By Gina Smith
ver the summer, Virgin America started a risky promotional campaign, encouraging passengers to use its free onboard Wi-Fi service to tweet good vibes about their flying experiences. The San Francisco-based airline identified 120 influential users on Twitter and offered them all free round-trip flights. The comments were overwhelmingly positive, as expected.
|All Atwitter: With his Twitter outburst against referees, entrepreneur and Dallas Mavericks owner Mark Cuban prompted the NBA to write a new policy about tweeting before, during, and after games.
Credit: R. Blake Ramick
But in the business of image making, one nasty post can ripple through the Twitterverse and spoil a whole day. The stakes in social media are higher than with traditional media relations, says Porter Gale, Virgin America’s vice president of marketing. The impact of both positive and negative statements “can easily be amplified because of followers and fans.”
On one recent day, for instance, a semifamous actress named Mackenzie Firgens thanked Virgin Atlantic for the “pretty view to Seattle” and linked her thousands of followers to a picture she took out her window. Stacy Small, who goes by the handle EliteTravelGal, exclaimed: “totally luv my main cabin seat w power, wifi, tv, snax.” But a flier named Darrell Whitelaw snapped a picture of a broken seat that “needs to be fixed.” And AlisonEvents, a wedding and party planner, tweeted about “the worst flight on VirginAmerica”: “plane landed and fire trucks had to rescue us and drive us to the gate. Not awesome.”
The viral nature of social media can turn even the most random, off-the-cuff comment into a broadcast. In the airline world, the most famous example is the case of Kevin Smith, a Hollywood producer with more than a million followers on Twitter. Earlier this year, before the start of a Southwest flight, Smith was told that he was too large for his seat and was asked to vacate the aircraft. He repeatedly and profanely tweeted and blogged about his experience, criticizing Southwest in general for the “fat policy” and the pilot and flight attendant who spoke to him in particular. Even after Southwest apologized, the outrage on Twitter persisted for days.
By Rob Birgfeld
hen it comes to corporate crises, social media is most often perceived as a culprit. Communications traditionalists, used to creating and managing messages, see the current environment as a polluted one in which a single blog post, tweet or update from a nobody can snowball into a full-blown catastrophe. They point to Domino’s and Motrin, as well as to Nestle and most recently, Gap to demonstrate how things have changed for the worse.
There’s no doubt things have changed — and we can argue until we’re blue in the face over whether what we’re seeing is better or worse. But what’s not open to discussion is that this new reality requires new tactics. And while social media has become the weapon of choice for angry masses to fuel the fire of negativity, it is also the very best asset for crisis management.
In a session titled “Digital Crisis Communications” at this year’s Blogworld Expo, panelists Scott Monty of Ford, Shel Holtz of Holtz Communication + Technology, Dallas Lawrence of Burson-Marsteller’s Proof Integrated Communications and moderator Valeria Maltoni shed light on what today’s corporations can do to monitor, confront and manage crises in social spaces. Here are a few choice takeaways from the panelists to help you navigate and avoid crises in a 2.0 world.
s part of the ongoing Mashable Awards, we’re taking a closer look at each of the nomination categories. This is “Best Social Media Service for Small Business.” Be sure to nominate your favorites and join us for the Gala in Las Vegas! Sponsorships are available. Please contact email@example.com for more information.
Throughout the year we’ve spoken to many small business owners, asking them about their best practices, recommendations and success stories in the social media space.
Pulling from their experiences, we’ve learned that choosing social platforms should be based on what type of content your company produces, where your audience is already active, what your goals are, and how you plan to add value for your business’s followers.
While every social platform isn’t fit for all businesses, there are quite a few standout services that can be utilized throughout many industries. Here are our top picks for social media services for small businesses — many of these may not be surprising, but that’s because the success stories we’ve heard have proven them over and over again.
Which social media services do you recommend for small businesses? Add your thoughts in the comments below.
Each election cycle sees social media become a slightly more potent force in U.S. politics — but its effects are still relatively limited, according to panelists at an event organized by Politico and Facebook and held at the George Washington University.
A recent GWU/Politico poll found 89% of respondents said they had never directly interacted with a politician through a social network — compared with 2% who say they did once, 7% who say they do it occasionally and 2% who say they do so frequently. GWU professor Matthew Hindman noted that he expects these numbers to increase by 2012, as more young people who grew up with social technology reach voting age.
But Facebook’s Adam Conner says asking about direct engagement is deceptive. Rather than asking how many people have directly engaged a candidate through a social network, Conner says it would be better to study how many people have gotten information about a candidate through their Facebook newsfeed because one of their friends supports that candidate. “That’s where you get the viral feedback loops,” he said.
November 15th from 5:30 to 8:30 pm
Come join in the fun for a pre-conference Tweet Crawl. Conference Speakers, BizBuzz attendees, CT TweetCrawlers and anyone just curious is invited to attend this social media event.
This event is sponsored by Site-Seeker, Inc. and BizBuzz Social Media Conferences.
HARTFORD, CT, Oct. 23, 2010 – The BizBuzz Social Media Conference on Nov. 16 will bring together the pioneers and thought-leaders of the social media world for a day-long conference in Hartford. The agenda’s been set and workshops and hands-on sessions will range from overall strategy to specific tactics. Whether you’re a social media newcomer or a social media maven, this conference will allow you to pick something new and productive. BizBuzz is presented by Site-Seeker, Inc. The event will be held at the Connecticut Convention Center in Hartford from 8:00 am to 5:00 pm
The conference kicks off with a keynote address by social media pioneer Brent Robertson, President and Chief Creative Officer for the award-winning branding firm, Fathom. He will set the stage for the day-long conference with his presentation, “Building Sustainable Relationships with Social Media.” His concept of “Intersections of Affinity” builds on the idea that marketers need to identify and target the intersections where their audience has developed an affinity with an organization and use them as the launching pad for social media activities.
BizBuzz will feature three tracks: Nuts and Bolts, Marketing, and Business Management. Conference participants will have their choice of a full menu of presentations in each of these tracks and do not need to stick to one track all day. Presentations will include:
- The 15-Minute Social Media Fix –Danielle Cyr and Jessica Lyon, Co-Communications
- Social Email Marketing – Gillian Kenny, Fandotech
- What is a Social Media Strategy and Why You Need it – Dan Weingrod, Cronin and Company
- Why NOW is the Time for Market Leaders – Sean Branagan, Digital Vertical
- CEOs Who Blog Panel – Panelists: Michael Bernard, ConnectiCare; Scott Hokunson, Blue Heron Landscapes; Rebecca Mead, CONNSTEP
- Blogging for Business – Amy Graver, Elements, LLC
- Twitter for Beginners - Kathy Hokunson, Site Seeker, Inc.
- Getting Social with ALL Media – Meghan Burns, Adams & Knight
- Creating and Sustaining an Effective Facebook Page – Rubin Quinones, Path Interactive
- Optimizing Your Blog Content – Brian Bluff, Site Seeker, Inc.
- Facebook – Building on the Base, What’s Next? – Andrea Hewlett and Dan Salamone, Site Seeker, Inc.
- Tapping into Social Media for Market and Competitive Analysis – Fred Wergeles, Wergeles & Associates
- Understanding LinkedIn for Professionals – Eddie Bluff, Site Seeker, Inc.
- Social Media Case Studies in Success – Connecticut Business Industry Association, Amerift Brands, Sun & Ski Sports, and Girl Scouts of America.
- Utilizing Video – Alfonso Santaniello, Creative Strategy Agency
- Geolocation: Foursquare and More – Edward Main, Connecticut Science Center
- Social Media and Search – Convergence or Divergence? – Brian Bluff, Site Seeker, Inc.
- Leveraging the Personal Brands of Your Employees on Social Media – Patrick Ambron, Brand-Yourself.com
- LinkedIn for Young Professionals – Andrea Hewlett, Site Seeker, Inc.
- Social Media – The New Paradigm – Richard A. Marti Jr., A Passion for Connection
- The Online Newsroom-Making the Most of Your Public Relations Program – Andrea Obston and Katrina Lennon, Andrea Obston Marketing Communications
- How to Make Money with LinkedIn – Gregg Crystal, Inalign, Inc.
- Youtube – Why is this Relevant to Social Media? – Kevin Rowe, Site Seeker, Inc.
- Make Social Media Personal – Caitlin Thayer, Thayer Consulting, LLC
- The Real World: Social Media – Alyssa Henry and David Rosen, Syracuse University iSchool
- Sophisticated Twitter Marketing -Kathy Hokunson, Site Seeker, Inc.
During the lunch hour, participants can take advantage of the “Practice Café” where they can meet one-on-one with presenters for short personal consultations on social media issues.
The conference will conclude with a panel called “The Future of Social Media is NOW” which will be moderated by Brian Bluff, Site Seeker, Inc. Panelists will include: Brent Robertson, Fathom Marketing; Danielle Cyr, Co-Communications; Alyssa Henry, Syracuse University iSchool and Kathy Hokunson, Site Seeker, Inc. Following this, participants can network together and with speakers at the TweetUp Networking cocktail hour.
Tickets will be priced at $140.00. Discount tickets will be available for students at $80.00, with a valid student ID. Preregistration is encouraged, but walk-ins will be available on a first come-first-serve basis. To register or for more information go to: www.bizbuzzsocialmediaconference.com.
About BizBuzz Conferences
BizBuzz conferences are presented throughout the Northeast by Site Seeker, Inc., and its other major sponsors. They offer business owners and marketing communications professions a look at best practices for using social media productively. All explore the impact social media has on marketing, advertising and PR and give participants a first look at the latest tools to engage the public. Sponsors for the Hartford conference include Site-Seeker, Inc.; Digital Vertical Marketing; Mac Village Productions; birdbathBUZZ; The Events Company; Visual Technologies; Plus Sign Graphics and Andrea Obston Marketing Communications. For more information, including registration and sponsorship packages see: www.bizbuzzsocialmediaconference.com. Follow BizBuzz on twitter: @BizBuzzConf.
Andrea Obston firstname.lastname@example.org
(860) 243-1447 (office) (860) 803-1155 (cell)
(860) 653-27612 (home)
For more information and resources on this client please visit the Andrea Obston Marketing Communications Online Newsroom at www.aomcnewsroom.com
By Mitch Joel
It annoys many people when they follow you on Twitter and you do not follow them back. Too bad. Don’t do it.
The only people you should follow on Twitter are people who are immediately interesting to you or people who might become interesting to you. Ignore the rest. I know, this doesn’t sound very “social media,” but it’s true and it’s a needed commodity in a cluttered world (you can read more about why you should be a Twitter Snob right here: The Trouble With Twitter – Confessions Of A Twitter Snob and, if that doesn’t get you re-thinking your Twitter strategy, read this: The Dirty Little Secret Of The Twitter Elite). You may think that this reasoning is anti-Social Media or that by not following someone back, you will be insulting them, but if you read the Blog post, The Dirty Little Secret Of The Twitter Elite, you’ll understand that even though they may be following you back, they’re probably filtering you and/or ignoring you.
But, there’s a better reason to not follow back everyone who is following you on Twitter.
Here’s a real-life example: the other day, Alistair Croll recommended I check out Tim Carmody on Twitter. Tim has a cool Blog called, Snarkmarket, and is a contributor to Wired. He has 2,221 followers but only follows 414 people. I wasn’t immediately struck by Tim’s Twitter feed, so I looked at some of the people he was following and I could not believe the quality of people he is connected to. What really shocked me is how few of those people I was following. I hit the Twitter equivalent of pay-dirt.
What’s smarter? Putting all your eggs into your own blog basket or placing a few real fine blog posts on another person’s blog? If you’ve pondered these thoughts, keep reading…
Guest blogging has been around for a long time, but it’s an especially hot topic now. With the concept becoming even hotter daily, it’s quite natural that myths emerge.
This post looks at three myths around guest blogging that have been actively discussed recently.
Myth #1: Guest Blogging Is a Waste of Time
“Why would I spend so much time arranging, discussing and writing a post to get just one or two links from the very bottom of my article?”
Those who think guest posting is done for link-building—and measure the guest posting campaign by the number of links—completely don’t get it. There’s so much more to it, which you’ll miss if you focus on links. In fact, I’ve been discouraging guest bloggers from thinking about links overall: just stop building links while guest blogging. Period. Focus on other benefits of guest blogging.
With 500 million members and growing, Facebook offers brands and marketers direct contact to the largest pool of online users on the web. After all, social media is fast becoming more popular than e-mail on mobile devices and more convenient for news consumption than the daily paper.
In recent weeks and months, Facebook has introduced and improved a number of on-site tools that sage brands and businesses can use to better market themselves. Even the simplest of tools such as “Likes” and photos could serve as a catalyst for a viral network effect. Of course, there’s also opportunity to be had with more calculated efforts around Place Pages, Questions and the New Groups.
New as these conveniences may be, they’re still rich with opportunity. What follows is a look at how these tools, mixed with a little ingenuity, can be applied to your marketing purposes.
The first live Twitter messages from space were less than a year ago, but already astronauts have moved on to geolocation: Douglas C. Wheelock, commander of the Expedition 25 mission, earned the “NASA Explorer” badge on Foursquare for checking into the International Space Station on Friday morning.
Foursquare business development rep Eric Friedman said on the company blog that Wheelock was “the first human to ever use a location-based service from space,” leaving open the possibility that aliens somewhere else in the universe may have developed their own social-networking services and consequently, as far as we know, may have been checking into interplanetary locations for thousands of years. (But do they have celebrity investors as hunky as Ashton Kutcher?)