I Do Not Want to Be an “Interrupter.” Do You?

        I am very invested in both marketing and public relations; this is my chosen path of professionalism. David Meerman Scott, author of, “The New Rules of Marketing & PR,” discusses the difference between interrupting consumers and producing useful content for consumers when marketing to them. 
      The main problem is not knowing how to deliver useful content. Advertising is all about “pop” and “sparkle.’ This is understandable because companies have 30 seconds to convince you that #1 they are a credible company and #2 they have a product you cannot live without. The move from television to the internet is good news for companies that do not want to be an “interruption” to their publics any longer; instead of having to seek out consumers, they will come looking for you! The bad news is companies are having a difficult time making the transition from old (interruption) marketing to new (Content-Driven) marketing. I too struggle with what makes “great content.”
        Scott provides a great example of a Web site providing appropriate content to viewers. The site www.cervelo.com is awesome because it is clean, well-organized, and has information clearly labeled. The site is very personalized; the background is a slideshow picturing organization members. This is when “content” marketing clicked for me. It is not about looking the most professional, or boasting the most awards—it is about sharing your brand’s unique story. Little touches like photos and blogs add character and charm that can compete with even the largest of chains. Online everything is equal, everyone has equal space to explain what makes them better than the competition.
        Just as important as content is accessibility. If information is not easily accessible, site visitors will jump to the next link on their Google search. On www.cervelo.com information is clearly organized and you do not have to dig. The opening page is not jumbled and confusing; it directs traffic to exactly what viewers need. People expect the internet to be an instantaneous source of answers, if they have to work too hard to find answers; they look elsewhere.
        As Aggie (our Professor) says, you have to “give to get” in this world. Give relevant information and get a customer for life.

Should Employees be Trusted?

    This week in Social Media class we are reading portions of The New Rules of Marketing and PR by David Meerman Scott. Scott presents an interesting debate in Chapter 5.  He discusses whether or not employers should allow their employees to blog.  Interestingly enough the same debate happened with email, this was before my years.  I do however agree with the strong comparisons  between these two mediums.  I have a feeling that just as not allowing employees to send emails seems silly now, not allowing employees to blog will seem silly later.  Scott brings up a great point that we have to look at the people communicating and not the technology.


 Building on this idea, if industry leaders in the fields of Marketing and PR are not allowed to blog, how are they expected to be an expert on the matter? What if these same executives were still not able to use email.  Imagine how far they would need to come to catch up with the rest of the world.  Until I began writing this blog, it was difficult for me to fully understand blogging ( I still have a lot to learn). Also, blogging is a way of sparking debate, and spreading knowledge.  Why would companies want to stifle this creative ground? Those participating in blogging communities can easily monitor what is being said.

   While I think employees should be allowed to blog. I also understand the possible repercussions corporations. So, as much as it is a right to be able to blog, it is a company's right to monitor employee posts and comments.  Blogs could definitely be abused and grounds for firing.  This should be made clear in orientations and employee handbooks.  Those that want to keep their job and are respectful should not have any issues.  Besides, it is much more difficult to convince people to stop doing something entirely than enact lose guidelines.

 These are a few of my opinions...What do you think?

• Should employees be allowed to Blog? 
• If so does it need to be in their free time, or can it take place at work
• Should their be guidelines? How strict?
• Does it depend on the type of company (public, private, non-profit)?