I think the concept behind the final project was really great – isn’t that what social media is really about? Being able to communicate with the world on the fly, having technology at your fingertips that can make this happen, and being in a constant frame of mind where you are able to capture those moments that the rest of the world wants to see? Well yes and no. The first thing I discovered (and I have been discovering throughout this course) is that I am not really one of those people that feels the need to be linked to the rest of the world at all times. I am pretty much a homebody and only get on the computer at home on an occasional basis – perhaps because I work on the computer all day so I don’t really wnat to mess with it when I get home. Plus my new laptop has windows 8 on it and I have to struggle and fight with the darn thing, spending half the time I’m online wondering where in the heck I went off to and trying to find my way back. If you’ve never used Windows 8 is quite an experience. Another thing I learned is that I really don’t know all that much about technology – namely the capabilties of my phone. In a sense it can do a lot more than I thought but some of the things I assumed it could do, well, it just can’t. So I often found myself stuck between a rock and a hard place with getting content off of my phone and onto wordpress. I posted several things to facebook but I don’t know how to get them from facebook to here!
Since this was sort of the “pilot” class for this course I think all-in-all it went fairly smooth with the exception of an occasional hitch. Also with the change to Blackboard for online courses there were a few hitched there as well. I think if we had started working on content for the final project – or making all of the content we produced about the organization we are examining it might have been easier than changing subjects from our personal topic to this one.
So this is the TOPIC OF THE WEEK for CJ 393:
Look at the organization you’re thinking about working with for your final project. Write a short social media strategy for the organization that you have selected for your final project. I don’t expect a full social media audit and strategy (these can take weeks if not a couple of months to develop), but I do want the following in this assignment:
>One measurable objective to achieve this goal (and what are you measuring?)
>One strategy that will achieve this objective.
>Two tactics for this strategy (one has to be content-focused, the second has to be engagement-focused)
I think perhaps the most important goal right now in partnering with Masada House is to make them a visible presence in the community.
Increased funding via donations, volunteers, and grants. Because most of the grants that Masada would apply for on a large scale are invitation only it will be interesting to see if invitations increase as a result of increased social media presence.
Join the Farmington blog – this is a blog hosted by members of the Farmington and San Juan County community that focuses on things that are going on in the community and gives community members a chance to voice their opinions. Giving Masada a presence here will increase awareness of the program.
I guess I don’t really understand the difference between the two strategies – by creating content do we not increase engagement. Right now Masada is getting ready to do a 5k un called the Run for Recovery which will take place in May. Adding content to the Farmington blog regarding this can increase awareness of the fundraiser. Masada may be able to recognize those community members who engaged with the blog during the ceremonies surrounding the race. I’m not quite sure here – does anyone have some suggestions?
Okay so I have to be the first to admit that this entire course has been one nightmare after another – I never realized that I was so social media phobic until I tried to actually use it for something other than posting pictures of my kids on facebook. Some of the topics wr have touched on thus far have got me so overwhelmed I go into panic mode every time I get into the class! Case in point – this weeks topic of TWITTER.
The first time I recall hearing about Twitter and Tweets and Tweeting and the like was one lovely morning while watching the Today show. There sat Matt Lauer talking about some “news-worthy” subject (or it very well may have been sone celebrity gossip) when he stated that the Twitter world was abuzz with scandalation in regard to this particular topic (sorry I honestly cannot remember what the topic was but I guess that’s a moot point right now). I remember thinking – what the heck is he talking about “Tweeting”? I wonder what that is? At that point in time I did not take the time to explore the topic – actually up until this point in time I had no desire to truly do so. Perhaps I do not even desire truly to look into it now but I AM taking a social media class so I must have some interest in it… right?
So needless to point at to you I DO NOT have a twitter account – perhaps I need one? At this juncture I am unclear as to how Tweeting could benefit me and my “personal brand”. I have considered using it to promote my hubby’s band but I’m not quite sure if it would generate interest and honestly right now I don’t think I could dedicate myself to the time it would take to be an effective Tweeter. it seems to me that it could be very time-consuming since it’s pretty much a constantly live thing. Actually this whole social media thing seems to be pretty time-consuming. Sheesh who knew?
Last night I was on the verge of setting up my own Twitter account and then I chickened out. I don’t really know what frightens me so much about this… I don’t think the Twitter Monster is going to jump out from under my bed at night just because I don’t follow others bby utilizing this tool. Then again maybe it is just that – the notion that I am “following” others and others may be “following” me. Maybe if there were a better word for it – Admiring perhaps. Ah to be admired from afar be perfect strangers that may be the motivation I need.
Before this incident the Kenneth Cole brand should have had a respected and well developed brand personality. Their products are known for being higher-end type merchandise so I would expect that they would have a fairly loyal following of customers.
I don’t think that the response that Kenneth Cole made following his mistake could truly have been considered an apology. The company needs to rebuild its brand by being visible in areas of philanthropy as well as promoting these acts on social media beyond the occasional tweet and FB post.
In order to rectify the situation Kenneth Cole should direct an apology directly to the Egyptian people as well as twitter followers and the general public. I think a video public service announcement directly from Kenneth Cole that highlights any philanthropic endeavors the company undertakes would be helpful as well.
If Kenneth Cole continues to utilize social media they need to make their brand more people friendly. Perhaps he should have some one else involved with the company help him post as well as engaging in conversation with his audience. By increasing their visiblity via social media in a positive light and engaging with their audience they may be able to undo some of the damage that has been done.
The tone of the posts that are made to sites like twitter are equally as important as the actual content. For Cole to have stated that he was making an attempt at humor following his ridiculous tweet demonstrates that he is not in tune with who his audience may be and the appropriate way to interact with them. By utilizing various social media outlets to talk about things other than simply fashion Cole may be able to draw interest to his brand similar to the way Zappos has done. The extent to which Zappos utilizes twitters functionality should be a lesson in marketing to any brand whether big or small. A fun and engaging presence that is not necessarily about the company itself all of the time keeps subscribers and followers interested and engaged.
Here are some links to a couple of interesting blogs I read regarding how to’s on fixing a social media mess http://www.mackcollier.com/social-media-crisis-management/ and