Great article by Jeremiah Owyang about social media strategies. What makes Jeremiah worth reading is that he has walked the social media path, as he helped Hitachi develop its social media plan.
In his blog post, Jeremiah outlined his 12 strategies for organizing your Corporate Social Media Program. The top ones I thought were:
Recognize the new influencers: Like Media, Press, and Analysts, consider Social Media yet an additional influencer group to reach.
Track who’s who. Create an index of bloggers and influences in your industry, consider putting on an internal list, an internal feedreader or even on an industry wiki.
I had an interesting discussion with a client about my KFC post. The question that they asked was that if I had been working on reputation management with KFC, what would I have had them do differently?
It was a great question which eventually led to this post. When an event like rats in a restaurant happens, no amount of PR or reputation management will make the story go away. The situation happened, and what you are trying to do is mitigate the impact of negative press that you are receiving. In the KFC case, as a result of their inactivity, search engine result pages and social media sites like Technorati and YouTube are full of KFC and rats stories. These postings and files will live infamously online for years, impacting the public perception of KFC for years.
It is my guess that KFC did not have a reputation management plan in place before last weeks YouTube video of rats in their restaurant hit the Internet. Before you could say “rats” the video had gone viral and KFC had a huge public relations problem on their hands.
Unlike PR crisis in the past, where the duration of the crisis was limited to people’s memories, location and new cycles, the Internet means that the rat issue in Greenwich Village is not just a local NYC story. Suddenly it is a national story that has a lot of negative implications for KFC.
Todd Malicoat aka Stuntdbl has an interesting posting titled 7 Opportunities for “New School” SEO. Todd’s suggestions might say SEO, but four of them are very applicable to anyone interested in SMO.
1. Social media marketing
SMM is NOT social media manipulation - it is learning what social communities online are looking for and giving it to them… (…so hard that they BLEED)
To often SEO’s think that SMO is simply manipulation of social sites like Digg and MySpace. It is not that simple. The social netwoeking sites are all different, and to be successful with social media marketing you need to know the difference between MySapce and Bebo.
That was the question that many observers last week when the news broke that Universal Music Group was suing Grouper and Bolt.com for copyright infringements. Well it seems that the reason why YouTube was not included was because YouTube was giving away stock in itself to Universal, Warner Music Group and Sony BMG before it was sold to Google. So now Universal, Warner and Sony could receive $50 million from Google’s acquisition of YouTube.
In some circles that is called settling a lawsuit before it goes to court!
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It is well known that one of the first steps that a Human Resources department takes after receiving a resume from a recent college graduate is to head over to MySpace and Facebook and learn more about the candidate. A bad or negative profile on these social sites can mean the end of the application process for many students. Reputation management should be something that every college senior focuses on this year. It can make the difference between finding your dream job or just any job.
Wikipedia is one of the stars of the social media web as thousands of volunteers have made Wikipedia the largest reference website on the Internet. Search engines (especially Google) love the content and a recent study by Micropersuasion showed that 11 of the top 20 advertised brands in the US had a Wikipedia page showing on Page 1 of the Google SERP for it’s brand.
The problem that brand managers are facing is that many of those Wikipedia articles included neutral or unsavory information about the brand. For example the McDonald’s Wikipedia entry is an online version of the critical movie Super Size Me.
One of the best things about the Internet, is that anyone can be famous and develop a following. The bad news is that through site like The Internet Archive, your online antics can follow you around for ever.
Browsing Andy Beals blog tonight and I came across his write up off a free guide written by Tom Drugan of Naymz.com, aimed at students who want to repair the damage they have caused to their reputation at social sites like MySpace, Facebook etc.
It’s a very handy guide and I applaud Tom for putting it together.
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