Tag Archives: Communications Hub

The Importance of Online Monitoring

The rise in citizen journalism means that organisations need to constantly monitor what is being said about them on-line.  Public relations professionals need to be the ‘ears’ and ‘eyes’ of an organisation and seek out what is being said about the brand.  

Here at Communications Hub we use many free tools to monitor what is being said about our clients online  – Twitter advanced search, Google alerts andsocialmention.com.

And while it is possible to mostly control what appears on a company’s own social media news feeds using word filters and administrative pre-approval of comments, it is impossible to control hashtags associated with an organisation.

McDonalds learned this the hard way when in 2012 they created the hashtag #McDStories in the hope of inspiring people to share their memories and happy experiences associated with the fast food chain.  The company soon discovered that it is the public who control the meaning of hashtags, and theirs was quickly hijacked to become the hashtag for horror stories involving McDonalds.

Burger King suffered a different kind of social media crisis when in 2013 its Twitter account with 82,000 followers was hacked.  The hacker changed their logo and twitter handle to that of McDonalds and tweeted a huge number of tweets containing inappropriate contents and images.  The hack went unnoticed for hours, by which time the incident had gone viral. The company not only learned an important lesson about password security and the need for moderators, it also experienced first-hand what happens when you are not constantly listening on-line.  On the plus side, the food chain gained thousands of new followers because of the incident.

Despite often having ‘expert’ social media teams, some of the biggest and most tech-savvy organisations continue to suffer social media fails.  Last year The Guardian published an article on The top five corporate Twitter fails and it makes for some very uncomfortable reading.

The moral of the story is, it’s no longer just your P’s and Q’s you need to mind, watch your Hashtags too…make sure your company is monitoring its online profile.

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What’s the story with content?

Ok I’ll admit it, I’m a little obsessed on content.  And when people hear me rattling on about it, most glaze over or politely smile while steadily reversing.  So what’s the story with content you may ask? Why is it so important?

(calysto.com)

While content has always been important when communicating through the traditional channels, like radio, television and newspapers, it was never really vital.  These ‘old media’ methods of advertising were one-way communications, they were broadcasts and press releases.  People listened to them because they pretty much hadn’t a choice.  These were the days before the World Wide Web, when the channels through which people got their news and entertainment were limited.  They were the days before sky plus and podcasts.  The days before we could pick and choose what information was relevant or interesting to us, and fast forward through the boring ads. Continue reading What’s the story with content?

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