Organic. Generally seen as something good. Often healthy. And generally to be encouraged. Unless, perhaps, you’re Facebook.
Organic reach of brand pages is a hot topic in social and marketing circles. Whereas once a post on Facebook would reach thousands now it’ll reach a fraction of that, unless you pay to boost. That all elusive organic reach is getting harder.
Generally there are two camps here. The first is accompanied by wailing and gnashing of teeth as they realise those hard (or not so hard) earned fans won’t see any of their beautiful (or hastily photoshopped) posts.
A couple of recent pieces of football-related output from me. First up, as one of When Saturday Comes’s semi-regular writers I’ve contributed to their best and worst moments of 2013, as well as their hopes for football in 2014. Essentially, I’d like to continue to enjoy football as much as I have done in the past few months. Yes, even with Exeter City’s dreadful recent form.
I don’t have any interest in these, but I won’t complain if you send me one.
In some ways it feels like 2008. The last week has seen discussions, articles and guidance on blogger outreach from PR agencies. And while the really good parts of the industry have moved on, there’s still a significant number of conversations that appear to be repeated ad infinitum and are almost exactly the same as five years ago.
By taking behind-the-scenes shots of their forensic team at work, it gives the public an insight into their work and makes the organisation more approachable. Clever and effective, it’s a great example of what can be done with a simple idea.
Several years ago, when I still worked at ITV, a colleague in the press office was desperately trying to tell a journalist that a programme he was about to label a flop was actually pretty successful when put in context. The show had held up well on the +1 channel but, what’s more, was one of the most successful shows the network had seen on online catch up, pulling in some seriously impressive numbers.
The journalist, however, was unmoved. “Nobody,” he informed my colleague, “cares about online numbers.”
On the work blog for Ruder Finn, I’ve written a fairly lengthy piece musing on the effect of paywalls in PR. It’s aimed at a primarily PR audience, but it’s something all working in comms should probably be considering (assuming they’re not already).
There are some agencies – and companies – who merge the disciplines of PR, SEO and content marketing (or branded journalism, as some like to describe it) very well indeed. Others prefer to silo a bit more.
Normal service can now resumed. Sort of. If things have been quiet on here that’s because the most demanding client project or busiest editorial deadline has nothing on planning a wedding.
Wedding planning is certainly not a career I’d choose but happily all went well on an excellent day, the much-needed honeymoon was relaxing and now the attention turns to important things, like buying new shelving units.
And thus ends a rare personal update by means of explanation of why I’ve barely put finger to keyboard recently.
The Australian A League – and soccer in general in the country – is in an absolutely fascinating place right now. To me, it feel a little like MLS did about 4-5 years ago – a market still finding its way, still establishing its identity but with no doubt that there are enough fanatics of the game to make it viable.
Anybody would think Ernst Stavro Blofeld himself had been tinkering with this post – every time I attempt to write or publish something crashes or goes wrong.
Maybe SMERSH want to keep the news that a couple of weeks ago, Terry Duffelen, Graham Sibley and I recorded a new Oddjob Podcast on James Bond villains.
We all have our favourites, of course, and those we dislike. For instance, I’m not a fan of Hugo Drax, although Terry and Graham think very differently. I suspect my dislike of Moonraker somewhat clouds my judgement on this – perhaps it’s time to rewatch and reappraise Michael Lonsdale’s performance.