Before You Leap Into Social Media & Networking

Before You Leap

Six steps to your organization’s social networking success.

The Internet, more specifically social networking has changed the way people and organizations connect, create, stay in touch or seek help from others.

Citizen journalists are using social media tools like blogs, microblogs, and video sharing to inform the world of the events surrounding the 2009 Iranian election protests when traditional journalists were banned from the country. Musicians utilize services like Myspace and YouTube to launch careers and connect with fans. Companies employ wikis to collaborate on product develop, manage projects and customer relations, and provide technical support. E-tailers and restaurants apply reviews and opinions to increase traffic and drive sales.

However, many organizations are jumping head long into social networking before they know what it is, how to use it, what platforms their stakeholders may or may not use, and what social technographics define their stakeholders for fear they are going to be left out.

Others leap in because it is going to be a ‘cheap’ way of marketing themselves without having goals, strategies and tactics established, knowing the human resource and time allocations needed to get results, defining a method for measuring results, and determining what message(s) they’re going broadcast. Continue Reading

June 27th, 2009 | Category: Engineering, Management Consulting, Marketing Communications, Workforce Development | One comment - (Comments are closed)

Without Knowledge Your Marketing Investment Is Worthless

Without Knowledge Your Marketing Investment Is Worthless

Business owners invest in their firms, not stocks is the headline AP Business Writer Joyce M. Rosenberg used for her article in Crain’s Detroit Business, June 24th Small Talk section. It discusses how business owners, like you, are intending to invest in their businesses instead of the stock market, since it’s such a risk.

If business owners are truly going to (re)invest in themselves as the article states, then they really have to understand that marketing is an investment that they cannot do without. It’s one of the investments that, if done right, has the largest return-on-investment and impacts the business the most.

But sadly, I have to say, many companies start without any research. Many fly along by the seat of their pants. Many don’t have a clue who their competitors are, what their business structure is and how they are positioning themselves in the marketplace. Many don’t have an inkling who their stakeholders are, their customers’ needs and wants are, or how their customers get their information. Many don’t know what makes their own business unique.

If your business wants to gain the greatest return-on-investment possible, have the best conceivable brand image and awareness and have the largest sales increases attainable, you must do your due diligence before you invest. Hopefully, that is what you did when you invested in the stock market. So, the same principles must apply when investing in your company’s marketing because without knowledge the investment is worthless. Continue Reading

June 24th, 2009 | Category: Marketing Communications | Comments are closed