Bridging the Generation Gap via Social Media

Is Your Brand Prepared?

Social media platforms like Facebook and Twitter can serve as powerful tools for bridging the gap between generations. Brands that are missing the “cool” factor of years gone by can turn to social media to help reinvigorate a fan base, modernize their “voice,” and connect with an entirely new fan base.

One such brand that comes to mind is Kendall Motor Oil (disclaimer: a former client of mine). Kendall has been around since 1881 and in today’s “do it for me” culture of Jiffy Lube oil changes, younger drivers are less likely to learn (or want to learn) how to change their own oil or accompany dad to the local auto parts store to pick up a quart of transmission fluid. Recognizing this challenge, Kendall has recently done a great job of tapping into the power of Facebook to promote new viral videos, share vintage photos and cool historical brand facts, and generate awareness for its grassroots racing program.

Why the background on Kendall? Because on Sunday evening I randomly stumbled upon a very different – and less positive – example of how social media can connect different generations. While Twitter-surfing instead of watching “The Amazing Race” (thanks to a busted flat screen) I came across a tweet tagged with #BooNestle. I clicked on the link thinking it was a fun Halloween candy promotion, only to learn that it was promoting a decades-old boycott on Nestle products, including candy (there’s your timely Halloween tie) and infant formula. Some additional digging via the #NoNestle hashtag revealed a Sunday Twitter chat dedicated solely to this boycott. One blog even gave numerous offline suggestions for aligning with the boycott, such as window signs for display on Halloween that identify a house as a “Nestle Free” zone with a list of fair-trade candy options.

I won’t get into the history of the debate here, but what I will say is that I was momentarily floored that as a late twenty-something, unmarried with no kids, I was instantly connected to hundreds of women (mainly moms) who are vehemently against purchasing Nestle brands for their families. I never set out on Sunday evening to join the boycott, but after sending a few inquiring #BooNestle tweets and reading the back-story on how and why this movement started, I was involved.

As a PR professional, I am keenly aware of the power of social media and how it can in some cases, make or break a brand depending on how a company deals with an online crisis. I live and breathe it every single day. However, there are still many moments in my “personal” social media explorations that cause me to step back for a moment and think, “Wow, this movement is both incredibly exciting and simultaneously daunting.”

Have you bridged the generational gap using social media lately?

~Alexis Anzalone

Transparency Breeds Trust

I am a straight shooter—it’s not good and it’s also not necessarily bad. It is just who I am. But, I didn’t start out that way. In fact, when I started GroundFloor Media I used to get this undeniable pit in the bottom of my stomach when I knew that the inevitable conversation needed to happen. It didn’t matter if it was a disagreement with a team member, a level set with a client, or a frank discussion with one of our competitors. I despised the thought of having to talk openly and honestly about the issue at hand. I used to toss and turn at night trying to figure out the best way to approach it, the proof points that I should use, the setting in which it should happen and even if it was the right decision to have the conversation at all.

Three years ago we were managing a national project for a very large client and in that role,we managed multiple vendors who reported up to our team. Without delving into the details, there was an error that was made on location by one of the client’s vendors they had asked us to manage. The client was furious at our team and the cost of the mistake was significant. I received a call from our team lead early that morning to warn me that a lengthy e-mail was waiting for me in my in box – an e-mail that 26 people were copied on (including the CMO). Needless to say, by this time I understood what had happened and where the fault ultimately fell. However, in a split second I knew that the tough conversation needed to happen immediately and no matter who was at fault, we needed to take the blame and cover the cost. I wrote a response, owned up to our responsibility and offered to cover the cost.

I didn’t have time to even think about it. It was simply the right thing to do.

At that moment I also realized that all tough conversations needed to be like this. The longer you wait to either own something or address something, the worse it can get. I am still far from perfect and find myself fretting over the ‘how’ when that knot in my stomach creeps up, but it does get easier.

Any professional service position requires a commitment to personalize the situation and address any concerns head on. I continue to make mistakes, but I have learned that if something seems out of alignment, it is better to rip the Band-Aid off and have the courage to address it. Once I stopped fretting about the right words to use and spoke from my heart, it became a lot easier to take feedback, own my role in it and try to find a solution.

We are fortunate to have clients that believe this type of communication is not only important, but also necessary. They aren’t afraid to call us on our mistakes and ask us to let them know when we are off base. These frank and transparent conversations are often the turning point that leads us down the road of a trusting, long-lasting relationship.

If you have that knot in your stomach and are trying to figure out how to bridge the gap and start the dialogue, I encourage you to jump in and do it now. I can almost guarantee that not only will you feel better afterward, but also that your relationship and partnership will take a turn for the better.

~Laura Love-Aden

Getting Social at Austin City Limits

I had the pleasure of attending Austin City Limits Music Festival a couple of weekends ago, and in between the tried-and-true acts (The Eagles), some great up-and-coming bands (Vampire Weekend), some new favorites (Edward Sharpe and the Magnetic Zeros) and a lot of fantastic people watching, I made five key observations over the weekend:

1) Everyone is a photojournalist
This isn’t anything new to most of us, but I was still amazed at the number of phones/cameras/videos that were used by the crowd during every act. It’s amazing to be able to share experiences with such immediacy, but it is also a good reminder of two things: The camera is always on, and media lives online forever. Keep those things in mind when putting together your crisis communication plan.

2) Twitter as a social media “funnel”
It’s exciting to see how social media is being used at events of this magnitude. Contests, geotagging, instant photos and videos, real-time updates on “special guest” appearances…you name it, it was happening. The problem for most of us is how difficult it can be to keep up with so much content on so many different social media platforms – many of which you don’t even find out about until after the fact, if at all. Kudos to the folks running @aclfestival for taking so much content (from vendors, artists, attendees, music lovers and the City of Austin itself) and funneling it into one channel. It made the overall experience that much more enjoyable.

3) Mobile handcuffs
Given #1 and #2 above, it’s unfortunate when your mobile phone’s network can’t handle mass amounts of traffic. I won’t name my phone carrier (*wink*) but there were times when I couldn’t even send text messages on my iPhone, let alone post videos to Facebook or check in on FourSquare. It’s definitely not the end of the world when you can’t boast to your social network about being in the fifth row at M.I.A., but it is another good reminder for your crisis communication plan: what do you do when cell phones don’t work because of a network overload or otherwise?

4) I love a good plan
Most of us never notice the event planning aspects of a giant event until something is going wrong. I didn’t notice much of anything other than good music, good food and cold drinks. Kudos to the ACL planners for putting the food away from the music, having a TON of free water stations, recycling options galore, good traffic paths, great public transportation and even having a large tented area for people to get out of the sun for a while. We always talk at GFM about how the little things are what make the difference between a successful event and a great event. ACL was a great event.

5) Old school social “media”
I saw one of the best shows I attended all weekend (Miike Snow) not as a result of Twitter chatter or viral promotions, but as a result of a referral from a 20-something passenger on the plane ride to Austin. The lesson, as always, is get out there and meet people, talk to people and network…you never know what might come from it.

~Jim Licko

The Power of Your Network: Get Connected Women Entrepreneurs Event

Recently, GroundFloor Media hosted a Get Connected event for about 30 local women entrepreneurs. I was joined on a panel by Mindy Gantner from eXplore Communications, Laura Levaas of Yelp, Remy Spreeuw of 5280 and Taylor Woodard of Motive. We spent a few hours in small breakout sessions talking about career experiences, lessons learned and tips for building brands and communicating with media and other key stakeholders. The participants represented owners of multiple businesses including Eat (delicious catering, BTW), MaxLife Therapies, United Martial Arts and Fitness Center, Sticky Fingers Cooking, Studio R Designs and many, many more.

I was inspired by the stories I heard and the willingness of the women to share all of their ‘growth pain’ stories with the larger group– the good, the bad and the ugly. Since I started GroundFloor Media in April 2001, I have relied on my network of women to help guide me and serve as my informal ‘kitchen cabinet’ on issues that face many entrepreneurs – woman or man. How do you juggle work and family life? How do you know when to take on an employee that isn’t billable to a client? How do you purchase real estate and structure contracts with sub tenants? How do you manage the complexities and struggles of a divorce while building a business and raising a young child? While I am grateful to the male advisors I have surrounded myself with primarily through my involvement with EO Colorado, it is generally the women in my life that offer the necessary story telling and the fact giving that provide those coveted words of wisdom. In my experience, women have never been afraid to mix business and personal lives because they tend to know that – for an entrepreneur – the two can’t exist without one another. And women aren’t afraid to tell you just how hard – and rewarding – this life we have chosen can be.

This ability to view situations from both a personal and professional lens is a critical component to owning a business. The grey areas are vast and the inability to recognize that aspect can take down a company. I wonder if this is one of the many reasons that the growth of women-owned firms outpaces those for men – according to a new Department of Commerce survey . In fact, the number of women-owned businesses increased 44% from 1977 to 2007 and added 500,000 jobs. Meanwhile, the number of man-owned businesses increased 22% and lost 2 million jobs. Why? Well, there are probably many reasons. However, if the Get Connected event was any indication, I believe it is because women inspire one other to take chances. Thanks to all of the women in my kitchen cabinet who have inspired me to take a chance or two. It has all been worth it.

~ Laura Love-Aden

Waiting for “Superman” Making a Movement

As discussed on the GroundFloor Media blog on Sept. 29, the nationwide debate on education reform is once again poised to reach a fever pitch. Last week, the documentary movie, “Waiting for Superman,” was released nationwide, and today, controversial school superintendent, Michelle Rhee, announced her resignation in Washington, D.C.

However, the fervor has been brewing for weeks, if not months and years. Last month, The New York Times Magazine focused entirely on issues related to education and technology, challenging conventional beliefs about the way students learn. And in its November issue, Vanity Fair recognizes Wendy Kopp, founder and chief executive officer of Teach for America for 20 years of classroom innovation and leadership – education reform is making it big.

But wasn’t that the case in 1989 when the movie “Lean On Me” captured Morgan Freeman as hard-driving, New Jersey school principal, Joe Clark, introducing him and the plight of our public schools to millions of Americans? The question I keep asking is, “What makes a movement and when will we finally listen enough to take lasting action?”

At last night’s screening of “Waiting for Superman,” acclaimed director and producer, Davis Guggenheim of “The Inconvenient Truth,” opened the movie with brief remarks, encouraging Coloradans to take action because “Colorado Kids Can’t Wait.” The Colorado Children’s Campaign is a driving force behind the “Colorado Kids Can’t Wait” campaign, and it had the vision and foresight to schedule Guggenheim as the keynote speaker for its 25^th anniversary luncheon today.

Guggenheim’s visit to Colorado, combined with statewide screenings of the movie, are likely to do more to increase public awareness about the state of Colorado schools than all the publicly-funded initiatives of the past several years. I should know, I worked for Colorado Commission on Higher Education five years ago and since then, the statistics have not changed – nearly 25 percent of Colorado kids fail to graduate from high school, and an even greater percentage never go on to college.

So, how do we move the needle? For all of Kopp’s efforts and achievements, why is she just now making it in the “Hall of Fame” column of Vanity Fair, when Lindsay Lohan only had to skip bail to make the cover?

Creating news is tricky and encouraging action is even more difficult.

Whether promoting new products, or issues near and dear to our hearts, we need to convey passion and inspire commitment – and the Colorado Children’s Campaign is doing just that this week. The campaign has undertaken a multi-pronged approach that includes media relations, event planning, social media and community outreach in a personally engaging way. They have joined forces with like-minded partners, because the collective is louder than one person or group. They have backed up an alarming message with inspirational speakers and statistics – both local and national – putting a face on the campaign and scheduling their efforts at a time when the state and the nation can’t help but notice.

Executing a campaign of this scale and reach takes time and the team over at the Colorado Children’s Campaign has been working for nearly a year to make the momentum of the past week possible. This approach is instructive as we work with our clients to create news campaigns and make a lasting impression.

Without imploring anyone to agree or disagree with the content – go see the movie! We’re eager to hear how it inspires you. Comment below and share your thoughts with us.

~ Kimmie Greene

Coming of Age in the Age of Social Media

Being a teen is tough. I recall ups and downs of my own teen years – experiencing every emotion from the elation of being asked to prom by the captain of the football team to the lows of being shoved into a locker over and over by a bullying girl. While the lows still sting, I have to admit that I wasn’t entirely innocent, having joined some other girls in mocking the bully in part for the way she dressed.

In high school, a boy in our class was bullied so much that we were warned at graduation that in his fragile state we should all be on high alert that he might take action to retaliate against the class. Worried about our own safety, I can’t recall one classmate – or for that matter a teacher – who reached out to support the bullied boy – instead alienating him even further at what should have been among the most wonderful milestones of his young life.

Looking back on these experiences, I feel pain for the targets of my own and others’ bullying – but I simply cannot fathom the magnification teens feel today in the white hot spotlight that can be created by social media. Sadly, Tyler Clementi, an 18-year-old student at Rutgers University, became a symbol for just how badly social media can sting by taking his own life after a very personal experience was broadcast via live, streaming video.

As a new parent, my insides simply seize up over the obstacles that my son could face as he finds his place in this world. The rise in social media makes him vulnerable to cyber bullying, online predators and so much more. As a professional whose world revolves largely around social media on a daily basis, I’ve struggled to remind myself of the positive side of this revolution as I look ahead to how to address this new parenting challenge.

“CBS Sunday Morning” did a great story on teen suicide prevention this weekend, alerting me to the organization To Write Love on Her Arms (TWLOHA), which has done an outstanding job creating a safe place in a medium where, although potentially filled with landmines, teens often do feel solace – the Internet.

Additionally, Ellen DeGeneres has created a compelling video that employs both an appeal to people to stop bullying as well as a strong message to those who feel bullied: “I know how you feel, and there is help out there. Things will get easier, people’s minds will change, and you should be alive to see it.” I’ve seen this video spread by friends and family all over Facebook and Twitter – proving that a simple one minute 45 second video shared via social media can have an impact.

Joining Ellen are Chris Colfer of “Glee,” Tim Gunn of “Project Runway” and a number of other celebrities who have recorded PSAs for The Trevor Project which has done a great job leveraging its message across social media platforms such as Facebook, MySpace, and Twitter – among others – in the wake of the recent spotlight on bullying, particularly of gay teens.

With these simple videos and social media posts – not to mention a text-to-give campaign also being promoted by Ellen – these celebrities and many others are making waves and rallying support all through the medium that just last week showed its dark side.

As we march forward as public relations professionals and stewards of social media – both personally and professionally – it’s imperative to be mindful of the impact our actions have both on and offline. Whether you’re blogging personally, creating a Facebook strategy for a client, or simply sending e-mails back and forth with colleagues, keep in mind that the simplest slip can have a strong impact. Whether that impact makes the world better is entirely up to you.

A Simple Thanks and Other Small Stuff

If a picture is worth a thousand words, what is a simple word of thanks worth? I like this quote from Voltaire: “Appreciation is a wonderful thing. It makes what is excellent in others belong to us as well.”

Giving that unexpected thanks can make someone’s day and gain a customer for life. Last year, I was on a search for a new hair stylist after my stylist of 13 years moved away. You can only imagine this VIP task. After visiting Brooke at The Parlour Denver and a fabulous haircut, I received a written thank you note…in the mail. Really! I’ve referred a dozen people to her. I hope she never moves, leaves or changes her career, or I will be devastated.

I often meet with recent graduates seeking to get their foot in the door for public relations and am surprised at the lack of basic follow-up etiquette. More than half never say thank you, even via email. Less than a third send a thank you note. Guess what? Their resume and future referrals go in the “round receptacle.” I’ve had to tell job seekers to ask for business cards when meeting with people and to follow up with a written thank you note. It surprises me that everyone hasn’t read, or at least heard of, Emily Post.

If you take the time to network for a new job, pitch new business, expand existing business, etc., say thanks and pay attention to the other small stuff. When was the last time you had a live conversation rather than an all e-mail correspondence day? Here’s an idea: pick up the phone. Do you celebrate your colleagues’ and clients’ birthdays? Remember to ask about an anniversary or other holiday functions when a colleague or client mentions it in a prior meeting? And lastly, be present! I’m all for multitasking, just not in meetings – though I am a frequent violator of my own good advice. Try going to your next meeting sans your technology. Take a pen and paper for notes. It will do your brain good, as well as serve as an example to those around you.

Other articles on keeping things simple and minding your manners:
• Boston Globe: When are invited to a business meal, mind your manners
• Harvard Business Journal: Business Etiquette Can Shape Firm’s Reputation
• Inc. Magazine article on “10 ways to Support Your Best Customers”
• Two Seconds (from Seth Godin’s blog)

~ Amy