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Posts Tagged ‘Twitter’

3 Ways Social Media Is Hurting Your Organization

Wednesday, September 13th, 2017

Picture this—a small organization is looking for new ways to gain public awareness; people keep telling them they need to implement social media, but that’s all they know. So, they make accounts, and then abandon them due to lack of understanding or time.

This is a common tale, as many clubs, organizations, small businesses, and non-profits are looking for new ways to expand with a small budget, but they only hear the advice “get more social media,” without any further explanation. What does that mean?

  1. Just Having The Account Isn’t Enough

Creating a Facebook, Instagram, Twitter, or other social media account is great, but if you don’t post or don’t post often, you would be better off without them. An account that is never used makes an organization look like it’s inactive and will not attract new awareness or involvement.

It’s important to be strategic about which platforms you select. If you have a limited amount of time to devote to your social media presence, select platforms that will best showcase your organization. For example, if your non-profit could be best featured visually, then choose a platform that is picture based, like Instagram, instead of posting ‘occasionally’ on multiple platforms that are ineffective.

  1. Forgetting Your Core Members

Social media can be a great way to reach new people or those currently involved in your organization, but don’t abandon your old channels of communication in hopes that social media will do everything for you.

There will be some members of your organization that will never get a Facebook or Twitter, but are tireless volunteers that read your mailed newsletter every month. Don’t forget about them!

  1. Stop Selling

Just as no one likes someone who only talks about themselves, no one likes an organization that only talks about themselves either. Although an organization wants social media to promote and spread awareness, they must think beyond advertisements.

Think of your social media presence like you’re building a new friendship. Be intentional about making small talk with your followers, finding common interests, and showing them that you care about their interests. Engage with them using interesting content, instead of selling them the same product.

Technology is outpacing democracy.

Wednesday, February 15th, 2017

Most would agree a democracy is a favorable government structure with many benefits and advantages over other types of government. However, like anything else it has its downfalls, which include its sluggish pace. Today’s world moves quickly and is constantly evolving, but many of our laws are failing to keep up.

One prime example is the recent tweet by President Trump about Nordstrom. Nordstrom recently dropped his daughter Ivanka’s products from its department stores. First, the President tweeted from his personal Twitter handle, “My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person — always pushing me to do the right thing! Terrible!” Then the official government @POTUS account re-tweeted Trump’s original tweet. According to Fast Company, the tweet and especially the retweet raised plenty of concerns among lawyers and ethics experts. “This is not trivial,” says Kathleen Clark, a law professor at Washington University who is an expert of government ethics. “Trump is using government power for his personal purposes.” Many experts argue that government officials are encouraged to maintain their own identity and opinions, so there was no issue with Trump’s tweet from his personal account; it was the re-tweet on the @POTUS account that raised legal and ethical questions. However, the law has simply not caught up with technology, so the legal implications are fuzzy. Is the @POTUS handle an official government platform? What’s the distinction between a personal Twitter handle and a company Twitter handle for the President of the United States? Is it ‘illegal enough’ for congress to intervene? Could Nordstrom sue the President? All of theses questions remain debated and unanswered.

In another technology vs. law debate, the Trump administration reportedly began monitoring and censoring federal agencies’ Twitter accounts sharing scientific research including accounts for the Environmental Protection Agency, NASA, National Parks, and other bureaus. Tweets about climate change and other federal research were deleted from these Twitter accounts at the order of the President’s administration. Also, Trump administration interior department staff were told to stop posting on Twitter after an employee re-tweeted posts about relatively low attendance at Trump’s swearing-in, and about how material on climate change and civil rights had disappeared from the official White House website. Some argue that it’s completely legal since these are government agencies and employees that fall under the executive branch of government, and the leader of the executive branch has the right to censorship. Others argue it’s comparable to a dictatorship. In protest, a set of “rogue” and “alt” accounts were created to tweet banned content. Non-government employees with no government sponsorship run the accounts, but government scientists, in their off-hours, supply the information. The employees are currently remaining anonymous. Again, there are gray areas pertaining to both the ethics and legality of these Twitter accounts. Should the President have power to stifle the use of Twitter accounts? Should personal social media accounts of government employees be censored? If Trump’s personal account can be used for influence and opinions, should the same rules apply to employees? Are there any legal implications for the rogue accounts?

Making Social Work

Wednesday, May 28th, 2014

Marketers are investing an incredible amount of time and resources in attempt to master social media. Platforms such as Facebook, Pinterest, Twitter, and Instagram are not only household names, but top tier companies that have become an integral part in the lives of billions. Brands don’t want to miss out – but making sure they’re doing what’s right is easier said than done.

Marketers are using social media in unprecedented ways to connect companies in both business-to-business and business-to-consumer scenarios. Facebook is the most popular platform, with nearly 97% of marketers having a presence, followed by Twitter, YouTube, and LinkedIn. The catch: Less than half of marketers believe that Facebook is effective, as reported in the 6th annual Social Media Marketing Industry Report. Despite almost 100% of marketers using Facebook, only 34% think their posts are actually of value. This extreme disparity should not ward brands off social media. On the contrary, social media becomes that much more valuable for the brands associated with marketers who are in support of Facebook. Marketers who see the value in Facebook posting, are the ones implementing the right tactics. Their expertise, passion, and insight leverages Facebook in the best context for brands. In fact, the most successful social media ad campaigns have inseparable ties to Facebook – some occurring just weeks ago.

In addition to Facebook, brand marketers are exploring and incorporating strategies to best utilize the other social media platforms. Facebook’s recent acquisition, Instagram, is one of the platforms marketers are leveraging. Patagonia and Warby Parker are two brands having particular success engaging with customers on Instagram. Jim Squires Instagram’s Director/Market Operations explains, Patagonia focuses on lifestyle rather than uploading product images. Warby Parker has played into popular Instagram techniques and hashtags. Most importantly, Squires says the brands doing well are focusing on the foundation of their brand and fitting that into the social community.

Whereas Instagram works well for business-to-consumer relations, Deloitte has re-envisioned Twitter to make the platform work best for their business-to-business intentions. Deloitte created an employee-run Twitter account, @LifeAtDeloitte. Every week, a different Deloitte professional assumes responsibility for the Twitter account to share their stories and workplace experiences. Diversifying the @LifeAtDeloitte voice, followers can hear from everyone including first-year auditors to consultants, new hires, to senior leaders. Deloitte Senior Manager of Employer Brand, Lisa Monarski, has noted that this has had a positive effect on the brand and interest in the account continues to grow, with a 46% increase in followers in the past year alone.

Social media is an exciting, although complicated tool to understand and use effectively.  It’s important to utilize the available platforms in a way that best represents the brands and attracts the right target audience. At the end of the day, make sure you have the right marketing team advocating for the best interest in your brand and its potential. The brands that have achieved social media success have done so in due credit to innovative, creative, and well-practiced social media experts. The marketing team focuses on generating engagement and building awareness, but, more than anything advocate on behalf of the brand to make it both accessible and inviting. And that is the true merit of social media.

The Halloween Newsfeed

Wednesday, October 30th, 2013

Halloween has become much more than a one-night affair limited to suburban neighborhoods, in fact it is a fast-growing lifestyle event for all-ages, primarily in credit to social media. Platforms like Instagram, Pinterest, and Twitter have become inspiration zones with images, recipes, and do-it-yourself projects for Halloween and the fall season.

Scanning through Instagram, one is bound to come across users capturing beautiful images from scenic fall walks, trips to the pumpkin patch, or apple picking adventures.’Pinterest‘also provides a plethora of inspirations with ideas on how to make the perfect pumpkin spice bars, pull off trending fall fashions, and make-at-home seasonal d’cor. This has motivated more individuals to embrace the iconic activities of the fall season to create their own meal, centerpiece, or outfit that will find its way on someone’s mood board.

These social media platforms are playing an increased role in a particular segment of the Halloween season, the costume. In conjunction with Instagram and Pinterest, Twitter and Facebook, have also acted as the test-grounds for the dress-up portion of the celebration. Hashtags, do-it-yourself options, and topical news trends make the costume selection process much more linked to social media. Costumes are categorized on numerous websites, providing countless options to ensure that those interested in celebrating Halloween are dressed to impress.

Many still want to boast their own creative genius in coming up with an expression to delight and surprise. Costumes have always intended to be clever and unique, but the individuality factor is diminishing with the viral effect of social media. More Americans are seeking costume inspiration from relevant and time specific stories, and cultural news is easy to be replicated. No longer does that great idea from Twitter’s newsfeed seem that clever when a half-dozen others are dressed to channel the same story. Additionally, with the rapid pace of news stories and trends, phenomenon’s can become dated at a faster pace. This can cause a risk of dressing up as something ‘so two months ago’. Being relevant and creative is proving to be quite the challenge. Thankfully there are plenty of pumpkin recipes you can master while you’re left brainstorming.

The important role that social media has played amongst the new and older generation of Halloween fans is quite significant. From harvest afternoons to late night costumes, the social media platforms have made creative ideas accessible and motivated more to participate in the holiday fare.

To Share or Not to Share

Wednesday, October 16th, 2013

In today’s digital age, many social media users are sharing without thinking ‘ and they are paying for it. Job seekers and college applicants alike are finding that they are being measured by information that doesn’t appear on resumes or applications.

Many employers have no qualms about using social media profiles to disqualify a candidate that is in the running for a job opportunity. A survey conducted by CareerBuilder found that 40% of hiring managers have screened applicants with social media. A third of this group found inappropriate comments and photos or evidence of poor communications skills, leading them to reject potential candidates. Even a blocked profile or lack of information can be a turn off to an employer depending on the duties that the job requires.

Test prep firm, Kaplan, found that 26% of admissions officers reviewed college applicants using their social media profiles, and that number continues to grow. Of those officers, 35% have found reason to deny admission to a potential student on Facebook or Twitter.

While social media can be risky depending on the content you share, it can also be beneficial in the job world, allowing job seekers to learn more about companies they are interested in, connect with employees and apply for jobs as they are posted. Hiring managers also look for information that could be advantageous to an application, so it is important to maintain consistency across platforms and highlight communication skills. A well-built social media profile can display your interests, prove your industry experience and position you as a thought leader.

Forbes suggests seven ways to land a job using social media: build compelling, professional profiles, network with connections in your industry, engage in group discussions and conversations about industry trends, position yourself as a trusted resource, prove you deserve a job instead of asking for one, take advantage of the digital world by browsing job postings and follow an organized plan in your search.

Although social media platforms have proven to be risky, the sky is the limit when used correctly. Spend a couple of hours purging questionable content on your social media platforms. With constantly changing privacy clauses and layouts on Facebook, you might be surprised about what is public on your profile.