5 Film Festivals Using Social Media the Right Way

Film Festivals Using Social Media

While there is a breadth of marketing channels available for businesses and brands to promote events, social media remains one of the very best. 

Film festivals are a prime example of events that can use social media to grow both local audiences and connect with film lovers around the world. Top film festivals are bringing their content to life throughout the year on channels like Facebook, Instagram, and Twitter and some of them have built audiences in the hundreds of thousands. 

Today, we’re grabbing social media inspiration from five of the world’s best film festivals in hopes that this will spark some groundbreaking ideas for your social media channels and future event promotion!

1. Toronto Film Festival

The Toronto Film Festival (TIFF) is dedicated to sharing some of the best of international and Canadian cinema and “creating transformational experiences for film lovers and creators of all ages and backgrounds.”

TIFF’s social media presence is a perfect example of how successful event promotion starts with getting your audience to engage early on across multiple social channels. 

TIFF uses the hashtag #TIFF18 in conjunction with #TIFFxInstagram to cross-activate their audience across Twitter and Instagram.

But this strategy is more than about creating hashtags – you also need to give your audience a reason to engage, again and again.

Social media challenges and contests are a great way to get your audience to engage. In this case, TIFF created a 60-second short film contest for a chance to make the film festival in September. 

2. SXSW Film Festival

The annual South By Southwest Film Festival (SXSW) in Austin, TX is one of the most-talked-about festivals across all genres, including film, music, and culture.

But how did the SXSW grow this event into such a roaring success? Social media plays a part in keeping the excitement going all year! 

For film festivals, the work never ends if they want to build an audience and grow attendance year-over-year. Posting engaging content on social media from past events and building anticipation for future events with shareable moments is a proven tactic for promotion. 

3. Sundance Film Festival

As a champion and curator of independent stories for the stage and screen, the Sundance Film Festival is a wonderful example of how, when done right, events can grow a cult-like following. 

Yes, Sundance does everything you might expect in a brand on social media – they share great content, they respond to comments and questions, and they feature stories from their community. But the thing they do best is creating consistent branding through well-designed images and graphics. 

Consistent branding is an essential part of building a social media community around an event. For film festivals, it helps to create brand recognition through the use of specific colors, styles, and themes. 

 That way, whenever a user is scrolling through their social media feeds, they’ll instantly recognize content from your brand providing whatever you’re posting with some much needed “thumb-stopping” power.

4. Tribeca Film Festival

If you’re looking for social media inspiration in the way of content curation, look no further than the team behind The Tribeca Film Festival

Their social feeds are filled with a curation of photos, stories, and videos from some of the best minds and talent in filmmaking – each post a celebration of the legacies that each creator and storyteller leaves behind with their work. 

If you’re in the business of PR and social media, you know how hard it can be to create consistent, original content on an ongoing basis.

Curating top content from around the web on a specific topic can help to supplement the original content you’re creating and provide a valuable avenue for building brand affinity and trust with your audience, not to mention relationships with influencers.

5. Festival de Cannes

We often throw around the term “personalization” when it comes to marketing and social media, but few brands and businesses are actually providing a unique experience to their audience.

Festival de Cannes is one shining exception to that anomaly on social media. 

And that same Tweet in English: 

In order to provide a personalized experience for your audience, you must have at least a basic understanding of who they are. Audience demographic details such as age, location, preferred language, and preferred content types are critical pieces of information that can help you stand out from the crowd.

PR Lessons for Film Festivals on Social Media

Film festivals can teach us just about everything we need to know about effective social media marketing. Here are the three biggest takeaways:

  1. Give your audience a compelling reason to interact with your brand through interactive media and incentives.
  2. Supplement original content with other (awesome) content from around the web to keep your audience interested.
  3. Understand your audience on a basic level (age, location, language) and aim to provide a personalized experience when possible.

And remember, inspiration can come from anywhere – you just have to know where to look! When you’re ready to take your social media program farther, we can help

Media Outreach: Why You Need to Place Links in Articles

It used to be the holy grail of PR placements was coverage in a print publication. Despite the ego-boost it provided the interviewed executive and the PR team, it often didn’t drive business results. It’s not surprising given how unlikely it is that a reader of any given print publication might be in the market for your organization’s products and services at that exact moment.

Now, the most sought-after placements are ones that can directly drive qualified visitors back to your site. Why? Because unlike vanity coverage that can be dismissed as “nice-to-have” PR fluff, a link to your website can be tracked and quantified. That’s why you need to figure out a strategy to place links in published articles.

But it’s not like you can haphazardly pitch website backlinks to your media contacts list. Rather, to make this happen, you need to shift your perspective on how you pitch to the media.

Identify the Right Outlets to Pitch

If your goal is to get the New York Times to link back to your website, you’re probably out of luck unless it’s the only site hosting ground-breaking proprietary research. So how do you find sites that are a good target for getting your link accepted? Consider these guidelines:

  • Do they usually link? Does their coverage of your industry or topic typically include links to third-party sites? If so, to what kind of sites? You won’t get a link to your site from a publication that never links out to third-party content.
  • Is their site’s content indexed on Google? If a publication’s website is mostly behind a paywall, unless it’s the Wall Street Journal, it’s less likely to give you the reach you’re looking for as Google won’t have enough data to use to evaluate the value of a link from their site.
  • Is the site a respected authority on my topic? For a link to help you increase your domain authority, and increase your ranking in search, you need to obtain links from sites with a higher domain authority or rank on google for your topic area. First, search on google for your target keyword and see what publications are on the first page of results. Next, use the Moz toolbar to document the domain authority for your site and those of the target publications from your search.

If a site meets all of the above criteria, you’re ready to move on to your pitch.

Embed Links in Your Pitches

Traditionally, media pitches have included a bio of the executive that aims to show why they are a subject matter expert worthy of being considered for coverage. While a solid bio is still necessary, there’s more you can do in your pitches to garner coverage that ultimately links back to your site.

Expert Round-up Responses

Expert round-ups are typically conducted over email, making them an ideal vehicle for requesting a link back to your website. The key is to use one of your target keywords in your response and link it to an authoritative piece of ungated content on your website. This Forbes round-up with real estate experts, which links to a post on Trulia’s website, is a good example of this. If it’s a useful piece of content, most editors will leave in the link. Just make sure including the keyword in your answer doesn’t make it seem stilted or awkward. After all, you want to be included in the round-up whether or not your link makes it in.

Emailed Pitches

When you are pitching a journalist who isn’t familiar with your expert, embedded links in your pitch can both provide an illustration of their expertise, and give the journalist context that may also be included in their resulting coverage. For instance, you can link back to a piece of related thought leadership on your company blog, or a podcast or webinar they hosted on the topic. If the journalist found it helpful in providing deeper context for the story, there’s a good chance it can make it in on its own. If you have a good relationship with the reporter, you can always ask if it can be included once your pitch gets accepted. And if the link doesn’t make it into the final piece, you can always include it in a comment on the piece, or email the website editor and ask if it can be included.

Contributed Content

When you write contributed content for a site, you typically get a link to your bio or back to your site. Rather than linking that to your homepage, consider linking it to a landing page that is more likely to resonate with the publication’s core audience. And don’t forget to include a link to an ungated piece of content in the body of your article as well. Typically, editors will allow you to include one relevant link in the body of your article, as long as it’s not to overly promotional content.

Whenever you place a link in media coverage or contributed content, you’ll want to track it both the measure your results and to ensure it remains an active link. Too frequently, a website redesign can result in all-new page URLs. And after all the work you went through to garner those links, you won’t want to lose them. Make sure your web team is aware of these high-value links and uses redirects as necessary to keep them live. When an editor trusts you enough to link to your site, you don’t want to repay them by giving their readers a bad experience.

 

PR Campaign Tips: 10 Harmful Myths You Need to Avoid

A solid PR campaign has the power to bolster your brand. Among its benefits, PR can build relationships with the public, boost brand awareness, increase your credibility, and create loyal customers.

If PR can do so much for a brand, why don’t more brands use public relations, to begin with? The truth comes down to misinformation.

There are a number of myths about public relations. These myths stand in the way of many executives using public relations tactics within their business or perhaps misapplying them altogether.

We’d like to take this opportunity to set the record straight — to debunk some of the most popular myths about public relations. Let’s discuss 10 of these myths so that you can confidently make decisions about your PR and execute it effectively.

10 Myths That Can Stand in the Way of a Profitable PR Campaign

Myth #1: PR is too expensive for my brand

There are many choices when it comes to PR, and at all price points. You can go with less expensive freelancers or retain a boutique, mid-size or large PR agency. It all depends on your needs and budget. Before you assume that PR is too expensive, check out the various options available to you, and also consider the number of benefits PR can bring to your brand.

When it comes down to it, PR can be far less expensive than advertising and offer more benefits. Rather than short-term boosts, effective PR improves the entire image of your brand for the long term. B2B PR, in particular, creates a patina of thought leadership and generates interest and awareness.

For example, a PR agency can obtain media coverage that shines a positive light on your brand. That, in turn, can lead to other outlets telling your story and over time you’ve created a crescendo of attention that showcases your expertise and credibility. In addition to these benefits, brands often see increased sales and solid growth.

Myth #2: I can do my own PR

While you may want to shave a few dollars off your bottom line, PR encompasses much more than media mentions. Expert public relations tactics and strategy from an experienced PR person have the power to bolster your reputation and draw people to your brand.

As part of an effective PR strategy, PR professionals can generate ideas to grow your reach, identify and segment your audience, and target them precisely. They can also bolster your image by booking you at events and entering you in awards. And they can cement your reach and position by a shrewd combination of earned, owned and in some cases paid media.

When you break it down, public relations is not a few-minutes-a-day job. It is a full-time job with multiple responsibilities. When companies try to do their own PR, it often lacks a strategy and falls through the cracks.

Myth #3: PR is not the same as media relations

Media relations is a subset of PR. However, PR encompasses many other tactics. It also is supported by a strategic focus. It’s not just transactional. It all begins with aligning PR opportunities with your goals and objectives.

For example, if you want to generate more website traffic, you may be better off authoring and placing articles in targeted outlets rather than trying to get the media to write about you. Booking you on panels at events and webinars may also be more effective in engaging prospects. Or you may decide that media relations is precisely what you need. That decision, however, needs to be based on strategy, not on a whim.

Myth #4: PR is just advertising

PR goes way beyond advertising. When you boil it down, advertising is paid visibility while PR is earned visibility. PR often leverages a third party to endorse your brand — such as a journalist or influencer.

The PR method of third-party endorsement often carries more credibility than a company who endorses itself with paid ads In fact, according to a recent Nielsen study about what sources people trust most, the first three were recommendations from people they know, online recommendations, and editorial content, such as newspapers.

Myth #5: PR people don’t control journalists

PR people don’t whisper into the ears of journalists about what to write. That’s the journalists’ job. What PR can do is position your story so it is appealing to journalists who will then want to cover you. PR also ensures that the information the journalist receives is accurate and the finished article doesn’t have any factual errors. A PR person can request that any errors be corrected, especially if the article is online. Or a correction is issued if it is in print.

Many PR people have relationships with journalists that can smooth the way for media mentions. Ultimately, however, you need a good story — which a PR person can craft.

Myth #6: PR professionals just write press releases

While press releases are a major part of public relations tactics, it is just one facet of PR. At their core, B2B PR professionals aim to boost and reinforce a brand’s image and credibility.

Beyond crafting a strategy and media relations, PR professionals also help with:

  • Reputation management
  • Crisis management
  • Social media strategy
  • Product launch
  • Speaking engagements
  • Influencer relations
  • Thought leadership strategy
  • Awards and Events
  • Content marketing

Myth #7: PR is not fake news

PR is not about creating buzz by crafting a story out of whole cloth. Anyone who does that is unethical. PR instead uses creativity and analytics to tell a story that resonates with your audience. A good PR person knows how to weave everyday facts into a story that engages. It’s the art and science of PR.

Myth #8: If I don’t have a story, I don’t need PR

On the contrary, PR does not depend on a drop-dead story. Effective PR professionals don’t wait for a story — they create stories around what your business is already doing.

Along this vein, thought leadership PR has become an essential part of public relations. This uses your expertise and industry knowledge to establish as a leading authority and go-to pro in your industry. As a thought leader, your opinion becomes sought after by journalists and others in your industry.

PR professionals also know what makes a good story — and it’s often something that brands overlook. Whether it’s an expansion of your business, charitable activities, or a round of funding, PR storytelling can position you for media coverage.

Myth #9: I only need PR when I’m in trouble

It is true that crisis management is a crucial part of public relations. But crisis management doesn’t just come on the scene when negative press surfaces. Crisis management works best behind the scenes to predict when trouble is afoot and reduce its impact.

A seasoned PR professional who works steadily with your brand will be able to jump into action at the right time to prevent a crisis or make sure it’s handled smoothly.

PR professionals also play a vital role in building and maintaining your brand’s reputation. This is a process that takes time to develop. But once a sturdy reputation is in place, it won’t as easily be shaken by the negative press or other issues.

Myth #10: PR is all about sales

While increased sales and lead generation can be benefits of public relations, it is not its sole purpose. Public relations is first and foremost about relationships. It builds awareness of a brand, manages a brand’s reputation, and creates brand loyalty among customers. At the same time, however, PR by establishing a brand’s reputation can develop leads and subsequently convert leads into sales.

Yet, because PR is educational, as opposed to sale-sy, it can build genuine relationships with clients and partners alike. These relationships are not solely based on products and services, but on a solid foundation of trust.

A Few Points to Remember…

  • PR doesn’t have to be expensive relative to its benefits. There are PR professionals with all levels of expertise and at many price points
  • PR is a complicated process and is a full-time job — not something that just anyone can do in his or her free time
  • PR is more than advertising — while advertising is paid visibility, PR is earned visibility, which often creates deeper, more lasting results
  • PR is more than just writing press releases — it also includes everything from crisis and reputation management, social media, content marketing, media relations… to any and all other tactics that will elevate a brand and expand visibility and credibility.

Now that you have a clearer understanding of PR and public relations tactics, we hope this will help you to confidently invest in your own PR campaign.

This article originally appeared in The B2B PR Blog. This article was written by Wendy Marx from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

The Ins and Outs of PR for Product Launches

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Each year, brands launch more than 30,000 new consumer products. 80% of them fail.

In spite of the risk of failure, 63% of people responding to a Nielsen study said they like brands to offer new products—which means they’ll continue to try.

While PR plays a vital role in launching products – after all, it helps educate the public and drive demand – it’s not always an easy undertaking.

“Media stories are a great way to reach and teach the masses,” says Lonny Kocina of the Media Relations Agency. “That’s because product publicity is relatively low cost compared to other mass promotion techniques. And while a product is new, it’s especially newsworthy.”

Researching the right journalists and publications and thoughtfully crafting a pitch to get their attention can yield results, though it’s getting tougher to stand out above the noise that fills a reporter’s inbox.

Why is it so much harder to get a journalist’s attention these days?

“The proliferation of media channels and how we consume information has changed everything,” said Tamsin Henderson, Director, Gather Creative. “Journalists no longer have time to go to events like they used to, so unless you’re a brand with loads of cash for a glitzy event, product launch PR requires a more entrepreneurial approach.”

“I remember the days years ago when a product launch (especially a tech product) would get coverage on every technology outlet out there,” says Crystal Richard, president of Crystal Richard & Co. “You’d set an embargo, distribute the news a week or so in advance and bam! When that embargo lifted, media aplenty went live. Today, unless you’re Google or Facebook, those days are now a thing of the past.”

And, leading with the product can sometimes be an issue for journalists who now want to write about something more.

“I would argue that the best pitches – the ones I’m most receptive to – are the ones that feel most human,” says Matthew Hughes, a reporter at The Next Web.

It’s hard to make a pitch sound human if you’re focusing on the product.

So what DOES work to earn media coverage for a new product?

When you’re tasked with handling public relations for a product launch, some approaches may get you further than others.

Here are tactics that PR pros in the trenches have used to successfully secure media coverage to help get new products off the ground:

1) Offer high-quality assets: Visuals can help get attention.   

“Provide a few stunning, professional photos showing the product with real people, or in beautiful settings,” said Henderson. “Remember, people share and like nice pics. And the more shares a journalist’s story gets, the happier his or her bosses. So they’re more likely to feature your story if it’s got terrific photos or illustrations.”

Henderson says the editor of a business magazine once told her he’d chose her story as the front page feature purely because of the fantastic photo.

“It was a mediocre story, but he knew an outstanding photo would sell more magazines,” explains Henderson.   

She also recommends including a short video. “It can add an extra dimension to your story and give some nice background,” she says.

2) Build a relationship: It can be rough for any media pitch to be successful these days if you haven’t first established a relationship with the reporters you want to target.

“In the long run, a relationship will be much more useful,” says Darcy Cudmore, PR and Social Media for Powerful Outreach.

“If you have an approaching product launch, I suggest reaching out to a few reporters well in advance. To start, just strike up a conversation about their work,” says Cudmore.

Later, when you’re ready to contact them about a product launch, you’ll have already established a foundation, Cudmore suggests.

An example he cites: He started following a tech journalist and complimenting her work whenever he read something he genuinely enjoyed. Later, when he had clients in the space, he reached out to her, resulting in stories about two of his clients.

“I appreciate the coverage, and she appreciates getting the inside scoop on new products,” said Cudmore.

3) Put the founders first: Instead of leading with the product, talk about the founders.

“Put the founders first,” says Melanie Marten, owner of Berlin-based agency The Coup. “You need the people behind the product to step up and give the product a soul.”

Include something about the entrepreneur’s background or journey to get a journalist on board. Behind every product, there’s usually an interesting story to tell.  

4) Skip the “launch” and aim for ongoing brand awareness: Without the deadline attached, PR goals are more attainable, says Richard.

“There’s no pressure or ticking clock as an embargo approaches that will cause a journalist to shy away,” says Richard.

“People often think you need a “launch” to get a feature article. You don’t. Do cool things. Change the world. Build an amazing culture. These are all important milestones that can be used to tell your story to the media and get coverage, without the urgency of telling a writer they need to cover on a specific date or else.”

5) Do targeted research: “I often used Meltwater to run international searches based on very specific keywords to help find even the most niche blog,” Henderson says.

“I export it to excel, and sort by readership, location, type of outlet, etc., etc…This gives me an instant window into influencers talking about products similar to whatever I’m launching. So I can prioritize my media list, without having to spend days researching who to contact.”

Henderson says she also uses Meltwater to gather links and data for detailed coverage reports following launches.

Try these approaches to get coverage for a new product

While conducting PR for product launches may not be as simple as it once was, it can still be done successfully. If you’re looking for more pitching tactics, watch our on-demand webinar on the topic, Don’t Be That Guy.


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Brand Perception: Modern Customer Service on Twitter Is Also PR

Much like peanut butter and jelly, modern customer service on Twitter seems predestined.

How to Improve Perception? Start by Going to Where Customers Are

As PR pros we know it’s PR 101 to go where our customers are. Increasingly, that means social media that’s optimized for mobile. Numbers make this coupling inevitable, according to Pew, an estimated 69% of people in the US use social media and an estimated 77% of people own smartphones.

With this reality, it’s a foregone conclusion that your business needs to be on social media and if you have a consumer-facing business, your customers are going to (sooner rather than later) ask for your help via Twitter (or Facebook).

Even if your brand would prefer to silo social accounts to fit specific communication purposes, a brand needs to evolve based on the demands of your customers and community-at-large. Twitter started out with the intention of creating a platform for broadcasting and amplifying messages, but early on, as soon as conversations and debate took hold, it became a major conduit for customer service as well.

In fact, one of the first Twitter prompts was: “What are you doing?” In retrospect, it might have pushed early adopters to complain.

The Early Adopter, Maytag’s Lesson:

Case in point, Maytag. A brand whose ad campaigns have often included the lonely repairman (since he is never needed). Back in 2009, well-known blogger (influencer), Heather Armstrong, was pulling out her hair trying to get replacement parts for a $1,300 washer and asked a telephone service rep if it would help if she mentioned her woes on Twitter? Despite an assurance that it wouldn’t, she decided to broadcast her frustration to her 1 million followers anyways.

Soon a Whirlpool VP (Maytag’s parent company) was on the phone, ordering her a new repairman and the next day, her washer was back in working order. Maytag (and Whirlpool) learned a quick lesson that day; influencers have an engaged audience that responds when they tweet. Try to ensure that they don’t shout negative things about your brand.

For early social media adopters/influencers, a new approach to getting customer service began to form. Start by emailing or calling the company, go through the phone tree, and try to get a resolution. If you hadn’t received customer service within 24 hours, call them out on Yelp, Twitter, or via their Facebook page.

But as the lines between communication platforms began blurring, it seemed more efficient to go straight to social media. Maybe it was because early adopters/influencers were getting better service in less time, while regular consumers felt left out. (Everyone wants customer service right away.) What had seemed like a luxury of the few, started looking attainable to more and more consumers who saw the power of complaining on public channels.

Setting a Baseline, Comcast:

Maybe it’s telling, the first time Comcast is mentioned on Twitter, it’s in the form of a complaint:

To address complaints that were organically appearing on the platform, the company set up @ComcastCares in March 2008. Making them an early corporate adopter with a dedicated service channel. (Contrast that with the launch date of November 2009 for the brand account, @Comcast.)

Comcast pioneered acknowledging a complaint and asking if it can be moved to 1:1 interactions via direct messages. This practice was enabled by Twitter adding direct messaging and then separating out @ replies. This formula is still something they and other high-volume customer service accounts practice today. Comcast illustrates how customer service is often built into an identity of a brand. And having a social media strategy for answering complaints is bound to help some of your customers’ pain points.

While Comcast isn’t a model of transparency, companies have followed their direct approach on Twitter. Unfortunately, by cleaving customer service from their main account, @Comcast, they’ve drawn a thick line between PR and customer service. Of course, being seen as a utility comes with the expectation that you’re equipped to be an always-up business. So, it’s possible that with the high volume of customer service that Comcast deals with, they are in a constant state of catch-up. And though @ComcastCares can feel automated, sometimes a quick acknowledgment is all that is needed to send a positive message to a customer looking for a solution.

Going the Extra Mile, Southwest Airlines:

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Even though Southwest Airlines had a couple of small PR blips in 2017, sentiment for their customer service on Twitter skews towards positive.

Airlines are masters of social media customer service. Even if airline customer service is not industry consistent, consumers are now primed to request and importantly, receive, help before, during, and after their travels via social platforms.

In this realm, Southwest Airlines is ruling the roost. While the airline has been known for good customer service, being on Twitter has only added to their brand perception.

They freely use the enhanced customer service features, such as the Send a Private Message link, making it easier to immediately help individuals with their travel arrangements.

And once in awhile, @SouthwestAir reaffirms that there are humans behind the brand, helping out customers and something fun like this gets reshared:

Southwest interaction

Or an audience call-out is rewarded:

On Twitter at least, Southwest is showing other airlines—let alone other brands—how to endear yourself to followers. And with 2.19 million followers, they’ve been able to, without missing a beat, use the same branded account for broadcasting flash sales, announcing corporate social responsibility initiatives, and flight delays, all while still helping customers with individual flights.

The Innovator, BART:

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@SFBART social media (Facebook, Twitter, and forums) sentiment according to Meltwater media intelligence platform, Jan. 1-Dec. 31, 2016.

Creating a groundswell of positive kudos on social media can feel impossible in today’s climate. It might feel like all you can do is try to keep the crises at bay. But, the Bay Area Rapid Transit (BART) system found unexpected acceptance by doing away with auto-responses on Twitter, and instead opted for a frank conversational tone. It happened on March 16, 2016, during the evening commute, in response to a complaint about massive delays. An electrical issue took out a portion of track and required the system to borrow buses. In the moment, the cause behind the delays had not been shared. Christopher Chappel (@shakatron, now private) may have thought he was yelling into the void with this tweet:

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But instead, he received a very thoughtful, very human response. Riders and social media reacted with excitement . Suddenly it became a BART system AMA (Ask Me Anything) as questions, thoughtful answers, and opinions were lobbied back and forth.

On that night, BART social media history was being made. Prior to this evening, the transportation system’s Twitter account was automated and didn’t directly interact with customers, let alone discuss the challenges of the system’s infrastructure. Later, articles proposed that the exchange(s) were the result of a social media manager “going rogue”.

Turns out this new frank tone signaled a change in how the comms team would approach their Twitter interactions with the public. And while the thumbs behind @SFBART that evening decided to take his commute elsewhere, the humanity behind the account is still in place. The team, managed by Alicia Trost, still helps individual users, broadcasts community wins, interacts with other transport agencies, and even apologizes for problems on the system.

PR Takeaways:

There is no way to avoid dealing with customer service issues or complaints on Twitter. To protect a brand, it’s essential to keep up on the platform to make sure we’re utilizing all the features they offer to streamline processes, whether that is for broadcasting and engagement or customer service. If you’re new to dealing with customer service on Twitter, learn from the examples above and take detractors seriously. If you’re open to going the extra mile, synch your PR messaging strategy with customer service to build positive brand perception. You may want to take your cue from @SouthwestAir and @SFBART in remembering that we’re all in this together.

This article was originally published to this site on January 11, 2018. We republish timely articles on Saturdays for our readers who may have missed them the first time.