The Long Tail Impact on Corporate Communications
Many are familiar with Chris Anderson’s concept of “The Long Tail” which describes the behavioral changes that take place when individuals are given access to a massive availability of choice.
Today’s new media landscape provides individuals with an overwhelming availability of news and content on almost any subject.
Your customers, investors and partners are supplementing or even circumventing traditional media channels and gathering information about your industry, your organization and your competitors from online sources including, blogs, Twitter, online forums, social networks and video podcasts.
These web 2.0 sources of content have a significant impact on the way individuals feel about your brand, leadership team and products and services.
More importantly, as individuals share information through digital and social media channels, niche online communities begin to form around common interests. These communities are where companies can be propelled to success or doomed to failure depending on the views of the participants.
Making Your Voice Heard in a Web 2.0 World
Merritt Digital Services takes a unique approach to helping our clients establish a presence beyond traditional media channels and provides them with a clear and deliberate voice in the discussions taking place among online communities.
Through a process we refer to as Segmentation 2.0, Merritt Digital Services works closely with our clients to attract the attention of key influencers at the earliest stages of their online search for information.
Our expert staff of digital strategists, writers and interactive designers work hand-in-hand with our clients’ marketing, communications and web development teams to ensure that all digital campaigns are tightly integrated with existing strategies and directly support the goals of the organization.
We develop relevant, informative and search engine-friendly content that’s distributed beyond the four walls of a client’s web site, across popular blogs, social networks and online video platforms.
As individuals seek out deeper insights from independent opinion leaders, competitors and the experiences of others, Merritt monitors the online debate and ensures that our clients have an informed representative presence in the discussion.
We counsel our clients on the best approach for migrating customer groups and developer forums that exist in the physical world to online communities where ideas, content and opinions can be freely exchanged in a collaborative open environment.
Whether we’re implementing a blogger relations program, building a search engine-optimized micro site or producing a video podcast series, Merritt Digital Services has the strategic expertise and practical execution skills required to make our clients’ digital programs a success.