Court of the People An Internet Public Relations Strategy
The Internet has created an environment in which institutional control of the order of information has been lost. As a result, order and the control of information have trickled down to the individual level. Imagine the transition from several thousand companies once controlling messages through traditional media, to today’s expansive communication via several million individuals free to distribute their own information on the Internet.
Welcome to the “court of the people.” This court of the people’s currency is emotion. The one with the most amount of emotion will spread their word about a company, a product, a service very quickly throughout hundreds of web sites. When a customer’s emotions are negative, of course, this becomes problematic. The web sites which a dissatisfied customer can post to includes blogs, forums, complaint communities, and social communities at large
Certainly one can argue that this process aids in identifying scams and locating others that have experienced the same scams. Allowing the individual to post their experience on the web will bring people together from different parts of the world to help stop predators seeking financial gain on the backs of others.
While the court of the people has a legitimate and positive aspect, for large corporations operating with products and services to consumers, it can become an Internet public relations nightmare. For this reason, it becomes important to perform ongoing monitoring and continual management of the information through thousands of web sites. Unlike traditional media, information that is posted on the Internet has a shelf life of years, can be easily found through search engines, and continues to shape customer opinion.
What options do businesses have in this new age of Internet public relations? A passive approach towards the “court of the people” will not provide a long term solution as negative information builds exponentially. An active Internet public relations strategy will be necessary and one that not only monitors brands, products and services, but also develops relationships with the consumer through social media marketing.
You may have heard that “Content Is King” on the Internet. The statement is 100% accurate. Content Marketing through content development and content distribution will become one of the methods of active Internet public relations strategy. Content marketing can be defined as “the convergence of editorial and advertising using multiple formats that allows for viral distribution to raise awareness about your business and web site.” Content types range from articles, news releases, video, photos, social media postings and much more. How much information is posted on the Internet about your company, your domain name, your products and your services? How wide of a net has been cast with this content?
Another Internet public relations strategy is relationship building through social media marketing. Social Media Marketing strategies allow businesses to engage the consumer at the time that they are asking questions, posting opinion, or seeking help. Most companies do not have a strategy for social media, rather a peripheral approach. A strategy that focuses on the business objectives, monitoring tools, and analyzing results will develop relationships between the brand and the consumer; and, supports the sales process. The process of a social media marketing strategy can also tie into a business’s customer relationship management (CRM) system.
So, where does Internet advertising fit into this process? When it comes to the Internet public relations, there really isn’t any room for advertising. Internet advertising is best suited for product launches, events, internet value offers and other promotions that support the direct sales process. One has to also consider that Internet advertising has a shelf life of a few seconds and provides no longer term benefit when it comes to your Internet public relations strategy.
Content marketing to post information through multiple methods will give you a proactive position for any negative publicity. Social media marketing for relationship building will support any current customer questions, opinions, help as well as sales. Circumventing the “court of the people” will support your brand objectives with an active Internet public relations strategy. Does your company have one?
3 Responses so far
Alan Stamm
April 23rd, 2009
7:29 pm
Your timely reminder of the critical need for an internet public relations strategy comes, perhaps not coincidentally, a week after a vivid case study of what happens to companies with “a peripheral approach” to social media.
I refer, of course, to Domino’s abrupt wake-up from an Internet nap that might have surprised even Rip Van Winkle.
When two young franchise staffers posted a gross-out video as their claim to YouTube infamy, this international consumer products company reacted slowly and without adequate SM resources. Astonishingly, Domino’s had no corporate Twitter account . . . so communication staffers sent personal tweets until the company — prodded by its ad agency — borrowed a franchisee’s Twitter account to spread its message.
An effective YouTube response by the president also went up . . . after two days.
The ad agency was “able to identify that we were not actively involved in the dialogue and they helped us with Twitter [in terms of] our thinking, commentary and strategy,” corp comm VP Tim McIntyre acknowledged to PRWeek.
–> Lesson learned: “Now the company is holding internal discussions on its strategy going forward, including how social media and SEO should play a role,” the trade mag says [http://www.tiny.cc/u7cQX].
TAKEAWAY: An active Internet public relations strategy is vital before a social media crisis. (And ideally not from an ad agency.)
global warming
October 11th, 2009
3:34 am
Brilliant solution this web stuff to wake up those companies that love to steal from innocent people and give lousy service. Unfortunately but fortunately one will be able to speak the truth and those who lie should be removed from society. (permanently) They’ll just keep doing it or find some other way to scam the innocent.
But try to get people to pay attention to someone who is trying to do good. Is almost impossible. They don’t believe you! Have you noticed that?
Our web site although not professionally done. (www.ClimateChangeMagneticEnergy.com) We do probably the most important research needed now. This energy research was abandoned by the governments and industry educated, were we just keep rolling along. let’s pray that we can save our earth before the leaders in Government and industry sink our ship with their pollution.
vijender sangwan
October 11th, 2009
4:39 am
The world of small business accounting software can be a minefield for any business owner. However choosing the right package is one of the most critical business decisions you will make.
Here are the seven things you must consider before making a purchase that will help you achieve your businesses goals.
1. Scalability
Businesses change over time so it’s critical that the small business accounting software you choose can change too. Some things that often change are the number of products and services offered and the number of employees. When you choose your package try and imaging the business in 5 years or 10 years time and how different it will be. Use this information to guide your purchase decision. It may well be better to pay a little more now for the software knowing that it can be easily
upgraded when needed with minimum disruption and cost to your business.
2. Support
It is important that any software has great support for when something goes wrong and it always does. Most major companies offer support but you also need to think about support in your local area. It’s often much easier to have someone locally come in and do things you need done with your software than have someone trying to help you over the phone. Make some
Enquirer with other businesses about the package they use and who helps them.
3. Accountant Interface
It’s most unlikely you will handle every aspect of your businesses accounting. Your accountant is an important factor in making the right decision. What software are they used to working with and what do they prefer Can you easily supply them data and reports from your package without the need for any extra work which youll have to pay for. Do not be afraid to ask their opinion as they live and breathe this stuff.
4. Best Value for Money
Once you have selected the right package for your business you may as well get the best value. Shop around as the price can vary greatly and the product is exactly the same. Online merchants such as Amazon may offer better pricing because of the sheer volume of products they sell. However price is only one part of the equation so if their is great merchant locally with support or installation assistance this may be far more valuable.
5. Major Brands
There are two major players in the small business accounting software market. They are QuickBooks and Peachtree. Microsoft is expected to enter the market soon. I recommend choosing a major brand so that you can get regular updates and you know the company will be around as long as your business needs them.
6. Ease of Use
Ease of use is a personal thing but it is worth trying the software before you buy it if you can. Remember to get the person who will be the main user to test the software as well. Also consider how well the package can interact with other software you use. This is an advantage the Microsoft package may have when it’s available.
7. Features Needed
I touched on this earlier when talking about thinking ahead as to where you business will be in 5 or 10 years time. Most accounting software packages come in several different versions. If you don’t need certain features now and can not see a need for them in the future then do not buy them. The major differences are usually number of users allowed, inventory management capability and number of reports available.
To sum up think ahead when planning your purchase of small business accounting software. You will make a much smarter business decision that will save you plenty of trouble and money in the future.
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