The MediaCoach

Hi John,

The main trending topic on Facebook this week has been - er - Facebook. And not for good reason. The potential misuse of fifty million Facebook profiles during the US presidential election has made a lot of people think very carefully about the data they may be unwittingly giving away. Of course, data collection in order to target messages is hardly new. Companies have been doing it for years via loyalty cards, offers and various other means. But this time, the story has become more focused on the potential impact on democracy. We can decide to a large extent what data we share. There are settings in social networks that allow you to control who can see your information. My advice would be to take a look at your social media settings, and if you would rather not share your information, then don't.

I thought one of the most marvellous media events of the week was the video released to mark World Down Syndrome Day, March 21st. It was a video called "50 Mums, 50 kids, one extra chromosome", showing mothers and their children singing along to Christina Perri's multi-platinum selling track, "A Thousand Years". It was a very powerful, uplifting and effective campaign. It showed that the Internet can be a force for good.

We could all do with a bit more happiness. A few years ago, I spoke to Jenn Lim, Chief Happiness Officer of "Delivering Happiness". She delivers some wise insights, as you can hear in our chat in the Media Coach Radio Show. and there's also a superb song from David Knopfler.
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The MediaMaestro, alas is yet another celebrity that has left us. Many people may not remember her, but her TV presence, and her calmness when hosting tricky TV shows, such as the early days of the Eurovision Song Contest, endeared her to millions. Katie Boyle started out as a continuity announcer for the BBC, but soon graduated to being one of their main presenters, which in the 1950s was rare for a woman. She presented the 1960, 1963, 1968 and 1974 Eurovision Song Contests, all of which were hosted in the UK. Her gift for languages, and her ability to cope with three hours of live TV from a collection of countries has never been bettered.

The MediaMug goes once more to a politician with a gift for gaffes. He suggested that Vladimir Putin will "glory" in this summer's World Cup in a similar way to Adolf Hitler at the 1936 Olympics in Berlin. Of course, Mr Johnson is the Foreign Secretary, so it is his role to comment on matters foreign. However, he is also in charge of the diplomatic service, which is known for careful use of words, and quite literally, diplomacy. There must be British diplomats around the world with their heads in their hands.

WORKING WITH INTERPRETERS

If you speak regularly, there's a good chance that at some point you will speak to an audience that doesn't understand your language, so you may require an interpreter. The most common type by far is simultaneous interpretation, so allow me to offer you a few tips.

Also, bear in mind that you may not be able to deliver as much information as usual. It's more important to ensure that your audience understands one point in detail rather than several points in outline.

Lastly, I always supply a text summary of my talk well in advance so that it can be translated and given to the audience as a take-away.

NO COMMENT, NO HOPE

In the immediate aftermath of a crisis, speculation about the cause will be rife. If you, or your organisation is involved, you will be approached for comment, possibly before you are aware of exactly what has happened. It is tempting, under these circumstances, to offer a brief "No Comment" to reporters. In my view, that is a mistake. The basic assumption that will be made by the media, and their readers and listeners, is that you have something to hide.

Of course, you may be simply stalling for time, in order to gather information. However, in the absence of a "witness for the defence", a judgement will be made. You need to be heard. The more you offer the media, the more you can control the situation.

In short, you need to establish yourself as the major source of information about any incident. You need to offer the press the opportunity to hear your statements, ask questions, and be as helpful as possible. You should never speculate about things, of course, and you should also be watchful of anyone who does.

If you don't comment, then somebody else will. Losing control of the media in a crisis can make things much worse.

I'M NOT ROGER FEDERER

I can have the same racket as Roger Federer, but just using it won't help me win tennis tournaments. It's just a tool. Social media is similar, in my view. It's just a tool. It's how you use it that matters.

A lot depends on your type of business. If you're offering high-value professional services, at substantial hourly rates, you're probably not going to close deals with clients over social media. You need to get face-to-face with them, look them in the eye, shake them by the hand, and gain their complete trust. It's possible (and reasonably easy) to set up the meeting via social media, but the real business is done when you meet. Social media is an important tool for this type of business, but not necessarily for attracting large numbers of prospects.

On the other hand, if your business is providing products or services that are an impulse purchase, then gathering a large following on social media is much more beneficial. However, you still need to be responsive to questions and complaints from individuals. I always urge companies with a large customer base to think carefully about their social media strategy, especially with regard to staffing. It is not a one-person operation, though customers like to know who they are talking to. That's why companies like Dell have set up social media centres in a similar style to phone-based call centres. It's what people expect.

It's not about the tools at all. It's all about how you use them. Your serve.

The Oatmeal. A site unlike any other. It's full of stuff. Weird stuff, funny stuff and useful stuff.

Make sure you are ready.

The information in this ezine may be freely re-used in any online or offline publication, provided it is accompanied by the following credit line - "This information was written by Alan Stevens, and originally appeared in "The MediaCoach", his free weekly ezine, available at www.mediacoach.co.uk."