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05.20.09 Moving Forward In Anticipation Of Web 3.0 Strategies  By Sally FalkowWe're all aware that Web 1.0 is over and we're trying to get up to speed with Web 2.0. So what's around the corner with Web 3.o? Peter Granat, CEO of Cision Europe spoke to the attendees of Media Relations Summit 09 about the future of PR and technology today. The migration to online news is a well known fact now and not only is this affecting larger newspapers - 300 regional newspapers have disappeared. Personality 2.0 PR people need to understand this new environment and have a presence where their clients, business associates, relevant journalists and bloggers are. A recent Cision survey found that 85% of their clients are on Facebook and more than a third are on LinkedIn. Twitter is a growing phenomenon both in the US and Europe. www.journalisttweets.com is a new site from Cision. Journalists and bloggers advise that we should not think 'pitch' we should think 'conversations'. We're operating in a social business relationship and it's important to manage your Personality 2.0.
Web 3.0 (The Semantic Web) Google and other search engines have been researching how to make the mountain of data available on the Net easier to find. Right now we only look at page one or two and we're not always sure we get the best search results. There is just too much information. The semantic web includes tagging words within a document so that there is much more meta data for the search engines to look at for context. It's about data linking. Add descriptors into your text so that you have a richer set of content. Keyword Bible Just we've had a brand bible compnaies hsoudl now have a keyowrd bible. We need to break down the siles witin companies and work togehr across disciplines so that we learn from one another and share insights. Create a standard keyword bible and use these phrases in press releases, web content, online ads, whitepapers, product spec sheets, blog posts and tweets. The Long Tail is all about creating a cloud of content with many key phrases. If your entire organization knows what those key phrases are, and you work in concert so that you use them in all your content, it will raise your online visibility reamkably. Analyze and Measure It is not about how many anymore - it's about who. If you reach only 100 poeple, but they are the right 100 people, that's all that matters. You have to find and identify the influencers in your space and build relationships with them. Granat suggests that you look at inbound links, blog comments, total # of posts, and citations on other sites as a way to gauge influcen. Track these and look for patterns. And it depends on what your goal is. If you want to reach the most people then you want the blogger with the highest traffic. If you want engagement you want a blogger who gets the highest number of comments. His takeaway: It's all about conversations- with journalists, bloggers, customers, detractors and supporters. Understand the technology: data linking, the semantic web, keywords and search Figure how to measusre what you're doing with new metrics based on your goals. Comments About the Author: Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences. |
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