Posts Tagged ‘Facebook’

Let’s pretend… Twitter, Facebook and LinkedIn all go away due to lack of funding or revenues. What happens next?

If you are a social media consultant how will you advise your clients to continue their social media efforts? If you are a company how will you maintain your social media efforts?

Are you serious about social media enough to innovate or come up with another strategy to use social media to stay connected with your customers, prospects, employees, investors, etc.?

Seriously, have you thought about it?

[Phew! This goes on record for one of my shortest posts ever!]

As you know, I’ve been reviewing and questioning personal branding lately and I have one final question (or in this case, lots of questions) for you all. Quite simply, from a “You 2.0″ perspective, if you work for a company and you build up your Twitter Followers or Facebook friends from the hours of 8am-5pm (or whatever your daily work hours are)…who owns those connections made during those hours? And as you know, you don’t need to use the company network to Twitter or Facebook, so then what?

You might not like what I am about to say here, but I believe that if a company is paying you to connect with people online on their behalf…they own those connections. Even if the accounts are under your name. I mean, they paid you, right? Or is that wrong? Or is it both? What are the ethics?

Role-based Pre-Existing Accounts

Take my Twitter/Facebook accounts, I am Beth Harte on both. If I were to join a company in marketing capacity and continue to increase my connections while they are paying me, I believe those connections are the property of my employer. Or are they?

How do we address this potential issue? Here’s one thought…

Prior to accepting a job, negotiate that all followers/friends (existing or new) will remain your property and that the company has the right to “borrow” your accounts and connections for the period of your employment.

Does that work? Would employers buy into that? Would we need to prove the value of our accounts before they would accept those negotiating terms?

Non-role-based Pre-Existing Accounts

Let’s face it, lots of people have Twitter accounts that may not have to do with their daily jobs and yet they still are on Twitter and Facebook during the day. What happens if your company finds out or if you get a new job where they don’t see any value in your Twitter/Facebook accounts? Do you only participate after working hours as to not potentially violate company guidelines?

What’s the most ethical way to handle this situation? Or is it not an ethical situation, but a basic “follow the employee rules/guidelines” situation.

New Accounts (Role-based or not)

What if you start your Twitter/Facebook accounts under your name while working for your employer without their knowing, building up your followers/friends on the company’s dime? Or, on the flip side what if you start an account for your employer, but under your name (and not something like “Susan_XYZ Company”).

How can you handle these situations? If you’ve done it, how? And has it worked?

Where is it all heading?

Will we get to the point where everyone will have their own accounts and companies will have to negotiate for access to them? Will it take time for companies to accept these types of “personal brands” and in the meantime you’ll have to put yours on hold? Is it just a matter of employers having smart guidelines in place?

Lots of questions here and perhaps ethical situations. What do you think? Are there any other account ownership situations we should be discussing?

[Image: Telegraph]

This post is for the attendees (and anyone else who stops by) of the March 20, 2009 IABC meeting on Writing for the Web. My portion of the panel discussion is writing for social media. And instead of having boring handouts, I wanted to share the information via a blog post and hopefully get attendees to engage in conversation…because that’s what social media is all about!

Social media is surely the buzz word these days and perhaps you’re ready to tip your toe into the social waters. Before you do…Ask yourself the following:

• Can I comprehensively write in 140-characters?
• Do I know the best practices for blog writing?
• Am I prepared to change how I write news releases?
• Do I know how to write with the unwritten rules of social media in mind?

Twitter and Facebook

On a basic level, Twitter is a microblogging and social networking that allows you to share your daily events (microblogging) and have conversations with other people (social networking) in 140 characters. Facebook, another social networking tool, also lets you connect with people and share ‘what’s on your mind’ in 160 characters. Marketers and communicators tend to be verbose, so how can you chat in 140-characters without sounding like a 14-year? (u know what I mean, kthxbai.)

Shorten your words and say exactly what you mean. Sounds basic, right? But you’d be surprised how hard it can be at first. Writing in 140 characters has really strengthened my writing skills and I have heard the same from other marketers. Also, it’s okay to shorten common words…for example:

• About – abt
• Great – grt
• Good – gd
• Thanks – thx
• And – &
• People – ppl
• Social Media – SM
• Social Networking – socnet

You get the drift…

Best Practices for Blog Writing

Because everyone blogs for their own reasons, styles and mileage will vary. But since we are talking, for the most part, about corporate blogs here are some quick tips:

• Always write your own posts (i.e. don’t outsource to a ghost blogger)
• Don’t use a blog as a vehicle for collateral or news release delivery (that’s what websites are for)
• Use a blog to expand on your news and have conversations around it
• Find and have an authentic voice
• Write about something interesting to your audience
• Use your search engine optimization (SEO) keywords in your copy (but not overtly)
• Always use outbound links to other blogs and sites (just like I did here)
• Ask questions that generate conversation
• Consider having multiple bloggers (Graco’s corporate blog is a great example of this!)
• Write often (1-2 times a week is a good start)
• And don’t forget to have fun

Want to get more information on blog writing? Check out Debbie Weil’s awesome book, The Corporate Blogging Book and be sure to subscribe to her blog too. Another good source to get you started is Naked Conversations by Robert Scoble and Shel Israel.

Writing a Social News Release

The Social Media News Release (click on the link to see the format) was introduced in 2006 by Todd Defren (the principal of SHIFT Communications). Todd is truly a pioneer because people are just starting to use this format in varying formats. What’s different? The Social Media News Release focuses on less writing and more concise, targeted content. But better yet, it includes information that can be viewed (videos), listened to (podcasts) and shared! Because these days, public relations isn’t just about the media…it’s about putting the ‘public’ back in PR.

If you aren’t quite ready to dive into a Social Media News Release, try an optimized and shareable release that is social without giving up the traditional format. Services like PitchEngine, PRX Builder, PRWeb, Business Wire’s EON, MarketWire, PR Newswire offer the ability to optimize your releases for search and come with the option to make your release shareable (i.e. Digg, del.icio.us, Newsvine, etc.). As well some provide multimedia features that let you add collateral, videos, podcasts, etc.

The Unwritten Rules of Social Media

As a company [or non-profit, agency (government or creative), university, etc.] engaged in social media you’ll find that a community starts to develop. They’ll be the ones to let you know how they want to how they want to be communicated to/with. In other words, there aren’t any hard and fast rules to social media or writing for social media…just guidelines and best practices.

Here are a few tips to keep in mind as you engage (and write) in social networks:

• Be real
• Be nice
• Be respectful
• Listen then talk
• Give then take
• Try to be consistent
• Apologize when you make a mistake
• Say thank you
• Don’t broadcast (i.e. self promote)
• Don’t stalk
• It’s not a numbers game
• Don’t publicly or privately unfollow/unfriend

Seems like basic etiquette, right? You’d be surprised how often companies [or non-profits, agencies (government or creative), universities, etc.] get off track and then have to deal with fixing their snafus. Try to keep Emily Post in the back of your mind.

What would you add to this information? If there are any questions, don’t be shy and be sure to ask…we’re all here to help!

[Image: BioJobBlogger]