bolt news & events

The "Twintern" Craze

07.15.2009 Added By : Bolt PR @ 12:35 pm

Pizza Hut has generated quite the buzz in the last month with its hiring of a 22-year-old college grad as a “Twintern”. For those who aren’t familiar with the idea, a Twintern is an intern hired by a company to enhance its social media presence, or to simply Tweet and monitor a Twitter account. With all the attention Pizza Hut has been getting lately, one can expect that more companies will consider adding Twinterns to their staff. Is it a good idea to let an intern be the face of your brand?

Many businesses hire college grads as Twinterns because they believe younger generations are the most familiar with social media. This might be true, but most college students have only used social media for personal reasons, not for business. Gini Dietrich, a Chicago PR manager, said it best when she spoke to bigmoney.com about this issue, “You’re putting your brand and reputation in the hands of someone who has no experience.” The main problem with Pizza Hut’s approach is that it’s allowing a Twintern to speak for its brand, but it’s not monitoring her posts. This is a PR nightmare waiting to happen.

London home-furnishing retailer Habitat provides a good example of what can happen when Twintern’s post are unmonitored. Habitat has recently been battling an onslaught of bad press after its Twintern included ‘hashtags’ containing popular search terms for the protests in Iran in the company’s tweets. This means that when people on Twitter searched for information on the protests, Habitat’s ads showed up instead. Yes tweets can be deleted, but in a medium that operates in real time, there is no telling how many people will see (and retweet) a tweet before it is deleted. The damage can be done the minute the tweet is posted.

Don’t get me wrong, social media is a fantastic way to connect to consumers and other business professionals, as long as it is managed correctly. Starbucks recently hired one of their baristas to act as the voice for its Twitter account. I like this approach for many reasons.

· Maintains a consistent voice for the Twitter account (not changing every three months when new interns take over)

· Ensures better brand representation by utilizing someone who has been trusted to be the face of the brand in the past and by someone who truly understands the brand

· Leverages the barista’s understanding of customers’ wants/expectations because he or she has experience interacting with them on a daily basis

· Utilizes the barista’s experience dealing with consumer complaints because he or she has been trained how to respond appropriately

· Frees up executives

What do you think about the Twintern craze? Follow Bolt on Twitter @boltbuzz108. But be forewarned, you

won’t find any Twinterns there.

By: Ashley Margo, ashley@boltpr.com

Want More Website Traffic? Tend to Your Garden…

07.10.2009 Added By : Bolt PR @ 8:57 am

I received a Facebook message from an old colleague today asking me how to get more hits on a Website. She already tried using Twitter, Facebook, Digg, Buzz and consumer reports, but was curious if I had any ideas to quickly increase traffic.

[Excuse while I press pause.] Sure, there are some ways to get a spike in traffic to your Website. Why is this important? Social networking is a great way to build your credibility, increase awareness and get found in searches because you are producing more content, which all lead to more traffic to your site. And the visitors will be more qualified leads that are familiar with what you offer. Then, if your Website is good, and you know how to convert leads into sales, you can Twitter your way to the bank. Unfortunately, this is unlikely to happen overnight. It takes time and consistency (I am tempted to use a garden metaphor – like how you have to sow the seeds, water, hoe and weed, then it will sprout and grow into a giving tree – but I’ll spare you the cheese and save myself from being labeled as cliché).

[Ok, un-pause.] This is not the first time someone has asked me about how to increase website traffic; in fact, I am often asking the same question and testing new ideas. While there is not a one-size-fits-all answer, here are a few strategies we implement at Bolt that consistently produce results for our clients:

Blogging and micro-blogging. The search engine crawlers are more likely to find you when update content on your Website. A company blog not only keep your content fresh, it also allows your customers or prospects to get to know you. Pair the blog with Twitter (a micro-blog) to let others know about your blog by posting links to it. Just make sure you utilize Twitter to engage with others and share helpful information to establish your credibility. Each tweet is searchable; so incorporate your key words in tweets to be found by your target audience.
Public Relations. The more articles and blogs that mention your business’ name, the more likely it is that you will be found. Plus editorial coverage lends third party credibility. People are more likely to believe someone else saying how great you are, than when you toot your own horn. Through Twitter, you can let your followers know about the article. If you are a brand new business, launching a new product, or relatively unknown, public relations is the solution to credible exposure.
E-zines, wikis, Squidoo. By publishing your own content that is informative and of some value to your audience, you can be a respected resource. Sharing your knowledge ultimately helps sell your business. Good previews always make me want to pay the $12 to see the whole movie. Readers will want to click on your Website to find out more. Also, the more content you produce, increases the amount of positive information available online about you.
YouTube. Video is highly searchable and more entertaining than an article (depending on the quality and content). If you are targeting Generation Y or anyone with Y-like tendencies, YouTube videos are a must. The site, now owned by Google, is the go-to search engine for many. Need ideas for videos? Interview your customers (testimonials), give a quick tip (portrays expertise) or do a virtual tour of your company and let employees say their favorite parts of their jobs (show positive work environment).

There are, of course, many other ways to bolster Website visitors (I’ve discussed a few in previous posts), but these are four strategies that I have experience implementing and feel confident recommending. If you are hungry for more information or want to share your best practices, feel free to leave a comment here, send me an email to anne@boltpr.com, or tweet me @boltbuzz108.

Public Relations… in a Recession?

07.01.2009 Added By : Caroline Callaway @ 1:44 pm

Yes. Your marketing engine should never stop, especially in a recession. After all, if no one knows your business exists, does it?

I’m not suggesting Super Bowl ads, nor am I advising that you spend money you don’t have. What I am recommending is public relations; it’s marketing on a shoestring budget. It’s credibility. It’s exposure. It’s attention in the marketplace, your target marketplace. I might be biased, but I got into this industry because I know how powerful PR can be for small businesses and large companies alike; I know the return my clients see on their PR investment.

With that, here are three reasons to keep the PR engine moving now. Yes, right now:

1. Your Competition Likely Pressed Pause. Most companies at this point have chopped their marketing budgets and aren’t even thinking about it right now. So step up to it. Get your word out while your competition isn’t.

2. You Still Have News. Recession or not, I’m willing to bet that your company is still doing work that is worthy of media attention. Whether you’ve offered pro bono work, launched a special recession deal, won an award, can speak as an expert on a relevant topic, or (gasp) hired or promoted an employee, your company has news. The recession didn’t take that away.

3. The Recession Will End. I’ve heard it; consumer spending is down. And with that, so is every other kind of spending. Even though your customers aren’t buying (as much) right now, it doesn’t mean they’re not looking. Your product or service fulfills a need, otherwise you wouldn’t have a business to start with. As soon as funds become available, your customers will want to fill that need. If your name isn’t out there, how will they know that YOU have the solution for them? The companies that keep the PR going will be at the forefront of customers’ minds and will be the go-to source when it’s time to buy.

A final remark: Money is still being spent, so don’t be discouraged. Instead, help one another every chance you get, offer fair pricing, do your best work, and promote the heck out of all the good things you’re doing during these trying times.

Creating an Effective Social Media Strategy

06.24.2009 Added By : Caroline Callaway @ 3:01 pm

I just read a Vocus whitepaper entitled, “The Do’s and Don’ts of Creating an Effective Social Media Strategy”. Since I’m in full support of the tips offered in the whitepaper, I’ll reiterate a few of the main points of the paper here and add in a few of my own thoughts:

1. Take Time to Listen. It’s unwise to jump in without understanding the conversations that are already taking place about your industry, company and competitors. Determine what you will add to the conversation, not what you will regurgitate.

2. Identify Spokespeople. Social media, like traditional communications strategies, requires knowledgeable spokespeople who can speak to various aspects of an organization and its products/services. Every organization should have a social media policy in place prior to launching a social media campaign that outlines the organization’s expectations of its employees’ social networking use and offer employees guidance on where to defer questions regarding social media. This is similar to how a communications department would implement policies regarding media inquiries and interviews.

3. Communicate the Strategy. Once you’ve identified spokespeople and implemented a policy, communicate the strategy to the entire organization. Let people know what’s going on; the more informed people are and the more opportunities they have to share ideas with spokespeople, the more the social network sites will reflect the true personality of an organization.

4. Set Priorities and Goals. As with any marketing initiative, priorities and goals must be set. Don’t confuse quantity with quality, particularly when it comes to the number of followers/fans and the number of posts/tweets. Just as public relations efforts are targeted, have a strategy behind social networking to reach your target audience and achieve your desired goals.

5. Provide Consistent, Valuable Content. Don’t simply self-promote. Instead, share knowledge, ideas, insights, tips and industry news. This not only positions you/your organization as a thought-leader, but it also engages people and makes them want to hear more. Then, when the time is appropriate to promote a product/service announcement, you’ll have a captive audience of followers/fans who are willing to listen and even become your brand evangelists.

6. Be Prepared for Success. The power of social networks in spreading your message is unlimited. Make sure you can handle the influx of Website traffic, sales calls and new business inquiries. On the flip side, also know that social networking takes time. Be prepared for a long-term commitment to garner this level of success. It doesn’t happen overnight. Much like in-person networking, trust must be established through social networking before you can expect prospects to buy. As the Vocus whitepaper says, “Don’t be a Twitter Quitter” – love that!

7. Measure Results. Evaluate Website traffic and the increase in sales over time. Monitor what postings/information generates the most traffic and interest. Know what motivates people to talk positively about your brand. Also know what doesn’t spark such positive conversation so you can avoid going there.

8. Monitor. Avoid an #amazonfail situation by constantly monitor public perception to your brand on the social networks. Respond immediately to criticism and find solutions. People will talk about your brand whether you’re on these social networks or not, so you better be monitoring it and responding as needed.

As with all marketing efforts, don’t go into the practice of social networking for business blindly. Do get involved now so you don’t get left behind.

Get LinkedIn or Get Left Out

04.09.2009 Added By : Bolt PR @ 5:49 pm

I am always surprised when business owners, professionals or job seekers tell me that they are not on LinkedIn. Perhaps I live in a social media bubble, but I want to shake them and say, “Do you know how many opportunities you’re missing?!” Instead, I kindly suggest that they join and calmly explain the value. Here are the top two reasons why everyone (including you) should be on LinkedIn:

Search Function: LinkedIn users are able to do a keyword search and find users with the keyword in their profiles.

For example, I used the keyword search to find people who were involved in fundraising to let them know about a new resource (Legacy Benefit Auctions). Recruiters use the same function to find job seekers.
On the flip side, I have also been contacted by several business owners and professionals who came across my profile when looking for Public Relations or Social Media services or even just for networking purposes.
Tip: Make sure to include key words in your profile that reflect your expertise. Think about which keywords someone would use when searching for an individual with your skill set, and then sprinkle them into your bio

Web Site Traffic: LinkedIn is one of Bolt Public Relations’ top referring sites.

Your profile can be a mini-landing page for your business, so it is important to include a link to your web site.
Tip: Join groups and participate in discussions. After you post a comment in a discussion forum, include a signature at the end that includes your business name and link to your Web site. If group members are intrigued or impressed by your comment, they will go straight to your Web site. Make it your goal to participate in a discussion or answer a question at least a few times a week for maximum exposure.

If the idea of setting up a strategic LinkedIn profile or managing your LinkedIn visibility is overwhelming, Bolt offers social media management services and consulting. We would be more that happy to meet with you to help you set up your profile and map out a plan for you. This would include discussing your goals, from finding a job to boosting traffic and positioning you as an expert in your given industry, in order to set up a successful strategy. You should know your purpose before joining any social medium.

For more information about Bolt PR, visit http://www.boltpr.com. And please, connect with me if you are on LinkedIn.

By: Anne Carr

Are you wearing green today?

03.17.2009 Added By : Bolt PR @ 3:07 pm

Happy St. Patrick’s Day! I did a little digging to find out just who St. Patrick is and why he’s important enough to have a holiday in his name. Here is what I found:

Who is St. Patrick?

Patrick lived during the 5th century and is given credit for bringing Christianity to Ireland. He was born in Ireland and lived there until he was kidnapped at age sixteen by pirates and sold into slavery. During his six years of captivity, he learned to find strength in his faith. (Although, he worked as a shepherd, so his captivity doesn’t sound too rough). Patrick finally escaped and lived in France, where he became a priest and then a bishop.

Oddly, he waited until he was 60 years old to move back to Ireland and spread the gospel of Christianity. While teaching about the Trinity, he used the shamrock as a metaphor to illustrate the concept.

St. Patrick is also legendary for driving snakes out of Ireland. While it is true, according to all accounts I could find, that there are no snakes in Ireland, critics believe that there probably never were any there in the first place because the island separated from the rest of the continent during the ice age before snakes existed. He is most likely credited with this because serpent symbols were common and worshiped by many supposedly pagan religions. Driving out the snakes may be symbolic for the end of these practices.

St. Patrick died a hero in Ireland on March 17th around 460 A.D. He described himself as a most humble-minded man, pouring forth a continuous paean of thanks to his Maker for having chosen him as the instrument whereby multitudes who had worshipped idols and unclean things had become the people of God.”

What is St. Patrick’s Day?

Prior to the 20th century, St. Patrick’s Day was celebrated only as a religious holiday. It became a public holiday in 1903 by the Black Holiday Act, introduced to Parliament by Irish Prime Minister James O’Mara. In Ireland, the holiday is still a religious observance. Businesses, besides restaurants and pubs, close down. People attend mass where it is a time of spiritual renewal and offer prayers for missionaries around the world. Then, they celebrate!

The first accounts of American celebration date back to 1737. Now St. Patrick’s day is a day to wear green and celebrate everything Irish. For San Diego St. Patrick’s day events, visit the San Diego Weekly Reader.

Meanwhile we, the Bolt team, will continue helping small businesses expand their pots of gold through credible exposure, both on- and off-line.

By: Anne Carr, anne@boltpr.com

bolt news & events

Recent Posts

Categories

Orange County

Raleigh, NC

bolt news & events

Connect with Bolt

Recent Posts

Categories

Orange County

Raleigh, NC