Category Archives: blog

How to handle a Social Media Crisis

A rant from an angry customer or a weird tweet from a CEO can quickly become a PR nightmare if it’s not handled correctly. At Expion‘s Racing Ahead 2012 social business summit, social media experts discussed worst-case scenarios and how to prevent them.

Altimeter‘s Jeremiah Owyang said that problems tend to erupt on Saturdays, when people are home for the weekend and have nothing better to do. Although the drama usually lasts only a day or two before trailing off, it sure doesn’t feel that way to the people who are stuck cleaning up the mess. “Like a car crash,” he said, “time slows down.”

In a morning keynote, Owyang (pictured right) presented some key findings from his research report, ”Social Business Readiness: How Advanced Companies Prepare Internally,” which was based on input from 140 social media program managers at companies with more than 1,000 employees.

Most people seemed to feel that social media crises were on the rise. Although some situations were doomed from the start, Altimeter’s research showed that 76 percent of the social media disasters the companies reported could have been avoided if the companies had been better prepared. The biggest problem, participants said, was a lack of infrastructure. The solution? Here were the best options:

  • Fix Internal Processes – 59%
  • Empower Crowd to Respond to Each Other – 44%
  • Streamline with New Technologies – 33%
  • Hire More Staff – 29%
  • Outsource to Agencies – 15%
  • Respond to Fewer Conversations – 7%

Because many Facebook pages are a hybrid of personal and corporate accounts, it’s hard to tell “who owns what,” said Owyang. It’s important to take inventory of every page that your company owns and to be mindful of pages that may have been set up by fans or other third parties.

In today’s market, “every company is a media company,” said Owyang. Corporations in all fields now have professionals with titles like “content strategist” or ”editor-in-chief” who unify the company’s voice across multiple channels.

In general, companies should have a governing body that authorizes other departments or branch locations to have their own pages – a sort of “hub and spoke” model. The average social media team, the study found, has 11 employees, consisting of corporate social strategists (1 – 2), social media managers (2), community managers (3), social analysts (1), web developers (1 – 2), education managers (0 – 1), and business unit liaisons (1 – 2).

These people can divide up what Owyang said will become the most important tasks in social media management: intense response, social broadcasting, platform campaign marketing, distributed brand response, and tailored service and support.

In an afternoon panel, Warner Bros. direct to consumer marketing VP Michele Edelman described a situation far worse than an irate customer. On July 20, a gunman disguised as the Joker opened fire on unsuspecting moviegoers at a midnight screening of Warner Bros.’ “The Dark Knight Rises” in Aurora, CO, killing 12 people and wounding numerous others.

Although the social web erupted with comments and photos in response to the tragedy, the studio pulled back, allowing local authorities and news reporters who had rushed to the scene to do their jobs. ”‘Dark Knight’ wasn’t a [social media] crisis,” Edelman said. “It was just a crisis.”

But she was proud of how her company handled the public. When director Christopher Nolan issued a statement, he focused his heartfelt message on the victims and their families, which Warner Bros. posted on the Dark Knight Rises Facebook page and other web properties to share with concerned fans. Remembered Edelman, “People said it made them cry.”


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14 Tips To Get More Blog Subscribers

At the present global scenario pulling traffic to your blog is equally important as maintaining the value of the traffic for your blog. Who doesn’t want traffic? Generating more traffic means more subscription and in turn more sales. To get more subscribers one needs to follow a few tips. Here are 14 tips to get more blog subscribers:

#1: Market Your Blog:
If you really want to have good number of subscribers you need to advertise your blog, make it known to people online.
Visitors rarely have time to check out the option of subscription. That is the reason it is more so important that you make sure to the readers that you have an option for subscription.

#2: Positioning Matters:
Whenever you want the subscribers to subscribe to your feed the you have to place the feed icon above the blog, and if you want them to your mailing list then you have to place your subscription form in such a way that your readers don’t need to scroll down to see the form.

#3: Quality Content:
Often you might find that sometimes your feed burner is heavily loaded and if you try to analyse the result you would find that the quality of the content has been responsible for pulling such a huge crowd! Once your readers find your content interesting they would subscribe and gradually you will find you are minting dollars!

#4: Declare the Benefits:
There is no doubt about the fact that all of us are working hard for our own individual benefits. No one is subscribing to your blogs for your benefits. Therefore it’s very important and critical for you to declare and make them feel what they will gain out of your blogs if they subscribe. You will surely be amazed to see the results.

#5: Pull More Traffic:
The entire effort of pulling subscribers fail if you don’t pull more traffic. Therefore try to make traffic as much as possible for both directly and indirectly.

#6: Size does Matters:
We always know the greater the size is, the more is the visibility. So if your subscription option is big, the bigger are the chances of getting feeds.

#7: Make Attractive Incentives for Subscription:
No can deny the fact that “free” has more power to pull people than anything else in this world. Make attractive schemes for various offers so that it allures people to subscribe your blog!

#8: Dedicate a Subscription Page and Promote it:
You can always link your subscribe page to your guest’s posts and you will find it works. Once you dedicate a page to your individual subscription, it is very effective, because readers don’t get distracted and you take chance to pitch them how to subscribe.

#9: Flaunt Social Proof:
If you have loads of subscribers, show them in numbers or rather display their count. It gives an impression that you are being followed loudly. If you have weak numbers it’s advisable not to mention them as things may become worse!

#10: Use Your Email:
Another way to pull visitors to your blogs is by sending them a reply via email and below that just mention the link to your blog for subscription.

#11: Use Forums and Social Networks:
Use of social network and forum is inevitable nowadays. Try to make effective use of these to bring more subscribers to your blog. Use links and tags to drag them smoothly to your posts. This will surely bring some good results.

#12: Visual Marketing:
For bringing more results just use another option for marketing, it is also known as video marketing. Put up videos over youtube and other online video forums wherein people can see your videos and may want to subscribe your blogs!

#13: Welcome Guest Bloggers:
Although it may appear weird but it works. You can often comment on other authors blogs and often request or ask them to comment on your blogs which will help to your bring more people as people will get to see renowned bloggers in your posting!

#14: Subscribe to Blogs of Other People:
It is hard to accept but it’s true! To have subscriptions from people you need to subscribe to their blogs also. How can one be so selfish that he would only want subscription of his blogs and wont think of subscribing to others? It is the law of nature “Always give and take!

So sum up if you follow these points there is no doubt that your blog subscription is really going develop fast and you will be amazed to get the results!


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