Measuring influence of bloggers, McElroy/Woods Nike ad & UK politicians blocking media & public

Measuring influence of bloggers

This is a very good article from PR Daily on how to measure success with important bloggers and social media users.  It’s more than just building one-to-one relationships with people who have a big online follower base.  You must align your efforts with specific business goals.  Importantly, you can’t manage what you don’t measure so the author recommends defining goals including suggested KPIs (key performance indicators), benchmarking, measurement and tracking. Well worth a read.

http://bit.ly/1FFDMF9

Nike’s McElroy/Woods ad

I hadn’t seen the latest Nike ad when I read TV3’s sports reporter, Sinead Kissane’s impassioned article in the Irish Independent which was titled, “Soulless Mad Men-style advertising lines no match for real sports stories.”   She doesn’t like Nike ads mentioning their use of German athlete Katrin Krabbe until she tested positive for anabolic steroids and now featuring Tiger Woods’ earlier career and the ‘ripple’ effect it had on the young Rory McElroy. She asks if this is how Nike is handling Tiger post his ‘transgressions’ and suggests that they tell rather than sell real stories.  But – and this is my opinion, I’m not quoting Sinead any more - every time a company partners with a celebrity or high achieving sportsperson, it rolls the dice.  And certain types of ‘transgressions’ are more easily forgiven by fans than others – witness the reception Tiger got from the crowd during the Masters at the weekend.  Personally, I like the Nike ad because it rings true.

Here’s the Nike ad:

https://www.youtube.com/watch?v=CdhWhgA8Y0A

……..and here is Sinead Kissane’s article:

http://bit.ly/1CDqoPH

No media or public allowed

This is a really interesting insight from the Irish Times into how UK politicians are trying to control their messaging by excluding the media and the general public from their electioneering events. In particular, the pictures showing illusion and reality for David Cameron’s speech in a hangar are very telling.  I predict this will backfire spectacularly as the media will make it their business - and have done so already - to get into the events and will ask the politicians what they’re so afraid of? This then becomes the story – not the policies!  Also, nature abhors a vacuum and the media have to write a large number of election stories – so wouldn’t it be better if they were reporting on the actual events?

http://bit.ly/1O6ee8I

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Pic: Huffington Post