GUEST BLOGGER: 3 Ways to Respond to Negative PR on Social Media (With Examples)

It is often said that there’s no such thing as bad publicity. But in today’s world of viral social media posts, that may not be the case. A simple negative comment about your brand could snowball into a massive controversy that can paralyze your business and can hamper lead generation.

Bad PR is something that happens to all businesses, especially the big ones. In fact, many companies that have become popular were able to do so by experiencing a massive PR crisis and turning it around on its head to eventually benefit from it.

That said, spinning negative PR on social media is like playing with fire—if you’re not careful enough, you risk getting burnt in front of a public audience and tarnishing your brand reputation.

While responding to negative comments on social media is risky, it’s a hazard you have to take if you want to improve your business. According to Warren Whitlock, one of Forbes top 10 social media influencers, complaints often come from people who actually care about your company and want you to succeed. Ignoring complaints may be a safer move, but you could hurt yourself more by losing potential life-long customers.

Here are some approaches you can use, along with examples, on how to respond to negative publicity on social media.

(1) The Normal Way

What’s the simplest way of addressing negative feedback on social media?

  1. Acknowledge.
  2. Apologize.
  3. Advise on a solution.

 

First, you have to indicate that you acknowledge the feedback and accept that you have shortcomings on your end. Once you’ve acknowledged that, offer a sincere apology, quickly followed up with a suggestion on how you can resolve the issue.

A good example of this is KitchenAid’s response to its Twitter crisis back in 2012, which nailed all three steps in addressing this issue.

kitchen

Cynthia Soledad, who was head of marketing at the time, went the extra mile by issuing the apology not as a brand entity, but as herself. This made the apology more sincere, and helped KitchenAid get back on its feet more easily than if it was done otherwise.

(2) The Swift Response

Due to its on-demand nature, Twitter is a favorite platform for sharing negative reviews about brands. While many businesses usually just ignore these (which isn’t a good idea), Elon Musk turned it into a weapon of his own.

Musk, founder and CEO of two of the most popular tech companies in the world, showed the world how to use Twitter as a customer service-slash-marketing tool when he directly responded to complaints about Tesla and resolved the issue in LESS THAN AN HOUR.

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Like the first example, Musk’s approach was also sincere because the response came from his personal account, not from Tesla’s.

What’s more is that Musk’s sincere apology served as a clever marketing tactic, which caused more good than harm for his company. Proof that feedback often comes from customers who actually care.

(3) Sprinkle A Little Bit of Humor

When it comes to handling customer complaints like a pro, we can all learn a lot from Tesco.

(Notice the rhyme in there? There’s more of that in our next example 😉)

Back in 2016, a Tesco customer shared a Facebook photo when he found out that the cucumber he bought had a worm in it. Tesco cleverly responded with a poem or an “ode to William” which made the post viral.

tesco

This approach is harder to pull off than the others since you’ll need someone really good at telling great stories. It also depends if you think your customers can take a little laugh. But if you do pull this off, you can potentially pivot bad PR into a golden one that could even go viral.

Key Takeaway

Whatever approach you take, there’s one thing that should stay the same when responding to bad PR on social media: always maintain a tone of empathy.

In the end, what your customers really want is someone to listen to their story and help them with a solution.

 

Johanna drives the product and data strategies at PureB2B. She’s a two-decade veteran of the online publishing, B2B demand generation, and technology media markets. When not in the office, Johanna enjoys her family, fitness routines and reading self-help books.

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How are you “creating your presence”?

My tagline is “Creating your Presence” and what this means is that YOU need to be seen on Social Media, YOU need to sell YOU!

When we have made the decision to start using Social Media to build our business, there are many aspects that you need to consider:

  • How do I want to be seen?
  • How do I want my business to be seen?
  • What are my values?
  • Who am I?
  • Who are my potential clients?
  • Which Social Media platforms are they using?
  • What is my marketing strategy?
  • What message am I sending?

You need to take the time and answer these questions, in great detail, so that you can determine which Social Media sites you are going to focus on, what is the content you will be providing and how much time do you need to dedicate to it.

The mistake that many people make is that they believe they need to be working ALL Social Media sites and it is leading to being very time consuming.  Which in turn, causes people to give up or not get the growth they expected.

I encourage you to find your primary and secondary Social Media sites to focus on (based on where your target market is sitting) and make a marketing plan for both based on the above questions you answered.  From there, you need to schedule time on your calendar to focus on these platforms DAILY.  You can’t build a presence, you can’t build a business, without committing to it every single day.  Popping in and out will not help you to reach the goals you have set out to obtain.  It is a HUGE commitment and don’t let anyone tell you that it isn’t.

There are more elements that need to be considered when building your online presence.  You need to look at blogging, free opt-ins, networking on and off the computer, doing speaking engagements.  We live in a very competitive online world and you have to stand out above the rest.  This is why it is important to understand the value of selling yourself.  People buy/support because of the like/know/trust factor.  It is NOT going to happen overnight, I wish I could tell you that, BUT the reality is that it will take time, lots of time, to build your presence and see a return in your hard work.

When thinking about your marketing plan, I want you to go beyond your business.  I want you to look at the other elements that are available on these platforms and take advantage of them.  Look at groups, look at your personal profiles, how can you use them to create your presence?  Schedule the time needed to focus on the other elements that are available to you and go a step beyond in creating your presence.

When you commit the time to creating your presence, you will see a growth in your business BUT it takes time, don’t expect it to happen overnight and don’t fall into the trap of the “get rich quick schemes”.

Go out there and “sell you”!

 

GUEST BLOGGER: Must-Have Tools to Become a Master Instagram Curator

With 800 million monthly active users and 40 billion photos uploaded on Instagram so far, it has become understandably challenging to make a feed stand out from the rest.

Slapping just about any photo on your feed without premeditation will no longer do if you want to be eye-catching and grow a loyal following. Remember, there are 500 million daily active Instagram users that are also sharing images on this platform. So, if want your feed to stand out, you need to be more methodical about it.

For starters, take time to examine the most trending Instagram accounts. Most likely, you’ll find that most popular accounts are the ones that are posting quality images on optimal times and frequency, and are maintaining a neatly organized and impeccably curated feed. The top accounts are the ones posting images that are planned and picked.

Certainly, creating social media posts that will click-particularly on Instagram involves a degree of curation. Each image posted has to be consistent with the one that came before it to create a sense of cohesion. Additionally, every post must fit the over-all predetermined theme or aesthetic of the feed.

While possessing an innate eye and acuity for visual art can make coming up with a curated feed easy, turning to tools to help you won’t hurt. On the contrary, utilizing tools can polish and sharpen your aesthetics. Not only that, they can help you plan and organize your feed so that you can bring your Instagram game up to a whole new level one post at a time.

Of course, that’s easier said than done. Luckily, we’ve listed the best tools to help you get started. Check out the tools on this list, as you’ll need them need to become a master Instagram curator.

  1. VSCO

To achieve cohesion in a series of images you plan to post, it helps to use either the same filter or a similar one.

VSCO is especially useful for this. Not only does VSCO give you a wide array of beautiful filters that can instantly enhance your photos, but it also helps a great deal in keeping the look of your feed consistent, as the app allows you to copy-paste edits from one photo to another. This nifty function ensures that everything—from exposure to contrast to saturation are consistent across your feed.

  1. Later

The most efficient way to curate your Instagram feed is to preview it in the grid before even hitting the share button. How many times have you posted a photo but ended up deleting it right after because you realized it doesn’t fit your feed aesthetic after all? Or how about the instances where you stopped in your tracks while editing a photo and checked your feed to see if your edits will be consistent with the photos you’ve previously posted?

We can bet that has happened to you once or twice, if not often. Previewing in grid definitely saves you from that hassle. That’s where Later’s visual Instagram planner becomes handy.

The visual planning feature makes it delightfully easy to organize and design your Instagram feed beforehand. On top of that, you can also auto-schedule images so that they are postedat ideal times.

  1. Plann

How incredibly convenient would it be to have one tool that has filters, other editing capabilities, a functionality that allows you to preview and pre-arrange your grid, and at the same time, lets you save your favorite set of hashtags so that you can easily copy-paste them into your future posts?

Well, that’s Plann for you. This tool lets you preview your feed and move your posts around until you find the grid configuration that screams “beautifully curated.”

Unless you’re a celebrity with an existing fan base or a creative agency, you’ll want to start curating your feed instead of churning random and slapdash posts if you wish to grow your Instagram following and engagement.

So, don’t forget to keep this list at hand. Or better yet, install these tools and have fun curating!

Paula Arce
MicroCreatives

GUEST BLOGGER: Do You Want to Get More Bang For Your Buck? Then Repurpose Your Content

We hear it all the time: “Content is King!” We are told we must have the content that reflects our values and expertise if we are to grow our businesses. But how do we find the time?

  • Do you want to spend less time creating new content and more time finding new clients?
  • Are you finding it really hard to find quality time to create quality content?

If you answered yes to either of these questions you may want to consider repurposing your content.

What does it mean to repurpose content? It means taking content you have used for one purpose, example a blog, and using it for another purpose, example course material.

Repurposing content helps you to share your work and expertise with a different audience. Some people prefer the written word, others prefer audio and still others absorb information best when it is on video. So by repurposing work across different mediums you satisfy more people and thus grow your following.

But the content must be evergreen; that is topical for a long period of time. A whitepaper that compares different desk top computers from 5 years ago is not topical. An instruction video that explains how to achieve value from networking is topical; its content will not significantly change over time.

Blogs Are Rich with Content to Repurpose

Blogs are full of valuable content that deserve a second and third life by being repurposed into something else.

Dissect your most recent blog into very small chunks of content to post to your favourite social media platforms with links back to the blog. This will reinforce your expertise to your followers and provide additional traffic to your blogs, without writing any additional content!

A favourite of ours is to write a series of blogs on a topic important to our ideal clients and followers that we later repurpose into a workbook that can be offered as a free value or as material to accompany a paid course. While we don’t have to rewrite the content we can add to the design and visual elements that increase the learnability of the content.

To reach a further audience we have selected some of our favourite blog topics and created very short audios. We call them the 2 Minute Tips; a way to learn something new in a minimum amount of time; very valuable to some people. You can find these on our website under Free Resources; www.yourplanningpartners.com.

Like many business owners we knew we had a book in us! The challenge that kept stopping us was the enormity of the task. Then we had the ‘aha’ moment. We spent time creating the structure and topics for the book and over a year started writing blogs on all the topics. You guessed it. The time came when we had the book content written and now they just needed editing and tweaking. Our book the Balanced Business Wheel was born by repurposing our blog content.

Tools of Your Trade

We work with small business owners to help them grow their business into a strong and sustainable entity. Over the years we have created tools to help our clients achieve this end. For example, we created a process and checklist to help our clients bring the right people onto their team. This tool was repurposed into a number of blogs and I am sure it will be further repurposed into something else.

Take a good hard look at some of the tools you have created for your practice. Which ones could become the subject of a blog or be used in a course? Keep in mind you are not giving away your intellectual property. You are further proving your expertise and knowledge. You are building your fan base.

So sit down with your favourite beverage and list all the tools you have in your program and identify which ones you want to repurpose. These tools might be processes, questionnaires, checklists, articles all aimed at helping your clients achieve the results they want. You will be surprised how long the list is!

Webinars Are an Excellent Source for Repurposed Content

If you do webinars read on. If you don’t do webinars read on so you can see their ongoing value.

Clarification; I mean recorded webinars. The result is a video of the webinar that can be used for many other things. A reminder; the reason we want to repurpose is because we want to expand our followers and some people much prefer video over the written word.

You repurpose the video into many things:

  • Video clips for social media
  • Video tutorials on how to use specific tools. We have done this with our business development tool called Top 20, which was part of one of our webinars.
  • Video blogs
  • Videos for your website
  • Videos for online courses

To effectively repurpose webinar recordings you need to edit the recordings into smaller chunks. To do this you have two options. Find someone to do it for you or do it yourself. If you don’t want to do it then you can find someone by asking around and/or searching Upworks.

If you want to edit videos yourself here are three different softwares we recommend:

  1. If you are PC user – Windows Movie Maker. It’s free.
  2. If you are a Mac user – iMovie. It’s also free.
  3. Photoshop Premier Elements. This is the software we use. It’s priced around $145 at Staples and you can buy it bundled with Photoshop Elements ($215) if you want to also edit photographs.

Keep in mind there are numerous video editing softwares available. These are the three we are most familiar with.

Repurposing content is only as restrictive as your creativity. We created a series of blogs to help small business owners understand their financial statements. We then took those blogs and turned them into a workbook called the Three Pillars of Financial Management™.   Its third lease on life became a webinar. All three of these still exist and are still available, each one attracting a different following.

This blog does not attempt to cover every possible repurposing strategy. If you have any questions or comments on the content of this blog, and/or you have an example of repurposing you would like to share then please don’t hesitate to be in touch with me; nick@yourplanningpartners.com.

Happy repurposing!

Nick 100x100

Nick Hughes is cofounder of Your Planning Partners Ltd, a company that works hand in hand with small business owners to help them grow their businesses.  He and his partner Judi Hughes owned a number of successful companies before launching Your Planning Partners

Follow them on Facebook HERE

Personal timeline??

Are you utilizing your Facebook personal timeline to help increase your business?

Did you know that it’s against the Facebook Terms to use your personal account to represent something other than yourself (example: your business), and you could permanently lose access to your account if you don’t convert it to a Page?

What they are saying, is that your personal account must be your first and last name and not a business name.  They also state that you will not use your personal timeline primarily for your own commercial gain, and will use a Facebook Page for such purposes.

So, how are you going to use your personal timeline, with regards to the recent changes in our Business Page algorithms, to get you more visibility to your business?

  • Create strategic posts on your personal timeline that talk about your business BUT do not sell your business

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  • Talk about your success, your goals, your accomplishments
    1. Throw your ego out the window.  When people are looking to work with someone, they are looking for successful people and they won’t know you are successful if you don’t talk about it
  • Post pictures of when you are out at events, workshops, conferences
    1. This shows that you are developing relationships, learning, working your business, growing
  • Share posts from your Business Page to your personal timeline
    1. Don’t do this everyday, start of with one share per week, then work it up BUT please don’t do it everyday (for me, I have spent 10 years building my personal timeline and will share a ton of business stuff, but I have earned it and I am okay if people choose to unfollow or unfriend me)
  • Share other Business Pages’ posts to your personal timeline to help them get more exposure
  • Change the privacy setting, on specific/strategic posts, to “public” so that the world can see them (personally I am not a fan of having all my posts set to public)
  • Post inspiration/motivational quotes
  • Showcase your personality through some of the posts, whether it is written or through a visual

These are only suggestions as I can’t tell you how they will work for your business.  What I can tell you, is that for me, it has brought a ton of business to me, along with my Business Page (YES, I still work my Business Page because I get stats, I get to do Sponsored Ads, I am a HUGE supporter of having a Business Page).

What I can tell you that will work, is CONSISTENCY.  Working the world of Facebook for you business, takes structures, takes consistency, takes being you, takes promoting your business.  You can’t just randomly do stuff, it just won’t work in bringing you to the level of success that you are looking for.

Here is to SUCCESS with growing your personal timeline.

CLICK HERE to request me as a friend 😉

Consistency!!

If you know me in person or even follow me around on Facebook, you will know that I talk about routines and consistency.  If we want to build a business, we have to always be doing things to bring our business attention.

You can’t just randomly work your business if you want to see growth, it is doing it every single day.  I know we are all busy, because we are the type of people who just keep on taking things on lol BUT you have to decide what your priorities are.

  • What must get done?
  • What am I good at?
  • How can I get my message out there?
  • Can I handle it or do I need to hire someone?

These are questions you need to ask yourself and seriously look at.  You have to determine where you can focus your time and COMMIT to it.

I have a TON of elements to my business and I schedule them into my calendar so they do get done.  I also will choose specific tasks that I can send to a VA to complete for me.  These are tasks that yes need to be done, but not by me.

Why is consistency so important?  Let me give you a couple of examples based on my stats:

These are my Facebook Stats for my Business Page within the last 7 days

page stats

What you see here is growth, which is regular for my business page and it is because I am consistent!  I post every day, Monday to Friday, one post (no need to do more); I share my posts into a variety of groups throughout the week; I mix up my content so I am always providing value.  I am consistent!

These are my stats for my website, for the month of January

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So far this is my biggest month BUT for February, to date, I am sitting at 671 views.  Notice where most of my visibility is coming from?  Facebook!!!

If I can drive traffic to my website, based on what I am posting on Facebook, then it opens up the opportunity for people to look at what else I have to offer on my website.

The KEY for me here, is the blogging I do because I then do a post on my Facebook Business Page driving them to my website to read the blog (as you can see in the number 1 page listed for views).

I try to do a blog a week BUT when I am running out of content to write about, I reach out to other business owners (that compliment my business) and have them be Guest Bloggers.  The BONUS here is that it is a free service, brings visibility to both them and myself, and opens us up to potential new clients.

In summary, if you are doing what you need to do, consistently, then how does your business grow?  I am not saying that Social Media is what you need to be doing consistently BUT I would strongly encourage you to look at how it could potentially affect the growth of your business.

 

P.S.  Download my FREE Daily Checklist for Facebook, it just might help create consistency for you.

 

Visuals for Social Media Posts

I received a request from Action CIND to do a blog in regards to visuals

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When it comes to Social Media, one of the KEY elements is the visual that you attach to the post.  The visual will draw people in to read your posts, so it is important that you either create or choose the “right” photo that will attract people.

You can create your own visuals/graphics through a couple of options:

  • Canva
    • This site provides templates for posters, cover photos for all Social Media sites, through a drop and place method.  It allows you to upload your own photos or use existing free ones that they provide.  You can also add text, choose font styles and colours.
  • Adobe Photoshop is a program that you can purchase to create your own graphics however, personally I don’t feel that this is as user friendly for us beginners
  • PicMonkey
    • This site is similar to Canva and you can get a free trial
  • Powerpoint
    • This is a Microsoft product and most of us have it available on our computers.  Personally, this is my favourite to use to create my posters/graphics because I can work with the whole slide and then “save as” a jpg/png to upload into Social Media.  I do have a step-by-step tutorial on how to use Powerpoint to create visuals.

Click the poster to take you to purchase:

HOW TO CREATE VISUALS and POSTERS USING POWERPOINT – ONLINE VIDEO

Here are a couple of samples of what I created in Powerpoint

focus-on-building-relationships     i have learned to love me    are you offering YOU.png

When you are ready to use these graphics in a Facebook post BUT also want to have a link for people to go to, you will want to make sure you upload the photo FIRST when you are writing the post.

  1. Go to Business Page
  2. Click in the box where you are going to write your post
  3. Click on the “photo” icon and upload your visual
  4. Then write the post and paste any links you want to drive traffic to.  You might want to have accompany words like “Read More HERE” and then paste the link.

IF you write the post FIRST and paste the link, then it will auto-populate with what is existing on the website.

When it comes to finding the right visuals to use, I always encourage people to use photos of themselves, of their team, of their organization, where you can.  When you want to upload a “generic” type photo, there are a couple of FREE sites that you can some great stockphotos (these sites also allow you to purchase photos for a very low cost).

Your next step?

Go CREATE!!