The Wall Street Journal has issued rules for its journalists regarding their Twitter and Facebook behavior. Clearly written without any understanding of how social media works or benefits good journalism, these rules will only serve to handicap reporters and further alienate readers from the paper's content.
Social media is just another way of getting things done -- developing relationships with sources, conducting interviews, responding to readers, and driving readers to the paper's content. Gawker shared examples of how the paper's staff flagrantly (and in the case of @karaswisher, famously) flout these rules. (Thankfully.)
For an example of 'best practices' for journalists using Twitter, check out this thoughtful post by Leah Betancourt, digital community manager at the Star Tribune in Minneapolis, Minn. A.K.A. @l3ahb3tan on Twitter.
I'll keep the post short, but for the love of the newspaper industry, work it out WSJ!
Wednesday, May 13, 2009
Saturday, May 9, 2009
Social Media: from Denial to Acceptance
As communicators, we are fully aware of the sea change taking place in communications media. Metaphorically, the microphone has been passed from the news anchor to the viewer.
However, we’ve had clients say ‘I don’t care about blogs or Twitter.’ Or ‘Our customers aren’t reading blogs or on Twitter.’ And last week, it was actually ‘I don’t believe your data.’
So, take a look at what follows and think about the stage you might be in. Do you believe that the most likely demographic to be on Twitter is 45 to 54 year olds? That 19 million people visited Twitter last month? That Facebook has 200 million users? Are you ready to relinquish a little control over your communications and toss out your ideas and activities like a beach ball at a rock concert and see what gets tossed back?
It might be time to stop the denial and live a little.
THE STAGES (definitions and examples sourced from Wikipedia for science-y effect)
1) Denial:
Denial is usually only a temporary defense for the individual. This feeling is generally replaced with heightened awareness of situations and individuals that will be left behind after death.
Example - "It's going to be okay."; "I can't fight it, I may as well prepare for it."
Yes! You made it! You’re seeing the light and you’re ready to go into it. And, best of all, you don’t need to go into it alone. Your enlightened agency is here to take you by the hand and guide you through it. We’ve gone through these very stages ourselves, and we’ve worked it out so that we can be there for you at your time of need!
BBBZZZZZTT..... Okay, sounds like our time is up. You can get up off the couch now. The next time we meet, I’d like to discuss your plan of action and how we can help you launch it, maintain it, and monitor your results.
In the meantime, let’s keep the lines of communication wide open. And if you’ve got any thoughts to share, there's a Comment space below and a link below to share them on Twitter or Facebook. Let's make this sharing a part of your therapy in between sessions.
However, we’ve had clients say ‘I don’t care about blogs or Twitter.’ Or ‘Our customers aren’t reading blogs or on Twitter.’ And last week, it was actually ‘I don’t believe your data.’
So, take a look at what follows and think about the stage you might be in. Do you believe that the most likely demographic to be on Twitter is 45 to 54 year olds? That 19 million people visited Twitter last month? That Facebook has 200 million users? Are you ready to relinquish a little control over your communications and toss out your ideas and activities like a beach ball at a rock concert and see what gets tossed back?
It might be time to stop the denial and live a little.
THE STAGES (definitions and examples sourced from Wikipedia for science-y effect)
1) Denial:
Denial is usually only a temporary defense for the individual. This feeling is generally replaced with heightened awareness of situations and individuals that will be left behind after death.
Example - "I feel fine."; "This can't be happening, not to me."
For PR firms, marketers, journalists and those who employ them: yes, this is happening to you! Go get a Twitter account and follow @themediaisdying for the play-by-play.
For PR firms, marketers, journalists and those who employ them: yes, this is happening to you! Go get a Twitter account and follow @themediaisdying for the play-by-play.
Social media is not simply new advertising, PR and communications vehicles—it’s an entirely new methodology or approach. So you cannot keep thinking about your communications from traditional paradigms. (Wow, now I'm sounding all science-y.)
2) Anger:
Once in the second stage, the individual recognizes that denial cannot continue. Because of anger, the person is very difficult to care for due to misplaced feelings of rage and envy. Any individual that symbolizes life or energy is subject to projected resentment and jealousy.
2) Anger:
Once in the second stage, the individual recognizes that denial cannot continue. Because of anger, the person is very difficult to care for due to misplaced feelings of rage and envy. Any individual that symbolizes life or energy is subject to projected resentment and jealousy.
Example - "Why me? It's not fair!"; "How can this happen to me?"; "Who is to blame?"
Oh boy. This is the ugly part and requires tough love. It is only made worse the longer you stay in denial. Stop finger-pointing at Craigslist for killing Classified’s cash cow, or Google for aggregating news content. Quit bawling out your ad team as if it’s their fault no one reads ads anymore. Stop bitching about product placement in TV and film—you know you’d do it if you could afford it! It’s time to GET OVER IT!
3) Bargaining:
The third stage involves the hope that the individual can somehow postpone or delay death. Usually, the negotiation for an extended life is made with a higher power in exchange for a reformed lifestyle. Psychologically, the person is saying, "I understand I will die, but if I could just have more time..."
Oh boy. This is the ugly part and requires tough love. It is only made worse the longer you stay in denial. Stop finger-pointing at Craigslist for killing Classified’s cash cow, or Google for aggregating news content. Quit bawling out your ad team as if it’s their fault no one reads ads anymore. Stop bitching about product placement in TV and film—you know you’d do it if you could afford it! It’s time to GET OVER IT!
3) Bargaining:
The third stage involves the hope that the individual can somehow postpone or delay death. Usually, the negotiation for an extended life is made with a higher power in exchange for a reformed lifestyle. Psychologically, the person is saying, "I understand I will die, but if I could just have more time..."
Example - "Just let me live to see my children graduate."; "I'll do anything for a few more years."; "I will give my life savings if..."
You are more than half-way to a social media breakthrough! You’re putting on your ‘reality goggles’ and starting to see the possibilities! “Maybe if I reconnected with my old colleagues on Facebook or LinkedIn, I’d have a network that could help me in my job search, if needed?” Or, “If I could get followers on my Twitter feed reading my news content or being driven to my YouTube channel, then at least I’d have a built-in audience for my material if I had to freelance for a while.” "Maybe if I gave a recommendation to my old boss, she'd give me one too."
With the disintermediation of news and entertainment that the Internet brings, recognize that your communications skills make you a free agent! Start understanding the trade-offs and where there’s opportunity for you. Simply put, if you’ve got talent (like half of Britain, apparently) and an ounce of self-motivation, you can become the Susan Boyle of social media. (If you’ve never heard of Susan Boyle, see Stage 1 and seek professional help immediately.)
4) Depression:
During the fourth stage, the dying person begins to understand the certainty of death. Because of this, the individual may become silent, refuse visitors and spend much of the time crying and grieving. This process allows the dying person to disconnect themself from things of love and affection. It is not recommended to attempt to cheer an individual up that is in this stage. It is an important time for grieving that must be processed.
You are more than half-way to a social media breakthrough! You’re putting on your ‘reality goggles’ and starting to see the possibilities! “Maybe if I reconnected with my old colleagues on Facebook or LinkedIn, I’d have a network that could help me in my job search, if needed?” Or, “If I could get followers on my Twitter feed reading my news content or being driven to my YouTube channel, then at least I’d have a built-in audience for my material if I had to freelance for a while.” "Maybe if I gave a recommendation to my old boss, she'd give me one too."
With the disintermediation of news and entertainment that the Internet brings, recognize that your communications skills make you a free agent! Start understanding the trade-offs and where there’s opportunity for you. Simply put, if you’ve got talent (like half of Britain, apparently) and an ounce of self-motivation, you can become the Susan Boyle of social media. (If you’ve never heard of Susan Boyle, see Stage 1 and seek professional help immediately.)
4) Depression:
During the fourth stage, the dying person begins to understand the certainty of death. Because of this, the individual may become silent, refuse visitors and spend much of the time crying and grieving. This process allows the dying person to disconnect themself from things of love and affection. It is not recommended to attempt to cheer an individual up that is in this stage. It is an important time for grieving that must be processed.
Example - "I'm so sad, why bother with anything?"; "I'm going to die . . . What's the point?"; "I miss my loved one, why go on?"
Perseverance is half the battle! Do not give up. And social engagement is the whole point—don’t cut yourself off. You’ve got to invest the effort and the energy to get yourself on the social media map and engage with the people you’re seeking to build relationships with. Don’t hide behind ‘protected’ updates.
Perseverance is half the battle! Do not give up. And social engagement is the whole point—don’t cut yourself off. You’ve got to invest the effort and the energy to get yourself on the social media map and engage with the people you’re seeking to build relationships with. Don’t hide behind ‘protected’ updates.
This process will take time, but believe me, it will happen. And remember, the past is gone. Don’t cling to it. Instead, participate in the here and now of social media. And be open to new connections.
5) Acceptance:
This final stage comes with peace and understanding of the death that is approaching. Generally, the person in the fifth stage will want to be left alone. Additionally, feelings and physical pain may be non-existent. This stage has also been described as the end of the dying struggle.
5) Acceptance:
This final stage comes with peace and understanding of the death that is approaching. Generally, the person in the fifth stage will want to be left alone. Additionally, feelings and physical pain may be non-existent. This stage has also been described as the end of the dying struggle.
Example - "It's going to be okay."; "I can't fight it, I may as well prepare for it."
Yes! You made it! You’re seeing the light and you’re ready to go into it. And, best of all, you don’t need to go into it alone. Your enlightened agency is here to take you by the hand and guide you through it. We’ve gone through these very stages ourselves, and we’ve worked it out so that we can be there for you at your time of need!
BBBZZZZZTT..... Okay, sounds like our time is up. You can get up off the couch now. The next time we meet, I’d like to discuss your plan of action and how we can help you launch it, maintain it, and monitor your results.
In the meantime, let’s keep the lines of communication wide open. And if you’ve got any thoughts to share, there's a Comment space below and a link below to share them on Twitter or Facebook. Let's make this sharing a part of your therapy in between sessions.
Thursday, May 7, 2009
Social Media and B2B Marketing
I had the opportunity today to share some ideas with professionals in Southern California's electronics industry for using social media in their marketing programs.
I shared some examples of effective B2B social media communications with a technical focus. You can get a sense of the content of the presentation from the slides below.
I did steer the audience toward FriendFeed as a more technically oriented social networking tool. It may have a smaller number of users but when your target audience is limited to the 275 engineers that truly understand your area of electrical design, that's all you need--it's not about attracting thousands of followers, just those who matter.
I shared some examples of effective B2B social media communications with a technical focus. You can get a sense of the content of the presentation from the slides below.
I did steer the audience toward FriendFeed as a more technically oriented social networking tool. It may have a smaller number of users but when your target audience is limited to the 275 engineers that truly understand your area of electrical design, that's all you need--it's not about attracting thousands of followers, just those who matter.
Tuesday, April 28, 2009
The World's Got Talent
Just because it's been done before doesn't mean it can't be done differently and better. In business, that's the key to competing. When you find a way to do something differently and better, you've created a market opportunity.
Singer Susan Boyle may have 47 million views on YouTube, but when I watch this dance troupe--Diversity--that performed a few weeks after Boyle on Britain's Got Talent, I'm reminded that there's always room for innovation--even in a communications art that goes back thousands of years! Enjoy...
Singer Susan Boyle may have 47 million views on YouTube, but when I watch this dance troupe--Diversity--that performed a few weeks after Boyle on Britain's Got Talent, I'm reminded that there's always room for innovation--even in a communications art that goes back thousands of years! Enjoy...
Monday, April 27, 2009
Swine Flu infects the media
Swine Flu is highly contagious among journalists. In fact, this news story seems to have mutated in the media population and is now more viral than the virus itself. With 40 cases reported by the CDC in the U.S. to date--20 of which have already fully recovered--my research suggests a probable 1:100 patient to journalist ratio.
By the way, 600 Tweets including the #swineflu hashtag were posted in the past few minutes as I wrote this.
- How has Swine Flu impacted the IT industry and your company's travel or business in Mexico? An IT industry reporter wants to know.
- A trade show industry publication wants to hear from meeting and event planners who have cancelled an event because of Swine Flu.
- How are retailers keeping the devices customer touch germ-free? A retailing trade reporter is on deadline and needs your 'real-world' stories.
- Producers with a cable TV news channel want U.S. tourism experts to talk to about travel impacts.
That last query was 7 hours old. By now, I assume, any pundit worth his or her weight in bacon would have porked up their bio to emphasize expertise in pandemics. And bookers are probably batting experts away like so many malaria-infected mosquitos (malaria, by the way, kills over 850,000 people per year).
So, what's your Swine Flu story? As much as it pains me to ask, if you've got an angle on this story dominating the news cycle today (and for the foreseeable future), clearly there's some media very anxious to talk to you. And, in their time of suffering, you would be bringing them comfort!
And, if you've got some anxieties about Swine Fluenza, the good news is that you can be a shut-in and still stay connected thanks to social media tools, like the CDC's Twitter feed (probably the only Swine Flu source you should pay heed to on Twitter) or, my favorite, this Google map which is tracking and plotting cases worldwide.By the way, 600 Tweets including the #swineflu hashtag were posted in the past few minutes as I wrote this.
Sunday, April 19, 2009
Your Crisis Plan Needs a Web 2.0 Upgrade
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!
Thursday, April 9, 2009
If the economy gives you lemons, open a lemonade stand
Researchers from the Stanford Business School recently published the results of an experiment conducted with a children's lemonade stand. And the results were conclusive.
Three signs were used to advertise. One said, "Spend a little time and enjoy C&D's lemonade." Another read, "Spend a little money and enjoy C&D's lemonade." And the third sign read, "Enjoy C&D's lemonade."
The sign that mentioned time attracted the most customers and the most money. Fourteen percent of passersby stopped to buy and spent an average of $2.50 in response to this sign.
Only half that volume, seven percent, bought when the "Spend a little money" sign was displayed, and the average amount spent per glass dropped to $1.36.
Conjuring up a personal connection to an experience versus a promotional message focused on cost is more likely to resonate with consumers and produce sales.