Government 2.0 Club is an informal organization focused on convening the tribe of technologists and thinkers focused on applying social technologies to the governments worldwide.
Looking for social media examples for a talk
January 13, 2011 at 4:15 pm #120394
I’m giving a talk next week to an internal audience about my agency’s social media strategy. I’m hoping to give some compelling examples of why I resist leadership when they push me use our social media to spin a message.
What is the best example of an organization (doesn’t have to gov) that tried and failed to control a message via social media?
What is the best example of an organization that used social media effectively to help get themselves out of a bad situation?
I’m planning to use the Dell flaming laptops as an example of why you can’t just issue press releases and hope a situation will go away.
January 13, 2011 at 4:21 pm #120416
I think a recent example to use is TSA use of communications during the release of the new full body screeners. They were heavily criticized for the use of their twitter account and blog for not taking a serious enough tone with constituents even when using web 2.0 tools people look to TSA to guarantee our security. I don’t know if I full heartedly agree with the critiques but it’s a point worth understanding.
I think the power of social media is that when you are dealing with a crisis a best practice is to own it as quickly as possible and tell your stakeholders you are making efforts to rectify the issue. Social media gives an organization the power of now to get the message out stat and let it go viral.
January 13, 2011 at 4:27 pm #120414
Amy, off the top of my head, I think that the Washington Metropolitan Transit Authority has had some bad experiences with social media, whether it’s riders witnessing drivers using it while on the job, or during and after the tragic train crash on the Red Line, or escalators and elevators being out of service. And, since there’s a holiday coming up—who knows?
Actually, I just did a Google Search for WMATA and Twitter and you’ll see what I mean: For instance http://twitter.com/metroshutsdoors
January 13, 2011 at 4:29 pm #120412
January 13, 2011 at 5:18 pm #120410
Amy – I think that AJ in his reply about using social media to communicate messages to a group of people. I think that Rita’s example is the misuse of social media in the work place.
I am working with some foreign governments/military on the use of social media to delivery critical information with low bandwidth and something like a secure twitter is very effective in delivering life and death information to a large number of people very fast.
January 13, 2011 at 5:37 pm #120408
January 13, 2011 at 5:55 pm #120406
Here’s a good one about the MPAA and a huge social media gaffe (scroll down to the bottom). The semi-risque content is from Cracked, but the example of what NOT to do is a good one.
Digg Rebels Against the MPAA
GSA Center for New Media & Citizen Engagement
January 13, 2011 at 6:56 pm #120404
Thanks everyone. These examples are great. I’m loving @unsuckdcmetro .
January 14, 2011 at 2:17 am #120402
The saddest thing of all are the people using social media that aren’t even trying. They think Facebook is a place to post press releases. Sadly, our Governor’s site is like that. And if you ever want to see a Facebook page hijacked by folks who hate you, check out http://www.facebook.com/SecretarySalazar. I even sent Interior some advice.
January 14, 2011 at 7:12 pm #120400
To your question around a good example of a company trying and failing to control a message via social media – I’d say the Wal-Mart example from a few years back is a good story. Read all about it here – http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=49505 – but the summary is that they basically gave an RV and paid 2 people to drive around to different Wal-Marts and write a blog called ‘Wal-Marting Across America’. They failed to tell the public that those two were on the payroll, which quickly went hugely south for Wal-Mart.
Now on to a good example. Before giving the actual example, I’ll start with a philosophy that maximizes success across the social web (for the government or any organization). Why? Because most org’s current philosophy is failing – that is, they enable a small group of people to monitor conversations coupled with some basic reporting that ultimately rarely gets share with the broader teams at a company. There’s no doubt that social media monitoring and engagement will be as ubiquitous within organizations in 2 years as using email or having access to do a Google search. Some more specific thoughts on various use cases that support this position are here in a blog post I wrote a while back – https://community.jivesoftware.com/community/jivetalks/blog/2010/04/13/five-ways-to-leverage-the-real-time-web-for-monumental-competitive-advantage
Ultimately, successful organizations will enable:
1. A broad group of people to monitor the social web as it pertains to their job (support, product dev, marketing, business development, etc. teams)
2. Easy sharing and discussing of those findings, whether specific tweets/blogs or key reports, with a broad audience within the organization
3. Engagement back out to the social web simply from within the platform.
Two examples off the top of my head of organizations that follow the philosophy outlined above and who have achieved some great results include:
1. National Instruments – they use Twitter heavily during customer conferences and the like, monitor what people are saying, questions they have, etc. within their social media engagement platform which all employees have access to and which they also use to reply back out. But here’s the kicker, they often provide links to the answers or to continue the discussion within their public community. So their holistic strategy includes an internal social business software platform with social media monitoring and engagement capabilities built in, along with an external community where they can point people to talk and connect with other peers.
2. Putnam investments – they’ve been doing a great job in a highly regulated industry to monitor, communicate internally, measure, and reply back out to the social web on literally hundreds of keyword phrases that relate to various aspects of their business. If you’d like to see more info check out the recent webcast where they went thru their story (full disclosure – I was on the webcast with them). Here’s the link – http://www.jivesoftware.com/events/webcast/register-putnam
Hope some of that helps.
January 14, 2011 at 7:22 pm #120398
Twitter – BPGLOBALPR and the Gulf oil spill.
January 14, 2011 at 9:22 pm #120396
Alice M. FisherParticipant
Social media should be part of a strategic communications plan, first and foremost.
But, here are some links
Conversely, here are some case studies of tackling challenges I encourage you to review some of the case studies archived on collaborationproject.org
at the following link http://www.collaborationproject.org/content/cases/
They have some great content for review.
It is important to look at both sides of the fence and I think Mashable.com does a good job in this arena.
Additionally, I encourage you to read an older blog post I wrote back in 2009 when David Letterman and his perspective when he posted his first Tweet back then and I have a link to it that also may be fun to view.
But, more to the point my blog outlines the possible whys in creating a strategy, newspapers are not where the people are these days and social media is where people are co located if you do want a message to reach people. strategies consider some of the following:
- Corporate Reputation Management
- Event Coverage
- Media Relations
- Product, Service, Promotion, Sales
- Internal Communication
- Investor Relations
- Customer Relations
- Crisis Management
There are always pros and cons to things and how your frame the solution or problem. Key is strategically planning your communications efforts and two way communications. It’s not just push media out the door anymore. You’ve got to manage your channels, your tactics and your relationships.
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