How Facebook "The Social Network" Has Redefined
PR, Advertising, Marketing, Social Media, SEO, Jobs
PR, Advertising, Marketing, Social Media, SEO, Jobs
By Joel Leyden
Israel News Agency
Israel News Agency
New York , ---- December 9, 2010 ...... There used to be a time when PR consisted of faxing out a well written news release to CNN, FOX, AP, Reuters, BBC or TIME Magazine. When print advertising consisted of front covers, inside full color bleed ads, back covers and classifieds in both trade and general media. When radio talk shows and TV late night advertising were king - dominating all media 24 / 7.
Then came the Internet. In 1995 commercial Websites started to spread and static banner ads would speak to a few.
By 2000, we were religiously using the Net to gather information and email friends. Google, Yahoo, AOL and MSN were the undisputed giants.
This has all changed. While teenagers were creating their own Websites and blogs, as mom and dad continued to watch NBC, CBS or ABC News, a quiet revolution was taking place.
Today that revolution is known as Web 2.0 and Web 3.0 - interacting with one another on social networking sites such as Yahoo and Google groups, Twitter, Napster (RIP), MySpace, Craigslist, Amazon, Live, Tencent, Blogger, Flickr, Bebo, Baidu, DIGG, Wikipedia, YouTube, LinkedIn, Friendster, Hi5, Buzz, talkbacks on news sites and yes - Facebook.
Corporate, governmental and non-profit entities all knew that they needed a Website. From the CIA, US Army, Mossad, American Cancer Society, Alzheimer's Association, Doctors Without Borders and Greenpeace to Nestle, Coca-Cola, Microsoft, IBM, Vail, GE, Intel, Nokia, Disney, McDonalds and Victoria's Secret.
So they all hired a few HTML programming and FLASH computer geeks who know Dreamweaver and poured strong coffee for a few, creative graphic artists. The missing link had always been marketing. Then came Facebook. Born out of sex driven Harvard college boys seeking girlfriends in 2004 and exploding today capturing over 500 million global members. It was now easy to share news, photos, meetings, causes, gossip and even poke a few new people into friendship - both online and offline.
Today, not to have a Facebook account is not to exist. It overshadows every modern means of communication except for the telephone. And even the mobile phone is now under attack by Web giants Google and SKYPE offering free telephone calls.
With Hollywood producing the movie - The Social Network - came an abundance of public awareness of the inner workings of the Internet that the common man was never aware of. We now heard new nouns, terms such as hits, traffic, SEO, blogs, hacking, status updates and ROI.
Facebook co-creators Mark Zuckerberg, Chris Hughes, Dustin Moskovitz and Eduardo Saverin created a monster that now dictated to corporate America that you could no longer ignore social networking. It was and is the medium. One can no longer throw it off as a medium used by "young people".
Most of Facebook's advertising revenues come from advertising. Microsoft is Facebook's exclusive partner for providing banner advertising to over 500 million people from the US, Canada, UK, Spain, France and Israel to Mexico, Brazil, Japan, South Korea, Sweden and Haiti.
But even with Facebook now covering the Net like a friendly nuclear cloud, the billions of other Websites keep crying out to be seen and heard. And Facebook encourages this effort by allowing users to post links to their favorite Websites. With the movie The Social Network came new awareness of search engine optimization or SEO. Without SEO a Website does not exist.
A year ago if one said the words SEO, they would think that you were saying CEO. Today almost every other job wanted ad in the high tech field is calling for SEO programmers, SEO marketing people, SEO salespeople. This was the work and awareness of The Social Network.
But still something is sorely missing. In the US where PR and ad agencies are so used to specializing - touting themselves as being consumer, B2B, B2C, entertainment, financial, sports, non-profit, crisis communications or health care, they are still missing the big picture of the new media, social media revolution.
For in this era of social networking, an effective digital PR and or advertising agency must be able to understand and integrate each and every element of the Net.
Those who create Websites are not just graphic artists and graphic artists are not copywriters and editorial staff are not SEO programmers.
One must ask the executives at both PR and ad agencies Edelman, APCO Worldwide, Ruder Finn, Text 100 Global PR, Schwartz Communications, ICR, Regan Communications Group, Gibbs & Soell, Allison & Partners, Cooney/Waters Group, Coyne PR, RF | Binder Partners, 5W Public Relations, Makovsky + Co., Zeno Group, Hunter PR, Widmeyer Communications, Kaplow, Levick Strategic Comms., SS | PR, Chicago, Acxiom, Hill & Knowlton Zenith Media, MediaCom, DraftFCB, Grey, Porter Novelli, Universal, McCann, BBDO, Ogilvy & Mather, R/GA, Arnold Worldwide, Razorfish, Publicis, OgilvyOne, MS&L, Tribal DDB, Digitas, Fleishman-Hillard, Y&R, Weber Shandwick, GSI Interactive, Leo Burnett, Cramer-Krasselt and GolinHarris just one question.
Do your ad copy writers and news release staff know SEO? Do they know how to creatively optimize their copy for Google, Yahoo, Bing, AOL and MSN? We are not just talking page titles and META tags. We are talking about optimizing each and every word of Web content and news content.
If not - your news releases and animated ads will get lost in dark cyberspace. That is unless you go off organic search and totally rely on pay per click using Google Adwords and Facebook ads.
If not - your news releases and animated ads will get lost in dark cyberspace. That is unless you go off organic search and totally rely on pay per click using Google Adwords and Facebook ads.
Even these paid, sponsored advertisements cry out to be optimized.
As Mark Zuckerberg just announced plans to give away the majority of his $6.9 billion fortune to charity, you don't have to wait.
Commercial life begins today with just four words - Facebook, Twitter, YouTube and SEO. Without fully embracing and integrating these four Internet marketing basics, you may as well just stay in bed - with your BlackBerry and iPhone turned off.
The above news content was edited and SEO optimized in Israel by the Leyden Digital PR SEO New Media Group - Israel, New York.
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1 comment:
Awesome! I'm so grateful I've read this post. I was convinced that Twitter, Facebook, Youtube and SEO are the things necessary for product marketing nowadays. In Ohio, website design is also considered essential when it comes to online product marketing. That's why it's not surprising to find the best website designers in town.
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