Recognizing the Impact of Social Media

via Twitter.com

More than 327,000 tweets per minute.  More than 4.2 million likes on Facebook.  More than 800,000 retweets.

It beat the previous photo share record holders of  Mark Zuckerberg’s wedding photo and a glass of beer tribute to a fallen soldier.

http://twitter.com/BarackObama/status/266031293945503744/photo/1

(Special note: While the photo was posted election night, it was actually taken three months ago on the campaign trail.)

The impact of social media in today’s world is significant as the “four more years” photo was posted to Facebook and Twitter before a mass email was sent and even before the crowd was addressed in Chicago.

Regardless of your political affiliation, you have to recognize the impact of social media and the juggernaut it continues be.  How do you capture lightening in a bottle like this?  It happens at the intersection of timing and emotion.  It’s organic.  Social media is how the world is communicating.

Next time you have something big to share – how will you do it?

MLB Continues Building Social Media Buzz During World Series

Game 1 of the World Series generated the second-most social media comments in postseason history, according to MLB.com. Mentions of Pablo Sandoval (“The Panda”) accounted for 20 percent of the 813,000 Facebook and Twitter comments, thanks to the athlete’s historic three-homer night. No count yet on how many mentions the infamous Barry Manilow reference from FOX announcer Tim McCarver received.

Social chatter during sporting events is expected to increase, as the number of sports fans who use social media to follow leagues, teams and players has almost doubled since 2011.

This postseason has been very successful for the MLB’s social media efforts, having generated twice as many social media comments by Oct. 10 as it did during the entire 2011 division series. This could be in part to the MLB’s expanded online presence and digital campaigns. Nearly every team now has its own Facebook, Twitter, GooglePlus, Pinterest, Instagram and Tumblr account, as well as check-in services.

In an effort to make its fans feel more engaged (and in turn get more buzz about baseball), the MLB has run online campaigns such as #MLBmembersonly, #FlyWitness and Pictober (#postseason). One of the most successful social programs is the MLB Fan Cave – a physical venue that hosts athletes and other celebrities whose interviews, antics and musical performances are shared online.

If the Giants’ and Tigers’ social networks and online buzz were analyzed to predict an outcome of the World Series, the winner would be the San Francisco Giants. According to Sysomos, the Detroit Tigers’ social mentions are at about only 2.3 million, compared to the Giants’ 2.75 million, which account for 54 percent of the conversation. The Bay Bombers also have a larger social following (as of Oct. 26, 2012, 9 a.m.):

Detroit Tigers
• Facebook: 1,118,742 likes
• Twitter: 183,242 followers

San Francisco Giants
• Facebook: 1,586,853 likes
• Twitter: 340,691 followers

No matter who comes away with the Commissioner’s Trophy, it’s apparent the MLB is winning with many of its fans when it comes to social media. The platforms are changing the way not only the MLB connects with fans, but players, too. Athletes talk directly with their fans, respond to their questions, encourage engagement and even retweet followers’ messages – which is as good as an autograph for many people nowadays.

If you want to find out if your favorite athlete is on Twitter, check out Tweeting-Athletes.com.

Twitter Wins During Presidential Debate

The first presidential debate took place last night at the University of Denver between U.S. President Barack Obama and Republican Presidential Candidate Mitt Romney.  It’s no secret that Twitter users “tweet in” for current events, and last night’s showing proved no different with more than 10 million tweets during the 90-minute debate, making it the most tweeted about event in American political history.

On its blog last night, Twitter released a minute-by-minute chart displaying high and low messaging points during key moments of the debate.

Via Blog.Twitter.com

The night’s most tweeted about subjects included the performance of debate moderator John Lehrer and Big Bird. The Twitter Government account, @gov, tweeted that the phrase “Big Bird” had generated about 17,000 tweets per minute.

With every current event, there is always a PR lesson to be learned.  The iconic home appliance brand KitchenAid discovered this quickly last night after an irresponsible tweet was sent from the company’s official account. The brand issued an apology soon after via Twitter and later to media.

With Twitter’s crisis communication moments and the constant stream of conversation, outlets like Politico seem to think that Twitter jumped the shark last night with the inability to follow comments due to the overwhelming volume of tweets sent. Of course some would disagree, as Twitter continues to prove that watching live and current events with the Twitter community has become a part of the culture for many.

Blogger Outreach Part Two and Reviewers Retreat Takeaways

Reviewer’s Retreat 2012: Product Review Conference

As mentioned in our last post on blogger outreach, blogs have grown to much more than what they started out to be. Not only have they increased in number and scope, but the line between blog and website has blurred (i.e., trying to count the similarities between The Huffington Post and USA Today‘s online version could give anyone a headache).

People turn to blogs to seek recommendations. Companies who wish to reach out to bloggers should do their homework to figure out which bloggers would be a good fit for their brand. When looking for the best blogs for your campaign, numbers aren’t necessarily everything. A high number of unique visitors doesn’t always translate to reader trust and loyalty in the blogger’s recommendations.

To enhance our understanding of bloggers who actively partner with brands, DVL attended Reviewer’s Retreat. Hosted by Cecelia Mecca of Cool Baby Kid and Bridgette Duplantis of The Not-So-Blog, the event brought bloggers together to discuss issues facing those who conduct product reviews. It also welcomed a few company and agency representatives to grow relationships between bloggers and brands.

DVL’s social media manager met and greeted bloggers we’ve worked with in the past and engaged with others we hope to work with in the future.  Check out some of our top Twitter takeaways from the event and DVL tips regarding blogger relationships, social media usage and event highlights:

BLOGGER RELATIONSHIPS

If you say yes to reviewing a product, do your best job no matter how small the product.It can lead to great relationship. #RevRet12

— Jena (@RamblingChick) June 3, 2012

Bloggers are busy. If one campaign didn’t pique their interest, try again until you know for sure they’re uninterested.

Working with too many brands makes you forgettable. Via @mombloggersclub #revret12ow.ly/i/FIll

— Liz (@blueviolet) June 4, 2012

Be strategic about who you pitch.

Don’t be afraid to ask PR people why they choose you for campaigns. -@StacieinAtlanta#RevRet12

— Jennifer James (@mombloggersclub) June 4, 2012

Don’t be afraid to ask bloggers questions, either. Keep the dialogue going even after the campaign has ended.

Best ambassadorships are the brands that you are already wild about ~ best experiences are those that are obvious #RevRet12 @StacieInAtlanta

— Molly Gold (@MyGOMOM) June 4, 2012

Appointing official brand ambassadors can be a great “next step” in blogger relationships – as long as they’re the right fit.

“If everybody is speaking, then nobody is listening.” Thought from @TedRubin that applies to more than just blogging! #RevRet12

— Xenia (@thxmailcarrier) June 5, 2012

Exactly. Don’t just have a blog, Facebook page and Twitter account to spew content. Listen to what your followers are saying and then react accordingly.

ALL-AROUND SOCIAL MEDIA TIPS

The platform is only a facilitator of relationships. via @TedRubin #RevRet12

— Elle (@Cleverlychangin) June 5, 2012

There must be effort on your side to foster the relationships with your consumers.

Communicate with your audience the way THEY want to communicate. If they talk to you on Twitter, don’t answer them by email. #ror #revret12

— Bridgette & Cissy (@DoubleDutyDivas) June 5, 2012

Check with them on how best to communicate.

@TedRubin “look them in the eye digitally” #RevRet12

— Gina Badalaty (@ginabad) June 5, 2012

In person, people want to be looked in the eye. Create an atmosphere online and with your responses that makes them feel the same thing in the digital world.

“Don’t worry about what everyone else is using. Use what works for you because you will use it more.” ~ @TedRubin. #RevRet12 #Pampers

— Maria Tiongco Ramos (@maritramos) June 5, 2012

You don’t *have* to be on every social network. Do an audit to see what will/does work best for you.

“One thing you don’t want to do as a blogger is blend in.” -Jennifer James @mombloggersclub | Dean’s Address#RevRet12

— Tonia Sanders™ (@TheChattyMomma) June 4, 2012

A great tip that translates to branding as well. Make sure your brand stands out from others in the social media sphere.

Thinking so much about branding, planning, writing, and the future! #RevRet12 got my brain rolling! @MomStart

— Ashley Shaffer (@Momicles2010) June 7, 2012

Planning and branding for the future: Always think ahead. Not just about why this post/message/tweet works now, but how does it fit in the overall brand and planned strategy.

If you choose to use your children in video, remember you’ve created a digital footprint for them that is permanent. #videoreview #revret12

— coolbabykid (@coolbabykid) June 4, 2012

More of a personal tip – be careful what you choose to share online of family and friends.

“put text in your pic for Pinterest” – via @gograhamgo #revret12

— Nirasha (@mommyniri) June 3, 2012

Include text on “pinnable” images to better stand out.

speak in sound bytes…are you sharing things on your video that are tweetable? #RevRet12 #videoreview

— BridgetteLA (@BridgetteLA) June 4, 2012

Tweet cleverly – and make sure each tweet has enough room for others to retweet you.

Creating Pinnable Pics – Getting Your Pictures on Pinterest #RevRet12 goo.gl/r1bQm via @StacieinAtlanta

— Stacie H Connerty (@StacieinAtlanta) June 6, 2012

A great wrap-up post from the Pinterest session.

#roundtable phhotography tip: turn your flash off #revret12

— About A Mom (@aboutamom) June 5, 2012

Natural lighting is typically best.

RANDOM #REVRET12 HIGHLIGHTS

Connecting Brands& Bloggers at #RevRet12 – Will I see you there too? sunshineandsippycups.com/2012/05/connec… #Mompact

— SunandSipCups (@SunandSipCups) May 30, 2012

The pre-event excitement was evident!

Fun swag from #revret12instagr.am/p/La0lkPIEAY/ fb.me/221Y6zfmP

— Amy Bellgardt (@MomSpark) June 3, 2012

All attendees received a swag bag of partnering brands’ products.

Two amazing ladies opening up #revret12 @coolbabykid and @BridgetteLA #revret12yfrog.us/mzsxwwz

— MommyB Knows Best (@MommyBKnowsBest) June 5, 2012

“President’s address” from the retreat’s founders.

Can’t believe I finally got to meet @momspark!! #revret12instagr.am/p/Ld1TXEjju1/

— Angie Knutson (@MyFourMonkeys) June 4, 2012

Interacting online is fun, but nothing beats meeting face to face.

I love that PR companies sent reps to #RevRet12 to learn about bloggers & social media!

— Ellen (@ThriftyChicMom) June 4, 2012

Thank you for having us!

“@JollyMom: Thanks to @BridgetteLA & @coolbabykid for putting on a fabulous conference! #RevRet12 was awesome-can’t wait for #RevRet13!” yes

— Felicia (@gograhamgo) June 5, 2012

Wishing @BridgetteLA and @CoolBabyKid a successful event in 2013!

Check out the official Reviewer’s Retreat 2012 Pinterest board and listing of attendees’ wrap-up blog posts.

Facebook’s Zuckerberg Wears Hoodie to IPO Meeting: What’s *Your* Style Statement?

http://www.facebook.com

As Mark Zuckerberg turns 28 and gears up for Facebook’s initial public offering, he is also making headlines for another reason – his hoodie.

The Facebook co-creator and chief executive caused quite an uproar last week when he donned a hooded sweatshirt to meet with potential investors on Wall Street. News and opinions about the now infamous hoodie spread like wildfire, and it even has its own Twitter handle. Some say it was a lack of respect, a mark of immaturity, an act of rebellion. Others say it was sign of strength for the Facebook brand, a steadfast statement of individuality, a testimony to youthful self-confidence.

Zuckerberg hasn’t made a public statement about his fashion choice, and I am sure he won’t, but you have to believe that the billionaire knew exactly what he was doing when he got dressed that morning.

Branding matters, and that rings true for both companies and individuals. The way you present yourself can have a profound impact on the message you are trying to communicate. Make sure your personal appearance matches the image you want to project regardless of if it’s one of rebellion or one of respect.

After all, there is a lot of truth to the statement “image is everything.”

Top Twitter Takeaways from UT’s Social Media Week

Image via: http://cci.utk.edu/socialmediaweek

Leading up to Social Slam 2012, the University of Tennessee, Knoxville, School of Advertising and Public Relations hosted Social Media Week. This two-day event featured presentations, panels and interactive sessions with social media experts from companies like Scripps Network Interactive, Cox Enterprises, McCormick & Company, Inc., and Dell(home of the splendid Social Media Command Center).

The digital world is growing and re-shaping public relations, marketing and advertising – not to mention communications in general. A new report cites 39 percent of Americans spend more time socializing online than they do offline.

An event that would typically cost hundreds for professionals to attend, UTK provided this learning experience geared toward students to teach best business social media practices.

Thanks to the beauty of Twitter and the hashtag (#), those not in attendance could still absorb great information. Search #UTSMW  on Twitter to view tweets related to the event. Many of the sessions are available online to view at Ustream, but if you don’t have 8+ hours to watch every session, don’t worry…DVL has compiled our top 15 Twitter takeaways below:

You can’t always expect your entire audience to be seeking you out.

Find out who’s talking and what they’re saying. Interact with content that they’ll care about. Use feedback to better serve them.

Believe it or not…not every business “has to be on Facebook.”

Have a plan and strategy in place.

Don’t focus on the number of “Likes,” but the quality of engagement.

Showing them you care – in real-time – can go a long way.

Discover a whole new world of engaging with customers and clients.

Facebook’s algorithm decides which posts you get to see in your news feed – and where they show up.

Facebook has strict rules about how you can conduct contests, giveaways and sweepstakes on its platform.

Remember, not everyone was born with a smart phone in hand…

From the “Social Media Use of UT Athletics and Policies for Student Athletes” session

Michigan’s “Big House” is the largest college football stadium.

Had to share this touching tribute to Pat Summitt, “Chances,” from the UT Athletic Department:

To view UTSMW sessions, visit http://www.ustream.tv/channel/utsmw and http://t.co/sZeLdMWO

And just for fun…

Katie Couric to NBC “Today” show producer, circa 1994: “Can you explain what Internet is?”

Zig While Others Zag – Willie Nelson & Chipotle

In today’s cluttered world of traditional and social media, getting your message out – and heard – is the challenge we face in this business of public relations. To accomplish your goals, I’m convinced you have to “zig” while others “zag.”

And that’s where Willie Nelson comes in. Willie, known for his commitment to social causes, is also known for his willingness to tackle pretty much any musical challenge (let’s face it, who does a duet with Bob Dylan or records an album of 1930s standards?).

So, when Chipotle Mexican Grill launched a campaign to promote their commitment to sustainable farming, they turned to Willie who covered Coldplay’s “The Scientist” as the soundtrack for their “Back to the Start” short film. Willie Nelson sings Coldplay?

Well, it worked.

The film ran as a commercial during the recent Grammy Awards and Twitter was abuzz that night with fans tweeting that Willie did Coldplay better than Coldplay. Earned media impressions about the Chipotle and Willie pairing have to be in the tens of millions (and all with Chipotle’s key messages about sustainable farming). And the film has enjoyed more than 6.1 million views on YouTube.

The song has been so popular that it’s included on Willie’s highly acclaimed forthcoming album, “Heroes,” out in May that will surely include additional media coverage of the song and cause.

Perfect song. Perfect singer. They zigged instead of zagged.

Oreo Celebrates 100th Year with a Social Media Twist

Photo by Robyn Lee via sweets.seriouseats.com

Have you heard? The best-selling cookie of all time is celebrating its 100^th birthday. Of course, I realized this fact after buying my weekly batch of Oreo’s at my neighborhood Kroger. The package features the celebratory phrase “Happy Birthday” across the front side. According to PR Daily, Kraft’s social media team started thinking about Oreo’s centennial birthday following its 95^th year.

Kraft Foods wanted to brand Oreo’s 100^th year with a new twist. The birthday-themed campaign would encourage fans to “celebrate the spirit of childhood.”

“It really is about bringing people together in a fun and celebratory way,” said Basil Maglaris, associate director of corporate affairs at Kraft Foods. “There’s a unique playfulness that people have with the cookie itself.”

Using Facebook and Twitter, Kraft initiated a campaign asking adults to get involved in reliving their childhood. As you can imagine, it wasn’t hard for fans to post their own technique of consuming an Oreo.

On the brand’s anniversary, March 6, Oreo posted a video asking fans to send in personal videos, pictures, and stories capturing childlike moments, with the goal of collecting 1 million by the end of the year.

You can visit the online gallery of special moments. In only a month, the number of collected moments has topped 390,000.

Oreo has even more “social” activities up its sleeves. Read more about it at PR Daily.

Facebook.com/Oreo, Twitter.com/Oreo

What Are Your Neighbors Reading? Bitly Will Show You

via http://bitly.com/

Where do you get your news? According to a recent article and interactive map featured on Forbes.com, that all depends on where you live. And we don’t mean because your local paper has the market covered.

A service that shortens URLs and allows for link tracking and analysis, Bitly recently mined data from millions of clicks on abbreviated and shared links to determine just where residents of the United States are heading for news and information. The data scientists who performed the analysis looked for news sources and individual articles that were unusually popular in certain states compared to national averages.

Bitly was able to do this because, as they say, “When you share or click a link on a social network like Facebook or Twitter, you’re most likely using a Bitly link. Bitly provides the infrastructure for social sharing across networks, and in the middle, collects a huge amount of data on how real people share ideas.”

Some of the results of the analysis are fun and occasionally surprising, while others are a bit more predictable. It’s important to remember what this data is really showcasing — not the demographic reading the article, but the demographic clicking on a Bitly link to the article.

While we like to think that everyone is exposed to Bitly links through social media interactions, not everyone is so plugged in. As a result, maybe it’s only the USA Today readers in Nevada that are clicking on Bitly to read articles, but more Nevada residents are actually reading CNN on their own. Maybe Huffington Post readers in Tennessee are simply more compelled to share what they’re reading through Bitly than New York Times readers. Because of this, it’s difficult for this data to be comprehensive. However, so long as we remain aware of what the data really indicates, this colorful map is quite a handy tool from a PR perspective.

One interesting observation is that the Washington Post’s interview with Joe Paterno about the Penn State scandal was a big hit in Tennessee and Alabama, while that paper’s general influence is contained to Maryland, Virginia and Kentucky. It’s observations such as this that just might change the way you think about your media outreach.

National coverage is great, but this map urges you to think about what “national” really means. And furthermore, this map is really telling us where news is being accessed via Bitly, something that’s very relevant to PR professionals as our goal is to find ways to spread information as effectively as possible, often with the help of social media. Which outlet’s articles were relatively popular in nearly every state? USA Today. Do you want to achieve national coverage, but Oregon is the heart of your story? NPR is your place.

Forbes will be updating the map monthly to assess the previous month’s hits, and it will be interesting to see how these maps morph, if at all. Maybe we’ll start to see more of a trend emerge as to who is reading which articles from which outlets.

In the meantime, it’s a pretty entertaining feature that you just might want to take a peek at when it comes pitching time.

More Options for Twitter Advertising

via Twitter - @Audi

In 2011, Twitter introduced Promoted Tweets to its advertising platform. Brands use these tweets to engage followers and reach new audiences on a Cost-per-Engagement basis. Initially, promoted tweets were only seen by users on desktop or laptop computers. However, Twitter announced earlier this week that these paid tweets will now appear on mobile devices, which allows brands to reach their target audience anywhere at any time.

This new feature also includes more targeting options for advertisers. Brands can specifically target users on desktop/laptop computers, Apple iOS, Android and other mobile devices, in addition to other platforms.

According to the announcement, “55 percent of the more than 100 million users who log in to Twitter every month do so at least once via mobile.”

Being able to reach that large group of mobile users is a huge development for Twitter’s relatively new advertising platform.