Kryptonite Strikes Back (and Other PR Blog Jots)

Unlocking Blog Relations
What’s Next
BL Ochman reports on yet another possible blogstorm for the infamous Kryptonite bike lock company, who suffered a major online crisis a couple years ago when it was revealed via blogs that their bike locks could be foiled with a simple Bic pen. Another blog has posted about the company, reporting that a pair of bolt cutters can also easily break the lock’s defenses—but this time, Kryptonite responded. They point out that the cutters are professional-strength, running about $600-$700, and only used by thieves with access to such high-end equipment. “Despite the fact that it took them weeks to come up with their response, I think the company has handled the situation in a reasoned and thorough way. Given the breakneck speed with which online communication moves, and the amount of damage that can be done in hours, let alone weeks, the speed is my basic point of contention.”

Even Fictional Characters Need to Update
Brand Flakes for Breakfast
To promote a new show about a computer geek named Chuck, NBC set up several social networking sites in their new character’s name (he is on Twitter, for example), but Darryl Ohrt points out that in order for the marketing ploy to work, “Chuck” needs to keep updating. Just like in real life, if you don’t update your blog or other sites regularly, your followers may lose interest. “The lesson for businesses here is that if you're going to USE social media, use it. Don't create an empty Second Life presence, an empty Twitter page, or non-active social network page. It would be better not to embrace it at all. Chuck just lost an opportunity to build anticipation for his big debut.”

Blocking Software Unnecessary?
Shel Holtz
In response to reports that many companies in Britain have blocked employee access to Facebook and other social networking sites, Shel Holtz questions the necessity of expensive blocking software for employers to hinder employee access to “forbidden” sites. He notes that the lost productivity claimed by the creators of such software is really a myth, and wonders why individual productivity issues can’t be handled by supervisors on a case-by-case basis. “The solution is simple: Establish and communicate policies governing what employees can and cannot do online. The policies should recognize that business value can accrue from these activities and that some personal activities are acceptable, assuming it’s not interfering with the ability to get work done. Supervisors should be trained to identify abuse so that policies are enforced by exception.”