Collector - December 2017 - 37

TECHNOLOGY

among the most popular sources for news,
according to a recent survey from the Pew
Research Center. In August 2017, two-thirds
(67 percent) of Americans were getting some
of their news on social media-with two
in 10 doing so often. This figure represents
a modest increase since early 2016, when
(during the height of the presidential
primaries) 62 percent of U.S. adults reported
getting news from social media.
For the first time in Pew's surveys, more
than half (55 percent) of Americans ages 50
or older reported that they were getting news
on social media sites. That is 10 percentage
points higher than the 45 percent who said
so in 2016. Those under 50, meanwhile,
remain more likely than their elders to

"This is new technology for an old guy like
me," Jordan said. "I'm still learning, but I do
like to get news from social media because
I find articles that I would not have come
across otherwise."

TWEET YOUR WAY TO THE C-SUITE
While Facebook, Twitter and LinkedIn
are widely used throughout the industry,
Kim Andosca, executive director of the
California Association of Collectors, has
seen an enormous level of success on
Google+, a social network similar to ACA
International's The Hub.
These platforms provide members
with a closed chat room to enable private
discussions about industry trends, news and

"Whether we want to or not, we're all
on social media-so we use it to get good
information out there."

get news from these sites (78 percent do,
unchanged from 2016).
Looking at the population as a whole,
Facebook by far still leads every other social
media site as a source of news, according
to Pew. This is largely due to Facebook's
significant user base, compared with other
platforms. Specifically, about two-thirds of
Americans (66 percent) use Facebook, and a
majority of those users get news on the site,
similar to 2016.
ACA member Michael Jordan is among
one of the 66 percent who checks out social
media for the latest headlines. Jordan, vice
president of High Mountain Funding Inc.,
noted that he's been actively posting positive
industry news on behalf of his company
for about two years, but said he does not
necessarily view his use of it as marketing
and advertising.

COLLECTOR 12.17

other information without concerns that
non-members or non-industry employees
will have access to the content. Experts
agree that engaging in social media as a
means of understanding your consumers,
clients and potential clients is essential to
surviving and succeeding today.
In their book, "A World Gone Social,"
authors Ted Coine and Mark Babbitt write,
"Social media (and the analytics that
help us measure our impact) is the most
revolutionary tool executives have ever
had to learn, interact with, and capitalize
on, all while building their personal and
corporate brands. Simply put: the Social
Age changes everything for executives of
the 21st century."
To illustrate their point, the authors
highlight a few well-publicized examples of
how some companies have turned lemons

into lemonade via the 280-character limit on
Twitter and an interactive blog.
In one such incident, they recount the
swift and effective action taken by Southwest
Airlines when one of its flight crews removed
a passenger from an airplane because of
his weight. After exiting the airplane, the
passenger responded by venting his hurt
and embarrassment on Twitter, unleashing a
firestorm of tweeters scolding the airline.
Southwest jumped into action and
neutralized the situation by posting an
apologetic blog post that netted thousands
of responses-including many critical of
the airline. Southwest did not remove any
comments-positive or negative, Coine and
Babbitt report.
While quick action helped Southwest
Airlines diffuse a tense situation, sometimes
moving too fast can create more challenges.
Hitting the send button without
proofreading can result in embarrassing
spelling errors, which may not be that
big of a deal-unless you're the U.S.
Department of Education. In February
2017, USA Today reported that the
DOE sent out a tweet misspelling W.
E. B. DuBois's name, then misspelled
"apologies" as "apologizes" in its follow-up
apology-for-the-misspelling tweet.
Branded accounts, such as those
representing Southwest and the DOE,
should be managed by employees who
are well-versed in social media and
understand the organization's messaging.
Before handing over a social media
account to any employee, Coine and
Babbitt remind employers to control their
social media accounts, passwords and
scheduled tweets/posts. Furthermore,
employers should monitor their accounts
frequently and be prepared to move
swiftly when personnel is separated from
the company.
Most professionals agree that the best
approach to using social media is to use it in
a thoughtful manner, and to remember that
nothing is ever really deleted.
Kim Coghill is ACA International's vice
president of communications.

37



Table of Contents for the Digital Edition of Collector - December 2017

President’s Page
Industry News
Best Practices
FYI
Collection Tips
Stronger Together
Taking a Layered Approach
Lines of Communication
Calendar
Honor Roll
Collective Intelligence
CFPB Issues Final Rule for Small Dollar Lending Market
Ask the Experts: Training Advice
Court Rules Voicemail is a “Communication" and Disclosing Name of Collection Agency Provides “Meaningful Disclosure” Under FDCPA
Compliance
ACA SearchPoint
Last Word
Collector - December 2017 - Cover1
Collector - December 2017 - Cover2
Collector - December 2017 - 1
Collector - December 2017 - 2
Collector - December 2017 - President’s Page
Collector - December 2017 - Industry News
Collector - December 2017 - 5
Collector - December 2017 - 6
Collector - December 2017 - 7
Collector - December 2017 - Best Practices
Collector - December 2017 - 9
Collector - December 2017 - FYI
Collector - December 2017 - 11
Collector - December 2017 - Collection Tips
Collector - December 2017 - 13
Collector - December 2017 - Stronger Together
Collector - December 2017 - 15
Collector - December 2017 - 16
Collector - December 2017 - 17
Collector - December 2017 - 18
Collector - December 2017 - 19
Collector - December 2017 - Taking a Layered Approach
Collector - December 2017 - 21
Collector - December 2017 - 22
Collector - December 2017 - 23
Collector - December 2017 - 24
Collector - December 2017 - 25
Collector - December 2017 - Lines of Communication
Collector - December 2017 - 27
Collector - December 2017 - 28
Collector - December 2017 - 29
Collector - December 2017 - 30
Collector - December 2017 - 31
Collector - December 2017 - 32
Collector - December 2017 - 33
Collector - December 2017 - Calendar
Collector - December 2017 - Honor Roll
Collector - December 2017 - Collective Intelligence
Collector - December 2017 - 37
Collector - December 2017 - CFPB Issues Final Rule for Small Dollar Lending Market
Collector - December 2017 - 39
Collector - December 2017 - Ask the Experts: Training Advice
Collector - December 2017 - 41
Collector - December 2017 - Court Rules Voicemail is a “Communication" and Disclosing Name of Collection Agency Provides “Meaningful Disclosure” Under FDCPA
Collector - December 2017 - 43
Collector - December 2017 - Compliance
Collector - December 2017 - 45
Collector - December 2017 - ACA SearchPoint
Collector - December 2017 - 47
Collector - December 2017 - Last Word
Collector - December 2017 - Cover3
Collector - December 2017 - Cover4
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