The Twitter Game: Rules for having a successful corporate Twitter campaign

4 Apr

 

 

Twitter has become an increasingly popular social media. People are using their “tweets” to network with each other, celebrities, businesses, politicians, and anyone or anything else that can be found on Twitter. This is no different for corporate businesses. Corporations have set up Twitter accounts to promote business ventures and events to a mass numbers of people. Twitter also allows the public to share their feedback with the corporation. Twitter can be a very useful tool for corporations, but it has also proven not to work for every corporation. Several corporations have attempted to run campaigns on Twitter and have failed miserably. However, there are ways to have a successful corporate social media campaign on Twitter.

Here are 3 rules corporations can follow for a successful Twitter campaign:

■Set up a hash tag that will allow the public’s opinion to be voiced, but have a social media professional monitoring the content. Also make sure the hash tag can be clearly identified with the corporation to make sure there isn’t any confusion.

There have been several cases of mistaken identity when it comes to Twitter hash tags. The corporation must make sure that people know that the hash tag that is set up by the company so there won’t be any confusion on how the hash tag should be used. Also, the social media professional should monitor the content. Any content that is inappropriate or has nothing to do with the corporation should be removed. Entenmann’s Baked Goods Company is an example of a hash tag gone wrong. Entenmann’s used the hash tag #notguilty. This was a mistake because they didn’t use it at an appropriate time. The Casey Anthony trial was going on at that time and people got confused about the hash tag and began to post about the trial using #notguilty.

■Become a Twitter trending topic…for the right reason.

The corporation is using Twitter to reach the masses. The best way to reach a large number on Twitter is to become a trending topic. People like to chime in on trending topics and the more people talk about it, the more promotion the corporation has. And by getting other people to do the promoting, it saves the corporation money and builds reputation for the corporation. However, a corporation must become a trending topic for the right reasons. Subway, for example, has run a very successful Twitter campaign by becoming a promoted trending topic. Its Five Dollar Footlong hash tag has also proven to be successful.

■Follow the 80/20 rule.

The 80/20 rule is very simple. 80% of the time share information about current events, news, entertainment, and other things people are interested in. The other 20% of the time promote the corporation. People have a tendency not to like when people or a corporation constantly shares information about themselves; this is why people unfollow certain Twitter pages. By sharing information people would want to know, people will rely on the corporation’s page and when the corporation does promote itself people are more likely to pay attention. A good example of this is Puritan Dry Cleaners. Puritan Dry Cleaners posts a lot of information dealing with things people want to know about, such as the weather, deals on saving, and interesting articles.

These 3 rules have proven to work. Still, sometimes Twitter campaigns fail. In the occurrence that the Twitter campaign does fail, there are some things that can be done. The corporation can completely stop using Twitter and stick to traditional promoting or it can delete the existing Twitter page and start over with a new strategy. Either way, the corporation must reevaluate the way it is using Twitter and whether or not it is useful in the ventures it is perusing.

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The Susan G. Komen Crisis Response Strategy

3 Mar

In February of 2012, the Susan G. Komen Foundation reversed its decision to pull grants from Planned Parenthood, an organization that provides women certain health services including abortions. The Susan G. Komen Foundation insisted that its policies and procedures had changed, forcing it to cut grants going to Planned Parenthood. However, some sponsors of Susan G. Komen did not find it acceptable to pull funds going to Planned Parenthood and decided to stop sponsoring the foundation. Many people took to blogs and other social media protesting against Susan G. Komen’s decision and also encouraged others to stop donating to the foundation. Due to the lost of sponsors, money, and support, the Susan G. Komen Foundation decided to change it policies and procedures and give the grants pulled from Planned Parenthood back to them. However, the decisions made by Susan G. Komen had already had a negative impact on the foundation and caused a public relations disaster.

The Susan G. Komen Foundation had to take several measures to begin repairing the damage done to its image. The foundation used the reminder strategy quite heavily. The reminder strategy is when crisis managers tell stakeholders about past good works of the organization. The Susan G. Komen Foundation posted several statuses on its Facebook page discussing how much it had done for women suffering from breast cancer and how much work the foundation had put into early detection and prevention. Nancy G. Brinker, the founder and CEO of the Susan G. Komen foundation, also took to Youtube and discussed the good the foundation had done. She talked about how dedicated the foundation had been to finding a cure for breast cancer and how much monetary support they had provided to organizations.

In my opinion, the Susan G. Komen Foundation used the correct response. The foundation has done some great things in and for the community and has made excellent strides in finding a cure for breast cancer. This is something that cannot be denied, even though the foundation made a questionable decision. However, sponsors and the public needed to be reminded of all the good that has come out of the foundation. The reminder strategy was the best way to tell people about what the foundation had done in the past and what it could continue to do as long as it had the support it needs from its sponsors. The best thing for the Susan G. Komen Foundation to do was to remind the public of its good deeds and continue to try to put the whole situation behind them and move on with the work it has been doing for over thirty years.

Hollywood’s and the Music Industry’s Perspective on PIPA and SOPA

28 Jan

Photo by:  geolawie from http://www.flickr.com/

For Hollywood and the music industry, the two most important publics to reach to gain support for the PIPA and SOPA bills  are students ranging from high school up to college and congress members. Hollywood and the music industy have to make students understand why it is important to censor the internet and remove all pirated content. The two industries must also help congress members understand why pirated information must be taken off for legal matters.

The two publics, students (ranging from high school up to college) and congress members, have to receive different messages from Hollywood and the music industry. The message students have to recieve is that there is some illegal content on these websites and that it is harming Hollywood and the music industry financially. The message also that is sent to students is that if pirated content continues to be allowed, hard working artists won’t reap the benefits of their work because their work is being given away for free. The message sent to congress members is one of a legal manner. What is happening on some of these websites is illegal and unbenefitical to the two industries. Congress would have to be convinced that by passing these bills that the censorship of the internet did not violate the Freedom of Speech in any shape or form.

The student and congress members publics should also receive a different message from other publics such as the elderly. This is because students and congress members are the ones that need convincing to go along with SOPA and PIPA. The elderly may not use these websites as much or may not even be all that concerned with PIPA and SOPA. Hollywood and the music industry would not have to focus as hard on the elderly. Hollywood and the music industry’s message would also differ when it came to people already involved in the “business”. The “business” being the Hollywood and music industry. The people already working in these industries already know and understand the benefits of the SOPA and PIPA bills.

 Public Relations could better manage this problem over marketing and advertising for many reasons. A significant reason being, Public Relations deals with maintaining healthy relationships between publics and organizations, companies,etc. This specific issue would involve working closely with the student and congress members publics to come to a compromise. Therefore, the expertise of Public Relations would better suite the needs of this situation.