Twitter Appoints New CEO

Twitter has just annonced that former COO, Dick Costolo, has now been appointed as the company's new CEO. While reading this article, I was shocked to learn that even after 4 years of thriving growth and over 167 million members, Twitter is still not a profitable company. Becoming profitable is not the company's primary concern right now. Enhancing the experience for users and finding more affective means for companies to advertise via Twitter seems to be the primary focus which will ultimately lead to revenue growth and increased profit margins.

If Facebook can become a multi billion dollar empire, I can't see why Twitter can not achieve similar status!

BP's MAJOR PR mistakes. What went wrong?

I have been seeing the PR references coming up routinely now in the certainly... meritorous defamartory news reports world wide on BP's oil crisis. It is now proclaimed as the worst environmental disaster ever faced in North America and to add more fuel to its fire, PR efforts are unceasingly receiving big fat:  FAILS.

So, what are they doing wrong?

CEO, Tony Hawyard, has publically declared that he would "Like his life back" and was even seen this past weekend at a prestigious yacht racing event in the oil free waters off the coast of England. He is the company's primary CEO based out of the UK. MSNBC reports that  John Hofmeister, former Shell chairman has remarked that from a PR perspective, it would have been more helpful for BP to have their top level American executives face the press. BP's chief operating officer, Doug Suttles who is American,  has come out out of the woodwork, but Hawyard continues to get the spotlight. Eric Rugly from the Globe and Mail, has put it like this: "If there is one thing BP should have done from the onset, it should have been to recruit a high-profile, plain-talking, media-friendly, all-American tough guy to act as the company’s official spokesman." Very true!

Another major BP fail- PR rule #1- Underplay the bad and overplay the good:.On the BP website there is a live video stream active the gushing oil. In some ways this is good, as it indicates that BP is not depreciating the seriousness of the issue- but showcasing this video is taking away from all the good that is being done.

I will definitely be returning to this topic. I hope they can turn things around, time will only tell.

I am back!!!

Hi Everyone,
Sorry it has been awhile since my last blog entry. A lot of changes have been underway. I am still working with the same advertising agency that I have been with for the last 3 years and am now working from a home office in the heart of Toronto.  I love this city! I thought moving from Vancouver would be difficult, but it has actually been quite easy and I have met some really great people here.

I have also been accepted into a Master's program in Professional Communications at Royal Roads University in Victoria BC. This is a program specifically designed for professionals and will completed over the course of 2 years on a part-time basis, so my current job will not be affected. I have been dying to go back to school and it will be great to get some proper training in communications. I am already forseeing my thesis topic which be: Social Media used as a PR tool, or something of the like. This is something that has been captivating me over the past couple years, and I would really like to find out how useful social media actually is, in respect to developing a company's public image and also the effects it has from an internal corporate angle.

Once my courses have been launched, I will publish all my work on this blog, and permitting proper citation is practiced, I will welcome other bloggers, students, professionals, to make use of my results.

More blogging on the way!! Promise :)

The Bread and Butter of Lay Offs- Work With What You Have!

I currently work for an organization that, like many in 2009, had to go through some lay offs. It is an afflicting time for all involved in that process, even including those whom are still sailing within. So, I recently read an article that is the spark behind this blog as the findings were, to say the least:  very surprising!

Kevin Stoker and Susan Walton from the Brigham Young University published an article titled: Corporate Compassion in a Time of Downsizing, which is about the positive effects of maintaining relationships with past and current employees via social networking.


The obvious expectations did surface in the research paper,such as how alumni groups help current and past employees feel like they are important to their company, rather than just a number. Seeing compassion from their employers in times of turbulence and change gave individuals a sense of worth. However, the primary focus on this subject, is not the employees per se, but rather the perception of the public. Creating an alumni group via social networking, increases the value and reputation of a company. Social networking makes this impression amenably achieved in the eyes of the media, stakeholders, competitors, etc, simply based on how easy it is to disseminate information online.

To read the full article, click here:
http://www.instituteforpr.org/files/uploads/CorporateCompassionTimeofDownsizing.pdf

Following Politicians- Verification Determination!

So Twitter is a great tool to know what is going on in just about any field of interest that you may have. But a particular sphere of culture and society that requires some delicate care in the nature of communications, is politics. We can only imagine how many Bill Clintons and Sara Palins there are out there in Twitter world, and fortunately the powers of the enterprise have managed to implicate a filtering process to protect those that are often victims of impersonation. The blue verification check mark has been applied if a Twitter executive has been in direct communication with the owner of the account and has been given sufficient proof (Ie: a link to their Twitter account via official website, etc) to brand the account as Verified.

This verification process is still being tested and can only be done by request through Twitter's feedback form. A request for business verification is certainly no promise, as Twitter has specified that businesses are not included in the Verification trials that are currently under way.

As you can imagine, politicians are actively using Twitter during campaigning. Barack Obama's page is my current fave, check it out here: http://twitter.com/BarackObama, and yes... it is verified!

How can Twitter Benefit your PR company?

Before getting into how to actually market a company and get a brand message delivered via Twitter, I would like to address some of the ways a PR company can use Twitter to help assess how their clients are being received in Twitter nation ( this would be useful for PR corporations that deal with more prominent brands).

Microsoft's very own PR agency, Waggener Edstrom, created a Twitter application that not only tracks when and how often a brand is tweet referenced, but the general feeling that is being elicited from those commentaries.

The tool is called Twendz and it provides you with a generalized summary of how product, idea or event is being received over time. It is free to use online at http://twendz.waggeneredstrom.com/

I suggest to simply give it a try. Submit the name of a current movie, technology, book, etc and you will see a thread of real time commentaries that are being filtered through the system based on your submission.

Supporting or rallying a cause via Twitter

Twitter is a great tool to get a message across. If you are pushing for a cause, it's a great tool to keep your followers up to date on what is going on. @officialpeta (Peta's Twitter site) is a great example. Check their page out to know who's in the bad- who's in the good- and where you can get all the good stuff free of animal testing and bi-products.

Deliver it in real time! ::Journalism/Live-reporting::

Did anyone hear about Kanye West stealing the spotlight from little Taylor Swift last night during her acceptance speech for a VMA? Well that circulated across the internet within seconds after the incident, and guess where the news first broke online? Twitter! In 140 or less characters you can get a quick message across to your followers. 

Famous celebrity and lifestyle blogger, Perez Hilton, was at a magic show in April this year, which was being presented by Chris Angel. While he's sitting in the audience, he happened to be tweeting on his mobile phone about how unentertaining he thought the show was. Well the news happened to get to Angel within his hour and a half show block and he ended his presentation with this statement: "I have to recognize someone special here in the house," said Angel, according to a witness. "Perez Hilton, please stand up.... We have the world's biggest douchebag ###hole in the house!"

Yikess!!! Vibrant example, but this is how many reporters and journalists are using Twitter.

CNN is on my Twitter contact list and the very moment a new story drops, guess where you can find it?! 4 hours ago, a tweet is published: [HAPPENING NOW: President Obama speaking on financial regulatory reform. Watch on CNN TV and CNN.com/live.]
Even though your Tweets are restricted to 140 characters, that doesn't mean the message you want to release is bounded in anyway. (Just add a link to your full story) Quick and effective.

Feedback is always appreciated! How do you use Twitter at work and do you use it for live-reporting/journalism?

-H

Are People Talking About You? (You better know when it happens!) Step 2 to Twitter success: M O N I T O R

I had great sushi today from a little sushi hut that I normally wouldn't go into. When I saw a special for a cream cheese yam and avacodo roll, I just couldn't resist! Although I am not the kind of tweeter that tweets every giggle and burp... sometimes it's just great to share an experience, whether it be good or bad. So, tweeting "Had the most delicious yam and cream cheese roll at Sushi Sushi on W. Broadway!" is perfect and a valuable piece of information for lots out there in cyber world to digest.

If Sushi Sushi were to monitor their activity and influence on Twitter, then they would surely be pleased upon stumbling accross my tweet. Next question: How could they effectively monitor this kind of activity?
There are a lot of different sites and modules out there for people to do real time activity reports, but one of the best I have seen is TweetDeck.

This is a program you will have to download, but I highly recommend it. It's very user friendly and a lot easier to use than the original Twitter platform. Compiled pretty much all on one page, you will be able to get around very quickly, and best yet: without even changing pages, you can; view tweet resumes from your contacts, observe who is mentioning you, have access to your inbox, pass a few tweets yourself and search the whole Twitter directory. For businesses, you will want this! The moment someone references your company name or perhaps one of your products, you will have an immediate notification.

I would love to hear a success story! Let us know :)

H

Step 1 to Twitter success: Keep T R A C K!

Twitter has been becoming a prominent marketing,PR, and customer service tool  for many companies in the past year. But how can you determine if Twitter is truly a cost and time effective communications medium for your company and if it, is in fact, generating an ROI (Return on Investment)?

There are several online gizmos that can help determine if your Twitter account is a driving success or a bombing failure. A simple start for beginners is a program called Twitter Counter (http://www.twittercounter.com/) Submit your handle and you will have immediate access to growth predictions, activity charts and statistics. If you have a lot of followers but very few visits to your page, then it's a indication that it's time to spice things up a bit!

Twitalyzer (http://www.twitalyzer.com/) is another common Twitter tracking apparatus that assesses 5 different key components considered elemental to tweeting success. A user simply submits their user handle to the statistic generator, and will then be given statistics relating to their: A) influence B) signal C) generosity D) velocity and E) clout. These results are determined by the number of followers, how often a 'tweet' or handle is referenced by others, how often they reply to tweets, as well as how often your tweets are replayed on other Twitter profiles.

This is just a starting point for beginners. More extensive analytical strategies can be taken, such as hiring a social media analysist or upgrading software. Upon completition of the 8 steps to Twitter success, other programs that offer more detailed assessments of the effectiveness of Twitter will be brought to light.

Twitter Twatter

As Twitter becomes more interspersed into the deliverance, mainteance and growth of a company's message and branding, the use of email marketing is playing a less of a role as it has traditionally. However, using Twitter in your media relations strategies, does not gauruntee success and an ROI, as 'tweeting' must be done tactfully and in the interest of a specific targetted audience. So how do we make it work?!
Matt Rhodes, from the Marketing & Strategy innovation Blog, recently posted a blog on some research conducted by Corinne Weisgerber an assistant professor of Communications at St. Edwards University in Austin Texas, on the different ways a company can use Twitter in their PR strategies:
This list is as follows:

1. Tracking
2. Monitoring
3. Live-reporting
4. Journalism
5. Activism
6. Public Relations
7. Political Communications

Over the next few blogs, I will focus one blog on each of these 8 steps to Twitter success!

Looking forward to your feedback- Please feel free to share any success stories that your company has had with Twitter!

-H