May 8th, 2008 by Aaron Uhrmacher | No Comments
Definition: an orchestrated public relations campaign that seeks to create the impression of being spontaneous, grassroots behavior. Hence the reference to the artificial grass AstroTurf. (Wikipedia)
Negative Examples: Target, WalMart, Whole Foods
Analysis: Companies end up astroturfing for one of two reasons: either they don’t understand how to build online communities or they don’t want to take [...]
May 5th, 2008 by Aaron Uhrmacher | 2 Comments
Definition: Taking notes during a conference and publishing them for others to read in real-time.
Examples: Time Magazine liveblogs the Berkshire Hathaway annual meeting, A participants liveblogs IBM CEO Sam Palmisano’s keynote at BPLC, and Venturebeat liveblogs from the Web 2.0 Expo.
Analysis: Liveblogging is a valuable resource, both for people who are not able to attend [...]
March 12th, 2008 by Aaron Uhrmacher | 1 Comment
Definition: web, video or image content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites. (Wikipedia)
Corporate Examples: Coke and Mentos video, OfficeMax’s ElfYourself, BlendTec’s "Will It Blend?" video series, Ford’s "Evil Twin" advert
Analysis: It’s difficult for a company to show its personality, [...]
