The fact that Google has an excellent memory and that it rarely forgets big bloopers or faux pas, shouldn't come as a surprise to anyone in this class. After all, we've already examined plenty of examples of "Google Wrath": Vincent Ferrari and his attempt at canceling his AOL account, Jeff Jarvis and his DellHell blog post, the ComCast technician falling asleep on a customer's couch, etc. Today's example of a PR pitch turned ugly (thanks to Dr. Russell's WOM class blog for bringing this to my attention) and of a CEO's fears of entering the Google netherworld as a consequence, is another great reminder of the power of Google. What's particularly interesting in this case is the fact that a Google search of the name of the PR firm tied to the pitch, already returns Odden's blog post among the first 10 search results - regardless of what their true intentions were. And that's a big problem for their online reputation! Especially when considering that Google ranks among the top three news sources opinion leaders rely on most for obtaining information on companies (according to the 2008 Edelman Trust Barometer results).
Selasa, 12 Februari 2008
Avoiding the Google Netherworld
The fact that Google has an excellent memory and that it rarely forgets big bloopers or faux pas, shouldn't come as a surprise to anyone in this class. After all, we've already examined plenty of examples of "Google Wrath": Vincent Ferrari and his attempt at canceling his AOL account, Jeff Jarvis and his DellHell blog post, the ComCast technician falling asleep on a customer's couch, etc. Today's example of a PR pitch turned ugly (thanks to Dr. Russell's WOM class blog for bringing this to my attention) and of a CEO's fears of entering the Google netherworld as a consequence, is another great reminder of the power of Google. What's particularly interesting in this case is the fact that a Google search of the name of the PR firm tied to the pitch, already returns Odden's blog post among the first 10 search results - regardless of what their true intentions were. And that's a big problem for their online reputation! Especially when considering that Google ranks among the top three news sources opinion leaders rely on most for obtaining information on companies (according to the 2008 Edelman Trust Barometer results).
Podcast Assignment
Just a quick reminder that as we are getting close to wrapping up our discussion of corporate blogging, you might want to start thinking about the upcoming podcast assignment (due date: 03/06).For this project you will work in a team of 3. Your assignment is to produce a 5-10 minute podcast on an issue pertaining to this class. You can either interview an expert on the topic of social media and make that interview available in form of a podcast, or discuss a social media & PR issue in your group and edit that discussion into a podcast.
The goal of this project is two-fold: (1) to produce a meaningful audio resource on the topic of social media, and (2) to demonstrate that you possess the necessary skills to produce a podcast. You will be evaluated both on the content and the technical quality of the podcast.
The specific topic of your interview or your group discussion will depend on the area of expertise of your interviewee and/or your own area of interest. This is your time to be creative! If you decide to interview an outside source, be sure to develop your interview questions ahead of your interview and to phrase your questions in such a way as to avoid simple yes/no type answers.
Requirements:
- Create a 5-10 minute podcast and burn an RSS feed
- Create a blog post about your podcast which links to the podcast, contains the show notes, and is tagged for effective search engine exposure
Interview Content
- Questions invite in-depth exploration of social media issues
- Chosen expert has credibility in topic area
- Discussion explored social media issue in-depth
- Members came across as credible by citing/discussing relevant research
3. Podcast is well edited (use of bumpers & jingles, clean cuts)
4. Audio quality is good (adjusted volume, quality recording)
Overall Requirements
5. Fulfills the 2 requirements listed above
Resources:
- Link with resources for producing & publishing a podcast (from last semester)
- Gcast - free podcast hosting service
- Garageband.com - some podsafe music
- Gabcast - record using your phone
- Audacity Portable - audio editor packaged as a portable application
- How to podcast with Skype
Live-blogging while anchoring the news: The CNN experiment
First we had blogging reporters and citizen-journalists, and now it seems that CNN has added live-blogging news anchors to the mix. As I was channel surfing a couple of days ago, I caught Anderson Cooper announcing that he would be live-blogging from his 360 show this week. Cooper started the experiment on his February 6th show, by reading and responding to viewer comments during commercial breaks. The idea of live-blogging news anchors doesn't seem to be completely new however. Apparently Greta Van Susteren over at Fox News has been both blogging and commenting while anchoring On The Record. Talk about multi-tasking...This looks like an interesting attempt by CNN to make their shows more interactive and to draw TV viewers to their website. Is it paying off? According to a CNN spokesperson who was interviewed by TVNewser, the page had more than 12,000 views from 10 p.m. to midnight on the first night, and the live-blogging is scheduled to continue "occasionally with the goal of making it a nightly event."
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