Round-up of Newsletter 8 - Rand Fishkin by Rachelle Money, 26 June 2008

It's that time again when we reflect on the last newsletter and get some feedback on what our readers really thought about Rand Fishkin's comments on the role viral marketing is making and the controversial remarks he levelled at Public Relations departments across the land.

A number of you said the SEOmoz brand is what lured you into clicking on the article, as Fishkin has a reputation for giving sound advice in his own blog. He didn't disappoint.

It seems a lot of you are still unsure of viral marketing as it's seen as a risky venture where the stakes may be just a bit too high.

David Rankin said he felt the only problem with viral content “is working out what will work and what doesn't.” While Andrew Jensen said: “Gambling with viral explosions is definitely the way to go.”

“There's nothing like the brain-aching challenge of scheming up the next hit...or flop. Rand's comments about viral scrapbooking clicked on a light bulb.”

There were lots of positive comments about the merits of social media marketing and creating viral content but for the little guys this poses a few hurdles – cost and time.

Centauria Design hit the nail on the head when he asked: “People that got into SMM (social media marketing) and do it naturally should be able to benefit tremendously, even if it's just a link-bait thing. I wonder about the cost-effectiveness of Social Media, if anyone has seen any research. SMM isn't free if you have to hire someone to do it for you, or if you have to spend your own time.”

It's like Fishkin says - you will “strike out” a few times before you make a hit and the reality is this could lead to you losing money. However, he also says in his top tips section that you should always leave content out there even if it looks like nothing is happening. You may have to wait for the market to react, and this is will be for an uncertain period of time – it could take a few weeks or a few months.

Another question which was repeated by a few of you was the idea of being funny. Could it damage your professional credibility if your CEO is messing around, making a fool of him/herself in a desperate bid for a video on YouTube to go viral? One reader, Jerry Hobby, gave some great advice. “Viral marketing is great. But what comes to mind is that, like when telling a joke, if you try too hard to get the effect, you fail. You have to be authentic with people. If you TRY to be viral, you'll probably be a joke. But if you try to have fun, you might just take off. Consider the Mentos in Coke Series. Mentos could have never created that viral buzz purpose.

“One tip: make lots of friends on YouTube and Myspace, or whatever. It can't go viral if no one sees it.”

D. Webanalyst posted a comment saying that it was important to “create value for your audience.”

“Make the value industry specific and be certain it has enough value to really pull a punch.”

All good in theory, and with so many businesses out there congratulating themselves on the success of their viral marketing campaigns, which are usually aimed at customers and not businesses, how do the business to business marketers get a slice of the action?

It was a question many of you guys posed. Like Amdy who asked: “How can I virally social market to institutional buyers in government, hospitals and universities who are sitting in a cube at work (just like me) where it's not always in one's best interest to be caught watching YouTube videos of a guy blending iPhones or putting Mentos in Coke. Not to mention that YouTube is blocked by most business firewalls anyway.”

He goes on to say: “I know, blog posts, product guides, how to's etc, but I don't see that type of stuff ever being picked up by the so called Technorati.”

Amdy, where do we start? I completely accept your point that pitching a YouTube video to institutional buyers would seem inappropriate but I think the key here is to listen to what your market is telling you - do they want to marketed to in this way? It's a crazy thought, I know, but maybe in your case YouTube isn't going to be your silver bullet.

You also make an excellent point about blog posts or product guides not getting as much attention online, but I have to ask – are you marketing your blog posts? As Fishkin says you need to give it a “big push” out there. Are you making buddies online? Have you built up a good selection of people who you can link to and who reciprocate?

I think Faction Steve sums it up nicely when he wrote in response to the article, “From the B2B (business to business) market perspective, I think Social (Media Marketing) works two fold. First, research where/what your audience is talking about so that it can play into your marketing strategy. Second, be transparently relevant, let it go out and see what happens.”

Now I always knew Fishkin's comments about PR departments ripping the soul of out viral content was going to cause a stir and split readership. I wasn't wrong.

Vincent M Zegna thought Fishkin was “quite right” about PR departments because they are still “using outdated ideas.”

“It's the same scenario when the web was starting up. Marketers and PR's coming on to the web and believing offline marketing techniques would work on a medium that was originally based around communities.”

Nicole hit back, saying she took offence at this. “I work as a marketing communications strategist who not only works with social media, but PR as well. As a younger practitioner we realize the importance of hitting both angles.”

“Good points, but not conducive to all workers,” she added.

A point well made, Nicole.

I never shy away from those who take umbrage at my writing. There's always at least one person who thinks it's all rubbish, and they should be allowed to express their views as much as the rest. So the last word should go to Doug Heil who lamented the time he wasted on reading the Rand Fishkin interview.

He posted a comment which read: “Yeah man; send out email spam to your friends and buds and associates to get them to vote up your content on Digg, Reddit and Twitter. That's the ticket. Boy do I love this social media crap or what? Not.

“A social media expert? I guess if that is a title one wants to have, then go for it. Not me. My only regret is the time I spent reading this. Time is money.”

I have to retort Doug, Wordtracker have and never will condone spam as an example of content, and at no point in the article did either Fishkin or myself imply that spamming is a method to use in SMM.

Onwards and upwards now to your thoughts and comments on the Microtrends book review.

It was nice to see that all the comments on the Web Content Recipe chapter on how to write a book review were positive. You are going to read many more installments of our Recipe Book, which will help you write great content for your website.

Sharon, Bonnie Plant Buddy and Tony Engler were grateful for the article which they are putting to good use. Sharon said that even though she had written many books herself she liked the structure of the article.

“I am going to print out your Web Content Recipe and use it as a guide,” she said.

Thanks Sharon.

I think my sixth sense must have been on overtime when selecting this chapter to go on the Wordtracker newsletter. It seems my timing was spot on for some of you guys who are about to embark on your own book reviews.

Bonnie wrote, “I have been planning to add a regular book review feature to my web site and e-zine. Now, thanks to you, I have the perfect step-by-step model to follow. I'm sure my readers will benefit; I really appreciate your advice.”

Plant Buddy too said: “Your guidelines came just in time. I have been considering writing a book review for my blog on container gardening for urban gardeners. I will definitely follow your tips.”

Jerry Minchey it seems fell into the trap I almost did with the Microtrends book by Mark J Penn. He said he almost bought the book but “a lot of reasons made me put the book back.”

It's back to the old saying 'never judge a book by its cover.' “After reading your review, I think I will get it after all. Thanks for wading through the book and pointing out how valuable it is.”

Happy reading Jerry.

Now I'd like to invite you to read the rest of the newsletter and make your commentary heard.