With traditional media and analyst organizations declining in numbers and influence, conference organizers are turning to social media for coverage and attention. If identifying and attracting bloggers is difficult, keeping them happy at an event is doubly so. After three years running the Tech Field Day and a decade attending conferences, trade shows, and other events, I’ve learned a thing or two about that. Here are my suggestions.
Join Stephen Foskett of Foskett Services for the webcast, “The Deletion Dilemma” on Wednesday, April 13. Foskett will discuss the issues faced by today’s IT organizations when it comes time to delete data.
We believe that a little buyer education goes a long way, but when it comes to storage arrays, especially in the lower end of the cost spectrum, information is in short supply. Each vendor uses their own terminology, presenting their devices features while glossing over their faults. In an effort to improve the availability of information, Foskett Services teamed up with DCIG to create a buyer’s guide for small enterprise storage arrays, and we are pleased to announce that it is now available for free download, thanks to Aberdeen.
Basic logic tells us that negative opinions have a negative impact on our perceptions. If a man leaves a restaurant complaining about the service, he’s likely to drive other customers away. But this is not always the case: even negative reviews provide publicity and visibility, and a good can outshine the bad.
Marketers should always ask themselves this question when considering new initiatives. Creativity knows no bounds, and Internet and guerilla marketing tactics often turn to tactics ripped from the obnoxious MTV shows, Jackass and Punk’d. But even well-intentioned campaigns can go awry: It is common for technology companies to focus on communicating cool features instead of usability.
It’s tempting for companies to smack the little guys around. After all, it’s easier to bump off some new startup by spreading FUD than it is to challenge the top dog in your industry! But easy pickings should be avoided, especially when it comes to online communication and social media: It’s far easier for a company to lose mindshare by calling attention to the little guys than it is to gain anything from even the most justifiable argument. That’s why I advise my clients always to punch above their weight.
It’s not easy to be a public face for your employer, and doubly so when you’re using social media. Blogs, tweets, and the like value personal authenticity (and shun “corporateness”), forcing vendor bloggers to walk a tightrope. It can be hard to accept this burden, and many a bright young blogger flames out as the reality of the situation settles upon them. Yet some emerge from the trials with a reasonable philosophy and are able to continue.
People write blogs for a multitude of reasons, ranging from crass commercialism to noble information-sharing. But every blogger succeeds or fails based on the interest of their readership: Lose your readers and you’ll literally be talking to yourself. Speaking as a former magazine columnist and feature writer, I can assure you that blogging is a special beast. We must always focus on making our blogs easy to discover, read, and share. Here are 9 ideas to help your blog be more successful!
These days, every company wants blogs to cover their product announcements. After all, most customers rely on a Google search as their primary source of product research and increasingly trust blogs more than traditional media outlets. Guy Chapman’s excellent “how-to” for corporate content on Wikipedia (trust me, it’s a must-read!) brought to mind one key area where many corporate marketers still fall short: Product launch collateral. Even as they increasingly turn to bloggers for coverage, marketers still rely on the same stale “press kit” components from yesteryear. This new media world needs a new kind of collateral!
The Internet is not as friendly as it often seems. Social media, including blogs, Twitter, online review sites, forums, and the rest, are truly democratic. The problem with a democratic medium is that everyone has both an opinion and a platform to express it. Companies love the positive attention they often get, but it’s much harder to deal with the negative. Here is a strategy to deal with not-so-nice comments.