hear that your customers don’t want flare; they want simple. In immediate response, you change those key messages and give your product, service or simple PSA announcement (are those still happening?) a makeover.

It’s time to listen to your customers online. Remember they are your audience and can turn to or away from you—if you don’t hear them.

The Reason Weezer Gets It

Here is an excerpt from a recent Pitchfork Interview with Rivers Cuomo (lead singer of Weezer):

We've been doing this since 94, and when we started out, we just did things the same ways that all the other bands did 'em. And that was okay for a while, but at this point, when it's time to promote another album, I have to ask myself, "Do I really want to do this the same old way again?" Or, "What would make this fun for me? What would make it exciting? What would be a new challenge?"

Why has Weezer been so successful with their latest endeavors and promotions? They try new things and get their fans more involved. Instead of sitting down and saying, "how can we make a viral video for our latest song and get lots of attention?," they asked, "how can we make this fun" and "what can we make that is original and good?" Notice that things that set out to be viral aren't often the ones that do - attention often comes with quality.

Terrorists on Twitter?

That is what the US Army is worried about based on a new intelligence report.

From the report:

"Twitter has also become a social activism tool for socialists, human rights groups, communists, vegetarians, anarchists, religious communities, atheists, political enthusiasts, hacktivists and others to communicate with each other and to send messages to broader audiences,"

"Twitter is already used by some members to post and/or support extremist ideologies and perspectives,"

"Terrorists could theoretically use Twitter social networking in the US as an operation tool," it said. "However, it is unclear whether that same theoretical tool would be available to terrorists in other countries and to what extent."

Pretty interesting stuff. Twitter allows for instant mass communication so it is understandable why they would be concerned. One thing that most marketers know on Twitter, is that conversation can be easily tracked. While it could definitely pose a threat, it is also an opportunity to monitor chatter.

Viral Video of the Week

I couldn't pick just one. Both of these have circled online recently and both are hilarious.

Analysis of a Facebook Event

The NY Times has an interesting article on throwing a Facebook party and who you can expect to show up. The reporters analysis lines up with what I have noticed about Facebook events.

When invited to a Facebook event, you have three options:

1. Definitely attending
2. Maybe attending
3. Not attending

Translation of these responses:

Definitely attending: You can probably expect them to show up. They are interested, but something else could come up. Definitely translates into likely.

Maybe attending: They probably aren't coming, but don't have the heart to click 'Not Attending.' Your party might be one of many choices for them. Maybe they are seeing who else is attending to convince them one way or another.

Not attending: This is pretty straightforward. They proactively let you know they aren't coming. They are either too far away to attend or they really want you to know they have no interest in an event that you worked so hard to plan.