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3 Ways to Develop a Snapchat Presence

August 10th, 2017 by

Many brands still struggle with how best to build up a presence on Snapchat. The nature of Snapchat’s short-lived content can trick some communicators into thinking the planning they put into each snap should be just as brief. But a detailed strategy can be the key to making your snaps burn bright before they fade away.

seo

5 SEO Best Practices for Crisis and Reputation Management

August 9th, 2017 by

When a crisis breaks, users inevitably Google the brand in question (or, for smaller brands, look them up on Yelp). But the last thing communicators want is negative headlines or reviews topping the list of search results for their brand. Here are five ways to make SEO an integral and immediate strategy when developing a crisis management campaign or handling Yelp customer reviews.

paid social media

How a Healthcare Brand Crafted a Multifaceted Plan to Re-Engage Staff After Radical Changes

August 8th, 2017 by

Internal communications is a pain point for brands and organizations large and small in normal times. When significant changes are occurring inside an organization it can make communications even more difficult. Ally Bunin, a VP for internal communications at Brighton Health Plan Solutions, explains how her brand communicated during a period of radical internal changes.

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A Transit Authority Opens Its Playbook on Handling Employee Critics Online

August 8th, 2017 by

With all the good that comes from social media, there also are negatives. One is that employees can criticize their company online and make life even more anxious for communicators. The Toronto Transit Commission (TTC) encountered such an instance a few months ago when it introduced random drug and alcohol testing of employees. An outcry went up in some quarters over this policy. Here’s how TTC handled the situation.

CRISIS

How Large and Small Brands Monitor to Prepare for Social Media Crises

August 8th, 2017 by

As you know, speed is of the essence when dealing with a social media crises. Fortunately, tools exist that can help brands large and small monitor social media conversations, which can buy a bit of time for brands when a social media crisis occurs.

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To Avoid Gaffes, Monitor Culture Constantly

August 8th, 2017 by

With social media’s ability to give everyone a chance to comment, brands must be particularly vigilant to monitor the cultural landscape. Here’s an example of a brand that thought its ad for athletic footwear was in good taste. It was, except several tragic news events made it far less so. Tips on how your brand can avoid a similar issue.

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Google’s New Diversity VP Tested by Internal Controversy

August 7th, 2017 by

A long “manifesto” decrying efforts at addressing diversity has been making the rounds inside Google via internal message boards and social networks. The author, a male software engineer, argues that there are inherent differences between men and women that account for perceived gender gaps. Thus Google’s Danielle Brown, who took up the mantle of vice president of diversity, integrity & governance at the end of June, already finds herself in a delicate internal communications test.

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For Southwest Airlines, Culture Determines Who Owns Social Media

August 7th, 2017 by

A few years ago, each of Southwest Airline’s departments used social media in their own way, independent of each other. But the firm quickly moved to create “an enterprise-level function with multiple players and dotted lines back to operational units, while still maintaining a master strategy,” according to Linda Rutherford, Southwest’s CCO. To her, the question of who should own social media centers around how an organization approaches customer engagement.

Hershey's employees

How Hershey Encourages Employees to Show Off Their Sweet Jobs

August 4th, 2017 by

Hershey is embracing employee advocacy programs as a way to pull back the curtain on life at the company, helping to improve recruitment, retention and reputation. The giant chocolatier has devoted an Instagram account (@HersheyCompany) to celebrate its employees, who in turn use the platform to celebrate the company. Here are some examples of successful posts, as well as four tips to keep in mind when crafting your own advocacy program.

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PR Lessons from a Stylish Tech Brand’s Un-Stylish Crisis Response

August 4th, 2017 by

All that glitters is not gold. That seems to be true with MixBin. The brand recalled nearly 300,000 of its glittery mobile phone cases after an unnamed liquid started dripping from them, burning customers’ skin. While MixBin responded quickly to the situation, offering a full refund, its written statement seems tone deaf and unapologetic.