The Copywriter's Crucible

Surviving the Vagaries of the Freelance Life

Posts Tagged ‘Twitter’

How UPS effectively used social media to squash a rumor

Posted by rachelwriter on January 14, 2010

Photo Courtesy: Flickr/yung grasshopper

Yet another reason why it’s SO important for brands to be on social media to monitor what’s being said about them….

Today, I noticed that a Facebook connection had posted the following to her status:

“UPS is shipping anything under 50 lbs to Haiti FOR FREE! PLEASE FORWARD TO ALL or PASTE on your FB!!!! THANKS”

I’ll admit, at first, I was tempted to copy and paste her message to my own Facebook status and share it with the rest of my social media contacts.  But then, my inner journalist stopped me dead in my tracks: Oh yeah?  Says who?!?  (After all, I didn’t want any part in spreading rumors.)  Surely, if UPS was offering such an outrageous deal, it would be all OVER the company’s Web site–not to mention the mainstream media.  But, after a quick inspection, I saw that it was not.

What I did find, however, was a UPS blog post–yes! UPS has a blog! :)–in which the company cleared things up once and for all.  Turns out, what had been circulating on the ‘net about free shipping to Haiti was, indeed, a rumor.  But the company didn’t just use social media to squash the rumor; it also used it as a vehicle to promote the company’s benevolence and good Samaritanism during a time of need:

“At UPS, we’re committed to delivering aid and supporting relief efforts around the world. Through The UPS Foundation, we’re giving $1 million (USD) in cash and in-kind aid to help the people of Haiti.”

The blog then goes on to offer resources to those who wish to donate to disaster relief efforts.

What a terrific showcasing of the value of brands using social media to communicate their messages to their consumers.  Had UPS not been monitoring Facebook and Twitter and the blogosphere, they’d have stepped right into a global public relations nightmare!  (Imagine: millions of charitable folks, worldwide, lining up outside UPS with their care packages, expecting free shipment to Haiti… only to find out it was a big fat lie.  Definitely. Not.  Good.)

By being active and vigilant on the Internet, UPS was able to effectively monitor its brand, set the record straight about its response to the earthquake in Haiti, and squash a potentially devastating rumor long before it had the chance wreak havoc. 

If that’s not a reason for your company to jump on the social media bandwagon, then I don’t know what is!



Posted in marketing, Public Relations, social media | Tagged: , , , , , | 4 Comments »

How to Make Real-Life Connections Through Twitter: The 1st Atlanta Chicks Tweetup

Posted by rachelwriter on July 17, 2009


The 1st ATLChix Tweetup at the St. Regis Hotel in Buckhead

I know, I know: what the heck does Twitter have to do with copywriting, anyway?

Well, allow me to take a brief hiatus from the world of copywriting to share with you some highlights of a super-successful all-women’s networking event—brought to you by me and two of my über cool gal pals, Stephanie Frost and Stephanie A. Lloyd.

On July 16, the three of us hosted the very first Atlanta Chicks Tweetup at the stunning St. Regis Hotel in Buckhead (that’s Atlanta proper’s northernmost neighborhood, for all of you non-Atlantan readers).  The vision?  To create meaningful, real-life relationships out of virtual ones—and to bridge the divide between cyberspace and the here-and-now. 

The result?  A pretty darn kick-ass gathering of professional women from all around metro Atlanta!  And, what we hope will be many positive, lasting connections and friendships with each other. 

Out of a whopping 84 “yes” RSVPs, the total head count was seventy-three!  Wow!  (That, folks, is what I call an awesome turnout.)  And, the best part?  It was the most laid-back, relaxed atmosphere you could ever imagine.  Sure, there was a whole lotta estrogen in the air.  But there was no cattiness.  No brattiness.  No female bravado or bitchiness.  Why?  Because we had nothing to sell.  No ulterior motives.  No strings attached.  No competition to be had.

It was, plain and simple, a grand ol’ time.  Nearly 75 women—all in one place at one time—meeting, greeting, and mingling.  Oh, and exchanging business cards, of course.  After all, that’s what networking is all about!

Below are a few photos of the evening, which—by the way—ran from 6:30 p.m. to about 9:30 p.m. (10:30 p.m. for some!).  Of course, for “complete coverage” (ah, that phrase is so redolent of my days in TV news….), be sure to check out Stephanie A. Lloyd’s blog, Radiant Veracity, which chronicles the event in photos and video from preparation to finale.  You can also check out CNN’s iReport, where pro-networker Taryn Pisaneschi submitted some of her video from the event.

Thank you to all of the lovely ladies who attended the first Atlanta Chicks Tweetup and helped make it such a success.  And, very special thanks to our generous sponsors, who happily donated some pretty cool gifts for our goody bags: Swoozies, Lux et Stellae LLC, City Dog Market, Jolie Spa, Charming Charlie, Sweet Riot, Amy Hoga Photography, Bang Salon, Kristi G Company, On The Go, and Fuego Mundo.


Posted in The Basics | Tagged: , , | 1 Comment »