Four PR Trends

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By Grant Wright, CEO

Looking at past trends in an evolving industry can be a poor predictor of future trends—whether you’re talking about the stock market or the PR field.

Witness Facebook (a 9-year-old), Twitter (a 7-year-old), Instagram and Tout (both 2 year olds). These are among only a few of the game changers that disrupted the publishing industry. Each is a relative toddler by traditional business standards, and not that many years before their existence I don’t recall anyone predicting them. But their global impact on the human condition is already established.

The trend impacting the PR industry, therefore, is not which new social tool will take off, but that game changers are now the norm. Expect and anticipate them.

Here are four things (among many) I see near through long term impacting PR.

The Story Stays

We like a good yarn. Stories have been told throughout human history and they’re not going away anytime soon. So while the delivery method may continue to break speed records in the unprecedented data age we’re now in, if there isn’t a compelling story to whatever the communication is, it won’t leave the station.

In creating your communications, think about your story. How compelling is it or could it be, and why should others care? And if you don’t have one, then either create one or rethink your communication strategy for most effective resource use.

Multimedia Explosion

We are a sensorial species, and with the written word there’s a terrible lack of engagement of the senses. True, imagination can help make up for that. However, the way I imagine Utopia and you do can be very different, meaning there’s a significant control loss of the intended message. But what if I could not only tell you a story, but also engage you in it by your five senses? Instant communication around the planet is now possible with video covering sight and sound that will only increase. But I think it’s only a matter of time before technology allows for an online cook ‘book’ to not only convey with what and how something’s made, but also how it should look, feel and even smell and taste.

Additive Manufacturing

 …aka 3-D Printing will change everything, and this means for PR too.  I think 3-D printing is truly Roddenberry’s Star Trek replicator come to life like the cell phone, and why I see it profoundly impacting PR is that currently the world’s societies are built largely around traditionally manufactured goods and related services – shoes manufactured in China are consumed in the USA; medical implants created in New York are used in Canada; an airplane is created and assembled from many different places; etc. Things today are still made for us and we don’t make things for ourselves. PR supports all of this ‘traditional’ world commerce that in the next decade will dramatically change with the advent of 3-D printing for the masses. Like intangibles such as information value decreasing with increased accessibility, so will the value of physical goods change. As it does, PR will change as well, becoming less about conveying a compelling call to action to buy consumer products, say, and more about strategically helping communicate things like B2B opportunities, services expertise, key events, experience opportunities, and political and societal agendas.

Local & Smaller

It’s well established doctrine for good communication to know thy audience, and reach them where they are. With billions of us now having our heads buried in our smartphones more than we’d like to admit, guess where audiences are? Sure, we’re still driving down the freeway ready to notice a billboard, pouring over that quaint thing called a newspaper at Starbucks occasionally, and watching commercials whip by as we watch our favorite DVR’d show.  But increasingly we’re more interested in our immediate environs – our local neighborhood - than otherwise. So as opposed to a broad shotgun approach, PR will increasingly need a precise rifle approach tailored to local geography and interests. And in doing so rely less on large real estate like a full magazine, in-depth television reporting or a regional newspaper spread, but instead plan for consumption to be increasingly on a screen just four or five inches wide—that if it’s showing a picture of a rose, soon enough will probably smell just as sweet.

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Rise Thee Visual Web, Rise!

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By Grant Wright, CEO

Did you receive some sort of electronic device over the holidays? A smartphone like an iPhone or Android? A video game, camera, iPod, tablet, or laptop or maybe a new PC or Mac?  If you didn’t chances are you know someone who did.

A year ago I wrote that for the first time smartphones sales exceeded yearly PC sales. And a few months back, I mentioned that there are African countries that have largely skipped the landline era and gone straight to mobile phones, with there now being more than 715 million in Africa. In the U.S., Comscore reports 114 million Americans used smartphones in July 2012, and that this represents roughly half the potential market. So, add another 100 million or so and the American market’s done. Thinking about the 2012 holiday period, I bet there was a healthy dent in this remaining half. So, what will people do with, and demand of, all these powerful devices?

 

Where I’m going with this is that I think we’re in for another sea change, and soon. Like many things, communication evolves, sometimes slowly, and sometimes with startling disruption – witness the printing press, typewriter, PC, Internet, email software, mobile text, Facebook, Twitter...

Sure, there are relative periods of stability – long like the ancient days of cave walls and word of mouth; medium like the era of print newspapers and magazines; and short, like mobile texting.

It’s this last one which days are especially numbered, at least as we know texting today. With so many smartphones capable of so much more than a simple text message; with WiFi proliferation and data costs dropping like a rock; carmakers now incorporating WiFi and imminently 4G in vehicles – texting and Twitter don’t stand a chance. Why type something when you can just Voxer someone or blast a picture or a quick hi-def video with Tout? All hail thee visual web!

At the 2013 Consumer Electronics Show happening in Las Vegas as I write this, one theme seems to be even larger smartphone screens to come. Personally, I don’t want to hold a brick to my head (been there done that with cell phones in the 80s). And who knows where a smartphone ends and a tablet begins. Smablet anyone? Another CES theme seems to be the connection of all the new devices to traditional devices like TVs. But ALL of these devices point to the need for more audio and visual content, and less thumbing of the written word.

While the need for compelling information, good storytelling and devices like humor and emotion are among the few communication components that are ‘traditional’ anymore, how the information is conveyed, story told and emotion evoked is ever changing. Increasingly, the cut-through will be achieved through multimedia – sound, video, graphics, animation and, I predict, soon enough smell. Yep, they’ll figure a way to trigger your device to release bacon and perfume scents. Forward thinking firms are already thinking of ways to respond to, if not lead, the rise of the visual web so as to remain connected to their target audiences wherever they are.

(W)right On celebrates its 15^th anniversary this month, but we’re just getting started. Owing to our great team and amazing clients we are privileged to serve, (W)right On was recently honored as a 2012 Most Admired Company for its professionalism, integrity and accountability. But like it also leads on the more tangible fronts such as social media evolution and communication program results, you can expect (W)right On to remain on the forefront of the visual web rise. Will you be there too?

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Five Free PR Resources to Make You More Productive

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By Julie Wright, President

Some of the worst things in life are free: free advice (no thanks), free love (ugh) and free sofas on the side of the road (also known as trash). It’s important to choose free tools that really make a positive difference in your day.

Also keep in mind that with any ‘free’ resource, the time you spend figuring it out is a cost. When a client recently asked me for recommendations on free website hosting and design templates, that thought sprang to mind. What is the true cost of messing around with a rigid template or cryptic user instructions?

So, what free resources would I recommend to help your PR program?


1. Interns

OK, that’s a joke. Interns are not free. They are a big investment. We have been fortunate to work with many diligent, creative and detail-oriented individuals—primarily from San Diego State University’s PR, media and journalism programs—over the years. And we sincerely hope that during their experience with (W)right On Communications, they grow in ways they never imagined and bond with a set of professional colleagues that they can call on for the rest of their lives for guidance and support. (And, in that spirit, please join me in welcoming Leah Reyes to our team this summer!)


2. Google

Best practices, case studies, how to articles, media contacts, editorial calendars—search the Internet for inspiration as you develop your plans or to help you kick start your brainstorming. If you’re at a loss for ideas or need to be re-inspired, Google can get you there in 30 minutes or less. If you are not actively and continuously seeking out current best practices in PR, you may have an initiative deficiency and should get that seen by a professional.


3. Social media

Nothing may be more time-consuming than establishing a productive Twitter, Pinterest or Facebook community for yourself or a brand. But once you’ve built a critical mass of relationships with your stakeholders via social networks, you can call on them for ideas, amplifying your messages or coming to your defense if your brand is under attack. (And I’m not referring to Twitter DM’s that say “Hey, this dude is saying some really bad stuff about you.” That’s a hack and never click on those links.)


4. HARO

I admit that I find it difficult to comb through the more than 200 Help A Reporter Out (HARO) queries every day. (To address this issue, please refer back to the first item on this list.) But someone in your office should be reviewing these thrice-daily emails that list queries from more than 29,000 journalists and bloggers to look for opportunities for your organization or clients. There are paid subscription levels that will filter results for you as well. Also check out pitchrate.com, which is similar in concept to HARO, or watch @ProfNet’s Twitter feeds for urgent media queries.


5. PitchEngine

This is a platform for press releases that are optimized for social media sharing. However, social media releases expire. To permanently post your material, you will need to pay monthly or annual subscription. Given that you can link YouTube videos, post images, craft Tweetable links and track views and clicks, PitchEngine is a valuable free resource when you’re trying to spread your news cost-effectively. I also think it’s worth the investment of actual dollars to memorialize your content in a permanent newsroom.

What free tools can you not work without?

A Guide to Facebook Business Pages

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By Kristina Houck, Research and Online Content Specialist

With 901 million monthly active users, Facebook is a perfect place for businesses to connect with customers. So if you have a business and don’t yet have a Facebook business page, what are you waiting for?

During last week’s So Cal Business Networking and Internet Marketing Expo in Del Mar, speakers encouraged business owners to utilize Facebook and other social media platforms to grow their businesses. It was a great reminder to me that, despite Facebook’s immense popularity, many businesses have not embraced this platform for connecting with customers.

I’ll recap some of the basic essentials presented for establishing your business presence on Facebook, as well as some tips from our team. (If you already have a business page on Facebook, skip ahead for the tips from (W)right On!)

1. Create a business page

It’s important to not use your personal page to promote your business. After all, it’s against Facebook’s terms and conditions. Create a page just for your business and utilize Facebook, as well as third-party applications, to brand it as your own.

2. Brand your page

Create a custom URL to easily promote your business on Facebook. Use a cover image and profile image that best represents your company. If you don’t have a good photo, take one! The (W)right On team recently took new group pictures that will be unveiled on our page soon. You can further customize your page by selecting custom images for the tabs you created (not for default tabs such as Likes and Photos).

3. Provide useful content

Useful and entertaining content will increase interaction on your page, and interaction is essential on Facebook. Facebook’s default settings sort newsfeeds by top stories. Therefore, your page will be more visible if other users like and share your content. Post a variety of status updates, including photos, videos, links and questions to increase participation. You can also host giveaways and contests, but be sure to adhere to Facebook’s promotion guidelines. It’s also important to show your company’s personality. (W)right On, for example, often posts pictures of frog figurines as our President Julie Wright loves frogs! Our client Tri-City Hospital Foundation shares photos of volunteers giving back to the community.

4. Get “likes”

Drive people to your page. Do this by inviting your personal Facebook friends to ‘like’ your page and informing others about your page by using icons and social plugins on your blog and website. Also include a link to your page in your email signature. If you have a Twitter account, share the link to your page with your followers.

5. Set aside time for Facebook

If you’re worried about the amount of time managing a business page takes, don’t be. Set aside 20-30 minutes a day to post on your page and engage with your fans. As you gain more fans, you might want to increase the amount of time you devote to your page so you can properly monitor comments. You can save time by importing your blog posts on Facebook using a third-party app. You can also schedule some status updates by using social media management systems like HootSuite. But I recommend you also post manually as some sources say manual posts increase engagement. Basically you want to let your fans know you’re actively on your page and reading what they say by interacting with them!

If you’ve already established a business page, you’re well aware of its recent makeover when Facebook upgraded all business pages to the new timeline design on March 30. While some were wary of the changes, (W)right On has found the new design provides businesses with several benefits. Here are a few of our tips for making the most of your business page and Facebook’s new layout:

1. Use the admin panel and insights

The new admin panel is very user-friendly. You can now open your admin panel directly on your page instead of navigating to another page. Click on “Insights” to analyze your page’s user growth and engagement. Use this information to better understand what content your fans respond to.  

2. Highlight and pin posts

While your page has a two-column layout, you can highlight a post and expand it to widescreen. To do so, hover over the content and click on the star. You can also pin a post to the top of the page for as long as a week. To do so, hover over the content, click on the pencil and choose “pin to top.”

3. Learn what people are saying

Fan comments used to get lost on the old layout. Now, fan posts to your page or mentions of your page appear at the top of the right-hand column. This is a great way to easily read what others are saying about your business. With that said, you can also choose to hide this box in your admin settings.

4. Check private messages

Users can now send private messages. Fans could only comment on business pages before the switch to timeline. Be sure to regularly check your messages and respond to your fans.

5. Have fun

While you may create a business page to gain more customers, don’t think of Facebook as work. Have fun engaging with fans and potential customers!

Have more questions about Facebook business pages? Contact the (W)right On team for all your social media needs!

Timelines March On: Facebook Company Pages Changing

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By Rebecca Chappell, Account Executive

As you may have heard, like Facebook Profiles, Facebook Pages will be changing to the new timeline automatically by March 30. This month, do some early spring cleaning and update your personal and company pages to make sure you take advantage of the new Timeline format.

Besides the layout, what else will change? Well, for one thing, you will no longer be able to create a ‘like gate’ a page. Read more in this helpful post from Constant Contact, which we use for our email marketing campaigns.

This change is a bit of a bummer if you’ve invested a lot of time in a good ‘like gate’ which was a powerful way to help ensure more people ‘liked’ your page. (They would have to like it in order to receive a coupon, enter a contest or benefit from some similar incentive.)

So why does Facebook keep changing things? (Seeing as these changes are a big ‘make work’ project for its users.) They do it for the same reasons car companies offer a new model every year or consumer electronics devices become obsolete the moment you buy them. It keeps its users engaged and keeps its brand fresh and product ahead of the competing social media networks.

Here are a few examples of brands that have already made the switch. 

This new timeline layout requires a completely new way of thinking about Facebook business pages.

Here's a great article with a rundown on the new change that suggests now "brands should be translating their key messages into visual images…"

No longer is Facebook allowing us to build a mini website within our page. Now it's all about the visuals.

All the content that you want to feature on your business page is going to have to be formatted as some kind of a status update, link to an external blog post or webpage, or image.

The good news is that the Facebook Timeline approach will allow companies more opportunities to drive their fans to their website or blog for longer form information or background, rather than keeping all of the information in Facebook’s ‘walled garden.’ This also means less duplication or redundant content between what’s on Facebook and what’s on your company’s other sites and profiles.

It also forces businesses on Facebook to be far more social. They will need to behave like humans, in other words, and share and post frequently in order to make their Timeline effective.

What do you think? Are you inconvenienced, excited, or worried about this change?


Contact Rebecca: rchappell@wrightoncomm.com

The front line is the only line

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If you have the greatest company in the world, the best finance team, great IT support, well-respected managers, the whole nine yards - that’s fantastic. You should be proud. However, none of that matters if you have poor customer service representatives (CSRs). To the customer, those CSRs are your company. They make or break the sale. They leave the customer satisfied and likely to return or they leave them unhappy and likely to tell everyone they know not to buy your products or services.

Think about it. If Peyton Manning is your quarterback, you’re not going to surround him with a bunch of bush league offensive linemen. No, you want the best.

In a survey, the National Association of Retail Marketing Services found that companies lose 10 customers for every one that complains and 90% of unhappy clients will not do business with the same company again. Considering how much it costs to attract a customer, it makes no sense at all not to invest in a service program and satisfy and keep those hard-won customers.

This isn’t a new concept. It’s one that holds true through the evolution of customer service from face to face, to phone, to online interactions.

The person managing your Twitter and Facebook accounts is one of the most important CSRs there is. Is the person behind those social network accounts familiar with all aspects of your company? Have they been properly trained to respond to customer complaints? Do they follow through with people who connect to them, whether it’s a neutral, good or bad comment? It’s not enough to just be: you must become an engaged and active presence.

Consider this person an extension of your front line, because they’re not just picking up the phone and dealing with 50 customers a day, they’re online dealing with thousands – or more. Without a solid front line…the rest won’t matter.

Frog legs: an appetite for destruction?

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UPDATE: (4/5/10 7:05 a.m.): Uncle Julio's has changed its Facebook settings so no fan posts are visible and continues to delete posts from people opposed to its choice to serve frog legs. Save the Frogs is mounting protests at all Uncle Julio's locations on April 30 Save the Frogs day. By the way, Save the Frogs has more Facebook fans than Uncle Julio's.

UPDATE (4/4/10 3:55 p.m.): The original blog post below was from 1 p.m. on Sunday. By 3:50 p.m. the Uncle Julio's Facebook admin had simply 'deleted' all of the posts.

ORIGINAL POST (4/4/10 1:00 p.m.): Uncle Julio's restaurant, with 14 locations in five states, has a Facebook page for fans of its border-style Mexican food. But there's an item on its menu that has Save the Frogs fans on Facebook hopping mad.

These frog fans have hopped on over to Uncle Julio's fan page this Easter weekend, while Uncle Julio's staff are off celebrating the holiday, to leave the restaurant chain a message about frog legs.

So far 20+ messages speaking out against frog legs and speaking up for frogs and their protection have been posted: http://www.facebook.com/unclejulios#!/unclejulios?v=wall

Amphibians are currently undergoing what scientists have identified as the earth's sixth mass extinction event in its history. In addition to other environmental causes, a pathogenic fungus is spreading across global frog populations and wiping them out. Frogs raised in India and China for the global frog leg trade are loosely regulated and at risk of spreading this highly virulent fungus.

Now a global environmental crisis is becoming a local PR crisis for this business.

And it's facilitated by the company's own Facebook fan page. Last month, the Nestle company fan page was the target of a Greenpeace-stoked campaign, but Uncle Julio's vs Save the Frogs this Easter weekend shows that you don't have to be a multi-national corporation to be on the receiving end of a very public outcry.

It's what you do with the criticisms that count. Uncle Julio's needs to understand that a large group of people are trying to start a conversation with their chain.

If the restaurant's management listens to these voices, it has an excellent opportunity before it.

It can join this conversation, keep it civil and respectful, and extend the conversation to its loyal patrons who will most likely follow its example of civility and respect.

It can let people know that it has recently been made aware of amphibian extinction rates across the globe. It can share some of the statistics it has learned with its customers. If it can show that its frogs clearly do not contribute to the degradation of other frog habitats or spread disease, it can communicate this to customers. Although, no restaurants serving this product have much of a leg to stand on.

Scientific evidence shows that the trade in frog legs may contribute to the spread of diseases that are a major cause of this mass extinction event. When you consider the risks against the benefits, serving frog legs just doesn't make sense. They're a delicacy and not a staple, are imported from long distances, and don't support a local industry that creates employment.

If Uncle Julio's were (W)right On's client, we'd have them primed to answer tough questions about their choice to serve this product and ready with a plan to announce a change.

Assuming Uncle Julio's took our counsel, we would make this announcement before Save the Frogs Day on April 30; educate loyal patrons about the change through point of sale materials in the restaurant, talking points for servers and online communications via its website and Facebook page; engage directly with those who criticized the practice to build new relationships; and develop a program and promotion to raise funds for amphibian protection and engage patrons in making the world a better place for frogs to strengthen their relationship with the Uncle Julio's brand.

What at first appears to be a crisis can often become an opportunity, but with social media giving a platform for these kinds of communications, a company has to be ready to engage.

Using Twitter to monitor or boost your brand?

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Business-to-business (B2B) and business-to-consumer (B2C) marketers surveyed recently reported that half used Twitter to monitor for PR problems, but only 22.4% actually contacted Twitter users who posted negative Tweets.

Monitoring is fairly easy--if time-consuming--but it's also reported to be the most effective use of Twitter for these brands. This makes it even more surprising that 1 in 2 brands is not monitoring its image via Twitter at all. That's too bad. Twitter's beauty is giving you a real-time window into what people are saying and thinking about your business or industry.

Only one in four brands on Twitter actually reported using it to reach out and engage people directly when they had a complaint or criticism. Monitoring or listening is important, but reaching out and dialoguing is what really make a difference. Yet, going that extra mile appears to be a little more difficult for brands.

Is this a classic case of activity (monitoring) over productivity (acting on the information)? What do you think?

Here's a little advice for organizations that are monitoring but not responding:

+ Have a social media policy that makes it clear what scenarios are important to respond to.
+ Develop key messages, FAQs and some tough Q&A so that your employees have the tools to respond accurately, confidently and on message.
+ Assign responsibility and accountability to an individual or team of individuals (in-house or agency or both) to manage these social media interactions (not just Twitter but blogs, Facebook, and more.)
+ Now track and evalute this outreach to learn what works and continuously improve your online image management

What's the secret to social media conversation?

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"How are you?" "How's it going?" "What's new?" Most of our conversations begin with such questions. But not so on social media sites. The traditional conversation is reversed on sites like Twitter, Facebook, and Foursquare with the users posting statements. Comments and the occasional question will often follow. But is that really effective communication?

Here are some examples from my Twitter stream recently. They're typical social media ‘blurts:’

Blog Blurt: "How my Blog Landed Me a Book Deal: http://bit.ly/....”

Location Blurt: “I'm at Crunch Fitness (330 Flatbush Avenue, Brooklyn).”

Peeve Blurt: “Pet peeve #1: People who talk on the phone in bathroom. Stop it. Not only is it inconsiderate to your neighbors, but it's kinda gross.”

Quote Blurt: "'Like farmers we need to learn that we cannot sow and reap the same day.’ – Unknown” (Editor: gag.)

Each of these is meant to be a conversation starter. But, do they invite a conversation?

If the woman who Tweeted the inspirational quote above had uttered it in the supermarket as I passed, I’d give her shopping cart a very wide berth. If I met the blogger who Tweeted his blog title at a networking event and his first words were ‘my blog landed me a book deal,’ I’d offer my congratulations and move on.

For me, what makes starting a Twitter or Facebook conversation a little less socially awkward is falling back on a conversation classic: the question.

Blog Query: “How’d You Like your Blog to Land you a Book Deal?: http://bit.ly...”

Location Query: “Who else is at Crunch Fitness (330 Flatbush Avenue, Brooklyn)?”

Peeve Query: “Pet peeve #1: People who talk on the phone in the bathroom. It’s not just inconsiderate but don’t you think it’s kinda gross?”

Quote Query: “Need a lift? Like farmers we need to learn that we cannot sow and reap the same day. – Unknown” (Editor: still gag.)

Yestereday, I Tweeted the following question: “Who else finds inspirational quotes on Twitter a nice but annoying idea?” I had responses from eight Twitter followers. I enjoyed engaging with them because each response brought slightly different perspectives, felt like a conversation, and kept the social media experience fresh for me. Without such responses and interaction, I can understand why people abandon Twitter at such high rates and that's why I'm sharing this social media secret today. (By the way, thank you @slightlyserious, @cantondog, @evolutionfiles, @keithbooe, @sdtips, @cjsettles, @nicmcc, and @scerruti for the feedback on inspiration quotes.)

For businesses using Twitter, querying your followers instead of blurting your press release headlines, special events or promotions will also make the experience more rewarding. When you get responses, (a) you know people are reading and (b) that they're connecting with your content.

Sure you can use sites like Hootsuite and Bit.ly to track clickthroughs on your hyperlinks, but that only works if you've got a hyperlink or if you are more concerned with clickthroughs than conversations and engagement.

So, if you’re new to Twitter or have a Facebook account that has grown stale, think about the difference between a blurt and a question. And try querying your followers to get real, meaningful connections and results.

P.S. When you get answers or feedback, respond and acknowledge it if you want to reward that behavior.

Your Crisis Plan Needs a Web 2.0 Upgrade

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Ten years ago, I developed a crisis communications plan and training workshop for executives of a regional pizza chain.

As part of the planning process, I had to present feasible crisis scenarios that this company might face--a food poisoning outbreak, workplace violence, fatal collision, employee theft, fire, earthquake, high profile lawsuit, etc.

By anticipating these scenarios, I could help the organization's executives prepare and be ready to hit the ground running in a crisis.

If I were working on that project today, I would definitely be incorporating social media into the scenarios both as a threat and an opportunity.

Domino's Pizza showed last week exactly how social media can be both the problem and the solution. In case you missed it, two dimwitted Domino's employees made a YouTube video of themselves tampering with the food they were preparing and acting in ways sure to get them fired if not criminally charged. They uploaded the video April 13 and it got noticed--quickly!

Domino's shut down and sanitized the store, fired the employees (who've also been charged by the local D.A.'s office with a felony), posted a response on YouTube from the company's U.S. president, and launched a Twitter feed from its corporate headquarters to engage directly with customers and commentators.

This example should serve as a wake-up call to any organization that hasn't upgraded its crisis communications plan to include both social media as a communications tool but also social media as a crisis accelerant!

Social Media as Crisis

Social media backlashes now constitute a crisis of their own. Therefore, if you haven't done this already, it's high time your organization thought about and prepared for the possibility of a social media crisis.

Take the Motrin mom backlash on Twitter over the release of a tongue-in-cheek Motrin campaign targeting baby-wearing mothers as an example. The entire crisis was initially confined to the 3.4 million unique visitors on Twitter in November 2008 and a vocal sub-set of those who were offended by the campaign. Ultimately, their complaints and discussions became the number one trending topic on Twitter, which attracted the attention of traditional media like USA Today as well as the Motrin makers. The campaign was pulled and apologies made.

In March 2009, Twitter was visited by 14 million people. This growth in just four months is staggering, particularly now that it exceeds the combined print circulation of the top five daily newspapers in America.

While in terms of website traffic (a fairer comparison), CNN.com had over 30 million unique visitors last month--or double Twitter--Facebook.com drew in 91 million. (See the stats via Compete.com.) Based on their numbers and reach alone, these social media sites definitely matter to anyone charged with managing communications for their organization.

Think of each 'user' of a social media site as a potential 'contributor' with the ability to shape opinion or break news themselves. Then you then get the full idea of how quickly a social media backlash can spread on a site like Twitter and why having a crisis plan ready to trigger in response is so essential.

Social Media as Solution

While the bad news is that social media can wreak havoc, the good news is that you can also harness its power in response to any type of crisis--and, in fact, you should.

In your crisis communications plan, your social media section should set out who is in charge of content for the organization's Twitter feed, blog, YouTube channel, and Facebook updates--to name a few. Login information should be at the ready so that the organization is not inadvertently locked out at the precise moment when these communications tools are needed.

The social media or community manager must be at the table along with the organization's media spokesperson and decision-makers. In a crisis, the social media message must be consistent with all other message points. And because of the immediacy of social media -- which makes it even quicker than a press release -- under no circumstances should social media communications be left to someone without first-hand knowledge of the situation and direct access to the organization's leadership.

Credibility is key in a crisis. And for your organization's communications to hold the high ground in social media circles, they need to be timely, accurate and authentic.

If you're not timely, other commentators will fill the vacuum with opinion, speculation, and innuendo. If you're not accurate, your mistakes will be outed immediately and contribute to the crisis. And if you're not authentic, you'll be ignored or, worse, ridiculed.

With live streaming video possible from a cell phone or laptop, and so many channels for sharing information with stakeholders and the public, social media used correctly during a crisis should be an opportunity for a smart and prepared organization to build its relationships with stakeholders and enhance its image and reputation.

So if your organization has no crisis communications plan or hasn't reviewed and updated its plan in several years, dust it off and upgrade it for compatibility with Web 2.0!

Twitter and Facebook growing as MySpace shrinks

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The Guardian reports MySpace had 124 million unique visitors in February, shrinking 2%, according to the marketing research company comScore.

Meantime, Facebook grew nearly 17% to reach 276 million unique visitors month over month. It is now double the size of MySpace, the one-time heavyweight of social media.

Twitter, the Wall Street Journal reports, counted 9.8 million users worldwise, up from 6.1 million just the month prior. That's astronomical growth.

So, why is one site catching on so fiercely while another is losing its grip? And what does it mean to communicators?

For me, the answer lies in the user experience and in the idea that there's a theoretical limit to the number of social networks a person needs to maintain.

I'm a firm believer in good design, both in functionality and form. Facebook has a clean, simple interface that is plain but not unpleasant. MySpace, on the other hand, is an ungodly mess, difficult to read and next to impossible to pretty up without a lot of html coding.

Unless you're a band trying to share music and tour dates, MySpace also lacks the rich functionality to keep each visit fresh and interesting.

Facebook has invested heavily in the user experience. I just checked in on my profile, and saw at a glance a client's weekend camping trip photos, an 80s song lyrics challenge, a request for my birthday -- which is coming up April 9 so felt compelled to respond, links to articles, and so much more.

User experience explains why people are attracted to Facebook and leaving MySpace, and it compounds on itself: as more people leave, there's less reason for others to stick around. Looking at Twitter, there are hundreds, if not thousands, of Twitter applications to enhance the user experience, it's incredibly simple to join and connect with people, and the site just made an enhancement to its functionality today: See Twitter Blog: Replies Are Now Mentions. As I told a reporter doing a story for Rhode Island's WPRI.com, it's the functionality that makes a site matter to the user.

I also believe that the mass market has a limited attention span for these networks.

If the average person can get their social needs met from one mainstream site like Facebook plus one niche site for their particular interest, like Twittermoms or Flickr, then they're going to stick with what is most convenient, productive and relevant for them.

It's the same principle to me as Dunbar's number: a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. The number is somewhere between 150 and 230.

If there's a theoretical maximum for social relationships, then it follows that there's a similar maximum for social media websites.

For instance, I have neglected accounts with BrightKite and FriendFeed. I ignore Plaxo requests but continue to invest deeply in LinkedIn. These are examples of some of the sites that have fallen outside my theoretical maximum, for now.

When it comes to social media survival, MySpace would be wise to borrow a page from Google's successful strategy--and quick: keep it simple, make it easy, and create a rich user experience if you want people to give you their time and loyalty online.