- Sending out promotional copies to reporters to create buzz without a plan for how and where the story would break. It's not clear whether and how these might have been embargoed, but if there were such limits, they didn't work--and it appears there was no backup plan if the story should leak. Close readers will note that this approach allowed Politico to post a PDF of the article well before RS had its online version up.
- Planning for traffic at newsstands, but not online. I'm just sayin'.
- Not being the first to post your original reporting. The general had already apologized before RS posted the article. We'll never know how many might have sought out RS and commented there if the article had been posted right away.
- An apparently broken social sharing option ("like" or "share" buttons attached to the article).
- Error messages when readers try to view comments on the article.
- Other barriers that make it tough to leave a comment. From the article: "Try to leave a comment on the site. First, you have to register. A popup appears with required fields like your gender and your birthday, setting the bar high to leave a comment. (Note the non-registration required button that lets users “like” a comment has attracted hundreds of clicks — even though the ability to “like” the entire story seems broken.)"
Related posts: How do you test your social media reflexes?
Breaking news in social media: 5 step-by-step guides, plus one
Check out don't get caught on Facebook, where I'm floating ideas and discussing them before they appear on the blog. It's shaping up as a great networking community for communicators.
New here? Find out how to subscribe to the blog and my free monthly newsletter.