Social media crises are not so much about the ‘if’ but about the ‘when.’ The increased adoption of social media usage in companies has likewise increased the risks a company’s reputation faces because, despite your best efforts, there are still humans behind every single social media account and, as is said, to err is human. Continue reading “How to Navigate Social Media Crises”
A not so shockingly similar aspect between both texts is their clear argument that you need to have measurable objectives. Both Katie Paine (2011) and Neal Schaffer (2013) mention this as one of the first things you must consider when you plan to create a social media strategy because it is the reason your strategy exists in the first place. Success must be achievable and the only way to measure if you meet your objectives is for there to be a bottom-line impact – this is the key to measuring exactly what matters to the company’s business (Paine, 2011). Continue reading “Measure the Metrics”
Social media campaigns can so easily go wrong. Whether it’s the social media team not properly analyzing the audience, no one checking the wording of the content or using the wrong platform entirely; there are so many ways to ruin your company’s credibility and reputation (your greatest asset).
I think the “best” of the worst social media campaigns I found in my research is the Conde Nast owned food website, Epicurious, whose totally inappropriate tweets in the wake of the Boston Marathon bombing on April 15, 2013, makes me question who exactly was in charge of their social media campaign.
Initially they took the right approach tweeting out a simple, “Our thoughts are with everyone in Boston.” However, within twenty-four hours Epicurious posted some rather tactless promotional tweets (pictured above) (Red Banyan Group, 2013). I, personally, cannot think of more phenomenally bad or insensitive things to tweet at your 385,000 followers audience following the heart wrenching attack that occurred to hundreds of innocent bystanders. Therefore, it was no surprise when their Twitter audience immediately expressed outrage.
Australians appear to have a perverse sense of humour.
Long before truant students were learning their lesson for skipping school, the Dumb Ways to Die public service announcement campaign designed by McCann Worldgroup for Melbourne Trains Metro (MTM) in Melbourne, Australia was already killing off its characters in perverse, albeit, humourous ways back in November 2012.
The campaign was designed to combat the increase of risky behaviour around trains. As mentioned by Neal Schaffer numerous times in his book Maximize your social a one-sep guide to building a social media strategy for marketing and business success knowing your audience is essential to success (2013). In fact the four rules for consumers was utilized incredibly by this campaign.
- Consumers are social.
- Consumers are mobile.
- Consumers are local.
- Consumers increasingly use multiple channels (Schaffer, 2013). Continue reading “The Good, the Bad and the Ugly: Dumb Ways to Die”
- Reach out and engage with customers, prospects, partners, and your network.
- Create opportunity by communicating and sharing information.
- Manage your reputation and discover new business through monitoring information (18).
These three aspects really form the cornerstone of why anyone in a personal or corporate capacity becomes involved with social media because using these services is about building and managing your reputation while creating opportunities for sharing and discussion. Continue reading “Social Media – the human factor”