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Social Networking/Social Media Tips

Published by Janet Gershen-Siegel on September 1, 2026

Social Networking/Social Media Tips

Social media tips? Yes, please! A while back, Grassroots Giving Group published some great social networking tips. I agreed with their ideas but would like to expand upon them a bit.

And they were essentially exploring when Facebook and Twitter (X) are useful. Here are some of their ideas.

Social Media Ideas

Here are a few quickie ideas.

Announcements

Never just announce upcoming or new things but also add links in order to drive traffic. Agreed! However, I would add a targeted landing page. Below is an example:

If you have people coming in from Facebook, why not create a new landing page to personally welcome them (e. g. Welcome to our Facebook Friends!). The best part about that is that, since it is a separate page, Google Analytics will track the clicks separately.

You have a fighting chance of getting good metrics, so you will know whether your announcement of the opening of a new branch of the Widget Factory played better on Facebook or on X.

Sending shortened website addresses on X – use an URL shortener. Of course! But why not use one (such as from HootSuite) where you can get some click metrics?

Using both a personalized landing page and a URL with click metrics can give you an even clearer idea of how traffic flows.

Oh, and they do not tell you why you should shorten an URL on X (even if the URL fits). But I will. It is to make it easier for people to retweet.

Social Media Tips on Planning

Here are some tips for better planning.

Planning in Advance

There is nothing new here. You should keep up with things and plan in advance. Absolutely. And that means, when you are hot and creative, write, write, write!

Keep drafts and ideas going, and also think about how you can expand on your own blog entries or those by others (such as this blog entry).

Get yourself a stable of other blogs and blog writers, news sources, etc. Who inspires you? Who interests you? But never repeat or steal, of course. Rather, expand and comment. These are perfectly legitimate ways to update your blog.

This Day in History

Commemorate occasions in your company! There must be something you have done that is good blog fodder. Of course, not every day is memorable, but it is another way to keep the pipeline going.

If July 12th is an important day in your organization, make sure that the July 12th blog post and Tweets are ready to rock and roll, and they are updated to the correct year.

Heck, in HootSuite (for example), you can schedule messaging. Why not schedule your content for July 12th (or whatever your special day just so happens to be) and be done with them?

Quotes

They said, “Quotes!”

Quote Collection

I like this idea, and I think it can be used for a lot of purposes. This is not only quotes about your specific organization or its work, but even more generalized quotations.

Surely there is something from Shakespeare (“My kingdom for a horse!”) or the Bible that could work for you in some capacity or another. It can be another jumping off point for creativity.

Ask Your Audience Questions

I think this is more useful if you have a somewhat large and actively commenting readership. While a rhetorical question is lovely, I think it is just better if you can get at least a little feedback. Otherwise, it feels like you are just shouting out to the wilderness.

Staff Introductions

This is another great idea. While your site might already have staff biographies, that is another way to get the readership acquainted with who is making the product.

Notes From Your Day

I do not know about this one. Your day, maybe. Mine? I guess this is, in part, centered around the event reviews I used to do back in the day. But otherwise, my days in the past were spent, well, here, blogging. And now I spend them at work. All of which may or may not be thrilling to others.

But I can see where my peers could have some very interesting days.

Social Media Tips: Takeaways

So there you have it. Some pretty amazing social media tips for getting and keeping things going. And, while the post was not, specifically, about blogging, it rings very true for that very specific – and sometimes challenging and elusive – task.

Oh, and you may also want to learn what the best lengths are for social media posts.

Finally, many, many thanks to the Grassroots Giving Group.

For more information, see the December 16, 2010 edition of Grassroots Giving Group.com blog.

Want to see more from me, on writing, and the business of being an independent author? Click here to add my site as a preferred source.

Want More About Social Media and Tips on How to Best Use It?

If my experiences with non-platform-specific social media resonate with you, then please be sure to check out my other articles about navigating our social media obsessed world.

Social Media in Our Society

† Social Media Continues its Relentless Pace
• Social Media’s Seduction AKA Oops, Did I Do That?
† Social Media Background Check Being Used For Jury Selection
• How Social Media Can Ruin Your Life

Working with Social Media

† A Day in the Life of a Social Media Marketer
• Four Important Social Media Stats
† Jell-O on the Wall: Social Media Perfection is Fleeting

Social Media for Writers

• The Power of Social Media (Neurotic Writers’ Edition)
† Social Media and Writing
• Social Media and Writing Part 2
† Social Media and Writing Part 3
• Are You Promoting Your Writing With Social Media?

Next blog post

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Snowflake Novel Outlining Method Revisited

Published by Janet Gershen-Siegel on April 2, 2024

A Look at the Snowflake Novel Outlining Method, Revisited

Snowflake is but one method for outlining a novel. It’s not the only kind, and your methodology is probably best for you. But this is what I do. And it does not truly matter which genre I am writing in!

See, I do a variation on snowflake. Do this on paper. I’ve never been able to do it on a screen and I think paper gives some semi-permanent feelings. But if you can do it on a screen, then have at it. As always, you do you.

The First Snowflake Falls: Getting Started

1) Start with a concept. Let’s say the concept is that the world has run out of pumpkin spice.

2) Name a main-ish character (this can always be changed). So let’s go with a sapient chipmunk.

3) Write the main character’s name in the center of a page and circle it.

4) Write the concept down as well, maybe at the top of the page and circle it.

The Next Snowflake Will Fall: Making Connections

5) Draw 3 lines between them, but fewer if it’s a short story, more if it’s meant to be a series.

6) Along those lines, write possible connections. But don’t worry about them sounding stupid. Your sapient chipmunk might be hoarding it (and thereby is the villain). Another option is they might be searching for it as some sort of chipmunk holy quest. Or they might stumble upon it by accident.

It could be that they might have to pay it as ransom to the mean squirrel which kidnapped their baby chipmunks, whatever.

7) So now you’ve got more characters and more scene concepts.

Look, Another Snowflake: Supporting Characters

8) It’s time to grab a new page of paper. Same name in the center, circled. Now surround it with the names or at least descriptions of the other characters you came up with. In this case, the mean squirrel, whoever sent the chipmunk on the quest, whoever hid the pumpkin spice treasure our heroine stumbles over, the kidnapper, etc.

9) Draw connecting lines to the main character and, as before, write along those lines what the connections are. And do this even if you already have them written elsewhere. Otherwise, you’re going back and forth between pages, which is a pain.

Flurries: Supporting Scenes

10) Third sheet of paper: do the same with the concept and possible scenes. So these are scenes like the dramatic kidnapping, receiving the ransom note, a news story about the spice theft, the stumbling, etc.

More Flurries: Create Order (for the Scenes)

11) Fourth sheet of paper: take your scenes and put them in as coherent an order as you can and number them accordingly. Plus this can be changed. You’re just getting a rough idea here. So #1 kidnapper makes plans. And #2 spice is stolen; #3 meet the chipmunks, etc. Maybe you need to go back earlier to when the kidnapper first thought of the idea of kidnapping – that’s scene #0.

Hence maybe you want the news story between #2 and #3 – then rename it #2a and move on.

Snow Showers: Moving Onto Your Computer

12) Transcribe the scenes into a word processing document. I use Word; some people like Scrivener or Google docs, etc. In addition, continue to reorder the scenes and see where the filler and the exposition go.

13) Transcribe the character types and any names you’ve got. First of all, you’ve got to get across that the chipmunk heroine is sapient. So does she have an amazing backstory? Sketch it out, but do not feel married to it. Because it may or may not end up in the book.

Sometimes a backstory doesn’t need to be explicitly stated, but if you know your chipmunk was an escapee from a science lab, that might inform how you write her.

Just because you researched or thought of something, does not mean it absolutely must end up on the page.

I cannot stress that enough.

The Blizzard: Assign Tasks

14) Time to figure out who does what. Hence maybe the crow delivers the ransom note, or the wolf acts as the squirrel’s henchman and does the actual dirty work of kidnapping.

15) Keep refining and go back to the paper if you need to.

Note: a lot of people who don’t like outlines feel they have to show every single little thing planned out. But this does not have to be true. Because all you really need is a general idea for a scene, like someone kidnaps the chipmunk babies kidnapped, pumpkin spice shortage reported in the news, etc. Just know what your scenes’ purposes are.

Post-Storm Clean-Up: Do You Really Need That Scene or Character?

A scene should have one of two purposes (it can have both):

1) Develop characters (particularly the main character) or

2) Advance the plot.

So any scenes which do neither should get scuttled or altered.

Lather, rinse, repeat. This is my version of the snowflake method. But it’s not the only way to write a snowflake novel.

And once again, for the cheap seats – you do you. Everyone else is taken.

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CLUMPS of SEO

Published by Janet Gershen-Siegel on July 27, 2021

Welcome to the Absolute Worst Acronym, EVER: CLUMPS of SEO

Huh? CLUMPS is an ugly acronym and I apologize profusely for that. But if you want to build and promote a website and improve your SEO (Search Engine Optimization), you should think in CLUMPS.

What are CLUMPS?

I will explain.

Content

C stands for Content, and Content is King. Don’t believe me? Try looking at a site – any site – and picture it instead as a framework with lorem ipsum written all over it. Kinda silly, eh?

So, people need something to read. Or listen to. Or download. Maybe to play. Or discuss. Or purchase. And it could be any other of a number of things that they would want to do with a website. And they need it from you! So make up your mind as to what you want. Plan your content and work on it.

Brainstorm what you want to cover, and keep records of that. This helps when the rubber really meets the road and you get writer’s block.

For Instance

For example, let’s say you want to create an episode guide for the old television show, Quantum Leap. The show aired 97 episodes. If you post a new episode every single day, you run out out of content in less than three and a half months. If you instead post twice per week, that covers 48 and a half weeks – almost a full year. Good, but what do you do after that?

So there are a few options. One is to post less frequently. Another is to churn up the content and repost it. However, what you could also do is branch out.

Therefore, post about the actors’ work before and since the show aired. And cover convention appearances. Add photographs. Post or critique fan fiction. Open up the floor for discussions of the show’s philosophy.

Maybe you can find a related show to write about, and compare it to the original. It doesn’t matter. Just, recognize that your content might have a finite end to it, so you’ll need to work on extending that.

And More

Furthermore, it can also help to look around the online world. What do others say about your topic? Make a Google Alert for your topic or, better yet, make several, with variations. Follow the news and see what you can comment on. Don’t copy others’ work outright, but commenting on it, linking to it, and expanding on it are all fair game. Always, always, always link back! Speaking of links ….

Links

L stands for Links. You’ve got to get your link out there, and have it linked back to by other sites. Now is not the time to keep it to yourself.

This does not mean spamming! Rather, you need to launch a bit of a campaign. Find like-minded individuals and ask for them to link to you. Now, it’s better if you’re linked to by pages with good, large followings. How do you find these sites? One way is to do a search on the backlinks for your closest competition. Who’s linking to them? And target those sites.

And keep in mind that Google says that reciprocal linking is against their rules.

But!

Reciprocal linking is also pretty damned natural. When sites link to us, we often wish to return the favor. So, the bottom line is, trading for the sake of trading is no good. But reciprocation can just plain be a byproduct of webmasters working together.

And be patient! Rising in search results takes some time, although you can promote yourself by using paid search, if you like, by using Google AdWords. But if you don’t have a budget to buy listings, don’t worry. You can still have good external visibility. What matters is not being number one.

What does matter is getting onto somewhere in the top three search results and then working from there. Of course, the higher the better. But the difference between page 100 and page 1000 of search results is a moot one.

The U in CLUMPS is Usability

U stands for Usability. If people cannot find what they are looking for, if your site is slow and unresponsive, or you’re just missing too many vital things, people may come, but they will not stay.

Case in point. I spent some time a few years ago investigating linking certain nursing job sites to various places where backlinks would be welcome. I did research, and of course nursing schools are a prime potential source of backlinks.

However, for some colleges, finding the link to either their nursing school or their placement office was akin to searching a hay field for sewing implements. I had, more than once, to resort to searching on Google rather than inside a particular school’s own pages, in order to find what I wanted.

Sometimes, the pages were poorly named or written (e. g. placement office pages which didn’t have the word “jobs” anywhere in sight). Others had too many unrelated or poorly related or obscure keywords. E. g. referring to such an office as the painfully generic “Student Services”.

It would have been far better to make sure that these pages were dense with correct words that people would use when searching, such as jobs, placement, careers, employment or internships.

Search Issues

Other sites had what I wanted but were painfully slow (that was often a server issue). Or the web developer was so in love with flash that the site has pretty scrolling pictures but it was hard to find where I was actually supposed to be clicking.

So look over your site. Or, better yet, have others do so. And find out from them what works, and what doesn’t. It’s not an occasion for them to tear you down or give you unstinting praise. Rather, it’s an occasion for you to learn what works, and what doesn’t.

Formal Checks

And for formal investigations, try using A/B testing methodologies. A/B testing means essentially serving up one version of a site to one person, and another version to another. And then you check their click behaviors. If these are people you know, talk to them.

The difference between the “A” and the “B” versions of a page can be as small as a new color for the background or a different location for the logo versus a complete site overhaul. But it’s the smallest changes that are the easiest to process. Make small changes before you commit to larger ones.

This also goes into the idea of keywords. Keyword stuffing is, of course, a black hat strategy, and it’s the last thing you want to do. But white hat strategy isn’t just setting up a site for the benefit of search engines – it’s also setting it up for the benefit of people.

The M in CLUMPS is Metrics

M is for Metrics. If you’re going to do A/B testing, or if you care about whether anyone is visiting your site, you need to start looking at all of that. The best and easiest to use such analytical site is Google Analytics 4. Google Analytics provides all sorts of data, everything from which is the most popular page on your site to how long users are hanging around.

Like many other things, take a little time and get to know the program but also allow it to gather some data. You aren’t going to get a terribly good picture of your site in a month. You need to let this percolate for a while.

Promotions

P is for Promotions. Again, I never advocate spamming. However, I do suggest that you put your link out there via your own Twitter stream, your own Facebook account, via Reddit, etc. For this hypothetical Quantum Leap site, you might want to find like-minded tweeters using a service like Triberr. Clumps of tweeters, if you will.

You could look up science fiction, or television nostalgia, etc. and join tribes (groups of tweeters) with similar interests who would be likely to retweet your content. Use HootSuite or a Google Alert to run regular keyword searches on Twitter for various related terms. For people who are using those terms, they might have an affinity for what you’re doing.

Perhaps you can follow them, and see if they will follow you back. And if they are reading your tweets, they are seeing your links. Look for reasonable hashtags and follow them, and start using them.

Check Your Metrics

But check Google Analytics after a while, and budget your time accordingly. If most of your time and effort are going into Twitter, but you get most of your readers from Facebook, you may need to rethink your Twitter strategy. Or, you could even try dropping it for a while, and only concentrating on Facebook.

Again, this is an exercise in patience. These things do take time, particularly if you have a shoestring budget and are essentially only using free services. For not paying, you will need to, instead, invest time.

The S in CLUMPS Stands for Shiny New Stuff

S is for Shiny New Stuff. What I mean is, sites that stay the same, year in, year out, are just not that interesting. Plus, things change. Development proceeds at a far rapider pace than most of us know. Take a look at what’s out there, and see if making some changes will help.

For me, I started off creating a site completely from scratch, using HTML. I wanted to learn the language as well as possible, on my own. However, one area where I certainly needed help was in aesthetics. This went on for a couple of years as I had a site with good content, I was working on promotions and garnering linkbacks, and I was keeping it usable and was checking metrics.

I eventually moved the site to WordPress, and used their templates (the content, of course, is wholly my own). The site looks better and functions better. It also gives it a newer look. Plus WordPress fixes a lot of issues with key words. So long as your post is on point and mentions the keywords you want to tout, those key words will be in the page, and will be searchable by Google’s spiders.

CLUMPS: Takeaways

CLUMPS is still a lousy acronym. But I hope you’ll find it continues to hold true. The way to get your site out there, noticed and loved, is to make it as good a site as possible. Consider the sites you love. What they look like, how they work, what content they deliver and how they keep things fresh and interesting.

Follow the metrics for your own site but take a leaf from those other sites’ pages. Not to out and out copy, of course, but rather to be inspired. And you can make your own quantum leap to better SEO.

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The Future of Lonely Writer and Adventures in Career Changing

Published by Janet Gershen-Siegel on March 9, 2017

The Future

The future? Well, more specifically, I mean the future of the Lonely Writer website.

Wait, What?

So as some readers may recall, I started that website as my capstone project at Quinnipiac University. I needed the project in order to graduate with a Master’s in Science in Communications (social media).

Well, graduation happened in August of 2016. However, I had paid for the domain until the end of March of 2017. It seemed silly to try to cancel early.

But now it’s March of 2017.

Changes

Hence I want to change things up. My life has gotten considerably more busy since I graduated. I currently hold down four part-time work from home jobs, all centered around various tasks having to do with blogging. I also podcast every month and I blog for that podcast and for its parent podcast. Furthermore, I still blog about social media and even about fan fiction.

In addition, I still write and still work. I always try to get more of my work published. As a result, I just plain don’t have the time for yet another domain. Most noteworthy, I’d also like to save a few bucks. This project does … okay. Yet Adventures in Career Changing does better.

Therefore, I realized: I should combine the two.

What Will Happen in This Future?

The Lonely Writer YouTube channel and Facebook groups will both live on. And the Twitter stream won’t be going away, either. They do not require as much work as a separate blog. Plus, they are also free of charge. I am only talking about the other domain and those particular blog posts.

So, where did they go? Why, they came here! As a result, the blog URLs changed, and the blog posts themselves were removed for later re-posting. I changed them up, too, so they would be more up to date. That’s all. So don’t worry, okay? That advice and that work will not go away.

It all just moved here, down the street. I was excited about the move. I thought it would help to freshen up Adventures without losing the focus, which is altering my career and also embracing social media. And the writing-related posts, of course, would give that more of a writing bent. That’s all.

Thank you so much for reading.

But then…

Greetings from the Future!

It’s 2024 as I update this post. So, here we are, seven years later. Still no flying cars.

Just kidding.

But in all seriousness, combining the two blogs was a good idea but it also wasn’t. Because the God’s honest truth is, like for so many blogs out there, this site has too much content. And, the content’s focus is often scattered.

So, how do I fix this? One way is here, by updating things. Another is by deleting (or, rather, unpublishing) a ton of stuff. But then that runs into issues with other posts pointing at the stuff which is no longer live.

Of course, I can stop pointing at them. Which… is more work.

I swear, I have the ambitions of a full SEO team for this blog, and the team is just, well, me. Heh.

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Quinnipiac Assignment 03 – ICM 527 – SWOT and PEST Analyses

Published by Janet Gershen-Siegel on September 17, 2015

What are SWOT and PEST Analyses?

SWOT Analysis – Strengths, Weaknesses, Opportunities, and Threats/PEST Analysis – Politics, Economics, Socio-Culture, and Technology

In both Smith and Williams, we learned about SWOT analysis. In our other readings, we also looked at PEST Analysis.

Key Concepts

SWOT and PEST Analyses
Swot analysis (Photo credit: Wikipedia)

Smith, on Pages 47 – 49, refers to the following players who are external to an organization:

• Supporters
† Competitors
• Opponent
† Advocates – you stand in the way of their goal
• • Dissident – opposition to positions you hold or actions you have taken
†† Anti – a dissident on a global scale
• • Activist – similar to anti (is also seeking change) but tactics go beyond discussion
†† Missionary – self-righteous activist
• • Zealot – single-issue activist with a missionary fervor
†† Fanatic – a zealot without any social stabilizers.

Williams, however, was more concerned with how to apply SWOT internally, particularly with reference to communications. For Williams, it’s more about looking at company goals and objectives, or at specific internal and external issues.

Then the question is about the second step of SWOT analysis, which is to apply it to how to communicate that.

E. g. if a company is applying an analysis to its overhead, its strength might be in owning a building, its weakness might be that the building is in an area that is in transition and losing its cachet, that could potentially also be an opportunity, but the threat could be that customers would not visit the building in person if they felt the neighborhood was unsafe.

Communicating those findings presents the strength of being able to quickly pinpoint the issue. It adds the weakness of perhaps not being able to act decisively until external factors play out some more. And there’s opportunity in the form of investing in an area where rents are suddenly taking a nosedive.

Whereas the threat could be that too much investment in a possibly dying area might hurt the company’s reputation.

Applicability to Current Events

The more I read about SWOT and PEST analyses, the more I realized they can apply to pretty much anything. I decided to take a look at Quinnipiac in the context of the White House’s College Scorecard, which was released on September 12th, and is thereby current although not really an ‘event’, per se.

The scorecard puts together basic data on various collegiate characteristics, including size, location, and the programs on offer. Then the program pulls out colleges and compares them. I looked up Connecticut four-year-programs and found Quinnipiac is third-best for salary after graduation.

The program could potentially be the subject of a SWOT analysis, that Quinnipiac shows strength in how its graduates earn after they leave, but a weakness in terms of price, as it lists QU as third-most expensive.

Opportunities

Opportunities include showcasing the school as coming up better than U Conn for salary after graduation. Threats are from schools like Yale, which comes out as less expensive but with a far better graduation rate and a better salary after graduation.

The point of the exercise is that the data are mixed, as for a lot of organizations. If you dig deeply enough, most organizations will have something you can place into each of the four buckets. No organization is perfect and without threats or weaknesses.

PEST

As for a PEST analysis (politics, economics, social-cultural, and technology), the scorecard remains applicable. Politics applies because of not only how the scorecard itself was put together (deciding what to emphasize could very well have been at least partially a political decision), but also because of how public institutions are funded.

Quinnipiac is a private institution, but there can still be an affect if public universities are funded (or not) due to political dealings. This can determine whether public institutions can compete effectively with Quinnipiac.

Economics certainly applies in terms of budgeting but also due to financial decisions such as how much to charge for tuition and what to pay professors – and whether to offer more expensive full professorships or instead pay adjuncts. The social-cultural part applies as Quinnipiac is a part of Hamden itself. How the school conducts itself makes a difference in the fuller community.

Is the campus safe? Does it recycle? Are the students loud? Finally, the technological aspect applies as the school cannot adequately function without working, up to date technology. Even for students who go to the campus and attend classes in person, there is a dependence on technology for everything from interlibrary loans to how tuition is calculated and collected.

Internal versus External Environments for SWOT and PEST Analyses

I see the two as being equally important to analyze and research as an organization can feel an affect either way. For the ILSC, for example, because part of their work is done in Ghana, external threats include the possibility that the government of Ghana might not be as stable as believed.

Internal weaknesses include the fact that the organization’s website doesn’t seem to have a setup for regular updating. Both can affect the very existence of the organization. A strategic planner should be researching both kinds of problems (and positives as well) as they can decide the fate of an organization.

Organizations looking to thrive – or at least to stay in business – need to look at both. No one can afford to ignore external in favor of internal, or vice versa. And no organization can afford to ignore PEST and SWOT analyses.

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Quinnipiac Assignment 02 – ICM 527 – Strategic Planning, Formative Research, and Issues Management

Published by Janet Gershen-Siegel on September 10, 2015

A Look at Strategic Planning, Formative Research, and Issues Management

PR and strategic planning were top of mind for this assignment, as was formative research.

Key Concepts in Strategic Planning

During the course of this week’s readings, a lot of concepts surfaced, with several definitions. These were words that we use in common, everyday parlance, but they have special meanings in the world of public relations/strategic planning.

Smith covers increasingly difficult positions for a strategic planner to be in. First there is the fairly neutral situation, which is basically just a set of circumstances facing an organization. It neatly divides into opportunities and obstacles.

After all, when the lights went out during the 2013 Super Bowl, Oreo could have sat tight like everyone else. Instead, ‘you can still dunk in the dark’ was born. Oreo didn’t just tread water – they scored a major victory. And it all happened during a situation that could have gone either way.

Strategic Planning for Issues

A step more difficult than a situation is an issue. Now, concern to the organization is baked right into the definition. There is more potential for problems when it’s an issue. And finally the definitions move to risks and then to crises.

The job of the strategic planner is to minimize and address the risks while, at times, dealing with out of control crises.

In the Reitz reading, the ‘dialogic model’ is (Page 43) where there is “a ‘communicative give and take’, where the process is open and negotiated between an organization and its publics.” This, in a way, is the essence of social media. It’s less of organizations dictating terms and paradigms to various publics. Instead, the publics are talking back, and it’s up to the strategic planner to carefully listen.

Formative Research — Its Role

On Page 15, Smith mentions formative research, denoting three pieces of it, to analyze the situation, the organization, and the publics.

To evaluate matters intelligently, the strategic planner must take a look at what’s happening. For a financial services company, it could be anything from a worldwide sell-off to crop failures in Argentina to an employee engaging in what might be insider trading.

For a car manufacturer, it could be recalls or new safety regulations or the applicable news from the United States Patent Office.

Next Steps for Formative Research

The social media professional must assess the organization. Is there an opportunity? Is the organization vulnerable? Could this even be fatal to the organization?

When Tylenol was laced with cyanide in 1982, there was a very real possibility that the fatal dose could be to Johnson & Johnson as well as the victims of the poisonings.

Publics

As for the publics, it behooves the strategic planner to consider how receptive they will be to any actions taken (sometimes the action to take is inaction, e. g. do nothing).

For Johnson & Johnson, they were dealing with publics who were used to trusting drug manufacturers, and who felt that trust had been betrayed. If the organization had opted to do nothing, the publics might not necessarily have blamed the organization for the poisonings, but they might have saddled the organization with a reputation for not caring.

Seeing the connections between caring, purity, and trustworthiness, the organization built its response around addressing safety concerns immediately. They probably removed a lot more product from shelves than was necessary. It’s possible that some of the safety precautions added were redundant and/or unnecessary.

But the organization spent the time and the money and the brainpower and it paid off with dividends. Johnson & Johnson is still roundly praised for its response to the crisis. It’s hard to see how they could have handled it better.

Issues Management

On Pages 49 and 50, Reitz talks about issues management. On Page 49, Reitz defines issues management as quoting, “Cutlip, Center, and Broom define issues management as ‘the proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect organizations’ relationships with their publics’ (2000: 17).”

Crises

A crisis is, by definition, unpredictable, but companies can anticipate certain crises. If an organization prepares for inevitable crises, they have already won over half of the battle. Here are some instances wherein an organization should prepare

It is not a question of if, but rather when of when any of these will occur:

† Automobile manufacturers and recalls
• Product manufacturers and product liability claims
† Maintenance companies and snow removal or trip and fall claims
• Transportation carriers and lateness and accidents

If any of these organizations is unaware that such crises could happen, and that they could escalate, then those organizations might want to rethink their business plans.

Life does not come without risk. It’s a foolish organization that doesn’t at least make an effort to plan for it.

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