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How Web 3.0 can target PR campaigns

Anyone signing up for an account on Google+ will be asked if they are one of three genders: male, female, or other. This last option is this web player’s way of providing a privacy option unavailable on other social networking sites. It’s clever and it’s appealing to a growing number of social media users that support preferred gender pronouns, or P.G.P.’s.

While users who tick the “other” option on Google+ may think they are projecting a gender-neutral profile, they are in fact, making a contribution to the vast bank of digital human intelligence that fuels Web 3.0.

While many of us have yet to fully grasp the concept behind Web 2.0 let alone administer a Facebook page on behalf of a brand, we’re already knee deep in the next phase of the Internet. Also called the semantic web, Web 3.0 is a combination of our digital tracks that leave imprints in search boxes, pull down menus, tagged pictures, blog comments, book and music reviews, requested directions on location finders and pretty much any site you input information into. It’s based on knowing everything about you. Where you are when you make a post, what you like to eat, what you shop for, in what size, which hockey team you support and which blogs you follow.

It’s so complex that it’s simple – it’s the web building on all of our choices. They are calculated, assessed, stored, analyzed and thrown back at us in friendly link suggestions, pop-up ads, headlines of interest and foods you might like to try.

While difficult to escape it (yet possible), the personalized nature of today’s web offers PR campaigners the tools to strategically target stakeholders. Take a look at Facebook Insights and learn all about the behavior of your brand’s subscriber community. Mock up an ad on Facebook or LinkedIn, target it by age, gender and interest, and you’ll know exactly how large your potential stakeholder market on that platform is. Align your resources and manage your expectations using that data. Customize and socialize media news releases on free wire sites so that they reach media by a variety of beats and interests as opposed to just one. Think like your stakeholder, use their language and tag all of your content accordingly.


Although Google+ hasn’t officially launched a business application, we’re already joining Circles and Huddles to get quick reactions on issues on behalf of our clients, and we’re excited to use Hangouts as a way for impromptu Q&A’s with media. Once Google+ provides a real time search into those conversations – at least those that are open – it will add yet a new layer of wisdom to the Web 3.0 library.

So forget about Web 2.0. It’s just the technological stepping stone that enabled us to easily and quickly publish, upload, organize, and ultimately share everything about us with the rest of the world without leaving our home or office.

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