The correct answers to these 9 PR/social media questions may be obvious. But not always.
A team member schedules posts around the clock on your client’s Twitter feed. The content is good. One night a breaking news item is dominating TV and the web, especially Twitter. What do you do?
- Let the scheduled tweets be sent, figuring that more people than usual are checking their feeds and will see this meaningful content.
- Hijack one of the hashtags being used in breaking news tweets to get client tweets before more eyeballs.
- Cancel the tweets for fear of being perceived as out of touch with what’s happening and/or insensitive to the situation.
Your new client who hired you to do social for her business continues to tweet in the first person singular on the organization’s account, even though in strategy sessions all parties agreed the Twitter voice should be first person plural. What do you do?
- Delete all her tweets that begin with “I”.
- Help her get more than 62 followers on her personal account (so she’ll be more likely to share her thoughts there).
- Don’t worry about it until the business account hits 2,000 followers.
A customer has posted an unfavorable comment about your client’s business on the organization’s Facebook page you manage. While the post is written in a calm, measured tone, it points out a problem that needs to be looked at by ownership. What do you do?
- Delete the post.
- Reply to the post with an apology and word that the issue will be addressed.
- Copy and send the comment to owners/managers in an email and ask them to respond.
- Do nothing.
A savvy manager for your client’s business has a great eye for compelling visual content and posts wonderful pics to the company’s Instagram account. However his descriptions are too long and always get cut off when are copied to the 140-character Twitter feed. What do you do?
- Insist that Instagram posts DO NOT get copied to Twitter.
- Teach him to write shorter.
- Don’t worry about it; lots of folks do it this way.
The owner of the restaurant you consult posts photos to the Facebook page but her photos are not good and the food items she posts are unappetizing. What do you do?
- Tell her to take the pics near a window to get better light.
- Ask her to get a phone with a better camera and stop using the flash.
- Ask her to hire a professional photog and stop taking food pics herself.
- Monitor the feed and delete those images that are off-putting.
A post you made on a client’s Facebook page gets a large number of likes, shares and comments. While you personally thought the post’s content was not extraordinary, you are aware it resonated with your target. What do you do?
- Try to create more posts just like that one
- Share it on your own personal page.
- Have the client cough up some bucks and promote the post to others in the chosen demo/area.
A client has a daughter who is obsessed with Pinterest. The client repeatedly insists that you begin sharing content for his business via Pinterest (a move you feel to be of minimal value for his particular business). What do you do?
- Do the Pinterest thing as requested, warning that it may turn out to be time and effort wasted. (After all, he is the client!)
- Continue to brush off the client’s wrongheaded guidance as long as you can, so you can focus on social platforms that have delivered results.
- Resign the account.
Your client emails you a blog post he saw suggesting that all Facebook posts ask a question to generate comments. You have found that questions asked on his company’s Facebook feed generally get very few comments, whereas other content gets good response. What do you do?
- Say thanks but ignore the blog recommendation.
- Ask questions on his Facebook feed on topics that are polarizing, though not controversial, to generate comments. (Even if questions do not directly relate to client’s business.)
- Point out to your client that the “ask a question” strategy works better for some than others.
A team member makes a Hootsuite mistake on a Friday night and accidentally retweets a friend’s party pic to your client’s Twitter feed. It receives no mentions from client’s 3,000+ followers, but is clearly inappropriate for his feed. It stays there all weekend until you delete it Monday morning. What do you do?
- Apologize via the feed to all the account’s followers.
- Chastise the team member for using Hootsuite while drinking.
- Let the client know what happened and mention steps being taken to prevent it happening again.
- Say nothing.
Here’s my hope that you do the right thing when faced with similar situations. Right for you. Right for you clients.