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Listram | Sptmbr 2009
Givn t rapi aoption o social tcnologis, bran anPR managrs now av mor options tan vr bor orcommnicating irctly wit tir cstomrs. Social ntwors,blogs, Twittr, an igital vio an imaging sits all provi nwopportnitis or a two-way bran convrsation.As bsinsss — an consmrs — av tan avantag o tscannls, tr is now an rgnt n or companis to grow tirigital intractions into valabl, maningl rlationsips tat bratrog t clttr. It’s simply not nog to jst b in t igital spacanymor. To crat ts rlationsips, bsinsss mst provi rasonsor cstomrs to o bsinss wit tm, mia an otr inncrsto proc contnt abot tm an analysts to sty tm. Ty mstpaint a pictr o t company, its goals an its mploys in a ynamicway tat brings t bran ssnc to li.I yo watc t igital an social mia spac closly, yo can obsrvow popl ar volving tir igital storytlling sing a nw ormat:
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liestream
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Listram | Sptmbr 2009
T goal o a listram is to pblis yor onlin activity or otrs’ bnft. Listramingcan lp bil social capital or yor company or prsonal bran; it spplmnts anaggrgats on’s social mia profls.Bcas it prsnts many irnt typs o contnt, a listram can srv as t b oron’s igital istnc. Twittr, or ampl, is a valabl tool or cstomr intraction ancstomr srvic, bt its tt-only natr an caractr limits (140 caractrs pr post, or“Twt”) ma it ifclt to sar any togt in ll. Tir-party srvics sc as TwitPic anTwitVi a a mor viscral componnt to Twittr, bt tat contnt cannot b viw witint actal Twittr ramwor.
why liestream?
A lfam:
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Stramlins t contnt proction procss. I yo s to rpblisblog activity in otr placs, listrams ar an asy way to o it.
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Srvs as a social boomaring sit. I yo ra an intrsting articlonlin, yo can sav tat articl in yor listram or latr rrncor to sar wit otrs.
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Provis a contnt managmnt systm or a blog. I yo want towrit ll-lngt blog posts, yo can o so in a listram.
the goal o aliestream is topublish one’sonline activityor others’beneft
A listram is an aggrgat, cronological viw o on’s igital — an in som cass,analog — activitis. Listrams can simply b s to p trac o Twittr pats, blogposts, commnts on otr popl’s blogs an otr onlin activity, as wll as ral worlactivity ocmnt trog potos an vios. Otrs s listrams to pblis originalcontnt — blog posts, potos, vios, tc. — an synicat it on otr srvics.Listrams av implications or ow brans an agncis monitor onlin convrsations anbaviors as wll as or nrstaning ow to ntr t varios social strams in atnticways. As a tool, listraming translats wll or companis, provi t stram is rn inan atntic way tat’s align wit consmr intrsts, ratr tan prly t company’sintrsts. Branstrams, a listram or a bran, will la to cstomr intraction, bt tniq contnt yo crat trog tm ar a powrl tool to crat bran avocacy.
what is a liestream?
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Listram | Sptmbr 2009
A listram can av on o two ormats:
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Blg:
A blog-li listraming srvic li Postros or Tmblr is gnrally s tosynicat contnt. Contnt can b ps to varios social mia acconts, wic linbac to t listram. Rars can commnt on blog-li listrams.
•F:
A -li listraming srvic li FrinF aggrgats yor igital activityin on plac. Otr srs o t srvic can commnt on -li listrams.Bcas irnt srvics prsnt contnt in irnt ways, yor commnications ns orainc mans ictat t platorm yo sol coos. Fig. 1 sows a basic spctrm o som srvics an ow ty compar.
types o liestreams
Facboo lis in t mil o t blog-li/-li spctrm bcas o itsibility; Facboo as t ability to trac bot on-sit an o-sit activity.It as microblog nctionality trog stats pats, blog nctionalitytrog its Nots application, an isplays rcntly-ploa potos insrs’ Nws Fs.In sort, a listram is watvr yo want it to b.
M Blg-lk
MoF-lik
fig. 1 -
the lifestream spectrum
© W e b e r S h a n d w i c k 2 0 0 9
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