Earlier today, a blogger I follow on Twitter posted a picture of back-to-school Crocs she purchased for her son. Crocs sells shoes for fall? Who knew? I was excited to see that she also posted a link to a back-to-school promotional video the company put on YouTube. Wow. More than 900,000 views. I took a look, as these are precisely the kinds of initiatives we’re working on with our clients. It’s an animated, oftentimes trippy portrayal of how back-to-school Crocs cure the end of summer blues. Imagine my surprise when the words, “They ain’t got no holes, but I swear they’re still Crocs.” Never mind that the video later calls school miserable. Now I know a video that insists on sanitized messaging won’t go viral and certainly won’t resonate with youth. But while this video has a lot of views, it doesn’t seem to win over kids. Take a look at the comments to see what I mean.

Just after I saw the Crocs video, I noticed the debacle over JC Penney’s “I’m too pretty to do homework so my brother has to do it for me” shirt. Of course, this item caused a major stir on social media channels and the company pulled the product and issued an apology. I never saw the product on JC Penney’s site, but the description that came up on Google said something like, “Who has time for homework when you have to check out the latest Justin Bieber album…”

Maybe I’m being naive or simply too stodgy. But I hope a brand’s ability to connect with today’s youth and respect for intellect are not mutually exclusive.

In April 2010, I wrote a post about a Facebook challenge run by Method, the home cleaning products purveyor. They rewarded their fans with a 50 percent discount for reaching their 10,000 fan milestone. Unfortunately, they faced a number of logistical challenges, too, and their wall lit up with complaints.

Last week they ran a similar promotion when they hit 50,000 “likes.” That’s a lot of growth in 16 months.

Unfortunately, it seems Method didn’t learn from its mistakes. While there are plenty of posts of gratitude, there are arguably as many of complaint. The promotion code didn’t work for some. The people in customer service couldn’t help. The list goes on. People are even complaining about why Method isn’t responding to the complaints.

I don’t think any brand should feel obligated to respond to each and every complaint on a Facebook wall. As Jonathan Salem Baskin pointed out in his comment to my last post, people who “like” Method on Facebook may have never spent one cent on their products. But I do think a post to the community that acknowledges the issues people faced and explains the limitations of the promotion is in order.

I also think it wasn’t the most thoughtful approach to issue the promotion on the eve of Hurricane Irene. Method may be based in California, but many of its East Coast customers (myself included) weren’t able to log on to even know about the promotion. Couldn’t they have said they’d make the announcement about the promotion once the hurricane subsided?

Maybe the third time will be the charm.

All too often, a company’s social media strategy and execution are placed in the hands of an intern or entry-level employee. The idea that young people “get it” more readily than their superiors makes some sense. But seasoned communicators they are not. Their efforts need to be directed by people who can ensure the strategy is in line with the brand and buy-in has to come from the top.

Similarly, social media should not be a small part of someone’s job or handed off to a part timer. While doing a competitive audit for a new client, we saw the following on a company’s Facebook page:

“This is the US page for fan and company interaction, but is not an outlet to customer service. This page is manned M-F 9-5 EDT. If you have a question or a issue with an order, please call … ”

We think it’s smart to clearly articulate what an individual should expect from a Facebook page. And most people would be willing to wait until the next business day to hear a response to something they posted on a company’s wall. However, to come right out and say that the page is only “manned” M-F 9-5 EDT demonstrates this brand is not committed to realizing the full potential of social media. That’s not engaging in conversation. That’s saying, “We’ll talk to you on our terms.”

Of course, many people have criticized President Obama for not being as effective a communicator once he won the election and losing the grassroots support that helped him get into office. His campaign did eventually start tweeting again. And just the other day, they announced he would start writing some of his own tweets, signing them BO.

Thanks to social media, people want and have even come to expect the inside track on the organizations and individuals they support. The main driver behind this shift is the decline of traditional information gatekeepers and the proliferation of “direct-to-consumer” channels. In other words, you don’t have to wait for a newspaper to endorse a political candidate or a television network to air a debate. You can just follow their tweets and ask your questions directly.

One difference between 2008 and 2012 may be the fact that more tweets are actually from the politician him- or herself as opposed to the campaign. There are both rewards and risks associated with this evolution – as Anthony Weiner demonstrated just a few weeks ago.

One aspect of social media that makes many clients nervous is the degree to which their customer service issues will play out publicly. Of course, for most high-profile companies, online conversation about their brand will happen whether they launch and maintain a Facebook page or Twitter account.

A while back, I was asked to speak to the American Bankers Association on how to “create buzz” online and off. In preparing my remarks, I looked to see what bank brands were doing via social media. While many had launched both Facebook pages and Twitter feeds, it appeared as though their customers were more likely to follow them on Twitter. It makes sense: You may not want to profess your “like” for your bank on your Facebook page, but Twitter presents a great way to keep up to date on new services and address any customer service issues.

The other day, when my bank – @TDBank_US – Tweeted something that appeared in my feed, I realized that the people in my branch had yet to resolve an issue for me. I opened a savings account for my newborn son and they were supposed to connect it to my online banking profile. Rather than asking a third time in the branch (yes, I still go into the branch for my business transactions), I decided to send them a direct message on Twitter. Within a couple of minutes, they responded that I should call a particular toll-free number and to let them know when the issue was resolved.

When I called, the person who answered the phone told me I needed to start a brand new online banking profile in order to add the savings account. I agreed to this, but then realized after we hung up that I lost all my bill pay info in the transition. I sent another direct message via Twitter reflecting my disappointment and the person on Twitter duty asked if they could have someone call me. Within a few minutes of receiving my phone number, someone from customer service called me and resolved the problem immediately. Apparently, I didn’t need to start a new profile, after all. The representative was extremely apologetic that the first person I spoke to was misinformed, which led me to the assumption that TD Bank takes it social media strategy very seriously and even puts its best and brightest on the case when a problem arises via Twitter.

I didn’t take my issue public (although I guess I am now), but I see consumers do it all the time. It’s part of the transparent world in which we all do business now. Preserving your brand’s reputation is not about trying to obscure customer complaints. It’s about demonstrating that you’re listening and resolving problems.

Next time I have an issue with a company, Twitter will be my first stop.

Twitter recently announced a new interface design that incorporates much of the functionality for which people were turning to outside application developers. People who are responsible for managing Twitter feeds for their brands or clients need to consider how the new design will impact their Twitter backgrounds. The new funcationality means the feed takes up more real estate — and that means your background photography, graphics and text will be less visible (maybe even covered) to many users who have smaller monitors.  

Here’s a great blog post from social identity designer @hughbriss on what the new design means for custom backgrounds. Happy Tweeting!

Seasoned

It seemed everyone wanted to share their POV on the “take this job and shove it” moment. News reports included comment from Slater, the self-proclaimed “bag Nazi,” his ex-wife, passengers on Flight 1052. Even Nancy Grace had an opinion on the dramatic job exit. But I haven’t heard much from JetBlue.  

A post on Blue Tales from August 11 states:

While we can’t discuss the details of what is an ongoing investigation, plenty of others have already formed opinions on the matter. Like, the entire Internet. (The reason we’re not commenting is that we respect the privacy of the individual. People can speak on their own behalf; we won’t do it for them.)

This is understandable. But JetBlue is a company with a strong social media presence. Perhaps the co-tweeters could send messages other than stating they can’t comment on ongoing investigations? Maybe something a little more creative, like: “Our emergency slides are tested regularly” with a link to relevant news coverage?  Though, this is probably easier said than done, as legal issues are undoubtedly at play.

The buzz surrounding the Slater incident is huge. This could be carpe diem moment for JetBlue. The company could embrace the Slater-related publicity and remind the public why JetBlue has hundreds of thousands of brand ambassadors -including great customer service, an engaging online presence, the most leg room in coach, and an outstanding safety record.

In the past, JetBlue has been a company with personality and strong customer interactions. Just because Slater left everyone wondering WTH, JetBlue corporate shouldn’t do the same.

BlogHer’s influence has exploded since I last attended in 2006. We went to BlogHer ‘06 in San Jose when our client Weight Watchers Online agreed to be an event sponsor. That year, there were 750 attendees and the sponsors sat at small, skirted tables under a pavilion smaller than my apartment. Other than General Motors, we were really the only major consumer brand represented. This year,  there were more than 2,400 attendees and the sponsor “expo” comprised two large rooms filled with brands like Jimmy Dean, P&G, Walmart, Pepsi, McDonalds, Stride Rite and Earth’s Best, among dozens of others.

Recent BlogHer research shows blogs are growing faster than traditional websites as online destinations. Three quarters of the population are active (once a week or more) social media users vs. half of the population in 2009. Three quarters of the population are active (once a week or more) social media users vs. half of the population in 2009. Facebook is #1 among the top then media destinations, but Twitter didn’t make the cut. Twenty seven percent rely on blogs when making a purchasing decision and 34 percent rely on social media channels. Here’s a link to the full survey.

Female bloggers are making a major impact on people’s lives and even influencing legislation. Sure there are a lot of mommy bloggers out there talking about playgroups, the carpool and kid products they love (all issues that matter to me, btw). But the blogosphere is about way more than that. I went to a panel about how to build a community for a cause. The room was filled with women who are dealing with tremendous challenges and engaging with and helping others though their blogs. The panelists included voices from www.gimpgirl.com and www.violenceunsilenced.com. A few members of the audience received applause when they introduced themselves. It’s quite moving when a previously anonymous blogger introduces herself and realizes how many fans she has – like Anita Jackson from www.momsrising.com.

The jury is out on whether bloggers should criticize products or companies. I went to a panel on fashion blogging and much of the conversation was about how to work with sponsors. Interestingly, all three bloggers talked about how they sometimes approach potential sponsors with ideas, much like a traditional publication would do with advertisers. They also encouraged sponsors to approach bloggers with an open-ended conversation (i.e. “I would love to connect with you to figure out how we might work together.”) But they weren’t in agreement about how honest they should be when they don’t like a particular brand. Two felt it was better to focus on the positive so they didn’t alienate would-be sponsors. The other clearly felt her honesty is what makes her audience keep coming back. They did all agree, though, that criticizing with a diplomatic and professional voice was the only way to go.

Bloggers will consider giving editorial exposure for free products they receive, but they want to get paid by their sponsors. If a brand “mandates” the inclusion of links or a specific number of Tweets, they’d better be ready pay for it. One audience member in a brand session I attended asked the blogger panel how she could encourage bloggers to participate in a video project she was hosting. They asked if she offered to pay them. You can imagine the reaction of the room when she answered, “It’s a journalistic opportunity.” Don’t forget journalists do get paid a salary that’s funded, in part, by advertising.

I was one of a few thousand people at Radio City Music Hall (RCMH) on Tuesday night that gathered to see Conan O’Brien’s “The Legally Prohibited from Being Funny on Television Tour.” It was an evening filled with comedy, rants about NBC, and special guests. Here’s what I took away, in addition to the image of Stephen Colbert and O’Brien in a hysterical yet rather uncoordinated dance-off:

-Team Coco wants you to tweet

Last month when I took my stepdaughter to see “Phantom of the Opera” on Broadway, we were reminded to turn off our cell phones and pagers (really, the announcement said pagers). For years now, audience members at shows and performances of all kinds have been asked to turn off wireless devices. So I thought it interesting that upon entering RCMH I was greeted with a sign instructing audience members who planned to tweet about the night’s events to use the hashtag #triumph (as in the insult comic dog).

It’s a new world. One where people are compelled to share whenever and wherever they may be. Encouraging tweeting – at a sporting event, performance, etc. - especially with a suggested hashtag, is a smart way to build trackable buzz and create a sense of camaraderie amongst audience members.

-Shtick journalism really resonates

Tuesday’s show was jam packed with special guests – Colbert, Vampire Weekend, John Krasinski, Paul Rudd, Bill Hader and Jon Stewart, clearly the crowd favorite. The applause the “Daily Show” anchor received rivaled when O’Brien first took to the stage. Nearly a year ago, a Time.com poll named Stewart “the most trusted news man in America,” beating out Charlie Gibson, Brian Williams, and Katie Couric. Judging by the crowd’s uproarious reaction to Stewart’s appearance, I’d stay he still ranks number one – at least with folks in their late teens to early 40’s.

I’ve liked Stewart since his days on MTV. He’s funny but beyond that he is articulate, expressive and appears well-informed. He’s addressing important stories in a way that makes people smile and think. Like Mary Poppins sang, “a spoon full of sugar makes the makes the medicine go down.”

Back in the 70s, my friends used to come over and watch in awe as I played games on our family’s little Mac with the cute multi-colored apple logo on the monitor.

My father was a successful computer scientist and programmer with NASA and NOAA, and so we were the first ones in our neighborhood to have a home computer.

Dad died more than 27 years ago. He had always advised me never to socialize with the people I work with; he believed people should keep their private life separate from their professional life. So I often wonder what this early adopter of computer technology would think about the cultural phenomenon that is social networking.

Many people thrive on putting their daily activities and innermost thoughts out there for the world (or at least their friends or followers) to see. Chances are good that a friend-of-a-friend is the friend of a co-worker, so it’s common sense to think twice before posting pictures of yourself getting your drink on or tweeting about how much you cannot stand your job.

Those of us in the public relations profession have always had rules about separating one’s personal and professional lives, especially when counseling C-level execs. We advise clients to think carefully before firing off a letter to the editor that’s based on personal opinion, since their position may be taken as representative of their company’s stance on a particular issue. Sometimes the two don’t match up, and that could be problematic.

Is that limiting free speech? To some degree, I suppose it is. But it’s worth the time to thoughtfully consider ways to express personal views that don’t cross the boundaries between home life and work life.

Now that the means to communicate quickly, easily and broadly have increased so dramatically, it’s more important than ever to think twice before posting your answer to the question: “What’s on your mind?”