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Trust in 2012: 4 Implications for Social Media

12.02.02

Edelman recently released the results of its 2012 Trust Barometer survey. Given the events of the last year, it’s hardly surprising that trust is decreasing pretty much across the board.

That is, except in Canada.

Results of the 2012 Canadian Trust Barometer

Today we announced the Canadian results of the 2012 Edelman Trust Barometer at an event in Toronto. A few highlights from the Canadian survey:

  • “A person like me” and regular employees both saw the biggest increase in trust in Canadian Barometer history. “A person like me” in particular has re-emerged as one of the four most trusted spokespeople behind academics and technical experts.
  • Trust in social media increased by 175 per cent in Canada, and trust in other online sources rose by 20 per cent. These increases are consistent – but larger – with those in the US.
  • CEOs are now the least credible spokespeople in Canada. While trust in business as an institution remained steady, business is not meeting the public’s expectations when it comes to building trust in companies.
  • Unlike in other countries, trust in media remains steady; in fact it was the only institution to see trust rise in the last year in Canada; possibly partly because the definition of “media” is changing and because the media is beginning to be seen as leaders in breaking news, rather than followers in reporting it.
2012 Edelman Trust Barometer Canada and Global Results

Implications for Social Media

So what do this year’s results mean for companies in Canada, and those using social media in particular? Here are four social media implications from the results of the 2012 Edelman Trust Barometer.

1. Transmedia storytelling is critical

The continuing rise of trust in social media and online sources is a clear signal that companies need to think beyond text when it comes to communicating. However, trust also increased in the Canadian media (and remains higher than other sources) – a signal that proclamations of the end of traditional media were very much premature.

Companies need to consider the complete media cloverleaf – traditional, owned, social and hybrid media, and to use them together effectively in order to communicate effectively.

2. Social media is not the end goal

While trust in social media has increased, and in Canada has more than doubled, it still lags well behind that of other sources. However, trust in “a person like me” is through the roof. There’s a dichotomy here, quite possibly because “social media” means different things to different people – plenty of people think of Twitter as a bunch of people talking about their lunch; I think of it as my industry peers discussing trends (and the occasional LOLcat).

The dichotomy of trust in social media means we can’t think of social for its own sake. Gaining new fans on your Facebook page, or followers of your Twitter account, won’t solve your business problems. Companies with a primary social goal of adding new fans/followers, or of gaining views on a video, are missing the point. To drop a cheesy line, it’s not the size of your community but what you do with it that counts.

3. Use social media as a conduit and a connector

If trust in social media, although on the rise, is still low, what does that mean for us? It means we need to think of it as a conduit rather than a destination.

Just as search engines are a conduit to useful information, social media is a conduit to connecting with other people – both those inside the company (e.g. regular employees) and to “people like you.” As a starting point, stop thinking about social media in the same way you think of traditional marketing campaigns, and start thinking in terms of bringing people together around a common interest. However, that’s just the beginning. What do you do with (and for) them? What do you enable from that point forward?

4. Enable and amplify advocacy

Experts and “people like me” are among the most trusted sources of information. One of the most interesting uses of social media is in enabling and amplifying the advocates of your company. Become the enabler – provide your organization’s fans with the information they need to speak in an informed way about the things they’re passionate about, and provide them with the opportunity to do so. The recent partnership between Bazaarvoice and Buddy Media is a great example of a key piece of this puzzle.

Also posted on the Edelman Canada site.

Posted in: communications, pr, public relations, social media, strategy

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Search Engines Are A Conduit, Not A Source

11.12.21

Let’s get this out of the way: Search engines are a key part of communications nowadays. Take a look at your website analytics and it’ll be clear – there’s no avoiding it. Search engines usually drive a significant proportion – if not the majority – of traffic to companies’ websites.

However, I’m tired of seeing “studies” showing that “search engines” are a source of information for consumers.

Search engines are a conduit – a step along the path – not a source.

Think about it – when you look for information on something, you go to Google (or Bing, or Ask.com, or whoever…) and type in your query. The vast majority of the time, you don’t sit and look at the results page – you click through to a result. You do that because the results pages have the information, not the search engine.

Yes, there are exceptions – Google News, for example – and sometimes you’ll find the information you need in the title or description shown in the search results, but the majority of the time you pass straight through the search engine and on to your destination. Search engines understand this – Google optimizes its page to get you off its site as quickly as possible.

Why does this matter, and am I just being pedantic?

Because the nodding and agreement that comes from headlines about search engines as an information source interferes with the push to answer more important questions:

  • Do consumers in my market niche, rather than generic consumers,  use search engines to research their products?
  • Once my consumers have searched (or not), where do they go?
    • Do they go to product review sites to check out other peoples’ reviews?
    • Do they go to corporate sites to read-up on specs and options?
    • Do they go to news sites to see what’s going on with the company or the product?
    • Do they go to blogs to check out discussions there?

This is the sort of information that’s useful. This is the sort of information that lets my team figure out where to prioritize its efforts in order to drive search engine optimization (driving consumer reviews; publishing product-focused content; driving earned media coverage, etc).

Also, there’s a big difference between customers of different industries - preferences along these lines are what we should be digging into (note: this is another report that cites “search results” as an influential channel). We need to be thinking more closely about that.

I get it. Search is important. Companies need to pay attention to search (and invest more in optimizing both organic results and the paid media around those results). Etc etc. And yes, some companies aren’t paying attention.

For the rest of us, though – those of us trying to do the best we can, and who really want to optimize based on useful insights – let’s move beyond the “search results are an important information source” nonsense and get down to the business of finding useful insights that can fuel our communication strategy.

Fair?

Posted in: communications, search

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Two Ways To Quickly Improve Your Communications Plans

11.09.19

I’ve worked in communications for a while now, and one thing I’ve noticed — consistently — is that the same two elements of communications plan get overlooked time and time again:

  • Objectives
  • Strategy

These almost always get sacrificed in favour of the bright, shiny part of the plan: tactics.

What’s more, your objectives and strategy are the most important part of the plan. They’re the part that frames the ultimate goal that you’re trying to achieve, and provides a focus for the tactics that should aim to achieve that goal.

That means that, sadly, most communications programs fail to live up to their true purpose.

I think this failure stems from two primary misunderstandings:

1. People don’t understand the difference between objectives, strategies and tactics.

Simply put, your objective should state what you’re trying to accomplish. Are you trying to sell 30,000 units of something? Increase customer loyalty? Reduce employee turnover? Remember, too, that there are business objectives and communications objectives, and the latter should flow up to the former.

Your strategy defines how you will achieve the objective you just outlined. If you’re looking to sell product, for example, one strategy might look to raise awareness of the product among a key audience. Another option might be to improve its visibility among key purchase-driven search terms.

Your tactics provide the final level of detail in your plan – the granular activities that will drive towards your strategies, and which ultimately fuel the accomplishment of your objective.

Too few people understand the difference between these three areas. If they’re on the client side, they’re the ones who, despite the great program delivered, still ask “but how many media impressions did we get” even if the business results are there for all to see. On the agency side, well, they’re the ones who risk those same clients never having the business results to ignore in the first place.

It’s CRITICAL that people get their heads around this, as these parts of your plan ensure you’re driving at the right result.

2. People focus on shiny.

Lots of people, especially in the communications industry, are highly creative and really enjoy the creative side of things. Let’s face it, brainstorms are fun. Blue sky thinking, a “there’s no such thing as a bad idea” mindset and no consideration of limitations is a nice mindset to have. Unfortunately, I’ve found that that often comes at the expense of strategy – of putting boundaries around creativity to ensure it is pointed in the right direction.

I had a great discussion with a colleague last week after a brainstorm. I commented that we had some great ideas coming out of the session, but that at that point most of them totally diverged from our strategy for the program. Her response (paraphrasing) was: “Agreed. It’s our job to take those ideas, filter them and tweak them so they fit.”

The perfect team combines people with creative strength alongside those with a strategic mindset, so you get the best of both worlds.

Want to improve your planning? Educate your team and your client about the difference between objectives, strategies and tactics, and make sure they’re taken into account when developing your plan.

Posted in: communications, communications planning, pr, public relations, strategy

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Is Share of Voice a Useless PR Metric?

11.05.24

This is a guest post by my Edelman colleague Rob Clark

Sometimes you say a word too many times in a row and the word slowly begins to lose meaning for yourself. It becomes foreign gibberish and you begin to wonder if you’re pronouncing this thing correctly or if it was ever really a word at all. Which is all to say that I’ve been giving a lot of thought lately to share of voice (SOV) and I may have passed the threshold where it ceases to hold meaning.

Why do we measure?

We measure because there is a decision we have to make and we are lacking the data needed to take action. So I would like to ask what information does share of voice provide the PR practitioner that guides an action?

In marketing – where all is a funnel down from eyeballs to wallets and the space and time is finite – SOV provides insight into whether your message is drowned by the competition’s. But the real strategic advantage comes in that the cost of the ad space is a known quantity. Knowing what your competitor’s SOV in a market is, let’s you know what kind of resources they are pushing forth. You know which of their products is getting the thrust and in what markets. It shows you some of the cards they have on the table.

But in PR we don’t buy coverage by the pound. We can’t translate ink on the page (or pixels on the screen) into dollars spent on PR. So that set of data is lost to us from a SOV measure.

Editorial – though not infinite – is open to expand and contract. Your amount of coverage can remain consistent but your share contract tremendously as a flurry of write ups about your competitor come out. Let’s say that our client is Widget co. (makers of fine hypothetical examples since 1912). Widget co has a 20% SOV and their nearest competitor has 30%. The following month Widget co is at 18% and their rival at 37%. What decision will this info drive? What action is needed?

Everyone’s natural inclination is to demand more output. More ink. They have more and we have less so spit out more. Business is geared to numbers continuously going up. You can throw as much explanation and caveats around a dip in a chart, but all the client will see is that it’s going down and down is bad. The competition is going up and up is good.

“But what if the rival’s boost occurred because their CEO drop-kicked a puppy?”

But what if the rival’s boost occurred because their CEO drop-kicked a puppy? What if their product was suddenly uncovered to be dangerous? What if their factories just burned down and there is endless discussion as to whether they will be able to survive the quarter? Would we recommend our client to seek more coverage just to match this?

Of course we wouldn’t. So that brings me back to the question, what information does share of voice provide that guides an action? What action can you take based on a SOV metric alone? And if SOV alone can’t guide a decision the way sentiment, or quality of coverage, or even volume of coverage can … then is it a metric we want to be using prominently?

The more I examine it, SOV as a metric distracts from the outcomes, is potentially misleading in and of itself, and provides little information value relative to the resources required to collect it.

What our clients are not properly asking for when they say “show me our share of voice” is “mindshare” or what they truly care about which is “share of wallet.”  They want to know what the perception of their brand is in relation to other brands. This is not data that you can collect through counting volume of clips or mentions. This is not volume of coverage but a measure of top of mind awareness. A measure of how much of a family’s resources get devoted to our client’s offerings. A research effort in and of itself.

It would seem to me that SOV as we’re currently looking at it is useful only in situations where we know a PR spend was on par with the competition (say in a sponsorship situation) or as part of an initial audit of the landscape to see how people are discussing brands relative to one another and where media bias towards one brand or another may exist.

But I would appreciate input and thoughts; the wisdom of the crowd. What say you all? Am I tampering with forces man was never meant to tamper with? Will they call me mad at the academy?

Comments or angry tweets below, or to @theelusivefish.

[About the author: Rob Clark is the Director of Insights and Measurement in the Digital practice in Edelman's Toronto office, a wearer of funky ties and all-round smart guy. You can follow him on Twitter at @theelusivefish.]

Posted in: communications, measurement, pr, public relations

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How To Engage On Sites Using Facebook’s New Commenting Plugin

11.03.08

Facebook recently introduced a new version of its Facebook Comment Box Plugin, allowing website owners to integrate their commenting functionality with their Facebook presence.

We’ve already looked at the pros and cons of the Facebook commenting plugin for businesses considering implementing the plugin on their sites. Today, let’s take a look at what the implications are for companies running engagement programs.

The new plugin poses a conundrum to those working in engagement programs – specifically, around how they engage in the comment streams on sites using the plugin:

  • Do they comment as a Facebook Page, assuming they have one (and deal with the lower personalization and effect on Page content)?
  • Do they personalize responses more by using commenters’ own Facebook accounts (does that cross a work/life boundary)?
  • Do they just avoid commenting on sites using this plugin?

Here’s my take on five clear options for people running social media response programs. What’s yours? Let us all know what you think in the comments below.

Option 1: Individual employees comment using their own profiles

Have company employees log in and comment using their own Facebook profiles.

  • Pros:
    • Transparency of person’s identity
    • Avoids potentially negative comment streams being pushed to the company’s Facebook page
  • Cons:
    • Requires employee to use a personal account for business purposes. Could be considered to cross a work/life divide
    • Company-related conversation aggregated on employee Facebook profile
    • Possible that some company spokespeople may not have Facebook pages
  • Conclusion:
    • As transparent as this option is, the cons and the risk of violating work/life boundaries outweigh the benefits
    • Lost opportunity to aggregate relevant conversation and to activate advocates on page

Option 2: Comment as company-owned Facebook page

Company employees log in to their own accounts, but use the new person-like features of Facebook Pages to leave comments as the company’s Facebook page.

  • Pros:
    • Clear that responses come from company’s official presence
    • Avoids using personal accounts for business purposes
    • Drive additional traffic to appropriate Facebook pages
    • Aggregated conversations provide additional content for Facebook pages
  • Cons:
    • Potential lower transparency, as company name shows as the comment author (although can be mitigated via comment content)
    • Conversations aggregated on company page may not be positive in tone
    • Dilutes official content on the company’s Facebook page
    • Requires wider group of employees to have admin access to the company’s Facebook page, meaning less control over activity on the page
    • Potential for accidental comments as Facebook Pages on non company-related conversations, if employees forget to change their commenting profile back to their personal accounts
  • Conclusion:
    • Clear benefits over using personal profiles, but increases the level of risk on company pages via increased admin access and unpredictable content. Depending on the company, this approach may be viable.

Option 3: Create new, business-only Facebook profiles for commenters

Company employees engage in the comment streams under their own names, but via  profiles created purely for company use.

  • Pros:
    • Separation of personal and business profiles
    • Avoid additional admins on Facebook pages
    • Maintains engagement on sites with Facebook commenting plugin installed
    • Avoids diluting content on Facebook pages
  • Cons:
    • Violates Facebook terms and conditions – risk of accounts being deleted by Facebook.
    • Lost opportunity to aggregate relevant conversation and to activate advocates on page
  • Conclusion:
    • Risk incurred from violating Facebook terms and conditions is not advisable.

Option 4: Create Yahoo! accounts for commenters

Company employees comment on posts themselves, but do so through a new integration in the plugin – a Yahoo! login.

  • Pros:
    • Works within Facebook’s rules
    • Avoid additional admins on Facebook pages
    • Avoids diluting content on Facebook pages
    • Maintains engagement on sites with Facebook commenting plugin installed
  • Cons:
    • Less credibility of commenter profiles – Facebook profiles perceived as more credible than Yahoo! accounts
    • Lost opportunity to aggregate relevant conversation and to activate advocates on page
    • Could be perceived as easy for anyone to claim to be a company employee
  • Conclusion:
    • This option minimizes risk to the company and maintains the ability to engage. However, this option also loses the opportunity to curate conversations on the Facebook page, and the lack of identity verification that Facebook provides may reduce spokesperson credibility (although no more than via other commenting systems).All-in-all, this provides a viable option for companies looking to engage on these sites.

Option 5: Avoid commenting where Facebook Commenting Plugin is used

Avoid the pros and cons of all of the other options by refraining from engagement on sites using the new Facebook commenting plugin.

  • Pros:
    • Avoids risk of accidental cross-posting
    • Avoids diluting Facebook page content
  • Cons:
    • Lose opportunity to participate in relevant conversations via comment streams
    • If adoption of Facebook pages increases, lose broader opportunity to engage
  • Conclusion:
    • This is the “do nothing” approach. Frankly, it’s a last-resort if a company is already engaging in conversations on third-party sites.

Conclusion: It depends on your culture

Facebook has thrown a bit of a wrench in the works for companies engaging in social media response programs. None of these options is ideal from a company perspective – each comes with draw-backs in terms of risk, transparency and credibility.

Many companies may want to use Facebook’s new ‘company as a page’ functionality (option #2) to benefit from the ability to aggregate conversations on their own Facebook pages, and to do so credibly while providing interesting conversations for fans of their pages to participate in – and a way to leverage the advocates on your page to weigh-in on relevant topics.

However, for those carefully tailoring the volume and type of content posted on their pages, this makes life difficult. Dan Zarrella, for example, has shown that if you post too often to your page, you may lose fans. By throwing comment replies into the mix, companies may run the risk of saturating their page with content, to the detriment of people on the page. What’s more, your comments are unlikely to always be positive, so you may end up aggregating negative conversations on your page.

Meanwhile, logging-in via a Yahoo ID (option #4) offers a good balance of maintaining work/life separation for empoyees, influence over Facebook Page content, and risk mitigation from avoiding additional page admins and reducing the risk of accidental comments “by the company”. The downside of this, though, is the lost opportunity to bring these conversations to your fans, and the lack of identity verification that Yahoo IDs provide.

Ultimately, this is likely to come down to company culture. Is your culture more risk averse? Then you may want to go with Yahoo IDs. Are you more accepting of slightly higher risk? Then commenting as your company’s Facebook page may provide the greatest benefits without usurping employees’ personal accounts.

What do you think? Would you come to the same conclusion? What would you add to the mix?

Posted in: blogging, communications, facebook, social media

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10Comments

Your Brainstorms Suck

11.01.15

Brainstorms are one of the most fun parts of the communications planning process. You get to remove restrictions from your mind, pretend there are no limits and be as creative as you like.

The trouble is, most brainstorms suck.

Huh?

Most brainstorms focus entirely on tactics… on coming up with ideas in whatever way you can. You end up with ideas in search of a strategy. People then try to craft a strategic framework around it to justify the “big idea” to the decision maker.

If course, decision makers love the big idea. It’s glamorous; they can get excited. The strategy seems to fit with the idea, too (because you made sure it did).

The critical filter to apply is: do the ideas and the strategy flow back up to the objectives at hand?

You won’t make many friends if you only push this line of thinking towards the end of the process, especially if you keep pressing the issue. People will often have to admit to themselves that there isn’t a fit there, and you’ll become the bad guy. EVERY communications person out there thinks they come up with strategic ideas, whether it’s true or not.

Instead, try to rig the process from the beginning. Pull a smaller group together and figure out the strategic approach you want to take to the issue at hand. Pull that into a briefing and make sure everyone has read it before the brainstorm. Review it again at the beginning of the session. Then, take the handcuffs off and brainstorm away with the same freedom as before.

Finally, at the end of the session (either with the group or separately), filter the ideas through that strategic approach and see which ones stick.

The result: ideas led by a strategy that hits the business need, not the other way around.

Make sense? How do you ensure your brainstorms are effective?

Posted in: communications, pr, public relations, strategy

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16Comments

Are You Ready If Wikileaks Targets You?

10.12.06

Wikileaks creator Julian Assange has announced that his site is now going to begin to focus on businesses. Apparently the first target, early next year, will be a major American bank. Is your company ready to handle the crisis if an organization like Wikileaks decides to focus its attention on you?

The list of organizations getting blindsided by online attacks is growing ever longer. DKNY joined their ranks recently, thanks to PETA; Nestle will be a case study of how not to respond for a long time thanks to Greenpeace; and the Cooks Source magazine got completely derailed when their misdoings were uncovered and detailed online.

Do you know how you’d respond in these kinds of situations, let alone if thousands of internal documents were revealed by an organization like Wikileaks?

If your answer is “no,” here are a few pointers

Dust off your crisis communications plan

Unearth your crisis communications plan. Does it include a digital component? If it doesn’t, find the appropriate people within your organization and work with them to update it.

Assume it’s coming

Organizations should assume that digital properties they manage, whether on-domain or off-domain, will get attacked by third parties. Every marketing initiative should, at a minimum, incorporate escalation processes into their plans. Community managers (whether internal or agency side) should be equipped with appropriate training and resources to respond to a situation should it occur… because one day, it might. As DKNY found out recently, these attacks can come from out of nowhere.

Plan and practice for scenarios

Pull people from multiple departments together and consider the most likely issues that might emerge, then practice responding to them. Use facilitators to establish scenarios, and drill your response team so that, when an issue occurs, people know how to respond.

The ostrich approach doesn’t work

As David Armano points out, shutting your online properties down just isn’t an appropriate response to an issue. Sticking your head in the sand (the ostrich approach) won’t make a serious issue go away and it doesn’t mean other people won’ t see the controversy; it just means you won’t see it.

Don’t be dumb

As I noted in the case of Cooks Source, communications can’t save you if you’re doing the wrong thing. Wikileaks, Greenpeace and PETA go after organizations they see as doing wrong. There’s no way you can please everyone and you shouldn’t run your company in constant fear, but you can avoid making yourself a target of these kinds of attacks by not doing dumb things.

What else would you add?

Posted in: communications, crisis communications, pr, public relations

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Why Paying Bloggers For Posts Changes The Game

10.12.02

There’s been a lot of debate back and forth around bloggers (generally mommy bloggers, although they’re certainly not the only ones) receiving direct payment for posts over the last little while. The latest post to catch my eye was a controversial piece over at Mom Blog Magazine entitled Why PR People Get Paid And You Don’t.

I’ve shied away from this topic in the past, but after some interesting conversations I’ve had over the last few weeks I’m ready to weigh in.

A quick note up-front: I’ve been writing here for six years now. Over that time I’ve built this site up from a static site, that I coded by hand in Notepad, to a blog with 40,000 views each month.

While I’ve never accepted monetary payment for posting, I generally get several requests to incorporate ads each week. I get the attraction – it’s a lot of work to maintain a blog – and I don’t begrudge anyone from monetizing their site.

With that out of the way, on to the crux of the matter…

To put it simply, bloggers accepting (or demanding) payment for posts changes the game for them in several ways:

  • You shift from earned to paid media
  • You shift from content creator to service provider
  • You need to compete for budget

Let me explain further…

You shift from earned to paid media

If we break online communications into different spheres – owned, paid, earned and social media – PR has traditionally played in the “earned media” space. When PR people pitch a journalist on a story, we’re trying to “earn” that coverage.

Earned media brings with it lots of advantages. It’s highly credible, it’s long-term (it lives on) and it increasingly plays a role in product sales. On the flip side, though, earned media is near-impossible to control – in terms of quantity of coverage, of tone of the journalist/blogger’s coverage or of the content of the coverage. However, the benefits have traditionally outweighed the risks (hence PR people have jobs).

To journalists/bloggers, that means that when a PR person approaches them, they have control of how they react to the ask. They can turn it down entirely and write nothing, or they can write a positive, neutral or even negative piece if they so choose. That’s fine, because they’re producing editorial content. PR people accept that risk when they pitch.

When money exchanges hands, the situation changes. Suddenly you’re no longer playing in the “earned media” space. Now you’re in the “paid media” space. That changes the expectations. If brands pay for placement, they have different expectations to when they just pitch for coverage. Not only do they expect the post to appear, but they also have different expectations around control of content.

Update: Paid media also suffers from a draw-back of being less trusted than earned coverage. (thanks to Jen Zingsheim for noting this in the comments)

It’s not a black-and-white situation in reality – mainstream media is now adopting more of a pay-for-play model – however, brands do get control over key messages within those stories.

Simply put: you earn coverage; you pay for ads. You can’t have things both ways. If you accept payment, expect different conditions.

Your role in the situation changes

The earned/paid distinction also plays into the second of the key factors in this debate.

On the earned media side, the PR person is looking for a win-win situation – they’re looking to win through favourable coverage; meanwhile they’re looking to provide value to the blogger through content opportunities that fit their needs (so they’ll publish not just this time but also down the road).

Once we’re dealing in the paid media space, the situation changes. Suddenly, you’re not just the recipient of a pitch, who gets to decide what to do. You’re a person who wants payment to provide a service. That means you need to demonstrate value to the party that’s looking to purchase that service.

This means a shift in roles. The PR person becomes a client, just as someone buying ad space is a client of the publication selling the ads. Meanwhile, you (now as a service provider) have more of an obligation around quality.

This leads into the last key factor here…

You need to compete for budget

When companies allocate marketing budgets to PR, advertising, interactive and social programs, they make a decision on how to allocate those resources to get the best results.

When PR agencies come up with their plans, they consider how to get the best results for the budget they have. Sometimes that will incorporate a blogger outreach program. They make the decision that this is the best use of their budget.

When bloggers require payment in order to write a post, they add another decision point in the budgeting process. That isn’t, by itself, an issue. However, the result is that the blogger then finds themselves competing against other options for budget.

That’s right – you’re competing for budget. That competition means:

  • You need to demonstrate your value, and “well you want my coverage so I’m valuable” isn’t an appropriate response.
  • Your asking price needs to be based in reality – on the value you can provide. How can you demonstrate your influence? Again, on the earned side the PR pro needs to do that research to satisfy the client; once you become paid media the onus is also on you.
  • You’re up against paid media with established CPM and/or CPC figures, with stated audiences and at least a ball-park number of impressions an advertiser can expect.

Again, is this bad? No. The reality, though, is that when you ask for money for your service, that needs to come at the expense of something else. Your value is therefore going to get compared to other investments. This can be a tough dose of reality for some bloggers, especially those with small audiences, who are used to getting the VIP treatment from brands.

Payment changes the situation

The bottom line here is that, when you ask for payment in order to write a post, the situation changes. You’re no longer just a blogger/journalist from whom a company is seeking earned coverage. You’re  a media property from whom they’re buying coverage.

Bloggers who decide to go this route need to understand that this is the situation. There’s nothing wrong with seeking to monetize your site, but if you’re not ready to deal with this reality then you could be in for a cold, harsh wake-up call.

There are plenty of different sides to this, of course. What do you think?

Posted in: blogger relations, communications, marketing, pr, public relations

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24Comments

When your Customers Become an Issue

10.11.30

All my life I aspired to own a particular car brand. Where I grew up, there weren’t many around (it wasn’t the most affluent area) and I’d always loved the way they looked. So, I set my sights on owning one.

Now that I’m in a position where I’m considering which car to get, I no longer want that brand. Why? Not because the quality of the cars has changed – I still like them.

I don’t want that brand because of the other people who drive them. Whenever I get tailgated, it seems to be someone in one. Whenever I get cut up, it seems to be by someone in one (ok, a slight exaggeration, but it’s a very noticeable trend). I also frequently see drivers of that brand weaving aggressively in and out of traffic.

How does a company respond when its own customers, not its products or services, become an issue?

My thoughts: The solution certainly isn’t a purely branding-based program. Ads aren’t going to convince me – I might see an ad showing someone driving responsibly, but every time I’m out on the road I’ll see evidence to the contrary.

My initial inclination would be through a concerted effort to change the behaviour of customers through ongoing education – research to highlight peoples’ perceptions of irresponsible drivers; ongoing safe driving information for customers; partnerships with insurance companies etc.

What do you think?

Posted in: communications

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9 Criteria For Selecting A Social Media Agency

10.11.29

A couple of years ago, I wrote a post about 8 factors to consider when selecting a “social media expert.” Looking back now, I can see how my approach has evolved and matured since then. What’s more, as I’ve spent more time on the consulting side, my focus has shifted from self-identified “experts” to agencies.

Chris Kieff wrote a post last week giving his thoughts on some numbers-focused ways to select a social media consultant. Personally, I think the list was much too focused on superficial numbers at the expense of useful depth (I have fewer than 1,000 Facebook friends and too small an ego for my own fan page so, according to his criteria, I’m not a good consultant).

So, without further ado, here are nine ways to evaluate a social media agency.

Strategic approach

Flashy contests and big-hit ideas are attractive to companies, for sure. However, all too often they do absolutely nothing to move the needle on companies’ objectives. So, while there’s nothing wrong with creative ideas (more on that shortly), they absolutely need to be paired with a strategic approach that takes into account the nuances of your situation. That means considering objectives, stakeholders, your key audiences, other overarching strategic considerations and appropriate metrics alongside the tactical ideas.

How to assess: Look for depth of thinking and how that ties back to your broader situation, rather than just for the ‘big idea’.

Long-term thinking

Campaigns can work, but starting from scratch for each campaign limits the potential effectiveness of those campaigns and runs the risk of generating social media scorched earth. Look for agencies with a long-term approach – with thoughts on how they’re going to generate ongoing engagement with fans you acquire; with ideas for how to maintain attention between your larger spikes in activity.

Good agencies are thinking outside the campaign box, and towards longer-term brand building, reputation building, issues management and relationship-building approaches. Demand these elements in any ideas your prospective agencies bring forward.

How to assess: Look for proposals that focus on long-term growth rather than (or in addition to) short-term benefits.

Integration

I’ve written many, many times about the importance of integrating social media with other communications channels. Operating in a silo goes against the reality – that there are significant overlaps between disciplines nowadays.

Good agencies should be able to (with the help of other agencies, if necessary) formulate, propose and, if necessary, work with your other agencies to execute an integrated plan that pulls together multiple media – earned, paid, owned and social.

How to assess: Look for ideas  that blend the strengths of different media forms when assessing proposals.

Working well with other agencies

Good agencies will not only provide a way to manage the inter-agency relationship, but provide examples of times they’ve worked productively with other agencies to achieve the best possible results from the client. Look for these examples and for their suggestions on how to work collaboratively with your other agencies.

How to assess: Make this part of your client reference checks.

Measurement

Does the agency have a point of view on how you should measure the activities they’re proposing? Assuming you’ve provided them with your business objectives, their activities should tie back into that. They should then tie their measurement through to those objectives.

Caveat: That measurement may involve seeing sales, website analytics or other internal measures from you. If you aren’t prepared to provide them, don’t be surprised if measurement suffers accordingly.

How to assess: Look for clear ties from objectives, to tactics, to measurement in proposed programs.

Case studies

Agencies should be able to provide concrete examples of work they have executed for other clients. While client confidentiality often means they may not be able to talk about it on their website, they should be able to muster solid examples, with solid approaches, execution, measurement and results.

How to assess: Ask for examples of prior work that are directly relevant to your challenges.

Ethical grounding

Difficult ethical issues abound in advanced social media use nowadays. Should you post that status update under your client’s name? Should you edit that wikipedia page? There are plenty of difficult issues that could get your company into trouble if handled improperly.

Whether you’re looking for an agency to help establish your social media foundation (employee policies, processes, etc) or to execute marketing programs, make sure your agency has navigated these issues before.

How to assess: Ask for examples of difficult ethical quandaries that your prospective agencies have navigated and ask about their approaches to specific conundrums.

Ability to break through the clutter

Let’s not kid ourselves – creativity is important. The digital landscape is becoming busier and busier, and companies need to find a way to break through the noise. That could be through a big creative idea; it could be through a differentiator such as improved customer service; it could be through other means. However you’re going to break through the clutter, it’s needed.

How to assess: Look for elements that make the agency’s ideas stand apart. However, don’t put all your focus on this at the expense of other factors.

Willingness to say “no”

Regardless of the type of company you work for, you need an agency partner that isn’t afraid to give you the best advice possible, even if you don’t always want to hear it. So, look for agencies who are prepared to tell you when an idea isn’t going to work, or when your suggestions may not be the best approach.

As the client, you’ll expect them to follow your ultimate decision, but until that point you need them to give you the best advice they can regardless of whether it matches with yours.

“Yes men” aren’t needed.

How to assess: If you like, you can use a scenario to assess this competency. However, you should certainly consider this when assessing agency performance over time.

What else?

I’m sure there are plenty of other ways to assess when selecting an agency. What would you add?

Posted in: communications, social media

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