http://www.bulletproofblog.com The blog on crisis communications Fri, 12 Mar 2010 18:16:36 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 http://www.bulletproofblog.com/2010/03/12/weekly-web-wrap-up-for-march-12-2010/ http://www.bulletproofblog.com/2010/03/12/weekly-web-wrap-up-for-march-12-2010/#comments Fri, 12 Mar 2010 18:16:36 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2295 Bulletproof’s Weekly Web Wrap-Up offers a compilation of key discussions regarding social media’s increasing relevance to business.

It’s official; location-based social networking is rapidly going mainstream. In just the last week, Twitter has added geo-location capabilities to its website and Facebook has announced its own plans to add location-based functionality. Emerging social media sites, such as FourSquare, Google Buzz, and Loopt, all offer geo-location options as well. And at the South by Southwest (SXSW) conference going on now in Austin, Texas, even more location-based social media platforms and tools are expected to burst onto the market.

This week’s Wrap-Up covers ongoing location-based social media developments, as well as tactics for how companies can best use these tools to grow their businesses:

Mashable:
Twitter’s Website Now Attaches Locations to Tweets

CNN:
Facebook to Add Location Features

Social Media Examiner:
5 Emerging Social Media Sites to Watch in 2010

TechCrunch:
How to Use Video SEO to Jump to the Top of Google Search Results

Social Media Examiner:
6 Powerful LinkedIn Marketing Tips for Small Businesses

***Stay tuned next week for live updates and blog posts from SXSW.

 

Click here to receive the Weekly Web Wrap-Up in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/03/12/weekly-web-wrap-up-for-march-12-2010/feed/ 0 http://www.bulletproofblog.com/2010/03/10/ma-uptick-dictates-the-need-for-digital-due-diligence/ http://www.bulletproofblog.com/2010/03/10/ma-uptick-dictates-the-need-for-digital-due-diligence/#comments Wed, 10 Mar 2010 15:03:20 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2276 Wall Street was abuzz over an uptick in merger and acquisition activity that some analysts expect to evolve into a full-blown rebound by the end of the year. From the media and entertainment sector to the high-tech industry to the alternative energy market, companies now emerging from the cash-strapped days of 2008 and 2009 are looking to make moves. But before the wheeling and dealing begins in earnest, companies seeking to make major acquisitions in 2010 need to be aware of just how fast a business partner’s – or even potential business partner’s – reputational liabilities can become their own.

In today’s increasingly inter-connected and global economy, companies are judged in part by the company they keep. When conducting major transactions, entering emerging markets, or initiating partnerships with vendors, suppliers, or distributors, it is no longer sufficient to simply vet a potential business partner’s fiscal health, legal liabilities, or regulatory environment; the prospect’s standing in the Court of Public Opinion must be an essential element of due diligence as well. Today, entering into a commercial partnership is tantamount to an endorsement of the partner’s business practices and the sociological and political statements that those practices entail.

The reputational implications of a potential business relationship usually can’t be found in a balance sheet or earnings report. More often than not, they are hiding in plain sight – on nightly newscasts, the front page headlines, or any of the 133 million active blogs throughout the world. Thus, traditional and digital media sweeps for mentions of the company in question – and its leadership – are essential to any risk assessment or due diligence effort surrounding a transactional relationship.

Digital media sweeps, such as those of online-only publications, blogs, and other forms of social media, have taken on added significance as the Internet increasingly drives traditional media coverage. With more than three-quarters of traditional journalists reporting that they regularly check blogs for story ideas, the digital space provides the most comprehensive real-time snapshot of a potential partner’s reputational liabilities.

In the Information Age, digital media monitoring enables companies to make the most informed decisions possible as to where, when, and with whom to conduct business.

Dallas Lawrence is Chair of the Social and Digital Media practice at Levick Strategic Communications, the world’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/03/10/ma-uptick-dictates-the-need-for-digital-due-diligence/feed/ 1 http://www.bulletproofblog.com/2010/03/09/six-six-6-ways-businesses-can-leverage-google-buzz/ http://www.bulletproofblog.com/2010/03/09/six-six-6-ways-businesses-can-leverage-google-buzz/#comments Tue, 09 Mar 2010 21:42:17 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2272 The top six social media tips to know before you leave the office.

Last month, Google burst onto the social media scene. Google Buzz – a service populated by posts that are longer than tweets, shorter than blog posts, incorporate photos or video, and include geo-location information – is already years ahead of many start-up social networks in a number of ways. It is feature rich, bringing together many of the capabilities that previously existed on disparate platforms, and it integrates with the 100 million existing Gmail accounts. This is a figure Facebook did not surpass for years and Twitter has yet to even approach.

With the Google name behind it and this immediate audience of users, Buzz has all the makings of an online tool that will provide even greater opportunity for businesses to reach new customers, cultivate existing brand ambassadors, and connect with other stakeholders online. Even in its current nascent state, Google Buzz provides services that go well beyond existing functionality on other social networks.

This week’s Six @ Six highlights six ways that businesses can start making use of Google Buzz. If you have additional suggestions or are already using Google Buzz for your business, I’d love to hear about it on Twitter @DallasLawrence:

1. Foster Relationships:

I’ve said it before, and I’ll say it again: the key to success in the social media realm is to listen, engage, and foster relationships. In a social medium, one-way communications will fall on deaf ears. Google Buzz, as an integrated part of existing Gmail accounts, provides unprecedented opportunity for fostering two-way conversations and engaging with others, particularly those already in your network of contacts. The service is designed to show ongoing conversations about a particular topic, which stands in stark contrast to Twitter’s focus on displaying individual Tweets. Without a 140-character limit, Buzz also provides more freedom to write out complete thoughts and include attachments that can enhance conversations. Try following the example of ReadWriteWeb, which uses Buzz to ask questions or request feedback about topics of interest to its followers. This approach demonstrates a commitment to listening and a genuine interest in what your customers or followers have to say. Not only can this help gauge interest in future business opportunities, but it can also help build an extensive network of brand ambassadors that you can draw on in times of need.

2. Promote Your Web Content:

If your business regularly publishes blog posts, is quoted in the press, or frequently offers special deals, Google Buzz provides another valuable outlet for disseminating links and messages to your followers. Just as with other social media platforms, however, be careful not to come across as excessively promotional, as users are more interested in conversations than being inundated with recommended links. Consider asking your followers what they think about a post or quote you send out via Google Buzz, or encourage them to share feedback when they take advantage of a special deal. If you have a blog and don’t already have a widget such as AddThis or Bookmarkify that encourages visitors to share content via social media, it’s time to add one – and make sure that Google Buzz is an option. This encourages readers to serve as third-party “validators” by sharing your content with their followers. When effectively utilized, Buzz provides yet another avenue for virally disseminating your Web content and reaching new audiences.

3. Monitor Conversations:

The backbone of any effective marketing, public relations, or social media effort is monitoring. After all, in order to respond to concerns or get involved in a conversation, you need to know what those concerns are and how the conversation is unfolding. While you can easily ask your followers for feedback on topics of interest to your company, new tools such as Buzzr allow you to track what’s popular and what others are discussing throughout the network. If your company is a trending topic on Buzz, whether positive or negative, it’s time to engage the conversation with your own messaging. Or if a particular area where your company specializes is trending, join the conversation and share your expertise. As Buzz grows in scope and use, new features will undoubtedly be developed that enable you to track all conversations related to your brand – ensuring that no crisis sneaks up on you and that you are aware of every opportunity to respond and engage.

4. Location-Based Functionality:

Local and retail businesses take note: Google Buzz makes it easy for mobile users to “check in” each time they visit your location, broadcasting their whereabouts to all of their followers. Much like the up and coming social network FourSquare, Buzz provides an unprecedented opportunity for businesses to provide special offers to frequent customers and incentives for visiting a particular location. Many small businesses have already embraced FourSquare, encouraging shoppers and visitors to check in via the network and present their phones to cashiers and servers in exchange for a free gift. Users who frequent the location are often offered ongoing discounts or free offers. By encouraging customers to broadcast their support of your particular store, you increase your exposure to their followers and beyond – leading to increased brand awareness and expanded business.

5. Project Collaboration:

Google’s array of products, including its latest tool, makes it easy for teams to collaborate on a wide range of projects. While Google Docs has long made it easy to share documents, presentations, spreadsheets and more by providing a venue for others to contribute and make edits, Google Buzz takes this to the next level. Buzz makes it easy to create groups of contacts on the fly, specifying just those whose input you seek on a particular project. You can then post a private message – including links to Google Docs – to be shared only with the particular Group you choose. In this regard, Buzz is essentially a less cumbersome form of the back-and-forth email conversations that define business today. You can request feedback and share comments with your team, all of which will appear in a dedicated conversation stream, rather than sprinkled within various emails on unrelated topics.
 
6. Integrate Your Buzz Feed:

As a brand-new social media platform, Google Buzz provides an unparalleled opportunity for businesses to help blaze a trail and influence future expansion. One of the first important steps companies should take is to build off of Buzz’s API to integrate a company feed onto your website, blog, or other Web presence. With Google placing significant focus on expandability and developer-friendly functionality, be sure to stay tuned for future opportunities to build customized apps and widgets for Google Buzz, much like Facebook or iPhone apps. By taking advantage of the opportunity to lead the way in developing new widgets that can help simplify your key constituencies’ everyday tasks, your brand will be forever associated with innovation and simplification, thus strengthening relationships with these key audiences.

Click here to receive Six @ Six in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/03/09/six-six-6-ways-businesses-can-leverage-google-buzz/feed/ 2 http://www.bulletproofblog.com/2010/03/05/weekly-web-wrap-up-for-march-5-2010/ http://www.bulletproofblog.com/2010/03/05/weekly-web-wrap-up-for-march-5-2010/#comments Fri, 05 Mar 2010 20:30:37 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2251 Bulletproof’s Weekly Web Wrap-Up offers a compilation of key discussions regarding social media’s increasing relevance to business.

This week’s events confirmed what many of us have suspected all along: that on-the-go social media activity is skyrocketing as smart phone use becomes increasingly widespread. With more Americans accessing news and information from the Internet, mobile Web, and social media, businesses – and small businesses in particular – must adapt accordingly. Location-based social media activity presents an unprecedented opportunity for businesses to leverage brand ambassadors in the online space, reach new customers, and generate new business.

This week’s Wrap-Up highlights a few of the ways small businesses can use social media and mobile mania to capture new business and connect with existing customers:

HubSpot:
5 Reasons B2B Product Marketers Should Increase Social Media Spending

VentureBeat:
Twitter Mobile Traffic Up 347 Percent from 2009

Social Media Examiner:
4 Ways to Use Twitter to Capture Customers

Mashable:
How Small Business Is Using Social Media

CNN:
Survey: More Americans Get News from Internet than Newspapers or Radio

Click here to receive the Weekly Web Wrap-Up in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/03/05/weekly-web-wrap-up-for-march-5-2010/feed/ 0 http://www.bulletproofblog.com/2010/02/26/weekly-web-wrap-up-for-february-26-2010/ http://www.bulletproofblog.com/2010/02/26/weekly-web-wrap-up-for-february-26-2010/#comments Fri, 26 Feb 2010 19:14:22 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2217 Bulletproof’s Weekly Web Wrap-Up offers a compilation of key discussions regarding social media’s increasing relevance to business.

Social media’s gradual evolution into an essential business tool has morphed into a torrent that is inundating all levels of companies both large and small. In fact, a recent study shows that a 79 of the world's largest 100 companies are making use of at least one social media tool. At the same time, myriad small businesses are making daily use of blogs, Facebook, Twitter, and other social media platforms. As such, it is becoming increasingly apparent that any company postponing social media engagement for much longer will likely face an almost insurmountable competitive disadvantage in the near future.

This week’s Wrap-Up seeks to address some of the questions companies may have about getting started with social media. From how to engage on Facebook, to how to market on LinkedIn, to how to make sense of new products such as Google Buzz, it’s covered below:

ReadWriteWeb:
Are the Fortune 100 Now Beginning to Embrace Social Media Tools?

ClickZ:
Five Social Media Trends to Watch in Early 2010

Social Media Examiner:
13 Ways to Move Your Facebook Fans to Action

Mashable:
Google Buzz Not a Twitter or Facebook Killer, Says Google Exec

Social Media Explorer:
Top 5 Ways to Market Your Business with LinkedIn

Click here to receive the Weekly Web Wrap-Up in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/02/26/weekly-web-wrap-up-for-february-26-2010/feed/ 0 http://www.bulletproofblog.com/2010/02/23/six-six-6-great-examples-of-employee-social-media-policies/ http://www.bulletproofblog.com/2010/02/23/six-six-6-great-examples-of-employee-social-media-policies/#comments Tue, 23 Feb 2010 21:45:15 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2198 The top six social media tips to know before you leave the office.

In 2009, eight percent of American companies reported that their online reputation had been damaged by employees’ social media activity. Needless to say, employers are quickly realizing the importance of harnessing their employees’ social media use. In fact, 29 percent of American companies have now developed formal social media policies for their employees.

Policies vary in length and specifics, but the most important result is that your employees understand the power and consequences of social media participation. When employees are properly trained and provided with engagement guidelines, companies avoid online controversy and leverage employees as genuine brand ambassadors in the online space.

To help your business establish a policy of its own, we’ve outlines six great examples of employee social media policies. If you know of other great examples, please share them with me on Twitter @dallaslawrence.

1. Kodak – The Importance of Education:

The initial focus of Kodak’s social media policy is to clearly define the social media landscape and why it is critically important to effective brand and reputation management. To that end, Kodak’s policy provides a brief description of popular social networks and also includes user statistics for each platform – one of only a handful of policies that break down each network in this way. Employees often find such breakdowns extremely helpful. Kodak also explains how the company uses each network and why. After all, each social network is different, and successful engagement tactics tailored to one might not work on others. By educating employees about each individual network and the role it plays in your online image, you can help them realize the best practices for both personal and professional engagements on these sites.

2. Yahoo – Risk v. Reward:

The overarching priority of Yahoo’s blogging policy is legal liability. In its policy, the company explains the legal implications of engaging online, including a rundown of all possible offenses. It is particularly important for employees to understand the scope of liability for their actions. Damaging tweets can mean legal trouble not only for the author, but also for his or her employer. In order to prevent such consequences, Yahoo provides advice and insight on best practices. While it is important to inform employees about the ramifications of posting content online, encouraging them to engage in a productive manner can be an important tactic for improving your brand’s status online. Yahoo expertly strikes a balance between caution and empowerment. By offering advice on what they should do, you can help employees to engage safely with a digital audience.

3. Coca-Cola – Get Employees on the Same Page:

In its social media policy, Coca-cola takes a break from all things digital to reinforce its traditional company values and brand identity. The soft drink conglomerate recognizes that consistency is crucial when building and maintaining brand equity. In order to create a strong, cohesive image, the same message should be broadcast across all channels. After all, social media is simply another venue for disseminating messages to consumers and online audiences. Coca-Cola stresses that any posts associated with the company should convey the brand’s “positive, optimistic spirit.” This brand truly understands the importance of ensuring that employees know what your brand is all about before enlisting them to be your online ambassadors.

4. Kaiser Permanente – Building Community:

Kaiser understands the communal nature of social media, as evidenced by its blogging policy. Above all else, Kaiser Permanente stresses to its employees that they need to “know fellow bloggers.” The company provides tips in its employee social media policy on how to identify which peers to engage in the online space, demonstrating Kaiser’s recognition that successful social media initiatives must involve two-way conversations. As a result, Kaiser’s employees understand that social media is about offering value to others. After all, no company can be successful if its social initiatives simply push out information with no reactive or responsive component. It is only by actively engaging and building relationships that companies fully capitalize on all that digital media have to offer.

5. Bread for the World – Set Goals, Be Strategic:

This non-profit emphasizes the need for a well-defined strategy in its guidelines. Bread for the World clearly defines what it wants to achieve through social media in its goals section, which is the first thing employees read. The non-profit even illustrates an online communications model for employees that demonstrates how the organization’s multi-platform strategy is designed to accomplish its goals. BftW’s social media policy is dedicated to educating employees about communications strategy to help ensure that their actions fit within this overall model. Corporate social media engagement should always center on a goal or purpose and should not be done simply for the sake of doing so.

6. General Motors – Encourage Transparency:

GM is an industry leader in educating its employees about the importance of transparency. GM’s policy makes it clear that all employees must identify themselves as GM employees, regardless of whether their comments mention the company. This transparency requirement is universally applicable, whether an employee posts content on his or her own social network channel or when he or she simply comments on others’ posts. In addition, GM also requires its employees to issue a disclaimer that clearly states that personal views do not necessarily reflect those of the organization. The issue of transparency has become increasingly important, particularly since the FTC issued its guidelines for online communicators. It is no longer simply unethical to withhold information about what company or product you represent, it may also be considered unlawful. Thus, you need to ensure that your employees are aware of these guidelines and comply with transparency standards.

Click here to receive Six @ Six in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on BulletProof. Connect with him @dallaslawrence.]]> http://www.bulletproofblog.com/2010/02/23/six-six-6-great-examples-of-employee-social-media-policies/feed/ 5 http://www.bulletproofblog.com/2010/02/19/weekly-web-wrap-up-for-february-19-2010/ http://www.bulletproofblog.com/2010/02/19/weekly-web-wrap-up-for-february-19-2010/#comments Fri, 19 Feb 2010 20:51:02 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2178 Bulletproof’s Weekly Web Wrap-Up offers a compilation of key discussions regarding social media’s increasing relevance to business.

This week, we learned that Facebook – the largest social media platform in the United States – has overtaken Yahoo as the second most visited site on the Web. While Google still rules the roost, the meteoric rise of Facebook demonstrates the exploding popularity of social networks – even over search engines, which are the traditional gatekeepers of online information. This means that individuals and companies alike simply cannot afford to sit idly by and focus resources solely on websites and search engine optimization. Social media must be a core component of any successful Web strategy.

This week’s Wrap-Up focuses specifically on Facebook: its growing popularity, tactics for engagement, options for advertising, and even the legal implications of online criticism. But don’t think for a second that Facebook is the only social media platform worth engaging; each platform has its own nuances and audiences and may provide unique benefits to different companies.

Mashable:
Facebook Overtakes Yahoo: Now the Second Most Visited Site in U.S.

OPEN Forum:
How to Build a Facebook Landing Page for Your Business

ReadWriteWeb:
Facebook Wants YOU To Advertise

CNN:
Facebook Gripes Protected by Free Speech, Ruling Says

Mashable:
HOW TO: Make Your Small Business Geolocation-Ready

Click here to receive the Weekly Web Wrap-Up in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/02/19/weekly-web-wrap-up-for-february-19-2010/feed/ 0 http://www.bulletproofblog.com/2010/02/16/six-six-6-questions-to-ask-before-engaging-in-a-social-media-platform/ http://www.bulletproofblog.com/2010/02/16/six-six-6-questions-to-ask-before-engaging-in-a-social-media-platform/#comments Tue, 16 Feb 2010 22:33:39 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2147 The top six social media tips to know before you leave the office.

As social media use continues to grow – particularly throughout the business world – it can be difficult for companies to identify where best to focus their limited resources. After all, there are hundreds of social networking sites around today, and few companies have the bandwidth to properly engage on all of them.

With over 80% of Americans involved on at least one social networking site, the importance of corporate social media engagement cannot be understated. When correctly utilized, social media provides unparalleled opportunities for reaching new audiences, strengthening relationships with current customers and supporters, and building goodwill should you ever need to draw on it during a crisis.

Before diving into social media, every company needs to carefully outline its goals and consider which platforms are best for achieving their desired results. This week’s Six @ Six outlines six of the most important questions each company needs to ask when considering a social media presence. If you have additional suggestions, let me know on Twitter @DallasLawrence.

1. What are your social media goals?

What do you want to accomplish with your social media involvement? Do you want to develop new business prospects? Build a network of online brand ambassadors? Strengthen your position as an industry thought leader? Your goals will help determine the best platforms and methods for effective social media engagement. For instance, if you want to demonstrate thought leadership, start with a company blog or a Twitter profile, as these platforms are best for showcasing knowledge and expertise. To strengthen relationships with customers and cultivate brand ambassadors, create a Facebook fan page, use Twitter to respond to customer concerns in real time, or provide content or prizes available only to your supporters. LinkedIn can be an important asset for identifying new business prospects, and simply engaging with others on any social network can reap rewards as well.

2. How much time can you devote to social media?

In many cases, individuals and companies dive into social media expecting to be able to write several blog posts a day, send hourly Twitter updates, and actively manage multiple Facebook Fan Pages. But then reality sets in. The workload elsewhere picks up and most of these accounts lay dormant. Needless to say, five sporadically updated accounts are not nearly as effective as one or two regularly maintained accounts. If time is a potential issue, don’t start a blog without dedicated assistance from co-workers, as blogs should be updated at least 2-3 times each week. Setting up a LinkedIn company profile requires the least amount of regular maintenance, and Twitter is also manageable.

3. Who is your target audience?

The audience that you are trying to reach is the most important consideration in determining which platforms to engage. After all, certain demographics tend to have higher adoption rates on particular social media platforms. For example, believe it or not, Facebook has higher adoption rates among those 35 and older, while MySpace is predominantly the realm of teenagers and young adults. LinkedIn is far and away the most professional network, used primarily for business purposes. By carefully considering who you want to reach through social media and by thoroughly researching the audiences of each platform (most social networks maintain blogs or media kits that outline the precise demographics of their members), you can ensure the greatest return on your social media investment.

4. How difficult is it to get approval for updates?

Frequent updates to your social media profiles are crucial to achieving success. With that in mind, it’s important to consider the approval process for content at your company or in your particular division. Do documents tend to get held up for months before being approved to send on to clients? If so, Facebook or YouTube, which offere content channels other than original thought leadership - such as photos and video - may be a possibility. On the other hand, if your team is frequently granted a certain level of autonomy or if items generally only need one level of approval, a blog or Twitter feed could be solid options. But be realistic, and be sure to have the conversation internally right from the start about expectations for review and approval of each update, whether you’re sharing blog posts, Facebook updates, or Tweets.

5. How can you manage risks?

Despite all of its opportunities, social media also presents companies with a potential minefield: every status update, blog post, and Tweet lasts forever, even if it’s deleted from your account. But the rewards are substantial. Just as in traditional media, interviews and placements in the online space can help demonstrate thought leadership and provide an easy entrance pointinto social media. If there are concerns about how social media accounts reflect the official corporate message, consider leveraging employees as brand ambassadors, and thus providing comfort room between the corporate mouthpiece and social media presences. Alternatively, set up a forum for customers to share their thoughts and opinions, and therefore serve as brand ambassadors. This option requires active monitoring to minimize slander or false accusations. If your company has adopted a robust employee social media policy and understands the changing dynamic of online content, your options grow exponentially.

6. Can you recruit others to contribute?

Maintenance of even one social media profile can be a daunting task for a professional with myriad responsibilities. However, a tried and true solution is to encourage coworkers to get involved and contribute anything from ideas for content to fully developed blog posts. Chances arethere are others at your company already involved in social media for personal use that would be excited to help contribute to the company’s online updates. Invite team members to share articles that could be Tweeted out, draft blog posts to be published, or develop discussion questions to ask your fans and followers. By providing employees with a stake in your company’s online presence, you not only generate more and better content, you begin to leverage your team as brand ambassadors.

Click here to receive Six @ Six in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on BulletProof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/02/16/six-six-6-questions-to-ask-before-engaging-in-a-social-media-platform/feed/ 2 http://www.bulletproofblog.com/2010/02/12/weekly-web-wrap-up-for-february-12-2010/ http://www.bulletproofblog.com/2010/02/12/weekly-web-wrap-up-for-february-12-2010/#comments Fri, 12 Feb 2010 18:45:07 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2140 Bulletproof’s Weekly Web Wrap-Up offers a compilation of key discussions regarding social media’s increasing relevance to business.

By now most people know about the importance of social media but many businesses are still trying to get a handle on how to best engage this critical space. While the challenge seems daunting, a one-step-at-a-time approach can facilitate an effective social media presence. Whether you’re promoting offline events via social media, using YouTube videos to market your product, developing a company blog, or using Twitter to connect with customers, there’s a tool for every business and every business goal.

This Wrap-Up includes five articles, each focusing on a different social media platform and how forward-thinking businesses can successfully utilize these tools:

Mashable:
Four Elements of a Successful Business Web Presence

Social Media Examiner:
The Secrets of YouTube Marketing Revealed

Mashable:
7 Ways to Promote Your Offline Event with Social Media

ReadWriteWeb:
6 Approaches to Your Company Blog

Social Media Examiner:
Reaching Millions with Twitter: The Whole Foods Story

Click here to receive the Weekly Web Wrap-Up in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation's top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/02/12/weekly-web-wrap-up-for-february-12-2010/feed/ 0 http://www.bulletproofblog.com/2010/02/09/six-six-six-tools-for-pr-professionals-on-the-move/ http://www.bulletproofblog.com/2010/02/09/six-six-six-tools-for-pr-professionals-on-the-move/#comments Tue, 09 Feb 2010 21:45:23 +0000 Dallas Lawrence http://www.bulletproofblog.com/?p=2102 The top six social media tips to know before you leave the office.

According to Facebook, more than 65 million users interact with the site through their mobile devices. The users are also 50% more active on the site, posting comments, pictures, and even video on the go. Twitter was built from the ground up to be used with mobile devices – its 140 character updates fit nicely within text message length restrictions. Meanwhile, Apple sold 42.5 million iPhones by the end of 2009. Palm’s Pre, Google’s Nexus and other Android-powered devices have joined the market already dominated by Blackberry, adding to the growing number of smart phones bringing the Web into our everyday lives.

Communications professionals can no longer wait to get back to their desks when crisis strikes. Because more individuals now access the Internet and its social networks from their phones, crises have the potential to spread even farther and faster as situations are documented in real time on the Web. It is therefore all the more critical to keep your customers up to date as well as to mobilize brand ambassadors as events unfold.

Just as these devices have empowered your customers to voice their opinions anywhere, they can aid your crisis communications team to monitor and respond anywhere they have cellular coverage. But is your phone armed with the right apps to manage a possible brand-damaging crisis away from the comfort of your desk?

This week’s 6@6 highlights six iPhone apps to transform crisis managers into certified iPhone power users. If you have a favorite app that’s missing from the list, add it to our comment section or share it with me via Twitter @DallasLawrence.

Wordpress

Your company blog is likely a key corporate mouthpiece that customers turn to for official information. During crises, it’s critical to update your blog as key audiences search for information. Wordpress – which allows you to provide updates in real time, moderate comments, upload photos, and edit pages – puts the power of the blogosphere in your hands. If you use Wordpress to power your blog, this app should be front and center on your phone’s home screen.

Instapaper

In the midst of a crisis, it’s difficult to keep up with the volume of news coverage, especially if you’re on the go. Instapaper provides a free application to seamlessly manage and save articles. It stores and converts the articles you find into iPhone-friendly documents that can be accessed offline. Trying to find essential talking points or contact information in the face of a crisis can be frustrating. By utilizing Instapaper, you and your team can develop a shared organized directory of such crucial information, optimized on iPhones, Kindles, and traditional computer screens.

AP Stylebook

Still can’t remember if it’s “e-mail” or “email?” AP Stylebook’s iPhone app is a solution. With searchable listings, punctuation sections, and the option to add your own notes and entries, this app makes writing documents on-the-go a breeze. Crisis communicators may no longer have the luxury of returning to their desks to write updates, but that doesn’t mean you have to sacrifice quality. The Stylebook app ensures that, if you are on the road, working at an event, or triaging media requests from the crisis epicenter, you can still adhere to journalistic standards. You can also follow AP Stylebook on Twitter (@APStylebook) and tweet for assistance.

CardReader

Managing business cards is never easy and, during a crisis, it’s even more complicated. That’s why CardReader is a must-have app,very much worth the investment. It uses your phone’s camera to capture an image of the business card and convert the data into an entry in your address book. The app also stores the photo in your address book so you can browse the cards visually. It’s not 100 percent perfect, so you’ll still need to verify the data. But it does ensure that you can quickly upload key contacts into your phone and not risk losing track of someone’s card in the process.

Photoshop

Taking photos on the iPhone isn’t likely to win you any awards but, with Photoshop’s free app, you can make quick edits to improve their overall quality. The app features basic editing tools such as setting exposure, adjusting tint, and cropping. Combined with your photo-sharing app of choice, you can upload quality photos quickly to the Web during events. Or, if you need to send a photo to a reporter, you can be assured the image is up to snuff.

UStream

UStream is the first app that streams live video through your iPhone to the Internet. It’s a complete game changer, allowing you to operate like a one-stop broadcast shop. Some situations will still demand the highest production values but, when speed is the main priority, UStream is the ticket. The app also allows you to poll viewers and share video on YouTube, Facebook, and Twitter. Remember to setup your company’s UStream profile before downloading it, so you can use the service at a moment’s notice.

Click here to receive Six @ Six in your inbox each week

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on BulletProof. Connect with him @dallaslawrence.

]]> http://www.bulletproofblog.com/2010/02/09/six-six-six-tools-for-pr-professionals-on-the-move/feed/ 1