Nicely done US Airways
- Thread starter ClarkGriswold
- Start date
surreal1221
Well-Known Member
@tonyw Look bro, you're trying, and I commend you for that, but don't express too much thought into convincing a bunch of folks who thought it would be a good idea to fly airplanes around for a living about the value an organization can secure through smart social media use. You and I both know you won't succeed. Especially when someone thinks MNC should revert to traditional forms of communicating with wide-ranging and far-reaching publics.
Maximilian_Jenius
Super User
Isn't social media important in this day and age, even to pilots. Especially ExpressJet pilots in the on going union contract related issues?
surreal1221
Well-Known Member
Social media is important to EVERYONE. Whether they know it now or not.
That said, as a communication strategiest for a number of clients, if an organization (or that organization's leadership) fails to use all resources available to them, there is not much communication professionals can do to help save their image when someone else takes control of it.
My statement though, and its cause I value Tony's time spent within the realm of brand management and social media deployment, is that if an individual really believes that traditional communication platforms will help control an organization's image, no amount of education on the value of social media will change their mind. That is, until they try to regain control of their image from the ones who stole it.
Additionally, Tony was replying and engaging in discourse about this subject with an individual who holds a long-gone, and extremely simplistic, view of an organization's communication processes of which I was replying and stressing to Tony. On other matters, my opinion may be different, for example:
Pilots have successfully utilized various social media platforms to develop targeted messages and priorities. These same groups have successfully built specific communities that utilize the same messages and priorities to drive collaborative thinking on ways that can bring improvement to their conditions, almost utilizing an off-shoot of morale outrage form of advocacy to drive "social" change in their environments (contract negotiations that bring improvements rather than concessions). Pilots, in the above example, are grassroots based advocacy groups (Stop the Whipsaw, or independently developed groups [ASA/XJT TA Discussion]). I do not speak of organizational attempts by unions to utilize social media platforms, so please do not take the referenced example as a praise for a Union's attempt at deploying a social media strategy.
That said, as a communication strategiest for a number of clients, if an organization (or that organization's leadership) fails to use all resources available to them, there is not much communication professionals can do to help save their image when someone else takes control of it.
My statement though, and its cause I value Tony's time spent within the realm of brand management and social media deployment, is that if an individual really believes that traditional communication platforms will help control an organization's image, no amount of education on the value of social media will change their mind. That is, until they try to regain control of their image from the ones who stole it.
Additionally, Tony was replying and engaging in discourse about this subject with an individual who holds a long-gone, and extremely simplistic, view of an organization's communication processes of which I was replying and stressing to Tony. On other matters, my opinion may be different, for example:
Pilots have successfully utilized various social media platforms to develop targeted messages and priorities. These same groups have successfully built specific communities that utilize the same messages and priorities to drive collaborative thinking on ways that can bring improvement to their conditions, almost utilizing an off-shoot of morale outrage form of advocacy to drive "social" change in their environments (contract negotiations that bring improvements rather than concessions). Pilots, in the above example, are grassroots based advocacy groups (Stop the Whipsaw, or independently developed groups [ASA/XJT TA Discussion]). I do not speak of organizational attempts by unions to utilize social media platforms, so please do not take the referenced example as a praise for a Union's attempt at deploying a social media strategy.
surreal1221
Well-Known Member
Trust, I get that.
However, my lens of viewing social media comes from using it as an organizational tool to increase engagement with internal and external publics. And guess what, it works.
I do not really give two •s about an individual's utilization of social media and the frequency by which they post photos of their meals for all their friends or followers to view. However, I do care about how much traffic I can drive from social media platforms to my other platforms that may get a visitor to contribute money to a client's campaign or purchase goods from a client's online store. I also care about what messages are working to generate a spread of my content. How do I get my message, or the message of one of my clients, to be spread throughout the twitter-verse as frequently as the average user posts images of his or her breakfast?
And yet, here I am - doing the one thing I suggested Tony not to do.
Put simply, there are multiple organizational and professional uses of social media. Additionally, an individual is free to use or discredit social media. In the end, I know where I can get value and engage with a very willing audience, and that audience is on social media - not waiting for the mail to come.
However, my lens of viewing social media comes from using it as an organizational tool to increase engagement with internal and external publics. And guess what, it works.
I do not really give two •s about an individual's utilization of social media and the frequency by which they post photos of their meals for all their friends or followers to view. However, I do care about how much traffic I can drive from social media platforms to my other platforms that may get a visitor to contribute money to a client's campaign or purchase goods from a client's online store. I also care about what messages are working to generate a spread of my content. How do I get my message, or the message of one of my clients, to be spread throughout the twitter-verse as frequently as the average user posts images of his or her breakfast?
And yet, here I am - doing the one thing I suggested Tony not to do.
Put simply, there are multiple organizational and professional uses of social media. Additionally, an individual is free to use or discredit social media. In the end, I know where I can get value and engage with a very willing audience, and that audience is on social media - not waiting for the mail to come.
surreal1221
Well-Known Member
Missed you Lover...wheres our enemy?
Finny
Well-Known Member
Allegedly came from a German revenge porn site.
surreal1221
Well-Known Member
word dawg.
surreal1221
Well-Known Member
#baller.
comfortablynumb
Well-Known Member
I must turn to google I've never heard of revenge porn. Intrigued. Thanks.
tonyw
Well-Known Member
That's just it. You don't want to spew verbal diarrhea. The idea is to produce content that makes people smile, laugh, say, hey, I like that company. And then if it's a B2C company, they buy your stuff. If you're a B2B company, then they say, that company knows its stuff and when they need something you produce, they download a white paper, fill out a contact us form, whatever.
It's a different form of branding, but it's still branding.
Boeing will not sell a single airplane because of its Twitter feed. Their social media guy said so. But the idea is to create a bunch of people who say, "how cool" instead of "it's just another damn metal tube with wings."
tonyw
Well-Known Member
But isn't this exactly what you try to do with social media? You try to have a conversation with someone, educate them, and hopefully, at some point, they say, okay, that guy/company/brand is cool. I like them.
It's all good. At some point, someone had to have the same conversation with the CMO of every airline, and they probably said similar things.
It's tough. You're used to controlling the message about your brand and then you have to come to the realization that you no longer do. You have to realize that your gorgeous, well planned and executed $12 million Super Bowl ad buy can be destroyed by a guy who has a smart phone and a YouTube account.
And then you have to realize that instead of trying to fight to keep people from using those tools, you have to embrace them.
tonyw
Well-Known Member
Nobody will be fired for the pornographic tweet.
As it turns out, it was a mistake. Here's the airline's explanation.
We apologize for the inappropriate image we recently shared in a Twitter response. Our investigation has determined that the image was initially posted to our Twitter feed by another user. We captured the tweet to flag it as inappropriate. Unfortunately the image was inadvertently included in a response to a customer. We immediately realized the error and removed our tweet. We deeply regret the mistake and we are currently reviewing our processes to prevent such errors in the future.
I give them a lot of credit for this. The easy thing to do would have been to fire the employee responsible. Instead, they took a much more humane approach, realized that people make mistakes and his intent was good, and acted accordingly.
As it turns out, it was a mistake. Here's the airline's explanation.
We apologize for the inappropriate image we recently shared in a Twitter response. Our investigation has determined that the image was initially posted to our Twitter feed by another user. We captured the tweet to flag it as inappropriate. Unfortunately the image was inadvertently included in a response to a customer. We immediately realized the error and removed our tweet. We deeply regret the mistake and we are currently reviewing our processes to prevent such errors in the future.
I give them a lot of credit for this. The easy thing to do would have been to fire the employee responsible. Instead, they took a much more humane approach, realized that people make mistakes and his intent was good, and acted accordingly.
