long tail

• Dr. Mark Drapeau asks: how does the government brand themselves in the age of social media? What’s Sam 2.0?
• Highlights the power of long tail, pointing out any small component of large organizations can be branded: Army’s 82nd Airborne, for example.
• PR 2.0 means every message will be shared, interpreted, modified and re-purposed. This makes it hard to project a uniform message, and makes becoming (and staying) involved in the conversation very important.
• Drapeau advises agencies to find out what people are saying about them via search tools (Google Alerts, Twitter Search). Find the thought leaders.
• Organizations must decide: present yourself as an Enterprise, a faceless uniform entity, or as a collective of Empowered Individuals who represent the entity.
• Concludes that turning thought leaders into advocates is the best route, noting Comcast as the best corporate example of PR 2.0.

Made tiny from: Mashable.com original post

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