Social Networking, Digg & Groundswell

Digital stuff: Digg’s Social Network

Josh Bernoff, co-author of "Groundswell," defines social techographics as “the classification of people according to how they use social media.”

Social networking is a new technology that allows people to interact and share with one another text, pictures, voiceovers and more. Examples of social networks are Facebook, Twitter and Digg. Digg is a social media network that was founded by Kevin Rose in San Francisco Calif., on Dec. 5, 2004. It is available in different languages and uses banner ads and referral marketing as its two main advertising tools. Digg has a much smaller staff than Facebook and Twitter. Jay Adelson is the chief executive officer of Digg, along with John Muffet, who is the chief financial officer. The creative director is Daniel Burka. According to Digg’s Web site, Digg is “democratizing” digital media. As a user, you can participate in determining all site content by discovering, selecting, sharing, discussing the news and videos that appeal to you. Digg does exactly what the Website says, “dig." You dig for information you like best and contribute to the popularity of any item you find. If you find links or stories that are irrelevant or not good, you can “bury” them. You are literally digging and burying information (Digg.com).

Many of Digg's new developments are improvements and features on its Website. Digg has three main functions: Digg Dialog, Digg Bar and Digg API. Digg Dialog is a program that allows Digg users to create questions and send to a preselected famous individual who agrees to do an interview with a reporter chosen by Digg.

In May 2009, Digg created a new feature integrating Facebook Connect with its social network. Digg’s integration with Facebook Connect allows users of Digg and Facebook to connect their accounts similar to the way Twitter and Facebook can be linked (Facebook.com and Digg.com).

Digg is a user-friendly Website that can be helpful for those in the PR field because of it is easy to use. It provides news and content that helps PR people keep up with the latest topics and trends via the news. I recommend every PR practitioner become familiar with this application.


References
- Josh Bernoff (Groundswell)
-www.digg.com
-www.facebook.com

Climate Cover-up: The Mangling Language

James Hoggan’s book “Climate Cover-up” is a must-read, no matter what your interest or major may be. This book opened my eyes to another realm of public relations and life. The book is relevant because of the content pertaining to global warming and climate change.

The chapter that engaged me the most was Chapter 6, "Mangling the Language." George Orwell and spin doctor Frank Luntz were described in detail throughout this chapter. I like the way Hoggan used particular key people to demonstrate his points and support his logic. Orwell was an early student of the English language. He recognized some of the first signs of our language being corrupted: “Now, it is clear that the decline of a language must ultimately have political and economic causes"(p.61). Nowadays, when people hear the term “Orwellian” or any reference to Orwell, they think of being misled.

It’s amazing how society’s perception of different messages and meanings of words can change over time. Luntz said that “the true definition of ‘being Orwellian,’ is to speak with ABSOLUTE clarity, to be succinct, to explain what the event is, to talk about what triggers something happening and to do so without any pejorative whatsoever” (pg.63). When I read this, the word "absolute" stood out to me. Absolute means without any doubt. For something to mean ABSOLUTE clarity and for it to be perceived as “misleading” baffles me.

Our society can be easily persuaded and manipulated to believe what politicians and other leaders want us to believe. They tailor messages and alter languages to successfully complete this task. Interestingly, Hoggan reveals that even though Luntz (let's keep in mind he’s a “spin” doctor) wishes the word “Orwellian” meant something different, the way he uses the language suggest the more widely accepted definition. And while Luntz says that he would prefer Orwellian to mean something else, the way he uses the language often invokes the darker and more widely accepted definition (Hoggan, p. 63).

If you haven’t already, take the time and read this book. I can assure you, you will not get bored and you will walk away informed.

Is framing helpful in PR?

Is framing helpful in PR?
By: Chelsea S. Matthews

Framing is a concept that identifies a message through a particular perception and carries that message from a specific point of view. Framing can be described as one of the most important techniques of a public relations strategy or campaign. It impacts a public's awareness and interpretation of a given message and can sometimes affect the way someone feels about a particular subject.

According to Susan Nall Bales' article "Breaking the Frame, "groups must be conscious of the stories that they’re telling and the hidden chains of reasoning their narratives can set off in the public mind”( Bale 1).Oftentimes framing contains hidden clues and messages. Those who use framing have a goal to silently manipulate the minds of a public in a positive or negative way.

Communication messages are often framed by the media. Bales analyzed groups to understand public prejudices through her “strategic frame analysis.” Bales explains that one reason framing is so dominating is because “Americans overwhelmingly get their information about public affairs from the news media, which in turn establishes persistent frames” (Bales 1).

I agree with Bales. A lot of times persistent stories for Americans can mean a consistent lie that somehow equals truth.
Luntz is an author whose logic behind framing I can relate to the most. Words that really work is all about who hear the words, not what you said. The government provides several examples of words that carry the same meaning but sound better to most people. The government and politicians use key words when addressing certain issues, such as saying “The right to chose” instead of “health care choice” (Luntz 4).

Public relations professionals should always stay clear of covering up facts or stretching the facts to produce an idea. However, framing is not always a bad thing as long as the truth is being conveyed. Below is an article that used framing. THe topic covered is sexual assault. Framing can be used in any case. Public relations is all about the choice of words we decide to use and how we use them. It is our job as professionals, Ron Smith says, to gain the minds of the public we’re attempting to communicate with. Once you capture the mind of your target public, it is easier to get them to think in your favor.

http://www.medicalnewstoday.com/articles/119570.php

The Tipping Point and Public Relations

The Tipping Point: How does it relate to PR?
By: Chelsea S. Matthews

The Tipping Point, according to Malcolm Gladwell, is the birth of an idea. It is when a trend or idea can spread like fire. The possibility of sudden change is the core of the tipping point. It’s the boiling point of an idea. Public relations can be interpreted as publicity that spreads like fire. One of the goals of public relations is to relay a message to various audiences in a strategic way to gain contagious attention.

The tipping point describes three types of people who contribute to the actual concept. They are called connectors, mavens and salesmen.

The connectors play a huge role in PR. “Connectors are special people that bring the world together” (Gladwell 38). These are people who know a lot of other people. If I am launching a new restaurant and the right person likes it, he or she will tell a lot of people who will tell more people. This will result in free publicity for a PR client. This chain leads to a tipping point from word of mouth publicity.

Mavens are people who are knowledgeable on a variety of topics. "Mavens are those who accumulate knowledge”(Gladwell 60). They are familiar with prices and quality. These are your researchers and information experts in the PR world. Becoming knowledgeable about your client, their competitors and other significant variables is important. PR practitioners know that every situation they analyze begins with research and ends with evaluation.

The salesmen have enthusiasm, charm and likability. The parallel between the salesmen and PR is persuasion. Through all of these traits, the main goal is to persuade the public or just one person to believe in you and or your product. “Salesmen persuade us to take some type of action when we are unconvinced of what we are hearing, and they are as critical to the tipping point of word of mouth epidemics as the other two groups” (Gladwell 70). Once you persuade someone to agree with you, it’s easy to get them to think a certain way or believe in a particular service.


References & Supportive Readings
10 patterns of success in Public Relations http://www.heymanassociates.com/Spotlight/WCH_Univ_Alabama_Research_Report-06_2004.htm

Tipping Point Media

http://www.tippingpointmedia.com

Gladwell, M. (2002). The Tipping Point: How little things can make a big difference. New York: Little, Brown and Company.

Time

Time is given to you once. Once it is gone you can NEVER get it back. Every day, every hour, every second should be maximized. Time should not be wasted and should always be thought of as a delicate gift. Delicate gifts can be broken like time can be lost...