Tag Archives: Social Media

PR Homerun: Turning Lemons into Lemonade

USC Issues Management Win | PR Homerun: Turning Lemons into Lemonade | GroundFloor Media PR AgencyNegative media and social media coverage abounds, but in increasingly rare instances clients can turn potentially bad news into a positive or at least a learning opportunity.

Sometimes all it takes is a bit of creativity and humor to mitigate an issues management headache. Case in point, recently the University of Southern California unveiled a $700 million project in the heart of Los Angeles. Students from rival University of California at Los Angeles were quick to point out that a statue serving as the centerpiece of the development misspelled the name of “William Shakespeare” by leaving out the last “e” in the bard’s name.

The Tweet that followed: “USC. The only place in America that can unveil a statue as the centerpiece of a $700 million project and manage to misspell Shakespeare.”

Not taking the bait and issuing a stodgy response, USC issued the following statement:

“To E, or not to E, that is the question. Over the centuries his surname has been spelled 20 different ways. USC chose an older spelling because of the ancient feel of the statue, even though it is not the most common form.”

And with that response, the Twittersphere has been weighing in on the debates, with scholars pointing out USC might have a point. Even in his last will and testament, Shakespeare spelled his name two ways (both with an “e” and without an “e”). Also, printed programs from 1664, spelled the name without an “e.”

The Washington Post even had fun with the issue, saying visitors to the University of Southern California might be muttering, “What fools these mortals be,” as they stroll past a statue of the legendary queen of Troy and notice William Shakespeare’s name seemingly misspelled at the base. “To USC officials, it’s much ado about nothing.”

(GroundFloor Media’s Gil Rudawsky is a proud graduate of the University of Southern California.)


Forget News, Media Cares About The Digital Hits

ChicagoTribuneIt’s common knowledge that media outlets are pushing their audiences to digital and social media platforms as traditional news mediums keep shrinking.

But last week there was a pretty blatant example of how desperately the media are pushing the digital angle. As reported by media blogger Jim Romenesko, the Louisville Courier-Journal recently started a contest among its reporters to push mobile and social media content.

It was set up similar to a March Madness bracket, and the reporter who gets the most hits, shares and follows over five weeks will win an Apple Watch.

Read more after the jump…

GFM @ SXSWi 2016: Monday Favorites

Monday was our last day at SXSWi and we were moving fast from start to finish. ‘Til next year, Austin!

NomNom: Since we ate there every morning, we have to give a shout out to Taco Shack. Solid breakfast tacos, ridiculously amazing tortillas, and super fast service. Win, win, win!

TacoShack Read more after the jump…

Weekly Reads – Harsh Realities and Positive Inspiration

This week our reads ranged from a kick in the gut (burn down your platforms and start over!) to drool-worthy inspiration from brands who continue to win on social by practicing what the “experts” preach—creating content that is 100 percent tailored for each intended platform.

The takeaway?

If your budgets, resources and bandwidth only allow for a one-size-fits-all approach to social and digital marketing, its pays, both literally and figuratively, to be in just one or two places. Read more after the jump…

Weekly Reads – What’s Old is New Again

When social platforms evolve they often introduce functionalities that make tried and true digital marketing tactics even more relevant. Case in point, Facebook’s refocus on its “Notes” feature – encouraging more users to create long-form content, or put another way: blog. Similarly this week, we have Twitter takeaways from high-profile brands, tried and true SEO tactics and an answer to the question, “Does every campaign need a unique hashtag?”
Read more after the jump…

The State of Digital Marketing – 2015

GFM's Saint Joseph Hospital Opening campaign encompassed web, social media, media relations, SEO and digital ad campaigns.

GFM’s Saint Joseph Hospital Opening campaign encompassed web, social media, media relations, SEO and digital ad campaigns.

If you’re in the marketing communications industry, you’re probably familiar with terms like “content marketing,” “social media marketing,” “community management” – or simply “digital.” But can you explain the difference between each one? What does “digital marketing” actually mean?

Marketing departments and creative agencies are at a crossroads. Think about how greatly our work – our strategies – have evolved in the past five to 10 years. Marketing channels, consumer behaviors, third and fourth screens, mobile, SEO, distribution methods, customer service, thought leadership, media relations, bloggers/influencers, social networks, digital content, video, social advertising…it’s all different, and it continues to evolve. Marketing departments are struggling with where to prioritize budgets (and who to hire to do the work!) – and if any of you attended the Evolve or Die SXSW session this past March, it’s clear that traditional agencies have just as many questions about navigating the digital arena. Read more after the jump…

Schedule and Manage Instagram Posts With Hootsuite

Hootsuite & InstagramAnyone who has ever tried to manage multiple Instagram accounts knows the pain of trying to remember different log-ins and receiving notifications long after you’ve signed out. Thanks to the platform’s new integration with social management tool Hootsuite those issues may be a thing of the past.

The new partnership will allow social media managers to schedule Instagram content within the  tool and then Hootsuite will remind them when it’s time to post the content (but the content still needs to be posted within the social media manager’s Instagram app). Not an ideal situation, but still an improvement on any other options to date.

Read more after the jump…

Weekly Reads – Engineer Your Social Content

Research, deploy, test, improve. That might sound like the process a product or software developer may use, but it’s one that can, and should, also be worked into your content development strategy. The best way to learn what works is to try and fix your mistakes while improving on your triumphs.
Read more after the jump…

Refresh: The Latest FTC Rules and Regulations

Know the Rules on a sign.

How should bloggers disclose payment or product trades on review posts? Does our ambassador need to include #ad on her tweet? Are our contest rules displayed properly?

As our clients’ social media and influencer activation programs mature, so does our duty to remain 100 percent on top of the ever-changing Federal Trade Commission (FTC) disclosure rules and regulations.

Read more after the jump…

Tips On Identifying A Social Media Crisis

reputation managementSocial media is a great breeding ground for a crisis, whether justified or not.

But before your company or client pulls out all the stops to try to save its reputation, here are some common sense criteria to help navigate through the storm:

Where is the negative issue brewing?

Negative comments on your company’s social media pages should most likely be addressed as these comments are now on your “home turf.” Issues that fall into this category include negative comments or reviews by members or the general public. Since this commentary is considered to be on your home turf, it is worth a response. This does not mean comments found outside own social media properties will not be addressed; but it is a good first question to ask.

How “loud” is the comment?

The Internet is a BIG place, and without some filters a lot of time could be spent addressing everyone who shares negative issues on social media. Ask how much “noise” is being made about this particular topic? Pay attention to commenters with a small audience, but don’t fan the flames. More visible outlets might need a more proactive strategy.

Is the information blatantly inaccurate?

While many postings are about an individual’s specific situation and thus somewhat subjective, occasionally true misinformation will be posted online. In these cases, it is important to correct the facts.

What is the tone or topic?

If the tone of an internal conversation or post on a message board is not overtly negative, a response may not be needed. That said, if the comment raises slight concern, it should be addressed appropriately.

And remember to have a thick skin.