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The latest ways you can leverage digital marketing

It wasn’t so long ago that marketing for most Australian businesses meant securing a spot in the phone book and a fraction of a column in the local newspaper.
Those with a healthy budget might have had a radio commercial and for the lucky few doing really well, even an ad on TV.
Today, successful marketing isn’t driven so much by the advertising dollar as it is by audience appeal, the right timing, solid strategy and sometimes, just a bit of good old fashioned luck.
Long gone are the days of weighing up the ROI of a ? vs ¼ page printed newspaper ad. When it comes to digital marketing, there is no simple one-size-fits-all solution.
It’s an all-encompassing blanket term for the new era of marketing, extending beyond merely advertising products and services, to focus on connecting and engaging with potential customers.
What that involves, and how to get it right, is unique to each and every industry. And the perfect mix differs for every company too.
Digital Marketing in Media
In fact, it’s the newspapers and media outlets we once relied so heavily upon for advertising, that have had one of the most radical and successful takeups of digital marketing we have seen in Australia to date.
Only it wasn’t so much a tactical decision as it was a necessary response to changing consumer trends.
Print newspaper circulation has been in decline across Australia for the past 10 years as more readers choose to go online for their news fix. The 2018 Reuters Institute Digital News Report reveals the number of Australians reading print newspapers each week has fallen 10% in the 12 months to November 2017, with 82% of Australians now using online news sources and 52% relying purely on social media to read the headlines.
It is here we have seen major growth in the media’s digital presence, with both national and local newspapers, magazines, radio and television news programs all using social media to publish, and now even live stream the news as it happens. This shift has not only changed the way the news is reported and received, inviting feedback and commentary from readers and viewers like never before, but has also paved the way for a new generation of exclusively digital news platforms such as the highly successful BuzzFeed and Pedestrian.TV.
Not surprisingly, advertising revenue from traditional media is in rapid decline, with newspapers dropping from 27% to just 14% of total ad spend since 2009. Meanwhile internet advertising has risen from 17% to 35% in the same period and is expected to account for at least 50% of total ad spend by 2019.
Despite the uptake of digital news, customers simply aren’t paying to get the news anymore. Most Australian newspaper websites feature a paywall and offer exclusive member-only content, but the Digital News Report shows only 10% of Australians are paying for online news content and most of those who haven’t paid for it, said it was ‘very unlikely’ they ever would.
This continues to be an ongoing battle for the media industry as it writes its new digital chapter.
Fashion, Food and Facebook
Small businesses were among the last to embrace the online marketplace. The potential for a customer base outside their immediate postcode was inconceivable, even laughable, for many.
But that soon changed.
Facebook in particular made an online presence affordable and feasible for businesses that had never even considered ‘going online’.
Now it’s the norm for your local corner store to be on Facebook, have a mailing list and even an online shop. Embracing these digital marketing platforms is what has transformed some small businesses into very big success stories, particularly those in the fields of fashion and food.
Women’s fashion store St Frock is just one stunning example, born from humble beginnings in 2005 as a weekend stall at the Bondi Beach Markets.
For four years, it was simply a relaxing escape from a high pressure job in PR and marketing for founder and fashion enthusiast Sandradee Makejev.
But in October 2009, Sydney was hit by a dust storm. That and predictions of increased rain had Sandradee thinking of other more weather-proof ways to sell her garments. Tired and weary from a hellish day at the markets, Sandradee set up a Facebook page, uploaded a few fuzzy photos, invited some close friends to check it out, and went to bed.
She woke to find she’d made $350 while she was sleeping. Within three months Sandradee had 1600 followers and enough income to quit her job, instead spending her weekdays packing orders on her bedroom floor. Within ten months, she was turning over $480,000 every four weeks.
Today St Frock, the former hobby market stall, is an international online fashion boutique with a bustling team of 35 staff, a 500-square metre warehouse in Ultimo and close to 500,000 followers on Facebook from all over the globe.

Corporates, Commercial & Professional Services
If a market stall can find fame on Facebook, anyone can right? That’s the false impression too many businesses have about digital marketing. It’s not a sure thing, it isn’t easy (well not often anyway) and there are no guarantees.
What works brilliantly for one business, won’t work at all for the next. And knowing which digital marketing platforms to employ, and when, requires careful consideration and skill.
Ultimately it’s about delivering what your audience wants, preferably before they even ask for it. This has seen many corporates, commercial ventures and professional services alike offer practical digital tools like client portals, apps and live chat services, as well as audience capture and engagement methods like blogs and content marketing, EDM and e-newsletters, and audio or video presentations now commonly distributed through social media and live streams.
It is within this sector we tend to see the greatest variations of success using digital marketing. There is a sense that many are still testing the waters with a hit and miss approach to finding what works for them and their target audience. But it’s important to remember every adventure on those ‘waters’ is embarking on unpredictable and unchartered territory.
This promo video of a government agency grad program is a prime example. The so-bad-it’s-good video has been viewed over 200,000 times since capturing the attention of the internet recently, with viewers shocked at how three minutes of corny scripting and forced acting could cost $40,000 to make. But, with the digital world being the unpredictable and ironic beast that it is, the value of the media exposure the clip has received means it has already more than paid for itself.
Image Sources:

Digital News Report 2018
Pixabay
Wikimedia

What to Do When Your Brand Goes Up in Smoke

Last year, reports of fires and explosions led to a massive recall of the Galaxy Note 7, making a few customers look at their cell phones with wary eyes.
This is more than a big deal for Samsung, a company that has tried to build a brand built on quality and trust:
“Samsung has built a brand based on quality, and all products used in consumers’ homes require a level of trust. The company has taken a hit to its image for both quality and trustworthiness.” – Globe and Mail
They did what any company would do, they issued a recall and tried to fix the damage as fast as they could by issuing replacement phones—and then came nightmare number two.
The phones weren’t fixed. Customers started reporting that lithium batteries in the new phones went up in flames, and Samsung had to kill the Samsung Note 7 completely. It really doesn’t get much worse than that:
“This is a calamity,” said Srinivas Reddy, director at the Center for Marketing Excellence at Singapore Management University told Bloomberg. “The threat for Samsung is how soon they can get back. If they don’t get back soon, it provides a vacuum for others to creep in.”
Brand disasters like this can happen to anyone, from a small scale to a larger one like Samsung’s phone disaster.
Here are five steps you can take to repair the damage when your brand goes up in smoke.
Step 1: Listen and be a part of the conversation.
The first and most important step to reputation management is to listen and be part of the conversation. If your customers don’t feel like you’re taking steps to right any wrongs you may have made, their trust in you and your products will plummet quickly.
The Gap and Comcast are two victims of such customer service blunders—simply because they weren’t prepared to handle customer service through popular channels like social media.
Use social media to listen and respond quickly to customer service concerns. Have your finger on the pulse of the issue at hand before it grows to the point where it’s out of your control. Even responding with a something like a simple link to the correct website page is helpful—and shows your customers you take them seriously.
Step 2: Establish a crisis management team.
When the going gets really rough, you need a team in place to handle the damage. In cases like the Samsung disaster, digital chatter around the issue soon gets out of control, and can become something that can outgrow the bandwidth of your customer service team.
Consider forming a team from your public relations (PR), human relations (HR), legal and marketing teams. Appoint a spokesperson from each department to handle situations where your brand’s reputation could be at stake.
This doesn’t necessary have to be a single team dedicated only to brand reputation management, but having a plan in place developed by key stakeholders in your organization before disaster strikes will help you respond in a timely manner.
Step 3: Let customers know when the problem will be fixed, honestly.
The biggest mistake that Samsung made was jumping the gun on telling customers and the media that the problem with the Galaxy Note 7 was fixed—when it clearly wasn’t.
If you have a small team, and don’t have enough bandwidth to stand on call and respond to customers in real-time, set expectations on when they can expect to hear from you, and when they can realistically expect their problem to be resolved.
The most important part of this tactic – you need to be able to stick to your timeline. Worst case scenario, you can lose your credibility when a second problem backfires (in the case of the Galaxy Note 7— literally).
Step 4: Have a plan to talk to the media, and a back-up plan if their coverage is negative.
After you’ve addressed your customers directly, you should make plans to structure a conversation with the media — especially if they’re already contributing to the negative image of your brand.
If they’re not interested, become the media yourself by aggressively publishing new content about your company. Include reviews and testimonials to regain control of how potential customers view your brand in search engines.
Step 5: Do something positive to put yourself back in the positive spotlight.
When you’ve done all you can do to mitigate the damage done to your brand from your misstep, start building a plan to bring the media’s attention to a more positive story about your brand—something valuable and trustworthy for your audience.
Consider participating in community events, linking your next product release to a social cause or mission, or make a big donation. Highlight any positive project for your customers to combat the negative image they’ve been seeing and hearing.
Bonus Step: Don’t be afraid to seek outside assistance if it gets really bad.
In some cases, your business team might just be too small to handle a major brand reputation disaster on their own. In these cases, consider bringing in outside help to build or repair your brand reputation when needed.
Start with your executives — having an expert handle the persona of your executives can go a long way in helping your audience reconnect with your brand on a personal level, and bring your human story to the forefront.
The bottom line — bad brand impressions stick. Dragging your feet or not following through on your word can do horrible damage to a brand. Getting ahead of the game could help save you in the future from any unseen problems.

Digital Marketing Lessons To Be Learnt From Donald Trump

Donald Trump teaching you marketing lessons? Seriously? Yes, seriously.
Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance.
Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far.
So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign.

Know Your Audience
Contrary to the opinion of many, Trump is no fool and knows his audience incredibly well. He has identified the pain and passion points of his supporters and has moulded his campaign accordingly.
As a digital marketer, this should be the first thing you do when devising a strategy. You need to know who you’re targeting, how to address their needs with valuable content and then get them to take action.
Yes, it sounds obvious but it’s astounding how many digital campaigns don’t have any compelling customer reasons for being.

Engage Your Audience at Every Touchpoint
Trump is particularly well-known for his power to motivate, outrage, and entertain his audience on Twitter but it’s not the only platform that his campaign uses.
Today’s campaigners are connected through multiple digital channels and are faced with an array of methods to reach out to their voters. This brings opportunity and challenges in equal measure. Get your content’s message, tone, and platform right, and you’ll win loyal supporters. Get it wrong, and your audience clicks over to the next hot thing.
Engaging with your audience through relevant social media platforms is important. While Facebook will always take a leading role, this year’s election campaign has seen candidates reaching beyond the social giant to more niche platforms like Instagram and Snapchat.

Zig when Everyone Else Zags
From suggesting he paid Hillary to attend his wedding to the claim that Ted Cruz’s father was involved with JFK’s assassination, Trump marches to his own beat.
He does the opposite of what other politicians have been taught to do, but clearly it’s working.
Hillary Clinton says that all is wonderful with the USA; Trump says the complete opposite. By graphically highlighting the country’s problems real or supposed he offers the ultimate solution: him. America will only be great again if you vote for Trump.
The takeaway here is to take chances. Do something different. When everyone is focusing on eBooks and blogs, create a podcast or set up a Periscope account. When everyone goes horizontal, go vertical.

Want to Stay in the Game? Don’t Be Boring!
How many times have you listened to Hillary Clinton, Jeb Bush or Ted Cruz? Do you remember a single thing they said or tweeted? I can’t either.
So how about The Donald?
Like most of us, I can easily rattle off any number of quotes, tweets and incidents from his campaign. Many of Trump’s tweets have taken on a life of their own, garnering enormous global coverage.
What does this tell you about his marketing?
Right from the outset, Trump has been outrageous, disrespectful, rude, controversial and, without fail, utterly compelling.
While his opponents were trying to cut through by spending many millions of dollars on advertising, Trump’s messages and style have earned him more free publicity and media time than all of his erstwhile Republican opponents: combined.
In the marketing world, Trump’s content stands head and shoulders above his competitors and makes people take notice. As a marketer, if you market the same old boring content everyone else is putting out there, no one’s going to see it or care.
From a content marketing perspective, be like Donald, not Jeb.

Build Rapport with Everyone, Even the Haters
This is a risky way to approach a digital marketing campaign but if your brand is ready to take a little heat, you can even get value from your haters.
Of course, while most of us don’t want to “feed the trolls,” Trump has a knack for beating his detractors
to the punch. When Ted Cruz didn’t endorse Trump on day three of the RNC, Trump was quick to tweet about it and turned a negative into a positive. Brave and smart.

Manage Your Brand or Domain
You may have heard about Trump redirecting Jeb Bush’s website to his own. Due to poor brand management, Bush’s team forgot to renew payment for their domain which meant that the address became available to anyone else. Trump’s team grabbed the opportunity and automatically redirected all visitors to his website.
Lesson: don’t be a digital dill. Make sure your domain payments are up-to-date or outsource management to someone who knows what the hell they’re doing!

Lessons Learnt
Trump understands just how dramatically digital communication has changed the way we engage and has invested in his online presence. He has more than 23 million social media followers / likes, dramatically more than any his competitors for the Republican nomination. And 50% more than Hillary Clinton.
Like any successful digital marketer, Trump maintains an active presence and regularly tweets, posts and interacts with both friends and foes alike. He also stays abreast of the latest digital trends (he announced his intention to run on Periscope).
Offensive, buffoonish or smart? Whatever you feel about the man, there’s no denying his masterful use of digital marketing. There a thing or two we can learn from The Donald; or at least from his campaign.

Images:
a) Getty Images, Tom Pennington
b) Twitter
c) CNN Money

Meet the misogynists

There’s much to like in the world of online content. But sadly, there’s also much to despise
While the Internet is a breeding ground for baby millionaires and world-changing innovation, it is also a breeding ground for bottom-feeding scumbags who – like cockroaches – unfortunately seem to multiply at an alarming rate.
That there are dodgy types online is certainly nothing new. As The Message explained when reporting on the desperately sad case of Amanda Todd, predators are never far away when online, just waiting to push their next victim to the edge of despair – or even over it.
A certain level of anonymity, the waft of fast cash and a coward’s taste for humiliating others combine to create a heady aroma that is to cyber-creeps as cow dung is to flies. While there is no shortage of awful females online, there seems to have been an upsurge of nasty misogynistic sites in the past few years. As a little public service announcement, we’ve rounded up three of the worst offenders…
Hunter Moore
Meet Hunter Moore, who is just the kind of man (and we use the term loosely) that you want to bring home to mum. Assuming your mum is the corpse from Psycho, that is.
Moore established a site called IsAnyoneUp that was shut down in April after he was bought out by an anti-bullying organisation. The site was a forum for ‘revenge porn’, where jilted lovers (mainly men) could submit images of their naked exes (who, surprise, surprise, were overwhelmingly women). The pictures were usually photos that had either been taken or sent during happier times, and were published with links to the victim’s Facebook page and other personal details.
A few days ago, Moore announced that he was going to reopen his site with all the old content under a different name. Even the fact that online vigilante/hacker organisation Anonymous has published Moore’s address and personal details online and released a video calling on its followers to hold Moore accountable for the content he publishes has failed to deter him.
‘I don’t really give a f—, to be completely honest with you,’ he told smh.com.au. ‘I make my money and pay my bills.’ What a charmer.
Creepshots.com
Creepshots is a website set up by a few self-proclaimed ‘family men’ who like to indulge in a bit of candid photography. Of women’s arses. The site encourages the submission of photos taken of unsuspecting women who look sexy (or not – there is an unhealthy number of photos that exist purely to ridicule).
It doesn’t take a criminologist to point out the link between men who get off on the fact that they have taken something from an unconsenting woman and men who get off on rape. It might sound extreme but the fetish at play is similar.
The men behind Creepshots facilitate the sharing of unwanted, uninvited images of women, and hide behind the excuse that if a woman wore something ‘sexy, tight or revealing’ she shouldn’t be surprised to end up on a website. Which sounds worryingly like the type of ridiculous rhetoric used by people intent on blaming rape victims for inviting it.
Roosh V
It’s no coincidence that this guy’s name rhymes with ‘douche’. In a depressing insight into the state of society, his books on how to ‘bang’ women in various countries have become widely popular. While these tomes appear at a glance to be part travel-guide, part self-congratulatory literary masturbation (full disclosure – no-one in our office could bring themselves to read one), his blog posts are something else.
They range from bizarre rants about Western women to a guide on how to cheat on your girlfriend without getting caught. Yep, he’s a charmer all right. His main thesis seems to be that feminism has corrupted women in the West to such an extent that he is forced to seek out women in South America, Eastern Europe and South East Asia who won’t be hung up on silly issues like wanting to have a job or wear flats.
Not only is this incredibly insulting to pretty much every nation of women he mentions, it also proves that the only women this man can have any romantic success with are not native English speakers. We’d hazard a guess that he’s slightly more tolerable when you can’t understand the pure Moron coming out of his mouth.
We’ll leave you with this particularly delightful quote from the man himself: ‘I’ve come to the conclusion that you shouldn’t listen to a woman about anything. I’ve observed almost no cases where a man’s status or position has been increased from following a woman’s advice or opinions, and it’s much more likely for him to be harmed from it.’
 
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A curious cover star

Old and new media meet with the unveiling of TIME’s Person of the Year nominees
In what is surely the ultimate meeting of old and new media, the Mars Curiosity Rover (which has left an indelible mark on content marketing as well as the Red Planet) has recently been nominated as TIME magazine’s Person of the Year.
Curiosity is up against some real people for this year’s honour, including Felix Baumgartner, Barack Obama and Psy. If successful, Curiosity will join such luminaries (and questionable figures) as Charles Lindbergh, Mahatma Gandhi, Adolf Hitler, Winston Churchill, John Kennedy, Mikhail Gorbachev, Julian Assange (left) and Mark Zuckerberg who have been awarded the year-ending title at various times in its 85-year history.
If you think it’s odd that a decidedly non-person should receive the accolade, there is a precedent for it. In 1982, ‘the computer’ was named Person of the Year – an appropriate connection given the role computers have played in both the success of the Curiosity Rover project and the steady decline of traditional, printed media.
Of course, TIME has always prided itself on bucking trends – and come the announcement on 14 December, it may have done it again.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Instant propaganda

Today’s wars are also being fought through social media content
Propaganda has come a long way in 100 years. Almost a century ago, as the world was heading inexorably towards the Great War (aka ‘the war to end all wars’ and World War I), graphic artists were putting their skills to use by creating inspiring posters that would convince the masses that the cause was not only worthy, but winnable.

By World War II, propaganda was seen as an essential component of the war effort on both sides. Songs were written to maintain morale, more posters were produced and films were made to convince everyone to do their bit…

Fast-forward another 70 years and we see that conflict and war remain far from ended and propaganda remains an integral part of it. The difference, though, is that while propaganda in decades past was carefully planned and took many weeks to produce, these days it is created instantly as social media content.
The current situation in Gaza is a case in point. A historically tense situation moved closer to the brink of another all-out war as a result of tit-for-tat missile and air strikes. One of them, from the Israelis, took place last Thursday and killed Hamas military leader Ahmed Said Khalil al-Jabari. And, in an escalation of the propaganda war, the Israel Defence Forces live-blogged and tweeted video of the attack, alongside a movie-style poster of al-Jabari with the word ‘eliminated’.
Two hours later, the Israelis retweeted the video of its fatal strike ‘in case you missed it’. It was also posted on YouTube, where it was watched by over 640,000 people before being taken down for violating the site’s terms of service.
Additionally, the Israelis used Facebook and Flickr to promote Operation Pillar of Defence (‘like’ the Facebook material to win an army badge), while Hamas, which has used social media to post videos of its rocket attacks on Israel, tweeted in response to al-Jabari’s death: ‘You opened hell gates on yourselves’.
‘We’re entering a new dimension of warfare,’ defence expert Professor Clive Williams of Macquarie University told the Sydney Morning Herald. ‘I think in the future other countries will do the same thing because they have so many different options these days of putting out the message. All countries want to control the media. It’s the whole point of embedding journalists in Iraq and Afghanistan. But it is a lot more effective if you can put a message out to people directly and not be reliant on the media.’
 
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Click go the sales

Are Australian retailers finally starting to realise the benefits of e-tail?
A soon-to-be-released White Paper from Tick Yes looks at the ongoing conflict between traditional retailers and online stores (or e-tailers) in Australia. The White Paper discusses the reluctance of many Australian stores to embrace online opportunities and argues that, actually, e-tail should be seen as an opportunity rather than competition.
In a recent survey of 300 retailers across a variety of sectors, including automotive, sports, groceries, health and fashion, 53 per cent said they had no online sales channel.
In addition, the report found that only 57 per cent of retail marketers felt their managers believe online is a priority, 51 per cent of retailers don’t include SEO in their marketing strategy, 54 per cent don’t use Twitter and 47 per cent don’t have a Facebook page (and don’t intend to create one).
That’s a staggering percentage of Australian retailers who are ignoring the possibilities presented by social media and content marketing at a time when, according to the Productivity Commission, one of the main reasons that sector is struggling is because it is lagging behind the rest of the world in the use of the Internet.
Can Click Frenzy create an online marketing stampede?
Slowly, however, it seems some of the country’s biggest retailers are understanding the possibilities e-tail presents. Indeed, many of them are about to take part in an Australian first that will see online prices slashed by up to 90 per cent.
Next Tuesday, 20 November, some of Australia’s leading stores, including Myer, Target, Westfield and Dick Smith will take part in Click Frenzy. From 7pm that night, they (and around 150 other participating shops and brands) will be cutting their online prices from between 15 and 90 per cent for 24 hours.
The initiative is based on a similar US project called Cyber Monday, which has been in operation since 2006. Last year, shoppers spent over $1 billion during Cyber Monday, which is held the Monday after Thanksgiving – a traditionally strong shopping day.
And while Grant Arnott, organiser of the Australian event, is anticipating only a fraction of that (‘we expect it will be tens of millions of dollars’), Click Frenzy is still likely to set a new Australian online sales record.
The e-tail fightback
Importantly, it also gives Australian retailers an opportunity to fight back against overseas competitors and, indeed, to head off international competition before it has the chance to become established: ‘The whole aim is to stimulate activity in the online retail space for the benefit of all Australian retailers whether they are online or multichannel,’ Arnott says. ‘We want to establish this as an annual event before Cyber Monday really takes hold here and give Australian retailers a much needed boost ahead of Christmas.’
The retailers taking part are clearly relishing the opportunity to not only boost sales, but also showcase their online initiatives. ‘The international retailers tend to get a lot of publicity, but there are a lot of Australian retailers doing great things online and this is a good opportunity to let people see that,’ says Sarah Hayden, digital manager for Jeanswest.
Yet for every retailer embracing the online opportunities there are many more who seem to be simply hoping e-tail will go away. Clearly, though, it isn’t going to. And if you can’t beat ’em…

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
 

The content king

The US election confirms that the conversations that matter are now taking place on social media
Barack Obama not only retained the US presidency yesterday, but he also affirmed his position as the world’s most tech-savvy, social media-aware politician.
Barely had his victory been confirmed, and hours before he gave a more traditional winner’s speech, Obama took to social media to proudly proclaim ‘four more years’. The announcement came in the form of a photo of the re-elected president embracing his wife Michelle posted on Twitter and Facebook – a photo that has now been retweeted over 737,000 times and received almost 3.7 million ‘likes’.
In terms of online appeal, the responses on both social media platforms are records, with Facebook confirming, ‘This Barack Obama photo is the most-liked Facebook photo of all time’.
The immediacy of social media has also been a boon for other politicians from around the world, with many taking to it to congratulate Obama.
Not all tweeters, however, are so enamoured of the result. Donald Trump, in particular, has taken to the micro-blog site to voice his disapproval: ‘This election is a total sham and a travesty. We are not a democracy!’ he proclaimed.
All of which confirms that if you want to be in on the conversation, you have to be on social media.

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Online storm watch

Tourism webcams turn Hurricane Sandy into compelling live content
Hurricane Sandy is currently battering the east coast of the United States, with reports of winds howling past New York City’s iconic skyscrapers. Despite warnings to stay indoors, it doubtless won’t be long before social media is inundated with images and video footage of the storm taken by people who ignored the advice and ventured outside.
Alternatively, we’ll soon be flooded with undeniably dramatic memes and fakes like this one…

But for real-time storm watching that even surpasses Google’s admittedly useful crisis map, many are turning to tourism live webcams for the best – and safest – view of nature at its scariest. With webcams are posted in and around some of Manhattan’s most famous locations (including Wall Street, the World Trade Centre and the Statue of Liberty), compelling real-time footage is being viewed around the world at a pace even social media cannot compete with.
 
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Misfiring content

Chairs are like Facebook. Apparently …
Coinciding with the news that it has just signed up its billionth user, Facebook has embarked on its first-ever advertising campaign. So let’s all just take a minute to stew in envy and awe at the fact that Facebook reached a BILLION USERS before launching an ad campaign.
Ahem.
Now that we’ve got that out of our systems, let’s have a look at the campaign. Global agency Wieden + Kennedy has created a 90-second film that will be rolled out across 13 countries. The ad focuses on the everyday items that people use to connect, and draws the parallels between these items and Facebook, allowing the social media supersite to position itself as a facilitator for human interaction.

The campaign comes amid attention about the negative aspects of social media in general and Facebook in particular. We have posted about the prevalence of hate-speak and violent threats on Facebook, and just last week a story on the ABC’s 7:30 Report highlighted a number of highly offensive, sickening sites that Facebook has as yet refused to remove. One user was quoted in the report saying (about Facebook): ‘They’re really facilitating antisocial behaviour’.
It is noteworthy, then, that Facebook’s angle for its first campaign has been highlighting the positive ways in which it facilitates connections. Brand awareness obviously isn’t an issue for Facebook, but public perception seems to be a growing one.
The ad has already drawn criticism for its admittedly fairly vague concept. Mashable created this wonderful spoof (already!), cleverly pointing out just how large the leaps of logic in the original really are.
What do you think? Love or loathe? Or are you still wondering how Facebook is actually like chairs?
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.