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Just social media crises, or crisis for social media as well?


twitter logo map 09

twitter logo map 09 (Photo credit: The Next Web)

If you are a student of social media, its pleasure and pain points – by now you would be well aware of the ‘attacks’ or ‘hacks’ on the twitter accounts of prominent brands like @burgerking and @jeep.

You can read about the @bugerking part of the story here http://mashable.com/2013/02/18/burger-king-twitter-account-hacked  at @mashable

Online attacks of such nature are not completely surprising, given that the cyber world is getting to another place for brands to fight and fist it out. This is a world where every countries are resorting to cyber-warefare, so why blame the poor brands and their online army who try out the best to bring down competition. (Fact is, such attacks on brand online properties will only see an upswing now on).

Yet, what came as a huge surprise was 140-character powerhouse twitters statement after these attacks on the likes of @burgerking and @jeep.

In a statement published at twitter’s blog, users of the platform were advised on how to keep their passwords secure, and the kind of computers one should etc. You may see the statement here http://blog.twitter.com/2013/02/a-friendly-reminder-about-password.html

Given the un-swerving loyalty of millions of users and thousands of brands across the globe to its platform, @twitter could have done well in also stating facts about how such attacks happen at the first place, and more than that, what preventive measures it plans to have in place to protect its users.

In addressing any crisis, it’s useful to caution the stakeholders and help such situations/incidents from recurring.

But, another cardinal rule in crisis management/communication is to be forthcoming & clear as to what went wrong in specific cases – a simple statement of facts and events leading to a crisis, and added to that assurance that incidents of similar nature will not recur.

It’s about being loud and clear that everything needed to protect the ‘information integrity’ of users will be done.

As of this moment, @twitter has missed the opportunity to win this battle post the hack of accounts like @burgerking and @jeep

Brands are all geared to watch for and handle social media crisis, and battle them. But the question also is what if social media platforms themselves become crisis-points?

On the ‘when’ or ‘why’ of news-jacking!?


News Anchor

News Anchor (Photo credit: ed100)

Well, this sounds so familiar by now – news jacking, as an armor in your public relations strategy is here to stay. And not just stay – the only way you will be able to make a significant value addition to your brand is to use news-jack. That will happen if your are real-time new-jacking ready!

By now there is also a raging debate on the merits and de-merits of news-jacking.  The answer to that debate is this – you must news-jack at the right time, in the right place, in the right context. There are no two ways about it.

This earlier post in this blog also dwelved on whether brands must news-jack piggyback on a major disaster like Super-storm Sandy.  There are a handful of global brands that jumped into the news-jacking bandwagon in the aftermath of Sandy.

This post is a nice illustration of how some brands really reaped the windfall gains of news jacking in a positive brand-lift context.

While there can be a long debate on the when and how of new jacking as a PR tool, brands must look at news jacking if it has the following impact for them-

  • Will it show the brand, products and services in good light, in the context of the event?
  • Does the consumer see the brand has something beneficial to offer – either by way of information or services, or tangible/intangible product benefit?
  • Will news jacking in the given situation serve brand-lift in the short and long term?
  • Will news jacking stand the test of ethics in business and also stand any legal test, that may come to the fore by any stakeholders?
  • Would all the stakeholders in the product/service be happy with the technique used to news.

As a PR professional, and an avid news jacker, ask yourself these quick questions when you embark in your next news jacking sojourn!

News-jacking…. right or wrong?


Hurricane Sandy Aftermath

Hurricane Sandy Aftermath (Photo credit: FlightDreamz2012)

In the armor of public relations professionals all across the globe, news-jacking has indeed arrived.

By now there are a handful of examples, as to how the alert and agile communications professionals can plug in his brand with any real-time news to get a viral visibility – in a sense, an exponential brand visibility which no other conventional tool in the PR armor can ever bring in. This lucid post by PR thought leader David Meerman Scott informs about the what, where, how and when of news-jacking. For any aspiring news-jacker, Davids latest book on the subject is a must read.

To quote from a popular post – you news-jack on virality… that’s what any smart communications pro does – take something that’s already gone viral, and piggyback on its success by creating your own awesome spin on it. There are several companies out there who have done it — and done it well.

Move on now to the debate on what is right and wrong in news jacking. Some of the most popular brands in the US have now started to gain a tangible brand-lift by news-jacking the presidential elections. But, what is beginning to generate a debate now on the virtues and vices of news-jacking is Hurricane Sandy, that has battered the east coast of USA, causing huge damage to people and property.

Brands – as diverse as from careers to cosmetics, and essential supply services lost no time in jumping into the news-jacking band-wagon!

But is it right for brands to look at promoting themselves, by plugging them in the visibility that a monstrous disaster like Sandy gets in the social world? The answer for this can be – yes, only when your brand is placed well to serve the essentials for the people who have been tormented by the storm. And no, if your brand intention is to just exploit the visibility, but has nothing to do with the aftermath of the event!

Extending that, its fine if you are a utility or essential service provider for your brand to be plugged in. But if you are a hair-do company, or a cosmetic (like the one suggesting to spend your home time trying a new product of theirs!), then news-jacking will be a fail in the long run.  What are your views? You think a hair do company must news-jack Hurricane Sandy?

Is Social ‘brand lift’ your target?


Social is all about engagement, and conversations.  The singular objective of any sane social media strategy is to foster engagement and create an ongoing stream of conversations, around your product, services, people – all encompassing to your brand!

Any strategy that drives up the engagement levels of your brand (or call it engagement of people with your brand), does in all certainty add to the overall marketing goals of your organization.

To rephrase, the singular intent of the strategy of any organization in social media space must be, to borrow a term from Jon Steinberg , to endeavor ‘social brand lift’.

How does Jon define ‘social brand lift?

He says, in one of his posts – “Social Brand Lift occurs when content that is candid, interesting, though provoking and shareable lands in the hands of the people most interested in discovering it”

In the case of your organization, or brand, the targeted brand lift must lead to an increase in a favorable perception towards the product or service. So, the goal of every single component of the social media plan is to make sure brand lift happens.

Brand lift happens when there is a purposeful engagement by the visitors to your site, followers across the various platforms your organization is in, and in the manner in which every query or concern in respect of your product, service, or even people issues is answered.

Social brand lift also happens only when compelling content is in place in all your social touch points – which are veritable goldmines that must be aimed at a great engagement with your target world.

To endeavor a social brand lift, is the baby step your social media strategy/execution takes, in building stronger and favorable brand perceptions for your organization.

Revisit your social plans now. Have you made sure that each of its components aims at a brand lift?

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