Archives for June 2010

Blogs have turned into the modern-day version of those bodice-ripping Harlequin romance novels. All the elements are there: the drama, the love stories, the catfights and the fact that what you’re reading may or may not have been written by the lady in the fur coat with the small dog on the back of the book cover. The point is that in today’s blogosphere, some of our favorite reading is actually composed by committee.

Come on. You didn’t really think that there was just one person over at Huffington Post or Tech Crunch burning the midnight oil for your reading pleasure, did you? The best blogs are online magazines are built by villages of folks committed to telling the story in a singular voice. Yet how do we find our blog’s voice? Should we enlist others to help with the heavy lifting?

I was spurred to ask these questions after reading KevinMD.com for what seemed like hours. While I cannot say definitively if the title of “social media’s leading physician voice” is something to be proud of, I can say for sure that Kevin MD has a strong and undeniable voice. Long known for its practical advice straight from the mouths of Kevin and his team of doctor-collaborators, the site currently provides an unheard voice in the debate over health care. In effect, the site now has added a political flavor to an already spicy recipe of science, doctor’s orders and medical breakthroughs. Consistent throughout the blog is the tone. Kevin and Co. is selling a knowledgeable blog that is easy to read and lives up to your expectations. Voices emerge when we blog about our passions and things we have strong opinions on. Blogging for our business should get others excited about our company and services too, right? Our fever for the blog should be contagious; otherwise, maybe we need a career change. Seeking out current topics and new stories that relate to our blog helps us develop strong, relevant blogging identities.

In this case, group blogging is successful. In the recent case of Perez Hilton, not so much. When it comes to blog contributors, think of the New York Times. Rarely is there a guest writer in NYT that stands out like a sore thumb. Contributors for your blog are no different from NYT contributors (except for that high-paid writer thing). They need to be writers who “get it” and are able to speak your blog’s language. Until you can identify such contributors, towing the line yourself remains the best solution.

But what say you, Brandsplat readers? What blogs give great voice? Are you aspiring to be “social media’s leading voice” about something through your blog? And does blogging by committee actually work? Discuss in the comments section!

Corn Syrup is the devil. Diet colas actually make you fat. Soda is the cause of childhood obesity. Blah blah blah. In the worlds of online branding, social media marketing and online advertising, ignorance is bliss when it comes to promoting America’s favorite fizzy beverages. Sure, they’ve taken some major PR hits in the past decade. But if you were to glance at soda companies’ online presence, you’d think everything was hunky dory. The publicity and promotional value of online marketing is not lost on the likes of Coke and Pepsi, and therefore every avenue has to been put into play in hopes of turning the carbonated tide of public opinion.

Pepsi has received kudos for its overhaul of Mountain Dew. Mountain Dew (or White Trash Red Bull, as it is called in certain circles) went right to social media marketing to give its trailer park image a boost. The company had big success with its “DEWmocracy” promotion, which allowed online visitors to vote for their favorite new flavor. So popular was the promotion that the company once again let the public decide on a new flavor, and the numbers this time around are even more impressive. According to an interview with Mountain Dew marketing guru Brett O’Brien in Adweek, the company has seen an increase of nearly 800,000 Facebook fans since June 2009. Consumers voted online, via text message and on social media sites. The winner? MTN Dew White Out, a clear version of the neon green, highly-caffeinated soda. Pepsi deserves a pat on the back for taking Mountain Dew out of the gutter and back on the minds of young soda drinkers.

Maybe they could help out the folks at Diet Coke. If there ever were a beverage that suffered a groin kick it would be Diet Coke. DC, the ’90s drink for models trying to get off cocaine, has been in a slump thanks in large part to bad press and a stagnant image problem. Sadly, despite Coca-Cola’s best efforts, the brand seems stuck in an era gone by. The website tries to imitate a health-conscious sort of lifestyle magazine with recipes and a video series aimed at the US Magazine crowd. It’s a clunky, slow-moving website with a flatter taste than a Fresca left out in the sun. Facebook and Twitter are in play, but again, they aren’t really being fully explored so it’s hard to say how effective they are.

Still, it appears that all soda companies are doing something right. Time magazine reported last week that sales are up 2.5% for the first time in five years. But let’s hear from you, Popheads. Spill you favorite guilty pleasure soda or gripe about bad beverage ideas in the comments section below!