Archive | February 2013

“Honesty is the best policy”

With honesty companies need to be transparent and up front.  Like some of the other principles honesty ties in with other ones as well, listening, control, endurance, and contact. There are some companies out there that are paying bloggers and neither the company nor blogger is revealing it. There are things like looking at Facebook and seeing 250k likes. This doesn’t mean that many people are following the page or really like it, they may have just seen a competition where you must like a page to be eligible to win a prize.

They say “honesty is the best policy” or “the truth shall set you free” some even say “if you can’t say anything nice, then don’t say anything at all”. All of these can be looked at when blogging about honesty.  It is really good to be clear in the fine print. You don’t want to be promised a prize car and receive a lemon. Slandering another company is only going to hurt your reputation in the long run. You know what they say “hind sight is 20/20”.

The truth will come out if a company is lying. There are bloggers and people on Facebook and twitter known as “truth squads” who get to the bottom of it. They spread the word all over like a wild-fire in a forest. That can damage a corporation’s credibility. There are companies operating social media sites hiding behind them saying they are a person. There are even bosses who are looking at social media sites to explore the lives of their employees. Honesty is a dish served up well with others.

Post engagement principal # 3 Control….

In class we learned about control. Some companies lose control of their social media sites, others control every little detail that is coming out about their company from employees to the war room. Where is the happy balance in this craziness? Readers don’t want to be bored to sleep reading sites as though drinking a cup of hot cocoa before bed.
Some companies and corporations have blogs out there that they do not really pay attention to. Other companies out there are making everything go through legal departments before seeing cyber space. Three days is like years in social media time. People aka consumers are always going to look at you as though you are in a fishbowl. Everyone is vulnerable with social sites. Consumers are very opinionated, and people may post a response to your blog or Facebook page that you will have to remove or respond to. Cases of which will vary on the response or action taken. Sometimes a company may play along with the negative comments and good may come out for them. When is it right to take that so-called high road?
It was said in class by Professor Able, that “blogs are the back bone of social media their active and opinioned”. In looking at control you must have a “war room” ready to go for your company as you will not ever know what is coming in the future. Social media has cost companies millions of dollars in good ways to develop it for them, or in bad ways to conduct damage control. Endurance is a must as you have to take the good with the bad as Social media isn’t going to fade out in the night anytime soon.

Post Engagement Principal #2 Tone

In discussing the post engagement principals we discussed tone in class. We reviewed campaigns such as Mike&Ikes. In reviewing tone on a page you want to make sure the conversation is flowing freely and communication is being done in a comfortable way. You must listen with this principle as well and communicate with your audience to be sure they find what you are discussing is savvy and relatable. You don’t want to come off as phony or disingenuous in your two-way communication with your audience. Companies are responding and posting with integrated blog content and videos through Facebook to help keep base with audience or customers. They are also using gifts and gimmicks to help stick out to people and show that they care. Blogging or talking on a social media website you do not want to use language that doesn’t sound right. A 50-year-old woman is not going to talk about how awesome her night was at Fast Eddies with the words, off the chain, or totally rad man. Social media sites are used to promote products. Converse shoes didn’t have a huge budget and managed to get their likes up on Facebook to more than 15 million likes. Companies can use social media to get their word out about a product or a service they supply. War rooms are needs in any company to help with sites where the tone goes awry. Mc Doanalds was listening to it’s customers who were frequent, however they didn’t anticipate the ones who were not. The ones that were listing bad comments  “adding less than savoury stories” to the #McDStories stream. Then there is the, Facebook post by Mr Neill bemoaning that companies such as Bodyform “lied to him all these years” Body form responded with a video that was rather funny and done by an actress playing the role of the chief executive, Caroline Williams. Companies need to monitor the content and listen to the sites and control a tone. At times they may need to do damage control and reset the tone of the conversation.

Post Engagement Principle #1 Endurance

Today in class we learned about post-engagement. The first principle is Endurance. Being frequent and timely in important in social media. Companies need to focus on getting through the trying times and tuff ones in their business. They need to be their for conversations with their customers. In any situation they need to be there and ready to go, not just when the business is on top. Things may be running easy and a wrench falls into the machine, not running is important. Every minute, hour, or day counts. Days go by like weeks in time comparison. In some ways social media puts companies into a transpareny bubble, like a fish bowl. They are exposed and need to keep a monitor on all ongoings. The “Mission Control” or “War Room” In the military there was a war room were the generals and down would compile in a room with several screens stretching two floors and get to business to react to ongoings. In social media there are War Rooms to get the truth out when something false is going on, to listen to every comment, and monitor the consumers views. Companies need to be present before a crisis happens and keep on going like the Energizer Bunny.It is good for a company to have a plan to be ready for anything, like a binder with scenarios that may present. In the Air Force when sitting on the Security desk, there was a book called Quick Reaction Checklists. (QRCs) In any emergency the desk sargeant would open the book to the list needed to reference what steps to take in that situation that presented. Endurance and keeping tabs constantly on social media is a must at all times for companies.

Pre Engagement Principal #4 Integration

In today’s class we learned how integration with other tactics and media can happen. A company may have a campaign that is a product on the shelves. They may have television commercials that have a story that plays up to a point. At the end of this commercial may be a website to go to and watch how it ends. There are other ways of integrating social media, using Facebook or Twitter. I have a place I take my dog for grooming. In the months last summer they were fairly new. They had customer hole punch cards with the sixth bath being free. At 30$ a bath that is helpful to owners. The owners knew to get their name out in the web. They came up with telling customers that by going to the Smart Dogs grooming face book page and liking them and leaving a comment they would get a free hole punch. They could also get a second free hole punch by going to the yellow pages and leaving a comment as well. Having to fill 5 up just became 3 really with 2 free so that you could get that free one for less. They used social media and a customer card. There was one example we talked about in  class referring to a restaurant using social media, their campaign was so large that it attracted the attention of Bobby Flay of the Food Network. Loyalty cards are all over now in businesses to get more business. These days companies and small businesses have to use social media to get their name out there.

Principal Engagement #3 Content

In having a social media website you need to make sure that what is on it is unique, and interesting. You don’t want to make a site and discuss lizards when your business is about planes and jets. You want to make sure you keep it relevant and useful. The information on a page is going to be for your audience reading. You are not writing about what you want to read. The CEO of Jetsetter, Drew Patterson, discussed how Content plays a huge role on a site. He explains how he watches the quality of the partners that he shares. He also verifies the properties that are on his site. He stated at Kayak. Social media are taking pictures to the content role. Oreo has been doing that since before the blackout of the super bowl. Oreo has shown that you can make a lot of money on a little spent with their simple positing of pictures and captions. Content is important though as people will look at it and see why it is important to them or not. This could make for a bad social media campaign if the content isn’t aligning well.

Pre Engagement Principal #2 Objectives

In class today we discussed objectives. There are five major types of objectives in social media. Listening, Talking, Energizing, Supporting and Embracing are all needed when you are setting organizational goals. These need to align with your business. Social media is having conversations on-line. Companies need to get involved with their customers. In the example of Facebook page, Chevy Silverado. This page encourages interactions with fellow truck owners who love this Chevy product to post pictures and to have conversation. Then in the example of the movie “Bully” campaign, they organized a site, used social media such as Twitter, and other celebrities to boost the movie. The site, change.org was created. In a success this campaign raised awareness and fulfilled its objectives. There were two big events in this campaign, one where the movie received over 500,00 petition supporters, and an event called ” Anti-Bullying Twitter Tuesday“. Both of these were able to get the MPAA to lower the rating of the “Bully” from the rating of R to PG 13. I think this campaign did what it was designed to do. It successfully used the social media sites to make others aware that a movie was out there.  This movie was rated R due to strong language. The campaign two events kicked off the 27th of March and the movie was released the 30th of March. The social media helped with talking, energizing, supporting, this film so that it could be shown to its intended audience. The pre teens and teenagers of America.