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@twitter handle – are you in the 30 minute response league?


English: jacket cover of Dominate your market ...

English: jacket cover of Dominate your market with Twitter – UK edition (Photo credit: Wikipedia)

Does you company have a dedicated and real time twitter handle for service to your customers? Be it for your product or service or promotion?

Well, if your answer is yes, then you are in a special 23% league! Yes. As per a survey by simplymeasuredthat’s the percentage of companies which have a service-handle on twitter!

But whats the point if you have a handle, and take eons to respond to your customers? Today, with social media at the touch of a mobile screen 24/7, every minute of delay in your response is adding up to the dissonance in the customer’s mind.

In the same survey, not many of those 23% companies responded to the tweets coming in, within 30 minutes!

And that is a big big fail!

So, have a service twitter handle only if you man it real-time and 24/7/365.

Else, don’t have one. Period.

Does your organisation have the soc-med ecosystem to pass the 30 minute response test?

If you say YES, you are in the 30-minute response league.

In public relations measurement, keep ‘context’, as a mantra!


Veracity with Tenacity: VVV Public Relations F...

Veracity with Tenacity: VVV Public Relations Firm Offers Guerrilla Marketing Revelations & White Hat Black PR To Take Down Corrupt Corporations With Truth (Photo credit: watchingfrogsboil)

How many times has someone walked up to your organization with this as a pitch – hey, look, you are working with xyzee agency, and I see that you are not getting optimal coverage across platforms : and to seemingly substantiate the claim presents the easy tool in the PR weaponry – the competitive news track?

The tendency of any management or internal communications team is to jump at the prospect of having more column cms’ and more clipping and mentions in prime time television media! At the quest of measurement of PR, the crucial parameter – context – is given a miss.

Stories about your organization or about your product, services or people, are not the media’s making… they are always your making – what PR does is to amplify the talking points, at the appropriate time, in the right context. And when the mention or coverage is apt enough, that is a winning communication that some pointless ‘friendly journo’ spiel on your product, which most in your target audience will attach little value to.

Both in the practice of PR (which now effectively is trans-media story telling), and in PR outcome measurement, CONTEXT is the thing to look for. Keep asking, if the media or social-mention of your brand or people, is in the right context in the right form/media.

Good to remember this – one column inch in the right place may be more relevant for your communications program, which a ten plus column inches in a media that does not anyway matter.

So, when someone comes in with a pitch which only speaks the language of quantity (measurement), ask you, whether it will impact to the power of context.

Remember, context is the most relevant and powerful PR measure mantra!

Social media – Is there a crisis brewing somewhere out there?


#bdi Social Reputation Management Conference N...

#bdi Social Reputation Management Conference NYC March 2010 (Photo credit: ShashiBellamkonda)

Its become sort of fanciful or on the other extreme paranoia to keep chanting about an impending social media crisis, for the organization. To be ready to handle any social media crisis that will dent the reputation is now widely discussed and advised all over.

Yet, sometimes, it is not being prepared to handle of face such an event or online burst that is wanting – rather, it’s the vision or wherewithal to see a cropping up social media crisis for the organization and the ability to act post that, which is an impediment to effective crisis management.

So, what are some of the signs of a social media reputation hit, brewing in out there?!

  • Is there any unusual buzz around your brand (product, service, or people within your team) in the online space? Do you see some strange mentions about any of these, which has not been noticed earlier? This is something which is a pointer that you must take cognizance of the social media buzz, and probe to what may have triggered this. Yes, there is a possibility that this could be positive buzz. But, the cardinal rule in social media reputation management is this – unusual buzz tends to be more inclined on the negative side. A service issue, or a misdemeanor by someone in your global team is more likely to generate a discussion or post, that something good.
  • Has there been an event that has occurred somewhere, where you foresee a lot of buzz? Could be a part failure or lack of retail-end availability of your offering. Or just anything like that. Its imperative that you watch out the social media buzz in that region with alacrity. When you know that there could a negative buzz coming in, its easy to deploy the necessary people and tools, and take up and address queries, and have a social-response hierarchy in place – effectively dousing the negative buzz, before it flames your reputation.
  • Has someone in your senior team, be it even your CEO or someone in the top echelons of the organization erred in the manner in which some issue has been communicated to the media, or even in an one of one interview, which has been quoted out of context, and is beginning to set a negative reputation spiral? Good reputation managers, backed by their real-time experience can see the coming in such situations. In such cases, it’s easy to be prepared with an effective response, and even post it to all media, and in all social destinations, and then also handle individual queries on a case by case basis, as the situation or kind of media demands.

Here are just three illustrations that give the reputation manager or social media commander a feel of what could be coming in, and how it must be handled effectively to ward off an evil strike at the reputation base of the organization.

Logically, these can be extended to more permutations and combinations across geographies and various social destinations to serve as reputation hit forecasts.

Social Media… Who wants to be a champion?


ESA/ESOC goes Social Media _10

ESA/ESOC goes Social Media _10 (Photo credit: Wikipedia)

Circa 2012, social media has well indeed arrived in full force, and there is no way that you or your organization can continue to look away or turn a blind eye to. Unless offcourse, you suffer from a monumental myopia to what value a social presence can mean for you, your company and its brands.

This has propelled the need for social media champions in these organizations, big and small, to wake up to the need for someone who can lead and spearhead the social media initiatives’ – welcome the social media “executive champion”.

But wait, there are some key facts (factors) you must weigh before you are prompted to take the plunge to usher in your organization and brand to the whole new ‘social’ world – the world of likes, fans, followers, re-tweets and so on.

Behind all the buzz and socmed jargon like above, there is a whole lot of ‘back-end’ preparedness that is really needed before you take the first step.

So, what are some of those ‘musts’ if you need to be a social media champion for your organization or brand?

  • Does the organization, which wants you to be a social media proponent (okay, champion), cede all the authority in you, to facilitate the creation/execution of a long term social media plan? And along with the authority, does it also trust you with all the resources that would be needed to put the social media face in place?
  • More importantly, do you think you possess the relevant knowledge and bouquet of skills which will be needed to eventually make the social media plan a workable, and to some extent measurable (the board always loves to ask – where are the results to see) one? Social media is a dynamo and keeps evolving by the minute, in some nook and corner of this animal called internet – one can never be ready with all the know-how, but must be willing to look around for emerging trends, and what works and what does not – across the globe, across platforms: are you willing to be always on that learning curve?
  • Do you have the ability and agility to sell a ‘vision’ (social media vision) to your internal customers – your big bosses, the CEO, the board, and the stakeholders? And to do that, you must have the insight and prowess as to how, where, why and when of the social media plan. Do you?
  • Social is free is the biggest assumption, out there – which is patently false. This premise leads to too much internal strife once the plan is kick started – yes, platforms may be free, but the team in your organization which will work in delivering the social media plan will have to be paid – and paid well at that. Social media calls for tremendous long term investments in time and money – and once the organization decides to make that investment, then it’s obvious that they want to measure the results as well. So, right at the word go, you must have the wisdom and vision to decide the goals on social media, the investments, and how the final or intermittent measurement will be done. Do you have the ability to do that?
  • Can you seamlessly work hand in hand with all the cross functional leadership of your company – be it with HR, marketing, finance, supply chain and the board/CXO of the organization, with the larger interest of a successful and workable social media presence? This will need the ability to possess the leadership skills and ‘moral’ authority to counsel, in case there happens to  be teething issues – which will be almost always there.
  • You are the social media champion – more of the driving force behind the scenes. There will be a host of people, who will be executing these plans from the front, on the ground – these will be a group of social media savvy professionals, who will need all the support needed; and also the counsel and intervention when there are goof-ups and crises due to errors of judgment. In the social media world, there is nothing like a perfect plan or even near perfect execution- some unexpected tweet or post or comment, unintended may be, will erupt in a big way – it’s your sagely presence and ability to lead in crises that will be the day saver. Think you are that kind of a person who will not wilt under pressure?

Thinking of some or all of the above even when you want or are wanted to don the mantle of a ‘social media champion’ will be the baby steps in your success out there.

So, ready to champion ‘social’??

Followers DON’T matter! Engagement DOES….Yes!!


Out there, you will have a hundred social media experts knocking at your door, armed with flashy presentations – aimed at bedazzling you, and indeed luring you to sign up their services to get more followers to your socmed accounts, or more visitors to your website.

Let me tell you a simple, but most forgotten fact – In the omnipresent and connected world – the number of followers or visitors matters the least!

What matters is how engaged are the handful of followers or visitors who are clued on to your work or brand. And how much they perceive that your brand might be of some value to them, now, little later or much later – somewhere in that distant time horizon.

If that is not to be, your hundreds or even thousands of followers may be of sheer cosmetic value, serving just to pamper your ego – the make believe world that you will win with so many 1000s of followers.

The easiest I can illustrate this folly is the retail business in that real world out there (thanks to a handful of my friends in the retail space). Out there, footfalls and actual sales may well have no connect at all. Footfalls are just a baby step – the consumer who comes in has to see tangible value or a great service. The footfall is miles and miles away from the tangible sale – and the interregnum ought to be filled with value, engagement, content, customer support, choice, USP… almost all those terms you will come across in the blue book of marketing.

Every click towards your social media platforms has to lead to content, engagement, and a valued conversation. Much more worthy for the visitor that what he invests in clicking and browsing through your social-omni-presence.

Does your presence out there in the social media world lead to such a kind of engagement? Value? Dialogue?

If the answer is in the affirmative, you are ready to call the bluff of a whole lot of social media strategists!

Are you ready! And Are you there??

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