Twitter is like the hype itself since its launch. Everybody’s using it and this webservice smells like there’s some great opportunity integrating it into communications planning and marketing strategies. But how can 140-words text improve brand reputation? What is the return on investment of such an application for brands and above all how can it become a competitive advantage using it? Not so easy to answer but after some use you’ll discover Twitter is more useful and engaging that you may think, but only if associated with a blog and social media activity (see this post regarding social media activity). Read More

Mozilla Fundation has found a very interesting way to “buzz” around the FireFox 3 release, inviting people to take part in seting a Guinness world record using downloading as metric. The benefits? Engaging with opinion leaders and inciting them in doing ambassador’s duty to convert people into FireFox users and fans, improve relationship between non users and brand, leverage the user community to create more and more awareness, and make them test and feedback the RCs (release client version) to provide the more debugged version to market. I like these guys. And I like FireFox 3. Great job. Read More

We’ve already been noticed a few of the “amateurs” aren’t real ones but hidden pro. See what I mean? LonelyGirl15 has unveiled she’s an actress and not an amateur a long time ago. Many others are semi-pro and wannabee, working hard to become famous (honor to them) like Marie Digby, a young US songwriter, or Esmee Denters who’s got one of the most interesting story thanks to Youtube (see her history on Wikipedia). And some (many?) viral videos are released by communication agencies. Here the sarcastical point of view of Dan Ackerman Greenberg regarding what’s feeding the “amateur” online video channel. Really a great piece of humour about the viral video business on Youtube. Read More