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Posts Tagged ‘#smbeb’

I admit to reading most of the half-dozen-volume diary of Samuel Pepys, the 17th-century British administrator, whose collection was passed on to me in a stack of paperbacks and whose entries often ended with “and so to bed.”

Those few words come to mind with the recognition that the early days of blogging to explore being a modern-day diarist are past. Or, in the words of JD Lassica of Socialbrite at a recent Social Media Breakfast, “No one is going to go home and blog about this”.

Maintaining a lookout for potential topics, however, with the intent of mixing medium and message on a social media platform, has led to a few recent observations to share:

First, I was advising a colleague about selecting effective keywords for AdWords by combining a broad general term with a specific one. Later, I saw someone post that broad + specific = tailored in marketing in general, indicating that observation is not unique to one medium. (Just like finessing headlines was important even before the SEO days.)

Second, someone else was pondering the utility of having a social media presence. Does it equate earned exposure? Not participating is a lost opportunity to cultivate an impression from the standpoint of having a professional persona. Maybe the public portrayal lacks the panache of external validation by, say, a major media outlet. But it also is part and parcel of having a virtual identity in the days when distance is dead, audiences are fragmented, content gets forwarded fluidly, and mass channels are waning.

It can be a milieu for connecting to a constituency directly and developing a climate of transparency, trust, and interaction that sets a tone just like other hallmarks of an enterprise do – from its letterhead and utterances to its location, architecture and reception lobby.

Plus, managing perceptions by intentionally crafting a relatively uniform voice and approach indicates the organization is self-confident and responsive to appropriate opportunities.

In the days of crowdsourcing, people curious about your enterprise may be as apt to check your social media sites, or view posts by avid industry-watching bloggers as they would be to navigate first to your own home page. The validation comes from the crowd.

If you are already accessible and have built a trustworthy baseline, you do have an established path to disseminating information, perspective, and alerts when necessary.

Social media may serve as a resource among a stream of content that is shared, providing a different sort of credibility, esteem, and reach.

While participating in posts and comments may not be your main business pastime, the virtual connections made possible by curating your own content in a digital world still allow your organization to establish its unique niche, count for consideration, and wield a bit of influence at the same time.

The shift in perceived value is reflected in priorities evidenced by business sectors; among a cross-section of organizations, the Center for Marketing Research at the University of Massachusetts reports that universities, followed by nonprofits, are the biggest participants, with large corporations apparently lagging in blogging, at least.

With that, this particular blog will officially draw to a close, while leaving archives up for future browsing.

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Word of Mouse

Somehow it all comes down to trust. My neighbor and fellow IABC member Shel Holtz was commenting at today’s second East Bay Social Media Breakfast that a dozen years ago the research emphasis there was on topics such as these . . . on the linkage between that quality and business communications approaches. (more…)

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