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We no longer live in a world of “set it and forget it” online marketing. It wasn’t long ago that when you created your company website it fully represented the company’s online brand image, and you had complete control over it. Once it was launched, all you had to do was maintain it, and your online marketing program was essentially set to auto-pilot.

Now, the web is a different place, where instead of static branded websites, users drive content from a much more dynamic “web” of interconnected social media sites, online review sites, blogs and message boards. Now “they” define your brand image as much as you do. Even if your company doesn’t yet participate in social media, there are countless websites that specialize in collecting “reviews.” Some popular examples include zagat.com, angieslist.com and tripadvisor.com. The result is high-speed word of mouth.

For this reason, it’s more important than ever to practice what you preach, providing the expected customer experience. No company can achieve perfection though, so you need to actively monitor and manage online forums and respond to any damaging statements in a carefully strategized way. There is also a bevy of opportunities in the challenging world of online image management, for those who are willing to devote the time and resources to capitalize on them.

We call this new practice “online trend management,” whereby we both promote and defend products, companies and ideas by keeping our pulse on online conversations. We monitor online news journals, industry blogs and topical message boards to capitalize on opportunities to participate in dialogue that pertains to a company’s industry, product and values. It is highly specialized work, an online networking of sorts, which can both protect and promote the company’s desired brand image.

Through online trend management, we can drive traffic to social media sites and blogs, maximizing SEO and generating sales leads. We can help meet customer service expectations by alerting business representatives to user questions and comments, and we sometimes can head off a communication crisis by addressing customer complaints. The scope of this work is virtually unlimited, and more important than ever, as people expand their interpersonal communication and interaction with brands online.

For a full list of our social media services visit http://prioritymarketing.com/services/socialmed/socialmed.html or give us a call at 239-267-2638!

Several of us from the PM team just returned from the Florida Public Relations Association Southwest Florida Chapter’s media breakfast. The expertly staged “production” featured a “cast” of local media players including Mei-Mei Chan, president and publisher for The News-Press Media Group; David Sendler, editor-in-chief for Gulfshore Life; Osvaldo Padilla, managing editor for Florida Weekly; Matthew Bernaldo, interactive assistant news director for Waterman Broadcasting; Jean Gruss, editor for the Lee and Collier region of the Gulf Coast Business Review; and Amy Tardiff, station manager and news director for WGCU-FM Public Radio.

Chan played the starring role in this morning’s production, sharing her personal and professional journey. She provided FPRA members and guests with her insight into the effect that new media is having on traditional media and the unique challenge that newspapers are facing and how The News-Press has evolved to meet the changing landscape of mass media.

Following Chan’s keynote performance, the production’s other media professionals introduced themselves, shared insights into their current media climate, offered advice to public relations professionals, and responded to questions.

Many of the key points shared today by the media experts mirror the counsel we provide our clients. This includes the importance of keeping your website updated with fresh, accurate content. In addition, several of the panelists cautioned the audience on “overselling” a client’s services and products on social media sites. This is one of the many reasons why at Priority Marketing, our team creates a social media content plan and schedule for our clients, so that our approach is strategic rather than “overkill” for the benefit of not only the media, but the entire target audience.

While a number of PM team members have worked in the media, it is always refreshing to hear from our media colleagues and to better understand their current business climate. Not to mention that as “supporting cast characters” in public relations, we welcome the opportunity to grow and foster mutually beneficial relationships with the shared goal of producing a good story! For more information on the media relations and social media services we provide, visit http://www.prioritymarketing.com/ or call 239-267-2638.

We’ve said it before, and now we have a few more new stats to back it up: How you use social media is more important than how much you use it. According to the world’s leading marketing and media information company, Nielson, having an ad on Facebook or a Facebook page with lots of fans isn’t necessarily as powerful as having both. According to Ad Age’s review of the Neilson’s findings, Neilson: Facebook’s Ads Work Pretty Well, ad recall and intent to buy increase exponentially when users see a Facebook ad and see their Facebook friends are fans of the same company. Fascinating, isn’t it? This is one example in the rapidly growing body of research on Social Media that our team diligently follows. The bottom line is anyone can open an account on Facebook and Twitter or start a blog. In fact, 91% of businesses surveyed report using Social Media to market their products and services. However, results are best achieved through a strategic approach that takes the new science of Social Media into consideration. At Priority Marketing, that is what we do. We are strategically applying our knowledge of Social Media to achieve our client’s marketing goals each and every day and enjoying measurable results. It truly takes a team of dedicated professional to stay on top of this rapidly evolving new media and implement tactics effectively, and we encourage our clients to take full advantage of the valuable expertise we’re building in this area. Do you have a new Social Media stat or success story to share? What is your biggest question about Social Media marketing? Leave a comment and we’ll be happy to help you.

Every day we see examples of companies that have attracted the media spotlight without seeking it. For better or for worse, the story almost always alters people’s perception of the company or brand being featured. With proper planning, these situations can be managed and may even be transformed into opportunities to enhance public image.

That is why every organization should be prepared with a crisis communication plan. If you don’t already have one, you need one now, and if you do have one it may be time to update it by incorporating social media tactics.

Toyota is an example of a company in the media spotlight right now that is using social media to its advantage. While the company has received harsh criticism, its public relations team is clearly at work, proactively addressing the automaker’s recall issues.

On the social media front, Toyota is using Twitter, YouTube and Digg to disseminate information to customers, address critics when appropriate and uphold the brand image that has been so finely crafted over the years.

On Twitter, we see Toyota issuing official statements to customers regarding its transgressions and federal penalties. At the same time, we notice positive stories unrelated to the recall continue to be disseminated, reminding customers that the recall isn’t all there is to say about Toyota, and it hasn’t stopped the industry giant in its tracks. Far from it, the company continues to make announcements regarding is racing sponsorships, the release of new vehicles and more. A customer who decides to follow the recall situation on Twitter will get an infusion of positive messages along with facts about Toyota’s recall.

On YouTube, Toyota is able to deliver its own message about the recall without being edited by the media. Again, the company puts a positive spin by emphasizing the many interesting facets of this occurrence – the participation with NASA and the engineering perspective.

Digg provides Toyota with a way to consolidate all the outside messages about the recall for customers. They have links to articles in the electronic media, both “print” and video. It also provides an interactive forum, where, through Dialogg LIVE, spokespeople like Toyota US President Jim Lentz can address the day’s issues with an online audience.

While Toyota has received criticism for its handling of the recall, and it remains to be seen how the issue will ultimately affect public opinion, this case study is one worth following.

If you’d like more information about developing or updating your organization’s crisis communication plan, including the use of social media, turn to the experts at Priority Marketing.

One week after announcing the 2010 season opening day and operating schedule, Sun Splash Family Waterpark has launched new Facebook and Twitter pages and generated immediate fan support with an online contest. Sun Splash will open for the 2010 season on Saturday, March 13.

Sun Splash launched the Facebook and Twitter pages Feb. 2 and announced that the first 100 people to become Facebook fans and the first 100 Twitter followers were to be entered into drawings for a free season pass. In less than 24 hours, 200 people became Facebook fans and in less than 48 hours the number jumped to 500. Because of the immediate support, Sun Splash revised the contest to provide a drawing for five free season passes among the first 1,000 fans. The contest for a free drawing for the first 100 Twitter followers is continuing as well.

The Facebook page is located at: www.facebook.com/pages/Cape-Coral-FL/Sun-Splash-Family-Waterpark/260514151193?ref=ts and the address for the Twitter page is twitter.com/sunsplashcc.

“We were thrilled to receive such a tremendous response to this new, fun way for us to communicate with our supporters,” said Michael Kalvort, Deputy Director of the City of Cape Coral Parks & Recreation Department. “We encourage everyone to not only get online and become a fan on Facebook and follow us on Twitter, but also to encourage friends and family to do the same. Throughout the season, we plan to offer periodic discounts to our Facebook fans and Twitter followers, so it will pay off to support the waterpark.”

Also, Early Bird Season Passes now are on sale and offer park visitors savings of up to 29 percent off the regular season pass prices. Early Bird season passes are $49-$59 for Cape Coral residents and $69-$79 for non-residents through April 11. Details on general admission and season pass prices and benefits are available at http://www.sunsplashwaterpark.com/.

Sun Splash will be open Saturdays and Sundays from 10 a.m. to 5 p.m. from March 13 through March 28. The waterpark will be open every day the week of April 1-11 for Lee County Public Schools’ spring break, then three days a week (Friday-Sunday) until schools dismiss for summer break in mid-June. Details about this year’s operating schedule are posted at www.SunSplashWaterpark.com.

Sun Splash Family Waterpark is Southwest Florida’s largest waterpark with more than 14 acres of slides, pools, food and fun for all ages. It is located at 400 Santa Barbara Blvd., just 2.5 miles north of Veterans Parkway in Cape Coral, Fla., and is open March through September. Sun Splash is owned and operated by the City of Cape Coral Parks & Recreation Department. For hours, ticket information and directions to the park, visit the Sun Splash Web site at www.SunSplashWaterpark.com or call 239-574-0558.