How journalists are using Facebook, Twitter to write mini serial narratives

Roy Peter Clark by Roy Peter Clark Published

Since the mid 1990s I’ve been experimenting with serial narratives, stories of more than one serving, in which parts or episodes often end in cliffhangers, driving the reader or viewer to the next installment. Serial stories dominate American culture and are expressed in television stories such as “Glee” or “The Sopranos”; in book publishing with the Harry Potter series or “The Girl with the Dragon Tattoo” trilogy; in reality television (in which someone is always thrown off the island, or given a rose, or breaks the scale, or becomes the weakest link).

(iStock image)

While newspapers have moved away, to some extent, from multi-part serial narratives, there are signs of mini-serialization everywhere: in the cartoon strips and panels that let us visit our favorite characters each morning; in the racehorse coverage of local and national elections; in recurring news stories about Chilean miners trapped in a mine, or a British Petroleum well polluting the Gulf of Mexico. Seguir leyendo “How journalists are using Facebook, Twitter to write mini serial narratives”

The Rise of Page View Journalism

In the early days of newspapers, success and advertising was measured by total circulation. The ability to measure how many people were reading just the business section, lifestyle section, or sports section didn’t exist. As more consumers switch their news reading habits to online consumption, our ability to track which section and pages are being read has improved. However, this enhanced tracking has a dark side: the rise of page view journalism. Simply put, page view journalism is the deliberate creation of stories that are designed to increase page views. It often results in an increase of low quality, high volume reporting and off topic stories.

people will have to reach the conclusion that there is some quality news that is worth paying to have access to …

While page view journalism is often attributed as the primary cause of demand media style content, the fact is it’s so pervasive now that it has almost become the norm. Look at the homepage of Techmeme on any given day and you’ll see an increasingly large number of websites trying to siphon off some of that traffic by “reblogging ” the top stories of the day, adding little or no value to the discussion. While rebloggers are at the lower end of the food chain, page view journalism also occurs at the top. Techcrunch, for example, covers with voluminous detail almost every story that is even slightly connected to twitter. It wouldn’t surprise me if MG Siegler did an expose on how Mary in the AP department at Twitter killed the staple market by switching to paper clips. Don’t laugh…it’s not that far fetched.

Want an example of how to lose your focus? Check out Mashable, a site that regularly stretches to cover things like  Tiger Woods and Fashion Week in an effort to bolster page views. The king of page view media is the Huffington Post, which reblogs, over-covers everything, and has gone off-topic so much it no longer has a main topic.

if you aren’t paying something, then you aren’t a customer: you are the product that’s being sold… Seguir leyendo “The Rise of Page View Journalism”

5 Twitter Tools for Analyzing Your Stats

One of the great things the internets gives us is the ability to track and analyze anything and everything.  You can find out how many people are on your website, commented on your blog, or liked your Facebook status update, and it doesn’t take much more than a few clicks.

Whether you are looking at it from a competitive, professional, or personal point of view, you’ve probably figured out that you should start using Twitter tools to check your stats.

Here are a Twitter analytics tools to help you determine where you are in the Twitterverse:

Klout – Your Twitter presence is graded based on 25+ variables, including how well you engage with your audience, how often your posts are retweeted,  and your level of twitter activity.  Nice tool, measures quickly, and the results actually seem to be useful. Seguir leyendo “5 Twitter Tools for Analyzing Your Stats”

Rooney conserva los patrocinios, a pesar del escándalo

Wayne Rooney conservará el apoyo de sus patrocinadores a pesar de estar involucrado en un escándalo sexual con una prostituta, según han señalado medios locales, que apuntan a que para Coca-Cola y Nike, este es un asunto privado.

Rooney sigue los pasos de Tiger Woods, que mantuvo el apoyo de sus anunciantes a pesar del escándalo publicitario, y tras una actuación decepcionante en el mundial, que recordó incluso la trama del anuncio que protagonizó para Nike, donde se veía al futbolista viviendo en una caravana tras un pobre desempeño en el torneo.

“Este es un asunto privado de Wayne y de su familia y tenemos más comentarios al respecto”, dijo Nike, una marca quien lo ha apoyado en los últimos 7 años y que tiene experiencia en sacar partido de los escándalos tras lanzar una controvertida pieza donde Tiger Woods reflexionaba ante la voz de su fallecido padre sobre sus infidelidades. Seguir leyendo “Rooney conserva los patrocinios, a pesar del escándalo”

Nike’s Tiger Woods Apparel Line Snubbed by Consumers

AT&T National Golf Tournament @ Congressional ...
Image by Chase McAlpine via Flickr

By Alex Sherman

Tiger Woods fans have put up with the philandering, the text messages and the domestic spats. Now comes what may be the hardest thing of all to tolerate: Losing.

Woods has played through the year without a single tournament win, putting him at 83rd on the PGA Tour’s money list. As his performance slumps, so have sales of his apparel line through Nike Inc., according to retailers Golfsmith International Holdings Inc., Roger Dunn Golf Shops and Golf Discount Superstore. Seguir leyendo “Nike’s Tiger Woods Apparel Line Snubbed by Consumers”

Why Brands Shouldn’t Waste Money on Celebrity Endorsements

by jeremywaite

WWTD : What Would Tiger Drive?

In my old ad agency life, brands were things or corporate entities, co-managed by the agency strategists, account managers and creatives. Innocent was a brand. Reebok was a brand. MTV was a brand. These brands didn’t talk. Didn’t have good hair days or bad hair days, and they certainly didn’t have complicated ryders in their contracts, specifying that only organic foods could be served at photo shoots.

But brands are now personified by people. In Hollywood it’s no longer a culture of celebrity that drives ticket-goers, it’s the celebrity brands.

Brands are increasingly becoming the currency of business. They link customers with enterprises. In this sense, smart business people now bestow virtual custody of brands upon consumers, while keeping management in the hands of companies. In other words, in the entertainment industry, it’s all about the packaging. In today’s world, entertainment brands define markets as much as they do products, services and organisations.

People like brands because they like making decisions. Seguir leyendo “Why Brands Shouldn’t Waste Money on Celebrity Endorsements”

How to Brand it Like Beckham

by jeremywaite

1. To be a great brand, you must have a great product in the first place: not necessarily a better product, but something that is different, that you are dedicated to and that you constantly strive to improve.  Brands are like footballers in this respect: play off your past and you will soon be out of the team.  Beckham was never rated alongside football greats such as Charlton or Best.

He wasn’t even a teenage wonder like Rooney, Giggs or Whiteside, but ask Alex Ferguson what makes Beckham so great and he’ll tell you that he worked harder than anyone else on the field.  He got to training first and left last. That’s how you build a great reputation/brand.

2. Managing a brand is a systematic process covering a multiplicity of factors.  Celebrities are no longer just endorsers of other people’s products: they are brands in their own right, and are learning to manage themselves as such. After all, “Products are made in the factory, but brands are made in the mind”.  Many people don’t care what some people say about them, but celebrity brands like Beckham need to worry about what everyone says about them.

The downside of mis-managing this part of your brand is ending up like glamour model Jordan.  She once had the world at her feet and now seems to annoy everyone no matter what she does.  A quick look at Tiger Woods also highlights just how quickly brands jump ship if your personal brand suddenly fails to deliver. Seguir leyendo “How to Brand it Like Beckham”

Virtual Tiger Woods Takes A Tumble

Tiger Woods PGA Tour 10
Image via Wikipedia


Electronic Arts, the video game maker, made a point in recent months of standing by Tiger Woods, even as other companies withdrew from sponsorships.

The company continues to publish the Tiger Woods PGA Tour game. But at least in the short term, the game is following Tiger’s own golf results: not as good as they have been in the past.

NPD Group, which tracks video game sales, said that first-month sales of Tiger Woods PGA Tour 11 were down 32 percent from the previous version of the game a year ago. Seguir leyendo “Virtual Tiger Woods Takes A Tumble”

The Top 12 Celebrity Marketing Articles from Sex, Brands & Rock’n’Roll

by jeremywaite

Over the past 6 months I’ve lost a lot of sleep writing some great content for my book “Sex, Brands & Rock’n’Roll”.  A brief look over the proofs reminded me of some great posts you may have missed. Enjoy…

  1. Marilyn Monroe : Marketing the Greatest Sex Symbol of All Time
  2. Be Like Che Guevara : Start a Revolution in Your Business
  3. The Ramones, U2, Take That, Joy Division & Lady Gaga on Branding
  4. How Will JFK’s Name Be Remembered?
  5. 8 Reasons Why We Are So Obsessed With Celebrity
  6. How to Build a Superstar Brand like Michael Jordan
  7. Why Einstein Was NOT a Genius
  8. Are Size 16 Supermodels like Crystal Renn a Step Too Far?
  9. Why Didn’t Walt Disney Believe in Recessions?
  10. Why Does Patti Smith STILL Inspire Everyone?
  11. Tiger Woods To Climb Mount Everest
  12. If Your Product Was Amazing, You Wouldn’t Need to Pay for Advertising
Jeremy Waite   |
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Celebrities repel consumers, but advertisers still love them

Craig Briggs (pictured), MD at Brandimage Asia, says using celebrities in ads is a great idea, but only if the communications idea is the real hero.

Celebrities repel consumers, but advertisers still love them

A recent poll by Reader’s Digest magazine found that consumers find celebrity advertising ineffective.

For Asian marketers, this must serve as a shock, since so many brands across the region rely on celebrities to hawk their products. This over-reliance on celebrities to gain consumer attention is an increasingly flawed method of advertising.

Celebrities can be tremendously effective and a worthy association and investment, if they are used properly. The problem is, that in the overwhelming majority of such advertising, the celebrities supplant the ideas in the commercial. Seguir leyendo “Celebrities repel consumers, but advertisers still love them”

Gillete vuelve a la estrategia de los famosos tras el escándalo de Tiger Woods

La marca Gillette, perteneciente a Procter & Gamble volverá a apostar por la estrategia de utilizar rostros de deportistas famosos para promover sus productos, tras apartar la campaña protagonizada por Roger Federer, Thierry Henry y Tiger Woods, después de que éste último protagonizara un escándalo sexual.

La marca Gillette intentó sin éxito fichar al piloto de Fórmula Uno Lexis Hamilton, pero no está desesperanzada con respecto a encontrar nuevos talentos que puedan representarla en sus anuncios. Seguir leyendo “Gillete vuelve a la estrategia de los famosos tras el escándalo de Tiger Woods”

Por qué la publicidad de Nike para el Mundial podría ser el mejor anuncio de la historia

Cuando Nike lanzó su anuncio para el Mundial de Sudáfrica, que muestra a figuras como Cristiano Ronaldo, Landon Donovan y Rooney Caravan, cuya versión extendida dura 3 minutos pero también tiene formatos locales, Trevor Edwards, vicepresidente de marketing de la marca, dijo que ésta podría ser una de las mejores publicidades de la historia.

La pieza, que fue creada por la agencia Wieden&Kennedy, contó con al dirección del realizador Alejandro Gonzáles Iñartu, autor de “21 gramos” y de “Babel”, e impresiona por incluir cameos de Roger Federer, Kobe Bryant y parte de un capítulo de los Simpson. Seguir leyendo “Por qué la publicidad de Nike para el Mundial podría ser el mejor anuncio de la historia”

Top 10 Negative Celebrity Role Models

by jeremywaite

According to a new Celbra (Celebrity + Brand) Survey by Millward Brown, these are the Top 10 Negative Celebrity Role Models .

  1. Amy Winehouse
  2. Katie Price
  3. Paris Hilton
  4. Russell Brand
  5. John Terry
  6. Tiger Woods
  7. Peaches Geldof
  8. Pixie Geldof
  9. Jonathan Ross
  10. Kate Moss

I wonder what Sir Bob Geldof makes of it? Especially as the current issue of Marketing Week also leads with the story, “Heroin turns Peaches from bad to rotten”.  According to her employer, the story goes like this…

“We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches Geldof to continue to work with us as the face of Miss Ultimo lingerie.”

That was Michelle Mone, founder of the Miss Ultimo lingerie brand on Tuesday, as she explained the axing of Peaches Geldof as the brand’s first celebrity ambassador.

The parting of Miss Ultimo and Geldof will cost both parties considerable sums.  But allegations of a wild night of sex and heroin abuse prompted, according to reports, 3,000 complaints from parents, concerned about Geldof’s association with their daughters’ favourite underwear brand.  One emergency meeting later and the decision was made.

Miss Ultimo plans to replace Peaches with a new celebrity ambassador.  The brand isn’t short of experience in picking famous faces to associate with  New television adverts will star television presented Kelly Brook and in the past, Helena Christensen and Sarah Harding have been among the models and pop stars to promote the brand. Seguir leyendo “Top 10 Negative Celebrity Role Models”

10 Questions Tiger Woods Must Answer On April 5

Tiger Woods
Image via Wikipedia


Tiger Woods is getting grilled on April 5th.Tiger made his tightly controlled statement about his car accident. And then recently gave quicky, 5-minute interviews to a small pool of news outlets this weekend, days after his former mistress dumped a pile of his salacious sex texts on the web.

But three days before he competes in the Masters, he needs to address his scandals, how it has tarnished his brand and the golf business, and what he plans to do next in his first official press conference since he disappeared from the game.

He is scheduled to speak at 2 p.m. local on April 5 at the Augusta National Golf Club in Augusta, Georgia, according to the club’s announcement.

Here are the questions Tiger must answer >

Tell us what you want to know and we’ll post more before Tiger’s big press day.

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