Monday, March 20, 2017

Online Crisis Communications Course - Review

Social Media has fundamentally changed the information environment in which we operate.  Crisis communications strategies that do not reflect this new environment are at best ineffective, and at worse, disastrous.  This course is designed for Business Owners, Brand Managers and PR Professionals who are responsible for the reputation and brand of their company.

At the end of this online course, participants will be equipped with the knowledge and skills to successfully identify a social media crisis, assess its impact on the organization and know the necessary steps to take to deal with the crisis. The course will also cover the impact of social media on PR and Branding, help participants understand the characteristics of a crisis, know the 5 essential elements of an effective crisis communications plan and use the SCAER Framework (a decision making tool for managing negative online mentions).
 
 
 
Course Review (5 Star Rating)
 
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Tuesday, March 7, 2017

Distraction as a Crisis Communications Tactic - Doing a Trump

When it comes to crisis communications, US President Donald Trump is the master.  Time and again during his candidacy, and now during his presidency, Trump has been able to survive attacks that would have ended the political careers of lesser people.
 
From accusations of groping women to business lawsuits, from misuse of funds to accusations that he colluded with Russia to win the election, each time Donald J Trump has been able to escape by using the tactic of distraction.  In each of these incidents, besides denying them, Trump also went on the offensive and gave stakeholders something else to focus on.  In some of these instances, the focus was redirected to someone else, while others it remained with him but was redirected to a related but irrelevant issue.
 
For example, in the case of groping women, instead of the attention being focused on the criminal nature of the allegation (which if proven would have ended with him being arrested, Trump skillfully redirected the issue to become one of him being a lout. This distraction worked as it was first unexpected and the shift was so subtle that the general public would not notice the nudge.  Once the lout narrative took off, it would have been impossible to bring attention back to the initial allegation of criminal conduct.
 
crisis communications trump distraction tactic
 
Crisis communicators interested in using the distraction tactic must understand the following:
 
Firstly, the distraction must be "bigger" than the immediate issue.  This is intuitive.  If the distraction is not significant, media and stakeholder attention would not shift.  This Trump did brilliantly when he accused his predecessor Barack Obama of having ordered a wire-tap on him when Trump's Attorney General (AG) was on the ropes regarding allegations that he had conspired with the Russians.
 
Secondly, the distraction needs to be something that stakeholders can relate emotionally to.  Trump understands people.  If the distraction does not trigger an emotional response from the general public, there will be no traction and attention will not be diverted.  Once again, Trump's accusation of a wire-tap by a former president did the trick.  The mere thought of such an act angered people (never mind if there is no supporting evidence).  An analysis of the news today (2 days after Trump's accusation) will prove that media attention is no longer on his AG, but it is now about Trump's accusations against Obama.
 
And thirdly, a distraction tactic would only work if it is pushed on social media.  Today, more often than not, social media drives news.  Having a clear line of attack and distinct messages allows Trump supporters to jump on the band-wagon to push his agenda.  Trump's preference for Twitter is understandable as the platform is immediate, it allows his supporters to retweet it and there is no intermediary (like journalists) who will do fact checks.
 
In short, Donald J Trump has literally mastered the crisis communications tactic of distraction.  For those keen to use this tactic, just bear in mind that you will need the above 3 conditions to successful execute a distraction.

Friday, March 3, 2017

SG Media Consultant Reveals His Facebook Marketing Secret

When launching a social media campaign, one of the biggest challenge in Facebook Marketing is to generate sufficient initial reach to get the campaign off the ground. A campaign may be the best in the world, but if no one sees or hears about it, it might as well not exist.
 
One secret that successful social media marketers use is to leverage on Facebook Groups. Given that Groups are formed around a common interest and that most have group sizes in excess of 10,000, Facebook marketers can readily leverage on relevant Groups to share their campaigns to create the initial buzz. Additionally, as people in these Groups are usually passionate about the topic, if the campaign is relevant, there is a very high chance of eliciting interactions.
 
Facebook Marketers should however be careful not spamm the Group. In other words, do not join a group and immediate share your campaign. Doing so, will usually lead to being kicked-out and the possible damage to the business' reputation. The best way to use Facebook Groups for marketing is to join the Group, establish some credibility by sharing relevant contents over a period of time and before sharing your campaigns. In short, Groups need to cultivated before they can be used for marketing purposes.
 
So the next time you want to launch a social media marketing campaign, consider which FB Group you can leverage on.
 
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Wednesday, March 1, 2017

[REVEALED] The Secret to Designing an Effective Facebook Marketing Campaign

The secret to designing an effective Facebook marketing campaign is to understand how its algorithm works. While FB's algorithm is a closely guarded secret, Facebook's mission statement gives us a hint.
"Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them."
If we look at what FB is trying to do, their goal is to help people (friends and families) share and express what matters. With this as the guide, and from our own research, FB's algorithm is designed to show our connections what is relevant to them. How FB determines what is relevant would be to use data like your viewing habits (what you look at and for how long) and your interactions (reaction, share and comment).
 
While FB 'likes' are still indicators of relevance, their value has dropped as studies have shown that likes do not accurately reflect relevance. FB therefore now gives more weight to interactions like shares, tags and comments.
 
If we understand how FB weights each interaction, a Facebook Marketing Campaign that focuses on getting people to 'like' a picture or post, will not rate very highly on relevance. The chance of it showing up on fan's newsfeed will therefore be low and it will take a great deal of effort (and ad money) to gain reach. However, if your Marketing Campaign leverages on how FB rates relevance, designing a contest to get participants to share or tag their friends will increase relevance and this will in turn enhance reach.
 
One successful campaign that CW Fong & Associates ran that leveraged on tagging was a "Pay It Forward" Contest. In this contest, participants were asked to tag a friend whom they wanted to appreciate. Those tagged were then automatically included into a lucky draw where they could win a prize from the organizer. As the contest leveraged on what FB rated as relevant, the contest achieved significant reach and new page likes for the client.
 
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While there are no silver bullets, the secret to designing an effective Facebook Marketing Campaign is understanding and leveraging on FB's algorithm.
 
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