FILTERED AIR: The social media bubble and one step to begin to combat it

15396059936_671d6e2073_b

The issue of social media bubbles has become a bubble of its own just lately.

Post-Trump, post-Brexit and post-truth the issue is this. People build their own bubble from people of a smilar view.

Driving home today listening to Radio 4 I came upon a rather excellent programme Bursting the Social Media Bubble. The iplayer link is here. It’s worth a listen.

Euan Semple has in the past written about there being volume control on the mob. I get that. Nobody wants to see some of the vile abuse you don’t have to go far to see. But what about reasonable people who have a contrary view? They’re not the mob. So, what about them?

Just recently the excellent Alan Oram from Alive With Ideas spoke about the need to have some naysayers in the mix. Why? Because if everything is excellent and amazing you are not getting the bit of challenge you sometimes need.

Besides, without a contrary voice we’re not exercising critical thinking and testing out what we think.

As BBC presenter Bobby Friction says:

“Social media is no longer a simple medium where we just chat and wish each other a happy birthday. It IS now the media. We need to start looking at our own social media bubble because we do have some control.”

Looking at Facebook side-byside

The Wall Street Journal’s Blue Feed Red Feed tackles the issue of rival bubbles by displaying the same subjects side-by-side. It shows Facebook posts about limited key words. Although US, as an exercise it’s fascinating. But does it tackle the issue? Not really.

filter3

A danger to you as a comms person as a filter bubble

Across the UK, the population feels as though it has never been more fractured or diverse. My Dad has a Facebook account and never uses it. He’ll watch the Six O’Clock news religiously. My niece gets her news from Facebook. My daughter watches BBC Newsround at school. How we consume the media is diverse.

A risk of a filter bubble is that you think the UK is made-up of likeminded people who all check their smartphones within five minutes of waking up. Newsflash: it isn’t.

But I also think that the forward thinking comms person needs to think about how to enter social media bubbles too. The Facebook group that carps about the council. The community page that is suspicious of the police.  We need to be there too.

 

You can start with your Facebook algorithm

You can start with your own Facebook timeline.

You may have 300 friends. You are only seeing a skim of things from people you’ve regularly interacted with before. You don’t interact with those people? You won’t see them.

So, to widen out the views you are hearing from your friends there’s a tip.

Go to the Facebook home page.

 

Go to the News Feed in the top left hand corner and click. You’ll get a two-option text box.

newsfeed

Select: Most recent rather than top stories.

Give me a shout if I can help. I’m dan@comms2point0.co.uk and @danslee.

Picture credit: Federico Feroldi / Flickr 


ASK CONTENT: Questions you need to ask during the social media review you’ve been putting off

15415676360_3c71ba3706_b

Look after social media accounts? There are a series of questions you need to ask and depending on the answers you may need to delete the account.

Over the past few year we’ve run a series of comms reviews on organisations. Social media has formed part of that. We’ll look at how well they are performing and give advice. Often people know they need to but don’t always have the time or the expertise.

Just recently we ran a survey over on comms2point0 with Musterpoint about the number of accounts operated by different organisations. If you missed the study you can find it here.

What stuck out was the number of social media accounts operated by different sectors. You can see the findings here:

surv

The optimum number of social media accounts for an organisation

It got me to thinking about what the optimum number of accounts for an organisation was. Really that depends on the organisation. It depends on its staff and it depends upon who is the audience.

In the comms2point0 survey, the stats for fire, police and ambulance really stuck out. On average each service has almost 50 social media accounts. Very often they are frontline staff, teams or stations. A local face for the service can work well.

That’s fine.

But once a year at least I think every organisation needs to take a long hard look at itself just to check if they are on the right path. If you are responsible for an organisation’s social media footprint that means asking some tough questions and yes, it’ll mean going through the accounts forensically.

Some questions to ask during a social media review

What are the channels? Make a list of all the accounts attributed to an organisation.

Who has access? It sounds straight forward but so many organisations don’t keep a list of those with access or their email address. Let alone store that in one place where it can be easily accessed.

When was the last time they were updated? Look to see how active they’ve been. An account gathering dust probably isn’t much use.

How many times did they post content in the last seven days? It’s a simpole metric but it gives a snapshot.

How many replies did they get? Again, a simple metric but the more activity there is shows how engaged poeople feel with it. Engagement is good.

How many replies did they respond with? But once people engage with it you need to take a look at how they are responding. An account that blanks all people’s questions isn’t a good one.

What’s the balance of content? I’ve argued for a long time that an 80 – 20 split is desirable. The 80 is the human content that’s the bright picture or the meme. The 20 is the call to action. Mess this up at your peril.

Are they embeded on the right webpage? It’s fine having an account that speaks on behalf of a team. Or even an individual from that team. But is that account embeded in the relevant page on the organisation’s website?

Do they help tackle the organisation’s aims? In other words, do they make a difference and help important people sleep at night? Can this be quantified?

When you carry out your social media review, you’ll find some surprises. Very often, you’ll find a third of the accounts in an organisation are prospering, a third need a helping hand and a third probably need closing down. Don’t shirk at closing down accounts if they need to be closed.

So, don’t go for big numbers. Go for the right numbers.

Shout if I can help. I’m dan@comms2point0.co.uk or @danslee.

Picture credit: Johnny Silvercloud / Flickr.

 

 

.

 

 

 

 

 


WRITE STUFF: 15 pieces of advice for journalists heading to a career in PR

23106362469_a553484d8b_bSo, what is the difference was between journalism and PR? I’ve stopped and asked myself the question this week. I’ve been thinking of how to explain the difference.

For 12-years I was a journalist and rose to become assistant chief reporter of a daily regional newspaper. Back then I would have told you that the difference was news was everything they don’t want you to know. The rest is PR, I’d have said.

Eight years on and director of my own company I know the difference is more to it than that just a lack of shouting news editors and no double murders.

The truth is that if there was a Venn diagram, there would be surprising little between the two. At best, it’s a common use of the English language and the knowledge that news is people. And people like to read about people.

Here are 15 differences

A yardstick of success. As a journalist, your measure is if you’ve got the front page. Failing that, it’s a healthy number of pageleads. As a comms person, it’s a number of things. Chiefly, being able to show the material difference your content has made. The number of foster carers recruited, for example.

Criticism. I say this with love, knowing journalists will take umbrage. There is nobody so thin skinned as a journalist. I knew this when I was one. I know it now too. As a comms person you are like a sniper in no man’s land. Under fire from all sides. Your organisation and those outside will throw things at you.

Professional regard. Journalists are special. Not trusted, especially. But special. They have a Press bench and a Press pass. Doors open. Comms people have a daily battle to have their opinion listened to. Solicitors? Planning inspectors? Doctors? Their word is law. But anyone with spell check and clipart thinks they are a comms person.

Audience. A journalist, in the words of a former colleague only half in jest ‘tries to make old people scared to leave their homes.’ They used to have one main channel. Like the printed newspaper or radio bulletin. Now they have to use more. A comms person needs to know as many of the 40 different skills as possible.

Skills. While the reporter needs more skills now than ever the PR or comms person needs to draw either individually or across a team up to 40 skills.

Diplomacy. A journalist can smile politely and ask why the chief executive has failed to build 100 homes on time. A comms person needs the tact to talk through the implications of how that failure will play out and suggest a course of action.

There are no jacks under it. As a journalist, I’d be encouraged to make a story a bit more exciting by ‘putting the jacks under it.’ Outrage, slam, row. As a comms person you play it straight. You stick to the facts which are always sacred.

Accuracy. Now, here’s a thing. I was more accurate as a PR person than a journalist. There. I’ve said it. The news desk request to write a story to fit a pre-determined idea is a thing. I’ve done it. In comms and PR you need to be certain of your ground or you become the story.

A difference. A journalist can try and make a difference by holding power to account. A comms person can make a difference by drawing up the right content in the right place at the right time.

Planning. Long term planning on newspapers was often tomorrow. The concept of a comms plan to work out the business priority, the audience and the channel is alien.

Obsolescence. The journalist suffers from being in an industry whose business model is being re-invented and as a result there are casualties. Comms as an area is developing.

Hours. Long hours to make sure the paper is filled are common on newspapers – who are often renamed media companies. Hours in comms and PR are long. But it’s rare to be stood outside a burning factory in Smethwick, I find.

Writing. Just because you can write for a newspaper doesn’t mean you can write for the web. Or Facebook or Snapchat.

Your employer and your ethics. You bat for your employer as  a PR person. But you bat for your ethics first. At times you have to know your ground and say a firm ‘no.’

Innovation. There can’t be a more exciting time to be a comms person than now. The internet has tipped up old certainties. The tools we can use are evolving and the guidebook on how to use them you can write yourself. How good is that?

Like many former journalists, I admire good journalism. But don’t anyone think that being a reporter and being a press officer or a PR person are remotely the same.

Picture credit: Mattiece David / Flickr


LIFESAVER: “Without data you’re just another person with an opinion.”

Here’s the slide I keep coming back to and have done for months.

data

W. Edwards Deming was an American engineer, statistician, professor, author, lecturer, and management consultant. His work has been acclaimed as being one of the key factors that led to the Japanese industrial boom from 1950 to 1960.

He is absolutely right. Without data you are just another person with an opinion.

During my career I’ve not always appreciated this. My career has been a struggle between thought and action. As a journalist, I was measured by action. Write the story, get the scoop. Long term planning was literally tomorrow.

But as I’m often now taking the bigger picture I see the value of data to help you calmly make decisions.

The problem with data is that it doesn’t kick the door down and demand you send out a press release. It’s dull. It’s a pile of numbers. Yet, what stories it can tell you if you spend long enough panning for it like a Klondike fontiersperson hunched over a pan rext to a running stream.

Good data can save a life.

It can tell you, as I heard today at the Association of Police Communicators conference, that abusive behaviour starts in the teenage years. So, comms has been targeted at teenagers that abusive relationships are not acceptable because the data said that’s when offenders start.

So shouldn’t you spend more time panning for data?

 

 

 

 


MEDIA TODAY: ‘We are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle.’

20564510232_d7215a736d_b“I love newspapers,” legendary Sunday Times editor Harold Evans once said, “But I’m intoxicated by the power and possibility of the internet.”

I get that.

It’s hard not to be a participant or a watcher in the media landscape in 2016 without being fascinated at how fast it evolves.

There was an excellent interview by Alex Spence on political website politico with the outgoing director of communications at the Prime Minister’s Office. Craig Oliver spent six years in the post. Leave politics aside, he has some really useful observations. You can read full post here. Here are a few highlights:

On the changing political media: “The reality is that we are not in a 24/7 news cycle. We are in a 360-degree, 3D news cycle, when news is coming at you all the time, constantly, and the next headline is not the top of the next hour on a 24-hour news station, but in the time it takes for somebody to type out a tweet.”

On which media — TV, radio, newspapers, digital, social — now has most influence on political news: “You’re saying, ‘Is the TV news the most important thing?’, and actually that feels slightly dated as a question. Yes it’s massively important but I still think, what are we saying to the newspapers, what are we saying to the broadcasters, what are we saying to social media, I treat each of those quite equally. They all bleed into each other. Increasingly you have news organisations that do websites, podcasts, vodcasts, you know, essentially mini-TV programs, little videos, little audio bites, it’s all merging together. It’s how are you impacting traditional newspapers, how are you impacting the traditional broadcasters, how are you having an effect on social media and that kind of digital world. It is starting to mesh and move but you still do have to think in each of those three ways about each story.”

On the enduring influence of the newspapers: “Anybody who did this job who didn’t think that newspapers had a very powerful influence on the political debate in this country would not be understanding the situation properly.”

These are points that any comms, PR or social media person needs to understand. It echoes something I’ve been saying for a while. Know your landscape. Know your stats. Don’t be a channel fascist and close things out entirely. Use the best channel. Not the sexiest.

Picture credit: Hakan Dahlstrom / Flickr

 


10 places to distribute your video to make it a success

5236263550_12bf640a5b_oYou’ve made a cracking video but you’re really not sure what to do next.

So what do you do?

For the past 12-months I’ve looked, made, researched and co-delivered workshops on essential video skills for comms.

As a comms person I’m convinced that video has a powerful role in creating engaging content. As I’ve said before, a large chunk of the internet is now video and that’s just going to grow.

The two things you need for engaging video

Think of Pearl & Dean. Think of sound and vision. It’s two things that go together. There’s a balancing act for creating successful video as part of a comms campaign. On the one hand you need good content. But on the other hand, good content that’s sat on your mobile phone isn’t going to reach anyone. So think about when and where you can post what you’ve made.

Live streaming is a bit different

Live streaming using Periscope, Meercat or Facebook Live is video. But this is video of the moment which is disposable. If the advantage is to be five yards away from the firefighter explaining the incident is now under control then it makes sense to use that. Speed and realtime point you to these platforms.

Don’t be blinded by numbers

Have a think about your audience. If you are keen to reach 16-year-old students about to decide which college to go to then your idea of success is not to chase Taylor Swift numbers. But if you’ve only reached a dozen then you may need to have a think about your distribution. In other words where people have the chance to see the video.

10 places where people can see your video

YouTube direct. This is the grand daddy of internet video. It’s used by more than a billion people a month. In the UK, more than 40 million people use the platform every month. Post your video to YouTube but keep it at around three minutes. Add tags and a good description so people will find it. Metadata is your friend. Optimum time: around three minutes.

Facebook direct. A new kid on the block compared to YouTube. At the moment, Facebook is rewarding you for adding video content to a page. It likes video because video keeps people interested, engaged and sharing. A hundred million hours of video is watched on Facebook every day. There is a battle going on between YouTube and Facebook but it’s worth posting video here too. Facebook can soar in the short run and is outperformed by YouTube in the long run. So think about posting to both. Optimum time: 21 seconds.

Twitter direct. Like Facebook, Twitter is liking that you post video direct to itself from the Twitter mobile app. But annoyingly, it’ll only let you upload a video from elsewhere if you are using an iphone.Optimum time: less than 30 seconds.

Instagram direct. There is a tendency for organisations to sit back and think that YouTube, Facebook or Twitter means the internet is covered. What hogswallop. If you know your audience you’ll have an idea which platforms they’ll be using. If instagram or snapchat is on their wavelength then think about how you’ll be using those channels first. By doing that you’ll have an understanding of what video may work.Optimum time: Instagram was up to 15 seconds maximum but now can be 60 seconds. Doesn’t mean you should use 60 seconds, mind.

Snapchat direct. Younger people are opting for snapchat. Again, disposability rules in the content. The platform now has 10 billion views a day. Organisations who are using it well have got to know snapchat first and make specialised content. It’s not a place to throw your three minute YouTube video.Optimum time: less than 10 seconds.

Email the link internally. Once you’ve posted the video cut and paste the URL and send it to people. Embed it in the weekly email. Or send it to the 10 people in the team you’ve featured. Invite them to share it and you can start to tap into your staff as advocates. YouTube links are good for this.

Embed in a webpage. It never fails to surprise me that video carefully shot and posted onto social channels then never makes the webpage. If you look after a museum, embed the video onto the right webpage so when visitors come they’ll have more than just the opening times to look at.

A staff meeting or event. You have an audience of people corralled into a room. Of course you should show them the film you’ve made.

A link attached to a press release. If you’re sending out a press release it is becoming increasingly important to add a video or an image to it to register an interest with a reporter. Even if it’s a short video it’s worth doing.

Target influencers. If the blogger, the reporter or the big cheese are people you’d like to see the video don’t hope that somehow they’ll pick up on it. Email them direct. Tweet them direct. Tap them on the shoulder. “I’ve got this video that I think you’ll like.”

On a welcome screen on a loop. If you have a reception or a place where people gather show the video on a loop. You may want to screen it with the sound off if you’ve only got 30 seconds of good footage. Think about silent film techniques and sub-titles.

To learn more about planning, editing, shooting and posting video using a smartphone come to a comms2point0 essential video skills workshop.

Dan Slee is co-creator of comms2point0.


OWN GOAL: What Aston Villa’s demise teaches comms and PR people

19753404670_9bf9cf0977_bSometimes it’s tempting to say that better PR can make up for anything… but that’s just a big fat lie.

Take Aston Villa Football Club. They’re a team that has just been relegated from the top flight of English football with four games of the season left.

This was the football equivalent of the Charge of the Light Brigade only with none of the honour, heroism and poetry. This was not a rush towards the Russian guns with lightly armed horses to maintain a reputation. This was a dash towards a brick wall in an ice cream van. Driven by a bloke in a circus clown’s outfit. Blunders to the left of them, fowl-ups to the right. Into the valley of PR nightmares they rode.

It’s tempting to feel truly sorry for the actual PR team at Aston Villa who have had to all too often pick-up the pieces. How much of a thankless task must that be?

However, in the interests in learning from failure, here are some lessons.

You cannot polish a turd

Yes, PR can do much. But if the product is broken all the PR and comms in the world can’t make up for it. If the owner isn’t interested and a string of bad appointments have been made there really is very little you can do.

I’m reminded of Robert Phillips’ ‘Trust Me PR is Dead.’ His advice to a burger chain facing flak for excrement traces in their burgers was not to talk about the community grants they gave and corporate social responsibility. It was to stop putting crap in the burgers.

Speak truth to power

Of course, what you say may not always be welcome. But honest, diplomatic feedback of what your customers are saying should be given house room. If the customers are angry about something it’s as well to know early. You won’t be welcomed in the short term, but speaking truth to power is a role of the comms person.

What happens on a night out…stays on Twitter, Facebook, YouTube

Aston Villa players carved out a special place for themselves through the season by being spotted ‘tired and emotional’ in a range of places. Jack Grealish started the trend pre-season in Tenerife. He then added Manchester to the list after losing to Everton.

Know how to spell

Eyebrows were raised when Frenchman Remi Garde was plucked from the French league to become the man who was going to save Aston Villa from a spiral of despair. In fine tradition the club took to the internet to orchestrate a welcome campaign.#welcomeremy the image on the club website read. Perfect. But his name was spelt wrong. It was Remi.

Know when to be humble

Defender Joleon Lescott has got very rich playing football for a number of clubs including Manchester City. A player who has won a handful of caps for England he has cashed in on the Premier League era. But after losing and getting abuse on Twitter he responded by tweeting a picture of his new car.  Then he hurriedly deleted the car and blamed the fact that his pocket had accidentally tweeted the image.

Beware the corporate re-branding

Of course, a new look can breathe life into a new brand. But when the chips are down it can lead to criticism. You have taken your eye off the ball looking at fancy marketing stuff when you should be looking at the basics. Like winning games. Unfair? Perhaps. But perception is everything. So when Villa rebranded for £80,000 losing the traditional motto ‘Prepared’ from the badge they were open to criticism. Especially as they looked so unprepared losing every week.

Follow back… don’t unfollow

On social media, it costs nothing to follow someone back. On a basic level it says that you have been recognised even if your content isn’t slavishly being read. So as a time of the season when Villa needed all the friends they could mass unfollowing 47,000 fans on Twitter wasn’t the best thing to do. The reaction was not positive. Don’t do it.

There is no such thing as off-the-record

With Aston Villa relegated former player and radio phone-in host Stan Collymore laid into some of the more under-achieving players. Singling out Joleon Lescott the car tweeting defender responded by Twitter direct message privately offering to meet and sort things out as men. The screen grab was then tweeted by Collymore.

Say sorry… and mean it.

As the final whistle blew at Old Trafford and Villa were relegated the chief executive Steve Hollis posted an open letter to supporters. It expressed ‘regret’ for how the season panned out and was an exercise in acknowledging responsibility. As an attempt, it was good. No doubt he was hurting. But it would have been far more effective if the word ‘sorry’ had been used.

In the Middle Ages, stocks were used for public contrition. The miscreant was forced to sit there while rotten tomatoes and excrement was flung at them. There’s actually a social role for this. There’s also a place where this takes place today. It’s called the radio phone in. A grovelling apology by the owner on BBC Radio WM may go some way to healing the rift.

Creative commons credit: joshjdss / Flickr