Aging Social Media Audience
Is a social media strategy right for every organization? My simple answer is “yes”. For a longer version of that answer … read on.
The main concern among many individuals and businesses is whether the social media audience skews too young to be useful to … for instance … a company that produces products for the elderly. My answer to that is two-fold:
- I have no research to back this up, but it seems reasonable to assume that a portion of the population purchasing products for the elderly actually consists of people buying the products for their parents. Additionally, even if these “children” aren’t doing all of their parents’ shopping, they’re likely in a position where they can advise them on what products might be useful.
- The population of the social media universe is aging … rapidly.
10 Newborn PR Tactics
Last week I realized that this is my 10th year in PR. This was a shocking realization. The first thing I thought was that I’m getting old.
As I got over that thought, I started pondering all of the ways that PR has changed since I started in the industry. This pondering led to my post last week, 10 Dead or Dying PR Tactics, about common PR tactics we practiced 10 years ago that aren’t practiced anymore. I decided to write this sequel on common tactics practiced today that weren’t even thought of 10 years ago. If the tactics I wrote about last week are dinosaurs, these are newborns!
Please add your own suggestions in comments!
10 Newborn PR Tactics
10) Reputation Monitoring: I understand this isn’t an entirely new tactic, but who could have imagined the WAY we’re monitoring reputations today?
10 Years Ago: In existence, but in a different form
10 Dead or Dying PR Tactics
This summer I’ll mark the 10th year since I abandoned journalism to become a public relations professional. I was recently thinking about the changes that have taken place since I made that switch, and that led me to think about all of the tactics and tools that we used to use regularly that are now dead or nearly dead. Being a blogger, I had to make a top 10 list! They’re ranked from “alive but perhaps outdated”, to “dinosaur”, to “dead as a doornail”. I’m sure I’m missing a few, so feel free to add your own in comments.
So, at the risk of sounding incredibly old, I present:
10 Dead or Dying PR Tactics:
10) Newspaper-based Media Relations Strategy
Newspapers are dying. Circulation is down. You can’t wrap your media relations strategy solely around trying to get print coverage anymore.
Status: Alive, but poor strategy
Online-Only for the PI
Today marks the final print edition of one of the top newspapers in the United States, the Seattle Post-Intelligencer. The newspaper, which dates back to 1863, will be online-only starting tomorrow.
In my view, it will bear watching whether a major newspaper can begin a successful new life as an online publication. Newspapers across the country have been struggling with how to repurpose their print content online and make that content something that people want to consume. For the most part online content from newspapers has been like the proverbial falling tree in the forest that no one notices. Not only have print publications generally not done an outstanding job with their web strategy, there’s just too much competition online for them to make a dent.
Podcasting Killed the Satellite Radio
Video may have killed the radio star, but podcasting and Internet radio are killing satellite radio. SIRIUS and XM satellite radio services (now joined to become one company, SIRIUS XM) , were once great destinations for commercial-free niche programming and a nearly endless variety of talk, news, and sports programming. I was a subscriber of SIRIUS until very recently. Despite listening to very little other than podcasts when I’m driving, I did enjoy the variety of commercial free music in my office. I have my own collection of digital music, but it’s nice to not listen to the same tracks over and over again, no matter how many there are in the mix.
The problem for satellite radio, however, is that Internet radio and podcasting are maturing and filling the space that satellite radio once owned. Not only is there similar content available out there, the vast majority of Internet radio sites and podcasts are free. SIRIUS is trying to combat this with an iPhone app that will allow subscribers access to the company’s Internet audio on their iPhones. This is a great idea, but it’s too little too late.
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