Reinventing Brands: Does Social Media Change Companies?

Jonathan Salem Baskin has an interesting theory about social media. He thinks tools like Twitter aren't some dream of customer empowerment, but rather the nightmare reality of the broken relationships between consumers and brands.

"Responding to online complaints is a tax that companies pay because of the chronic mismatch between what consumers expect from brands and what they ultimately get," he wrote for Ad Age. "An individualized response might momentarily bridge the gap, but it won't fix it. Never will."

His overall theory is that social media is similar to a penalty levied by consumers. It might be partly true, but it depends on the company. It depends on the relationship. It depends on the intent of the communication.

A Quick Brush-Up On Branding And Communication.

The secret of branding isn't found in advertising, marketing, or public relations. It's found in a promise and the ability to effectively communicate a promise, deliver on that promise, and prove the promise was delivered.

This is what all customers base their relationships upon, with all of it being underpinned by communication. Consumers do too, except they base their beliefs on nothing more than their perception.

Communication is powerful for companies in its ability to present the brand promise (advertising), establish transaction guidelines (marketing), and reinforce that the promise was met (public relations). It was that simple, multiplied out by how many people the company could reach.

And then came social media. Consumers could suddenly reach as many people as companies (often more) in a space where the companies weren't communicating (leaving unanswered untruths looking like truths). That presented a problem for some companies because those companies could no longer contain distractors like they did the media* (in some cases) and the Internet provided a wealth of new alternative products and services.

*Side note: media tended to be much more limited in its scope, preferring to promote promises, report on broken promises, and occasionally undertake investigative assignments that revealed delivery flaws or uncovered consequences associated with delivering on a promise (e.g., sweat shops in foreign countries). Most, but not all, tried to remain true.

Social Media Doesn't Change All Brands; Just A Lucky Few.

When many companies adopt social media, they generally focus only on one or two communication areas: promise (advertising), customer service (marketing), and proof (public relations). Few focus on all three.

The net result is a flawed strategy much like Baskin says. Many companies act like they are paying a penalty.

However, some companies are different. When they can broadcast the right promise, deliver on the promise, and provide proof that they delivered, social media becomes an opportunity and not an obligation. The opportunity is that social media provides another environment where companies can adjust the promise, adjust the delivery (or expectation), and share the proof.

In such cases, social media can provide the environment to change the brand, but it's still the people (inside and outside) who shape it. Of course, this only works if the company is open to change (unless they already meet this criteria).

Most companies don't. Many just want you to buy the product and shut up, unless you're convincing other people to buy too.

And that's why I think this topic merits further discussion. So, over the next couple of days, I'll share some insights on what happens when companies only employ advertising, marketing, or public relations in their social media programs as opposed to those companies with a much more integrated approach. I hope you enjoy and join in.

Moving The Cheese: How Post Frames Fail Over Time

When we chose Chris Brogan's post — How To Use A Writing Frame — as a daily fresh content pick (an experiment of sorts), I anticipated having to qualify it in a future weekly recap. Before having the chance, Ike Pigott had already questioned the framing concept.

"I understand WHY Brogan has a recipe for blogging. But it's not really for me. (My purpose is different.) — Pigott

Indeed. Writing frames are not for advanced writers, meaning roughly the top two percent of all writers. Pigott is an advanced writer. He doesn't adhere well to rules. A few of us don't.

Case in point, Valeria Maltoni, also an advanced writer, added a quip after I filled her in on my brief exchange with Pigott.

"PPT has templates... ;)" — Maltoni

Her quip made me chuckle. So I offered to pen a post about a Tweet template. And then, in rethinking it, decided that a Tweet template might work better in 140 characters. So, I offered the following..

"The best tweets have a beginning, middle, end, call to action, link, and plea for RTs."

Some people liked it, even though it was really meant to be a parody of the Brogan post (and advice I read about all the time). Hmmm ... maybe we need to start over.

Why Writing Frames Work.

When we chose the Brogan post, there was a specific intent on a light content day (not many people published, and the value was thin.) The Brogan post stood out because while he was really a conversational reframing of the ADIA (or ADICA) structure, but it is still helpful for novice writers, causal writers, lazy writers, and business writers (people who have to write posts, but don't necessarily have a love for writing).

Basically, a post framework is nothing more than a template. It's your story's outline, pure and simple. And I use similar models in classes because it helps people who will have to write establish a context of what it is they will write. As they get better, we focus on the exact opposite — breaking the rules.

Why Writing Frames Don't Work.

Coincidently, Sean Williams wrote a post yesterday that brushes up against why frameworks don't really work. For people who originally set out to break the rules of communication, social media pros are notorious for creating them. So many posts burn with the promise of ten things that will do this and five things that will do that, it sometimes makes my head hurt (I've added to the madness myself).

But all of us do it sometimes because people are hungry for frameworks. Or, like Williams points out, they want someone to tell them the easiest way to get the cheese. And once someone does get the cheese, they fall into a routine. That's all fine and good, until someone moves the cheese. Then, all those step-by-step experts start to panic. Google Instant is a good example. It sent shock waves through the SEO community, people who have been trying to perfect their routines for years.

And that is why frameworks don't work. When everybody is doing it, it gets boring. And for writers, when every post follows a framework, it becomes monotonous. It could also be the reason, I suppose, few Brogan posts are fresh picks. And Seth Godin has yet to offer up anything better than everybody else.

The Post I Could Have Written.

There is no formula to great writing other than time and sacrifice. By sacrifice, I mean that three-quarters of the way through this post, I thought of a different approach. It could have been a great post, using a Lego analogy. Summed in one sentence, Brogan offered up instructions on how to build what is on the box whereas Pigott and Maltoni are too busy erecting original works that are on display at Legoland.

Of course, in order to write that post, I would have had to sacrifice everything written and start over. But then again, I like this post in that it shares how social media is supposed to work. Brogan presented something, we thought it was valid, Pigott and Maltoni questioned it, I offered clarification, and brought Williams' thoughts into the mix.

Best of all, it also serves up how disagreement nurtures better ideas (for all those who shy away from it) without any drama. Huh. You can't make a framework for that. At least not one that will you get the cheese for any length of time.

Surveying The Public: When People Don't Know

If reality was the same as public perception, we would live in a much scarier world. I might even give up driving all together.

Traffic Perception.

• According to AAA, 52 percent of all surveyed drivers said they feel less safe on the roads now than they did five years ago. The leading reason cited by American drivers was distracted driving, with 88 percent of motorists rating drivers who text and email as a very serious threat to their safety.

• According to State Farm, teens ages 14 to 17 think the chances of getting into an accident are higher when you drink and drive as opposed to text and drive. Sixty- three percent strongly agree they could get into an accident if they text and drive.

• According another AAA announcement, texting by Golden State drivers has nearly doubled since the introduction of a state law 19 months ago. It was designed to prevent distracted driving, but the study said it doubled. It was based on combining three studies.

Traffic Reality.

The National Highway Traffic Safety Administration recently released an updated 2009 fatality and injury data report showing that highway deaths fell to the lowest number since 1950 (a 9 percent decline from the year before). The record-breaking decline in traffic fatalities occurred even while estimated vehicle miles increased. Fatalities declined in all categories of vehicles including motorcycles.

There was also a 5 percent decline among people injured. There was a 5.3 percent decline among all accidents, including those with property damage but no injuries.

More recently, the adminstration also released data that suggested distraction-related fatalities represented 16 percent of overall traffic fatalities (the same as 2008). However, there is a bit of a numbers game in play-- 16 percent of less is still less.

The Perceptional Gap.

Traffic safety is important and no one can dispute that distracted driving (especially texting, but also eating or putting on makeup) is stupid and nothing about this post is meant to distract from striving to reduce accidents, and fatalities, even more. To anyone who loses a loved one, numbers don't matter even if the reality is we will never achieve a zero year.

However, the takeaway is that sometimes our perception and reality are different. Specifically, traffic safety is getting better even while the public believes it is getting worse. (While writing this, I recall Ike Pigott made this observation in July.)

There are a number of factors contributing to the perceptional gap. Traffic safety concerns receive two to three times as much coverage as improvements. Local news stations frequently lead with accident recaps. Millions of dollars are spent on fear campaigns every year. And even the administration that announced the "good news" had announced a $13 million ad campaign to target 20 percent of drivers who they say admit to having driven after drinking (just days before).

For communicators, it's always something to keep in mind. Crowd sourcing and surveys are great, but it's the work done after the data has been compiled that makes a real difference. Sometimes statistics lie, but sometimes people who contribute to those statistics lie too. Even if they don't know it.

Engaging Strategic: Fresh Content Project

If I had to pick a percentage out of a hat, I might say 98 percent. Right. As hard as it is to imagine, most communicators (advertisers, marketers, public relations professionals) have no concept of strategic communication or how to differentiate strategies and tactics. Many of them resort to treating strategies as objectives (which is very accurate).

As a fresh pick recap post, I won't bore you with the definitions today. What I will do is share five posts that demonstrate strategic thinking as opposed to the typical tactical execution where most people place their focus. Take a look and enjoy.

Best Fresh Content In Review, Week of September 6

• Case Study: Tyson Foods Hunger Relief.
Geoff Livingston shares some insights and observations on the Tyson Hunger Relief program, which began in 2007. It was among the first corporate programs to expand using social media with a Wordpress blog, which was later augmented by social networks, including Twitter and Facebook. The program stands out for its sense of purpose as each phase was built out over the course of three years. Tyson also took the campaign offline, engaging people at social media events. Smart stuff.

• Crowd Sourcing Means More Work for You, Not Less.
In a guest post by Len Kendall, the Spin Sucks blog establishes some checks and balances to crowd sourcing, including a content calendar (timeline for engagement), visibility, editing submissions, promoting good work (beyond the winners), and establishing a definite end to the program. All of his points are valid and mindful, taking the crowd sourced content of the tactical box and into the strategic box.

• The ROI of Rotary.
In his first guest post on the Social Media Explorer, Ike Pigott tackles the history of social media ROI by using a Rotary analogy and reminding professionals that not every measurement needs to be marked off with a click, like, follow, or even sale. Social media tends to be more fluid, with an understanding that not all measurements are quantifiable. Often, it's the benefits we don't measure that have the most value.

• The Three Dimensions Of Internal Branding.
Another guest post on Social Media Explorer, this time by Heather Rast, hits all the right notes on the topic of internal branding (which is also one of my favorite subjects). Right out of the box, Rast suggests that employers have a tendency to talk in terms of "they" (employees) and "we" (employers), which further diminishes the power of "we" inside every company. After all, if everyone — customers, prospects, and employees — is assigned to the "they" column, it doesn't leave many people on your side. You can read her other great points by reading the post.

• Hope for Better Conversations.
Geoff Livingston and Beth Harte cowrote ten topics they would like to see more discussion about as opposed to the written-to-death social media memes that tend to take up everyone's time (and unfortunately still drive traffic). Among the hot topics that are under covered, they stay, are citizen journalism, government data usage, and culture shifts. They have some solid ideas in what they propose, but as someone who has written about most of their suggestions, I can promise few people will read them. But then again, that is the point, isn't it?

Preparing To Win: Seven Mental Tips For Professionals

After reading the article by Jim Taylor, Ph.D., in Psychology Today, I couldn't help but wonder if his tips for mental preparation for endurance athletes wouldn't somehow translate into business and communication. I think they do.

Seven Mental Tips For Business Professionals.

1. Endurance. In business, passion tends to dissipate while working on a long-haul project. You can remain passionate if you avoid short-term sprints and continually freshen the project with new people (readers and colleagues) and ideas (from anywhere).

2. Preparation. While many business leaders consider research (and measurement) the heaviest lifting, it's essential to creating better products or crafting better messages. You also have to understand the outcomes and adjust.

3. Contingency. While intuition can help leaders turn companies and industries in a dramatic direction, the better course is a solid strategy with contingency models that allow for spontaneity at key points during a project.

4. Fulfillment. Intrinsic motivation (cash rewards or fame) doesn't hold as much value as some people think. It's also the most common reason people fail (in social media, they disappear from social media or abandon blogs). When doing isn't a reward in and of itself, you're already heading toward failure.

5. Coping. Business is loaded with adversity. So when products fail to catch interest or a message fails to resonate, people tend to stress themselves out of success. Always keep in mind that few failures (unless intentionally unethical) kill companies or communication plans. Over time, repeated exposure to adversity usually reduces the impact of stressful situations.

6. Self-Reflection. Most strong emotions are hardwired into our brains, which means the reaction we have during any given situation could be based more on past experience than present circumstances. When you feel strong emotions, it's time to step back and objectively review the situation.

7. Balance. Many people burn out in business. They try to reach some goal that isn't tangible because unlike a race, there is no real end. Make time for your physical health, life balance, spiritual fulfillment, and happiness. Balanced people never have to put as much effort into success.

These seven tips don't only apply to small business owners, professionals, or executives. You can easily apply them to communication and social media. Instead of businesses, communicators run long-haul plans or campaigns. Bloggers, more or less, are creating a long-haul project.

Ever wonder why so many blogs are abandoned or cut back to once a week? Reread the tips. One of those is the most likely answer despite whatever excuses they cook up. If they truly had a passion for content creation, they wouldn't have any other choice but to carry on with a project. Much like anything.

Preparing For PR: Advice For High School Students

Every now and again, I receive emails from students, asking advice about communication-related fields. I'm honored by the requests. What I don't do very often is make the inquiry public, but I might reconsider if the question is specific enough.

A few days ago, I received the following letter from a high school student (her name is omitted for obvious reasons). And I thought my response might benefit someone else (at least two percent of it, anyway). Enjoy.

Hi Rich,

I saw your twitter on a list of people involved in the PR industry that should be followed. I am a High School student interested in becoming involved in the industry. I would like to be involved specifically in the sports side of the industry, but I know that I might have to start somewhere else before I can get to where I want to be. I currently am the Sports Information Director of my High School football team where I create press releases and encourage people to attend our games. I hope that this will help me when I try to pursue opportunities outside of school. Any advice that you may have about the industry is greatly appreciated.

Than you for your time,
KB

Five Lessons For Public Relations Students.

Dear KB,

Let me begin by saying that I hope you don't mind taking your inquiry public. Doing so could help other high school students and possibly give you something to refer back to from time to time. It makes it a worthwhile exercise for me too, rather than answering privately like I usually do.

Serving as the sports information director of your high school football team is certainly an early step in the right direction. The experience you gain there could be invaluable when you apply for college. Most students, even college students, don't have enough experience by the time they graduate.

I always encourage them to seek out nonprofit organizations, which provides them an opportunity to help their communities while they help themselves. Surprisingly few do it. The ones that do, however, are almost always hired first and at better companies.

1. Start Where You Are.

Most professionals I know are overly focused on where they want to be two years from now as opposed to the present. It's a mistake. Stronger candidates work on where they are, pouring their passion into whatever they are doing right now.

So let's start there. How can you be the best sports information director possible? Here are three ideas. Purchase an Associated Press Stylebook, which will help you know when to capitalize titles, among many other things. Open dialogues with journalists covering the games (asking how you can help them more effectively) and the people who turn out for the games (specifically the various clubs and associations at your school). Measure everything, especially whether or not your efforts did increase attendance at the games and, perhaps, deeper coverage of the players who will one day be vying for college spots.

2. Pursue A Dual Education.

While you might have a change of heart along the way, investing equal amounts of time studying public relations (communication) and your preferred field will give you a leg up in your profession. If you love sports, a degree in communication, journalism, public relations, or related field along with a degree in health education or sports management will make you much more attractive to an employer in that niche.

Public relations professionals are notorious for whining that they don't have a seat at the executive table. However, more often than not, they haven't earned a place at the table because they invest so much time into public relations and not enough time in the industry in which their company operates. While public relations professionals at firms (as opposed to inside companies) tend to be generalists, a dual education could help there too.

3. Nurture A Network Now.

It's never too early to start nurturing a network. As a high school student actively involved in the field, you have an advantage in nurturing your network. If possible, develop relationships with the coach, journalists, and local public relations professionals.

You might also notice that I intentionally chose the word "nurture" over develop or create. Most public relations professionals develop networks for self-serving agendas (e.g., they befriend "journalists" or "influencers" to get more coverage). You'll be much more effective if the relationships you create are mutually beneficial. The results will be much more powerful than trading favors. The people you seek to help will help you because they want to, not because they owe you. That's priceless.

4. Ask Yourself Who You Want To Be.

Personal branding quacks often advise people to focus on what they want to be. The better question to ask yourself is who you want to be. The difference between those two words are powerful, but most people don't find this out until it is much too late.

It's not all that different from understanding the difference between a strategy or a tactic. Some people insist that objectives and strategies are interchangeable, e.g., that you develop a strategy to get more people to the game. This isn't true. Instead, a strategy might be to make the team more accessible and therefore the players more endearing, which will get more people to the game.

The strategic thinker invests in values that produce long-term outcomes. The tactical thinker invests in tasks that may deliver a short-term benefit but aren't sustainable. By shaping who you want to be (e.g., honest, credible, helpful) will have a lasting impact for life. Developing lists of people, sending out more press releases, offering bribes (free hotdogs), and asking for favors to get ahead will not.

5. Never Accept Advice On Its Face, Including Mine.

Thanks to the Internet, we live in a world where advice has been cheapened to the lowest value in history by allowing everyone to have their turn at the podium. There is nothing wrong with that. I have yet to read an opinion that doesn't lend some value to a conversation, even if the value might be in that you learn the advice stinks.

However, it also creates a world where we must be more vigilant in testing ideas, vetting information, and seeking multiple sources as opposed to assuming that the experts are who they say they are (or their friends for that matter). And even when some of these well-meaning folks are right for themselves, never assume that what was right for them will be right for you. So while there is no harm in trying out advice like you might try on a dress, expect that less than two percent will fit.

That's all I have without giving up the entire book I'm writing in between assignments. I hope some of it fits for you. If it does, I would welcome the occasional update to see how you are doing. You have my direct email.

All my best,
Rich