Last month, Jen McClure, founder and president of the Society of New Communications Research (SNCR), and Don Middleberg, SNCR senior fellow and CEO of Middleberg Communications, presented an informative webinar to discuss the results of the 2nd Annual Middleberg/SNCR Survey of Media in the Wired World, sponsored by Marketwire. The purpose of the study was to examine the ever-changing relationship journalists have with social media. In this installment of Ask the Expert, I had the opportunity to ask Jen a few questions about the advent of social media and its impact on journalists.

1. What kind of work does the Society for New Communications Research do?

The Society for New Communications Research (SNCR – pronounced like the candy bar) is a nonprofit research and education foundation and think tank founded in 2005. The organization focuses on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. Our volunteer Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe. They work together on research projects, educational offerings and the establishment of standards and best practices. Over the past five years of our existence, we’ve had more than 100 professionals participate in our fellowship program.

2. What would you suggest to people who are trying to reach journalists through social media?

When you say “people,” I assume you mean PR people. I think PR people have a tremendous opportunity in this era of social media and would advise them to take the following steps:

• Familiarize yourself with social media tools and technologies and incorporate them into your work.
• Fuse traditional tools and practices with new social media technologies.
• The first step to using social media in PR is not broadcasting your message, but rather to listen, listen, listen. Then, figure out how and where you can participate in conversations and add valuable insight and knowledge, and establish thought leadership.
• Understand how to use social networking and other social media to build relationships, collaborate, engage in online conversations, and share your expertise, but don’t ignore building relationships through traditional channels such as face-to-face meetings, phone calls and email.
• Become a storyteller. Use photos, video, blogging, and other social media to tell your story in new, interesting, and authentic ways.

3. What tips would you give journalists who are new to social media?

Again, I think starting by using social media channels as a listening tool is the best way to begin to understand how social media works and how it can be a valuable new tool for journalism.

4. What statistic/trend surprised you most in this year’s research?

Last year, our findings split along demographic lines. While younger journalists were adopting social media tools at a much faster rate and were much more positive about their impact on their profession, older journalists were much more skeptical of their value and their adoption lagged. This year, across the the board, adoption soared with nearly 70 percent using social networking, 66 percent using blogs and 48 percent using Twitter. Attitudes of almost all the journalists we surveyed were very positive about the impact of social media on journalism — with 91 percent of our respondents telling us that new media and communications tools are enhancing journalism. There was also a noticeable increase in the number of journalists who stated that their newsrooms encourage and enable them to use social media tools and technologies in their work (78 percent).

5. Are more people considering bloggers to be journalists?

That’s an interesting question. We have to remember that blogging is just a technology platform — one which is increasingly being used by professional journalists. So in a way, the better question is: Are citizen journalists and corporate bloggers considered journalists? And to that I would say, yes and no. A lot of journalists blog. Conversely, a lot of bloggers are not professional journalists, but if they are documenting current events or news stories, they are committing acts of journalism, whether they are aware of it or not. And, journalists are increasingly paying attention to bloggers. As our survey indicated, nearly 80 percent of the journalists we surveyed believe bloggers are important opinion-shapers and, increasingly, we see popular bloggers featured as pundits and subject matter experts in the traditional news media.

In addition to individual bloggers, companies, non-profit organizations and even the government are becoming their own news outlets with their blogs and other social media channels. We’re all able to be publishers of our own work in this new world of social media and online communications, and with that comes a new responsibility.

The line is starting to blur for consumers of information, and many journalists would say that’s a dangerous thing. Traditionally, at least in modern American journalistic history, it’s been the journalists’ role to be the watchdog for the public — the seekers of the unbiased truth. With news organizations in trouble, thousands of journalists laid-off each year, and so much instantaneous news and information out there, it’s sometimes difficult to tell what is vetted as journalism and what it not. This scenario makes new media literacy really crucial.

6. Based on the 2009 Middleberg/SNCR Survey for Media in the Wired World, what trend do you predict will rise, fall or change in 2010?

I think we’ll continue to see Twitter grow in importance both as a listening channel as well as a distribution channel for journalists and media. In terms of distribution, it’s almost like a news ticker — a great new way to share headlines and link to more detailed stories. I think we’ll also continue to see an increase in the use of online video, especially citizen-generated video. As news continues to become more collaborative, I think we’ll see more traditional media organizations incorporating online community elements into their online properties.

A big thank you to Jen McClure for taking the time to participate in Marketwire’s Ask the Expert interview series.

Are you a PR pro? Are you savvy in social media? Are you in-the-know in investor relations? Are you a media professional who’s been transformed by the digital revolution? We’d love to interview you for our Ask the Expert series! The Ask the Expert interview series is Marketwire’s way of delving into the minds of industry leaders and experts, asking them the most salient and pertinent questions that affect PR, IR and marketing communications professionals. Please contact Nick Shin (nshin [at] marketwire [dot] com) for consideration.

With the Winter Olympic Games taking place in Vancouver this time around, watching the athletic events ended up being only one part of the whole Olympic experience, albeit, the main one. Marketwire’s Senior Vice President, Sales Canada Judy Hutchins, based out of the Vancouver office, was among them, along with her husband and friends. Below, she provides a first-hand account of the Olympics “in action,” not only as a spectator, but as a patriotic Canadian.

Watching the Olympic events was but one part of the whole Olympic experience, the main one being the actual athletic competitions.  But, like any Canadian, I wanted to make sure that I had the “right” gear before heading up to Whistler for the women’s giant slalom and the men’s bobsleigh races that weekend – February 20-21, 2010. Mittens were de rigueur, as were scarves, pullovers, children’s clothes, men’s garb, red Canadian hoodies and T-shirts. It was estimated that C$1 million would be spent daily at Hudson’s Bay where official Olympic retail items were sold.  Before the Olympic Games commenced, lines to enter the department store were non-existent. Once the Games were underway, it took a several-hour wait just to get in the door!

The Marketwire office in Vancouver is located in downtown – where all the Olympic action was taking place. What’s it like to be an Olympic city? Fun, exciting, mind-boggling, crowded. Regardless, we were all just plain proud to be Canadians, showing off our red toques, scarves, jackets, purses and sweaters that displayed our patriotism and Olympic spirit. Canadians are friendly if not overly polite and this came through in spades.

For the women’s giant slalom, we woke up early and took the bus to the bottom of Creekside.  From our standing location, we watched the sun rise over the top of the mountains and the venue fill to capacity.  We were wall-to-wall patriotic Canadians, receiving huge support from people all over the world.  Camaraderie was the norm. Every spectator and every athlete was greeted to a huge outpouring of joyous laughs and screams, regardless of nationality. Every fall was felt by each person in the crowd and every successful run was met with more yells and screams from the audience.  In that short time standing on that mountain, we got to know everyone around us as we shared similar experiences and the same energy.  With the potential for negative vibes to spread at events like this one, we were engulfed in an aura of joy, friendship and peace.

After the event, the Whistler night brought out crowds of people listening to outdoor bands and watching boarders jumping through rings of fire. The village went to town on decorating every large tree with red and white lights and decorations, making the atmosphere festive and inviting.

The following day at the men’s bobsleigh event, we, again, met everyone around us, listened to their stories and shared our own.  We soon realized that watching the bobsleigh live is very different than on TV. Spectators are “inside” the bobsleigh course and are scattered from the starting point to the finishing line. These athletes traveled at 140 kph (or 87 mph) and our only warning that the bobsleigh was near was a deep, heavy, loud rumble. And then, before you know it, you get a one- or two-second view of the sleigh. Before each team rounded the last corner of the course, you could see how fast they traveled.  Everyone wanted pictures of the bobsleighs and those with the longest arms stuck out their cameras, hoping they caught the bobsleigh as it made its way past them.  At the end of the run, how does one stop a sleigh traveling that fast?  With an uphill climb, of course.  The TV really distorts the finish line so that it looks flat. It’s not!

On Sunday night, we didn’t want to leave Whistler, but we felt fortunate that we had two full days of Olympic experience behind us, walking the streets of Vancouver and taking in all of the crowds, music and events around the city. The 2010 Winter Paralympic Games has yet to start and that brings with it more talented athletes ready to represent Canada and the world.  So, with that, will we attend another Olympics?  We’re thinking about it.

Do you have a story to share? Spread your news through Marketwire’s Winter Sports Newsline, which is still available if you want to reach media covering the Paralympic Games in Vancouver, taking place March 12-24, 2010. For more information, visit our website or contact your local Marketwire office.

In this installment of “Tips,” I answer questions submitted by SM 10X30 participants about some more advanced topics involving Facebook.
As a reminder, all questions are welcome whether you are new to social media or are already very familiar. I love to help and chat about social media. Get exclusive tips, photos, and videos by joining our Facebook page.

Q. How does a (Facebook) fan page become a fan of another page?

• I know of the favorite fan pages box, but I have never used it personally. Here is a link to install the “favorite pages” application.

Q.  I really like Marketwire’s page and I noticed that Marketwire has customized its Facebook page.  How do I do that for my business.

• Thanks for the compliment! I’m glad you asked this question. What I did to customize Marketwire’s page was basic compared to what others have done to theirs, but by doing so, our page stands out and it has seen an increase in user engagement.
• To begin, you need to install the “Static FBML” application.  FBML stands for Facebook Markup Language.
• Once you ADD TO YOUR PAGE, go to your Facebook page and click EDIT PAGE. Scroll down to APPLICATIONS >> find the FBML app and edit. In order to add a clickable image (for example), insert this code:

<a href="http://INSERT LANDING PAGE LINK"><img src="http://INSERT LINK TO PHOTOBUCKET-FLICKR DOES NOT WORK FOR THIS.jpg" border="0" alt="Photobucket"></a>

• Once your page is created, you can either move it to a tab or to the wall where you can see it in the left sidebar.
• Recommendation: For the FBML box to appear on your tab, use a width of 500-600 px. For the box to appear on your wall, use a width of 180 px.

Q. How do I add more FBML boxes?

• Go into EDIT PAGE of your page and locate the FBML box you created. Click on EDIT >> ADD ANOTHER FBML BOX.

Thanks to all the SM10X30 participants who submitted their questions. Your dedication and willingness to learn are much appreciated!  Keep your questions and feedback coming!  Send me an email at nshin [at] marketwire [dot] com.

If you are part of the SM10X30 program, comment or @ me on Twitter to be included in the #sm10×30 Twitter list. Here is a link to follow those who are as dedicated to social media as you are.  Also, be sure to join the Facebook group dedicated to SM10×30 participants.

Having recently addressed some of the nearly 800 attendees of the Online Marketing Summit in San Diego, California, I and my esteemed colleagues – Jack in the Box’s Marilee Brusaschetti, Experian’s Kevin Akerman, Lyris’ Erick Mott, and HiveFire’s Pawan Deshpande – sat on a panel sharing thoughts, best practices, and viewpoints of 2010’s Integrated Marketing Trends. In doing so, I – being a huge film buff – harkened back to a Hollywood classic for inspiration and perspective…

He was as old as his tongue, a little bit older than his teeth and wise beyond his years:  jolly old St. Nick, the benevolent character playing opposite a young Natalie Wood in “Miracle on 34th Street” knew that if a customer of Macy’s wanted a product the store didn’t carry, then it was smart business to offer that customer an alternative solution to her problem – even if it meant redirecting a shopper to the competitor Gimbels. Such a simple concept of true client-centric service and content marketing rang true then and chimes even more clearly now, given today’s social media multi-channel communication opportunities. And while short-sightedness might scoff at the notion of losing a sale, the benefits gained by such business practices – true thought leadership, knowledge sharing, and most important, brand loyalty – ultimately contribute more to a company’s bottom line and future potential.

That’s why “Client-focus” and “Content Marketing” top my list for Best Business Practices and 2010’s Marketing Trends. And the reason they’re more important than ever before is because consumers have never before enjoyed such a wealth of information and peer-level advisors (with the simple click of a mouse) to help them find exactly what they believe serves their needs best. And if a company doesn’t have just the right something, that’s okay…as long as it still is able to serve its customers by helping them solve their problems with their own knowledge and sharing of related solutions. Sure, immediate returns and revenues may not be at hand, but the relationships built by always putting clients’ needs at the forefront prove fruitful in the long run. We saw it in the film classic when the redirected shopper made a point to tell Macy’s management that she didn’t know what kind of campaign this was, but as a result, Macy’s had her loyalty, and she was going to spread the word. Today, that kind of content/solution-providing and subsequent endorsement – spreading happens virally at lightning speeds and without geographic or physical boundaries to contain it. Thank goodness for the Internet and all the wonderful new opportunities to connect that it brings.

But let’s not forget other mediums, not just digital but traditional. Why? Because keeping in theme with “content marketing” and being “client-focused,” not all clients are alike. Not all want the same content. Not all want to receive their information in the same manner. Enter the next Best Business Practices and 2010 Marketing Trends on my list: the grouping I like to call the big “-ilities.” Mobility. Portability. Flexibility. Accessibility. Almost no one any longer sits “9 to 5″ in front of a desk all day. Nor are most folks willing to “do as they’re told” by only being able to access something in one way or at a static place and time. “Entrepreneurship” and “Learning More” are at the core of today’s consumer spirit. And in 2010, empowering consumers to tap into information that is uniquely of interest to them, in whatever format (video, audio, straight text, RSS, etc.) appeals to them, and carried via whatever medium or device (niche publication, email newsletter subscription, iPhone or Droid, etc.) accommodates their individual lifestyle is key.

Now you may have noticed that the items making it to my list never do so solo. “Content Marketing” and “Client-focus” go hand-in-hand, as do the big “-ilities” of “Mobility,” “Portability,” “Flexibility,” and  “Accessibility.”  And they all work together. Long gone are the days of silo’d and “one-size-fits-all” strategies and tactics. A company that does not embrace true integration – internally within individual teams and cross-departmentally as well as externally in its approaches to all of its various target audiences – quite simply will not survive let alone thrive. Integration, Collaboration, and Multiple Connections: these are the underlying foundations that must be at a company’s core and that are certain to serve us and our clients best in the coming years.

Since the introduction of SM 10X30, Marketwire’s Social Media Fitness Program in mid-January, more than 3,000 people have registered and taken on high-intensity workouts to improve their social media skills and boost their confidence levels.  Folks are joining us from all corners of the globe: Canada, the US, the UK, India, Mexico, Guatemala, China, Italy, Spain, Israel, Kazakhstan, Puerto Rico, United Arab Emirates, Australia, New Zealand and many other countries. SM 10X30 participants represent Fortune 500 companies, government departments, non-profit organizations, media companies, colleges and universities, and PR practices of all scopes and specialties, from international and boutique agencies to private practitioners and consultants.  It’s clear that social media is important to communicators everywhere, regardless of geography and professional discipline.

We knew social media would continue to be a hot topic in 2010, and that communicators across all industries and skill levels would be looking for ways to infuse social media into their communication strategies and attribute ROI to their day-to-day activities. What we didn’t know was how successful our program would prove to be. Registration numbers climb daily and feedback from participants on the content of the exercises continues to flow to our program trainer, Nick Shin, and within the social networks themselves.

But SM 10X30 is not about us; it’s about you.  From those of you who started the program without a LinkedIn profile to those of you who came in as seasoned tweeters, we want to take this opportunity to thank you for taking part and sharing your experiences with your peers and with us.  Here’s a sampling of some of the feedback that’s come our way, and what folks are saying about their experiences:

• Amy, from the high-tech industry, says:
  The social media workouts have been very helpful for us so far, and since I signed up for the extreme [Core Conditioning] track I believe I am learning a lot more than I would in the basic track. I liked the recommendation for services such as namechk.com as we are still in the early phases of social media implementation. I am storing all of the “workouts” for future reference and I believe they will continue to be helpful as we move forward in this process.  This series has been one of the most informative that I have seen / read / watched / attended about social media, and I believe the “workout” analogy is a very good one, as social media muscles do take time and effort to build! Thanks again.
• Sarah, from a national non-profit organization, says:
  I am very excited to work my “core” and exercise my social media know-how.  This is great stuff.  Thanks so much to Marketwire for making this accessible (for FREE!) to us poor non-profit folks.
• Toby, from a product development and design company, says:
  I just want to pass on how brilliant this campaign is and useful to us dweebs that are wannabees in social media. It’s a very refreshing experience /approach – pass on my thanks to the creators!
• Cinnia, from a marketing communications and licensing company, says:
  I was very happy this [SM10X30] was made available, and being able to do it on my own “clock” made it more attractive. The things I’ve learned will be useful in giving companies a sense of what is possible. Thank you so much for that.
• Nancy, from the high-tech industry, says:
  I’ve been subscribing to your social media series of emails and it’s really great…Chock full of really good information. Just thought you’d want to know.
• Tom, from a communications company, says:
  I’ve enjoyed the workouts so far, and I’ve already generated a couple of business leads.
• Tracy, from the marketing/PR industry, says:
  Thank you, thank you, thank you for releasing this really great tutorial. I’m a marketing consultant and know the importance of social networking, but even I didn’t have all this information at my fingertips.  It’s very helpful, simple to understand and thoroughly helps one walk through the steps assuredly.
• Sarah, from the marketing industry, says:
  Thank you for sending the ever-helpful Social Media workouts a few weeks ago — they were fantastic and opened our company’s marketing agenda to many new ideas!
• Elisabeth, from a global PR firm, says:
  I found the Social Media Fitness Program to be really valuable.  Although some of the content is a bit of a review, it is helpful to see it reinforced by a company like Marketwire.
• Todd, from the high-tech industry, says:
  I liked the emails, especially because they were short and provided some good quick tips.
• Jason, from a non-profit organization, says:
  I can say that the emails are great: Well-designed, great copy and lead-ins — great concept!
• Diana, from a professional association, says:
  Thanks for the great newsletters. There was loads of valuable content and links in there, so much appreciated.

Tweets:

• @dbreakenridge: Marketwire offers free Social Media Workouts SM 10×30 http://bit.ly/8XhZTG Two tracks: basic training and core #sm10×30
• @Biancafreedman: @Marketwire love the way your #sm10×30 program is branded. Who’s the creative genius behind it?//Biancafreedman: @Marketwire awesome work. Really useful stuff #SM10×30
• @Gillianshaw: @VancouverSun assignment editor @dcassidy finds his 1st @marketwire socmed workout. http://twitpic.com/zqlzk
• @Sabrina_scott: @michellepennell @debbieconte excited that I’m going to have workout buds for @Marketwire’s #sm10×30 Core Track.
• @Kathietaylor: Just rec’d my 1st e-coaching session of the @Marketwire Social Media Fitness program. Looks great – thanks!
• @Zoegrams: Can’t wait to try the social media fitness program. I need that workout! http://bit.ly/5XUdPN #sm10×30
• @Timsgreenhalgh: Fresh take on marketing – love the workout metaphor @Marketwire! Free social media fitness program (#sm10×30). http://bit.ly/5yHTEv
• @Cecilialu: @Marketwire great new venture, Marketwire! Curious as to how u choose to recommend certain twitter tools over others? #sm10×30 // Cecilialu: @Marketwire looks like a lot of research went into designing this workshop, good work! #sm10×30
• @kdykes: smart program -educational, social & squarely targets their PR buyer @Marketwire’s free SM fitness program (#sm10×30). http://bit.ly/5yHTEv

Blogs:

Econsultacy, by Sally Falkow – http://econsultancy.com/blog/5285-journalists-depend-on-social-media

Pictures:

Vancouver Sun, Assignment Editor, D. Cassidy doing the SM10×30 Workout. http://twitpic.com/zqlzk

The SM 10X30 program is going strong, and we encourage you to share your experiences with us, and to recommend the workouts to your colleagues and peers.  Keep fit, and have fun!

Social media was around during the Beijing Summer Olympics of 2008, but as Alex Huot, head of social media for the International Olympic Committee (IOC) predicted, the Winter Games of 2010 in Vancouver would be “the first social media Olympics.” It turns out — he was right.

Today, media corporations are competing with citizen journalists, bloggers and Twitter/Facebook users for the most up-to-date content and volume of online traffic. The Olympics has always been a very tightly controlled media event, in part, to protect those media companies that paid millions of dollars for content and video rights to the Games. But with the use of new media outlets and social media, the IOC implemented new limitations on the athletes‘ use of social networking for the Vancouver Games so that they didn’t become journalists themselves.

Some of the limitations went on to define what those particular social media tools were and how they should have been used. For example, the IOC considered blogging as a “personal expression” and not a form of journalism. Were they trying to prevent voices from the new media world from speaking?

If so, this strategy didn’t work. The Vancouver Olympics gave other new venues that are dedicated to “the art” of independent journalism the opportunity to embrace social media. For instance, the W2 Media House helped to support and provide resources for those independent and citizen journalists in the Vancouver area who covered the Olympics.

So, as the IOC may have attempted to control social media (with relation to the Vancouver Games), it looks as though it could not stop the media from advancing with technology and from building upon the momentum that began well before these Games even started. It will be interesting to see what new social media tools will be used during the next Olympic season — Summer 2012 in London.

Read Mark Glaser’s post from MediaShift –  IOC Loosens Citizen Photog Restrictions, Launches Flickr Group — another commentary on this issue that focuses on photography.

We are in the midst of a media revolution, and that revolution is taking place at warp speed. For most of us, just trying to keep pace with what we need to know about social media, search, email and analytics to successfully participate can become a full-time job. As soon as we begin to feel a bit secure in one area, we realize we’re falling behind in another. But, as we heard at last week’s Online Marketing Summit (OMS) in San Diego, “online is where your audience is,” and if you aren’t in the game, your competitors are. 

What’s great about OMS is that it’s a learning, not a selling, environment, and it’s filled with thought leaders from all online marketing disciplines. From the roster of pre-conference sessions through the final day focused on SEM, corporate and agency marketers flocked to learn from industry heavyweights. Each day featured standing-room-only, parallel tracks featuring a dizzying array of compelling topics. Do I attend “Social Media Inside the Brand: DuPont Case Study,” or “Twitter, Tweeting Fundamentals”? How do I decide between “How User Centered Design Can Increase Your Bottom Line” or “Landing Page Optimization Best Practices”?

We took our best stabs at which sessions we felt would give us the greatest ROI –from both business and personal standpoints. Without going into detail about what we learned (because this post would never end), here are a few gems – some of which we already knew and some that were “aha!” moments. Each deserves repeating:

• Marketing is now about conversation, and the consumer is in control. So creating brand advocates is just as important as creating brand awareness.
• One in five emails never sees their target inboxes, and most folks in-the-know say deliverability is only getting worse. Part of the reason is that the definition of spam has changed. People are not opening “boring” emails – plus, you simply may be sending too many of them. Consequently, ISPs have started labeling these emails as spam. Relevance matters.
• Don’t just use Google to see what keywords and phrases people are using to locate your online presence. To maximize your online “findability,” look at hot keyword terms and topics used to search for your business and industry in places such as Digg, YouTube (the second-largest search engine), Facebook, MySpace and Twitter, and then infuse your communications with those terms.
• To get the greatest mileage and ROI out of your landing pages, here are some tips:
  • Install crazyegg or clicktale on critical landing pages to watch browsing behavior – you can see where people are clicking and where they are not
  • Check to see how those pages work on popular browsers and operating systems using CrossBrowserTesting
  • Have five users in your target demographic test your landing pages and get their verbal and visual response via UserTesting.com
  • Redesign your page and double-check “attention leaks” with AttentionWizard.com – used with live pages or design mock-ups, you can identify landing-page problems and increase your conversion rates
• Increase the “viral power” of Twitter by getting retweeted. Here are a few good ideas:
  • Make it easy to retweet – keep your tweets short so you leave room for a comment
  • Tweet around 1 pm Eastern Time to increase your odds for West Coast and East Coast tweets
  • Think only short words work? Longer words and novelty/less common words are actually retweeted more often
  • Use links to more information to get retweeted more frequently – URL shortener bit.ly is the most retweetable; tinyurl.com the least

With a multitude of great ideas swimming in our heads, we hit the road for home. What’s exciting is that control of the message is no longer in the hands of the issuing company. Yes, this concept is a bit scary at first, but once we embrace it the possibilities are endless. By bringing our customers’ voices inside our company, we can interact, engage and stay connected with them like never before.

My last post focused on how anyone can benefit from using press releases to boost SEO, but I purposely avoided mentioning multimedia and social media — until now.  In recognition of the 82nd Annual Academy Awards, I thought it would be fitting to explain how multimedia and social media can become the best supporting players in your SEO effort, within the context of a few of this year’s nominated films.

Multimedia

The main paragraphs in an article or release should contain all the standard content required to enable your primary message to climb Up the search engine results pages, such as headers, text and links.  However, multimedia, such as images and video, are often regarded as Inglourious Basterds — unfairly so.  Relevant multimedia can amplify your message for several reasons: use of images or video tends to engage the senses, multimedia can be embedded relatively easily in downstream websites, and visually, a picture speaks a thousand words and a video speaks volumes.

The first pieces of multimedia that started ranking in search engines alongside editorial content were photos and images.  These days, images are seamlessly integrated in what’s referred to as “blended” or “universal” search engine results, which can generate significant traffic to web pages that embed those images.  Optimizing images in web pages and news releases is straightforward. Take The Hurt Locker movie poster (shown below) as an example:

1. Give your image a descriptive filename. Instead of naming the image “movieposter.jpg,” “the-hurt-locker-movie-poster.jpg” is much more descriptive. Try to keep the file name relatively short, but include as much descriptive text as possible and separate words with hyphens.
2. Add an ALT tag to images on web pages and news releases.  Alternative text (ALT tags) can be used to describe an image to search engines and visitors that disable images from loading.  Visitors that are visually impaired often use screen readers that read ALT tags aloud. The ALT tag can appear more user-friendly with mixed capitalization and spaces, and along the same lines as the first tip above, an appropriate ALT tag is both simple and descriptive, like “The Hurt Locker movie poster.”
3. Add a title tag to further explain an image to visitors, or to encourage click-throughs from an image onto a landing page.  Title tags are useful because they show up in tool-tips when you hover over an image using your mouse.  For example, the title tag “The Hurt Locker is available on Blu-ray and DVD March 22″ shows up when you hover over the movie poster in our example above.  Title tags are great for adding additional information and for helping search engines determine extra keywords to consider when ranking images.

As is often the case, you may throw your hands Up in the Air trying to compete amongst millions of other web pages, but find that it’s much easier to dominate image results that sit alongside first page search results on hard-to-win keywords or phrases.  The same is true for video (see the image below).

Video is an extremely special case because of the popularity of YouTube.  Many people don’t realize this, but YouTube has recently become the second-largest search engine behind Google, according to ClickZ. This has given rise to a duality in video search. Since engines also include videos in search engine results pages (SERPs), chances are quite good a video uploaded to YouTube will also show up in Google search results.  In addition, extra SEO benefits come from the ability to add captions and links that take users back to your site and embed video across thousands of different websites.

Social Media

Although the early components of social media have been around a while (such as blogs, forums and other user-generated content sites), widespread adoption and understanding have only recently become popular.  As of December 2009, Google and Bing introduced real-time search by indexing and ranking tweets on SERPs.  This is, of course, yet another platform or medium that has been included in search results that enable companies to compete for tough-to-win keywords or phrases.
Aside from the obvious benefits social media affords by driving engagement, it also has significant benefits to SEO.

From a historical perspective, early adopters always tend to benefit from a boost in SEO as a result of new content creation and distribution technology.  The good news is that it’s not too late to invest time in social media to generate results in SEO, especially as more and more people learn how to leverage social media platforms such as Twitter, Facebook and LinkedIn.

Paired with a long-term SEO strategy, multimedia and social media can do wonders for improving rankings for generic or long-tail keywords and phrases that are difficult to win by increasing exposure to your content and providing a wealth of back-links and syndication opportunities.  If you haven’t tried embedding photos and video into your news releases, or are thinking about experimenting in social media, Marketwire has the tools and expertise to help you succeed.

Would you believe that more than 90 percent of journalists think that, to some extent, new media and communications tools and technologies are enhancing journalism?  The statistic is staggering, and perhaps unbelievable to those who think the practice of true journalism has no place for citizen media, Twitter and social networking.

According to the 2nd Annual Middleberg/SNCR Survey of Media in the Wired World, the notion that today’s journalists shun the use of social and digital tools is a myth. Instead, journalists embrace social media, using it more and more to disseminate news, find story ideas and sources, monitor sentiments and discussions, conduct research on individuals and organizations, keep up on issues and topics of interest and participate in conversations.

In a webinar hosted by researchers and survey authors Jen McClure, founder and president of the Society of New Communications Research, and Don Middleberg, SNCR senior fellow and CEO of Middleberg  Communications, the survey results painted an insightful picture into how journalists today do their jobs and tell their stories.  The research also examined the dynamic between journalists and PR professionals, how a better understanding of the changing media landscape can work to benefit both disciplines and how it can help PR work more closely and effectively with journalists.

Insights shared during the webinar include:

• Journalists are using Twitter.
  Nearly 70 percent of those surveyed say that Twitter is becoming an increasingly important tool for journalists.  It could be argued that this is a reflection of the growing use of Twitter by the general population, including journalists worldwide. However, it was not long ago that journalists sourcing stories or connecting with leads on Twitter were few and far between.  Journalists might also consider Twitter to be a powerful tool because of the large percentage of PR practitioners who are taking part, and are “fishing where the fish are” so to speak. There are some journalists who are so comfortable on Twitter that they will only accept pitches and other contact in the social network. Sites like the database MediaOnTwitter give the non-believer a good idea of the diversity of journalists on Twitter.  (Hint:  For PR practitioners looking for journalists and media professionals on Twitter, try directories like WeFollow and Twellow, or follow weekly conversations between journalists, bloggers and PR folks on Twitter’s journchat. )
• Traditional modes of communication still matter.
  While the trend is indeed seeing journalists and PR professionals move into social networks, it’s important to remember that traditional — sure, you can even call them “old school” – practices are still in play.  When asked how journalists like to be contacted by PR professionals, and how they like to communicate with sources, their top three answers remained outside of social networks:  email, telephone and in-person meetings.  What’s important to remember is that the strongest bonds between journalists and PR professionals are those based on solid, longstanding relationships, be they forged on the phone or via Facebook.
• Social media is enabling, not disabling.
  Ninety percent of participating journalists said that social media is enhancing journalism, but what does that really mean?  More specifically, it means that social media and social networking tools helped journalists work faster and more efficiently, according to the survey. It also suggests that they are able to more easily identify and connect with people, report with greater accuracy and collaborate with other journalists with heightened efficiency. Perhaps less striking than the statistic is the degree of positivity with which journalists view social media, seeing it as an arena for engagement, participation and collaboration.

There is little doubt in the mind of anyone in journalism or public relations that the rough terrain that is today’s media landscape isn’t always easy to navigate and questions continue to circulate:   “Who do I communicate with?” “Where and when, and with what tools?” “Which ‘citizens’ can be trusted as legitimate sources and storytellers?” As social media continues to evolve, it will continue to beg these and other questions, all of which could greatly impact the news cycle — hopefully for the better.

Be sure to download “Top Tips for Using Social Media to Improve Your PR & Media Relations Activities,” for useful tips, tools and insights.

In this installment, I answer questions submitted by SM10X30 participants about Facebook accounts for business.

As a reminder, all questions are welcome, whether you are new to social media or someone who is already very familiar.  I love to help and chat about social media.  Connect with hundreds of other social media enthusiasts on Marketwire’s Social Media Corner.

Q. How do I create a Facebook account for my business?

• To get your business up on Facebook, you must first have a Facebook account.  Ideally you want to set up a Facebook page.  Once you log into your Facebook account, go to ADS & PAGES on the left sidebar >> CREATE PAGE.  Once created, be sure to look at your admin settings.
• A concern that a lot of people have is controlling what you post on your personal profile and what you post on your business page. Fortunately, Facebook automatically separates the two when you post as long as you click the appropriate profile.

Q  How do I create a Facebook page without logging into my personal account?

• In order to create a Facebook page, you need to log in to your personal account and create it from that account.  You cannot just create a fan page without owning a personal profile.  When you create the fan page for your business, it automatically creates a separate profile and you become the admin.  Thus, when you start posting on your fan page, you post as your business and not your name.
• Example: I post content on the Marketwire page and because I am an admin, all my posts show up as “Marketwire” and not “Nick Shin” even though my personal account is linked to the Marketwire fan page.

Thanks to all the SM10×30 participants who submitted their questions. Your dedication and willingness to learn are much appreciated! Keep your questions and feedback coming! Send me an email at nshin [at] marketwire [dot] com.

If you are part of the SM10×30 program, comment or @ me on Twitter to be included in the #sm10×30 Twitter list.  Here is a link to follow those who are as dedicated to social media as you are.  Be sure to join the Facebook group dedicated to SM10×30 participants.