Hello!
I read here what I wrote about contact. Yes, in general it’s like that.

Promotion techniques are described quite fully in the video http://julia-marketing.livejournal.com/103190.html, which Dasha posted here. All this can be used.

I'll add more.
Everything flows and changes. VKontakte was not originally intended for commercial activities, it is a network for communication between friends. And doing what is said in that video is still spam, and the administration is successfully fighting this. The effectiveness of many of those methods has been reduced to nothing.

Accounts from which such activities are carried out are blocked. Their actions are intercepted and canceled before users see their results.

Therefore, I think using such “hard” marketing is not justified and is fundamentally wrong. Firstly, it simply irritates users and secondly, everyone there has already developed an immunity to it.

I think there it is effective to promote just something good and necessary for people :)))) And not very intrusively, then this information will spread very quickly among friends, and this is the best promotion, and this corresponds to the essence of VKontakte and social networks in general, that is, it is correct and it's harmonious there.

This, of course, is already clear :))) And it is also clear that there is a lot of good and necessary things, and yes, we need to move forward somehow, but more carefully.

For example, I’m tired of VKontakte, all those who use it only for commercial activities, tag me in their advertising pictures and videos. I delete those immediately. With very rare exceptions.

In general, there is usually a response to such activities only from those who are engaged in it themselves, and there is no benefit from such people.

For example, I have a group http://vkontakte.ru/club9632845
Tourist club "KP" Alloys!!! Water trips!!!

Once upon a time I invited people to it, I did it very selectively, I looked for those who might be interested, studying people’s profiles, and I had about 100 people there. And then another person invited another 800 people there, using conventional promotion methods, and 3 times faster.

Having studied the list of the group, I realized that almost all the people, after those whom I invited there, are either virtual advertising characters and bots (they accept all invitations), or those who themselves are engaged in some kind of promotion, or “dead people” who have been there for a year don’t show up, or children who are just cool to enter everywhere. There was almost no benefit from these people, over 100.

Therefore, you need to move more carefully. A lot of people in a group doesn’t mean anything. We need the right people, not just any people.

And I’ll say it again - the best promotion is when people themselves recommend interesting groups to their friends. And here the most important thing is to create such interesting content, an interesting project. This is generally the most important thing. And not just VKontakte. Then he moves easily.

But classical marketing doesn’t work very well there, and in general people there are not very inclined to engage in commerce. If we are going to make any kind of promotion there, then we need to do it much more subtly and skillfully.

Hello Klein!

Tell us more about this. I need this for the 2 Happy Geese store. I don't know anything.

Okay, I'll start in order. I will compare it with LiveJournal since you know it.

If you need a photographer, invite me, I’ll photograph you for free :))

Hi all!

I continue the story about the “Senoval” tavern.

We launched exactly on December 31, 2008. It soon became clear that the high-cheap-tasty approach did not work in its pure form, as it worked in Murmansk. Few people came. It was necessary to somehow increase attendance.

What we did to increase traffic and revenue

Services have been expanded and improved:
— forced the addition of Japanese cuisine to the menu (it was planned from the very beginning)
— added “business lunch”
— expanded the range of beer, because clients often asked for this
— added cheese and sausage slices and assorted pickled vegetables to the dishes

— replaced tea in bags with brewed tea in French press teapots 500 ml and 200 ml
— launched the process of obtaining an alcohol license, and before receiving it officially allowed clients to bring their own alcoholic drinks
— organized the opportunity to book tables (initially it was not intended)

We made information on the Internet:
— made a page on vkontakte
— actively invited friends through the vkontakte website
- made a website
— made a banner for the virtualspb website (neq4 team project)
— actively involved in all discussions appearing on the forums
— posted invitations on the contact pages of nearby universities
— placed on the website, in the “how to find” section, additional information
— link to Yandex maps
— text description of the route
— description of which minibuses to get from metro stations

We made flyers (600 pieces) and distributed them through different channels:
- surrounding houses
— trade union committees of nearby universities
- my dancing friends
- acquaintances of acquaintances
- through students visiting our VKontakte page.

Current status

Loading the establishment:
- there is no one until lunch
- increased significantly at lunchtime
— between lunch and dinner there is almost no one.
- increased in the evening, and on Saturday evenings almost full

Revenue:
— on Saturdays already covers rent and salaries
- on other days - does not cover, although there is progress, it is growing
— on weekdays last week for the first time exceeded the level of 2/3 of the amount covering rent and salaries
— at the moment we are still working at a loss. And this is critical, because... there is a serious loan at high interest rates.

Immediate plans
— distribute another edition of flyers
— create a magazine or community on LiveJournal
- get a liquor license
- maybe make Wi-Fi
— it is possible to install a terminal for paying with plastic cards
- go around the surrounding mini-hotels and negotiate with their administration about mutual PR through flyers or business cards or something else

Advice from an Expert - Business Consultant

Photos on the topic

The basis for the development of any business is attracting new customers. The problem is solved primarily by disseminating information about a new offer or service. For these purposes, advertising technologies use all known communication channels. From placement in major media (television, internet, print media) and street advertising to viral marketing. It all depends on the budget of the advertising campaign. The most effective way to get a huge audience for little money, and sometimes for free, is the Internet.

Just follow these simple step-by-step tips and you'll be on the right track.

Quick step by step guide
So, let's get down to action, focusing on the result.

Step - 1
First, develop an advertising proposal in accordance with the laws of marketing. It should be interesting (memorable), informative and useful. Try compressing your information into this format and you will be able to quickly convey it to the recipient. Having done this, move on to the next steps.

Step - 2
Determine your target audience - those who will really be interested in your offer. Find out where your consumer “lives”, what resources they use, what social networks they use, what they search on the Internet. This specification will make advertising effective. Otherwise, it will turn out to be “shooting at sparrows.” Having done this, move on to the next steps.

Step - 3
Register in thematic communities, social networks, forums where it makes sense to post your message. Communicate, take an interest in the lives of project participants and you will find a response from interested people.
Create a free website, blog, with the ability to post complete information about the offer, promote them, making them visible to search engines. Place your information on bulletin boards and thematic portals with free posting.

We recommend paying attention to the following tips:
Remember that the easiest way to disseminate information - mass mailing - cannot be used for your purposes. It is not only illegal, but also ineffective. Most of your potential clients will simply send annoying messages to spam.

We hope the answer to the question - How to disseminate information - contained useful information for you. Good luck! To find the answer to your question, use the form -

Any computer connected to the Internet can, in principle, access a site located physically as far away as desired. In terms of speed, there is no difference whether the site is located on the next table or on the next continent.

If information gets onto the Internet and seems interesting to one of the users, it can be instantly distributed by any interested party to a theoretically unlimited number of Internet sites of various kinds (such as websites, blogs, forums and a number of others, which we will discuss in detail below). On websites and forums, this is facilitated by mechanisms for tracking changes using RSS feeds, and on blogs - a system of friends subscribed to new messages. As soon as information appears on the blog, it becomes automatically available to everyone who is subscribed to read the messages posted on it. Each blogger usually has his own subscribers, the number of which ranges from a few people to several hundred. Thanks to this structure, news that interests a large number of people can spread almost instantly. If this happens, then such messages come to the attention of special sites that monitor the most popular news (they track the information that users paid attention to, the number of which exceeds a certain threshold). From there, the message is automatically included in specialized mailings and ends up in mailboxes, the owners of which may not be keen on Internet surfing, but are subscribed to newsletters. Electronic mailings form a second, no less large-scale, wave in the dissemination of information. Online news agencies are able to additionally join in the dissemination of information at any stage if they consider it an interesting news opportunity.

Distributing information on the Internet anonymously is technically possible

Whether we like it or not, anonymous sharing of information on the Internet is indeed possible. Some consider it evil, others consider it good. As a rule, the victims of such distribution are dissatisfied, and the preservation of anonymity on the Internet is positively assessed by those who want to bring to the attention of the public their hostile attitude towards a person or enterprise.

When a terminal (computer or mobile phone) accesses the Internet, it always receives a so-called IP address. According to Wikipedia, an online encyclopedia compiled by the entire Internet community, “IP address (IP address, short for Internet Protocol Address) is a unique identifier (address) of a device (usually a computer) connected to a local network or Internet." This address is truly unique. On the Internet, no two computers have the same IP addresses. It is through IP addresses that computers transmit information to each other, so if two computers have the same IP address, it will become unclear which of them is intended for it. Distribution of IP addresses is carried out by authorized organizations. A pool of addresses in a certain range is assigned to a specific Internet provider, so the provider and the city from which the computer accessed the Internet can always be determined by its IP address. An IP address can be permanent or dynamic. A permanent one is assigned to a specific user, a dynamic one - one of the free ones at the moment - is issued by the provider to its clients in response to a specific request to access the Internet. If you use a permanent IP address, information about who it is assigned to can often be available to anyone. If a dynamic IP address is used, this information will only be known to the provider, and even then not always: although the provider knows from which terminal the exit was made, this does not guarantee the identification of the user. So, when accessing the Internet from a landline phone, its subscriber number and the address where it is installed are known. When accessing from a mobile phone, the subscriber number and personal telephone number (the so-called IMEI), and when accessing the Internet from a dedicated line, the provider knows at what address the terminal connected through this line is located. However, if access to the Internet was carried out from an Internet cafe, either through a public Wi-Fi access point (in a cafe, at a train station, or even from a car parked near them), or from a mobile phone registered to a dummy, searching for a specific person becomes very difficult or even impossible.

An Internet provider can legally disclose subscriber information only to law enforcement agencies upon their request. Otherwise, it violates both the Federal Law “On Personal Data” and a number of departmental regulations.

The problem of finding a person who has accessed the Internet is aggravated by the fact that IP addresses are not always translated directly. For example, when using GPRS from a mobile phone, generally everyone using this service at the cellular company has the same IP address. In the same way, everyone who accesses the Internet through a so-called proxy server has the same IP address (this is often found in Internet cafes, educational institutions and large office buildings).

In addition, there are programs specifically designed to cover IP addresses - anonymizers. At their core, these are proxy servers created specifically to provide anonymity on the Internet. Some of them (for example, Steganos Internet Anonym VPN) even provide encryption of transmitted information, which prevents it from being intercepted on communication channels. When trying to identify a person who has posted text or other information on the Internet using an anonymizer, a number of steps must be taken. First contact law enforcement. They must initiate a criminal case (if there are signs of a crime) and convince the Prosecutor General’s Office to write a reasoned request to law enforcement agencies of the foreign state that owns the anonymizer’s IP address. This request must be completed in compliance with all necessary formalities, otherwise it will not be accepted for consideration abroad at all. It must be clear from the request that it is not politically motivated, otherwise, according to established practice, many countries will also not accept it for consideration, regardless of the correctness of its execution. After this, law enforcement agencies of a foreign country will contact the company providing anonymizer services and demand information about which IP address they connected to it from. During this entire set of events, which will take a lot of time to carry out, only the address from which the enemies connected to the anonymizer will be revealed. But anonymizers can also be built in a chain, when the connection to one of them is made through another...

In addition to what has already been said, it should be noted that there is a distributed anonymous network, Tor, which is created and maintained by privacy advocates. This computer network on the Internet is organized in such a way that it is almost impossible to track the movement of a data packet from the starting point to the ending point.

That is why in most cases, if they do not concern international terrorism, when all the forces of the intelligence services of large countries will be coordinated to capture the villain, we can say that it is technically possible to ensure anonymity on the Internet.

Although we have given an overview of the main methods for ensuring anonymity on the Internet here, for the convenience of readers we will cover them in more detail in a separate section.

Off-line mechanisms to counter the spread of information do not work online

Creating a blog takes 15 minutes. Creating a functional website that does not qualify for a nomination in a web design competition - from 40. Transferring a site to a new hosting - from a few seconds to a few minutes.

Offline during this time it is impossible to even write a statement of claim. Moreover, at the time of writing the book, it was possible to open hosting (that is, buy space on the server where the site will be located) anonymously, using transfers through payment systems that do not provide identification as payment. And if hosting is ordered in another country, then off-line procedures for influencing it become no less labor-intensive than those described by us in the previous section devoted to establishing the enemy’s real IP address. These are very lengthy and sometimes expensive procedures, the result of which can be a court decision to close the hosting, after which, as we have already said, nothing prevents it from being reopened in another country, and within a few minutes the site with which there was a struggle will again be on air. In addition, it is absolutely not a fact that a lawsuit against a site with black PR will be won. After all, if negative information does not constitute slander or insult, but a personal opinion, and if no laws are violated (for example, on the inadmissibility of publishing personal data without the direct consent of the person to whom it belongs), then the court may not make a decision on it at all removal.

The Internet is a “washing machine” for negative information

If a media outlet publishes false information that defames someone, the victim can go to court and have a chance to receive compensation and also force the media to publish a retraction. And although the system that exists today, even in respected publications, is not perfect in everything (for example, in practice, a journalist who considers himself a “shark of the pen” can publish unverified information - and no one will control his actions), you can still try to hold the media accountable. It is difficult, long, but possible. But when the Internet is flooded with information of this kind, after which the media begin to write about this fact (“information has appeared on the Internet that ...”), there is usually no one to hold accountable.

Gleb Pavlovsky was one of the first to note this feature of the Internet almost ten years ago: “The Internet is an ideal tool for launching necessary stories into the mass consciousness. In addition, traditional media are responsible for the information they disseminate. Rumors transmitted over the Internet are anonymous. But newspapers and television get the opportunity to link to the Internet. That is, there is a real laundering of the so-called black information.”

Until recently, even online media could not be held accountable. When applying to the court, they were required to send a copy of the statement of claim to their address, and by the time of the court hearing, the information from the site had disappeared. However, recently it has become possible to notarize a copy of an image of information posted on a website. As a result, even if a particular text is removed from the site by the time of the trial, this does not save the electronic media from liability. This is probably a victory. However, it is so small that it does not solve the problem as a whole.

Information on the Internet can be stored forever and some of the archives are publicly available

When a user posts information online, he often loses control over it without even realizing it. The phrases “The word is not a sparrow, if it flies out you won’t catch it” and “What is written with a pen cannot be cut out with an ax” are intricately combined here and have acquired a new meaning today. Indeed, by writing something on someone else's Internet forum or commenting on someone else's online journal, the user can completely lose power over his words. Even if someone believes that if necessary, they can remove the information they posted, it is not a fact that this is actually possible. It is enough for any person to simply copy the words given in the message so that the author’s power over this message is lost. Perhaps forever.

But even if the information is posted on the user's own website, he may sooner or later find that he is unable to remove it from the Internet. This most often happens for four reasons.

1. Information ends up in the Internet archive. Indeed, on the Internet at the address: www.archive.org/ there is a resource that copies website pages and stores them on its servers. Since it is located in San Francisco and is owned (at least officially) by a private individual, it is unlikely that it is possible to easily “clean up” information there at the request of organizations or individuals without a decision from a US court. Here is an excerpt from the Internet Archive article from Wikipedia:

The Internet Archive is located in San Francisco, founded in 1996, and has several projects. The archive provides free access to researchers, historians and schoolchildren. The declared purpose of the archive is to preserve the cultural and historical values ​​of civilization in the era of Internet technologies and to create an Internet library.

The Wayback Machine - the content of web pages is stored in the database, and you can see what a particular page looked like before, even if the site no longer exists. In October 2004, The Wayback Machine was first recorded as evidence in an American court. Censorship was also noticed when some archived copies of web pages containing criticism of Scientology were removed from the archive at the request of lawyers from the Church of Scientology.

In order to see the capabilities of the Internet archive, we present the images of the sites of RosBusinessConsulting (www. rbc.ru) dated December 10, 1997 and Most Bank (www.most.ru) dated January 16, 1997 stored there (Fig. 2, 3 ).

Later we will tell you in more detail about how to use this service.

2. Information is reprinted by another user.

Any person, company or news agency can reprint the user's words with a link to the source and comment on them.

The words of a user of an Internet forum can be quoted by another participant in the same forum and, as a result, go beyond the control of the author. The author can ask them to remove the person who quoted or the forum moderator, but he cannot force anyone to comply with this request.

Rice. 2. RosBusinessConsulting website dated December 10, 1997 in the Internet archive.

Rice. 3. Most Bank website dated January 16, 1997 in the Internet archive

3. The user's message gets into the so-called tops of various resources and remains there. This phenomenon is typical mainly for blogs. As soon as a topic begins to be discussed quite actively, it is recorded on special sites and a copy of it is posted there in sections like TOP-30 of LiveJournal for such and such a date. Often, news from these sites ends up in thematic mailings and is distributed to all subscribers in different cities and even countries.

Many resources on the Internet have become interactive. Indeed, ten years ago, an ordinary person or a poor enterprise could not get the opportunity to express their point of view on certain events or problems. Today, examples appear on the Internet showing that anyone can do this so “loudly” that they will be heard throughout the world and, if necessary, receive help. People who did not know each other just yesterday are instantly united by a common idea or attitude to some problem and begin to act together.

If the topic is interesting, users can independently join its discussion or even take part in solving it offline. The potential influence of the interactive Internet on real life is clearly visible in the example of such harmless resources as the “Darom” community in Live Journal (LJ, or Livejournal), www.community.livejournal.com/darom/ and the Live Journal community “Flashmob” (www. community.livejournal.com/fmob/).

Here is a description of the “Darom” community as given in its Journal:

If you find a good, but unnecessary thing in your house that you feel sorry for throwing out and have nowhere to put it, and also if you need something, you can leave a message in this community. Surely there will be a person who will be ready to give you the necessary thing.

Here you can leave advertisements: “I will give for free”, “I will accept as a gift”, “I will exchange” or “service for service”. There are no strict restrictions, except for “buy/sell” advertisements.

Be sure to indicate the city you are located in or whether you can send by mail. If you do not indicate the city, it will be equivalent to the signature “Mr. Moscow".

If the item has already found its new owner or the need for the item has ceased, then do not forget to indicate this in your ad.

Attention!

1. Advertisements for the distribution of kittens and puppies are strictly prohibited. For this purpose, there are more than 90 communities where people are interested in kittens, more than 400 in cats, more than 40 in puppies and almost 300 in dogs. This prohibition does not apply to other animals.

2. It is prohibited to post messages like “tell me, please,” “tell me for nothing,” opinion polls, etc. There is a special community for this, podskajite_plz; I have no doubt that there will always be more people willing to give good advice than those asking for it.

Description from the Flash Mob Community Journal:

Briefly about Flashmob

A flash mob is a mechanism... a mechanism that allows, at the expense of tens, hundreds of strangers, to simulate a situation that simply cannot happen in reality. This is an opportunity not just to create an unusual situation, it is an opportunity to CHANGE REALITY! Having agreed on this site, we suddenly appear in crowded places and carry out our scenarios. We surprise, puzzle, frighten, delight and disappear - until we meet again

Flash Mob Rules

1. Do not talk about the flash mob either before, during, or after the event.

2. Study the script carefully in advance so as not to get confused or mix up anything on the spot.

3. DON'T LAUGH DURING THE FLASHMOB PROMOTION

4. Don't come with friends; Don't say hello if you meet someone you know.

5. Follow the instructions in the script strictly. Never try to stand out.

6. Set your watch as accurately as possible. Be there 10 seconds before the start of the flashmob event.

7. Do not stay at the event site after the flash mob is over.

8. To the question: “What’s going on here?” answer: “I accidentally... saw it here and joined.”

9. Photography and video shooting must be done extremely secretly, and it is better to abandon it altogether.

The example of these two communities shows that on any issue of interest to people, a team of like-minded people can quickly be created. Such a team can act in a coordinated manner, and its members are not hampered by the fact that they may not know each other. If solving a common problem requires the physical presence of participants, geographical distance still limits the team's capabilities, but when it comes to disseminating information on the Internet, there are no obstacles at all. A social network represented by members of an informal team disseminates information quickly and widely. But counteracting such lightning-fast dissemination of information throughout the world is extremely difficult, and most often completely impossible.

4. State borders are preserved in real life, but are practically erased in virtual life. We have already touched on this issue, talking about what efforts are required to legally obtain information about a user’s IP address in another country or to influence a company that provides its server for an enemy’s website. In addition, in some cases, there may be no agreement with this country on the interaction of law enforcement agencies, or according to its laws, the act of your enemy is not something reprehensible. Perhaps it is located on the other side of the globe or it is unsettled, so for reasons of financial or personal safety you find it inadvisable to fly there to establish contacts on the spot. Finally, it may be that this country has a difficult political relationship with Russia, and therefore will enthusiastically throw a spanner in the works on any issues that involve assistance to Russian businesses, citizens, government or law enforcement agencies.

Thus, an attempt to prevent the dissemination of information on the Internet may very well encounter serious barriers in the form of state sovereignty and differences in laws, while the one who disseminates this information usually does not face such problems.

The Internet is much more democratic than real life

This has both significant advantages and significant disadvantages. Real life forces a person in any country to behave with an eye on the possible consequences of his behavior. Even in countries with developed democratic institutions, a person is forced to think about how his actions or statements will be perceived by others.

On the Internet, these restrictions are often not present at all, or they exist, but there are much fewer of them than in “real life.” As a result, any person can express his point of view to the whole world (no matter whether it is correct or not), and under certain circumstances he has no less chance of being heard than a serious news agency. It is not without reason that today news agencies have appeared and are actively operating on the Internet, in which the news rating is determined by the readers themselves, and not by the editor. This is the so-called social news (social not by topic, but by an algorithm for determining news ratings by the entire community). An example of such resources on the RuNet are news2.ru (www.news2.ru/) or smi2.ru (www.smi2.ru/), the popularity of which, according to researchers, is constantly growing. True, such resources, like any open system, are constantly in danger of cheating results for advertising purposes, so some of them are again beginning to be strictly moderated when posting news, such as weblinks.ru (www.weblinks.ru/). In our opinion, the trend in the development of social news services is obvious, and as such services become known among the general public, the likelihood of distortion of the results by interested parties will significantly decrease. This can be seen in the example of foreign analogues. It has already been verified in practice that events that concern a large number of people are widely commented on by ordinary Internet users in real time. At the same time, the degree of confidence in what was said is incredibly high. An example is the situation with Hurricane Katrina in New Orleans. To illustrate, here is a fragment of the article “New Orleans bloggers accomplished a journalistic feat,” posted on the well-known Russian resource CNews.

Bloggers wrote about Tropical Storm Katrina first-hand, in real time, and just as vividly as the mainstream media.

A diesel generator, a computer and a cell phone were all the bloggers needed to get online before cell networks went down. “Trees are falling everywhere. Three trees fell on a neighbor's house. The Southern Yacht Club burned to the ground,” Troy Gilbert wrote on the Gulfsails yachting blog.

Bloggers are increasingly becoming the most important source of information about emergencies around the world. The heyday of the blogosphere in the United States occurred during the presidential elections last year, when the process was described by authors from different parts of the country. The audience of blogging sites grows during important events - people are more likely to search the Internet for information that goes beyond news sites. Thus, Media Metrix from comScore recorded 1.7 million online searches for the words “hurricane” and/or “Katrina” on August 29—10 times more than in the five days of August 22–26.

"Bloggers outside the disaster area are doing everything they can to increase the dissemination of first-hand information," said New York University professor Mark Crispin Miller. Richard Lucic, a professor at Duke University, believes that blogs, podcasts and other new technologies bring news to a “human level” because anyone can do it with very little investment and no training.

We do not in any way disparage the dedication and resilience of New Orleans bloggers, but we would like to point out that there is almost never even an attempt to verify the veracity of the facts presented in such cases. This is partly due to the fact that there is no possibility of verification in principle, partly due to the fact that people simply do not think about the need to double-check information if it seems exciting and urgent to them. But in any case, this situation opens up dizzying prospects for manipulators of public opinion.

To be fair, it should be noted that the first revelations of bloggers publishing “true” fried facts have also already been recorded. Although, of course, it is unknown how many similar facts remain unsolved. Here is an article by the famous blogger and journalist Anton Nosik, who writes on blogs under a nickname (pseudonym).

For those who don’t often look at blogs and online forums, let us remind you that a nickname is a virtual name. It can be, in principle, anything, but within one blog site it must be unique, i.e. if someone chose a nickname before you that you like, then you will have to come up with another one. The nickname you choose, accordingly, cannot be chosen by anyone else on this blog site. Let us also explain some terms found in the article below. “Phototoad” is a well-known Photoshop program that allows you to edit images and make any changes to them. “False user” is a user of LiveJournal, which in English is called LiveJournal, and in Russian transcription - LivJournal, or LZh.

The photoshopper moved to Gaza

Reuters employee in Gaza Fadel Shada and his colleague working for Iranian TV declared themselves victims of Israeli rocket fire.

The Association of Foreign Journalists in Israel hastened to call the shelling “outrageous targeting” and demanded a thorough investigation.

Apparently, in vain. Because an analysis of the evidence provided by the “victims” showed that we are talking about a staging.

This is how the false user akog tells the story.

And here are the English blogs that he used when preparing the material: MyPetJawa, PowerlineBlog (update), Snapped Shot, Confederate Yankee.

A particularly interesting story regarding the issue of staged filming of destruction is the re-enactment of an Israeli strike on Lebanese ambulances.

Hello, dear reader!

This option for solving the problem of countering the spread of negative information is similar to the methods of a bad doctor. Imagine, dear reader, how a person comes to a doctor with a headache and asks for help. The doctor, after listening carefully, prescribes treatment, prescribing expensive medications. Does this, by any chance, remind you of the work of a marketer who reports to management about what customers were dissatisfied with, and then about proposals for improving the situation and the budgets needed to implement the proposals? Agree, dear reader, that there are similarities in the work of a bad doctor and a marketer. Let's think about it and try to figure out what such work will lead to.

Now let’s look at this example to see how we managed to neutralize the flow of negative information. By introducing the coefficient at the sales planning stage, the situation when there was a shortage of the most popular products was resolved. The customer, having received what he wanted, could no longer say that this company did not have what he needed. On the contrary, the customer could say that he can always buy what is required. The flow of negative information has stopped.

Let's return to our topic - negative information, how to deal with it and how to neutralize it. As an adherent of a systematic approach to problem solving, I can say the following... Any problem related to the dissemination of information, especially negative information, must be solved systematically! Problems of this type can be solved in three ways (see Fig. 1).

Rice. 1. Methods for solving problems.

As can be seen from the diagram in Figure 1, each method works at its own time. This does not mean that if you see a situation getting worse, you should wait for the consequences to occur before taking action. Solving the problem using method 3 is the most difficult and costly!

First way. Allows you to significantly minimize losses from negative information, and ideally reduce them to zero. This is a method for those who are accustomed to working proactively, thinking through in advance all the possible consequences of their actions, the actions of their subordinates and colleagues. We can say that this is prevention. After all, it is easier to prevent a disease and take preventive measures than to treat it or, even more so, to deal with complications after the disease. Thus, at this stage we try to prevent the formation of situations that could become the causes of negative information.

Second way. Unfortunately, not everything in business can be foreseen. There are circumstances that are impossible to predict. It is understandable that some of these circumstances may give rise to negative information. We failed to prevent the disease. Now it is necessary to begin treatment as soon as possible to avoid complications. At this stage we solve two problems at once. First, it is necessary to eliminate the cause of negative information. Secondly, it is necessary to neutralize the customer negativity that has already formed.

Let me give you another example from my practice. At the beginning of my career, I worked for a company that supplied IT equipment. In mid-November, one of my clients placed an order for equipment, which I, in turn, had to order abroad. Being, at that time, a person with little work experience, I boldly told the client that his equipment would be delivered to him by the end of the year. Alas, I was wrong. I didn’t take into account that in Europe, according to Catholic canons, Christmas is celebrated at the end of December, and not like here. Therefore, since December 25, customs terminals in Europe have been closed. My client's order got stuck at customs in Europe. At the end of December, I had a very unpleasant conversation in a raised voice with a client who was extremely annoyed that his order was “stuck” at customs in Europe. After long negotiations, we finally came to a common decision. However, this cost me part of the profit - I had to give the client a substantial discount. The relationship with the client has normalized.

We can say that I solved the problem that confronted me using the second method. I lost money on one contract, but retained a client, with whom we later had a lot of joint work.

Third way. The reason for the occurrence of negative information was not predicted at stage 1 and was not neutralized at stage 2. Clients are so “offended” by you that they reduce the volume of purchases from you and increase volumes from your competitors, telling everyone around what an incompetent partner you are and recommend have no business with you. Here they are, the consequences of miscalculations!!!

What to do? First, let's answer another question. Is it necessary to do anything at all? You, dear reader, may want to object to me, say: “Excuse me, if you do nothing, the company will inevitably collapse!!! Actions must be taken urgently!!” And, of course, you will be, to some extent, right. But I propose not to discuss this topic, but to understand the essence of the problem. I am confident that any action you take is aimed at the development of your company, its prosperity, and its profitability. It is quite fair to assume that to some of your clients your decisions will seem correct, but to others they will cause sharp rejection, criticism and negativity, especially when these decisions are put into practice.

I once had the opportunity to observe the implementation of a solution aimed at clients. The company's management decided to restructure the company's customer base. The restructuring involved the following process:

• ABC customer analysis;
• Clients whose average monthly purchase volume did not exceed the established minimum limit were offered to become second-level partners (to make purchases not from the company, but from “larger” clients).

Of course, the client “camp” was divided into two groups. Those customers who still had the right to buy directly from the company were happy because the speed of order processing increased sharply (“small” customers no longer took up time from the company’s managers, and this time was devoted to those customers who remained). Those clients who became second-level partners were extremely dissatisfied, because for them purchasing prices became higher. This situation is shown schematically in Figure 2.

Rice. 2. Scheme of distribution of clients after restructuring.

The results of the restructuring showed that the company's turnover increased, while the workload of the company's managers decreased.

However, what to do with the negative information spread by clients who have become second-level partners? To stop the spread of negative information, the company carried out a series of marketing campaigns aimed at developing second-level partners. As a result, all the negativity was removed, and further dissemination of negative information stopped.

Well, now I suggest you, dear reader, to look at the spread of negative information and methods of countering its spread, as they say, at one glance and sum up:

• We all live in time. Negative information does not arise accidentally, spontaneously. Its occurrence is connected with our actions. Using the “3 ways to solve information dissemination problems” method, you can predict the appearance of negative information long before it appears and take measures to avoid such developments. Sometimes it may turn out that negative information and its dissemination will have such small consequences that the need to counteract it will be more resource-intensive than eliminating the consequences of dissemination.
• If mistakes are made at the forecasting stage and the process of spreading negative information is already in full swing, then, following the principles of a good doctor, it is necessary to fight the causes that caused the disease. This may include revisions of the company's plans, and cancellations or adjustments of decisions made... A lot of things. It all depends on the situation.
• If the mistakes made led to negative consequences, when the company has already begun to suffer losses associated with negative information and its dissemination, then time becomes the most important factor! The time that was lost before. Any steps to correct the situation must be clear and consistent. Throwing from side to side will only aggravate the situation. At this stage, there is no longer time to first take steps to neutralize negative information and then return lost customers. At this stage, many processes will have to be done in parallel to each other, and it is extremely important to monitor that the processes do not contradict each other.

As an afterword. History knows many examples when negative information about a company is generated and disseminated by the company itself. Some large companies do this deliberately, using negative information, for example, as a tool to create a competitive advantage or gain additional profit. Dear reader, you have come across such examples, haven’t you? So maybe you and I should learn to use them for the benefit of your company, what do you think?

There are several ways to distribute information on the Internet.

· Internet newspapers and information portals;

· Internet radio stations and Internet TV channels;

· regular Internet sites;

· Internet sites on free space;

· forums;

· guest books;

· email;

· ICQ IRC, etc.;

news server

Scheme of working with the Internet - publications is much the same as working with printed publications. Find the editor's contact information and launch the press release. Very often, Internet publications republish news published in print. Based on the number of publications on the Internet, it is possible to monitor the media after PR campaigns.

Internet radio stations and Internet TV channels have almost the same features as regular radio stations and TV channels, but, as a rule, they are more democratic and sometimes take on the news that off-line TV channels do not want to take. For example, you cannot place a piece of music on a regular radio station, but there are many chances to successfully place it on the Internet. Moreover, Internet channels have a more widespread audience, since they can be watched in any part of the world, although this audience is smaller in number than that of off-line media.

All organizations and individuals can successfully create and popularize their own Internet resource . And, of course, there you write what you want and how you want. It is important to make cm famous and well visited. If you succeed, then the resur starts to work.

If you need anonymity and relative independence of a resource, place it on a free place on the Internet , on the so-called free hosting. In general, when it comes to black PR, posting information on free hosting is an effective move. For at least a week you are protected from any censorship and can write anything you want. However, if free hosting is located in Russia, you have a chance to lose this site. For example, you host a website on free hosting narod.ru. Your competitor finds this site and is unhappy with its content. He can send a fax to Yandex and ask them to remove your site. The site will be closed. Almost any Internet site can be closed on demand if it violates the law. Use this when you come across a site that spreads bad information about you. Free hosting provides almost complete anonymity (in any case, it is very difficult to identify you), and for black PR this is a significant advantage.

Another place on the Internet where you can distribute any information is forums and message boards . The most popular and visited forums are usually moderated, that is, their content is constantly edited. To successfully disseminate information, you need to find specialized forums where your stated topic will not contradict the topic of the forum. Then you will find an interested audience and supporters of your idea and - above all - will not be crossed out, with your topic, by the moderator.

Once you post a topic, constantly support it by adding more and more new information. Answer questions and engage in dialogues. Then your topic will become popular, there will be an effect and it will work and will last a long time in the forum topic. On popular forums there are up to 30,000 people a day, and this is comparable With audiences of a major media outlet.

E-mail- an excellent PR tool, especially when it comes to some narrow target audience. At one time, when the campaign against anti-personnel mines was carried out, this information carrier worked well. A small group of people were able to find many influential and well-known supporters through email and almost achieved a ban on landmines. They started by sending targeted letters to public figures and community organizations. Then they got their first supporters. Then off-line actions against mines began. Then they were joined by famous artists and other celebrities. As a result, a congress was convened at which the use of anti-personnel mines was discussed and restrictions were introduced on their use.

Try to send emails with purpose. However, if you need to disseminate information that most information sources flatly refuse to publish, then you can resort to spamming. But forget about the myth about the effectiveness of spam. Spam is the most disgusting and unworthy of a professional advertising. Its effectiveness is measured in hundredths of a percent and is extremely small. In addition to notes, spam causes an initially negative attitude towards your information.

ICQAnd IRC - these are on-line chats. Naturally, through them you can easily find new supporters of the idea, and even just acquaintances, PR information distributed in this way is usually read (if the text is not too long). But it is effective, again, to direct efforts to a clearly defined, one might say concentrated, audience.

There are also news servers . They are absolutely similar to forums, but are read and filled in by special programs and do not require you to visit any site

Each such news forum has its own theme and you have to live up to it to be successful there.

In general, the Internet has very high capabilities for disseminating information. There is virtually no censorship or restrictions on the Internet. Success is determined by your talent and technical knowledge.

Conclusion

In my course work I tried to reflect

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