|
  |
|
|
Is Social Media the End All?
By Laura Lazzarini
While working as a content provider on a contract gig, a colleague schooled me on the meaning of the “Interstitial” and “Portlet” in the context of Web development. I thought I had an idea of what he meant, but in reality I had to pull an online and print dictionary out and look both of those things up. It was clear I had ‘no clue’ as his e-mails implied (copied to my manager of course) and I sat at my desk skulking and wondering if I had hurled an insult at him, based on the extent of his annoyance. In an effort to educate myself, I learned that an Interstitial webpage” is an in-between page, originally developed for pop-up advertising, but now may also be for additional information beyond what appears on a main web page. This is what I was writing for, a referral page from a “teaser” blurb, which referred back to this interstitial page. Many folks find these pages, especially when they are used as an advertisement, as an annoyance and basically something in the way of them viewing what they intended to view. What my colleague took issue with was not only my lack of understanding of the purpose of the proposed page, but the fact that I hadn’t created an original message for it. Lesson learned on my part, and I sat corrected in my Eon “wannabe” office chair. A Portlet is a self contained box, often with software components embedded, that provides live and refreshed data. Less odious than an interstitial webpage used for advertising, usually portlets contain unique and timely information. This coworker, an avid proponent of Social Media and to give him credit where it’s due, is fighting an uphill battle to get a “regulated beyond belief” workplace too effectively communicate a message to an audience of non-tech and tech-savvy employees without stifling opportunities for creative brilliance or understanding. Part of his plan was to get the powers that be to get beyond calling something a “Webpage” but accurately describing what it was, in this case a portal that contained portlets. But his superior stance was one from an “enlightened” point of view, and this got me to thinking about how as public relations professionals, and some of us very old-school tech geeks, need to understand and keep up with, but not blindly chase, that young hip savvy universe of World of Warcraft enthusiasts and Second Lifers. Early adopters for technology — and I was on BBS message boards/Arpanet back in the 80s — already have a built in skeptical filter for the messages found on those early communication clients. The new virtual worlds touted as the next thing for marketing and public relations vehicles for corporations, are still in the infancy of full acceptance. These new virtual marketplaces provide a new environment for corporations to market their products, yet are still unquestionably in their infancy. Furthermore, in this day and age of threatened PR budgets, the know-how needed to prosper in these marketplaces still remains elusive to most corporations. It’s wise to be aware of a tendency to equate “cool and hip” with reaching that desired audience, and still having a message that would be better served yelled through two tin cans with strings attached. Technology should never be your crutch for delivering or crafting a message. If said message is as stinky as a “griefer” delivering it in a beautifully designed Sim in Second Life isn’t going to make it any prettier. For a fun and engaging reality check about Second Life, see this Web site: http://www.getafirstlife.com/, but I digress. Language is our medium, not technology. How something is said, and by extension how it is marketed is more important than how it’s delivered. We do not live in an era where advertising is beamed into beamed into the consumers’ subconscious. In fact, most consumers eschew every attempt by advertising and marketing firms to encroach on these new mediums. Language, our first method to connect to another still remains one of our most important achievements. PR and marketing firms have that “golden” opportunity not to lose these new audiences. Haphazardly blasting a message, especially an ill conceived one, will alienate the very folks we are trying to reach. For example, many “gamers” take issue with game companies who propose putting up real advertising billboards in sims. Those customers paid for that game, and don’t expect a pledge/advertising break to happen in the middle of them conquering some virtual world. So what is the best vehicle for your cleverly crafted message? Perhaps a discriminating eye, and understanding of what you want your end result to be. Having the message heard above the din of all the others, and thought about beyond the interstitial page viewing seems a realistic goal. The foundation of your message isn’t supported by the use of these virtual web page flying buttresses, but from the essential meaning at its core.
|
Contributor's Note
Offset Media is the AWESOME collection of blogs that are all about advertising, marketing and everything inbetween! * Up-to-date industry news * Industry resources, including articles, blogs, videos and even a joke or two!
|
This intel first appeared on: http://flackme.com/2008/09/social-media-and-networking-the-end-all-...
|
|
 |
|
No reactions yet.
Please login or sign up to rate this intel.
Please login or sign up to add a comment.
The copyright for this content entitled "Is Social Media the End All?" has been specified by the contributor as:
All Rights Reserved
This content may not be copied, distributed or adapted by anyone under any circumstances.
|
|
May, 2012
2008
January, February, March, April, May, June, July, August, September, October, November, December
2009
January, February, March, April, May, June, July, August, September, October, November, December
2010
January, February, March, April, May, June, July, August, September, October, November, December
2011
January, February, March, April, May, June, July, August, September, October, November, December
2012
January, February, March, April, May
|
|
Not a member yet?
Qondio is a powerful network for making it online. If you have a website to
promote, we can help.
Sign up and get in on the action.
|
|
Welcome to Qondio! Discover the awesome power this network can deliver by going to our About page. Or you could skip straight to the Sign Up form.
|
|
