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AnonymousA picture posted on Burger King's Twitter when it was hacked by AnonymousSocial media can be a great way for brands to engage with customers. Wall Street bank JP Morgan was at the centre of a social media storm earlier this month when it invited Twitter users to send questions to an executive using the hashtag #AskJPM. The original idea behind the tweet-up was to give students the opportunity to communicate directly with Jimmy Lee, one of JP Morgan's most senior bankers and a key executive on the Twitter share sale. The bank has been in the spotlight this year over its $13bn settlement for mis-selling mortgage-backed securities and the $6bn London Whale trading losses. Twitter: Layoff List - #askjpm Is it easier to purchase a congressional representative or a senator?
JP Morgan is not alone in attracting the ire of social media users through an ill-advised online Q&A. In October, British Gas decided to hold a "tweet-up" on the same day as it announced price rises of 10pc, prompting a huge social media backlash. The rise of social media has created a new way for consumers to taunt corporate brands: complaintvertising.
Mr Syed, a hair-care entrepreneur based in Chicago, had flown business class on the airline with his father on a trip to Paris. Mr Syed spent over $1,000 on his smear campaign and his angry tweets were seen by more than 50,000 Twitter users in the UK and New York markets where his promoted tweet ran.
The UK's leading supermarket failed to update its auto-tweets when it was embroiled in the horse meat scandal earlier this year. The following day, Tesco placed full-page adverts in several national newspapers to apologise for the "unacceptable" situation, vowing to ensure it "never happens again".
The burger company pulled the campaign within two hours but users were still tweeting the abandoned hashtag a week after it was removed. This was followed by a string of fake tweets containing racial slurs, obscenities and references to drugs. In January this year, a social media exec for music chain HMV tweeted the mass firing of 190 staff live from HMV's proprietary account. Unfortunately for HMV, even its inability to lock the outgoing staff out of the social network was broadcast to the masses.
Amy's Baking Company in Scottsdale, Arizona, was featured in an episode of Gordon Ramsay's Kitchen Nightmares, which aired on May 10th, 2013.
There were nearly 1,000 comments posted to Reddit before the thread was removed and commenting was disabled.
When Home Depot tweeted the image below to its 165,000 or so users in November, the US-based DIY store received hundreds of tweets accusing the chain of racism. Home Depot tried to calm the wrathful Twittersphere with a series of apology tweets: "We have zero tolerance for anything so stupid and offensive. More than 8,000 responses were sent within a six-hour period, according to social media tracking service Topsy.
This is the method of buying prominent advertising space on Twitter or Facebook to air a grievance. When BA lost his father's luggage and failed to respond to his complaint on Twitter, he took matters into his own hands. In 2011, Qantas Airways asked customers to write in about their dream in-flight experiences using the hashtag #QuantasLuxury. It once ran a Rugby Union competition that asked Wallabies fans to paint their faces black to win a prize.
The two owners Samy and Amy Bouzaglo reacted by posting a rant against the a€?hatersa€? who were crippling their business. I’ve also seen more people tweet out soundbites from my presentations of their favorite social media for business quotes that I have given.


Instead of being sent wistful flights of fancy, the airline received a deluge of negative posts, mostly concerning the carrier's industrial disputes with three unions, which resulted in the grounding of the entire Qantas fleet on October 29. The social media storm spilled out onto Reddit and Yelp, with the Bouzaglos responding to disgruntled users using foul language and all-caps. We terminated agency and individual who posted it" but the image was retweeted thousands of times nonetheless. Thank you!A Blog Gives Your Company a Social VoiceI said back in 2010 that a blog is an integral part of a social media strategy, and the growth of content marketing has undoubtedly influenced the increase in blogging since I wrote that post.
To illustrate the point, I made this analogy vis a vis the three freeways that run through San Diego: I-5, I-805, and I-8. If you answered all three, you have a lot of work to do!Image: Taking while driving on Interstate 40 between Flagstaff, Arizona and Los Angeles, California. Not many billboards nearby this particular patch of highway ??Before You Contact an Outside Agency, Look Inside Your Company for Great Social Media IdeasThe world is finally waking up to the potential that employees have as brand advocates as part of an employee advocacy program. However, utilizing internal employees as part of your social media strategy is more than simply having them help share your brand messages: It is about giving employees a role to participate and contribute to every aspect of what your company does in social media.
Yes, there really IS a Facebook Wall at Facebook!Content is One Key to Help Build Relationships in Social MediaAnyone who has seen me speak or read Maximize Your Social knows that I have talked about the convergence of communication and information and how that allows businesses many opportunities in social media. At the end of the day, though, what are you going to talk about, as a company, in a world that was created for people to connect with each other on? The answer comes in posting content, whether it be something resourceful, playful, or sharing someone else’s message about your brand. This is why a content strategy is one of the 11 essential ingredients of a social media strategy. Herein lies the opportunities for engagement and to build relationships with social media users. This is why I always say that experimentation is an integral part of successful social media because you’ll never truly Maximize Your Social without it. The ROI of experimentation ??Invite ALL Your Internal Stakeholders into Your Social Strategy.
Regardless of what department invites me into a social media strategy project, I always ask all internal stakeholders vis a vis social media to come to our introductory meeting. In fact, without a social media strategy driven by business objectives, social media will simply be a time suck for your organization.
It’s not about being everywhere but making conscious decisions and avoiding social media distractions. This is a picture of me in my Adidas cleats and our Nike team soccer ball, getting ready to practice for an upcoming game.
Sure, I was able to meet some great people that attended the event, but there were more people that were talking and sharing the event online in a completely searchable way on Twitter.
Proactively engaging with them and thanking them generated many new invaluable relationships.
Those companies that are furthest along the path in becoming a social business, though, have already seen positive business results from their social media presence, undergone internal cultural change, fostered a collaborative environment, have invested in improving employee advocacy, and have had support for social business from their leadership.
When I presented on Facebook five years ago there were obviously very few professionals on the site. This is the background as to the importance of experimentation in social media, and why I use W. Seuss-inspired area for the holidays is one big reason we ended up visiting the theme park. Also love their creative play on the traditional structure of the Christmas tree!Social Media Replaces Nothing – But Complements EverythingThis is probably my favorite and most retweeted quote out of all of these 25.
Social media, like the network or the Internet, is merely a channel or communications infrastructure that replaces nothing yet augments everything.


That other half of the equation is the challenging yet fascinating and exciting part of working in the field of social media!Image: A divine honey soy latte at Kean Coffee in Tustin, California.
Latte Art is the closest analogy to the concept embodied by the quote that I could find.Social Media is One Grand Experiment. We simply won’t know until we try, and this is why experimenting in social media is so important. A workflow for a social media professional can look like someone trying to keep a dozen plates spinning simultaneously. However, once one gets accustomed to the various tasks in social media, it really is something that anyone can be taught to do. Businesses Will Always be at a Disadvantage Engaging in SocialMore than five years ago, when I introduced the concept of Windmill Networking in the broader concept of social media marketing, I said,because social media revolves around social networking sites, businesses really do need to understand the social aspects of how users use these sites in order to adapt and be successful in businessTaking that concept one step further, we can safely say that social media was made for people, not businesses.
However, as more and more of the general public become users of social media, we see more and more industries showing an interest in adopting social media, no matter how niche they might be.
I remember speaking a few years ago and challenging everyone in the room to name an industry that couldn’t use social media.
Someone from a public utility stood up and said they had a monopoly and thus had no use for social, but it was a crisis just a few months later that made the same company one of the most active users of social media in that industry. Even users of a specific social network in one country will differ in how they use that given site compared to users in another country. This is another challenge for businesses in that how can you speak to such a wide variety of people at once and engage them all equally and effectively?Image: Mount Fuji in the winter as seen from inside a Shinkansen bullet train. By the way, I read this quote in the blogosphere a long time ago in 2009 or 2010, so I hope the author of said blog post will comment and take ownership ??Image: Actual cookies of social media icons given away to guests at the Genworth Canada booth I spoke at at the Canadian Association of Accredited Mortgage Professionals (CAAMP) conference in Toronto.Why Should You Be on Google Plus? Is Google Important to Your Business?I still hear about companies who say that their audience is not on Google Plus and it therefore has no value to them. So, if Google is important to your business, shouldn’t verifying and integrating your digital properties by joining Google Plus and engaging with the community there just as you do on other social networks be important to your business?
There can be no room for improvement either, because such a social media program was never aligned with business objectives in the first place.
That sea is the huge unknown that will toss your boat around in unless you have a firm vision, map, and compass to lead you on your journey.You Need to Add Voice to Your Branding GuidelineSocial media users will judge your company based on the language, tone, and choice of words you make in your social media messaging. The challenge is that, while most companies have branding guidelines, their tone does not take social media into account and are instead based on traditional web copy standards. If these marshmallow snowmen could talk, they would be judged purely by what they say, right?
Some may be thinking they need to rush into social networks, but my advice is quite the contrary. Just as in this picture, there IS light at the end of the social media tunnel for those just starting on the journey…So, what are you waiting for?
Which social media authors, speakers, and bloggers’ quotes, or social media for business quotes listed above, have inspired YOU? Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog.
Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University.



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