Nearly one half of all organizations are unprepared to handle a PR crisis, which is especially scary considering the lasting impact a poorly handled response can have on a brand’s reputation. This guide is a helpful resource that highlights all the best tips for what to do, and what not to do, in the middle of a PR crisis.
One of the advantages of using social media networks for creating new business opportunities is the ability to share great information without having to rely solely on the traditional sales pitch approach. Absent the hard sell, “social media network broadcasting” allows for the opportunity to engage with people on a number of levels, from personal interaction to thought leadership. Broadcasting includes sharing your own original content/information, re-sharing other information and content (via your colleagues, friends or media sources), or having a conversation about a specific topic.
So, rather than looking at using your posts in social media networks as just another overt sales pitch method, try deploying a personal “broadcasting” campaign to encourage the people in your networks (LinkedIn, Twitter, Google+ and so forth) to look forward to hearing from you. That will only add to your new business development process. The more frequently the people in your networks (or your “audiences”) read about you and all the interesting things you have to say or share in their various social media network newsfeeds, the more “buzz” you can create for yourself and/or your law firm.
With the right strategy and a consistent tactical plan, your social and other online media (blogs, groups/forums) network audiences will eventually start to share, like and even comment on your broadcasted content (original articles, shared content, or back-and-forth conversations, etc.). During this process, audiences will also share your content with their audiences, who may also then share with their audiences and so on. It’s a viral process (and it doesn’t happen overnight – it takes time to build up) that will eventually add to your online public reputation and increase your online publicity, which in turn will support your traditional sales and business development processes.
That’s a win-win situation, no matter how you look at it. Rather than simply telling your public what you offer and how valuable it is, social media broadcasting allows you to demonstrate – over time and in a very direct way – why you and your product or service is of benefit and why people should believe the person (you) or the company behind it. Reading what is being shared by others in your social media network newsfeeds can also give you insight into what’s on the minds of your clients or potential clients: what they like, what they don’t like, and what they’re saying about you and your competitors.
Good information is the lifeblood of social media networking. While it’s important to create a robust profile in a variety of networks, these no longer can remain static. The more you broadcast (on any level), the better your reach-out to your audience will be. This generates publicity and enhances your public reputation, and develops web- or blogsite traffic, direct email inquiries or calls. Social media broadcasting success also benefits from the sharing of non-competitor information through your various channels, from featuring guest bloggers to recommending the products and/or services of others to your audiences.
You can easily measure the effectiveness of social media broadcast efforts to gauge the level of impact it’s having on your business. Here are some typical social media measures I look at:
-Number of new followers and connections, such as “new likes” on Facebook, followers on Twitter, connections on LinkedIn, etc.
-Traffic to your website or blog measurement from social media sources such as Twitter, LinkedIn, Facebook, etc.
-Number of new email (newsletter) list or blog subscriptions compared to your old rates before ramping up your social media efforts.
-The “reach” of your social media broadcasting efforts (how many people beyond your own network channels read/see your posts).
-Level of audience engagement (number of comments, questions, etc.).
-Number of people buying your product or service as a result of a social media network referral.
-Physical sales numbers before and after starting your social media campaign.
Know your audience: Your audience cares much less about you than about themselves, so stop making your content about you. Understand what motivates your audience, and cater to that.
Entertain: If you’re asking people to invest time into your content, the least you can do is make it worthwhile. Don’t be afraid to use humor or drama to make your message that much more interesting to read. Bonus: Being entertaining helps make you memorable.
Inform: The worst reaction you can get from your audience is a collective “So what?” Write about current events, give your opinion on trending issues or add insight to popular topics. Anything you can do to educate your audience will help show your value.
Inspire: Getting people to read a piece of content is one thing, but provoking your audience to take action is something else altogether. Great content can turn your efforts into real-world results. For example, charities often find ways to tell emotionally powerful stories of their constituents as a way to inspire viewers to donate.
Engage: What’s more interesting, a lecture or a group discussion? Most people would probably agree that the latter keeps their attention longer. Think about ways you can interweave the comments and feedback of your audience into your content. Hosting guest blogs and curating third-party and social media content can be a great way to turn your one-way channel into a two-way street.
The bottom line: If you want to get results (or ROI) out of your social media participation (investment) effort, you must you engage in social media network broadcasting. Just as traditional advertising and sales approaches remain critical components of your marketing and branding toolbox, social media network broadcasting is also becoming more and more necessary. Surprisingly, even with numerous social media networking success stories and case studies there are to learn from, many attorneys and law firms are quick to brush these off as “fluff” or gratuitous. If done well, strategically and tactically – with the right mix of solid information, social media channels, audience engagement and tangible measurements – social media network broadcasting is a proven publicity and lead-generation strategy that can get and keep you in front of your target markets and set you apart from the competition. Interestingly enough, everyone who is part of this pay-it-forward process will also benefit!
Originally published for the Jaffe Blog.
How do you track results from your traditional direct mail or advertising campaigns? If you’re like most small business owners and entrepreneurs, you probably compare the number of phone or email inquiries you get before and after a particular PR or marketing activity, or you monitor traffic on your Web site or at your bricks-and-mortar establishment, or you track product orders online or in-person. You also know that while such measures are not exact science, unlike full-blown market surveys, they will at least give you a pretty good sense of whether your efforts are having an impact or not.
Of course, most of us have no idea what kind of increased activity we might see due to marketing, if any. We’re just hoping for some sort of spike in activity, some sense that our efforts are worthwhile.
“My middle-schooler created her own Facebook page . . . How hard can this social media thing really be?”
I wish I had a dollar for every time I’ve heard someone say this or something similar.
When it comes to the use of social (or NEW) media, most people just don’t know what we don’t know!
Quite correctly, it is easy to set up a Facebook or Twitter account or virtually any other social media account. You navigate to a web page, add some information, create a profile, hit a few buttons and within minutes you’re chatting with friends, updating your status, and discovering who likes what books or TV shows or whatever else someone chooses to share. YES practically ANYONE can do it. . . and practically EVERYONE does (at last count Facebook had 600 million active accounts worldwide).
But is that all there is to social media? Hardly.
Many companies, from corner convenience stores to Fortune 100 giants as well as senior level professionals, executives and celebrities, use social media quite effectively to aid their marketing efforts, develop or enhance their personal or business brands, and create publicity and buzz.
It’s a relatively level playing field, as long as you know what you’re doing. Of course, therein lies the dilemma.
Exchanging updates and pithy quotes with friends does not a social media strategy make . . . at least not if your goal is to position yourself as a thought leader in a particular area of expertise or to engage in conversation about the value of your product or service to consumers.
To do that, and to do it well, you need a social media strategy that keeps you front and center and on message, as well as a tactical game plan for how you will implement, sustain, and refocus efforts as necessary to give your social media strategy legs.
So while practically anyone can start “sharing” online, including you or your middle-schooler, more than likely you won’t know what you don’t know.
• What can you reasonably expect to gain through social media? What results are you hoping to achieve?
• What social media sites should you join? How can you decide?
• What tools will you need to optimize your activities? What’s available and how do you avoid becoming a 24×7 slave to social media?
• Do you know how to operate within the confines of social media “etiquette”? Do you know best practices and what’s acceptable and what’s not?
• How will you use social media to demonstrate value so that customers and prospective customers want to engage in conversation with you?
• How frequently should you add fresh content?
• What will you discuss? How will you say it? More importantly, why will you discuss a particular topic?
• How will you invite others to join the conversation . . . and what do you do once they join to keep them engaged?
• How can you ensure your content is something people will want to keep and share with others?
• How will you measure the response?
• How will you know if you are successful? How many fans or followers do you need?
• If your social media efforts are not meeting desired results, what can you do to improve performance?
Social media success depends on a Social Media Publicist/Manager—a specialist trained in optimizing social media activities and maximizing efficacy—to see what’s working/what’s not working on a daily if not minute-by-minute basis. It takes a human mind and not just another computer application to make judgments on what makes good content, what stories to promote, where to promote them and when, and how best to connect with a target audience.
As a business owner, executive, or solo professional, you owe it to yourself, your business, and your customers and prospects to recognize what you don’t know about social media and bring in the experts to help you rise above the clutter and begin reaping the benefits of greater brand equity.
…if you don’t have the time or experience to produce and manage it (best to leave it to the traditional promoters and publicists of the world).
Online/Social Media is the reality of our world these days–it truly is “new media channel” for personal and business PR, promotion, marketing and advertising. It has also become one of the best new tools for job search and recruiting.
There is absolutely no shortage of social media coaches, seminars and books on this new hot topic. However, these particular platforms can usually only provide a short-term solution or even simply overwhelm those who are new to social and online media production and management. Unfortunately the real work comes into play after the meetings and workshops are over! Social media strategy is one thing, but the implementation and management of it all is a whole other job in itself.
While many companies are slowly embracing this fact (hiring social media managers to work alongside marketing management), most business people may not think of outsourcing this new and very constant personal professional business task! If you think about it, this type of service may not be so much of a luxury these days, but really MORE of a necessity especially for busy professionals who know they need to be more in tune with their personal online PR and reputation management and who do not have the ability or time to concentrate on it all–above and beyond their core business tasks.
I recently commented on a very good blog post by a “social media expert” who wrote about the five key success points of social media management (or something along those lines). While I agreed with most of what she wrote about, I did not agree with her in regards to the fact that since social media should be handled personally by the person or business that chooses to participate in this new media channel. I commented to her (on the blog) that this “rule” of social media production and management should not always be the case—and for the majority of people who are using online or new media to promote their personal professional brand, service or products.
Social media is no different from traditional media and if you want it to work and provide the best results (ROI), you better have a background in PR or marketing, the experience and ability to produce creative and engaging collateral, the ability to handle crisis management issues (that happens more and more now with new media being so wide open) and the time to manage it all on a consistent basis—or it will absolutely do NOTHING for your personal brand or business.
It’s a shame that there people out there getting other people to believe that a quick seminar or coaching session will help them learn how to be more in synch, and in tune with social media (for their own professional or business brand) and that just because “social media” is based in such an open type of forum (over traditional media), that they MUST produce and manage it all on their own. Even Reality T.V. programs are produced and directed by other people (kidding, but true). Just because social media is online it should not give people the license to think that they can or even should try to handle their online Personal PR initiative—and whether it’s for their own personal or business brand. If also takes a lot of time and effort and it really is a whole other job that should not be taken lightly.
With close to 25 years of PR/marketing experience, I’ve evolved my own professional/business brand into the production and management of social (new) media as it started to surge in the early 2000’s, but I also didn’t dive right into it as an expert! I slowly submerged into it. Believe it or not traditional publicists and marketers are still catching up and trying to infuse new media in with traditional practices. Then there are all the new “social media experts” who usually have limited traditional and basic PR or marketing experience—no one is an expert. Social Media or Online PR as I like to call it is NEW and things change every day–its growth is unprecedented. If anything, the expertise is really more about the ability to stay on course and change and adapt as new techniques, tools and platforms change or come into place and then continue to develop, build and manage it to ensure it creates a return on investment. The expertise falls into place from there.
Staying on top of all the learning and tasking can be overwhelming for most business people–which is why personal web/social media managers can provide a very necessary service to support business professionals in a similar manner to how most celebrity, government official and company brand personas are handled and represented on the web. I actually think that most businesses and professionals need web and social media managers even more so. Many celebrities have the down time to manage their own social media and online PR, but most do not. Being online in a professional manner is also about maintaining reputation and image—which is what a publicist or third-party should always handle as it is.
Here’s the good news: today’s professionals/business people are now much more informed about online networking and “new media” and how and why they need use it than ever before—thanks to the many amazing business coaching and social media classes there are to choose from today.
These coaches/classes are fantastic and offer lots of great information and ideas, but I have come to realize that many people come away with “information overload” -–as in: “Where to begin, what to say, when to do all this….” Today’s business professionals are either too busy, too overwhelmed and in some cases, even too nervous to start or stay with a personal promotional effort (on and or off-line)—which is where I come in.
To that end I recent met up with a friend of mine at a party (she’s well established Realtor in a very affluent area of Los Angeles who has naturally seen a drop in business in this recession!). We hadn’t seen each other in a about five years and I started telling her about how the focus of my PR firm had changed to also include super simple, but effective social media production and management services for executives and professionals (especially the writing and the spinning of personal brands online via social networking/media). She chimes in: “Oh my God, you mean you actually take on the social media stuff for your clients? They don’t have to do it all by themselves? I just took at Social Media Class – and it was jammed packed with information that was really interesting and great… but… it MADE MY HEAD SPIN!” I must tell you that this gal is about 48 years old and not exactly an “old lady” (super sharp) she also teaches one heck of a Spin Class on top of selling multimillion dollar properties and raising three daughters who are also active in high school, club and college athletic programs. Naturally I am supporting her with her new initiative. She needs more listings and she knows that the only way to expand her network at this point (because eventually the people who used to flock to her neck of the woods in LA will come back as the economy starts to recover and get stronger) is to build a better online rep, thought leadership, following and marketing campaign.
1. Here is an Executive/Professional who “gets this new need” for online promotion and persona development and management (for the long haul – to keep it up-to-date and current, fresh etc.) and 2. Here is an Executive/Professional who (a) does not want to even have to deal with this whole online networking, PR initiative stuff because she is overwhelmed and unfamiliar with it; (b) because she has way to much on her plate already and (c) because she hates to self promote. Bottom line: This woman couldn’t fathom the thought about talking about herself online, but she loved the idea of allowing me to act as her “Ghost Promoter” (for her personal online networking, sharing effort) and her “Direct Publicist/Promoter” in other cases –i.e. helping her connect up with potential clients via traditional publicity and online promotion tactics via my own personal and company following and connections.
So you see, it really does not matter what you do in business or who you are professionally–social media and a robust online persona (PR) production and management is a must-have for everyone IN ANY STAGE OF THE GAME.
This is the way I see it: People hire stylists, landscapers, builders and housekeepers all the time. My business is really no different (other than I charge via retainer and bonus for certain types of “opportunity placement”). Putting someone in your corner who can literally produce and then help you manage your online (and off-line) personal PR initiative is really not so much a luxury these days, as it is a necessity. Personal PR, online persona development and management or self promotion is also not an “It can wait until later” project, it’s an “I needed this done yesterday” kind of deal– at any stage of the game (of career and business). By the year 2020 (if not before) EVERYONE in business/working will be on a computer of some kind in order to get work done, find, share and report information, sell goods and services, etc.
Do you absolutely need someone in your corner to support you in doing all of this? As in: Telling your professional story, sharing and promoting your thought leadership, building your networks, finding followers…? Maybe not. But if you don’t have the right messaging produced and promoted online on a regular basis, can’t find the time or will to keep up with it (once you do have it up) or don’t have an interest in producing an online campaign altogether, then you better think a little harder about what a personal online promoter and manager might be able to do for you. You have to be in it to win at it as they say. Build and be ready for an (online) audience and continue to build on that audience in order to stay visible and on the mark for continued opportunity placement. This goes for new business development, customer retention, job placement…you build it and keep it built, they will come.
What more can I say… we are ALL SUBMERGED in a world of social media. We all live, breath, feel, touch it -whether we like it or not (I NOW HAVE 70-SOMETHING YEAR OLDS ON FACEBOOK AND TWITTER – I plan to be in that mix until I am at least 95). That said, we had all better get used it. Right? Hunker down and “work with it” – make it useful to build our careers and businesses. Coming from the “old media” days, I remember when I got a FAX MACHINE in my office and everyone and their Uncle would bother me day in and day out to use it – that seems like YESTERDAY. 19 years later (dating myself), I have learned to adapt to and love this new social media world. While I still like the “old-style ways” of publicity, promotions and marketing (in my blood — although I choose not to fax as much now), I am getting quite used to these NEW SOCIAL WAYS and actually kind of loving it. That said, I am slowly but surely taking clients up the new media path and so far they are very willing to let me help them take them on this new journey—it truly is the best way to find permanent personal pr if it’s delivered and managed correctly.