Launch of the UK’s first ever Eco Tweet Up

Leading thinkers in both digital communications and the environment will be coming together on Tuesday 20th September to explore whether social media could provide the answer to climate change and other environmental issues.

Known as the Eco Tweet Up, the event brings together not for profit organisations, grassroots activists, social entrepreneurs and ethical brands. The aim of the event is to explore, discuss and debate how social media can be used to generate social change around environmental issues.

Eco Tweet Up founder, Esther Freeman said: “We’ve seen some incredible social actions organised through Twitter and other digital forums. The #riotcleanup hashtag on Twitter, which mobilised thousands after the UK riots was an amazing example of this. However many organisations are still failing to harness the interactive power of this incredible new technology. Hopefully the Eco Tweet Up will provide inspiration and maybe even create a few new digital partnerships to enable us to deal with one of the biggest threats that faces humankind.”

The first Eco Tweet Up takes place from 5.30pm to 8.30pm at Eurostar’s head office. Speakers will include:

• Do the Green Thing – a not-for-profit organisation that encourage others to lead a greener life through a worldwide online community and inspiring video content
• Futerra Sustainability Communications – the leading sustainable communications agency who have been helping to save the world for over 10 years. Futerra are the authors of the Sizzle report, which has helped rethink the way we communicate sustainability.
• Chris Smith, curator of Ecotube, the green equivalent of Youtube with a mission to change the world one video view at a time. Chris teaches social media to charities & NGO’s as part of this mission.

The Eco Tweet Up is free to attend. To register for tickets email info@mswandas.co.uk

The almost deafening buzz around social media has become so inescapable it feels we’ll be left with a ringing in our ears well into the new decade. And it seems that many brands have enthusiastically discovered this low-cost way of gaining exposure and perpetuating their brand image. However, I’m left wondering how much thought is given to the tone of voice, before hitting return and sending another tweet or status into the ever-rising ocean of information.

Read more

epitype is an active member of Ethical Junction, learn more

Just wanted to let you all know about excellent workshop series for everyone interested in social media, online networking, video marketing and more.

Do you know your Tweet from your Twitter has been running since last year with excellent testimonials from business owners, charities and NGO’

The next couple are coming up in London & Manchester.

Workshop details and booking

Eurydice PR is an active member of Ethical Junction, learn more

Today I hold the title (according to one website anyway) of the ‘most influential CSR person’. I also have direct access to well over 7,500 people (and potentially 500,000 beyond those), saved thousands of pounds on attending conferences, met global CEOs, Executives & prestigious authors, added countless fantastic new contacts, enhanced Coethica’s brand reputation around the world and learnt more than any course could offer – for free, through Twitter.

This time last year I really couldn’t see the point of Facebook, blogging or something new called Twitter, especially Twitter! What can you possibly say in only 140 characters? No chance for me to get on my usual ethical soapbox there!

As a specialist Corporate Social Responsibility (CSR for short, but please don’t be put off, keep reading!) consultancy, with a particular passion for wanting to encourage a more entrepreneurial approach to the agenda even to the smallest of businesses, we definitely fit the ‘niche’ description.

A local marketing company pushed me uncomfortably into writing about the expertise we had developed, to position myself as an expert in CSR for SMEs. A blog sounded like a good idea as I had a head full of information I wanted to share and it sounded like a sensible platform to broadcast tips and advice. The idea was to use Twitter as a tool to guide people to the blog, and then onto the main Coethica website, but my Twitter account is now as important as the blog itself.

Here are a few tips to improving your profile using the world of Twitter:

1. Be yourself. Twitter is at its best when it’s about conversations between real people – not a tool to shout out scripted marketing messages.
2. Quality over quantity every time – don’t worry about numbers of followers.
3. Don’t sell too much. Ok maybe about 10% of your time you should, but Twitter is about building relationships to complement your existing sales & marketing strategies.
4. Spend 90% of your time giving information away or discussing. Prove you are an expert by sharing links to relevant news, your opinions, tips & advice and connecting people etc.
5. You can also use Twitter for customer service, research, recruiting & plain old networking.
6. Have a strong bio.
   1. Make sure you have a decent photo of yourself rather than a company logo.
   2. Have a link to your blog or website (and make sure it works!).
   3. Put your location in. People are really interested where you are.
   4. Find yourself a tailored background – ask Google for plenty of sites to help
7. Follow key Twitterers to find out what they are saying – then follow the people they are following.
8. Use the Twitter Search facility to find people you are interested in:
   1. learning from – including competitors, industry experts, academia and the press etc
   2. potential customers – learn what their problems are, how to help / sell to them
   3. current customers – what are they saying about you and providing a chance to respond in real-time
9. Don’t auto-respond (DM) to people who follow you – it’s about relationships not building lists. I’ve responded to every one of the 7,300+ people that follow me. You’ll miss somebody exciting unless you are watching as they come in.
10. Visit http://www.twitip.com for further great advice for beginners

Be patient. It will take a few months to build any kind of momentum. Enjoy the ride and say hello.

Twitter – @davidcoethica – http://twitter.com/davidcoethica

My blog – http://davidcoethica.wordpress.com

Coethica’s website: – http://www.coethica.com

by Helen Trevorrow
Green Row

The rise of the internet as an effective public relations (PR) tool has been unprecedented. Accounting for 46% of all PR activity it has quickly become the biggest single contributor to effective customer relations. Indeed, this has lead to the development of new communication initiatives and in particular the concept of social networks. As a social structure made up of individuals who are tied by particular interests, social networks have led to the development of organisations such as Facebook and Twitter, along with the concept of ‘blogging’ too. So much so that the popularity of social networks overtook that of e-mail services in late 2007 (see figure one). A trend which has continued and looks set to persist for the foreseeable future.

Figure One: UK internet traffic to Social Networks and E-mail Services.
(Sourced from Hitwise Pty. Ltd., 2007)

For ease I will focus on Facebook as an example of a social network site, but will explain the overall concept of blogs. Facebook aims to foster networks and relationships between its members; in creating a profile you/your company are able to add organisations/people who you feel may be interested in the services you offer, and inform them of news, promotions or whatever you desire by sending messages and invitations. A blog similarly cultivates communication, but its content is universally available and largely driven by personal views. Whilst links to other websites may be posted communication is generally restricted to the blog itself, making the organisation of events somewhat difficult.

With 25% of the UK population holding membership to the Facebook community and half of this figure accessing the website on a daily basis, the potential scale of publicity is unparalleled. Your ‘friends’ (online contacts) will generally relate to the values of your company and fellow friends, or may simply be interested and eager to find out more. This ‘common’ interest may lead to the development of an online pro-active community. With the opinions of your (potential) customers in one place you are able to fathom general consumer consensus and carry out necessary service/product adaptations when/where necessary. When coupled with the development of a loyal fan base, Facebook and blogs may well propel alterations necessary to drive your business in to the future. This was recently seen in a Facebook campaign to bring back the original recipe for Pears Traditional Soap, and demonstrates the power of social media to prevent business disaster.

Indeed, there is no better advocate for your product than a satisfied customer. These ambassadors hold an unbiased trait which cannot be replicated by company representatives. So whilst it would be counterproductive to post opinions on your own product, there is no reason why you cannot help to stimulate customer praise via discussions or online events. The beauty of Facebook in this case is that not only can you detail forthcoming events, but you can also use these to stimulate/facilitate other forms of media. In recent times tailored online events have become particularly popular and not without good reason too. Take the case of Casilliero Wines, who via social networking sites organised a live web video food and wine matching cook-off. Online screenings of ethical films such as ‘The Age of Stupid’ and the organisation of climate change protests such as ‘The Wave’ have demonstrated that ethically based practices are particularly tailored to this media avenue. The ability to personally direct events which have developed from social networking is rare and such opportunities should be both promoted and utilised, when and where possible.

There is, however, a tendency to place too large a focus on social media functions when generating effective PR and a general marketing strategy. Even a quick glance at Gartner’s Hype Cycle demonstrates that social networking (termed ‘microblogging’ here) is but a single component in an ever-changing media environment (see figure two). The concept of microblogging is therefore susceptible to its own fall. Take the case study of Myspace which, despite being the world’s second biggest social networking site, has in recent times fallen from the radar and has experienced declining membership as a result.

Figure Two: New technologies for the next 10 years+
(Sourced from Gartner, 2009)

With this in mind it should be remembered that Facebook and blogging can only attract a specific audience. Indeed, the demise of Myspace may be attributed to its focus on music and consequently a specifically younger market. The fact that 72% of Facebook’s UK membership is similarly under the age of 34 demonstrates how social media, and other internet-based marketing solutions, are unable to reach all areas of the target population. With the requirement for a certain standard of IT skills and a ‘common’ interest too it may be that such initiatives are restricting rather than increasing customer bases.

It is all too easy to become swept up in the hype which surrounds social media; the scale, revenue and adaptability of this medium can sometimes obscure the negatives. As such it is important to always place social networking in the context of an ‘integrated marketing communications approach’ with the aim of increasing the brand’s value (see figure three for guidance).

Figure Three: Factors contributing to brand value
(Sourced from Knowledge Capital Partners, 2007)

With the core strength of PR being the ability to develop effective brand reputation there is the need for a broader outlet than social media alone. After all, traditional media relations – newspapers, magazines, radio and television – have already proved their worth when promoting a company/product. To disregard such assured publicity would be unwise and non-benefiting. 

A need for reserved caution appears to surround Facebook, blogging and the general social media network. The ability to unite people with a common interest cannot be ignored; bringing ethically minded people together will help to give this industry and the messages it promotes a larger voice. Being able to foster pro-active online communities and consequently deliver unbiased product commendation is similarly priceless – a platform from which other media forms can be utilised too.

Facebook and blogs should therefore be utilised, but it is advisable to incorporate such tools in an integrated marketing approach. As such there is the need to consider advertising, promotion, PR and other marketing avenues whenever assessing the potential for social media to promote business. Most importantly Ethical Junction members should remember that it is impossible to promote a good/service with a poor concept, and that the ability of social networking to amplify the flaws of a product poses a continual threat.

So, where to start? Here is a quick ten step guide to making Facebook and blogging work for your organisation:

1. Identify the key players in your organisation’s area.
2. Tell the story of your product/organisation, utilizing members of your community and their opinions.
3. Enforce a level of control by introducing conversation but recognising that everyone has the right to communicate and offer their opinion.
4. Give your page a certain personality. Define the character of your business through social media.
5. Be mindful; consider your ethical and industry responsibilities.
6. Recognise the need to build up an awareness and rapport with members.
7. Do not be discouraged if sales do not immediately improve. The idea of social media is that it helps to foster communities and relationships and this may not immediately be communicated via sales.
8. Recognise that blogs and PR do not automatically connect and try to amend this through collaborative projects.
9. The need for a pleasant and polite manner applies to social media too.
10. Go for it! Embrace the benefits offered by social media with ingenuity, enthusiasm and creativity.

Green Row is a PR agency. If you want to work with straight-talking people with fresh ideas and positive attitudes then you have come to exactly the right place.

We work with businesses to honestly transform their reputation. We work with integrity to build trust in brands.

Watch our showreel, read about us, view our clients or just simply talk to us.