Advent of Viral Videos Leads News Organizations to Pay for Checking

Recently NPR did a piece on a company named Storyful. If you haven’t heard about it you may want to familiarize yourself with it. The need for this company is fascinating. Storyful, simply described, is a company that goes behind the scenes to validate if videos are real or frauds. The company provides this service for newsrooms and brands.

David Folkenflick reported that “Storyful, editors high-five when they knock a story down” in Behind the Scenes, Storyful Exposes Viral Hoaxes For News Outlets.  What is fascinating is don’t news organization do this? Isn’t it their responsibility to be sure, before writing a story oFeatured imager using a video, that the story is accurate? Seems as though today, newsrooms don’t have time to fact check in the 24/7 news cycle. Folkenflick described how Storyful works, “Editors rely on a ‘heat map’ of traffic on variety of social media platforms from users previously designated as credible to trigger awareness of incidents as they occur.” According to Megan Specia, formally with Storyful, said it best “What I’m [Storyful] doing is applying…traditional journalistic skills to a new medium.” Folkenflick cites a few new organizations that use Storyful, New York Times, Rupert Murdock’s News Corp, etc.Featured image

But how can brands benefit from Storyful? Storyful helps advertiser with video, content, reputation, campaigns and real-time engagement. Storyful works with the “biggest media brands.” See what you think?


Social Media Emerging Backwards?

Jake Levine wrote an interesting piece title “The Boardcast-ification of social media,” as we discuss emerging media. He believes social media platforms are beginning to resemble more traditional media.   The puzzle is the easier it is to find something the harder it is to find decent discussions about the subject.   Specifically, he sees social media platform evolving into more of broadcast medium, “Lots of talking, very little listening.” Is social media emerging backwards?

This is a fascinating take on the rise of social media. As marketers we think it is all about customer engagement and possibly missing the target.   Absent in the enormous platforms such as Facebook and Twitter, in his opinion, is the ability for small groups to have high valuable dialog. He sees media platforms, Reddit and Branch, as a place for allow for these conversations.  The video describes what Reddit is. The video alone has more than two million views people are wondering what is it and how does it work.

But, how do these companies make money. Reddit’s CEO says the company is still in the red despite having 70 million users. (Edwards, 2013) Actually, Reddit would be profitable instantly if it sold advertising because the Reddit audience is well divided making these sectors easy targets for marketing. However, that is the fine line for Reddit. If advertising is too invasive Reddit will lose it audience

We are all Ad Writers Today

           At the heart of new emerging media is user generated content (UGC). What this means is that we as consumers can blog, tweet, Facebook, Instgram, and can even film our own commercials to post on You Tube about products we like or dislike. We are all ad writers. One of the most popular medium for user-generate content is the unofficial company blogs. Several, such as, have a sizable following. Melody Overton’s online community about coffee has 115,000 unique visitors monthly from 110 different countries.

            Technorati’s Digital Influence Report states, “Blogs still are one of the most influential mediums, ranking high with consumers for trust, popularity and influence, and are the first online services that are most likely to influence a purchase.” Thirty one percent of consumers are influenced by blogs slightly higher than Facebook at 30 percent.  Consumers can find a great deal of information from these unofficial blogs iFeatured imagen addition to official blogs.

            From a marketing perspective, Starbucks should be thrilled.  The information is objective and informative. helps stimulate conversation about promotional programs Starbucks may be running while keeping the brand in front of people.   Another benefit for Starbucks is they can learn a great deal about from their customers by reading the comments and use it to improve or adjust business operations.  Blogs serve as great resources for consumers and companies.

User Generated Content (UGC) Changing Marketing Ways

According to Carolyn Baumgarten of Mashable, “Companies have wisely started tapping into online resources, making user-generated content an important new ingredient in the marketing mix. “ The question for some companies is surrendering control but for some the wager is paying off.   For brands, user-generated content has three advantages for campaigns.

  1. It’s cost effective. No hiring TV crews or spending huge amounts on media buys.
  2. Crowdsourced created content campaigns are new. Crowdsourcing essential means consumers do the marketing and can even create a buzz. Doritos’ campaign called Crash the Superbowl, invited fans to Featured imagecreate a commercial, resulting  in a huge marketing buzz. Here is how.  Makers of the winning commercial would win $1 million plus have their ad shown during the Superbowl. Doritos’ received more than 2000 videos and more than two million people voted for one of the top videos during this one campaign.
  3. Finally, UCG campaigns drive social talk with content shared across social networking stages.

Some companies rely almost exclusively on UGC for marketing. Companies like GoPro, inventors of the video/camera you can take anywhere, feature customer videos on their website, and in turn these are more engaging and less costly than using other means to advertise. GoPro’s tagline says it all – “Capture + share your world.”

What is Good for 50 Plus Year Olds: Yes, Twitter

Impact of Emerging Media blog will continue to include posts about emerging media, innovations on what companies are doing to initiate and build relationships with consumers and even possibly creative elements that work best. In this week’s blog I discuss Twitter. Twitter is an amazing social network site with more than 53 million monthly active users. Twitter does pale in comparison with the number of Facebook users. However, numbers are growing as people understand its relevance. More than 30 percent of the under 30 regularly use Twitter. However, only nine percent of the 50-64 year olds use Twitter. Why should 50 year olds join the less than 50 crowd and tweet? I would venture to gFeatured imageuess this demographic doesn’t really understand what is on Twitter.

Four hundred and eighteen out of the Fortune 500 companies have Twitter accounts. “In general, Twitter can be great for building community and increasing awareness of brands if used correctly.” The idea is that companies may response and engage customers in dialogue. Business Insider noted the 50 companies that use Twitter well. Tweets range from helpful cooking tips, discounts and suggestions for resolving issues. For those new to Twitter, Twitter works in real time. Three best Twitter companies include Southwest, Whole Foods and Best Buy. All use Twitter to resolve consumers’ complaints from lost luggage to bad customer service immediately. Each of these companies monitors their Twitter feed 24/7 so customers can get answers 24/7.



Today’s Well-Desinged Websites have Peronalities

Gone are the days where website served as just informational sites (See Apple’s website in 1990). What are websites today? With the advent of interactive media the best sites today tie into the company’s overall marketing strategies. Websites now have personalities and “marketers [along with website teams] are the seeds of a brand’s image.” More important today than years ago, marketers are “storytellers, curators, perpetrators, and enthusiasts” for the brand. (Reed College of Featured imageMedia, 2014) Websites personalities are expressed through blogs, social media networks, chat rooms, customer reviews and ratings, brand history, investor information, carts, check-out, and, really, the list continues (See Apple’s website today). Neil Perkin of Only Dead Fish, says the challenge for website is creating a “value gained through one touch point to benefit the experience at other touch points and to make that holistic experience as seamless as possible.” (Perkin, 2014)

Large companies are spending upwards of $500,000 to a million a year just to maintain their sites. How Featured imageimportant are these sites? Sixty five percent of Internet users in the U.S. said they wouldn’t purchase “from a poorly designed site – even if it offered their favorite brand.” (Reed College of Media) Critical to success is a well-designed site otherwise no deal resulting in cart abandonment.


Perkin, N. (2013). The Future of Digital Marketing. Retrieved from:

Reed College of Media. (2014). Lesson 3: Creating a Digital Identity: Using Emerging Media to Enhance a Brand.

Apple Pay – What’s Next?

You are in a restaurant when pull out your wallet to pay your bill when you rememberFeatured image you left your only debit/ credit at home or just somewhere else. What do you do now? No worries, you do have your smartphone as you always do, particularly your iPhone 6. You can use Apple Pay. Apple Pay uses your thumb to active the reader. The information is secure because it is one-time encrypted information and doesn’t store your actual data. Why is this significant to marketers?

Four billion out of the 6.8 billion people on earth own mobile phones with 49 percent of those in the U.S. owning smartphones. Business Insider states that 1 in every 5 people in the world own a smartphone. And, actually, 91 percent of the 49 percent smartphone owners have their phones within an arm’s reach. We are inseparable from our phones. And, the growth of smartphones is only expected to increase. See Featured imagenew shipment forecast below. Marketers need to continue to adapt and develop strategies for mobile usage.

Just to veer from the subject a bit, as marketers we are very concerned with website and their ability to be viewed on any digital device.  It is interesting to note that website shouldn’t be just designed for handhelds and desktops.  According to Brian Casel, “responsive design aren’t  just for handhelds anymore.” He states that  large screen web-browsing is gaining attractiveness in conference rooms and in living rooms.

But, back to subject, for now, those of you that own an iPhone 6, you can use Apple Pay and never have to carry debit/credit card again.