As a former Massachusetts state government employee, I am always on the lookout for news and blog content about state agencies adopting new media technologies. So when I received a Google Alert this morning about the Mass. Office of Business Development, whose former director reported to my former boss, I took special notice.
The email blurb stated:
The Commonwealth of Massachusetts Selects 451 Marketing to Promote …
Emediawire (press release) – Ferndale,WA,USA
Boston, MA (PRWEB) October 17, 2008 — The Massachusetts Office of Business Development, a division of the Executive Office of Housing and Economic …
Clicking to the website that displayed the press release, I read that MOBD awarded Boston-based 451 Marketing with an advertising contract “for branding, advertising, and promotion of Massachusetts as the preferred destination for companies looking to relocate to or within the state.”
The statement doesn’t mention the cost of the contract, but this is great news especially at a time of economic instability. But here’s a question:
In the wake of a blog post this week from Dave Atkins, a Westwood resident who lives about 30 minutes outside Boston, about an economic public-private partnership with the City of Boston to create a similar nonprofit entity and online network to grow organic connections and bring jobs to Boston, I wonder if the state contract will make the city initiative moot.
The release continues:
451 Marketing was hired to create an upcoming integrated media campaign that includes mass media (television, radio, and print), interactive marketing, tradeshow marketing, event marketing, and collateral development.
Again, it sounds great. Who is 451 Marketing, I wondered. I spied a company blurb at the bottom of the press release. Check it out:
451 Marketing – The Leader in New Media Communications – is one of the premier lead generation agencies in the country that utilizes cutting-edge communication techniques on the web. The firm’s areas of expertise include branding, public relations, SEO/PR (Search-Leveraged Public Relations), PR 2.0 (public relations through social media), advertising, and marketing. 451 Marketing’s experienced team takes a revenue-centered approach for all of their clients, developing out-of-the-box solutions that solve real business problems and broadcasting clients’ messages effectively to any audience or media outlet. 451’s experienced staff works to produce and implement unique and effective communications strategies that raise and bolster a client’s public profile, while simultaneously driving new leads and business.
I can cite numerous problems with this mission statement, but I’d like to pay particular attention to their self-description as the leader in new media communications.
Any new media firm worth its salt is on Twitter, right? That’s where the buzz is, that’s where educated people around the world are engaging on viral marketing; and communicating about companies, politics, life, and technology.
I ran two Twitter searches. My first search, for the company name, “451 Marketing,” instantly told me the company was not actively marketing, advertising, or otherwise promoting itself on Twitter which is where nearly every new media influencer hangs out, including me at @ariherzog.
You can see from the below screenshot that one person with a non-real name handle was sending messages. I looked him up and tweeted a message:
The top tweet from me to ViralMonkey was sent approximately 9 hours ago as I publish this article. I have yet to receive a response. And now the weekend begins.
I then ran a different search, wondering who’s tweeting about “new media” and communications in the same 140 characters:
Any marketer will tell you that the self-described leader in new media communications should be associating itself with these Twitter users and all of their online friends, right?
In my tweet to ViralMonkey, I referenced an RSVP for October 30. Their website indicated a free 2-hour workshop they are holding next week called Brand Bootcamp, aimed at “marketing directors and CEOs…to promote your brand…” I signed up.
Now I wait to see if anyone from the company is also running a Google Alert, sees my blog with the multiple references to their company; and posts a comment below and wants to chat.
My passion for this article stems from my former work experience at the agency that awarded the contract. If it was any other agency, I probably would bat my eye less. What about you?
What do you think about what I outlined above? Am I being too harsh?
UPDATE: Out of curiosity, within an hour of writing the above, I ran some Google searches on the company and different keywords, and not only do I see this blog post appear above the fold, but check out a comment in response to Steve Rubel about using Twitter:
Say what?
Related posts:
- Why Social Media is a Fad
- Thinking About Government Communications
- Affiliate with Me and Save $200 off MarketingProfs’ B2B Forum
Comments:
Ari Herzog is an online media strategist and Newburyport City Councilor-Elect.
978-558-0008
ConvoTrack
{ 3 trackbacks }
{ 12 comments }
I don’t know if you are too harsh, but they are an easy target. It would be great if those of us who think we know better could find a way to be involved in the discussion before “broadcast-oriented” PR firms are hired to orchestrate one-way communication with the masses–through “new media” channels.
Dave Atkins´s last blog post.."Paris"
This is right on target Ari!
I think a big problem in the online-marketing arena is that there a lot of people who do a much better job of convincing people they know what they’re talking about… than that truly do know.
I run into many small and medium-sized companies who are leery of expanding online because someone steered them the wrong way before.
Executives (and leaders in general) often do not know the correct questions to ask when they look for online-marketing advice.
And, they do not understand, or admit they don’t understand, the (jargon-laden) answers they receive.
I’m just glad there’s someone on record calling them out. That Twitter stream is pretty bad and if they’re “leaders” they need to specify who they’re leading, because it’s not us.
Good luck Massachusetts.
Jason Falls´s last blog post..Five Blogs I Read
I’m *from* Boston and I’ve never even heard of these guys, let alone met them at the MANY social media events that Boston is known for.
I smell something. And as Jason Falls would say, “It ain’t pretty.”
Scott Monty´s last blog post..What’s Greater Than Sex?
I am the Director of Marketing at Hollister Inc., a downtown recruiting firm, and these guys are our agency. We’ve been working with them for about 4 months and they have been doing an amazing job for us. From creating viral videos, to lead generation through the LinkedIn groups they have set up and manage for us to candidate acquisition through Facebook. They have been doing a great job. Also, they have been great at bridging the gap between traditional outreach and new media. Recently, they set up for our CEO, Kip Hollister, to be on a panel down in DC with Senator Kerry. After the event they crafted an optimized press release and sent it out through the wire. We got over over 90k+ impressions (tracked through PRWEB), 600 reads, and 150 ebook downloads within 6 days and we had a huge spike in traffic. Not sure about how they are on Twitter (twitter doesn’t really fit our needs), but their firm is doing everything else right.
Hi Ari,
I am one of Partners at 451 Marketing. I am glad our search-optimized press release reached you. Couple of things happy to clarify – the MOBD contract is focused (over 98%) on traditional marketing of which most is spent between radio, television, and events. I cannot imagine that a statewide contract for traditional marketing would have any impact on a proposed citywide new media initiative to help create new jobs – but who knows. As far as Twitter, many of my people are on Twitter (I’m on Twitter @ajgerritson, admittedly though its tough for me to keep up with updates) and it’s surprising more of them didn’t come up in your search. My view on New Media Communications is that it’s larger than Twitter (and this is where we may disagree). New Media Communications to me includes online video viewing and sharing, social networking, blogging, microblogging (there’s your Twitter), SEO, Search-Leveraged Public Relations, community forums, chat rooms, and so on.. Our focus is to use new media channels that make the most sense for our clients (for lead generation). All of our clients (http://www.451marketing.com/Satisfied-Clients.html) are thrilled with how we have helped them promote and grow their companies.
I see you RSVP’d for our upcoming Brand Bootcamp (http://www.451marketing.com/Brand-Bootcamp.html). I am happy to further discuss our views on New Media at the event. I actually am the one who conducts the seminar so I will definitely be there.
Best, AJ
AJ Gerritson´s last blog post..
Hi AJ, thanks for stopping by and clarifying some things posed by me and earlier commenters.
I don’t doubt your expertise (as echoed by Meg) but it’s a misnomer to label your company as the “leader in new media communications,” when you admit you lack leadership in certain areas, e.g. Twitter.
I quickly ran a Google Insights search over the past 12 months for the keywords of Twitter, LinkedIn, and new media. Lo and behold, new media is in third place, with the other two vying for first. See for yourself: http://www.google.com/insights/search/#q=twitter%2Clinkedin%2Cnew%20media&date=today%2012-m&cmpt=q
I haven’t received a RSVP response for the Brand Camp event, but I will plan on attending and look forward to meeting you (and anyone else reading this) then. See http://www.451marketing.com/Brand-Bootcamp.html
Hi Ari –
Remind me never to cross you. Just kidding. I think this points to the dangerous implications any time someone claims to be “THE leading.” That’s a pretty bold – and in my humble opinion, overused (and therefore often ignored) – statement. It opens you up to expectations such as the ones you had in reading this release. You expected that THE leader in new media communications would be highly visible in both online new media/social media networks, as well as offline at the networking events where new media gurus congregate.
I have not run into these guys at any of those events, or on the social media communities in which we participate, but I’ll definitely be paying attention now! It sounds like they are doing more behind-the-scenes promotion … which, coincidentally, actually ties into my most recent blog post about PR, social media and transparency, no? http://perkettprsuasion.com/2008/10/17/pr-social-media-transparency-good-news/
I would like to comment on Dave Atkin’s reply about “the ‘broadcast-oriented’ PR firms … orchestrating one-way communication with the masses–through ‘new media’ channels.” This is just one example of that type of PR firm. And quite frankly, if their client list rings true, they seem to be doing well. But overall, there are a handful of PR firms who understand and currently embrace the fact that new media and social media needs to be just that – social. Two way. Interactive.
Thanks for reminding us of that – we strive to keep that type of communication going every day at PerkettPR. And thanks for reminding me why we never claim to be “the leading” anything. “A” leading, maybe.
Christine Perkett
http://www.twitter.com/missusP
http://www.twitter.com/PerkettPR
Christine Perkett´s last blog post..PR, Social Media, Transparency & Good News
You know, I felt bad about my off-the-cuff comment here. I don’t know these guys and they seem to be successfully serving their clients. It’s not for me to say they or their clients should be all hot over twitter. They may do that more quietly, effectively behind the scenes, as Christine alludes to above. And we all know examples where client “don’t get it” and demand a broadcast solution. And in some cases, the broadcast solution is going to be more appropriate.
Interesting train and I’m glad to see 451 checking in. Wait, did it take AJ @ajgerritson three days and maybe the prompting of Hollister to find your tweets and post? That would be pretty lame for a “leading” firm
.
By the way, is the contract for Boston World Partnerships? http://www.bostonworldpartnerships.com
Cheers, see you at the Brand Bootcamp,
Adam @NoOneYouKnow
Hi Adam, thanks for checking in and sharing your thoughts. No, 451 Marketing was hired by the Massachusetts Office of Business Development.
The Boston World Partnerships initiative is a quasi-city initiative out of the Boston Mayor office. (Although, some former MOBD folks are involved with that, too.)
I think this is a lot of needless noise over a definite article. Maybe they show some measure of bravado by terming themselves “the leader,” but it seems like the people on this article, including the writer, are making lots of judgments without even knowing the agency or the work they do. But I suppose it is more fun to pull up arbitrary searches (Of course Twitter and Linkedin will have more search results than the term new media. The same is true if you typed in Facebook, MySpace, and social networking. The brands, if they are a brand, should always overwhelm the generic term see Walkman, Kleenex, and Frisbee for genericized trademarks) than actually research the company in question.
While this particular firm may not use Twitter to the full extent of your liking, it is completely unfair to suggest they are incompetent in the field without considering: 1) The other new media outlets they use 2) The desires of their clients 3) The impact and reach of their plans.
For instance, without knowing you, I could make several snap judgments about your journalistic acumen based on the assumptions you reported when the answers to your questions were a phone call away. Instead of proffering the thought: “I wonder if the state contract will make the city initiative moot.” You could have read the press release, which stated, “451 Marketing was hired to create an upcoming integrated media campaign that includes mass media (television, radio, and print), interactive marketing, tradeshow marketing, event marketing, and collateral development.” That doesn’t sound like a lot of new media PR to me. But, what do I know? I don’t have a blog. Or, you could have made a quick phone call asking the PR company to clarify, right? But what fun would that have been for you? You couldn’t have hopped on your soap box and pretended to know everything. Do you think that would be a fair assessment of your abilities and knowledge? I would think not.
What other companies in Boston would you put in the field of new media PR? Shift Communications? I am curious, in the interest of making this article a little more robust and informational, it would be beneficial to describe what you think a leader in the field should do (obviously more than just tweet their arse off) and why you think one company or the other does or doesn’t do it. I don’t know 451 Marketing, and maybe they aren’t “the” leaders, but it strikes me as unfair to simply suggest one is not without offering other possibilities.
Comments on this entry are closed.