Twitter

The New York Times has a good article about an incident involving Boeing. It’s worth a read.

When I began reading the article and saw that Boeing had responded to a small child who had taken the time to send them his ideas for a new plane with a “legalled” up form letter, I was appalled. And even though they have recently jumped on to Twitter, their response to feedback on the microblogging site still seemed old paradigm big business. (We have a process here on top of the mountain!)

However, it turns out that Boeing gets it. They saw an opportunity to connect and to improve their public relations through this incident and they did it. Good for them. And if a large corporation with layers and layers of administration, legal and bureaucracy can step away from their ivory tower long enough to realize that they are dealing with human beings – in this case little human beings – then any organization can too.

What would your organization do if it was called out like this on Twitter? How would you respond?

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There doesn’t seem to be an end in sight for candy maker Nestle. I just checked their Facebook page and the negative comments are still being posted on a regular basis. I also checked out their Twitter accounts (@nestle and @nestlecsv – which stands for creating shared value. While there are plenty of comments to and at Nestle on Twitter, they aren’t tweeting much.

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Last week, I spoke to a group that consisted of members from several different groups, boards and associations. They are all a part of a large—and important—industry. It was a very interesting presentation. (In the interest of client confidentiality, I am not going to identify the group I spoke with.)

When I present to a group, one of the first questions that I ask is if anyone is tweeting. Not one person in this group raised their hand. It was the first time in more than 18 months that I was in a room that did not have at least 25% of the audience sharing information from my presentation on Twitter. It is amazing how much the world has changed. These days, I am really surprised when people aren’t on Twitter during a speech, keynote or workshop.

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Integrating social media into your communication efforts doesn’t stop when you write a strategic plan. It is an ongoing and evolving effort. We have recently had some interesting conversations with a client that we work with on a project basis. This client is someone that we have a huge amount of respect for and we want to see him succeed. His company is young and growing and he has a strong philanthropic focus. He came to us to help him build a strategic plan that included social media.

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Online Marketing Blog has a great post on 5 Tips for Staying Authentic and Transparent on Twitter. It’s worth a read.

Below this post is a list of several other pieces about Twitter that are also worth a read. Think of it as a one-stop Twitter 101 course!

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