About Me

NewsTK-201I’m a journalist who’s learned a few new tricks — like podcasting and documentary films. My journalism career began in the early 90s, and the basis for what I write (plus teach/advise) today were formed there in the newsroom. Over two-plus decades I’ve had many an adventure as a writer, editor, investigative journalist and film producer working in newsrooms across the US and Europe covering, you name it: tech IPOs, hostage standoffs, bus bombings in Israel, exploring the DR Congo’s perilous open-pit copper mines, imperiled honeybees, hacking the Papal Conclave, alternative fuels you can drink, quantum computing, wine and, of course, a little politics. (For a quick glimpse, you can see my career snapshot on Vizualize.me.)

#Branded Content # Reputation #Cause-Related Marketing
I have put this journalism experience to use outside the newsroom as well. Here’s one project I worked on for IBM (you may have seen it air during the Masters golf tournament). I also do a bit of training and consulting. I work with the talented co-founders of StoryTK, a Bay Area-based storytelling and design boutique. They have a great story to tell.

I have trained scores of communications professionals how to hone their message and manage their reputation. This includes social media crisis communications planning and training. (Take a look at the “Social Media Crisis Response Plan” I co-developed.)

After strategic engagements like this, I have developed a series of instructional workshops delivering the latest tips and tools on how to manage an organization’s reputation and ensure their policies are updated for the Twitter age. Lastly, I have worked with small organizations to tap the power of social media for cause-related marketing and fund-raising. I developed a digital editorial strategy for an NGO that significantly boosted its visibility, directly leading to more than $150,000 in new funding commitments from donors.

#FAIL, the book…

With communicating, comes the occasional corporate crisis. I have drawn on my ample newsroom experience, plus over six years advising companies on e-reputation and crisis communications issues to provide FTSE 100 firms with strategy and analysis to handle social media activist campaigns.

I have turned much of what I’ve learned into a book #FAIL: The 50 Greatest Social Media Screw-Ups and How to Avoid Being the Next One and an instructional training series.

I haven’t left the world of journalism or writing either. Until recently, I wrote a series of columns for The Big Money, formerly part of Slate.com. My writing has appeared also in TimeThe Guardian,WiredThe Times of London, New York Magazine, Bloomberg Businessweek and many other publications. I am pretty fortunate. My travels often bring me into contact with fascinating, untold stories on the subjects I’m most passionate about: the environment, business, technology, media, wine, food, art and Italy.

Those who… teach

I taught an introductory journalism course at John Cabot University here in Rome. Together with my students, we launched an online version of the student newspaper, The Matthew Online.

For fun, I blog (when there’s time) at Il Sette Bello.