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Posts from November 2012

November 28, 2012

Fish Where the Fish Are

 By Derek Lackey

There's a lot of talk these days as to which media CMO's should be paying attention to. Is social media marketing better than email marketing or TV advertising or even direct mail?

Advertising is about selling more product. Which media we use depends on WHAT we are selling to WHO. In this "fractured" marketplace we cannot simply hang our hat on a single media and hope to reach our target market. Some consumers are extremely active on email, but do not interact much with TV or social media. Others prefer SMS text messaging, and yes, some still read newspapers (really!) and listen to radio.

Today's marketer has to "listen to their audience" and communicate with them the way them want to be communicated with. We could even ask them which method is most convenient for them. Those who prefer to be left alone can still be reached with passive mass media such as TV, outdoor and radio. Most will tell us by opting-in to our email program or LIKE-ing us on Facebook.

Now that marketers are flocking to Facebook, will the consumer be a lot more selective about who they LIKE? Will they regularly "clean house" by UNLIKE-ing brands that are over-doing it? If you are using Facebook and getting no response, I can assure you it is not because "Facebook doesn't work for your product". When those who you are targeting do not respond to your constant messaging and attempts to engage them, they are indeed sending a clear message. What there is for you to do is change what you are doing.

It all comes down to where your prospects are spending their time and that is in major flux at the moment. TV viewing hours are down. The amount of time on Facebook has dramatically increased. Act accordingly, but most important; listen to your consumer. Be relevant and be appropriate to the media you are using. And don't be in "sell mode" with every message.

November 17, 2012

Israel, Gaza and Social Media: Where the Line Gets Drawn

A decades-long violent conflict between Israel and Palestine does not seem to be a likely platform for a social media exchange on Twitter and elsewhere, but the past twenty-four hours has challenged that. Yesterday marked the beginning of an Israeli offensive in Gaza, with the intention of killing Hamas leader Ahmed Said Kalil al-Jabari which proved successful.

Before YouTube took the video down, people were able to view a video shot by the Israeli Defense Forces (IDF) that documented a straight-forward assault on the Gaza Strip leading to the death of al-Jabari. The IDF was also taking to Twitter to offer both updates to followers, as well as warnings to Hamas about more to come. Hamas also took to Twitter to offer their own side of the war with @AlqassamBrigade – the military cohort of Hamas. 

Both sides were shooting off Tweets to each other in a weird version of cyber warfare that I couldn't help but feel was a type of cyber-gladitator fight. All Tweets were written in English, signifying that the messages were just as much for the rest of the Western world to see as the opposing sides. The IDF went under the identity of IDFSpokesperson and called for others to spread their own message with the hashtag “#PillarofDefense”.

I do not wish to dive into the complicated politics of the Israel/Palestine conflict, as this is not the place to conduct such a discussion. However, the conflict – and the means in which they have taken to social media – is another discussion worth uncovering.

This type of exchange on social media has never quite been seen before. When it comes to social networks, we tend to place the intention of using them as either a branding opportunity, or simply a means of staying in touch. That is how they started out at least. But the Middle Eastern conflict has a revealed a new side to social networks, and no one is quite sure how to take it.

It could be said that one's political agenda, whether it be Israel or anyone else, has the ability to be promulgated through social media like no other medium. During the dragged out Obama and Romney campaign, Americans saw how connected social media can make us, but the polarization was hard to ignore as well. This new campaign by the conflict is of a whole new sort, and when Tweets are created in positive response to people getting killed, there must be a line that we all must see.

War is a sensitive subject to touch, and bringing social media doesn't make it any easier. Is war, especially two representatives of the sides involved, an event where social media should act as a hub? Does this go too far? The debate could go on and on with agreers and dissidents probably listing both valid explanation for their perspective.

 There is an unsettling feeling about seeing live “death” Tweets and YouTube videos showing up on my screen – I do know that much.

Author Bio – Josephine Girard is a frequent contributor to DX3 – a technology blog that looks into related developments in technology and the effects that they have on society.

November 13, 2012

Getting in bed with Gadgets

There’s no question that in recent years, regular smartphone, tablet, and other gadget users have developed a strong bond with their technology.

More and more people find themselves riddled with separation anxiety if they leave their phone at home, or even if it’s in a different room. For many gadget users, a popular time to get really plugged in to technology is in the downtime right before bed—in fact, more and more people will say that they can’t sleep without spending time reading a tablet, browsing the web, or watching Netflix. But this particular time for gadget addiction, right before going to sleep, can be more harmful than helpful to good rest.

New studies show that not only are most people sleeping with their smartphones in the bed with them, they’re also struggling to sleep well, even if they don’t realize it. Not only does the light from your gadgets suppress sleep-inducing melatonin, there’s a good chance that you’ve been woken up by a call or text message in the middle of the night recently. In fact, many people say that if they happen to awake in the middle of the night, the natural reaction is to reach for their phone. The psychology behind why we feel so addicted to our gadgets is a field that is just now burgeoning, and for the future health of technology users everywhere, it’s probably worth looking into.

Thanks to OnlinePsychologyDegree.net for this graphic

Badgets in Bed Infographic

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