10 Updates

The Pain & Pleasure Of Branded Social Media

Apr 20 2014, 10:54am CDT | by

During a recent Bulldog webinar on the subject of media relations 2.0, a senior communications professional from the Public Broadcasting System (PBS) noted that when the organization wanted to...

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14 weeks ago

The Pain & Pleasure Of Branded Social Media

Apr 20 2014, 10:54am CDT | by

During a recent Bulldog webinar on the subject of media relations 2.0, a senior communications professional from the Public Broadcasting System (PBS) noted that when the organization wanted to announce news, it simply posted the story to its FacebookLinkedIn and Pinterest pages, and its Twitter and Instagram feeds, plus one or two others. This approach is in stark contrast to a comapny’s long-held reliance on journalists to interpret then share its story with their respective readers, viewers and visitors.

By posting its news on the network’s social channels, with their millions of followers (that include nearly every social-minded TV reporter), PBS also eliminated the need to purchase a paid wire service distribution. Then again, PBS is not a publicly traded company, so the SEC’s ever-loosening rules requiring full disclosure do not apply.

The value to a company of its “owned” media channels cannot be overstated. I’ve written on more than one occasion how Google, and Twitter for example, need only post their company or product news — however inconsequential — on their corporate blogs to set tongues-a-waggin’ among their end-users and the many journalists who obsess over them.

For big social media-minded consumer-facing brands — from technology to automotive to CPG — having large social followings is a blessing from a communications and control perspective. No longer are they suppliant to the fifth estate to disseminate their news. What’s more, they can engage directly with their constituents using language and visuals of their own choosing.

Yet, as we learned this week, a large social media following is also a double-edged sword. The unintentional tweet of a pornographic image to U.S. Airways’ 400,000+ Twitter followers set off a firestorm, as it languished on the company’s Twitterstream for an hour for all to share before its removal.  It seemed like every PR/media pundit and channel I know weighed in on the brand-tainting breech.

And who can forget the ill-conceived tweet from IAC’s head of communications just as she went off-the-grid for a long overseas flight? In the early days of real-time social media, one could try to hide behind the claim that “I was hacked.” In some cases, it actually was true, like the time the AP Twitter feed reported “two explosions in the White House.”

Both beg the question of how best to both wield and harness this newly acquired power to influence hundreds of thousands if not millions of people (most of whom already have some positive affinity with the company or brand). I’m not talking about social media guidelines for social media managers and socially active employees, but rather something more akin to a network news division’s standards & practices, or a respected news organization’s standards & ethics.

Should businesses have an ethical or fiduciary obligation to fully vet the information they trumpet to their followers in the same vein as high quality journalistic enterprises?  Or is there an assumption that recipients of such “news” already consider the source when weighing the veracity of the message? Conversely, how can a company minimize the fallout when an ill-conceived tweet or Facebook post emanates from the company’s main feed? My client Crisp Thinking‘s Adam Hildreth offers some ideas here.

I’ll end by quoting someone who lives and breathes such issues.  Pete Blackshaw is Nestlé’s global head of digital and social media. He recently said:

“What happens in the social world, is that if you get that right, you get disproportionally rewarded. If you get it wrong, you get disproportionally punished or outed. There’s a real cost to getting it wrong.”

Food for thought.

 
Update
10

7 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewa ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken i ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

7 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejecte ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

7 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Datuk Seri Hishammuddin ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern states ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million in c ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Sch ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

8 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyway (Kidex) ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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