Today, the industry is more focused on tangible actions that result from either elevated brand awareness in the editorial and owned news channels or friend-shared/endorsed recommendations in the social spheres.
GetGlue, IntoNow, Miso and my fave, Umami TV (a Flatiron client), will be familiar with the near-daily reports touting the week’s “most social TV programs.”
Companies like Trendrr, Bluefin Labs and Social Guide are crunching Twitter's and Facebook’s data streams to determine which TV shows generate the most buzz.
In predicting where the PR industry may be headed, I’m beginning to believe that a campaign’s ability to produce buzz in social or shared media may become the holy grail barometer of one’s success plying the “earned, owned and paid” media channels. Six months ago I said as much in a blog post that re-configured the oft-quoted Forrester Research infographic showing the new “interactive marketing paradigm.”
There are now a myriad apps, channels, platforms and devices on which our clients’ messages might reside and spread. This new measure for success will gauge our ability to create original and sufficiently compelling or edgy content to catalyze shared, aggregated or curated conversations.
Storify, Paper.li, News.me, Flipboard, Storyful, Google Currents, Pulse, Zite, Livestand, and Instagram, among others. As The New York Times's NY tech reporter Jenna Wortham recently wrote:
"Most important thing of the year: the retweet. 2011 was the year that retweeting became less about achieving value and followers and more of a new form of cultural and information currency — not unlike a viral version of the bit, self-propagating units of information."In spite of all the changes and challenges we’re witnessing in our industry, a core (and bankable) competency still entails building a positive client-branded presence in the media – one that directly and measurably enhances business and reputation.
Buzz in the social spheres, I believe, will be the desired bi-product of this earned, owned and paid media presence wherein digital denizens gladly share client messages with their friends, family, fans and followers across a growing multitude of digital and mobile apps and channels.