If you are new to Pinterest, make sure to check out this post and play around with a personal profile first. Then, follow these tips to get your brand “pinning” and noticed by your customers on Pinterest.

1) Identify what boards you will be pinning to.

Pinterest allows you to create your own custom boards, and this is a great opportunity to show some brand personality. Think outside the box with this one. Appropriate pin boards don’t have to just showcase your brand’s product. Take Whole Foods for instance. Of course, they share great recipes and organic food information, but they also have a board that shows off amazing kitchens and one that talks about their favorite books. Think like your customer. Figure out what other interests they may have and put your brand’s spin on it.

2) Content, content, content.

Like any social network site, content is king (or should we say queen) on Pinterest. The more you involve yourself in the Pinterest community, the more you will see what content people love to share. While re-pinning others’ pins is a great way to get involved, make sure that you are consistently creating original content that your customers and followers will want to share.

This can be a lot for one person to take on. We suggest sharing pin boards with multiple people in your organization, so more than one employee can contribute.

3) Grow your following.

What good is a pin board if you have no one to look at it? Get out into the Pinterest community and start accruing followers. Re-pinning someone’s post is a good way to get noticed, but sometimes all it may take is simply following someone to expose them to your brand’s pin boards and give you a follow.

Also, don’t forget your current customers. Chances are, a lot of them are already using Pinterest. Include the news that you are now pinning in email and website updates, share your links on your existing social networks, and include a Pinterst icon on your site.

4) Stay Active.

Just like any social network, you need to continuously fuel the fire to keep your customers engaged. Pinterest is a fast moving network that will require updates multiple times a day. If you are going to venture into the world of pinning, we suggest making sure that you have the assets available to keep your pin boards fresh.

If you have any questions on how you or your brand should be using Pinterest to accomplish your goals, feel free to send me an email at RWalters@mghus.com. In the mean time, happy pinning.

So you might be thinking at this point (if you don’t run an adult entertainment site), what does this have to do with me? Unfortunately, a lot. See, if you don’t act now to protect your domain name, trademark, company name or product, before you know it, you could find your brand associated with a pornographic site.

In fact, ICM, the registry operator that fought for the new domain extension, stands to make over $200 million a year from members of the adult entertainment community and from brands defensively registering their domains.

So, now that I’ve frightened you sufficiently, what should you do? Between now and Oct. 28, 2011, if your organization owns a federal trademark registration, you can file to block anyone from using that mark with the .xxx extension as a domain name (example: MGHus.xxx). Through domain registrars like Network Solutions and Go Daddy, intellectual property holders can pay a one-time fee to block the future use of their name with the .xxx extension. By submitting an application, your brand will be protected year after year. This process is being called Sunrise B – Block for Trademark.

To be eligible to participate in Sunrise B:

• The applicant must be the holder of a valid trademark or service mark that has obtained registered status in a country of the work prior to Sept. 1, 2011.
• The applicant does not intend to use the .xxx domain name to host a live website and will not participate in the Membership Application Process to become a member of the Sponsored Community.
• The applicant will complete all necessary Assignee Supporting Declaration Forms (if applicable) by Nov. 2, 2011 at 12 p.m. ET.

Visit Network Solutions or Go Daddy to begin the application process, and select the Sunrise B option.

If you don’t have a trademarked name, but still wish to protect your brand, you can pre-register to purchase any available domain with the .xxx extension through Network Solutions or Go Daddy. If you don’t participate in Sunrise B or pre-register, domains will be first come, first serve starting Dec. 6, 2011.

We highly recommend that you take the steps now (or contact MGH and we’ll help you through it) to protect your brand from what’s sure to be the first of many new online threats.

Here at MGH, we really like most of the new changes and are excited to see the creative ways that brands will begin using the new picture layouts and integration of iframes into custom tabs. The one thing we are a bit concerned with is the ability for Page admins to “login” as the Page.  In theory, it’s a great idea. But, unfortunately that’s never the way things really unfold.

By allowing admins to “login” as a Page, it’s making Facebook Pages vulnerable to an exponential growth in spammy marketing messages from people hiding behind the moniker of their company or brand. For example, if I were an admin for a local pizza company’s Page with 25 “Likes,” I could “login” as that Page and post sales-like messages or links on another Page with 1,907 “Likes” to try and tap into their fan base.

There are, however, a few safeguards in place. Pages cannot comment on personal accounts just because someone “Likes” the Page. That user must have their privacy set to “anyone can post on my wall” in order for a Page to post a comment or link. Additionally, in order for a Page to comment on another Page, the admin must be logged in as the Page and “Like” it – adding it as a “Favorite Page.”

So, what needs to happen to prevent Facebook from turning into MySpace? I think the solution is simple – allow Pages the option to hide comments and posts from other Pages. If Facebook is allowing users to interact anonymously behind a brand, Pages need to have the option to control privacy settings – just as a user can on personal pages.

In the mean time, expect to see a lot of Pages rushing to “engage” you with their sales pitches, affiliate links, and maybe even glitter graphics!

What do you think about the new Page updates/changes?

Since he began tweeting, the controversial celebrity has managed to harness Twitter as a public relations tool to try to revitalize his tarnished image – without the help of insincerely scripted language and formal apologies from a publicist. Just before the 2010 Video Music Awards in early September, Kanye famously took to his Twitter to apologize to Taylor Swift for his stunt at the 2009 VMAs, a faux pas that soured public opinion of Kanye and created the “I’ma let you finish” meme that infiltrated the internet almost instantly. Kanye uncharacteristically shrunk from the spotlight and disappeared for a few months, spending time abroad and likely planning his reputation’s rebirth, a move that largely took place on Twitter.

Kanye admitted in September that he’s attempting a career resurrection, confessing “I threw a Molotov cocktail on my career last year, in a way, and I had to come back as a better person.” Interestingly, he’s continuing to use Twitter to win back the mainstream public’s favor. And it seems to be working.

This past weekend, Kanye again took to Twitter for a highly personalized interaction with followers in an attempt to revitalize his reputation. For months, he dropped hints on Twitter about the production of a short film project accompanying his newest album, “My Beautiful Dark Twisted Fantasy,” which is due to drop in mid-November. Over the past few weeks, his short film “Runaway” premiered in cities like Paris, LA and NYC and was broadcast on MTV this past Saturday. Immediately following the broadcast, Kanye appeared on MTV.com to answer live questions from Twitter viewers, who used the hashtag #askkanye to ask thousands of questions and offer comments, critiques and praise about the film.

The live Twitter response to the film was overwhelming, making #askkanye a number one trending topic over the weekend. Many viewers congratulated Kanye via Twitter, including skeptical viewers and media who expressed surprise that he could pull off a short film, let alone a highly stylized film noir. After watching the film and hearing him interact with fans via Twitter in real time, my own opinion softened as I saw him less as an arrogant, foot-in-mouth rapper and more as what he actually claims to be – a progressive and incredibly talented artist.

Businesses can learn from Kanye’s own public relations nightmare that using Twitter can help mend damaged relationships with customers. If you mess up, own up to it publicly and personally. Begin to show that you’re willing to make a sincere effort at making things right. Twitter can be just as much a relationship repair tool as it is a relationship building tool for companies who are searching to project a new, improved image to the public. And just as Kanye promises to be “raw” and real, businesses should too – customers want to see sincerity on Twitter, so be yourself!

Interleague Baseball returns tomorrow, with one of the major cross-town rivalries, the Cubs vs. the White Sox, among the match ups.

Games between National League and American League opponents have enjoyed higher attendance than traditional intraleague match ups during the past 14 years, especially in regional rivalries that attempt to approach the excitement of those found in college football.

So it probably isn’t a surprise that one of these rivalries decided to have an official unique trophy, much like the ones found in college sports.  And the fact that two teams decided to get the trophy sponsored isn’t a surprise either, given the need to generate revenue through unique sponsorships in sports.

But what is a surprise is that the trophy is sponsored by BP and all sides have decided to carry on with the sponsorship, despite the negative publicity BP is enduring due to its handling of the oil spill in the Gulf of Mexico. Last week, BP announced it was scaling back the promotion, but ultimately, the trophy will still have the BP name on it and will be presented on the field after the six games are completed.

So if you were in Cubs or White Sox management, would you hold up your end of the contract, or do whatever you could to break it and avoid the awkwardness of accepting a trophy sponsored by a company many Americans do not like?

Do the Cubs and White Sox deserve any negative PR for remaining associated with BP, or should they get a free pass because the sponsorship was arranged before the oil spill?

Read more from MGH NOW:

Four Lessons to Learn from BP’s PR Nightmare

BP to Use Google Search to Control Image

The company is currently buying search terms such as “oil,” “oil spill” and “oil disaster” on Google and other search engines.  The tactic ensures that BP’s messaging is the first thing the user sees for these searches, putting BP ahead of all other search results.  It’s the company’s way of counteracting bad press by re-directing traffic straight to their own news page.

But it doesn’t come without a cost.  Every click takes money out of BP’s pocket and there is much disapproval.

Louisiana Gov. Bobby Jindal criticized the effort by suggesting BP should spend this money not on PR efforts, but instead use the money on assistance to the people and industries which have been affected by the spill. Some believe that since BP gave Florida $25 million in May to advertise their oil-free beaches, they shouldn’t be scrutinized for trying to inform people of the oil spill news.

Regardless of the controversy, it’s probably a good move for BP.  Instead of users being immediately overwhelmed with negative press on the results page, it gives BP an opportunity to give its side of the story.  Will it change the opinion of a public already outraged over the environmental disaster?  Only time will tell.

Read more from MGH NOW:

White Sox-Cubs Trophy is Sponsored… by BP???

Four Lessons to Learn from BP’s PR Nightmare

As Darren Rovell from CNBC reported this week, the Seattle Sounders, a Major League Soccer team, recently decided to go against this model and issue refunds to all 32,000 season ticket holders after a lackluster loss to the L.A. Galaxy – in the form of a credit for the cost of season tickets in 2011.

Refunds certainly happen in other parts of our economy, but rarely like this. Often when a product is recalled – like a car or pharmaceutical drug – it is following public outcry or pressure from government agencies. In these economic times, a for-profit organization intentionally forfeiting revenues without strong external pressures to do so appears on the surface to be ill-advised.

But as Rovell points out in his article, offering refunds to fans for a team’s poor performance doesn’t have to be a bad thing. Another team, the River City Rascals of minor league baseball, have turned it into an opportunity by partnering with an insurance company to offer “winning insurance” each night.

Beyond the possibility of offsetting financial losses by rolling them into renewal plans and creating new sponsorships, there is the potential benefit of positive public relations that comes from a move like this. Some fans, especially those who never fully believed that being a fan meant life-long loyalty, will view sports teams that guarantee wins or their money back more favorably. To them, even if their favorite team loses, they keep their money.

This approach may work for sports teams, especially ones struggling to get noticed, but would you ever consider giving refunds en masse to your customers as a way to get positive media coverage for your business?

Below is the conversation I just had with the hacker. All of information “she” tried to feed me was wrong by the way.

Keep an eye out for these sort of scams. Just because you’ve accepted a friend, continue to be cautious. With over 350 million users, you believe it’s a prime target to for hackers and scammers (who apparently hate being called hackers!)

Alison

hello

how are you?

1:34pmRusty

hey hey

wow, i haven’t talked to you in what? 6 years?

1:34pmAlison

yes

i am not too good at the moment

1:35pmRusty

I’m sorry to hear that

1:35pmAlison

i am stranded in London,uk

got mugged gun point last night

1:35pmRusty

holy sh*t, that insane. you alright?

1:36pmAlison

it sucks and scary

i was hit on the head but i am getting better

1:37pmRusty

wow, that’s awful

were you alone?

1:38pmAlison

yea

all cash,credit card and phone were stolen

it was a brutal experience but thank God that i still have my life and passport saved

1:38pmRusty

yeah, exactly

1:39pmAlison

i really need your urgent help

1:40pmRusty

?

1:40pmAlison

my return flight leaves in few hours but we are having problem sorting the hotel and hospital bills

can you spare me some cash to settle the hotel bills and get a cab to the airport?

will definitely refund it as soon as i return home

1:42pmRusty

you need money and you come on facebook, and ask someone who you haven’t talked to or seen in 6 years… sounds like a scam to me

1:43pmAlison

what do you mean

i am talkking about life and death here

i am in deep pains and agony you are here telling me rubbish

that sucks you know

do you really want to help me or not?

1:45pmRusty

well I would totally help a friend out

but Im pretty sure you hacked into this account

1:46pmRusty

how would I get you money anyway?

1:47pmAlison

you can have it wired to my name using western union

do you know any western union outlet nearby?

1:47pmRusty

im sure I could find out

prove to me it’s actually you

1:48pmAlison

like

are you trying to tease me around?

1:48pmRusty

how much money do you want?

1:49pmAlison

720

1:49pmRusty

so come on, tell me something that a hacker wouldn’t know

1:50pmAlison

stop calling me that name

1:51pmRusty

who did you date in high school?

1:52pmAlison

MJ

1:53pmRusty

what sport did you play in high school?

The conversation ended there. I got no further responses. Chalk this one up for the good guys! You don’t mess with MGH WOM.

According to new guidelines posted on November 4^th, the following are the basic dos and don’ts of Facebook contests:

• You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as making a post on a profile or Page, status comment or photo upload.
• You can:  Use a third party application to condition entry to the promotion upon a user providing content. For example, you may administer a photo contest whereby a user uploads a photo through a third-party application to enter the contest.
• You cannot:  Administer a promotion that users automatically enter by becoming a fan of your Page.
• You can:  Only allow fans of your Page to access the tab that contains the third-party application for the promotion.
• You cannot:  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
• You can:  Collect an address or email through the third-party application for the promotion in order to contact the winner by email or standard mail.
• You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.
• You can:  Instruct users to visit the third-party application to enter the promotion  Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.

As you can see, these new regulations significantly hinder companies, especially small businesses, from taking full advantage of the Facebook platform. We are currently trying to get to the root of these changes and figure out Facebook’s motivation behind them. In the mean-time, please leave your thoughts and comments about the changes and what it could mean for businesses.

-Rusty
@RussWalters

Over the last year, several major brands have learned hard lessons about crisis communications in the age of social media.

Take Domino’s as an example. In April, an online video surfaced showing two rogue employees preparing food in rather disgusting ways. Thanks to the reach, ease and speed of social media, the video permeated the Web – grabbing 1 million views on YouTube in just a few days – and Domino’s had a full-blown crisis on its hands.

There’s also United Airlines. After singer-songwriter Dave Carroll’s $3,500 guitar was allegedly broken by United Airlines baggage handlers, he took to the Web when his calls and emails to the company failed to yield compensation for the damage. His video, “United Breaks Guitars,” has garnered more than 5 million views on YouTube since July, leaving some to speculate that this snafu may have caused United to lose significant amounts of money and its reputation.

In this world of rather pervasive social media, it is crucial for every company to be prepared to face a crisis caused or perpetuated by the tools of the Web. Moreover, a brand should be ready at a moment’s notice to also use social media to disseminate its position on serious claims launched at it.

So, what can a company do?

First, every brand should have an interactive presence. Whether it’s a Twitter account, a Facebook page or an email database, companies should be regularly engaging their consumers. Besides the fact that these tools can build business, they provide an immediate avenue to dispel rumors, communicate with the public and respond to negative claims.

Second, companies should monitor what is being said about them on a regular basis – both online and offline. Just as many brands monitor and respond to information in traditional media, so too should they be prepared to handle issues that happen online.

Third, companies should have a process in place determine which comments constitute a threat. It is reasonable to think that nearly every brand has some amount of negativity or mistruth about it on the Internet, so companies need to carefully determine when they will respond. The point is not to refute every claim (there’s some truth to the oft-used Shakespeare quote about protesting too much). The validity, the reach and the potential business impact of each comment should be considered in determining if and how to respond.

Finally, if your reputation is being threatened, respond quickly and truthfully. Treat online claims the same way you would treat a damaging news piece. And, use social media to your benefit in getting your side of the story out. Disclose your affiliations in any comments and let the truth be your best defense. Sometimes just acknowledging that you’ve heard your constituents’ concerns and that you are working to fix the situation, is enough to dull the furor for the time being.

Really, the most important takeaway from all of this is to be prepared. Every company should have a crisis communications plan and policy, and social media and the Internet should play an important part of it.

- Laura Crovo, SVP, Public Relations Director

*Image courtesy of Blueroof.wordpress.com