Por: Marina Kempny
(abril de 2008)
Una nota sobre facebook ahora, e incluso hace 5 meses, resulta vieja… y justamente lo que te da la pauta de eso son las notas sobre el fenómeno facebook que salen en las diferentes revistas. Las sentencias sobre si facebook sobrevivirá, o no, resultan aburridas (también sus sentidos -“sirve para”- y sinsentidos -“muere en el puro show off”-). Y sin embargo se siguen escuchando. El tiempo que perdés hurgando en la vida de conocidos-sus amigos-sus enemigos-los amigos de sus amigos, hasta que te topás con tu compañero/a de segundo grado del colegio, además de confirmar el dicho de que el mundo es un pañuelo, reafirma la naturaleza del ser humano: irrevocablemente chusma. Las razones por las cuales la gente entra en facebook y los usos que le da, son interesantes a veces, muy divertidas otras, y útiles muchas… como una prima mía que lo usa cual catálogo de potenciales candidatos (y así terminé yo en “curiosos” programas por hacerle el aguante, ja!). Si se usa el facebook con moderación, o desenfrenadamente, si se pierden horas adhiriendo a las causas más extrañas, o matando a Mortimer el oso, o preguntándose si es verdad eso de que la gente puede darse cuenta o no cuando “mirás” su perfil…. Al fin, todo esto, a quíen le importa y lo mismo da, no? Lo interesante, y no entiendo cómo en las redacciones no lo han visto, es la utilidad que a esos “usos” puede dársele y de hecho se le da, está bien, en el mundillo laboral, pero por qué no también en el de las ideas.
Cuando entré hace un año en facebook fue más que nada para ver de qué manera sacarle el jugo con acciones de marketing para el laburo. Entonces me sumergí en el mundo de las aplicaciones (descubrí que hay una lista eterna), de los grupos, de las páginas de marcas, de las páginas de fans de esas marcas, etc… Todavía no pude concretar nada, y además resolví que no es lo mismo Jeep, por ejemplo, que dietrich… y que quizás lo mejor sería empezar con avisos y probar de subir cosas en el marketplace… pero experimentos caseros nomás (si alguno probó con avisos en facebook, bienvenida su experiencia en mkempny@gdietrich.com), y más cuando tus jefes son un tanto renuentes a lo nuevo en materia de Internet.
Sin embargo, más allá de la extensa introducción (que no lleva a nada), quería resaltar lo interesante que terminó siendo, para mí, esta búsqueda de posibles acciones y participaciones en Facebook. Encontré grupos, páginas, aplicaciones y usos que vale la pena conocer… y escribir al respecto, entonces serían tanto más interesantes las facebook notas en revistas y diarios!!
Por ejemplo, hace unos meses me puse una aplicación que se llama “today’s italian newspaper frontpages” y te tira la primera plana del diario que elijas… sería una buena opción para los diarios de acá (si sirve o no sirve, no los sé, pero sería al menos publicidad, e incluso más clics a sus páginas webs). También encontré páginas de bandas de música por ejemplo, de las cuales me bajé una aplicación (my merch store) para vender productos vía facebook, en su caso cd’s, remeras, etc. E incluso encontré “local picks” by trip advisor, que bien podría usar la guía oleo para que sus usuarios encuentren restaurantes…. Y no voy a poner ejemplos de acciones y de páginas de diferentes marcas que encontré, porque me extendería mucho y no es tema para este café.
En concreto para este lunes, les quería comentar sobre el provecho de facebook para la PR people y para quienes laburan en RRPP. Les paso una nota sobre “using facebook to do PR” que levanté de un blog. Lo que más me llamó la atención fue un grupo que armó un tal facebook amigo Peter Shankman: “If I can help a reporter out, I will.”, que ahora por lo grande tuvo que convertirse en página web. El pibe reúne pedidos de periodistas con las fuentes que pueden ayudarlos. Me registré para ver cómo funcionaba en la práctica… debajo de la nota les copio uno de los mails (llegan todos los días, en breve me doy de baja!). Los temas son diversos y algunos muy divertidos; en la lista de datos solicitados encontrás cosas como Women Who Telecommute, o Looking for Iraq Vets.
Va lo comentado, a ver si sacan algunas ideas.
Para hoy, porque los lunes son así, si pudieran personificarse serían como esas personas que siempre tienen un comentario mala onda para hacerte o un “y, acá andamos, tirando”… entonces retomo, para hoy -8.00 pm/20°C- la sugerencia es un super pancho en la vereda y de fondo sonando THE CONCRETES (una banda “poppie” también, o como la describió alguien por ahí, aunque un poco exagerado: Pop sueco contagioso, rabioso y alegre, irresistible, todo eso y más).
Buena semana,
Marina.
Using Facebook to Do PR
February 1st, 2008 @ 4:16 pm
I’m spending more and more time on Facebook. It’s an amazing social media phenomenon. First and foremost is the fact that everyone (or virtually everyone) is on Facebook under their real identity. So you have some idea of who you are dealing with. Secondly, it’s an incredibly dynamic and rich social media environment — there’s so much going on, there’s something for everyone.
If you’re not on Facebook, I urge you to check it out. You don’t have to make a big commitment to get started, and you only have to put time into it if you are interested. But I think it would be a mistake to avoid it entirely — it’s a phenomenon you’ve simply got to understand.
And the PR industry component of Facebook is thriving.
For instance, there’s an incredible group on Facebook called “If I can help a reporter out, I will.” It’s run by a New York PR guy named Peter Shankman, and it revolves around a marvelously simple concept: Peter fields inquiries from journalists seeking sources, he posts the requests, you reply back to him if you can help the journalist, and he puts you two together. It has been likened to ProfNet, which runs on a similar idea, but a) ProfNet costs money for PR people to join and b) there’s no honest broker in the middle on ProfNet.
Other PR uses of Facebook:
- Affinity groups: PRSA has a group on Facebook with 1,851 members. My PRSA chapter, PRSA Silicon Valley, has a group with 19 members, and we got one new member of the chapter recently who found us on Facebook. I just started a networking group for PR people in my area, East Bay PR People. The official Facebook PR Group has 5,145 members. There are lots of other PR groups as well.
- Pitching: Robert Scoble, one of the leading voices on social media and new technologies on the Internet, has asked that PR people pitch him on his Facebook “wall,” which is something like his bulletin board. He thinks that pitches should be open and transparent, not hidden.
- SHIFT Communications has a Facebook group for its agency and for journalists looking for social media experts.
- Cohn & Wolfe has a group to provide a central online meeting place for its global staff
- Blogging: if you add your blog to your profile, when you write a new post, it will pop up on the Facebook news feeds of your friends, which is a good way to let people know about the new post.
The possibilities are endless — and I’m sure there are other PR uses for Facebook. If you’ve got any good ideas, let us know!
Earlier this month, I started talking about how to use Facebook for PR. As I’ve been getting more and more involved with Facebook, I’ve noticed some other uses that you ought to know about:
- Creating pages: anyone can create a “page” to promote a product, service, business, organization or person. This is a great way to get visibility in the Facebook community. For instance, my friend and former colleague, Mary A. C. Fallon, recently joined the DEMO conference as editor of the DEMO.com website, which I found because I saw that she had become a “fan” of the conference. You do that by going to its page and adding yourself as a fan.
- Creating personal brands: Here’s a great post about how San Francisco Mayor Gavin Newsom is using Facebook to promote himself. His profile lists the causes he’s interested in, the groups he has joined and news he wants you to hear about.
EJEMPLO DE MAIL DE PETER SHANKMAN
—–Mensaje original—–
De: iicharo-master@aweber.com [mailto:iicharo-master@aweber.com] En nombre de Peter Shankman
Enviado el: viernes, 02 de mayo de 2008 18:12
Para: mkempny@gdietrich.com
Asunto: [shankman.com] Friday 5 o’clock whistle queries, with a side of good news!
Say it with me, y’all… NO SURGERY.
As of now. Lots of physical therapy, some orthodics, but the doc wants me to run and see if the orthodics help. So… Crisis averted, I won’t lose my mind for at least another few months.
Thanks to all who called in with the kind words. I appreciate it.
Tons of leads on this Friday afternoon. Welcome to everyone who showed up this week, we got close to about 800 new members. Sweet. Nicest thing is, we’re continuing to get new reporters posting new queries all the time. This makes me very happy. So your job next week is to tell more reporters and more sources about HARO, (which stands for Help A Reporter Out, yes, some people asked…) give them this link: http://www.helpareporter.com, give the media this link, http://www.helpareporter.com/press, and make me even happier-er.
Wishing you all a wonderful weekend. It’s supposed to be cold and rainy here in NYC, so hopefully you’re some place warm and sunny!
Have some queries, and… Just so you know… To all y’all who answered Dan Tynan’s email about my being insane…. I know who you are. 🙂
*************************************************************
URGENT: Mother who began extra-marital affair AFTER birth of her
first child – For National Morning TV Talk Show
Running Abroad
Natural Mosquito Repellents
Athletes who own «Fast Casual»
Women who love Pant-suits (NO PR PEOPLE)
Myrtle Avenue (TIGHT DEADLINE!)
Party/Wedding Cutbacks (CHICAGO)
Talented Latinos Wanted
30 or older and changed your appearance?
Keeping Track of your Kids on Vacation
Pediatric Ophthalmologist
East Coast Homeowners who renovated
Summer Entertainment Ideas
************************************************************
_
_________________________________________________________________
From a contact (Name Withheld) at a major morning show:
DEADLINE: MONDAY, MAY 5, NOON EASTERN
Peter: I was just contacted by a TV producer who has an IMMEDIATE
need for a mother who began an extramarital affair after the birth
of her child/children, and who is willing to share her story on a
popular morning TV talk show next Tuesday. Show can’t be named
as of now, but will be once sources are contacted.
We need the person ASAP (this weekend, if possible) so producer can
pre-screen and make final arrangements). Interested mother should
respond no later than 12 noon Eastern Time on Monday, May 5, for
Tuesday’s show.
Also looking for mothers in the category above to interview for an
article on this topic. Unlike the above request, mothers for the
article can be interviewed anonymously.
Mothers should indicate whether they are responding to the TV
interview request, the article interview request, or both. All
replies should go to my e-mail address at
infidelityexpert2008@gmail.com
__________________________________________________________
Summary: RUNNING ABROAD
Name: Lora Shinn
Email: research@lorashinn.com
Title: Freelance
Media Outlet/Publication: Canadian running magazine
Anonymous? No
Deadline: 5:00 PM PACIFIC – April 5
Query:
«Seeking
1. Canadian runners with experience running in other countries
(expats welcome, non-marathoners welcome) 2. Canadian
cross-cultural comm consultants with information on proper clothing
and etiquette around exercise in say, Egypt or Vietnam.
3. Anyone else both A) Canadian and B) with an opinion on running
in other countries»
_______________________________________________________________
Summary: NATURAL MOSQUITO REPELLENTS
Name: Lora Shinn
Email: research@lorashinn.com
Title: Freelance
Media Outlet/Publication: Major natural-living website
Anonymous? No
Deadline: 5:00 PM PACIFIC – April 5
Query:
«Seeking natural methods for repelling mosquitoes and treating
bites. No garlic or vitamin B. Instead, what’s proven to work? Open
to CAM practitioners and traditional MDs.»
_________________________________________________________
Summary: Athletes who own fast casual
Name: Julie Sturgeon
Email: CEOEditor@ceoeditor.com
Title: freelancer
Media Outlet/Publication: Fast Casual Magazine
Anonymous? No
Deadline: 5:00 PM PACIFIC – May 5
Query:
«Here’s an unusual request to cap off your week: Do you know of any
professional athletes who own fast-casual franchise units among
your clients? I’ve written a story on why these NFL, MLB, NBA
players would be attracted to this industry, and my editor had a
great idea: In addition to the athletes I’ve interviewed, let’s do
a sidebar of every athlete we can find who owns one of these.
I’m trying to get this list together by Monday. I’d love to include
any of your clients who fit these parameters, so shoot me an email.
Julie Sturgeon
CEOEditor@CEOEditor.com»
_________________________________________________________
Summary: WOMEN WHO LOVE PANTSUITS
Name: Lisa Bertagnoli
Email: lbertagnoli@comcast.net
Title: freelancer
Media Outlet/Publication: Crain’s Chicago Business
Anonymous? No
Deadline: 5:00 PM CENTRAL – May 6
Query:
«For a lifestyle/fashion feature, I’m looking for Chicago-area
corporate executive women who swear by pantsuits (matching
jacket/slacks). Interviews will explore the practical as well as
psychological aspects of wearing pantsuits. (Apologies but I can’t
interview public-relations professionals for this piece.)»
_________________________________________________________
Summary: Myrtle Avenue-TIGHT DEADLINE
Name: Stephanie Nolasco
Email: Stephanie.Nolasco@gmail.comion: Latinolife.com
Anonymous? No
Deadline: 12:00 PM EASTERN – May 4
Query:
«Writer is currently working on a feature about a Dominican-owned
restaurant in Myrtle Avenue (Brooklyn) that serves Nuevo-Latino
cuisine. I’m looking for experts who can talk about any benefits
or drawbacks of Myrtle Avenue and how that directlys businesses.
Should restaurant owners have establishments there? Is the
neighborhood changing for the better or worse? Will this be the
next Brooklyn hotspot?
While we already have some experts talking about these many issues,
we would love to have more voices sharing their opinions.
Please send all statements to Stephanie.Nolasco@gmail.com by Sunday
morning, May 4th. When sending your thoughts, please include your
name and title, so you’ll be quoted properly.»
_________________________________________________________
Summary: Party/wedding cutbacks CHICAGO
Name: Darci Smith
Email: darcismith@sbcglobal.net
Title: Freelance writer
Media Outlet/Publication: Regional publication
Anonymous? No
Deadline: 5:00 PM CENTRAL – May 6
Query:
«I’m looking for real people IN CHICAGOLAND who have cut back on
luxuries for weddings or big parties (like bar and bat mitzvahs)
because of the current challenges of the economy. They’re still
having a beautiful party, but perhaps not being as extravagant as
they might’ve been just two years ago.
I’m also looking to talk with party/wedding industry vendors IN
CHICAGOLAND who are feeling the impact of such cutbacks.»
_________________________________________________________
Summary: Talented Latinos Wanted
Name: Stephanie Nolasco
Email: Stephanie.Nolasco@gmail.com
Title: Editor/Reporter
Media Outlet/Publication: Latinolife.com
Anonymous? No
Deadline: 5:00 PM EASTERN – May 5
Query:
«Latinolife.com, an online magazine and guide to all things Latino,
is seeking talented Latinos to interview and feature. We’re
looking for those involved in film, fashion, food, music,
entertainment, or just anyone making a major splash in the city.
If interested and/or need more details, email:
Stephanie.Nolasco@gmail.com. Many thanks.»
_________________________________________________________
Summary: (30-CHAR SUMMARY IN CAPS)
Name: Meryl Davids
Email: Articleleads@aol.com
Title: freelance writer
Media Outlet/Publication: Women’s magazine
Anonymous? No
Deadline: 12:00 PM EASTERN – May 12
Query:
«For a national women’s magazine, I’m looking for women mid 30s or
older who finally changed something about their appearance that has
bothered them for years, ideally since childhood. So if you’ve
recently gotten that nose job, had that facial wart removed, gotten
braces, etc, (or are a medical professional who has a patient who
has done this), I’d love to hear from you!»
_________________________________________________________
Summary: KEEPING TRACK OF KIDS ON VACA.
Name: Alyson English
Email: alyson.english@gmail.com
Title: freelancer
Media Outlet/Publication: Kiwi Magazine
Anonymous? No
Deadline: 5:00 PM CENTRAL – May 7
Query:
«I am writing a short piece for Kiwi Magazine about tips for
keeping track of kids during family vacations to places like
Disneyworld or other large parks or events where families can
become easily separated. Email interview is fine for this piece.»
_________________________________________________________
Summary: PEDIATRIC OPHTHAMOLOGIST?
Name: Alyson English
Email: alyson.english@gmail.com
Title: freelancer
Media Outlet/Publication: Kiwi Magazine
Anonymous? No
Deadline: 5:00 PM CENTRAL – May 7
Query:
«I am writing a short piece for Kiwi Magazine about eye health for
toddlers, and I need to find a pediatric ophthalmologist to
interview about vision screening and other eye health tips. Email
interviews are fine, as well.»
_________________________________________________________
Summary: EAST COAST HOMEOWNERS WHO RENO
Name: Alyson English
Email: alyson.english@gmail.com
Title: freelancer
Media Outlet/Publication: custom publication
Anonymous? No
Deadline: 5:00 PM CENTRAL – May 5
Query:
«I am working on a piece for a custom publication distributed to
homeowners on the east coast, and I’d like to hear from any east
coast homeowners who have either A.) Redecorated their home (or a
room in their home) to reflect their personal style or B.) have
done a basement or attic renovation and turned it into a different
room entirely, like a home office or basement.»
_________________________________________________________
Summary: Summer Entertaining Ideas
Name: Lisa Rogak
Email: lisa@lisarogak.com
Title: Journalist
Media Outlet/Publication: FineLiving.com
Anonymous? No
Deadline: 6:00 PM EASTERN – May 5
Query:
«I am looking for some ideas for summer entertaining stories for
FineLiving.com. Sending me info on your product is fine, but try to
tie it in with a couple of story angles so I can get a grasp on how
to tie it into a story. Be creative! Go off the deep end!
FineLiving.com is an HGTV site.»
_________________________________________________________
_________________________________________________________
__________
Peter Shankman
http://www.twitter.com/skydiver
http://www.facebook.com/profile.php?id=703291673
601 W. 57th St., New York, NY 10019,
El Australiner 