Social Media: Conduit of communicationWritten by Tom Richard | | firstname.lastname@example.org
There was a time when Daylight Savings time was an inconvenience. This biannual changing-of-the-clocks has grown progressively less annoying over the years as more clocks automatically adjust themselves to the correct time.
With smart phones replacing wristwatches and computers replacing wall clocks, our timekeeping devices are getting smarter. In our vehicles our satellite radios, GPS devices, and OnStar units have become like grown children, finally able to take care of themselves. Even the clock on my nightstand somehow synced with the giant universal timepiece in the sky.
Love it or hate it, technology is integrating all of the little details in our lives. This integration is happening with or without our permission.
While many people are not talking about how impressed they are with the automatic Daylight Savings adjustments taking place on their preferred timepieces, people are talking about social media and deciding how it is going to fit into their business.
Yes, social media is the elephant in the room for many businesses. Just last week Facebook overtook Google as the most visited website in the United States. Should we do something with Facebook? What about Twitter, LinkedIn, or YouTube?
Hold your opinion about social media for just a moment; let’s take a look back fifteen years. In 1995, corporate websites were not “new,” but this was the year that businesses started to stand up and admit that, yes, they needed to get “on the internet.”
Back in 1995, getting “on the internet” amounted to throwing up an electronic equivalent of a brochure and calling it a website. Companies did not know where this internet thing was going, but we all accepted the fact that websites were here to stay.
Now, fifteen years later, a company cannot survive without a thoughtfully implemented website. Websites, and other technologies, have leveled the playing field. Companies now compete for market share based on their ability to connect with clients and provide salable value.
Technology has changed how we consumers get our information, make our decisions, and spend our money. Therefore, the business that focuses on innovation, performance, and service will earn the sale.
Social media is here to stay. Let’s learn from 1995 and not just “get a Facebook page,” and go about business as usual. Yes, we need to do more than to just Tweet about how great our products are and expect our sales to soar.
Being present in a medium is not enough; consumers are not idiots. Websites, Facebook pages, tweets, blogs, and forums are not like a box of brochures you order from the printer. These integrated mediums are tools that help you conduct good, old-fashioned business.
No matter what changes, consumers still have needs. No matter what changes, you still have salable solutions to fill these needs. Integrated media is best viewed as simply a conduit of communication. Therefore, to use these tools effectively you must view them as a means to connect with your public.
Start by having a clear objective for all of your corporate communications. Whether it is your boots-on-the-ground salespeople, your customer service representatives, your website, or your social media outlets, everything needs to be tied together – completely integrated with one objective. What are you trying to do? What are you trying to communicate through these technologically advanced conduits?
With a clear picture in mind, everything falls into place. Like my clocks automatically adjusting for Daylight Savings Time, your corporate messaging will just fall into place. Instead of having to go around and manually adjust each clock, each with its own quirky time setting requirements, your mediums will just sync with your one unifying theme.
Having this integrated corporate clarity will allow your customers to connect with you; it will allow you to shift your focus back to innovation, performance, and service – the truly important parts of your business.
For a list of objectives to help you plan your strategy go to www.boltfromtheblue.com and enter the keyword CONDUIT in the blue print box.