Comments on: Toward a New Understanding of Publishing (Part 1) http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/ FM Blog Tue, 06 Dec 2011 20:50:23 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Christina http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11094 Christina Tue, 06 Apr 2010 16:07:55 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11094 I guess this topic is in the air. I've been thinking a lot about how all companies are media companies now. I recently saw the VP of marketing of LEGO US and he said they consider themselves a media company. I found that shocking -- last time I checked, LEGO made toys. But they also produce magazines, collaborate on movies, video games, etc. I also spoke to a Verizon exec who said they too consider themselves a media and entertainment company. They're not a phone company anymore. All this leaves me wondering, and I suspect you are wondering the same thing -- what about traditional media? They're seeing their power taken away. They no longer own the communication game if every brand is a publisher. I guess this topic is in the air. I’ve been thinking a lot about how all companies are media companies now. I recently saw the VP of marketing of LEGO US and he said they consider themselves a media company. I found that shocking — last time I checked, LEGO made toys. But they also produce magazines, collaborate on movies, video games, etc. I also spoke to a Verizon exec who said they too consider themselves a media and entertainment company. They’re not a phone company anymore. All this leaves me wondering, and I suspect you are wondering the same thing — what about traditional media? They’re seeing their power taken away. They no longer own the communication game if every brand is a publisher.

]]> By: John Battelle http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11093 John Battelle Tue, 06 Apr 2010 15:53:32 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11093 Hey Alex - I respect Joel a lot. But I'm not sure he's typical of most brand builders. He's a programmer - apparently a brilliant one - and very successful at his focused business - a great brand in a very particular field. I think we have TONS of work to do in instrumenting social media so that it's more useful. And I think marketers can help get this work done. Hey Alex – I respect Joel a lot. But I’m not sure he’s typical of most brand builders. He’s a programmer – apparently a brilliant one – and very successful at his focused business – a great brand in a very particular field. I think we have TONS of work to do in instrumenting social media so that it’s more useful. And I think marketers can help get this work done.

]]> By: Alex Salkever http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11091 Alex Salkever Tue, 06 Apr 2010 06:42:33 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11091 John, Joel Spolsky -- one of the smartest brand builders around -- just stopped blogging. He basically shut off his social media efforts. What do you make of that? In his mind, it was too fraught with conflicts and was not longer worth his time. Is he the exception that proves the rule? I am personally quite torn on the utility of social media. I find Twitter at turns stimulating and really annoying. Aardvark works rarely. Facebook I do like but that's because it is a more defined type of social. And yet, for things like trips to far away places, email recommendations from friends still reign supreme and old media dinosaurs like NYT and WSJ still drive the news cycle. So I am not sure if there is actually a shift going on as much as a giant fluctuation where all these things co-exist and become useful for different parts of our lives depending on what we want. John, Joel Spolsky — one of the smartest brand builders around — just stopped blogging. He basically shut off his social media efforts. What do you make of that? In his mind, it was too fraught with conflicts and was not longer worth his time. Is he the exception that proves the rule? I am personally quite torn on the utility of social media. I find Twitter at turns stimulating and really annoying. Aardvark works rarely. Facebook I do like but that’s because it is a more defined type of social. And yet, for things like trips to far away places, email recommendations from friends still reign supreme and old media dinosaurs like NYT and WSJ still drive the news cycle. So I am not sure if there is actually a shift going on as much as a giant fluctuation where all these things co-exist and become useful for different parts of our lives depending on what we want.

]]> By: John Battelle http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11089 John Battelle Tue, 06 Apr 2010 04:20:03 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11089 Good points Matthew. Thanks for reading. Good points Matthew. Thanks for reading.

]]> By: Matthew Pugh http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11085 Matthew Pugh Mon, 05 Apr 2010 20:55:19 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11085 Great topic, John. Bearing in mind the need for a complete and well-designed strategy, there are a few simple actions brands can take to begin the transition from brands to publishers. First, brands need a way to publish. Brands should identify and establish platforms either owned or third-party for the delivery of community-oriented content. Facebook and Twitter are examples of existing social platforms with little barrier to entry that brands can leverage to publish their message. Once the platforms have been established, brands must fill them with engaging content that focuses on the interest of the community, not solely brand products or services. Objectivity is the toughest challenge for brands as publishers. The content must be useful and unbiased to avoid appearing promotional and self-serving. The goal is to foster customer relationship management. Next, brands must connect with communities by facilitating dialogue to deepen that relationship. Open discussion forums where people may operate as they please, leave readable comments, view comments from others, and exchange information, are one way of approaching this. Moderation without censorship is the key. Lastly, brands must understand what is happening in their community by listening to and participating in its conversations and responding accordingly. By doing so, brands are able to make adjustments to their offerings and image that will keep the community involved, while simultaneously attracting new members. That is customer relationship management in action. Great topic, John. Bearing in mind the need for a complete and well-designed strategy, there are a few simple actions brands can take to begin the transition from brands to publishers.

First, brands need a way to publish. Brands should identify and establish platforms either owned or third-party for the delivery of community-oriented content. Facebook and Twitter are examples of existing social platforms with little barrier to entry that brands can leverage to publish their message.

Once the platforms have been established, brands must fill them with engaging content that focuses on the interest of the community, not solely brand products or services. Objectivity is the toughest challenge for brands as publishers. The content must be useful and unbiased to avoid appearing promotional and self-serving. The goal is to foster customer relationship management.

Next, brands must connect with communities by facilitating dialogue to deepen that relationship. Open discussion forums where people may operate as they please, leave readable comments, view comments from others, and exchange information, are one way of approaching this. Moderation without censorship is the key.

Lastly, brands must understand what is happening in their community by listening to and participating in its conversations and responding accordingly. By doing so, brands are able to make adjustments to their offerings and image that will keep the community involved, while simultaneously attracting new members. That is customer relationship management in action.

]]> By: rick http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11074 rick Tue, 30 Mar 2010 17:17:28 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11074 37 Signals is a great model. All the employees contribute to their blog and it's got a great audience. Every post has something to do with their brand. They have a great podcast. They do live videos. And now they've got a best selling book, too. It's about teaching and spreading knowledge through all every publishing tool available. 37 Signals is a great model. All the employees contribute to their blog and it’s got a great audience. Every post has something to do with their brand.

They have a great podcast. They do live videos.

And now they’ve got a best selling book, too.

It’s about teaching and spreading knowledge through all every publishing tool available.

]]> By: Jon K. http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/comment-page-1/#comment-11072 Jon K. Mon, 29 Mar 2010 14:26:31 +0000 http://www.federatedmedia.net/blog/?p=2750#comment-11072 I look forward to part 2, although I'm more interested in whether in this age of conversational media, Publishers must also become Brands. I look forward to part 2, although I’m more interested in whether in this age of conversational media, Publishers must also become Brands.

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