Avoiding a Social Media Revolt

Posted on Tue,Jan 03, 2012 @ 10:00 AM


Social media has tipped the balance of power from corporations to consumers. We saw this in action several times last year. Customer reaction defeated a $5 debit card fee at Bank of America and a plan to split Netflix into two different services. Most recently, Verizon Wireless reversed its plan to institute a $2 fee for consumers who aren’t enrolled in an automatic payment plan, when faced with a torrent of consumer ire. From Good Business, here are some tips to help companies avoid public relations fiascoes.

"Talk to Users First"
 “Why not post it on your Facebook page?” Ron Shevlin, a business analyst, suggested to The New York Times. While reaction might still be negative, you'll avoid the backlash of having to reverse a policy.

"Make a Coherent Argument"
Customers aren't likely to be reasonable about a new few if the company can't explain the cost behind it.

"Don't Use Fees as Marketing"
Sell customers on the benefit of a service rather than trying to bully them into accepting a new product.

"Don’t Go after Low-income Customers"
The Verizon fee would have mostly affected low income customers that don't regularly have enough money in their bank accounts to cover their charges automatically.  The Bank of America fee would have applied to customers who didn’t meet certain balance requirements. Social media has given these customers an unprecedented voice. Even unaffected customers aren't likely to look kindly on "chiseler" fees.

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Tags: Social Media, Social Media Trends, PR, Customer Satisfaction

Social Media at the Golden Arches

Posted on Wed,Mar 16, 2011 @ 10:00 AM


Mark Schaefer of {grow} interviews Rick Wion, Director of Social Media for McDonald's, at South by Southwest.



Highlights of McDonald's best practices with social media:
  • McDonald's uses monitoring tools to track conversations about their brand.
  • They tracked for over a year before reaching out and engaging on social media.
  • Their team combines employees from PR and from Customer Satisfaction.
  • Their tweeters have personal bios, allowing customers to connect the brand on a personal level. Specific tweeters have fans.
  • Conversations on social media have more than quadrupled in 18 months.
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Tags: Social Media Marketing, Twitter, PR, Customer Satisfaction

Content-Mining the Press

Posted on Fri,Mar 11, 2011 @ 10:00 AM


Content marketing requires a constant source of relevant and usable ideas. Even if you have an original  blogger and you re-purpose existing content and you have a steady source of outside content, you still might be looking for ways to interject fresh ideas into your content stream. If so, look to the press and the blogosphere and mine content from there.

Sources:
News
  • Find a way to make a news item relevant to your audience. Even if a story isn’t directly related to your industry or your market, you may find useful nuggets.
Internet
  • Search industry and governmental organizations, blogs, and magazines.
  • Set up alerts or RSS feeds for relevant topics
  • Set up alerts for news releases
  • Keep track of upcoming conferences
  • Read newsletters from industry organizations.
Data
  • Find surveys, research reports, and year-end reviews. Connections may inspire thoughts about content for your marketing program.
Competition
  • Monitor your competitors’ websites, press releases, RSS feeds, publications, white papers and case studies.
Conversation
  • Talk to the industry insiders, who usually have good ideas and interesting stories that haven’t been told yet.
Re-purpose this content by answering the following questions:
  • Who is the target audience for this content? How can you change the approach for your readers?
  • What triggered this story? Would changing the context help you create useful content, perhaps with your expert insights?
  • When? Is the story timely or does it have longer relevance, and than thus be used for recurring posts?
  • Why is this particular information important?
  • Where? Rework national stories to have local relevance or rework a local story for a national audience.
  • How did the story happen? Try an opposing viewpoint or imagine different circumstances. Shared the information in a different way or format.
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Tags: Marketing Strategy, Content Marketing, PR

PR Experts to Follow on Quora

Posted on Wed,Mar 09, 2011 @ 09:00 AM


Quora is a collection of questions created, edited, and organized by users. "One way you can think of it is as a cache for the research that people do looking things up on the web and asking other people."

Quora has quickly become a go-to place for seekers of expert advice on a wide variety of topics. Quora integrates with your contacts on Facebook and Twitter, and allows you to track experts on the site.

From eReleases, here are 20 PR Experts to follow on Quora:
  1. Elizabeth Lampert
  2. Ian Edwards
  3. Christophe Ginisty
  4. Eric Maillard
  5. Dave Clarke
  6. Kathrin Eiben
  7. Glenn Manishin
  8. Tara Wagner
  9. Ben Parr
  10. Josh Catone
  11. Vadim Lavrusik
  12. Phil Wolff
  13. Dean Bairaktaris
  14. Monica Guzman
  15. Suzanne Yada
  16. Merredith Branscombe
  17. Gabriella Sannino
  18. Allen Mireles
  19. Mike Volpe
  20. Jason Falls
View Original Article for Details on These Experts

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Tags: Quora, Social Media, PR

More Free PR Opportunities

Posted on Mon,Mar 07, 2011 @ 09:00 AM

HARO (Help a Reporter Out) is a site that allows thought-leaders to share their expertise with reporters and potentially reap some PR rewards. After signing up to be a Source on HARO, you receive daily queries submitted by reporters in need of an expert. Answering those queries can lead to national media exposure.



Source Testimonial:
"HARO is a primary tool in the arsenal of solutions offered in my sales and marketing services business. The results are remarkable! I support multiple clients in a variety of industries and there is a story every week that qualifies as a potential good PR opportunity for one of them. There is no other way I could get this type of access to global media or have my client's considered as sources in real time."

Sign Up on HARO
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Tags: Social Media Marketing, PR

Find and Engage with Journalists on Twitter

Posted on Fri,Mar 04, 2011 @ 11:00 AM


The value of publicity can be enormous. One of the best ways to get publicity is to first connect with reporters by commenting on their stories online or on Twitter. There are a few resources online to find reporters.

MediaOnTwitter is a straight forward database of journalists on Twitter. You can search by name, Twitter ID or media outlet.



Muck Rack takes a more curated approach to aggregating journalists on Twitter. Applications are reviewed for inclusion. You can browse by beats covered or news source. Muck Rack also offers a daily email digest of journalism on Twitter.

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Tags: Twitter, PR

How to Get Online and Offline Publicity

Posted on Wed,Feb 16, 2011 @ 11:00 AM

Publicity is seven times more credible than advertising and implies something is newsworthy.  By it's very nature, publicity is free. So the value of publicity can be enormous, but not many attempt a DIY approach. From 30 Minute PR, some tips on getting publicity:

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Tags: Press Releases, Social Media Marketing, PR

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