Predictably, this decision has met with significant criticism, so there may be more to come on this subject at the appellate level. But for now, if you have a caveat in your social media policy that employees are required to include such a disclaimer in their personal social media accounts, your policy may be in violation of the law.
What does this mean? How can one government body seem to endorse anonymity while another suggests anonymity is misleading? Despite the apparent conflict, a fine line does exist that keeps the NLRB and the FTC in harmony.
Anonymity when discussing working conditions or policies of an employer is intended to ensure that people can, within reason, organize and criticize their employer. The FTC concern is meant to ensure that biased information is not spread as objective. This is the critical distinction: Employees are assured the right to anonymity online when talking with one another about their job; when discussing products or services with potential customers, however, it’s best to identify or disclose one’s connection to the company so that a potential customer knows that what is said may be biased.
In an effort to help bridge this gap, Porter Novelli was proud to join representatives from leading communications agencies, leaders from Wikipedia’s volunteer community, and academic observers in creating a shared commitment to do right both by Wikipedia and by the clients and professional relationships each firm represents. On June 10th, the group published this statement to Wikipedia.
Our firms believe that it is in the best interest of our industry, and Wikipedia users at large, that Wikipedia fulfill its mission of developing an accurate and objective online encyclopedia. Therefore, it is wise for communications professionals to follow Wikipedia policies as part of ethical engagement practices.
We therefore publicly state and commit, on behalf of our respective firms, to the best of our ability, to abide by the following principles:
We also seek opportunities for a productive and transparent dialogue with Wikipedia editors, inasmuch as we can provide accurate, up-to-date, and verifiable information that helps Wikipedia better achieve its goals.
A significant improvement in relations between our two communities may not occur quickly or easily, but it is our intention to do what we can to create a long-term positive change and contribute toward Wikipedia’s continued success.”
I work best when I have a deadline, so if no specific timing is presented I’ll offer one up that is tight but achievable. Then I have no excuse for putting things off, and I’ll be letting people down if I don’t deliver (within reason; particularly in our industry, things can pop up unexpectedly). Little rewards (like chocolate!) also help, and crossing something off my to-do list is incredibly satisfying.
I have an old school paper to-do list to keep me on track. My Samsung Galaxy phone is indispensable to keep up with emails when off-site (so long as the battery doesn’t go flat), and in terms of apps, the Pages Manager app to manage Facebook communities is the most useful for me personally. That and Instagram.
I also have a “scalp massager” on my desk to use when I feel my brain needs to be (literally) stimulated.
I subscribe to a lot, but pay the most attention to HASO (Help a Socialist Out) for tweetable content, Springwise for unique ideas, Jay Baer’s Convince and Convert for client inspiration, and PR Daily for industry news. I collect the pieces I find most interesting in a folder and share them with the office weekly in my “Four Clicks” email.
Problem: My days are often disorganised and derailed.
Solution: I began going to the gym at lunch time three days a week. It helps me prioritise what needs to be done in the morning (pre-gym) and in the afternoon (post-gym), so I know if I’m off target a lot earlier. In addition to the health benefits, I find that getting away from phone calls and emails allows time to think through problems or opportunities. I often have my best ideas for a campaign while running on a treadmill.
Problem: We’re heading into winter in Australia, thus the winter blues – also known as SAD (Seasonal Affective Disorder).
Solution: I’ve started the Monday Soup Club, where everyone takes turns bringing in soup on a Monday for the rest of the club. Healthy, cheap, hot and delicious.
On old fashioned pen and paper. It’s a bit embarrassing when clients pull out their iPads and I’m supposed to be the early adopter, but it works for me and helps me sort out my thoughts before I turn the notes into a summary email or content. If I’m at an event, I take notes by live tweeting (sharing is caring). While it’s not really for that purpose, your Twitter profile can be a great archive for interesting articles, stats and insights.
If I’m having trouble starting a task, I’ll take some time out and focus on completing smaller/simpler tasks. Then I get a sense of achievement from getting things done, become re-motivated, and am often ready to tackle what wasn’t working before. Taking time out, getting out of the office and away from the phone or computer, and even exercising often help, because your mind has uninterrupted time to process thoughts and you get a chance to reflect on the bigger picture or consider a different angle.
Because greyhounds are largely known as racing dogs, they have a reputation as high-energy, high-maintenance pets. But they’re actually gentle, passive, even lazy dogs that need minimal exercise and space, making them perfect companions for retirees, couples without children, and dog lovers living in apartments. The Greyhound Adoption Program, Greyhound Racing Victoria’s initiative to find homes for dogs who have retired from racing, enlisted Porter Novelli Melbourne to help educate potential adopters on the true nature of these remarkable dogs and raise awareness of adoption opportunities.
Research showed that most people give up their preconceptions immediately once they actually meet a greyhound. This insight set the strategic focus: creating opportunities for the potential adopters to meet individual greyhounds, both online and in person. First, the team developed the content strategy for a new Greyhound Adoption Program Facebook page, focusing on stories and photos of adoptable and adopted dogs, as well as behind-the-scenes details from the program, such as the resident cat that helps test dogs for cat compatibility.
The new Facebook page gave existing program advocates, including the small but active community “Friends of GAP,” the materials and stories they could use to influence their networks and dispel pervasive myths about the breed. Additionally, the team reached out to key influencers, such as prominent dog blogger That Dog Dancing Guy, to spread the word about the Greyhound Adoption Program.
To connect with potential adopters in person, the team organized “Every Greyhound Has a Story,” an exhibition showcasing renowned Australian photographer Josh Robenstone’s pictures of adopted greyhounds, along with their stories. At the exhibition, guests could meet greyhounds available for adoption and learn more about the program.
The team enlisted the support of the Victorian State Premier Dr Denis Napthine, who opened the program, and Broadsheet Melbourne, the most influential online and print publication for Melbourne bars, restaurants, shops and galleries. Broadsheet’s write-up on the event brought additional exposure, with their Facebook post receiving the highest reach and engagement of any other content that month.
With the help of influencer outreach, event sponsorship, and targeted advertising, the Facebook page attracted a passionate community of thousands within months. The exhibition received more than 1,200 visitors and at least 10 inquiries for adoption. Over the campaign period greyhound adoption increased 10% compared to the previous year
The team developed audience-specific creative that resonated with the key target segments — senior citizens, inner-city couples, and the LGBTI community — and planned the exhibition event to tap into a love of the arts across the target segments. The team kept ongoing content value in mind when putting the event together, ensuring the organization purchased the photographs outright. This set the stage for a tour that will take the exhibition to regional areas of Victoria, as well as a Greyhound Adoption Program calendar, coffee table book, and poster series that will reach an even wider audience.
Summary cards offer a headline, thumbnail image, and initial text from a linked blog post or article.
Best for: Giving followers a peek at the content you’re linking to, drawing them to click through and read on. Use these when you want the focus to be on the content’s text, not its images.
These are just like Summary cards, except they feature the main image more prominently. The image spans the width of the tweet, rather than appearing as a thumbnail.
Best for: When you want to include all of the information of a summary card, but put more focus on the featured image. Alternatively, when you want to draw attention to an image but believe it will resonate better when placed within some context.
Photo cards prominently feature an image, with a title below and no other text.
Best for: Linking to content that focuses on an image and requires no commentary.
Gallery cards display up to four images followed by a title and description from the link.
Best for: Linking to image-centric content that includes a variety of eye-catching visuals.
Product cards share information about a product: an image, a description and two key details of your choice.
Best for: When you want to drive interest in a specific product or sale.
Player cards include a playable video with description from YouTube or some other source.
Best for: When a video is the focus of the story, or the story itself.
App download cards feature basic information about an app, in addition to a direct link to download it in the Apple Store or the Google App Store. Note that these only display on mobile for now.
Best for: Promoting an app created or sponsored by your brand.
Lead gen cards, available to Twitter advertisers only, give you the opportunity to collect email addresses or other information followers are willing to share right within a tweet.
Best for: Encouraging followers to sign up for a newsletter or take advantage of a special offer.
Web site cards, also available only to Twitter advertisers, are similar to Summary cards, featuring an image, headline and brief text.
Best for: When you want to provide more context around a page you’re linking to. The thumbnail image in particular helps create visual interest.
Want to add Twitter card functionality to your blog or site? PNConnect can help. Contact your account lead or email us.
For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.
Christopher Barger in Detroit penned this month’s Feature about recent NLRB rulings, and Mary Gaulke and Beca Mueller in Winter Haven shared Insights on Twitter cards. Robert Veliz in New York City contributed stories and insights for the Social Networking Stats and Noteworthy News sections. Amanda Wu provided the latest stats, and Mandy Griffiths in Melbourne took the hot seat for On Workflow. Allison Brill in Washington, D.C., shared updates and insights on Advertising Trends, and Mandy Griffiths shared our case study on the Greyhound Adoption Program.
Thanks to Jennifer Laker, Nik Wilets, Peter Schiebel, and Sean O’Shaughnessy from the Platforms team for providing design and development support, and to Josh Hallett, Lauren Sandelin, Mary Gaulke, Dave Coustan and Tom Harris for editorial oversight and proofing.
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