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Speak with your voice.

Managing a social media page can be difficult. Each site and service uses different vocabulary, etiquette, and functions. Each draws a different audience, although some members may cross-over into different sites. One thing that remains the same between all of them is the idea of voice.

In recent weeks, we have seen a couple of examples of organizations and businesses both sticking to their established voice or not having a strong one in place. Chick-Fil-A has come under fire recently because of comments made discussing their beliefs. The President of Chick-Fil-A, Dan Cathy, stated his (and the company’s) stance of not believing in same sex marriage due to their Christian faith. Regardless of whether you feel the same or not, I have not seen them back down from this thought. They have always been transparent to what their beliefs and values are, right up to their chains being closed on Sundays, and this stance should therefore not be surprising.

Again, I am not addressing the controversial issue, but trying to illustrate the idea of voice. Dan Cathy clearly knew what his company stands for, and his company continued to support him.

Let’s bring this review closer to home and look at the comments posted on the Rutland GOP Facebook page recently. Although the events were unfortunate and the apologies multiple, this is a great example of this idea of voice. It has been reported that the Rutland GOP did not write this post, but shared the thoughts of someone else. This happens all the time in social media, as it is easy to “share,” “retweet,” “repin,” etc. Sometimes, the service does not even allow the user to share their own thoughts or reflections when sharing someone else’s post.

Being aware that mistakes are made, your social media managers and page admins must know what your company stands for and supports. This is done easily by answering some questions, and should also be revisited every time you look at or update your brand.

Let’s discuss the four areas you should look at to establish your brand’s voice.

  1. Who You Are – Although this may seem like the easiest step, I would argue that it may actually be the hardest. It is difficult to think of an entity that you need to write and present as yourself as having separate thoughts, morals, and ideals than you do. These guidelines should cover sense of humor, sarcasm, professionalism, and even political views. Some of this may seem a bit extreme (why would my ice cream shop need to know its stance on abortion or international relations?), but you do not know what situations you will find your business amidst. You need to address how you view your business, and how you want to be seen, as well. You need to ensure that your social media presence is consistent with all other branding and marketing.
  2. Who You Audience Is – There are two distinct audience groups – those you want to reach, and those you are actually reaching. How can you present information in a way that your target audience will respond, react, and be engaged? What can you alter about your message (not only the way you are saying things, but what you are saying) that will attract the target audience?

You also need to take into account that online and offline communications are different. Social media communications and audience expectations differ even from email and other digital forms of communication. Be succinct and to the point. Bring your text to life with pictures and video. Frequently alter your cover photo (the long photo on the top of your profile page) to keep up with important events that will encourage audience response.

Do not only self-promote, but share information, articles, pictures, video, and community happenings that your audience will appreciate. In the case of the Rutland GOP, where they were sharing the words someone else wrote which caused them to be caught in some hot water. They may not have considered their audience entirely, or how the message would be absorbed by their audience.

  1. What Is Your Message – Before you begin typing away, think about how quickly your message and what you are sharing will spread. Depending upon the amount of fans or followers you have, your message virality will differ (This is the potential reach of your post. Not only your fans see your post, but when one of your fans likes or comments on your post or retweets it, for example, the number of people that actually see the information you shared spreads rapidly.) This is great if you are sharing relevant information and could hopefully draw more fans or followers to your social media presence. On the other hand, this backfires when you mistakenly share content that does not stick to your brand or company viewpoints. If you share information that is not relevant to your audience or offends them, you will quickly drive people away.
  2. How You React To Mistakes – If you make a mistake, don’t panic. Apologize. If a customer complains on your page, respond to it. How you react and the time that it takes you to react can have a positive influence on your brand.

Social media has made marketing a two-way conversation. Customers are observing how you handle difficult and challenging situations. What you do after that mistake is just as important as preventing another one from happening. This can be addressed during brand conversations by making sure someone is assigned to manage these social media relations. This is an important aspect of customer service, and can drastically affect the impact your brand has.

Your brand and voice are ever evolving. Make sure that you regularly address your brand and voice with key members of your team. Keep your brand and voice moving forward, as this will help you with new media and hurdles down the road.

This column originally appeared in the August 6, 2012 issue of the Rutland Herald.

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Posted by on August 12, 2012 in Marketing, Social Media

 

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Facebook changes. Again.

Just this past week, a friend called me and asked a question about Facebook. I responded with quick directions on where exactly to find the information he was looking for within Facebook. He quickly informed me that it had moved. My response, “Oh, Zuckerberg went and changed it up again!”

Although many people quickly get frustrated with Facebook’s changes and additions, I need to point out that there are few complaints about what is “missing” on Facebook. Yes, there is a list (community aggregated calendar, further expansions of options for pages, etc.), but Facebook is doing a great job moving forward and not being stagnant.

Facebook only announces major changes, and others just simply appear. Although I read many social media blogs and tech websites, some of these changes get missed.

Facebook has started to roll out some improvements for their Pages (non-personal profiles) that can help out the business owner or social media manager of an organization.

1. Admin Roles

Since Facebook separated Personal Profiles and Pages, you have been able to add people as administrators to your Page.  This is easily done, either by typing their name if you are friends with them, or entering their email address. The improvement is assigning different roles to these admins.

Managers can access everything. This is a good setting for the owner of the company or key driver of your page. It is the default setting for every admin.

The only limitation for Content Creators is they cannot modify or manage admin roles. Moderators are not allowed to edit the page or create posts as the page.

Advertisers may only create ads and view insights. Last, but not least, an Insights Analyst can only view the analytics (called insights) for the page.

Being able to assign roles to different admins is great. It allows the Manger or owner of the page to invite a consultant, intern, or other staff access to take on some of page responsibilities without fear of someone doing more than the manager wants. When a new admin is added, or for admins that were previously established, the default role is Manager.

Roles are easy to alter by selecting “Edit Page” from the upper right corner of your Page’s Facebook Timeline, and then selecting “Admin Roles” from the drop down menu. You will be brought to a screen that shows all of your admins and their different roles.

2. Deals

Deals are still in their Beta phase, so it is not yet available to all businesses. If Facebook decides to launch it through out the site, keep your eye out for it.  A Facebook Deal allows you to offer something special for your customers that use Facebook to check-in to your business.

For example, you visit one of our great restaurants for lunch. You launch your Facebook app from your phone and select the “check-in” option, perhaps adding a picture and tagging the other people you are eating with. If that restaurant has set up a Deal, the visitor will be able to see this on their phone when they go to check-in.

There are four types of deals:

Individual Deal

This is a good option for a one-time deal that you can offer to both new and existing customers. You can do a dollar or percentage off, or even a gift with purchase.

Loyalty Deal

Tried of punching holes in cards? Use a check-in loyalty deal! This would work for the customers that are already loyal to you, but also encourage new customers to return. You can create a deal that can be claimed after no fewer than two check-ins, but no more than twenty.

Friend Deals

These deals allow you to offer a group discount to up to eight people. This allows your customers to introduce what they love about your business to their friends and family.

Charity Deals

This deal triggers a donation to be made to the charity of your choice each time someone claims your deal. You are required to manage the donation process.

You are able to limit the run dates of each deal and how many may be claimed. When someone claims your deal, it will also post to their wall and their friends’ newsfeeds, spreading your reach virally.

It is important to note that Facebook Deals are in Beta testing. This means that the types of deals, price, and availability may change. Not all Pages have access to be able to offer these deals right now, but if you are part of the testing, I urge you to take advantage of them. If your business does not have a physical location, these deals will not work for you.

For more information about Deals and to see if your Business can offer them, select Manage Permissions from your Edit Page drop-down menu. Then, look for the Deal option in the menu on the left hand side of the page.

3. Pages App

If you have an iPhone and you manage a Page on Facebook, you need this app. It is free in the app store, and allows more flexibility than your Facebook app. It only came out 2 months ago, and I believe this is why it is still exclusively on the iPhone.

The Pages App allows you to access your Pages messages, photos, settings, admins, and, most importantly, your insights.

Insights are your analytics, or how you can see how well your posts and information is doing on Facebook.  You can also view data for individual posts, which allows you to see how many people you are reaching with each post.

I could not find any information as to whether there is a plan to release the app for other phones (mainly, Android), but I would hope that it is what is coming next.

Be aware that Facebook is on the move. They like to shake it up and be dynamic. If they didn’t, they would still only be catering to college students.

This column originally appeared in the July 23, 2012 issue of the Rutland Herald.

 
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Posted by on August 12, 2012 in Community, Marketing, Social Media

 

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don’t underestimate the internet

The power of a single person on the Internet has become more and more apparent. Companies and governments are not safe from the people.  Something that social marketing consultants, like myself, will often remind their clients of is the difference between traditional marketing and social marketing. Traditional marketing is one-sided. You create your brand and present it to the public. You tell your consumer what you want to and can control your message. Social marketing has turned the tables into a multi-sided conversation. Although you can still create your branding and the image you want to project, ultimately your customers will respond to your message and want to interact with you. Positive interaction is then promoted, viewed, and passed on to friends. It is like trackable word of mouth. And how your company handles your negative interactions is also scrutinized and passed on.

The power that I am talking about is how much of a voice the Internet has given back to the public. Let’s jump around a bit and look at some of these phenomena.

SOPA and PIPA

As I spoke about a few weeks ago in my post, SOPA stands for the “Stop Online Piracy Act.” This was a proposal that was moving towards becoming a law at the federal level, supposedly about Internet piracy. The problem with this, was the wording was incredibly vague and appeared to severely restrict Internet usage.

On January 18, 2012, multiple sites, including the English version of Wikipedia, Reddit, Google, WordPress, and over 7,000 other websites participated in either a service blackout or made some sort of post or movement on their sites to raise awareness of the dangerous of these acts. Google also had a petition that gained over 7 million signatures. Boycotts happened of companies that supported the legislation, state representatives were contacted, and an offline rally was even held in New York City.

What happened next was amazing. Representatives and companies that had supported the bills the day before started backing off of them and slowly, the acts came off the table. This does not mean that the ideas behind legislation is completely gone, but it was an incredibly show of what people on the Internet could do together.

Komen vs. Planned Parenthood

On January 31, 2012, the Susan G. Komen organization, a breast-cancer organization in the United States, cut off its funding of Planned Parenthood. While many anti-abortion groups applauded the move, the public was not impressed. Women’s advocacy groups were fast to criticize the move, stating that the Komen organization was putting politics ahead of women’s health. The following 24 hours generated a lot of buzz around the Internet. $400,000 was given to Planned Parenthood from over 6,000 donors. New York Mayor, Michael Bloomberg, pledge a grant of $250,000 that matched a gift from the CEO of Bonanza Oil Co. They did this to replace the funding that was lost.

On February 3, 2012, just three days later, Komen’s board of directors issued a statement apologizing to the American public. They backed down from their previous statement, and instead said they would continue to fund exisiting grants, including Planned Parenthood. Four days later, on February 7, the director of Komen submitted her resignation, which went into effect immediately.

And these aren’t the only examples, and it is certainly not ONLY happening in the United States. In 2011, Tunsia decided it was time to boot out dictator Zine El Abidine Ben Ali. Social media and the Internet played an encouraging role in the success of their protests. Wikileaks released internal United States government that confirmed that the people in the US felt the same about Ben Eli as the people in Tunsia did. Hacker group Anonymous also supported the cause by not only defending Wikileaks, but hitting Tunsia websites, as well.

So how did the Internet get so much power? Why are governments, both democracies and other forms of governments alike, afraid of these Internet driven causes? Personally, I think that there are several factors that contribute to this fear. In democracies, the leaders, in order to stay in any sort of seat in power, need to listen to the citizens that voted them into power in the first place. I think that it is amazing that the “government for the people, by the people” is starting to circle around and bring some of the decision influences back down to the citizen level.  Also, I think the simple fact that “word of mouth” doesn’t take very long to spread any more. We can know what is happening in the world, including protests, news, causes, epidemics…in a matter of minutes.

To bring this to a local perspective, think back to the day Tropical Storm Irene hit the area. There were pictures of every corner on town, people were sharing what roads were destroyed and to avoid, and even seeking help out of their house.  I think back even further to 2007 when we had that terrible wind storm in April. Just 5 years ago, there were many fewer local people on Facebook and the same volume of sharing online didn’t happen.  After the wind passed, everyone was out in their cars surveying the damage. With Irene, you already had seen the damage as it was being caused right on Facebook.

Now, local businesses and organizations need to utilize the power of these mediums. Engage your followers. Post interesting and informative information. Support other businesses and organizations through your page. If you are posting interesting and informative information, fans or followers that find this information interesting will often repost or retweet the information, which will cause a ripple of effect, generating more followers and passing on your information to more people.

Continue to may attention to what’s happening online, no matter your career. Chances are, it does affect you, and your action may make all the difference. For your pages and posts, make them engaging and interesting. You never know the full power of how your content may take off.

(Research from wikipedia.org and motherjones.org.)

 

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the power of the tweet

Last week, I wrote about Twitter; what it was and how to use it effectively. The perfect example of a great social media manager appeared in front of me this morning. A real life example popped up right out of the wood work.

I was looking at my Twitter feed this morning (my personal one), and noticed a tweet from one of my friends frommy undergraduate days at Hofstra. She posted a picture that she took with her phone from a page of Newsday. They had incorrectly labeled a picture of Amber Heard as Scarlett Johansson. I had no idea who Amber Heard was (and still don’t), and tweeted back at her, commenting on the obvious mistake the paper made. She quickly responded back to me, that she also had no clue who the girl was, and perhaps made a snide comment towards the graphics person at Newsday. In all three of the tweets that I’ve mentioned so far, Newsday’s Twitter username, @Newsday, was mentioned (therefore, tagged and received notifcation that we were discussing them). They almost immediately responded to our tweets and fixed the issue that my friend Tara had pointed out minutes before. See a full list of the conversation and images below:

Content from Twitter. Screenshots assembled from the tweets of @ordinary_girl84, @mungerette, and @Newsday.

I was very impressed with this whole exchange. Tara and I were talking pretty candidely about the mistake that Newsday had made, but not degrading them. We just were commenting on the situation and were a little surprised that the photo could have been labeled incorrectly. Now, I can’t tell if they fixed this earlier than Tara had pointed it out (which is entirely possible), and just didn’t point out the mistake themselves until they realized readers were noticing. But what I am impressed with, is the extent to which their social media manager was paying attention to their mentions and responding to them.  Actually, if you go to their Twitter page, you will see that they are very good about engaging their readers. Their page is full of tweets of stories, yes, but also responding to readers and retweeting followers tweets.

All businesses/organizations should engage users like this. This is one of the main ideas that I should have covered last week: the difference between Facebook and Twitter etiquette. The main difference between these two different platforms is on Facebook, pages do not want to over post.  It is completely possible to overpost and depending upon what kind of business you have, and what is going on in your community would determine an appropriate amount of posts per week. For example, a news source, such as the Rutland Herald or WCAX should post top stories and important news throughout the day. A retail shop, for example, should post at most two or three times a day, and space them appropriately. Now, during Tropical Storm Irene, and the time immediately following, many pages posted multiple times a day, such as Restoring Rutland, I Am Vermont Strong, and Vermont Emergency Management. These organizations/groups were incredibly active and trying their hardest to get all information out that they could. This was incredibly appropriate. On a normal basis, however, Facebook posting should be very pointed and planned. Facebook users are incredibly active and are quick to “un-like” a page due to over posting.

On the other hand, Twitter etiquette is much different. Many entities on the site post multiple times a day, sometimes a minute, and are praised for it, not chastised. I think this stems from part of Twitter’s function and layout. Since they allow only 140 characters a tweet and don’t have additional apps or all the “extras” that make Facebook “busy,” this allows a user to focus on their feed and the feeds of people or other groups that they are interested in. I am not in any way demeaning the use of Facebook, because they definitely have a huge fan base, and the benefits of being active and on Facebook can easily be evaluated and reaped. Twitter just allows you to present the same information, and more information, in a different format that is more susceptible for this information to be shared and absorbed by the followers.

The downside of Twitter in our local area at this time? Users. Although many organizations are on Twitter, it seems that there currently is not a clear way to find these pages. The best way to have local users find you, is by using the local Rutland hashtag (again, a hashtag is a way of organizing and categorizing tweets) which is #rutvt. This can be used for anything that is happening in the local area, and I would go as far to say the county. When you are talking about your business, or talking about some event or commenting on something that is going on in the area, use the hashtag. Then, you should search for the hashtag and see what other pages and people are using it and talking about the area on Twitter.  I think you will actually be surprised about the number of users in the county.

Use your social media platforms well! Please make sure to understand the etiquette of each platform, as they certainly differ, or else you run the risk of putting a lot of work in to your social media management, and will not see a lot of return. Remember: “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” (Scott Cook)

 

 

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so, what’s this twitter thing?

People come up to me all of the time and ask, “What is Twitter? I just don’t get it.”  I stumble for the right words all of the time.  It’s not that Twitter is all that complicated, really.  I think that it is almost too simplistic that people are grasping for more.  Therefore, I am going to do my best to explain simplistically what Twitter’s functions are and how you can use it personally and professionally.

Twitter is essentially 140 character status updates, otherwise referred to as microblogging or “tweets”.  Really; that’s it.  So the question is, why should you use that in addition to Facebook?

Let me go back a second.  Facebook, as we have discussed, was started in 2004, starting on college campuses. When it first launched, it was focused around the college connection. You could input your class schedule, for example, and other people that were in the class at your school, or had been in the class previously, would be grouped together so you could easily find them, share information, or ask them questions. It is actually a function that I have heard college students where I work (Castleton State College) ask for and attempt to build groups for their classes. Anyway, when Twitter first launched, it was immediately open for anyone and everyone. You create a unique user name and short profile. Jack Dorsey, the creator of Twitter, wanted a SMS-based (SMS is the text-messaging component of your phone and stands for “Short Messaging Service) social media sharing sight. In his original blueprints, the examples of statuses are “in bed” and “going to park.” The reason for the 140 character limit was the constraints of SMS.

Facebook and Twitter have different functions.  On a personal level, I feel that Facebook is more of a social, personal network (including sharing about and discussion with businesses) and Twitter, although can be social and personal, can also be an extremely helpful professional network.  I have multiple Twitter accounts; one personal and one professional.  On my personal Twitter, I follow friends, news, organizations and businesses, celebrities, and social media and higher ed professionals.  On my professional Twitter account (@localsocialvt), I follow social media, marketing, web professionals, and organizations.  The benefit of having both of these accounts is on my professional account; I connect with other people that provide great tips and news. These people follow me to see what information I share and advice I have to give regarding social marketing, as well.

The difference is the categorization and sorting that you can do on Twitter.  Twitter has this cool function, called hashtags that group talking points into specific categories. Sometimes, they involve a topical conversation, such as #StateOfTheUnion, for when people are actively involved and commenting on the State of the Union. Last week, during the Internet blackout, many tweets had the hashtag #SOPA. Categories can also be just silly, on the spot made up things, as well. As I write this, #30WaysToMakeAGirlSmile is trending (trending refers to topics that several people are talking about). These hashtags are searchable and the searches can be saved.  I have searches saved for #HigherEd, #SocialMedia, #RutVT (category about Rutland) and #Castleton, as these are categories I like to keep up with. Facebook, on the other hand, auto-sorts topics people are talking about, which sometimes does not present topics you want to read about. The search within Twitter targets exactly what you want to find out about.

“So, hey…what happened to Twitter being simple?”

Ok, it is hard to put into words. But Twitter continues to be a popular place to find information and connect with people who share similar interests without ever meeting them or having them know too much information about you. That sounds a little vague, but your profile on Twitter is extremely small and contains very limited information.  Therefore, people don’t need to know lots of personal information about you. What they are interested in is the information you have to share; the advice you can give on the expertise you have in an area, for example.

Businesses have found it to be a fantastic customer service and outreach tool.  Jet Blue posts their cheap flights once a week. When actor/director Kevin Smith was asked to leave a South West flight because of his “size,” he tweeted about it and started a huge boycott. When Alec Baldwin was recently told to stop playing Words With Friends on his flight, he tweeted about it, which sent fans into a tweeting uproar. Television shows, like the currently-on-hiatus Community, has created Twitter accounts for the characters of the show.

I can not put into words as well as Twitter can why your business should be using their site:

“Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people. From brand lift, to CRM, to direct sales, Twitter offers businesses a chance to reach an engaged audience.”

Check out Twitter 101 for Businesses for more information on how to use the site for your business. It is easy to set up and maintain and get real-time feed back.  Set up a quick, free page and tweet your new username to me: @localsocialvt.

 

 

 
 

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the great internet blackout

Since you are obviously an Internet user, you must have run into some information about the Stop Online Piracy Act (SOPA) and it’s sister legislation called the Protect IP [Intellectual Property] Act (PIPA). If you had not heard about these proposals before Wednesday, January 18th, you may have run into odd “blackouts” on sites like Google, Wikipedia, and WordPress (yes, the very site that hosts this blog), among many, many others. Looking at the names of these two bills, you may think that their names make them sound like a good thing. We all like pirates (yay, Johnny Depp!), but not the kind of pirates who steal people’s copyrighted material and make money off of them.  This, we all agree, is wrong and illegal.

The wording of these proposals is currently very vague.  To be very simplistic, the only things that SOPA and PIPA do is protect the rights of artists and they apply due process to judge infringement claims. That’s it. There are a lot of words in the acts that are unexplained and leave a lot of doors open with what they can actually apply the laws to.  Under these bills, you may not be able to get to a site you were looking for because of the imposed breakdown of DNS (Domain Name System), which is essentially the “switchboard” of the Internet.

Response from Google Chrome when Facebook.com could not be reached.

Due to the amount of censorship and lack of clarity about how the censoring works, “SOPA would reduce freedom of expression and undermine the dynamic, innovative global Internet…[and it] would impose harmful regulations on American business and slow economic growth in the U.S.” (Greg Jarobe, SEO-PR president).

Another issue is a website shutdowns or dismantlements.  If someone makes a claim about copyright infringement, they can contact advertisers and payment processors and make claims about the infringement to have the services disabled, without notice or a chance to respond from the website owner.

If you went on the Internet at all on Wednesday (January 18th), chances are you ran into least one website that was participating in the “blackout.” Sites Oatmeal.com and Wikipedia, whose content is user generated and created (hence the definition of a wiki, being collaborative information) are very concerned with the SOPA and PIPA act.

Screenshot of Oatmeal.com from January 18th, 2012

Screenshot of Wikipedia.com from January 18, 2012

Images from: Oatmeal.com and Wikipedia.com.

Sites like Google and WordPress did something a little different, but still participated in the protest.

Screenshot of Google.com from January 18, 2012

Screenshot of WordPress.com from January 18, 2012

Images from Google.com and WordPress.com

My friend Jim Sabataso and I, among other friends, changed our Facebook profile pictures and only posted, on both our Twitter accounts and Facebook pages, about SOPA and PIPA, including passing on the petition to stop the bills.  Did the protest work? Sort of is my honest answer.  Reports came in that at least fifteen Senators who originally signed their endorsement of SOPA pulled out by some time Thursday (January 19th).  But there is still some power behind both the bills and it isn’t over yet.

There is an alternative to these bills and it’s something that no one really seems to be discussing.  An act that has been drawn up that many opponents of SOPA and PIPA support.  This is called the OPEN act. This act seems like the most reasonable alternative, keeping in mind the creators of materials as well as keeping the Internet free and open. KeepTheWebOpen.com has created this great infographic to compare the three current proposals.

OPEN vs SOPA vs PIPA comparison

Infographic from KeepTheWebOpen.com.

If you use the Internet at all, which you must since you found my blog, I beg of you to keep your eyes on this. I hate to slap on a freedom of speech campaign onto my blog, but it is something that I have always felt so lucky to have. It is sad to me to think that instead of truly solving a problem, lawmakers want to essentially sweep it under the rug.

I have linked some sites that give better explanations of the bills then I ever could, including some that don’t seem to fully support the protest. So keep your eye on what’s going on with these bills.  No matter if you are a webmaster, business owner, student, parent, or casual internet browser, they DO directly affect you.

Research on SOPA, PIPA, and OPEN from, and to find out more visit:

Lifehacker

SearchEngineWatch

Wall Street Journal

Slate

Business Review USA

Tech Crunch

The New Yorker

Google: SOPA Blackout

 

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