For Companies, a Tweet in Time Can Avert PR Mess

[BuzzNumbers]

By SARAH E. NEEDLEMAN

A growing number of businesses are tracking social-media outlets such as
Facebook and Twitter to gauge consumer sentiment and avert potential
public-relations problems.

Ford Motor Co., PepsiCo Inc. and Southwest Airlines Co., among others, are
deploying software and assigning employees to monitor Internet postings and
blogs. They're also assigning senior leaders to craft corporate strategies
for social media.

One morning last December, Scott Monty, Ford's head of social media, saw
Twitter messages alerting him to online comments criticizing Ford for
allegedly trying to shut a fan Web site, TheRangerStation.com. The dispute
prompted about 1,000 email complaints to Ford overnight.

Mr. Monty, who joined Ford the previous July from an advisory firm
specializing in social media, didn't wait to learn the facts. He posted
messages on his Twitter page, and Ford's, saying he was looking into the
matter, adding frequent updates.

Within hours, he reported that Ford's lawyers believed the site was selling
counterfeit goods with Ford's logo. He persuaded Ford's lawyers to withdraw
the shut-down request if the site would halt the sales. By the end of the
day, he Tweeted that the dispute had been resolved.

Jim Oaks, who founded TheRangerStation in 1998, credits Mr. Monty with
resolving the problem so quickly. "My relationship with Ford has been
better because of this," he says.

Mr. Monty's response won plaudits from social-media watchers. Ron Ploof,
founder of consulting firm OC New Media LLC, posted a case study of the
incident on the Web, to show clients how companies can use social media to
their benefit.

"Social media have magnified the urgency of crisis communication," says
Shel Holtz, a communications consultant in Concord, Calif., and co-author
of "Blogging for Business." He says seemingly small incidents can quickly
spread into bigger PR problems via the Web.

PepsiCo intensified its social-media efforts last November after employees
saw critical Twitter posts about an ad in a German trade magazine for a
diet cola, which depicted a calorie killing itself. A popular commentator,
whose sister had committed suicide, asked, "How could Pepsi do this?"

A Pepsi spokesman quickly posted an apology on his personal Twitter page.
So did Bonin Bough, who is Pepsi's global director of digital and social
media. Mr. Bough, who was hired for the job in September, says the incident
prompted Pepsi to create a corporate Twitter profile; in May it launched
The Juice, part of the networking site BlogHer.com.

Monitoring a corporate image in cyberspace is a daunting task, even with
technological help. Tracking software can identify hundreds of posts daily,
and managers must decide which could prove troublesome. "If you start
seeing a lot of people retweeting it, then you know" to pay attention, says
Marcus Schmidt, a senior marketing manager for Microsoft Corp.

Some companies use the information to shape responses to news. On July 13,
a Southwest Airlines flight from Nashville to Baltimore made an emergency
landing in Charleston, W.Va. Southwest's six-person "emerging-media team"
scanned Twitter, Facebook and other Web sites for passengers' reactions --
and found mostly positive comments. The Southwest employees quickly posted
Tweets praising the "great work by crew and customers onboard."

Linda Rutherford, Southwest's vice president, communications and strategic
outreach, says she might have reacted differently if passengers had been
more critical. "We would still be complimentary of our crews, but we might
not emphasize that as much," says Ms. Rutherford, who added responsibility
for social-media initiatives last summer.

Some companies are training staffers to broaden their social-media efforts.
At Ford, Mr. Monty plans to soon begin teaching employees how to use sites
like Twitter to represent the company and interact with consumers.

Coca-Cola Co. is preparing a similar effort, which initially will be
limited to marketing, public affairs and legal staffers. Participants will
be authorized to post to social media on Coke's behalf without checking
with the company's PR staff, says Adam Brown, named Coke's first head of
social media in March.

For now, that job falls to Mr. Brown and three staffers. Last fall, Coke's
software spotted a Twitter post from a frustrated consumer who couldn't
redeem a prize from the MyCoke rewards program. The consumer's profile
boasted more than 10,000 followers.

Mr. Brown quickly posted an apology on the consumer's Twitter profile and
offered to help resolve the situation. The consumer got his prize and later
changed his Twitter avatar to a photo of himself holding a Coke bottle.

"We're getting to a point if you're not responding, you're not being seen
as an authentic type of brand," says Mr. Brown


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