Taking Leaps: NBC Blinks, Sees The Future

The Bionic Woman will not be rebuilt, but NBC Universal wants to rebuild television. On Tuesday, the network announced it would move to a year-round schedule of staggered program introduction.

According to The New York Times, NBC will be committing to a new lineup of shows earlier than any of its competitors, while also inviting advertisers to build marketing plans around specific shows and perhaps to integrate brands and products into the plots of the shows themselves.

“We absolutely think this is going to change the industry,” said Michael Pilot, head of sales for NBC.

The departure places a real question mark on the viability and importance of the Nielsen rating system. Nielsen is not prepared to measure a 52-week season; the bulk of its measure is based on traditional sweeps. Tradition, it seems, is dead.

“The ultimate decision is going to be made by program executives who believe in the shows,” Marc Graboff, the co-chairman of NBC Entertainment, who said that they are looking to have a two-way conversation with advertisers.

That makes sense, given more advertisers want a two-way conversations with customers. And customers want to be heard.

Whether this decision plays well for the fans of recently cancelled shows, or those on the bubble, has yet to be seen. For NBC, the show is Journeyman. So far, despite the inventive Rice-A-Roni campaign, the best outcome for fans seems to be based on a rumor that a few more episodes of season one might see the light of day.

For CBS, everyone knows the show is Jericho. With season 2, episode 2 ratings being called a virtual disaster, even sympathetic critics seem to think there is little hope left.

It’s not because fans don’t watch the show (on TiVo, Jericho ranks as the 11th most recorded show on television). It was also the network's second most downloaded show after CSI. And leaked episodes were downloaded in droves. One hold up: Nielsen families don’t watch Jericho live.

And that might be enough. Nina Tassler, president of CBS Entertainment, warned fans early on that she wanted more live viewers before committing to a third season. It’s something I kept drawing attention to when some fans insisted CBS wanted them to hang out in the CBS forum instead of out and about recruiting new fans. No matter, it wasn’t the only mistake made by fans or CBS.

The best hope for fans is that this "live viewers" condition was made on a network-decision model that doesn’t exist anymore. Every show is being considered on a case-by-case basis. It’s a new era of network decision-making; the kind that shocks the system as cable shows like Dexter make the jump from cable to mainstream despite growing protest.

At the end of the day, the decision will all depend on how CBS decides to crunch the numbers. If the old model is applied to Jericho, it will die. If the new model is applied, there might be a chance.

The same can be said for other shows too. The future model will allow shows like Journeyman or even Veronica Mars to avoid current ratings system and time slot traps. But that does not mean the networks have to apply this thinking today.

Making Friends: Social Networks, Much Like Life

Discussions about what constitutes online “friendship” abound about places like Twitter, Facebook, BlogCatalog, whatever.

Some people, it seems, are criticizing groups of friends that develop over time as if they are somehow an exclusive club, which Geoff Livingston rebutted yesterday. Ho hum. As if social media doesn’t somehow mirror real life. It’s mostly the same.

It’s much ado about nothing. Friends are what you make them.

At least that is what I’m going to say next week when I speak about social networks at the Recruiting Roadshow. Social networks are just like any face-to-face network, with two distinctions that don’t add up too much.

The two distinctions between online and offline friends.

The first is simple. Online friends are those people you happened to meet in a "public" online setting before you met them in person. That might seem like a fairly thin distinction, but it holds up.

You might notice that I add emphasis to “public. “ I did because I’ve been introduced to people through email long before I met them in person, and nobody would ever think to give them the “online friend” moniker.

Second, online friendships tend to “seem” more fragile than face-to-face friendships. But that’s not really true either. People follow the same social patterns in life that they do online.

They get a new job, make friends at work, leave the job, and never look back with the exception of staying in touch with one or two people, maybe. They join an association, become involved, make friends, drop out, and never look back with the exception of staying in touch with one or two people, maybe. Where's the difference?

There isn't one, but I do appreciate that fickle friendships are new for most people. It’s not so new to me. I live in a city with such a high transient rate that the chances my son will retain even one friend from kindergarten through the sixth grade is zero.

People move in and out and around Las Vegas at an extremely high rate. There are very, very few constants. So few that making new friends all the time is part of survival in this city. However, much like online, it also makes new friendships commonplace, and even replaceable to the growing number of people who live here.

There are degrees of friendships online, much like life.

Maybe you know the drill and maybe you do not. But if you attend a luncheon, especially as a speaker, people will ask for your business card. Giving them one is not all that different than “friending them back” on a social network.

The only thing that seems to stand in the way of connecting online for some people is the word “friend,” because that tends to be the term that many social networks employ as the connection designation. As a result, people really over think the term. Get over it.

“It’s annoying when total strangers ask to be your ‘friend’ on a network because they just want a lot of ‘friends’ in their network,” some bloggers have told me. But really, what’s the difference between these people and those that work a room at a conference with a fist full of business cards? Do you withhold your card? Probably not.

This really isn’t that hard to sort out. There are connections, associates, colleagues, friends, best friends, and any number of designations if you’re so inclined to put headers over the people you know. So what if Twitter calls it “followers” and BlogCatalog calls it “friends?” It doesn’t mean beans, except for what you bring to the table.

BlogCatalog adds a new layer of friends via the Social Dashboard.

Andy Beard and Charles McKeever were among the first bloggers to write about it, but BlogCatalog added a layer between “friends.” You see, while many social networks talk about convergence, BlogCatalog went ahead and did it.

"The Social Dashboard will help bloggers streamline networking and stay up to date with friends," said Antony Berkman, president of BlogCatalog. "Bloggers tell us they enjoy making friends on BlogCatalog and then connecting with those friends on other networks. Social Dashboard will make it easier while making member profile pages more dynamic."

The new tool allows friends to share activities with other friends across BlogCatalog and nine other social networks: Delicious, Digg, Facebook, Flickr, Last.fm, MySpace, StumbleUpon, Twitter, and YouTube. It’s easy to operate. All you have to do is subscribe to any friend's feed and all their activities appear on your Dashboard (unless they set change their privacy settings).

What's interesting about the Dashboard beyond the write ups I linked to is that from all your “friends” on BlogCatalog, you subscribe to some not all. Voila. A new layer of connection is created. Those you know; those you follow. That’s not the intent per se, but it does help keep the noise down.

The real deal about friends, online or off.

The real confusion about friendship, online and off, has nothing to do with any of this, of course. Anytime I read about people trying to figure out online friendships, they often start defining qualities that constitute friendship.

Are they nuts? Real friendships are mutually unconditional. There is no definition or expectation. And if you even have one friend like that, then you have more than most.

As for me, I treat online connections much like life. Sometimes it pays to take a chance on a stranger because you really never know whether they will become a real friend unless you give them a chance. Then again, maybe I’m biased because many of my “online friendships” have become “friendships” anyway.

The bottom line is that you can pretend online is somehow different than offline, but the reality is that it is no difference. It only “feels” different because the written word or being center stage has a different impact than casual face-to-face conversations.

It’s the very reason we sometimes feel connected to our favor authors, musicians, actors, whatever. We might feel connected, but they really don’t know us and we really don’t know them. Not really. Then again, we don’t really know the people we think we know anyway. Online, it’s just more obvious.

Pitching In The Dark: Click On, Click Off

If you ever wondered why journalists aren’t crazy for public relations, look no further than the misguided few. I was pitched by the outside public relations team for MyClick Media Limited (MyClick). It was a disaster, from start to non-finish.

The pitch came across like spam.

Headline: If you are working Monday, I would like to introduce you to this technology… Body: … and meet the MyClick team. Please let me know.

The release was loaded with marketing puff.

Release: MyClick is a ground breaking and unique photo recognition Mobile Marketing Platform that empowers all mobile users with the chance to enjoy exciting and exclusive infotainment and m-commerce information upon demand. Translation: MyClick employs photo recognition in promotional material, allowing mobile phone users to take pictures of promotional material to win coupons.

The technology was interesting.

The story is Pizza Hut using MyClick technology for a promotion in mainland China. So despite the pitch deficiencies and the release idiosyncrasies, I decided to follow up despite what appeared to be a one-day holiday offer. My mistake.

The responses were irritating.

“What pub do you work for I am sorry to ask you.”

Never mind they pitched me. Ho hum. Sure, I could have mentioned any number of publications that we string for from time to time, a number of accounts who might be interested in MyClick technology, or my position as an instructor. But that seems like disingenuous carrot dangling to me. So I simply mentioned this blog because they pitched this blog and my intent was to write about MyClick on this blog.

"do you want a face to face"

I’m based in Las Vegas. So considering the public relations firm has offices in California and New York and MyClick is based in China, this seemed a bit extreme for a Pizza Hut promotion. Maybe it’s me, but given the pitch, I assumed the public relations firm might have had something in mind for Monday, unless of course, the whole “Meet the MyClick team on Monday” thing was a ploy. You think?

I said it wasn’t necessary, but put the burden of a solution back on them. Other than answering my question whether the Pizza Hut promotion was exclusive to China, nothing. Yeesh. This was starting to feel like too much work so I alluded to pulling the plug.

I decided to pull the plug.

“Okay,” I wrote. “It's still an interesting concept, but I'm starting to sense you were not prepared for someone to respond to the pitch. So, you've really left me at a loss here. Maybe it would be best to skip it, other than to address the dangers of mass pitch emails.”

"fine"

My pleasure, sort of. I don’t really want to embarrass the firm completely so I’m omitting their name. Though, I must admit, I am tempted. Bad handling affects the entire industry. Lesson for today: if you aren’t interested in contact, then don’t send an invitation pitch.

Public relations professionals would be better off following the practices of the public relations team working with Loomia, who pitched us a week or so prior. Their pitch was timely, professional, personalized, and what started out as a singular post has now popped up around the Web. I’d work with them anytime they have news.

This post might pop up around the Web too. But I don’t think it’s the kind of coverage MyClick paid for. As for my take on their technology, it has become just another footnote in how bad public relations practices detract from otherwise interesting news.

Missing The Real Deal: Presidents Day

Last year, President George W. Bush traveled to the Mount Vernon estate of George Washington in honor of Presidents Day, which was chosen as a date to honor the birthday of President Washington.

In truth, Washington’s birthday is Feb. 22 (Feb. 11 if you consider the Julian calendar used when he was alive). Along with Washington’s birthday, many consider it a celebration of President Lincoln’s birthday as well, which is Feb. 12. A few even consider it a celebration of all Presidents.

Of course, nowadays, today is best known for retail advertising campaigns and a growing number of newspapers that lament how Presidents Day lost its meaning.

You see, it was really intended to celebrate Washington’s birthday as the first President of the United States. President Lincoln had earned his own day. That is, until HR 15951 was passed in 1968 in an attempt to simplify federal holidays. But that’s the thing.

Representations don’t always have as much value as the real thing.

We learned it here in Nevada too. Ever since the state moved Nevada Day from Oct. 31 to the last Friday of the month, it too has lost some luster. Lighter events are now scattered throughout the long weekend, which is used by Nevadans to prepare for Halloween as much as anything. I guess it seems fitting that this year’s theme has something to do with aliens. The outer space kind.

This year, President George W. Bush is in Africa. And, when you look at the newspapers, there seems to be much less about a national celebration than some other topics, including political endorsements and recognizing new nations, which has drowned out most mentions, even the laments.

Not so much for me. It still rings true as George Washington’s birthday, honoring the first President of the United States. Even while writing about why Benjamin Franklin would have made a great blogger, it didn’t hit me to post it (maybe sometime in the weeks ahead).

Today belongs to Washington. Another founding father, who despite little formal education, would have likely participated in social media, writing what would one day be public letters to his colleagues from Mount Vernon. Oh right, he did do exactly that.

Maybe that’s why we should remember him today, and our founding fathers more often. These people weren’t trying to be “anything” like we sometimes see in politics today. They were trying to do something. But maybe that’s the point. Representations don’t always have as much value as the real thing.

Blogging For Kindness: Original Me Tees

Not all blogs are cut from the same cloth. Original Me Tees is a good example.

Nathania Johnson, an online marketing consultant, uses the Original Me Tees blog as a promotional tool for her online T-shirt store. The idea originated as an extension of a CaféPress store, which she recently switched to another online print on demand service called Printfection, where you can see her designs.

”The idea is that people dress to express themselves,” says Johnson. “And while we all have differences, we can connect through common threads.”

One common thread for bloggers last year was the Bloggers Unite social awareness campaign Acts of Kindness. It asked bloggers from around the world to perform an act of kindness and share a post, picture, or video about it. The campaign interested Johnson because it gave her a strong idea — wearing compassion.

“It was something I really wanted to put time into,” she said. “It’s a great way to contribute to the blogosphere and the world in general.”

Johnson’s post was one of several recognized by judges after she submitted it for contest consideration. Rather than perform an act of kindness specific to the campaign, she highlighted several charities that she frequently contributes to, suggesting that readers “try on one of these charities to see if it fits in with your personal wardrobe.”

“I felt like mentioning all of the non-profits because I was contributing to them,” Johnson said. “Otherwise, I tend not to talk about any specific monetary donations to charities. For me it’s a spiritual thing. It just feels a bit self-gratuitous.”

Johnson is not alone in feeling that way. Several bloggers said they struggled with the last campaign because they were writing about themselves as opposed to a subject. For many, it was only after people left comments or expressed that they were inspired to contribute an act of kindness that the bloggers understood how sharing kindness tends to spread.

In addition to mentioning several charities, Johnson highlighted several simple acts of kindness beyond supporting non-profits — everyday things you can do to “accessorize” giving. Just three examples include: allowing others to go first, giving up the better parking spot, and being generous and sincere with compliments. Providing options was extremely important to her.

“Everyone is different,” says Johnson. “While supporting Brad Pitt's project to rebuild the 9th Ward of New Orleans might appeal to one person, building wells for villages in the Central African Republic might resonate strongly with someone else.”

She says she views blogging the same way. Shee always considered BlogCatalog best for metabloggers — people who blog about blogging — but she sees Bloggers Unite as a great way to trend in new directions. Expanding niches would certainly benefit the blogger network, Johnson said.

“I've only participated in Bloggers Unite one time so far, but I would participate again if they keep it non-political,” she said. “I used to be quite active with my account for my classic movie blog. There are a lot of good conversations that happen on BlogCatalog.”

Johnson said she is a bit less active since losing her classic movie blog, after her hosting service had a server crash. And, until recently, she hadn’t even found the time to update her other two. In addition blogging for companies where she works, she is actively involved with photography and Improv, and spends as much time with her family as she can.

“I have a wonderful husband, two fantastic kids, and two cute cats,” She said. And a big heart. Congrats again Nathania!

Passing Out Hearts: Valentine’s Day

A few weeks ago, I was asked to name names. And every time someone asks me to, the first thought that comes to mind is “never name names.” But hey, it’s Valentine’s Day. Maybe a little love can go a long way.

Specifically, I was asked who influences me. Ho hum.

First things first. I never much liked the term influence, especially when it’s applied to social media. I prefer to think about that differently: there are people who make me think and there are people who do not. Besides, influence is so very loaded with the notion of blanket agreement. I don’t know anyone like that.

Second, there are too many bloggers who make me think to list in a single post, so the only way to do it is to break them up into niches.

In honor of Valentine’s Day, here are ten folks connected to communication who make me think — five who make me think frequently and five who I expect will make me think. (In other words, add them to your watch lists if you haven’t already).

Five People Who Make Me Think

Geoff Livingston — The Buzz Bin
Whether you catch Geoff Livingston with his team on The Buzz Bin or on Now Is Gone, he always looking to stay ahead of the social media curve. While we might disagree on some communication strategy topics, any back and forth always leads to deepening the discussion to where it needs to be. Thought: If there is a social network or online tool worth a second look, he almost always knows what it is and how to make it work.

Valeria Maltoni — Conversation Agent
If anybody connects the dots between strategic communication and conversation or brick-and-mortar stores and online presence, it’s Valeria Maltoni and the Conversation Agent. I tend to agree with her more often than any other blogger out there.
Thought: If anyone can convince you that cross-blog conversations have more value than the average meme, she’s the one.

Michael Keleman — Recruiting Animal
The Recruiting Animal was one of the first people online to take me to task on my principle that “you can’t control what other people say about you; you can only control how you respond to them” when he introduced himself by calling me a sissy. We’ve been friends ever since. You can catch his hard question approach at Recruiting Animal. Thought: Real online friends don’t need pats on the back; they need authenticity.

Jason Davis — RecruitingBlogs
When I first met Jason Davis, he was heading up Recruiting.com. Now, he administers RecrutingBlogs.com, a niche social network on Ning that has become very popular in the recruiting industry. The reason, in part, is leadership. Davis has an approach that works well in social media, lightly guiding people without ever having to become a police state like some social networks do. Thought: He knows how to make a social networks thrive.

Scott Baradell — Media Orchard
Whether it’s a quip on SpinThicket or pop culture think piece, Scott Baradell delivers. He’s proven on more than one occasion that he knows his “stuff;” he just chooses not to share it all the time because sometimes the “stuff” just isn’t all that fun to write about. Thought: If you’re not having fun online, it’s not worth the effort.

Five More Thinkers In The Mix

Jason Falls at Social Media Explorer has something going on with a unique blend of social media banter and blog business. It’s bit a random at times (as if I’m not), but he’s doing what explorers do. Um, they explore.

Ike Piggot and his Occam’s Razor is a blog to behold. People say he’s someone to watch for all sorts of reasons. I like it because he keeps his blog personal, relevant, and well written. It makes me forgive the occasional self-loathing “nobody reads me” stuff from time to time.

Dane Morgan is a hardcore online marketing guy who understands the tech better than most. He likes to call a duck a duck and never needs to apologize for it. Blog promotion tends to be a favored topic on Dane Morgan Niche Blogger and he gets into the nuts and bolts of programs like Entrecard (more on that next week).

Sterling Hagar is off the social media crowd radar, but no less relevant. And while I don’t read Agency Next every day, I always know I’ll find something interesting there when I visit. He covers topics that others ought to follow and expand upon.

Bill Sledzik probably belongs in the first five, but then it wouldn’t be five. He’s the real deal and takes a no-nonsense public relations talk on ToughSledding, always in the mix for me. My bet is that he would already be an “A-list” blogger if it wasn’t for the lack of a daily post. No matter. There’s something to be said for not doing so.

Naturally, whether you read this blog regularly or from time to time, Happy Valentine’s Day to you too. Emails and comments make me think too, not just other bloggers. It helps keep things interesting.

Jason Davis suggested I consider making a meme out of this. I would, but I’m not very big on memes. So I’ll leave that up to everyone else. Besides, there are many, many more bloggers, social network connections, and people who make me think beyond communication.

For instance, my wife and partner makes me think. Every day, in fact. And today she has me thinking how much I love her, especially because I’ll be teaching public relations when I probably should be doing something with her.

It takes someone special to put personal perks on hold sometimes. Right on, next week it will be the same thing on her birthday. Happy Valentine’s Day, Kim.