Posted by contentgrrl on January 23, 2012
Surprising phrase in an email from LinkedIn:
We could have done a much better job communicating about this change, so we want to clarify what this may mean to you…
This was the second message I’ve gotten about its changing feature set for displaying Twitter feeds.
The first alert had left me wondering if my Tweets would still update my LinkedIn status stream. This second message clarified that this service was still intact and unaffected by the change.
Now, Alsup’s Number 8 of 18 Immutable Laws of Corporate Reputation is to recognize your shortcomings. “We could have done a much better job of communicating” rang very loud about the faux pas. Think for a minute: LinkedIn might have been a little quieter about their previous oversight. But if they had left out that statement, the message would have come off as a high-handed afterthought, as though the audience was too dumb to realize the previously unspoken detail.
So that statement:
- Brings LinkedIn down a notch
- Keeps their reputation friendly and self-deprecating
- Fulfills that rhetorical appeal of Ethos, or character. Kudos!
Ideally, when alerting customers about a change in services, you include a little disambiguation from the get-go. A good writer knows to anticipate and define terms the audience may find confusing. The writer’s challenge is to select details that will clearly support the purpose of the alert, while assuaging their biggest concerns and promoting a positive reputation for the organization.
In the first message, LinkedIn could indeed have done a better job of distinguishing the Twitter feed box being discontinued from a related feature that automatically integrates Tweets into your LinkedIn status updates.
But they freely admitted their oversight. Bonus, they successfully communicated the difference, while educating members about a feature that many might not have known was available.
It’s good public relations, too. If you want to temper bad news where you must take something away from your customers, come back to admit an oversight and highlight something great that you offer for free!
I may steal this trick sometime in the future. Shhh…
Two questions for discussion:
- What did you think of LinkedIn’s decision to remove the Tweets box from member profiles?
- What other examples have you seen of companies turning bad news around?
Posted in community, heroes, persuasion, writing | Tagged: LinkedIn, public relations, reputation, Twitter | Leave a Comment »
Posted by contentgrrl on November 27, 2007
Lately, everybody* has an article on using LinkedIn to build a professional network. The obvious — public profile, colleagues, and recommendations — are moot.
The real answer may lie in Answers. Here are ten ways you can use Answers to work that network to its fullest potential (without coughing up for premium features):
- Subscribe to the RSS feeds for relevant Answers Categories. I subscribe to Web Development, Project Management, Writing, and Marketing. But if I were selling my company’s product, I might subscribe to E-Commerce and Enterprise Software. Every day, My Yahoo! gives me a list of the latest questions in those categories.
- Answer questions from people who could use your services or knowledge, or that of your colleagues.
- Recommend colleagues from your network who might also be experts; when you do, make sure you give them a heads up by forwarding (Sharing) the question to them. Listing your expert colleagues will get their names out, and may encourage people to consult them for more information.
- Share Q&A to forward to your colleagues who might find them of interest. You can Share a question asked by someone else, and highlight an answer that your friend might find useful. It can instigate a conversation, which can get the ball rolling for other opportunities.
- Ask private questions that you ask only people in your network to answer, and nobody else can see the details or the answers. This might be helpful if details in your questions might be more proprietary than you’d like the whole world (and your competitors) to see.
- Look up people who are asking and answering questions in your area of expertise. Sometimes you can strike up a conversation about how you both know several people in common. It’s like playing six degrees of separation (six degrees of Kevin Bacon) or less! For instance, Zach Miller was looking for software similar to what my company is offering, and we happened to be one of their customers for insurance.
- Ask questions where you think you know the answers. The question might draw people in, and your additional explanation, clarification, or individual responses can help convince people to think your way. For instance, Gerred Blyth asked about interactive design for some research, and offered to send contributors his research.
- Clarify your Qs & As. You’re not allowed to edit a question or answer you’ve submitted, but you can add clarifications, including expert people from your network and links. It looks thoughtful and lively.
- Boost fellow members with Best Answers and Good Answers. When you ask a question, follow up later by identifying the best answer and other good answers. The more people who thoughtfully use this rating, the better for the people who thoughtfully contribute.
- Drive traffic to your site or blog. You can blog about something that answers the question in detail, and post the link to your specific blog article, as I did for a freelancing question. Or just include a link to your site or blog whenever you answer a question.
* “Everybody” includes Lifehacker, TheSimpleDollar, FreelanceSwitch, WebWorkerDaily, Brazen Careerist, and the list could go on…
Posted in citizen, community, marketing, persuasion, writeroll | Tagged: 6 degrees of separation, Answers, best answers, blog, Brazen Careerist, clarifications, colleagues, FreelanceSwitch, good answers, Kevin Bacon, Lifehacker, LinkedIn, networking, private, professional, profile, public, questions, recommendations, research, RSS, services, share, site, six degrees of separation, TheSimpleDollar, traffic, WebWorkerDaily | 4 Comments »