Category Archives: New Media

Importance of Social Media

Lena West is the CEO and Chief Strategist of xynoMedia Technology, a New York-based firm that helps high-growth companies leverage the power of social media, blogs, podcasts and online communities. A few weeks ago she discussed what a “social media strategist” entailed, and where new media was headed.

Media, expressly, is now interactive, compared to ten years ago, when one couldn’t actively participate with regard to the content published on-line. The internet’s now cost-effective, and with the sweep of what is being called “Web 2.0”, there is less static with how things are viewed and circulated, as ideas and strategies constantly fluctuate and redefine themselves.

Social media, as Ms. West describes roughly, “the use of media to be social,” is extremely revolutionary in that it was a medium used by consumers first, and then actively pursued by corporations to market themselves directly to their target audiences. A criticism West had, however, was the relative lack of businesses that are actively involved in utilizing social media, which should not be confused with social networking. Social media is an arching term that social networking falls under, as applications such as Twitter and Facebook are social networking tools.

West relates that it is important for companies to understand and recognize the power of social media in today’s market; therefore, while still growing, its increasing influence in the popularity of consumer purchasing is credit to its value to corporate marketing strategy.

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Thought leadership.

When Randall Rothenberg, the president and CEO of IAB (Interactive Advertising Bureau), a trade association for interactive marketing in the United States, talked with the other section of my Intro to Professional Writing class last week, one thing he mentioned was this idea of thought leadership. Thought leadership, he explained, is the “application of all manner of organizational assets to establish a position for that organization as  a leader,” both strategic and operational. When one is a “thought leader,” your ideas are discussed openly, and allowed to be shared with other aspects of your industry.

He highlights Procter & Gamble, a leading corporation that is at the forefront as a thought leader in consumer marketing, as the company is revolutionary in defining how to connect with consumers. What is of note is that the executives at P&G published their ideas in trade publications, distributing their marketing strategies to others in the industry with the idea that “when the tide rises, the better boats rise higher.”

Rothenberg, who’s involved in the “business of media” introduces thought leadership as “business jargon,” but its a fascinating term in the sense of what it is intended to do – influence a widening sphere for the business and marketing world with which to develop and culture new strategies. This is important when thought critically about in terms of a personal branding mechanism; if one could set themselves apart as a thought leader, who has invested interest in the success of the company and its value to the world of consumers, it could be a definitive characteristic to maintain.

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You are not your degree.

Such are the first words of Anaezi Modu, a Fast Company blogger and innovator of ReBrand™, a “global resource for visual examples and case studies on effective brand transformations.” Ms. Modu offered the Professional Writing class important things to consider when en route toward developing a career.

“You are not your degree” translates to looking beyond the confines your major would like to put you in; she stresses people to “get out of the box” others have put you in as you forge your own personal identity, your personal brand. Branding, she explains, is the “look and feel of you,” the “sum total of experiences with a person, place, or thing” and therefore not one defining aspect of a person brands them. Your brand is you, and every aspect you put into displaying who you are and what you have to offer correlates to your return on investment.

Regarding Rebrand.com, it is the direct evolution of this philosophy – as Ms. Modu was an architecture student, with degrees from Princeton, one of the fundamental areas in design is what is the main focus? What do you want others to see and notice upon looking at the infrastructure? Applying this thought of looking outside the box, she then asks, “Who says I have to design a building?” In identifying a niche, a new way of looking at what is in front of you, she applies this idea of physical space that an architect uses, to the abstract view modeled in a website. Rebrand focuses on how people access information and who is accessing it, and offers experiences on how to then transform this information to improve usability.

Such a concept is vital in today’s world, as the use and importance of internet and the success of “new media” grows.

Interview with Ms. Modu by Chris Butler

Visit her website: http://www.rebrand.com

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Jobs in the new media market

So what’s going on? A couple weeks ago the second section of my Professional Writing class was privileged to participate in a Skype chat discussion with Reginald Ponder, who has a heavy hand in the media market of today’s world. He offered different perspectives and interpretations on the types of jobs available to someone looking to work in the media, which is important as print jobs in journalism are steadily decreasing.

Fields he mentioned include a “media career,” which he outlines as a focus on how to buy and sell media, becoming a “media guru”; a member of public relations; and the promotional aspect of marketing. These jobs are moving into the forefront of late because there is a new demand for them, especially public relations. Mr. Ponder outlined that working with public relations required good writing and people skills, and it was important that one know how to influence people.

This idea cemented current knowledge, for one has to be able to relate to others in this day and age if the product (or opinion) is to sell. With advertising and many market segments linking to areas of new media – video games, movies, television – new strategies are in effect changing the face of media.

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Filed under Interview, Jobs, Journalism, New Media