Index
A
ACDSee example (customer service), 228–230
Acteva, 296
advertising
blogs supported by, 138
daily message statistics, 247
PR versus, 15
revenue statistics, 53
aggregators, micromedia tools for, 186
AideRSS, 293
alpha tests, 240–241
Anderson, Chris, 13, 40–45, 68, 89, 104, 233, 274
Apple, 199
applications, creating, 261
Apprate, 175
“Are You a Sanctimonious PR 2.0 Professional?” (blog post), 141–143
Ask Blog Search, 117
audience
avoiding the term, 83–85
changing role of, 85–90
audio micromedia tools, 185
authority, measuring, 256–257
B
Barefoot, Darren, 279
Bebo, 79
bell curve of product adoption, 223–224
Bernays, Edward, 23–24
Berners-Lee, Tim, 272
Bernoff, Josh, 87
Best Buy, 258
beta tests, 237–238
Binhammer, Richard, 201
Blendtec, 128–129
blip.tv, 295
BlipTV, 126
“Are You a Sanctimonious PR 2.0 Professional?,” 142–143
“David Carr Is Lost in a Dream of Yesterday,” 69
“Dissident Voice: Remembering Howard Dean’s 2004 Campaign,” 161
“DIY PR,” 9
“The Four Tenets of the Community Manager,” 207–208
“Goin’ to Camp, Johnson’s Baby Camp,” 98–99
“Have A Coke, Play With Crayons,” 120–121
“Hmmm, Facebook: A New Kind of Press Release,” 170–171
“How to Write a Really Crappy Business Blog,” 139–141
“I’m Sick of Users,” 87–88
“‘Industrial Revolution’ for PR and marketing,” 191
“It’s the Sociology, Not the Technology: How to Be Effective on the Web—Lessons from the Obama Campaign,” 161–162
“Johnson and Johnson ‘Breaks Into Jail’ with BabyCamp,” 98
“The People Formerly Known as the Audience,” 85–86
“Robert Scoble Asks, ‘Is Facebook the New Press Release?,’” 171–173
Skullcandy, 20–22
“SEC To Recognize Corporate Blogs as Public Disclosure. Can We Now Kill the Press Release?,” 285–290
“Six Months in and 600 Posts Later … The Worlds of Blogging and Journalism Collide (in My Brain),” 54
“So You Want to Talk to Mommybloggers…,” 96–97
“Solis Is Right: Avoid Classic Marketing Like the Plague in Social Media,” 158
“Sorry PR People, You’re Blocked,” 40
“This Is Why I Love the Tech Industry,” 129–130
“To Ghost Post, or Not…,” 143–144
“The Top 10 Reasons Why PR Doesn’t Work,” 9
“Web Strategy: How to Be a Corporate Blog Evangelist,” 138
“Why Online Video Is Good for Your Corporate Executives and How to Deploy,” 131–132
Blogger, 293
bloggers. See also blogs
embargoes on news releases, 235, 239–245
importance of reaching, 95–96
Johnson & Johnson’s Baby Camp example, 96–100
marketers’ dealings with, code of ethics for, 244–245
opinion of PR industry, 231, 234
pamphleteers compared, 95
ranking, 100–102
relationships with, 94, 102–106
as wire service, 234–237
BloggingTips.com, 148
BlogPulse, 100, 117, 217, 255, 267
Blogpulse Conversation, 251
blogs. See also bloggers
advertising support, 138
as citizen journalism, 54–57
code of ethics, 59–64
comments, measuring authority via, 256
corporate blogging
as conversation, 145–148
enabling comments on, 144–145
ghostwriters, 141–144
planning for, 148
tips for, 137–141
micromedia versus, 181
as public disclosure method, 283–290
rankings of, 57–58
target demographic in, 69
Technocrati Top 10, 58
traditional journalism versus, 53–54
unique visitor statistics, 234
value of, 64–65
blogsearch.google.com, 259
BlogTalkRadio, 298
BlueShirtNation.com, 258
BMW example (demographics versus psychographics), 226
Boing Boing, 58
brands
perception management, 249, 258–260
profile aggregation on social networks, 167–170
role of Social Media experts in, 191–195
in Web 2.0, 38
brandstreams (micromedia), 184
breaking news
beta tests, 237–238
bloggers
embargoes on news releases, 235, 239–245
as wire service, 234–237
invitations to, 240–241
previous rules for, 231
with Social Media, 241–242
brevity in PR, 70
Business 2.0, 54
business blogging. See corporate blogging
C
calls to action, measuring, 253–254
Cass, John, 141
champions for change, 215–217
changes generated by Social Media, 156
Cisco, 219
citizen journalists, 49
value of, 64
writing style of, 54–57
Claxton, Bill, 178
The Cluetrain Manifesto (Moore), 145, 188, 205, 248
CNN, citizen journalism and, 49
SMR example, 118–122
coComment, 292
Cohen, Roger, 162
collaboration
measuring, 257–258
collaborative service-focused communities, 261
comments
enabling on corporate blogs, 144–145
measuring authority via, 256
communications. See also customer service
ACDSee example, 228–230
community managers
contract community managers, 209–210
role of, 206–209
complementary inbound and outbound communications, 204–206, 210–211
Lasswell’s communications model, 189–190
marketing communications, socialization of, 187–191
socialization of, 213–215
sociological principles in, 75–76
with tastemakers, 224–225
thinking like customers, 220–221
tools for, 217–220
communities
ACDSee example, 228–230
building relationships with, 74
customer-focused, 203
engagement, examples of, 260–262
list of, 292–298
tools for engaging, 217–220
community activity, measuring, 260–262
at ACDSee, 229
contract community managers, 209–210
role of, 206–209
company executives, role in PR, 15–20
contact methods, determining for individuals, 70–75
contract community managers, 209–210
conversation index (metrics), 249–250
authority, 256–257
calls to action, 253–254
community activity, 260–262
employee collaboration, 257–258
engagement, 254–255
keyword tracking, 250–252
leads and sales, 252–253
perception management, 258–260
relationships, 255
traffic statistics, 252
Conversation Prism, 279–282, 291
conversation workflow, steps in, 281–282
conversational marketing, 187–188
conversations. See also relationships
categories of, 264
corporate blogging as, 145–148
customer service via, 200–202
distributed conversations, 184
importance over technology, 154–155
markets as, 188
in micromedia, 179–181
ownership of, 199–200
participation in, 204–206, 210–211
PR as customer service in, 202–204
relationship development, 90–92
CoreMetrics, 263
corporate blogging
as conversation, 145–148
enabling comments on, 144–145
ghostwriters, 141–144
planning for, 148
tips for, 137–141
The Corporate Blogging Book (Weil), 148
corporate marketing structure, socialization of, 200
Crayon, 118
credibility of PR, regaining, 273–275
Cross, Brian, 33
Crossing the Chasm (Moore), 145
crowdsourcing, 261
cultural voyeurism, 74
participation (in Social Media) versus, 75–78
cultures within social networks, observing, 156–164
customer service
complementary inbound and outbound communications, 204–206, 210–211
via conversations, 200–202
via micromedia, 182–183
outbound customer service
ACDSee example, 228–230
FreshBooks example, 227–228
lobbying for, 215–217
PR role in, 202–204
socialization of, 213–215
customer success stories, compiling, 221
customer-focused communities, 203
customer-focused news releases, 113–114
customers, thinking like, 220–221
D
Dachis, Jeff, 193
Daily Kos: State of the Nation, 58
DailyMotion, 295
“David Carr Is Lost in a Dream of Yesterday” (blog post), 69
Davis, Lloyd, 279
Dean for America campaign, 161
Dean, Howard, 160
dedicated services for social networks, 169
Defren, Todd, 25, 71, 115, 119, 178
DejaNews, 209
demographics, psychographics versus, 225–227
dialogue. See conversations
Dickson, Tom, 128
Diigo, 298
disclosure in blogs, 60–63
Disqus, 292
“Dissident Voice: Remembering Howard Dean’s 2004 Campaign” (blog post), 161
distributed conversations, 184
“DIY PR” (blog post), 9
Dopplr, 295
dotcom bust, effect on PR, 27–29
Drudge Report, 234
E
e-mail blasts, 89
e-pinions, 219
Edgework concept, 12
education initiatives, measuring, 257–258
Edwards, Richard, 291
Eliason, Frank, 202
embargoes on news releases, 235, 239–245
employee collaboration, measuring, 257–258
Empressr, 296
Engadget, 58
engagement
examples of, 260–262
importance of, 264
measuring, 254–255
Epinions.com, 30
ethics code
for bloggers, 59–64
for journalists, 51–52
for marketers, 244–245
evangelists (ACDSee example), 229–230
Excel, 267
executive team, role in PR, 15–20
Eyejot Kyte.tv, 186
F
Facebook, 79, 117, 166, 168–170, 181, 186, 203, 217, 251–252, 255, 257, 261, 294–295
building relationships on, 174–176
embedded applications in, 174
Facebook Connect, 174
Facebook Wall, as press release, 170–173
“Fail Whale” phenomenon, 218
fan pages, 261
file sharing, micromedia tools for, 185
financial information, methods of public disclosure, 283–290
first impressions, contact methods and, 70–75
Fisher, Zable, 9
Flickr, 79, 116, 126, 175, 257, 298
Foremski, Tom, 115
“The Four Tenets of the Community Manager” (blog post), 207–208
Frank, Joshua, 161
Freud, Sigmund, 24
FriendFeed, 169, 183–184, 186, 217, 294
future of PR, 30, 32–36, 271–272, 275–277
Conversation Prism, 279–282
roles required by, 278–279
G
GetSatisfaction, 203, 217–218, 261
ghostwriters on corporate blogs, 141–144
Gizmodo, 58
“Goin’ to Camp, Johnson’s Baby Camp” (blog post), 98–99
Google Adsense, 138
Google Alerts, 217, 251, 254, 267, 292
Google Analytics, 263
Google Blogs, 293
Google BlogSearch, 78, 117, 217, 254, 267
Google Docs, 298
Google Urchin, 263
Gooruze, 166
Gray, Louis, 192
“gripe sites,” 259
Gross, Matthew, 160
groups, building, 261
H
Hanson, Kari, 143
hashtags, 219
“Have A Coke, Play With Crayons” (blog post), 120–121
Heuer, Chris, 25, 60, 69, 116, 193
history of PR, 24–25
“Hmmm, Facebook: A New Kind of Press Release” (blog post), 170–171
Home Depot, 159
hosted conversations, 261
“How to Write a Really Crappy Business Blog” (blog post), 139–141
Hsieh, Tony, 183
Hubdub, 293
Huyse, Kami, 71
I
“I hate” sites, 259
“I’m Sick of Users” (blog post), 87–88
icanhascheezburger.com, 58
IceRocket, 292
Identi.ca, 178, 181, 185, 218, 294
Iminta, 294
inbound communications, complementing with outbound communications, 204–206, 210–211
“‘Industrial Revolution’ for PR and marketing” (blog post), 191
influence of bloggers, 93–95, 231, 234
influencers, 199
Inside the Tornado (Moore), 145
IntenseDebate, 292
invitations to breaking news, 240–241
iReport, 49
Israel, Shel, 29, 78, 147, 178
“It’s the Sociology, Not the Technology: How to Be Effective on the Web—Lessons from the Obama Campaign” (blog post), 161–162
Ives, Bill, 161
J
Jaiku, 79, 169, 178, 181, 185–186, 293
Johnson & Johnson’s Baby Camp example (bloggers), 96–100
“Johnson and Johnson ‘Breaks Into Jail’ with BabyCamp” (blog post), 98
journalists. See also citizen journalists
advertising revenue statistics, 53
bloggers versus, 53–57, 94, 238
code of ethics, 51–52
training of, 50–52
value of blogs, 64–65
Junta42, 166
Justin.tv, 297
K
Kanter, Beth, 291
Kawasaki, Guy, 9
Kelman, Glenn, 9
keyword density, 115
keyword tracking (of conversations), 250–252
keywords for SEO news releases, 114–115
Kim, Peter, 193
Kinzler, Jason, 241
Kirkpatrick, Marshall, 193, 233
Kwippy, 218
L
landing pages, 253–254
Lasswell, Harold, 189–190
Lasswell’s communications model, 189–190
Last.fm, 296
leads from news releases, 252–253
Life2Front, 294
Lifehacker, 58
lifestreams (micromedia), 183–184
tools for, 186
LinkedIn, 79, 117, 166, 168, 295
links in SMRs (Social Media Releases), 122
listening, types of, 75
livecasting, 134
livestreams, 260
lobbying for outbound customer service, 215–217
The Long Tail (Anderson), 13, 68
Lurie, Ian, 139
M
Madelt, 296
magic middle (bloggers), 101
Mahn, Rick, 72
MarcomProfessional.com, 166
market segments, demographics versus psychographics, 225–227
marketers, code of ethics for dealing with bloggers, 244–245
marketing, as participation in conversations, 204–206, 210–211
marketing communications
defined, 187
socialization of, 187–191
markets
as conversations, 188
traditional definition of, 188
Markoff, John, 271
mashup applications, 261
McClure, Dave, 10
McDerment, Michael, 227
Mead, Margaret, 159
media snackers, 178
membership, measuring, 260–262
message broadcasting, adding storytelling to, 221–224
messages
avoiding the term, 83–85
changing approach to, 88–92
Metacafe, 126
conversation index, 249–250
authority, 256–257
calls to action, 253–254
community activity, 260–262
employee collaboration, 257–258
engagement, 254–255
keyword tracking, 250–252
leads and sales, 252–253
perception management, 258–260
relationships, 255
traffic statistics, 252
daily advertising statistics, 247
offsite analytics tools, 263–264
steps for measuring success, 264–267
traditional metrics, 248
Web analytics tools, 262–263
blogging versus, 181
conversations in, 179–181
customer service usage of, 182–183
media snackers, 178
quality in, importance of, 181–182
searching, 251
streams and, 183–184
tiring of, 178
tools for, 185–186
Microsoft, 147
Millennials generation, 178
MillionsOfUs, 118
MindTouch, 297
Mixx, 293
mobile phones, micromedia tools for, 186
mobilecasting, 134
Monitter.com, 294
Monty, Scott, 193
Moore, Geoffrey, 145
Morrissey, Brian, 193
Moveable Type, 293
Mufin, 297
MyBlogLog, 293
MySpace, 79, 169, 251, 261, 295
N
Naked Conversations (Scoble and Israel), 147
Narain, Greg, 192
Neilsen BuzzMetrics, 251
Netvibes, 292
news releases, 107. See also breaking news
customer-focused news releases, 113–114
Facebook Wall as, 170–173
formats for, 111–112
leads and sales from, 252–253
principles for writing, 112
SEO news releases, 114–115
SMRs compared, 117
SMRs (Social Media Releases), 25
Coca-Cola example, 118–122
described, 115–117
links needed in, 122
what they are not, 117–118
template for, 108–110
traditional format of, 107–108, 113
VNRs (Video News Releases)
Social Media and, 126–133
terminology of, 133–134
tips for creating, 134–135
traditional format of, 125–126
newspapers, advertising revenue statistics, 53
Newsvine, 293
Nielsen NetRatings, 263
Ning, 79, 166, 203, 217–218, 254, 295
O
O’Reilly Media, 37
Obama campaign, 161–163
Oberkirch, Brian, 12
observations
observer as participant, 76
of social network cultures, 156–160, 163–164
presidential politics example, 160–163
types of, 75
ODEO, 297
offsite analytics tools, 263–264
Ominiture, 263
one-on-one relationships. See relationships
online advertising revenue statistics, 53
online video. See VNRs (Video News Releases)
online video channels, 260
organizational roles of Social Media experts, 191–195
outbound communications, complementing with inbound communications, 204–206, 210–211
outbound customer service
ACDSee example, 228–230
FreshBooks example, 227–228
lobbying for, 215–217
ownership of conversations, 199–200
Owyang, Jeremiah, 11, 130–132, 177–178, 207
P
page rankings in search engines, 256
PageRank (Google), 256
Paine, K. D., 248
pamphleteers, bloggers compared, 95
Pandora, 296
Parmet, David, 72
participant observation, 159
participation
cultural voyeurism versus, 75–78
marketing as, 204–206, 210–211
measuring, 257–258
as personal branding, 167–170
PBWiki, 297
“The People Formerly Known as the Audience” (blog post), 85–86
perception management, 258–260
perception of brands, 249
personal branding on social networks, 167–170
Ping.fm, 294
Pinger, 186
PitchEngine, 241
pitching messages
avoiding the term, 83–85
changing approach to, 88–92
planning for corporate blogging, 148
Plurk, 178, 181, 185, 218, 251, 256, 293
PR (public relations). See also PR 2.0
advertising versus, 15
benefits of, 7
bloggers’ opinion of, 231, 234
brevity in, 70
company executives, role of, 15–20
customer service role of, 202–204
dotcom bust, effect of, 27–29
future of, 30, 32–36, 271–272, 275–277
Conversation Prism, 279–282
roles required by, 278–279
history of, 24–25
conversation index, 249–262
daily advertising statistics, 247
offsite analytics tools, 263–264
steps for measuring success, 264–267
traditional metrics, 248
Web analytics tools, 262–263
PR people
response to PR skepticism, 26–27
role of, 12–14
regaining credibility of, 273–275
shortcomings of, 8–12
skepticism toward, 25–27
PR 2.0. See also Social Media; Web 2.0
collaboration in, 38–39, 46–47
emergence of, 29–30
as future of PR, 30–36
future “versions” of, 273
goals of, 41–46
influence of Web 2.0 on, 41–46
relationship strategies, 69–70
contact methods, determining for individuals, 70–75
participation versus cultural voyeurism, 75–78
relationships, importance of, 78–80
“PR 2.0: Dead as a Doornail, or Still Alive?” (Web 2.0 Expo panel), 32
PR 2.0, New Media, New Tools, New Audiences (Breakenridge), 33
presidential politics example (observing social network cultures), 160–163
press releases, 107. See also breaking news
customer-focused news releases, 113–114
Facebook Wall as, 170–173
formats for, 111–112
leads and sales from, 252–253
principles for writing, 112
SEO news releases, 114–115
SMRs compared, 117
SMRs (Social Media Releases), 25
Coca-Cola example, 118–122
described, 115–117
links needed in, 122
what they are not, 117–118
template for, 108–110
traditional format of, 107–108, 113
VNRs (Video News Releases)
Social Media and, 126–133
terminology of, 133–134
tips for creating, 134–135
traditional format of, 125–126
Preston, Jason, 157
print advertising revenue statistics, 53
private beta, 240–241
product adoption bell curve, 223–224
Profilactic, 294
profile aggregation on social networks, 167–170
Pryor, Lenn, 147
psychographics, demographics versus, 225–227
public disclosure of information, methods of, 283–290
public relations. See PR (public relations); PR 2.0
Q–R
Quantcast, 264
“The Ramp” (BMW psychographics example), 226
Rampenfest, 226
ranking bloggers, 57–58, 100–102
ReadWriteWeb, 58
Reddit, 293
registrations, measuring, 260–262
Regulation FD (Fair Disclosure), 283–290
relationships. See also conversations
bloggers, relationships with, 94, 102–106
building
via conversations, 90–92
on social networks, 174–176
community managers, role of, 206–209
importance of, 41–45, 67–69, 78–80, 282
measuring, 255
strategies for, 69–70
contact methods, determining for individuals, 70–75
participation versus cultural voyeurism, 75–78
reporters. See citizen journalists; journalists
rewards, offering, 260
“Robert Scoble Asks, ‘Is Facebook the New Press Release?’” (blog post), 171–173
ROI (return on investment). See metrics
roles in future of PR, 278–279
RSS feeds, measuring authority via, 257
S
sales from news releases, 252–253
Sanders, Steve, 29
Scoble, Maryam Ghaemmaghami, 98
Scoble, Robert, 70–73, 97, 129, 132, 147, 170, 232, 235, 279
screencasting, 134
scribd, 296
search engine optimized news releases, 114–115
SMRs compared, 117
search engines, page rankings in, 256
search.twitter.com, 259
searching
micromedia, 251
social networks, 251
SEC (Securities and Exchange Commission), 283–290
“SEC To Recognize Corporate Blogs as Public Disclosure. Can We Now Kill the Press Release?” (blog post), 285–290
Second Life, 118
Semantic Web, 271–272
SEO news releases, 114–115
SMRs compared, 117
SezWho, 292
Sifry, David, 101
“Six Months in and 600 Posts Later … The Worlds of Blogging and Journalism Collide (in My Brain)” (blog post), 54
skills needed in future PR, 275–277
Skullcandy example, 20–22
SMRs (Social Media Releases), 25
Coca-Cola example, 118–122
described, 115–117
links needed in, 122
what they are not, 117–118
SmugMug, 298
“So You Want to Talk to Mommybloggers…” (blog post), 96–97
Social Media. See also blogs; conversations; PR 2.0; Web 2.0
ACDSee example, 228–230
breaking news with, 241–242
changes generated by, 156
collaboration in, 38–39, 46–47
company executives’ participation in, 17–19
effect on PR, 31
list of communities, 292–298
conversation index, 249–262
daily advertising statistics, 247
offsite analytics tools, 263–264
steps for measuring success, 264–267
traditional metrics, 248
Web analytics tools, 262–263
blogging versus, 181
conversations in, 179–181
customer service usage of, 182–183
media snackers, 178
quality in, importance of, 181–182
searching, 251
streams and, 183–184
tiring of, 178
tools for, 185–186
participation in, cultural voyeurism versus, 75–78
Skullcandy example, 20–22
thinking like customers, 220–221
tools for, 217–220
VNRs (Video News Releases) and, 126–133
Social Media Club, 60–64
Social Media Ecosystem, 279
Social Media experts, role in organizations, 191–195
“Social Media Is About Sociology and Not Technology” (article), 75
Social Media marketing, 187–189
Social Media Releases (SMRs), 25
Coca-Cola example, 118–122
described, 115–117
links needed in, 122
template for SMR, 109–110
what they are not, 117–118
Social Media Snowflake, 279
Social Media Starfish, 279
social networks. See also names of specific social networks (e.g. Facebook)
building relationships on, 174–176
defined, 79
Facebook Wall, as press release, 170–173
growth of, 166–167
observing cultures within, 156–160, 163–164
presidential politics example, 160–163
profile aggregation on, 167–170
searching, 251
SMRs. See SMRs
targeting people via, 173–174
Social Web roadmap, 291–298
socialization
of communications, 213–215
of corporate marketing structure, 200
of customer service, 213–215
of marketing communications, 187–191
Socializr, 296
SocialMediaToday.com, 166
Society of Professional Journalists (SPJ) Code of Ethics, 51–52
sociological principles in communications, 75–76
sociological research, types of, 77
sociology
importance over technology, 154–155
presidential politics example, 160–163
of social networks, observing, 156–160, 163–164
Solis, Brian, 60
“Solis Is Right: Avoid Classic Marketing Like the Plague in Social Media” (blog post), 158
“Sorry PR People, You’re Blocked” (blog post), 40
Southwest Airlines, 159, 183, 253, 255
SPJ (Society of Professional Journalists) Code of Ethics, 51–52
standards. See ethics code
StevesDigicams.com, 29
storytelling, adding to message broadcasting, 221–224
streams (micromedia), 183–184
success, measuring. See metrics
“sucks” sites, 259
Summize.com, 182
T
Tangler, 292
Target, 259
target demographic, represented in blogs, 69
targeted e-mail blasts, 89
tastemakers, 224–225
Teachout, Zephyr, 160
TechCrunch, 54, 58, 101, 132, 234, 284
technology, conversations’ importance over, 154–155
Technorati, 57, 78, 100, 117, 217, 254, 256–257, 267, 292–293
templates for news releases, 108–110
terminology, avoiding traditional, 83–85
text messages, micromedia tools for, 185
“This Is Why I Love the Tech Industry” (blog post), 129–130
ThisNext, 203
TMZ, 58
“To Ghost Post, or Not…” (blog post), 143–144
tools
for communications, 217–220
for keyword conversation tracking, 251–252
for micromedia, 185–186
offsite analytics, 263–264
Web analytics, 262–263
“The Top 10 Reasons Why PR Doesn’t Work” (blog post), 9
Top Friends, 175
Toys ‘R’ Us, 259
tracking conversations. See conversation index (metrics)
traditional journalism. See journalism
traditional metrics, 248
traditional PR terminology, avoiding, 83–85
traffic statistics, measuring, 252
Tripit, 295
Trippi, Joe, 160
Tumblr, 169, 178–179, 181, 185, 256, 293
Tweetscan.com, 182
twemes, 259
TWiki, 297
Twitter, 69–70, 79, 178–185, 217–219, 255–257, 259, 293
Twitter Search, 267
Twitxr, 185
U
UGC (user-generated content), 31
USA Today, 159
user-generated content (UGC), 31
users, avoiding the term, 83–88
V
Veoh, 126
Vest, Erin Kotecki, 96
video micromedia tools, 185
Video News Releases (VNRs)
Social Media and, 126–133
terminology of, 133–134
tips for creating, 134–135
traditional format of, 125–126
Vimeo, 295
viral marketing, 128
virtual worlds, 261
VNRs (Video News Releases)
Social Media and, 126–133
terminology of, 133–134
tips for creating, 134–135
traditional format of, 125–126
W
Wal-Mart Stores, 259
“We Are the People Formerly Known as the Audience” (essay), 35
Web, emergence of PR 2.0, 29–30
Web 1.0, Web 2.0 versus, 284
Web 2.0. See also PR 2.0; Social Media
collaboration in, 38–39, 46–47
influence on PR 2.0, 41–46
origin of term, 37
Web 1.0 versus, 284
Web 3.0, 271–272
Web analytics tools, 262–263
Web sites, as pulic disclosure method, 283–290
“Web Strategy: How to Be a Corporate Blog Evangelist” (blog post), 138
Weil, Debbie, 148
Weinberger, David, 248
Wells, Kristie, 60
WetPaint, 297
Whitley, Shannon, 116
Whole Foods Market, 259
“Why Online Video Is Good for Your Corporate Executives and How to Deploy” (blog post), 131–132
widgets, creating, 261
Wilson, Andy, 130
Wine Library, 159
wire services, bloggers as, 234–237
WOMMA (Word of Mouth Marketing Association), 244
Wonderhowto.com, 296
Word of Mouth Marketing Association (WOMMA), 244
WordPress, 293
Wright, George, 128
X–Z
Xerox, 259
Yacktrack, 117
Yahoo!, 209
Yahoo! Groups, 30, 203, 219, 295
Yelp, 295
YouTube, 79, 116, 133, 251, 257, 260, 295
Zuckerberg, Mark, 166
Zvents, 296