A Cutting Edge Focus on Social Media for Business was the thrust of this week’s Ottawa Network event, but while each of the presenters offered useful insights on the abrupt paradigm shifts in customer and media engagement driven by Web 2.0, what struck me was that no matter how much some things change, they remain the same.

Chris Biber, president and CEO of SearchingWorks, started off the evening by reiterating that social media, be it Twitter, Youtube or a blog, is simply another set of tools in the marketing toolbox, while marketing itself is simply the “consistent application of common sense.”

It all begins of course, by taking the time to research and understand your customers. Who are they? Where are they? What interests them? And what are their needs and expectations? The same basic foundation that’s always been a requisite for an effective marketing program. The difference now, of course, being that social media allows for a much more candid and informal two-way flow of communication between company and customer.

But this is a conversation that cannot be dominated by a “me, me, me” approach. While companies and brands can make themselves part of the conversation and attempt to direct it, they can’t expect to control it. Nor will their audience respond favourably to anything that is blatantly self-serving or promotional.

Rick Radko, president of R-Cubed, drawing on his software-engineering background, took a different perspective and focused on the application of social media as an internal, rather than external, communications tool set. From online tools for document sharing and collaboration, to wikis, Rick talked about how “Enterprise 2.0″ is becoming the norm for organizations with teleworkers and remote offices, to keep staff in touch and part of a common corporate culture.

In particular, Rick touched on using a wiki to keep staff informed on everything from new corporate directives, to who down the hall is offering to car pool. It’s the digitization of that ubiquitous cork board that adorns staff lunch rooms everywhere, plastered with pushpins and dead-tree notices.

Lastly, Natasha D’Souza, founder of Virtual EyeSee, talked about the distinctions between the social media release, versus the traditional news release, an example of which she offered for a recent Mother’s Day event she held. As her example illustrates, the social media release tends to be less formal and directly addresses the intended audience. It also moves up the contact information and incorporates multimedia elements to support it, from pictures, to video and links to other relevant sources of information.

Two things in particular struck me about the structure of a social media release and how she used it.

First, is the volume of supporting content that can be added, in terms of pictures, video, links and so forth. In the good ol’ days of tree slaying, a comprehensive package such as this was called a media kit. Is the social media release, in its fully realized form, in many ways not simply the digitization of this traditional public relations tool? (Editor’s note: Actually, long before the term “social media release” was ever coined, savvy PR practitioners have been offering their contacts multimedia-rich content. And we’ve been hosting or delivering that content via electronic channels for decades. The web has made it easier for practitioners to do it all themselves but there are still some media formats — broadcast-quality b-roll, for example — that you probably don’t want to host yourself.)

The second point came when one attendee asked Natasha how she distributed this social media release. And this is where another classic and intrinsic element of marketing and PR came in. She researched the influential bloggers in the Ottawa area who would be interested in her Mother’s Day event and contacted them to pitch the event and direct them to her release. Proving once again that they’ve yet to come up with a social media tool that is a suitable substitute for hard work and old-fashioned solicitation.

Technorati Tags: public relations, marketing, social media, blogging, Twitter, wiki, Enterprise 2.0, Web 2.0

I was interviewed a few weeks back by the Ottawa Business Journal for a piece on marketing through a downturn. While a good bit of what I had to say did make it into the article, I thought it would be useful to expand on my thinking here. So, here are my 10 tips for marketing through a downturn.

1. Do as much marketing as you can afford

We’ve written a lot about the merit of maintaining your marketing spend through an economic downturn. There is still business to be written, markets to be taken and customers to be won. And a downturn, when many of your competitors may well be going quiet, often represents an unprecedented opportunity to grab a much larger share of voice.

2. Recalibrate your strategy and recast your budget strategically as opposed to simply cutting x% across the board

The OBJ reporter kept trying to get me to name the “one thing” that companies should do in response to a downturn. I resisted being so binary since a downturn represents doom to some but incredible opportunity to others. And even for those for whom it’s a challenge, an across-the-board response is rarely the right one.

At times like this, strategy becomes more valuable than ever. Know where you’re trying to go, the best way to get there, and how you’re going to know that you’ve arrived. Cut those marketing tactics that won’t help get you there and re-invest the money in the tactics that will.

3. Negotiate pricing

All the vectors you use to communicate to your marketplace are feeling the pinch right now. There is no better time to play hardball on pricing, or to negotiate added extras that usually cost a lot more. Most media outlets will cut their line rates or give you valuable extras like a free newsletter distribution, web conference, white paper distribution or even additional insertions. Trade show organizers may agree to a bigger booth space for the same price or throw in sponsorship opportunities or show guide advertising that in better times might cost you thousands more. Even if your supplier must hold the line on fundamentals, see if you can’t snag some of the valuable extras.

4. If you have channel or other partners, consider pooling budgets and activities to make your dollars go further

Can you share a trade show booth with partners? Can you initiate a co-op advertising program that sees you put up some of the cost while your channel partners put up the rest? Is the opposite available to you — are you a channel for an OEM with a co-op program?

5. Do not abandon measurement

If marketing is seen as the easiest thing for companies to cut during a downturn, then measurement is seen as the easiest thing for marketers to cut. After all, it doesn’t really contribute anything, right? Wrong. Harken back to tip No. 2: If you’re not measuring, you have no idea where you are or what got you there, you don’t know what’s working and what isn’t, and you simply can’t be strategic about your marketing spend. When times are good and there’s budget to spare, you might be able to afford to have some things work a little less effectively. When times are tough and every dollar must produce a result, you need to be measuring so you know which tactics are delivering and which ones aren’t.

6. Be transactional if there’s an immediate opportunity

As I’ve already noted, a downturn means different things for different companies. If there is good business that can be immediately secured, be highly transactional in going after it. Alter all your messaging to “Buy now,” and focus on tactics, like advertising and direct marketing, that communicate transactional messaging best.

7. If there isn’t an immediate opportunity, go long

It’s far more likely, however, that your customer’s buying cycle has stalled; it almost certainly has lengthened. So if your customers have hunkered down waiting for the storm to pass, there’s no point in blaring the hard sell at them or offering them discounts and other incentives to immediately do something they’re simply not going to. Does this mean you, too, should hunker down and draw the blinds until things blow over? No, it means your messaging should shift to support longer-term objectives such as awareness building, thought leadership and marketplace education. Tactics like media relations, trade shows and white papers that establish your authority and expertise are a better use of your resources if this is your reality.

8. In all communications, employ story telling that emphasizes how your product or service saves money or drives additional immediate revenue for your customers. Speak to the pain they’re feeling in a recession

Whatever the economic conditions, your marketing and communications messaging should be all about your customer, not you. You should always be speaking to the pain your customer feels that your product or service solves. In a recession, your customer’s pain is almost certainly all about revenue — making more of it or keeping more of it. Make sure you’re speaking to this.

9. Be overly attentive to your existing revenue base

“Love the one you’re with,” says the old song, and that’s never more relevant than in a downturn, when new customers are hardest to acquire. Your current customers are keeping you in business and it’s almost always cheaper to maintain and build business with existing customers than to find new ones. Lavish your existing customers with love, look for low-cost ways to improve the value you create for them, and communicate, communicate, communicate — let them know you love them.

10. Effective relationships never expire, so keep talking

Keep talking to everyone in your value chain, including suppliers, service providers, channels, influencers and, of course, customers and prospects. Even if they can’t use your services or you theirs just now, keeping those lines of communication open and full of useful information will serve you very well when the economy recovers.

Technorati Tags: Marketing, media relations, recession, downturn

Recently, Francis fielded a question on LinkedIn about the value of running a survey to generate media coverage.

Surveys can be used effectively to position a company, but not if the company is perceived simply as a sponsor of an external survey. Francis cited the example of one IT consultancy that, on inmedia’s counsel, did away with its external survey of CIOs and instead realized much better media traction from publishing the results of an internal census of its own IT experts. The spotlight was shifted from a group of faceless CIOs to the consultancy’s own knowledge keepers, positioning the consultancy as an authoritative subject matter expert rather than a mere survey sponsor.

As the editor of a business publication, I saw almost daily news releases plugging a survey that, on the surface at least, provided profound insights into one issue or another of relevance to the Ottawa business community. However, the appeal factor quickly evaporated when, upon closer inspection, it was revealed that said survey was sponsored by a major credit card company or software vendor.

This made the objectivity of the data presented, and the conclusions drawn from it, immediately suspect to me. After all, the sponsoring organization would not go to the time and effort to promote survey results that didn’t support its own sales and marketing efforts, now would it? It was this obvious vested interest that made me reluctant to devote even a couple of hundred words of coverage with an online news brief.

When trying to come up with ingenious and cunning ways to engage with the media, there is, once again, simply no substitute for taking the time and effort to understand:

1. Who are the media that are relevant to your organization? Which ones have the clout to move your market and a focus that includes the products and services that you offer?

2. Who on staff specifically covers your offering or the specific markets that you target?

3. What kind of content is the publication looking for and how can you provide it? When you pursue potential customers, you position your product or service as a solution to a problem. Attracting the interest of the media is no different. In Francis’s example above, by putting the spotlight on its own internal thought leaders, this IT consultancy was conveying the value it could provide to a publication in search of expert opinion and insight on pertinent issues and topics.

Answering these questions takes research and the patience and persistence to secure that all-important first conversation with an editor. This is relationship building based upon your ability to offer something that is relevant and valuable. Prove that you’re useful, and your foot is firmly wedged in the door. It is not about flogging today’s news release, though that does present a good excuse to pick up the phone.

Don’t operate under the false assumption that following this process faithfully is a magic bullet that guarantees results, or that great things will happen over night. It still takes time.

For one client, I have been working to place a leadership piece with a key publication since February. The editor held on to the draft we submitted for almost two months before coming back with requested revisions that essentially gut much of the article’s original focus and content. But he’s still interested. With another magazine that lies at the pinnacle of this client’s wish list, I have been touching base with the editor every few weeks for the past three months and finally hope to garner a firm commitment in June when work commences on a signature fall issue.

Invariably, great results are the result of this kind of furious paddling below the waterline, rather than something like a sponsored survey that can fall into the category of gimmickry. The sooner you take to the water and get to work, the sooner those media clippings will begin to add up.

Technorati Tags: public relations, marketing, media relations, pitching

No matter how busy we become and how far flung we are from the people we need to communicate with to carry out our work, there is still no substitute for good old-fashioned face-to-face contact.

In recent weeks, I have been working on a series of business profiles that will run in an upcoming supplement in the Ottawa Business Journal. These are largely 350- to 500-word pieces for which I must interview the principal of each business and perhaps a couple of reference customers. (Nothing validates your business more than a good reference customer).

Considering the size of the articles I must produce, I could easily garner the information I need over the phone. It would be quicker and more efficient from a time-management perspective. But I’ve chosen to visit each of these businesses in person.  They are all local businesses, so why not take advantage of the opportunity to interview the principals in their natural environment?

So much of the work I do at inmedia is with clients outside Ottawa and with trade and industry media spread across the continent and beyond. It’s refreshing to actually put a face to a name and enjoy the interaction of meeting in the flesh. A face-to-face meeting is by its very nature much more intimate and dynamic than two bodiless voices communicating across wires and networks. There is definitely something lost when you can’t look into the eyes of the person who is speaking to you. Body language is a critical part of any human interaction.

Nonetheless, we frequently have little choice but to conference by phone, (as I am about to do with inmedia client Xsilva Systems of Montreal, thanks to a service called Calliflower). And while communicating in this manner may not be as ideal as in person, there are ways to make the most of it. Richard Laermer at the Bad Pitch Blog offers plenty of helpful advice on the subject, and it all begins with planning ahead and staying focused on the matters at hand during the call.

Technorati Tags: communications, conference calls, clients

Ross Video is not as well known as some companies in the Ottawa area. And yet, it employs 300 staff between its operations in Ottawa and the small community of Iroquois about an hour south, and has enjoyed average annual revenue growth of 20 per cent since 1991.

Ross Video makes a variety of video-production equipment used for broadcast and live events.  Its products ship all over the world, with customers that range from major television networks, Scotiabank Place and the Vatican to the Red Hot Chili Peppers. The company’s success has earned it some kudos. It won an OCRI Technology Company of the Year award in 2005, a Gemini Award for Technology in 2007 and an OCRI Product of the Year award in 2008. Still, it doesn’t command the immediate name recognition as other names in the Ottawa tech sector. Perhaps that’s due in part to the fact that the Ross Video name lacks the infamy associated with some of those other names.

As an Iroquois boy myself, I couldn’t help but chuckle at the irony as second-generation chairman and CEO David Ross talked about the company’s obvious staying power at this morning’s OCRI Technology Executive Breakfast.

For anyone who knows it, Iroquois is a quiet village on the shores of the St. Lawrence River with fewer than 1,500 residents. It greatest claim to fame was its wholesale relocation to higher ground during the construction of the St. Lawrence Seaway in the 1950s. This humble setting is the hometown of a success story that has more than a few lessons to teach to the Ottawa technology community about what it takes to build a global player.

The company was founded by David’s father, John, in 1974 with seed money earned from the sale of his prized Second World War twin-seat training airplane and a bank loan for a grand total of $8,000.

John Ross founded the company with two guiding objectives:

• Have a family-owned business
• Maintain control of his own destiny indefinitely

The emphasis has always been on building a company to last, rather than one to sell, which, as David stressed, is a tougher road that requires a far different mindset. It’s not enough to think a fiscal quarter or a year ahead, but a decade ahead. It is this emphasis on private control without diluting ownership through external investment, and the long-term business strategy this demanded, that has helped build a company well prepared for any economic downturn.

Among Dave’s best practices to build an enduring company:

• For its first 18 years, Ross Video sold only video-production switches and was hammered by recessions in the ’80s and ’90s. This taught the value of diversifying the product line to help make the company more resilient to downturns. One way was to develop more economical and stripped-down versions of its products. The Lamborghini model may sell well when times are good, but the Kia version will still sell well when times are tougher.
• But . . . don’t wait until a recession has struck to design the Kia model. When times are good, re-invest profits in research and product development. About two-thirds of Ross Video’s product line has been introduced within the past three years.
• Make sure your products touch on as many edges as possible with common markets, customers, materials, manufacturing processes and so forth. This drives a lean and efficient operation.
• Diversify the customer base, both by market and geography.
• Don’t sit on a pile of cash. Again, invest in new product development and diversification. “If the downturn is long term, the cash will eventually evaporate and only postpone layoffs.”
• Spread your technology bets. For example, don’t bet the company on some new emerging technology at the expense of older legacy products that still have a solid market. Again, diversify.
• Partner. Partner on marketing, sales channels, product development, manufacturing — whatever it is where your company is strong and another is not and vice versa. Ross Video has built a partner channel with more than 20 other smaller companies in its space that, for the most part, are in some fashion a competitor. And yet, these partnerships are beneficial on both ends.
• Consider carefully where there is the most benefit from outsourcing a process versus keeping it in house. Ross Video still prefers to keep its manufacturing inside the company and has taken advantage of new technologies to improve the cost efficiency of these operations.
• Take advantage of government funding, such as through IRAP or the SR&ED program.
• Customer service is critical, especially if you are second or third in your market. “People buy from people they like.”
• By the same token, “People work for people they like.” Treat staff with respect, invest in them and have regular celebratory events.
• Manage growth. Don’t be greedy and look to grow too fast. Ross Video has walked away from more opportunities than it has pursued.

Technorati Tags: Entrepreneurship, OCRI, Technology Executive Breakfast, Ross Video, business development, management, video production, manufacturing, marketing, diversification, product development

What is a brand? As the speakers at OCRI’s Zone5ive event emphasized this week (and anyone in the marketing or public relations space should have learnt long before they ever picked up their first pay cheque in the business) it’s much more than a logo.

Brand is the perception of your products or services in the minds of consumers, customers and clients, a perception that is created, moulded and reinforced at every point of contact with the audience you are trying to reach. These points of contact encompass everything from the treatment a disgruntled customer receives when they call a service agent, the reliability and functionality of your product and the tone of your advertisements on radio and television, to your image as an upstanding corporate citizen who is socially and environmentally responsible.

According to presenters Mike McGuire, managing partner at Wingspan Design, and Dennis Van Staalduinen, founder of Brandvelope Consulting, we tend to buy on emotion, regardless of how we may attempt to rationalize the utter logic and objectivity of our purchasing decisions. How we perceive a brand, rather than how we judge the features and benefits of a particular product, often decides our willingness to put cash on the counter.

However, part of how we perceive or favour a brand will be based on how accurately that brand reflects what we consider important, in terms of features and benefits.

For marketers, the challenge is understanding the consumer’s perspective and conveying that to the engineers and developers, while the engineers … well, the engineers need to listen to the customer-facing folks who are anything but engineers. Somewhere in the middle are the industrial designers, who must look backward from the customer’s perspective and focus on the functionality and aesthetics of a product, rather than whether it meets a certain technical specification. Apple is the perfect example of a company that has taken this to heart with a distinct brand that drools cool and exploits our propensity for emotional buying.

For a company looking to put a product on the market, the first question to answer is “What are people willing to pay for?” What they need, even what can make their lives better, doesn’t mean a bloody thing if it isn’t a product or service they are willing to buy.

The classic example that Van Staalduinen cited is the Segway, that two-wheeled gyro-balanced thingamajig from celebrity inventor Dean Kamen. For months it was hyped under the code names “IT” and “Ginger,” touted by the likes of Apple’s Steve Jobs as a revolutionary invention that would change the world and remake the urban landscape for the benefit of flowers, trees, people and puppies every where. And yet, the public at large had little idea what it actually was.

When it was unveiled, we got a high-tech scooter that did nothing that the humble bicycle hadn’t already done for us for decades, only stripped away the health benefits of physical exertion.

Nine years later, the Segway has sold about 30,000 units, whereas the investors had expected to sell 50,000 in the first month. A failure born of too much hype that failed to ask the critical question, “Will people actually pay for this?”

How about it? As you take stock of your business and attempt to chart a strategy to weather the downturn and emerge stronger on the other side, have you sought out the input of your customers and potential customers? Have you taken to heart what’s important to them, regardless of what’s important to you and your design team? Are you sure what you are planning to put out on the market is something people will pay for?

Think carefully, there’s little room for error or opportunity to beg more money from your investors and go back to the drawing board.

Technorati Tags: marketing, product development, market research, industrial design, Apple, Zone5ive

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There is no shortage of counsel that an economic rough patch is the time to ramp up, not reduce, a company’s investment in marketing and public relations. When potential customers are reconsidering or holding off on purchasing decisions, you need to be out there giving them a reason why they need to buy, and buy from you, now.

In the current environment, companies that are nimble and can adapt quickly will not only be the ones that survive, but will also be the ones that prosper as they take advantage of the confusion, fear and indecision of competitors standing on the sidelines wringing their hands as the same old way of doing things fails to yield the results it once did.

What needs to change is the message you are putting out. Everyone is feeling the pain of a recessionary economy. Our motto at inmedia has always been that it’s not about the technology, but about the business case for the technology. We always emphasize to our clients that their messaging must articulate how their product or service is the drill the customer needs to make that hole in the wall. (Or as the case may be, the patching compound that will make the hole go away.) Marketing and PR are crucial tools to convey how your product or service can address the most acute and top-of-mind pain points of your customers. They are also key to reaching and cultivating new markets.

Entrepreneur Magazine recently published a good article on where to avoid the temptation to drop the axe to cut costs. It featured a great perspective from Ann Handley, chief content officer at MarketingProfs. She emphasized the importance of marketing in a slump to maintain the volume of sales leads, and to adjust your messaging to reflect the current realities facing potential customers.

“If you sell washing machines, for example, and people don’t want to buy new models, you can stress how much they’ll save on maintenance and electricity with a more energy-efficient model,” she said.

Of course, adjusting your messaging and targeting new markets must make sense and hold the potential of a return greater than the investment. My catalyst for writing this post came from a radio ad I heard the other day from a company that is obviously thinking outside the box to reach a broader demographic of potential customers.

The ad came from retail pharmacy chain Jean Coutu and featured a fellow talking to his buddy about how busy he is taking care of the baby on paternity leave. His comment was along the lines of, “My wife does her part, but thank goodness for Jean Coutu.”

OK. Creative thinking on Jean Coutu’s part? Yes. An untapped market? Maybe. A big market worthy of the effort? Not so sure on that one, though I will concede it may catch the attention of a broader male demographic than just dads on pat leave. What’s important is that it demonstrates the kind of creative thinking that companies need to succeed in the current environment and the value of maintaining the marketing investment. (Consider this free plug I just gave Jean Coutu because I heard that ad and it resonated because I’m a father with a four-year-old.)

Technorati Tags: marketing, public relations, advertising, branding

It might seem odd for this tech-focused blog to be writing about ringette, Canada’s other very cool game played on ice. Believe it or not, however, Ringette Canada was an original inmedia PR client, one for which I had been working for a few years when I founded the agency in 1998.

Another inmedia original was Alayne Martell, who was employee number 3, joining us scant days after we legally incorporated the company. Alayne swiftly assumed responsibility for the ringette account and, when she and inmedia parted ways a few years back, we agreed it made most sense that she take that account along with her.

Alayne being the phenomenal media relations practitioner she is, she has built up the account and continues to provide incredible service to the Canadian — and, periodically, even the international — ringette community notwithstanding that she lives on tiny Brier Island off the very tip of Digby Neck in her native Nova Scotia.

Alayne told me a few days ago about a terrific media hit for the sport and I promised her I would blog about it here. The CBC’s resident funny man and political satirist Rick Mercer suited up last month with the Cambridge Turbos of the National Ringette League and the piece will run on The Rick Mercer Report tonight at 8 p.m., repeating on Friday at 7:30 p.m.

Maybe the only thing in Canada faster than Mercer’s mouth when he’s doing one of his famous rants is a ringette player closing in on the net. Tune in; it should be a hoot.

Technorati Tags: Ringette, Rick Mercer, Alayne Martell, media relations

It was business building 101 this morning at OCRI’s monthly Technology Executive Breakfast, with three executives representing different stages of a company’s growth offering pearls of wisdom and insights learned at the School of Hard Knocks.

Mark Edwards, president of Bent 360: MediaLab represented start-up companies; Rob Woodbridge, CEO of Rove, spoke for growing companies, while Jim Roche, founder and former CEO of Tundra Semiconductor and president and CEO of business and management consultancy Stratford Managers, represented established companies.

Here’s a rundown of the key points discussed by the panel:

1. Diversity among a group of partners or company founders is key to ensure one person’s weaknesses are offset by another’s strengths. Diverse backgrounds and skill sets are vital.

2. Focus. Focus. Focus. A company must have a clear understanding of its own identity. To whom is it selling? Why? What is its value proposition? As Jim commented, if an organization suffers from this lack of clarity, there will be confusion within the ranks, people will come to work at cross purposes and revenue growth will stagnate. Rob shared his experiences about the benefits of Rove’s decision to refocus around one single enterprise product rather than chasing multiple opportunities in both the enterprise and consumer markets with eight products.

3. There is no such thing as overnight success. Citing author Malcolm Gladwell and his book Outliers: The Story of Success, Jim talked about the 10,000-hour rule — the amount of hard work needed to truly master something and achieve success. He contended that behind every “overnight success story” there are, in fact, years of effort under the radar and behind the scenes.

4. Cold calling. Few people tackle this one with gusto, but as the panelists emphasized, if you start with people you know, your list of prospects will run out in short order. If you’re not making contact with clients or prospective clients on a regular basis, then you’re not in business. Mark himself aims to make five calls a day (not necessarily all cold). He emphasized the importance of using tools and databases such as LinkedIn, Dun & Bradstreet and Hoovers to develop contact lists. From there, the trick is to start calling and work through an organization until you have found the receptive individual who has buying authority, or can serve as your internal advocate with those that do. Just leaving a phone message breaks the ice and makes the follow-up call a warm one, he said.

5. When to shake up the management team or make a change was also discussed. Jim acknowledged that most organizations tend to be slow to identify and act on weaknesses that affect an organization. He emphasized the importance of executives acting on their gut instinct since they rarely have the luxury of making a decision with all the facts in hand. If you think there is a problem, there likely is. He considers it a sign of good leadership to be able to provide clear and consistent feedback on a subordinate’s performance with direct, and even brutal, honesty.

6. The value of mentoring was also discussed, not just in receiving it, but in giving it. According to Mark, the rewards flow both ways and he isn’t afraid to seek out as mentors people younger than himself if they have opinions he values and experiences that are relevant. Jim commented on more formalized mentorship in the form of advisory boards or boards of directors and spoke about the leads these people can provide into new customers or financing opportunities.

7. And then there was the cold hard truth that any company operating in the B2B space will have to look outside of its own backyard if it wants to growth. Jim said a Canadian B2B company should expect 70 to 80 per cent of its revenues to come from outside its home market. And though it is a challenge for an earlier-stage company to manage it, a presence on the ground in a foreign market, especially one as distant both geographically and culturally as China, is critical. The challenge is ensuring these staff remained linked into the organization and its culture through frequent contact with the home office, both by phone and in person.

8. And lastly, I can’t fail to mention Mark’s endorsement of engaging with a PR resource to help raise a company’s profile in its target markets.

Technorati Tags: entrepreneurship, business development, marketing, management, leadership, OCRI, Malcolm Gladwell, Outliers, B2B

Despite all the hype, hoopla and debate around social media as a marketing and public relations tool, there is one even more fundamental aspect of the Web that is far more pervasive: the search.

It seems weird to say “the search” without putting ”Google” in there, but there are other services available to dig up information, Wikipedia being the most obvious. It used to be that information was power, now it’s an avalanche that overwhelms us. Intelligence is what’s important: the ability to filter through the overload to determine what is useful and chart trends or patterns that have meaning and relevance.

When all that information is so readily available and convenient, it’s easy to take it at face value without looking deeper and doing some good old-fashioned digging to verify facts and the credibility of the source. For a journalist on deadline eager to wrap up a story, it can be a trap. Take the example cited by Drew Benvie at Drew B’s take on tech PR, in which a fictional athlete was presented in an article as an actual person, thanks to a bogus profile on Wikipedia.

That’s not to suggest that Wikipedia is not a valid research tool, but it is vulnerable to abuse and demonstrates the importance of verifying facts and cross-referencing any online source of information.

For organizations sensitive to how their brand or image is being presented to the world, it is definitely important to keep an eye on such online information portals to ensure the accuracy of whatever information is being presented about them.

And while there are valid questions about the veracity of online information, what about the value of obtaining media coverage online instead of in print?

As a newspaper editor with only so many inches of space in the print product but much more on the website, I would often hear the complaint that running a story only online was somehow inferior to running it in print.

Sure, there is tactile satisfaction to be had in handling ink-stained paper, but it should be amply evident by now that content online lives far longer and reaches a far larger audience than the processed corpses of trees. In the newspaper business, I would get feedback on stories from readers on other continents after the content appeared online. The print product, on the other hand, was distributed in only one city. You do the math.

Kevin Dugan at the Bad Pitch Blog shares my sentiment and offers a video clip to help make the point.

Technorati Tags: social media, Google, Wikipedia, media coverage, online media, print media