What I Learned – Final

During my semester of Social Media class with Professor Nixon, I learned a lot about, none other than, social media. Who would have thought?! Although there were many times during this class that the question of, “Why?” seemed to slip my lips, or perhaps the occasion that my hair may have fallen out in a few places, I did receive a lot of knowledge.

I appreciated most the blog requirements. Even though it was the most frustrating assignment, for me personally, I did learn a lot in all of the posts: topics of the week, PR connections, and in commenting on others blogs. This had such a wide variety of different aspects throughout social media that I was able to become aware of, be educated on, and write about them.

My favorite topic of the week was when we had to discuss our favorite super bowl commercial. I, of course, watched the super bowl secretly only to see the commercials. My friends and I had fun debating which ones were our favorite or which ones we thought were superfluous. A lot of us agreed on the typical Doritos and beer commercials–specifically Bud Light. It was interesting to see what big companies with lots of money can pull together for commercials that will gain millions of views.

It was also interesting to read what others in the class thought about certain commercials. Some marked particular commercials as offensive, which at first I was surprised. Upon reading their reasoning and perspective, I could understand their point of view; however, at some point I think that you have to kick back and say, “It’s the media.” There are only so many limitations that we can put on them, and they on us.

Overall, I thought this was a very beneficial class for my knowledge of social media and to enable me in my upcoming future. I feel more prepared to encounter future public relations endeavors.

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Yet Another Guest Blogger

Classmate Melanie Shoults had some fabulous things to say about Coca-Cola and their social media usage:

I tweeted about a marketing project on Coca-Cola I was doing for a class and referred to @CocaColaCo. Within an hour, they had tweeted me back, posting a link to their “Student Resources” webpage.

Just like any good PR pro would say, keeping in communication with the company’s customers is vital to maintaining online customer relations.

When another follower posted a question to @CocaCola about a song Coke used in one of their ads, they immediately replied with a link to an information request form where he could get the information he needed. Thus, I believe they are making very good use of their Twitter account.

Although most of their communication on that Twitter account is in English, they don’t just tweet in English. Coca-Cola is a worldwide corporation and they realize that not all their customers speak one language, so they’ve created an account for nearly every region they do business in, like Spain, Singapore, Germany, Brazil, etc. Just two days ago, I saw they tweeted a response to a follower in Portuguese, even though he had tagged the “English” account.

They even deal with customer complaints on Twitter.

On yesterday, one person from Italy was ranting about how weird American bottled water was because we feel the need to purify and filter our water.

He tagged @CocaCola and @Nestle.

Coke replied within 45 minutes with what seemed to come straight out of their PR manual: “Its done to remove most minerals and impurities from our local bottler’s water supply.” But it’s still better than Nestle’s answer a day later….. nothing.

Real-Time Marketing and PR

Real-Time Marketing and PR by: David Meerman Scott

Real-Time means:

• news breaks over minutes, not days.
• ideas percolate, then suddenly and unpredictably go viral to a global audience.
• when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.
• when businesses see an opportunity and are the first to act on it.
This book teaches:
• Develop a business culture that encourages speed over sloth
• Read buying signals as people interact with your online information
• Engage with reporters to shape stories as they are being written
• Command premium prices by delivering products at speed
• Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
• Crowdsource product development, naming, and even marketing materials such as online videos
Awareness of information, as it happens in real time can give you and enormous competitive advantage, if you know how to use it.
Financial Transformation – with that revolutionary shift, a new currency of success emerged with the ability to:

Grow you business the real-time way:

• Most organizations operate slowly and deliberately, cementing decisions months in advance.

•Speed and agility trumps size.

David & Goliath (as it pertains to PR):

• Musician Dave Carroll and band flew United Airlines from a gig in Halifax to a gig in Omaha.
• United broke their guitars during travel and refused to do anything about it.
• He threatened to post a song about their disservice to YouTube and received a ton of press because of it.

The Real-Time Law of Distribution

• Dave and United is about speed and media relations.
• Dave was ready and able to speak to the media in real time; therefore, the song and the band grew in the spotlight.

Real-Time Marketing Engagement

• Taylor Guitars – built goodwill among customers by posting their own YouTube video advising traveling musicians how to pack equipment and how to use airline rules the best advantage.
• Calton Cases – created a new product called “The Dave Carroll Traveler’s Edition Guitar Case”

And…United Airlines…

• Still made no response!
• Two aspects have been overlooked:
–The reasons why Dave’s video gained so much momentum
–The way agile players on the periphery were able to surf that momentum