How Twitter is Changing Public Relations
The PR industry is changing for
good. Social media networks like Facebook and Twitter have completely
redefined the paradigm of public relations. A couple of years back, it
would have been hard to imagine a micro-blogging service, all of 140
characters messages and that too not landing directly in your Inbox
could be used as an effective means for maintaining public relations.
Social Media vs. Public Relations
It might sound surprising but for a long time, social media was
viewed as a competitor to conventional PR techniques. While social media
analysts predicted that PR industry is now dead, the latter retaliated
by arguing that social media isn’t well suited for public relationships.
And then, Twitter happened.
As its
popularity increased, it reduced the gap between social media and PR
industry. And now, with thousands of Twitter’s PR success stories, it is
widely viewed as the best PR technique in today’s age of Web 2.0
Is Conventional PR Dead?
Of course not! Twitter is a fascinating way of augmenting your
organization’s PR capabilities. It’s not a tool to replace conventional
PR techniques. Rather, it helps spread the message to a much wider
audience than any other legacy PR mode. You can tweet about a press
release or about a new media event for your organization and then see
how the news spreads like fire in Tweetverse.
Good Customer Service, Great Public Relations
In order to get good publicity, it is important for an organization
to provide good service. Twitter provides an unparallel mode of instant
& real-time customer service. Queries can be answered
instantaneously and the word spreads faster than wild fire.
Many companies have realized that Twitter is not only a great tool
for marketing, it’s also an innovative medium of providing great
customer service, thereby leading to a good public reputation and strong
public relations.
Brand Monitoring
Twitter is a great place to monitor your brand’s reputation online.
You get to know what people are talking about your brand. You can search
for people who’d potentially be interested in your brand and reach out
to them. Using Twitter’s advanced search functionality and several 3
rd party tools, you can determine if your brand is loosing its charm amongst customers and appropriately take corrective action.
Knowledge is Power
The PR industry thrives on knowledge and what better than an easily
presentable source of vast knowledge like Twitter. As you follow and
interact with more people, you gain more knowledge. Be it peers,
competitors or clients, following them on Twitter makes sense as you
gain more insights into their opinions.
Twitter is an always online 24 x 7 community with several
knowledgeable and thoughtful people, so why not make the best out of it?
As a wise man once said, there’s nothing better than learning from the
pros.
Bill Gates once said “If I was down to my last dollar, I’d spend
it on public relationships”. I’d rather say “If I was down to my last
dollar, I’d spend it accessing Twitter to build public relations”
Douglas Idugboe, Digital and New Media Marketing Strategist.
Founder and Chief Editor of Smedio! A Canadian Bestselling Author,
Marketing Strategist, Speaker and Trainer, Who Loves Technology
Social Media Virality: Why Do People Retweet?
This post is a preview of some of the content in tomorrow's webinar, Virality: How to Catch It, with special guests Jay Baer and Tom Webster. Sign up now!
Want to get more retweets? We’ve found the key: Start tweeting about sports.
In a recent study I conducted on the social activity of Argyle's customer base,
21 of our 50 most retweeted accounts were sports-focused.
For comparison, no other category had more than three accounts in the
top 50. The most retweeted post in Argyle history was from an LA Lakers
community site:
"Steve Nash, Kobe Bryant, Ron Ron, Pau Gasol and Dwight Howard. That's not a bad starting five." (Hard to disagree.)
Why
do accounts that post about sports get such high retweet rates? Should
we really all just start tweeting about sports, or are there deeper
factors at work?
Before diving into that, let me just take a
moment to satisfy the budding statisticians in the audience. I'm
defining the "retweet rate" of a given post as the number of retweets it
got divided by the number of followers that the account has. So, if an
account with 10,000 followers posts something clever and gets 100
retweets, that's a retweet rate of 100 / 10,000, or 1%.
The
retweet rate for an account, then, is just the average of the retweet
rates of all of its posts. And based on the data we've collected, a
"typical" account has a retweet rate of .1%. So for every 1,000
followers the account has, a post receives, on average, about one
retweet.
Back to the original question: what's with all these
sports-related retweets? To get to the bottom of this question, we have
to understand why people retweet.
Why do people retweet a post?
Many community managers make the incorrect assumption that people retweet content because they like said content. This is false. People click links that they think will be interesting. They favorite posts that they find particularly notable.
But they retweet content they think will resonate with their followers.
A
retweet is like retelling someone else’s joke. Sure, you found the joke
funny when you heard it the first time. But you're retelling it to
someone new because you think
they will find it funny.
When
someone retweets you, they are telling their followers "Hey! You might
like this!" And that begs the question: Who are your followers'
followers? And do they care about your content?
Consider Your Followers' Followers
Sometimes
there's a natural overlap between your followers and your followers'
followers. For instance, if you really love Breaking Bad and you follow
@BreakingBad_AMC,
it's likely that a healthy number of your followers also watch the
show. Therefore, content posted by the community managers running
@BreakingBad_AMC have a very receptive group of followers' followers.
Now
consider that you're the community manager for a company that makes
accounting software. Your customers all have one thing in
common--they're all accountants. But who follows accountants? (Yes,
you're allowed to chuckle at that.) The answer is actually really
simple: all kinds of people follow accountants. Their wives, kids,
neighbors, friends, coworkers and golf buddies.
Get where I'm going with this?
Most of their followers aren't accountants.
So if you're the aforementioned accounting software's community
manager, tweeting a torrid stream of accounting-related content simply
won't get retweeted. You may be incredibly successful at generating
clicks and favorites, but retweets will be few and far between.
Use
the tried-and-true cocktail party analogy. If you were at a cocktail
party and you met an accountant, the last thing he would want to talk
about would be work. He'd be worried that your eyes would glaze over and
you'd immediately look for a way out of the conversation. In social
media, the unfollow button is incredibly close at hand at all times, so
that accountant is much more likely to start a conversation about
Breaking Bad, both in real life and on Twitter.
(@BreakingBad_AMC
isn't an Argyle customer, so I can't run an easy report on their
all-time retweet rate. But after eyeballing some of their most recent
posts they're getting a retweet rate five to ten times higher than an
"average" account. Hardly surprising.)
So what do I do if I sell B2B accounting software?
Many
community managers will be in a similar predicament as the
aforementioned accounting software community manager. So what do you do
if your followers' followers don't care about your content? Some
suggestions:
- Identify commonalities in your followers'
followers. Many of Argyle's followers' followers are 25-40 years old,
putting them solidly in the group of people who remember the 90s fondly.
On a recent Friday, we created a campaign around the hashtag
#90sSentence asking people what their favorite 90s-themed sentence was.
These posts got a ton of retweets.
- Participate in targeted
hashtag conversations. The goal of a retweet is to amplify your message,
but it's not the only way to achieve this. If you regularly participate
in a targeted community formed around a hashtag, your message will be
seen by exactly the people you care about. Amplification achieved.
- Optimize
for different metrics. While retweets are a powerful tool for some
brands, it's totally valid for you to optimize your efforts for metrics
such as mentions, favorites and clicks while discarding retweets as an
important KPI. There's nothing wrong with admitting you're not the LA
Lakers.
http://socialmediatoday.com/tristanhandy/868616/social-media-virality-why-do-people-retweet