lunes, 3 de mayo de 2010

Google Analytics, one of my best friends

If the last week it was compulsory to write a post about Twitter, this week we have to write about another tool, Google Analytics. Last week maybe I was very hard with the blue bird, but it was my personal experience, however this week I have a very good opinion about how Google Analytics can help to the Public Relations career.

This tool offers a lot of possibilities to measure the efectiveness of a digital campaign to the PR practitioners: who looks your website, where the person is from, when he looks the website, what post had more visits and why the person accessed to the website (directly or not), moreover than how long the person visited the website (the 5 Ws of the journalists). Like you could see in the video tour about Google Analytics, you can have in your desk different information and graphs about data of your website.

This new tool, not only offers new possibilities to PR people to measure the effectiveness of a social media campaign, they could also offer a new service to the clients, monitoring. With both of these services, the PR agency could make changes at the moment or maybe, wait for the future to get better the campaign.

On the other hand, I think that it is important to say that this tool is free for everyone, so maybe, some small companies or organizations could obtain results of their campaigns by themselves without spend any money, since they only need to know how they have to introduce the code.

Google Analytics is my big discovery of the module of digital media and I hope that it can help me as a PR practitioner in the future.

Images: Flickr and

martes, 27 de abril de 2010

Twitter does not tweet me

This post is one of the most difficult for me because I need to write about my experience with Twitter but, what experience? Like I did not have any idea about how to start this text, I saw some of the post of my classmates about the topic. Some of them love this tools and other like me do not feel neither love nor hate (I do not know what it is worst).

I opened my Twitter account approximately two months ago for my Digital Media module. I had listened some thing about this tool, but in that moment, it did not attrack me some much, and I thought that maybe with the use my perception would change, but not!

I have only used it once a week to tweet my classmates with the links of my new posts, but no more. I did not get caught on Twitter like for example with Facebook in which I check my account every minute, maybe because it is more personal.

Twitter can be the best tool to find information in a special moment about proffesional and personal issues, because you can receive answers of different parts of the world in only few seconds, but I think that it is not the best tool to communicate with other people because you have limmits in the number of words and if you do not how to use the tags, your message will be lost.

During the course I have tried to convince myself about the usefulness of Twitter to develop public relations campaigns, but nobody in class could show me one good example of that, so if I was an organization I would have a Twitter account only for having corporate information and tweet news about the company, but I would not use it to launch a public relation campaign.

Sorry blue bird, but I can not listen your tweets!!!

Social Media News Releases and News Rooms

The Social Media News Release is a press release format designed for the online media world. Its origins can be traced back to Tom Foremski´s and his post Die! Press Release! Die! Die! Die! in 2006, where Foremski called to the traditional news releases useless and artificial and challenged the public relations industry to adapt them to the new realities.

The appearance of the Social Media News Release (SMNR) and News Room, is consequence of three changes: the social and sharing nature of the web, the new role of the press releases as a communication tools for the consumers, and that many publications are running thinner in their editorial resources, so less people need to do more work.

There are two main differences between the traditional news release and the SMNR:
  • the audiences are diverses, while the traditional one only is interested in the journalists, the SMNR wants to achieve the journalists, social media users and bloggers/podcaster. This new way of distribution allows better reach and more effectiveness, because the messages are not filtrered by the gatekeepers.

  • the template is different too. The traditional news releases only is formed for traditional elements (headline, core facts, quotes and contact details), while the SMNR (image of the right side) has the traditional elements, plus hyperlinks (in the copy body, previous coverage, etc.), multimedia elements (video, audio and image) and social media capabilities (social bookmarking, Rss feeds, Technorati tags and comments).
Some pros of this kind of news release are: optimised for search, conversation and sharing, tells the entire story through multimedia, provides context and makes better impression visually.

This kind of news release is posted in the Social Media News Rooms. In the News Rooms, the journalist can achieve all the information about the company that he could need in few time: SMNR, coverage for the media, access to the different accounts of the client in Twitter, YouTubeChannel, Flickr, etc., here the information releases available online forever. One example of this kind of news room we can see it in Electrolux.

miércoles, 14 de abril de 2010

My work experience as a PR practitioner

This video shows like it was my first work experience as a public relations practitioner in one communication agency in Madrid.

These kind of situations happened to me everyday: do the work of other people, work a lot of extra hours, do not have time to eat, a bad salary, etc., but unfortunately it was not only my case, the majority of my friends suffered the same.

I hope that you like the video and be strong to survive in the jungle of the work experience as a public relations!!!

martes, 30 de marzo de 2010

Crisis in Toyota

The first manufacturer of cars in the world, Toyota, has not started very well this year. The owner of the company, Akio Toyoda, has had to apologise for the problems of the accerelator in his cars, appear in the National Highway Traffic Safety Administration (NHTSA) the last month and check approximately 9 millions of cars around the world. The next video explains perfectly the problem and the consequences for the company.

In 2008, some clients in Europe and EEUU complained about problems with the accelerators of their cars, since the accelerator pedal did not return to the initial position when the drivers stopped to accelerate, so it was impossible to control the car. This fault could be the reason of 34 deaths in car accidents in EEUU.

How did Toyota manage the crisis situation? They did not do anything until four weeks ago when the owner of the company apologised after two weeks that the crisis broke and they published one video in YouTube.

Last month one article of the PRWeek analized the video, and another one the attitude of the company in this situation and they described it like a "easygoing attitude" and "incredibly reactive". Moreover, they advise to Toyota to change the PR vision of the company, since I think that in these kind of cases is necessary to speak with the media as soon as possible to explain the problem and give a solution if it is possible, not wait two weeks when the image of the company has just suffered.

But Toyota has not only this problem, the brakes of the Toyota Prius has caused one car accident with two injured and a lot of driver´s complains, how is Toyota going to react in view of this new crisis?


viernes, 26 de marzo de 2010

Be careful with your comments!

Reading the last week the digital version of El Mundo, the second newspaper with more circulation in Spain, I saw one blog about technology called "El Catalejo".

The post of the day was focused on the opening of a new tool of search of Google after several months of practices. Now Google gives the possibility of the users of finding not only web pages, blogs or images, also comments in Twitter, Facebook, MySpace and FriendFeed. You can see one example in this video.

The post discusses about the problem of publishing your personal comments in a search engine because, can a machine distingues between a joke and a private comment? Are my comments with my friends important in the search of other people? The author accuses the social media of not having a good privacy policy because one thing is that you can communicate via Twitter, in an open space, and another is that your comments appears in the screen of millions of users in Google.

After reading that, I wanted to try it. I searched "Real Madrid" in Google and I found several "tweets" about the match of yesterday against the Getafe:

I entered in Twitter and I wrote a comment about the topic, because I wanted to know if it is going to appear or not. This was the result, I was frigthtened, I am the first one in the list:

This experiment has thought to myself about if we are preparing to the social media (why are we frightened when Google publishes our comments and not when we have our profile in Facebook or Twitter opened to everybody?) and if we know the importance of our actions when we use them (why are worried when our name appears in Google and not for example in Facebook where all our data appear?)

jueves, 18 de marzo de 2010

Twitter´s @anywhere

This week thousand of technology websites and blogs published the news about the new project of Twitter, @anywhere.

On Tuesday 16th, Evan Williams, CEO of Twitter, presented this new application during "South by Southwest Interactive Conference", in Texas.

This new service allows to the users write their comments in Twitter without enter inside the program, otherwise while they are connected to other web sites like YouTube, eBay, The New York Times or Amazon, they can leave their comments. Moreover, this application allows to the users to see information about one person or company which has a Twitter account, without leaving the web sites that they are visiting, when they put their mouse on the link, a pop-up will open and they can see information about this link, like for example, the last "tweets" of one account, Williams explained that with one example.

This new application of Twitter is an example that the social media continue to advance and not everything is just done.