There are alot of best practices tips out there that is worth reading again and again. Though some mistakes can be overlooked, but when it boils down to business rivalries, it may blow out of poportion. MOL, the company that owns Frienster proves once again why big businesses still have difficulties understand how the social media works.

In a bizarre move, MOL CEO Mr. Ganesh posted an unwelcoming message on a rival OffGamers Facebook page commenting on a particular product. On the comment he wrote: “buy from MOL better…”. What follow thereafter was not a repulsive response from offGamers’s staff but from OffGamers’s patrons. The initial comment spark off war of words that generate 120 comments.

The following screenshots indicate that no matter how ‘BIG’ your company may seem, it doesn’t really matter to the customers. They are more likely to work with smaller businesses with integrity and openness.

I have to give it to OffGamers because throughout the whole episode, they have not loose their cool. They responded courteously to the insults and leave the defending to the fans. If they have not yet gain any respect with their fans, I believe they already have through this scenario.

No matter what excuses you have, gatecrashing your competitior’s Facebook Page is not the best idea. Not only is it lousy and unethical, it also give a very bad image about your own company. I am  sure to use this as a case study for my workshop. In the mean time, you can read the entire drama unfolding here.

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Many big brands are jumping head first into social media. They started a Facebook Page, got a few guys to run a couple of blogs, provide a huge marketing budget to come up with quirky, funny videos or contest and call it social media marketing.

However, there is one area of social media which most big brands missed, that is listening. I believe listening is the most important and fundamental principle of social media. You can have interesting contest and quirky videos added into the mix, but without a proper listening program, all the money spent will just be for promotional purposes.

So What Is Listening?

Listening is about monitoring the social web for mentions of your brand or your industry. You want to know what people are talking about you, are there more negative or positive comments? Are there mentions that need attention and response to? Most importantly, you must have the mentality that listening provides great intelligence gathering value. At the end of the day, it boils down to: How are these information useful for my business?

Five Conversations Brands Should Care About

In order to make it easier for brands to filter the right kind of conversations to response to, here are my 5 conversations they should be concern about.

1. Customers talking to you – Call it social CRM, customer service,  or just meeting your customer’s needs – if she is trying to reach you via social media, make sure you are there. Establishing your bases in various popular social channels will ensure that you are been reach as soon as your customer have something they want from you.
2. People talking about you – Everyone who call themselves social media ‘experts’ will talk about this. If your customers are relaying an experience they have with you on the social web and they are making it easy for you by using your brand, then you should pay attention.
3. People talking about your competitors – They say ‘know your enemy and know yourself, victory is assured’. Well, in this digital age, it is easier to know your competitors by listening to what others are saying about them.
4. People are talking about your customers, suppliers and partners – No business can exist in a vacuum – Who is critical to your success? If you are operating a B2B business, then your customers are businesses. What can you learn by listening to their customers? What issues in the supply chain will affect you?
5. People talking about your market without mentioning names – Tom O’Brien point out that most people don’t mention brands. If you are looking for insights and not just complains, you might want to follow these conversations too.

Let’s keep our heads to the ground. As much as we want to have fun with social media (promotions, campaigns, communities), there is an untapped potential in listening to your customers.

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Did you know that the right avatar of you is very important on the social web? Choosing the right avatar can determine how people perceive you online. Here are some of the popular avatar types and what it says about you.Standard Headshot

This is a shot taken from head to shoulder. It’s framed squarely, professional in appearance but maybe a little too formal. You have strike a good balance between being serious and frivolous. You are not interested in being different, you prefer to be ‘normal’.You portray yourself as an in demand friend and as an employee, you are taken seriously and was never thrown out of anywhere. You don’t have a hidden agenda and most probably listen to the Beatles.

Jaunty Angle

There are a few variations for this type of shots but usually the head and/or the torso are 45 degrees bisecting the picture. You don’t like to follow the crowd. When they zig, you tries to zag. There are alot of irony in your life. You would sometimes wink at someone or as you wink, you would also point at the same time.

Political Dissident

Usually based on a normal avatar type. However, you modify it to show support for someone or political causes. The most popular of these is the green avatars that can be seen on Twitter to show support for free elections in Iran. If you are liberal, you will have the green avatar and you tweet from tweetdeck on your iphone while driving a Prius. If you are a conservative, you will modify your avatar to show your support to TCOT (Top Conservatives on Twitter). Sometimes, you would find grassroots political activism a bit confusing.

Logo

Very impersonal, but it’s also a way for you to show your affilation towards a particular brand. You represent the brand 24/7, even when you are updating about what you are having for lunch later or you are calling someone a social media junkie. One advice though, it’s all about authenticity.

Animal Lover

Usually the picture of a cat or a dog. But it can be other exotic animals as well. You are all over the love of your pet and you are not afraid to tweet something like “my cat just ran across the kitchen table. lol”.

Life of a Party

A person stand looking at the camera. Making funny faces, wearing a goofy hat or otherwise just fooling around. These people deserve the credit for breaking out of the mold. They are usually the young people just out ot have fun. When people around you keep talking about one particular place, you go.

Celebrity Stalker

Using a photo of a well know figure to show one’s admiration for the celebrity. It could be a politician, an actor or a singer etc. it’s like Christmas 365 days a year. You are Obama, Britney Spears or Rolando. I certainly believe it’s all in a good fun, but would you like to have someone using your photo claiming it to be you? It does sound creepy.

Default Avatar

The default Twitter or Facebook avatar. It indicate the user may be new or a spammer or both. They could be too private to add their avatar or even worse too lazy. It also indicate that you may have some issues, either manifested in social dishonesty or an unwillingness to commit.

Good ol’ Days

It feature the user’s baby photos, yearbook pictures or any pictures that represent the bygone era. You believe in those good old fashioned values. You simply hate what is going on right now in this country and you wish it was the way it were when you are a kid.

Cartoon

There are many variation for this one. Some might be a South Park character while others look like the user but is styled in a way to look like South Park character. Anime and manga characters are a popular choice too. This type of avatar identify users as a fan of cartoon and anime while been on social networking sites.

I know there are more avatars like the family photos or the beach sunset. But I don’t want to offend too many people and their avatars in one single post. If you have interesting avatar to share, please share it with us in the comment box below. If you want to critique my avatar fine, go ahead and do it, I can take it.

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I believe everyone were motivated from Anthony Robbin’s ‘Unleash Your Power Within’ seminar that ends today.  Regrettably to say, I did not go for all the four days. However, I can imagine how much fun and excitement the participants were during his sessions.What I am sharing in this post though is not about how good he is (yes, there is no denying that he is good) or how much I had learn from the limited time I was there but what I have learn from sharing this event with others in my social network one week before the event.

I remembered seeing the first message Miss Elim Chew of 77th Street put up on her status update was “Get Free Anthony Robbins Tickets With 77th Street”. Intrigued, I went to see how i could get the tickets too. It was mentioned that in order to get the free tickets, you are either a member of 77th Street  or you sign up as a member before the event.

The replies came in fast and furious with many people requesting for more details and one Facebook member even mentioned that he will post a status update on his network to share with his friends. That gave me an idea of sharing this offer on my Facebook Note and tag some of the friends I believe will be interested. (I don’t think tagging anyone with no good reason is a very good idea). I did and here is what I got at the end of the day.

Privacy protected

So, did I learn something after sharing this offer? Indeed. This experience increases my knowledge of what social media can really do and how it can actually help you strengthen your brand within your network.

You Must Understand Your Target Audience

My clients always ask me if I actually chose whom I befriend with online or do I just add whoever I came across. The truth of the matter is yes. I do chose whom I befriend with. Not that I have any alternative motives but because I want to understand only one segment or one group of target audience.

Understanding your target audience brings you alot of advantages. For example, once you know your target market well enough, you will know what to share and what not to share. What will intrigue them and what will make them lose interest. What will make them engage in conversation or what will slam you as a spammer.

Therefore, I am aware that this offer will definitely bring the expected results I am hoping for,  and that is engagement.

Another thing I want to note is that if you ever share anything, remember to share to those closest to you first (that is where I only tag a couple of people I know will benefit from it). This is because they already trust you as a friend and they will increase their level of trust in you if they find that you were sincerely sharing something good with them.

You Must Have The Attitude of Sharing

People or corporations sometimes find it hard to build their branding on social media platform because they lack the attitude of sharing. When I said sharing, I am really talking about sharing content outside your area of business. Like funny videos, interesting pictures or in this case, valuable offer.

Once you have cultivated the attitude of sharing, you will notice there are alot of opportunities lying around in the social web that you can pick up and share with your network. Always ask yourself: ‘Would my target audience be interested if I share this?’ If the answer is yes, share it.

You Must Have Something Really Valuable to Share

I realize content that got shared most of the time are of higher value. It could be an entertaining clip that make them laugh their hearts out or an interesting picture that is hard to take. Whatever it is, it is valuable in the eyes of your target audience and they want to share it. In this case the value is worth $1000.

If you ever wonder why no one response to your status updates or other content you upload, bear this in mind. They won’t do it unless they find a good reason to do it. The reason could be because they like it, or it could be because they feel good after sharing it. In this case, the offer cost nothing more than a mere email or a $12 membership fee at most.

So if you or your company is thinking of creating an interesting contest or clip that goes viral, remember to think about the value your participants would get for them to share with their friends. The rule of thumb should be anything above $1000 for it to be effective.

Conclusion

Marketing on social media isn’t just about building a community and generate conversations. That is the easy part. It’s what you do with the community that need more hard work and thinking. Would they trust you more after you have shared something valuable? Would your brand be strengthen after a good campaign? That’s something we all need to work on from time to time.

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By now you might have seen the video of the Razor TV interview with Miss Singapore World 2009, Ris Low making it’s rounds on the social web. After the video was published on the Razor TV website, it garnered over 16,000 views alone. With the video now on Youtube, you can certainly find it in every online forum or social networking sites like Facebook (Here is the video if you have not watch it).

What is the big deal about this interview? Well, apparently, netizens are not happy about her lack of pose and diction. Comments come fast and furious and most of them have been negative. Here are some of the comments found on Youtube:

no wonder SM Lee say to concentrate on just one language…and i have to give credit to the reporter for being so professional!!! i would have died laughing in 2 seconds flat after Ms. Ris started talking. – Isdwong

Ris Low, you are a disgrace to our school and our country. What on this good earth made the organizers decide to even let you speak to the interviewer, is this a stint to promote the interviewer(WHO IS DAMN HOT) through contrasting? – Cute36

I think the interviewer looks and speaks better!!! What a shame!!! What the hell is the judges thinking???? Why are we sending half past six girls to the world stage??? – babysufi

She’s like Miss South Carolina~ Dumb. – StingRhea

I only decided to see for myself .. it is worse that I tot … I am actually embarrassed on her behalf – Worean

With so many harsh comments about her diction on the social web, you might be wondering how can she survive it. Well, negative comments aren’t new. There are many revolts happening around the social web. People will start numerous groups to stage protest or get their voice heard. They will do it on Facebook, forums or even Twitter. Therefore, Ms Ris wasn’t the first and certainly will not be the last to get flame online.

So I have decided to compile 5 lessons which could be use to help resolve any social media crisis.

Lesson 1: Communicate Even if You Have Nothing to Say

Have you ever notice that usually the people running huge and popular social media site don’t participate in the community? Even if they do, they will do it for one of the two reasons. 1) Make an announcement and 2) make an apology. Usually the apology will only come after a massive uproar. So I suggest you to start writing and participating in communities even if there is nothing fantastic to say and all the more you should do that if your decisions will affect thousands of people. For Ms Ris, Youtube would be a good platform to start with.

Lesson 2: Be Forthright

If you are ever going to make an important decision, consider talking to your community first. When you do talk to them, do not be evasive, don’t mince your words and don’t try and weasel out the truth. Be forthright and tell them everything you know. what you would do, why would you do it.

The most loyal fans will understand your decision and even if those who don’t, at least you have start a conversation that can result in optimal solution for everyone.

Lesson 3: Make It Clear That You Are Listening

As important as it is to communicate to your community, it is also important to let them know that you are listening. And if you are really listening to them, make it clear that you are listening, absorbing and acting based on the feedback (See lesson 5).

Lesson 4: Acknowledge Your Mistakes

When you make a mistake, rather than hiding at home and wait for the backlash to go away or worse, trying to fight the backlash, it is always best to come out and admit you made a mistake. after all,  the audience is always right, especially if there are hundreds of audiences all in agreement, they must be right. Try to go out of your way to acknowledge not just your mistake but also you completely understand what the mistakes are and what the course of action may be. Make it a point to state that you know the audience deserve better.

Lesson 5: Promise to Learn and Improve – Then Deliver

The only thing worse than making a mistake is to repeat it. We sometimes see companies making the same mistake and apologizing it again and again, promising that they will learn and grow with the community. State your promise and act on it. Improve and learn from your mistakes and who know, you might pull some detractors over.

Conclusion

As with any type of crisis, calm, well thought out responses and actions work the best. To achieve the required level of professionalism, you can start incorporating the 5 lessons and start planning for a social web presence.

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It’s approaching the time of the year where companies are looking for interns to do the menial work that are usually done by entry level employees. Usually, intern’s jobs are no more than flipping through the magazine (“we call it coverage searches”), cold calls media (“pitching”) or Google searches for clients(“research”).

But imagine if the communications department use the interns to learn more about this so called ‘social media’ thingy, won’t it be better? I have complied a list of 10 different  social media tasks for interns to do:

1. Understand Social Media Overview – Instruct the interns to put together a presentation about the social media platform of her choice, it’s overview, how it is use and how your company can participate in it. The presentation need not be more than 30 minutes. You can
2. Competitive Analysis - Get the intern to build a full social media profile analysis for ta client or a competitor. This can include what platform they use, how they engage the audience and some metrics to determine their success.
3. Account Creation and Customization – If poly students learn anything from their 5 – 6 years of higher learning, it will be how to create a profile and attract attention. You may decide to allow them to create and populate some of your executives’ social media profile. After that is done, maybe the interns can teach the executives about the platform. For example, if it’s a Twitter account, the intern can create a profile, fill in the bio, create a custom background and begin following relevant people in the industry. TwitTip has some interesting tips on creating a Twitter business profile. (Note: The intern must not participate on behalf of the executive, instead, they should set up and introduce the platform as appropriate).
4. Social Media Research – Which social media platforms are your main target audience using right now? Are they on Facebook? Blogging? Tweeting? Or do they actually want your company to contact them with any of these? Thought this is a long term project, it will be very helpful to those who want to ‘pitch firs and ask questions later’.
5. Template Creation – If your intern is well verse in Photoshop and design, you could ask her to create custom background for your company’s Twitter account and the avatar of your employees. here are some really awesome Twitter background inspiration.
6. Building RSS – RSS feed is on of the most important tools for any communication professionals. If you have never taken the time to set up an RSS reader to monitor your social media activity around your brand, this is a very good task for your intern to do it. Once it is set up though, you have to use it.
7. Blog Monitoring – There are millions of blog out there and hundreds of them may be talking about your brand or industry. How do you chose which one to follow? Well, your intern can conduct a research and report back the major blogs that are important to your niche or industry.
8. Blogging - As you may have known, Pizza Hut is hiring an intern for Twitter. Though I will not put my social media strategy on the shoulder of an intern, I might have them post their experience on my blog. Not only will doing this showcase another side of your company (that you are empowering the interns), but you also provide important feedback to your internship scheme. It gives future interns insight of what they can expect working there.
9. Web Analysis – When it comes to ecommerce and the usability and design, I believe web savvy poly students have already seen the fair share of it. You can invite the interns to give an in depth analysis of your corporate site. Is it easy to find the press room? Are the high resolution shots easily available? How many clicks does it take to make a purchase? These are just some of the factors consumers are interested. A fresh set of eyes from your target audience are always useful.
10. Creating and Editing of Videos - The communications professionals will have many different skill sets than most of us have today. They will be well verse in many types of online media, can manipulate photos with Photoshop or Illustrators and most likely can edit videos. If these are the skills your company value, then you can get them started by getting them record interviews of your executives and edit the videos. Even if the videos are not perfect, the point of internship is to learn and these skills are proven to benefit both the company and the intern.

So, what are the task your interns are already doing? Do you entrust your social media activities to them?

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Now that social media has become the choice of marketing for many SMEs, more employers in Singapore are setting guidelines on using the social web to prevent employees from breaching certain code of ethics or business regulations.

Likewise, many government agencies and multinationals said that they already have digital media guidelines in their employee handbooks, on it’s intranet or in refresher courses. At Dell, employees are warn against slamming it’s competitors and talking about upcoming products in any medium.

The Straits Times reported that civil service workers need to get permission from the ministries’ permanent secretaries or communications departments before talking about work related stuff. Likewise, professionals like doctors or lawyers need to maintain the confidentiality of their clients even if the rule wasn’t spelt out in black and white.

At Singapore Airlines, staff must seek permission before publishing articles or giving out information about their work. They have cases where they counsel staff for breaking the regulations, with the penalty depending on the severity of the situation.

Social media is proven to directly affect a company’s reputation and image, so it’s necessary to set guidelines so that  employees are aware of the company’s expectations of it’s staff’s behavior. Furthermore, these guidelines also protect the employees from ‘unknowingly infringing confidentiality issues”.

So, have your company created a social media policy for your staff? Share it with us here!

PS: If your company are looking for templates in creating your own social media guidelines, you can download a sample from here.

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I have been doing research and talking to people and notice that there are actually 5 type of companies that let employees participate in social media. So here are the breakdown of those 5 types and hopefully your company can identify one of these and think about how you can get into the social web as well.

Type One: Not Knowing Anything at All

This is a model where the brand have no rules and lack of resources to launch their social media campaign. It’s now free for all. I do see companies waking up to these impact feeling exposed and naked, without any form of process or plan in place. In fact, every company somehow will go through this in their preliminary stage. It’s normal.

• This is similar to employees in the 90s trying to create a corporate website and often running it in their personal computer under a desk.
• The advantage is that ignorance is bliss.
• The disadvantage? It’s the most risky as companies are liable with no plans, no resources leaving the brand, employees and customers expose.
• Tip: Get the hell out of this phrase as soon as possible, choosing type 2-5 accordingly.

Type Two: Shut Off From The Marketplace

The primary motivation here is fear and in some cases, its to protect the brand, employees from liabilities. Some conservative industries such as Health Care, Finance and Pharma choose to shut down all social activites from employees. In rare cases, I have heard of companies not allowing the employees to read blogs or go into social network, resulting in the employees having to surf the net only after office hours.

• This is similar to not allowing outside communication (including emails) and accessing non working internet sites.
• The advantage is that it keeps the brand safe from employees causing risk in the social sphere.
• The disadvantage however is that employees can access the internet from their mobile devices (unless you ban that too) or accessing it from home. Moreover, the opportunities of connecting to the customers are at risk.
• Tip: Brands should at least listen to the marketplace instead of being completely shut off from what is being said. If you are from the highly regulated industries, you could be liable for not paying attention to what is being said, therefore, you need to be proactive here. You could slowly move into type 3 when you evolve.

Type Three: The Brand Representative

Some companies only set up a small group within their corporate communications, with polished executives to be on blogs. For example, Sony have their CMO as a blogger, SUN’s CEO is a blogger, so is GM’s Chairman and more often than not, the corporate communications teams are involve with the content production, curation and editing.

• This is similar to the formalized corporate spokeperson, the only difference is that they are using social tools.
• The advantage is that it’s safe. These people are usually trusted individuals who can give their thought leadership using social tools.
• The disadvantage is that it may not be authentic. Forrester did a study and found that many don’t trust corporate blogs because they don’t provide much value than just corp-speak.
• Tips: There is always a time and place for corporate social media: To give official stances on issues, product release and facts. There is also a need for more granular conversations that customers are already getting from conferences, online and in cafe, so you got to be at both places.

Type Four: Employees Blessed for Social Engagement

Intel set up a simple program called SMP which stands for Social Media Practitioner. This is slightly different from Type 3 where common employees are also encouraged to join the social web. This is a formal training program where all employees who want to represent the Intel brand in social media activities have to undergo. The program might include tools, guidelines, best practices and most probably a support network to assist them.

• This type of model is similar to the formalized executive speaker and company representative set up by the communications teams decades ago. The difference is that instead of refined executives, common employees from all walks of life and level are able to participate.
• The advantage is it’s formalized social media program can be a great resource for the companies. In some cases, engineers and developers are seen as more trustworthy than executives.
• The downside of it? What about the other employees? From support to engineers to janitors. Will they get left out?
• Tips: This is a good weeding ground to see who has the fortitude to really stay committed in a conversation. There is nothing worse than engaging in conversations with your customers and walking away.

Type Five: Everyone is Encouraged to Be Loved

Some companies that already have employees in the social sphere can benfit from having every employees involved. Sun, HP and IBM are all tech companies that encourage their employees to get involved. They have guidelines, some strategies and resources to assist this behavior.  For example Best Buy have a program called ‘Connect’ that allows their employees tweet on behalf of the company’s Twitter account. As a result, all the employees become an army on the social sphere. The goal? To reach out to the customers with as many touchpoints as possible.

• This is similar to teaching employees to sell, evangelize products and brands to friends, family members and even strangers.
• The advantage is their empowerment of the entire workforce, collective voice and scale.
• The disadvantage is the confusion of messenges and unified customers experience. Employees could be confused as work and personal could be mixed  and legal ramifications from the mixture of work and personal.
• Tips: This is ultimately the future form the way it’s going. However, having a free for all isn’t an excuse for having a strategy, guidelines and resources to support the brand and the people.

The Future Ahead

So which model is right for your company? Well, it really depend on the industry, culture and employee behavior. While many companies may be selecting the 3rd and 4th model, when the next generation-gen Y entered the workforce, you can’t deny that the 5th model where everyone get to participate in some form is most likely.

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Community is a big word on the social media now. Everyone wants to build a community. But how would you separate people who are building a community from people who just have a large audience? Is there a line between self-promotion and building a community?

Wikipedia define true community as “the process of deep respect and true listening for the needs of the other people in this community. Indeed, a community is built to respect each others views as well as a place to listen to the needs of others.

Now, take that definition and think about the celebrities and the top people in their industry with large following. Ask yourself, are they really building a community around their work or are they just talented self-promoters who knows how to build a ‘fan club’?

I believe the difference comes down to the bonds one have created to and within the community – does it pull together and support each other, or does it always look to the figurehead?

You can easily identify a community builder from the way he response to a post. For example, there are times I responded to industry leaders about their status updates or tweets only to get no answer from them (yes, I expect response especially if they are using social media to market themselves). Now that suggests to me that those people haven’t really built a community – there’s no true listening and there’s no deep respect. Instead of building a community, they’ve used social media tools in a traditional marketing-based fashion to build numbers, but have little connection to those people.

From my perspective, a following can get you short-term benefits but a community is more likely to be successful in the long run. My conclusion then is this: having many retweets or creating many status updates with response doesn’t equate building a community.

How about you? How would you separate people who have built a community from people who just have a large audience, and which approach do you think makes sense for businesses?

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In the span of 24 hours, 3 comprehensive articles about how to use Twitter for business was published. New York Times, Inc. magazine and Twitter each publish a descriptive article on how local businesses can use Twitter for marketing and business development:

• New York Times
• Inc. Magazine
• Twitter

Let me know if the articles provided are useful. Cheers!

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