Adventures as an Intern: Digital PR Awards

August 26, 2011 - 0 Comments

Greetings from hot and humid New Orleans! I’ve been down here in the South for a little under a week, and I’m already starting to say “y’all.” This week has been busy getting settled and preparing myself for school to start next Monday; my textbooks are all lined up and ready to go on my desk right now. However, I had just enough time for another adventure, but this time with a different kind of newsroom.

Since the launch of The Network, Cisco’s Technology News Site a little over two months ago, the social media communications team has been hard at work developing and curating Cisco’s very own newsroom. The hard work is starting to pay off: We’ve been nominated for the Best Online Newsroom at the Digital PR Awards. The other contenders are Ogilvy Public Relations Worldwide’s remodel of the Intel Newsroom (not to be confused with the Intel Free Press, which I explored in a previous post), the Baylor Health Care System Online Newsroom, and Fahlgren Mortine’s revamp of Crown Equipment’s Business to Business Social Media Newsroom. The finalists all shared many similar characteristics that have been helpful in making their newsrooms a success.

Cisco, Baylor Heath Care and Intel employed the “Big Three” social networks. Crown Equipment, however, used only Twitter and YouTube, but also provided connections to other social networks such as Flickr, LinkedIn and an RSS feed. Crown also has a Tags section on its homepage, an interesting way of directing readers to keyword specific news and a Flickr library with thumbnails that are visible. This is a great way of attracting and keeping traffic on the site. The Baylor newsroom looks like it was created using a corporate template, with news displayed in the center of the homepage. It requires registration for access to all the resources available on the site, which include press kits and video broadcasts. This is a good way of measuring visitors to the site, and keeping them once they register. The Crown and Baylor Health newsrooms also have live Twitter feeds showcased prominently on the homepage.

The Intel Newsroom has been described as a “hub” for its social media accounts. Every content page has widgets for Twitter, Facebook, Digg and Google Buzz, which have been carefully researched and implemented to make sure they are not just a “trendy gimmick.” Intel has tagged every piece of content, resulting in a Tags section on the homepage, and optimized all of their content to show up in search engines. However, a feature that Intel is still “on standby” about is one that allows comments on news stories.

The Digital PR Awards will be held on October 4 in New York City, so keep your fingers crossed for The Network. I’ll also be continuing to adventure through both corporate newsrooms and other aspects of the tech world, so make sure you check The Network next week! As always, I’m Kati Dahm, and these are my continued “Adventures as an Intern.”

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