MediaPace : Setting the pace for business-to-business dialogue

Online Social Networks: Not (Your) Child's Play

We all know you have to give to receive. If you’re seeking immediate gain, online social networking is not for you. However, if you believe in the power of mutual, established relationships, ABM’s online social network may be just what you need … your virtual vitamin.

A social network is a virtual community with a common interest, idea, task or goal that interacts across time, geographical and organizational boundaries and is able to develop personal relationships. Simply put, virtual networking helps control and extend your reach. A social aggregation of partnerships and relationships, the online network connects people with a common purpose.

Online networks work best when members approach them with a “what can I do for others” attitude, so the best way to begin activity is to search through questions that other members have asked and see which you can answer. And the best part is you don’t have to suit up to keep in touch with your peers. (However, the optimal functioning personal network would contain a mixture of both online and in-person interactivity.) 

In his study of cyber communities, Peter Kollack outlines 3 motivations or reasons people contribute to online communities:

1) Anticipated reciprocity (If all members seek to give help, all members will receive help)
2) Increased recognition (to know and be known)
3) Sense of efficacy (sense of worth to the world/society)

Some other common rules for online networking:

• Do not leap into forums and discussions directly promoting yourself or your business (If everyone did this, the group would depreciate).
• Let your knowledge and willingness to others shine.
• Don’t forget “Netiquette.”
• Schedule or make a commitment to visit the forums. This not only builds your routine, but shows others that you’re responsible and reliable- not a grab-n-go person.
• Check out the 10 Commandments of networking.

Happy networking!

Posted by Samantha Sims

Where Does YOUR Breaking News Break?

It’s a scary time for print journalists, as bleak headlines infiltrate just about all major news organizations. Some are sugar-coated, some “the cold, hard truth.”

But the real truth is that print is far from dead. Its role is simply transforming. And within the discussion forum on ABM’s new b-to-b social network, business media professionals are considering this very topic. John Blanchard, VP of manufacturing for Reed Business Information, says it’s all about managing the balance and emphasis between publishing channels, Web sites, e-newsletters, etc., and becoming adept at executing them all to high-quality standards cost effectively.

As FOLIO: reported, Time magazine’s managing editor Richard Stengel opened the Direct Marketing Association’s Circulation Day this year with a keynote address about his magazine’s relationship with its Web site (surprisingly, it’s largely a separate one with vastly different perspectives). And Stengel has strong opinions and projections about the two products. “They should be two separate audiences,” he said, adding that print has largely ceded breaking news to online and, as a result, has become the more analytical of the two platforms. “Print takes the facts and adds insight. Online is for the ‘what,’ print is for the ‘why.’

According to Marie Griffin, in her response to this blog, “the issue at hand is not the medium, it's the money. Print has had a long history with two business models – advertising and subscription. And you have to question how the Internet turns the old 'advertising' model on its ear with the promise of one-to-one communication. It is up to publishers to [support] the value of print advertising with statistics for integrated media programs, while ALSO taking another look at other constituencies that may pay for the valuable information we put out. The answer is: It's up to us!”

After considering all of these different perspectives, what’s yours?

Posted by Kate Patton

The Digital Divide: Does Technology Need a Makeover?

Information Technology is the fastest-growing sector in the economy, with a 68% increase in output growth projected between 2002 and 2012, according to the U.S. Bureau of Labor Statistics. However, despite this industry growth and the fact that women comprise 51% of professionals in the U.S., the reported percentage of women in computer system design and related services is only 28.

The Center for Women & Information Technology reports that the number of females majoring in computer science in America has recently dropped. And the Orlando Sentinel says that fewer women are choosing professional computer-related career pursuits than ever before, stating that the number of women in computer science graduate programs has dropped to the lowest level in nearly a decade.

While stats show that both men and women’s use of the Internet and technology is about the same, there is disproportion when it comes to female professionals in the field. And you have to wonder the reason.

The common matter of the gender gap in technology is not in the technology itself, but the image perception and association within the field. Often labeled “techno-culture,” there’s the nerdy/geeky/anti-social perception (Think Dungeons & Dragons). There’s also an association with isolated, cubicle-bound workers. These are complete misconceptions about the types of careers that computer fluency would lead to.

In an article for Wired.com, Patricia Hewitt, British Trade and Industry Secretary, says that “we need to give IT an image makeover to make it more attractive to women. The image that many schoolgirls have of IT is more computer geek than computer chic." Basically, women should be more involved in making and shaping the computer culture. There needs to be a general cultural change in society’s attitudes to technical careers. Both employers and employees need to look at IT in a new way, completely letting go of their previous notions and ideas.

Up Close and Personal with an IT Girl

Representing several different angles of the digital divide is American Business Media’s own IT specialist, Amy Leung. She’s a student, professional, minority and yes - woman.

What attracted you to IT?

Amy: Since junior high, I had an interest in technology. However, my family felt that fields like technology and construction, among many others, were for men. I love the concept that women can do exactly what men can, so I guess a bit of rebellion and my natural logical-thinking skills attracted me to IT.

What has been the gender ratio in your classes?

Amy: Gender is a huge issue in college and the corporate world, and I have even been discouraged from pursuing a career in technology by professors! Typically speaking, there were two women for every 30 students in class.

Why do you think more women are not in the field?

Amy: I think women tend to think they are better suited for what the corporate world tells them. Usually, that’s something like secretarial work, public relations, nursing, etc. There is also the factor of public perception which plays a major role. Although we’ve come a long way, employers still assume that eventually women will have children (making them not as available and devoted to their job).

Describe “Techno-culture” and the industry.

Amy: Generally, “IT” or “computer” people are described as geeks, or someone who sits in front of the computer screen all day, serious and lacking a sense of humor. People assume they don’t like to communicate with others or don’t know how to.

I think the larger issue is that the public seems to have a general misunderstanding of what “IT” is and involves. IT is a general term for many various job titles, all computer-related but involving very different functions, some of the more known being Web design, graphic design, database administration, etc. Not knowing enough about IT may be what’s keeping women un-interested.

Posted by Samantha Sims

Super Brand XLII: Game On

Why do you watch the Super Bowl?

For me, it’s easy. It’s my last opportunity to catch a glimpse of Tom Brady in uniform until summer. For others, it’s the adrenaline rush of arguably the most intense athletic competition of the year. But marketers and advertisers hope it’s for another reason: To dedicate your undivided attention to the commercials they’ve poured the last of their budgets and brainpower into … and then go spend money on their products.

With the recent boom in behavioral marketing and the sprouting of niche online communities, advertisers are able to target their consumers with more precision than ever before, says Ad Age. But un-targeted as it may be, the chance to reach 93 million viewers (according to Nielsen’s ratings last year) is the golden opportunity for advertisers. The question is: How golden? Is a 30-second plug really worth $2.7 million?

The answer: It depends, found The ClickZ Network’s Pete Blackshaw during a conversation with Nationwide’s marketing and communications execs. You may remember the company’s Super Bowl commercial last year (Think K-Fed serving french fries). Nationwide’s VP of marketing and branding told Bradshaw that the “Life Comes at You Fast” spot and ensuing buzz were “so successful in creating incremental free media through PR coverage, online conversations and still-continuing online video downloads that it generated $23 million in incremental advertising value for the brand.”

Clearly, Nationwide’s creation of a buzz-worthy TV spot with the necessary ingredients for brand extension took Super Bowl advertising to new heights. But the company’s holistic philosophy and integrated approach may help land you your next touchdown. So I’ll leave you with some of their building blocks for Super Brand success (Click here for ClickZ’s complete list): 1. Feed online content creators with the social currency to spread the ad (and the buzz). 2. Share the ad early via video-sharing sites. 3. Allow for easy searchability.

And in the spirit of spreading the Super Bowl brand buzz, post a comment here and tell us your favorite commercial this year!

Posted by Kate Patton