Social Media Crisis

Most of the time, social media consists of lively, fast-paced conversation with your audiences. Fun and pithy, sprinkled with photos and quotes that capture the spirit of your business. When a crisis strikes, however, social media can become at once a scary mess and a vital tool in your company’s disaster management plan.

But don’t just take our word for it!

Our client, FEI Behavioral Health, is a leader in crisis management, including how to monitor and leverage social media. Together, we’ve placed several articles on the topic over the years. Here’s the one that kicked it off:

How Social Media Can Help and Not Hinder During a Crisis

The Importance of the Evaluation Step

 

Wait! Evaluate!

Before rushing off to the next project, hit the pause button. You’ve researched, planned, and executed around the project. Now, it’s time to evaluate. Although the project is usually completed before you begin the evaluation step, the step is significant for the project’s overall success.

Make improvements and adjustments

The evaluation step allows you to look at the results from your project, such as data and feedback. Use this information to improve and adjust an ongoing project, or to record insights for similar projects in the future. There are several ways to make improvements during the evaluation step:

  • Compare data and find the variables that affect the success of you project
  • Tweak your content, design, or distribution so that it better fits those variables
  • Take negative feedback as constructive criticism and make adjustments
  • Build upon positive feedback and continuously ask yourself “How can this be even better?”

Even if the project is not ongoing, you can take note of the changes you would’ve made to better prepare you for similar future projects.

Hold yourself accountable… before the client does

People are often wowed by brilliant design or witty copy, but what clients care most about is the bottom line. Through the evaluation step, you hold your project accountable to the client’s bottom line. Use this step to prove to your client how and why the project was a success. Take the number of impressions, clicks, etc… and transform them into rates that your client understands, such as ROI. Another way to highlight your project’s success is to provide testimonials of positive feedback from customers or employees. Use infographics, charts, and graphs to present a visual image of the project’s success.

When you’ve pulled together the assessment and have a true picture of the project’s results, you’ll have more insight and be more effective next time. Completing the evaluation step is worth the wait. 

The Value of Monitoring Trade Publications

Trade pubs. You know, that stack of likely unread magazines taking up permanent residence on a corner of your desk. They arrive each month, and you have every intention of reading them until actual business calls you away.

Well, here are a handful of reasons to reconsider that stack and try to carve out some time to stay current with trades.

Know what people are saying about you (or your clients)

If your company placed a media article, this is where it shows up. You’ll want to read it so you can be prepared if people reference it during meetings, and so you can use it as a merchandising tool at your next coffee with a prospect. Trade publications also are a great place to find articles on your clients or customers, which gives you a chance to reach out and offer congratulations.

Know what they’re saying about your competitors

You and your customers aren’t the only ones who may get coverage in a trade mag. Your competitors will be there too, and it’s a good way to stay informed on what’s happening with them, get indications of their next strategy or M&A announcement, and determine how your company might need to respond.

Stay on top of industry trends

This is a big one. Trade publications, by name, are designed to focus on a particular trade or industry. They drive a lot of the news for that industry sector, so you don’t want to fall behind emerging developments or market changes simply because you weren’t paying attention.

Make connections

Reporters and editors at trade publications can be invaluable connections for many companies. Not only are they the ones you’ll pitch with your next story or product launch, they’re also out and about at trade shows, conferences and other industry gatherings. Follow the articles of the reporters most closely tied with your area of expertise, and try to get a desk-side meeting with them once a year to build the relationship.

ID story opportunities

By reading trade magazines, you’ll have a stronger sense of editors’ interests. Check their editorial calendars to match upcoming article topics with your company’s own news and stories. If you read five articles about Topic A in a month, follow up with the reporters who wrote those articles to pitch them Topic A + B as a logical continuation of their coverage.

So, find a comfy chair, dust off those languishing trade pubs, and enjoy a little summer reading!