Chapter 13. THE POWER OF CROWDS: UNDERSTANDING AND PARTICIPATING IN ONLINE COMMUNITIES

We've talked a lot about direct outreach and pitching because these are the nuts and bolts of any social media relations campaign. But there are other ways to get noticed online. Crowds are gathering all the time on the Web, and they're often working together toward a particular goal like presenting the best news, bookmarking and annotating websites, penning reviews, or even writing encyclopedia articles. You can think about these crowds in a few ways. Forrester Research characterizes them as collectors:[84] they organize content for themselves and others using RSS, news feeds, tags, and voting systems on social news sites. Another way to depict the crowd is ...

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