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Public Relations
How PR People Can Tactfully Locate, Pitch Influential Bloggers
Many PR agencies are hesitant to issue any guarantees on whether a particular piece of content or advertisement will "go viral," leading millions of users to toss it around through their various social media platforms. One way that they try to achieve this is by approaching the people often most responsible for the viral spread of content online -- big-name...
more »MarketingShift
Personal Branding Becomes a Necessity in Digital Age
In 2007, Atlantic Media's director of digital strategy Scott Karp was named one of the 40 most influential people in publishing by Folio magazine. But Folio wasn't honoring Karp for his work at Atlantic, which publishes the Atlantic Monthly magazine, but was instead fawning over the work Karp did at his personal blog, Publishing 2.0, which covered how technology is...
more »MediaShift
MediaShift Looking for Editor, Salesperson, Marketer, Correspondents
I want to update readers on some contract job openings here at PBS MediaShift. Even with the harsh economic downturn (and maybe because of it), I feel like the time is right to actually expand what we're doing here rather than pull back. These kinds of lulls often create openings to make something new or build upon what you've got....
more »MusicShift
The Time is Right for Direct-To-Fan Marketing of Music
As the music industry continues to evolve and search for a sustainable and profitable business model, the direct-to-fan (D2F) approach is making great advances, from artists just starting their career up to superstars with massive fan bases. Artists marketing and selling directly to their audience is not necessarily a new or revolutionary concept -- one can find examples of artists...
more »NewspaperShift
5 Ways a Community Manager Can Help Your Media Outlet
Recently, the New York Times appointed its first ever community manager, someone to "concentrate full-time on expanding the use of social media networks and publishing platforms to improve New York Times journalism and deliver it to readers." Of course, the New York Times is a huge operation, and has an enormous community of print and online readers/users. Do we at...
more »EducationShift
5 Challenges for Small College Media and How to Overcome Them
When people talk about online innovation in college media, they tend to start big and stay there. And it's true that large circulation college newspapers (and big name journalism programs) have been doing some impressive things online, but the need to innovate extends to smaller journalism programs as well. And for them, the challenges can be daunting. So what are...
more »AdvertisingShift
Project Wonderful, Blogads, FM Go Beyond Click-Through Ads
For new bloggers looking to build up their reader base, it's not always enough just to write well; you need to advertise, to get the word out. And what better way to advertise than with ads? Unfortunately, most advertising online still leaves much to be desired, both for advertisers trying to get noticed and for host sites trying to earn...
more »Digging Deeper
How 'Follower Spam' Infiltrated Twitter -- and How to Stop It
When using the micro-blogging service Twitter, by default you get email notices whenever anyone signs up to "follow" you (when you follow someone on Twitter, their Twitter posts, or "tweets," display on your main Twitter page, along with Tweets from everyone else you follow). A few weeks back, I noticed that I was getting inundated with new followers with names...
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