For public figures, the digital age means one thing: Ohh no … life is a 24-7 rolling press conference. Think about it. We have around-the-clock cable news stations, social networks, newswires, bloggers, tweeters, and diggers. Everyone is in PR, and everyone needs an authoritative PR person.
1. Leave Some Mistakes Alone
Don’t apologize for every spelling and grammatical error you make on Twitter. By sending out another tweet to say you’re sorry for misspelling “eccellent” you’re simply calling attention to it all over again.
2. Say You’re Sorry When it Counts
Do say you’re sorry for sending out incorrect or bad links in a tweet, and be sure to include the right link in the apology. Links are extremely valuable and can give authority to the source. This is especially important if you’re sending people to a branded site that’s having a special event, a sale, or in breaking news situations.
3. Add Personality That’s Positive
Social media is like the new reality TV because it allows people to see personal pictures, life stories, and even intimate conversations by others via Twitter. Use that to your advantage and connect with followers and friends by sharing benign, but somewhat personal details.
4. Follow With Care
Many people on Twitter are under the impression that it’s good manners to follow those who follow you, but beware! The people you follow become your Twitter family. People do look at who you follow and they can and do form opinions based on your connections. While it may be tedious to do, before you follow someone, always ask yourself, “Is this person beneficial to my brand?” … Barack Obama who follows more than 650,000 people on Twitter was recently criticized for following some semi-erotic websites; he should take after his wife who follows only six very important people.
5. Return the Favor
Replying, re-tweeting, or simply responding to someone’s tweet can have a lot of long-term value. When artists, celebrities, or public figures do this it is the equivalent of an autograph.
6. Be Conscious of Your Visuals
Pay attention to the pictures on your Twitter account. It’s particularly important to filter your media grid because it may end up hurting your image down the line. In fact, you should look at every past image to make sure it’s clean, and monitor future re-tweets or reply’s with images. To find your media grid, just click on “recent images” on the left side of your profile.
7. Take Ownership of a Hashtag
Hashtags allow people to gather around topics, events, and actions across platforms. Controlling dialogue is key in any public relations campaign –- and by “owning” a hashtag, you are shaping the dialogue and the discussion. Simply using a hashtag in every tweet and adding it to your profile description as the official hashtag will help specify your message.
8. Avoid Picking Public Fights
When Lynn Hirschberg profiled the musical artist M.I.A. (Mathang “Maya” Arulpragasam) in The New York Times Magazine in May 2010 it did not end well. After the story came out, M.I.A. tweeted the journalist’s phone number to her more than 111,000 followers as a way to express her displeasure. Technically, Twitter could have completely taken down M.I.A.’s twitter account since her action violated Twitter Terms of Service. No matter what the story said, it was probably not worth possibly losing access to a major platform.
9. Search Your Name and Company Regularly
The amount of information in the digital arena can be very overwhelming but you should always beware of what appears on Twitter. By manually searching for terms related to your name, you can monitor items that may not track in something like TweetDeck.
10. Be Careful of Online and Offline Behavior
Don’t say or do something you don’t want the whole world to know about. It’s possible that you said it in front of ten people, but if one camera is there it can end up online.
I have learned from Ronn Torossian the best of the best. Once named PR Week’s “40 Under 40″ and Advertising Age’s “40 Under 40.″ Ronn Torossian is also the author of a best seller PR book For Immediate Release.