Posts Tagged ‘Transparency’

Creating Social Media Messaging is an ART

I’m grateful to have my friend, Kristyn, as a guest blogger today. Kristyn leads media relations for MediaSource, a group of Columbus folks who create content and buzz for their clients. When she’s not working in the world of media, Kristyn is busy being a mom (in the world of media). Here’s her take on Social Media Messaging and ART: My son turns three next month. He’s my first baby and, therefore, a guinea pig of sorts. So the feeding, nurturing and rearing has been left up to our natural instincts. Oh, and the Internet. From the moment that stick turned a wonderful shade of blue, I turned to websites, blogs and social media for all things baby. I was a marketer’s dream: a blank slate. I was someone who could be molded into a guru of Gerber, a steward of Similac, and an advocate of Avent. Names of products that had never entered my vocabulary – like Boppy, Bumbo, and Baby Bjorn – would quickly outrank other products like Coach, Corona, and Clinique. Every time I made a new mommy/baby discovery, I felt it was my job to share, link and post everything I learned (both good and bad). My time on the web has made me a better mommy, and, as a bonus, it has also made me a better media relations consultant to my clients. When building my baby registry I turned to the opinions of mommy bloggers, their followers and my girlfriends for tips. I could relate to them. Their opinions seemed authentic and I trusted them. Eureka! Messaging that moved me to make a purchase was Authentic, Relatable and Trustworthy. If you like acronyms, you can call it ART! As I work together with clients to develop media outreach strategies, especially for social media, I try [...]

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Hootsuite Certified Professionals Directory Fails at Customer Policy

Most of you know that I use (and support) Hootsuite as a social media management platform.  I mention Hootsuite here all the time and have even written entire posts about the browser-based application.  It’s a tool that just works really well. Today, I received the system-generated email you see in the screenshot.  When I saw the chance to get certified in how to best fit the application to my client’s needs, it immediately caught my attention.  But when I read  further, I was disappointed to find this little hidden gem of content: How snarky is that?  I’m only a “Hootsuite Certified Professional” and listed in the directory as long as I’m paying a monthly fee?  Hmmm.  That just doesn’t work for me. A Power User Scenario Here’s a scenario Hootsuite might want to consider: Let’s say a power user signs up for Hootsuite University and gets listed as a Hoosuite Certified Professional.  Over a few months time, they complete all the training they need.  Let’s say that person even becomes the best in the world at implementing Hootsuite across large organizations, complete with case studies to prove their success.  Since they learned what they came to learn, eventually our power user opts out to save the monthly subscription fees. Per Hootsuite’s customer policy, our power user is now ousted from the Hoosuite Certified Professional Directory, regardless of any real success they’ve achieved.  No money paid, no listing in the directory.  It’s that simple. Let me ask you this: Does this type of marketing make you trust the folks at Hootsuite and their intentions? Will this offer generate long-term revenue? Is Hootsuite University really about creating better consultants who can help organizations implement the software? Does this move fit with the present consumer-driven call for organizational transparency? Is the brand perception [...]

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