Tag Archives: Twitter

Why Social Media is a Fundraisers Dream- A Breakdown of Social Media Efforts for Japan

13 Apr

Although I briefly touched on fundraising for the disaster in Japan in an earlier post, I think it’s important to now examine the long term projects which have developed. We are seeing that fundraising was not just a trend at the time of  crisis, rather, it’s an on-going relief effort.

And what is shocking is that many of these events or programs are actually based in the social space. Below are examples of how designers, musicians and even chefs are banding together in the digital space to bring relief to Japan.

Fashion

The Council of Fashion Designers of America (CFDA) is hosting an online auction through April 28 on charitybuzz.com. Auction items include a meeting with Vogue Editor- in- Cheif, Anna Wintour, and a behind the scenes tour of the 2012 Tommy Hilfiger photo shoot.  They are promoting this event heavily in the social space, asking friends to share it on Facebook and use certain hash tags on Twitter. All proceeds go to the Japan Society.

Music and Gaming

Lady Gaga recently donated $1.5 million to Zynga’s fundraising efforts with Save the Children and the American Red Cross. This is not the first time either of them have donated time or talent to Japan. Lady Gaga is featured on the upcoming Songs for Japan CD which also features Beyonce, Justin Beiber and other popular artists. Zynga has been fundraising on their own in the social space via their popular social games (Farmville being one of them). They were able to donate $2.5 million through the donations players had made.

Culinary

Keeprecipes.com is putting together an All-Star digital cookbook with 86 cents of every dollar going to the American Red Cross for Japan relief. The digital book features 21 Japan-inspired recipes by various chefs and will be available on iTunes $10. Continue reading →

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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 Relief: What Facebook, Twitter and Bloggers Are Doing to Help Japan

14 Mar

A few months ago, we saw the power of social media as protests erupted in Egypt.

Google and Twitter quickly came together to create a voice mail system which allowed people to call and their message would automatically be tweeted. According to a Mashable report, the rise of crisis related tweets increased from 122,319 January 16- 23, 2011 to 1,317,233 January 24- 30, 2011.

This past weekend, we started to see again how social media is playing a key role in the disaster relief in Japan.

  • Facebook

As of March 13, 2011 Facebook Causes has raised $31,130 from 879 donors and has stated their fundraiser goal as $50,000. (www.allfacebook.com) Facebook also prompted its users to donate through the Red Cross and Save the Children. When donating via Facebook Causes, users have the option of their name and donation amount being posted to the wall. There are also anonymous listings.

  • Twitter

Twitter has been a leading force in news updates and donations for the recent earthquake and tsunami. Hash tags such as #PrayForJapan and #JapanEarthquake are being used all over the site so that people can follow and express their thoughts on the tragedy.

After phone lines were knocked out, tweets from Tokyo were topping 1,200 a minute according to Tweet-o-Meter.

The Red Cross is also using Twitter as a platform to inform people how to donate and give updates on where and what they’re doing. 

  • Blogs

Bloggers can take the very simple step of embedding a bar at the top of their site with links to donate. Visit Mashable for more instruction on how to do this on your blog.

With the use and effectiveness of these outlets, it raises a key question–

Is this how people are going to respond to disasters, and are old tactics such as telethons gone?

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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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