This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

You know that awful, “Did I leave the oven on?” pit-of-your-stomach feeling of dread at a possible screw up? Yeah, well now you can also get that feeling from social media. Nearly anyone managing more than one social profile has felt their stomach drop out when they think they accidentally posted something personal on a professional site. Did I click my avatar, or the company’s avatar? What did I just tweet?

On social media sites, a rash of Twitter accounts have tumbled into nasty PR disasters. There are the horror stories — Anthony Weiner tweeting out a picture of his boxer-briefed nether regions, Chrysler tweeting that no one in its hometown of Detroit could f-ing drive, the voice of Aflac’s mascot, Gilbert Gottfried, tweeting some questionable jokes immediately following the Japan earthquake and tsunami, or the Secret Service railing on Fox News.

Fortunately there are also some success cases of companies turning bad social media situations into something good. There are a lot of stories out there telling you how to prevent a slip-up, but slip-ups are inevitable, especially in the fast-paced, gut-reaction world of social media. Here, we take a look at how you can bounce back from a social media PR disaster.

So you screwed up, now what? What Counts as a PR Disaster?

WHAT COUNTS AS A PR DISASTER?

Social media PR disasters comes in a range of fails and embarrassments. They can be simple slips, like posting a harmless link to a funny video or a personal message. These mistakes are easily rectified since they don’t really reflect poorly on the company besides showing its social media person can be a klutz.

There are also slips that can do serious damage to your brand. Of these, there are largely five main types: The inappropriate opinion, the insensitive statement, the early release, the false reward and the hack.

Inappropriate opinion is, predictably, when an opinion goes out over your social presence that is either inappropriate to your brand or to the format. This, as with most slips, can occur by accidentally posting or by posting something that should have been better edited or thought out ahead of time. For example, the Secret Service recently tweeted out: “Had to monitor Fox for a story. Can’t. Deal. With. The. Blathering.”

The insensitive statement can do a little more damage by reflecting the ethos of the brand. For example, Kenneth Cole tweeted this following the protests in Egypt’s Tahrir Square: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC”

The early release disaster is when a project, product or news brief is announced early. Depending on the timing, this can be disastrous or simply push your release schedule unexpectedly forward.

The false reward is when a company offers a deal or prize which they cannot actually deliver. For example, some companies in Canada recently got in trouble when they couldn’t honor all their deals from a group-buying site. It can also be as simple as accidentally adding an extra zero to a prize amount without noticing until too late.

The hack is both the most dangerous and the easiest to recover from. If someone breaks into your account you can tell your fans what happened, but your security has also been compromised and your accounts could be targeted again.

DEALING WITH THE CLEANUP: QUICK, HONEST HUMILITY

There are of course dozens of sub-mistakes that anyone could make. It helps to have some plan ahead of time, says Winston Bao Lord, president of Venga. “I think you can’t play out every scenario because you just don’t know, but you can plan out certain buckets to be prepared,” he says. “In every industry you can always identify potential PR disasters.”

Fortunately, the strategies for dealing with all of these slips are pretty similar: Be quick, be honest and try not to take yourself too seriously. The first two are simple understand but difficult to implement. “Anything that’s defined as a sort of misstep for a PR company should be seen as a disaster, or at least handled that way,” Lord says. “Especially things on Twitter, they spread like wildfire. If you wait an hour or two, that would be an eternity.”

You can make up for that speed by listening to your audience. “If you’re not participating in the conversation, you’re going to miss [the window of opportunity] if you say something that offends,” says Mariah Calagione, Dogfish Head Craft Brewery’s vice president.

Even harder is owning up to your mistakes. Rather than try to argue to your audience that the mistake wasn’t so bad or that you’re actually in the right, the best course is often humility. “It’s coming clean and ponying up to anything you might be responsible for,” Lord says.

SLOW AND STEADY WINS THE RACE

The best way to recover from a PR disaster is to have a long history of excellence and professionalism on your business accounts. That’s good news or bad news, depending on how you look at. Companies should be honest when mistakes happen but also lean on a community of brand ambassadors to speak up for your brand, says Scott Gerber, founder of the Young Entrepreneur Council. “The key to stopping a PR disaster in the social media world is building an incredible brand ambassador network by doing very well by your customers over a long period of time,” Gerber says. “If something happens, you have a network of people who know that that’s not you.”

Gerber also says it’s important to show that there are people behind the brand trying to fix the situation: “At the end of the day, it’s about being brutally honest and humanizing the brand whenever possible,” Gerber says.

DON’T TAKE YOURSELF TOO SERIOUSLY #GETTINGSLIZZERD

Mariah Calagione of Dogfish Head is no stranger to PR disaster. She played a positive role in turning around what could have been a huge hit to Red Cross’ social media presence. On February 15, the Red Cross sent out this tweet: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas touch beer…. when we drink we do it right #gettngslizzerd.”

Needless to say, that was a mistake.

Instead of blowing the tweet out of proportion, the Red Cross responded by saying the tweet was a mistake with “the Red Cross is sober and we’ve confiscated the keys.” The Red Cross didn’t panic but responded with humor in kind. They acknowledged the mistake immediately, apologized and even got in a message about driving safely.

That tweet, however, turned into a huge opportunity for Red Cross when Dogfish Head jumped on the hashtag. Calagione responded by asking Dogfish Head fans to donate to the Red Cross, providing a link and using the hashtag #gettngslizzerd. “It was me waking up and sitting on the cushion in my breakfast nook and saying that was kind of funny and retweeting,” says Calagione. “I managed all of [our social media] so there wasn’t anyone to discuss it with except maybe my two kids who were also eating breakfast with me.”

Part of that positive response was because the Red Cross didn’t overreact or make a bigger deal of the slip. Obviously this reaction changes with the severity of the mistake, but Red Cross, which deals with real disasters on a daily basis, could take the errant tweet in stride, says Calagione. “If you take yourself too seriously, you sort of come off as a douchebag,” she jokes, pointing out that the odds of a social media slip are a little higher for a beer company like Dogfish Head.

Ultimately the best advice is to be attentive to your audience and listen to your channels for both positive and negative feedback. It’s hard to tell the whole story in a post and it’s hard to talk to your entire audience in just one tweet, says Calagione. The important thing is to respond quickly and be accountable if you’ve legitimately messed up or offended part of your audience. That, and don’t tweet pictures of your genitals to anyone.

By Zachary Sniderman

Mobile apps

Mobile communication and marketing has taken a giant step forward in recent years, and continues to rise. This trend should continue at a tremendous rate for the rest of 2011 and the foreseeable future. With more people than ever using smart phones (iphone, android, blackberry) and tablets (ipad, Tab), people are accessing and controlling media on the go like never before. Mobile applications are becoming a necessity for any business to strengthen its marketing efforts.

It used to be that you could get your news only when the evening report came on, and in the paper the next morning; clearly we’ve moved on from that. Even in the digital age of the early 200′s, businesses were still fairly limited to reaching target customers, as they either had to be in the store, or sitting on their computer/watching T.V. to be exposed to advertising. Now, the reality is that potential customers are “plugged in” at all times, from anywhere thanks to smart devices. Thus, creating a mobile way for consumers to access your content is essential to competing for a user’s time. For many users and customers, an ‘on the go’ web page, or mobile app is the only chance they’ll get to see or use your service or website. Many simply don’t have the time to sit down at home and browse the web, which is why it is vital to get the most out of your mobile offerings. If you’re not there, then you’re likely disconnected from your target audience, assuming they are tied into the mobile world.

Mobile apps can keep you locked into your customers, even when they’re on the move. Companies like Amazon, Express, The Limited, and countless other retailers (just to name retailers) have mobile apps that allow users to easily access the store, check out new deals, and shop from anywhere. Instead of waiting all day and all night to get home and buy that new shirt, electronic device, or whatever it is, you can do it anywhere, anytime, hassle free.

iphone, ipad

Mobile apps can also provide a fresh way of delivering your offering to the customer, whether through instant sale notifications, a convenient way to check out, or a helpful way to enhance a customers’ experience in a physical outlet. The possibilities are just being tapped into, and are seemingly endless in the battle to get customers to spend their time with your company.

Are you doing everything you can? If not, mobile apps are a place to start.

The featured speaker was Alex R. Fischer, President &  CEO of The Columbus Partnership. The 2011 WPO Breakthrough business Leader Award went to Takeysha Sheppard Cheney.

Brenda Stier-Anstine, CEO of Marketing-Works was honored at the event, as were two Marketing-Works clients: Jim Klein, CEO of Finance Fun, and Kevin Gadd, CEO of Venture Highway. All were honored at the awards luncheon, and please look for full coverage in next month’s Smart Business Magazine.

The presentation was put together by Blue Technologies, and was sponsored by US Bank and SmartBusiness.

Marketing Works is excited to announce its newest addition, Bethany Cramer! Bethany officially joined Marketing-Works this Monday (7/25) as Account Coordinator and she’s surely already feeling right at home in Columbus.

As Account Corrdinator, Bethany will be leading project management, formulating project objectives, assisting with the marketing development process, seeking out new business opportunities, and leading client presentations and concept reviews among other key duties.

Bethany has over two years of experience as an intern with Dixon Schwabl and was then hired as Communications Associate for Flower City Habitat for Humanity, where she spent a year focusing on public relations, event coordination, and social media. She comes to Marketing-Works from Rochester, NY, and has a lot of great project management, social media, and PR experience to bring to Marketing-Works.

Bethany graduated from SUNY Geneseo with a Bachelor of Science Business Administration in 2010.

An awards luncheon, which featured speaker Alex R. Fischer, was organized by Smart Business on Wednesday, July 20. Stier-Anstine, Gadd, and Klein were among 10 other business leaders honored for 2011. Other award recipients included:

• TaKeysha Sheppard Cheney, CEO & Publisher, The Women’s Book
• Eleanor Alvarez, President, LeaderStat
• Dave Blom, President, OhioHealth
• Doug Kridler, President, The Columbus Foundation
• Brig. General Arnold W. Bunch, Jr., Commander Air Force Security, Assistance Center at Wright-Patterson Air Force Base
• Jack Partridge, President, Columbia Gas
• Derrick Clay, Vice President & Partner, New Visions
• Marjory Pizzuti, President & CEO, Goodwill Columbus
• Christine Poon, Dean, Fisher College of Business at The Ohio State University
• Denny Griffith, President, Columbus College of Art & Design

—
Kevin Gadd is CEO and Founder of Venture Highway, a company that specializes in the creation and distribution of online educational products used in the teaching of entrepreneurship.
Jim Klein is CEO of Finance Fund, a statewide, nonprofit intermediary dedicated to creating possibility and providing opportunity for a better quality of life. Finance Fund specializes in attaining financial support and providing resources to support organizations that assist low- and moderate-income families and communities.

QR code

Trends come and go. This is especially true in the tech and social media fields, but one trend that is currently on the rise without signs of slowing down is the QR code. At first, it may sound like some complicated tech jargon, but the truth is that these tiny little pictures are changing the scope of marketing.

What are QR Codes?

QR codes, or Quick Response codes, are specific matrix barcodes that is readable by dedicated QR barcode readers and smart phones. The code consists of black bars arranged in a square pattern on a white background. The information encoded may be text, URL, or really anything else.

Common in Japan, where it was created by a Toyota subsidiary, the QR code is quickly becoming one of the most popular forms of relaying information to potential customers, giving them instant access to information.

How can they help market your business?

The most common use of QR codes right now involve a user, or customer, swiping a picture with their phone of a QR code on a product, brochure, or anything else and instantly having access to specific information such as deals and sales, a different website altogether, or promotional material. Part of the fun of the process is the mystery of where or what the QR code will take you to. This type of building excitement ensures that QR codes have a place amongst the consumer base.

Some of the ways businesses can utilize codes include:

• Sending users to videos, maps, tweets, facebook updates, and more social media destinations to allow them to easily find you
• Provide further information from a brochure or press release, ad materials, etc.
• Invitations that load into users’ calendars so they are automatically reminded of an upcoming event
• Email messages to help further promote brand (maximum impressions)

Also, for small business, it’s important to give attention to specific elements of QR codes if you’re looking to implement them into your marketing strategy:

• Preparation – Make sure you’re QR code landing point is complete before you get too excited. An incomplete QR code is a great way to turn off customers
• Planning – Will one QR code do the trick for your plan, or will multiple be necessary? It’s important to plan if multiple codes are for you
• Style – Be sure to bring the flair of your company to the code, as a boring, bland message can send the wrong type of message
• Functionality – TEST TEST TEST! As already stated, be sure that your QR code will indeed work and function properly
• Direction – Don’t leave users in the dark – give them directions on how they should use your code, what it’s for, and any other specifics

 Real life examples

Companies are going to great and unique lengths to promote themselves via QR codes, so as with any marketing tool, differentiation plays a big role. Here are some methods being used today:

• Tattoos and fashion – QR codes are being utilized by fake tattoos and even being sewn into clothing items. Imagine walking down the street and seeing a giant QR code on someone’s arm or handbag – wouldn’t you be curious?
• Music – The British band The Pet Shop Boys released a single from an upcoming album, and attached to any physical or digital purchase was a QR code. What did it lead to? A secret website with the band’s criticisms of the government – something they wanted everyone to read about
• Business cards- Many employees have put QR codes on their business cards, linking to their personal websites as well as their company page. It’s an easy and fun way to get to a destination
• Marketing materials, freebies- Businesses are also attaching codes to brochures, flyers, all marketing materials, as well as inviting customers into stores for a free gift, a unique way of getting consumers into the store, and eventually purchasing something else

QR codes are definitely a growing trend in the marketing world, and I fully expect them to continue to climb in usage rates. The possibilities, because it’s a tech item, are endless, and it’s exciting to see where/what they will be taking users to next.

Resources

http://mashable.com/2009/01/07/qr-codes/

http://mashable.com/2010/06/23/qr-codes-small-biz/

http://www.ragan.com/Main/Articles/42802.aspx

http://www.ragan.com/Main/Articles/43201.aspx

            Some might say that your reputation is all you have in life. This is especially true for the life of your business. Classic examples of failed product launches, bad news traveling more quickly than good news, and more, have displayed the volatile nature of reputation in the eye of the consumer, especially in today’s technology controlled business place. Finding a way to manage and control the online reputation of your business is crucial to success and growth.

What makes up your online reputation?

Possibly the most overlooked aspect of online reputation is actually having an online presence. Simply having a company website is no longer enough to generate sufficient interest in potential customers, associates, and others. Times are changing, and so are the tools of online presence. Being a member or some, if not all of the following are vital to proper visibility online.

-Facebook

-Twitter

-LinkedIn

-Youtube/Vimeo

-Google Professional

Being a part of these specific networks can help you monitor your presence and “claim you location” on the web by beating the consumer to the spot. Also, social media is having such a profound effect on influencing buying habits; it would be foolish to ignore the tools that are out there waiting to be used.

 What does your online reputation say about your business?

            Due to the emerging social media presence in today’s business world, online reputation is as influential as ever. The old adage “Any press is good press” does not apply these days. With so many options and reviews available, negative comments or reviews about your business can destroy you before you know what happened. The key is to generate as much positive visibility and positive reviews as possible. Having a poor online reputation, no matter how well you’re business is run, can affect you.

Who are the main players?

            Social media now reaches far beyond a simple tweet or Facebook update. Consumers want to get reviews, recommendations, and purchasing tips from peers in order to help judge those providing the product or service. Some of the big players in this category include: Yelp!, Google Maps, Angie’s List, CitySearch, UrbanSpoon, Superpages, and even Bing search engine is integrating reviews and opinions from your close friends into your search results to help make your decisions.

How can I utilize the main players to manage my business’ reputation?

            Yelp! is one of the largest online review site on the web today. It provides instant access to worldwide reviews of restaurants, retail outlets, and more at the click of the mouse. In other words, either a glowing recommendation or a slew of poor customer experiences is out there for the world to see. It is vital to take control of your online reputation. With Yelp!, one can claim your business’ page as you own where you can announce special offers, connect with real reviewers, and accurately describe your business, instead of having others control those aspects. The more control you can gain, the higher the chances are that you will be able to well manage your reputation.

How do I manage online reviews of my business?

            Because control is such an important element in online reputation, managing reviews of your business key. Be sure to always respond to reviews when appropriate, such as negative reviews. Always try to resolve an issue or a problem with a negative review; turn a wrong into a right! Try to get loyal and trustworthy customers to post solid reviews for you; never post fake reviews yourself. Many websites allow strategic positioning of reviews, so be sure to get the most out of what potential customers are seeing about you!

Online Reputation and moving your business forward

A great way to monitor your online reputation is simply by doing an online search of your business. Act as if you would be a prospective customer, and see what comes up when you search for yourself. As stated before, the best way to control and monitor social media and reputation to is take control and do it yourself, either to help spread the good word, or to manage a crisis. Final tips for ongoing reputation in an online include: Never stop listening, never stop responding, take control, and stay vigilant.

 Sources:

Thanks to Arielle Babineaux for lecture notes from the Webinar “The Importance of Managing Online Reputation” via ‘Webbed Marketing’.

Special thanks to Yvonne Rayburn at Webbed Marketing

Special thanks to Christina Christian at Columbus Yelp

Relationship marketing is more than just sending out a survey to receive feedback, but is about truly engaging clients and customers so that they feel a part of something special and a deeper connection to the brand. Loyal customers are the lifeblood of an organization, and relationship building leads to loyalty and trust

Connecting Theory to Practice

According to 1to1 Media, 88 percent of marketers stated that they are involved in relationship marketing and understand the importance of building long-term relationships with customers. However, less than a quarter (24%) report they are spending the majority of their budget on enhancing relationships with retention efforts. The three main goals of an organization: 1) Get people into the store 2) Get them to purchase something 3) Get them to come back. Number three is where relationship marketing makes the biggest impact.

Organizations need to think strategically about where they spend their marketing dollars. It costs much more to acquire a new customer than to keep one. Relationship marketing helps marketers grow relationships and retain valuable customers, who can become free marketing and advertising for you.

Benefits of relationship marketing

Relationship marketing allows companies to build stronger relationships with clients and customers. In turn, the company and brand is building loyalty and gaining valuable insight on building or enhancing products or services that people will buy. Also, if the client and customer are happy with the brand, they will be sure to tell their friends and peers about it. And in today’s quickly paced, technology driven world where opinions, reviews, and news is flying through the web as fast as you can tweet it, having loyal customers with solid relationships is key.

Relationship marketing done well

Starbucks is great example of a successful relationship marketer. Among many other in-store features, Starbucks has a section on their website called “my Starbucks ideas” where customers volunteer ideas that they would like to see Starbucks act on. From bringing back a retired coffee drink to suggesting better ways to interact with customers, Starbucks customers are providing invaluable feedback about how Starbucks can improve its service. By acting on their customer’s feedback, not only is Starbucks bringing greater satisfaction to their clientele, but by doing so, they are creating a deeper relationship with said clientele. This results in the retention of existing customers and greater success for the company.

By using relationship marketing and involving themselves with a company, clients can receive the best service possible!

Progressive Medical has implemented relationship marketing tactics with their Medical’s Claims Professional Advisory Panel. Claims professionals were invited to join a special advisory panel to share their challenges, insights and opinions on Progressive Medical’s services. This information was then used by Progressive Medical to enhance services and even change their marketing approach. PMI responded on a one-on-one basis to feedback they received. Their use of relationship marketing is helping to build stronger connections to the company because the claims professional truly cares about the relationship.

Remember, the goal shouldn’t be to have your customers pick your product or service out of a number of competitors, it should be to make your product or service the only option they see, and relationship building can help you achieve that.

Nonprofit organizations in Ohio rely on government contracts for about 78% of their income. However, government payments are not covering the costs, leading to a questionable future for nonprofits if they can no longer afford to provide services. Read Proctor’s latest blog post, “Underpaid and Overworked: Nonprofits Are Willing, but Are They Able?” to learn more about this pressing issue and be sure to follow Proctor this week as he discusses this matter.

For more strategies and tips on achieving nonprofit success, visit linkingmissiontomoney.com.

Marketing Works is a B2B strategic communications firm.  Our culture is based on achieving work-family balance, fostering long term relationships, acknowledging contributions, continuous learning, and encouraging creativity.  Our team is collaborative, hands-on, and results-oriented when it comes to delivering marketing strategies, messaging, public relations, reputation management, and branding to our business-to-business clients.  We’re passionate about building relationships that last and a reputation we can be proud of.

If our culture is a fit for you, and you are an experienced marcom account manager or PR pro, let’s talk.  You get bonus points for being an excellent writer, effective presenter, and team player who loves to learn and grow. You’ll be interfacing with clients daily, responsible for ideas and actions that move their businesses forward. You should possess 5-7 years of experience with some or all of these responsibilities:

- written communications such as press releases, by-line articles, speeches, program reports, corporate messaging and web content

- overseeing the implementation of effective media relations campaigns by developing pitches for media and forging relationships with editors and reporters to maximize coverage opportunities

- proactively seeking media coverage, brand awareness and integrated communications that will ultimately benefit agency clients

- leading project management process by being proactive and responsible to client and internal teams

- assisting with the marketing plan development process

- leading client presentations, concept reviews and other meetings

- working with team to schedule and prioritize projects and maintain efficient project flow to ensure all deadlines are met

- seeking out new business opportunities within existing accounts and playing a leading role in their development

Must-haves:

• Bachelor’s Degree and 5-7 years experience
• Excellent verbal and written communication skills
• Knowledge of social media practices

Put your skills and passion to use today. Join the Marketing Works team! Please send your resume and cover letter to info@marketing-works.net. We can’t wait to hear from you.