Leading the social media charge in an industrial B2B world is not an easy task. To date, companies in the industrial sector have been slow to adopt the technology — which has been exploding over the past 10 to 15 years — thinking that their industrial customers simply aren’t there. But the tides are shifting – social media marketing budgets are projected to double in the next five years (Source: Social Times).
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There have never been more outlets through which you can share news about your company and your industry, but sometimes, the opportunity of just how many places you can shout news from the rooftops can be overwhelming. To remain effective in sharing your story, the most important strategy remains telling the story the right way — to the right audience.
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Ask the question “How do you measure PR?” and you will get varied answers. Some believe measuring public relations is as mythological as a unicorn because things like reputation and trust cannot be measured. Very true; however, strategies and tactics can be measured, as well as how a message is perceived by its intended receiver — hence the science behind public relations.
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There are many factors to consider when determining which social media channels should be part of your business strategy. Business objectives, marketing objectives, company vision and mission statements are considerations on a broader scale. Things like resources, budget, content and overall social media objectives also play a role in determining which channels your business should be actively participating in.
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In a crisis concerning your organization your spokesperson should quickly become the authoritative voice of information. Working in tandem with authorities, the company’s comments carry great weight with the media. The media wants information, and they will find it whether you step up and step out or not! Don’t let others do the talking for you. From the media’s point of view, in a crisis they simply want the best information as quickly as they can get it.
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It turns out I have one thing in common with Jack Torrance, the character played by Jack Nicholson in the 1980 movie The Shining (from which the title of this blog post is inspired). Like him, I require a healthy work/life balance. That is about the only thing we have in common, however. If you’ve never seen the movie, Jack — a former teacher and aspiring novelist — takes a job as the caretaker of a secluded hotel during its off-season. The isolation of the job (among other factors) ends up driving him mad.
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Benjamin Franklin never had to worry about a social media crisis, or a media swarm of cameras or the idea that something he uttered in private could be worldwide fodder in the click of a button. It was simpler times, but the quote rings as true today as it did in the late 1700s. It’s not sexy to plan for what ifs and the ROI is not always immediately apparent, but if you’re not prepared for “if” to happen — “if” will eat your lunch.
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The question requires the same assessment process as building a website, print campaign, e-marketing planning, social effort or any other channel communications. The desire to have a branded app doesn’t necessarily mean it’s the right solution for your brand, company or customer base. Asking the question “What problem are we trying to help solve?” can help to direct efforts down the right path.
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I geek out about content strategy. I’m not ashamed to admit that I’m a content nerd. Recently a couple of coworkers and I attended Confab — the annual content strategy conference in Minneapolis, Minnesota. Six hundred people with a passion for good content got together to share ideas, show off work and network with strategists from brands like Facebook, Instagram, General Electric, Coca-Cola and Whole Foods. (It was awesome.)
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Interested in content strategy but don’t know where to start? You’re not alone. This week more than 600 marketing professionals gathered in Minneapolis, Minnesota, for the annual Confab content strategy conference hosted by content gurus Brain Traffic. From those just getting started to seasoned professionals, the two-day event brings together those who have a passion for improving content. I’ve collected a sampling of insights from a few of the first-day speakers.
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