Friday, February 5, 2010

FINGER CANDY FRIDAY - The Super Bowl & Social Media

FINGER CANDY FRIDAY with JESSICA NORTHEY-TUCSON,AZ So, I Google’d the words Social Media and Super Bowl together to begin my blog post research article.  What I found was a few thousand pages filled with links to articles about Pepsi dropping the Super Bowl for Social Media.  In case you did not hear, a few weeks ago Pepsi announced that, for the first time in 23 years, Pepsi's millions for advertising would go elsewhere. 

Lot's of companies are scaling back. But this is being called one of the most monumental milestones in TV and broadcast media's battle with the Internet for content, viewership, and advertising, Pepsi has decided not to join the Super Bowl's massive advertising spectacle this year, instead opting to place its money along strategically placed spots on Social Media sites and platforms, reports Ronny Kerr from Vator News.  Rather than spending money on a Super Bowl ad, Pepsi will launch the Pepsi Refresh Project where users can submit to Pepsi ways to refresh their communities.

As the recession begins to wane and ad budgets slowly start to increase, social media is expected to be one of the biggest beneficiaries, according to MarketingSherpa. In addition they report that nearly all industries will increase budgets for Social Media marketing in 2010 and sometimes at the expense of other mediums, MediaPost reports.

SO what does this mean to Radio, TV and Print? How can you keep your unfair share of the budget in 2010 and define your medium as the best way to merge Social Media and traditional advertising?  The Non-Traditional Revenue specialist in me screams, “YOU got to get creative and do it quick!”

-For starters you need to build your targeted following on Social Media Platforms and become a leader.  This can be done through strategically optimizing Social Media tools.

-Provide entertaining and engaging content – this should be the easiest part for Media outlets.

-Become the thought leaders and Social Media Rockstars. By using it successfully you can show clients the value of Social Media when it is used with Traditional Media.

-With a Social Media plan and strategy it should also be easy to help clients use Social Media the same way you are (better for you to control your clients Social Media Endeavors than your competition)

-Why not create a position that serves clients Social Media needs. Again, it is better for you to control their Social Media efforts before your competition does.  If you strategically plan this and have it as an add-on option you become their expert.  It would be similar to controlling the voice, graphic or production work.

-It is very turn key to help people set up a Twitter, Facebook Fan Page or Blog and then they can link to your site and advertise it on your station.  That way when Social Media is successful for them it will still be because of Traditional Media efforts.

-Be sure that whoever does your Social Media knows what they are doing.  The best way to figure this out is to look at their Twitter, Facebook Fan Page or Blog and see if they have followers or what kind of posts they are making.  If they claim to work with other people look for success references.  Just because someone says they know what they are doing doesn’t mean they do. I fix mistakes that someone’s niece, nephew, graphic designer, website person did for them ALL the time.

-If you are just dabbling at this point check out this article.  It has really helpful information for Optimizing Twitter and I still make the argument that Twitter is one of the best resources to grow your Social Media following. Facebook and Blogging still depend on you to bring the traffic to them.

Jessica Northey  is the Social Media Editor for Full Throttle Country, Country Radio's full-service interactive idea sharing and new media on-line service. She is also the Editor of, a Blog dedicated to helping Media Professionals use today's and tomorrow's Social Media tools.  With over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality, Jessica specializes in big ideas and is known for the ability to create complete marketing campaigns and bridge marketing partnerships.  She is an Entrepreneur who owns servicing all website needs including domain names, hosting, SSL Certificates etc. Her company Finger Candy Media provides social and new media optimization planning for businesses, brands and individuals


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