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Ignite X is a recognized, integrated marketing agency in Silicon Valley that delivers content marketing, executive branding, and public relations services.  

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Ignite X specializes in helping technology startups grow their market visibility and brand. We bring expertise, connections and tenacity to helping brands break through the noise. Here are some of the things we've learned along the way. 

Filtering by Tag: Social Media

As Companies Go Twitter, Landscape for Job Opps Shifts to Social Media

Carmen Hughes

Social media has become a defacto communication channel, compelling tech startups, small businesses and large companies to supplement their marketing and public relations efforts by forging ahead to discover how to harness social media to integrate it with their existing web 1.0 efforts.   

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PR Tip -- Avoid Losing Your Company's Good Will Created

Carmen Hughes

Yesterday's some of the social media biggest barometers were off the charts. Why? Facebook essentially chose to pull the rug out from under its users with a highly questionable Terms of Service (TOS) change. Almost 6000 people have dugg Facebook's move on Digg and on Twitter yesterday both TOS and Facebook were top 5 trend topics all day and into the night. I think it was a bad PR move that could have been handled differently. Was there only one option for Facebook to make here? I understand, as I think all users of social networks and other social media sites, that increasingly the web is opening up so sites can share data more easily with each other. When a user chooses to share their data publicly, it no longer distinctly belongs to them. However, the mistake that Facebook made was that they originally told their users that they were free to delete their account and with that account deletion, their data went with them. Then without any warning or grace period, Facebook pulls an about face (pun intended) and reneges on its own TOS with users, basically telling all 100+ million of them, guess what? We changed our mind and your data, it isn't yours any longer, it's ours and we can do whatever we want with it, whenever we want. Period. Instead of following their lawyers' advice, perhaps Facebook ought to have followed their PR's advice and taken a different approach instead. I'm surmising here that this is how things unfolded but too often companies follow the legal advice (say no comment) instead of taking better control of the situation and having less fallout. Right now, Facebook has created a tremendous amount of bad will and that is unfortunate. It is a hard lesson that others may want to remember and avoid.

PR Tip of the Day - Avoid A Twitter Meltdown

Carmen Hughes

By now many have heard about Christian Bale and his very unprofessional melt down captured and shared among millions on YouTube, which spread like wildfire into a top 5 topic on Twitter. The following Twitter meltdown unfolded today. Thankfully, the exchange was not at all as brutal as Christian Bale's outburst but, nevertheless this could have been avoided. To set the stage, the Twitter melt down involves a male and female, one a reporter and the other a Marketing/PR representative.

The following exchange captures the f-bombs and tweets going back and forth between the two parties. April, the PR rep, wasn't naming the reporter directly when she posted a tweet, venting her frustration, just as many of us do on Twitter (yours truly included). The reporter clearly had a bad day, noticed the PR rep’s tweet and followed up in a highly abusive way with her. After the Twitter throw-down, it seemed like the reporter wanted to forget about the whole exchange and consequently tried to erase his tweets. Unfortunately, the public journo/PR fight got retweeted and suddenly it was all over. Lesson to be learned here. Before you go dropping any F-bombs via a tweet, digg post, IM, blog comment, facebook post, etc., do remember you can't erase what is out there on the ether. A public record exists and there is no turning back.   

President Obama Writes New Page on User Engagement

Carmen Hughes

092707-obama-2001.jpgPresident Obama promises to usher in a new era of openness based around three priorities: communication, transparency and participation.  President Obama’s theme of open communication and transparency was carried out through Facebook, SMS and Twitter updates on his campaign trail; YouTube video addresses during his transition to the Whitehouse; and user engagement post-inauguration via the new makeover of the Whitehouse.gov website.  By continuing to apply a wide range of social media tools, President Obama is bypassing mainstream media channels and opting instead to reach out directly to his ardent supporters to continue engaging with them. 

There’s a big takeaway in all of this for big companies and startups alike looking to build their own communities and leverage social media tools: start incorporating a digital social media strategy to accompany traditional PR efforts. For a great example, take a look at how successful Zappos.com has been with their company-wide embracement and use of Twitter as a new communication channel with their customers.

Twitter, SMS, YouTube, Facebook, blogging, Digg, Delicious, Flickr, etc. are cost-effective communication channels that are quickly becoming mainstream, enabling companies and people to reach out to their constituents and network of friends faster and farther than ever before.  Social media initiatives enable companies to quickly communicate with existing customers or prospects, enhances a company’s transparency with customers, and encourages user feedback, ultimately building trust, loyalty, and goodwill.