Tag Archives: social strategy

Creativity: Put in the Time

"Let's make a music video..."

“Let’s make a music video…”

Our CenterTable video team brought home a Silver Leaf Award from the Colorado Healthcare Communicators last week for our “Hand Hygiene: 1-2-3” music video with our clients at Good Samaritan Medical Center.

Sure, I want you to click on the case study and check it out – but as I was thinking about how this project came together it occurred to me that the success of this video campaign was largely dependent on the creative thinking and execution of our video team.

Read more after the jump…

The Year in Social Media Crises – What We’ve Learned

As social media continued to weave its way into the day-to-day life of more and more of the population, there were no shortages of social media issues or crises in 2012. But rather than share a “Don’t Do This” advice column, we’ve compiled this brief list of things we’ve learned, or been regularly reminded of, in 2012.

1) Social media posts are (still) not made in a vacuum.

In what is probably the five-billionth time this has been said – everything you post on social networks is discoverable. That includes opinions, cheap shots, drive-by comments and even the tongue-in-cheek responses that will most likely be taken the wrong way by someone. Just as you try not to say the first thing that pops into your mind in front of your boss, your mother, or your children…pause before you post. Do you really want everyone in the world to read that post? And if they do, how will they react?

Related 2012 learning: We saw this dozens of times in 2012 – when you manage a social media profile for a business, check, double-check, and triple-check that your personal posts aren’t going up on the business profile (see “Montana Tourism” below).

2012 Examples:Screen Shot 2012-12-12 at 1.04.32 PM

2) There’s a fine, yet distinct line between “outreach” and “spam”

Some people get it, most don’t. Reach out to people or other organizations. Talk to them, not at them. If you’re planning to automate your social media posts or responses in 2013, you should probably reconsider.

2012 Examples:

3) Don’t ignore the “human” factor – in fact, obey the “human” factor

Even if your auto-posts or your SEO-charged blog comments aren’t timed as poorly as the posts listed above, if you’re not genuine, it’s still apparent. Do your homework before interacting with people on social networks for marketing purposes, and by all means, show compassion if you are facing a crisis situation.

2012 Examples:

4) In a crisis, social media can give businesses a voice of their own

We talk a lot about crises playing out on social networks, but don’t forget that when used correctly, social media platforms can help businesses tell the other side of the story.

2012 Example:

  • Hurricane Sandy provided multiple examples of the good, and bad, social media can create in a crisis

5) Timing is everything

This is somewhat of a recap of all the reminders above, but when you post, what you say, how you say it, and how quick you are to respond all have a distinct impact on the fallout from any number of social media situations. A response, sooner rather than later, can mean the difference between a customer who feels cared for, and a social media debacle.

2012 Examples:

~ Jim Licko

 

Content vs. Connections – The Push and Pull of Social Media

You don’t have to look through your RSS feed for very long to find a variety of blog posts about the staying power of Facebook, or the adoption (or lack thereof) of Google+. I recently ran across this insightful post that discusses how Facebook is inherently more about connections (people you know) and Google+ is more about content (sharing similar interests). While I don’t disagree with the author’s assessment, I would challenge the fact that one social platform is inherently created for one purpose or the other. As communicators and marketers the conversation shouldn’t be content vs. connections, but rather how the two work together.
To use a personal example, I had never heard of the Adventure Journal until they came up in a Twitter search. As an outdoorsy-type, I enjoyed their content and liked them on Facebook so I could receive their content on that platform as well. It had little to do with a personal connection, and everything to do with content.
On the flipside, I’ve discovered more than a handful of individuals and brands on Google+ because of their content, which have also turned into meaningful connections (in-person meetings, business opportunities, etc.).
Social media offers individuals and businesses amazing opportunities to find and be found, to create and consume. Its less about which platforms serve which function and more about how we make connections (customers, friends, brands) through meaningful content (text, data, photos, video). In order to do so you have to first understand your audience; where they can be found and where they will find you, what they want to create and what they want to consume. Then go find them, create the content that allows them to easily find you and build on that relationship or connection by talking with them, not at them.
Let’s stop looking at content and connections as black and white, separate discussions, and start talking about how they can work together to use social media as efficiently and effectively as possible.
Jim Licko is a Senior Director of Social Media and Digital Strategy at GroundFloor Media. As displayed above, he enjoys ranting about the use and misuse of social media. 

Details on Facebook Timeline for Brand Pages (Part 2 of 2)

(You can view the first installment of this two-part post by clicking here)


Wall Posts, Highlighting Posts and “Pinning to Top”

Timeline also brings a number of changes to what users will see on your wall and how you promote your own wall posts.


On the top right of your wall, users will now see three things: how many of your friends like the brand, recent posts from your friends about the brand and recent posts by others about the brand. In other words, each page is personalized for the user, not the brand. This presents a distinct challenge: knowing what is being said about your brand and what your followers are seeing when they visit your brand page. Ensuring that your monitoring what is being said about your brand, and having a response plan in place so that you can actively respond to complaints or sensitive issues will be more important than ever. Check out GFM’s Online War Room for more thoughts on being prepared to respond to angry customers or sensitive issues.


There are also two new options for promoting your own wall posts. Both can be found by scrolling over the top right hand corner of the post:


· Highlight – the feature enlarges your post, spanning across the entire timeline rather than just one side of the page.


· Pin to Top – click the “edit or remove” button and one of the options is “Pin to Top,” which sticks that particular post at the top of your page for seven days.


Admin Panel and Competitive Information

If you are the administrator of a page, you’ll notice several changes including a variety of statistics and options at the top of the page.


· You’ll automatically see notifications, new likes and a brief Insights graph to provide a quick snapshot of current/recent activity on your page.


· When you click “Manage>Edit Page” at the top of your page, you’ll have several new and interesting options, particularly in the “Manage Permissions” section:

o Posting Ability – Allows you to limit who can post to your timeline


o Post Visibility – Allows you to remove “recent posts from others” from your timeline, although there are transparency issues and considerations related to removing those posts.


o Moderation Blocklist – This section allows you to add terms or keywords that you want automatically blocked from your wall. Your initial reaction, particularly if you’re experiencing a crisis situation or similar, might be to limit what people can say on your timeline, but keep in mind what that will say about your brand’s transparent and authentic nature on Facebook.


o Profanity Blocklist – This is a new Facebook filter that allows you to moderately or strongly filter profanity on your page.


One of the most interesting changes is being able to see select statistics on any brand page. When you visit a brand page and click their “Likes” box, Facebook now takes you to a page that highlights insights related to “likes and people talking about this.” Really interesting from a competitive standpoint…go check out a few of your competitors statistics and compare your own brand’s efforts!

Summary


All brand pages will be forced to use the Timeline layout at the end of March 2012. Embrace it! While it will take some time to get used to these changes, the updates actually put an emphasis on the authentic and engaging nature of social media: real conversations, useful content, and a place to go and truly learn more about and engage with companies and organizations.


Keep in mind that most Facebook users still rely on their own news feed for information rather than visiting each brand page individually. A majority of your brand’s content that users will see still connects directly to the wall posts, links and information you are putting out as a brand.


That said, look for opportunities to highlight your company’s history. What can you add to your Timeline that provides your customers and prospects a more intimate and authentic connection to your brand? Experiment with inspiring cover photos – what type of photos will best highlight your brand experience? And how can you use the information you get from “recent posts from others talking about your brand?”


As we continue to explore these new Facebook changes, we’re excited that, no matter how many bells and whistles there are, effective use of social media still boils down to authentic engagement and conversations with your key audiences.


~Jim Licko