Oreo is just one example of what is happening nowadays on the web, and in particular on Facebook. Oreo, like Coca-Cola, Nutella and other famous food & drink brands, are using social networks for a great advantage, but with a minimal investment. But if this way to success is so simple, why aren’t all companies using it?

It is because Facebook and social networks in general are not always the perfect places to make a successful advertising campaign, say internet analysts.. Each company needs their campaign but doesn’t necessarily need their social network. This is partly because social networks are not like TV, radio or magazine where the audience cannot interact. On social networks, and especially Facebook, the audience is active and that is not always the best for the company. There’s a big difference if you are a petrol company or a yummy biscuit company. Therein lies the issue: what does it mean to have a “Likeable” brand?

“It means that you are a brand that is well-liked by your users” – wrote Dave Kerpen in his book “Likeable”- “Ways that this trust is built up can be though a number of ways including, but not reserved to, engaging your audience with relevant updates and news, listening to them and taking their input or recommendations/concerns, connecting with them through all of the above, providing a service and giving excellent customer to consumer relations”.

Oreo is a perfect example: “They’re encouraging people to share their opinions” – wrote the internet analyst Dave Kerpen – “not just telling them to like Oreo’s online content-yet, almost 34 milion people have liked the company on facebook”.

Yes! Perfect! But the question is still the same: do you dunk or not dunk? (A.A.)

L'articolo To dunk or not to dunk! The successful of an ADV campaign sembra essere il primo su Alessandro Allocca.

The three maps on the website (see below) show the 195 cases of threats received by 324 Italian journalists in 2012 geographically, showing readers where harassment is the greatest. Three typical cases are presented on a Facebook Timeline, tracing the history of the threats, from the articles which provoked them through to the legal developments, with links to documents, charges and multimedia material.

The site was praised by the  journalism studies group Ahref Foundation for its growing commitment to the promotion and financing of high quality civic information that uses new digital languages and tools to create space for online participation and collaboration.

The use of Google Maps allows readers to make their own connections between organized crime and media harassment. “We presented 3 of the 324 cases, reconstructing them from the beginning, with links on the timeline to the entire life of the article, its publication, the news of the threat received, the actions of the police, excerpts from intercepted phone conversations, geographic coordinates using Google Map, like in the cases of organized crime where the location of bosses’ homes are indicated,” one of the site’s founders, Andrea Fama, told the European Journalism Observatory

Fama said he wanted to take the work Ossigeno per l’informazione had done on the harassment of journalists to a wider audience. “We have translated the site and all its material into English for this very reason. One piece of information on its own doesn’t say much if it’s not set in a context. So it’s useful to know that in Mexico, for example, 3,000 journalists are threatened every year, just as it is also useful to know that in the UK there have been just 3 cases of threats in the past ten years: this information enables us to better understand the phenomenon in Italy,” he said.

Fama, who  is also a member of the editorial staff of an observatory of the possibilities of media and journalism, www.lsdi.it, and author of the e-book “Open Data e Data Journalism: trasparenza e informazione al servizio delle società nell’era digitale”, said he wanted to reach out to new journalists.

“Ossigeno per l’Informazione has its own public and way of telling stories: we decided that if we wanted that content to reach a wider and, if possible, younger audience, including those who have just begun or want to begin this career, we had to change the tone, use a different ‘language’: in this case we used data journalism tools such as maps and social networks,” he said. (from http://en.ejo.ch)

L'articolo Data journalism maps out threats to italian reporters sembra essere il primo su Alessandro Allocca.

L'articolo Wikileaks launches publicly searchable library of US ‘cables’ sembra essere il primo su Alessandro Allocca.

Types of video

The four publishers are producing a range of videos, tackling a huge variety of subjects, with production values ranging from videos lasting a few seconds and shot on a phone, to hour-long documentaries filmed on high-end HD cameras. At the top end of the scale in terms of production, Vice, which started out as a fanzine and now has offices in 34 countries, has just produced a series for HBO. Elsewhere, the best performing video for Dennis Publishing is footage of a car auction shot on an smartphone. Vice’s first documentary for HBO aired in the US last Friday – tackling the weighty subjects of political assassinations in the Philippines and child suicide bombers in Afghanistan (it is not available to view in the UK but you can see a trailer). Vice may have started out as all about “sex, drugs and rock and roll”, but now sees its role as engaging people in their teens and twenties in news and current affairs. While Vice is tackling subjects such as heavy metal in Baghdad, football rivalry in Glasgow and a tour of the hallucinogens of the Amazon, the other three publishers we spoke to have found success elsewhere. Around one third of Dennis Publishing’s portfolio is motoring, with titles such as Auto Express and evo lending themselves well to HD films of cars, not dissimilar to the sort of features which appear within programmes like Top Gear. Men’s Fitness, another Dennis title, meanwhile, has found success in producing fitness videos showing followers how to do particular exercises. Future, known for titles including T3 and TechRadar, is making videos in the technology space, covering the rumour and build-up to the launch of a product, the unboxing of a new phone, tablet or gadget, and the post-launch analysis, hands-on reviews and subsequent release of related accessories. IPC title NME lends itself to music-related films, offering band interviews, performances, and a series where musicians explain how they wrote a song and the inspiration for it. (from http://www.journalism.co.uk)

L'articolo How magazine publishers are finding success in online video sembra essere il primo su Alessandro Allocca.