Social Media: How to avoid public relations disasters

Walter is speaking today at the CPRS Edmonton Professional Development Luncheon about how social media can be used to your advantage to help avoid public relations disasters. I’ll be live-blogging the talk, so keep refreshing to read along! Lunch is up first, with the presentation set to start around noon.

Okay we’re underway. Diane introduced Walter using direct messages solicited from followers on Twitter. Very cool. Walter begins with a friendly warning to the crowd: “if you don’t like getting your picture taken, the rest of this talk is going to be uncomfortable but not as uncomfortable as your future in PR!”

To begin, Walter is sharing some information on TechCrunch’s recent attack on embargoes.

• “This is the reality.”
• Walter’s motto (borrowed from the British SAS): Train hard fight easy!
• Today we’re going to go below the buzz.

Public relations is an old industry, it’s not surprising that there are processes and traditions. But to social media, most of these things come across as spam.

Social media demands the respect of the individual. Recognize each individual for who they are, as human beings.

We have to shift our thinking – we have to play way outside the box. The media landscape has shifted completely over the last couple of years. The next few years could be amazing, if you learn the skills necessary. You need those skills however, because people are enabling and empowering themselves.

Walter says that to “join the conversation” is not the first step. If that’s what you’re going to do, enter at your own risk. The reason is that it’s in our DNA to want to control the message, and in social media, that’s nearly impossible.

What’s the biggest difference between 1.0 and 2.0? Power to the little guy! Web 1.0 was a one-way broadcasting system, whereas 2.0 is two-way.

What the innovators doing?

• Build it, fire it out the door, and see if it gains any traction.
• Business models come later, it’s important to see what people like.
• Can we do this with PR too?

The central question of the day:

Do you have the guts?

As you develop your capabilities in a social media context, you can further define yourself as someone who sticks out from the crowd. How can you keep up with everything? There are so many applications out there. Start with the ones that most closely align with your objectives.

Case study: Jeep

• They jumped into Facebook, with a group.
• The problem is that they treated it just like any other medium. There’s a big ad on the front of the group, and not much else.
• The most popular group is actually one created by a fan of Jeep Wranglers.
• They missed an opportunity here – they could have turned the members of that group into evangelists.

The first thing you need to learn to do is: listen.

Walter just asked the crowd – how many people are on Twitter? Then, how many people are on Twitter right now? A few hands remained up…I think that’s encouraging.

Walter says: identify the clusters of influencers.

Now, how do you deal with a major issue or disaster?

• If you’re listening already, you’ve got some intelligence. You’re one step ahead and are better prepared to react.
• You need to figure out how you’re going to respond, and who you’re going to respond to.

Walter is now sharing the “Dell Hell” story as an example of what can happen when a single blogger has a negative experience.

Can a single act of kindness change the world?

• If that single act becomes a movement…
• Start with that single unique person, and use social media tools to connect with them.
• Continue to cultivate that relationship.

Walter is now sharing the Food Bank challenge. He’s challenging the group today to stand up for Edmonton, for the food bank, for those in need.

Things to think about:

1. Listen – research and learn.
2. Understand who.
3. Strategy – why and what.
4. Platform – what.
5. Then “join the conversation” all you want!

Don’t get sucked into the trap of creating a social media profile without understanding why you’re doing it! Engagement is the number one obstacle you’re going to face. It’s tough! Build it and they will come? It doesn’t work that way!

Walter tells the group: you are participants, not just an audience. You have to invest in your relationships online too.

It’s time to wake up folks! Separate yourselves from the pack quickly, by learning about social media and the relevant tools.

Public relations? Or cross-media agent? Which will you be?

Thanks – time for questions!