Building thought leadership with your expert employees
The CEO remains a trusted source, but employees with a technical background are even more credible according to the 2011 Edelman Trust Barometer. For PR and marketing professionals that are looking to engage with customers and external publics, this finding opens the door to a new group of ambassadors that can help engage with influencers.
The annual study presented this week at the World Economic Forum in Davos gauges attitudes about the state of trust in business, government, NGOs and media. The study found an interesting shift in who people trust. People who are likely to believe CEOs climbed to 50 percent from 31 percent last year. That means it may be time for CEOs to poke their head from out from under their shell.
Another development comes in the area of employees as a trusted source. For the first time the survey asked respondents about the credibility of technical experts within the company. A strong 53 percent report that they are likely to trust what comes from these informed experts. For PR people looking to build the depth of their thought leadership program it means that there is a new roster of credible spokespeople such as engineers and analysts. Because they are well-informed, they can be a strong source of authentic communication with reporters and community forums.
In my own PR and marketing work, I've found that technical experts are often more available and eager to speak to the media, write a blog post or speak at a conference. They may need a bit of training, but their energy helps overcome the lack of experience. Especially when I'm working on day-to-day community management that requires a quick and accurate response to a developing issue, internal technical experts are an effective source. I'm excited to see some evidence that these informed employees are also credible to external audiences.
PR teams can now confidently reach beyond the CEO when they need to develop spokespeople for corporate communications.
The short video below highlights some of the points made in the survey on this topic.
Quora is a screaming new service that has exploded with the social media insiders, reporters and tech crowd. The site About describes itself as a "continually improving collection of questions and answers" created by everyone. The site has set itself apart in three ways, first written about by Louis Gray, in its community, interface (technology), and relevancy. This killer combination has top-tech journalists, bloggers and insiders spending hours posing and answering meaningful questions. For PR and marketing people, this new site is an important emerging place to monitor conversations about your company and brand.
In addition to finding sources, journalists are also spending a lot of time posing and answering questions. Ben Parr from Mashable and Robert Scoble make regular comments. There is even a question on Quora about journalists that are using the service. Reporters from Wall Street Journal, Fortune, Economist, Bloomberg and Forbes top the list. It seems that there is a growing list of journalists from outside the U.S. so it is clear the community is growing beyond the Silicon Valley echo chamber.
Along with reporters, Quora has attracted the A-List of tech bloggers, Tweeps, conversationalists and creators who have the potential to influence the conversation.
Relevancy
The big buzz word in social media is relevancy and Quora seems to have more than its quota. Relevancy is auto-magically presenting what you want to see when you want to see it. Or, even better, the finding it for me before I know I want it. Quora seems to deliver something new and interesting to me each time I visit. As with any new database of information, critical mass is well, critical. I'm throwing questions at it about PR, social media and Silicon Valley and it does pretty well. It will need to continue to expand its reach to appeal to those who are outside that small world. One more word about relevancy, I'm seeing Quora results showing up in Google searches. If Google is pouring some of its juice on Quora, that means that posts about your company (positive and negative) will appear prominently in search results.
Interface
Like any good next generation idea, Quora has mastered several of the factors that make it easy to use, follow and contribute. With your permission, Quora automatically follows all of your Facebook friends and Twitter followers. This feature probably helped it to rapidly grow with minimal user input.
The social media world sometimes seems like a rapidly expanding foam filling every crack and crevice of our lives. I'm sure much of it is as empty as foam, but Quora has something a bit different. As a PR professional, I'd check it out and include it in your monitoring. They have got a lot of stuff right and a lot of the right people are at Quora right now.
Because of the explosion of interest in Quora, there are several blog posts that I'd recommend from PR people who are approaching the service from the same angle:
Jeremiah Owyang published an insightful report on the career path of a social media strategist. He found that after some early success, the social media strategist faces an onslaught of problems that can cause the person to descend into a reactive help-desk list of tasks. He advocates that effective strategists develop a proactive program that gets ahead of the demands and allows them to operate from a strategic planning position.
Owyang identifies several key problems that map closely to the problems I've faced as a marketing director and community manager implementing social media programs. The issues he identifies are the following:
Resistance from internal culture
Measuring ROI
Lack of resources
Ever changing technology space
Resentment and envy of the role
A looming increase in business demands
Of the social media strategists he interviewed 41 percent report to the marketing department. Most of these programs lacked a formalized program with long-term direction. Only 23 percent have the required maturity to overcome these problems.
He recommends these 10 qualities when looking to hire a social media strategist:
Hire a program manager rather than a social media "hot shot"
Seek candidates with a track record of early technology adoption
Scrutinize how they have used social media
Seek backgrounds that demonstrate ability to manage dotted-line managers
Look for corporate entrepreneur
Ensure cultural fit, they will tackle change management
Find a natural born connector
Celebrate risks, clear obstacles
Enable them to connect to peers and grow careers
Protect investment by providing new challenges, compensate well
The full report from Jeremiah Owyang at Altimeter Group is found below.
Location-based services hold the promise of targeted advertising and ultra-relevant content for everyone. Are these services just high-tech coupons or is there a larger promise? Tristan Walker, VP of business development, from Foursquare sees something much deeper. He calls it socializing loyalty. This isn't a Tweet that I checked into Nola's with four friends, this is a way to tie a brand's existing loyalty program directly into their customer's social graph. Imagine a check-in at your favorite book store that occurs when your credit card is swiped. Or even better, a check-in that is tied to the book you just purchased. In an instant, you receive your loyalty points from the book publisher, bookstore and American Express. With your permission, that information is then shared with your friends. Instead of pulling out my phone and checking in and showing it to the clerk, all this occurs through the credit card payment systems that connect directly to the Foursquare system. All secure and all measurable.
From a brand's perspective, that engagement is very deep. If you have enough affinity for the brand to grant them access to your social graph, it is clear that you are a brand advocate. The customer also becomes a rich vector to connect the brand to like-minded customers. You are unlikely to grant a random taqueria the right to publish on your behalf, but you might trust French Laundry. Even everyday experiences such as visits to your favorite coffee shop or gym could trigger loyalty points and generate additional impressions for a brand.
The concept of loyalty programs and publishing your check-ins is not new, but the combination in a familiar mobile experience is different. Point solutions pop-up for all sorts of individual brands or specific campaigns, but they don't sit on everyone's mobile phone like Foursquare. In this scenario, Foursquare is much more like a platform than an mobile phone app. It allows for brands to build their loyalty programs around a consumer experience that guarantees engagement and relevancy.
We've seen other purchase broadcasting services go awry so good privacy control is needed, but people are quickly warming to the idea that they can get more from a brand if they are willing to share their experience with their friends.
This idea can change the market because instead of keeping Foursquare locked into brands with physical locations, they can now work with every brand in the store. Loyalty is extended beyond the bookstore to now include every brand, publisher and product in that store.
The concept of socializing loyalty with a location-based service such as Foursqure is still without a concrete, real-life example. I understand that Foursquare may be changing that soon. I'd love to see a major brand tap into their existing loyalty program and reward Foursquare users based on their past purchases. Imagine walking into the Ritz Carlton in Half Moon Bay and upon checking in you are upgraded to a bigger room or treated to free marshmallows and chocolate by the fire. I know Robert Scoble would love that since he is the Ritz mayor.
Now that I've met Tristan Walker, I was able to take the first step toward getting my Foursquare stalker badge. Hint: Tristan's business card has the pizza symbol.
How much is an enthusiastic advocate of your brand worth to you? It turns out that it is 5X their lifetime value to you. For example, if they spend $500 buying dinner at your restaurant over a few years, then you can estimate their value at $2,500 according to a recent white paper from Zuberance. A simple definition of this powerful consumer is someone who is willing to recommend your brand their friends or advocate on your behalf.
I've found these people difficult to find, but once they are found they are even more difficult to engage. You'd think in this world of email and Facebook I could capture them in a database and message to them. The problem is that they don't like that. According to a study by Deloitte, 53 percent of advocates (vs 33 percent for consumers) want to be recognized as an individual with individual needs. The second challenge is that brand advocates tend to believe they are busier than the average consumer, so convenience in use and access is important. The good news is that advocates tend to be more social and outgoing and are much more likely to share. Deloitte's research also found that brand advocates are more likely to be perfectionists, and more likely to be the first to buy new products.
So this is where the campaign to build 15,000 advocates for your successful software start-up fails. Most marketing and PR departments simply don't have the resources to interact with the large influx of advocates over a long term. You can find them with email surveys, but then what do you say back to them? Sure, you can send them a tin of mints (I just got some from one of my favorite brands), but what you really need is to help direct their efforts in a positive direction that they see as valuable. Just like a bunch of volunteers who show up with hammers to a Habitat for Humanity house building project, it is critical that you give each person a job that they see as meaningful so they will want to come back. Similarly, the energy emanating from your brand advocates needs to be focused like a laser to help them share that excitement with others. In the restaurant example, you can ask each of those advocates to share their honest reviews on Yelp. Or you could ask them to share your restaurant's Facebook Fan page with their friends.
There are lots of simple ways to build that word-of-mouth, but I still see most of these efforts fail for some simple reasons. First, many advocates will find it too time consuming to go home, find your Yelp site and then write a meaningful review. You have to harness the enthusiasm when they are actually in a position to write something. Today that is likely to be in front of their computer. Second, they need a variety of places to advocate. Once they have posted on Yelp, they can't post there again. You have to continue to present them with fresh opportunities to talk about you. Third, managing this stuff in spreadsheets and direct email systems simply won't work. You never learn more about what the advocate does and it is impossible to measure. This all comes down to something I say often about advocacy building - It simply does not scale.
“It is what companies do with fans that create value, not merely that a brand has fans,” says Forrester’s Augie Ray in a blog post.
Zuberance has build a platform that helps companies identify advocates, direct them to places where they can contribute and then track the results. They are currently working with large consumer and tech brands on campaigns that would crash my spreadsheet and email methods of the past. These types of CRM systems for advocates are exactly what is needed to overcome the scale issue. Rob Fuggetta, Zuberance CEO, tells a story about how they recently responded to a crisis with a brand that was receiving lots of bad online reviews. Using unpaid advocates, they were able to settle down the issue by activating the advocates to balancing out the negative comments.
With the right systems to focus the efforts of your brand's advocates' enthusiasm you can unlock their 5X value and create a cost-effective word-0f-mouth campaign.
Guide to location-based services, such as Foursquare and Gowalla, for PR and marketing professionals
I checked in on Foursquare as I arrived at a networking event the other day and I was greeted with a free drink if I showed my phone to the bartender. My excitement grew when Foursquare notified me that the restaurant across the street had a two-for-one dinner deal. I grabbed some colleagues to go with me. When we finished, I noticed that the bar across the street offered a free appetizer. So, we trouped across the street determined to follow our Foursquare adventure to its end even if we were already full. When we finished we had consumed drinks, dinner and appetizers all for less than $10 each.
As my experience shows, people are willing to give their location if they know they'll get something for it. JiWire's Insights report found that 53 percent of people are willing to show their location to get more relevant ads. Nielsen reports that 24 percent of Americans have a smartphone and we know that most of the new models have GPS. Foursquare has rapidly grown to 500,000 users and 275,000 check-ins in one day. Mashable reports that the other location-based check-in game, Gowalla, has about 100,000 customers. Additionally, nearly every user-generated review service is adding location to its mobile app because of its benefits to customers and the hope to attract higher advertising rates.
As a PR or marketing professional it is about time to add location-based services to your marketing mix and reputation management programs. Your customers are already mentioning your brand in these services and their comments are showing up in search results. It isn't hard to understand that like other social media, location-based services need active engagement and monitoring. Chuck Reynolds daftly details the impact of these services on local search and search engine visibility in this blog post.
Although not sanctioned by the company, there was even a Foursquare Day last month on April 16 (4/16) that fans put together. I know you have a lot to monitor already in the fragmented social media fracas, so here are some tools that can make it easy to keep an eye on public comments on Foursquare and Gowalla. Both Check-In Mania and FourWhere allow you to search for your business and view the shouts and recommendations people leave.
I love to see the updates and advice from my friends as they check-in throughout their day. It helps me find better restaurants and gets me to try new businesses. As a PR person, I've seen it create real-time buzz around an event and drive longer-term search engine results. It's time to check-in on your brand's reputation before your customers check-out.
Social media really isn't media in the way we typically use the word today in public relations and marketing. Social media are your friends, your colleagues and your customers. Instead of a newspaper where you can place an ad to reach an audience, social media pushes right into their lives. For all practical purposes, it is a direct tie to your friends and customers. Because of its intimacy people have a higher expectation of etiquette and relevancy. Just like you can't cold call a friend (or customer) and try to sell them something, you can't quickly dial-up social media and sell your products.
This requirement of relevancy makes it nearly impossible to approach social media from a short-term campaign perspective. Social media looks a lot more like a long-term partner perspective where each works to deliver something valuable to the other. You have to listen for a long time and then approach the customer when they are ready for your message. PR people familiar with this approach - its called relationship building.
I was impressed with a keynote given by Loic Le Meur at ad:tech San Francisco (slides) where he said that Seesmic responds to every single customer Tweet. Within seconds, hundreds of Tweets from audience members soared from the auditorium challenging Seesmic to respond to them. I'm sure the customer response team hates it when he speaks.
I caught Le Meur immediately following his session and interviewed him in this video.
He urged digital marketers to stop thinking in terms of campaigns and to work to get real fans, not legions of fake followers. You can buy followers with enough marketing, but you want to really read what people are saying about your brand so you can respond and meet their needs.
Le Meur commented that fans are attracted by relevant content, not press releases. This commitment to content is the Achilles heal of any social marketing effort. People that are practiced in producing that type of content are difficult to find in traditional marketing departments. I agree with Paul Dunay's comment "When your content runs out, so does your social media audience."
How PR and marketing can drive more readers to news stories featuring your company
Tom Foremski, former Financial Times reporter and editor of Silicon Valley Watcher, wrote a blog post about a killer public relations pitch for a journalist - a guarantee that the PR person could drive traffic to the story. Foremski said that journalists are being pressured to write stories on topics that will drive page views and that a clicks-for-coverage guarantee might push the reporter to cover a company. Foremski predicts that PR will learn to push traffic in the future, but I'd say that the future is already here. Practiced PR people already have several tools available to them that reliably drive large audiences to stories about their clients.
All of these tools are things you have heard of before, but when they are sharply focused they can drive thousands of unique visitors for a publisher. For some sites, this effort could double or triple their daily views. In addition to the benefits to the publisher, this promotional approach helps a company merchandise its successes quickly and consistently.
Six steps to drive traffic to news stories:
1. Build loyal Twitter following - Appoint at least one person to be your Twitter ambassador to help build a loyal following. Preferably you should develop several executives, product managers, engineers or other industry passionates to engage with the community. When relevant to their followers, they can be a great channel to share your latest New York Times story.
2. Send stories out to sales teams and sales channels - Merchandise the stories so they are easy for sales teams to share with their customers and prospects. This is good news and it deserves its own email with a well-constructed headline so busy sales people take the time to read it. If you are a multi-million dollar company, you likely have thousands of sales people, customers and channel partners that are eager to read the top-tier stories. Their livelihoods are closely tied to your promotional efforts and they want to know what third parties are saying. Throwing it at the bottom of a monthly marketing update email won't help much. Take the time to summarize the story and write it so readers can easily forward it to their network. 3. Build an email list and RSS feed of news stories - Your press section of your Web site probably already lists your top news stories. Add a way for visitors to subscribe to the feed with email and RSS. I worked for a start-up company that built up a list of over 1000 subscribers to its opt-in list. Examination of the list showed that most of our channel, customers, investors and even prospects asked to get this news pushed to them. The list grew on its own without any nurturing from the marketing team. It became one of our best promotional assets and it cost us nearly nothing to build.
4. Socialize your news - Post the news stories to your company's moderated social media sites such as its Facebook Fan page. People are fans because they want to know more about your brand and products. Keep the content fresh and build your community with your hottest hits. 5. Company sponsored media channels - Larger companies have lots of channels, such as newsletters, that reach out to their internal and external publics. Be sure your best news stories are promoted in these outlets. This tactic doesn't drive immediate traffic to the story, but it can add a lot of volume over a longer period.
6. Measure the traffic - The publication's Web site manager may notice a spike in traffic to one story, but it isn't guaranteed the reporter will know that it came from your efforts. Closely track the traffic that you are generating for the story by using a unique Bit.ly link in your promotion of the story. This will allow you to count the number of times that someone with your link clicked on the story. Also, count the number of Tweets that link to the story using tools like Topsy. In your next conversation with the reporter, let them know that you saw the large audience for the story. Also, share this information with your boss - you are driving thousands of additional impressions for your brand and you should get credit.
With this list, I'd also like to add some caution. Please respect the terms of use of social media sites. Don't AstroTurf them with your votes or posts. It's perfectly OK to post your news to your Facebook Fan site, but it would be unethical to drive your employees to Digg a story to drive up its popularity. Your goal is to help people read the news who have an interest in your company, not artificially inflate it. If popularity or ranking is the purpose of the social media Web site (like Digg, and Reddit), think twice before you canvass for votes. Send your followers to the original news story to avoid any appearance of a conflict of interest.
Also, it is important to keep a close eye on the ethical implications of your story promotion efforts. Just like it would be unethical to offer a reporter money for a story, it seems difficult to expressly promise clicks for coverage. I'd never promise a client that I can get coverage in a specific publication. In the same spirit, I'd never want to promise a reporter that I'd drive traffic on a specific story. Generally I'd recommend that PR people build relationships of trust with reporters and the reporters will look to you for assistance in building and promoting their stories.
PR and marketing teams that become media companies and develop their communication channels have the opportunity to greatly increase the readership of news stories. A disciplined approach can increase brand impressions without any additional cost. So, if a killer pitch includes lots of readers, then PR is ready, well, to kill.
Google Sidewiki for PR and marketing professionals
Google Sidewiki has been out for six months and it a is good time understand the strategies PR and marketing should adopt to deal with this new power-to-the-people channel. For those new to Google Sidewiki - it is like Wikipedia, but in this case anyone can comment right on your own corporate Web site. People who come to learn about your company on the well-kept site could see glowing comments from happy customers or spiteful graffiti from upset ex-employees. Instead of arguing if this is evil, legal, or ethical, I'd like to discus how PR and marketing professionals can address this challenge.
When Google Sidewiki was announced, some thought (including me) that this would result in graffiti all over the Web, but it seems that even months later many major brands have no Sidewiki comments. People simply didn't rush out to hate on their easy-to-bash cable company. Like the broader Web, most of the comments that are visible are constructive and seem to make an attempt to be fair. Just because much of the Web is acting civilly doesn't mean that you should leave this channel unmonitored. Like all social tools, each PR department should develop a plan to engage in a meaningful way with people that are attempting to converse with your company.
I pulled this example from Apple.com. When someone navigates to the Web site, Sidewiki prompts the visitor to view the comments. After six months, there are only four entries about Apple. Most of them are positive or neutral, but there is one that really seems to be burrowing into Apple. This opinion can't be removed, but the company has the opportunity to claim the Sidewiki entry and add their own comments (they haven't yet). Company produced comments are often shown at the top and can set the tone for the online conversation. The Web site owner's comments are always shown in green and that difference sets them apart. To help you retain your online reputation and keep the Debbie Downers in check, I recommend that you start with these steps:
Keeping your reputation from getting hijacked by Google Sidewiki:
1. Claim your site - Sidewiki pages should be claimed by the Web site owner. It's a simple process and it allows you to add a post that sets the tone for the other wiki posts. Without any real programming skills, I was able to claim mine in about five minutes.
2. You don't own your corporate Web - the public does - Paraphrasing from a great article on this topic by Jeremiah Owyang, you should shift your thinking on who owns your corporate Web site. The public now owns it, not you. It is best to adjust how you approach all communication now that it is easy for your customers and other stakeholders to add their opinions on your site through social media.
3. Appoint a Sidewiki ambassador - Steve Rubel, Edelman colleague, recommends in this white paper to assign an ambassador to each social network. Sidewiki is one more channel that requires that you establish and embassy and staff it with well-trained ambassadors. They can build relationships and alert you when relations with your community are cooling off.
4. Verify your identity and be transparent - Google is here to stay so it makes sense to invest a little time in your Google profile. A key benefit of the Google account is that it verifies your identity so people know that you are you (mine is here). This free process increases online trust and reduces spamming and scamming. Set a good example for the community and disclose your real name. Account verification instructions are found here.
The corporate Web site as a controlled communication channel has changed with the introduction of Google Sidewiki. Sharp PR and marketing teams still have an opportunity to understand this new user-generated social tool and develop strategies keep your company's reputation from being hijacked.
How has your company addressed comments on Sidewiki? Please post these stories or links to your blogs in the comments section.
Google launched a new social network last week named Buzz that is certain to impact your marketing and public relations programs. At a minimum, the new Google effort adds one more social channel for you to monitor. At the worst, the social network could dramatically impact search engine results for your brand. Before you get stung by Buzz, invest a little time keeping the swarming new community.
Buzz is a mix of Twitter and Facebook. The service accepts updates like Twitter and ties you with all of your friends like Facebook. Most new social networks aren't important when they launch because no one is using them. Google is different because it has a built-in audience of over 100 million accounts and it is clear that much of the technology cool kids raced out to Buzz within hours of its launch. The strong media coverage and Google's brand has it off to a strong start. I saw nearly all of the influencers that I follow on the service in the first two days. To help orient you, Jeremiah Owyang from Altimeter Group put together a good chart that simplifies the differences between Buzz, Twitter, Facebook and Myspace. Also, Ben Parr at Mashable penned a great story that outlines why Buzz is growing quickly.
Because much of the world gets their search results from Google, I pay attention when they add services with the potential to impact search results for brands. Google has been steadily incorporating social updates into their search results. This means that you can pay search engine optimization folks lots of money to drive your brand to the top of a search, but then find that a rash of brand-bashing Tweets pop up in the top of your search results. For example, I searched for Southwest Airlines this evening and was surprised to see the face of Kevin Smith, the director, in the first few results. It appears that he had an incident with the airlines and Tweeted about it. I'm sure that hundreds of hours of SEO work done by the Southwest marketing team were wiped away in seconds by that situation. The public battle between the celebrity and the airline is also occurring on Buzz so it is critical that PR departments actively monitor this new channel for conversations about their brands.
Additionally, Google is certain to start offering paid search results around Buzz content like they do for regular search. This means that your competitors can quickly exploit your public mistakes and buy key words around the conversation about your brand. I haven't seen ads in Buzz yet, but ads are nearly always at the heart of the Google business strategy.
So what can you do about it? I put together some actions that PR and marketing departments can take immediately to help them monitor and engage with the community on Buzz.
How to keep Buzz from stinging your PR program: 1. Get on Buzz and monitor your brands - Go to Buzz and put together a profile. Then connect all of your social networks so your communication in other places automatically flows in to Buzz. Google allows you to verify your account for free so people know that the name in Buzz is really you. It will help you protect your personal brand and helps Google include your posts in their search results. 2. Find and follow your influencers - Just like on Twitter, there are people who are influencing the conversation more than others. Put together your list of traditional and social media influencers and then look for them on Buzz. If you have already followed them on Twitter, you can import them if they are using Buzz with this tool from Tw2buzz. Re-run Tw2buzz every couple of days so you can catch the new influencers that create Buzz accounts. 3. Engage by posting meaningful content on Buzz - Produce meaningful content and then post it to Buzz just like you do on Twitter and Facebook. You'll quickly get feedback and learn how to fit this new channel into your customer engagement program.
4. Make your Web site, videos, photos and content shareable to Buzz - Social networks thrive on people sharing stuff with their friends. Studies show that people are more than three times more likely to share with their friends if you have easy-to-use sharing tools that push that content right into their social network of choice. Social sharing should be the heart of your search engine visibility program because it provides search engines with fresh and popular content when people are searching for your brand.
Right now Buzz seems to be filled with the technology crowd that were enthusiastic contributors on Friendfeed, but the large Google customer base is propelling the just-home-from-the-hospital social network into kindergarten. PR and marketing teams that invest now in the newborn can keep themselves from getting stung by the swarming Buzz community.
Do you have suggestions about how PR and marketing teams can get started on Buzz? Please let us know in the comments section.
How to measure the impact of Twitter on your media relations program
You land a great story in The New York Times and then you see that people are Tweeting a link to that story. You know that the readership of the story is dwarfed by the number of people who are reading it because of the Tweets. Even a couple dozen Tweets by influential Tweeps can reach hundreds of thousands of followers. But, how do you measure that for your marketing department?
There is an accurate and repeatable way to measure the reach of your news stories on Twitter. If you take five minutes to measure them, you can greatly improve the metrics on your media relations program. Additionally, this quick research will uncover the people that are the true influencers in your industry.
Here are a few steps you can follow to measure the reach of your news story:
1. Count Tweets - People who are referring others to your news story will include a link to that story online. Topsy.com has a tool that allows you to plug in any URL and it will show you all the Tweets that include that story. This search engine gives you a quick count of Tweets and lists each message so you can drill into them a bit more. It wonderfully walks each shortened URL so you have all the Tweets in one place.
2. Count of followers - The total potential reach of your story is the count of followers of all the people who Tweeted that story. For the old-school marketers, this is like the circulation of a magazine. You know not everyone who received the magazine read your story, but it is a objective measure of the weight of the publication. Unfortunately, there is no super easy way to get this number right now. Topsy doesn't tally all the followers of the Tweets (Note to Team Topsy - I'd love to see this feature). Yahoo has a unofficial tool called Important People that will count followers for a key word, but won't work on a URL. It allows you to download your search into a spreadsheet so you can easily tally and filter it. For example, I did a vanity search on myself and I pulled up five Tweets that mentioned my name that reached a total of 27,000 people. If these tools don't work, you can count the followers by hand.
3. Click Throughs - Search advertising where you pay when someone clicks on your ad has dramatically changed advertising because marketers can measure the reach of their ads. In a similar way, you can easily measure the number of people who clicked on a Tweet and read your news story. More than one-half of all Tweets use a service named Bit.ly to shorten URLs. In addition to saving you characters in your Tweets, the service gives you a count of the people who have clicked on the link. To figure out how many people have clicked on a Bit.ly link all you need to do is add a + to the end of the URL. For example, add a + to the end of this URL and you can see exactly the number of people that have responded to an event I'm putting on in February.
It is also a great way to see how much traffic your competitors are getting on their news stories. All the information is public so anyone can use it.
If you use this tool, don't forget the Tweets that don't use Bit.ly links. I recommend that you estimate the total clicks based on the ratio of Tweets that use Bit.ly links.
4. The value of a click - When an executive is unsure how effective your media program is at moving sales, be sure you don't skip this step. Nearly everyone agrees that traffic to the Web site is gold for your company. Advertisers can pay $1 to $7 for a keyword for search advertising to get people on your Web site. If you can show your company a large click-through rate, you can multiply that by the market value for your company's name on Google Adwords. If you get 3,000 clicks on your Tweets and the value of the keyword is $1, then you have a story that is worth well over $3000. If you can speak in dollars, everyone will understand you. I wrote a blog post that details this process.
5. Web site referral traffic - Every company has a Web analytics tool that lets the Web master know where traffic to the Web site is coming from. The standard reports from this tool can be a PR person's best friend. Because news stories have a relatively high trust among readers, articles have the power to drive a lot of traffic to your Web site. You know this already, but do you ask for those reports? Even five minutes looking at a Web referral report will likely show you that several of your recent news stories are driving much of the referral traffic. Again, this is another opportunity for you to put a cash value on that traffic. Buy your Web person lunch and get regular access to these reports and add them to your next business review meeting with your boss.
Getting your news stories into the feed of people's updates is a great way to increase the reach of media relations program. It is exciting to see your story be ReTweeted and go viral. Now you have the tools you need to measure these programs.
Do you have tools that you use to measure the impact of Twitter on your media relations and marketing programs? I'd love to hear about them in the comments section.
Wikipedia continues to be one of the most trusted sites on the Web and is regularly listed in the top one or two places on any search. The search engine visibility factor drives every marketing person to peek into what Wikipedia says about their own company or product. That pressure may drive a well-intentioned, but uninformed marketing person to push for inappropriate changes.
Often, PR and marketing people are the ones asked to create or edit a Wiki entry for their client. Creating an entry for a company that you work for is against the Wikipedia conflict of interest policies. Although it is frowned on by the Wikipedia community, everyone has a story about a marketing friend that edited their company's entry and was never caught.
In response to this problem, I drafted this detailed set of guidelines in 2008. Because this piece continues to be my most popular post, I thought it would be good to update the information and re-post it. You may find it overly detailed, but I worked to address every editing temptation that an eager executive could press upon a PR person. I've also linked to nearly all of the sources so it is easy for you to navigate the conflict of interest labyrinth.
Although there are a lot of "No Nos" in this post, at the end there is a clear path for an ethical communicator to address true inaccuracies found in a Wikipedia entry.
If you enjoy the piece and use it, please drop me a line and let me know.
Wikipedia Editing Guidelines for Marketing and Public Relations Professionals
Wikipedia is written collaboratively by volunteers from all around the world. Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites, attracting at least 684 million visitors yearly by 2008. There are more than 85,000 active contributors working on more than 14 million articles in more than 273 languages. Entries to Wikipedia often rank high in search engine results and are generally held in high regard by online communities. This trust is fueled in part by Wikipedia’s emphasis on transparency.
Wikipedia Guidelines
Wikipedia includes a list of guidelines that govern its use. When observed, contributors can freely make edits and advance the Wikipedia project. Violations of these guidelines are looked upon negatively by the Wikipedia community and will be removed. Occasionally, an editor or organization that violates these rules is exposed in a public way that diminishes their credibility with customers and other constituents. A simple Internet search of “conflict of interest Wikipedia” returns dozens of stories and blog posts exposing companies that updated a Wikipedia entry. Even factual changes made contrary to the guidelines can damage trust. Content guidelines should be reviewed before an editor makes changes to Wikipedia.
Conflict of Interest
Wikipedia’s conflict of interestpage is the recommended first stop for all marketing and public relations professionals. This short article clearly outlines that Wikipedia aims to produce a neutral, reliably sourced encyclopedia. Directly from the Wikipedia site – “COI editing involves contributing to Wikipedia in order to promote your own interests or those of other individuals, companies, or groups. Where an editor must forgo advancing the aims of Wikipedia in order to advance outside interests, that editor stands in a conflict of interest.”
Although an employee at a company may be the best expert on a topic, technology or product, they have a conflict of interest if their comments benefit that company. According to the guidelines, they should not edit Wikipedia pages “in areas where there is a conflict of interest that would make the edits non-neutral (biased).” Remember that changes are forever recorded in the history section and Wiki editors use tools to trace changes back to individuals to assess their conflict of interest.
Wikiquette
Wikipedia operates on the principal of assumed good faith and its editors follow etiquette guidelines. People come to the site to collaborate and write good articles and in return expect transparency and open disclosure.
·Make all entries verifiable by including references and evidence for each claim or fact
The list of what Wikipedia is not helps contributors understand that the site is not a soapbox, publisher of original thought, advertising outlet, repository of links, directory, democracy or a battleground.
Correcting Information
Wikipedia does have an outlet for circumstances in which information on a Wikipedia page is incorrect and the editor has a conflict of interest. For example, if a page on a specific company incorrectly states the inventor of the company’s key technology, a PR or marketing person can justifiably initiate a correction process. This entails making an appeal to the discussion page located on the top row of tabs of each Wiki entry. This is a place where editors can discuss the contents of the pages and mediate their disagreements. By making an appeal on the discussion page, the contributor is asking a fellow editor without a conflict of interest to make changes. On pages where there is frequent discussion and monitoring, changes can be made quickly by a neutral community member.
Neutral third parties, such as industry analysts and user group members, can be contributors to articles in their subject area. By scanning the list of previous contributors, you may find a neutral party whom you already know. Contact that person through the user talk page to discuss your update.
Experience shows that it can be effective to publish correct information on a company-sponsored page and release it for publication on Wikipedia, giving a neutral third-party editor all the information needed to make a correction. Please see below a letter from Jimmy Wales, Wikipedia co-founder on this topic.
Encouraging experts without a conflict of interest to contribute to Wikipedia speeds the correction process andbuilds reciprocal trust.
Recommendations for appeals to the discussion page:
1.Clearly disclose your affiliation and conflict of interest. Transparency is key to building trust.
2.State your recommended changes and cite verifiable references.
3.Explain your recommendations so others can see their validity. You are working towards a compromise and a balanced presentation.
4.Feel free to discuss the issue on the discussion page. You may even post your recommended changes on this page.
5.Check back on the discussion page to answer questions from the community about your request.
8.If you find you are in dispute with a specific editor, see the dispute resolution page for assistance. There are formal and informal methods of resolving the conflict.
·Letter from Jimmy Wales, co-founder of Wikipedia:
I think we need to be very clear in a lot of different places that PR firms editing Wikipedia is something that we frown upon very very strongly.The appearance of impropriety is so great that we should make it very very strongly clear to these firms that we do not approve of what they would like to do.
It is all well and good to say, well, it is ok so long as they remain neutral, but if they really want to write neutral articles, they can do so, on their own websites, and release the work under the FDL [MIT’s GNU Free Documentation License], and notify Wikipedians who are totally independent.
Additionally, it is always appropriate to interact on the talk pages of articles.If a PR firm is not happy about how something is presented about their client, they can identify themselves openly on the talk page, and present well-reasoned arguments and additional information and links.
Of course it is always going to be the case that unethical practitioners may get involved in inappropriate behavior, but I think this is no argument for simply accepting it.Rather, it is a strong argument for asking people to do this the right way: transparently and allowing independent editors to make the actual editing decisions.
--Jimbo
- Nabble.Com Mailing List
August 21, 2006
This document was drafted by Travis Murdock on August 28, 2008. This document paraphrases and copies text from several Wikipedia articles. These articles have been referenced where possible with their corresponding URLs. Last updated on January 31, 2010.
I'm a public relations and marketing professional in the San Francisco Bay Area. I currently work for the PR agency Edelman and I'm the past president for PRSA Silicon Valley.
The CEO remains a trusted source, but employees with a technical background are even more credible according to the 2011 Edelman Trust Barometer. For PR and marketing professionals that are looking to engage with customers and external publics, this finding opens the door to a new group of ambassadors that can help engage with influencers.
