1. Blog & Twitter
What is it?
What is the trend?
What are the possible evolutions?

2. Creation and Distribution of Content
• What is it?
- Creation of a powerful content is about the quality (expert and concise),
visual (pictures or videos), and engaging (personal, opinion, interaction)
- A good distribution is clear share buttons, rss feed, SEO (keywords &
backlinks)
- For twitter: tweet-up, retweet, replies, hashtags and content in 140
characters
• What is the trend?
- Content curation and rich media content blog like tmblr
- Micro-blogging sites like tipepad conversation. Answer fun questions like
« Your best friend calls you and tells you he/she's really sick? How do you
show you care? »
- New Tools to find best content from blog, web, video, pictures…
thoora.com, hashtagify.com,
• What are the possible evolutions?
- People in call center behind twitter profiles for customer services

3. PR/Marketing Use of Blogs
• What is it?
- Key bloggers become experts/tastemakers because they establish themselves as an authority within a
specific niche, commonly offering an avant-garde POV that positions them as an appealing alternative to
mainstream media
- Innovative PR’s/Marketers turn to bloggers who can reach potential consumers on a personal level that
still feels like the voice of an expert. The “short-lead”/viral nature of blogging (and the potential of cross-
contamination of multi-platform exposure it provides) can lead to instantaneous results in brand
awareness and sales
• What is the trend?
- Blogs are now viewed as a more serious information source and agencies are being established to
‘represent’ bloggers and align them with appropriate branding opportunities
- Blogs have taken to embedded ‘product placement’ as a result of these brand partnerships, which can
lead to less original content. Editorial content and e-commerce experiences are blending as blogs start to
sell brands and brands start blogs on their e-commerce sites (Agency Example: Digital Brand Architects,
Brand Examples: Ralph Lauren, Schik)
-Since blogs offer visitors an interactive experience (due to commenting, sharing etc) which consumers
have come to expect and that a standard editorial feature cannot offer, brands can help grow their own
‘social voice’ through a presence on blogs which is becoming an increasingly important factor in how
consumers choose brands today (Example: Pink Pony campaign)
• What are the possible evolutions?
- More bloggers will take on the role of online ‘personalities’ and brand consultants causing their personal
image will outweigh their content. Smaller brands may have less of a presence as contracts with bigger
names continue to sweep the blogosphere
- Blogs may begin to take on the look of a shoppable online catalog and the lines between online
magazines and blogs may become more vague

4. PR/Marketing Use of Twitter
• What is it?
- Instantaneous social media platform that thrives on inclusion over exclusion because any user can
follow a person/brand of interest (unlike FB where the interest in the relationship if more likely to
be mutual)
- Beyond a socializing platform, Twitter is a fast-paced source users turn to for information (news,
sales)
- Mass appeal involves easy access to photos, external links, hashtag trends and retweets
• What is the trend?
- PR’s/Marketers use Twitter not only to get brands in front of a high quantity of people, but in front
of high quality of people whose voice and approval can ensure numbers and status for that brand
- Twitter often replaces impersonal email/press release outreach because the person receiving the
Tweet and/or DM immediately knows this person is a ‘follower’ and has a vested interest in them
- The “voice” of successful twitter handles are often personable but authoritative and offer
‘followers’ the feeling that they are actually ‘insiders’ This humanizes the Twitter experience when
interacting with a brand (Examples: @OscarPRGrl, @DKNYPRGirl)
• What are the possible evolutions?
- September 2011 announcement of official Twitter Web Analytics tool is predicted to affect small
and medium businesses the most, and may cause remaining skeptics to invest in Twitter
opportunities
- Advertising on Twitter with rates depending on the popularity of the handle (Brands are already
individually paying for sponsored links)
- More brands will recognize the power of the use of hashtags to create ‘Twitter chats’, or
concentrated conversations among users genuinely interested in a topic (this can extend to
Twitterviews)

5. On-page optimization of a blog
• A properly optimized blog can get higher SE rankings.
• If possible, use your primary keyword in your blog
domain (URL).
• Use your primary key phrase in your blog header tags
and the Title tags of your posts.
• Use your secondary keywords in the body of your post.
• Use your keywords in the anchor text of links.
• Your archives and previous posts should be accessible
from all pages of your blog so that they will also be easily
spidered.

6. Micro-blogging Identifying Hashtag (Twitter)
• A #hashtag (a word or abbreviation with the # sign directly in
front of it)
• How to identify numerous #hashtags :
What is the Trend?: Learn about trending hashtags. When something starts
trending, What the Trend? will provide a quick blurb on what's going on with an
explanation of what the hashtag means if it is an abbreviation.
Hashtags.org: Hashtags.org gives the recent tweets with the tag and its use
(provides graphs and hour-by-hour information on top hashtags).
Monitter: Tracking tweets that have a certain hashtag in real-time
Track hashtags with lower popularity try a Twilert. (It provides a daily email about
when a specific hashtag was used.)