I’m usually pretty good at including links in my blog posts (as I advise any of my clients to do) but surprisingly, I can’t find much about a topic that has been very near and dear to me recently – advising businesses on how to effectively leverage their media coverage and other news to their targeted audiences.

Myself included, I believe that PR professionals should take a hard look at how we are conducting business. Too often the end result of our efforts are in the form of a “clip report” listing out all of the media hits we’ve received for the month or targeted campaign. Although media coverage is an essential part of what we do, it is only the beginning to an end.

As a result I’ve come up with “5 Steps to Effectively Leverage Your Media Coverage”:

1 – Gain Organizational Buy-In - It is so important that the most influential departments of an organization (not just marketing and sales) understand the value of passing along successful media coverage to their targeted audiences. These departments don’t need to create new ways to communicate with their important audiences, they just need to understand the value in “merchandising” these stories to such audiences. By doing so your entire organization is hedging your PR spend bet by ensuring these audiences have seen the coverage…directly from you.

2 – Customize Your Distribution – Once you have buy-in from the most influential departments (i.e., sales, marketing, customer service, HR, IT, IR, etc.) you need to make sure the materials you are arming them with are customized for their specific needs. For example, HR might prefer to send something out to the employees via an email while sales might prefer some speaking points about the coverage since they typically meet face-to-face or over the phone. In order to support the entire organization, you must customize your correspondence accordingly.

3 – Designate a Department Contact - It is one thing to arm a department with the right tools to effectively communicate with their respective targeted audiences, it is another thing to assume they know what to do with these tools and/or will use them at all. As a result, you must have a point of contact within each department who takes ownership of this communications strategy. Someone who can train, advise and measure how effective such outreach was within each department.

4 – Measure Your Impact - Building on point #3…you must develop the appropriate mix of measurements that are consistent with you management team’s expectations. Typically this is a blend of quantitative and qualitative measurements. Quantitative might be tracking how many people each member of your department reached out to with these tools – via email, phone, in-person, etc. Qualitative might be some anecdotal feedback you received from your targeted audience about the coverage.

5 – Report to Key Management – Once you’ve discovered the right mix of measurements for this program, you have to ensure that the executive teams are able to see how such a program is being implemented across your entire organization. In addition, they have to see how effective such outreach is for the overall goals of the organization. Seeing that you’re creating a minimal amount of work and leveraging existing means of communications…they’ll likely see the value of such a program.

I’m sure I’ve left out some of the important steps or details but I believe we as communications professionals need to remember that the validation we create with media coverage is only as good as the number of targeted audiences that see it. What am I missing? As always, thanks for reading and/or joining the conversation!

It’s time to put my foot down and just say it…social media isn’t a savior for businesses. It isn’t going to be that secret potion that pulls us all right out of this recession nor will it compensate for a business model that…well, wasn’t going anywhere anyway. It’s not to say that social media can’t supplement your business communications, marketing, customer service and many other departments. I just want to be clear that it isn’t for everyone BUT if you take the appropriate steps it can be an amazingly powerful move for your business.

It is my belief that most business professionals (or consumers for that matter) don’t fully understand what it means to participate across these social media platforms. As I continue to work with businesses in this space I continue to hear the same song and dance, “we’re using Twitter and Facebook but think they’re a waste of time for our business” – if they’re even on the platforms as most are standing cautious to determine if it is right for their business (which is actually a better move than just jumping in unprepared).

WARNING: If you’re drinking the social media Kool-Aid, you may not like what I’m about to say…social media isn’t for everyone.

I’ve put together a brief checklist of 5 considerations any business professional (or organization) should make before make before moving any time, $ or resources over to social media. Here we go:

• Are your audiences participating: The simple fact is that if your audiences aren’t participating in social media…you and your organization shouldn’t spend time, $ or resources on a social media program. However, if any are there, so should you
• Plan, plan, plan: Quoting the great Paul “Bear” Bryant (former University of Alabama football coach) – “Have a plan. Follow the plan, and you’ll be surprised at how successful you can be. Most people don’t have a plan. That’s why it is easy to beat most folks.” Like anything else in business…without a strategy, plan and measurement your attempt at social media will fail
• Get ready for the good, bad & ugly: If you decide that participating in conversation is important to you and your organization…get ready for the good, bad and ugly. You can’t block negativity within social media (i.e., delete negative comments on your blog), you can only hope to neutralize or if you’re lucky convert them into positives
• Consistency is crucial: The single biggest way to fail at social media and dig yourself a deeper hole than not participating at all would be to start a blog, launch profiles and then have your audiences experience the deadly silence. Consistent participation is crucial
• Gain executive buy-in: Even if you’re ready to make the move into the social media conversations, are your executives comfortable and supportive of your efforts? If not, you need to ensure C-level buy-in before making any next steps

I’d love to hear what advice you provide to business professionals looking to get into or fine tune their social media program or what you practice yourself. In addition, I welcome each of you to join my new Twitter profile (SM4Biz) which will be focused on this exact subject – helping business professionals understand, plan and participate in social media.

This morning I was once again reminded that not everyone truly understands the value of social media – transparency, authenticity, 2-way, personal, etc. Last night I decided to go against the grain a little and visited two of my favorite tools to find people on Twitter – Twellow & Mr. Tweet. I found many that “seemed” to be folks that I should be engaging with. They were in PR or marketing, jouralists, social media hounds, etc. WRONG!

Once again, I was bombarded by many (probably 75% of the people I just started following) who sent me automatic direct messages. I’d list them all here but I’m considering starting a new advocacy site called StopAutoDMs (www.stopautodms.com – not yet mine).

Then I read this great post from Mike Doyle at ChicagoNow.com entitled, “Four Reasons Why Bloggers on Twitter Shouldn’t Pimp Facebook.” It reminded me of a post I made back in March entitled, “The New Era of Template Personalization.”

Perhaps I’m a little set in my ways about this, but I just think there is a black and white way we should be acting here on social media. Do you agree? Disagree? As always, I’d love to hear from you on this one!

NOTE: This is a joint post by Matt Batt and Heidi Sullivan. It is cross-posted on Story Assistant and CisionBlog.

Cision’s Director of Media Research Heidi Sullivan) and I did a free Cision Social Media Webinar earlier this month titled Twitter 101, and we received more great questions than we could answer about engaging in Twitter on behalf of a company, organization or brand. In an occasional series of posts, we’ll be answering some of those questions over the coming weeks. Here are some questions and answers about Twitter Account Set-up and Twitter Handles.

Twitter Account Set-up

Emily: If you are tweeting for a non-profit that really needs to get their brand out there, do you still think it is better to use a photo or is it better to use the logo?

Matt: Logic (and others) might tell you to use your logo for branding purposes but the reality is that on Twitter and in life, people like talking with people. For this reason, I would suggest that you use a photo of the individual representing your non-profit on Twitter. If there are multiple people managing the profile, I would try and customize your background (see next question) to reflect the pictures and individual profile names for each and/or I would switch out the photo each time someone new is managing the profile. Ironically, here is a great example of this from Cision.

Tim, Megan, Mark, Amy, Sara: Do you have any tips on making compelling Twitter backgrounds?

Heidi: The best practices in social media apply to creating your Twitter background as well. Your Twitter page provides a snapshot of you so it should reflect your brand (personal or professional) and your personality. A customized background will draw more attention than the blue-skies-and-clouds Twitter default. ZMogo has a nice post that lists the 10 best sites that offer free Twitter backgrounds and templates. I recommend scanning through the comments as well – lots of readers offer additional tips and sites to get started.

Abbey: On your setting panel should you protect your updates?

Matt: Quite simply, never protect your updates. In the spirit of social media which includes transparency, interaction and conversation…hiding behind protected updates just doesn’t make any sense. I have heard of organizations that do this for media purposes (i.e., they release embargoed news to a select group of journalists) but honestly, I don’t think it makes sense. I use the same logic when I look at companies using the Facebook Group (vs. Fan) page and restricting members. I understand the need for privacy…but take it off social media then.

Twitter Handles

Taylor: I heard a rumor that most Twitter usernames with numbers are spammers, is that true?

Heidi: Most of the spammers that start following me do have numbers after their names, but I have also noticed that a lot of ‘legit’ followers have started the practice as well. As Twitter has grown in popularity, more and more handles are already taken and adding a number to the end of your name can seem like the easiest way out. However, I have heard the same rumor about spammers, so if you’re creating your Twitter account for the first time, it’s best to avoid the numbers game so that others don’t think you’re a spammer. Don Reisinger wrote a post about creating your handle on CNET and argues that adding numbers after your name is “so 1999.”

Beth, Nelda, Taylor: My blog name/last name/company name is too long for a twitter username, suggestions?

Matt: This is where years of trying to guess the license plates during long road trips come in handy! Seriously, you have to get creative. You can always elaborate on your bio to spell out all of the details. One of the most important things is to create some consistency with your brand across all of your social media platforms.  Liz Hover had a guest blog post about this subject earlier this year.

Amanda, Jeanne: So if I didn’t take Twitter seriously + need to change my name, do I cancel and start again?

Heidi: If you aren’t happy with the handle you created because you didn’t realize you’d be using your SexyEyez875 account to interact with clients and the media, there’s good news for you: you can change your handle and keep your followers. Go to Settings > Account > Username to change your handle. Just remember to let your key followers know that your handle has changed so that you don’t miss important tweets. It’s probably also a good idea to set up Tweet alerts (we recommend the RSS function in Twitter Search or TweetLater) for your old handle to catch any residual tweets that you receive.

Shawn: By using my first and last name as a profile name am I detracting from my personal and professional brand?

Matt: Similar to my answer above, you have to determine what your personal brand is on Twitter and across all social media platforms. Take myself for example, it would have made all the sense in the world to have used @MattBatt for my profile name especially since my name is so catchy or I could have used my business name @PipelineMR (Pipeline Media Relations). Instead I decided to brand myself as @StoryAssistant because I didn’t want to seem at all self serving with my agency but also wanted to build a relevant brand vs. my name.

I hope we answered some questions here with this post! Please chime in if you have alternative and/or complimentary advice. Remember, we’re all learning here!

Our next post will be focused on “Multiple Tweeters & Following People on Twitter.”

One thing is for sure, the Twitter train has left the station for businesses…are you on?! I’ve been doing a lot of Social Media Boot Camps for businesses recently and I’m consistently asked the question – is this really worth it for business (both B2B and B2C companies)? Then I’m reading USA Today on Friday as Jon Swartz pens a story entitled, “Businesses get cheap help from a little birdie.” The story of course about how businesses such as Comcast, Dell, JetBlue and Starbucks are benefiting from Twitter’s “popular communications technology.”

I think it’s important to stress that I’ve created the following list looking at 5 reasons businesses should CONSIDER Twitter. The reality is if your targeted audiences aren’t participating on Twitter…neither should you or your business. The one caveat to this argument is that someone who isn’t your “targeted audience” might still benefit or add value to your business…always true. Personally I wouldn’t advocate for a business to launch a Twitter strategy if they don’t have a major (influential) audience already actively participating in conversation on Twitter.

So, here goes my 5 Reasons Businesses Should Consider Twitter:

1 – Monitor Your Brand: If you decide that Twitter isn’t write for you to allocate time or budget towards a solid strategy for your business, at least consider monitoring what others are saying about your company.  Here is a great story from Robert Scoble in Fast Company earlier this year on this subject;

2 – Join The Conversation: To the USA Today story, many businesses are successfully creating brand champions as well as mitigating major customer service issues through engaging with their customers on Twitter. Don’t just push out your information…add some value and respond directly to your customers;

3 – Its Free: Okay, so time = money…and it certainly takes time to execute an effective Twitter strategy for your business.  But, with the right time management tips and tools you can optimize your time on Twitter while still effectively delivering on your set strategy;

4 – Supplements Traditional Marketing Program: One of the main reasons I like and recommend Twitter to so many businesses and organizations is that it does a really great job of leveraging many of the traditional marketing tactics you are already implementing.  For example, when your company appears in the New York Times you should leverage your audience on Twitter to share the story;

5 – Innovate or Die: Okay, so maybe not so extreme, but the reality is most brand leaders have leveraged Twitter and social media to their advantage – just look at the Blog Council members as a case in point.  Perhaps Bill Gates said it best, “Never before in history has innovation offered promise of so much to so many in so short a time.”

I’d love to hear your additions or edits to this list…thanks!

I’ve been doing a number of different workshops around helping businesses understand the importance of developing a strategy around their social media efforts. As I continue to tell others, I am not an “expert” but just an advocate like many of us practicing in this space. 

One of the platforms that I believe makes sense for ANY business is a corporate blog. I’m amazed at the amount of useful information and guidance there is for anyone looking to create such a blog for their organization. Last week, I received a great list of tips from A Brand New Way who was sponsoring the BlogPotomac in Falls Church, VA. They provided a list of “5 Tips for Corporate Blogging” which did a wonderful job summarizing some quick tips.

Whenever I’m referring to blogs, I like to share our “4 L’s of Blogging”:

• Lead the conversation – This is a place to start the conversation but you do need to show your expertise when doing so;
• Link, link, link – Like any good traditional media story, a blog post should have multiple links (sources) to further establish you views and topic as credible;
• Less is always more – People don’t want to read a book as they are often reading multiple blogs in addition to many other news items.  You should limit your blog post to 350-500 words and always try and list or bullet out your points;
• Let others contribute – You should let and encourage others to contribute to your blog and conversation. Without such dialog, your blog is just a bulletin board.

What advice would you give to others looking to jump into corporate blogging? As always, I’m anxious to continue the conversation!

Scott Monty is head of social media for Ford Motor Company – here is his blog. 

Notes from session with Scott Monty at BlogPotomac (mainly direct quotes from Scott):

There is no greater crisis than for the auto industry at this time (how about that for a conversation starter…). Any good crisis is about taking a negative and turning it into a positive. 

What’s going on with Ford? – EX: last december – Ford was here in DC last December to show that we are all interconnected – “I was doing some serious digital hand-to-hand combating” – trying to add value on my end (Ford).  This really wasn’t any way to support our initiatives.  About 10 days after – www.therangerstation.com (a user site) – said that Ford was suing this site…$5,000 and hand over URL. Scott sent off emails internally to help gain an understanding – “I always turn to Twitter to pulse the first line of response” – just after the Motrin moms incident.

We obtained the facts and used a number of different tools and platforms to communicate these “facts” – I sent an email to the owner of the fan forum (www.therangerstation.com) – had a 20 minute conversation with him to make sure we understood our individual needs.

Lesson 1 – you have to monitor these platforms. Not every brand has this issue, but it is very important.

Lesson 2 – you MUST respond and invite them into the process to come to a conclusion with you – leverage this community.

Lesson 3 – have a digital hub where you can quickly post updates…and link to as many of the platforms as possible to help spread these updates.

What we did in early December we developed www.thefordstory.com. Constantly evolving and always under construction – this is our social media hub. A combination of Ford produced content and others content. What people are saying about you and your brand is so important.

Never before have such conversations been public. We know that people are going to go to other sites vs. ours (i.e., via Google). We want to make sure and capture others comments.

[Scott provided a great example of this with the Fiesta Movement example.]

I’m one person at Ford – finally hiring #2, we’ll see how that works out. 

The tools are irrelevant – they will always change – give people guidelines and a process to let people get out there and speak on behalf of the organization.

We have an online communications policy – our ethics statement: I will tell the truth, write accurately, correct mistakes promptly, never delete posts, stay on topic, disclose topics of interest, keep issues private…that are private (I’m sure I missed some of this…but you get it).

The goal – humanize Ford & our brand – we are trying to put faces to the blue oval and connect people with Ford employees and others with our initiatives.

Q&A Summary (Highlights):

Without senior-level support…any SM program will fail. It’s been an easy sell at Ford. I was used to doing the up sell but they were incredibly open to allowing me to do my thing. I’m within Corporate Communications but it shouldn’t sit there. You should apply this across all organizations, departments, geographic areas, etc. Show them how it is done & do it.

Become the world’s leading social media brand in auto – accomplished. Now our goal is to become the world’s leading social media brand…period.

I’ve often referred people to GM, Toyota, etc. It’s about providing value – not to sell cars.

Story: the desk was placed in the middle of the workplace for everyone to see whenever others were using this new technology (this was from the 1930’s and was the telephone). POINT: corporations have been resistent to change (technology change) since the telephone – email – Internet – and now social media.

Follow the stream of conversation about Scott and his session from Twitter here & here. Enjoy & please join this conversation!

Shel is kicking of BlogPotomachere in Falls Church, VA – the unconference (i.e., no PPT, etc.).

The following are notes from Shel’s session:

We’re talking about “social media policies” – is it right to manage control around your company’s SM.  Those who are giving flexibility to their teams seem to be doing the strongest on this front.

Who owns SM? The leadership teams within should be driving the strategy and allowing all divisions to contribute where appropriate. Shel provided @zappos as a great example of a company using SM very well…across the organization.

Heard a quote from someone at a recent conference – “We need to drop the whole ROI and move to SOI – Spirit Of Influence” – good idea but we need to still be able to execute with the C-levels so this doesn’t really fly in the board room.

Summary: Shel had a whopping 10 minutes to talk here so he was really focused on the barriers of entry within SM – session title “Integration Challenges.”

Cultural barriers are a real challenge within the organization – especially with something so new as SM. Internal communications need to be about understanding the business’ communications strategy and how your employees can effectively share with their audiences.

Interesting question – “isn’t blogging ineffective since there are so many people doing it?” – Shel: “No” – most of what he reads comes from Twitter and he believes that every company should have at least one blog because of RAPID RESPONSE.

Here is a good stream on Shel’s presentation via Twitter.

I was recently asked to participate in a webinar with a leader in the media services (directories) space – CISION . I was tasked with talking to their almost 2,000 registered participants about Twitter 101 arming them with some of the basic knowledge and understanding to make them mildly dangerous as business professionals on Twitter:).

I would encourage you to listen to the webinar yourself via this replay or you can register for our next webinar on Thursday, June 18 at 10 a.m. CT. Better yet, I thought I’d provide you with the PowerPoint presentation and list out the links to the various tools we recommended during this workshop:

http://www.tweetdeck.com/ (downloadable desktop application)

http://desktop.seesmic.com/  (downloadable desktop application)

http://www.twitpic.com/

http://www.tweetlater.com/

http://www.twellow.com/

http://www.mrtweet.net/

http://www.bit.ly/

Enjoy and I’d welcome any feedback or tips you might have to share!

Cheers!

You’ve just wrapped up a successful PR campaign and generated numerous stories across national, regional and trade media. Your client is pumped up as you deliver the culmination of your program in the form of a massive clip report. Everyone is happy…right?

I’ve constantly been agitated by the PR industry (for which I’m a part of) and our inability to tie into the most important aspect of our profession – validating the client’s that we serve. There are many different ways for us to measure the effectiveness of our programs. In fact, Katie Paine, founder of KDPaine & Partners is probably one of the very best at designing the measurement programs in our industry. However, I’m not talking about measurement; I’m talking about educating companies about how to effectively “merchandise” these media placements throughout their organization directly to their targeted audiences. Validating their business by hand-delivering such media coverage to these targeted audiences.

Here are just a few of the things you can do to make your PR program an internal success that will have the entire organization (and targeted audiences) singing your praises:

• A Reason to Call or Email - How many times do sales teams bitch and complain about having to make cold calls or never having anything new to take to their clients or prospects? Now they do as a result of your media coverage. Draft a number of communications tools including emails, speaking points, etc. that anyone in your organization can take to their respective audiences directly relating to these stories. They now have a great reason to connect that isn’t self serving or traditional.
• Encourage You Organization to Leverage Social Media – Too many times we hear about companies looking to put restrictions in place for their employees on social media. Bad idea. Instead, encourage and arm your employees with the links, Tweets, and summarized posts about the media coverage on their personal profiles. Besides any employee should be excited about their company being featured in the media.
• Wear it on your Sleeve – Okay, not literally but employees should be proud of such coverage and should let others know via their email signature, on their website, marketing materials, business cards, etc. Everyone appreciates being featured in the media and besides, it will certainly be a great conversation starter.

I could go on and on but would love to hear what you’re doing to “merchandise” your stories. This has become a standard practice for my firm and I hope others will catch on and not move on once the results come in but instead let the games (and outreach) begin!