Corporate Eye

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Bridget Wright

Bridget Wright

Social Networking and the White House

The U.S. President and the White House have officially engaged the active community of social networking. With the recent outbreak of the swine flu across the nation and the world, the White House has seen fit to not only release a statement, but to also keep you updated via Facebook and Twitter to let you know about any developments.

There is now a blog on the website that will give you updates and news developments on whatever the topic of the day is for the White House and for the country. And what else is on the main site? Links to the White House’s new social networking scene, to include links to Facebook, MySpace, Twitter, Flickr, YouTube, iTunes, and something new that I’ve never heard of called Vimeo. Seems to me that the White House has tapped into what all of the popular kids are doing and they are doing it too.

Although I do frequent quite a few of the same social scenes that the White House does, I actually see a lot of activity from the President’s staff quite a bit on Facebook. There are often news flashes, words of thanks and upcoming events announcements often penned directly from the President’s desk. All of this is sometimes accompanied with photos, YouTube videos and even outside links. It’s as if the White House is operating as a for-profit business rather than a government entity. They seem to be utilizing the same platform and delivery methods that a for-profit entity would. Yes, social networking is hot right now at the White House!

What’s the harm in mixing social networking with politics? Maybe perhaps people won’t take the issues as seriously as they would if the government WERE NOT socially networking? But, is it really that big of a deal though?

Who exactly is social media for? For-profit corporations? Social entrepreneurs or small business owners? Who in fact should be on these social sites and should they have a purpose? The President has created an image for himself as the socially-savvy President, so he does have a reputation to uphold. But, is it a little too much, too common, too over-the-top for a political entity? I think some of us feel better, a little more at ease when the government doesn’t try and be our friend and mix with us so freely. Accurate or not? Why?

Customers Targeted via Email Marketing

How do you reach your customers for your business? What methods do you use to market your products or services to them? Do you use a mix of traditional methods plus web-savvy strategies? The Internet has grown to such a capacity that email marketing has now become a more preferred method of targeting and reaching customers about your service. No, it’s not spammy, only if you don’t know how to send a targeted email.

But, what better way to reach today’s savvy online peruser than in email? I for one simply love the convenience and flexibility that comes with being able to check my email and send a text from my fingertips within minutes. Today’s online trafficker needs something that will work on their schedule and during their flexible and convenient times.

I have signed up (and still do) for several online customer shopping alerts for the things and consumables that interest me:

  1. children’s clothing sales
  2. information on asthma, and asthma-related illness (my 5 year old suffers with it)
  3. marketing (business)
  4. media (business)
  5. professional speaking (business)

…and the list goes on and on. There are so many alerts and email subscriptions that I have created folders to help me keep them all straight! Online consumers want information that is readily available, interesting, engaging, insightful and ready. This is what drives the Internet and makes it so wonderfully enticing. The readiness of information can spoil one so to the point that we actually become impatient when our browser takes longer than 5 seconds to load!

ExactTarget and Pier 1 are targeting companies via an email campaign that is sure to get lots of hits if not inquisitive visitors. But, they’re not so novel in their approach, right? Of course not. Email marketing has been around and has become popular for quite some time. But what ExactTarget and Pier 1 are doing that catches one’s attention is the tag-team marketing efforts.

Again, not so novel, but just think about the potential that your company could have from dual team or triple team efforts in your marketing campaign. Although corporations generally do not do much marketing in terms of flash, they do still look for ways to get their message out. Teaming up with other businesses or even individuals who complement what you’re doing can actually be beneficial.

What services do you offer that would or could complement other businesses? How conducive is your corporation to co-marketing or targeting a particular niche market? Would it work for you? Why or why not?



Ford Makers Embrace Car Blogging

The Ford Fiesta Bloggers are working steadily to convince the car giant of their deservance. They deserve to be the lucky recipients who will get to drive their vehicles for a year, commenting on their experiences and enjoying the vehicle that they will be blogging about. Yes, Ford Car Company is going to give about 100 bloggers a Ford Fiesta Car to blog about on their websites and within social media circles in anticipation of the car’s release in 2010.

The controversy that surrounds the car’s main feature – diesel fuel – is in no way a deterrence to the bloggers opinionated posts. Nor is it to the Ford folks who are still excited about their new product that is about to hit the car retail market in a few short months. The diesel controversy is also one of the main contributing issues that Ford hopes the bloggers will dispel and perhaps convince consumers that it really isn’t bad at all, really. Despite the U.S. car manufacturer’s attempts to bring diesel technology to consumer’s vehicles in a big way, the topic still causes debates and raises tough questions. So how will the bloggers handle that issue among other concerns that consumer’s may have?

Ford is confident about their product line. So confident and so sure of what they have to offer that they want the bloggers to not only enjoy their cars, but to share with their friends how great the cars are. How else can you spread such a message in a mass manner but to tell a bunch of bloggers who have social networking connections?

This will not have been the first time that Ford has enlisted the use of bloggers for purposes of product testing. They have also used college students to get to pitch their products and position. Bloggers have been a tremendous boost to the car manufacturer’s marketing plan. Their input, opinion and involvement now will do a lot to propel the Fiesta’s unveiling, and surely one that Ford hopes will increase their profit revenue.

Do you think the bloggers will be productive on Facebook and Twitter for the Ford folks?

The Case of Personal Branding: What Will Google Think of Next?

Add one more venue of marketing to your business’ arsenal of resources. Google has created a new way to connect via social networking on the web and it’s nothing short of awesome. At least, I think so.

On first glance and first read, you would think that the new resource is only for individuals or freelancers. I thought so too until I read further. Often with things like this, you really have to read, click and dig to find the value that it can bring to your company, and moreso than you as an individual.

Google’s new profile page gives companies AND individuals the ability to market themselves through their powerful search engine. And, what is so great about it is the way that it can all be done Google-style with the many features that the tool has to offer anyway. When it comes to social networking and fully expanding all resources, you need to be able to tap into ALL available resources and reach your target market.

As a business and as a corporate entity, have you established yourself solidly online? If not, are you at least working on establishing yourself and your business? In this era of technological and forward-thinking consumers, it is good, no necessary, to have a link to you from every aspect of the web. If you can’t be found, how will they find you?

Google has also made even more of a name for themselves with this new resource. When I first learned of it, I thought, “Great, like the web needs another social networking resource!” But, after I checked it out and saw how it could really be a benefit for corporate entities, I had to rethink my hasty opinion.

While I am a follower of Twitter, MySpace and LinkedIn for business (and a little personal), this new Google tool is sure to capture an even greater segment of the population. Yes, I can certainly see value in it…but can you? Here are some ways that I thought of that a corporate entity can capitalize on this new Google toy:

  1. Use the resource to highlight company and corporate executives. Share information about their backgrounds and experience that will help customers decide to do business with you.
  2. Give details on the corporation’s locations/franchises/satellite offices. People often respond favorably when they can visualize or “see” something. Help them see it on your Google page.
  3. A picture is worth a thousand words. Upload a photo (or more than one) that customers can use also to feel connected. Or, place a relevant link to your page so they can go look for more on their own.

While I don’t think this new resource is going to replace the good old standby’s that are popular and working, I do think that it will find a place among them and stand out on its own. I set up my page today and will tweak it some more until it looks like I’d like it. Set up your Google page too and see if it’s going to be great for business. You just may be surprised!

Will the Media Silence the Naysayers?

These days, it seems that it’s what you DON’T say rather than what you DO say that can get you in trouble. And it always seem that the celebs are always in the hot spot as they always seem to stay in trouble. What they say is often misconstrued or taken out of context. They have to be extra careful with what they say being caught on camera, or on the news and potentially harming their careers.

Although Hollywood celebrities struggle most with it , almost anyone is susceptible. Most any and everything they say lands them and their names and their unfortunate photos in a media-laden land of opportunists. Even if they say something good or something right, they’re criticized. Even if it’s jus their opinions, they’re still criticized. Is there winning anywhere, ever?

Carrie Prejean, the runner-up to the Miss USA winner, Kristen Dalton knows exactly what that feels like. She said something, or rather answered something, that got her into trouble. More specifically, what she said may have cost her the Miss USA crown.

It turns out that what she said was her opinion about gay marriages – that it’s only right that marriages exist between a man and a woman, – wasn’t as popular or exciting as some of the other contestant’s questions. She was booed from the stage. Perez Hilton, one of the judges and the one who asked the ill-fated question, felt that the comment cost her the crown. He was right.

“The way miss California answered her question lost her the crown, without a doubt!” Perez told Access Hollywood after the pageant. “Never before that I’m aware of has a contestant been booed at Miss USA.”

So how much responsibility should the pageant director’s have in the outcome? Should they be held accountable too? There is talk of lawsuits with pageant directors and big names like “Donald Trump” all tied in together.  

The media seemed to have a field day with this situation, replaying the question over and over on network stations and all across the Internet. It caused quite a media fire-storm when Carrie un-surprisingly did not win.

Because this has been broadcasted so many times in media outlets, it’s doubtful if Carrie will ever outlive this snafu or if she will be forever tied to the “one who said that.” Only time will tell.

What do you think the media should do? If Carrie ignores them, will they go away? Should the media keep pouncing on this story?

When Radio Interviews Go Bad: How Your Corporate Media Relations Strategies Can Avoid Being Ignored

Radio Media Relations

This morning as I began my day, I listened to Tom Joyner, one of my favorite daily morning radio stations. There was a medical speaker who was sharing advice about women’s health and how we can take better care of ourselves through practical living. He recited the dangers in using certain personal products for women and how those products can cause female issues and other problems if used over a prolonged period of time. His information was extremely interesting and quite helpful as the host actively engaged him, asking more questions that brought even more information out.

After listening to the radio interview after about 3 minutes, the whole thing suddenly turned into what seemed like a staged infomercial! As the “herbalist” spoke (he insisted that although he wasn’t a certified doctor, he did have relevant information…ok?), he began to stress the fact that the use of these particular products was damaging and the only remedy was what he conveniently sold on his site – – and almost exclusively on his site.

The host was becoming particularly agitated (as was I) and asked the quasi-doctor that if he and his site had the key to this health issue, and if it did in fact work so well, then just why doesn’t the FDA release this information to the public and bring healthy living to all? Just why?

Aggravating Interviewees

Now the good herbalist doctor still had me right up until this point. And, he could have kept me along with the listening audience…right up until he made his next statement(s). He said that the FDA “got it wrong” and that they only want to “capitalize on the consumers” and that they “don’t recognize him as being a leading authority in his field” and so on and so forth. Really? Could the FDA be that wrong and that conniving as to gamble with the health of the general population?  But the clincher was not yet delivered. The herb doctor went on to inform the listening audience that they could find out more information and find good, solid products if they only visit his site at www…

No, I didn’t forget to add the rest of the site address, I just couldn’t hear him clearly and he was talking so fast after this point, that it made the rest of his interview completely unintelligible. You see, that agitated host that I mentioned earlier had become even more agitated and was starting to become short and choppy with the good herb doctor. The doctor knew his time was limited, so he tried to squeeze in his web address at every available opportunity, whether the host asked for it – – or not. And really, the host was not asking for it.

In media relations, there are many opportunities where you can share your corporate message with the public and gain an interested following in the process. When you share and disseminate information that is of high interest and that the listening audience can benefit from, you successfully establish yourself as an expert (over time) and people began to look to you for answers. I was an interested follower this morning because the herb doctor was giving the audience information that was timely and very, very interesting. However…

The major drawback that happened in this interview was the way the herb doctor basically hijacked the interview and made the space more about him and his site than offering the audience good information. While there is absolutely nothing at all wrong with marketing, the herb man went about it all wrong and will perhaps now even be disdained more than he will be embraced in any online media relations circles.

What could he have done differently? He could have NOT talked about his glorious website so much! Yes, he should have shared his wealth of knowledge and yes, he should have mentioned his website. But towards the horrible end of the interview, the herbal doctor was all but screaming his website address and telephone number out for the audience to call for more information. Although I did try to listen to get the site, the host’s agitation had gotten the best of her and she was over talking him, trying to cut through to go to real commercials. The herbalist was done.

Media relations have to be treated like any other marketing strategy and give the audience less, not more. Mention the website’s name. Mention the blog’s name. Give out your phone number. But please steer clear of the “my-products-are-super-great-and-will-change-your-life-and-everybody-else-has-gotten-it-wrong” attitude as it does absolutely nothing but turn off your listening audience. And, isn’t that counter-active of the thing that you want to do?

Less is more and less gets you noticed. Are you practicing less in your marketing strategies?