How to Get Into the News Media and Pull Big Bloggers Like Guy Kawasaki With 
You Got 99 Mortal Sins a CEO Can Commit Online but (a b... ain't one.)
Harvard released a fascinating study on the most effective air-conditioner salesman ever. They realized that when geo-plotted over time, based on invoice date, a very simple data visualization, one thing became strikingly clear. This one salesman tripled his colleagues in sales because he sold to neighbors. His colleagues spent most of their time driving from neighborhood to neighborhood.
But upon closer examination, two other facts were discovered. The super-salesman's drive time was not significantly less than his mortal colleagues. Certainly not significant enough to triple sales. When a Harvard professor rode along with this salesman, he found that the super-salesman wasn't any better at the pitch or the close than his mortal counterparts.
The sublime mystery was solved when one proud owner of a new cooling system was asked why he called our super-salesman. "Jerry Simons, my neighbor was happy with him," the home owner replied.
Bad news travels much faster than good news. And online, badnews seems to be the only think that travels at all
But here's the trouble. Bad news travels much faster than good news. And online, badnews seems to be the only think that travels at all. You're not going to find me writing a "#deltaWIN!" blog at 3 am in the morning. Honest. You won't.
But my, oh my, if you get me pissed off, I'll buy the domain name, pay for the 10 year premium registration, pay for the whole SEO tool kit, and linkspam every single blog that remotely mentions Delta. Hell, I'll drive to the local Chevron to buy 5 Hour Energy to continue blogging, tweeting, and comment spam even blogs that mention Delta's partners.
The beautiful part about Twitter is that if enough people complain, even happy people will see a "hashtag" in the Twitter trending list right smack dab on the home page. Then, bloggers will blog about it and since the NYTimes is suffering from severe blenis and twenis envy, they will "STOP THE PRESSES!," and write about it as well.
Yep, you are now living in the age where non news is the new news by virtue of social clamour on social media. There's no end to the things you can do wrong. AT&T has done over half. Delta keeps repeating the same handful. Apple just started to step over to the evil dark side. And you, will either have a FAIL hashtag made for your company or just totally stay out of the media.
You'll get a FAIL hashtag all your own especially if you stay out of Twitter
Actually, I'm wrong. You'll get a FAIL hashtag all your own especially if you stay out of the media. People are now used to online Twitter based CRM. Yep. There's even a hashtag for it.
There is however hope. My sister uses this feminist quote in her email signatures, "In order to succeed, a woman has to do twice as much twice as well as a man. Fortunately this is not difficult." The same applies for you. In order for your firm to stand out, succeed, and maybe even convert your customers into your most vocal advocates, you have to be exceptional. Fortunately, this is not difficult if you work with a "NetNative."
You don't have to hire me. But you really would do well to hire somebody who knows how to create Jerry Simons. Please do. Nobody likes to a trainwreck.
How to hire me for your online business strategy and social media marketing: Call 310 598 1606. Ask for me by name. Bob Wan-Qi Kim.
PS. What did Zappos do that get them acquired by Amazon for nearly a billion dollars? They payed attention to and responded to THIS. The biggest difference between a net native and a non net native is that we are used to confronting faceless haters. We know how to shut them down and create virtual armies as well.
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