Posts Tagged ‘online marketing

Is it context? Is it content…..? What is communications royalty this week…? Or shall we dispense with three word hyperbole and give ourselves over to wanting, and the reality of needing to manage, it all?

In this case we will need structure, and structure which takes us beyond flat content calendars… toward integrated engagement across all of our earned, owned and paid channels. This can be captured in a calendar which orders our engagement themes and channels and enables us to plan (simply, visually) for balance in what we say and do, in line with our communications strategy.


This quick checklist is aimed at communications professionals on Twitter… who are likely to be, or want to be, tweeting for employers, clients or broadly as an individual in the industry:

1 State any client relationship within the tweet

If you mention a client, or share their news, or promotional content, whether they have asked you to or not, in a tweet, you should declare the relationship – for example this can be done neatly by using the #client hashtag

2 Declare financial compensation

Any tweets sent by any individual as part of paid advertising or social PR activity must include the #ad hashtag in line with UK regulations. This should be applied to your own tweets and if you ask any another person (e.g. blogger, celebrity, other influencer) to tweet for your client. If you are tweeting for any extended period of time as part of sponsored activity, also consider including a short description of the promotion in your Twitter bio during that period for absolute transparency.

3 Check any link before sharing

Read everything you tweet or retweet before sharing, if the tweet contains a link- check what it leads to – if you share without doing this your followers may not get what you bargained for. Sometimes tweeters will change or use uneexpected links  to spread viruses or other objectionable content, or for comedy value like @Glinner did here (the link he posts is not actually from the Huffington post as you might expect):

OK, an extreme example, but expecting this, or not? 😮 (Tip: this is not the original link the Huffington Post tweeted!)


4 Use the delete button

If you make a mistake, and no one else has yet screen-shotted or picked up on it… you can delete your tweet to avoid most people seeing it. That is, unless you are a US politician who falls foul of Politwoops:

5 Absolve your employer in your bio

Specify in your Twitter bio that your views are your own – unless you are specifically tweeting as a mouthpiece for your employer.

6 Double check your tweets when using management tools

Be careful if you’re managing multiple accounts (employer, client, your own, your secret identities) on a tool like Hootsuite, it’s all too easy to post to the wrong account by mistake. Always check which accounts are ticked and review the account you thought you were going to post to after you hit send, to see if your tweet does indeed appear there.

Companies who find themselves at the centre of a high-profile mistake like this would do well to take a leaf out of the Red Cross’s book and not take it too seriously. When the tweet above was erroneously put out on their Twitter account, they responded with humour and wit, rather than condemnation and drama, thus:

7 Build respectful, reciprocal relationships

Reciprocal relationships (you follow them, they follow you) with people you most want to reach is where Twitter is most valuable to communication pros, especially for those last minute asks. Always operate on a you scratch my back, I’ll scratch yours, basis, and try these tips for taking your use of Twitter to the next level.

Far too often, brands forget that their “messages” in and of themselves aren’t always compelling to someone who doesn’t work there… Would you care if you got an email [from a company in which you have no professional interest] asking you to like its Facebook page so you could get ‘exclusive’ access to its new commercial?

Christopher Barger, in The Social Media Strategist

Disclosure: Christopher is a current colleague of mine at Porter  Novelli

Bloggers and sites need revenue to survive… so sponsored content and links are a norm we have become used to. Most web users understand and appreciate its place to help support the content and engagement they love… they grasp that flexible online business models are integral to quality and innovation. But the key from a publisher’s perspective and any brand placing content – is disclosure. iVillage is currently doing this in a neat way on its home page – highlighting, and tactfully disclosing content on its site that provides a revenue stream via sponsorship:

For formal guidance on staying within the law when sponsoring content or bloggers online, follow the links below:

Wikipedia is a global phenomenon; the openly-editable encyclopedia is the sixth most popular site in the world. So it’s not surprising that, every now and again, vested interests seek to manipulate its content. Not least in the American presidential race, where, for example, Mitt Romney’s Wikipedia page has been edited hundreds of times since the Republican primaries began.

Wikipedia’s community guidelines are all available on line and easy to find, but still, sometimes the best of us in the communications industry, or perhaps our colleagues, clients or friends… wonder whether it is a good idea to change an entry in their favour. In such cases, the following points (adapted from Wikipedia’s guidelines) should be followed, to avoid wasting your time creating / editing changes that are undone, or worse, cause severe embarrassment or legal consequences:

  1. All of your edits should be in line with the aim of Wikipedia, which is to produce a neutralreliably sourced encyclopedia
  2. Wikipedia is not a battleground – you should not try to begin or engage in disputes via Wikipedia entries
  3. Avoid Conflict of Interest (COI) editing. This involves contributing to Wikipedia in order to promote your own interests or those of other individuals, companies, or groups. Where advancing outside interests is more important to an editor than advancing the aims of Wikipedia, that editor stands in a conflict of interest
  4. This includes avoiding self-promotion: including advertising links, personal website links, personal or semi-personal photos, or other material that appears to promote the private or commercial interests of the editor, or their associates. Examples of these types of material include:
    1. Links that appear to promote products by pointing to obscure or not particularly relevant commercial sites (commercial links).
    2. Links that appear to promote otherwise obscure individuals by pointing to their personal pages.
    3. Biographical material that does not significantly add to the clarity or quality of the article.
    4. Promotional article production on behalf of clients Editors should not create articles which serve solely to promote their subject. All Wikipedia articles should contain useful information written as if from a neutral point of view. The writing of “puff pieces” and advertisements on Wikipedia is strictly prohibited. If you contribute to Wikipedia on behalf of clients, you owe it to both them and the encyclopedia to make very sure you understand the standards for content here, and do not insert promotional material.
  5. Wikipedia is not a soapbox or means of promotion or advertising. All information about companies and products are written in an objective and unbiased style. All article topics must be verifiable with independentthird-party sources, so articles about very small “garage” or local companies are typically unacceptable. See also Wikipedia:Notability (organizations and companies) for guidelines on corporate notability.
  6. Those promoting causes or events, or issuing public service announcements, even if noncommercial, should use a forum other than Wikipedia to do so.

If you are in a situation where you need or wish to try and adapt a Wikipedia page on behalf of an individual or institution on the grounds of accuracy, explain your case on the Wikipedia talk page that sits behind it – being transparent about how you would like the page to be edited and why, and including reference links.

A couple of weeks ago O2 ran an incredible campaign that was like a ‘choose-your-own-adventure’ experience.

A series of tweets told a story and encouraged users to click on different hashtags to take the next step.

Each journey ended up with a voucher showing that O2 users get the best deals on whatever they choose to do.

Bruce Daisley via Vikki Chowney

More about the o2 campaign

Win a pair of Butterfly Twists with    How to win:    1. Follow on Pinterest    2. We will then add you as a contributor    3. Pin a picture on our 'Driving in Heels' board of yourself wearing your most extravagant heels and then label it 'I want to win a pair of Butterfly Twists with'      Full terms and conditions:

Great concept from – presumably in collaboration with Butterfly Twists.

Of course, as YouTube commenter unreal203 pointed out:

There are tens, if not hundreds of millions of women all over the world who drive in heels every day with no problem. It’s not a hard skill to aquire, if it can even be classified as a skill at all. Real women do it in heels.


Haha. Too true. And IMHO if a woman was running the competition you’d also get a fabulous pair of heels to change into / out of thrown in as well as the sensible flats… So it’s a bit of a gimmick that doesn’t quite get how a women might see all this. But still. All in all it’s nicely done:

  • Integration of YouTube video and Pinterest board
  • Creatively delivered play on social object (heels) that women (including me) already love to share on Pinterest
  • Interesting (almost) civic message on road safety which ties back to brand (insurance) proposition.

This blog is about utilizing and optimizing the social web for business, pleasure and social change

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