Listening to the audience

If there is one piece of knowledge that I think is essential to social media: it is how social media has changed the direction of information. Now, information travels from the customer to the company. And it has made all the difference. This can be seen

In chapter 1 of Engage by Brian Solis, he illustrates the importance to listening to an audience. Even if a company wasn’t a part of a discussion, it still happened. For instance, the twitter storm that was created from the KC scandal would have still happened even if KC didn’t respond. Therefore, it is more important now, than ever before, for a company to monitor what influencers are saying about them. Because now, Twitter storms can be created within hours, this is a record pace that most companies are not used to or even ready for.

Chrysler drops the F-Bomb

As we all know, Twitter has hit a few bumps in the past couple of weeks. First there was the KC scandal, then there was the Red Cross incident, then Charlie Sheen got a Twitter account. Recently, Chrysler has had a problem on-line. Last week, the company released the following message on Twitter: “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f#king drive.” 

The company quickly reacted by deleting the message and posting an apology. Chrysler then connected the slanderous message with their New Media Strategies account representative. Even though this employee mixed up their personal and professional Twitter accounts, they were fired anyway.  Also, Chrysler cut their ties with New Media Strategies and is currently looking for a new agency to manger their company. 

This seems a bit harsh since other companies that have social media mishaps do not fire every employee. However Ed Garsten, Manager of Electronic Communications for Chrysler writes on the company’s blog: “So why were we so sensitive? That commercial featuring the Chrysler 200, Eminem and the City of Detroit wasn’t just an act of salesmanship. This company is committed to promoting Detroit and its hard-working people. The reaction to that commercial, the catchphrase ‘imported from Detroit,’ and the overall positive messages it sent has been volcanic.
“Indeed, as an automaker that went through the roughest of times just two years ago, we appreciate the challenges Detroit faces in reclaiming its place as a vibrant, world-class city. Inside Detroit, citizens are becoming even more proud of their town, and outside the region, perception of Detroit is rapidly improving.”

Since the company wants to rebuild their image, they are willing to do whatever it takes to keep a positive image.

What do you think? Was firing their New Media Strategies employee the best thing for the company?

*Nadia Ibanez. "Chrysler f-bomb social media flop, cuts ties with New Media Strategies". March 13,2011

The power of people

In the book Groundswell, the authors discuss the importance of the word of mouth. According to the authors, word of mouth campaigns succeed more than media campaigns because they are more believable, self-reinforcing, and self-spreading.

This impact of word of mouth campaigns made me think of influencers and their similarities. This is because both are built around people’s “desire to share with others” (page 13).  But what separates these two are influencers on websites might be company employees where as “word of mouth” campaigns come cannot be faked.

If I’m going to try a new product or service it is always helpful if a friend of mine has tried it out first and enjoyed it. I prefer reviews from my friends because it is a more believable response than from a stranger over the internet. I know that I when I have had a good experience at a restaurant or store, that I tell everyone I come across. Of course, I’m not sure of how much new business I have brought in but at least they will have repeat business from me.

*Li, Charlene, and Josh Bernoff. Groundswell: Winning in a World Transformed by Social Technologies. Boston, MA: Harvard Business, 2008. Print.

Is Sheen a winner on Twitter?

First, there was Ashton Kutcher. He was the first celebrity to have over a million followers on Twitter, back in 2009. Then the Kardashian sisters obtained over 11 million followers combined. Now, there is Charlie Sheen, who gained his first million followers in less than 26 hours.

Now, Charlie Sheen is planning on selling his tweets to companies for advertising purposes. I’m sure that, due to Sheen’s current popularity, companies will be willing to pay thousands for dollars for him to say, “Company X is for winners!” However, if consumers know that these are paid endorsements, will they be more or less inclined to buy the product? Will the return on investment be high enough for these companies to be in business with the tiger’s blood enthusiast for the long-run?

I personally do not pay attention to celebrities who are trying to sell products over social media outlets (such as the Kardashians twitter spamming their followers for Quick Trim). And therefore, I do not foresee Sheen’s Twitter advertisements to last very long. What do you think about Sheen on Twitter? Do you follow him and do you think that his paid messages will add to his popularity?

*Ron Callari. Social Media Stars are a Million to One.