Measure What Matters: Chapter 11

Contrary to what Joan Jett would have you believe, reputation is something you absolutely should care about. That being said, you have to be able to come up with a way to make that reputation work for you and your product. A boy band like One Direction may strive to have a goody-two-shoes reputation whereas a deathcore band like Winds of Plague may strive to look tough and anarchistic. Though the latter is not what someone may view as a traditionally positive reputation, it aligns with their image.

In order to gain and maintain a reputation, you have to pay attention to what people are saying about you and respond to it accordingly. If you want your audience to see you in a certain way, you have to do what they like- or at least convince them to like what you are doing by backing it up. That is why stars can get away with so much that the average person could not. An athlete may break the law, but they are respected for their talent. Of course, I would suggest abiding by the law at all times, but being reliable with the quality of your output can sometimes say more about you than your individual actions.

Until next time!

Kathryn

Measure What Matters: Chapter 8

One of the most important goals of using social media as a PR tactic is reaching opinion leaders and key influencers. Rather than trying to reach everyone in your key audience, you simply have to reach those that will share your ideas; let them do the work for you. In order to do this, you have to find the people that others are looking to for advice, whether it be an enthusiast blogger or the working professionals.

Retitle as "How to Build a Relationship With Your
Key Influencers" and you're good to go!

Paine suggests making a list of these top influencers in your market and reaching out to them in order to create and maintain a healthy relationship. Much like building friendships or romances, it is all about being available to them and their needs, so that they will do the same for you.

You also have to be able to measure the benefits of these relationships to make sure that they are maintaining the image that you want to share. You then have to know exactly who it is that you want to reach and see if they are following you influencers.

Until next time!

Kathryn

Measure What Matters: Chapter Three

At this point in the book, Paine discusses seven main steps she uses every time she develops a measurement program.

Step One: Define Your Goals and Objectives. You must include a date, budget, and desired audience rather than just the desired outcome. Most problems come when groups have mixed objectives.

Step Two: Define Your Environment, Audience and Influence. Social media has torn down the wall between marketing and sales; everyone is much closer in contact with the customer, no matter the department. 

Step Eight: Be as happy as these stock photo models
about your awesome new measurement program!

Step Three: Define Your Investment. Ideally, you should be spending between five and seven percent of your marketing budget on measuring that specific program, opposed to the 4.5% average. 

Step Four: Determine Your Benchmarks. Choose benchmarks so that you can track the results of a specific event, rather than random dates that will not give an effective read of your progress.

Step Five: Define Your Key Performance Indicators. Because you are super awesome, your objectives have all been very specific and measurable- which means that you need to pick a way to measure them, whether it be through shares through social media, event attendance or sales. 

Step Six: Select the Right Measurement Tool. Measurement tools are what you use to collect data. You will want to find something that is appropriate for what you want to do and is affordable.

Step Seven: Analyze Data. Measurement is a continuous improvement process; this means that you cannot wait until the end of your timeframe to reflect on how you did. Paine includes ideas for different tactics in the book.

All of this information may seem intuitive. However, I am the type of person that likes to make checklists and write things down, so I think that it is awesome to have a resource like this that I can go off of. It is also important as a company to have a clear idea of what you want across the board, and having a plan cut into clear, basic steps will help promote larger awareness.

Until next time!

Kathryn

Share This: Part 4

The business of broadcasting has changed dramatically over the past several years. When people hear broadcasting, they typically think of television or radio stations. Even the idea of podcasts, a form of specialized internet radio, is starting to slip away as our culture begins to rely on spreading information visually rather than through audio. As social media becomes a staple for public relations, practitioners need to find a way to broadcast to their audiences in a way that will keep them engaged. YouTube has become a huge part of marketing and PR because of its visual nature and shareability. In addition, businesses can directly relate to their audiences through the comment section and be sure to respond in real-time.

Until next time!

Kathryn

Share This Part 3

One of the most ingenious uses of social media is its capability to reach specific audiences. Each network has its unique niche; Facebook has developed from a tool for college students to a tool used to keep families and long-lost friends together, Linkedin plays a huge role in professional networking, Twitter keeps followers updated in real-time, blogs provide a more personal outlet and most people still do not know how to use Google+.

Social media must be used to maintain the values of the organization. With Facebook, organizations can reach out to their customers and interact with them in order to develop a stronger community. Twitter allows organizations to have real-time conversations with their followers, as well as monitor what people are saying about them. These two are the giants of social media now, and organizations that are not using them are missing out on huge parts of their audience.

Share This Parts 1 and 2

Long story short, social media is taking over the Internet, and public relations practitioners need to take heed.

With the uprising of platforms such as Facebook and Twitter, it is now more than ever of the utmost importance to be able to connect with your audience at their level. As Internet communities are being developed based on interests and content, you have to learn how to immerse yourself as a company or organization in what is happening in real-time. This will make sure that your audiences recognize and remember you in the future, promoting your business. It is also essential to garnering new audiences- the more you are involved in social media, the more likely you are to come up in search results relating to your area of specialty! 

I really like the format of this new book. The use of multiple authors allows for several different opinions and perspectives that have worked for people in the past. I love having several different sources from which to choose. After all, we are a business of begging, borrowing, and stealing in order to develop a process that works best for us.

Until next time!

Kathryn

Real-Time Chapters 13-14

There is no "I" in "team" unless you risk making the team look bad.

My favourite thing about these chapters was the concept that companies had to trust their individual employees to have good judgment when it comes to social media and real-time communication. To me, it seems obvious that a company should allow its employees to use social media because of the real-time demands of our ever-changing market. Given a clear set of guidelines, employees should be trusted to be responsible enough to engage with customers without stepping out of line. I think that this would add to company morale and ensure customers that there were real, caring people working for them, rather than something automated or mechanical. 

Specialists in social media analytics are essential for the growth of any modern company. Huge numbers of complaints and praises are shared every day through Twitter and Facebook. With analytics tools, it is easy to see what people are saying and respond accordingly in a timely manner. This gives businesses a competitive edge against their less savvy competitors. There is no room for being old-fashioned in today's expanding industries. If companies want to be fresh and cutting edge, they must be willing to take risks and explore new tactics. Honestly, I think this discussion is another example of this book becoming dated- it is hardly a question anymore whether or not a social media presence is essential to businesses. Those who resisted change have been left behind.

Until next time!

Kathryn

Real-Time Chapters 10-12

The things that stood out most to me in these chapters were the ways companies reached out to their customers throughout their transactions. Having a personalized hotel visit adds a sense of luxury and makes you feel as if you are a valued customer. Receiving benefits for participating with a hashtag or other form of media branding peaks interest and raises awareness of the company. Companies need to realize that every person they come across has the potential to be a customer or has been a customer in the past, meaning that they should treat them with the utmost respect and consideration. This sort of treatment will stand out to people and make them remember you as a pleasant experience.

At the local independent coffee shop that I used to work at, we were instructed to greet everyone upon arrival and to thank them as they left. Believe it or not, even these small gestures stood out as something that made our store more likeable compared to the other two locations in our area. Our emphasis on customer service and providing a pleasant experience earned us die-hard loyalty and raised company morale. To this day, I brag about how much I love that job, even though no one in Ada knows what River Road Coffeehouse is. At home, everyone I meet seems to have a story about how nice the employees at River Road are. Even as a small family-owned business, the way we take care of our customers sets us apart from anyone else in the region.

I will always love Del Monte for this funny tweet to my boyfriend!

Social media is one of the best ways to reach out to potential/past customers even when they are not physically with you. Having a well-maintained and responsive social media presence ensures that people will recognize and remember you, for better or for worse. Nowadays, experience sells more than a product does, so it is important to take initiative and begin your experience early.

Until next time!

Kathryn

Real-Time Chapters 6-7

The power of social media is undeniable. Nowadays, we think in hashtags and memes rather than headlines. Reading these chapters, it was fascinating to evaluate the shift in technology for the marketing and PR world over the past decade. Even this book, which was published in 2010, has become outdated in its commentary on social media platforms. For the author, Twitter was just beginning to take hold as a real-time tool. Nowadays, Twitter is the be-all-end-all for immediate information. One of the interesting examples the book used was President Obama's real-time response to a different politician's statements. Nowadays, presidential candidates live tweet debates, responding to statements within mere moments.

Twitter and other social media are also powerful tools for crisis management. When tempers run high and gossip is in the air, people can use social media to make immediate responses, often alleviating the situation almost immediately. Recently, music stars Taylor Swift and Nicki Minaj got into an argument on Twitter; Minaj posted that she was upset with the way that the Video Music Awards were going, Swift replied thinking that it was about her, Minaj assured her that it was not, and Swift swiftly apologized. At the end of the day, because of the real-time problem-solving, it became a non-event.

Remember to apologize; it's the nice thing to do!

Businesses should take a lesson from Swift and Minaj, quickly dispelling any harsh feelings or negative energy in a real-time fashion.

Until next time!

Kathryn

Real-Time Chapters 1-5

Ditto @ United Airlines

These chapters reminds me a lot of the Meek Mill vs Drake beef that went down this past summer. Just like United Airlines waited far too long to comment on Dave's sudden fame, Meek Mill posted his rebuttal two diss tracks too late. To me, it seems obvious that companies (or in this case, rappers) should respond as quickly as possible or risk ruining their reputation forever. Nobody cares about something once it is over, and nowadays, news is old almost as soon as it is discovered. Like Taylor guitars and Calton cases, Drake took advantage of the spotlight shed on him by Meek's initial ghost-writer accusations by quickly producing responses that earned him respect and gained him favor with the general public. Because the argument was largely based on Twitter, the conversation surrounding it was largely real-time. This immediacy raised the stakes dramatically. In the eight days that it took Meek to write his own song, there had already been thousands of memes made condemning him. His slowness cost him his reputation, and by the time he did respond, it was practically irrelevant; the rest of the world had already rallied behind Drake. It is essential for companies to learn from this. Unless they want to suffer their own scary hours, they must be able to respond in real time.

Adopting a real-time mindset is practical for everyday life, not just PR and/or marketing. Success stories are always about people that took risks and were able to live in the moment. Just like ER doctors must react quickly to save a patient, even if that means taking a risk and foregoing planning or procedure, it is essential for organizations to make snap decisions to keep themselves alive and in the game. Even Fortune companies will not last forever. My generation is nearing the age of takeover in the business world, and the generation behind us will continue to challenge us for better strategies and response times. If big companies are not careful, they will be overtaken by those with savvy social media and PR teams.

A bit of a side note: I am not a fan of the narrative style of this book. It is my opinion that the author refers to his other books and his writing process for this one more often than is necessary. There are also some common grammar mistakes that were a bit off-putting, e.g., using "light years" as a measurement of time rather than distance (page 36). It distracts from the message that the material is trying to convey. Of course, I may just be too picky.

Until next time!

Kathryn