Tag Archives: Social media

What words get shared on social media – and what doesn’t?

Publicity and marketing, including social media, is like the Wild West.

Just about anybody can call themselves a Social Media Ninja (although they shouldn’t) and get away with it, especially if they used the right jargon. Crazy ideas don’t sound crazy when nobody really knows anything in this new frontier.

Social media is still related to publicity and marketing, and even in that old business, the saying was, “Half of all advertising gets wasted. But nobody knows what half.”

Although there’s certainly good practice and bad ideas, there’s always been more art than science to the field. You can’t predict what will work or say, “We’re going to make this viral” and have it happen. Doesn’t work that way. Continue reading

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Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, The Twitter, the Book of Face and the Series of Tubes

Why even the mighty Facebook is DOOMED

So now that social media is an entrenched Big Deal, taking up gobs of bandwidth on the Series of Tubes, you’re starting to see story after story in papers of news and even the Glowing Tube, which still lives.

One hot story keeps popping up, like an invincible monster in a bad horror movie, and that story can be summed up in four words: FACEBOOK IS GONNA DIE.

These stories all point to numbers and extrapolate from there. Teenagers are abandoning the Facebook ship! Now that half the world is on Facebook, growth has stalled!

I’m not saying those stories are wrong. But here’s the thing: Facebook will die. It is not the immortal, invincible juggernaut people think it is. 

Because nothing on the internet stays on top forever. And in the end, angry rocks from space will doom us all.

Want to lose money? Bet your paycheck on predicting what we’ll be using for social media five years from now.

Want to make money? Bet the title of your car that something new will supplant whatever is dominant today.

Facebook will go the way of MySpace–it’s inevitable.

Twitter may fade away, or get smoked by some hot new thing now being created in the dorm room of some 18-year-old at Indiana State University.

Sure, the piles of money Facebook has could keep it on life support forever. Zuckerberg might use those billions to buy other hot new things on the Series of Tubes, or transform Facebook in radical ways.

Yet even if Facebook buys all the other companies in the world, and we all wind up working for Facebook for the next 20,000 years, eventually, rocks from space will blow everything up.

But we won’t have to wait for that. Facebook will fade and die, because we humans are fickle. There isn’t some magical switch that can freeze the quirky intersection of pop culture, technology and fashion.

Fashions come in waves. If short hair is dominant, that automatically makes long hair the hip, rebellious thing to do.

If Facebook is dominant, the cool kids automatically flee to something new and small and subversive until it gets too popular.

The same thing happens with music and movies. True hipster run away once their favorite band gets too popular. Hard-core movie fans are into obscure French black-and-white existentialism and 1960s samurai flicks for the simple reason that they are obscure and unpopular.

The younger the demographic, the quicker they shift allegiances.

Boy bands are a great lesson. No matter how big and unstoppable the media considered N Sync or the Backstreet Boys, they got tossed aside for the next hot new thing. It has always been so and it will always be so.

Because fashion and pop culture work that way. By becoming popular, you guarantee that the hipsters and cool kids will therefore consider you uncool and unpopular, causing your downfall and the rise of some obscure unknown shebang.

So yeah, Facebook will die.

And yeah, something fresh and new and completely obscure will get embraced by the hipsters and cool kids.

Just don’t believe anybody who says they know exactly what replaces it, or when it’ll happen.

The Red Pen of Doom’s Greatest Hits Collection: 10 Epic Posts

  1. Epic Black Car deserves good owner; are you worthy?
  2. The Mother of All Query Letters
  3. Why every man MUST read a romance – and every woman a thriller
  4. The Red Pen of Doom impales FIFTY SHADES OF GREY
  5. The Twitter, it is NOT for selling books
  6. A BOWL OF WARM MILK AND MURDER
  7. 30 achy breaky Twitter mistakeys
  8. Writing secret: Light as air, strong as whiskey, cheap as dirt
  9. The Red Pen of Doom murders THE FOUNTAINHEAD by Ayn Rand
  10. Quirks and legs matter more than talent and perfection

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

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Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, Old Media, which is still Big and Strong, The Twitter, the Book of Face and the Series of Tubes

Happy birthday to the Twitter!

A nice little video about the evolution of the Twitter, which is 6.942 bazillion times better than the Book of Face, which will one day go the way of MySpace — and not even powers of Justin the Timberlake will be able to save Zuckerberg’s baby.

I’d throw another “which” in there, but it’d just be piling on.

Also: What is the ONE THING you would delete about the Twitter, aside from nuking direct messages from orbit?

Also-also: What is the ONE THING you would add to the Twitter?

Also-cubed: Here’s a link to I THREW IT ON THE GROUND, because (a) it includes the lyric, “Happy birthday to the ground” and (b) it’s one of the funniest music videos in forever, with (c) a song that’s actually good.

Related posts:

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

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Filed under 7 Media Strategy Saturday, The Twitter, the Book of Face and the Series of Tubes

PR case studies – OK, you’re doing it right

The New York Times

For two years or whatever, I blogged three times a week about publicity, speechwriting, public relations and scandals for The New York Times’about.com.  If you are an author, actor, director, politician, professional athlete, rock star, user of social media or otherwise in the public eye, THESE POSTS ARE USEFUL TO YOU. If you live in an ice cave, you can safely ignore all this stuff.

Case studies – OK, you’re doing it right

Betty White Named Most Trusted Public Figure in U.S.

How PETA Targets A Global Audience

How PETA Uses Publicity Stunts to Spread Their Message

PETA.XXX – Brilliant Move or Insanely Dangerous PR Stunt?

Thank You for Suing Us

NFL Draft Picks Live and Die by Publicity

The Synergy of the Super Bowl

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

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Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, Old Media, which is still Big and Strong

You’re doing it wrong: press releases and press conferences are usually Bad Ideas

The New York Times

For two years or whatever, I blogged three times a week about publicity, speechwriting, public relations and scandals for The New York Times’about.com.  If you are an author, actor, director, politician, professional athlete, rock star, user of social media or otherwise in the public eye, THESE POSTS ARE USEFUL TO YOU. If you live in an ice cave, you can safely ignore all this stuff.

Why reporters HATE press releases

How To Write a Press Release

‘I Want a Press Release’ is Often Wrong

Why Reaching Your Audience Takes More than a Single Press Release

Why A Story Kit Is Often Smarter Than A Single Media Product

Why you should avoid holding press conferences FOREVER AND EVER

When To Hold A Press Conference – And When Not To

Avoiding Big Problems with Press Conferences

Preparing For A Successful Press Conference: Planning And Practice, Location And Length

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

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Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, Old Media, which is still Big and Strong

Handling bad news, making your message sticky and other penmonkey tricks

The New York Times

For two years or whatever, I blogged three times a week about publicity, speechwriting, public relations and scandals for The New York Times’about.com.  If you are an author, actor, director, politician, professional athlete, rock star, user of social media or otherwise in the public eye, THESE POSTS ARE USEFUL TO YOU. If you live in an ice cave, you can safely ignore all this stuff.

Not-so-basic publicity stuff

Handling Bad News and Scandals

How Effective Is Your Message? Achieving Stickiness

The Yin and Yang of Word Counts

Dialogue Versus Monologue in Public Relations

How to ID and Reach All of Your Audiences: Audience Analysis 101

Avoiding the Biggest Last-Minute Mistake in Public Relations: Scheduling Can Destroy the Best-Laid Plans

How to Find the Right Media Mix: Reaching a Mass Audience in Public Relations

3 Ways to Check Your Clips

4 Ways to Respond to Bad Press

Five Reasons to Monitor Your Media

The Care and Feeding of Media Lists: Building Different Lists for Different Purposes

How to Use Charts and Graphs in PR Presentations

How to Work a Room

How To Use a Story Kit

Taking Your Lumps in the Press: Not Every Bad Story Can Be Fixed, and That’s a Good Thing

The Media Prefers Raw Meat

How to Interpret and Use Polls in Public Relations

Who are Opinion Leaders, and Why Do They Matter? Shaping Public Opinion at the Grass Roots

Putting Opinion Leaders to Work: Opinion Leaders Can Be Vital to Any Public Relations Effort

What Do You Want Your Quote to Be? Soundbites Are Getting Shorter

Tips From The Field: Public Information Officer

Job Profile – Press Secretary

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

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Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, Old Media, which is still Big and Strong, Viral media math

Top 10 Myths about Publicity and Public Relations

The New York Times

For two years or whatever, I blogged three times a week about publicity, speechwriting, public relations and scandals for The New York Times’ about.com. If you are an author, actor, director, politician, professional athlete, rock star, user of social media or otherwise in the public eye, THESE POSTS ARE USEFUL TO YOU. If you live in an ice cave, you can safely ignore all this stuff.

Top 10 Myths about Publicity and Public Relations

Top 10 Myths about Public Relations

Myth 1: Any Press is Good Press

Myth 2: PR is All about Press Releases and Press Conferences

Myth 3: Once You Break Through with Publicity, You’re Golden

Myth 4: Publicity is Free and Easy

Myth 5: You Need to Hire an Expensive PR Firm

Myth 6: Good Products Don’t Need Publicity – – Only Bad Products Do

Myth 7: Public Relations Can’t be Measured and is Therefore Worthless

Myth 8: PR Means Schmoozing and Controlling the Press

Myth 9: Only Ex-Reporters Can Do It

Myth 10: Public Relations is Spin, Slogans and Propaganda

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This is Guy Bergstrom the writer, not the Guy Bergstrom in Stockholm or the guy in Minnesota who sells real estate or whatever. Separate guys. Kthxbai.

Guy Bergstrom. Photo by Suhyoon Cho.

Reformed journalist. Scribbler of speeches and whatnot. Wrote a thriller that won some award (PNWA 2013). Represented by Jill Marr of the Sandra Dijkstra Literary Agency.

8 Comments

Filed under 7 Media Strategy Saturday, Journalism, publicity and scandals, Old Media, which is still Big and Strong