Katie Paine gives us a three part social media revolution or 3 areas where she thinks that our thought process needs to shift because of social media.
1. Timeliness has been redefined
-There's been a change in how we think about time in the business world now because
responding to people within a day or two is no longer thought to be responsive or responding
in real time. Katie suggests that responding before it goes viral. Brand monitoring should be a
daily process if you aren't doing it hourly.
- One example of this going wrong was Domino's Pizza. A video about the less than
desirable conditions in one of their restaurants went viral and the communications office
didn't respond until 48 hours later. In that time they sales had dropped significantly.
-That leads perfectly in to crisis communication because you need to prepared to give
a quick response. Companies need to have their brand influencers identified before
problems come up and be aware of possible things they can/will say something about.
2. The role of marketing and communications has been redefined
-Social media and the internet in general has given us the opportunity to ask friends and
others for their opinions before decided on things like where we should go to dinner, what
movie we should go see, etc.
-A personal example, my family and I spend a good amount of time in Chicago, but when
we go we always try to find different restaurants to try instead of going to our staples the
whole time. So, our main tools are Yelp! and Open Table. We just plug in our current
location and look up places close by and we pick a few that sound good and go through
the reviews. One weekend we found a restaurant for Sunday brunch, Table 52, that was
located in a spunky area away from the hustle and bustle of downtown. We chose it
because of the description as well as the raves of the desserts and the untraditional takes
on traditional brunch foods. And I can say their take on Shrimp and Grits was REALLY
good.
Table 52 (52 West Elm St. Chicago)
3. Most definitions of success are irrelevant
-Success based on the number of eyeballs or impressions in the world of social media is hard
to keep up with and really doesn't matter. Those of us study Public Relations have had the
next phrase shoved in our face countless times, but it's important --->
RELATIONSHIPS ARE KEY! Measuring them by engagement is the best way to count
success in social media.
-I think I've used this example before but I'll use it again. Over the summer I got a new
laptop from Apple and my little brother got my old one. At Apple they transfer all the stuff
you have on one laptop/computer to the new one, which is helpful (my first impression of
service). Until you find out that your supposed to turn off your iCloud after a good chunk of
your contacts are gone. I spoke to two people the night that happened and lost my contacts
right after Apple told me how to fix the problem. So sensing my frustration (and countless
angry tweets while this is all going on) they hooked me up with a "geek", they use the word
Genius, in a higher position the next morning. I told him my problem and he walked me
through the same process from the night before which of course led to the same ending, he
tried it again but with an extra step and then gave me his email, phone number, work hours,
and told me that I needed to contact him personally anytime I had problems with any of my
Apple products.
No comments:
Post a Comment