My Love/Hate Relationship with Social Media

Written by Jennifer Stringer, who provides content marketing, social media and direct communications management for Gracie Communications’ clients

I believe social media’s power is harnessed mostly for good. Social media brings awareness to a community need, educates people and mobilizes them.

For example, we donated some time to help Lemonade Day better use social media to get kids excited about setting up lemonade stands around Indianapolis, teaching them about entrepreneurship in the process.  I am going to be making a tissue donation to the Susan G. Komen Tissue Bank because I heard on Facebook about the need for minority women to provide samples for breast cancer research.

Despite its power to do good, there are still some things I hate about social media. Here’s just a few:

1. Social media has not lived up to the promise of diversifying the voices/ideas that are heard and shared.  As Jay Baer pointed out, the social media profession is not diverse by a long shot. I know this personally from being the only African American woman in the room more times than I want to count.

2. People who use the number of Twitter followers or a Klout score to validate their importance. Take for example, the recent brouhaha over who should be in the #social46 social media crew for Super Bowl 2012. Most of those who felt slighted did come around to realize that it wasn’t about them – it was about promoting all of the fun, wonderful happenings and places in Indianapolis. But I suspect there are still some bruised egos out there.

3. I hate to hear about someone’s death on FB and Twitter, whether it’s someone I know or a famous person. I think of how awful it would be for a friend or family member to find out about someone’s death from a tweet.  My point is: I think social media is not the medium for all messages.

4. The tendency to tweet first, confirm later.  Peyton Manning and Joe Paterno were the most recent victims of this practice. When incorrect information is posted, tweeted, retweeted, the only case it makes is that social media is a vehicle for shoddy citizen journalism.

Love it or hate it? What things about social media would you add to either column?

 

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One Text. One HIV Test.

Earlier this week, I bought two designer coffees for a client meeting and spent just under $10. In less than an hour both coffees were gone and the cups were recycled.

Tomorrow, as part of a World AIDS Day text-to-give campaign – #knowpositive – for the Indiana AIDS Fund, I can text KNOW to 20222 and donate $10 for a rapid HIV test. With a rapid HIV test, someone can know whether or not he or she is HIV positive in less than an hour. And if the test turns out to be positive, she or he can get into care management and treatment that much faster.

Same amount of money. Same hour. Hugely different impact.

Not only does an HIV test put the person taking the test “in the know,” it also prevents the further spread of the disease by an unknowing carrier. With national statistics showing that 1 in 4 Americans with the disease don’t know they have HIV, it is as important to get an HIV test as it was 30 years ago when the first case of AIDS was diagnosed.

25% of those who have HIV don’t even know it. It’s a sobering statistic. But in this age of social media, we can all do our part to change that statistic. And that’s pretty empowering.

Here’s what you can do:

1. Text KNOW to 20222 tomorrow to donate $10 for an HIV test for someone without insurance or on the margins of society.

2. Tell others about the #knowpositive campaign on December 1. Donate your Facebook status update for the cause. RT a #knowpositive tweet. Follow the Indiana AIDS Fund.

The Indiana AIDS Fund’s goal is 500 tests in one day. Will you join me in helping them reach it?

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Loyalty, Anti-bullying, Transparency & Communication: What Penn State Should Do Next

Like the rest of you, I’ve watched with horror as more details emerge about Jerry Sandusky’s alleged crimes against children, both on and off the Penn State campus.  As a parent, I’ve been sickened by the charges and the grand jury testimony. As a communications specialist, I’ve been appalled at the delayed and often confused response by the Penn State trustees.

Yesterday, the university took the long-overdue step in of appointing someone with no ties to the university, former FBI director Louis Freeh, to lead an internal investigation of the “governance, protocols, decision-making and oversight within the university.  While Freeh has reportedly been given free rein to take the investigation in any direction needed, other members of the special committee have many ties to Penn State. Only time will tell if the committee will make the difficult recommendations needed to both move the university past this ugly chapter of its history or get mired in the university politics and finger-pointing.

Interestingly only one student, Rodney Hughes, a doctoral student in higher education, was included on the special committee. More on this later.

As the committee begins its work, there are several issues they can and should consider.

1. This is an opportunity for Penn State to not only address the horrors of the child sexual abuse that happened on its campus, but to take the lead and spearhead a national effort to address childhood abuse.  Penn State students have already created a “support wall against child abuse” and are leading prayers and candlelight vigils. University trustees now need to create a system-wide awareness and support mechanism not only for the Sandusky victims but for all child abuse victims. And they should do it before the U. S. Senate mandates it.*

2. Pennsylvania media have reported that one victim has been forced to leave high school after classmates blamed him for Paterno’s firing.  This is unacceptable and Penn State should be the first to say so. Continued silence only condones a culture of bullying and implies they support a “blame the victim” mentality.

3. Vera Greene, a junior at Penn State and a guest columnist for The Daily Collegian, addressed the issue of loyalty in a recent column. As she wrote, “we need to take a step back and understand the societal efforts, the natural human tendencies that come into play when a decision [that breaks the bonds of loyalty] has to be made.”  Penn State should involve its faculty and staff in creating a forum to discuss the role of loyalty and the conflicts it can create.

4. The state of Pennsylvania is consideration legislation to remove the exemption for state-affiliated universities from Pennsylvania’s Right-to-Know law. Penn State shouldn’t wait. It should increase transparency now even though it doesn’t have to. Set the good example.

From a communications standpoint, it has taken Penn State far too long to respond, not just to the general public, but more importantly to students and alumni. While I am not privy to the university’s e-mail communications system, it has been reported that local alumni chapters acknowledged the crisis days after the story broke in the media.  As far as I can tell, University President Rodney Erickson, publicly addressed the university family for the first time in a November 21 message. (If I am mistaken, please let me know.)

I understand there are legal concerns that Penn State is grappling with, but it must make every effort to keep alumni, donors, faculty and students apprised of its efforts to address past wrongs and to put new systems into place to ensure this doesn’t happen again. Reach out beyond the university family as well. High school counselors are getting questions. Let them know what is going on and how to answer.

Back to the special committee. While I appreciate the inclusion of a graduate student and former student trustee in the special committee, allow the process to be open to the greater student body. This is a teaching moment.  Students should be allowed to audit the process and ask tough questions of their own. Healing takes hard conversation.

Please Mr. Freeh and company, use this special committee to make recommendations on how to move forward, not just to duplicate the efforts of the grand jury or devolve the process into a blame game.  Yes, this is the time for scrutinizing what went wrong. But Penn State can regain its national reputation by demonstrating a campus-wide desire to right the wrongs and leading the conversation to make sure other children don’t suffer at the hands of coaches, teachers and other adults they trust.

 

* The U.S. Senate has scheduled for Dec. 13, the first congressional hearing in the wake of the Penn State case. Pennsylvania Sen. Bob Casey requested a hearing by a panel of the Health, Education, Labor and Pensions Committee to examine how well the nation protects children from abuse and neglect.

 

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Clients hate surprises

This may come as a surprise, but there are still communications folks out there that forget to work with their clients to make sure there are no surprises in the communications process. These same experts then act surprised when their strategic plan presentation is met with stony silence instead of cheers and celebration.  

Like my clients, I hate surprises. (Even birthday parties.) That’s why I forewarn all my prospective clients that the Gracie Communications planning process is extremely time-consuming for them as well as for my communications team. In fact, I tell them we are part of their team and they are part of ours. They have valuable insight and knowledge, and by sharing it they not only keep research costs down, they develop a buy-in to the finished product that results in a working plan instead of a plan that collects dust on a shelf.

Communications pros may know marketing and PR, we may have a general understand of the clients’ industry, but we don’t know their businesses. We may understand how to reach their audiences but we don’t know how they really interact with these audiences currently. We can’t because we don’t live in the day-to-day of running their businesses (or non-profit or charity event, etc.).

We also don’t really know the dynamics that govern our clients. Do they answer to a board of directors? Investors? How do they want their staff involved? Any strategic plan stands a much better chance of getting implemented if the client is able to champion it to his or her internal audiences. To do that, the client has to be involved in the process and given the opportunity to ask questions – prior to the big reveal.

It can be time consuming to include clients in every step of the strategic plan, but isn’t it harder to present a plan cold and have it rejected? Here are seven different phases during the planning process when you can – and should – interact with your client, rather than present to them:

1. The beginning. Explain the planning process. Make sure they understand the timeline AND that it fits with their business calendar.

2. Discovery and research. Involve them. They may be able to connect you with sources you couldn’t reach otherwise.

3. Communications objectives. If your communication objectives aren’t in line with their business objectives, it is better to find out early in the process.

4. Creative brief and/or talking points. This is a guiding document for communications professionals that is often misunderstood by clients. Since it sets the key messages and tone for a marketing campaign and the related PR, make sure you review it.

5. Target audiences. Again, make sure your suggestions are in line with their needs.

6. Strategies and tactics. This one goes without saying, right?

7. Creative/implementation.  Just like with #1, make sure the timeline and creative process leaves room for other business deadlines and needs.

Whenever possible, also try to meet with the client’s boss or board as well to introduce yourself and your goals so all the decision makers know what to expect and can put a face with the actions they will review later.  Yes it is more work, but it’s not called account management for nothing.

Bottom Line: If you want clients to trust your recommendations, you must respect their input and guidance. If you don’t, the one who will be the most surprised by their reaction may be you.

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5 Reasons to Stay on Schedule

Posted by Lisa Sirkin Vielee

Ask anyone who has worked with me. I LOVE staying organized. I have a task list in my Franklin planner. I have calendars online and on my refrigerator. I keep Post-It notes of things to do all over my desk.  Some call this Type-A control freak. I call it being prepared.

I apply this freakish methodical approach to my work projects as well.  For more than 20 years, I have some version of a production schedule to keep projects progressing and teams on task. Whether you use a third-party program like Basecamp, go to Google for shared calendars, or just have an Excel spreadsheet, there are many benefits to using a scheduling tool.

1. Deadlines create a sense of urgency. It is human nature to procrastinate. I don’t know about you, but there is nothing like a schedule – and people checking it – to keep me on task.  With a production schedule, you can know what to work on and when.

2. A schedule keeps the whole team on the same page. Very few marketing projects are done by only one person. Whether you are in corporate communications, a large agency or a freelancer, you may have a designer, web developer, editor, or account supervisor involved in the work. In this day of virtual offices, you can’t count on a weekly, in-person team meeting to stay up-to-date. There are several great (and sometimes free) online project management tools to help.

3. A schedule keeps the client accountable as well. Customer input is a necessity for effective marketing and public relations products.  Interviews have to happen. Photo shoots are scheduled. Vacations have to be accounted for. The C-suite has to sign off on the copy. Etc. Etc.  Be sure to build in time on your production schedule for the client to complete her own work. And make sure he also knows that his tardiness has an impact on the whole schedule. (Say it in a nice way.)

4. Deadlines help create priority. A production schedule is as much for your other clients as it is for the customer who is receiving the final goods.  Having a good scheduling system helps you manage multiple projects and the time you spend on all of them.

5. Without a schedule, who knows when you’ll get the job done? An ambiguous deadline is not something you find in the retail industry. Imagine ordering a Christmas present from Amazon.com and NOT being told when it will arrive? So why should it acceptable for professionals to hedge their bets and not give a delivery date for, say, website copy or new signage?

Yes, any project schedule can be flexible. Things do happen that require deadlines to shift. But you have to start with a deadline in order to know if you have to move it.

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Give Epic Thanks.

I am guilty of moving too fast, of planning the next big thing, of looking forward instead of being in the moment. That is why it is nice when I am reminded to stop…reflect…give thanks. The wonderful Nila Nealy (@nilanealy) reminds me of this often. Most recently with a reminder to participate in the Epic Thanks Tweetsgiving 2010.

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Help Gracie give back

Six years ago when I started Gracie Communications, one of my first priorities was to establish a giving policy for my business. Supporting causes and worthy nonprofits, especially in my greater Indianapolis community, has always been important to me personally. As a new business owner, I decided to demonstrate my commitment to philanthropy by designating a percentage of my gross earnings to charity. You might be surprised to know that’s not as simple as it sounds. That’s why I’m asking for your help.

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