In the digital media world, when you want your own site or your company to grow online, you have to be pro-active, creative, and sometimes be a bit of a risk taker through social networking mediums. That means forward momentum. Forward movement.
Allow me to get straight to the point… In the digital media world, once momentum starts building, don’t stop. Backpedalling leads to backwardsville. You don’t want to go there. That’s a nasty place of embarrassment and failing credibility.
Nowadays, you can’t just have a website floating in the darkness of Internet-space. You have to interact. You have to blog.
If you do and then kill it, you’ll look the fool to the people who understand blogging and social networking. And that includes a lot of educated people who teach at prestigious universities, those who work for the biggest media conglomerates and corporations in the world, and leaders in the industries you may interact with.
Let me give you a case study, a prime example of blog backpedalling.
When I worked for ProSoft Technology, I recommended what I thought was a great marketing avenue toward online corporate growth: blogging.
That’s cheap promotion compared to paying $8,000 on average for one month’s ad in a magazine that a company like ProSoft often paid for, and then wouldn’t track.
Blogging is easy to track. It’s more visible than print ads, and can create big traffic. All you have to have is one decent conversational writer.
As you know, blogging is about conversations, social networking online, and being part of online communities.
The blog I created for ProSoft Technology grew quickly. Traffic came, and lots of folks throughout the automation industry commented. Industry experts interacted with relevant articles that meant something to them. It was those leaders who made the biggest negative remarks over ProSoft’s inability to “get it” when the blog was eventually killed without reason.
Of course I instantly thought, “Trust issues.”
One industry leader wrote to me after I mentioned trust issues:
“There are an infinite number of possible answers ranging from trust to appreciation of the medium.”
Social networking. Blogging. Online promotion. To appreciate it you have to be a part of the process. You have to move forward and grow your digital media island.
ProSoft Technology fell into one of those holes that is sometimes visible in the digital media world: back-peddling corporate behavior with a lack of vision as to the power of social networking; and possible paranoia to the point of secretive behaviors which may have led to their decision in corporate blog killing.
In the end, their blog killing was left unexplained.
Eventually I left ProSoft feeling unfulfilled. The company itself seemed zapped of life and not just in the digital media world. I could go into many details about ProSoft being a struggling company with failing wireless and non ease-of-use products, which I never wrote about on their blog. It was becoming a scary place to hold a job. And without a foothold in digital media, I didn’t feel secure. After I left, most of their wireless radio division was laid off.
Had I left just in time? Maybe.
The reality was I had worked under a dark cloud of mismanagement, and for that matter, marketing management that had once again shown that they did not indeed know how to run a marketing department in the new age of digital media.
There are few traces online of the once vibrant ProSoft blog.
It’s embarrassing, really. Not for me, but for ProSoft. Many articles still link back to where there was once relevant ProSoft articles. Most of those are now
dead links from automation industry-leading blogs, now re-routed to a static homepage.
That’s information and conversation lost.
That’s also a complete backpedalling in the world of blogs and digital media, which I think is embarrassing for the company, bad marketing, and poor social networking.
I suppose you can eventually regain such credibility. But that’s tough.
When it comes to social networking within the digital media sphere, some people get it and let’s face it, some people don’t.
That industry blogger was right. There are an infinite number of possible answers ranging from trust to appreciation of the medium as to why any company gives up on blogging.
I’m sure many blog deaths are embroiled in hidden reasons that are no more than candy-coated paranoid mysteries that revolve around issues of distrust by management of those writing such doomed tombstone blogs.
I can honestly say that I’m still doing what I was doing for ProSoft, though now to a higher degree: I utilize more social networking sites than ever to promote ABC23 TV.
In doing so, I was glad to hear that ABC23 was recently recognized for its blogging prowess on lostremote.com, one of the leading blogs on the changes technology and progress brings to the television business.
Lostremote’s David Johnson, also of Scripps Media Center in Washington D.C., is no digital media slouch. He’s an expert in the field (
read more about Johnson).
Johnson said in his article,
“Blogging Yourself”:
I have wondered frequently why stations don’t start blogging themselves to increase their content footprint and grow potential eyeshare… Blogging and posting station video that is hosted into YouTube in the voice and style of a vblogger, Nick offers a whole different package that adds to the media mix for his station. Leveraging existing social media outlets is the smart online promotional strategy to grow audience while taking the message to the masses, and it is great to see that ABC23 also has a myspace page.Howard Owens of Gatehouse Media tipped off Johnson with his blog titled,
“Online editor in Bakersfield uses the local network to promote his company’s site.” Owens wrote, “Nick Belardes, a long-time Bakersfield blogger, gets the nature of networked media.”
If I get it, that means there’s something there to get, to understand about digital media. The companies that don’t ‘get it’, backpedal, waffle, and eventually are left in the dark. Or like ProSoft Technology, a self-proclaimed high-tech company, are left in obvious embarrassment by reverting back to the stone age of digital media.
When you backpedal in today’s age of growing social media, where does that leave you, especially when you’re a struggling company who might benefit from such tactics?
Poor management of digital media tools, once started, and then stopped, only leaves a gaping hole, one that becomes obvious to others on an Internet that leaves many footprints.
Social media is everywhere. It's just a matter of speaking the dialects that exist within each social networking sphere to promote products, corporate image, and more. The rest is just hoping people join in the conversation and accept your voice as one amongst their community.
Labels: Bakersfield, blog tips, blogs, Digital Media, ProSoft Technology, social networking, television blogs