Social Media: A Best Friend or a Big Enemy?

 By Samantha Schaitberger, Assistant Account Executive, Austin

"Twitter is a frenemy...the network uses, relies on, and is scared by, social media."

- Jeff Zucker, CNN President

“Can he say that? Is he allowed to say that?” I wondered to myself. I felt discouraged, but the world kept spinning, I kept writing and life moved on. 

A few years later as I sat in class refreshing my Twitter feed, I began noticing tweets from friends in Virginia, New York, Philadelphia and Washington D.C., all asking, “Did everyone feel that shaking?” Determined to find out what was happening, I searched the New York Times, the Atlanta Journal Constitution and the Washington Post. Nothing showed up, but on Twitter, hundreds of comments were pouring in. 

It wasn’t until 30 minutes later that the first news article mentioning the earthquake hit, and I then realized what my journalism professor had meant. The digital age was in full swing.

Breaking news is no longer read in a newspaper and the latest products are no longer discovered in magazine ads. At the intersection of the evolution between traditional media and the digital world, social media channels like Twitter are integral. Fast-paced and globally popular, sites like Twitter have changed the way media is consumed, catapulting a revolution in how stories are delivered and how they are told. 

There are currently 200 million active Twitter accounts and over one billion tweets sent every week. Over the past three years, the power of Twitter has become more and more apparent. 

During the heartbreaking Boston Marathon bombing investigation, activists, government agencies, news organizations and people all over the world came together on social media channels to stand in solidarity. Brands raised money to support relief efforts and American Airlines offered special travel options to those affected by the tragedy.

Social media has become an undeniably important asset, but despite its significance, the swiftness of social media also gives cause for concern. 

Information on social media spreads rapidly, accurate or not. The average Twitter user doesn’t employ fact-checkers or cite sources as traditional media does; raising the question, how factual is the information being posted and who is held responsible when that information is wrong? 

Following are some guidelines for brands, organizations and individual users alike to consider when using social media:

1. Double-check everything before it’s posted and then check again, especially before posting after a tragedy or about a holiday with a significant history. Always get multiple opinions about the appropriateness of the brand’s message and its timing. Tragedies and controversial historical events are never a time for blatant self-promotion. 
2. In a social media world where inaccurate information roams free, being right is far more important than being first. If a story begins to unfold about a brand, get ahead of it as soon as possible, but first ensure necessary information is verified.
3. Have a crisis communications plan in place for negative social media feedback. By promptly addressing user complaints, brands have an opportunity to turn negative feedback into a more positive experience. 
4. Always say no to automated responses on social media and be mindful when scheduling content in advance, as news can break at any given time.
5. Though exceptions exist, it is generally best to keep political and religious opinions out of brand social content to help avoid alienating fans. 
6. Only delete negative comments if they violate the channel’s clearly stated social media policy. Fans remain loyal to brands that are transparent and consistent. To quote Shakespeare, “No legacy is so rich as honesty.”

Stories will always need to be told, regardless of how they’re delivered. Whether written in 140 characters or in a 300-page novel, words have the power to instill change. That’s why it’s crucial for brands, organizations, media and individuals to always take a second glance before pressing “send.” 

The Big Hit: Chemical Week for Edelman’s Chemical Group

 By Jay Andrew, Vice President, Houston

As part of Edelman’s chemical sector development initiative, the sector team set out to identify third-party influencers in the chemical industry who could amplify Edelman’s visibility and credibility beyond the work Edelman does for chemical clients around the world.

Using chemical industry data from Edelman’s 2013 Trust Barometer, the Edelman team pitched an exclusive to Chemical Week magazine’s editor-in-chief, Robert Westervelt. Westervelt was highly interested in the data, and following a meeting taking him through the history of the Trust Barometer and highlighting compelling data points related to the chemicals industry, an interview was brokered with Ben Boyd, Global Chair of Edelman’s Corporate Practice, Corporate Affairs Sector, and Carolyn Mayo, General Manager, Edelman Houston.

The interview resulted in a special article inset entitled “Who do you trust? Chemical makers form poor bonds with public” which was tied to the Chemical Week cover story, “Corporate social responsibility: Pursuing the triple bottom line.”  

The resulting article outlined the Trust Barometer and the 2013 findings, noting “The chemical industry ranks 15th out of 18 business sectors in terms of public trust,” and “The chemical industry is trusted by 51% of respondents to do what is right.”

The article went on to include a POV and several key findings from Boyd, further elevating the Edelman Chemical Group’s visibility. 

“There have been dramatic shifts over the past five years in how the public establishes trust,” Boyd says, “Stakeholders are placing greater emphasis on engagement and integrity-based attributes, such as treating employees well, listening to customers, and exhibiting ethical and transparent practices… Operational-based attributes—including financial performance, being recognized as a top place to work, and having a strong CEO—were nearly twice as important in 2008 as they are in 2013—76% versus 39%—according to the survey. Business must show that it has a broader skill set and can execute on engagement and integrity-based attributes.” 

The full article can be found here.

Digital Insight: Using Twitter Chats for Corporate Influencer Engagement

 By Abigail Wambaugh, Senior Account Supervisor, Digital New York

Corporate brands often find the greatest digital value in engaging with influencers. While CPG brands directly engage with consumers online to ultimately increase sales and brand affinity, the opportunity for digital engagement for corporate brands is less straightforward.

Online influencer engagement is a top request for corporate, B2B and public affairs clients, and a frequent strategic recommendation, but the tactical implementations are not always obvious. A Twitter chat is one way to create a specific ask and build online relationships with those who matter the most to a company.

Below are five steps to a successful Twitter chat:

Pick a conversation-worthy topic

Not every report, release or panel discussion should be accompanied with a Twitter Chat. Identify a conversation that your brand can own, tied to ongoing digital dialogue and related to a moment in time when possible. Ensure the topic of your chat correlates to the passions of the influencers you identify.

Choose your date and timeframe wisely

When working with global brands, it’s important to keep in mind the time zones of all chat participants and primary audiences. If it is not possible to pick a time that makes sense for everyone, brainstorm creative ways someone can still contribute, whether through scheduling a tweet, holding multiple regional chats or asking them to reply to tweets following the chat.

Consider the risks and rewards of different formats

There are several formats for Twitter chats. The two main chats a brand will likely host involve pre-written questions directed to the general audience or a Q&A format with one or multiple participants pre-chosen to answer the questions. The first is generally shorter and requires less organization and planning, but runs the risk of falling flat if the community does not readily participate, particularly for niche topics. The second can seem preplanned to a digital audience, runs the risk of creating temporary silence if an influencer doesn’t participate and can get lengthy. However, the Q&A format guarantees a certain level of conversation and activity, and means influencers only need to be available for a specific period of time.

Seed the conversation with strategic influencers

Recruit influencers to join the conversation for either a set period of time in a Q&A format, or during a time range if a more free form chat is scheduled. Send an initial, brief communication and follow-up with details if the individual is interested. Be sure your influencer asks are clear and specific with the individuals’ busy schedules in mind. Also be sure to send a calendar invite to block the time on their schedules and act as a reminder to join.

Let the qualitative results speak the loudest

Tools like TweetReach and Salesforce Radian6 are great to capture the numbers behind the conversation, but it’s the qualitative results that have the most impact on influencer engagement. Highlight the most insightful comments from those recruited to join the conversation, new relationships formed and social commentary from others not intentionally engaged. 

Twitter Chats are not new, but when executed well can still yield lasting relationships with targeted individuals. 

brandshare Consumer Study Proves it Pays to Share

 By Denisha Stevens, Executive Vice President, Consumer Marketing, Dallas

The importance of sharing is a key lesson learned in childhood. Edelman’s new consumer study, brandshare, reveals the same holds true for marketers. The inaugural brandshare report released in October is based on research conducted across eight countries and hundreds of brands. It reveals that 90 percent of consumers want brands to share, but only 10 percent think brands are currently doing so in an effective manner. Consumers want brands to have meaningful conversations, invite others in and collaborate with them. More specifically, it’s how brands share that matters to consumers. Below are highlights of the study which provide a roadmap for marketers:

• The more substantive, transparent and participatory the sharing is, the more it correlates to real business outcomes. Consumers reward brands that share by purchasing, using and recommending them. 

• There are six key behaviors required to successfully share a brand: shared dialog, shared experience, shared goals, shared values, shared product and shared history. 

• Consumers are looking for a more thoughtful dialog with brands, in which their opinions are solicited and their responses are acted upon. 

• 91 percent of consumers surveyed want brands to enable their personal goals. They want to be asked about their unique needs, specifically in product categories where they lack knowledge or expertise. 

• Shared product remains an important facet to growing brand share. 91 percent of respondents expressed a desire to have input on the design and development process.

• The most powerful predictor of intent to purchase and recommend is shared history. While consumers don’t actively ask for it, 45 percent say they feel good about a brand when they know the company’s history. 

Brands need to shift their priorities and content strategies to align with what consumers are asking for. They need to act on what they hear and share who they are, where they come from and what they care about.

The survey was produced by research firm Edelman Berland and consisted of online interviews conducted between June 12, 2013 and July 12, 2013. The brandshare online survey sampled 11,000 consumers in eight countries, and 100 local and multi-national brands per country. For more information, visit: http://www.edelman.com/insights/intellectual-property/brandshare.

What is it About Lists?

 By Helen Vollmer President, Edelman Southwest

From shopping in the grocery store, to the “honey-dos” that make my husband’s weekend, to checking off daily tasks on my laptop, numerical itemizations seem to rule my life. I bet your world isn’t too different. And here’s my dirty little secret:  making lists makes me happy. How weird is that?

Apparently, I’m not alone. Notable list makers include Thomas Jefferson, Benjamin Franklin, Woody Guthrie, Johnny Cash and Martha Stewart, among others. Through social networks, everyone has a shot at their top items. Whether thumbing through Flipboard to read about the 10 Perfect Vacation Spots or the Five Things you Should Never Tell Your Spouse, listening to a Top Ten Countdown on radio, or noting David Letterman’s Top Ten List nightly, lists make for good storytelling and are easy ways to organize, orchestrate and help you focus.

That’s why I was delighted to see that much of the content in this eVolution issue includes guidelines, lessons and highlighted roadmaps on a variety of topics from media relations to brand development to Twitter chats. In essence, all are lists to help you remember cool takeaways for use in everyday life. You also might want to check out this Buzzfeed article for additional insights to know if you’re obsessive about list making. You might recognize yourself; I certainly did. And it made me happy.