Cardinals Fly High with Klout

Who's got Klout?

When I started thinking about this week’s discussion, I thought – Wow, what a great opportunity to share something that is special to me. The first person that came to mind was Pope Francis. The organization I work for once received a tweet from him. I’m Catholic. It made sense to write about the Pope.  Surely he has a high Klout score, right? I was wrong!  Pope Francis’ Klout score is a whopping 14.    

So from religion, I turned to sports and found the St. Louis Cardinals score 93. I’m Texas girl, so obviously a Rangers fan, but I live with a die-hard Cardinals fan. Actually, I’ve come to learn over the years that all Cardinals fans are die-hard fans. That’s likely the reason their Klout score is so good to begin with.  “Certain super connectors ignite epidemics and are the epicenter of word-of-mouth influence. Combine them with these technological enablers, and a new era of powerful Citizen Influencers has begun” (Schaefer, 2012, p. 95).

So, I took a peek into what made them as successful on-line as they are on the ball field.  They encouraged the use of hash tags, their Likes on Facebook alone reach 2,265,655 and they have 594K Followers on Twitter.  These numbers along with other elements +Mark Schaefer  (2012) described as factors that effect measurement of the true reach component include “mutual follows, retweets, unique comments, likes and tweets, follower/follow ratio, number of mentions” and more (p. 154). 

                                       Facebook.com/cardinals

Oh, make that one more follower on Twitter! I found they have great images and great content. Schaefer stated, “The ability to produce and/or aggregate compelling, meaningful, and entertaining content and move it virally through an engaged network is a means of establishing influence that is unique to the Internet” (p. 96).  

Schaefer on building Klout stated, “You want to find people who have an affinity for you and what you do” (p. 159). Well Cardinals, I think with Klout – you’ve hit it out of the park. #STLCards

As for me...

I started this semester with a Klout score of 11, which unfortunately was probably very accurate. Today, my Klout score is 45.41 with an all time high of 47.96.

I’ve been working hard to build my online influence. My goal is to reach 50 before this class is complete.  There’s still time to implement Schaefer’s three steps to raise my score.  I’ll continue to “build a relevant network,” create “a strategy to provide compelling content,” and “systematically engage influencers” to distribute it (p. 158). 

Let’s face it… what I really want are the Perks.  So now that you’ve read my blog, feel free to share it, let’s be friends or follow me on Twitter! 

Schaefer, M. (2012). Return on influence the revolutionary power of Klout, social scoring, and influence marketing. New York: McGraw-Hill.

Recap: The National Labor Relations Act and Workplace Social Media Policies

This week Group 5 took the opportunity to explore the 9 edicts and how they can make an impact on business as provided by the National Labor Relations Board (NLRB). As group 5 dove into the most important rules outlined, we asked that they keep in mind what would be the most important to them if creating social media policies for their organizations.  Great examples were cited and insight into how to look at these rules developed great conversation. 

                           Source: Phillips, 2015

One of the highlights this week took what some organizations would have deemed a disastrous tweet by an employee of The American Red Cross and turned it into an opportunity to build awareness and raise funds. The employee who inadvertently tweeted about getting “slizzard” through the Red Cross account rather than her personal Twitter account was not fired from the organization. Instead the organization that deals with natural disasters, put it into perspective, offered a well-formulated apology and went about business. The craft beer company shared in the opportunity to gain mentions, encouraged followers to donate to the Red Cross and worked with the organization to maximize the opportunity.  Read more from Russ Phillips about how this rogue tweet turned into a marketer’s dream.

 

via Consumerist

In another example, we learned “tips” about how posting customer’s private information on social media can get you fired! An Applebee’s waitress shared a customer’s receipt on social media as an opportunity to “rant” about the tip she received from a pastor that wrote, “"I give God 10%, why do you get 18?" (Morran, 2013). Brenna McKinley offered that though there are several rules designed to prevent issues like this from arising, “the lines between what is acceptable social media behavior and what companies can legally prohibit often get blurred, many times due to a lack of common sense on the part of the employee” (McKinley, 2015).  Read more from Brenna McKinely about how this situation unfolded. 

Our final example this week was exposed in a discussion regarding how Subway faced challenges after two teens posted inappropriate photos of their actions while working in the restaurant.  One of those challenges resulted in investigations by the health department. The teens were of course fired, but Subway did not actively address the issue publicly.  The incident may have been avoided had the restaurant implemented a social media policy or enforced one that limited use of mobile devices and social media while working.  Read more about Subway’s situation and how the NLRB edicts can be applied to this situation from Allie Ritacco. 

The conversation this week had overwhelmingly strong references to rule #9, “Employers remain entitled to enforce important workplace policies, even in the context of social media” (Halpern, 2012). The consensus seems to be that this rule holds the opportunity for organizations to suggest the employees “should exercise good judgment and caution employees that if their conduct violates the rights of other employees or third parties, it may result in liability to these individuals” (Halpern, 2012). Several of the other rules were discussed as guiding principles to building social media policies. For more information on the rules and how Group 5 tackled this week’s discussion, don’t forget to check out the individual blogs!  Great work this week Group 5. Thanks for your unique and noteworthy contributions!  And of course, many thanks again to my co-author for this week's topic - Jeff Nichol. 

Halpern, S. (2012, December 3). When is your company's social media policy an unfair labor practice? Recent NLRB decisions offer long-awaited guidance for employers. The National Law Review. Retrieved February 25, 2015 from http://www.natlawreview.com/article/when-your-comapny-s-social-media-policy-unfair-labor-practice-recent-nlrb-decisions-

McKinley, B. (2015, February 25). Social Media "Tip:" Don't Expose Customer Information. [Blog]. Retrieved from http://brennamck610.blogspot.com/2015/02/social-media-tip-dont-expose-customer.html

Morran, C. (2013, January 31). Waitress Who Posted No-Tip Receipt From "Pastor" Customer Fired From Job. Retrieved February 28, 2015, from http://consumerist.com/2013/01/31/waitress-who-posted-no-tip-receipt-from-pastor-customer-fired-from-job/

Phillips, R. (2015, February 27). The Red Cross, a Rogue tweet, and a PR Disaster Turned Marketer's Dream. [Blog]. Retrieved from http://rhpcomi610.blogspot.com/2015/02/the-red-cross-rogue-tweet-and-pr.html

Ritacco, A. (2015, February 28). Subway. [Blog]. Retrieved from http://agrinnyc.blogspot.com/

The National Labor Relations Act and Workplace Social Media Policies

The National Labor Relations Board (NLRB) outlined 9 important edicts for organizations to keep in mind when formulating social media policies.

1. Employers may prohibit employee “rants.” -  If an employee posts complains or remarks inappropriately on social media and is not engaging in “protected concerted activity” with other employees, an employer has the right to take action against the employee. 
   
   
2. Employers may restrict employees’ commercial use of company marks. - Employees have the right to use a company name, but not company logos or protected marks for commercial purposes. Employees can, however, use these marks non-commercially (work-related discussions, labor related activities).
   
   
3. Savings clauses are recommended, but may not win the day. - Include something like, “This policy should not be construed or applied to prohibit employees’ rights under the National Labor Relations Act,” while also being transparently compliant with the NLRA.
   
   
4. Confidentiality clauses should be narrowly tailored. - Employees can be restricted from sharing company trade secrets. However, discussions among employees about wages, workplace conditions, and employee/company performance are protected under the act. 
   
   
5. Generic or overly-broad “courtesy clauses” should be avoided. - Employers may encourage employees not to engage in hateful speech or insults against their company, but can not restrict them absolutely, as public criticism by employees is protected under the act.
   
   
6. Restrictions on outside and/or unauthorized interviews may violate the Act. - Employees may participate in these interviews, however, if they act offensively, or with a “bad attitude” in said interviews, it may not be protected by the NLRA, as it does not constitute “concerted activities.”
   
   
7. Opinions are largely protected. - Employees are permitted to express their opinions, even if it is factually incorrect, since these discussions aim to come to a collective understanding.
   
   
8. Social media policies implemented in response to union activities (or attempts to unionize) are particularly scrutinized. - Do not implement policies meant to dissuade unionizing attempts or union activities.
   
   
9. Employers remain entitled to enforce important workplace policies, even in the context of social media. - Employers can limit or restrict the use of social media on company time and equipment, while also prohibiting sexual harassment, violence, abuse and other malicious activity on social media. Employers can politely suggest that employees use good judgment on social media, so long as the suggestion does not infringe on employees’ rights within the act.

(Halpem, 2012).

Despite guidelines that businesses put in place through social media policies, associates use of social media can intentionally or inadvertently tarnish the reputation of an organization.  

Facebook photo (CBS News, 2013).

As an example, we can look to the Taco Bell photo that was taken in 2013 during an internal photo contest showing employees taking their first bite of the new Doritos Cool Ranch Taco. Taco Bell said in a statement that the photo was not used in the contest, "But an employee posted it on a personal social media page in violation of the franchise's policies, and it emerged online in social media" (CBS News, 2013).  The associate in the photo and the co-worker who posted the photo were both fired for the incident.

Situations such as this occur more often than we may think. This week let’s take a look at some of those situations and see if social media policies (or lack thereof) may have played a part in these situations.

For this week’s discussion, please provide an example of an organization that has taken action against an employee that has caused angst for the company due to social media postings on company or personal social media sites.  

• Do you think the act was intentional or accidental? What were the ramifications (if any) for the employee? Do you agree or disagree with the action?
• How did the organization handle the situation publicly?  
• Do any of the nine important edicts discussed by the NLRB article closely relate to the case you reviewed?

If you were implementing a social media policy for your organization, what policy guidelines do you feel would be most important to include and why?

• Choose two guidelines that apply to an employee’s personal use.
• Choose two guidelines relating to social media use when an employee is representing the organization.
• Utilize the nine NRLB edicts and The United States Army Social Media Handbook as a guide.

Co-Authored by Jeff Nichol.

CBS News (2013, June 5). Employee fired from Taco Bell for licking shells. Retrieved February 21, 2015, from http://www.cbsnews.com/news/employee-fired-from-taco-bell-for-licking-shells/

Halpem, S. (2012, December 3). When is Your Company's Social Media Policy an Unfair Labor Practice? Recent NLRB Decisions Offer Long-Awaited Guidance for Employers | The National Law Review. Retrieved February 20, 2015, from http://www.natlawreview.com/article/when-your-company-s-social-media-policy-unfair-labor-practice-recent-nlrb-decisions-

Loving the Buyer Persona

                                                                                                        Image source: zastavki.com

My husband doesn’t “do” Valentine’s Day. But one thing I can count on every year without fail is a card from Hallmark -- because he really does care enough to send the very best. 

So, what do hearts and roses have to do with this week’s social media topic?  Valentine’s Day is about focusing on the people that mean the most to you – and it always brings you a little closer to the one you love.  Well, in The New Rules of Marketing and PR, +David Meerman Scott  (2013) wrote, “Devoting attention to buyers and away from products is difficult for many people, but it always pays off in the form of bringing you closer to achieving your goals” (p. 161).

Ok, so it may be a stretch. One thing is for sure though – by taking the time to identify a buyer persona, you can more effectively communicate with your consumer.  Hallmark has been able to identify a specific buyer persona and communicate effectively through Facebook, Twitter and YouTube accounts. 

Hallmark’s target is moms and grandmothers (PRNewswire, 2011). To define them further by their buyer persona, they have a big heart and a great sense of humor. They are down to earth and obviously family friendly. They focus on others, not on themselves (which is just what moms do). Hallmark engages its audience by asking questions and offering rewards. They have high engagement on Facebook and Twitter with many likes, shares, comments, and retweets on a daily basis.  

 

If I could coordinate social media for an organization, I would focus on The Spa at  Canyon Oaks. 

                                                                          Image source: pfisterfaucets.com 

Currently it’s primarily a place to push discounts.  The buyer persona I would focus on would be well educated, working moms who reward themselves by getting pampered at the spa.  I would engage this buyer persona on Facebook where they go to relax. Since we can reach this audience through highly targeted efforts, I would ask questions and post engaging content to develop relationships. When the time comes for them to reward themselves with a little spa time, they will know and trust the Spa, and will therefore have no need to go elsewhere. In addition to monitoring for repeat customer visits, referrals and Google Analytics, I would push the use of #loveSpaAtCanyonOaks.  

Ahh, a visit to the spa sounds nice!

 

Hallmark's New Brand Campaign: It's NOT What You Might Expect. (2011, February 9). Retrieved February 12, 2015, from http://www.prnewswire.com/news-releases/hallmarks-new-brand-campaign-its-not-what-you-might-expect-115628584.html

           

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw-Hill.

Scott, D. M. (2013). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly (4th ed.). Hoboken, NJ: John Wiley & Sons.

Open, honest and out there for the world to read!

I’ve avoided it long enough. I’m jumping in (cannon ball style). I’ll either sink or swim at this open, honest, be transparent to the world blogging experience.  So here goes… 

From Low Grade (LG) to Likeable Guy (LG). 

It's all in the delivery. 

Let me share first about an example of social media that literally left me in tears. Tears from laughter.  How LG responded to a friend’s witty complaint about a broken oven was truly original.  

When Ryan posted a rap… yes, I said it was a witty complaint… the response from LG was equally as amusing as the complaint. It showed two things about the brand.  They care enough to listen and not just use a canned response on every complaint posted. And they carry their innovative brand personality into the social space.

As Dave Kerpen explains in Likeable Social Media, “If you respond quickly and authentically, with an apology and a solution, you can avoid any damage to your reputation” (p. 84). 

The interaction with LG resulted in foe becoming fan!  

 

 In looking at LG today, it’s obvious that they field a lot of complaints. Almost all of them start with addressing the consumer by name and offering to take more details offline and to work with the consumer to find a solution.  They don’t delete posts and seem to be responding quickly to all posts, both good and bad.

Long delays may lead to cancelled flights!

British Airways learns a lesson in timeliness.

British Airways on the other hand learned a very valuable lesson back in 2013 about providing a quick response to customer complaints. Rhian Harris first posted the article on Econsultancy followed by David Moth at Econsultancy sharing the situation in an article on top social media fails in 2013. Ouch!

Eight hours after the complaint was posted, British Airways finally provided a response to the customer.  Their reasoning for their lack of timeliness was that the post was done after regular business hours. Fail! Social media is 24/7.  Especially if your business runs 24/7.  

The customer not only tweeted about his experience, he also paid to promote a tweet that resulted in 76,000 users viewing the complaint. Wow! Failure to respond quickly really escalated the situation.  So though there was not a lack of honesty or failure to be transparent, it does have 76,000 potential customers (not counting those that saw it in the media) asking themselves if British Airways is going to lose their luggage.  

Due to the specific situation and that the airline did eventually take care of the matter, rebuilding trust could likely be obtained by simply being dedicated to providing timely responses. By showing dedication in the social hemisphere, British Airways can leverage that engagement to build loyalty with travelers. And from the interaction viewed on Twitter today, British Airways is doing just that! 

Harris, R. (2013, September 5). Are you heading for a social customer service fail? Retrieved February 5, 2015, from https://econsultancy.com/blog/63352-are-you-heading-for-a-social-customer-service-fail

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw-Hill.

Moth, D. (2013, November 29). The top 16 social media fails of 2013. Retrieved February 5, 2015, from https://econsultancy.com/blog/63901-the-top-16-social-media-fails-of-2013