By B.L. Ochman
The other day, the most Not Safe for Work Tweet imaginable appeared in US Airways’ Twitter stream, setting off a wild social media brouhaha. Today, the airline announced that it will not fire the member of its social media staff who accidentally included the XXX image in a Tweet, according to Ad Age
The US Airways decision is in sharp contrast to the way Home Depot and others have handled rogue Tweets by staffers and agencies. When a racist Tweet appeared in Home Depot’s stream and an F-bomb Tweet ran in Chrysler’s feed, both blamed – and fired – outside agencies when offensive Tweets appeared in their streams.
And others have blamed – and fired – interns, including the Utah Senate, Bay area Fox affiliate KTVU and many more.
Lessons for brands: in real-time media, mistakes will happen, at least as long as human beings are involved. The best way for brands to handle issues like these:
- apologize immediately
- investigate before acting
- explain what happened
- announce how you will handle the situation
- move forward
A fake Twitter account, US Airways PR Stream, sprung up immediately and posted Tweets including my favorite, below. Fortunately, they were wrong.
Of all the social media sites you can use to grow your business, Google+ can give you the fastest traction.
Despite claims to the contrary, Google+ is no ghost town. It now has more than 300 million active users, many of whom are your customers or people in your target market. Do you really want your competitors, who are also on Google+, to catch their attention before you do?
I’m a Google-certified Helpouts coach, and, as CEO of Maximum-Plus.com, I teach Google+ strategy to brands, educators and solopreneurs. On Thursday, April 17, from 4 to 5 p.m. EDT in a live broadcast of a Google+ Hangout hosted by Joan Stewart, The Publicity Hound, I’ll share tips on “How to Use Google+ Communities to Connect with Influential People”
Register here. $97
Google+ Communities are teeming with important business leaders, experts and influential industry leaders. In many ways, Communities are far more powerful than LinkedIn groups. Here are 19 ways Google+ communities can help you grow your business.
Better Results in Google Search
1. Google indexes your content shared in public Communities and elsewhere on Google+ almost immediately, which means it shows up in search results within minutes.
2. Because Google’s new search algorithm favors it, content on Google+, including within public Communities, dominates Google search more than other social networks including Twitter, Quora, Facebook and LinkedIn.
3. If you have created Google Authorship and linked your Google+ profile to content you create, your thumbnail-size avatar will often show up in search results and be the only avatar on the page. It will call attention to your content and make it more credible. This includes content shared in Google+ public Communities.
4. Unlike Faceboook, you don’t have to pay to have content you’ve shared in public Communities and elsewhere on Google+ pushed out to your followers.
Promote Your Expertise
5. You can promote your expertise from your Google+ hovercard, the little card that pops up when someone hovers their cursor over your name. People in an industry-specific Community with you can click on your name and immediately determine whether you’re someone with whom they need to connect. See this handy guide on How to Create an Impressive Google Hovercard in 7 Easy Steps.
6. You can add the +1 button to content on your website or blog, thus encouraging people to share it with others in one of more of their Communities.
7. You can promote your expertise in your Google+ profile which you must create before joining Google+. Within communities, you can also include many links to other social sites or places you want people to visit so they can follow you, or learn more about you and how you can help them.
8. You an answer questions, share helpful content, offer links and solve problems posed by people within your industry-specific Communities. This is a fabulous way to build a huge following.
Register here. $97
9. You can build customer loyalty by encouraging people to join a Community you have created, or one you’re in, and answer questions about things they need to know more about. Read More…
Hosted by Joan Stewart, The Publicity Hound
Guest Expert: BL Ochman, (that’s me!) CEO of Maximum-Plus Events & Workshops for Google Plus Success and a Google-certified Google+ Helpouts Coach
Time and Date:
4 to 5 p.m. Eastern Time on Thursday, April 17
Format: A live webinar on Google+
Description: How to use Google+ communities to connect with influencers
If you need to connect with influential people as part of your marketing strategy, no other social media property will give you better traction than Google+ and its Communities. As business people abandon Facebook for Google+, they’re often confused about where to start, where to spend most of their time and how to make the best contacts.
I’m CEO of Maximum-Plus.com and I teach Google+ strategy to brands, educators, associations and entrepreneurs. In this one-hour webinar, I’ll show you step-by-step how to make Communities one your most powerful networking tools.
You will learn:
• How Google+ communities can be your marketing and PR ace in the hole Read More…
By B.L. Ochman
Here’s something you don’t see every day: a video trailer from consultants M+R with a sense of humor about a benchmark study of non-profit donations in 2013. “The goal of the Study is to set benchmarks that help nonprofits measure their online performance, track progress, and guide strategy with an eye toward more effective fundraising and advocacy,” according to M+R.
The study, now in its eighth year, is co-sponsored by the non-profit technology organization NTEN
By B.L. Ochman
Like many of us, Eat 24 is miffed at Facebook’s latest algorithm change which means that less than 1 percent of your followers will see your Facebook posts unless you pay to promote them – if then. Eat 24′s BreakUp letter to Facebook is both hilarious and true. Facebook’s incredibly arrogant response from its Director of Communications, Brandon McCormick, not funny.
Eat 24 says:
“…Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot….To be honest, lots of our friends warned us about you (not to name names but to definitely name names: Forbes, Fast Company, Wall Street Journal). But we ignored them and trusted you because we loved you. Now we find ourselves questioning our entire relationship.”
“All we do is give, and all you do is take. We give you text posts, delicious food photos, coupons, restaurant recommendations… and what do you do in return? You take them and you hide them from all our friends. …But the bigger picture issue is that we can’t trust you. You lied to us and said you were a social network but you’re totally not a social network…It really seems like you’ve lost your way and have become nothing more than an ad platform…”
Facebook’s Arrogant Response
I’m going to bet that this reply disappears, but back comes Brandon McCormick, more snarky than seems necessary, to say the least:
“Hey Eat24, this is Brandon over at Facebook. I was bummed to read your letter. The world is so much more complicated than when we first met – it has changed. And we used to love your jokes about tacquitos and 420 but now they don’t seem so funny. There is some serious stuff happening in the world and one of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn (but if we are in the mood for it, we know where to find it Eat24!). So we are sorry that we have to part this way because we think we could still be friends – really we do. But we totally respect you if you need some space.”
Here’s a bit of advice for your Brandon: It pays to be nice to your customers.
Just for good measure, here’s Veritasium’s video explaining Facebook click fraud by – yup – Facebook.
We hear from a lot of people that they don’t want to get involved in Google Plus because they have thousands of followers on Facebook.
To them, we say: Still think your brand is getting Facebook engagement? Think again!
“This is a Generic Brand Video” contains pretty much everything there is to hate about corporate marketing videos. It surely would work equally well for many political candidates.
The parody is created entirely from stock footage from Dissolve’s royalty-free stock footage. Here’s the script on Timothy McSweeney’s blog.
Clips that are cobbled together feature big words to convey progress, scientists with test tubes to depict advancement, people planting trees to show how companies help the environment, and lots more of the boilerplate this type of video always includes.
It’d be funnier if we weren’t going to see a few thousand more of them produced in the next year.