DOs and DON'T of Social Media

Social Media DOs and DON’Ts
...or how I learned to stop worrying and love the Social Web

What’s the big hurry?
It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million viewers. The internet took four years to reach 50 million users...
In less than seven months, Facebook has added
200 million users.
Source: e-consultancy

Act Now!

DO
Listen

Monitor Your brand
Everyone should do this
Investigate Trending Topics
Learn the rules
Feedback
What are you doing right?
Or wrong?
DO
Listen

Listening tools
Market Sentinel
BuzzMonitor
Also...
Twitter Search
Technorati Search
Google Blog search
Board Reader
DO
Listen

Respond and React
Online
Engage (Good or Bad)
Campaign (New Goals?)
Beware the lonely troll
Steer traditional digital activity
Offline
Act on feedback
Tackle problems from the source
Use the buzz!
DO

Wispa
2003 – Wispa brand was phased out and replaced by "Dairy Milk Bubbly".
Internet campaigns and an online petition - bring it back!
Iggy and the Stooges' 2007 performance at Glastonbury: several fans invaded the stage with a banner saying “Bring Back the Wispa”.
Bring Back Wispa groups on Bebo, MySpace and Facebook
Out of date Wispa sold for £2250 on eBay

Wispa
August 2007 – Cadbury announce that the bar would be relaunched with limited production
Wispa launched on a permanent basis in October 2008
"For the Love of Wispa" campaign called for the public to donate locations, actors, props and other material, for an advert.
On 14 September 2009, Wispa Gold will be relaunched for a limited time, due to popular demand.

John McCain PPC
Eric Frenchman – Evil Genius
Identify hot breaking news stories
[Buzz Monitoring] and Google trends quantify importance
Captures traffic as people begin to search and drive traffic to appropriate landing pages
Stories with limited shelf life
Source: Pardon my French

John McCain PPC

just
DON’T
Broadcast

just
DON’T
Broadcast
Engage
Encourage
Excite

Use a Blunderbuss
DON’T

Use a Blunderbuss
DON’T
Not all Social sites will be suitable
Remember your goals
Consider
Your target audience
Your content
The Sizzle
The sticky factor
Your available resources

Understand your goals
And your metrics
Get your house in order
Choose your channels
Pick your Battles
Stick to the gameplan
Use a Blunderbuss
DON’T

Be a butterfly
DO

Be a butterfly
DO
Be familiar with new Applications and their uses
Subscribe to industry blogs: Techcrunch, Mashable, Read Write Web, Econsultancy
Secure brand usernames early
Encourage user interaction around your brand.
See which take off. Engage if appropriate.
Monitor search results on Google and see which sites rank the highest.
What tools are being built?
Do any third party tools make a particular SocNet a better fit for your business?

Wipe your damn feet!
DO

Wipe your damn feet!
DO
Be aware you are entering a community
Learn the etiquette
Learn the lingo
Be respectful

DON’T
Expect a red carpet

DON’T
Expect a red carpet
“Build it and they will come” does not apply
A presence is not enough
No one likes a pushy salesman
People will tell you what they think...
...whether you like it or not

Add Value
DO

Add Value
DO
Think of way to improve your followers lives.
... even the smallest ways
Advocates are valuable
APIs are your friends
Make things easy - integrate
Facebook Connect

Sega twitter giveaways

@manairport live flight info
We plugged the twitter API into the Manchester Airport live flight update service.
User DMs flight number to manairport
User receives updates by DM

DO
Be Brave

DO
Be Brave
To boldly go...
No blueprint
The Social Web is a hub for gossip.
Did you see?
This is cool!
Isn’t this awful?
Be remarkable
... In a good way

Skittles
Skittles launched a site allowing navigation of wikipedia, twitter search, flickr and facebook content.
Users were in control of content
BUZZ!

Skittles

Be Dodgy
DON’T

Be Dodgy
DON’T
Spam
Hijack
Game the system
We’re marketers; not MPs
Plagiarise
Fake comments / Diggs

Habitat
Hijacked twitter #hashtags to promote itself
#iphone #mousavi #apple #trueblood
Backlash on twitter
Picked up by mainstream news
BBC, Guardian, Sky News
Habitat forced to apologize
Should have done it MUCH sooner

Habitat

Whole Foods
“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007)
Revealed good knowledge of wholefoods and the CEO (in third person)
Criticized Whole Foods rival Wild Oats Market
During a £600mill buyout of OATS a complaint was lodged
Whole foods CEO, John Mackey IS rahoeb
Accused of attempting to influence share price.

Whole foods
Whole Foods’ CEO John Mackey

DO
Set your brand free

DO
Set your brand free
Encourage and support amateur brand champions.
If you can’t beat ‘em, join ‘em
Develop ideas with crowds
Trust the users to be your ceontent providers.
Obama ran a successful campaign on YouTube
Or did he?

Obama fan ads on youtube
Vote Different
Yes We Can
I Got A Crush
Page 44

DON’T
Be a Bully

DON’T
Be a Bully
If you find users doing something you find objectionable
DON’T threaten with legal action
DON’T Make demands
Use legal action as a LAST resort

Guinness VS FailBlog

Guinness VS Failblog

Dear Sir/Madam,
Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.
I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to tehinterwebs.
Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.
The full legal response can be read here: icanhaz.com/legalresponse
Cheers,FAIL Blog

DO
Mahalo answers
SEO - control google
User profiles on social media sites rank very highly on search engines.
Think about all those words you’d have loved to have bought the domain for.
Press coverage
Goodwill
Whuffie
Understand the hidden BONUS

In Summary
DO
Listen
Respond/React
Be a Butterfly
Wipe your feet
Add Value
Be Brave
Set your Brand free
Understand the hidden bonus
DON’T
Just Broadcast
Use a Blunderbuss
Expect a red carpet
Be Dodgy
Be a Bully

Social Media DOs and DON’Ts
...or how I learned to stop worrying and love the Social Web

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DOs and DON'T of Social Media

by InBlackandWhite on Sep 23, 2009

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