Air Force Brig. Gen. John Michel’s Six Social Media Tips

Air Force Brig. Gen. John Michel’s six social media tips are to be consistent, show respect, be authentic, craft a strategy, don’t be robotic, and watch your words. I believe these tips are general tips to follow when posting to social media even if you are not representing a company. These are tips to follow when posting information about your company or just posting about your day. You still want to represent yourself as professional and someone to value. My client seems to understand how social media works and uses it as an accent to there company. They are very authentic and stay true to themselves. They keep in mind what their consumers like and the lingo that they like to read about. Their strategy is used efficiently by posting info, videos, or something to recognize an athlete they are promoting. They seem to find the most extraordinary individuals and that is what draws in followers. The only rule that I believe that Gen. Michel forgot would be to stay ahead of the game. I believe that if you are constantly feeding info to your consumers and also getting information out there before your competitors it will make you stand out as the expert and your consumers will go to you first for information. Even Redbull seems to stay ahead of the game. They are always posting content to their social media about particular subjects before their competitors have chance to craft something similar.



I completely agree that the target market for Pinterest is mainly women, especially because of the tools it possess to help women plan their wedding, etc. I personally have a Pinterest board and I really enjoy its services and ease of use. I have 17 boards total and 696 pins thus far. I mainly pin event type stuff like showers, bachelorette weekends, getaways, etc. I do a lot of events for my friends and family and I like to plan through Pinterest. Who doesn’t?
I have heard of other sites like Pinterest that are geared more towards men but I do not know of anyone who uses them. My husband actually has a Pinterest board but he likes to use it to look up recipes for dinner or dishes to make for parties. He is quite the cook. However , if I have seen these sites for men they are mostly filled with half naked women and fast cars. I believe if men really wanted to use Pinterest then there would be more men on it already. The only reason they don’t is because I believe men think it makes them look feminine to have one. So in result to that stereotype I think that Pinterest should find other ways reach their target market by changing its look. They could achieve this by making the site look more edgy or more appealing to the eye for both sexes, in a way that draws them both in. This could really work if they do it right and they have a good balance for both women and men.

Selfie: Good or Bad?

The selfie, also known as a self-portrait taken by a smartphone, is used for self-expression. However, many argue that this fad is a sign of narcissism. I disagree. First off, self-portraits have been about for much longer than many seem to remember. Now that everyone has access to a digital camera and are able to post pictures of themselves, we are all the sudden a vain world. A selfie is much less exhaustive than posing in front of a painter for hours, hiring a photographer to take a picture of your best angle, or waiting for film to develop; a selfie can be done just by simply holding your camera at arms length and sharing it by just the click of a button. Sure we filter, retouch, or shade the edges but isn’t this much simpler than the age when a selfie wasn’t so easily accomplished? Second, selfies are a way of recording memories and charting our lives. As a Instagram fanatic, I post selfies quite a bit and it isn’t for the approval of others. I post these pictures in order to share thoughts, memories, feelings, ideas, etc. Sometimes a selfie is the best photo to share with the description involved. I am not looking for social acceptance; I just enjoy sharing my life with others, just like I enjoy reading about others. Third, I am confidant not self-obsessed. I am confident enough take pictures of myself and share them with others because I feel happy, beautiful, and excited, regardless of what others think. I love sharing those feelings and excitements with others so that it may encourage them too. In addition, when I post these pictures its like a digital diary. I can look back and view my life as it was then. Is a written diary or autobiography better or less conceited than my Instagram? I do not believe Anne Frank was self-obsessed, I believe she wanted to express her feelings and hidden thoughts. Perhaps she wanted to look back and see how much her life has changed and how differently she sees the world now. Maybe I do too. Fourth, I believe that posting these pictures of ourselves gives us more power against the ideals of perfection that is sadly portrayed day to day. We can post pictures and view pictures of real people and reclaim authentic beauty by using selfies. Now, to play devils advocate…I think there are people out there that take selfies and crave the attention of their peers, but for myself that is not the case. I love and respect myself enough to use selfies as a communication tool not a way to prove something to others or myself.


The hotel industry is highly complex and prone to several crisis events. Hotels need to be responsible and effective in terms of stakeholders and be able to prevent any crisis. It is crucial that hotel organizations engage in defining and establishing a crisis plan and focus on communication issues.
According to Revinate, “In the immediate aftermath of the Boston Marathon bombing the Boston police quickly instructed bystanders to leave the area and return to their homes and hotels until the imminent danger had subsided. With attendees frantically rushing out of the area and desperately trying to contact loved ones, it was imperative for the hotels to engage in the real-time social media conversation, especially with cell communication cut off. Fortunately, many of the area’s hotels took to their respective Facebook and Twitter accounts swiftly and effectively to communicate with worried guests and assure their families and friends that everyone was safe.”
This is just one of many examples as to why it is important for a hotel to have a crisis plan readily available. Hotels need to be able to establish parameters of responsibility and authority, provide a plan of action in the event of a crisis situation, identify a core crisis team, establish a protocol for internal and external communications, provide media guidelines, provide for the care and support of possible victims and their families, and establish an orderly return to normal operations.


The EBOLA outbreak is an example of one crisis that could use the primary studies conducted for the prevention of the disease and restoration of the economy following SARS. Both epidemics are a global concern and both have required third party aid to contain and eradicate the disease. Since EBOLA has imposed restrictions on travel, “company’s stock has fallen 66 percent since the outbreak began in March this year.” (Ebola outbreak 2014, para.18) Once this epidemic has ended the economy for the areas at risk will need to implement a strategy to gain tourist attractions once again. I personally find the SARS crisis to be one that many businesses could reference on how to properly handle a hard-hitting, unpredicted crisis. This crisis was not any one companies fault but they attempted to handle it in a professional manner and strived to succeed and prosper despite the negative connotations and numerous setbacks. Without throwing in the towel, numerous teams tried and tried again until they found a way that met the concerns for their targets and simultaneously aided in the renewal of their reputation. If EBOLA continues to rise, depending on which areas are impacted the most, tourism and the economy could be greatly reduced as well.

Crisis Recovery

Hilton Weiner (HW) is a South African clothing line established in 1984 that has spread to 13 stores through out South Africa and one other store located in Mauritius. WH prides themselves on their philosophy, which states that, the design is focused “on superb cuts, impeccable quality, sophisticated style and effortless comfort appealing to the global traveler.” (Hilton Weiner, para. 2) HW specializes in cocktail wear as well as luxury separates. In addition, they sale accessory items, leather goods, shoes and jewelry. HW wanted the public to become more aware of their quality items and their new store locations since they were still considered to be unknown. HW found a way to do just that. Selfies have gained popularity online as the word of choice when posing in front of your camera. HW took advantage of this selfie craze by utilizing social media sites by starting a hashtag called the #urbanselfie. The campaign allowed customers to try on the merchandise and take a selfie while in the fitting room. Once the ideal picture was taken, the customer is to post it online to @UrbanSelfie and use the hashtag #urbanselfie so that at check out, the customer can show their tweet in order to receive a discount on their purchase. However, the incentives do not stop there. If HW deemed your selfie as stylish or fashionable they would award you with a $20 off coupon. In addition, whoever had the most retweets on a picture the customer would receive a $1000 off and whoever receives the most likes on their picture on Facebook the winner will be awarded a trip to either New York, London, Tokyo or a fashion destination of their choice. This campaign reveals many aspects of good marketing strategies. Though this is not a crisis, this could be a way to recover from a crisis. Social Media is a great tool that should be utilized as much as possible if a crisis strikes. What better way to recover than to use your fans to help you gain recognition in a positive light? I really like the idea that HW took here and I am sure many companies will follow in their footsteps.

Crises Stages

A crisis will cause the public to question the credibility of an organization, thus involving distorted perceptions, and yielding serious concerns for the organization’s prosperity. Unfortunately, most crises, to some extent, come as a surprise for the organization and they must react properly in order gain their reputation and stability back. A crisis develops from detection, prevention, containment, recovery, to learning. In the detection stage a crisis could begin with no warning signs. The prevention stage is the phase where many companies find out just how prepared they truly are before a crisis strikes. It is suggested to appoint skilled individuals to evaluate a situation and implement preparation, containment, and restoration tactics in order to be able to move on to the recovery stage. Recovery is tough to define on the basis of particular situations because not everyone fully recovers. However, the learning stage is where it really matters. To learn from a crisis, mistake, or struggle, one can handle smaller setbacks or be better prepared for another crisis. This phase is important because as a business you must examine, evaluate, and process all the procedures and actions taken throughout the predicament.

Cyber Monitoring

Cyber monitoring is not just for ensuring that the company’s webpages are performing and functioning adequately but it is used to discover any inclinations and distributions. Monitoring can be done from both inside and outside of a corporate firewall by either having a team available to monitor the site or use third party website tools like Google Alerts, Social Bakers,, and many more. Regardless of the tools used, the company should monitor all social media outlets, blog mentions, reviews, press releases, and news articles. Though this all may seem meticulous this can easily be done by the company simply participating in conversations and addressing any feedback given but are careful to not let the public drive the conversation. If a crisis does surface the company should be the sole source of information by consistently releasing material so that the public can be updated without unknowingly trusting an unreliable source.There are several key conversations to monitor and many are done internally by listening to what your employees are saying about your organization, as well as leaders in your sector. However, anyone with Internet access can view your brand through new media and traditional media outlets. In addition, your core influencers and competition are conversations to observe as well. In conclusion, there are several ways to monitor a company’s activities online by using your own programming or through monitoring tools like Google Alerts. Companies should utilize these programs in order to efficiently carry out their vision and maintain a respectable reputation. These programs are a great way to discover issues that would be otherwise unknown until they blew up past the point of correcting. If the company monitors their brands name efficiently they could reduce their risk to a crisis substantially.

Ray Rice Crisis

Ray Rice is a professional American football running back for the Baltimore Ravens but professionalism is in question. Ray Rice was arrested after an altercation with his then-fiancée in the Atlantic City hotel elevator where he punched her. His left hook knocked her unconscious and he proceeded to drag her out of the elevator. Initially the NFL suspended Rice for two games for the incident. Due to the punishment being viewed as too lenient Goodell had to adjust the leagues’ domestic violence policy. Rice sat out the first game of the season as apart of his suspension and appeared to be able to return by week three until TMZ released the full surveillance video of the couple’s altercation. Criticism then rose once again for Goodell, Rice, and the NFL and raised serious questions for how this situation was handled. Shortly after, the NFL claimed to have never seen the Rice video until it was released by TMZ. Now that the Raven’s coach John Harbaugh saw the video he said, “It changed things.”
The Ravens then cut Rice and suspended him from the NFL indefinitely. This seemed to be the pending justice that was deserved until word gets out that the NFL apparently did not ask enough questions in the first place. TMZ says the NFL never contacted the hotel to obtain a copy of the surveillance video nor did they respond back to TMZ when they tried to reach out to them concerning the video before releasing it. In addition, it was confirmed that the NFL was sent the video back in April. Regardless, according to Goodell, Rice’s account of what happened differed from what the full video showed. So now that pitchforks and torches are heading towards the front doors of the NFL they announced that an investigation into how the league handled the Rice situation would take place. Questions needs to be answered, such as: What is Rice’s NFL career status now that this has transpired, and Goodell’s? Was this issue corrupted from the start? How many situations like this were swept under the rug before? Did the law drop the ball? Who will be held responsible?
The NFL has lost credibility, those in power have lost trust, and the law has lost respect. This is beginning to unravel before our eyes and it only seems to get worse and worse until people start owning up. At this point it seems to be a he said, she said game and everyone is trying to find someone to blame rather than himself or herself. Yes the public has gotten apologies and yes we have been promised stiffer policies but words mean nothing at this point. The public will not accept insincere apologies and broken promises. The public need to see the slap on the hand and a punishment fit for the crime. This situation raises many concerns rather than just who needs justice. This case has and will be made an example of. This could either be hope for victims who suffer under the hand of their partner or hope for the culprit who lays a hand on the weak daily.