Media Bullseye

I'm delighted to welcome John Cass back to the program this week, as he joined Jen Zingsheim and myself for our weekly Radio Roundtable discussion. This week, I wanted to talk to John about his series of posts discussing the "unniversary" of the Cluetrain Manifesto, as well as some other interesting issues that have copped up in the social media world this week.

Tomorrow's presidents and congressional leaders are today's governors and state legislators. What is going on at the state level towards embracing new media venues, increasing governmental transparency and encouraging constituent advocacy?

The sub headline in Frank Washkush's PR Week's Media Survey 2008 is pretty darned appropriate: "A State of Transition." He described how "old media" is attempting to adapt to "new media" and where the two meet - and sometimes clash. Old school vs. new school. NYTimes.com vs. "The Gray Lady." NPR vs. podcasts. Yep. The transition is already here.

Online shoe retailer Zappos and CEO Tony Hsieh have developed a dedicated following online, particularly on popular microblogging platform Twitter. Soren Jacobsen delves into the company's culture, ideas on transparency, and customer service to discover how they became an online force to be reckoned with.

There are two camps on Twitter: those who follow back everyone that follows them, and those who are a bit more choosy. Mitch Joel (and myself, for what it's worth) falls into the second camp. Which one are you? Also: personal branding issues on social networks, and getting blog placements (or not).

On the first day of the 2008 NewComm Forum, which took place last week in Santa Rosa, Calif., two back-to-back sessions provided some new insight into the goals communicators have for their news releases, what metrics and results they value, and some Web-minded ways in which they are trying to breathe new life into this 100-year-old tool. Mike Keliher has the details.

New Comm Forum, which took place last week in California, continues to be a topic of interest lately. Trevor Jonas notes that one major change from earlier conference is the abundance of liveblogging and Twittering that was going on. He also relates some interesting anecdotes from one of the livelier panel discussions. Also: New media as the standard, and Hannah Montana causes a PR stir.

Slowly but surely, companies and brands are understanding there is something profound happening in this new media world, and increasingly it's something they want to be a part of. But how can they know to whom to turn for advice on engagement? Is it their PR or marketing agency? Their technical group? Or is it someone else entirely?

We do not cover the mainstream news media a great deal in the Jots, but I thought Gerald Baron's analysis of a recent NBC News report was an excellent case study for what he deems is "wrong" with television news. Also: social giving, and using the right words to attract customers.

As the New Communications Forum continues out in California, Geoff Livingston gives us a peek into one of the sessions. Shel Holtz presents on the importance of understanding employees as a big part of a company's brand. Also: how far is too far when dealing with online ethics; and is this the worst pitch ever?