Daily Archives: 14 November, 2011

Emerging niche social networks and the bond of community

Facebook has always been bad at building communities outside of your existing friends and family. It’s an online tool to build and maintain your existing community of relations.

In fact, social networks in general have been bad at bringing together people with a shared interest to create new communities. Whereas forums have always been particularly good at it. Look at Mumsnet, The Student Room and Gamespot for some incredibly successful examples of forums used to build powerful, long-lasting communities. Read More »

Arsenal FC see value in transparency with major blogger outreach coup

Blogger outreach is an interesting concept that in theory should work but often doesn’t. The idea is that brands approach bloggers and ask them to write about their products, services or initiatives. In an ideal world, this should be un-incentivised. The reality might be different, but the idea is that the opinion of a blogger, a web promoted authority oArsenal-Fc-logo-1n a subject, will be worth more than the opinion of a journalist or a glitzy write up on the company website.

It’s a great concept and if it’s managed correctly, the publicity can be fantastic. It doesn’t always work out that well. There have been many high profile examples of blogger outreach disasters. Probably the most prominent case of bad blogger outreach was the catastrophic failure of Facebook’s PR agency Burson-Marsteller. They thought it would be a good idea to offer payments to a prominent tech blogger in return for some negative press about Google and their disregard for privacy. Bad move. Bloggers don’t play by prison rules, the man approached grassed on the PR agency and let the world’s media take the story and dirty the good name of Facebook.

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Families making £100,000 from their ‘hilarious’ YouTube home videos

If you have kids you probably already have your camera out and no wonder. YouTube says that hundreds of families are earning as much as six-figure sums from videos of their kids doing and saying “funny” things that are going massively viral.

Some of these are big business and no more so than the world’s most watched: ‘Charlie bit my finger – again’, which has been watched a staggering 387 million times.

And that is not including the 85 million who have watched variations of the original video including a remix and an autotune cut. Read More »

Brands ‘wasting time and money’ on misguided digital strategies, study

UK social media users are among the most resistant consumers in the world towards brands invading their personal space, according to a new study, which reflects how businesses are wasting time and money trying to reach people online who, in all likelihood, probably aren’t listening.

Data revealed by TNS Digital Life found that 61% of UK consumers do not want to engage with brands in their social networks, a figure that is slightly above average (57%) from other developed markets studied. Read More »