On a long drive down a lonely Wyoming highway yesterday, I got to thinking, FriendFeed is a lot like my Dad's coffee shop. Each morning at 7 am sharp, my father strolls into his favorite local hangout (which moves locations every few months) and sits down with a group of local ranchers and retired guys for a cup (or 5) of joe.
The discussion is pretty broad, but shared among like-minded friends who "follow" what you're talking about. For example, the newest version of Firefox will never come up because it's not of interest to them. Bring up Hillary, and you've got dialog.
The conversation is almost exactly like reading and engaging in FriendFeed. The topics narrow enough for your interest, and the comments listened to, but not necessarily addressed.
On the other hand, Twitter is more like tapping someone on the shoulder and telling them what you're up to while standing in the line at WalMart. I mean, the conversations are brief and seem more random, since every friend is not on the same page, unless you're the one doing the engaging. There's not always a topic to grab onto. One of the best analogies I've seen likens Twitter to the CB Radio. Get a handle and tell the world what's going on- East Bound and Down.
With FriendFeeed unveiling their new rooms feature, users now have a way to filter the wide-world of feeds into something a little more private. Now, depending on your interests, and the interests of those you follow, you can jump around from room-to-room and choose when to engage in a conversation on a particular topic.
Think of it as a more "closed" conversation- like being on the bus with the team after a big game. You'd better know what you're talking about before you speak up. The topic is narrowed and everyone is there to talk about the same thing.
How does all this fit into PR? Well, obviously the jury is still out. We've talked on PitchEngine about ways to implement Twitter into your PR pitch strategy, but I believe FriendFeed has a place as well.
First, you must tactfully engage your contacts on Twitter or FriendFeed. Share everything. Keep an open door to what's happening at your agency- not by ranting or promoting, but by sharing more personal things at your office. Make your agency or brand's personality visible to your followers and give them something they can connect with. When they see that you're using these tools for good (not evil) it will become far more advantageous.
Because the topic is specific to your brand (or brands if you're an agency), media will be able to follow without being inundated with extra spam from outside sources.
If you are a brand or agency CREATE a room on FriendFeed today. Share your own links and related links as frequently as you can. Ask questions of your followers and engage them in relevant conversation. Then, when you post a link to your newest pitch or social media release followers, or in this case media contacts, will be more apt to listen.
Have other ideas for FriendFeed in your PR efforts. Let's chat over coffee, or in our FriendFeed Room.
