Posted by Mark Abrams
After more than a year of kicking, screaming and dragging their feet, Marketwire, one of the PR industry’s leading media spam distribution and victim database management services, has unveiled a new whiz-bang social-media press release thingy technically named, Social Media 2.0. Nicknamed CCST (short for "the Communications Career Suicide Template”), experts are already calling this the most authentic social-media product ever.
CCST’s new enhanced spamming features include: distribution to YouTube, iTunes, Second Life, Photobucket, Twitter and Facebook; distribution to more than 1,200 geographically-targeted websites; and distribution to more than 1,000 websites and online news destinations.
But more importantly, the new template takes the concept of the online press release to the next level altogether. Besides the ability to spam various social media sites broadly, “Social Media 2.0 transforms a press release into an authentic social media tool by enabling two-way conversation.”
Kevin Dill, product manager at Marketwire said, “The [original] social media news release was an invitation to ‘dialogue’. Marketwire's Social Media 2.0 expands upon that idea."
According to template inventor Todd Defren, Principal of SHIFT Communications, "By allowing anyone to access, re-purpose and engage directly with a newsmaker's content, it empowers conversations between a company and its diverse user communities."
Martin Turnbull, Dean of the College of Communications at the Kepler School of Management, called Defren totally naïve and self deluded. “The Web is open for Christ’s sake. Empowering conversations between company and diverse users... what’s he talkin’ about? And how the hell does he propose to manage that? Bottom line: it's an invitation to anyone and everyone with an amorphous grudge and a computer. How ‘bout we invite hooded strangers into the company lobby and give ‘em spray-paint cans and ask that they express themselves. ‘Re-purpose’ the brand? They certainly will.”
Turnbull added: “I think the real benefit is the template’s ability to swiftly ruin someone’s career. I mean, whoever sells this in is going to bear the f-ed up consequences directly. I imagine that'd be a very useful tool in transitioning mid-level knuckleheads and low-level goofs out of the communications business altogether.”
For more information on all of Marketwire's communications and news distribution solutions, please call 800-774-9473.
"Like all social media releases, it gets away from the story-telling that we -- journalists, media relations writers who know their stuff -- should be able to do. While it can be helpful to share some parts of the news, it gives the media relations folks kind of an easy way out of learning how to write -- a losing art and skill, I'm afraid."
Mike Driehorst, Messaging Strategist, HANSON, INC.
"I had to read their release about three times to even begin to understand what this is or what it does. With a traditional newswire, you can assume that an editor or reporter of some sort spends some portion of his or her time monitoring a newswire for story ideas. Who is this Social Release distribution going to? Who's reading it? What need does it serve for them? It's all just so confusing."
Andy Keown, Public Relations Manager, Hilton Hotels Corporation
"I do like how some people have repackaged themselves in the release as social media experts, but this still goes back to the questions: is this needed? do reporters want this? Do bloggers want this? Has anyone actually done that research?"
Jeremy Pepper, Director of Communications, The Point
Display comments as (Linear | Threaded)
I am the mastermind behind the "online abyss". Amanda Chapel loved my "online abyss" when it was a small newswire project named PRNN. Strumpette decided to test it out for their caption contest not too long ago. Amanda was surprised at the pickup or a better word might be INTEREST of my "abysmal" technology. People showed genuine interest and my little project more than doubled their contest results in consecutive runs. Don't believe me? Look at the very bottom of the following URL post after the "Congratulations".
Using recommendations from Todd Defren and his social media template, I put into motion a combined idea of what a"new media" product should be.
A forward thinking individual named Thom Brodeur from Marketwire approached me about my ideas. Funny thing is, here was a guy from a newswire interested in listening to what the community was asking for. Get out of here! I was impressed with his vision and came aboard.
We surveyed newswire and social media professionals on every feature in our new Social Media 2.0 product before we developed it. This is a product with collaborative features from professionals like you.
I believe if the ones who've talk down this product had spent time going through the survey of each and every feature, rating, commenting, discussing, debating, they may not feel so threatened or insecure about this different animal we just unleashed back into the "online abyss".
This is SM 2.0 product is not the holy grail of anything. It is a dynamic information tool which allows information to be easily navigated by end user. It can promote "moderated" two way conversation. It has the features that allow the small voice to be the big voice. The big voice to be the small voice.
There are some intelligent people and innovative companies already using SM 2.0 for various reasons. Bottom line is Marketwire provides an option to experience information that really stands out based on community request.
Here is an example of one of my favorite SM 2.0 releases:
Thank you for your time and thanks to all the folks who collaborated with me on this project.
Indeed, I was a great fan of your PRNN. However, I do share the concern about Defren’s concept. The abyss I think is where idealism totally overshadows risk. “Re-purpose” your brand? I think the tool is asking for trouble.