Hacked NBC Twitter Account Announces Ground Zero Attack

Twitter hacking continues. This time, NBC is the victim, and the tweets are cruel. The Script Kiddies hacked Fox News in July, claiming that President Obama had been assassinated. Apparently, NBC's social media director clicked on an email attachment that allowed access to the culprit:

"'Ryan, You need to get off TWITTER immediately and protect your family from the hurricane. That is an order.' Osborn wrote back 'I'm sorry. Who is this?' The sender then replied, 'I'm the girl next door' with an attachment. Osborn said he mistakenly clicked on the attachment and it contained a Christmas tree."

Discussion Starters:

• What is your reaction to the series of hacking? Are these harmless pranks or potentially dangerous?
• What, if any, are the ethical implications of Twitter hacking?
• How do you assess NBC's statement: "The NBC News Twitter account was hacked late this afternoon and as a result, false reports of a plane attack on ground zero were sent to @NBCNews followers. We are working with Twitter to correct the situation and…sincerely apologize for the scare that could have been caused by such a reckless and irresponsible act"? Is this an appropriate response, or do you believe that more should be included in the network's statement?

Yahoo CEO: "I've just been fired over the phone..."

Carol A. Bartz leaves Yahoo in the same style in which she ran the company. Known for her abrasiveness, Bartz sent this email to employees: 

Hired in January 2009 at Yahoo, Bartz has a history of writing strong emails, such as this one, in which she tells her staff, "...people seem like they're waiting for something. I'm not sure if it's a sugar-low or what, but we need to stop waiting and get moving. Good things do not come to those who wait, they come to those who make things happen."  She is also known for her liberal use of the "F-bomb," as on this quarterly earnings call.

Following Bartz's email to staff, the board chair and Yahoo founders sent an email of their own, announcing the decision and explaining other changes at the company.

Discussion Starters:

• In Chapter 1 of the text, you read about communication media choices. What is your assessment of the chair of Yahoo's board firing Bartz over the phone? What could be the rationale for terminating her over the phone rather than in person?
• What is your assessment of Bartz's email to Yahoo employees? Do you consider this appropriate, inappropriate, or something in between?

iPhone 5 (Lost in a Bar...Again) is Thin and Has Holographic Display (Not)

You've heard it before: a guy walks into a bar and loses an iPhone. Apple devotees get a glimpse of the iPhone 5 the same way they heard about iPhone 4: presumably because someone accidentally left one in a bar.

PR strategy side, the new (fake) iPhone is rather stunning: the size, laser keyboard, and holographic display may impress even the most diehard Droid user.

Discussion Starters:

• Do you believe this is a publicity stunt for the new iPhone? If so, why doesn't Apply just issue a press release like other companies?
• Does the product hype make you more or less likely to want the iPhone 5? Will you wait on line overnight for it?

Surf the Web Guilt-Free

A recent study, "Impact of Cyberloafing on Psychological Engagement," found that time spent browsing the Internet had positive results on productivity. Researchers at the National University of Singapore found that people who spent 10 minutes surfing were "significantly more productive and effective at the tasks than those in the other two groups [who did other tasks] and reported lower levels of mental exhaustion, boredom, and higher levels of engagement," as reported by The Wall Street Journal.

The effects of surfing were better than personal emailing, phone calls, and texting for a 10-minute break.  According to Vivien Lim, one of the study's authors, these tasks are not as restorative because they demand more cognitive attention. But when people surf, they "usually choose to only visit the sites they like -- it's like going for a coffee or a snack break."

This study has important implications for employers. Concerned about lost productivity, some companies restrict employees' online behavior. Perhaps they should relax the standards -- and focus on work outcomes instead.

 Discussion Starters:

• What do you do when you take a break from work or studying? What do you find most relaxing?
• On a job, have you surfed the web or done non-work-related tasks online? Did your company or manager frown on this, or was it acceptable for a few minutes?
• What are the downsides of employers allowing surfing on company time?

Madonna + Smirnoff Social Media Campaign

Smirnoff has turned to Madonna for its next big promotion. For its Nightlife Exchange Project, Smirnoff and Madonna are looking for "the world's best dancer." In a video advertisement, people are encouraged to "Represent your country on the world's stage."

Smirnoff's Facebook page is a flurry of activity, but at least one fan is looking for clearer communication: 

 Discussion Starters:

• How will Madonna and Smirnoff complement each other's brand? Consider the target market for each. What are the risks of this association to each brand? (Think Gilbert Gottfried for Aflac.)
• Given your experience and what you know about social media, do you think this campaign will be successful? Why or why not?
• What persuasive strategy (or strategies) is Smirnoff using by associating with Madonna?

Assignment Ideas:

• Rewrite the video script to promote the campaign. Include clearer instructions for fans like Victor.
• Explore Smirnoff's Facebook page for instructions about the dance contest. Identify three ways to make information more accessible to fans.

Secret's Anti-Bullying Messages Are a Hit

Procter & Gamble's Secret deodorant is encouraging an end to "girl-to-girl meanness" with its "Mean Stinks" campaign. The brand created a Facebook page that has accrued more than 230,000 "likes" and has partnered with Amber Riley (Mercedes on the TV show Glee) to create this video:

The anti-bullying campaign seems to resonate with people and correlates with increased sales for Secret.

Discussion Starters:

• To what do you attribute the success of this campaign? In other words, why do you think this was successful?
• Compare this campaign to Old Spice's social media blitz. What parallels do you see, and where do you think Secret fell short? (This Old Spice video garnered almost 35 million views.)

Will New Facebook App Replace Text Messaging?

Facebook's new smartphone app, Facebook Messenger, allows Facebook users to text each other.  The app continues Facebook's move to replace other communications: Facebook Message, introduced in November, aims to be an email substitute. As Mark Zuckerberg said, "E-mail is too formal. . .Think of the friction of trying to think of the e-mail address and think of a subject line, write 'Hey Mom,' at the top and 'Love, Mark' at the bottom." With its capability for group texting, Facebook Messenger is also an attack on Google+.

Communication convergence may be inevitable -- at least Facebook would like it that way. According to Zuckerberg, "We are trying to make it so that people don't have to think about this stuff," Zuckerberg said. "We are trying to make sure a message doesn't go to five different channels." Facebook would like users to have all messages in one place -- a worthy goal -- but is Facebook the center of it all?

Discussion Starters:

• What are the implications of Facebook Messenger for business? How do you see business people using the tool, if at all? What programs may be developed for business people in the future?
• What is your experience with FB Messages and Messenger? In what ways do these apps save time or make messaging easier?
• How do you assess Facebook's promise to help users avoid sending multiple messages through IM, text, and email? Do the apps help choose the best option for a message (IM, text, or email)? What are the downsides?

Missouri Law Bans Teacher-Student Contact on Social Networking Sites

If you're a teacher in Missouri, don't "friend" a student on Facebook or follow a student on Twitter. These relationships are now banned. Supporters say that the new law protects students against harmful predators; opponents say that the ban limits teachers' ability to help students with everything from homework assignments to providing assistance during crises. Although email could be used for teacher-student interactions, some teachers want to communicate with students via Facebook because "kids are rapidly abandoning email," according to one educator (listen to the interview). 

Discussion Starters:

• What is your view of the new law? Do you believe this is a good thing, an obstacle to learning, or something else? What are the potential negative consequences of this law?
• What is your own experience with interacting with instructors online? In what ways have your interactions been beneficial -- or not?
• Do you see a difference between a student friending a teacher on Facebook and a teacher friending a student? Do you see a difference between being Facebook friends and following someone on Twitter?

How to Get People to Respond to Your Emails

The New York Times published an article yesterday, "Is Anyone There?" voicing the frustration that many of us feel when our emails go unanswered. There are no guarantees, but here are a few ideas for getting a response to your email:

• Use a catchy, specific subject line. These can be full sentences, for example, "Can you come to the meeting on Friday?" Consider including your entire message in the subject line and adding "[EOM]," meaning "end of message." This saves people having to open your message. (See SEND by Shipley and Schwable.)
• Make responding easy. Ask specific, easy questions that don't require a lot of reading or a complex answer. If you need more, schedule a meeting -- there's just so much email can do.
• Put your main point in the first sentence. Don't ramble with two paragraphs of background information before you ask for what you need.
• Focus on the reader. Consider what's important to the receiver -- why should he or she respond? "Please let me know whether I can contact Maryann directly. I want to save you the trouble, but I don't want to overstep either."
• Give a time frame for a response. "ASAP" means within 5 minutes to me, but may mean a week and a half to you. Try, "Will you please let me know by Tuesday, 7/16, whether this outline is on track, so I can finish the report by Friday?"
• Use short paragraphs and write concisely. Edit ruthlessly.
• Consider different colors and fonts to make your email skimmable -- within reason.
• Pick up the phone. Either as follow-up or {gasp!} in lieu of an email, trying calling someone instead. Email is the default medium for most business communication, but it's not the only choice.
• Send an IM instead. For quick questions, try for a quick answer.

Here are some more ideas, but reserve these for when you don't care too much about maintaining a relationship with the receiver:

• Send emails with a receipt. This is sure to annoy anyone into either responding or never opening another email from you.
• Send "Second Request" in the subject line. Truly overwhelmed emailers may appreciate this, but others will consider it an insult -- particularly if sent 3 hours after the original message.
• Copy someone important. This may inspire someone to jump in your behalf but also may embarrass someone into further non-response.

Sometimes, a non-answer is, in fact, an answer. If you don't hear back after an interview, yes, the recruiter is rude, but after a week or so, you probably have your response.

Discussion Starters:

• Have you sent email that didn't get a response? In retrospect, what could you have done differently?
• Have you ever ignored email sent to you? Do you consider it rude? Why or why not?

Move over Myspace: LinkedIn

LinkedIn, the business social networking site, has surpassed Myspace in number of visitors each month. LinkedIn is now the second most popular social network, behind Facebook. The news is interesting considering that LinkedIn offers a focus on careers and job search. Myspace, in contrast, may be too close to Facebook, as a general social network. For business communicators, the news is no surprise: only consumer product companies seem to have much use for Myspace. A Burson-Marsteller Fortune Global 100 Social Media Study focuses on Facebook fan pages, Twitter, YouTube, and blogs.

Burson-Marsteller Fortune Global 100 Social Media Study

View more presentations from IN2marcom .com

Discussion Starters:

• What is your experience with Myspace? Why do you believe that LinkedIn is more popular?
• Are you on LinkedIn? What do you see as the value of joining? How do you use the site?

When Twitter Becomes Triage

On the heels of Business Insider's "Most Hated Companies" list, I am increasingly annoyed at companies that can't seem to fix core problems. Rather, they put their customer service staff on the front line to appease people through Twitter and other channels.

A look at DirectTV's recent tweets, for example, reveals a company in distress: "DM us," "Have you called," "I'm sorry," "We need to escalate." Too many apologies for one day of work. Social media will do just so much to resolve systemic company issues, as this customer says:

Discussion Starters:

• How do you assess DirectTV's approach? Compare DirectTV's tweets to similar companies'.
• What is your best experience with a company response to a complaint? When have you complained to a company and had good results?

How "Awesome" Is Facebook + Skype?

Last week, in an Apple-style tease, Facebook promised an "awesome" announcement today.

The news is a video calling feature that Facebook users can access without a separate Skype account. The response seems to be excitement, indifference, and a little anger laced with betrayal:

Facebook, you can't do this to us. I have been loyal to you for years because you held out a tantalizing future where my only interaction would be with one-inch-square boxes that vaguely resembled my memory of what people once looked like. You promised me that I would never have to talk to anyone ever again.

According to the Washington Post, CEO Mark Zuckerberg no longer considers growth a metric of social networking. Rather, Facebook will focus on apps and mobile technology. This shift is convenient following some reports that Facebook is losing users.

Discussion Starters:

• What do you think of Facebook's pre-announcement? Is this a clever marketing approach or just annoying?
• In Chapter 1, we discuss the pending convergence of communication technologies. Do you see this announcement as a move towards convergence or something else?

Are People Tired of Email?

Email open and click rates are on the decline, meaning people are less likely to open a marketing email. The latest study shows people opening marketing emails at a rate of 17% (compared to 26% in 2009).

This continues a trend since 2007.

Discussion Starters:

• Do these statistics surprise you? Why or why not?
• What influences whether you open an email?
• What can you learn from this for your own email messages -- both internal and external?

Assignment Ideas:

• Open your email inbox. Looking at the last 25 or so messages, which are you most likely to open and why? In small groups, discuss your reaction to the marketing emails. Did you open them initially?
• Now look at your sent box. Rewrite the subject lines of five emails to make them more enticing for the receiver to open.

As "Sheriff" of Vancouver Riots, Social Media Nabs Several People

Disappointed fans rioted after the Vancouver Canucks' Stanley Cup loss, and now some are paying the price. A University of British Columbia student, caught up in the action and caught on video, took two pair of pants from a store. She has since apologized on her blog. 

Cacnio wasn't the only one identified in riot videos (she can be seen at 1:30 - 1:33 below). According to a Globe and Mail story, "Social media has become the sheriff of this unlawful event, in essence rounding up a number of rioters by posting their pictures on the Internet and encouraging people to identify the people in them. That has led to online shaming of those named, some of whom have since turned themselves into police and are lining up to publicly apologize online."

Discussion Starters:

• If a prospective employer Googled you, what would he or she find? (Try searching for yourself to make sure.)
• How do you assess Cacnio's apology? She has quite an extensive list of people to whom she apologizes. Do you think this is appropriate given the situation, or did she do more than was necessary?

"Facebook Fatigue" or a Poor Source of Data?

One report indicates that Facebook lost millions of users in May: 6 million Americans, 1.5 million Canadians, and 100,000 Britons. Of course, Facebook still enjoys great success with almost 700 million users worldwide, but the company's goal is to reach 1 billion, and this is a step in the wrong direction.

While critics say that people are tiring of the social networking service and have increasing concerns about privacy, Facebook has responded with optimism. The company has questioned the data (apparently pulled from the reach of Facebook ads) and maintains that it is "very pleased" with its overall growth, claiming that "50 percent of active users log on to Facebook on any given day."

Image source.

Discussion Starters:

• Do you buy Facebook's argument about the data source? Why or why not? 
• What is your personal view of Facebook? Have you ever felt "Facebook fatigue" or known others to quit?

Aflac Duck Returns

The Story

Aflac Insurance has a new voice of the duck. After firing Gilbert Gottfried for inappropriate tweets about the Japanese earthquake and tsunami, Aflac recruited a new voice. During the situation with Gottfried, Aflac made good use of the duck's Facebook page: apology, recruitment, and annoucement. The company made a splash with a new commercial.  Watch below for the Dancing Duck with "new voice revealed."

Discussion Starters

• How do you assess the company's Facebook communication during Gottfried's termination and the new voice? What are the strengths of this approach, and what, if any, are the weaknesses?  

Assignment Ideas

• In small groups, discuss Aflac's handling of the incident with Gilbert Gottfried and the recovery through Facebook. In what ways was FB an appropriate medium for the company's message? 
• Consider the differences between the duck's FB page and Aflac's corporate FB page. Which is more effective and why?
  

Companies Send Email about Security Breach

The Story

Did you receive an email about a security breach? Epsilon, an email marketing firm, has reported that their contact list has been stolen. Epsilon sends emails on behalf of several large companies. Companies are responding in force, contacting customers to disclose what happened and to allay fears. According to these messages and Epsilon's press release, the impact on consumers is minimal. 

Here are several emails sent by affected companies:

• Brookstone
• Chase
• JPMorgan Chase
• TripAdvisor
• Kroger
• TiVo

 
Discussion Starters

• What differences do you see among these emails, and why do you believe companies took these different approaches?
• Which version do you find most effective? Consider the type of company and its customer demographic as you decide which email works best; for example, what's the difference between Chase and JPMorgan Chase?

Assignment Ideas

• With a partner, choose two of these examples and compare them. Which do you think is most effective and why?
• Write your own version of an email for customers of a company. Choose a company and tailor the email to its customers.
• Research one of the companies that wrote an email. In a short written report, complete an audience analysis of the company's customer base. Given your analysis, recommend an approach for the company when communicating with these customers about the situation.

U.K. Tweets Can Appear in the Press

The Story

Sarah Baskerville, a U.K. Department of Transport government worker, tweeted about being hungover at work (among other issues).  Although intended only for her 700 followers, newspapers published the story.  One newspaper published Baskerville's tweets under the headline, "Oh please stop this twit from tweeting, someone."  Baskerville claimed invasion of privacy, but the Press Complaints Commission ruled it was not.  According to the Commission, tweets are public because followers can retweet them to anyone.   

 

Discussion Starters

• What is your reaction to the Commission's decision?  Do you agree with the decision?  Why or why not?
• What have you tweeted or posted on Facebook that may embarrass you?  If anything you post could be considered public -- and publishable in newspapers -- would you adjust your online content? 

Assignment Ideas

• In pairs, search online for comments by or about the other student.  If you were a recruiter, what content could be considered questionable?  Give the other student feedback about what he or she might consider changing.
• On Twitter, search for tweets that may embarrass people. Find a tweet that you know the writer would not like to appear in the newspaper.  Write an email to the tweeter to explain why he or she may want to remove the tweet.

Kenneth Cole's Tweet Links Cairo Crisis to Clothes

The Story

In a failed attempt to use humor for marketing, fashion designer Kenneth Cole tweeted about the uprising in Cairo.  After strong online reactions, Cole removed the tweet and apologized.   Advertising Age summarized the event, which, fortunately for Kenneth Cole, was over quickly. 

 

 Discussion Starters

• What is your reaction to Kenneth Cole's tweet?  Do you consider it acceptable, in poor taste, unethical -- or something else?
• How do you assess Kenneth Cole's apology (below)?  In what ways is the apology effective or ineffective?

 

 Assignment Ideas

• Write a few tweets on Kenneth Cole's behalf.  Try using humor more tastefully to promote the brand.
• During this incident, someone created a fake Kenneth Cole Twitter account.  In small groups, discuss how Kenneth Cole could handle this embarrassment.  You might consider BP's fake Twitter account, which was created after the company's PR failings following the oil spill.

Chevrolet Celebrates MLK Day with Social Media Tribute

The Story

To celebrate Martin Luther King, Jr. Day, Chevrolet has a social media campaign, the MLK Reading Project.  People can read and record Dr. King's words in their own voice.  The project also includes videos of people saying Dr. King's words.   

Video source.

Discussion Starters

• Guess what percentage of U.S. companies close on MLK Day.  (Hint: The percentage has been about the same for the past five years.)
• What are the arguments for and against celebrating by closing a company for the day?
• What are the downsides of Chevrolet's project?  Do you think the campaign was a good choice for the company?  Why or why not?

Assignment Ideas

• Contribute to the project: record yourself speaking Dr. King's words.
• The federal Office of Management and Budget reminds us that, as a holiday, MLK Day should be a "day on" of service rather than a "day off."  If you don't have to work or go to school on MLK Day, think about some way that you can serve your community.  Plan for next year if it is too late this year.  
• Imagine that you work for a company (or attend a college) that does not celebrate MLK Day by closing.  Write an email to the president of your company or college encouraging him  or her to join the organizations that observe the holiday.  What arguments would most convince the president?