FOCUS: INDUSTRY TERM

Track-It Social media sites

Mentioned in 3275 news articles

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2 hours 19 minutes ago

Is Your Private Information Safe on Social Media?

MASHABLE

More than 12 million Americans were victims of identity fraud in the past year, according to a recent study. Twelve million. I was one of them. Against my better judgment, I curiously clicked on a questionable direct message from a friend, and...

on Wed Jun 19 12:28 AM

Tot’s case focuses on other lost children

TOLEDO BLADE

on Tue Jun 18 11:55 PM

How 'Game of Thrones' Slayed on Social Media [INFOGRAPHIC]

MASHABLE

By now you've already survived one Sunday night without Game of Thrones, dear devoted fan of all things Westoros GoT's epic third season is behind us now, and the wait for season four is sure to feel oh-so-long. But lost amid season three's...

on Tue Jun 18 11:55 PM

How 'Game of Thrones' Slayed on Social Media [INFOGRAPHIC]

MASHABLE

on Tue Jun 18 10:44 PM

Comments by Serena Williams on Steubenville rape case create a stir

ESPN

Serena Williams says in an interview with Rolling Stone magazine that, while not blaming the victim in the Steubenville rape case, "she shouldn't have put herself in that position."

on Tue Jun 18 10:11 PM

The Flexible Workplace Comes of Age... Almost

HUFFINGTON POST

There's a certain silent assumption that employees who participate in flexible work arrangements are, well, not serious. That assumption is alive and well as shown in studies[1] published last week in the Journal of Social Issues and edited by law...

on Tue Jun 18 9:21 PM

Russians See Themselves in Turkish Unrest · Global Voices

GLOBAL VOICES

As Turkish protests continue, Russians draw parallels between events in Turkey and their own protest movement and hard-line political leader.

on Tue Jun 18 9:12 PM

Turkey's PM Hits Back at International Critics of Crackdown

VOICE OF AMERICA

The U.N. Commissioner for Human Rights has strongly criticized Turkey's crackdown on anti-government protests, joining the European Union in condemning the police response. But Prime Minister Recep Tayyip Erdogan has hit back, defending the...

Clapping Contagion: Applause Spreads Like a Disease

LIVESCIENCE | on Tue, Jun 18, 7:03 PM

Social behavior is contagious.

on Thu Apr 18 7:00 AM

Content Marketing Rises, But Will It Hurt Paid Ads? | Mediashift

MEDIASHIFT

My high school-age son gets lots of information from lots and lots of colleges. One that caught his attention was a place I'd barely heard of -- Flagler College. How did they do it? With videos. This is more than a mom being surprised at what...

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SEE ALSO: Arya Stark Vine Is the Best 'Game of Thrones' Reaction Online

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SEE ALSO: Arya Stark Vine Is the Best 'Game of Thrones' Reaction Online

Perhaps that's not so surprising &#8212; after all, both GoT and social media boast nerd-centric fan bases &#8212; but the impressive numbers are worth going over Read more...More about Entertainment, Tv, and Game Of Thrones",
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	"source" => "MASHABLE"
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	"story_seo_url" => "http://espn.go.com/tennis/story/_/id/9401093/comments-serena-williams-steubenville-rape-case-create-stir",
	"story_title" => "Comments by Serena Williams on Steubenville rape case create a stir",
	"story_summary" => "Serena Williams says in an interview with Rolling Stone magazine that, while not blaming the victim in the Steubenville rape case, "she shouldn't have put herself in that position."",
	"story_date" => "2013-06-18 22:44:00",
	"source" => "ESPN"
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	"provider_id" => "249",
	"story_seo_url" => "http://www.huffingtonpost.com/alison-a-quirk/the-flexible-workplace-comes-of-age_b_3462072.html",
	"story_title" => "The Flexible Workplace Comes of Age... Almost",
	"story_summary" => "There's a certain silent assumption that employees who participate in flexible work arrangements are, well, not serious. That assumption is alive and well as shown in studies[1] published last week in the Journal of Social Issues and edited by law professor Joan C. Williams, founding director of the Center for Work-Life Law at the University of California Hastings College of the Law. The focus on flexible working in the past has been, in large part, on women achieving work-life balance. But we need to take gender out of the flexible work equation. Nowadays, given the priorities and desires of millennials, we're seeing the number of men involved in flexible arrangements on the rise. My daughter's friend is a programmer, and he works two days a week from home. He isn't caring for a child or a sick relative. He and his generation simply think: Why endure the hassle and expense of a long commute when you don't have to? This mindset, for men and women alike, and the flexible work arrangements it can lead to has been shown to increase productivity and result in greater worker engagement. The challenge facing today's leaders is how to create a flexible workplace that suits the needs of their particular company - and their employees, both men and women. Because, to paraphrase Joan Williams, if nothing changes for men, nothing will change for women. A few suggestions to consider: Ask individual managers to determine which flexible arrangements work best for their respective businesses. Telecommuting, video-conferencing, Skype, social media, webinars, part-time arrangements, organized transitions from full-time to part-time and back again, staggered work days, family leave: these are only some of the tools available in the current environment. Careful thought must be given to which tools and arrangements work, and for which roles. Not every arrangement is suited to every job. Done right, a group can become more efficient. Lead by example. Showcase employees and top executives alike who take advantage of flexible arrangements. Nothing persuades like a successful, flexible role model. It helps to underscore the belief that work is not a place - it's what we produce not where we are that matters. Rely on metrics to measure the success of your company's flexible work options. Measuring a mix of factors - such as productivity, performance, engagement and career growth and development - can reveal whether your flex plans are meeting both company and employee goals. Once you can point to metrics, you can make the case that it doesn't matter whether the work was done at 11 p.m. or 7 a.m., onsite or offsite, via videoconference or in the meeting room down the hall. There are also compelling measures around reduced commuting time and the environment as well as business continuity benefits. Leverage infrastructure to change culture. Change doesn't happen overnight, and it doesn't arrive out of thin air. It's critical to create guidelines for the flexible arrangements that your organization offers and to introduce training for managers and workshops for employees. Solicit feedback from staffers themselves - what do they think would work and why? Flexible arrangements - in all their variety - are making real inroads in corporate culture, and the stigma attached to them, while certainly still present, is beginning to fade. We're starting to see that flexible arrangements can allow for so much more than child care - everything from tending to that sick parent to greatly reduced commute times and accommodating global time zones. And it's becoming increasingly evident that the men and women who take advantage of flextime are serious - about both their careers and their lives.   "; var coords = [-5, -72]; // display fb-bubble FloatingPrompt.embed(this, html, undefined, 'top', {fp_intersects:1, timeout_remove:2000,ignore_arrow: true, width:236, add_xy:coords, class_name: 'clear-overlay'}); }); References^ studies (www.nytimes.com)",
	"story_date" => "2013-06-18 22:11:28",
	"source" => "HUFFINGTON POST"
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	"story_title" => "Russians See Themselves in Turkish Unrest · Global Voices",
	"story_summary" => "As Turkish protests continue, Russians draw parallels between events in Turkey and their own protest movement and hard-line political leader.",
	"story_date" => "2013-06-18 21:21:17",
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	"story_summary" => "The U.N. Commissioner for Human Rights has strongly criticized Turkey's crackdown on anti-government protests, joining the European Union in condemning the police response.  But Prime Minister Recep Tayyip Erdogan has hit back, defending the security forces and questioning the democratic legitimacy of his European critics. 

 After weeks of anti-government demonstrations in cities across Turkey, there was a moment of quiet as demonstrators staged silent protests.  In ...",
	"story_date" => "2013-06-18 21:12:11",
	"source" => "VOICE OF AMERICA"
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	"story_title" => "Clapping Contagion: Applause Spreads Like a Disease",
	"story_summary" => "Social behavior is contagious.",
	"story_date" => "2013-06-18 19:03:18",
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	"story_title" => "Content Marketing Rises, But Will It Hurt Paid Ads? | Mediashift",
	"story_summary" => "My high school-age son gets lots of information from lots and lots of colleges. One that caught his attention was a place I'd barely heard of -- Flagler College. How did they do it? With videos. 

This is more than a mom being surprised at what her kid learned on the Internet. It's an example of how old-fashioned marketing is becoming as outdated as indoor smoking and three-martini lunches. The video itself is a kind of "branded content." The overall trend is known as "content marketing" -- the strategy of companies and institutions using tools such as blogs, videos, social media, etc. to reach customers and prospects directly. And it's changed marketing forever.



Before the days of "Internet everywhere," businesses, institutions and non-profits had to rely on ads, phone calls, and so on and hope something struck a chord. Then came social media, which was a whole new frontier, and the recession, which brought cutbacks and the universal demand to do more with less. 

"Instead of creating awareness about your company or your brand solely the old-school way through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever, you now have an unprecedented and enormous opportunity," said Ann Handley, co-author of the book "Content Rules." She's also chief content officer for MarketingProfs, which hosts conferences and webinars for marketers. Handley said content creation and writing are their bestselling courses and the most popular topics on its web page. 



"They are hot topics in marketing these days for businesses of all sizes, because we are struggling with morphing our organizations into 'publishers,'" she said. "This is a new skillset for marketers, which means developing and flexing new muscles."

(Disclosure: Content marketing is becoming a big part of PR; I do some for my clients. MarketingProfs also ran an article I wrote about it earlier this year.) 

The sector is growing quickly. MarketingProfs and the Content Marketing Institute (CMI) surveyed companies in two categories -- those that serve consumers and those serving other businesses. The results show that 86 percent of companies serving consumers and 92 percent of "business to business" companies now use content marketing. The survey names more than two dozen types of content, including case studies, webinars, research reports, mobile apps, infographics, podcasts and events, as well as newsletters and books (both online and print). Marketers answering the survey allot between 28 percent and 33 percent of their budgets to content marketing, and more than half will spend more next year. 

One reason for the growing popularity is the ability to get almost instant feedback through every stage of the process. In the old days, the only way marketers might know something worked was if someone responded directly -- say by calling, mailing back a form, or maybe if sales went up. Since content marketing is often online, marketers can get real-time responses and data. For example, someone who clicks a link for a free offer may wind up on a microsite or "landing page" created just for that campaign or purpose. (My son was impressed that a Flagler link took him to a page with his name on it.) Being able to see who clicks or responds can tell companies whether to stay the course or go back to the drawing board. It can also help determine whether someone's a "tire kicker," or a serious prospect.  

What It Isn't

Even though the terms are sometimes used synonymously, branded content is not the same as sponsored content and native advertising, which involve paying to put something on a site that resembles the site's own content. Sponsored content is particularly controversial on news sites; critics say it could be mistaken for objective reporting, especially if poorly labeled. Others say it's a valuable revenue source in a tough economy. 

While sponsored content may be considered a type of content marketing, a relatively small amount of branded content becomes sponsored. Content marketing is usually clearly labeled, and is independent of the news or entertainment media -- that is, unless it's newsworthy enough to gain objective coverage on its own merits. 

Some brands -- even those with big budgets -- choose content marketing over sponsored posts. For example, when Microsoft decided to attract a younger audience to Internet Explorer 9, it hired vendors to build a Tumblr page with videos, infographics, etc. They did what they describe as "nominal" sponsored content, but decided to rely on viral shares. 

"It's not that it [sponsored content] couldn't be successful," said Roger Capriotti, director of product marketing for Internet Explorer, "but there's a difference between when someone feels they can be served an ad or a piece of content that one of their friends think is funny or close to home." 

He said one of his favorite parts of the job was seeing positive reactions on social media -- hard evidence that the effort was changing minds. 

Knowledge Marketing



Alex Jutkowitz, managing partner of digital strategy agency Group SJR, feels "knowledge marketing" is a much better term than content marketing. His firm creates and edits sites for clients including Barneys, the Motion Picture Association of American (MPAA), Target, Credit Suisse, and two sites for GE.  
 
"Making people more knowledgeable, that's really the goal," he said. "People make better decisions when they know more, whether that knowledge is about a brand or an important issue. Not everything in life is a transaction." 

But if content comes directly from brands, instead of objective reporting, can it be trusted? Jutkowitz believes most people are much smarter than they're given credit for, adding that any company that can't walk the talk is at the mercy of social media. There's at least one Facebook page, The Condescending Corporate Brand Page, where critics skewer efforts they see as sub-par. 

"We've never had more checks and balances than we have now," Jutkowitz  said. "The audience is the Greek chorus; it tells us what's good and what's not good." He adds that quality and good storytelling are critical to making it work. He jokes that if George Orwell wrote another book, it would be called "Content Farm," because all content may be equal, but some is more equal than others. "The world is replete with mediocre content; adding more doesn't help anyone," he said. "The content has to be good -- if not great." 

Finally, will branded content eventually replace traditional advertising? It's probably too soon to say, but Jutkowitz doubts it. His opinion is that ads will always have value, but compared to content marketing, TV ads are "a quick-hit appeal to emotion," and "empty calories" without much substance. But it shouldn't go the opposite direction and become a boring seminar either. 

"Think of it as a really great dinner party," he says. "That's what we're trying for."

Terri Thornton, a former reporter and TV news producer, owns Thornton Communications, an award-winning PR and social media firm. She is also a freelance editor for Strategic Finance and Management Accounting Quarterly. Follow her on Twitter @TTho",
	"story_date" => "2013-04-18 07:00:00",
	"source" => "MediaShift"
)
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This is more than a mom being surprised at what her kid learned on the Internet. It's an example of how old-fashioned marketing is becoming as outdated as indoor smoking and three-martini lunches. The video itself is a kind of "branded content." The overall trend is known as "content marketing" -- the strategy of companies and institutions using tools such as blogs, videos, social media, etc. to reach customers and prospects directly. And it's changed marketing forever.



Before the days of "Internet everywhere," businesses, institutions and non-profits had to rely on ads, phone calls, and so on and hope something struck a chord. Then came social media, which was a whole new frontier, and the recession, which brought cutbacks and the universal demand to do more with less. 

"Instead of creating awareness about your company or your brand solely the old-school way through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever, you now have an unprecedented and enormous opportunity," said Ann Handley, co-author of the book "Content Rules." She's also chief content officer for MarketingProfs, which hosts conferences and webinars for marketers. Handley said content creation and writing are their bestselling courses and the most popular topics on its web page. 



"They are hot topics in marketing these days for businesses of all sizes, because we are struggling with morphing our organizations into 'publishers,'" she said. "This is a new skillset for marketers, which means developing and flexing new muscles."

(Disclosure: Content marketing is becoming a big part of PR; I do some for my clients. MarketingProfs also ran an article I wrote about it earlier this year.) 

The sector is growing quickly. MarketingProfs and the Content Marketing Institute (CMI) surveyed companies in two categories -- those that serve consumers and those serving other businesses. The results show that 86 percent of companies serving consumers and 92 percent of "business to business" companies now use content marketing. The survey names more than two dozen types of content, including case studies, webinars, research reports, mobile apps, infographics, podcasts and events, as well as newsletters and books (both online and print). Marketers answering the survey allot between 28 percent and 33 percent of their budgets to content marketing, and more than half will spend more next year. 

One reason for the growing popularity is the ability to get almost instant feedback through every stage of the process. In the old days, the only way marketers might know something worked was if someone responded directly -- say by calling, mailing back a form, or maybe if sales went up. Since content marketing is often online, marketers can get real-time responses and data. For example, someone who clicks a link for a free offer may wind up on a microsite or "landing page" created just for that campaign or purpose. (My son was impressed that a Flagler link took him to a page with his name on it.) Being able to see who clicks or responds can tell companies whether to stay the course or go back to the drawing board. It can also help determine whether someone's a "tire kicker," or a serious prospect.  

What It Isn't

Even though the terms are sometimes used synonymously, branded content is not the same as sponsored content and native advertising, which involve paying to put something on a site that resembles the site's own content. Sponsored content is particularly controversial on news sites; critics say it could be mistaken for objective reporting, especially if poorly labeled. Others say it's a valuable revenue source in a tough economy. 

While sponsored content may be considered a type of content marketing, a relatively small amount of branded content becomes sponsored. Content marketing is usually clearly labeled, and is independent of the news or entertainment media -- that is, unless it's newsworthy enough to gain objective coverage on its own merits. 

Some brands -- even those with big budgets -- choose content marketing over sponsored posts. For example, when Microsoft decided to attract a younger audience to Internet Explorer 9, it hired vendors to build a Tumblr page with videos, infographics, etc. They did what they describe as "nominal" sponsored content, but decided to rely on viral shares. 

"It's not that it [sponsored content] couldn't be successful," said Roger Capriotti, director of product marketing for Internet Explorer, "but there's a difference between when someone feels they can be served an ad or a piece of content that one of their friends think is funny or close to home." 

He said one of his favorite parts of the job was seeing positive reactions on social media -- hard evidence that the effort was changing minds. 

Knowledge Marketing



Alex Jutkowitz, managing partner of digital strategy agency Group SJR, feels "knowledge marketing" is a much better term than content marketing. His firm creates and edits sites for clients including Barneys, the Motion Picture Association of American (MPAA), Target, Credit Suisse, and two sites for GE.  
 
"Making people more knowledgeable, that's really the goal," he said. "People make better decisions when they know more, whether that knowledge is about a brand or an important issue. Not everything in life is a transaction." 

But if content comes directly from brands, instead of objective reporting, can it be trusted? Jutkowitz believes most people are much smarter than they're given credit for, adding that any company that can't walk the talk is at the mercy of social media. There's at least one Facebook page, The Condescending Corporate Brand Page, where critics skewer efforts they see as sub-par. 

"We've never had more checks and balances than we have now," Jutkowitz  said. "The audience is the Greek chorus; it tells us what's good and what's not good." He adds that quality and good storytelling are critical to making it work. He jokes that if George Orwell wrote another book, it would be called "Content Farm," because all content may be equal, but some is more equal than others. "The world is replete with mediocre content; adding more doesn't help anyone," he said. "The content has to be good -- if not great." 

Finally, will branded content eventually replace traditional advertising? It's probably too soon to say, but Jutkowitz doubts it. His opinion is that ads will always have value, but compared to content marketing, TV ads are "a quick-hit appeal to emotion," and "empty calories" without much substance. But it shouldn't go the opposite direction and become a boring seminar either. 

"Think of it as a really great dinner party," he says. "That's what we're trying for."

Terri Thornton, a former reporter and TV news producer, owns Thornton Communications, an award-winning PR and social media firm. She is also a freelance editor for Strategic Finance and Management Accounting Quarterly. Follow her on Twitter @TTho",
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What I learned from that experience, and the growing cybersecurity problems gobbling up news headlines, is whether you're a multinational company or a middle school teacher, we all need to do a better job of protecting our private information. And often, social media is the tool used to compromise our data. Read more...More about Twitter, Social Media, Password Management, Phishing Scam, and Infographic",
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GoT's epic third season is behind us now, and the wait for season four is sure to feel oh-so-long. But lost amid season three's deliciously gruesome bloodletting, plot twists and betrayals was this: The show dominated social media in a major way over the past few months
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GoT's epic third season is behind us now, and the wait for season four is sure to feel oh-so-long. But lost amid season three's deliciously gruesome bloodletting, plot twists and betrayals was this: The show dominated social media in a major way over the past few months
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	"story_summary" => "There's a certain silent assumption that employees who participate in flexible work arrangements are, well, not serious. That assumption is alive and well as shown in studies[1] published last week in the Journal of Social Issues and edited by law professor Joan C. Williams, founding director of the Center for Work-Life Law at the University of California Hastings College of the Law. The focus on flexible working in the past has been, in large part, on women achieving work-life balance. But we need to take gender out of the flexible work equation. Nowadays, given the priorities and desires of millennials, we're seeing the number of men involved in flexible arrangements on the rise. My daughter's friend is a programmer, and he works two days a week from home. He isn't caring for a child or a sick relative. He and his generation simply think: Why endure the hassle and expense of a long commute when you don't have to? This mindset, for men and women alike, and the flexible work arrangements it can lead to has been shown to increase productivity and result in greater worker engagement. The challenge facing today's leaders is how to create a flexible workplace that suits the needs of their particular company - and their employees, both men and women. Because, to paraphrase Joan Williams, if nothing changes for men, nothing will change for women. A few suggestions to consider: Ask individual managers to determine which flexible arrangements work best for their respective businesses. Telecommuting, video-conferencing, Skype, social media, webinars, part-time arrangements, organized transitions from full-time to part-time and back again, staggered work days, family leave: these are only some of the tools available in the current environment. Careful thought must be given to which tools and arrangements work, and for which roles. Not every arrangement is suited to every job. Done right, a group can become more efficient. Lead by example. Showcase employees and top executives alike who take advantage of flexible arrangements. Nothing persuades like a successful, flexible role model. It helps to underscore the belief that work is not a place - it's what we produce not where we are that matters. Rely on metrics to measure the success of your company's flexible work options. Measuring a mix of factors - such as productivity, performance, engagement and career growth and development - can reveal whether your flex plans are meeting both company and employee goals. Once you can point to metrics, you can make the case that it doesn't matter whether the work was done at 11 p.m. or 7 a.m., onsite or offsite, via videoconference or in the meeting room down the hall. There are also compelling measures around reduced commuting time and the environment as well as business continuity benefits. Leverage infrastructure to change culture. Change doesn't happen overnight, and it doesn't arrive out of thin air. It's critical to create guidelines for the flexible arrangements that your organization offers and to introduce training for managers and workshops for employees. Solicit feedback from staffers themselves - what do they think would work and why? Flexible arrangements - in all their variety - are making real inroads in corporate culture, and the stigma attached to them, while certainly still present, is beginning to fade. We're starting to see that flexible arrangements can allow for so much more than child care - everything from tending to that sick parent to greatly reduced commute times and accommodating global time zones. And it's becoming increasingly evident that the men and women who take advantage of flextime are serious - about both their careers and their lives.   "; var coords = [-5, -72]; // display fb-bubble FloatingPrompt.embed(this, html, undefined, 'top', {fp_intersects:1, timeout_remove:2000,ignore_arrow: true, width:236, add_xy:coords, class_name: 'clear-overlay'}); }); References^ studies (www.nytimes.com)",
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	"story_summary" => "As Turkish protests continue, Russians draw parallels between events in Turkey and their own protest movement and hard-line political leader.",
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 After weeks of anti-government demonstrations in cities across Turkey, there was a moment of quiet as demonstrators staged silent protests.  In ...",
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	"story_title" => "Content Marketing Rises, But Will It Hurt Paid Ads? | Mediashift",
	"story_summary" => "My high school-age son gets lots of information from lots and lots of colleges. One that caught his attention was a place I'd barely heard of -- Flagler College. How did they do it? With videos. 

This is more than a mom being surprised at what her kid learned on the Internet. It's an example of how old-fashioned marketing is becoming as outdated as indoor smoking and three-martini lunches. The video itself is a kind of "branded content." The overall trend is known as "content marketing" -- the strategy of companies and institutions using tools such as blogs, videos, social media, etc. to reach customers and prospects directly. And it's changed marketing forever.



Before the days of "Internet everywhere," businesses, institutions and non-profits had to rely on ads, phone calls, and so on and hope something struck a chord. Then came social media, which was a whole new frontier, and the recession, which brought cutbacks and the universal demand to do more with less. 

"Instead of creating awareness about your company or your brand solely the old-school way through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever, you now have an unprecedented and enormous opportunity," said Ann Handley, co-author of the book "Content Rules." She's also chief content officer for MarketingProfs, which hosts conferences and webinars for marketers. Handley said content creation and writing are their bestselling courses and the most popular topics on its web page. 



"They are hot topics in marketing these days for businesses of all sizes, because we are struggling with morphing our organizations into 'publishers,'" she said. "This is a new skillset for marketers, which means developing and flexing new muscles."

(Disclosure: Content marketing is becoming a big part of PR; I do some for my clients. MarketingProfs also ran an article I wrote about it earlier this year.) 

The sector is growing quickly. MarketingProfs and the Content Marketing Institute (CMI) surveyed companies in two categories -- those that serve consumers and those serving other businesses. The results show that 86 percent of companies serving consumers and 92 percent of "business to business" companies now use content marketing. The survey names more than two dozen types of content, including case studies, webinars, research reports, mobile apps, infographics, podcasts and events, as well as newsletters and books (both online and print). Marketers answering the survey allot between 28 percent and 33 percent of their budgets to content marketing, and more than half will spend more next year. 

One reason for the growing popularity is the ability to get almost instant feedback through every stage of the process. In the old days, the only way marketers might know something worked was if someone responded directly -- say by calling, mailing back a form, or maybe if sales went up. Since content marketing is often online, marketers can get real-time responses and data. For example, someone who clicks a link for a free offer may wind up on a microsite or "landing page" created just for that campaign or purpose. (My son was impressed that a Flagler link took him to a page with his name on it.) Being able to see who clicks or responds can tell companies whether to stay the course or go back to the drawing board. It can also help determine whether someone's a "tire kicker," or a serious prospect.  

What It Isn't

Even though the terms are sometimes used synonymously, branded content is not the same as sponsored content and native advertising, which involve paying to put something on a site that resembles the site's own content. Sponsored content is particularly controversial on news sites; critics say it could be mistaken for objective reporting, especially if poorly labeled. Others say it's a valuable revenue source in a tough economy. 

While sponsored content may be considered a type of content marketing, a relatively small amount of branded content becomes sponsored. Content marketing is usually clearly labeled, and is independent of the news or entertainment media -- that is, unless it's newsworthy enough to gain objective coverage on its own merits. 

Some brands -- even those with big budgets -- choose content marketing over sponsored posts. For example, when Microsoft decided to attract a younger audience to Internet Explorer 9, it hired vendors to build a Tumblr page with videos, infographics, etc. They did what they describe as "nominal" sponsored content, but decided to rely on viral shares. 

"It's not that it [sponsored content] couldn't be successful," said Roger Capriotti, director of product marketing for Internet Explorer, "but there's a difference between when someone feels they can be served an ad or a piece of content that one of their friends think is funny or close to home." 

He said one of his favorite parts of the job was seeing positive reactions on social media -- hard evidence that the effort was changing minds. 

Knowledge Marketing



Alex Jutkowitz, managing partner of digital strategy agency Group SJR, feels "knowledge marketing" is a much better term than content marketing. His firm creates and edits sites for clients including Barneys, the Motion Picture Association of American (MPAA), Target, Credit Suisse, and two sites for GE.  
 
"Making people more knowledgeable, that's really the goal," he said. "People make better decisions when they know more, whether that knowledge is about a brand or an important issue. Not everything in life is a transaction." 

But if content comes directly from brands, instead of objective reporting, can it be trusted? Jutkowitz believes most people are much smarter than they're given credit for, adding that any company that can't walk the talk is at the mercy of social media. There's at least one Facebook page, The Condescending Corporate Brand Page, where critics skewer efforts they see as sub-par. 

"We've never had more checks and balances than we have now," Jutkowitz  said. "The audience is the Greek chorus; it tells us what's good and what's not good." He adds that quality and good storytelling are critical to making it work. He jokes that if George Orwell wrote another book, it would be called "Content Farm," because all content may be equal, but some is more equal than others. "The world is replete with mediocre content; adding more doesn't help anyone," he said. "The content has to be good -- if not great." 

Finally, will branded content eventually replace traditional advertising? It's probably too soon to say, but Jutkowitz doubts it. His opinion is that ads will always have value, but compared to content marketing, TV ads are "a quick-hit appeal to emotion," and "empty calories" without much substance. But it shouldn't go the opposite direction and become a boring seminar either. 

"Think of it as a really great dinner party," he says. "That's what we're trying for."

Terri Thornton, a former reporter and TV news producer, owns Thornton Communications, an award-winning PR and social media firm. She is also a freelance editor for Strategic Finance and Management Accounting Quarterly. Follow her on Twitter @TTho",
	"story_date" => "2013-04-18 07:00:00",
	"source" => "MediaShift"
)
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