How to Recover from a Social Media Campaign Blunder

How to Recover (1)

We’ve already written an article on How NOT to Fail at Social Media Campaigns, but recent social media news have inspired an article on what to do if you do happen to fail. As with everything in life, there are situations in which no matter what amount of planning goes into something, things still go awry.

You may or may not have heard about the Sleepy Hollow marketing blunder with their “Happy Headless Day” campaign. To welcome the new season of the FOX network show, Sleepy Hollow , based on the stories of the Headless Horseman from European folklore, FOX launched a “Happy Headless Day” campaign with witty puns from the show about the headless character. Unfortunately, this campaign launched the same day as the devastating news came out about Steven Sotloff’s death. Needless to say, the media took this campaign and ran with it warping the intentions of the “Happy Headless Day” campaign and putting Sleepy Hollow in a bad position.

The way FOX network handled the situation was perfect. This is their statement: “We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement…The tragic news of Steven Sotloff’s death hit the web as the email was being sent. Our deepest sympathies are with him and his family, and we don’t take the news lightly. Had we have known this information prior, we would have never released the alert and realize it’s in poor taste.”

This is a perfect example of how a well-intended campaign can go awry purely due to unforeseen events. Had this campaign been launched 6 months prior, no one would have looked twice at it. However, due to the timing and the hungry media looking for a scandal, FOX network was put in a bad position.

So now, the question is this: What do you do if something like this happens to you? You’ve read our article on How NOT to Fail at Social Media Campaigns, did your research and are confident that your new campaign will be a success. Out of nowhere at the very last minute, something happens that sets your plans off track and puts your brand in a bad light.

1Immediate damage control. First things first, you have to immediately initiate damage control. This is one of the main reasons why you have to be ever-present in your social media accounts. If you or someone you delegate is there to catch an issue as soon as it occurs, you have a better chance of minimizing the amount of damage to your brand. If you set a campaign up and forget it, you’re bound to miss any feedback or backlash from your campaign. This will only cause negativity to fester and spread across your entire brand.

2Sincere apology. Emphasis on the word “sincere.” Whether or not you think you did something wrong, you need to understand this: once you publish something, it no longer belongs to you. If your public portrays something as offensive or insensitive, it is your job to understand their point of view and empathize with them. Try to understand why your campaign would make them upset, apologize and mean it, and if necessary, retract your campaign. This doesn’t mean that you need to take down your campaign every time you upset one person, but use your discretion. If the campaign makes a turn for the worst, you have to take it down.

3Plan for future action. If the reason for the blunder was an oversight, it may be necessary to add an additional step in your ad campaign clearance. For example, FOX network may now require someone to check through the news before launching a campaign to ensure that a campaign they are about to launch will not be offensive to anyone. If the reason was out of your control, have a team dedicated to monitoring the campaign from beginning to end prepared to institute any damage control immediately.

Unfortunately, no matter how much researching you do, there could be unforeseen events that throw your campaign off. The media will almost always find a way to warp information to fit their purposes, and trolls will do their best to make you look bad. There is hope, however, in your recovery. The worst thing you could do is ignore the problem and hope it goes away; that will only fuel the fire and allow people who are already mad at you to get even more upset and talk amongst themselves. Your presence is 100% necessary to help mediate the issue and smooth everything over the best you can. The problem will most likely not go away on its own in most cases. So, engage and speak up!

Don’t forget to come talk to us, too! We’re ever-present on Twitter and you can reach us in the comments below, as well. Also, we just launched our new site: http://purelysocialmedia.com, so check it out and let us know what you think. If you need any tips or advice on your specific social media situations, feel free to send us and email! We love to chat!

 

 

Top 3 Reasons to Hire a Social Media Professional

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Social media marketing is a not a difficult concept. It’s pretty logical and straightforward once you understand the basics, but a lot of times, you simply don’t have the time to break it apart and figure it out. Social media management requires consistency, constant effort. It requires strategic planning and research, and can turn into a full-time job if you’re really trying to make your social media presence work for you. The problem is that you didn’t go into business to spend 4-8 hours a day on your social media marketing. As a small business owner or an independent business professional, that time can be spent doing other things for your business and focusing on your core values.

Most professionals understand the importance and value of social media management. Even so, social media management is usually the first thing to fall to the wayside due to the fact there is simply not enough time to execute an effective social media plan. That is where social media professionals come in. As social media professionals, we’ve dedicated our time and energy to focus on mastering the art of social media management. Due the fact that social media marketing is what we focus on, we’ve taken the time to learn how to make social media work for you.

Here are 3 major reasons to hire a social media professional.

1We know all things social media, just like you know all things pertaining to your industry. You wouldn’t let your local plumbing expert build you a car because your local plumbing expert is neither a mechanical engineer, nor an auto mechanic. If you want it done right, it just makes sense to hire an expert to do expert work. We always say not to overthink social media, but you really shouldn’t underestimate it either. If you want your social media platforms to be effective in helping to grow your online presence and increase revenue, this isn’t something you want to half-ass. Consulting a professional will help to point you in the right direction and enable you to understand where your focus should be pertaining to your social media account. Often times, we try to absorb too much at once, and when you’re trying to start, operate, and market your business, it’s hard to figure out what aspect to focus on. A good social media professional can help you assess everything and put it into easy, bite-sized pieces that can better fit into your schedule.

2You want to get to the next level in your business. We’ve encountered several clients who’ve done an awesome job in marketing themselves via their social media accounts along with other methods, and seem to be experiencing great success from their organic growth, but have gotten to a point where they don’t seem to be growing anymore and the strategies they’ve previously implemented have become less effective or completely ineffective. At this point, it makes sense to contact a social media professional to help you get from behind that brick wall. As professionals, we can assess your current strategy and pinpoint where the issue is and how to improve upon it. If you seem to have done a great job on your own, imagine what can be done if you bring us in to help out!

3You simply don’t have the time to figure it out BUT you know it’s important and want it done right. There’s no shame in admitting that you don’t have the time to do social media, the shame is when you completely ignore it and act as if it’s not important. (Shame on you!) Several social media professionals, including ourselves, offer the option of full implementation, where you essentially outsource your social media platforms to us and allow us to manage the whole kit and caboodle. This is where you absolutely MUST MUST MUST hire a professional. Social media professionals, the good ones anyway, can help you create an online identity for your business; not just a presence. An online identity is essentially your brand i.e., the culture of your business, its voice, stylistic aspects, appearance… all of those factors that are usually afterthoughts or non-thoughts to a non-professional are primary points of focus to true social media professionals. It’s the little things that set you apart from the competitor that a social media professional can contribute to your business when you don’t have the time. We take the time to understand and dissect your target market and mold your social media marketing platforms to fit that demographic.

Easy peasy, lemon squeezy…Basically it makes your life easier by hiring a social media professional. Those 4-8 hours it takes to make your social media what it needs to be to differentiate yourself could easily be spent focusing on the core values of your business/ personal brand. Even if you only seek consultation and don’t go for the kit and caboodle route, you can save time. If you can save an hour a day, 5-7 a week, 20-30ish a month, where would you invest that time? A nap would be nice, meditation, lunch, a new project, a craft, perhaps? As entrepreneurs, we struggle with time and often try to be too many places at once, with a social media professional, you can streamline all of that and be more efficient with the mere 24 hours a day that we are all allotted. It’s really a no brainer =D

As always, share your ideas with us. We’d love to hear what you have to say. We hope you found this post useful and informative. Please leave your comments below and feel free to connect with us on Twitter!

5 Reasons Why You Should Love Advertising On Facebook Again!

making the connecion - LinkedinSo we’re back after taking a month off to enjoy a little rest and relaxation!

And what better way to kick off our return then with a post discussing all the reasons why we love advertising on Facebook again! So, as many of you know, back at the end of 2013 Facebook decided that make some changes to their algorithm that left a bad taste in the mouth of most marketers and businesses. We all have watched as page posts’ organic reach fell from 16% in February of 2012 to around 6.51% in March 2014, according to Edgerank Checker.

Many felt that Facebook was double dipping, charging advertisers to have their posts viewed by the very individuals they just paid to like their page. A lot of people were ticked off and began deleting their Facebook pages as a form of protest. There was even a YouTube video, Facebook Fraud, that went viral and urged many not to wast their time advertising on the platform. Let’s just say people we’re angry and many began to pull back their presence on the platform.

Truth of the matter is that from Facebook’s standpoint, their primary focus is on the general user not the business pages. We can only assume that they believed that by changing the algorithm they would maintain the integrity of the site from the user’s standpoint. However, now Facebook is a publicly traded company, which means it is now accountable to shareholders too. And shareholders want to see profits, which are only generated on Facebook through the ads that businesses run.

So we can only speculate that all of the Facebook Fraud backlash has led Facebook to make changes to the algorithm yet again as well as completely overhaul the process for advertising on Facebook to make it a lot easier on advertisers. So here are our top 5 reasons why you should love advertising on Facebook again:

1 6 ads for the price of 1. Now when you create an ad to drive traffic  to you website Facebook allows you to select up to 6 images that can be used to service your ad over the length of your campaign. This doesn’t necessarily mean that they will all be approved by Facebook but if you adhere to the ad guidelines a majority should be approved. We love this because it’s a great way to see which ads make the most impact on your target audience. Facebook has now made it very simple to do some A,B,C,D,E,F testing on your advertising which means they next time you run an ad you can make the necessary tweaks for even better results.

2Watered Down. Previously when you ran an ad on Facebook you probably spent a good majority of your time trying to figure out what the heck they were talking about. The different steps to running an ad were not very well defined and left most newbies to the process scratching their heads or giving up on running an ad all together. Now once you’ve selected the appropriate objective for your ads, all you need to proceed is clearly stated for you on one easy to read page.

3Conversion Pixels. This small line of code allows you to track the actions being taken on your website by the traffic you drive there with your Facebook ads. Now the downside of this is: if you know nothing about code or even how to access the back end of your website; you’re going to need to have your web developer place the code for you which can be a pain. However Facebook has even simplified this by allowing you to email the person right from the ad set up with the pixel code and instructions on how to proceed. The good news is that once it’s done, that’s it! You can continue to utilize the pixel over multiple ads. Just keep in mind that there is a pixel for each type of conversion that can happen on your site, such as checkouts, registrations, leads, web page views, adds to carts and more. So if you need some help, make sure you simply add all of the conversion pixels that pertain to your site all at once. Once a pixel has been added, you’re ready to start tracking the actions of your audience and can begin to determine how to best convert those individuals into paying customers.

4 Hello, Power Editor! So Power Editor is still a fairly new addition to Facebook ads, and many business owners still don’t know it even exists. This may explain why Facebook made it more accessible in the new ad setup under audiences. If you’re not using this feature when running your ad, you’re wasting your money. What we love about this feature is that it allows you to specify who your target audience is, providing you with more control over who sees your ad. In working with different clients we’ve seen a number of clients run ads that were shown to “everyone”, not realizing that they could target their ads to an audience within 25 miles of the physical location. If you choose, you can be very specific in your ad audience, but we would advice you find a balance between broad and specific. You don’t want to be too specific and miss the opportunity to attract new followers. Nor do you want to run the risk of being too broad that your ad isn’t seen by enough of your target audience.

5Campaign pricing just got simpler.  Simply tell Facebook how much you’re willing to spend over the duration of your campaign and let Facebook do all the math. We personally suggest selecting the lifetime budget option unless your plan is to have an ad that continuously runs, in which we would suggest selecting the daily budget. Understand that while Facebook may approve your ad and run it, your ad is competing for that space and therefore can get bumped by ads of advertisers willing to pay more per click or impression. Our advice is: if you select the manually set, price per click option, we advise increasing your bid to slightly higher then the price the system generates. Understand that when bidding, if you choose the pay per impression options your paying the every 1000 individuals who see your page. Paying per clicks ensures that you only pay for the people who appear genuinely interested in your page, because they clicked on your link.

As a side note, we want to stress that if you’re going to spend your hard earned money on Facebook ads make sure it’s worth it for you. To date, paying for page post engagements and page likes has proven to be quite ineffective from an ROI standpoint. Website clicks and conversions still remain the best option for measure the effectiveness of your ads against the money you spent.

As always we hope that you found this post useful and informative! We encourage you to leave your comments below and connect with us on Twitter!

Social Media for Professionals

Social Media for Professionals.

We hope everyone had a great Memorial Day weekend and we want to thank everyone who follows us and engages with us! We recently received an email from a follower and thought it only appropriate to reply through a blog post. First off, we love answering your questions and helping you all find practical solutions to your social media marketing issues, so please keep the questions coming. Secondly, this is a great opportunity to discuss how professionals can effectively utilize social media to market their services and themselves. So lets jump right in:

Dear Purely Social Media,

I have been reading your blog for the last few months. Between yourself and several other bloggers on the subject of marketing in a hand held age, I have come to learn and utilize many of the “tricks” and “treats” available. I regress, I will be a new attorney come September. I plan to be a sole practitioner. Meaning I will be an entrepreneur with a law degree. Thus, I need to market myself as a small business (content, social media, traditional marketing) and market myself as a lawyer (trustworthy, competent, knowledgeable). I write you today to ask for specific advice, as both a sole proprietor and sole practitioner. How do I continue to grow my social media presence, while also building the trust to have these “followers” come to me when real life brings opportunity and misfortunes. I look forward to your words of wisdom, and will continue to be a avid reader and admirer of the information you graciously share.

Like many professionals you understand the power of social media, and you’re wise to want to use these platforms to market your future practice and your services; but it can be tricky executing this successfully. Let’s begin by looking at what social platforms you want to consider positioning yourself on. First and foremost, create an account for yourself on LinkedIn. If you have an account that exists, take the time to invest in completing it and making it look the best it can. You may want to consider hiring someone to do this for you or if you’re confident in your ability to complete this yourself then we would be more than happy to provide you with further assistance. Join LinkedIn groups for your profession that interest you, as they will provide you with support, useful information and an opportunity to network with other professionals in your industry. Remember that LinkedIn is the most formal of all the platforms, it is a great place to share your knowledge and establish yourself as a trustworthy and competent lawyer.

If you haven’t already done so, invest in some professional photos of yourself to utilize in your profiles and for social media ads. Aim for at least two looks, one professional and one casual. Remember a picture is worth a 1000 words and these will be the first impression you make on potential clients, so invest in a professional photographer. Consider locations that speak to your personal interests, providing depth and texture to your photos. There is very little that is appealing about studio images, this should not be a shoot that is reminiscent of your middle school picture day nor should this be an expression of your artistic side. You are the main focus in these pictures.

If you’re not blogging, then you need to start. Once you open your practice and create your website, a blog will be one of the best ways to drive web traffic as well as improve your SEO. So establishing a blog now will allow you to begin to develop an audience and provides you with content for social media. You’re probably wondering at this point what you should discuss in your blog. Consider providing advice to future law students, such as what to expect, studying tips and online references. Discuss topics related to the area of law you plan on practicing, attempt to simplify laws and terms for non lawyers. Provide your insights or opinions on national and global trials. And openly share your successes and missteps as a small private practice. Aim to write in depth posts that provide readers with real insights and appropriately tag posts to ensure they can easily be found. Share your content on third party sites to increase it’s visibility and reach, such as:

Legal On Ramp, Reddit, Storify and StumbleUpon

Many blogs can now be easily customized; consider turning the landing page of your blog into an interactive resume. Feature images, videos, and content that allow people to get to know and trust you. Be sure to clean up your Facebook page removing everything and anything that could look bad to potential clients or future employers. Additional social sites that you should consider establishing accounts with, if you haven’t already, should be Google+ and Twitter. Once you have established your practice you should look to extend you presence to any or all of the following sites:

Yelp, Angie’s List, Law Link, and Martindale

Remember that Social Media is about trial and error. It will take some time to determine who your audience is and where they are. As you begin to establish yourself on Social Media. it will start to become apparent what works and what doesn’t work. Develop a strategy that is flexible and allows for your efforts on each platform to support each other. Do your homework, find accounts on each platform that you can model your efforts after. See what other lawyers are doing and determine what needs to be tweaked to suit you. Remember that clients are using Social Media, having a presence allows you to see what people are saying about you, engage with them and take control of your online presence.

Image via The Rainmaker Blog

Image via The Rainmaker Blog

As always we want to hear from you! So please be sure to email us, tweet us or simply leave a comment below!!