The college guidebook publisher CollegeProwler endured howls from the blogosphere after it was outed for starting Facebook groups purporting to be for future college alumni. Butler University employee Brad Ward noticed and blogged about the groups, which CollegeProwler started to market its participatory guides to students starting college next fall. CollegeProwler co-founder and chief executive Luke Skurman wants to leverage Facebook's young user community but appears now to regret his Facebook strategy. "I've been in business for six and a half years and this is by far the worst P.R. we've ever gotten," Skurman said.
The Los Angeles Times has turned to online content with great success. Namely, LATimes.com's audience was boosted by 143% this year, becoming the No. 2 online newspaper for the first time in November. "We're complementing The Times' unique voice and outstanding coverage with a strong blog network, database projects, visual journalism and interactive features," said Meredith Artley, executive editor of the site.
Novartis used YouTube to promote Excedrin Express Gel product. There were more than 200 videos submitted in the contest, and the page received more than 147,000 views. During the contest, which ran from Oct. 18 to Dec. 18, the YouTube-branded channel was the No. 1 traffic driver to Excedrin.com.