Three rules corporations must follow for a successful Twitter campaign

Businesses are using social networks, specifically Twitter, as a way to step into the social media landscape. In order for businesses social media campaign to be successful on Twitter, companies must follow certain rules. Social media can be an amazingly effective tool and can assist you in reaching a wider and more relevant audience then any other tool if it is used correctly.

Here are three rules corporations can follow for a successful Twitter campaign.

1. Be human and have a sense of humor

Any company can tweet hard facts about their company but who is going to want to check a company’s time line that is not captivating and entertaining while also stating facts. Indeed, twitter can be a very educational place, whereby following the right individual or brand, you can learn from their tweets about a company. However, with that being said, why not be different from competitors and use twitter as a medium ripe with humor and capable of making the masses laugh with a single tweet that resonates throughout individual’s time line. Being factual is great but being funny at the same time is even better, especially on Twitter.

2. Engage your followers

Ask questions; lots of questions. Ask for opinion, input, and help. Be ready to of course reply with a response. Followers are eager to hear professional input, expert opinion, and help via Twitter interaction. It only takes a few seconds to respond to followers tweets or direct messages, but it can positively effect one’s followers list who will share the information that they receive and share that information with their peers or family. Car brands, such as Honda, tweets the kind of content its followers want and like to share. Other auto brands have more followers than Honda has, but Honda gets more exposure on a per capita basis than its top competitors do just by engaging its followers.

3. Launch a fun contest

Contest are a creative way to engage your followers while at the same time receiving new ones. Contest capture followers attention when there is a contest with incentives and recognition. It can attract a lot of new followers fast with a relatively small or large budget. An extreme case but yet an effective example of a twitter contest was KFC’s twitter contest. KFC successfully received a lot of positive attention and feedback from people and the media when KFC decided to host a contest for high school graduate seeking a college scholarship.

Twitter Disasters

In my opinion, if a corporate Twitter campaign goes wrong, it is best to gain control of the situation and take care of the problem at hand as fast as possible before it gets out of control. The company should figure out what went wrong. Twitter is a fast way to get customers feedback. Take advantage of how quick twitter is at receiving responses and hear what various public’s have to say. When something goes wrong, people want to hear an explanation and of course, an apology. Express to customers how genuinely sorry the corporation is. After the corporation acknowledges the problem, handles it and utilizes the feedback it receives, only then can a company work on building its relationships back with its customers.

Susan Komen Scapegoat Repair Strategy

In February 2012, Komen announced it would reverse its decision to block most of its grants to Planned Parenthood, which had created a widely discussed controversy. Initially, Komen said because Planned Parenthood is the subject of a congressional inquiry  into purported of federal funding to perform abortion had to cut the group off into purported use of federal funding to perform abortion. However Nancy G. Brinker, who founded and leads the organization, said that the decision was made as part of a broad effort to use donations more efficiently, not because of anything political.

The crisis reputation repair strategy used by the Susan G. Komen for the Cure to repair its image with donors and volunteers was very ineffective. Komen used the scapegoat repair strategy which is when a manager blames some person or group outside of the organization for the crisis, which in this case was to Planned Parenthood. In an interview with The Daily Beast, former Komen VP Karen Handel says Planned Parenthood broke a secret pact and launched an ‘Armageddon.’ She calls the organization ‘a gigantic bully, using Komen as its own personal punching bag.’ Handel, a senior Komen executive, resigned this week amid a scandal over the charity’s controversial decision to stop funding Planned Parenthood. They unleashed Armageddon on an organization for $680,000.” But Planned Parenthood says the cut was actually first reported by “anti-choice outlets,” and that Komen then announced the decision publicly, which sparked media interest

I believe that the Komen Foundation used the wrong repair strategy. It is never a good idea to blame someone for a crisis. It is always better to take responsibility for your own actions. Pointing the finger at another organization for your problems just to avoid the heat from others just seems like a coward move on the organizations part.

SOPA and PIPA DAMAGE CONTROL

Imagine getting a call in the middle of the night. On the end of the phone is a police officer explaining that a burglar has broken into your store and stolen a large number of CD’s. This is somewhat how producers of movies and music feel when they find out that untold number of copies of their work are being distributed without compensation. 

The Hollywood and music industry is along dealing with rogue websites trafficking in stolen work or goods. Though some websites look legitimate, the websites feature advertising, accepting major credit cards, and enable thieves to profit from intellectual property.

SOPA (Stop Online Privacy Act) was introduced to give copyright holders more protective power over their intellectual property and make trafficking in counterfeit goods illegal. PIPA (Protect Intellectual Property Act) on the other hand, would give copyright holders additional tools to curb access to “rogue websites dedicated to infringing or counterfeit goods,” especially those registered outside the United States.

Hollywood and the music industry need to respond to the campaign against SOPA and PIPA with strategic care and effectively communicate their argument for SOPA and PIPA.

Public Relations can do a better job than advertising and marketing when it comes to representing Hollywood and the music industry with the campaign against SOPA and PIPA. Public Relations can represent Hollywood/Music industry by responding to the public using this concept:
Research – learn about audience, client and situation
Planning – devise strategies to meet communication needs
Communication – spread the message through various outlets
Evaluation – determine if the strategy(s) was effective is exactly what this dilemma needs so

This strategic idea can help oppose the ‘Campaign of Misinformation‘ on SOPA and PIPA. Public relations can change opinions and make people aware of SOPA and PIPA positivity, whereas advertising and marketing can not.

For Hollywood/Music industry, students and members of Congress are most important in this situation.

Students and members of Congress should receive the same kind of message from the Hollywood and music industry about SOPA and PIPA but with a different approach or angle that will catch their interest and engage them to listen to the Hollywood and music industry.

It is also important to achieve effective communication with both students and members of Congress. By using the 4Cs Model (which stands for Comprehension, Connection, Credibility, and Contagiousness) PR practitioners can help clients pinpoint why any message works or doesn’t work, and how to improve it.

Students appreciate and expect exceptional creativity and originality from artist in the Hollywood/Music Industry. The music and Hollywood industry need to stress to students that the music that they listen to or even the movies that they see would be better quality if SOPA and PIPA were in effect. If the Hollywood/Music industry felt confident that their work was being recognized and awarded for then their work would progress. Since artist work are being stolen and unpaid, there is a lack of creativity in their work and efforts. Instead of students seeing downloading albums off the internet or downloading movies as a way of “violating their rights”, it would be best to express to students that not participating in piracy is a way of showing respect Hollywood and music industry.

In the end, when artists get ripped off, everybody loses.

As for members of Congress, they should be reminded that it is the governments job to protect Hollywood and music industry interest. Media companies have been trying to find a way to fight piracy. Media companies tried suing individual users and even getting Internet service providers to take action against subscribers. Unfortunately, these actions can not stop overseas websites from infringing copyrights, or prevent Internet users from accessing those sites.

SOPA isn’t just about piracy. It’s about intellectual property — all property.

Therefore, Tepp argues, acts like SOPA and the PIPA Act are necessary. Since the U.S. has no jurisdiction to shut down foreign sites, all it can do is block access to these sites and hope that Americans are not duped into purchasing fake goods.