How Reporters Use Social Media in 2014

Happy Friday! Great article from BusinessWired about how reporters use social media in 2014. — Pete E Cento, Cento Marketing Group, Naples, FL

BusinessWired - Business Wire Blog

In the piece, “The Role of Social Media in Today’s Newsroom” Business Wire senior editor Paul Bowman takes a closer look at how today’s reporters are utilizing social media in their day-to-day work. And the results are somewhat surprising.  While today’s reporters rely heavily on social media and company newsrooms for research and article promotion, they are not interested in receiving pitches on this channel.


So how can you influence reporters across social channels, without directly pitching them?  Read on to find out:

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The 10 commandments for social media failure

Check out this interesting article by Tania Yuki, Founder and CEO, Shareablee about how to fail implementing your social media strategy.  — Pete E Cento, Cento Marketing Group, Wednesday, Sept. 10, 2014

The 10 commandments for social media failure

By Tania Yuki, Founder and CEO, Shareablee

Recently, I was asked to give a talk to a room full of marketers about how to succeed in social media. It was a flattering proposal, but the truth is the success formula varies so drastically by vertical and by brand that it’s hard to distill meaningfully into a few easy steps for a big crowd.

So when I was asked to outline how to succeed, my response was that I couldn’t. What I could do, on the other hand, was explain precisely how to fail.

Social media failure can largely be attributed to a set of simple strategies, or what I call the ten commandments of #FAIL, which are sure to give you a ripping head start on the downward spiral to social media lemon-dom.

Isolate your team

Everyone knows that corporate life can be fraught with politics, and that all other forms of marketing are dying. The best thing to do as a social media leader is to shelter your team from all other teams.

Encourage them all to exist inside a bubble, communicating only with you and perhaps your social agency. If you ever do need to communicate with other teams, be sure to speak only in terms of “likes,” retweets, and repins. Never consider where social media could integrate into broader campaigns, or into the overall marketing mix.

Don’t measure your results

Social media is so unique, why try to reduce the magic to numbers? You know in your heart that the engaging campaign you just ran truly moved the needle, so evaluate it in terms of feelings rather than math. Besides — you’re so busy doing, that it doesn’t make sense to stop doing, in order to measure. That would take your eye off the prize.

Make social communications one-way only

The best way to make friends is to talk about yourself incessantly. So don’t ask questions. Don’t ask for customer opinion or feedback, and in the unfortunate event you get any, ignore it completely. And when it comes to negative feedback? Enforce a strict rule to delete any and all negative comments, flag them as “inappropriate,” and definitely don’t respond — that would just be encouraging the bad customer behavior. Listening to feedback only leads to tragedies like this where feelings and egos get hurt.

Post to drive business value, not customer value

Also known as WIIFM (what’s in it for me), this commandment ensures that all your social communications drive just your own agenda.

After all, people need to be told what to do and how to buy. So if they haven’t responded to your five percent off promotion, keep reposting it until it works — over, and over, and over. Who needs ads when you can post for free? Ads are for little girls.

Don’t let data interfere with your ideas

Never let data interfere with what your gut or articles on the internet are telling you. You know how pesky data can be, particularly when it just won’t support a theory that you like. So when data is inconveniencing you, ignore it at all costs. Call it “inconclusive,” if you must call it anything, and then bury it.

Covet big numbers!

It’s hard enough to get the C-suite to pay attention to social media, so ensure that you focus on the biggest numbers you can find. In most cases, this will be fans or followers. Don’t worry about engagement, conversion, or the quality of your audience or customer loyalty. These kinds of metrics really only confuse the issue. 

Treat social media as a magical ATM

Is your content shareable? Are your customers your advocates? Is there a positive dialogue around your brand online? Is your social network engaged? Who cares! Engagement is too wishy-washy — you need some hard ROI. And if your customers aren’t engaging with you, go right to paid media and skip owned content entirely. You can’t waste your time worrying about the little stuff like building community.

Ignore the competition

Your company is as unique as you, and if you’re going to get ahead it’s best to ignore the competition. Competitive performance is just a distraction. And if you grew your audience or your engagement by 10 percent, it would only depress you to learn that your competitor grew 200 percent. And why set yourself up for those kinds of difficult feelings? You know in your heart that you’re massively outpacing everyone. And that’s all you need to know.

Demand only good news

Nobody likes a Debbie Downer, and we all want to be appreciated for our efforts and hard work. What’s the point of doing all this work to not be the leader? So if your agency — or anyone, for that matter — tries to pretend like you’re not crushing your marketplace, close the browser, or burn the printed report immediately. You don’t want that kind of bad energy in your office, let alone in your mind.  

Delegate social media only to the young — and then don’t support them

After all, if you can eat a pizza, you can make a pizza, so it makes sense to give social media over to the digital natives. Any one of them will do. They grew up on Facebook so they will know how to market your 100-year-old brand without any training, guidelines, or strategy. A no-rules policy inspires creativity and honesty, leading to gems like this.

And if you can’t hand social over to a Millennial, you can just make it someone’s second job and see what happens. How much time could social media require, anyway? It’s not like there’s over a billion people on it or anything.

Yuki Tania is founder and CEO at Shareablee.

On Twitter? Follow iMedia Connection at @iMediaTweet.

Article Mentions

  • Tania Yuki, Founder and CEO, Shareablee

    Tania Yuki is founder and CEO of Shareablee, a leading provider of social content analytics for business. She has spent most of her career in digital marketing, measurement and analytics, and was …




Ray Rice: A Public Relations Debacle for the Ravens and the NFL

Ignoring a problem is not the best way to deal with a public relations crisis.  Check out this interesting article by David E Johnson, CEO with Strategic Vision, LLC about Ray Rice and how the NFL and Baltimore Ravens mishandled the issue of domestic violence in sports.  — Pete E Cento, Cento Marketing Group, Sept. 9, 2014

Ray Rice: A Public Relations Debacle for the Ravens and the NFL.

Ray Rice: A Public Relations Debacle for the Ravens and the NFL

Image of Ray Rice: A Public Relations Debacle for the Ravens and the NFLBy David E. Johnson, CEO, Strategic Vision, LLC

Hoping to defuse a growing public relations crisis, the Baltimore Ravens announced that the team was terminating the contract of three-time all-Pro running back, Ray Rice and the NFL announced that it was suspending him indefinitely following the release of a video showing him punching his then fiancée, now wife, Janay in February.  While this is both the right thing to do and proper way to handle a public relations crisis of such magnitude, it won’t be enough for the NFL or the Ravens.

Image of Ray Rice: A Public Relations Debacle for the Ravens and the NFL

Why isn’t it enough?  Because during the summer when a hotel video surfaced showing Rice dragging Janay unconscious out of an elevator, both the NFL and Ravens basically failed to take any action at what was obviously domestic violence.  The NFL gave Rice a two game suspension (remember Pete Rose was banned for life from Major League Baseball for gambling and Donald Sterling was banned for life from the NBA for racist statements).

And the Ravens?  The team took no disciplinary action at the time.  Indeed, Ravens head coach, John Harbaugh said of Rice at the time “he is one heck of a guy,” and the Ravens tweeted “Janay Rice says she deeply regrets the role that she played the night of the incident.”  Basically the team sided with the abuser over the victim.

All of this comes at a time when the NFL brand is suffering from  bullying in the locker room, players driving drunk and carrying weapons, a lawsuit over brain injuries from concussions in the game, and a drug and steroids policy that some consider outdated.  Even today’s actions may not be enough to convince some that the Ravens and the NFL understand domestic violence.

So what should they do from a public relations standpoint?


  1. Ban Ray Rice from the game for life.  This will send a strong and clear message that the NFL has zero tolerance for domestic violence.
  2. Require classes on domestic violence and sensitivity training for all players and NFL personnel.
  3. Work with organizations involved in dealing with domestic violence and victims of domestic violence, and contribute financially to such organizations.
  4. Have NFL players become spokespersons denouncing domestic violence.
  5. NFL Commissioner Roger Goodell should speak to the media, apologize for not taking a stronger stand earlier and meting out a stiffer punishment to Rice when the story first broke several months ago, and explain what steps the NFL has taken and will be taking.
  6.  Work with owners in strict enforcement of the new NFL code of conduct.

The Ravens

  1. Apologize for not taking disciplinary action earlier with Rice.
  2. Announce a formal internal investigation to see if anyone knew about these actions earlier or may have even helped cover up some of this story early on.
  3. Work with domestic abuse advocates in Baltimore in creating greater awareness of domestic violence through an active community relations program.
  4. Make players available as spokespersons against domestic violence.
  5. Require mandatory sensitivity training and education on domestic violence.
  6. Run advertisements apologizing to fans for their failure to take earlier action against Rice and restate their commitment against domestic violence.
  7. Make significant contributions to domestic violence organizations.

The Ray Rice story is deplorable.  It is without a shadow of a doubt a failure of leadership when the first story broke and a major public relations debacle for the Ravens and the NFL.  It is also an opportunity for both to repair their public image and brand identity if now handled correctly in their communications and actions.


 About the Author:  David E. Johnson is the CEO of Strategic Vision, LLC, a public relations and branding agency that specializes in crisis communications, branding, and media relations.  Additional information on Johnson and Strategic Vision, LLC may be obtained at

Miami singer-songwriter Cris Cab, just 21, breaking out with major debut – Jordan Levin –

Happy Sunday!  Great article in the MiamiHerald .com about a Miami singer-songwriter who is breaking out with a major new album!  Let’s support this talented artist and alumnus of Christopher Columbus High School, a private Catholic school in Miami, FL  — Pete E Cento, Cento Marketing Group and Atlantis Photography & Design, Naples, FL. 


Miami singer-songwriter Cris Cab, just 21, breaking out with major debut – Jordan Levin –


He’s only 21, but singer-songwriter Cris Cab can still sound like an old soul, or at least a jaded one. Three years ago, with a self-produced album, slate of successful online videos and mega-producer Pharrell Williams as his artistic godfather, this young Miami artist seemed poised to blow up. But ignition has been more elusive than it seemed when he was 18.

“I’ve been in such a tug of war with labels and companies and people who want to get involved,” says Cab (real name Cristian Cabrerizo), who was born and raised in Miami. “It’s almost to the point that I can’t even believe it.” He laughs and flaps his elbows. “I’m finally gonna take off! Almost got my feet off the ground!

“The music business is like anything else, there are good people and bad people, and the bad people can be really bad. They’re almost like mirages. They seem like a beautiful paradise, but they’re not.”

But the shimmering prospect of success seems to be solidifying. On Tuesday, Island Records will release Cris Cab’s major-label debut, Where I Belong, an album of melodically seductive reggae and tropical pop. Its launch gets a major boost via the video for Liar Liar, which has gotten more than 31 million Youtube views, thanks in part to cameos by superstar Pharrell, the song’s co-writer and co-producer. He’ll celebrate with a release party and concert Saturday at SLS South Beach Hotel in Miami Beach.

The presence of Pharrell and two other potent names who worked on Where I Belong, Wyclef Jean and producer Dallas Austin, is indicative of the high-powered attention that has swirled around this young artist. But the last several years of slogging in the trenches of ambition have been good for Cab’s resolve — and his music.

“The whole album for me speaks to finding your way as a young adult, as a teenager,” he says. “Everyone will try to pull you and push you … let’s have him sing ‘baby baby I want to party.’ Oh, let’s have him sing ‘throw my hands up, oh yeah.’ And I’m like, no way. For me, music is something that I love and comes from a place of amazement and awe. … I speak from my heart, and I can honestly say I sing what I feel.”

Cab has been feeling music since he was an infant, when he startled his mother by humming along with the lullabies she sang to him. He cajoled his parents into getting him a guitar at age 11 and mostly taught himself to play, idolizing and emulating older artists like Bob Marley, Bob Dylan, Marvin Gaye and Jerry Garcia.

Photos of Dylan, Garcia, James Taylor, Ray Charles and other classic acts — as well as one of a punkish, pre-diva Madonna — decorate Cab’s Coconut Grove recording studio. The studio is the most visible aspect of the ample support he gets from his father, a Cuban immigrant who is a successful developer and entrepreneur. (Forty percent of Belong was recorded here by Cab and his producing partners, while rentals help pay for the studio’s cost.) Cab and his brother and sister were raised in the well-to-do suburbs of Pinecrest and Coral Gables, and he got his love and feel for reggae partly from family vacations in the Caribbean. He has had the luxury of being able to devote himself full-time to music since he graduated from Christopher Columbus High School, a private Catholic school.

But none of that would matter without Cab’s own talent and drive. Eric Wong, executive vice-president and general manager of Island, which signed Cab in 2012, says the young singer’s focus and ability to marshall the multiple pieces of a music career — a social media following, songwriting, producing music and videos — were a draw. “Making music is his life, and you see it … this is where he belongs,” Wong says. And Cab’s mix of pop, rock, soul and reggae has appealed to fans from Russia to France. “He’s multi-genre, and that’s reflected by everyone who’s shown up at his shows — he has a very diverse mix of fans singing along to every song.”

Though a family friend got Cab an audience with Pharrell when the aspiring singer was just 15, it was his ability to incorporate the star’s advice into his songwriting that persuaded Pharrell, a year later, to become a mentor and sometime collaborator. Although Cab did not end up on a label with the man behind Happy, Pharrell produced several songs on Belong and has continued to lend his star power — in July, for instance, he appeared with Cab on local station Y100 for the Miami radio debut of Liar Liar.

And he has given his Miami protégé invaluable advice on producing, songwriting and craftsmanship.

“Pharrell is really a minimalist and focused — he chooses a few key sounds and really makes sure the audience hears them,” Cab says. His advice on songwriting was similarly meticulous. “Pharrell is so great about telling your story. Did you use enough descriptive adjectives? Did you say the red purse, the blue shoes, dark day, dusty room? He’s all about how do you take the listener closer to that world. What’s going on? What’s the room look like? Feel like?”

Cab has spent the last three years shuttling between Miami, New York and, for most of the past year, Europe — where Liar Liar has been a hit. He has opened for a string of major acts, including Enrique Iglesias, Pitbull, Gym Class Heroes, O.A.R. and Matisyahu; in September, he’ll open for Pharrell on a European tour.

But his personal and musical center remains in Miami, where he shares an apartment with his brother a few minutes from the studio (and his parents’ place).

“Miami is not only my home and my place of comfort, to me it’s a huge place of peace,” he says. “I come back here and I chill so hard. I love the sun. I sit outside. A lot of artists like to work late at night, but I’m a morning guy. I wake up, I’m fresh, fresh head, fresh ears. I have coffee, and I have several guitars in the room, and I just grab one and play for hours. And as soon as I come up with something cool, I record [it] on the cellphone and come straight to the studio.”

Several songs on Where I Belong reflect that sense of appreciation and reflection. “It’s your decision,” he sings in Fables, “this life you’re given is whatever makes you happy now.”

He says it’s about “making the most of life here on earth, make the most of your friends and do what makes you happy. Life is too short to play by someone else’s rules.”

The yearning Paradise (On Earth), about finding bliss in the here and now, was inspired by an argument with some people Cab describes as very religious. “This might be your heaven, there might not be a heaven after this,” he says. “Forget about the next life, let’s live this one here and do what makes you happy and find the things you love — create this world here.”

Liar Liar, on the other hand, is about betrayal — and despite the seductive women flashing through the stylized black-and-white video, Cab says he wasn’t thinking only of romantic treachery. “It’s not only people you’re in a relationship with, but people who are your friends or you think you know,” he says. “Time will eventually show you who that person is.”

But close relationships will have to wait for Cab, who says he broke up with his last girlfriend a year ago, as he was spending all his time on the road. “She was a great person, and she deserved more than that,” he says. “I didn’t want to be that guy who was just a text or a picture. But ultimately, it was my decision.”

In a way, the choice to focus on himself and his music reflects another of Pharrell’s suggestions. “Some of the first advice he gave me was, ‘Did you tell your story clearly enough?’ ” Cab says. “ ‘Do you listen to yourself? Is this a story to you?’ ”


What: Cris Cab album release party and concert.

When: 8 to 11 p.m. Saturday.

Where: Hyde Beach at SLS South Beach Hotel, 1701 Collins Ave., Miami Beach.

Tickets: $20 at or 305-455-2990.