Who do you trust?
"If it's on the Internet, it must be true," is the decade-old
one-line joke about trusting bad information on the Web.
In today's social media world concern about credibility is
exponentially greater than in the good old days of search when you had to find
information on the Internet; now the information finds you.
But how to verify the source? If you're like most people, you
might check and see how many followers or likes a person has, or whose posts
are trending. The more followers, the more visibility a poster has, the more
credibility right? Well, maybe not.
According to a recent article
in the Wall Street Journal, an increasing amount of social media activity is
fake. "If you're not padding your numbers, you're not doing it
right," says Jim Vidmar, who buys fake Twitter accounts to increase his or his clients' social media impact. "It's part of the game."
You might try using sites that measure social media impact, like
or PeerIndex to see how a poster
scores. And for Twitter specifically, on the site's faker's list for a fee you can find
out how many of your own fake followers they have found.
Which brings us back to what we at CommCore tell our clients
before they react to a Tweet or a Facebook posting – monitor and verify as much
as you can before you trust.
Labels: CommCore, fake followers, social media, Twitter
CommCore in Partnership with PR News roles out "Executive Critique"
In conjunction with PR News, Jerry Doyle, principal of CommCore, will provide exclusive insight and analysis on what senior managers are doing right—and wrong—when engaging the media.
The first installment is an interview by Shantanu Narayen, CEO of Adobe Systems, on Australian television. It turns out that Narayen, may need some more media schooling.
Concede, Then Go To Your Message!
In our first edition of Executive Critique, we see the CEO of Adobe Systems, Inc., Shantanu Narayen trying, feebly, to avoid answering a straight-forward question on price comparisons in a specific region (in this case, Australia). In this media coach’s opinion, Mr. Narayen fell victim to a CEO’s temptation to try and completely avoid conceding any point and instead head straight to a key message. This rarely works.
The Result?: Mr. Narayen looks and sounds like he is trying to pull a “shell game” on the audience.
The Lesson?: Every spokesperson must decide in advance what points he must concede. My advice when faced with such a question is to answer it concisely without hesitation and then bridge immediately to a positive key message.
As you can see in the video, the reporter is not fooled. In fact, he presses on and the CEO’s refusal to answer the question continues to make things worse. His credibility is hurt, the company’s reputation sustains some damage and the message never gets through.
Stay up-to-date with future installments of Executive Critique by monitoring PR News website.
Labels: executive critique, how to talk to the media, Jerry Doyle, media training example, PR NEWS
Hashtags and Diamonds are Forever. #AskJPM
One of the most epic failures of social media use occurred
this week when JP Morgan scheduled then cancelled
Transparency is a good thing and social media is a great
tool to build relationships and listen in on what others are saying about a
company and its reputation.
you’re a global financial institution that has spent a half billion dollars in
litigation, you may want to think twice about a total open forum on Twitter.
Live chats on Facebook allow for some fast
filtering of the questions.
Same with a
live Twitter Q&A as long as the questions come in via email.
Clearly there needed be more control.
The killer judgment error was creating the #AskJPM
That lasts forever and
continues to trend.
There are even
comedy videos all over YouTube
reading many of the tweets.
, we believe effective messaging is essential in
maintaining corporate reputation.
However companies and organizations need to be mindful on how those messages
Labels: #AskJPM, CommCore, crisis communications, dale weiss, media training dallas, Media Training DC, Media Training NY, Twitter
Don’t Diss The Hand That Feeds You
In a recent interview, Martha
gave her opinion about
bloggers. Stewart’s comment that “… they’re not trained editors” is
probably not a great way to engage influencers.
Social Media – Blogs and Micro
Blogging sites – have changed the media landscape. You don’t have to love them,
but CommCore advises clients to at least respect bloggers and avoid a social
media backlash. Why?
are often closer to consumers – They have
a name and a face and have a different – often closer relationship with
consumers --than the brands themselves.
come with a following – Stewart refers to
it as “popularity” but bloggers with a large following are often quite trusted
as well as being popular.
mobilize quickly – Blogger networks are
intricate. They can organize boycotts, create a trending hashtag, and fill your
website and social media accounts with comments (positive or negative) in the
time it takes to ask Siri a few questions. They can also activate your
Brand perception and increase your sales.
Labels: Bloggers, Blogs, Bloomberg, Interview, Martha Stewart, media, Media Interview, social media
The Employee Cost of Reputation Mismanagement
Damage to your company’s reputation not only hurts revenue and sales, it will also hinder your
organization’s attractiveness to current and potential employees.
62% of employed respondents said they would take
a job with a company that had a bad reputation only if salary offered was 50%
to 100% more than their current salary.
84% stated that they would leave their current
job if they were offered a new position with a company that had a stellar
reputation and would only require a 1% or 10% increase to make the switch.
Responsibility, Allegis Group Services
At CommCore we remind
our clients that they need to attend to both internal and external
reputations. On a related front, clients
need to have a current and stress-tested crisis communications and
response plan in place BEFORE a reputation-damaging critical incident take
place, including one that impacts employee morale. We have seen incidents that never went beyond
the four walls of the organization, yet had a damaging impact on employee
attitudes and commitment.
Labels: allegis group services, Andrew Gilman, corporate responsibility magazine, crisis communications consulting, employee morale, employee retention, Reputation Management