Category Archives: digital media

Introducing…c21’s first Vlog

A video blog or video log, sometimes shortened to vlog, uses video to convey a message or story. Vlog’s often combine embedded video with supporting text or images that are eventually posted to a personal blog, or YouTube channel, Vimeo, etc.

YouTube currently ranks among the top three most-visited sites on the web. With over 1 billion unique visits per month, it reaches more Americans ages 18-34 than any cable network. More than 100 hours of video are uploaded every 60 seconds, and over 6 billion hours of video are watched each month.
The inclusion of video to a marketing strategy could be the missing link to what connects a business or organization to its target audience.

With that in mind, c21 has launched an in-house video marketing suite featuring the latest technology including a high quality camera, lavaliere mic, state-of-the-art lights, software and more to accommodate our client’s latest video needs.

To see our capabilities, check out our first vlog where we examine, “What makes a video go viral?”


Being Social Requires Work

Part of my daily/weekly routine at c21 is gathering articles from the Internet to post to our clients’ social media sites. Not only does this allow me to stay updated on current events, but I also come across articles that give tips and advice for using social media.Image

I’ve always heard how helpful social media platforms like Facebook, Twitter and Google+ can be for business, but it wasn’t until I started interning here that I realized the actual connections a business can make with its consumers through social media. After pouring through hundreds of articles during my tenure here, I’ve found one underlying theme: Your company’s social media impact will only be as big as the time you devote to it.

It isn’t enough to simply have a Facebook page or to tweet occasionally on company news. Businesses connect with people by regularly posting pictures, community events, and thought-provoking articles interspersed with company news. This regularity, along with intriguing content, creates a connection with your audience that peaks their interest and provides them with entertainment as well.

My advice: set a designated time during each week or each day to devote to developing social media content. For example, every day at 11AM, I find three articles for one of our clients to post on Twitter and Facebook that day, and every Thursday at 1 PM I develop two weeks’ worth of Twitter content for another client. Not only does this allow me to stay organized with all that I have going on, but it also allows me to sit down and focus solely on developing the best content I can for that specific client.

Another key to developing relevant, quality social media content is to regularly scan news sites and publications for current events and breaking news. Tying news into the client’s business is a great way to establish the company as a thought-leader. Not only that, but it keeps the tweets and posts news-worthy in this age of being able to easily access information. These two simple strategies provide a great foundation for developing quality social media content.

Need more examples? Read these two cases of individuals making concerted efforts to showcase their brands online and being rewarded with astonishing results. Check them out here and here.

In closing, social media is a great tool for businesses if the right amount of time is devoted to its development. It provides businesses and consumers a two-way communication channel with almost complete transparency. Take some time each day/week to develop content you think will connect with your audience. The beauty of social media is that it’s a blank canvas for your company to show its personality, so stay creative!

Randy Spoon is an intern here at c21 and a recent graduate of the University of Georgia with a Bachelor’s of Business Administration in marketing. While in school, he was an active member of the American Marketing Association at UGA.

What Pew’s State of the Media Report Means to PR Practitioners

Every spring, I look forward to the release of Pew Research’s State of the News Media study.  Besides reading the report with complete and utter nerd excitement, I’m always interested in the media consumption trends that Pew uncovers.  Here are some of the top findings from the 2012 report.

The Rise in Mobile Technology

This year, Pew’s report focused on the rise of mobile technology and its potential to change the news business.  As consumers acquire multiple mobile devices (e.g., smartphones, e-readers and tablets), they are becoming multiplatform digital news consumers.  In fact, Pew dubs these consumers “digital mavens.”  (Too bad “digital mavens” is more than seven characters; otherwise, I’d put it on my next car tag.)

The Impact on Newspapers

It’s no surprise that as mobile audiences multiply, print circulation is declining.  In fact, Pew estimates that since 2000, the newspaper industry has shrunk 43 percent.  Meanwhile, newspaper websites are thriving.  Thanks to mobile devices, traffic to these sites was up nine percent in 2011.

You might think traditional journalism is dying along with the decline of print publications.  Logical connection, right?  Enter the mighty tablet, which allows users to browse with ease and scroll through long websites seamlessly.  The tablet is saving long-form journalism and providing the American public with a new newspaper – one that allows them to read a lengthy article without having to fold over to page D9.  Currently, Pew states that 18 percent of the population owns a tablet, and those users are increasingly demanding digital content from publishers.

The Future

With former print subscribers moving to digital formats, how will the newspaper industry financially survive?  According to Pew, we can expect a lot more digital subscriptions coming our way “as a matter of survival.”  As Pew states, “The move, long anticipated and long delayed, is only partly influenced by the success of The New York Timesmetered model,’ which now has some 390,000 subscribers and resulted in almost no loss in more casual online traffic.”

Subscription-based online news platforms will change the way PR practitioners report audience reach and online impressions.  In addition, the rise of digital media places added pressure on communicators to think “digitally,” “interactively” and “shareably.”  Today’s “digital mavens” are multi-taskers and quick readers with short attention spans who like to share information digitally. In other words, they are quickly changing the PR industry with a few swipes of their index fingers.

Hold tight as the future “un-scrolls!”

–          Anna Ruth WilliamsAnna Ruth, senior account manager