MackCollier.com

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#Blogchat schedule with Ann Handley & C.C. Chapman!

Or “The one with so much smartitude we needed an extra co-host” 😉

Join Content Rules co-authors C.C. Chapman and Ann Handley as they co-host #Blogchat tonite at 8pm Central!  The topic is How to Create Engaging Blog Posts, and since these two smarties literally wrote the book on this topic, they are the perfect fit!

If you want to follow along with us, I suggest you use TweetDeck, and create 3 columns: One for all #Blogchat tweets, one for @MarketingProfs’ tweets, and one for @CC_Chapman’s tweets.  Also PLEASE make sure you follow Ann and C.C., even if you can’t join is today, as both are brilliant and super-helpful.  Also, make sure you subscribe to their sites(here’s Ann’s, and here’s C.C.’s) and of course check out their book, Content Rules.

As for the format, here’s what we’ll discuss:

1 – At 8:00pm, we’ll discuss how to create engaging blog posts.  So if you have any questions for Ann and C.C. on how to create more engaging blog posts, this is where you want to be!

2 – At 8:30pm we’ll shift to talk about how to ‘re-imagine’ content, as Ann and C.C. describe it in Content Rules.  That is, how to take one piece of content, such as a webinar or white paper, and also get a blog post(s), an interview, or whatever.  I know that one of the issues #Blogchat participants are constantly struggling with is how to create more content, so the tips here from Ann and C.C. will be a big help!

As always, make sure you take a LOT of notes 😉

If you’ve never joined #Blogchat and want to know what it’s all about, click here.  The general rule is that we are all here to learn from each other.  If you have any questions, feel free to ask, #Blogchat has an amazingly helpful community, and we’ll be happy to help you if we can, so just ask!

And a final reminder, if you’ll be attending SXSW, Ann and C.C. will be one of FIVE amazing co-hosts at the LIVE #Blogchat in Austin!

Thanks again to C.C. and Ann for agreeing to join us!

 

 

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My SXSW schedule

social media training, brand evangelists

This time next week, my plane will (hopefully) just be landing in Austin.  I’ve never been this excited about attending SXSW and I have a ton of events I’ll be attending, so I wanted to list everything here, so hopefully we can connect.  I’ll be at SXSW from next Friday through Monday afternoon.  The majority of my time on Friday and Monday during the day will be devoted to meetings, and I’ll be in the Austin Convention Center for the most part.

If you are a company (Especially big brand B2C) that:

  • Needs Social Media Training
  • Needs Social Media Consulting or Advisement
  • Needs help launching a brand ambassador or blogger/influencer outreach program
  • Want to discuss sponsoring a future #Blogchat or sponsoring a LIVE #Blogchat event

Then please email me and let’s set up a time to discuss your needs.  I’ve already got some meetings scheduled during Friday and Monday, but if you want to discuss how we can work together, I’ll make sure we get a chance to connect.

As for Saturday and Sunday (and Friday night), I am going to spend those days connecting with my old and new friends.  Here’s the events I will be at:

Friday Night: Ignite Social Media Party, starting at 7pm.

Saturday: Tequila Now party for the Now Revolution from 1:30 – 3:30pm.

Saturday Night: Either Wiley book party, or Frog Design’s Opening Party (which would be better?)

Sunday: #AllHat3 from 12:30 – 3:00pm

Sunday: #Blogchat LIVE at SXSW from 3:30-6:00pm (YES!)

Sunday Night: #Blogchat on Twitter from 7pm-9:30pm (probably from the Hilton lobby ;))

So if we haven’t met let’s please do so at SXSW!  Feel free to email me and we can get together and I can shake your hand, at least 😉

 

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40 Dead Simple Ways to Get More Comments on Your Blog

Want more engagement and interaction on your blog?  Yeah, most of us do, here’s 40 tips to get you started:

Blog Design:

1 – Put your picture on the front page and the About page of the blog.

2 – On the About page write who you are and why you are blogging.  Both #1 and #2 make it easier for readers to connect with you, which makes them more likely to interact with you.

3 – Highlight commenters.  Remember to always reward the action that you want to encourage.

4 – Use the Comment Luv plugin on your self-hosted WordPress blog. Again, when someone comments, they get an extra link, which encourages more comments.

5 – Add a form to subscribe to your blog via email.

6 – Add Feed/RSS subscriber buttons to your blog.

7 – Add a link to contact you directly, by email at least.  Or add a Contact Me page. Remember, not everyone is comfortable commenting on your blog, they may want to use email.  Getting an email exchange going can convince them to start commenting.

8 – Create a blogroll or ‘Favorite Reads’ page highlighting your favorite blogs and add blogs from your regular contributors.

9 – Write a comment policy. Tell your readers exactly what is expected of them when they comment.

10 – Don’t moderate comments.  Nothing about the words ‘Your comment is awaiting moderation’ encourages a reader to comment more.  Nothing.

11 – If you do moderate, approve comments as quickly as possible.

Writing posts:

12 – Take a definite stand. Tackle a heated issue and firmly state your opinion/beliefs.  Notice how Beth Harte did that in this post on Social Media ROI.  Notice how some commenters are agreeing with her, and how some are disagreeing.  But by taking a stand, she got a conversation started.

13 – Close your post with ‘What do you think?’ Possibly the 4 words that get more interaction than any other.  Chris Brogan often ends his posts with ‘Your Turn’.

14 – Link to other bloggers that are creating valuable content.  Notice this post has 5 links to other bloggers.  Those links will help my readers find valuable content, and it also increases the chances that my readers as well as the writers I linked to, will comment here.

15 – Be personal.  Lisa Petrilli probably does this better than anyone, and note that her readers respond in kind.  It makes it much easier to share your personal thoughts when someone else does first.

16 – Get on a regular posting schedule.  We talked about this yesterday.

17 – Write in a conversational tone.  This is tricky, but what I try to do is write a post as if I am saying what I think first, and then I know you are going to make your point in the comments, and then we’ll continue the discussion there.  But in general, think of writing a blog post as if you are writing a letter to someone, not a memo.

18 –  Write posts based on comments your readers have left.  Did Jackie leave an amazing comment on your last post?  Did it spark you to write a long comment?  Why not take that long comment and turn it into a new post.  Then reference Jackie’s comment, and link to her blog as well.   Remember, reward the behavior that you want to encourage.

19 – Add great comments to your post.  If you don’t want to do the above, then you can add a comment to the end of your post.  Add an UPDATE at the end, mention the comment and person who left it (with a link to their blog).  This ALSO encourages everyone to read the comments, since you just alerted them to the fact that there’s some serious smartitude happening there.

20 – Write about breaking news.  Especially controversial news, my recent posts on Groupon’s Super Bowl ads and the Kenneth Cole Twitter PR snafu got a lot of interaction, because I wrote about them right after they happened.  If I wrote about either topics today, there would likely be MUCH less interest.

21 – Write passionately. Don’t sell me your ideas, tell me why they are going to change the world.  Make me understand why you are so passionate about your ideas, and that increases the chance that I will get excited about them, and want to respond.

22 – Encourage readers to promote themselves and share more about what they are doing.  Becky McCray’s Brag Basket is a wonderful example of this.

Responding to comments:

23 – Refer to your commenters by their first name.  Remember when I said to write in a conversational tone?  This is a perfect extension of that.  Notice how the HomeGoods bloggers do this at the Open House blog?  Looks like they are writing letters, not comments, doesn’t it?

24 – Respond to comments.  Back to Lisa Petrilli’s blog, she usually has double-digit comments on every post, and she’s responsible for about half the comments on her blog.  See the connection?

25 – Say thank you.  Seriously, common courtesy isn’t as common as it should be.

26 – Ask a commenter to elaborate on a point.  If Tom makes a good point but you want to hear more about his reasoning, ask him to expand on his thoughts.

27 – Leave comments on other blogs.  The best way to grow your blog, is to leave it.

28 – Leave comments on the blogs of your commenters.  Again, you want to reward the behavior you are trying to encourage.

Other Social Media Sites:

29 – Promote great comments AND the commenter on other sites.  Often I will tweet a link on Twitter to my latest post, but will link to the actual comment that someone left.  And if I know what their Twitter name is, I will link to it as well.  Such as ‘Love the comment that @SWoodruff left on my post about building a blogging team’.  That way Steve gets acknowledged as well.

30 – Participate in discussions on other sites.  I have left a ton of comments on blogs after ‘meeting’ that blogger at #Blogchat.

31 – Promote other people.  All this does is encourage more people to check out your site, and comment.

 

But Mack, you promised us 40 tips, where are the other 9?!?

You have to figure out the other 9 for yourself.  Actually, after you’ve been blogging for a while, you’ll discover a few dozen more tips (at least) besides these for getting more comments and interaction on your blog.  These ‘tips’ and ‘How-to’ posts are always popular because people want to direction.  They want to know what the ‘rules’ are.

But if you want to be a truly great blogger, here’s the best rule to follow: Make your own rules.  Don’t look at the above as being the ONLY 31 tips that exist for getting more comments.  Look at it as 31 tips to get you STARTED.  Figure out how to add to this list, then share what you’ve learned, so it becomes your 50 tips for getting more comments.

What works for you that I didn’t list?  Help us find the 9 missing tips 😉

 

UPDATE: Aaron reminded me of a great way to encourage comments: Thank 1st-time commenters with a custom page.  I use this plugin so that the 1st time you leave a comment here, you are taken to a special page that thanks you for commenting!

ANOTHER UPDATE: Jonathan left this fabulous tip in the comments for leveraging Facebook to get more comments on your blog: “One tip that I have found helpful is to get a discussion going on our Facebook page telling my readers that I am writing a post on it. I include their comments to the discussion in my post and then share the link to the post in the original Facebook comment thread. It really has helped me build our community.”

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How to create a posting schedule for your business blog

If you are wanting to build traffic, interest and awareness for your business blog, one of the biggest factors is posting regular content to that blog.  When I say ‘regular’, I mean that you have a schedule for how often you post to your blog.  If you can only post once a month, then you post a new post every single month.  If you can post once a week, then every Wednesday, you have a new post up.

So here’s some quick tips for creating a posting schedule for your business blog:

1 – Figure out how often you can post to the blog, and shoot for a minimum of once a week.  And give yourself a range, and go with the low end.  It’s better to commit to one new post a week and then bump that up to 2 posts a week, than it is to start out posting twice a week, then have to back that down to once a week.

2 – Post on the same days every week.  Not everyone subscribes to blogs, and the ones that don’t will want to know when they can expect new content on your blog.  If they know for sure that every Wednesday means a new post on your company blog, then that greatly increases the chances that they will visit on Wednesday.

3 – Organize posts by content.  This is a great way to get more posts on your blog.  For example, if you are subscribed to industry sites and blogs, collect the interesting news and articles you find throughout the week, then on every Friday, write a post sharing 3-5 links, and write a brief summary of why the article is important.  Not only does this give your blog an extra post, but by sharing links with your readers, you are helping to keep them informed, which has real value for them.  If you only publish one new post a week to your blog then start doing this, you’ve instantly doubled the new content you create on your blog.

 

What would this look like in practice?  Here’s an example with a company that has a 3-person team creating content for their blog:

Monday:  Jessica writes a thought leadership article designed to help establish the company’s expertise.

Wednesday: Laura writes a post answering a reader-submitted question.

Friday: Kevin writes a post sharing links to industry news.

By following this simple posting strategy, the company has found a way to create content that builds its brand awareness, helps it better connect with its customers and improve satisfaction, plus draw new readers.

If you are part of a blogging team for your company, how did your team create its posting schedule?  What did I miss?

 

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If you use FeedBurner for Email Subs then DON’T DO THIS!

If you’ve read here for any amount of time, you know that I am often breaking stuff and screwing up, and then you get to benefit from my dumbassery.  Last week, David Wood was kind enough to share with me this screenshot of how my emails from MackCollier.com look in his inbox:

EVERY day when the latest post from MackCollier.com arrived in David’s inbox, it showed up in the same format:

Sender: MackCollier.com     Subject: MackCollier.com

Seriously?  I was mortified when I saw this screenshot!  I assumed (first mistake) that Feedburner was making the title of my post as the email Subject, but that clearly wasn’t the case.  Apparently, Feedburner by default picks your site URL as the email subject.

Thankfully, it’s a dead simple change to make, and here’s how you can change your email subject so that it’s the title of your blog post:

1 – Log into your Feedburner account.

2 – Click the Publicize tab at the top (If you have multiple feeds being managed by Feedburner, you’ll want to login and then click the feed you want to change and THEN click the Publicize tab)

3 – Click Email Subscriptions on the left.

4 – Click Email Branding.

5 – In the Email/Subject Title: box, put this: ${latestItemTitle}

6 – Click Save.

Now for an example of how big this change can be, before I made this change, last Thursday’s blog post showed up in the inbox of email subscribers with the Subject: MackCollier.com.

After I made the above switch, it showed up as Subject: How is Twitter Impacting SEO and Search? Here’s the (Visual) Proof

Which email Subject do you think would get more opens?

This leads to another important point: Subscribe to your own feed.  I was already subscribed via RSS, but I should have subscribed to my own Email feed as well, so I could have seen how the emails were showing up for subscribers.

So hopefully that helps you, if you’ve been using Feedburner for a while, what do you like best about it?  What could be better?

 

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How Is Twitter Impacting Search and SEO? Here’s the (Visual) Proof

Yesterday’s post on Social Media Crisis Management was a bit of experiment to see how highly I could rank for the term “Social Media Crisis Management”.  I also wanted to share my results with you, so you can hopefully learn a bit more about the importance of SEO (Search Engine Optimization).

First, I picked a fairly specific term, in “Social Media Crisis Management”.  I checked prior to publishing yesterday’s post, and there were just a shade under 29,000 Google results for that term.  This is important because you need to pick the most specific term as possible, because this will result in less competition, and (if you’ve picked the right term for you) it means you will be more likely to get the ‘right’ kind of traffic.

Second, I made sure the term was in the title and mentioned a couple of times in the post.  I also made the term “Social Media Crisis Management” at the front of the post title, I originally had the title as “A No-Nonsense Guide to Social Media Crisis Management” but Amy wisely suggested that I flip it so the term I was targeting was at the front of the title.

Now, a note about keywords and phrases: You do need to pick and target specific keywords and phrases, but you also need to incorporate them into the post in a way that makes sense to the reader.  I only used that term in the post twice, because that’s all I felt it needed.  It might have helped the results to get it in there once or twice more, but I felt I would have had to compromise the flow of the post’s structure to do it, so I didn’t.  You always have to remember that you are writing for people, if the post doesn’t make sense to them, then it really doesn’t matter if it does well in search results.

So, when I published the post yesterday at 12:20pm, there were 28,900 Google results for the term “Social Media Crisis Management”.  I tweeted a link to it at that time.  Fifty minutes later at 1:10pm, the post was already showing up on the 3rd page for a Google search of #Social Media Crisis Management”:

Social Media Crisis Management, Twitter I tweeted out another link to the post around 2pm, and then at 2:30pm, it moved a bit further up the results on the 3rd page:

Social Media Crisis Management, TwitterThen 15 minutes later at 2:45pm I checked again, and 2 hours and 25 minutes after being published, the post is now on the 1st page of results for the term “Social Media Crisis Management”:

Social Media Crisis Management, TwitterAs you can see, the post was now at #7 on the internet for that term.  I searched one more time at 3:40pm, and the term had risen up to #6 on Google, and above the fold (barely):

Social media crisis management, Twitter

As of this writing it has settled back to #7.  But the interesting part is that all of the above screenshots were taken by me searching with Google with results for EVERYTHING, and when I was NOT signed into Google.

So at 3:20pm, I decided to check the Latest results for “Social Media Crisis Management”, and this is what I saw:

Social Media Crisis Management, TwitterTHIS is huge.  The Latest results factors in real-time linking behavior, so it is picking up all the tweets where my post was being RTed, and as a result, the top half of the Latest results for the term “Social Media Crisis Management” were completely devoted to MY post.

And this is what the same search showed me this morning at 9:20am:

Social Media Crisis Management, TwitterI couldn’t get all of the results in one screenshot but EVERY result from the above was about my post.  Every result in the latest column on the left, the Top Link on the Right, and the Top Updates under it.  My post owned the 1st page of Latest search results for the term “Social Media Crisis Management”.

That’s a perfect example of how Twitter and Facebook sharing is now impacting Google results.  And it’s also a wonderful illustration of the value of being active on Twitter.  I tweeted a link to that post several times yesterday and this morning, which was a big reason why it moved up the Google results so quickly, and a big reason why it dominated the Latest results for that term.

So those of you that are trying to sell your boss on why they should use Twitter, you just got another argument in your favor 😉

But there are two things I want you to take away from this:

1 – This was very basic SEO stuff that any of you can do.  It was simply a case of targeting a specific phrase, and inserting it in the post.  Now as far as my having a large and engaged Twitter network and readership here (thanks guys!), that definitely played a big factor in the post moving up the results so quickly.  But at a basic level, everything I did from a SEO perspective is what you can do with every post.  And you should.

2 – You can best learn by breaking stuff.  There are a gazillion ‘How to’ and ’10 Steps to…’ articles about using social media, and I have certainly written my fair share of these.  But the best way *I* learn is if you can show me the first 1 or 2 steps, then leave me alone and let me figure out the remaining 8 or 9 steps for myself.  Don’t just blindly follow my social media advice or anyone else’s.  Use the advice as a guide for how you can get started.  But there is no one RIGHT way to use social media.  Never forget that.  I can tell you what works for me and my clients, but you still need to tweak any advice so that it is perfect for you.  SEO geeks will no doubt see a ton of things that I could have done or altered in this experiment to get even better results.  And moving forward, I am going to continue to tweak and ‘break stuff’ in order to better figure out how all the moving parts work together.

So go forth, be social, and keep breaking stuff 😉

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The 3 Critical Content Creation Questions You Must Ask (And Answer!)

content and blog creationHow many times have you heard the adage that ‘Content is King’?  Great content is extremely important, but when it comes to actually creating great content, there are three questions you need to ask, and answer:

1 – Who do you want to reach with your content?

2 – How will your content help you reach them?

3 – What action do you want them to take as a result of your content?

Now before we get into these questions, I wanted to tell you about a couple of posts I wrote.  The first post was a rant about the idea that ‘Content is King’.  A lot of people believe this is gospel, but I don’t, I think community is as important, if not moreso than simply good content.  So I wrote a post on this topic, with the provacative title of “The Idea That ‘Content is King’ in Blogging is Total Bullshit“.  I thought this post was a home run.  It got over 70 comments (at the time the most comments ever for one of my posts), and a few hundred ReTweets on Twitter.  And the day it was published, The Viral Garden had a record traffic day, up 900% over avg traffic.  In short, I was pretty damn proud of myself.

Then I got a letter from a friend, who said “I see you have created a lot of drama on Twitter today with that post.  Let me ask you something: How many clients did that post get you?”

Shit.  My friend was right, I didn’t get a single dollar’s worth of business from that post.  It got a TON of interaction and engagement, but didn’t create any business for me.  That’s when I realized that I hadn’t written it to connect with potential clients, I had written it to be a rant that would get attention, and that’s exactly what happened.  But since my blog was a business development tool, that post missed the mark.

Another example is a post I wrote a couple of years ago on using Google Analytics to better track your blog’s statistics, so that you can improve your blogging efforts.  I wrote this post specifically to help companies use GA to get a better handle on what’s happening on their blog, so they could improve their blogging efforts.  The post got a couple of comments, and a few RTs.  Very little engagement.

But a couple of months after I wrote that post, a potential client found it by doing a Google search on site analytics, and found the post to be valuable, and contacted me.  I ended up getting a $10,000 project with their agency, and later got a second $5,000 project with them.  Plus, the agency owner referred me to another business that has so far given me over $7,000 in work.  So that one post, which was written to solve a specific problem that blogging companies were having, has so far generated over $22,000 in business for me.

The point in both these examples is that you have to consider each of the three questions above when creating content.  Let look at each of them:

Who do you want to reach?

When you write that next blog post, when you create that next video, or even when you send that next tweet, think about who you want that content to connect with.  If you are a business or organization, you probably want to connect with potential customer or clients or vendors or partners.

Which ties back to my first example.  That post got a LOT of interaction and engagement, but the problem is that the engagement wasn’t with potential clients, it was with fellow marketers and consultants.  My friend Beth Harte often says that too many people in the ‘social media space’ aren’t writing for clients, they are writing for each other.  But a lot of us do this because we believe that we need to create content that gets a reaction.  We need to create content that gets the RIGHT type of reaction, and that comes from targeting the RIGHT people.

How will your content help you reach them?

If you want your target audience to find your content, then you either need to bring it to them, or you need to give them a reason to seek it out.  Recall my second example above of the post that I wrote that got me $22,000 worth of business.  This is a perfect example of what I mean, in that case, a client found my content because they were seeking it out.  They were looking for a solution to a problem they were having.

Which brings up another point to consider about engagement.  Just because your post isn’t getting comments or Likes or RTs doesn’t mean there isn’t engagement happening.  I had no idea that a potential client had read that 2nd post, till they emailed me.  Not everyone will comment or RT or Like a post, and sometimes the ones that don’t, are the most valuable.  Which brings up the 3rd question you need to ask…

What action do you want them to take?

Let’s assume you have figured out who you want to reach with your content, and that content has reached them.  Now, what do you want that person to do?  Let’s say you want that person to contact you about purchasing a product or service from you.  That means that with your content you need to either ask for the order, or you need to make sure that the content makes such a compelling case for your ability to help them, that they decide to contact you directly.

Now I know that some of you might be a bit uneasy about adding a ‘Call to Action’ to your content.  This can be something as simple as ‘Please leave a comment’ or more direct like ‘Call us now at 1-800-555-5555 to purchase yours!’  And I don’t think you need to add a call to action to every post, but you do need to give your readers some direction.

Remember this: If your content has created value for someone, then you have earned the right to add a call to action.  Because if your content is truly valuable to me, then I am WANTING to see a call to action.  I may not be ready to buy from you, but I probably want to subscribe to your blog, or at least want an option to share your content with my network.

So when you are creating content, keep those three questions in mind, who do you want to reach, how will your content help you reach them, and what action do you want them to take?

What about you?  Do you have rules you follow for the content you create?  Do you know who you are trying to reach and what action you want them to take?

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Which is better for your company, a blog or Facebook page?

Facebook pages and blogs for companiesThat’s the question that David Griner is going to help us answer at tonight’s #Blogchat, starting at 8pm Central.  #Blogchat is a weekly Twitter chat that happens every Sunday nite at 8pm Central where we discuss a different blogging topic.  This week, David Griner will be co-hosting as we discuss which is better for your company, a blog, or Facebook page?

David is a social media strategist for Luckie and Company, a Birmingham-based marketing agency that’s been crafting Facebook strategies for clients for years.  One of Luckie’s bigger successes is the social media marketing effort it has crafted for iconic Southern snack company Little Debbie, including a Facebook page with over 750,000 likes.

So David knows the power of Facebook for companies and organizations.  And since a lot of your companies are curious about whether a Facebook page or blog is right for them, I decided that would be the perfect topic to hash out tonite at #Blogchat.

Here’s what we’ll cover:

1 – Which is better for companies, a blog or Facebook page. David and I will discuss the advantages and disadvantages of both blogs and Facebook pages for companies.  We’ll need you to help us by giving us your thoughts on both.  We’ll stay with this topic till 8:30 CT, then we’ll shift to…

2 – If a company has both a blog AND Facebook page, what’s the best way to make them work together?  I think a lot of businesses have both, so if they do, how can they make them work together?  What’s the best way to use the FB page, and what should be the role of the blog?  And for those of you that work for companies or organizations that are using a blog and Facebook page together, we’ll need you to help us answer this question.

So join us at 8pm Central tonight for #Blogchat.  And before you do, make sure you are following David on Twitter, and that you have subscribed to his blog, The Social Path.  David recently wrote a post on the new Facebook redesign that’s been insanely popular, you’ll definitely want to check it out.

And if you’ve never joined #Blogchat, here’s what it’s all about.

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What happens when a brand evangelist’s message isn’t the same as the brand’s?

All week we’ve been talking about the value for companies and organizations of connecting with, and even embracing and empowering their brand evangelists.  But a recent post by Sean Howard raises a very valid question:  What if an brand evangelist creates content about a brand, that the brand might not approve of?  To illustrate his point, Sean even created a parody video about Marketing Profs, so I invite you to click over and check it out.

Here’s a couple of other possible examples that brands might object to:

  • A popular political blogger that’s an evangelist for a particular restaurant chain creates a post lauding the chain.  However, the post contains the blogger’s usual proliferation of 4-letter words, and the blogger actively supports several organizations that the restaurant chain’s founders are opposed to.
  • A video blogger creates a humor video where he does a ‘taste test’ of several different soft drinks, and spits each out, declaring that it tastes like (use your imagination here).  Then he finishes by drinking Pepsi, says it is amazing, and not at all like the other soft drinks.

The idea is, what should a company do if one of its brand evangelists creates promotional content for that brand, that the brand objects to?  How should they respond?

As I told Sean over at his place, I think it all starts with the connection that a company has with its evangelists.  The company/organziation has to make the effort to connect with its evangelists and communicate to them exactly what their branding is.  Companies and organizations can’t invite their evangelists to promote them, then try to slap their wrist if they create content on the brand’s behalf, that the brand doesn’t agree with.

Remember that evangelists WANT to see your company or organization succeed and they WANT to promote you.  And they WANT you to talk to them.  To give them direction.  To show them how they can best help you.  Take advantage of this to work WITH your evangelists to help them better do what they already want to do: Sing your praises.

How do you think companies and organizations can best communicate to their evangelists how their brand can best be promoted?  Should they?

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How The Red Cross defused a potential Social Media crisis situation

Coming off the heels of Kenneth Cole’s recent PR blunder on Twitter, the Red Cross found itself in a potential crisis situation on Twitter a couple of days ago.  Apparently, one of its employees that tweets from the @RedCross twitter account, inadvertently sent a tweet that was meant for her personal account in which she tweeted: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”

To its credit, the Red Cross quickly acted on the ‘rogue tweet’, deleted it, and posted this response:


Now anyone that’s attempted to use multiple Twitter accounts, especially one for your employee or a client, knows how easily this can happen.  And then the employee that sent the ‘rogue tweet’ also acknowledged her mistake on her own Twitter account:

Now all week here we have been discussing the value that evangelists have for companies and organizations.  What happened next in this story perfectly illustrates today’s lesson: Your evangelists will come to your aid in a crisis situation.

The Red Cross’ evangelists on Twitter quickly latched onto the #gettngslizzerd hashtag, and used it to drive blood donations!  Many committed to donating blood and some even took pictures as they were:

And to their credit, @dogsfishbeer, which was mentioned in the ‘rogue’ tweet, also encouraged its followers to get involved in the donation drive:

One of the ways we talked about in the post on creating brand evangelists was speaking in a human voice.  The Red Cross did this, they quickly admitted their error, and apologized.  And did so with humility and a splash of humor.  Then Gloria tweeted out an explanation as well.  How the Red Cross handled this potential crisis situation went a long way in rallying its evangelists to come to its aid.  They quickly forgave Gloria for the tweet, then took the hashtag and used it to drive donations.

This is the power of connecting with your evangelists.  As we talked about earlier this week, they WANT to see you succeed.

What did you think of how the Red Cross handled this situation?  What did they get right? Is there any advice you could give them for avoiding a similar situation in the future?