Social media + politics= loss of friends

Most of us are aware to shy away from political discussions at family gatherings or cocktail parties.  However, one of the latest trends in the social media world is to discuss politics. This can lead to bruised feelings, loss of business, and in some cases, quickly being removed from social media fan bases if you take a different view than your friends.

 

USA Today pointed that Facebook is becoming the new battleground state for politics. Entrepreneurs and small businesses looking to serve the entire political spectrum should proceed with caution before putting their views online even in personal social media postings.

Don’t be a dope: drug scandal leads to sponsor fall out

Lance Armstrong. American professional road racing cyclist. Seven-time winner of the Tour de France. World champion of the sport. And a bona fide dope.

In light of strong evidence of the use of performing-enhancing drugs, the U.S. Anti-Doping Agency has banned Lance Armstrong from competing and will strip away all his titles earned throughout his career.

For years Armstrong has craved the spotlight, but now he’s making front-page coverage in leading media across the country for all the wrong reasons. And sponsors are taking notice. Endorsers – such as RadioShack, Anheuser-Busch, and longtime friend Nike – are bailing on the popular former cyclist in light of these allegations.

This controversy surrounding Lance Armstrong shows how a reputation built over time can be destroyed in mere seconds. Especially in today’s digital world where headlines jump from your computer screen to your daily morning paper in less than a day, it can be hard to hide from the truth.

Organizations fight fake reviews

The value of a good review for a business is priceless. How many of us browse Yelp when choosing where to grab a bite to eat, scout TripAdvisor to plan a vacation, or check out reviews of the local auto mechanic down the street just to see what others are saying? People rely on the opinions of others (instead of just advertisements) to decide on where to spend their money, which is why online reviews are so important.

However, don’t let the urge to get more buzz around your business sway you to the dark side. Fake reviews can tarnish your brand, and organizations have been cracking down to weed out fraudulent posts.

All the sites I mentioned already have algorithms and human moderators in place to fight fake reviews. Yelp in particular is very aggressive, with 20% of their reviews never making it to public display. In fact, Yelp is planning to punish repeat fraudsters by exposing them and shaming the businesses that employ these deceitful tactics. It is also against Federal Trade Commission guidelines, which states that you must disclose if you have been paid to endorse a product or service. Not doing so entitles you to steep fines, like a $250,000 one the FTC slapped Legacy Learning Systems in 2011.

But an even greater damage that outweighs any monetary concerns is the damage to your reputation. Years of building your business as a credible organization would instantly evaporate and instead be replaced with public scrutiny. Make sure to only employ reviews from credible sources and not engage in deceptive practices to ensure that the next business exposed online and shamed for fake reviews is not yours.

“There is a permanent record today and it is called the Internet”

Privacy is a commodity. In today’s world dominated by the Internet, anything and everything can be posted instantaneously and shared with millions in mere seconds. David from “David After Dentist” would agree. However, privacy concerns are no laughing matter. Vigilance should be taken to ensure that the next breaking news scandal that hits the front page of Yahoo does not revolve around you, which is why we’re shaking our heads at Mitt Romney this week.

After secretly recorded comments from a private Boca Raton fundraiser leaked of Mitt Romney saying that 47% of Americans are victims dependent on the government, we can’t help but wonder why the aspiring President would vocally disparage almost half of his country. Here’s a tip for you Mitt Romney: if you are running for President, everything you say and do WILL be held against you in the court of public opinion, thanks to the Internet. The video was leaked to the press, and now everyone from Jon Stewart to Diane Sawyer is spreading the remarks to their audiences; meanwhile the Mitt Romney campaign has spun its gears to full-on damage control.

Another unfortunate recent example of the royal lack of privacy today comes from an Italian magazine publishing topless photos of Kate Middleton. The Duchess of Cambridge was simply enjoying a sunbathing session on a secluded French chateau getaway when a paparazzi photographer captured the scene. Now, the British royal family is taking the matter to court with hopes to stop further publications from printing the photos, but you can’t take back what has already been done. Amazing what a zoom lens and internet connection can do to the public image of a Princess.

Even the common person is not immune to the repercussions of online activity. Everything that you post, from Facebook cover photos to the latest Tweet about what you had for dinner, becomes fair game when you click “publish.” Alan Dershowitz, a Harvard law professor and lawyer for high-profile defendants, says that young people nowadays don’t seem to value privacy. “They put stuff on Facebook that 15 years from now will prevent them from getting the jobs they want,” he said. “They don’t understand that they are mortgaging their future for a quick laugh from a friend.”

And that’s nothing to laugh about.

Thanks Ma – for the worldwide publicity!

We had the pleasure of providing publicity and media relations support for the listing of the renowned Ma Barker house.

The story was launched with an online exclusive in the Wall Street Journal, followed by a front page story in the Orlando Sentinel, followed by a story from Reuters news service. The ensuing media coverage led to the story appearing all over the world, in all types of publications. Media hits included CNN, the front page of Yahoo, CNBC, real estate trades and even overseas media like the Daily Mail.

The number of people who read the Ma Barker House story is well into the millions and growing.

When you have a great story to tell, it’s worth knowing seasoned public relations people who have worked in the media. Our firm carefully crafted the message and pitched the story to key national and local media that would give us the best chance for widespread pickup.

Cynics might say that anybody handling PR for a renowned gangster hideout house will get coverage. However, people who’ve worked in the media and are experienced in public relations understand that proper placement can make the difference between a few hits and global coverage.

Not everyone has a Ma Barker story to tell. The truth is, you don’t have to be Ma Barker to make public relations work effectively for you. Our agency uses the same research-based approach for each project. Whether announcing a new business, a promotion, a restaurant opening, a community event or a new product, we spend time finding the right person to pitch the story to and craft the story in the right manner. At the end of the day, that messaging becomes the cornerstone for much of your media coverage. We use the same approach whether working with media in Central Florida or media across North America.

We can never dictate what members of the media will cover – but we can strive to serve up news of all kinds in the most appropriate manner for the audience we are trying to reach. The Ma Barker house is our latest shining example of the success we can achieve with a single press release followed by experienced media pitching and follow up.

Tell us your story – we can likely find a home for it too. To learn more about project assignments with Wellons Communications, please feel free to contact us at mystory@wellonscommunications.com or call 407.339.0879.

Mac users steer to more expensive hotels on Orbitz

Many Mac users are fanatical about their computer and are willing to pay extra to own the brand.

Those same Mac users apparently also like to spend a little more on hotel rooms. The online travel agency Orbitz says Mac users spend as much as 30 percent more than PC users on the average hotel booking. The Wall Street Journal reports that the online travel service is showing Mac users more expensive properties.

Orbitz is experimenting with showing different hotel offers to Mac and PC visitors. The move is raising eyebrows and attracting front-page attention. The online travel agency is following a growing trend using predictive analytics to target potential buyers. Orbitz is quick to point out that both Mac and PC users can still rank hotels by price if they wish.

Companies used to just track what websites were being looked at, now they are tracking what computing system are being use.

Budget conscious Mac users should be cautious. Orbitz is likely to begin using the same algorithms to show rental cars and airline flights.

For PC users – especially those with broken hinges on their three-year-old laptop – expect to see more budget-friendly options on the front page of your online travel agency.

Facebook finding out teens are not a sure thing

The popularity of social media sites for younger demographics are as fickle as a teenage romance. The USA Today reported that teens are now looking beyond Facebook. They are looking for cooler sites, perhaps where parents are not monitoring their every move or off-color comment.

Facebook, which is under increasing scrutiny after its disappointing IPO, is seeing its growth rate slow. Facebook’s unique visitors are up a mere 5 percent over the previous year, according to researcher Comscore.

What does all this mean for businesses that are just starting to dip their toes into social media? If your core audience is a younger demographic, you need to constantly monitoring the ups and downs of social media, so you can best reach your audience.

For other businesses, the best approach is to have a marketing plan, review it regularly and stick to your plan.

Business owners should always keep their eye on the bottom-line, and consistently ask themselves, “What do all these twists and turns mean for my sales opportunities?” It is likely that by the time businesses have ramped up to meet a social media trend the younger demo has already moved on to the next hot thing.

Social media a part of FCAT’s Path to Success to better communication

In light of public outrage from FCAT scores drastically plunging this year, the Florida Department of Education launched two websites Monday as part of its campaign to communicate with parents. One website, floridapathtosuccess.org, provides them with information about the department’s goal of transitioning to tougher standards, while the other, parents.fldoe.org/home, serves as an outlet for them to ask questions and express concerns on a discussion board. In less than 24 hours of its debut, three topics were posed by parents on the discussion forum, with a FLDOE representative already replying to two of them.

This response by the Florida Department of Education showcases how the organization is taking steps to communicate better with its core audience and increase transparency in the communication process. At a time when many parents are up in arms about recent headlines, creating these channels to interact directly with parents is a smart move on FLDOE’s part to take control of the situation. Instead of letting all the worry and frustration from parents fester, the department is tackling this challenge head on and trying to remedy the situation by supplying an appropriate space for them to vent and get answers to their questions from an authorized source – a commendable effort by the FLDOE and certainly a good public relations example of using online resources to foster two-way communication.

Facebook frenzy in the Zimmerman case

Social media sites have transpired past our everyday lives and into the courtrooms. Just look at the Trayvon Martin case and current trial against his killer George Zimmerman. Zimmerman’s team of lawyers has now entered the social media fray by creating a blog, Twitter and Facebook accounts to interact with the public, sparking interest and conversation. Recently, the George Zimmerman Legal Case shared a link on their Facebook to a blog article about Zimmerman’s abandoned Myspace page. In just four hours, the post had one share, seven “likes” and 93 comments.

With that said, the Zimmerman defense team may have bitten off more than it can chew. Media exposure has made George Zimmerman a household name and the face of evil. Their tactic of trying to shape public opinion of the most vilified man in the nation is an admirable effort, but the consequences have revealed that these social media labors can be detrimental to their cause. With dozens (sometimes hundreds) of comments popping up every time something is posted, we can see that the perception of Zimmerman continues to spread and swell. The handler of the Facebook account is threatening that any discussion or speculation on the facts of the case will be deleted, but that is not enough to control the catalyst of negative opinions brought on by every post.

Only time will tell how George Zimmerman’s legal defense team will handle such heightened criticism of their high-profile client and whether their online efforts will pay off. Either way, this case has certainly proven to be an interesting experience showcasing the evolution of social media.

Reputation Management in a Modern World

“Glass, china and reputation are easily cracked and never well mended.”
– Benjamin Franklin, “Poor Richard’s Almanack”

Long gone are the days where figureheads of corporations remain in the shadows. Now, news outlets and the public are putting the spotlight on these bigwigs, often exposing their misdeeds in the process.

Best Buy is a recent example of this. Two weeks ago, the CEO of the consumer electronics giant, Brian Dunn, resigned after the company opened an investigation into his “personal conduct.” There was speculation that he misused company assets to contribute to an alleged relationship with a female subordinate.

Another high-profile case involves University of Arkansas head football coach Bobby Petrino, who was recently fired from his multi-million dollar gig for violating a morals clause. The crime? He had a secret affair with a recruiting coordinator for the Arkansas football team.

These examples highlight two important lessons related to reputation management and the media. First, political leaders are no longer the only ones to have their personal lives catapulted to the front page; no one is safe from the scrutinizing eyes of the customers or shareholders. In fact, everything from financial records to emails to cell phone text messages can sometimes be fair game to the press thanks to the Freedom of Information Act.

Good reputation management involves being aware of the fact that nefarious activities in your personal life can easily cross-pollinate to news outlets and spread like a virus. It takes just one blow to your credibility to dismantle the years of hard work building that reputation.

Secondly, we learn how personal reputation is not the only concern in these scenarios. As shown from the Dunn and Petrino issues, organizations believe their image is tied to that of their employees. This is nothing new, as noted by Cees B.M. van Riel and Charles J. Fombrun in their 2007 publication, “Essentials of Corporate Communications.” They termed the phrase “media mania” to refer to this trend of how companies and their top executives now perform in the media spotlight. The book also states that chief executive officers in particular act as spiritual and emotional symbols of the organization, so it is especially important that these figures adhere to the same values and ethics of the companies they represent.

In this day and age, technology has allowed media outlets to report and deliver news instantly, which means they are quick to pounce on breaking scandals in politics, corporations and even football fields. Organizations have certainly taken notice and become more critical with media monitoring and reputation management, showcasing how they may react to threats by removing scandal-plagued employees from payroll, like what Best Buy and the University of Arkansas did to their offenders.

It also helps if the immoral acts weren’t committed in the first place, either.