The following speech was given at Saturday’s New York City Tribeup.
We live in an attention economy. The way content gets found today with social validation and search requires that posts, videos and pictures get referred to and talked about by others.
As a blogger, I did well during the RSS era with the Buzz Bin. I sold that blog as part of an acquisition. In the process I lost 5000 RSS subscribers.
For a little while, my personal blog did well in its stead based on my social network communities and good will. This created a second wave of success.
I then did a bunch of stupid things like cut down frequency, blog without editorial direction, engaged in a few immature blog wars, and restricted my frequency. These things effectively eroded my blog’s social support.
After a period of roughly the past half year, a guest blogging campaign, being exposed to Gini Dietrich‘s brilliant mind while launching our book, and a reinvigorated content mission with a committed frequency, my personal blog began to rebound. Then I joined Triberr, effectively capping a comeback, my third wave of personal blogging success.
Join me on September 22 in New York City for the Triberr Takeover conference.
Today, media companies dominate the blogosphere. How can a small independent Davina or David blogger compete with Goliath brands like AOL, Gawker and Mashable?
In a recent call about a World Hunger Day campaign I’m engaged with on behalf of Yum! Brands and Razoo, I compared my blogger list with PR firm’s list of preferred social channels. None of the names conflicted, as the PR firm was focused on media company driven blogs.
This picture of which blogs mattered to each party — independent groundswell versus big media — typifies the picture of which type of masthead really gets the majority of attention online.
The task of becoming read has gotten harder with the rise of social network sharing and semantic search. Voices who used to be authoritative receded. While there are still strong independent blogs out there, many have faded into diminished status or have simply stopped publishing.
Read More »How David Blogger Can Beat Goliath with Triberr
Of all the professional skill groups that can be included in the marketing toolkit, public relations is the most ridiculous (PR is also used for public affairs and other non-marketing activities). Filled with backwards unethical and untrained professionals that consistently spam people and promote attention metrics instead of actual outcomes, the PR profession can’t help its poor image.
Read More »The PR Industry Can’t Help Itself
Danah Boyd wrote a fantastic post last week about Internet fame and its negative impact on individuals. It is easy to buy into the rock star kool aid when people frequently sing your accolades (and fallacies) online and at events,… Read More »Beware of Pedestals in the Attention Economy
The influencer hype bubble overvalues the role of popular digital voices in an online marketing program. Influencer attention can’t sustain a community over the long term, and using them often fails to produce strength of online community and actual business… Read More »What ARE Influencers Good For?
Image by John Petrick The social media influence bubble finds its basis in measurement of inaccurate barometers. While one can use glittering generalities in defining influence — such as the ability “to cause desirable and measurable actions and outcomes” —… Read More »How PR 2.0 Created the Social Media Bubble