WOMMA’s guidelines are an essential tool for public relations professionals creating and implementing social media and WOM strategies.

The guidelines:

• Go beyond the “do’s and don’ts” of basic disclosure, i.e. the U.S. Federal Trade Commission’s (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising
• Help us manage social media in regulated industries for PR clients such as financial services, transportation and healthcare providers
• Are about more than doing the right thing; striking the balance between serving the public interest and “selling” stuff. 

Hanser & Associates recommends that every business decision-maker review WOMMA’s guidelines.

WOMMA, founded in 2004, advances the discipline of credible WOM, both offline and online. Since 2005, Hanser & Associates has been a member of WOMMA, a practical resource for the strategic counsel and services we provide to our clients.

Check out our Web site where 24 case studies illustrate successful social media and WOM programs implemented using WOMMA guidelines; and please call us at 800-340-6434 for guidance.

Among the 72% of Des Moines organizations using social media, most are looking for attention and leads. Supporting customers is also a majority goal.

However, many have no strategy for reaching their goals, and that appears to affect the ability to measure success.

About 1 in 3 are satisfied with their effort to date. Note the relationship between expectations and strategy. Lack of strategy does fade a bit with time.

Next time, we’ll show tactics and resources. Questions or comments welcomed!

When looking at other research on this subject, it appears central Iowa organizations may be a bit conservative in adopting these tools - particularly certain industries and larger organizations.

And organizations shared their reasons for not using social media.

Still, many in this community have been at it for awhile…

Next time we’ll look at the goals and expectations of these organizations.

Meanwhile, what do you think of these findings? Does it match your experience?

NEW YORK (Feb. 12, 2010) – Megabus.com, the first low-cost, intercity express bus service with fares as low as $1 via the Internet, announced today it will offer service to/from Philadelphia and Washington D.C. beginning March 21. Customers can begin booking tickets today for travel March 21 and beyond.

To kick off the new service, megabus.com is offering a significant number of $1 and $5 seats on departures between Philadelphia and Washington.

“Due to significant customer demand, we are delighted to add service between these two great cities,” said Dale Moser, president and COO of megabus.com.

Megabus.com has served more than 440,000 Philadelphia passengers and 545,000 Washington passengers since launching in March 2008. Megabus.com offers free Wi-Fi, double-decker buses and power outlets. Travel time between Philadelphia and Washington is two and a half and three hours.

Visit the new www.megabus.com for additional information about the service, schedules and fares.

Thanks especially to the Business Record for their partnership in conducting the research and to our panelists for sharing their successes with the group.

We hosted the event to allow discussion of the results, framed by a few respondents who
have a social media strategy in place and results that meet their expectations.

Jim Pollock, editor of the Des Moines Business Record, talked about the value of social media in nurturing community and creating “leads” for stories as well as integrating these tools and conversations with their print and digital news products. His comments on the continued examination of social media “value-added” are worth noting; the publication is updating its Web site.

Christine Hayes, director of public relations for The Blood Center of Iowa, talked specifically about success with Facebook — how the demographic match and networked dialogue have boosted attendance at blood drive events. Hard, offline metrics are what many seek with social media, and it was great to have her share that experience.

Christian Renaud, president and CEO of Palisade Systems, described his company’s success “outside of interruption marketing.” His spoke about the company’s strategy and culture as the foundation for creating “inbound marketing” attraction to their products through “ad hoc” content and networking. His ability to see this approach driving direct contact via Internet search and other content-driven connections was an important take-away.

There were a range of questions, and I thank our panelists for handling them well.

In the days ahead, we’ll be diving deeper into the survey results for benchmarking and other perspective on social media goals, measurement, budget, policy and more. So, please stay tuned, and we’ll look forward to your participation.

Meanwhile, what did you gain from the survey and the panel? What didn’t get covered at the event? What questions can we tackle here together?

PR Action: Hanser & Associates, with experience gained through similar public input projects, began by conducting executive interviews with 23 community leaders to identify and summarize the major issues/questions and establish leaders’ precise goals. We then got answers through a scientific (quantitative) telephone survey of 388 residents to determine what they wanted and would support with their dollars, followed by a focus group to analyze/interpret the findings (qualitative). Details included the size of the new facility, frequency of use and residents willingness to support it with their gifts and tax dollars.

With the solid research as a basis, RDG Planning & Design prepared preliminary architectural design (square footage, etc.) and preliminary cost estimates for the new facility to fulfill what the residents said they want: a 14,000-square-foot community center.

TPG Companies then utilized the design and detailed data to project the financial feasibility of the proposed facility and demonstrated the viability, with positive net revenues.

Results: With broad community support documented, we recommended action by ECDC and presentation of the feasibility study’s results to the public. Action is under consideration by the City Council of City of Emmetsburg in early-2010.

PR Action: Working with CVRC&D’s management team and board of directors, we provided public input process, branding strategy and marketing for Iowa’s first super-park at Centerville, Iowa.

Results: Honey Creek Resort enjoyed a successful opening; the results demonstrate our capability to deliver turnkey services that produce powerful results.

PR Action: Regency retained Hanser & Associates in 2006 to provide strategic PR counsel, media relations and crisis communications services for the launch of managed properties, including Bridges Bay Resort at Okoboji, Iowa, and Honey Creek Resort at Centerville, Iowa.

Results: Properties enjoyed successful openings and operations — demonstrating our experienced team’s capability to quickly deliver turnkey services that produce powerful results.

PR Action: West Des Moines, Iowa-based Hanser & Associates was retained as UIU’s global public relations firm 2006-2008 to create and implement a PR campaign to bring about the institution’s re-branding in the USA and abroad. We worked with UIU’s communication/PR team and provided strategy recommendations, crisis communication planning, media relations, and guidance regarding commencements/events in the USA and abroad. We also brought our Pinnacle Worldwide partners in Asia/Pacific onto UIU’s team to provide counsel regarding Asia/Pacific events, and our affiliated advertising agency, Redstone Communications, to provide ad services.

Results: The university’s awareness and enrollment increased

When writing, it can be difficult to remember all of the little things, like when to abbreviate a state and how.  For example, knowing when to use “which” vs. “that” can be a tough one for many.

In a recent Word Wise blog post by grammatical guru Dan Santow (previously a journalist for magazines including Chicago magazine (senior editor) and People magazine (staff writer in New York), he offers this simple tip.

Santow says, “If you can tell what’s being referred to without the words “which” or “that,” use “which.” If you can’t, use “that.”"

See Santow’s “which” or “that” explanation and other “tips to remember” here.