Corporate Eye

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Bridget Wright

Bridget Wright

Corporate Social Media Relations Challenges

Corporations face many of the same challenges as any other business. They too have issues in human resources, finance, management, administration, marketing, etc. There are often entire departments dedicated within these groups to deal with issues that arise. There may be “think teams” assembled to tackle the challenges that corporations face and to come up with a resolution to the problems.

The Internet Factor

With the popularity of the internet, there is a new challenge that corporations may also face. This challenge is in the area of social media and/or media relations and finding the cohesion with their corporate structure. The internet is a wonderful tool, but it can also be an overwhelming resource for corporations who may not be ready to face the issues that it presents.

For instance, corporations have sales teams that pitch and deliver their product or service to potential clients. Issues often arise in sales that may require the salesperson to visit the client. There may be a need to replace a product or to assess the level of customer service and quality on their account. These things can often be remedied with a person-to-person sales call or manager’s meeting. However, if the corporation is also doing business online, how does the salesperson make the uneasy online client feel confident in their buying choice? How can they smooth over a client who has received the wrong product, or worse, been over-billed for a service?

What can an online corporate structure do  to meet the challenges that technology presents? While there are no hard rules to resolutions to corporate issues, there are a few guidelines that may work. They may not fit every situation or every corporation, but they can be applied to most any online situation.

Find the social media outlets that work

Whether it’s Facebook, Twitter or your in-house marketing team, find a social presence that matches your company’s personality. This is important in establishing yourself as a viable online presence and finding the customers for your product or service. All social media outlets work on the same premise but in different ways. Do you want to share photos? Share news stories? Interact with customers? Determine the outlet that best fits the corporation’s persona and maximize its usage.

Set measurable goals

It’s arguable that it’s hard to measure productivity through media relations efforts. How do you know if people are responding to your pitch or if they were just in the right place at the right time? Instead of looking for determinable milestones, measure goals internally. For instance, set goals to establish and grow your customer forum for feedback. You can gauge satisfaction results from the forum as well as tweak areas of needed improvement based on the client’s interaction and feedback.

Create trust

Nothing creates trust more than consistency. It is important to be consistent in all things related to social media relations and your target market. Especially when it comes to online functions, it is imperative to create a trusting relationship that your readers can depend on. Keep a consistent schedule of posts, e-newsletters and regular announcement. Readers and customers learn to trust you when they see that you are consistent in keeping your word in all facets of your marketing efforts.

Another important consideration would be to target those who are the decision-makers or the influential leaders. This may not necessarily be someone who is directly involved in media production, but someone who has the authority to make decisions. It may be difficult to find who your key contact is, but make diligent efforts to do so and communicate with them as much as possible without being overbearing.

What are some challenging social media issues that you’ve experienced in your corporate culture? What steps,if any, have you taken to remedy the situation?

How to Avoid Hurting Your Social Media Image

On Thursday, March 11, 2010, CNN.com published a news piece about how a soldier possibly leaked covert information about a military operation that could have tipped off the enemy and given them an advantage over what they were trying to accomplish. Here is a blurb of what the soldier blogged:

“On Wednesday, we are cleaning up (the village). Today – arrest. On Thursday, God willing, we will be home,” the soldier, who was not identified, posted on the social networking site, according to IDF. (Source: CNN.com)

No Harm, No Foul?

The division commander of the unit decided to cancel the operation altogether rather than risk any undue harm or surprise attacks from their enemy. The soldier was reprimanded for stepping out of line and divulging information that could hurt people and plans. Although it wasn’t a very smart move, wouldn’t you say that the soldier was just doing what the rest of online socialites and news hounds are doing? He was just reporting the news, what he saw, how things looked and what could be next. Surely there is no harm in that….is there?

Evidently there WAS some harm in what the soldier posted on Facebook, enough to have him sentenced to ten days imprisonment and for the entire operation to be scrapped. I’d say it was pretty darned serious and harmful.

Corporate Sites Should Tread Lightly

Although social sites like Facebook and Twitter are enormously popular and beneficial for businesses, there are some rough, unwritten (in most cases) guidelines that online businesses and corporate media departments should observe in order to avoid embarrassing situations like these. It’s also to ensure that the best quality and accurate information is provided in every post and in every communication that is made with their customer.

The soldier reported the facts, plain and simple. There wasn’t any conjecture or opinion, but he updated his Facebook status based on what he saw at the time. The only thing that was inaccurate here, if there can be such a thing, is that the IDF soldiers are prohibited from posting, tweeting and updating their status or in any other format that contains classified information. That’s also plain and simple, however it seems that the soldier refused to acknowledge that guideline nugget. As for corporate media departments, cases like this can also happen and can cause just as much embarrassing and sometimes irrevocable damage. How can this be avoided?

1. Corporate media employees

Assign one to two persons only in your corporate media department to work the social media angle and get news stories published on your website. There can and should be a committee if necessary, but only allow key individuals to actually make the posts or upload them to the site. This gives the site’s editors time to review the piece and make sure that it represents the corporate entity accurately and positively. Had someone reviewed the soldier’s post beforehand…

2. Develop Posts

Be clear to the editors what kinds of posts you want to represent on your site. Don’t make the mistake of assuming that they should “know”, but actually spell out to them your expectations and quality level that you expect. Although the soldier may have been aware of his disregard, it was too late after he had posted it. By making sure that everyone understands what is and what is not acceptable can save you a lot of grief and embarrassment for future times.

3. Resource Availability

Limit availability to networking resources within your department. Allow the writers and online executives to be themselves of course, but have a system in place that will block and allow the parameters that you set. For instance, do you prefer to read ALL blog posts before being published? Set this up so that there are several sets of eyes on the post before it goes live to the social networking sites.

Embarrassing situations can happen to any company, especially online. Has anything like this or similar to this ever happened in your corporate media department? How did you handle it? What guidelines does your corporate structure have in place regarding social media and how to handle situations when they arise?

Awareness Social Marketing Hubs are the New Way to Network

Keeping the social networking wheels turning and moving is the secret to any online networking success. Social media marketing has evolved significantly over the last few years. There are numerous social media consultants both online and offline whose goal is to help clients through social media awareness and exposure. There are many companies, both large and small, who work tirelessly through social networks to get noticed and for their voices to be heard.

Where major social networking resources like Facebook and Twitter have become ever so popular, there has arisen a newer, more relevant tool that is making quite an impression for corporations and online businesses. Awareness Social Marketing Hubs seems to be the new ‘kid on the block’ with a highly creative business concept that brings together multiple forms of social networking platforms for clients.

The hub is different in that it integrates several platforms for the client, manages them and seeks to bring results to the client through exposure, awareness and essentially, just being social.

The Awareness Social Marketing Hub gives marketers the ability to centralize social marketing programs and simplify the management and execution of social marketing strategies across multiple channels.” Article

Much of the glamour and attraction about Awareness Social Marketing Hubs is perhaps the convenience and expertise that is placed behind the concept. The folks who orchestrate the idea know exactly what they’re doing, and they do it quite well. They take several brands or channels of networking and integrate them seamlessly into one “way” of implementation. The client doesn’t have to worry about switching back and forth and back again each time they want to make contact within a social network hub. The point of communication spans across the pre-determined fields and they are able to maximize the contact(s) that they have with each client.

Will companies see the inherent benefit of this type of social marketing? Will online companies catch on to the idea of a marketing hub and acclimate it to their marketing strategies? How likely is it that the idea and concept will be viral enough to transcend into smaller hubs, like niche communities in arts or technology? Here are some of the features and benefits of the concept and idea of Awareness Social Marketing:

  • The marketing concept of the idea is more centralized and highly strategic in its reach. Because it transcends so many channels, it has the ability to reach multiple communities and maximize its effect.
  • It offers a “one-click” publishing model across several channels at once. This is attractive to many clients since significant time is spent when you’re trying to post to several social networks. One-click eliminates that and more time can be spent on producing quality, relevant content.
  • All of the pertinent information can be entered once into one central location and delivered to the channels automatically. This includes uploading photos, entering texts and links and sending them to Facebook and Twitter.

So which direction do you think this new technology is headed? Given that there is already success with the concept with major companies like Kodak, Sony, Best Buy, USA Today, Progressive Insurance and other major companies (source), the idea is not only catching on but is absolutely viral from all aspects. Working out any glitches will be a part of any major project of course, but streamlining systems for clients is absolutely a plus for any company. I am going to keep my eye on this one because I do believe there are many great things in store. Will you be following them as well? What is your idea about this innovative concept?

The Positive Effects of Corporate Media Blogging

Corporate blogging is a technique and marketing tool that is slowly but most assuredly catching on in the corporate mainstream. Corporations are starting to see the inherent value of a solid blog that speaks directly to their audience. There are literally hundreds if not thousands of corporate blogs that address everything from media relations to social responsibility. This is a very good thing, and a sign that corporations are making concerted efforts to decentralize and universalize their communications target markets.

Social Media Contact

Corporations that give attention to the merits of social media are undoubtedly paying off. One such example is the case of the Jet Blue Airlines from a few years ago. With the help of seasoned writer and blogger, Debbie Weil, something that could have been potentially harmful for the company worked out very well.

Debbie’s book on professional blogging and social media outreach offered insight to the company about the need for them to make a corporate statement and the need for them to take advantage of social media.

By doing so, the company accomplished several things:

  1. A new presence in the world of social media and blogging. Debbie’s book was a welcomed tool for the company and they used her suggested practices right away, resulting in positive desired effects.
  2. Being proactive in offsetting any potential ill-feelings that consumers would have had about their service. This went a long way in ensuring repeat business from some of those same customers.
  3. Understanding the importance of establishing themselves in the online social world. Once they recognized the impact that social networking had on their business, they began to utilize the service more to their advantage.
  4. Implementing a dedicated department to handle social media issues. This is important when social networking is at the crux of any business. In order for that phase of the business to thrive, it needs dedicated manpower to ensure that the resource is being fully implemented.

Implementing Campaign Strategies

Corporations are starting to embrace the valuable merits of social media and networking. They see it as an alliance to the marketing efforts that are already in place, and are using it to its maximum capacity to work productively for their company. What are some things that your corporation can do to enhance its corporate media relations campaign? Here are a few suggestions:

  1. Realize the importance of interacting with readers. Almost everything written on blogs is done in real time, therefore readers are updated almost instantly on news, developments and changes within a corporate structure.
  2. Dedicate the time that is necessary to make the campaign productive. Invest both time, money and manpower to ensure that the campaign has what it needs to operate effectively.
  3. Be realistic in your expectations. Your corporate blog may not attract readers right away, nor will it appear as if it is even being read. But take heart; be diligent in growing the blog by being consistent, factual and interacting with the readers at every available opportunity.

Corporate blogging and social media efforts definitely have their place in the corporate structure. With a well-devised strategy plan and a commitment to watching it grow, corporations can become just as involved as social media individuals and garner the attention they seek for their online business.

Image Source: sxc.hu

Sara Lee Targets the Mom Audience

Corporations have several purposes, one of which is to solve a problem or to address a need. The Sara Lee Corporation aims to satisfy that concern by creating a new, interesting segment to its corporation, appropriately addressed as a “Saga Solver.”

Problem Solver

This new corporate development in their social media campaign efforts was released last week. The program is designed to help busy moms with household decisions in making and preparing meals and selecting healthy food alternatives for her family. Each segment is presented as a ‘problem’ of sorts and offers a panel of field experts who help moms figure out the answers to their family’s concerns, all sprinkled with humor and entertainment. Here is one of the videos from the corporation that they’re using as a social networking tool to reach busy moms:

Saga Solvers: How Do You Stop Being a Short-order Cook?

Niche Target Audience

The Sara Lee Corporation is aiming and targeting moms in its campaign by showing them how some of their problems can be solved with their products, and lending a friendly, professional ear also seems to help the situation.

They’ve made this social networking campaign to be inclusive of all moms; working moms, stay-at-home moms, student moms, etc. They are also heavily utilizing their Facebook page to promote the new segment and entice feedback and responses from their readers. How successful is it so far? As of today, March 2, they have over 23,000 fans on their page and it’s steadily growing!

When corporations target a specific niche audience, they are usually successful because their resources are targeted towards those demographics and marketing specifically to their needs. And, what does every mom need? She needs for her life to be simplified and as hassle-free as possible. Kudos to the executives at the Sara Lee Corporation for recognizing and addressing a need and for offering solid advice with a bit of humor.

What do you think of their new Saga Solver segments? Do you see the immediate benefit of the advice given and where it would be of help to moms?

Social Networking and Client Communications

Being in the business of online content production in various platforms can be both rewarding and laborious at the same time. Depending on to whom you speak and in what context you discuss it, being online can be a huge benefit for some but a nuisance for others.

Social networking is the booming choice these days for companies who are trying to reach potential customers in various demographics and buying patterns. No doubt that any company will tell you that they want as many customers they can get. They want to attract long-term clients and build solid business relationships that they can enjoy for years to come. How do they propose to get this business? Will old marketing systems still work just as effectively?

The Importance of Networking

Social client networking is critical and necessary for effective client communications. There isn’t any way that a corporation can be effective in the online community without establishing a presence that anchors them in the business world. Customers don’t only rely on brand names or household names anymore as their sole reason for doing business. They want to know what other customers think. They want to know what others clients’ experiences have been. They want all of the information they can obtain before they make a buying decision, whether that’s to buy a widget or to make a long-term financial investment.

Communicating in Networking

Communication is important in any business. Social networking has flung the door wide open for corporations and small businesses to build their network of loyal customers. There are online communities, discussion groups, Twits and fan pages that all serve to sing the praises of any business who has chosen to work online. In order for the business to be successful in their communication efforts they can implement the methods of several ideas:

1.) Set up a social networking platform, whether that’s a blog, an online newsletter, a Facebook page or a Twitter account. Do something to establish a presence in the online world.

2.) Work and develop your online presence. It’s a great thing to have a Facebook page, but is it being put to use? Interact with other social marketers. Answer and ask questions that pertain to your niche. Become the preferred “go-to” person or corporation when someone is looking for information on your subject of specialty.

3.) Vary your social networking platforms. Don’t be narrow-minded: not everyone is on Facebook and Twitter. They just happen to be popular name brand sites that you hear everyone buzzing about. There are other sites that are just as effective and have many users in your demographic area. Find out what groups fit your company’s mission and become an active part of the community.

4.) Keep a polished presence. This counts for both your blog and website and any other forms of communication that you have established. Be as professional as possible at all times. Make sure your site and blog(s) are clean, easy to read, engaging and offer value. Make sure everything about your online presence is outstanding because your readers may visit your site only once, and first impressions are lasting impressions.

Social networking and communicating are both efforts that have to be maintained and tweaked when necessary. They can’t be set on auto-pilot and be expected to work on their own. A few dedicated minutes per day or a couple of hours per week should be sufficient to ensure that your corporate blog is getting the attention it needs and exposure for your body of work. In the long run, the dividends are invaluable and the initial investment of time and skill will have been all worth it.