We have a refreshed, updated and re-energized website! Welcome!
As we were going through what needed to be revised on the AHA site, we realized that we’ve been blogging for close to 15 years. The blog on this site goes back to 2007 – that’s 11 years of having our own blog, with a few years before that when we were working with early adopter clients to get them up and running. That is incredible.
Creating content has become a large part of what we, as communicators, do. The world has changed and while mainstream media coverage will always be important, it is no longer always the priority in the strategies that we develop for clients. That is a big shift.
Owned content (what you create yourself) has become a powerful tool for organizations that are looking to authentically and fully engage with stakeholders. The way to reach customers, clients, government, vendors, suppliers, community partners and others is via social media networks and information, news, updates, case studies and other stories that are shared online.
Whether you are B2C or B2B, you have an audience – a community that is looking to you for knowledge, expertise, guidance or advice. They want you to solve a problem, provide a service, or offer a benefit. The way to tell them how you do these things is through online content.
You have to be a storyteller – to inform, educate and even entertain (when appropriate). No marketing speak, no sales push, no pressure. It’s about creating a compelling reason to move each person to action – and to do that, you must engage.
We’re going to be talking a lot more about blogging here – on our blog. We’re also bringing back Fast Take Fridays starting in March. (We get so many e-mails about them!)
I have a diverse group of “friends” on Facebook. Some are family, some close friends, and some I have met through work or even through online groups and courses. They don’t see the world from the same perspective or through the same lens – at all. It can be very interesting to watch the differing opinions come out when something serious is going on in the world.
I think that stepping out of my own biases is important. I work hard to understand why people feel the way they do about a topic – and it’s not always easy to do when it appears that their values sit opposite to mine. I might not agree, but I do try to dig in and appreciate where they are coming from. As a global citizen and as a communications professional, I believe it is my obligation to put my personal lens aside so that I can better understand what their motivating factors are, especially for some of the more extreme opinions. It’s not comfortable or easy. (And I admit, there are quite a few ideologies that have recently become emboldened that I will never understand – and that I publicly push back against. But that is a blog post for another time.)
Often, a situation will arise or an incident will happen that has people commenting online – including on my Facebook page, which I take as a little microcosm of the world. And it is surprising how people can interpret what happened differently – usually in a way that supports their own belief system or narrative.
Even something as innocent as a little Facebook meme reminds me of how important it is to take the time to understand how your target market or audience sees the world and will view the information you want to share with them.
The other day, the image we have shared in this post was making the rounds on Facebook. It seemed like a pretty harmless little meme. Within a few days, two individuals on my Facebook page had shared it. Their description of it and the comments that were added by their Facebook friends were very different.
One person’s opinion was that when something happens on Facebook and people send “positive energy” and “love,” it is a useless, empty act that means nothing. Each of the comments on this person’s post agreed with him. It took on quite a mocking tone about how sending “positive energy” helps no one who has just experienced a terrorist attack, the loss of a loved one, or is having a difficult time.
Another Facebook friend shared the same meme – and said that this is exactly what is in her mind when she sees someone sending “positive energy” – that they are letting you know they are thinking about you and that they care. And the comments on her post supported that opinion.
As a communications professional, it is up to me to make sure that when a client is planning some type of announcement, campaign or initiative, we are all fully aware of what the response might be. And – even what might, to some, seem like a positive event or project could receive a critical response from others. You can’t make assumptions that everyone is on the same page or that they will see this (or anything) from the same perspective.
We have to be hyper-aware of any potentially negative or critical response and help our client to: a) understand why there might be this type of response; and b) to get ahead of it and be prepared. It doesn’t mean that we can make it go away, but perhaps there is a way to acknowledge and address the criticism(s) during the planning stage.
We all have biases and we see the world through our own experiences and belief systems. As communicators, we need to step into this and take the time to understand what that really means for our clients.
Social media can ruin your future. It’s that simple. Social media puts your reputation at risk when you post something inappropriate, illegal, immoral, unethical or just plain nasty. A perfect example of this is a small group of Harvard University accepted students – who engaged in a private Facebook chat where they shared sexually explicit memes and messages that also targeted minority groups. They aren’t going to Harvard now. Their admission has been rescinded, according to the Ivy League school. Their futures aren’t so bright now.
This isn’t the first time something like this has happened and it won’t be the last. Heck, there are people who were stars in the world of PR and social media who have been taken down because they posted something unacceptable – often thinking they were being funny.
One of the elements of social media that I appreciate – in both my personal and professional life – is how it allows you to see someone for who they truly are. Years ago, before social media (remember that?), people could show one face publicly and be someone else entirely behind closed doors. Not anymore. Social media has erased that boundary – and I think that is a great thing. You see, even if people are trying to showcase themselves in a particular way, if it isn’t authentic to who they really are – at some point – they will slip up, let their guard down, respond to something… and they will get caught. And many of those people should be unmasked for who and what they really are. If there is a theme of ugly beliefs or behaviours that surface, then they deserve what they get.
What about the person who makes a genuine mistake or the one who behaves poorly but learns from it? Social media is unforgiving – what you comment on or post lives on forever. Even when you take it down, it’s likely someone has a copy or screenshot of it. Social media never forgets.
When we work with clients on social media, we tell them that whatever they post on social media should be done with thought, respect and consideration. It’s perfectly reasonable to enter a discussion, dialogue or debate to disagree. But imagine if what you wrote was run across a jumbotron screen or published on the front page of a national newspaper – would you be proud or ashamed? Not just of what you said, but also how you said it and how you engaged with others. Sometimes, we need to be the “grown-up” if a conversation turns nasty or aggressive – to respectfully stand up for what is right or, if appropriate, to disengage.
This isn’t just professional advice; it’s personal advice too. Be careful out there. Your reputation is at risk.
We recently had a potential client come to us for a social media strategy and tactical plan. They also wanted us to implement the plan. As they laid out their goals, targets and key performance indicators (KPIs) for the first six months, we worked to respectfully, but honestly communicate that what they expected was close to impossible – for anyone. (And that anyone who said they could achieve those targets was either misinformed or overselling themselves.) In addition to unrealistic goals, they had an incredibly small budget. They were adamant about their expectations and didn’t want to hear our feedback about the realities of what could be accomplished. It was clear that this client wasn’t a good fit for us, so we respectfully declined this contract.
We love social media and have an in-depth knowledge of the power of social networks and online engagement – but it takes resources, effort and time to build a community, to create engagement, and to facilitate communication and dialogue. We’ve been including social and digital media in our strategic communications plans since we opened our doors over 14 years ago. And we have learned some valuable lessons about what it takes to do social and digital media well.
View social and digital media as a component of your overall communications strategy.
No element is a stand-alone and there will always be overlap. It is crucial that you don’t just repost the same content on all of your networks. Change it up a bit to speak to the specific community or stakeholders, use different images, and stagger the posts from one network to another.
Don’t try to be all things to all people.
Unless you are a large consumer product or service company – limit which networks you use. It is impossible to keep up with multiple social media networks and do it well. Pick your top one, two or three and do those well first – and then see how you can expand out.
Create an editorial calendar.
Have it include all of your communication vehicles, networks and outreach. Identify the events, initiatives and information you will share and work through it like a magazine would work through their editorial lineup for the year, quarter, month and week.
Put enough resources into it to do it right.
Having someone manage your social media from the side of their desk doesn’t work anymore.
Respect the fact that your social media channels are a megaphone to the world.
Copyedit, proofread and fact check what you are saying. It matters.
Give yourself time to build a community and to create engagement.
Don’t expect that you will have thousands of followers the first week you are active on a social network. It doesn’t work quickly – and you want a good community that will engage. That takes time.
Give more than you take.
Engage with others. Comment, retweet and share. If you aren’t actively supporting others, you can’t expect them to support you.
Keep the algorithms of the social network in mind.
On Facebook, your followers might not see a specific post. Comment on your own post or respond to a comment to help bump it up a little. Don’t repeat a post three or four times a day – that becomes irritating to your audience – and don’t try to trick them by changing up one thing like an image. Your audience will see through that. If you want to make sure they have seen your post, find different ways to showcase it that isn’t irritating and repetitive.
Spread it out over a range of channels and social networks – plan it out with the editorial calendar.
Social and digital media are important parts of a communications strategy. To do it well, you need time, resources and action.
Unless you have been living under a rock, you probably know about the challenges that United Airlines has experienced recently. While one incident garnered the most news coverage and criticism on social media, several situations that could have been avoided, had they been handled differently, have come up and have shown the ugly underside of the culture of the organization. And it has cost them dearly – financially (their stock has dropped in the hundreds of millions) and with the long-term damage to their brand.
The biggest incident, with a 69-year-old doctor being physically assaulted and dragged off the plane, didn’t need to happen. In a nutshell, United had overbooked a flight and four passengers who were on the flight were informed that they had been bumped – to accommodate crew who needed to get to the destination airport to get onto another flight for work. Three accommodated and one said he wasn’t going to deplane. Since he refused, they called in the Chicago Department of Aviation Security Officers and they physically assaulted him and dragged him off the flight.
Let’s just replay it in a way that would have had a different outcome.
BEFORE passengers board the flight, the airline offers the most they can for four people to give up their seats. They have the captain request this over the loudspeaker, explaining how important it is. If this doesn’t work, they book their crew on another flight (even if they have to pay for seats on another airline or use a private plane to get them there).
There is some chatter that passengers were already on board before United realized that they needed the four seats. At that point, it should have been too late. Another way for the crew to get to their destination should have been worked out.
At the heart of this, there appears to be a culture of not caring about the customer (in this case, the passenger). Unfortunately, this is something that’s more typical than not these days. Here at AHA, we do a great deal of issues communication. I am always interested when something like the United issue plays out. When it does, I do a deep dive to understand what happened and what could have been done differently. Having said that, we are always cautious about criticizing how communications are handled in these situations, because unless you were in the room when these decisions were made, you really don’t know the whole story.
From a great deal of first-hand experience and extensive research, I can tell you that at the heart of so many issues like the one United is experiencing, there is a moment when someone in the company could have stepped up and done the right thing – but didn’t. And that choice can cost the organization a great deal. Many of these “moments” (that lead to a big issue) just needed an employee (whether in leadership or not) who could have de-escalated the situation rather than fuel it. A staff member could have said: “No, we need to get this right.”
What United needed at that moment was leadership from someone who cared about the passengers and who could see the bigger picture. Someone who could have approached the captain of the flight with the problem and a solution.
A situation, such as the United issue, doesn’t happen in a vacuum. From the hundreds of horror stories about United being shared online, there does appear to be a toxic culture at the airline. I have had personal experience in being treated poorly by United – see three blog posts: one, two and three). Typically what that means is that there is a problem at the senior level – and that permeates an entire organization and its culture. That is a leadership issue and a communications problem. And when you have a nasty culture, eventually it is going to play out in an issue, one way or another.
The fact is, someone on the United team who was in a position of power, influence or even respect, on that plane, could have had stepped forward and done the right thing and worked to defuse the situation instead of calling in the security officers. The key here is that the person who stepped up would have had to have felt empowered to do this. And given the outcome, you have to think that they didn’t.
Think about it. By upping the dollar amount to get someone to give up their seat – for a few thousand dollars – they could have found four people who would have been happy to get off the plane.
I did a TEDx talk a while ago about how doing the right thing is often much less costly. This continues to be true.
And United’s CEO, Oscar Munoz, didn’t do the company or its brand any favours when his first statement after the incident didn’t acknowledge the injuries of the passenger or the violent way the situation was handled. In fact, it appeared, from a leaked internal e-mail, that he was applauding how it was handled and was blaming the victim.
United needed some strategic public relations immediately after this incident. It’s just as important to note that while addressing this incident with concern, compassion and showing how it would never happen again was crucial – United is dealing with a much bigger issue in their organizational culture. This isn’t a one-off situation with them. While I expect that every airline has people who have had a bad experience, United is known for its poor customer service and lack of care and consideration for its passengers. This problem goes much deeper with United and, from Munoz’s initial reaction and the internal memo he put out, this attitude comes from the top.