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.
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.
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.
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 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.
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.
This season, you’ll find your Trending tab awash in bizarre holidays like National Watermelon Day (Aug. 3), National Lazy Day (Aug. 10) and National I LOVE My Feet Day! (Aug. 17). We took a look at three brands in different verticals who saw high engagement around their #NationalWatermelonDay posts, and pinpointed how each contender entered the conversation in a relevant way.
Facebook engineers Jiayi Wen and Shengbo Guo explained in a newsroom post Aug. 2 that an update to News Feed will soon show users more stories that will load quicker on mobile. This will take into account not only the speed of the site itself, but also the users’ network connection at the time they are browsing. Here are 10 tips from Facebook to ensure your site is up to speed.
Instagram had cause to crow Aug. 2: It posted a celebratory blog for the one-year anniversary of Stories. Today it boasts 250 million daily users. A larger proof point for the success of Stories is how Snapchat is faring, and an auspicious date for Instagram coincided with a dismal one for Snap Inc.
Despite what you might think, there were other things going on in the world recently besides the resignation of Anthony Scaramucci as White House communications chief. An example of this was a deal in the social listening space. That got us to thinking about the various ways social listening can help brands, beyond crisis communication and customer service.