Creativity that fits "Like a glove!"

How many people “Like” you?

With so many fast-food locations in the world, how are they to know whether or not a new product or change has made an impact with customers or not?  Well the answer is through social media, especially through the use of Facebook.  With Facebook, Taco Bell, for example, has the opportunity to find out how many people like their new Dorito’s Locos Tacos.

The better the food gets for each fast-food chain, the more likes they will recieve.  For that reason the following are the top 10 most “liked” and most popular chains in 2012.

10. Burger King

9. Chick-fil-A

8. Dominoe’s Pizza

7. Dunkin’ Donuts

6. Buffalo Wild Wings

5. Pizza Hut

4. Taco Bell

3. Subway

2. McDonald’s

1. Starbucks

Site: http://shine.yahoo.com/shine-food/10-most-liked-fast-food-chains-facebook-2012-203400465.html

All of these have had millions of likes, but the most obvious and astounding number is the 21,596,340 likes that Starbucks has gained in less than a year.  They must be doing something right!


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Engaging your public

The practice of PR has changed from the majority of PR in news stories, to now the majority of PR as public engagement.

As practitioners, we must build trust with our publics through continuous conversation engaging the publics. In a report by Edelman, there are certain tenets to public engagement in order to engage new influencers.

• Integrate search into PR. Conduct reputational search and social search to prioritize media and blogger outreach, as well as an outlet for suggestions and complaints.

• Mobilize the influencers. Find out who will most benefit your company. People who are passionate about specific topics, for example. They will need early information and access so they can publicly discuss product or corporate initiatives.

• Inform the conversation. As practitioners, we need to go where the people are, social media, to provide information. Also need to include websites, or apps to utilize the information.

• Understand that every company is a media company. Companies need to offer a depth of content from their core area, so consumers are drawn to your website and well informed.

• Be present and consistent. People uses 8 sources of media per day, and need to hear something 3-5 times to believe it. Involve audiences consistently through many media, and adapt the message to the specific medium.

• Act in a democratic and decentralized way. Give a voice to the people.

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How to become closer to your customers

Since the beginning of social media and the new era of consumerism, every consumer has a poweeful voice. Consequently, it is really important to build inflencer relationships. In this article written by Gemma Craven, the author gives few tips to empower customer advocates:

Thank your customers. This point is really important to keep your customers’ fidelity; rewarding your loyalists is not hard, from a simple discount on a repeat purchase to a personalized thank you, which costs nothing aside from effort, it all goes a long way.
Be responsive. According to socialbakers, 95% of Facebook wall posts go unanswered by brands – don’t be in the 95%! Simply responding to your customers can quickly grow advocacy and affinity.


You can see in the next graphic that the telecommunications and airline sectors had the highest rates of answered wall posts, but even those were woefully low, at 26 percent and 28 percent, respectively.

On the opposite end of the spectrum, the media industry seems to ignore the “media” in social media, responding to just 1 percent of wall posts, and the automotive industry has stalled on this front, as well, at around 2.5 percent!!!

Look at the communities you have around your brand, whether they are owned or earned communities. You can likely identify your brand advocates pretty quickly, and likely they are not paid influencers but quite simply fans. For that, you can check the website socialbakers and see how many fans you have for your brand and then, try to identify them to give them a proper response.
Review your numbers. Do you know what percentage of your revenue actually comes from new business, and what comes from repeat buyers? Make sure your experience for your repeat customers is as good as the very first time they came to you.
Let your YOU come through. It means customers are tired of being harass by mail and letters inpersonal, they want a real connection with the brands they are purchasing. The new connected environment means your customers want and need a personal connection. Think about how you can bring the human into your brand, with the easiest way being through your connection in social spaces. This could mean undertaking a review of your brand voice with your team, looking at how you currently come across and how you want to be perceived.

In my opinion, the frist and last points are the most important because thanking your customers already implies the three other points, and letting your YOU come through is the main point of social media. How can you have a real relationship with someone if you are not paying attention  to him?

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Elizabeth K. Stanton



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Fishin’ Listenin’

Social media, internet, and digital technology have given people of all ages a voice on the World Wide Web.  Smart phones, tablet PCs, and handheld devices have allowed more people to share their thoughts, feelings, and opinions on the internet.  With so many blogs, feeds, and personal pages, the consumer and the public have more power than ever.  Solis states on page 229 of the “Engage” that, “This is an era of consumer engagement and empowerment.”

Solis has frequently illustrated the importance of “Brand Beacons” within the text.  In other words, he is stressing the importance of analytics and data mining.  Properly monitoring the web for brand recognition can be difficult, and it requires the company to engage with the audience and listen.  There are millions of voices, thoughts, and opinions about brands, companies, and businesses on the internet.  Not searching or listening to those voices on behalf of a company is foolish.

Most of the time information received from analytics and listening is free of charge and can have a profound impact on a business.  This is a great example of a tool, or business practice that is a great return of investment (ROI).

A YouTube video I found from the SAS Group illustrates the importance of searching for vital customer information via analytics.  There is an entire sea of information about customer opinion and brand equity on the internet.  Every business needs to be cognizant of that, and go fishing in that sea of helpful information that can lead the company to be proactive instead of reactive.


This video from SAS, explains it in more detail.

For more information on SAS, click here.


-Eric Hughey

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Study on the New Influencer

When looking for information about new influencers in social media the search results are endless. But, that is simply the reality of search engines and results. In fact, that is the point of them. Bing attempted to market themselves as a more direct search engine, but even they are guilty to never ending results.

Another fact is that new influencers are the main consumers of these “search engine overloads.” And, they seem to enjoy it.

The Institute for Public Relations and Wieck Media funded a study in March 2011 over new media usage by new influencers. The Society for New Communications Research conducted the study by an online survey of almost 300 PR and marketing communications professionals. They wanted to discover what type of impact the changing patterns of influence would cause.

Influence is no longer simply distributed through broadcast and journalism. There are many non-traditional channels that redefine media. This study’s purpose was to define how organizations define “new influencers,” create a relationship with them, use social media and measure their progress.

There is a lot of information in the slideshare, but it is worth your time to take a look. One day we could be presenting these types of studies – never hurts to have a head start on presentation skills.

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Building a Brand via Social Media

With the growing power of the consumer’s voice through social media, companies now have less power over their brand messages. The public now has the opportunity to help shape a brand and influence the buying power of others.

Consumers generally get their information about products from the internet before making a purchase. People can now post their thoughts and experiences with a product. Via social media vehicles, consumers now make purchases based on what their networks think about a product.

Bad news about a company spreads virally quicker than good press, and consumers are more likely to post negative feeback than they are positive feedback.

Companies need to counteract this negative feedback as well as build a strong brand community. An article by Christina Faeh outlines how to build brand champions.

  • IDENTIFY the company mission or values that consumers can share. Providing inspiration or a vision for the company’s target audience can enable them to become followers and swear by the brand.
  • REACH OUT to established communities or online social networks that share the values of the brand. For example, if the company sells organic baby food, then engage a network of mothers who are health conscious.
  • EMPOWER champions with the tools and resources to spread the brand’s value and voice that they share, connect with and live by.
  • NOURISH the company’s champion community through engagement and sharing. When launching a new product, ensure the champions get an early release or have the ability to test and provide feedback. When starting a new campaign, determine how the company might include the champions as part of the campaign voice.

Loyal customers want to have a connection with a brand, so give them content and information that means something to them.


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Branding With Humor

It was only a little over a week ago that a new company, DollarShaveClub.com, posted a video presenting what they sold to audiences world-wide.  Today, this video has had over 3 million views.  Why so many views in so little time?  It is because of the humorous approach they chose to go with.



The reason I chose this story is because of how they chose to represent themselves, or in other words, brand themselves.  They have chosen a very relaxed tone, more of a tone you would use to talk to a friend, but the cussing could be an issue.  The  man in the video, Michael Ducin, who is a co-founder of the company, chose to use the word f**king and as I looked on their website, under their “About us” link, I noticed they used the word pissed.  This could offend many people, but it all depends on who you are choosing to target.

“About us” link:


What are your thoughts on how they chose to brand themselves?


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Social Media Branding 101

In December 2001 Ask Your Target Market (AYTM) Market Research surveyed approximately 2,000 random internet users. The goal? To identify the best way to reach users, where to find users online, who users are and, if potential customers enjoy brand interaction through social media. The following infographic from AYTM shares the results of their study.


What I found most interesting in this study was the evaluation of “who” the most likely active users are. Joe, Mary and Fred are personified ideals of who does what on which sort of social media. Although they are somewhat stereotypical, they are somewhat true. I identified more with Mary, the share reactor. Although I am active on social media, when it comes to content I find there is sometimes more to share than to create. So much is out there!

Where do you fall in social media branding use?

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Make sure your content gets into your fan’s news feeds

In the article “Getting your brand’s content in the news feed on Facebook”, Tracy Sestili is giving us six tips on assuring your content gets into your fan’s news feeds.

>> Post quality content: 

Try and post no more than four times per day if you want your audience to stay focus. And give quality content if you do not want your readers to delete your posts.

>> Be timely: 

In other words, it means that you have to look at past posts and see which posts garnered the most engagement. Like this, you will be able to figure out when is the best time to post your stats updates.

>> Post on a trending topic: 

Back in August Facebook rolled out what they call Aggregated Topic Clusters. What this does is group posts together by a particular topic.

To give you an example, you can see the result if you post about iTunes:


>> Tag others: 

Tagging other fans or brand pages in your post will allow your post to be seen on their wall. If others see it, there’s a good chance that they will share, comment or like it.

>> Be shameless and social: 

Encourage others to share your content or ask them a question to engage them more. The more likes and more shares, the higher and longer your post will appear in a person’s news feed.

>> Manual posting:

It’s been rumored that Facebook gives preferential treatment to posts that are done manually rather than those done via a social media management tool like HootSuite or Buffer.

Try posting one or two manual posts per week and then measuring them against the other posts and see where they land.

If you want more informations about this post, take a look at the following link:


Elizabeth K. Stanton.

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Oh Hey, Nice Brand!

Although social media platforms are fairly simply to operate, every company needs to plan strategically about the “brand” it wants to establish.  People have different writing styles across social media and different attitudes are expressed through writing and text.  A company’s Facebook, Twitter, and LinkedIn all need to be promoting the same messages with consistent style.

In the article, “5 Tips for Maintaining Brand Consistency Across Social Media” by Todd Wasserman- he illustrates the concept of consistent brand building through social media. He mentions five points that were developed by the Director of Landor Associates, Michael Sunden.  (Numbered points by Sunden, bulleted information is my interpretation).

1. Establish Your Brand Voice

– Decide upon the messages you want to promote, including the strengths, key messages, or objectives of your company.

2. Invite Commentary Instead of Chest-Thumping

– In other words, force users to be verbal on your threads and posts.  Instead of always boasting or bragging about your brand, invite the consumers to give input and feedback.  Get the consumer involved to show you care.  This is a great example of the importance of pulling instead of pushing.

3. Be Relevant (and Creative)

– Creative content is king.  I added the creative part on this bullet. You must stay up-to-date with current news while promoting your brand.  Certain issues can be tied to your brand and could be used a mini social media campaign. People like interacting with new, exciting, content and being able to relate to current events in multiple platforms.

4. Don’t aim for Consistency, Aim for Cohesion

– It is important to have a consistent base message and brand.  However, companies should incorporate different strategies to appeal to different niche markets and get a variety of groups talking on the pages.

5. Know Your Audience

– Not only is it important to know the audience, companies need to study the audience.  It is important to know the life styles of your target market.  It is important to know the values and beliefs they have, where they tend to shop, what other sites they go to, and how they feel about the company brand.  Online software such as Google Analytics and Radian 6 can help gather information like this.

For more articles by Wasserman, click here.

-Eric Hughey


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