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Deconstructing A Crisis: After An Accident, 1 Tweet Could Ruin a Contractor’s Reputation
Minutes after the partial collapse of the Hard Rock Hotel in New Orleans last month, videos of the devastating accident flooded the internet. Using just their smartphones, bystanders captured the destruction and chaos that left three workers dead and 30 people injured. Videos and images from the horrific accident spread quickly on social media, from Facebook and Twitter to Instagram and Snapchat.
Partly because of the shocking footage, the incident quickly became national news, where the videos were replayed on news programs repeatedly throughout the days and weeks afterward.
The fast pace of social media has changed how construction companies need to respond to a crisis, said Anthony Huey, president of Columbus, Ohio-based consulting firm Reputation Management. It makes quickly communicating with the news media more important than ever to make sure the correct information gets out.
In fast-changing situations, platforms like Twitter, Facebook and Instagram sometimes breed misleading and wrong information that often goes viral, said Huey, who has been helping U.S. contractors sharpen their crisis communications skills since 2004.
In fact, most problems Huey has seen in the dozens of crises he’s been involved with relate to misinformation that spread in the first minutes and hours after an accident. He tells clients to make an initial statement within the first 45 minutes to help “set the record straight.”
Here is one example of a video that was tweeted by a bystander that quickly was picked up by the local news station:
Shocking video shared via @BrienFallon:
As the under-construction Hard Rock Hotel in New Orleans collapsed, vehicles and a streetcar dodged debris falling down from the construction site as captured from inside a streetcar.
LATEST info from the scene: https://t.co/54kEXtzdMM pic.twitter.com/90Vd6lqoIJ
— NOLA.com (@NOLAnews) October 12, 2019
“If it takes several hours for you to get back to the media or update your employees, in that vacuum of silence people are speculating and misinformation is leaking out,” he said.
Perfect storm of events
An example of this, Huey said, is the day the newly opened Florida International University pedestrian bridge collapsed in 2018. Heavy equipment had to be moved out of the way to make room for emergency vehicles. As the operator of a construction crane moved the piece of equipment off-site, a bystander took a photo and posted it on social media.
The image was picked up by the Miami Herald with the headline “Crane operator flees scene.” Readers quickly jumped on social media to speculate that the driver might have had something to do with the accident, which was later proven to be false. The report also appeared in other local media outlets and as far away as the New York Post and the Daily Mail, a U.K.-based publication.
Huey said the case is an example of how incorrect information can quickly go viral and said the contractor and crane operator should have quashed the report when it first appeared. But no one from either company called the Miami Herald or took to social media to refute the story, he said. “To this day, it’s still out there for anyone to see.”
“Now [news] lives forever on Google.”
Ohio-based communications consultant
Via photos and videos, social media can also record small problems and amplify them into big ones, Huey said. “In the past, if someone made a blunder on a jobsite and the TV news didn’t pick it up, it would not make it into the public’s awareness, but now it lives forever on Google,” he said.
Patricia Kagerer, executive vice president of risk management at Jordan Foster Construction in Dallas, agrees, saying that construction firms of all sizes must have a process to monitor online comments.
“Old school thinking was to ignore it,” she said, “but today that is no longer the case.”
It ‘won’t happen to us’
The power of social media to amplify or distort bad news is just one reason why firms need to have a crisis communications plan in place, said Huey. However, a majority of construction companies don’t have one and prefer to think a major catastrophe “won’t happen to us.”
He looks at social media as a double-edged sword, one with the power to spread misinformation but also to create an opportunity for general contractors and subs to communicate to a large number of people very quickly.
Platforms like Facebook and Twitter offer potential benefits for promoting positive company news but they can also be drivers of bad news, making accidents seem worse than they are. Not having a plan for how to handle negative information on social media can impact future business, according to Kagerer, who helps to oversee the emergency response plan at Jordan Foster Construction.
“If you don’t have a plan as to how to handle the fact that somebody’s out there saying that your company kills people or if you’re not even aware of it, it could cost you a potential job in the future,” she said. “I can assure you that your owners are aware of it.”
Communication best practices
Bethesda, Maryland-based Clark Construction has a comprehensive emergency action plan in place, according to Sara Guthrie, vice president of communications. She said while she hopes they never have to use it, the plan includes a communication protocol and process for responding to media inquiries. Spokespersons are determined on a case-by-case basis depending on the location and type of event, she said.
“When there is an unexpected event, it’s important to make sure that there is a clear plan for notifying and coordinating with everyone involved — company leadership, the client, local authorities and the media,” she said. “This includes clearly assigning responsibility for notifying and coordinating with each of those entities.”
The FIU bridge collapse in March 2018 spawned incorrect reports on social media.
Because Clark’s first priority is always the safety and security of employees, trade partners and the public, Guthrie said, company leaders want to make sure they are taking proper steps to communicate necessary information to those parties.
“When it comes to media relations, it’s important that everyone involved understands the process for fielding and coordinating approved responses to inquiries so that they can respond in a timely manner with accurate information,” she said.
The challenge for a large firm like Clark, which employs 4,200 people and has offices in eight states, is that employees are spread over many jobsites, which takes extra work to make sure everyone understands communication protocols.
“We reinforce the plan regularly with our senior leadership and ensure that our project management guidebook is updated with the latest approach,” she said.
The company also developed a short video that is posted on its intranet to explain the process for responding to the media and established a media hotline to ensure employees can quickly notify a member of the communication team regarding a media inquiry.
Other ways that construction firms can be ready to respond to social media reports during a crisis include some of the following imperatives:
- Prepare a website in advance that can go live when needed and keep news of the incident separate from the company’s main website.
- Keep reporters in the loop, Huey said, even with just minimal news in the early hours of an incident. “If reporters can’t get information from you, they will look elsewhere,” he said. “They’re not going to stop reporting on something just because you have no information for them, so give them some facts to use in their reporting.”
- Use “buy time” statements that contain basic information and that let the media know that company representatives are working on getting answers to their questions, said Carla Thompson, senior marketing consultant for Zweig Group, an AEC consulting group, during a recent webinar sponsored by Engineering News-Record.
- Designate an employee to monitor the media for disinformation and quickly correct anything that’s false, whether in print, broadcast or social media. “The problem with social media is that what used to be just another channel for the dissemination of information like a TV station or newspaper or radio now has the potential to become a crisis in and of itself if it’s mismanaged,” Huey said. “Once it goes viral it’s almost impossible to manage.”
- Provide media training for employees, who are often the first line of information in a crisis. “If they complain about taking time out for training, ask them how they will feel with 20 to 50 microphones in their face,” said Thompson.
- Make sure subcontractors and other partners are on the same page. Guthrie said Clark requires subcontractors to obtain company approval before releasing any information, statements or images to the media or on social media.
- Consider all the types of risks to a contractor’s reputation. In her 20 years in construction risk management, Kagerer told Construction Dive, she typically sees construction firms only planning for two types of incidents: weather events and employee accidents. She urges companies to undertake a hazard vulnerability assessment to look at all aspects of risk, including issues like cybersecurity, worker strikes and construction defects. “What are any of the things that could harm a company’s reputation?” she said.
- Realize that negative social media posts or comments don’t always warrant a response. Kagerer recalled a disgruntled former employee of a contractor she worked with who posted many negative comments about the company’s projects and leadership. The company was aware of the posts and its social media manager and legal and risk departments worked together to come up with a plan of action but decided not to respond because it would have resulted in a online battle with a potentially dangerous individual, she said. Instead they continued to monitor the remarks for a period of time until they stopped. “Instead of responding directly, the social media manager posted other stories on the company’s feed that showed the company’s positive culture, benefits, community outreach and happy employees,” she said.
Costs vs. rewards
While developing a crisis communications plan can be expensive and time consuming, the extra costs and time are well worth it, experts say.
”Remember,” Thompson said. “When stuff starts hitting the fan, that advance planning will help you navigate and survive. Hopefully it will work out like you hope your home or car insurance does, where you’ll never need it.”
Another webinar participant, Magnusson Klemencic Associates Senior Principal Jon Magnusson, an engineer who worked on the World Trade Center during the Sept. 11, 2001, attacks and helped to respond to media inquiries, said he’s even seen companies emerge stronger after a crisis.
“Many clients judge a company more keenly based on how they behave when things go wrong,” he said.
For those of you looking for more information on how to prepare for and manage a social media crisis, check out our article called, “5 Tips for Managing a Social Media Crisis”.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
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Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.