April 27, 2017

Helping PR pros make smarter decisions

Radio Roundtable: Dunkin’ What?

Radio Roundtable: Dunkin’ What?

This week, Jen Zingsheim is joined by co-host Doug Haslam. The two discuss Dunkin’ Donuts, who had buns of another sort on their Facebook page for hours this week; throwing the social media baby out with the bathwater (and recommendations against blogging in anger/irritation at 1:00 a.m.); and finding ways to preserve the content you post on social media sites.

Click here to listen to the 25-minute discussion.

  • First, Jen and Doug talk about the colorful content added to Dunkin’ Donuts’ Facebook page this week. The page was left without an active moderator for hours, allowing some…NSFW content to be added to the brand’s wall. Doug points to the importance of actively moderating and managing social media sites–an active brand can’t expect a site to go on autopilot. He also points to a blog post written by Mikinzie Stuart at SHIFT, which covers several of the issues involved. Jen highlights a comment to the post by Maggie McGary who makes a strong case that Facebook’s setup doesn’t meet the needs of business–there’s no spam filtering or alert notifications when comments are posted.
  • Next, the two cover Leo LaPorte’s post “Buzz Kill.” Leo had come to rely and depend on Google Buzz’s functionality, and when it failed him, he said “no one noticed.” Not even him. So, in one of those 1 a.m. blog posts that in retrospect probably tend to be a bit more dramatic than intended, he swears off the shiny tools of social media and recommits to blogging. He’s since dialed back a bit, and Doug points out that one shouldn’t judge the effectiveness (or lack thereof) of social media by the failure of one tool. Jen notes that there are a lot of reasons–from family issues to taking a vacation–that could cause someone to not post, so a temporary absence from social media by someone wouldn’t necessarily cause others to question the lack of content.
  • Finally, the two cover Christopher Penn’s post on not owning your social media content. This is an issue that Ike Pigott and Doug have also written about, and it’s a great reminder. Anything you post to Facebook or Twitter could be gone in an instant, so if it’s important to you, make sure that content is also housed somewhere that you control. Doug suggests treating things as temporary–you post, and it may or may not be there tomorrow. Jen points out that this presents the need to think in a new way–treat it as temporary, but know that it could be accessible forever through a Google search.
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