One of the rules that he points out is one that we tend to forget: ‘Quality NOT quantity’. Too often PRs get flack for doing a last minute dash to sign up as many people in their network to become friends/ fans on their clients’ Facebook groups and pages or on their Twitter handles.

As PRs, we need to continue to educate our clients that the real value does not lie in the sheer volume of people we sign up but rather in the quality of the people we engage (even if it’s only a handful!).

Consider who your target audience is, where do they frequent and how to reach them. Who is in your fans/ friends extended networks. Are they the right audience to target?

Using Twitter as an example, it’s important to do the analysis and drill down into who the person is that you want to connect with, get to know them, follow them for a while and find out what they write about. Also have a look into who follows that person, are they the appropriate person for your client to be reaching out to or is there someone in their Twitter network that is better?

This tool can help you determine the most appropriate people to follow:

If we want to get some real and long lasting results for our clients, the key is to make sure that we’re speaking to the right audiences!

What can be learnt from this ongoing case?  News and gossip, both accurate and erroneous, can spread through the internet like wildfire. How people write to friends via email may be vastly different than if they write a letter to the editor.  And the internet can be a hotbed for support to those who have been deemed to be “wronged”.
Just take a look at the Facebook groups that sprung up for Prita’s defense.  Over 30,000 supporters in one group alone.  30,000 intelligent, opinionated, wired and angry people.  In short, any business’ potential customers.
It should be remembered that Indonesia has one of the most independent media within the region and its readers are getting used to such freedoms.  The ability to voice opinions is becoming engrained, both online and off, and is vital for the development of the nation.  No one wants to go back to the days of repression.  Any perception of taking away such freedoms will be met with fierce resistance.
So what can businesses do if they are at the receiving end of a negative communications campaign online?

Engage the conversation. Learn the issues, find out from your side the exact details of the case and respond as appropriate.  As some companies have media monitoring for print media, it is becoming equally important to have an online monitoring component to learn what the internet is saying about their business.  It would be easier to douse a small flame than allow it to fester and become a full fledged three alarm fire because your side remained quiet.

Be Transparent. Like any business that depends on customers, resolve the issue.  If mistakes were made, rectifying the situation would be in order.  If the writer is in the wrong, posting the business’ side of the situation would allow the online readership to judge for themselves who is in the wrong and who is being unreasonable (make no mistake, netizens don’t like to be fooled and used)
Use the same medium. There are many ways to communicate on the internet such as using email, message boards, social networks or blog posts.  Engaging them on these mediums allows future users, who may bump into this case, to also find your side of the story, quickly resolving any potential repeat flare ups.  It can also be indexed by search engines and be close on hand when people are searching your business online.
Treat others as you wish to be treated.  The golden rule of Isadore Sharp, Founder and CEO of the Four Seasons Hotels and Resorts Hotel Chain.  Legal court cases should be the absolute last venue (according to this Public Relations consultant) and only after deciding the merits of the case (Is it winnable? Is it worth the publicity?).  Once in court, it all becomes public record: the cause of conflict, escalation and the attempt for mediation (if any).

Have all attempts been made for mediation?  Is the writer really unreasonable? Is going to court something shareholders or future investors would support?
For online issues, with both sides of the arguments in the open, logic usually prevails.  Attempts for mediation in good faith would always be appreciated as many Indonesians still believe in resolving things secara kekeluargaan (within the family).  But if you believe your brand continues to be under assault, then by all means defend it, not just in the courts, but also in the realm of public opinion, to explain your side of the story.
Once all the facts are in, people can easily decide for themselves who to believe and support.  In this era of the internet, transparency trumps all else as now everyone can easily search for the truth.  And you don’t want to anger the internet Gods, for they are not infallible yet can be swift and brutal to your brand.