For this week’s assignment of social media crisis I picked the Tesco horse meat crisis. The crisis itself was largely discussed through mainstream media; however a mistake made from the company on social media made the situation much worse than it already was.
In January 2013 it emerged the Tesco, a UK grocery store, were selling beef burgers contaminated with horse meat. More than 10 million burgers were removed from the shelves. There was customer outreach throughout the UK and the retailer had shares drop 1.7 %. Now this is a problem in itself. This problem however was made substantially worse by a tweet.
As soon as this tweet was release hundreds of followers responded with angry tweets that the company was making light of the situation. ”The team was quick to apologies, copying and pasting the same apology to every customer who complained. ‘I’m terribly sorry,’ it tweeted. ‘That tweet was scheduled before we knew of the current situation. We’d never intend to make light of it.’ However, claiming the tweet had been scheduled before the scandal broke only stoked customers’ fury further” (Dailymail, 2013).
How to fix the problem
- Tweets- Go back through all scheduled tweets and edit any before they are sent. I can see how a mistake like this would happen. Scheduled tweets allow for a company to still interact with consumers, without having to be live tweeting. They are helpful tools when using twitter. In light of the scandal I could see how a harmless tweet like that could be forgotten about. Unfortunately for them the wording with the timing was a bad combination. They did the right thing by apologizing; however it appears they use the whole scheduled tweet thing as an excuse. Customers don’t want excuses, especially during this time period, so they should have taken the emphasis off scheduled tweet. Regardless of what type of tweet it was, it was bad. This is when Tesco should be live tweeting, responding to as many people they can apologizing or answering questions. Show customers they are truly sorry and here to help them with whatever questions they may have.
- Video- The CEO should release a video in which they apologize to customers and address the situation, informing customers that all the contaminated meat has been removed from shelves and that they are working with manufacturers to investigate how something like this could have happened. This video should be posted on their website, YouTube, Twitter and Facebook. Having the face of the company sincerely reaching out to customers to apologize being honest about this situation will help in rebuilding some of the lost trust.
- Coupon- I would create a coupon for a percentage or dollar amount off costumers bills the next time they shopped at Tesco. In order to obtain this coupon they would have to visit their Facebook page, follow them on Tweeter when a link to the coupon gets tweeted, watch the video posted on YouTube at the end will have a link to a site where the coupon is posted. Not only will this require for people to visit the social media sites allowing for that data to be tracked but it also will help promote their messaging about the scandal and how it is being fixed. This could also help to increase social media numbers which we all know can be a huge benefit for a company.
Overall, social media made a bad situation worse. But learning from the w s made social media could help in solving the problem. Used properly it could help to restore Tesco’s reputation which coming off a successful Christmas season the month before was doing quite well. Continue to be open and honest and constantly updating customers on how the problem is being fixed and actions being taken to ensure this never happens again.
Topsy Free Analytics
Is a real-time social search engine allowing you to search by location, keywords you want to include and even sentiment on particular tweets. Topsy is a comprehensive search engine that allows you to scan back further through tweets. It will also show you how many others have retweeted, preview of the full links contained in tweets and allowing you to filter easily by hour, day, week, month or year. In my research I found most people had favorable reviews for Topsy however is just not talked about as much as some of the others.
Hootsuite is a web-based dashboard that allows you to monitor multiple social networks in one place. It gives the ability to collaborate with employees, schedule messages and give tasks to colleagues on your social web team. It seems to be most of the post popular free options. People boast about how it’s so great for managing multiple accounts on the same platform and how it is so efficient.
Klout is emerging standard for online influence. It provides an influence score which is based on a person’s/organization social media activity. This score is determined by using over 400 variables. Not only do you see your own score you can look at who an organization influences and share content with those people.
“Klout is very easy to use, just enter your Twitter name and you’ll be presented back with your Klout score that takes into account your true reach (how big your audience is), amplification (how likely people are to interact with your content) and network (how influential your community is). The information then gets a lot more complex, giving you a matrix of how influential you are and a summary of the kind of person you are on Twitter.” http://thenextweb.com/socialmedia/2011/02/18/social-media-tools/
Social360 allows for customized reporting, which can allow an organization to get the exact data they are looking for. Depending on the type of information needed and give you the data you are looking for when determining of you have made your ROI. I think social360 is a great option because the reports can be tailor to an organization. Not everyone organization needs tons of reports with data that they wont be using too measure the results. I was unable to find exact costs as it is not advertised on their site. It has recently started working with the London Stock Exchange to monitor their social web presence.
- Daily reports – Our core product that delivers what you need to know to help shape your communications activity
- Weekly summary reports – A summary of the week’s conversations that delivers key themes of discussion
- Ad-hoc flash alerts – As news breaks throughout the day ad-hoc alerts will be sent if there is reputational impact
- Key influencer alerts – Be alerted when your top influencers tweet with our real time “Influencer Tracker” service
- Presence audits – Analysis of your social media presences – both official and unofficial
- Conversations audits – A long term analysis of the conversations taking place; themes, sentiment, influencers, platforms
Reasons why the tools provide value to measuring a social web program
- They all provide something different. When looking for a way to measure social your social web presence one may not work for all. All of the measuring tools listed above bring something different and will have something offer an organization
- These tools, especially Klout, can help you see who you are influencing. This can be powerful information for better understanding customers and being able to tailor messages to certain groups.
- The value these programs provide will be shown in the results. For organizations who don’t fully understand the importance of a social web presence using the results can help to show an organization how much it is needed. Using Klout or Social 360 and seeing your presence is lacking may help an organization step up their web presence. Also the results can help reaffirm that a social web program is working and that an organization is getting a return on their investment.
Often organizations use the ROI (return on investment) as a tool to measure business objectives. However with social media the return on the investment cannot always be measured in the traditional sense. In order to properly measure whether the use of social web or more specifically a social web campaign there needs to be adequate measuring tools to determine outcomes. As the textbook states ‘without adequate measurement practice in place, success, progress, and even failure, cannot be properly measured in either the short run or the long run. These outcomes can be measures through the use of the three A’s.
The Three As’s of Social Media Measurement
Action: Business results of online outreach
Attention: The overall volume of interest, these include fans, traffic and other analytics
Attitude: Overall sentiment and relationship measures
- Number of daily visitors
- Number of downloads
- Event attendance
- Number of followers
- Number of click throughs
- Number of fans
- Number of likes
- Volume of mentions
- Number of comments made
- Number of shares
The first thing that caught my eye during this week’s module was the brightly coloured graphics. I looked at them and thought well this looks like fun. The quote “A 2012 study by ROI Research found that when users engage with friends on social media sites, it’s the pictures they took that are enjoyed the most” didn’t surprise me at all because that’s what I look at on Facebook it’s really the reason why I opened an account and probably why I still have one. So looking for 3 images that explained what content strategy was, was an exciting challenge. So here is what I came up with.
I found this one to accurately describe what content strategy is from beginning to end and back again. You have the Hub which is the website, blog or portal the tool you want be to visit. Then you publish useful content you want to share such as videos, webinars and even infographics in and deliver this content in a manner that is interesting and appealing to those who visit your site. You then add some content marketing on social web sites, interact with other bloggers as well as search engine marketing in Google, Yahoo or Bing. This combination will bring traffic to your site.
This one I found to be a much simpler explanation. Researching what content strategy is quite a few definitions came up. I find this image clearly explains what it is, a blending of the 3 topics. You have your business goals, what your website, blog, etc wants to accomplish. You then place the information you want to use to accomplish these goals and align it with what the users need. In the middle you have content strategy the balance and blend of all 3.
This is also a good example of what content strategy is but all the different options available for achieving successful content strategies. Unlike the last picture which is a simple explanation this one goes deeper into the key ideas. It breaks down the overall themes into small sub sections with a wide variety of options within them. Overall I feel this one combines the best parts of the other images and adds to it.
When I learned what our assignment was for this week’s class I immediately ran all over my house looking for QR barcodes to scan. Thinking I would find a 50 quite easily I looked at every product, magazine or flyer I could find. I found roughly 7. I was quite surprised because I remember a few years back almost everything had a QR barcode. I found an interesting article that discusses how QR codes are dying out largely due to over saturation and the lack of knowledge surrounding what they actually are. Honestly this was the first time I ever scanned a QR code. I knew what they were but from my friends who had Blackberry’s (back when people actually had BlackBerrys) and they used them to add each other to BBM and would scan the QR codes but it would just take them to the advertisements website which was already on the ad itself. In the QR codes I scanned 5 took me to the website which didn’t offer any new information from what was already in the ad. 2 had YouTube videos that offered more information in the ad and were actually quite entertaining. I watched these videos and looked around the site a bit. Progress but didn’t really offer up anything to keep me on the site.
The thing I learned the most from this week’s assignment is that in a lesser known social web application you need to offer the consumer something different. Linking me over to your website isn’t going to do it. I saw it was a website and just closed it. What I liked best about foursquare was the discounts it offered from local businesses both big and small. I also discovered some interesting local spots that I didn’t know about. Foursquare offers some incentive for checking in which is one reason why in 2011 there was 1 billion check ins. Going forward I won’t be using the QR reader but plan to continue to use Foursquare I think it will fit in nicely with my other social web use.
3 examples of possible use of the platform for public relations
- Cross publicity between social web platforms- Foursquare may be a lesser known form of social media but has the ability to link to Facebook and Twitter. When a user checks-in and connects that to their other social web site it promotes foursquare but also the establishment itself. Reaching that users friends, followers, etc. a vastly larger audience then it may have reached previously. A business can have a Facebook page or Twitter page but if they don’t have followers then its messaging isn’t getting out there. This will allow for a bigger reach for publicity of their business. For PR as a whole you reach more people through with your message and connect it through multiple platforms.
- 2. Real time communications both good and bad- When someone checks-in to a Foursquare location it gives them the ability to leave comments, like or dislike the page, take photos and more. If a business owner is properly managing their Foursquare page they can acknowledge comments both good and bad. They can respond to the mayor or their page and recognize their loyal patronage. By responding to a consumers it deepens the relationship they have with the business
- 3. Connecting communities– Foursquare allows for people to connect with local business’ and for those business’ to connect with their customers. In a small county where I live “a more desirable approach is to target your promotions to as many users as possible. This not only encourages the use of location-based apps like foursquare, but also allows you to entice a wider customer base. In many instances you’ll be able to drive immediate traffic away from your nearby competitors with these kinds of promotions (sprout insights, 2010). Being on Foursquare can allow for promotion of this small business and offer incentives the larger ones may not since they may not leverage the power of Foursquare.
Overall, I believe that QR codes need a facelift. Right now they are boring and often don’t even work. Consider a contest or draw of some sort for people who scan the QR code. Make it worth the effort for people. Foursquare I think is a great idea, I have discovered lots of local places that offer great incentives for going along with support local small business. I actually had my first check in tonight. I will definitely continue to use it.
From the articles I read and from the use of my own twitter account I believe “promoted tweets,” “promoted accounts” and “promoted trends” possess great value for an organization. Even if a user doesn’t click on the tweet or look at the trend it still brings attention to the organization. From the articles listed below I have found that promotions done through twitter have been very successful for cirque de soleil, consumer media network and PF Changs. PF Changs first use of promoted accounts was so successful they have done it several times since. Spending $25,000 they received in the “first four days of the campaign, P.F. Chang’s said roughly 1 million people clicked, recirculated or otherwise interacted with the Twitter ad”. The consumer media network had an increase in follower base by 350%. As an organization you would have to look at the success on both large and smaller scale companies. Having 1 million people interact with your tweet over a four day period is well worth the $25,000 price tag. I myself often stop to read the promoted tweets or I will look at the promoted trends. I don’t always click on them but they are on my radar now, where before they never would have been. Coca Colas promoted trend netted them 86 million impressions on twitter and for the tens of thousands of dollars it costs it was well worth the purchase. Considering Coca Cola has spent much more on the advertising ventures and probably did not end up with such successful results. I believe an organization that does not recognize the clear value of promoting on twitter is really missing out on a great opportunity to increase awareness of their product. The articles also stat that the average consumer engagement rate sits at around 2% whereas on twitter it averages 6% consumer engagement. 3 times the industry average for a relatively low cost is really money well spent. In most of my searching for costs on “promoted tweets,” “promoted accounts” and “promoted trends” almost all of the articles talked about the success an organization had using twitter as a promotional tool. This says something about the ever growing power of twitter. As well twitter promoted tweets seem to offer continued success whereas Facebook promoted ads don’t see to give as much value you for the money. On blogger wrote “the Promoted Post campaign promised an estimated reach of 2100 people for $30.00. Facebook came pretty close to collecting the full $30, with the campaign closing out at $27.28. They overestimated advertising reach and delivered a mere 55% of the paid impressions. Our other two Promoted Post campaigns are also failing to reach anywhere near the Facebook estimates an even strong argument for the clear value of twitter. I’m looking forward to see what my classmates found when doing their research as well. If they also found mostly success stories or discovered more information about it not working for organizations. Can wait for the comments!
My names Ashley Campbell and this is my first time blogging. I am an avid social media user however have never gotten into blogging. So hopefully I will get better at this as the courses continues. Below is my first post.
In chapter two of our textbook it discusses the value social media can add to an organization. The book states there is two ways to use social media, for entertainment purposes and for building a community around your company. I know alot of work places where their computers are blocked from entering social media sites. The question is, is this a good thing or a bad thing. An employee who is playing games or commenting on friends photos will not add any value to a business` social media program. However an employee posting about up coming product or monitoring social media for negative responses will. Social media in the work place has this stigma attached to it. There are also legal obligations when a business uses social media. I have attached an article below to blog Canadian Business, which discusses the ethics and law on social and the workplace. Its an interesting topic in that how do you draw the line between acceptable workplace social media and usage and what isn’t. How would this be monitored. I am very much looking forward as the class progresses seeing how organizations deal with this matter and what my fellow classes mates think of it.