Social Media, Mass Media, Me Media

As Twitter and other social media outlets continue to gain 140 character traction, it's worth noting how old media is leveraging it.

Yes, man on the street output on TV and consumer radio call ins have been feedback fodder for decades, but never before has individualized chatter been so readily rolled up to show opinion, buzz, and topic title trends with such speed.

Now Bluefin Labs, a social media measurement company, is working with ABC News to bring to life the aggregate of social media mumbling on the single talking head TV news reports.   

Together, they immediately ranked Super Bowl ads.  All hail the Doritos cat-snuffing dog.  And they showed real time reactions to GOP debates (not that the anachronistic talking head structure merits real time feedback, but still...)

An interesting 'mashable' of elements here -- social media showing up for partnership with old media.  And a one-voice, individual expression vehicle getting plugged back into a bigger megaphone by being rolled up into a mass voice once again.

Hmmmm -- maybe our #tinyURL linked blog writing on #social media, #Bluefin labs and #ABC, can be rolled up with others for #GeorgeStephanapolous' next script -- just remove the #tag.

 http://abcnews.go.com/blogs/headlines/2012/02/abc-news-and-bluefin-labs-will-collaborate-for-social-tv-analysis-of-major-events-in-the-2012-campaign/

http://www.lostremote.com/2011/12/19/abc-news-debuts-political-site-with-social-stock-market/

The Tao of Brand Naming

As Western brands become increasingly ubiquitous in China, the business of translating foreign product names into Chinese has been elevated to the level of science.

Corporations looking to introduce a new brand to the Chinese market must contend with business, linguistic, market, and cultural factors.  Big brands like Coca-Cola and Tide employ consultants, analysis, and complex computer programs to choose names that are not only pleasing to the Chinese ear, but also to the Chinese heart and mind as well.

For example, Coke’s Chinese moniker (Ke Ko Ke Le) is not only phonetically similar to the English name, it literally translates into “Tasty fun,” capturing the essence of the global brand in a way that’s appealing and understandable to Chinese consumers.

There’s no one size fits all formula for choosing an international brand name, but it’s key to note that:

• Naming can be crucial in defining the core brand for a new audience -- OR can be an opportunity to redefine it
• Simple name translation isn’t enough; like domestic needs, alliteration, conveying an emotional high-ground, and more than one meaning, all will help with the impact
• Cultural sensitivity can make or break a brand -- for example, Microsoft’s Bing engine was renamed in China since “bing” connotes disease and virus in their language

As Chinese consumers become increasingly brand savvy, a well chosen name is a strategic move in capturing market share and long-term loyalty.

In the global marketplace, a brand by any other name is... well, profitable.

http://www.nytimes.com/2011/11/12/world/asia/picking-brand-names-in-china-is-a-business-itself.html?ref=asia
http://www.nytimes.com/interactive/2011/11/12/world/asia/chinese-products-in-translation.html?nl=todaysheadlines&emc=thab1