The adage “all publicity is good publicity” no longer applies in the digital age.
While negative publicity has been shown to help raise product awareness, only the most daring soul would volunteer to be raked over the coals online. Call it what you will – online publicity, digital PR, media outreach, social media publicity or celebrity seeding – most of us don’t want to find ourselves on the wrong side of public opinion – not when social media effortlessly amplifies negative experiences & feedback.
While some brands fail to connect social media to commercials, others seek out ways to get attention or create social web publicity beyond traditional PR. Attention is welcomed by brands, public figures and celebrities when it is favorable, but when bad news, unfavorable reviews, comments are showered on a person, organization or product, some run and hide–or burry their heads in the sand–instead of actively shepherding their reputation through troubled times.
This is not the way to care for your brand.
They way we communicate keeps changing. Commercials as we once knew them are going the way of the dinosaur. Don’t believe me? Turn on the television and count the number of times social media info is shown in the commercial. Campaign slogans will come and go but social media is here to stay. Today’s commercials have inbound marketing elements directing viewers online:
- website or blog
- Google +
This open social media invitation to connect beyond the comfort of the couch is nothing to take lightly; it has the power to awaken a sleeping bear’s worth of trouble. Be careful not to wake this sleeping bear. He’s fast moving, grouchy and his claws are sharp.
Social Media Publicity
To attract more positive attention or improve your social media following give these things your attention:
- Know what is being said about you. Monitor your brand and other key terms.
- Shape what the media says about you. Help form the discussion by sharing success stories, press releases and other good news regularly.
- Participate in meaningful conversations online.
- Get plugged in and remain aware of emerging ways social media can be used.
- Create engaging content that frames conversations the way you want them framed.
- Seek to learn from the opinions of others and disagree without being disagreeable.
- Respond to questions, criticisms and praise with tact.
You can’t escape social media’s reach – even when you’re not online.