Social media has enabled people to rapidly swarm—creating monsoons that can cause serious damage to your business OR create serious opportunities if you’re ready.

The upside to real time goes way beyond crisis management. Real-time firestorms can create once-in-a-lifetime opportunities for businesses that are prepared and can quickly respond.

In this article, I’ll review what you can do right now to prepare for your next real-time situation.

What Guitars Can Teach You About Real-Time Marketing

Have you heard of Dave Carroll? If you haven’t, watch this video called “United Breaks Guitars.”

www.youtube.com/watch?v=5YGc4zOqozo

United Airlines refused to treat Dave fairly. So he created the above video out of frustration. Now more than 9 million people know how poorly United Airlines treated Dave.

If you Google “United Airlines,” you’ll see Dave’s video comes up on page 2. Translation: This one act is now etched into the annals of time and won’t go away anytime soon.

Simply said, it was a PR nightmare for United Airlines. Take a look at this article to see how poorly United responded.

What does any of this have to do with you?

David Meerman Scott in his new book Real-Time Marketing & PR explains in his opening paragraph, “Speed and agility are essential attributes in today’s marketplace. And yet even as the timescales on which we do business compress, most businesses almost always operate slowly and deliberately.”

How would you have responded if you were United? Are you really ready to respond to a real-time crisis, the moment it arises?

Fortunately David wrote a book on this topic. And the story only starts with Dave Carroll.

A few smart companies, including Taylor Guitars, took quick advantage of the growing firestorm. Check out the video response of Bob Taylor, founder of Taylor Guitars (posted 4 days later, and viewed 500,000 times).

www.youtube.com/watch?v=n12WFZq2__0

How to Prepare for Real-Time Opportunities and Threats

There a lot of simple steps you can take to be ready when a real-time situation arises. Perhaps the easiest first step is to get your hands on David Meerman Scott’s new book Real-Time Marketing & PR.

Here’s my quick video review of the book:

The following real-time marketing tips come straight from David’s book:

Engage in the midst of the crisis: Real time does not operate on a 9-to-5 schedule. Your organization needs to be monitoring and ready to respond around the clock, as the crisis is occurring.

Use Twitter as your real-time communications tool: The media will be monitoring what people are saying on Twitter. This gives you an opportunity to join in on the discussion in real time, providing an insider’s perspective.

Establish relationships with journalists BEFORE a crisis happens: Reach out to influential journalists in your industry. Follow and respond to them on Twitter, comment on their articles and send email introductions. Hopefully they’ll follow you back on Twitter so you can send them direct messages if a crisis occurs.

Don’t just sit back and think, “This will never happen to me or my company.” If you have that mentality, you’ll be ill-prepared when (not if) your marketing monsoon occurs.

Do you have firsthand experience dealing with a real-time crisis (or a real-time opportunity)? What did you do? What tips would you add? Please leave your comments in the box below.

Yet mainstream media was not the first to break the story. An employee inside the Silver Spring, Maryland facility took a photo of an armed law enforcement official using a mobile phone and posted it on Twitpic.

"Discovery Channel building" quickly hit the top of the Twitter trending list.

From this one “citizen journalist,” Twitter’s viral power took over. Within seconds, people were learning about the ordeal for the first time through the micro-blogging site. Before long, the “Discovery Channel building” became the top trending topic with “Gunman” not far behind.

That was just the beginning. The rest of the day and evening, employees largely chose social media to let their families, friends and fans know they were safe. Likewise, those families, friends and fans commented back by the thousands on Twitter, Facebook and the company’s blog.

“With a combination of corporate blogging and then using platforms to push the message out, we reached so many more people,” said Gayle Weiswasser, vice president, social media communications. “It’s a much more personal way to engage with and communicate directly with our fans. In a crisis situation, the speed and virality of social media just can’t be paralleled.”

Freezing Corporate Social Media

Working with the police, Discovery Communications quickly evacuated 100 children in the onsite daycare center and 1,900 employees minus the hostages. Hours later, the hostage standoff ended with all employees safe when police shot and killed the gunman.

Throughout the crisis, the communications team at Discovery carefully considered how to communicate with the public. They very deliberately chose not to post anything from corporate Twitter, Facebook and blog accounts.

“We were dealing with an irrational actor and a volatile situation, and we didn’t know if he was consulting any kind of online sources,” Weiswasser said. “We didn’t know what would provoke him further, so we wanted to be completely quiet across any official platforms.”

Free Rein for Employees

Meanwhile, Discovery Communications specifically chose to let employees tweet and post as they desired after evacuation. Thousands of tweets and Facebook status updates went out from employees about their whereabouts, safety and the safety of the children in daycare.

“People were posting once they had evacuated,” Weiswasser said. “We didn’t want to hinder that. Social media is the way people communicate today.”

“There was a lot of anecdotal evidence of people saying, ‘I saw your tweet and knew you were OK,’” she added.

Another employee shares that she’s safe, and updates her followers about the end of the standoff.

50,000 Blog Visits

After the hostages were free, Discovery collected all the facts before crafting an official statement on its blog thanking law enforcement officers and everyone for their concern.

Then, they pushed links to that message out through Discovery corporate Facebook and Twitter accounts, as well as accounts for specific Discovery networks and shows.

“We really wanted to address people who had expressed their concern,” Weiswasser said.

Later, one of the hostages also posted his words of thanks on the corporate blog.

More than 50,000 people responded with visits to the main blog post in just two days, compared to 23,000 blog hits the preceding three months. About 19,000 of those visits came from Twitter, where thousands retweeted and posted @ replies.

“People were tweeting about it so quickly that it was spreading the story faster than traditional media could get to it,” Weiswasser said. “It was a good lesson in how powerful social media is in spreading information.”

On Facebook, over 14,000 new people "liked" Discovery Channel, generating 222 comments to the status update that everyone was safe.

It was a level of direct interaction not possible just 5 or 10 years ago. Back then, Discovery Communications’ likely response would have been a press release – a one-directional message for the news media.

Instead, Discovery and its audience interacted with two-way dialogue on the blog, Twitter and Facebook. And the important announcement about the end of the crisis reached the public and employees faster than through traditional media.

“Never underestimate the audience for something like this and feed that audience as quickly as you can without compromising safety,” said Weiswasser. “Social media provided a very efficient and quick way to deliver a personal message to the community very quickly.”

Employees gather in the atrium after returning to work (Photo: Ken Visser for Discovery Communications).

Does your company have a crisis communications plan in place? How does social media fit in? Any firsthand experiences of social media helping preserve your personal safety? Let us know your comments in the box below.

You’ll learn how State Farm took advantage of a partnership to get started in social media and learn about the environment three years ago.  You’ll also find useful tips for your corporate social media strategy. So be sure to read the takeaways below and leave your comments below once you’ve listened to the video.

In this video, you’ll hear how State Farm:

• Publishes different types of content on their YouTube channel to engage with different audiences and which one gets the most views.
• Finds internal social communication important for their activity and what the key factors are in getting this right.
• Explains the different uses of social media (internal versus external) to their employees.
• Uses YouTube, Twitter and Facebook individually and how all three work together.
• Creates different types of relationships on Twitter compared to Facebook.
• Uses an iPhone app, Pocket Agent, to provide services and connectivity to their agents and how the value this brings makes it a popular app.

Kelly’s advice for other businesses is to be inclusive in who you involve.  Get all of your departments involved because this is an environment where things can happen quicker across different functions.

Connect with State Farm on Facebook, Twitter, YouTube, Mobile and on their newly released Learning Center.

What is your favorite takeaway? Please share it in the comments below.

Twitter events allow you to network at specific times with larger groups of people through the use of hashtags.

Twitter events can help you find people to build your own Twitter network. And as you participate in these events, you will increase your Twitter authority on the topics you discuss.  You can even create your own Twitter events to drive your networking and social media marketing.

6 Types of Twitter Events

First you need to identify the groups of people you want to network with. Then you should choose the types of events where it’s easy and comfortable for you to network with these people.  This is how you can slowly build up meaningful one-on-one relationships with people who matter to you and to your business.

Fortunately there are several different types of groups gathering around specific topics on Twitter at specific times.

Here are events that take place offline where people use Twitter as a communication tool to share their experience of the in-person event.

#1: Live events. You’ve probably seen Twitter hashtags used by people tweeting from conferences.  People can tweet about any kind of live event.  If you want to get the most out of your Twitter networking at a live event, you should do as Adam Vincenzini says and plan ahead to ensure viral Twitter coverage of live events.

#2: Tweetups. Tweetups are when you meet your Twitter connections in real life.  Tweetups can be impromptu events or with slightly more organization.  And they’re a great way to do some traditional offline networking.

www.youtube.com/watch?v=Tlxs5Dua2OM

#3: Large-scale offline Twitter events. Some offline events such as the Twestival fundraising event are organized on a wider scale and bring a large Twitter community together.  These are also interesting places to expand your Twitter network if the community is a good fit for your business.

Twestival gets people on Twitter to meet up all over the world.

Here are some events that only take place on Twitter:

#4: Current events. Many businesses can benefit from staying current on trending topics and participating in relevant Twitter conversations. Some current events or breaking news may give you reason to create your own Twitter discussion or chat event.

#5: Twitter Interviews. You can conduct Twitter Interviews with different communication goals. You can do the interview like a journalist or, as this is on Twitter, you can conduct it more like a game show, with a short set of questions aimed at having more fun.  Choose the kind of Twitter interview to use to give you the networking environment you prefer.

You can also find the Small Business Buzz chats on their blog.

#6: TweetChats. There are a number of regularly scheduled TweetChats. Small Business Buzz, or @sbbuzz on Twitter, holds chats every Tuesday to discuss small business topics.  Another interesting regular TweetChat takes place on Thursdays, @lrnchat to discuss learning and social media. It’s easy to see how you can expand your Twitter network by finding TweetChats with your preferred audience.

Variety in Communication

It’s important to note that people use multiple social media platforms for communication. Conversations are not limited to Twitter. There are also interesting events to look for outside Twitter and then come back and follow the contacts you meet there on Twitter.

Facebook. Many events are shared on Facebook. Be sure to follow the people you meet on Twitter, find them on Facebook and have a look at what they share and discuss there.

LinkedIn. Be sure to check out LinkedIn events too.

Although it requires a little bit of research, it’s often easy to create strong relationships when you connect with the same people on different social media platforms.  It’s interesting to note that one-on-one networking is usually easier to initiate on Twitter.

Tools for Twitter Events

Hashtags. Hashtags are key.  They enable people to gather into groups on Twitter. This is how you find others interested in similar topics.  You can read more about how to follow hashtags in this previous article.

Twitter tools. Many Twitter applications come and go, but they often have some great features and make Twitter networking easier and more fun.  Unfortunately, there isn’t a solution to fit all of your needs in following or creating Twitter events. So it’s always worthwhile doing a little research to look for what’s useful for you. Here are some Twitter applications you may find interesting: TweetChat, Tweetvite, and TweetMyEvents.

Event tools.  Sometimes you simply need an event management tool. There are a variety of online tools to help you: Eventbrite, Amiando and meetup are popular event tools. But again, you’ll need to check them out to find the one best suited to your particular needs.

Social Media Networking

Twitter is only one social media communication tool.  Other social media platforms work well when combined with Twitter networking.  For example, many people share photos from events on Flickr and they often share the links to their photos on Twitter. The comments on these photos are also a great resource to help you find people to follow and grow your network. You can also do the same research with YouTube videos, Posterous pages and any other social media platform your audience frequents.

In addition, Foursquare and other geo-location applications are making it easier to create events and bring people together in person. This is why more and more businesses will be including event networking in their social media marketing plans. And Twitter plays a key role in developing your network, thanks to its ease of real-time one-on-one networking.

What other events on Twitter do you use to grow your Twitter network? Have you participated in a Tweetup?  If so, what was your experience? Please share them in the comments below.

You can start a conversation on Twitter in many different ways, but they all come back this: be yourself and find the right tone to engage with people you want to get to know better.

In this post I’ll explore some easy ways to start Twitter conversations.  You’ll see just how easy it is to take this first step in networking on Twitter in fewer than 140 characters at a time.

Social Media Examiner’s Facebook fans recently shared some great ways to engage people on Twitter. Based on their recommendations, here are 12 tips to better engage people on Twitter:

#1: Publish Useful Tips or Facts

One of the first ways you can contribute to the conversation is to share useful information. This is always welcome when it’s given from a fresh perspective.  And it’s a great way to grab the attention of the people you want to reach.

Cyndy Hoenig offers about five PR tips a day… Notice how she used the word you in this tweet to grab readers’ interest.

#2: Retweet to Acknowledge Others

Retweeting other people’s tweets is a form of acknowledgment.  Why not add a comment at the same time and add more to the conversation? Simply being social is a great way to get people to notice you and begin making connections.

Jonathan Saar is simply being social.

#3: Reach Out With Follow Friday

Although Follow Friday (#FF) has been around a while, it can still be a good way to initiate conversations when you put a little thought into it.

#4: Answer Other People’s Tweets

Another easy way to engage people is to respond to others’ tweets. Whether it’s a question or something that grabs your attention, try to respond in an authentic voice. People recognize sincerity and are more likely to respond to it.

Janice Campbell shows us how natural conversations can be on Twitter.

#5: Respond When Something Grabs Your Attention

When responding to something that interests you, show it.  Show you care about what people have to say.

Cheryl Garrett adds a personal touch to her professional Twitter presence.

#6: Introduce Yourself to New Followers

Give your new followers a personal welcome that shows you care about getting to know them better.  Some people do this in the public Twitter feed and some people prefer introductions in direct messages.  Find out what’s best for your audience.

#7: Introduce Yourself at Twitter Events

You’ll notice people following live events on Twitter with a hashtag.  When you attend your first event on Twitter, don’t get distracted by the tools and forget your social manners. Remember to introduce yourself to everyone. And why not follow up personally with a few of the other attendees after the event? This is a great way to meet new people with similar interests.

#8: Let People Know When You Add Them to Your Twitter List

As you add people to your Twitter lists, give them a shout-out to let them know.  Everyone enjoys this small sign of recognition.

#9: Ask For Help

Many other people on Twitter are also looking to engage in meaningful conversations.  Make it easy for others to respond to you and tell them what you are looking for.

Daniel Casciato uses Twitter to find sources to interview for his articles.

#10: Say Thank You

You’ll find many different reasons to thank people on Twitter.

Notice how Amy Porterfield is connecting with this person on both Facebook and Twitter.

#11: Say Thanks When Others Add You to Their Twitter Lists

The people who add you to their Twitter lists are often good connections because you share similar interests.  Reach out to thank them and introduce yourself personally.

#12: Ask Questions

Questions work wonders on Twitter.  With a little thought you can come up with great questions to find the people you want to engage with on Twitter.

Katie Fox asks a specific question to engage conversation of interest to her.

As you can see, it’s easy to start conversations on Twitter.

Now it’s your turn. What other Twitter conversation starters do you use? Please share your comments below.

Here are 7 steps to help you overcome the time dilemma.

1. Set One Specific Social Media Objective

One of the reasons why people waste time on social media is because their objectives are:

• Not clearly linked to their business strategy
• Inappropriate for the environment of social media

Don’t be surprised if you find you need to participate in social media for a little while before you find the right way to use it for your business objectives.  Take the time to observe your audience and learn how to connect with them on social media.

Read the Social Media Marketing Report to understand how other marketers are using social media.

Return on time investment: Before you see any return on your time investment in social media, you need know what your business can get out of it.

Don’t jump into social media with both feet and no business objective. Develop your social media presence with one clearly defined business objective in mind.

2. Find the Right Social Media Strategy for Your Business

This is what Mari Smith, the Pied Piper of Facebook, says: “The main reason people fail in social media is lack of a strategy. There’s so much confusing and conflicting advice out there, it’s easy to get lost in the social media jungle. By having a clear objective, developing a strategy to accomplish that objective, and measuring milestones along the way, you’re bound to have better results.”

• What can you say on social media that would interest your audience?
• How should you say it?
• Where should you say it?

Many businesses choose to use a blog as their central social media hub.  A pivotal role is played by what Authority Blogger Chris Garrett calls Flagship Content. The truth is that your social media strategy needs to be tailored to the particular message you want to convey to your audience.

Return on time investment: When you include a clear objective in the social media strategy most appropriate for your business, it boosts your overall marketing strategy.

Don’t waste time using other people’s social media tactics. Find a social media strategy that connects your business to your audience.

3. Make Your Presence Social

Once you have defined your social media strategy, the process does not end there.  It will only work if your presence is truly social and, as Rebecca Leaman says, you need to also “focus on being good online neighbors.”

A good resource to find out how to connect with your audience is Groundswell. And for ideas in creating the valuable content your business needs on social media, Jay Baer gives 7 steps to get your message right.

Return on time investment: The right message aligned with your business objective in a social media marketing strategy can save your business time spent elsewhere on sales and marketing. 

Don’t waste time sending inappropriate messages. Find the right message for your business and, above all, be social.

4. Stay Focused on Your Business Strategy

Social media can be a particularly dangerous time waster because:

• It is a social environment.
• Businesses need to create a social presence and it can be hard to find the balance between business and social.

Don’t fall into traps when adapting your marketing to social media. As Chris Brogan says, the question of friending and reputation “is difficult in the face-to-face world, but it’s even harder online.”

Return on time investment: Social media marketing creates stronger relationships with the people in your market.  You can use it to build trust and loyalty with more people and in less time than with most other marketing tactics.

Don’t waste time by getting sidetracked. Adapt social media to work for your business.

5. Adopt Social Media One Step at a Time

Amber Naslund says trying to be everywhere on social media is a big time waster. Social media is made up of numerous different places where people hang out, and these places all have different environments.  You cannot try to be everywhere all at once and know how to act and what to say.  You need to take things slowly:

• Research to find out where your business should be present.
• Observe and learn what to say.
• Listen and learn how to adapt to each different site.

Be sure to add your own social touch to all of your social media communication. Have a look at Chris Brogan’s social media task suggestions.  Look at them closely and you will see how these tasks add extra value to his marketing strategy as a whole.

Return on time investment: When you choose your actions wisely and add some social juice to them, they can give you back much more than you put in.

Don’t try to jump into all social media platforms at once. Find the social media sites that work best for your business.

6. Get Extra Mileage Out of Your Social Media Marketing

Many businesses look at what the social media “stars” are doing and think they would never have the time to do the same thing.  Here is the scoop: You need to get into social media before you can fully understand how your time spent can multiply in value.

Once you get your basic social media presence up and running, something very interesting happens.  You begin to see little things to do to get a much wider presence on social media.

Return on time investment: The good news is that you can get extra mileage out of your daily social media actions as soon as you begin.  One of the very first things you need to do when you begin marketing using social media is to set up professional listening activities.  The time you spend on this aspect alone usually adds much more value to your overall sales and marketing activities than you can imagine.

Don’t waste opportunities for more visibility and buzz. Adopt the social attitude.

7. Avoid Social Media’s Fatal Attraction: The Shiny Bells and Whistles

The truth is that there is a lot of movement in the social media arena.  New social media tools, applications and platforms hit the news every week.  And you just do not know who the key players will be this time next year.  It’s natural for businesses to hesitate in investing time in such a climate.

Return on time investment:  The key is to focus on developing social skills and to integrate these into your marketing strategy.  This is how you can spend your time wisely and be well-prepared as:

• Marketing becomes social
• Media habits change

Don’t focus on the social media tools. Focus on developing the social skills you need for your business to create a strong social presence.

Use Social Media to Add Extra Value to Your Current Marketing Strategy

Social media helps businesses to create stronger relationships with their clients; for instance, by creating trust agents.  This trust factor can be so powerful it removes the question of time investment.

Social media marketing can save your business time when it is included within your overall marketing plan.  When you add the ability to build trust, social media becomes a powerful marketing tactic not to be ignored.

These are just some examples of how to integrate social media into an overall marketing strategy to save businesses time.  What other tips do you have? Please share them in the comment section below.