Many marketers default to Facebook since it is the most popular social network. But unless all 1.5 billion Facebook users represent your target market, it isn’t necessarily your best option.
We’re not shy about offering our opinions on social media faux pas here, and I was asked later about my PR perspective on corporate social media, gaffes, apologies, etc., so I thought I’d condense my long ramble (forgive me Allison) here to close out 2015:
I was always of the opinion that social media was supposed to be a conversational tool that could bring people together.
In reality it seems to be a lot of people talking and no one really listening. So in an effort to break that paradigm, I’d like to offer these three tips (that I use myself) for those who believe in that whole conversation, give and take thing…
Social media can be a great tactical tool to engage one’s audience. Depending on your purpose and objectives, it can potentially yield great results. I do not, however, believe in ability of paid/sponsored features to deliver on a large-scale and remain very skeptical of the analytics and algorithms.
An old boss of mine used to say when email and the Internet came into being: don’t put ANYthing in an email or on the web that you don’t want to see on the front page of the Washington Post….or your local news organization. I’m just sayin’.
The Sony data breaches and recent pseudo-blackmailing of the company have highlighted cybersecurity and redefined corporate stupidity. Amidst the still-clearing smoke, we wanted to offer businesses some PR recommendations moving forward: Privacy – Expect none. Ever. Years ago one of my Pentagon bosses advised us to never put anything in an email we wouldn’t want showing up on the front page of the New York Times – or in a divorce courtroom.
If I had a dollar every time I asked a client to discuss their communication goals and they’d say something to the effect of, “I want to generate buzz,” or, “I want to get my company’s name out there.”
Oh my. Here we go again…
We have discussed the process of developing a communications strategy previously – yet this horse is never too dead to beat some more so let’s review:
Quick wins are great. For some organizations that’s all you need is one or two. But for long-term, sustainable growth and/or awareness – especially for a terminal disease – there has to be more than a flash in the pan viral gimmick.