TheWayoftheWeb

Content and Digital Marketing Specialists

media

Is the media having less effect of my purchasing?

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You might want to sit down, but I’ve just spent some money on physical entertainment media. Or to put it another way, I bought some books and DVDs for the first time in ages.

I’d actually been looking for a work-related book which doesn’t seem to be available in bookshops, so that will be an online purchase, but in the meantime, I though I’d treat myself.

Interestingly, I’d spent a while choosing the unavailable book, so was at a bit of a loose end, and ended up coming out with three purchases – and as far as I’m consciously aware, I hadn’t seen advertising or media reviews etc of any of them:

Buyology: How Everything We Believe About Why We Buy is Wrong by Martin Lindstrom was bought mainly on the strength of the topic, and the foreword written by Paco Underhill, whose book on Why We Buy: The Science of Shopping I’ve previously read and enjoyed.

Code: Version 2.0 by Lawrence Lessig was purely chosen on the articles I’ve read by him and interviews I’ve watched with him.

And from the non ‘tech geek’ world, I also picked up:
Lukas Moodysson Presents (4 Disc Box Set) [DVD] – I’ve already seen three of the four films, but wanted to watch the fourth, and revisit the first two (Lilya 4-Ever is a well-made film, but is the most relentlessly bleak film I think I’ve ever seen). I’m also using it to improve my Swedish language abilities, and be able to lend ‘Show Me Love’ (the original title is better but far more offensive!) and Tilsammens to the rest of my family – and they all understand DVDs!

I thought I was all done, but there wasn’t any peer recommendation to prove this whole social media thing.

Until I got home.

The first I heard about the Xbox Live only release of Battlefield 1943 was via two friends of mine as we chatted. I hadn’t been online on the Xbox for a while due to the work/commuting/family combination, and as a result, I hadn’t been looking at gaming sites.

And within 10 minutes, I’d paid 1200 Microsoft points (About £10 or so), and downloaded the game.

It’s having a number of server issues at the moment, but the basic game is pretty good, and the online distribution of a ‘full’ game is interesting.

It’s being followed up today by the release via Xbox Live of 1 vs 100, which is an online gaming show with real prizes, which should be interesting.

Peer recommendations and loyalty aren’t new, of course. But generally they’d be prompted for me by either an event (my plumbing has broke, who can fix it?), or by media awareness (this game is coming out, is anyone else buying it?).

It seems as if the weighting has now changed, and the peer/loyalty aspect is what then might result in someone sharing a helpful media review, or just leading me straight to a purchase.

Johnston Press manage a Facebook facepalm moment…

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I honestly don’t know where to begin with this one. Paid Content UK has revealed Johnston Press is banning employee access to Facebook, requiring journalists to ask permission from their department head, and contact the IT department.

Apparently it’s due to Facebook comprising more than half of the company’s outbound internet traffic. (They’re by no means alone in this…I can vouch for plenty of media and non-media business with the same traffic ratios).

PaidContent raises two important points – journalists are finding the site incredibly useful for their work, and Johnston titles run their own Facebook pages already!

In addition, I’d remind Johnston that it’s a media/content company, and everyone in the company should be able to not only use Facebook for work-related tasks, but also to be thinking about how Johnston will exist in the networked world.

And I’d see how many people in the Johnstone offices are now checking their mobiles more often…

It makes a smuch sense as banning people from reading printed news.

Of utmost importance for businesses to remember

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There’s a great article by Umair Haque on ‘Why the war against file-sharing is unwinnable‘, which was collected in a post on Music Industry Manifesto.

And one quote particularly stood out for me as being an essential element of business:

‘No business has a right to profit, sell, or even to produce. All are privileges that society grants businesses.’

That’s why I feel discussions about newspapers, music, advertising etc sometimes miss the point. It doesn’t matter how strongly a publisher might feel newspapers are entitled to survive, or whether a prominent musician feels file sharing and digital music is hurting his future income.

It’s down to whether society, in a viable number, feel a business model has the right to profit.

In closing, Umair notes:

’21st century economics are radically decentralized. Wars against networks are unwinnable — when orthodox organizations are the ones fighting them. Only networks (or markets and communities, if you’re a long-time reader) can fight other networks.

Want a better music/media/etc. “business model”? The understanding that hierarchies are dominated by networks is the key — and the failure to understand it is exactly why the media industry is so deeply in decay.’

Thoughts on the MA in Social Media

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There’s been a lot of discussion about the new MA in Social Media course being offered by Birmingham City University. On the one hand, the mainstream media reports from the Guardian and Daily Telegraph have focused on criticism – on the other, people like the esteemed PR professional Neville Hobson have looked more in-depth at what the course actually offers and the benefits it can bring to individuals and the PR industry.

What’s interesting is looking at the proposed opportunities for individuals completing the 48 week, £4000 MA course:

  • Become a social media consultant (and understand what that means);
  • Develop innovative and low cost communication strategies for third sector organisations using social media tools;
  • Develop innovative and alternative media projects;
  • Work with existing mainstream media organisations as they develop social media strategies;
  • Enhance your skills and contribute to the development of new professional practice in PR, marketing communications and web design;
  • Continue to develop a scholarly interest in social media as part of a further research degree;
  • Contribute to the development of the social media industry.

I’m torn because I’d jump at the chance to focus on the more scholarly and research aspects of social media/marketing/PR without the bothersome concentration on results and profits that comes from social media and marketing as an occupation.

At the same time, I’m immensely greatful for the focus and concentration that being gainfully employed in social media and marketing brings – it means a real need for effective strategy, implementation, monitoring and selection of channels for starters.

The big question for me is whether paying £4000 as an individual will be recouped any time soon? Even with employment placements during the course, will organisations need growing numbers of MA-level social media specialists, either within the organisation or as consultants, and how big is that demand at the moment? Would an MA influence you over and above practical experience and past work?

Certainly anyone already established in a social media role at a managerial level should be able to tick pretty much all the boxes the MA aims to deliver – and are those roles going to be offered to those graduating the course, or people more like myself who spent time in journalism and publishing, gaining additional experience in marketing and social media, before making the switch?

And how many social media concetrated roles are still seen as entry level positions? Will there be a switch in the near future?

I’d be more comfortable with social media being wholly integrated into digital marketing and general marketing courses and qualifications, certainly in the immediate future, but with the opportunity to specialise for elements of the course, giving people a better chance of being able to gain employment in a larger range of roles, but am I being overly cautious? And does the world need more social media specialists and consultants, when there is already a plethora of very good (and some bad) in the space already?

There’s a very good amount of interesting discussion on the course on Twitter, with the hashtag #masocialmedia.

Microblogging event dedicated to UK Media and Journalists

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If you’re based in the UK with an interest in Microblogging and journalism, then media140 looks like an essential event.

It’s on May 20th, on the Southbank in London, and features a mix of case studies and panels with journalists from The Times, Guardian, Reuters, Sky News, Journalism.co.uk and Frontline Club. Plus prominent social media bloggers.

Topics will include:
– how to persuade journalists to take and use twitter seriously.
– what is news worthy, how do you recognise it?
– breaking the news, how you can potentially undermine your own news room
– will local community create local news through microblog technologies?
– tools of the trade, what works and what doesn’t?
– is microblogging and twitter really a game changer?

Tickets are £45 and available now. For more details, see the media140 website.

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