December 11, 2018

Helping PR pros make smarter decisions

Following the Following Rules (and Other PR Blog Jots)

Following the Following Rules (and Other PR Blog Jots)

Friends vs “Friends”
Six Pixels of Separation
In the era of thousands of “friends” on online channels, Mitch Joel has a few ground rules. We all know that the vast majority of our online contacts aren’t real friends, but that doesn’t mean we should still have a few restrictions on with whom we connect. “Some people are using these channels for the sole purpose of personal gain. And while there’s nothing wrong with that, they probably have no idea how much it is affecting their opportunity to really meet new people and grow their business and personal brand even more effectively.”

Going Corporate on Twitter
In another excellent post pointing to the ways we ought to think before blindly “friending back,” Jeremy Pepper has a few guidelines for friending him on Twitter. His best proposed rule is the idea that a Twitter account be more than just a corporate platform with random, lifeless news, but a defined personality. “Be engaged. Be personable. Be responsive. There’s nothing worse than sending someone a direct message on Twitter … and hearing nothing back. You followed ME first, and yet you are unable to respond to a question? And, well, that’s just a direct message. If you are sent an @reply, and do not respond, do you REALLY want to be in the conversation, or you just glomming onto the next thing? If it’s glomming, well, you are not ready.”

More on Following Etiquette
Clipping the Social Web
In yet another post on the etiquette of getting followers and following the right people on Twitter, Julia Roy has some good advice, particularly for brands looking to build a good audience. “This especially goes for brands, agencies, marketers, and basically anyone Twittering for business. The best strategy to pull in new followers AND grow awareness of your business AND drive traffic- is to consistently post balanced tweets (between promotional and non-promotional) that are posted by a particular voice or collective voice, based on the personalities and characters of the real people working for the brand.”

Trouble for “Made in China” Label?
Neville Hobson
No sooner had the previous controversy of toxic toys died down than a new one sprang up: China’s issues with possible toxins in baby formula poisoning its babies. Neville Hobson discusses the consumer trust issues that result, not only for a particular brand, but for any coming from the beleaguered manufacturing market. “We’re talking about people’s perceptions, what they’re seeing on the news, and 50,000 ill children. This is about emotion, not logic, and word of mouth. And what about China itself? What impact will this situation have on other, related, perceptions – from manufacturers – that establishing a significant part of your supply chain in China is too risky a venture?”

Pitch Deconstruction
Dave Fleet
What makes a bad pitch so bad? Dave Fleet takes a recent dud that made its way into his inbox and deconstructs it, pointing out why it was bad and what the PR pro can do to improve on their next attempt. “If you know a blogger-relations campaign is coming up, see if you can get permission to comment or otherwise get to know the bloggers in that community ahead of time, so the pitch doesn’t come out of the blue. At a minimum, try to read the relevant blogs for a while so you know what makes them tick.”

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