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The Genius (And Risk) Of Pokemon Go: Will Search For Snorlax

In case studies, Mobile, Mobile App, Uncategorized on July 9, 2016 at 4:00 pm

If you’ve left your house in the past three days (or even if you just went to the office), you’ve probably seen a twenty-something staring down at their phone intently. wandering around flinging Pokeballs.

Released to the Apple Store and Google Play on July 6, Pokemon Go already has 27,328 customer ratings, over 50,000 downloads in it’s first 24 hours, trending topics on Facebook and Twitter, loyal fans and dedicated haters.  The mobile app presented Nintendo, Pokemon and Niantic layers real life locations with poke spots, utilizes a phone’s camera feature to make Pokemon appear in the user’s location and surroundings and generally causes addictive behavior.

For those wondering, I’ve been able to catch 24 different species and more than 50 Pokemon in my downtime the last few days despite the dreaded “Servers Down” screen that many have been experiencing.

Just like when us 20-somethings were in the 4th Grade and our teacher banned Pokemon Cards from the playground because we couldn’t look away, Pokemon Go has taken over the playground of adulthood. Much more than it’s creators anticipated as the game crashes every 20 minutes or so due to overloaded servers. Users have to sign in over and over, which for me is particularly tedious because i’m the fool with two step authentication on most of my accounts.

This issue with the game though, did not put it in the category of DIGG malfunctions, instead, the opposite. When users log in to the same successfully, the world around them fades, focusing soley on the game and feeling lucky that they are in.

 

dratini

Here’s a look at the Genius (And Risk) of Pokemon Go:

GENIUS 

 

  1. A GENERATION NOT FORGOTTEN: Gloom, Pidgey, Dratini. These words not only illicit childhood memories, but in my circle of friends spark back intense knowledge of species, battles, HP & more. I can’t remember a game this ubiquitous since maybe “Words With Friends.” Since it’s launch three days ago, it’s been quickly adopted and heavily used. I was at a concert in Miami last night, talking to strangers about the Polliwags they were able to grab by the concession stand. Everyone at the show who wasn’t snapping photos of the Miami Skyline had the familial green and blue Pokemon landscape on their screen. Dozens of folks set up lures (which attract virtual Pokemon) and actually, I’ve talked to more random strangers with a happy instant connection than ever before. High Fives all around when we spotted that Slow Poke.
  2. GET UP AND MOVE: To hatch an egg into a Pokemon you have to have the game open on your phone and walk (or bike) between 2 and 10 kilometers. For everyone who says video games promote laziness, this one has made me walk in circles around my apartment complex in search of nighttime Clefairies. The game literally forces you to walk to catch, so it’s a decent option for a lunchtime break or morning stroll companion. Overheard at the concert between complete strangers: “Yo bro, a Snorlax has been spotted in the Arts District, do you guys want to go?”
  3. REAL LIFE LOCATIONS: This one is both a genius idea and a risk. The Christopher Columbus Statue at Bayside Park is a Pokestop. You can go there, spin an image when you are close enough and collect eggs, Pokeballs and more. Reminiscent of Geocashing, it’s really fun to go out and explore live locations, run into other people playing the game there. It’s layered with what appears to be Google Maps Data and cellphone usage, so popular areas are crawling with species encourage exploration, travel and companionship to catch the rarest species.

 

RISKS

  1. REAL LIFE LOCATIONS: Yeah, this one’s both. There’s a ton of risk in making a local Church or landmark a pokespot. Namely, the location didn’t agree to that. Some places may love the attention and traffic and others not so much. Secondly, there’s inherent risk in people wandering around places they don’t know, staring at their phone sneaking Snorlax.
  2. PERSONAL BOUNDARIES: The game warns you to “be alert” of your surroundings at all times, BUT I’ve seen people walk across the street hunting pokemon. It’s not a stretch to say people are likely driving, not paying attention to the world, walking into lakes looking for Horseas and worse while fixated on this game. Of course, it’s up to the user to be smart, but it certainly encourages a world that’s purely digital and non responsive to reality.

 

Now bring on that Clefairy.

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#TBT Nostalgia Trend in Social with Google + #HOA

In case studies on April 25, 2014 at 3:52 pm

Since being launched in 2011, Google Plus has offered different amenities than other social networks. One of the most discernable is Google + Hangouts on Air. With the abilty to story board ideas,share screens, talk across oceans and broadcast it all to YouTube in one click, Hangouts on Air offer a unique opportunity for brands to host discussions with their fans and bring them just a little bit closer to day to day operations.

We tested out Hangouts on Air with the members of our PR Staff today to practice back channeling and broadcasting.

Screen Shot 2014-04-25 at 11.53.13 AM

The topic of our broadcast was Nostalgia in Social Media, the #TBT trend, timehop and first tweets.

Here’s what we learned:

 

1. Planning and Prep: As you can see, a script or run of show is a very helpful too–that we did not utilize. While the purposes of our hangout was just to familiarize everyone with the functions, having a run down or a scripted introduction is key. Secondly, it’s a good idea to have a list of your video invitees and include where in the “run of show” they will be invited and introduced. It’s not a bad idea to have a pre-conversation with these people about what they can and cannot ask of the show’s guest or say about the predetermined topic.

2. Screen Shares: Screen Shares can help you explain or display something relevant to your conversation. Have the screen up easily and make sure there’s no struggle to toggle.

3. Twitter as a BackChannel: Our Marketing team, ahem, was preoccupied and we weren’t looking for general audience questions so we struggled at the audience interaction part. Because G+ maybe be unfamiliar to the masses, a good way to take questions and comments is a Twitter backchannel. One member of your team can monitor the Hashtag of your conversation on HootSuite and allow for real-time interactions. The key to this is promoting ahead of time where and when to be.

4. Toggle to Talk: The host of the hangout is in control of what is seen on the main screen. Always be aware of what the main focus is by choosing the person speaking with the blue box. If this is forgotten (As you can see happens above for a screen share) it can make the hangout difficult and confusing.

 

Still open to tips & working on improving our hangout skills! Anyone have anything to share?

Brands celebrate St. Patrick’s Day.

In case studies, multimedia, On the look out, Social media on March 17, 2014 at 9:28 pm

Some people may argue that St. Patrick’s Day is a made up American holiday, and others will argue that everyone is just a little bit Irish today. No matter which way you look at it, it’s a conversation and a holiday that your brand can’t ignore.

Trendsmap.com showed that some variation of the holiday was trending across North America on Monday:

Screen Shot 2014-03-17 at 5.50.06 PM

Here’s some awesome “Green” activations I noticed today:

Food Brands

Cars

Fashion Brands

Sports

A ‘Green’ Excuse for a sale:

Some brands took organic approaches and others (like Arby’s) boosted their efforts a bit. Marketers and SoMe mavens—Which would you go with? How into this holiday does your brand need to be in order to make ad spend worth it?

How Food Brands are harvesting success from trending topics

In case studies, Social media on December 6, 2013 at 11:11 pm

The Tweets are alive, echoing trends from everywhere…

Social listening is key to growing any social media following. One common recommendation to a start up or organization with their eyes set on exponential growth is to focus on trending topics, use current hashtags and join common conversations.  I’ll shout out the obvious, worn out examples: Oreo, College Game Day, Stores jumping in with sales and responses ala natural disasters (ex: Urban Outfitter’s  Sandy Sale via Business Insider)

Many would recommend this to a start up or in growth of social media, when done correctly, small businesses can capitalize on trends in their community, sponsors can utilize buzz from their partnering sports teams or concerts/events. But is it possible for a brand to go too far? To try too hard to jump into a conversation or force their content into relevancy?

So many monumental events happened on Twitter this week that trended in the U.S., internationally, etc. Things like #CyberMonday, #RIPPaulWalker (Pause while I cry) #RIPNelsonMandela, #HobbitPremiere, #SoundofMusic, #WorldCup probably sound familiar no matter where you are reading this from. And I’m assuming that was the reasoning behind DiGiorno’s cheesy Sound of Music Remarks.

See LA Times recap for more context.

Also see AdWeek’s praise of the coverage.

Tweets:

It paid off too,they trended in Austin and spent most of today retweeting articles and praise for their efforts. The post social media action of recapping and responding was almost as important as the choice to tune in in the first place. Well Played, DiGiorno’s.

My first look at this was YIKES TRYING TOO HARD. Which led me to examine, what is too hard? How do you measure success? I think a verdict on if this was proper content or not comes down to what the goals are. With a brand like DiGiorno, I’m assuming the goals of social media are to increase awareness and eventually sell pizzas.

While it does seem a littleeeeee forced, I think no harm was done. They showed themselves to be aware of trends, relevant, and willing to have a little fun.

If their goals were to appear fun and raise awareness, then they can call this successful. More serious brands could not risk it, and different success metrics would not deem it so.

An honorable mention also has to go to Moe’s for one of the most epic, subtle Lord of the Rings References:

They didn’t hashtag Hobbits or Hobbit Premiere, but to us Ringers, this casual shoutout to our next week’s main event did not go unappreciated.

Moe’s and DiGiorno’s display different approaches and different goals of utilizing trending topics. DiGiorno’s hashtagged a lot, getting the recognition and joining the conversation. Moe’s was on the other end of the spectrum. I’m sure they didn’t cash in on direct clicks of people searching for and talking about the Hobbit, but it was a loyalty builder for those already invested. Sort of, if it should happen to fall on the right ears, it works. Otherwise, it’s a timely piece of content creation.

I’m sure we will continue to see brands cash in on trending topics and jump in on convos, they would be foolish not too. But how much is too much? and is there a risk involved with being overkill?

Thoughts?

UPDATE: The morning after I published this, SpaghettiO’s may have illustrated what too far looks like with their attempt to join/commemorate Pearl Harbor: http://mashable.com/2013/12/07/spaghettios-twitter-pearl-harbor/?utm_cid=mash-com-Tw-main-link

Three reasons Sir Ian is my favorite #SocialCeleb

In case studies, Social media on October 8, 2013 at 1:21 am

When most people think of celebrities, I’d venture a guess that the image they conjure is a young starlett tweeting about shoes before she ends up in the headlines. But all types of famous people from athletes to authors to politicians are taking to social media.  You don’t need me to tell you about the dangers and fine lines such personalities must walk with their every move under scrutiny and eternal fame lying in wait for the scandal or mistake.

While some celebrities use an agent or PR staff to tweet for them, most go at it on their own. Sir Ian’s Facebook claims to be “Maintained by Sir Ian’s official webmaster, Keith Stern.” But I think it so accurately represents what I would imagine his personality to be. And his Twitter, nothing he posts passes without being awesome.

Back in 2009, I told people I liked Twitter because of it’s ability to allow the world to feel a little bit smaller, to allow for personal interaction with one’s favorite brands and celebrities.  This is a dynamic I think we’ve started to take for granted. I don’t know where I would be without my daily update from everyone’s favorite wizard, Ian McKellen.  Yes, I’m a fangirl, but also I think there are a lot elements from Sir Ian’s social that all other personalities could incorporate for success.

Three Reasons Sir Ian is the best celebrity to enjoy on Social Media: 

  1. His status updates have prompted this Buzzfeed about Friendship that brings tears to everyone’s eyes:

why it’s awesome: It’s real, it’s memorable, it’s communicative of his personality without being dramatic of flashy. It just is who he is.

2. This photo:

From Sir Ian on Facebook

From Sir Ian on Facebook

Why it’s good: Well I mean look at it. Its Gandalf, preparing for battle.  But really, its behind the scenes. It’s an eerie behind the scenes moment for all fans of the movie. Preparing for a memorable, epic scene. This is what winning looks like in behind the scenes content. Celebrities who have access to share developmental moments or day in the life content show their fans something they can’t get elsewhere.

3.  He shares content from his own projects.

Not enough celebrities really take advantage of Twitter as a promotional platform. You see many famous personas who just use it for personal communications and conversations and the occasional travel pic, but I think Sir Ian has found the right balance of promotion and content that make it an interesting account to follow. He almost breaks news about the Hobbit and covers it the way an entertainment account would.

Four ways Moe’s is seizing the MOEment in Food & SoMe

In case studies, multimedia, Social media on September 15, 2013 at 6:08 pm

*Confession: Moe’s has been my comfort food of choice since freshman year of college. A home-wrecker or an overachiever were always my study fuel of choice and their queso remains one of my favorite snacks. Fandom removed, I still think Moe’s has mastered the art of fast food social engagement.*

Four Ways the food chain is seizing the MOEment of digital communication: 

  1. #WelcomeToMoe’s: It’s basic customer service right? To greet your customers as they come in the door and make them feel welcome is surely part of any restaurant’s guidelines. But Moe’s became known for it. After customers began associating their trip to the grill with the shouted out “WELCOME TO MOE’s” greeting, they took it and did something even better. They branded it as their hashtag. Aside from being on the materials, easy to remember and easily monitored, #WelcomeToMoes seemingly embodies their brand strategy conveying welcome and simplicity. They could have gone for just #Moes or any number of options but choosing to be all inclusive with their greeting gives them simplicity and more 8,000 user submitted photos and videos on Instagram.
  2. Direct Response to Customers: Moe’s has full on conversations with their fans on Twitter. I often see them respond or reshare something a fan said. I’ve had a few conversations with them myself:
    It's not just Moe's that does this. But whenever you brand has a chance to be responsive and engaging, take it!

    It’s not just Moe’s that does this. But whenever you brand has a chance to be responsive and engaging, take it!

3. Fan Featured Contests: The #MoesFamousQueso campaign ties to a tangible event (Free Queso Day) and offers fans incentive to submit user generated content that could be featured in-store on items. One mistake a lot of restaurants and stores make is holding campaigns and contests that are purely digital, when bringing you into the store has to be one of their goals. Moe’s pairs a real event with a digital submission, with a call for you to come back AGAIN and see the winners. MoesQueso

4. Moe’s Instagram: Also in the restaurant business, although at a different price point, the Cheesecake Factory has an Instagram account with more than 16,000 followers. But their grams are pretty standard. Just the usual shot of a cheesecake or a cocktail. It almost looks like menu photography. Moe’s account currently only boasts about 3,000 followers, however in contrast their content is 100% original and crazy. Every now and then you will find a shot of the food (because after all that is what it is about) but they have found new and exciting ways to create photos as well.  

Loyalty has to be a goal, along with sales, in a company’s decision to support and occupy social channels. In my opinion content like the below two screen shots make me excited about a brand that basically sells burritos and salsa. This is what winning in digital media for a food brand looks like in Sept. 2013 in my opinion. 

Take a look at these (From Moe’s Instagram) :

Has Social replaced the obligatory movie website?

In case studies, multimedia, Social media on August 24, 2013 at 2:33 pm

68 Days till Halloween. And you know what that means? –A plethora of Scary Movie trailers and advertisements vying to be THIS year’s main horror thrill. Being a horror junkie, its something I’ve been tuned into since I can remember.  I can remember visiting the website for the first Saw Film, clicking around the latest flash innovation with blood &  guts, an attempt to lure me to that midnight movie premiere and get me hooked on the beginnings of a scary movie icon. It worked.

Back in those days, (The early 2000s), every new movie released an obligatory website featuring their new flick. A splash page with the trailer and a few navigations including cast and crew, and the ever-popular downloadable wallpaper were the norm. Digital media time is akin to dog years, though, in that it’s time isn’t the same as ours. The early 2000s might as well have been a century ago and the requirements for a movie to get interwebs attention are ever changing.

That being said “You’re Next” the misnamed, yet aptly advertised horror film about a team of home invaders wearing an array of terrifying Animal Masks has created an amazing Tumblr, further calling my need to go and see the movie. Instead of creating a website, this movie has put together a Facebook, & the aforementioned Tumblr. This is the first that I have noticed a movie putting together a on the mark social campaign and totally forgoing the website. Which begs the question: Are these repetive and short-lived web presences even worth it anymore? Or do the existing social platforms give an upcoming movie all that they need to reach their audiences and engage on a large scale?

Taken from the You're Next Facebook Page. https://www.facebook.com/YoureNextTheMovie/

Taken from the You’re Next Facebook Page. https://www.facebook.com/YoureNextTheMovie/

5 Terrifyingly creative things in this movie’s social presence:

1. No Throw Away Twitter:  On Twitter, The Lions Gate Horror account has been dubbed You’re Next.  There are so many reasons why I see this as such a huge strategic win. In a landscape where the average Twitter user can only follow 2,000 people (and trust me it can be a struggle to not get the error message about this frequently) who you follow is valuable. Creating a short-lived Twitter account which will plateau after the movie is on DVD is a waste of a follow and frankly just a dead social channel. Lionsgate has a history of terrific films and has already acquired a Twitter following. By interchanging their latest feature, they have an already built in and enthusiastic group to pitch their new movie to.

2. Sharp Hashtags:  Beyond just being brilliantly designed and visually pleasing, the You’re Next Tumblr has put together a list of modern, measurable hashtags to gain traffic and user-generated posts.

Appropriately tagged posts and prompts allow for traffic and specification at http://fuckyeahyourenext.tumblr.com/

Appropriately tagged posts and prompts allow for traffic and specification at http://fuckyeahyourenext.tumblr.com/

3. Animated, Rebloggable, Scary, Perfect Gifs on Tumblr. Really there is nothing more to say. If your end goal is ticket sales and your target audience is horror fans, this just works. Click for proof.

4. Bold URL Name. It’s a bit of a risk going with a name like they did (see Tumblr URL) but again on point for audience and goals. It’s catchy and memorable.

5. And the debate itself:  With such a social Tumblr, full of shareable and engaging content, will movies return to the old format placing their social media links at the bottom of the page hoping that the conversation will flow onto their peripheral, perishable channels? I think it also speaks a lot to the success of Tumblr itself, becoming a stand in for a web publishing platform. It practically hosts its own major websites now.

Anyone have any thoughts on this debate? (Or also this scary movie?:)

 

Update: THIS MOVIE IS SO GOOD. Love the plot, love the ending, love the characters. I need to buy these masks as soon as they hit Halloween stores.

Three ways Sports teams should use Google+

In case studies, NHL, Social media on August 11, 2013 at 8:21 pm

Inspired by HootSuite’s recent G+ for business series, I’ve done some thinking about how sports teams can utilize the platform to reach their fan bases and engage more frequently during game times and off season. I’m surprised how many late adopted or skimpily utilized Google + pages exist in major league sports. A number of teams are not even using the platform yet. And while I’m never an advocate of using a social media platform “just because,” I feel that not taking advantage of Google +’s unique features and connection with the search engine giant is a mistake.

Three ways Sports Teams can Utilize Google +

  1. Hangout with the team. During the off-season to remind your fans why they love you or during a player’s winning streak, putting together a Google hangout can be an awesome way to allow fans ownership in the team and create content with a lengthy shareable shelf life. With the easy connection to YouTube, a player Q&A or team hangout can invite fans to have a close look that is broadcasted to all of a team’s social channels. The video is then auto-recorded and editable allowing for content which can be shared later. Google + Ripples allow the creator to monitor the content’s reach and allow for evaluation of whether that type of hangout is worth the time investment later.
  2. Communities. Sites like Sports Yapper and even Twitter get traffic during game day. Fans respond constantly to plays, wins, losses and whatever is going on in the sport sphere. While these are sites are commonly monitored and contributed to, Google + communities allow a team to create a controlled game discussion environment.  By creating a community on G+ for your sports team, you can work to provide exclusive content, drive discussion and respond one-on-one with fans. The appeal here is the direct connection and the ability to bring in quest speakers or contributors such as allowing athletes to join the discussion during certain planned, communicated hours or having other team reporters or personalities jump in with their exclusive viewpoints.
  3. Corporate Partnerships. Its no mystery that teams rely on strategic partnerships in many aspects of their existence and unique social partnerships are arising more and more frequently. Google+ allows for segregation of followers and followings into circles. Consider this: there is a fan circle, a corporate circle, an athlete’s circle and an influencers circle (perhaps to monitor or engage with other teams in your division or league.) Conversations can be started with the Google pages of sponsors or partners communally driving traffic to both pages either with contests, cool content or maybe sponsored hang-outs or virtual events. Reports of success or statistical check ins, even great fan feedback and comments can then be shared uniquely with the partners circle. Tangible events at a game can bring to light awesome social snippets too. I think Google+ partnerships circles, if properly executed, could allow for relationship building and a more involved, beneficial conversation between teams and their sponsors.

Who is doing it right: 

A ton of creative content is going out on the platform lately. Most recently, I love the Buffalo Sabres catchy cover photo.

Recent World Series Champions, the San Francisco Giants are rated the highest on Social Bakers in the United States for Google + pages for individual teams.  The page with the most followers is the NBA but the Giant’s boast over 1,100,000 followers and a verified, decently engaged with page. Posts from the past few days average around 80-100 comments on their page.

World Series Champions, the San Francisco Giants must be doing something right on Google+ to have achieved over 1 million followers on the platform.

World Series Champions, the San Francisco Giants must be doing something right on Google+ to have achieved over 1 million followers on the platform.

 

Visions of Social Media with InVision app

In case studies, Community Management, Social media on August 9, 2013 at 6:06 pm

While preparing for job interviews, I came across InVisionapp.com. Hoping to communicate mock-ups of what social media presences could look like, I tried a couple of mockup approaches and began to realize the value of visual, sharable mock ups in social media planning and strategy. After signing up for the service, I was fortunate enough to have been contacted by designer Ryan Duffy and participated in a short call giving feedback on InVision and also learning how to better use it while providing InVision with some basic new user feedback. For one, I have to commend a company willing to take the time and discuss their product with nobody users like me, its the sign of someone who will go far to be willing to take time, listen and reality check! But the experience also showed me the value of such a product in the social space. So without further ado…

InVision makes mock ups, tweeking and sharing easy. See more at http://www.invisionapp.com/tour

InVision makes mock ups, tweeking and sharing easy. See more at http://www.invisionapp.com/tour

6 Reasons you should use an app like InVIsion in strategic SM Planning:

  1. A Good Social Presence is a planned one.  This shouldn’t come as a surprise, but I believe social media is part of a organization’s larger communication goals. Planning just content creation and evaluating target audiences isn’t enough. The design of a page and frequency of occurrence of types of posts (such as video interviews or scoreboards in the NHL space) is crucial in knowing when and what content to post. This can change often for say, preseason, post-season, featuring a player approach and mocking up what a team or company’s social media would look like in various situations is an important part of planning. It gets people all on the same page as well as helps the Social Media Coordinator or manager laser focus their approach.
  2. Various Departments have their hands in social. Everyone from the casual user to the frequent engager will be able to tell when your social media or organizational digital communications aren’t cohesive. Often many hands from marketing to sales have input and touch points with digital and social voices and collaboration can mean the difference. One thing I liked about InVision is the ability to quick share a design via email or link. In turn different departments can comment, change and communicate from any device (even mobile app!) and stay on the same page literally and figuratively.
  3. Archiving and Portfolio. In case social changes frequently or the person running it changes over, it may be useful to have a backlog of say Facebook cover photos and types of typical content. Creating mock ups ahead of time allow anyone in the content creation, measurement or social engagement roles to see the thought process behind various campaigns or redesigns.
  4. Analytical Tweeking. So I know I already mentioned tweeking, but a huge part of successful social is looking at the numbers. Anything from HootSuite to Google Analytics can help you discern almost hourly what type of content is working and what isn’t. A shareable, comment-able, quick mockup tool like InVision will allow for quick modifications to create the best possible twitter page or best possible Facebook design. Responding in real time can be huge for social, say for example, your team just made the playoffs unexpectedly or your company just won a huge award. This is something you’ll want to highlight on your social. Put together a quick mock-up of what the cover photo and type of content for an upcoming campaign highlighting that success and reaching for fan/user engagement will look like and blast off a link to your co-workers or superiors. Quick approval and comments can allow you to put it into action fast with a croudsourced, agreed upon approach.
  5. Responsive Web design, Consistency. With the introduction of a cover photo type box in Facebook, Twitter and Google +, the question is posed: Should all platforms look similar or does each have a different goal? The answer to this will be different for each department, company, organization, etc. but having a slideshow of mock ups can help you get to the answer. HootSuite for example has a large number of social presences from @HootCampus, which I’ve been involved with, to twitter accounts dedicated to each country in which it operates. I think they are the perfect example of consistency in the way that Owly changes and their design looks so similar across the board that you can immediately identify that it is them. I don’t know how their design or planning team approaches or operates at all, but if I were in a position at a company or organization attempting to achieve similar consistency, a mock up tool like InVision would be a huge help.
  6.  Collaborate, Preview, Post. Processes that are consistent and multi-person are more and more common in social strategy. Using mock-ups can allow interns or anyone to submit an approach and allow that idea to grow and be perfected before launching.

All in all, I think I’ll be using Mock Up platforms and mock up sharing more especially in my consulting ventures to get opinions and visually convey to clients. I think it’s an important tool and an awesome way to spark conversation about expertly planned and executed Facebook, Twitter and any other digital presence pages.

Is anyone else using these tools? I’d love to hear how and why!

If you Delete that Tweet…Apology vs. Denial

In case studies, Social media on July 22, 2013 at 9:17 pm

UPDATE:  Since this blog post was published, CNET has reported that the Chipotle hack below was a hoax set up by Chipotle to get people talking. While this blog post is evidence that it worked, It’s just another of the hundreds of reasons why Moe’s is better than Chipotle. However, I still stand by the point I make that apologizing and explaining is better than ignoring hacks, mishaps, or even self-induced mishaps.

Crisis Communications is its own discipline in social media and holds sway over managing organizational crises from a quick outreach, direct to customer, point of view. But we all know social can be the source of its own crisis as well.

The Mis-Tweets

Two events that happened in the past two days from large social accounts (@USOlympic 287,854 followers) & (@ChipotleTweets 228,863 followers). Neither of their tweets could be deemed crisis worthy, but they do raise an issue about deleting tweets.

The chatter about both events is proof enough that NOTHING really ever gets deleted.

USATodaySports grabbed this screen shot of the tweet, claiming that the olympic team loves Nickelback.  http://ftw.usatoday.com/2013/07/nickelback-usoc-tweet/?sf15261191=1

USATodaySports grabbed this screen shot of the tweet, claiming that the olympic team “loves Nickleback”
http://ftw.usatoday.com/2013/07/nickelback-usoc-tweet/?sf15261191=1

The mistake was deleted afterwards, and I didn’t catch the circumstances under which it was posted. However, an alternate course of action could have been to apologize and explain what happened. Whatever occurred, I’m of the opinion that clarity would have eased this issue, now shroud in mystery. Instead of guessing what happened, we would know from the source. Bonus points if it was cleared up in the tone/personality of the account. 

Sorry versus Hidden

The other adventure in social happened to Chipotle yesterday.

A string of strange tweets came from the @ChipotleTweets account yesterday, followed by some semblance of an explanation.  https://twitter.com/ChipotleTweets

A string of strange tweets came from the @ChipotleTweets account yesterday, followed by some semblance of an explanation. https://twitter.com/ChipotleTweets

Mashable’s coverage states that it hasn’t become clear if the account was hacked or not and their apology tweet doesn’t shed a whole lot of light on the situation either. In my opinion though, it was better to address the situation and not leave it as the elephant in the room.

Situations such as the above happen and will continue to happen to all sorts of social accounts from your personal mishap to a large scale hack. It’s all in how you respond to them. In my opinion a clear explanation or even poking fun at what occurred (if it fits into your organization’s personality and goals of course) is the best approach.

Is it okay to delete (sometimes)?

Time to confess: I’ve deleted personal tweets in the past. Yesterday actually. If I post something too quickly or realize I somehow pinged the wrong twitter handle I will delete, correct a MINOR error such as quick typo or one letter off handle and resend. I think changes like this are okay even at an organizational level. It isn’t changing the meaning of the tweet and if it is caught instantly, the mistake may not reach too far before being corrected. The goal after all is still optimizable, valuable content, right?

What does everyone else think, is it okay to delete? Is it best to delete? Do the rules change at  a personal or organizational level?

Here’s a slideshow some students in my #NewhouseSM4 class put together last spring on Crisis Communications:

Slideshare: