Addicted to the Fourth Screen

The next big PR trend of which has already started to take over in the midst of 2009 is "mobile" technology/media, especially social media. Nowadays, smartphones are everywhere; it seems as if everyone either has an iphone or blackberry. In some countries, people do not have/use computers yet only clench to their smartphones simply by choice. Our society seems to have adapted the need to stay in ceaseless communication with work, school, friends, etc. by using this "fourth screen." God forbid our wifi malfunctions and we cannot check our Facebook accounts and post new status updates every hour of the day! Ever since media crossed over to mobile, not only have our lives become more convenient and time efficient, they have become a lot more productive. Gaps between work and home no longer exist. It's hard to miss out on important news/personal happenings when one is in constant contact with the world/networks every second of the day no matter where they might be.

The web goes mobile and of course social media tags along as well. Most networking sites have mobile versions including: Twitter, Facebook, MySpace, Linkedin, YouTube, Flickr, etc. According to Mark Walsh's article, comScore: Mobile Social Networking Picks Up, social media usage on the fourth screen keeps escalating. He mentions that mobile versions of Facebook and Twitter have attained U.S. audiences in great numbers (25.1 million & 4.7 million). The heat keeps cranking up, Walsh notes "as of January, 17.1% of U.S. mobile subscribers went to a social networking site or blog compared to 13.8% in October, according to new data from comScore MobiLens." Of all interests, mobile net browsing had directly followed mobile social media in terms of preeminence. Walsh states, "web browsing was the next most popular activity, with 28.6% surfing the mobile Internet (up from 26.8% in October), followed by game-playing (roughly flat at 21.7%), using downloaded apps (19.8%, up from 18.3%), social networking (17.1%) and listening to music (12.8% versus 11.6%)."

Since, 43 million+ people in the States use smartphones, it is vital for PR professionals to figure out ways in reaching them via the fourth screen hence this trend will only continue to grow. Whether it be people emailing, blogging, checking web/networking sites, browsing the internet, etc., this can work to a great advantage for the PR industry. The more our society is in contact with media/ sites online, the more opportunities for PR professionals arise.

Technology's Future

Browsing on PR News, I came across an insightful interview on “The Future of Technology” with Jeff Mascott. Mascot is a managing partner of Adfero Group and contributing blogger of the K Street Café. He explains the shift from Web 1.0 to 2.0 and how it had an effect on grassroots organizing.

Initially grassroots online used to be limited by the advertising model (one-to-many, one-way model). Since Web 2.0 came out, grassroots online is based on community participation, engagement, communication, and bonding. This conversational approach is a lot more effective by reaching the masses more efficiently. Mascott mentioned this approach having a big impact on the Obama campaign as well as the Picket’s Plan Movement. Instead of resorting to advertising or PR, which can cost millions of dollars, both the campaign and movement embraced free platforms online in order to organize events.

The interview also spoke of creative tactics having a great ability to attract bloggers and other sources of media for coverage. For example, Mascott noted that legislatures and the publics are communicating online via virtual avatars of themselves on actual satellite maps of communities and specific places around the world. No longer is one just sending letters; now, there are faces and names attached as well.

As for emerging technologies, Mascott acknowledges the fact that we will be moving toward a future of simplicity. For instance, there is an abundance of networking sites out there and yet I’m sure the majority of us remain active only on one or two, if that; we can only do as much as time may allow. Along with technologies and media merging in order to compliment simplistic lives, applications will become more and more mobile. Mascott also reminds us that our society will move away from the advertisement and broadcast mode entirely in order to pursue more efficient modes of engagement and transparency.

Social Media Revolution

Watching a video like this still gives me the shivers. I first saw this clip a few months ago and it reminded me of the “Google Epic” video; both are very moving. The argument is strong; all media will cross-over onto the internet and rapidly. Nobody really knows what will happen after we reach that point.

A controversial concept indeed! The baffling fact that so many huge corporations, companies, and professionals have been sucked up by social media along with the whole world, draws me to think that it is not a fad. In another sense, I feel that some social networking sites are not really sustainable unless they turn into paid services. Bandwidth cost will eat up great internet ideas, unless they can be given away like Google. Personally, I do not foresee an economic problem occurring with Facebook. It has lasted 6+ years and had taken over MySpace's popularity. It produces revenue through advertisements, virtual goods/gifts, and employment opportunities.

My take is that social media is not a fad. There are so many advantages of/people invested in social media, I do not think it can simply go away. I do, however, feel that there may be other kinds of social networking tools/sites that will come out in the future to replace current ones.

Hmmm.... what will the next "Facebook" be ?

What value do users derive from social networking applications?

This piece analyzes the kinds of social networking site applications that are the most popular and most recommended to friends. An application, such a minor tedious facet of a networking site, is further scrutinized here hence it is a cost-effective way to advertise. The media has experienced trouble connecting with Generation Y and such a generation mostly resides on social networking sites. The standard way of advertising on a networking site is fairly expensive, on the other hand creating an application to advertise is affordable since the distribution is basically free.

The label “cool” is more closely defined. It is the main characteristic of an application which determines whether or not an application will be recommended to others. In order to better understand the term “cool,” certain themes were produced. The features of popular applications have to deal with self-expression, competition/ comparison, and personality values. Females were more apt to engage in applications with self-expression value while males with competition value.

The main application values listed are emotional, social, altruistic, and functional. Emotional incorporates the senses such as that of laughter, romance, etc. The social value deals with the ability to share information with others, while the altruistic refers to helping the world, others, etc. Altruistic value is said to be the least evident. The functional value stresses that photos, music, and/ or other mediums can be incorporated. Amongst many of the other broken-down features, the ability for one to be creative, novel/uncommon, self-categorical, and waste time may trigger the application’s coolness.



The article depicts the applications that can discourage as well as encourage recommendations of an application to friends. For example the fact that something is very popular and common can encourage friend recommendations but at the same time it can make an application un-cool and discourage friend recommendations by being too much of a fad and less of a rarity. As mentioned, polar applications can also affect friend recommendations, for instance if the application promotes destructive emotions (anger, fatigue) than it won’t be recommended to friends as opposed to one that promotes positive emotions. Uni-directional effects are also depicted for example a cause-related application will be more so encouraged rather than discouraged.


Other than using a functional value application for incorporating music on my Facebook page, I am not one to engage in social networking site applications. Although I allocate time to exchange thoughts, status updates, and messages on social networking sites, I simply do not have much time to invest with applications and feel my friends are in the same boat. On the other hand, if the advertisement industry can effectively tap into the sites in which Generation Y mostly invests their time on, I do believe that this is an essential study hence many individuals do use applications. Despite the fact that functional value cannot stand alone, this study demonstrates that the functional and social values and/or functional and emotional values make up “cool” applications. An application apparently cannot appeal to all globally; the media industry’s main concern now is to determine what target audience they will be catering their application to.

Taking a Look at Twitter on Pew

PEW Report: Twitter and Status Updating

Based on: http://pewinternet.org/~/media//Files/Reports/2009/PIP%20Twitter%20Memo%20FINAL.pdf

Twitter, which came out in 2006, is the most popular site which enables short messaging amongst friends, family, co-workers, and the public in general. Twitter makes using any mobile interface an option, let alone the computer. Photo/video-sharing applications, third-party interfaces, browser plug-ins, and message/status updates create a place where almost anything anywhere is made possible.

Twitter is not only used for status updates. Twitter also enables aggregation and dissemination of historical, political, news, or any other kind of events. In addition, it can be used to share thoughts, provide company complaints, archive events, socialize, and flirt.

The demographic profile of a twitter user is that of a younger adult. The largest bundle of Twitter users is in the age range of 25-34 making up 20%, while those ages 18-24 directly follow at 19%. The fact that the majority of Twitter users are younger adults also indicates that they are bound to be more racially/ ethnically diverse than the rest of the population.

Income and living location also play a role in determining Twitter usage. It is said that those who live in lower-income households are more likely to be Twitter users than those of upper-income households (17% of Twitter users earn less than $30,000 annually, while 10% earn more than $75,000). The fact that young adults typically make less than the older may account for this. Moreover, younger adults are more so found in urban areas than in rural areas. 35% of Twitter users live in urban areas (compared to 29% of all internet users) while 9% of Twitter users live in rural areas (compared to 17% of internet users).

Wireless internet users make up most of the Twitter users. More than ¾’s (76%) of Twitter users use the internet wirelessly versus 57% of internet users who do not use Twitter. The essential aspect to digest here is the fact that Twitter users are more mobile in their socializing and information intake. They are more likely those who are on their laptops, handhelds, cell phones (mainly for internet access/ text messaging purposes). Twitter users are more likely to consume news/information via untethered mobile devises rather than by traditional means. Twitter users are also more prone to blog or read blogs in comparison to the general internet user population. 59% of Twitter users read blogs while 29% of non-Twitter users read blogs. 29% of Twitter users have made a blog while11% of internet users have created a blog.

Tweeting also correlates with social networking and blogging. 23% of social network users use Twitter or comparable sites. Only 4% of those who tweet do not use social networking sites. 27% of bloggers use Twitter while 10% of bloggers do not. This correlation may be due to the fact that a lot of the times blogs due serve as status updates and social networking sites usually due have a status updating systems or tagline/mood updating options.

Twitter allows gathering and creating whatever type of information wherever and whenever. After going over this PEW report, I believe that most Twitter users are consumers who are also producers. They are the ones who believe in the bottom-up theory by being the ones who create mass-messages, blogs, videos, company complaints, etc. In addition, Twitter users seem to be those younger adults who keep busy and are always on-the-go. With the mobility and automation that Twitter provides, it makes keeping in-touch with the world convenient while also complimenting the fast-paced life.

Visions of Public Relations and the Internet

With various ideologies of online PR floating around, there are yet debates to whether the internet aids or hinders PR. With the combination of adequate research and hands-on experience, I hold a similar viewpoint to that of Stacey Heater's, author of "Public Relations and the Internet: Friend or Foe?" In a nugget, Heater points out that social media, blogs, message boards, search engine optimization, and the internet, in general, are all tools that can be greatly advantageous to PR depending on their usage. Adversely, these tools can also be detrimental; this is all determined by their users.

I wouldn’t have been surprised if the internet had struggled when initially breaking into the PR world. Traditional modes of PR have existed for practically years on end without revision. This new technological wave and internet revolution had forced PR to change its’ means and even drastically. With social media, blogs, websites, podcasts, etc. taking over, it is relatively safe to say that mainstream media and traditional PR are dead. PR professionals are now capable to cater to specific niche and target audiences.

It’s more than apparent that the majority of the world, let alone America, is on the internet. Honestly, how many people check the news by picking up a newspaper these days? Or even watch the news on TV? The numbers continue decreasing at significant rates. Inevitably, the internet lures in PR more and more. Even social media for instance, along with everyone else, large corporations and professionals reside on Facebook as well as Twitter. PR professionals are obliged to resort to the types of mediums which most of society is using. Furthermore, besides enabling unbelievable access to the masses, the internet is convenient, inexpensive, quick, and effective.

With the internet, PR professionals are able to acquire a sound and respected brand by enabling great web presence, search engine visibility, and credible brand perception. Because all this can happen by just a click of a button, a social policy has to be put in place at every company that is pursuing online PR. Just as Heater mentioned in her article, an irresponsible message can be made viral in seconds which will only result in crisis management. Any type of encounter with the public can make it or break it for your brand; with that being said, PR professionals have to be evermore cautious when pursuing online PR. There are countless websites and pages; who’s to know which one’s are, in fact, credible? One must never rely on simply one site, yet allot time to extend research.

In summation, PR professionals can go very far with using the internet. Online PR brings numerous advantages to the field. Just as in any work environment one must simply be responsible and mindful especially when online.

At the Library?! PR within Libraries

At the Library?! PR within Libraries

“So, where do you work?” a friend of a friend turned to me and asked while a pack of us waited to be served at a local restaurant. “Amongst other side-jobs/ projects, I’ve been working for a local library for a few years now.” I replied. “A library?! I simply cannot imagine you working at a library. It must get very dull, that’s all,” she remarked. Once again, another practically identical reaction amongst many others I had received after mentioning my business. All I can say and did say was, “you’d be surprised!”

After working at the Niles Public Library for about more than three years now, I’ve noticed that with the unbelievable public relations departments that libraries have nowadays, they do not necessarily meet their stereotypes. In correlation to a good many years back when a library was very hush, hush and one could even hear the slightest pin drop on the floor, the library is simply not what it once was. Working as a publicity intern, I’ve noticed that the Niles Public Library’s core goal is to build/maintain great relationships with our community. Our library is typically overflowing with people. I strongly believe that this is due to the strong PR department it has which abides by the symmetrical model of communication. The library is always listening, responding, and adapting to current news/media affairs and popular trends. With suggestion boxes for patrons as well as employees the institution believes that good external as well as internal communication is key. The employees in every department are greatly appreciated and frequently rewarded for their hard work.

At the Niles Public Library, there literally is always something going on and for no expense. In addition to reaching out to the community by newsletters, flyers, and traditional means, the public is informed of current events and news via social-networking, events, blogs, podcasts, emails, and virtual forums as well. Whether it’s the public teaming up to play in the Guitar Hero and Wii game tournaments or getting in line to see wild animals come in from the rescue ranger’s facility, the library is more often than not, completely packed! Our library has various programs such as: juggling, yoga, hair care/styling, theatre, author signings, film, eBay, wedding cake creations, drum/ guitar, singing, dance, you name it! We even have concerts called “Loud at the Library,” where bands come and play. With Teen Idol performances, Oscar nights, YouTube contests/battles of the bands, international fests, tough real estate market programs, computer classes, effective job strategy courses, trouble economy series, saving/coupon programs, the library keeps up-to-date with current media trends and the important issues at hand. With the latest new movies, CD’s, magazines, books, full internet access and all sorts of other perks, the Niles Public Library is a place which the public cannot resist.

And for those who treasure the traditional library, have no fear! Ah yes, the other genre of individuals who cherish the classic library’s overwhelmingly solemn silence with but the murmurs of countless books anxiously waiting to share their knowledge with them. Just because there may be some more boisterous eventful areas of the library, one can always find a peaceful quiet corner or occupy a study room. So, to those who are looking for a piece of action, as well as those who seek a calm escape; I invite all patrons to please check out our website and/or monthly newsletter to get the scoop on our latest events coming up. And to my dear friends and acquaintances in question, I hope this article will serve as an eye-opener, so please come visit us as well as spread the word about this great institution.