Monthly Archives: July 2011

Social Media Marketing Is Not A Priority For Most Companies

Social media marketing is not a big priority for the majority of companies according to a recent survey.

And the vast number of businesses that consider social media to be important don't see themselves investing in social media campaigns in the immediate future.

I can't say that I'm surprised. As part of an integrated marketing campaign, social media outreach can be wonderfully effective.

But I've said it before and I'll say it again - it's not right for every business and you can expect better returns from other marketing disciplines.

With a limited marketing budget, nine times out of ten, I'd recommend spending it on PR, SEO or PPC.

For most companies, getting your websites to the top of the search engines or grabbing the headlines in the press and media is going to give you a much better return than a social media campaign.

As with all marketing, the secret is to ignore the hype and look at the facts. The trouble with social media marketing is that the sector is driven by enthusiastic agencies with little commercial aptitude.

If you want a commercially-focused social media agency, who know how to drive sales from Twitter, Facebook, YouTube and Linkedin, Only Social are the boys to speak to.

Lessons We Can All Learn From Rupert Murdoch’s PR Disaster

Rupert Murdoch is a media mogul - but he's proved he certainly is not a master when it comes to communications.

His management of the crisis engulfing News International and News Corporation has been an unmitigated disaster…until the last few days when he switched into apology mode.

He got it wrong in the first place by not coming clean about phone tapping and illegal journalistic practices.

He got it wrong by refusing to sack his CEO Rebekah Brooks. He got it wrong by giving a blustering interview to the Wall Street Journal and he should have accepted the first opportunity to face his accusers in the House of Commons.

His biggest mistake, however, was forgetting the first rule of crisis management - when in the wrong, put your hands up, say you're sorry and tell the public how you're going to fix it.

These actions should, at the same time, be accompanied with a genuine demonstration of humility.

It looks as if Mr Murdoch is now beginning to get his PR act in gear. He has made two public apologies via newspaper adverts and he has set up a fund to compensate victims of the scandal.

The question is - is it too little too late?

Time will tell but I reckon the biggest threat to the Murdoch empire will not be the British Parliament, the police or the UK and US authorities.

The No1 threat, I believe, will come from his own shareholders. They have seen their shares tumble in value because of inept crisis management.

I see them forcing the greatest media emperor of his generation into a sad and frustrated retirement.

I hope for Rupert Murdoch's sake it does not happen. He will not take kindly to pruning the roses.  

Companies Make A Big Mistake

Some companies are abandoning their standalone websites in favour of having a Facebook page as their sole online hub.

Crazy is the only word to describe the decision.

Why?

A barrow-load of reasons but lack of control has got to be top of the pile.

If you've got your own website, you can control the site in its entirety including look, content, size and where it's hosted.

If a company is relying solely on a Facebook site it's at the mercy of Facebook's editorial policy.

Here are a few more reasons for keeping a standalone website. 

  1. It can be optimised to sit at the top of the search engines
  2. Facebook is popular but not everyone uses Facebook, so your potential customer base is reduced
  3. Facebook may rock today but social media sites always peak and decline, so what happens when Facebook goes the way of Myspace 

My advice to any business - enjoy the best of both worlds by having a Facebook page and your own standalone website.

My Biggest Business Blunder

I'm often asked - what is the biggest business mistake you have ever made.

It's an easy one to answer…calling the business after me!

Putting my own name on a brass plate outside our first office felt good at the time - but it's had its drawbacks.

Because I'm Gordon Beattie of Beattie Communications, everyone thinks they should be speaking to me - clients, staff, suppliers…the whole world.

The truth is I'm only a small cog in a much bigger machine and I'm proud to say we have lots of people within the group who are much more talented than me.

Looking back I don't know why I did not come up with a smart name like easyJet, Specsavers or Stagecoach.

These names are much more marketable than Beattie Communications. It's why we have created the Only brand. Only Marketing has a certain ring to it and soon the name will be resonating around the globe.

We now have ten Only websites in the UK with more planned for Britain and other English-speaking countries:

If you are launching a business, think long and hard about the name.

Here's a few points to consider: 

  • Choose a name where you can buy the .com domain
  • Choose a name which is simple to spell
  • Choose a name which is easy to remember
  • Choose a name which gives prospective clients an inkling of what you do
  • Avoid a name which is fine in English but a swear word in Dutch