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.

Finding success in social media often involves a confusing or intangible array of attributes, as well as (sometimes) plenty of luck--but Larissa Fair reminds us of one of the most important ways to get what you need from this space: be yourself. Also: Twitter for Disney enthusiasts and the work-life balance.

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?

Popular social networking site Facebook has reached an agreement with attorneys general in 49 states to work together to make the site safer for younger users, including efforts to stymie online predators.

While social media engagement is a significant portion of many PR pro's jobs, Tom Murphy makes the excellent point that many have plenty of other responsibilities to keep them busy. So is it really the quantity of their engagement (or the number of people they "follow back" on Twitter), or the quality? Also: raise your Twitter profile, communications plan advice, and the evolution of pitching.

In today's Blog Jots, Mitch Joel has thoughts on the idea of citizen journalism, noting that citizen journalists have achieved a level of credibility whether people like it or not. Also in this round, more answers to John Cass' Cluetrain questions, and more proof that customer service is important to PR and marketing.

We all love Twitter, but how often do we consider its usefulness for business purposes? Colin Carmichael of Social Media Group has a great post with four ways that Twitter can help your business. Also: Make your conference rock more, and some thoughts on the echo chamber.

While Second Life itself may have hit the "trough of disillusionment" on its hype cycle, it's on the way to the enlightenment phase; and virtual worlds beyond Second Life are still something to which you ought to be paying attention, because they're on the cusp of a major expansion.

Often times, miscommunication begins immediately between firm and client, setting the relationship up for failure. Joseph Thornley stresses the importance of setting clear expectations for both sides. Also: Louis Vuitton and branding, reporter-flack symbiosis, and Myspace snobbery.

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.