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Scoop.it!
Corporations have spotted a gaping hole in the market left by traditional media and are attempting to fill it with their own forms of corporate media.
But according to former-Financial Times journalist turned media entrepreneur Tom Foremski, corporates are failing to connect with their audiences and there are very few successful examples of the genre.... 
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Scoop.it!
...In a world where your competitors have all shown up on the various social networks, and where your target market is having trouble keeping up (there’s actually a lot of writing now about “social media fatigue”), how will you stand out?
In “The Impact Equation,” Julien Smith and I recommend that you learn how to stand out from others, or Contrast. The equation is “Impact= Contrast x (Reach + Exposure + Articulation + Trust + Echo). The following idea is a mix of Contrast plus Exposure.
One way that companies are earning new customers is by content that checks two of the three boxes * interesting * helpful...
[Chris Brogan talks about the secret of winning the attention war which includes being more personable than your competitors ~ Jeff]
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Tom Foremski shares some clear lessons for corporate communicators including: "organizations must avoid vanity media and report and share stories that engage their audience." He also worries about journalism in an era where page views count more than news.