Posts Tagged ‘language’

A Listening Exercise – Gaining Information and Encouraging Action from Your Social Media Communities

Monday, June 13th, 2011
Flickr Image: Sebastian Fritzon

Flickr Image: Sebastian Fritzon

Valerie Simon

Listening, as I define it, is not a passive exercise. Listening is not a matter of simply hearing words. Listening requires a concentrated method of digesting the information, and using that information to take action. So like any exercise program, I’ll recommend you do a quick check up before starting to strengthen your listening efforts.

Check Up
Take a quick pulse: Review your business objectives and marketing plan. Keep in mind that social media participation should be integrated with your overall communications plan.

Set Goals:  What business objectives will your social media participation help you to achieve?

  • Sales
  • Donations
  • Event attendance
  • Customer Service (response/retention/loyalty)
  • Brand Awareness
  • Crowd sourcing/ product development
  • Membership/Admissions
  • Communications amongst different stakeholders
  • Recruitment
  • Thought leadership

Warm Ups
Who are you trying to reach? Consider what social media channels will be most beneficial for your organization. Stretch. Extend beyond Facebook and Twitter. Consider Flickr, YouYube, Tumblr, LinkedIn and seek out forums and blogs with strong communities.  BurrellesLuce offers several tools to help get you warmed up quickly, including ContactsPlus™, which helps you to identify new blogs by matching up a current release with those bloggers who are writing on similar topics, and Social Media Monitoring and Engagement solution, Engage121, which enables you to explore what is being said across social media channels and effectively build and manage your online communities.

Are you planning/prepared to provide immediate responses? The W Hotels “Whatever/Whenever” promise may well be on its way to becoming the standard, rather than the exception, in customer service. Social media allows stories to break and quickly spread at any time of day. I encourage those using BurrellesLuce’s Social Media Monitoring and Engagement solution, to experiment with setting up alerts using filters such as Klout rank or sentiment to sift through the noise and make sure that they are advised of critical information whenever it breaks. Of course a quick, well thought out and efficient response across all channels is critical.

Do some heavy lifting, err, searching. Investigate the current conversations being said about you, your competitors and the industry. Identify recurring themes and study trends. Review sentiment and compare how the conversations vary across different platforms. Identify key influencers and pay attention to the language and tone. What topics evoke passionate responses?

Don’t get stuck monitoring the same keywords you have always deemed important. As you study industry trends and influencers, adjust your searches accordingly. Begin listening to your communities even when they are not actively speaking about “relevant” topics. What do they care about? Consider what new topics or audiences may be interested in your organization.

Set yourself up to succeed over the long term. Put in place a structure to collect the data that will allow you to learn from both your communities and your own social behaviors. There are a myriad of ways to measure social media buzz, sentiment, link tracking, share of voice, fans and followers, geo-location check-ins… slow down and take another pulse check. Review business objectives and consider what metrics can best indicate whether your activity is supporting those business objectives. As you embark upon this listening exercise, look at the data in a number of different ways.

Cool Down
Evaluate all of the data you have collected and all your new knowledge regarding trends and influencers. Go back to your business goals and consider how you will align your social media activity to meet those goals. What channels are best suited for your organization? Where should your voice be heard? Where can you build a strong community that will offer business results? Participating in social media will require an investment of time, so consider the time and resources you can devote. 

Prepare to Play
Listening exercise complete, you are ready for the big game… engagement. But that, my friends, is another post!

What would you add to your listening exercise? What activities are included in your daily listening routine? Share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

International Public Relations: Israel Mirsky, Porter Novelli, Interview With Johna Burke at the 2011 PR News Measurement Conference

Monday, April 18th, 2011

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Israel.

Israel, will you please introduce yourself?

ISRAEL MIRSKY: Hi, I’m Israel Mirsky, I’m executive vice president for emerging media technology at Porter Novelli.

BURKE: Fantastic. Now, in your presentation earlier you talked about, you know, creating a measurement plan around international clients, and how it has to be the language first and then the medium. Can you talk a little bit about how you approach those international clients and kind of some of the groundwork that you lay in order to make sure that they’re getting good, measurable results?

MIRSKY: Well, the challenge is that as soon as we start rolling out a social media program that’s successful in English, the clients really want to extend it out to regions because that’s the way they’re organized.

Unfortunately, the Internet doesn’t have national boundaries, per se, it really has language boundaries. So people are speaking in Spanish in one country while they use different dialects, the Boolean searches, the channels and places that they talk are often similar or related. While some companies are working to build indexes that relate directly to regional, on the whole we don’t believe that regional perspectives are the most valuable way to approach international deployments in social media programs. Instead, you go from the language first. You build out your Spanish and your Portuguese, French, Russian and so on, and then you allow the channels where people want to engage from, the countries that they want to engage from, to follow from there. And it’s been a pretty successful deployment for us. We’re starting to do it on a number of clients now, and I’m very excited about it.

BURKE: Excellent. I think it’s so valuable because, you know, we start to think that it’s a global experience and, you know, everything applies everywhere. And so I loved the fact that you have that distinction in establishing your programs. Where can people connect with you online and in social media?

MIRSKY: So our website is, and you can reach me at @israelmirsky on Twitter.

BURKE: Fantastic. Thanks so much.

MIRSKY: Thank you.

PRSA Counselors Academy 2010: Alan Cohen, Acts of Balance Coaching, Interviewed By Johna Burke, BurrellesLuce

Tuesday, December 28th, 2010

Join BurrellesLuce and Alan Cohen, president, Acts of Balance, leadership coach and trainer for this informative 60-minute webcast, “The 12 Essential Talents of Marketing Communications Leadership…and other Lessons Learned From Harry Potter.” Alan will discuss the 12 essential talents of marketing communications leadership. He will use examples from the Harry Potter books and his own personal experience managing the project as former director of marketing for Scholastic Publishing where he was on the team that launched the Harry Potter books a decade ago.

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PRSA Counselors Academy with Alan.

Alan, will you please introduce yourself?

ALAN COHEN: Sure. I’m Alan Cohen, and I’m an executive coach. My company is called Acts of Balance Coaching, and I work with PR professionals in leadership and motivation.

BURKE: Great. Now, Alan, you’re doing a presentation and some roundtables on attitude adjustment; do you need an attitude adjustment? What are two signs that somebody does, and what can they do about it?

COHEN: OK, great. So what I’m talking about mainly is what your default tendencies are when you’re dealing in situations that are challenging: if you respond like a victim, if you respond with a lot of conflict, if you tend to be more cool-headed and logical. And really, the first step is to just become conscious of where you default. And you can see that in terms of the language that you use, in terms of the kinds of situations that you seem to be attracting. What you can do about it is, well, certainly you can work with a coach. But the first–the first step is to have an awareness that there are actually lots of different ways to perceive situations, and you perceive situations based on past experience. So this is very, very important for anyone who’s in a leadership role because it impacts the way that you can inspire and motivate others by really managing your own emotions and becoming conscious of where your energetic default tendencies are.

BURKE: Great. Alan, thanks so much. And where can people find you on the web or social media?

COHEN: Sure., or you can follow me at Acts of Balance or my fan page is Acts of Balance. Acts of Balance.

BURKE: Great. Thanks so much.

COHEN: Thank you.