Some Lessons on Social Media from the Obama Team

Kyle Elyse Niederpruem of Kyle Communications (which I saw bring earn a Best of Show designation at the Hoosier PRSA Pinnacle Awards last week) wrote a column for Inside INdiana Business on some social media tips offered by the Obama for America team. Regardless of your thoughts on Pres. Obama's policies, you can likely glean some useful information here:

Here are four important lessons from Teddy Goff, who was digital director of Obama for America.

Experimenting with social media is critical.
Try and try again – and then try some more. Use multiple messages, different landing pages, switch out your word choices, and add lots of images if possible. Goff's team, for example, found that nouns in messages worked better than verbs (and probably counter to what most of us would do). Even word choices made a huge difference in fundraising.
Goff: "The most effective was raising money off the word – should."

Your social media team doesn't have to be large in numbers (or steeped in social).
People of all backgrounds were on the 250-person digital team. Guess how many managed the Twitter feed? Four. That's right. Four. Four people tweeted to the world. That meant consistency in tone, voice and keying in the analytics to push out the right kinds of messages at the right time – including undecided voters who can swing any election.
Goff: "There are three simple words in social – Don't be lame."

Your gut can be your most important guide.
In the bullpen of social media planning and in a group obsessed (rightly so) with analytics, many timely decisions by the digital team were made in the wee hours, without a lot of screening, and after a few beers. And like most good storytelling, an emotional link often gets the best reaction – like the most retweeted tweet of 2012.
Goff: "The most minute things make a big difference."

Being first and trying something new has its rewards.
Remember that in the first election of 2008, Facebook was half the size it is today. Twitter wasn't yet a strategic asset and the iPhone had just come out in the summer of 2007. The relationship between people and campaigns was dramatically changing. A number of tactics, like a website called the created by the Obama camp, had a constantly moving details button that never landed on a real plan. That was a more effective way to share a white paper by Obama than asking voters to read a white paper.

Dealing with Social Media Whiners

Whining. It’s becoming an American pastime, especially with (here we go) my generation of 20-30 somethings. Although, to be fair, it can be downright infuriating when your "flirtini" is not mixed properly. Life is hard sometimes.

But now, it seems every move of a business is under a microscope, with a disgruntled Tweeter just hoping to be irked, thumbs at the ready. And granted, some Twitter rage is often warranted (I’m looking at you, commercial airline industry), but sometimes people could stand to take a timeout before posting. Kyle Elyse Niederpruem of Kyle Communications has a nice column in today’s Inside INdiana Business e-newsletter about how businesses should deal with this type of thing:

Explosive growth in social media also means explosive growth in professional complainers—the people who target major corporations with every niggling complaint known to human kind; from lousy tableside service at a restaurant to late check-in with airlines. In the wake of even one Tweet with many followers, how do you cope?

Media outlets, too, have been the target of anon attacks. Those are the people who falsify identities (or try to do so) and make pointed and scurrilous claims against others.

Lobbyists use the same tactics by employing online posters in special interest campaigns to “flood” a site with phony posters laying low into their opponents and filing below the belt accusations.

What’s the muddle and why the worry? Online is the new forever. And one bad Tweet can potentially ruin more than the day. But before it does, you can do some quick checks to decide if you need to jump into the mea culpa pool.

Find out first:

Is the source a connected and credible one? Numbers aren’t always an indicator, but it is a factor that seems to petrify the most eloquent of complaint handlers. Doing a quick online search can save you plenty of grief in the long run. If you don’t understand the relationship map, you’re in for a world of hurt.

Is the complaint an isolated complaint with either a customer or employee having a one-off bad day, or has the needle been moving toward a downright consumer revolt? What you’re hearing could be the early warning sign – like the canary in the coal mine to check deadly gas levels.

Can you mollify the complainer? If a simple apology will do, that’s what many want to hear. Or as one very savvy CEO once told me, just tell the person with the complaint: “You may be right.” Oftentimes, that’s all someone wants—a simple acknowledgement of a messed up experience.

We found a good bit of advice from Pete Blackshaw with Nielson Online who founded in 1999. Blackshaw told Ad Age recently: “There’s no secret sauce to managing the outspoken consumer. And the risk of over-responding is setting the bar too high or maybe even over-dignifying an unreasonable voice.”

So the next time your social media team, marketing crew or public relations experts dive into a tizzy about the latest complaint online, do what everyone does—take a breath, count to 3 (or maybe 10), and consider the response that could be cached for a good long time to come.

And remember, some people just like to complain—online and everywhere.