Facebook has recently announced that it is going to lessen the amount of organic brand posts. Here are a few of the posts it will be monitoring:
1 – Posts that solely push people to buy a product or install an app.
2 – Posts that push people to enter promotions and sweepstakes with no real context.
3 – Posts that reuse the exact same content from ads.
Even though these standards could lessen the amount of publicity, I would still tell my client to use Facebook.In one way or another, Facebook would be doing my client a favor. No one likes to see repetitive use of content and who wants to enter a contest that doesn’t have any information? I feel like this is beneficiary to clients and to stop using a free publicity tool such as Facebook could be completely detrimental to the brand’s image.
I chose to focus on Abbott’s social media policy due to its interesting content… and because my boyfriend’s dad works there (I’d like to think I’m familiar with the company). Abbott Laboratories is a global pharmaceutical company. It uses the standard channels including Facebook, Twitter, Instagram and YouTube.
In Abbott’s social media policy it states that the company reserves all rights to add, remove or modify any content posted. It also reserves the right to block disruptive users as well as discontinuing its channels at any time. This information is important because it allows Abbott to go in and fix things that need updating without getting into trouble and it can block users who are too abrupt or reckless. Some examples of accounts Abbott will block are users that are: defamatory, malicious, obscene, violent, threatening, etc…
Since it is a pharmaceutical company, I thought it was important that it added in its social media policy to not misunderstand online medical discussions for medical advice. That way the company won’t be sued if someone uses that against Abbott.
While Abbott’s social media policy has many positive benefactors, I don’t agree with one. Abbott doesn’t believe in solving problems over social channels. “Our social media channels are not the place to resolve issues or complaints…” People may disagree with me, but I feel that if someone is unhappy and they tweet to a company, the company should tweet back at them or reach out to them a different way via social media. I feel that by at least putting a presence out on social media when it comes to solving issues, creates good credibility and customer satisfaction. Abbott and the unhappy/concerned consumer don’t have to battle it out on social media, however it’s a good place to start!
I think Abbott Labs has a great social media policy overall. The company made sure to include important factors when it comes to its channels and what it can and can’t do concerning them.
Companies need to have great social media strategies to survive. Ashley Callahan from Coca-Cola reenforces this idea by talking about Coke’s recently launched campaign website called journey. Ashley says tat her team of planners meet with the communication department every week to have discussions. The slogan she uses is “Take the ordinary and make it extraordinary.” I feel that this is a great slogan because any company can get by (most of the time) by solely putting in the bare minimum amount of effort. The companies that go above and beyond, like Coke, usually become much more powerful.
Ashley says in order to draw in an audience and keep them drawn in is to produce great content. This includes pictures, videos, blogs etc… They also use something called, “The water cooler test.” This is a test that is compared to a break room. You wouldn’t go up to a co-worker and talk about content that is boring or a waste of time. You would however, discuss with them something that excites you. If every company put as much time and effort into their content, they would most likely be more successful in their efforts.
To announce Journey, Coke didn’t produce a press release. Instead, they brought a coke vending machine to middle eastern countries and introduced the campaign that way, Coke is known for being that company to bring people together and promote inclusion to all. Coke has done a great job promoting itself and it has definitely shown. I have a diet coke sitting on my desk right now. 🙂
There are many brands today that have done wonders with social media. It’s FREE, hello! Every brand should take advantage of something that can give them leverage without having to pay the costs! One brand that did just that this past year was Delta. The airline decided that to amp up their following base, they would uses humor. They did this by integrating pop culture into their social media posts. This caused their followers to increase by 50%. Below is an example of one of their tweets.
There are also posts that companies just post for the sake of posting, or thinking that this will give them more attention. However, that is not the case most of the time. Some companies also make actions before fully thinking them out… Here is an example from the NRA who posted this a few hours after the Aurora shooting. They most likely scheduled this tweet the night before… Always double check!
This was my first year at the Public Relations and Social Media Summit. My favorite session of the Public Relations and Social media summit was presented by Elle Krause- Lyons and Leif Brostrom from Twin Cities Public Television. I loved that Elle opened up with the Bill Gates quote. She definitely set the mood for her presentation. I never paid much attention to nonprofit organizations, seeing that I never planned on working for one. However, after listening to Elle and Leif speak, my perspective has ultimately changed. Public relations is very cost efficient, especially for nonprofits. She noted that since they have limited to no spending money for different PR tactics, they have to put in a lot of effort to make what they can do stand out. I never would have thought that by being a non-profit organization, your PR can be more beneficial seeing as that someone else says how great your brand is. Like other speakers stated earlier, messages from the source are not as well trusted compared to a loyal customer who can relay their good experiences. Who knew that nonprofits had this much of an advantage?
If I managed a brand page on Google Plus, many of the site’s features would encourage me to check out the brand and the content. I would love to see videos of the brand’s items. If I managed the brand page for Sabra (hummus) I would want to see videos of the different types of hummus and what other foods you can pair them with. It would be interesting if the brand could even teach the public how to make their own hummus similar to theirs (without losing business of course). The brand could do these videos in a Google Hangouts or communities. I understand not everyone is as obsessed with hummus as I am so to create a community where everyone loves hummus would be ideal. I would most definitely use this site more if brands interacted with their audiences like this.
Walmart actually has a very strong presence when it comes to giving. It has just recently announced its “Fight Hunger. Spark Change,” campaign. This is a nationwide campaign to call the public to join in the fight against hunger. The campaign is providing $3.7 million in grants to Feeding America food banks as well as local partner agencies involving hunger issues. Every campaign needs a little something extra to make people notice. Walmart is doing this by joining up with G. Garvin who is a chef, cookbook author and TV host to help gain the public’s attention so that they will support their local food banks by voting for them online at www.walmart.com/fighthunger. We know that hunger is not only a worldwide issue. People in our own towns are struggling to earn money to feed themselves and their families. Millions of hungry people in America turn to food banks for help. Food banks need more donations so Walmart is also teaming up with some of America’s largest food companies including: General Mills, Unilever, Hormel, ConAgra Foods, PepsiCo/Quaker and Kellogg Company. Walmart’s main goal is for people all over America to feel proud of their local food bank and to vote for it online. Getting the public engaged with their food bank, Walmart is hoping people will feel more entitled to help out as much as they can.
Of course, you can’t launch a campaign like this without social media. Walmart has created its own Twitter account dedicated to this campaign. The brand uses the handle: @WalmartGiving. They have tweets that talk about the campaign and how important it is to get involved. Walmart also has other major names out there tweeting about the campaign such as Supermarket News, Fox News Edge, Feeding America etc… I don’t think when people hear the name “Walmart,” they think of them being a charitable brand. The reality is this company does care a lot for it community and this presence will award them in the future.