McDonald’s fell into some hot grease water recently when the company’s foray into promoted hashtags was met with much negativity. Their #MeetTheFarmers push caught my eye and I thought it was a genius idea. With the focus on local everything nowadays, it seemed the perfect medium to share the short YouTube videos introducing consumers to the farmers behind the lettuce, tomatoes and beef on the ever-popular Big Mac. The idea was focused and used the buzz of a timely topic. However, a few days later, McDonald’s went back for seconds with the promoted hashtag #McDStories – which sounds more like an organic trend (e.g., #WhenIWas15, #MiddleSchoolMemories) than one that, more than likely, came with a high menu price. Without getting into too much detail, the “stories” shared were not ones any restaurant would want associated with them.

Walgreens also experienced a similar – while not as public – situation recently when they paid to promote #ILoveWalgreens to the top of the Twitter trends list. There’s already a lot of commentary about what happened with McDonald’s and Walgreens, so I won’t add to it … but instead raise a question: What does this mean for one of Twitter’s most profitable offerings, the promoted trend?

As I type this, #GetSerious* is currently being promoted. Assuming it was maybe a tagline to an upcoming movie, I clicked on it to find that it’s actually being promoted by the U.S. Chamber in an effort to encourage the White House to “#GetSerious about jobs.” The hashtag – which has probably been used in the past organically – is vague and from what I can tell, being used to talk about everything but jobs. Whether this was an intentional “hijacking” or not, many Twitter users seem to have misunderstood the meaning behind it.

As with all things, promoted trend failures will undoubtedly get more media exposure than the successes – but with that said, will the recent examples deter other brands from taking on the risk associated with such a purchase? And if that’s the case, how can Twitter rectify the situation by making it a more controlled environment?

As a PR professional, will you think twice about recommending promoted trends to your client?

*The promoted trend “#GetSerious” has since been replaced by #TellTheWhiteHouse – a much less vague call to action, in my opinion.

More and more companies are subscribing to the idea that giving back isn’t just the right thing to do – it’s good business, too. Corporate giving rose 10.6 percent in 2010, according to a recent report by the Giving USA Foundation.

Some organizations are taking philanthropy a step further, creating charitable campaigns that emphasize brand attributes and align with their business objectives.

Pepto-Bismol gave $1 to Feeding America for every Facebook fan who "liked" this photo.

While most Pepto-Bismol users are seeking relief from overeating, the brand’s Thanksgiving-themed Facebook campaign invited consumers to help those who don’t have full bellies. For every fan who “liked” a photo of “Modern Family” actor Eric Stonestreet posing with a turkey, the brand donated $1 to Feeding America.

A New York Times article about the effort noted that Pepto-Bismol’s parent company, Procter and Gamble, is no stranger to charitable initiatives capitalizing on product features, such as the Tide “Loads of Hope” and the Duracell “Power Relief” programs.

Meanwhile, the snack company Planters has funded several city park projects that feature elements like peanut-shaped trellises – promoting the iconic brand image while showcasing a commitment to earth-friendliness.

Done well, strategies like these can elevate consumer perceptions – and, of course, benefit deserving causes. Do you know of any other companies that incorporate brand attributes into their social responsibility efforts?

Mary Tindall is a staff writer at Costa DeVault. Pregnancy-induced heartburn is making her seriously consider sipping some Pepto-Bismol.

Today’s FundRaising Success e-newsletter features an article from Nathan DeVault, Costa DeVault’s vice president. Using the K. Hovnanian Homes Orlando Facebook page as an example, he discusses how nonprofits and corporations can work together toward a mutual social media goal. You can view the article using the following link:

Translating Fans, Friends and Followers into Funds

Yesterday, I had the pleasure of guest presenting at Jennifer Wakefield’s PUR3100 class at UCF. Using my most recent blog post (Writing for the (Social Media) Medium) as a guide, I discussed traditional writing fundamentals and how they often overlap with the nontraditional. We also talked about our favorite brands that use social media (for me, Southwest Air and DKNY) and tried our hand at making an Ocean Spray Facebook update a tweet and a McDonald’s advertisement a short, compelling post.

Thank you to Jen for hosting me – and to her students for the thoughtful questions and discussion. Here’s a link to the presentation:

When I “like” a company … I really like a company – which is why, often times, I’m a fan on Facebook and a follower on Twitter. My feeling is that if they take the time to engage on both platforms, I want to support them as much as I can. But when an organization’s Facebook feed is a mirror image of its Twitter – or vice versa – it makes me rethink my social media loyalty. Maybe it’s the social media nerd enthusiast in me … or perhaps it’s just the PR professional. Let me explain.

As professional communicators, we’re taught to “write for the medium.” Tone, style and format change drastically from one context to the next, so the same should be true for social media. You wouldn’t take web copy and just drop it into a client’s letterhead and call it a press release – so how can a tweet double as a Facebook post?

@’s and #’s mean nothing to a non-Twitter savvy Facebook user … and tweets with more than 140 characters that require a click-through to see the rest? No thanks. This is social media 101 – but all the talk about “integration across platforms” has been misunderstood as a shortcut, rather than an opportunity for brand consistency. (And I’m not alone in this notion – a recent study found that Facebook pages that automatically push tweets receive an average of 70% fewer likes and comments.)

Sure, there’s something to be said for a company that, in theory, wants to engage on both platforms, but simply doesn’t have the manpower or time. But for them, I share a quote that’s more ingrained in me than “write for the medium” – and that is “it is better to be master of one thing than mediocre at many things.”

——

Jenni is an account executive at Costa DeVault and lover of all things social media. She’ll like your Facebook page and follow you on Twitter … as long as the content is fresh and different.

Recently, we challenged local journalists to describe how social media has changed their job description in 140 characters or less. The idea was inspired by this Los Angeles Times article. In this post, we wanted to share some answers from the perspective of some of Central Florida’s public relations and marketing professionals, including:

• Jennifer Wakefield, APR, Director of Public Relations at the Metro Orlando Economic Development Commission
• Carlos Herrera, Manager of Communications at Enterprise Florida, Inc.
• Jennifer Bisbee, APR, President of Bisbee and Company
• Jamie Floer, APR, CPRC, Senior Account Executive at Wragg & Casas Public Relations, Inc.

Do you think being active on Twitter makes you a better PR/marketing professional? Why or why not?

• Jennifer Wakefield: Yes. Twitter is an excellent business intelligence tool.

• Carlos Herrera: Better – Yes. I think using/understanding SM tools like Twitter complements what we do. It’s all about communication.

• Jennifer Bisbee: Twitter sharpens my business acumen. It’s my best professional development tool.

• Jamie Floer: Twitter definitely strengthens my PR skills because it is an active communications tool that is dynamic, evolving.

How has social media made your job easier or harder?

• Jennifer Wakefield: It’s a toss-up. Easier in that there is more info. Harder in that there is more info.

• Carlos Herrera: Easier. It’s been great for getting/sharing info, networking & brainstorming. It’s also a good way to clear your mind on a short break.

• Jennifer Bisbee: Neither. As an insatiable curious student of communications, I welcome SM for all it offers.

• Jamie Floer: SM makes my job not easier or harder but different … PR has changed from static to more immediate, empowering.

Describe your Twitter personality in three words:

• Jennifer Wakefield: Short. Social. Informative.

• Carlos Herrera: Sarcastic, Entertaining, Interested.

• Jennifer Bisbee: Generous. Engaging. Appreciative.

• Jamie Floer: Professional, personal, prolific.

A special thanks to all the journalists and PR/marketing professionals who shared their thoughts in 140 characters.

In honor of Social Media Day, the Los Angeles Times put together a blog post titled “Times reporters in 140 characters.” Inspired by the idea, Costa DeVault challenged the following local journalists to describe how social media has changed their job description in 140 characters or less:

• Matt Coleman, formerly with the Jacksonville Business Journal
• Peter King, CBS Radio
• Mike Synan, WOFL Fox 35
• John Cutter, Orlando Sentinel

Do you think being active on Twitter makes you a better reporter? Why or why not?

• Matt: Better – maybe. More engaged – definitely. It simply gives you a push in the direction of a story, like a background interview.

• Peter: You know. I was pretty good before Twitter! What Twitter lets me do is pass on details I might not have room for in a radio story. And comments.

• Mike: Absolutely! I can now break news the instant it happens and expand beyond the Orlando market.

• John: IMHO Twitter makes reporters better IF they use it for conversation with readers/sources. It shouldn’t just be headline service.

How has social media made your job easier or harder?

• Matt: It’s easier because I can get news out there with just my iPhone. It’s harder, because so can everyone else. Got to make it interesting.

• Peter: It’s tough to serve two masters, and my radio responsibilities ultimately trump Twitter. That said, I totally enjoy Twitter.

• Mike: Easier. Facebook allows me to know my sources and coworkers better. Twitter breaks news.

• John: Social media has made it easier AND harder. Copout? Maybe. Easier because more ears in community. Harder because of competition.

Describe your Twitter personality in three words:

• Matt: Sarcastic yet authoritative.

• Peter: Interesting, fun, personal.

• Mike: Cynical, independent, fair.

• John: Steal from Robert Frost? It goes on. Pink Floyd? Short, sharp, shock. Me? Shameless family man and I’m shameless for my Sentinel and my real family …

Check out next week’s blog post where we ask the same questions to some of Central Florida’s public relations and marketing professionals.