A Hearing Aid, Not a Megaphone: Social Media for Business

Maddie Grant: Motrin is a company, obviously that makes headache medicine and they had a campaign related to carrying babies in a sling, which apparently means that you have headaches or backaches or whatever.  And you know mothers are a whole population of bloggers who are very active online and they were not happy with this correlation between carrying your baby in a sling and having body aches or headaches.    

So, there was a whole criticizing sort of anti-Motrin campaign that happened over a weekend. But Motrin went home on Friday night and didn’t notice a thing until Monday morning when the story had gone completely viral, it was all over blogs everywhere, it was all over the internet.  And they were just a classically, you know, traditionally managed company that just was not able to respond quickly, was not able to even notice all of this conversation happening and negative conversation specifically, happening around this one particular campaign, advertising campaign that they had done.  
 
So when they came in on Monday morning, they had to scramble to figure out, you know, can we pull this campaign, you know, how do we fix this?  So of course, you know, that brings in the idea of being more transparent, about being what you the company was trying to do with this campaign, about being transparent about how you are going to fix the problem now that you know that a whole segment of your consumers are not happy with something that you did.

You can’t as a company, not use social media to listen to what people are saying about you.  These days, every single company has some kind of consumer base that is talking about them online.  And it’s very, very important to have a presence in these social spaces where you can respond to those people where they are.

So established companies looking to start using social media need to at the very beginning figure out how to listen online because that will tell them where they need to be, which social media space they need to focus on.  It might tell them what kind of person they need to hire once they get to the point where they realize that they want to add head count and actually hire for social media roles.  So, you know, being able to figure out the volume of responding that needs to be done only happens after you’ve started listening.

So these are things that are at a very basic level how you would get started. And just really understanding that social media is about people, so it's about where the people are who care about your brand, who are talking about you or talking about your industry. This is the very first place to start.

Directed / Produced by
Jonathan Fowler and Elizabeth Rodd

Most businesses understand that social media is important, but not necessarily how to use it in their own best interests.

Why a federal judge ordered White House to restore Jim Acosta's press badge

A federal judge ruled that the Trump administration likely violated the reporter's Fifth Amendment rights when it stripped his press credentials earlier this month.

WASHINGTON, DC - NOVEMBER 16: CNN chief White House correspondent Jim Acosta (R) returns to the White House with CNN Washington bureau chief Sam Feist after Federal judge Timothy J. Kelly ordered the White House to reinstate his press pass November 16, 2018 in Washington, DC. CNN has filed a lawsuit against the White House after Acosta's press pass was revoked after a dispute involving a news conference last week. (Photo by Alex Wong/Getty Images)
Politics & Current Affairs
  • Acosta will be allowed to return to the White House on Friday.
  • The judge described the ruling as narrow, and didn't rule one way or the other on violations of the First Amendment.
  • The case is still open, and the administration may choose to appeal the ruling.
Keep reading Show less

How to split the USA into two countries: Red and Blue

Progressive America would be half as big, but twice as populated as its conservative twin.

Image: Dicken Schrader
Strange Maps
  • America's two political tribes have consolidated into 'red' and 'blue' nations, with seemingly irreconcilable differences.
  • Perhaps the best way to stop the infighting is to go for a divorce and give the two nations a country each
  • Based on the UN's partition plan for Israel/Palestine, this proposal provides territorial contiguity and sea access to both 'red' and 'blue' America
Keep reading Show less

Scientists just voted to change the definition of a kilogram

The definition of a kilogram will now be fixed to Planck's constant, a fundamental part of quantum physics.

Greg L via Wikipedia
Surprising Science
  • The new definition of a kilogram is based on a physical constant in quantum physics.
  • Unlike the current definition of a kilogram, this measurement will never change.
  • Scientists also voted to update the definitions of several other measurements in physics.
Keep reading Show less