- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Celebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Posted on July 21st 2014
In June Baltimore Police Department hit a milestone on Twitter, reaching 50,000 followers.
In celebration of this, they released the following video, reflecting the department's achievement and thanking the community for helping them make Baltimore's streets safer.
It is an awesome video and I totally support and respect organisations celebrating like this. It's important for staff to recognise when their organisation has done well and share in the success, and it can be a powerful way of connecting an organisation with its community.
This type of approach is also a great way to show that an organisation is composed of real people, who are simply performing a role when they don their uniforms. it humanises the staff and can bridge gaps between faceless bureaucracies and corporations and their constituents and customers.
Unfortunately this isn't where the story ends.
Several Baltimore Police officers have been charged with various offenses related to animal cruelty or inappropriate behaviour over the last few years, becoming the subject of significant media attention.
A local newspaper created a response to the Police Department's video using the same music (different lyrics) illustrating a number of these incidents, to paint a different picture of the Baltimore Police and, they said, as a courteous reminder for the Police Department to clean up their own act.
While this second video has only received 10% of the views of the Police video so far (it has been live for about half the time), it is a telling reminder for organisations of the importance of building and maintaining positive community relationships.
If the public are well disposed towards your organisation, they will (largely) support you on social channels. If your organisation has taken actions, or has been portrayed to have taken actions, that place it in a negative light, you will face a greater level of negativity when engaging with the public on social media.
This crosses channels, however is often most immediately visible on social channels due to their speed and reach. Ultimately a bad impression will reflect on how the public engages with your staff via other means - on the phone, in correspondence and in person - making it harder for staff to perform their roles.
Of course, it may take only one disgruntled, sarcastic or delusional individual to create and distribute material like the video above, and may not be reflective of broader community views. However how far this material will spread and how fair a representation it is seen to be depends on the pre-existing negative or positive views of your organisation.
A good reputation will have your community come out in support, a bad reputation will see the material distributed far and wide with support.
Social media isn't just a reflection of the world - it is part of the world. How your organisation conducts itself on social channels can significantly shape community views - creating a positive or negative impression.
So don't take this parody video as a reason to not celebrate your successes or shutdown your social accounts. Instead use them as ways to effectively engage with your community, helping solve problems and participating respectfully and humanly to build and maintain good relationships with the people you serve.
Photo Credit: Community and Trust/shutterstock