Public Relations Firm Leader Joe Jaffe Bursts the Twitter Bubble

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Why Twitter’s a bubble waiting to burst, inside-out social media marketing and the sweet spot between personal branding and community engagement with Joseph Jaffe, president and chief interrupter at Crayon.

This marketing podcast was recorded at the 2009 Public Relations Society of America International Conference. Jaffe recently released his third book, Flip the Funnel, about leveraging your existing customer base as a source of recommendations and referrals. 

He has a blog, made his initial foray into podcasting with Steve Rubel on Across the Sound, which is now a solo effort renamed Jaffe Juice   

01:10 – Why it’s dangerous to measure and judge the effectiveness of social media by old media standards, how podcasts generate business opportunities, and how to reach the right audiences versus large audiences.  

02:34 – Jaffe talks about his three books, the conceptual thread that binds them, and building businesses from by marketing from the inside out.  

06:16 – The sleaze factor associated with incentivizing people to recommend brands to their online social networks, how recommendations can determine the degree of trust, credibility, authority, and consistency we have for someone, and how “street cred” or social currency is starting to become a factor in keeping people honest.  

08:55 – Erik Deutsch asks via Twitter, “How should clients balance corporate branding with personal style in social media.”  

09:30 – A discussion about personal branding, repositioning, controversy, and why putting too much value on your self-worth can sidetrack you from achieving fundamental business goals.  

11:11 – Trolling for criticism, the importance of self-confidence, and standing for something you believe in, even if it is just giving away a free iPhone.  

13:09 – Being first, taking risks, experimentation, and analysis paralysis.  

14:42 – Giovanni Rodriguez asks via Facebook, “Is social media up-leveling or marginalizing people in the PR profession?”  

15:51 – Applying public relations skills, such as grassroots relations, media relations, and nurturing relationships, to social media marketing and the mad dash among PR agencies, ad agencies, and clients to lead in social media engagement.  

18:04 – If you thought Second Life was the be-all-end-all, here’s why Twitter is a bubble just waiting to burst.  Looking at the finger instead of where it’s pointing.  And how to effectively leverage Twitter in organizational communications.  

22:18 – Why PR firms, ad agencies, and clients should NOT lead in social media engagement, and how to realign the corporate org chart to join online conversations.  

24:19 – The findings of the Digital Readiness Report, by Tom Smith, Don Spetner, Barb McDonald, and myself, and which department inside the organization is leading social media engagement at most companies.  

26:15 – The difference between consumer-generated content and consumer-generated media.  

27:16 – The difference between viral campaigns and memes.  

29:22 – Whether or not marketers can and should actively engage in social media or if they’re better off focusing on building an environment where communities can grow organically.  

31:39 — End