Monthly Archives: July 2009

Influence, Social Media

Have You Heard? Music is getting Social

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Think of the last album you bought, and compare it to the your first record. If you’re like me the first album you bought was a favorite from the radio (The Simpsons Sing The Blues), whereas the last album I bought (Bitte Orca by The Dirty Projectors) was a recommendation from a friend. It’s not just the music formats that have changed, but what we listen to and the experience with music that is transforming.

In the past the music industry has relied on taste makers such as DJs, critics, and marketers to help introduce new music to would be record buyers (or downloaders).  However over the last decade opinion leaders, those most influential individuals in your social network, have played the most important role; think of these people as your friend who is usually the first to introduce you to a band that you go on to love.

Online these opinion leaders have started popular music blogs, their influence measured by their expertise within genres and their appeal within their blogging audience.  Offline these taste-makers usually have the largest music collection among your friends, and they make frequent recommendations that are catered to your own tastes.  Opinion leaders are the arbiters of new music in a marketplace no longer limited by the label-centered distribution, and serve agenda-setting roles with their personalized recommendations which mirrors the shift from mass-media driven popular music (radio, Rolling Stone, MTV) to online distribution meant for niche fans and private listening (iPods and YouTube).

Continue reading Have You Heard? Music is getting Social →

Ideas

News, Notes, and Interviews

I recently had the privilege of being interviewed by a colleague (Zhamilya Gafurr) from Voice of America Russian Service about how young people in the United States use the internet.  Since I’ve been using the internet for at least half of my young life, I tried to explain why 9 out of 10 Americans expect major disruptions to their daily life without the internet. While I wanted to explain how reliant our society is on the internet, you’ll see that something must have been lost in translation back to English:

Says Matthew, “ I’m probably one of those people who panic when their smartphones sits battery, because without a mobile GPS, I can and the city lost.”  Morning of Matthew begins with checking e-mail.  Light lunch – and Mr. Hurst had to stop in anticipation of the bus.  Make sure that the site of public transport District of Columbia has no information about the delay of its route, he can afford to read the latest press.

Earlier this year I wrote about promoting my favorite non-profit cause, People To People, who also posted an interview with me. In addition to discussing my work with them in fundraising, we discussed the impact my years traveling as a student ambassador has had on me intellectually and personally. You can read the whole transcript on their Facebook fan page, where you can learn more about their work to create peace through understanding.

Thanks again to my esteemed colleague Gabe Bullard for the personal recommendation on his blog, which features his expert insight into media and culture that serve as a source of inspiration for this blogger.   I’m also looking forward to sharing interviews from my alma mater (Webster University) and the video we shot for People To People, which I’ll be happy to share here once they are both published.

Blogs, Non-Profit, Twitter

Living Classrooms – Learning By Doing

Living Classrooms logoAny company can use online media to connect their brand with their audience, but how does a non-profit grow their organization despite expected declines in charitable contributions?   Even with a limited budget, digital levels the playing field to organic and earned media opportunities for non-profits such as Living Classrooms, a client I had the privilege of consulting for last spring.

Along with a team of classmates at American University, we set about creating a strategic communications plan for Living Classrooms, a non-profit organization serving underprivileged youth in the DC-metro community since founding in 2001.  One of the challenges unique to this client was their difficulty distinguishing not only from a successful parent organization, but also standing out from other non-profits in DC currently struggling for funds, so our team decided branding would become a strategy.  Their hands-on education approach meant almost all of their funding was used towards their programs, and presented a challenge to developing new sources of fundraising. Meeting these budget limitations helped us build a strategy with specific objectives (met through some work on our own part).

As discussed in our presentation (and memo), creating and using a blog and Twitter were critical tactics to meet the campaign’s goals.  These online tools serve an agenda-building relationship with the local news media, which Living Classrooms would try to earn media coverage without using expensive advertising. However social media is not synonymous with free media: even though these platforms are free to use, they require thoughtful and persistent work from dedicated professionals in order to work well.

Any organization can ask someone to Twitter for them, but only a professional can make it relevant for reporters, bloggers, and others who would want to tell Living Classroom’s story.  My role in this process was to build these media tools for them, and to start using these so that Living Classrooms would could model on them; unfortunately they did not have the budget to hire someone to write so my model was key.  While new media levels the playing field, a public communications professional can lift an organization above from the rest, so that a non-profit like Living Classrooms can stand out online.

These tactics also play a critical role in winning and retaining new donors, since they allow Living Classrooms to provide regular updates which demonstrate the value of their donation.  Because Living Classrooms, like so many non-profits, is involved in so many programs donors don’t always know about all the work their donation allows an organization to accomplish everyday.  These regular updates demonstrate the compelling work Living Classrooms does through stories told in words, videos, and pictures in the channels which new donors are likely to discover this cause.  This serves as a compliment to the newsletter and mailer our group designed, often adapting the same material for online use.

We’re still waiting to see which parts of our strategic plan will be used by Living Classrooms this year, so in the meantime please check out the blog I set up to learn more. For a communications professional with a strategic approach, online tools can become a successful tactic for non-profits to  overcome limitations and expand their communication budgets, ultimately changing minds and lives of those most in need of help.

Ideas

July’s 7

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Just when you though 2009 couldn’t get any more crazy, this last month saw witness to revolutions taking place in the streets and online, overshadowed by celebrity deaths and iPhones.  So it’s time once again for me to share some of the trends and ideas that have emerged  in my sphere of influence recently:

Comic: Superhouse. A new webcomic, illustrated by the Chris Maue.  Required reading if you like to LOL.

Meme: Michael Jackson. Did anyone even remember how much they enjoyed the King of Pop as an entertainer anymore? Within minutes of his death millions of people reacted in shock, and later celebration of this musical icon. In the wake of the news, websites like CNN, Twitter, and even Google received spikes in traffic that nearly took down their servers.

Music: Beck’s Record Club project.  Every week Beck releases a cover version of a song through each sequential track from a record album. First up he’s recording The Velvet Underground & Nico. These cover songs are accompanied by original music videos they make themselves. Beck has always been and will probably remain the most significant musical influence in my life.

Politics: Iran Election. Maybe you remember hearing about this before a bunch of celebrities died? For a little while it looked like real democratic reform was about to take place at the will of it’s people.  People around the world rallied to their support, and Twitter became really important.  This last month has been heartbreaking.

Social Network: TIE – Reddit & Kirtsy.  Social Bookmarks are the agenda setting mediums for the 21st century.  Whereas Reddit serves an audience more engaged with newsmedia, with measurable influence in this community.  Kirtsy offers many of the same great shared links, but without the misogyny that prevails on Digg (among others).

Theory: Image Repair Discourse.  Benoit provides a model through which reputations can be repaired through appropriate responses to each crisis.  Depending on the nature of the crisis, there are several strategies through denial, evading responsibility, reducing offensiveness, mortification, and taking corrective action.  These are strategic approaches to communicating with the public about your impact during a crisis.

Video: DTV Transition.  On June 12th, broadcast television signals were   switched from analog to all digital signals.  Believe it or not, millions of people did not know about or how to make the switch to DTV.  After all my work helping to spread the word online last year, I was happy to tune in for the last night of analog TV.