Cast in Digital Stone

by Roger Pynn

Good advice to clients has always been “never say anything publicly you don’t want to read in tomorrow’s paper.”

Author Mark Stevens, CEO of marketing, sales training and management for consulting firm MSCO, reminds readers in a blog post at PRNews Online that this Internet age greatly expands the impact of following or ignoring that advice.

But his post titled “The Internet Is A Creature Of The Past” also points out that the Internet has become the link between past and present, history and news. He’s right.

What you say today, how you formulate and deliver key messages, how and where you choose to make a statement – no matter how important or insigificant – will be available for the ages and may well frame how you are remembered, for they will exist online in some Google-able database forever.

More important for the moment is to remember that while the concept of mass media had also become a thing of the past in the minds of many theorists as print and broadcast outlets became more and more specialized over the past quarter century, the Internet is mass media.

So take careful aim at your target audience, but remember everyone is listening.

Effective Tweeting

by Kimberly Taylor

By now, most of you have probably heard of the increasingly popular micro-blogging site, Twitter.

A year ago, you couldn’t have convinced me to adapt this newfangled technology, let alone convince me I’d become addicted.

Many avid users of Twitter have used it to promote their brand, their blog, etc. Others have used it as a news source, while journalists have even been known to seek out expert sources for stories by soliciting their followers on Twitter.

Well, I’ve seen the light, and have enjoyed “following” many different people and companies—my most recent addition … Popeyes Chicken (@PopeyesChicken).

You may be wondering how Popeyes Chicken could possibly use Twitter to engage its customers.

Last Wednesday night during the final presidential debate, Popeyes “tweeted”—interjecting humorous chicken messages into their tweets—to correspond with each candidate’s message.

Here are a few examples, starting with the first pre-debate tweet:

“Biden my time, waiting for the debate to start. Both Palin comparison to ME! Popeyes for President!”

“I’m very much a breast of the economic issues and I have a plan. It’s called the Big Deals! Only $1.49.”

“Is either one a breast of the issues? I think they are winging it. Both seem to be pulling my leg.”

Word has it the person behind the @PopeyesChicken persona is from their Technology team, not from marketing or PR as you may’ve thought.

In a sea of messages streaming into my Twitter account, I can tell you these messages were standing out—an effective use of Twitter!

Follow me: KLT_CandP