Social Media Strategy at the Third Annual Walsh College Small Business Conference

I was recently asked to speak on the topic of digital marketing and social media strategy at the third annual Walsh College Small Business Conference.  Walsh has always been known as one of the region’s top business schools, and their continued commitment to providing local companies with the tools and counsel for growth is definitely commendable.

This year’s conference focused on “The Big 3″ for small business: marketing, management and money.  Numerous breakout sessions where available that shed light on a variety of topics including cash flow management, tax strategies, H.R. regulations, business succession planning, electronic payments and marketing communications.

While floating among the conversations and seminars, I noticed that social media was a hot topic of discussion.  Even Jim Hiller, the conference’s keynote speaker and founder of the uber-successful Hiller’s Markets, regularly referenced the use of free social technologies as a way for small businesses to cope with the “post-advertising marketplace.”

However, with all this talk of social media this and social networking that, small businesses often get caught up in the technology before developing their strategy.  Companies need to create a plan that aligns with core business objectives instead of trying to repackage their goals so they can fit them into a certain network or community.  It just looks messy… and not in a good way.

As digital technologies evolve and continue to gain more traction, will we see more companies stating “we have Facebook” instead of “we have a strategy?” Are we already at that point?  What do you think?

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What I Wish I Would Have Known

As of this month, I have officially been with my agency for two years.  Having entered the field fresh out of college and with no real experience, I cannot help but think of all the valuable knowledge I have picked up over the past 24 months. I truly cherish every bit of it.

While learning on the go has definitely been an amazing (and sometimes challenging) experience, there are things I wish I would have known prior to getting my start in PR.  For instance, changing the focus of my undergraduate studies from communication and political science to PR would have been a big help (I did want to be a lawyer till about two weeks before graduation… obviously, that worked out).   However, I am thinking of more practical, or perhaps philosophical, advice that would have made me better prepared for the world I was about to enter.

If I had a nuclear-powered Delorean, here is the advice I would share with my former newbie self before I got started.  Maybe those of you looking to break into PR can learn something.

(1) You need to become a master storyteller

Being captivating and informative is now your job.  It will help you craft bulletproof pitches and develop copy that will raise eyebrows.  If you need a creative outlet, consider blogging.

(2) Relationships are priority number one

Every chance you get to attend a networking session or meet a reporter face-to-face, try and make it happen.  The ability to create, maintain and (eventually) leverage relationships, especially with the media, is crucial to your success.

(3) SEO is now your friend

Learn everything you can about tagging, keyword density and all the magical components that help optimize content and make it easier to find.  Your clients will thank you later.

(4) Read anything and everything available

There are so many intelligent people out there full of amazing thoughts and opinions about the PR industry.  Your RSS reader should basically be bursting at the seems.

(5) Learn whatever you can from those who have been in the trenches before getting behind a desk

Reach out to those who already know the ropes and can give you advice.  Offer to take a PR pro to lunch or out for a cup of coffee.  Ask them questions about what they do and why they do it.  You will be glad you did.  (Todd Defren over at PR Squared has a great post on this subject.)

(6) Perfect your elevator pitch

Know how to sell yourself, your capabilities and your agency/company to everyone you meet.  Even if they are not a potential client, they just might know someone who could use your help.

(7) Build a personal advisory board

Create a network of trusted peers and mentors both online and offline.  When you have a problem, a tough decision to make or a new idea you want to explore, you’ll often ask these people for their opinion.

(8) Understand that this business is more than just event planning and press releases

If you want an edge, learn about the “business” of doing business.  Explore discussions on finance, management, sales, accounting and other core functions of business operations.  Why does this matter?  Understanding those elements, and how they coexist with PR and marketing communications, will make you more valuable to your clients and your company.

If you had a time machine, what pearls of wisdom would you share with your rookie self before starting your career?

(image courtesy of 96dpi)

Filed under: blogs, business, career, graduate school, marketing, public relations , advice, blogs, business, business relationships, career, marketing, media, public relations, rookie, social media

Blogging Basics From Business School

Since Forrester recently announced that the majority of corporate blogs suck in eyes of consumers, it’s pretty amazing to think that even with all the available knowledge and advice on blogging shared by marketers, PR professionals and Web strategists, businesses still don’t get it.

However, having recently finished my first graduate-level marketing class this past semester, I saw a tiny ray of hope contained in my textbook: advice on blogging is slowly infiltrating traditional business school discussions and influencing future decision makers.

While most of the blogging concepts mentioned were extremely broad and incredibly consumer focused (sorry B2B firms, not your time yet), the fact they at least made an appearance was comforting.  Even though I initially expected an entire chapter devoted to social media (note: in my dreams), I had to settle for a little section about blogging under the title “Etiquette Tips for Marketing Professionals.”   Here is a short excerpt.

All companies have Web sites, and a growing number also operate corporate blogs.  Usually written by trusted employees to present a human face to customers, company blogs can serve as useful forums for touting new products, squashing rumors and fielding customer complaints.  But bloggers who write about their companies unofficially, in personal blogs, should be careful about what they say.  Indiscretion has cost more than one outspoken employee a job.  Here are some guidelines for bloggers, especially those who want to write about their workplace, boss or colleagues.

1. Think before you write, and don’t post anything you wouldn’t want to see in the newspaper.
2. Check your facts before you post.
3. Make sure you don’t confuse free speech with irresponsible speech.
4. Ask yourself whether your readers really need to know the content of your post.
5. Don’t post when you’re angry.  You’ll say things you may regret.
6. Don’t respond to reader comments when you’re angry, and never say something you wouldn’t say in person.
7. Never name names.  Even if you use pseudonyms, supporting detail can identify the people you write about, as it did in the case of at least one fired blogger.
8. Avoid pranks and hoaxes; they will misfire.
9. Don’t make the mistake of thinking a negative blog about your firm or industry will help your career.  It won’t.
10. Accept that if what you write is negative or controversial, you won’t remain anonymous for long.

It’s not great… but it’s a start.

I think number five can be debated.  Readers want more than just useful information when reading corporate blogs; they want a blogger with passion.  And sometimes when you really love what you do, you get angry.  As long as you’re not conflicting with number three, and posts are constructive versus direct attacks, you should be ok when it comes to taking a stance or voicing an opinion.

When it comes to number seven, I think that falls back to number one.  Don’t post what you wouldn’t want public.  Are you seeing a whole checks and balances trend here?

For the next edition, here are a few basic thoughts I would include:

• Corporate messaging doesn’t have a place in blogging.  Adopt a conversational tone when posting items.
• Focus on creating content that helps your customers, not selling them products.
• Don’t rehash press releases or company announcements.  Produce original content.  That’s what brings readers back.
• Be genuine.  Consumers aren’t expecting to hear all your secrets.  They just don’t want to read “half-truths.”

Maybe this is the ideal method to “catch em’ while they’re young” and persuade future executives to view social media programs (like blogs) as viable communications tools?  I look at it this way: even if they’re not running the program, they could be the one who has the final say on the creation a corporate blog or the direction of the content.

If you could give a few pointers to a future executive who might just be managing a corporate blog in a few years, what would it be?  What basic advice would you give to help them create a blog that doesn’t suck?

photo courtesy of mpclemens

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