This week in class we learned about a very important principle of social media; control. The main thing I took away from this class was that in social media you want to have some control but also be able to let some things just work themselves out. They can either end up good or bad, but if you try to direct them then they will probably end up bad. With control I think the best way to start out is do your homework and understand what things could possibly happen. But after you have researched then put your messages out there and be ready for anything. But if you had planned ahead things should be able to go pretty well.
In this Social Media Today article it gives a great example of control. McDonalds set up two different social media items for customers to communicate with. The first one that failed was one where McDonalds wanted people to tell a story about McDonalds and hashtag. Since they tried to control it into a positive people did not like it and took it over with things in a completely other direction. But the approach in the second example worked out very well. It was a way for customers to ask questions about the public and then McDonalds would answer. This worked out better because it gave most of the control up to the customer and then McDonalds would answer their questions. So by having less control McDonalds was able to answer people’s questions and reach more people.
This week in class we learned about a very important principle of social media; tone. In social media as like in personal communication tone is very important. When a surgeon comes out of surgery and talks the family they need to keep the information in common language so the family can understand the situation. With social media it is basically the same thing. The tone of social media is important to keep so people are able to understand the messages and be able to process the information. I think also tone can adjust a little more if they know who will be reading the information. I have had person experience of this. I was buying a new computer and I would look on Facebook and Twitter of different companies. One company had all of the information in very understandable and not very technical wording. The other companies info was very technical and I could not understand much of it at all. So I bought the computer from the company I could understand their information.
A great real life example of this in shown in a mashable article. Esquire, the magazine is aware of how tone is used and how it is important to have the correct one to your audience. Their web directed Matt Sullivan says that “it’s important to assign a real editor to manage an institution’s voice on social networks, and not an intern or someone in the marketing department.” Then in the next paragraph they explain they like the social media tone to be the same type as the magazine. That is why it is important for them to use an editor to watch over social media. So that their goals for tone is well used.
In my last blog I used the phrase actions speak louder than words. And that can be true with endurance in Social Media also. Endurance I would summarize as keeping up with content. A company wouldn’t to promote it is on Facebook and then never post. They would want to post a consistent amount to keep information flowing about what is going on with the company. For endurance Social Media can’t be an afterthought. It needs to be set as a primary action along with other important ways of communication. And the communication has to go both ways. It can’t be just the company putting messages out and then not responding at all if there is a comment, question or feedback.
From this Social Media Today article it talks about when a brand is active on Social Media that customers have a perceived time of how long it should take a get a response back. People today expect responses right away . Even if it is late at night or on the weekend. This is related to endurance because if you are actively putting information out there, but not responding to questions or comments in a timely manner the endurance is failing and customers can go elsewhere to get the information they need. So for endurance the communication needs to be fast, and work both ways.
In class this week we learned about Social Media and integration. Like the other principles we had learned before, this one made a lot of since why it was important. Social Media might be able to work as a tool alone and get the job done. But it is a much better tool to be paired with other tools to build on their strengths. We learned that to have a successful integration of Social Media with all other parts of the company every part must be on the same page and sending out the same messages. If one part is sending out messages of one thing, and another part is saying something else there is confusion there and that can be a problem for the company and the public can see that they don’t have everything lined up.
In this article from Mashable they give 10 stages of Social Media business integration. All 10 of the steps were very logical and reflected about why I learned in class. But Step 5 was the step I thought had the best point of how integration works. They say that “Actions speak louder than words. Once the door to social consciousness is opened, bring the spirit of your company through it to affect change.” I take from this that it means that the public would be able to see that all aspects of your company are working with Social Media and it just isn’t there to be there. It is just another tool to help the public see the company and the messages they want to send.
In class we learned about social media listening and how it is relevant to public relations. At first when I just heard the definition of listening I thought it wouldn’t be much into it. It would just be very easy for companies to listen to what was going on and make changes when necessary. But of course after the class lecture I was wrong and listening was much more detailed then I first assumed. In class we learned that because of listening a company could hurt their reputation, miss out on an opportunity or have an opportunity and lose out on it. We went over example of class of companies that missed out on something, messed up, or learned of a problem and really took advantage of the situation.
In this article I found it covers a very basic but important part about listening. The author was at a conference about social media and one of the topics was how to get companies to introduce themselves into social media market. He said the first but very important step was to listen to what platform that your audience is using to talk about your company or product. If they are on Facebook then be on Facebook. But if they are more on YouTube or twitter you would want that to be your primary social media. I know this sounds very simple but if that first step is over looked then it could cause many problems like the types of different things we talked about in class.
I remember when I first started using Facebook it was right after high school. I signed up so I could keep in touch with friends that I wouldn’t see every day anymore. That was in 2007. Since then the reasons I use Facebook and other social media platforms has grown very much. I started off just using it to talk to friends, but soon after I learned I can get information about items I buy, changes in those products and if there is discounts. I could also give feedback in a lot easier way and in a way that would be seen by the company and others.
This article I found about Super Bowl ads shows how social media has changed and how it is very important for companies to be able to use it and to get the feedback from their customers. There is an example of how in last year’s Super Bowl during the black out, Nabisco tweeted about Oreos. It said “ power out? No problem. You can still dunk in the dark”. This tweet was liked and shared with in the first hour. And after that it was shared even more. This is an example of how social media can be used for much more than just me trying to talk to one of my friends. It is the newest and fastest way to give information and to receive feedback on that information. There is so much more you can use social media for today than 5 years ago.