Andrea Phiniefs

Since 2005 when YouTube started and its sell to Google in 2006 for 1, 65 billion dollars, ΥouΤube is one of the most profitable services today. In 2007 this website started looking for sponsors and later that year they did their first trial for showing advertisements.  

The advertisements started showing few seconds after you could see the video of your choice. If you were interested for a particular advertisement you could open it in a different webpage. This project called ΙnVideo and was very successful.

In March they started the interest-based advertising for instance people could see advertisements which were interesting and after two months YouTube prepared another tool.

In Europe before we see a video in ΥouΤube we must see a video for 15 or 30 seconds which we can not avoid.

For this the webpage did agreements for huge amounts of dollars like Renault, Warner Βrothers, ΒΒC Worldwide, Νational Geographic, and Discovery Νetwork.

It seems that Google and ΥouΤube are thinking about the increase of their profits from the advertisements and they just do it.

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Years ago, Dave Winer said that in the future the newspaper New York Τimes will be a blog. And that’s more or less happening today. The New York Times have a lot of blogs with targeting the push and pull media. Another newspaper in USA, the Washington Ρost, created a local blog for Washington which is a town’s guide and city portal.

News now are driving by the users (push and pull media). Blogs, podcasts, vlogs everything are new media even though they did not start as news media, they adopted really fast.

PR Agencies have to change the way they work now. We live in a world that everyone can create news; the news is written again and again by the journalists and also the readers.

Furthermore, PR Agencies should face the new rules of media and to adopt the new elements which put together the readers and the journalists. The question here is how the PR Agencies will face these new media.

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One tool of Search Engine Optimisation (SEO) is very useful but there not much written is that of communication and PR. Because of the search engines’ popularity, the tools of SEO can be useful for the promotion of a press release or an event from public relations part.

Some tips for the improvement of Public Relations department in any organisation are

Ø      Keep the target you set in your PR program. A press release can be addressed to the journalists; however you have to keep in mind the public. The changes that you will make in the press release, for SEO, should be such in order to keep your focus on the target that has been set.

Ø      Set key-words and phrases in your relevant article. For this you can get help from the PR agency who set the communication program.

Ø      Focus on the most important elements. This will lead you to the desire increase of your web visitors who would like to read your post.

Ø      Use other network tools, like RSS feeds, Κeyword tagging, trackbacks, attachments

Ø      The term SΕΟ (search engine optimization) describes all the procedures which have to be done for the content of the webpage in order to be friendlier to the search engines.

Final goal: The highest position in the table of the net and the increase of the visitors who search in the engines with keywords which are relevant to the content of the webpage. One of the most important elements in a webpage which will give a better position in the row of the search engines is the relevancy between the keywords and the content of the webpage.

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In the annual conference of Market Research Society 2009, Joseph Webb and Bob Burgoyne published a paper with the title: ‘You ‘ve got a friend: Measuring the Value of Brand friending on Social Networks. In this paper has been described the landscape and goes someway to uncover the rules of the motivations behind successful friending and word of mouse. Friending campaigns are reliant on more variables than has been the case with more traditional forms of advertising. Whilst this may make measurement more difficult, it does not negate the possibility of doing so successfully. The study recommends a focus on the crucial enabling and empowerment processes as the first step towards the provision of key metrics in this new arena.

Social networks act as personal web pages which be linked to and viewed by friends. They allow people to undertake a range of activities including the exchange of messages, the uploading and accessing of photos, videos and music and the publishing of upcoming events. The success of a distributed computer network as a communication tool and a platform of community streches back even further than the internet itself with the creation of ARPNET (Advanced Research Projects Agency Network) in 1968. 

Many social networks are leading players in the online world; both Facebook and Myspace are in the top 10 most popular websites. The social web is being extended as initiatives such as Googel et al’s ‘Open Social’ program aim to link separate social networks together as well as with other forms of website allowing individuals to have a single online profile on any website they visit meaning all forms of website can build communities of these individuals should they wish to do so.

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