m-musings

Rock My Twitter!

Since the tweet heard round the world (@oprah’s tweet in response to @aplusk’s challenge to @cnnbrk to reach 1 million followers), there have been hoards of people and brands trying Twitter on for size.  Following is a primer, especially for brands, that we presented as a Twitter chat back in January to get beginning tweeters on the road to success.  Let us know if we can help you navigate your social media adventures.  We’d be happy to help.  LMS

MSI's Rock My Twitter

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Who’s Afraid of the Big Bad…Social Media?

As I and my team dive deeper into the world of social media, we meet people who do work for brands and even read about brands that are very hesitant about social media.  They’ve heard the horror stories.  They even express that they could or might lose control of their message.  Tight control is what their after, and most social media platforms don’t lend themselves to such.  But social media is seductive, after all everyone is doing it.  So we see some brands diving in…albeit with limited strategy—mostly just tactics.

“We’ll launch a blog.”  And so there it is: some corporate type writing about “their take” on everything pertaining to, what else, their brand.  They place some very benign details about themselves in their bio (I have 2.5 kids and a dog), but that’s about where the personal touch ends.  To add insult to injury, they feel the need to tweet about their blog, and what’s worse, they wonder why no one follows them outside of their company.

Two common elements are missing in most brand social media strategies, and for that matter, even the limited social media tactics—transparency and authenticity.

“Whoa, Nellie!”  You may say.  “LMS, you’re asking us to give up even more control with those two words.”  Allow me to let you in on a secret:  Where authenticity and transparency meet is where social media begins to work.  This approach flies in the face of most classic approaches to marketing.  One is never to “give away the farm” as it were; and thus, many brands will stand on the sidelines and wonder why some brands are seeing success on these emerging platforms.  They watch social media life simply pass them by.  They will say, “it’s just not for our brand.”

Now let me just say, I am not for putting all of your business on front street.  Absolutely not.  However, there is a degree of transparency, a way to communicate openness, that can work for any brand.  It’s a ginger stroll into unknown territory, but once you engage in a way that is a bit more accessible, the social media doors will fling open for you.  Novel thought?  Not really.  A brand that does it well is Dell.  With customer relations types at the helm of their Twitter team, Dell is one of the most approachable brands on the social webs. Follow @RichardatDell.  Even Richard’s cowboy hat in his avatar gives you a clue.  This is the Real McCoy.

Which leads me to another aspect to winning brands on the social webs…authenticity.  Simply put, you must keep it real.  Winning brands on the webs aren’t just pushing huge pitchers of their brand’s Koolaid.  They interact, show some humanity, offer up a personal dimension to their postings.  What’s more, they leave the marketing speak in the marketing suites, and they don’t mind connecting with their followers and friends in a way that truly resonates.  A brand that does this like no other (and in the spirit of full disclosure: our agency is behind this Twitter) is @ChurchsChicken.  From tweeting in Spanish to engaging with tweeters by name who just picked up their two piece in Oakland, CA, to using their brand fans’ favorite musical Blips to engage followers, to expressing real opinions about what good in the community really means through its Random Acts of Goodness initiative—Church’s Chicken is authentic on Twitter.  Sometimes team tweeting photos, video and editorial from three locations at once, the communication is seamless and the personality of the profile is believable and…gee whiz…genuinely FUN and engaging at once.  To add to it, they manage to sprinkle in the marketing stuff and still pull off realness, giving away a ton of free stuff including XBOX and PS3 games and even clues to random, in-store cash giveaways.

There are other brands out there that have achieved the right balance of authenticity and transparency.  Perhaps you’ve seen a blog or a YouTube page of a brands that exudes this.  I’d like to hear about it.  Leave a comment below or follow me on Twitter @mstrategiesinc.  I’m one of the most approachable CEOs on the web. :)

Admittedly, it’s risky being transparent and authentic all while attempting to stay on message.  But if you want to do social media, and do it right, you’ll want to give both a try.

LMS

The Blogger & The Arches Pt. Deux

Since my last post on this topic, it seems that others have chimed in with their opinions as to whether McDonald’s overreacted to Denise Lee Yohn’s article regarding their approach to marketing their menu items.  I had my detractor (scroll to see comment #4); but I also had a couple who saw my point and added a couple other valid comments (see the two following mine).  What do you think?

Add your comments below, or follow me on Twitter @mstrategiesinc.

LMS

A Bleepin’ Great Look At Social Media Today

Pardon the language…but this is worth a read.  Are you ready to get serious about your social media strategy?  If so, let’s talk.

What the F**K is Social Media: One Year Later

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The Golden Arches v. The Unsuspecting Blogger

I posted this response to denise lee yohn: brand as business bites™ / brand touchpoints blog in response to a response from McDonald’s defending its marketing strategies. A Twitter friend forwarded the blog and comments to me, and I couldn’t resist jumping in since our agency counsels clients about how to deal with criticism and issues on the social webs on a daily basis.  We also represent several QSR brands.   Ms. Yohn admitted being surprised that the big McDonald’s machine not only took notice, but took time to respond to her blog.  Here is my comment on this item.

I consider this more of a conversation starter on how certain brands are taking bloggers more seriously in their approach to their communications strategies.  It appears that McDonald's is being fairly aggressive regarding messages about their brand online.  Also consider that QSR Magazine is one of this brand's, as with many quick service restaurants, most important trades.  The PR team probably also considered your reach and influence with your audience.  Count it a compliment in some respects.  You've not only been heard, but you have potential impact--at least in their eyes.  Other brands have other policies about how and when and if one should respond to a blogger's commentary.  Remember that McDonald's as a brand is not yet on Twitter.  They are ultra concerned about controlling their brand's messages online.   From what I’ve read, they do more "listening" online than "talking." They only recently, within months, began to tweet under the name "McCafeYourDay"--with a communications manager at the "wheel."  Criticizing their choice to respond is probably only advised once you truly understand their PR 2.0 strategy...and honestly, most of us only obtained a glimpse of it from the outside, so we don't know the whole of it.
They've been a marketing force to be reckoned with thus far in history.  I can only bet that they are putting some solid thought to this before responding.  But who is perfectly handling this brave new world we call the social webs?  I suggest no one just yet. 

If you don’t know what this is about, start to clicking and reading!  Oh yes, and leave a comment, and tweet about it.  What do you think?  Did McDonald’s pull the issues management trigger too soon?  Should they respond to this blogger?  Why or why not.

Finally, reading the blogger’s original post—is sticking to your core strengths the only way to win in the QSR wars?  At this point, value seems to be the bloodiest battlefield.  But trying new things…is it taboo even in these tumultuous times?  Comment below, or follow me on Twitter @mstrategiesinc.

LMS