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They Said What?! Three Mis-Tweets Heard Around the World

7 Apr

Although Twitter can be used for social good, to help organizations build brand awareness, etc., it can also have the opposite effect. One mis-tweet can hurt a brand, campaign, or even lead to someone losing their job. Below are three mis-tweets which were heard by more than their intended audience.

1. Chrysler

The Situation

Chrysler recently rolled out their new “Imported from Detroit” campaign during Super Bowl XLV which was based around Detroit, Michigan being the true motor city. It shed probably the most positive light on the city that it had seen in a while and it was done in a beautiful way. Chrysler used Detroit native, Eminem, in the campaign, and featured various sites and landmarks from around the city. The social media aspect of the campaign was handed over to the agency New Media Strategies to maintain various social media outlets.

The Tweet

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to (expletive) drive.”

The Result

What happened in this situation, was that one of the employees working on the account accidentally sent the wrong tweet while using a social media management site. What was intended to show up on his feed, actually went to Chrysler’s Twitter feed. The employee was fired because of the incident and Chrysler is not renewing its contact with New Media Strategies.

2. American Red Cross

The Situation

Again we see an instance of an employee attempting to use a social media management site, and sending a tweet to the wrong place. Rather than sending it to her personal feed, it was sent to the American Red Cross’ feed.

The Tweet

“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettingslizzerd”

The Result

This was posted following the incident, along with another tweet from the American Red Cross:

“We’ve deleted the rogue tweet but rest assured, the Red Cross is sober and we’ve confiscated the keys.”

What is also great about this mis-tweet is that no one lost their job, and good actually came from it. Dogfish Head started a campaign with the Red Cross to raise awareness and donations.

Continue reading →

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Brands and the Social Space: How Companies are Using Social Media

31 Mar

We have seen changes over the past six years that dramatically alter the ways we get news, communicate with friends and share our personal information. And during this time, we have also see a huge change in the way companies and organizations are using social media to communicate with consumers. The major changes include:

  • Niche marketing
  • Easy access to information
  • Engaging consumers
  • Impacts on small businesses

Organizations are now changing from large advertising campaigns, to a “small acts” mentality. They are starting to focus more on the consumer directly, rather than targeting a large group. They are using niche markets more than ever, and the internet as a way to reach them. Reaching groups via blogs and online groups make it easier for a brand to reach its target consumer in a more intimate way.

Consumers are seeing a shift in the online world when it comes to finding answers about organizations. Questions that once were hard to find on a site, may now be available and easy to access on multiple sites. For example, before this shift, it would be harder to find current promotions a company was having. Now, the promotions may be featured on the company’s blog, twitter account or Facebook page.

The largest issue at hand is that the more we’re becoming connected with friends, family and colleges, we’re also becoming more connected with brands and organizations. And this is a shift that not many people are conscious of, but participate in. Users who are engaging with the brands may not know it, but they’re shaping the way new campaigns look, feel and how they target consumers.

“More companies are turning to the crowd for ideas on all aspects of their business by creating online public forums. In 2008, Starbucks launched a major initiative to enhance their services with a website called My Starbucks Idea that polls members on decisions that would most directly impact them.” (www.mashable.com)

A benefit of having organizations and companies in the social space is that it makes it easier for smaller businesses to advertise and gain customers. Because the cost of advertising and promotion is so low on these sites, it gives start-up companies a better chance of being noticed. Also, because it’s free to start a page, small companies and organizations have a better way of reaching and communicating with customers.

Companies and organizations being in the social space is something that is new and will grow in years to come. It’s one of the biggest issues on the web because it’s not something customers are 100% aware of yet. Many people don’t associate liking brands on Facebook as advertising, but it’s actually more than advertising. Consumers now have a hand in marketing efforts which they were unable to have before.

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Social Media and PR: The Rules Every Organization Should Follow

9 Mar

Social media can help or harm any organizations pubic relations effort, depending how it is being used.

There are organizations which use social media tactics correctly, and in turn develop a better relationship with consumers. On the flip side, there are those brands that are hurt by poor social media practices.

Social media can help an organizations PR efforts if it engages in the following actions.

  • Engage consumers. Ask them questions which relate to your brand

Companies such as Southwest and Food Network do a great job of this. Rather than just posting content, they engage consumers by reaching out and asking them questions.

Simple statements like “What’s your favorite St. Patrick’s Day fare?” or “What’s cooking this weekend” (@foodnetwork) reach out to followers and make them think about something related to the Food Network brand. Also, Food Network recently tweeted live during their show “Chopped,” asking viewers questions and sharing comments about the show.

Although not all brands have the opportunity to tweet live during a show, there are still simple ways to engage consumers based on asking questions. Consumers want to share their opinion, so prompt them to do so.

  • Talk Back. Don’t just post content and ignore your followers

Nothing makes a consumer happier than hearing back from a brand they love. And it’s great and effective PR!

The definition of public relations according to the Public Relations Society of America (PRSA) is:

“Public relations helps an organization and its publics adapt mutually to each other.”

By talking back and communicating via social media, and organization can not only help their publics adapt, but the organization itself can also adapt. It’s through conversation with consumers that companies can see what is working and what isn’t.

The feeling of hearing back from an organization which you mentioned in the social space is also gratifying. I recently tweeted my friend about our favorite grocery store back home, Wegmans. My tweet read something along the lines of ‘I miss Wegmans, I wish I had one near me.’ And sure enough, @Wegmans replied with a “We miss you too!” and link to a list of all their store locations. 

Needless to say, that simple personal interaction made me love Wegmans even more and immediately increased my brand loyalty.

  • And if you start talking, don’t stop!

Continuing the conversation with consumers is a must. When building a relationship with anyone, it’s rude to just stop conversing. It gives a bad impression and makes the other person take a step back.

The same goes for social media.

It’s horrible PR to start talking with consumers and engage them, then stop replying or posting. Be honest with consumers if you can’t tweet for the next week, and end conversations on a positive note. Continue reading →

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Chrysler “Born of Fire” Super Bowl Ad- Effective or Just Artsy?

7 Feb

The 2011 Super Bowl was littered with automotive commercials, from cars.com to VW to Chevy.

The one that stood out, however, was the two-minute Chrysler “Born of Fire” spot. It features snapshots of Detroit, the “Motor City,” and ended with one of its most famed residents– Eminem.

But is this just an artsy TV ad, or is it actually effective?

For me, it’s effective… My parents? Maybe not.

This commercial did wonders for making Chrysler look “cool” and luxurious, something I had never associated with them before. Add in Eminem, and they kind of look edgy. Continue reading →

Is MTV’s Skins a PR Nightmare?

26 Jan

“Subway and Schick have joined the list of advertisers asking MTV to make sure their commercials don’t appear during the controversial teen drama ‘Skins.’” (Adage.com)

MTV Skins

This is the latest list of companies who are pulling commercials from the racy new show on MTV. Others include H&R Block, Taco Bell and General Motors. A GM spokesperson echoed the words of most these companies when they released a statement saying the content of the show did not fit their brand image.

But will any brand besides, say Trojan,  fit this new drama?

It’s a question that has the potential to be a PR nightmare for MTV. The show is not getting recognized for its story lines and compelling characters, but rather getting press for how many companies blatantly don’t agree with it.

As a consumer in MTVs target age group, 12-34 year olds, I still have no idea what the show is about– besides the racy commercials and reading articles calling it child pornography. Continue reading →

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