Social media is not a strategy, but a tool or enabler of an overall communications strategy. It is essentially one of many channels that can be included in a digital marketing strategy. Successful companies align their social communication channels with business goals and integrate social media into all of their marketing programs.
Social media is quite often less expensive than advertising, and in some respects far superior when looking at it from potential amplification and sharing of content and key messages. Good content undoubtedly spreads like wildflowers! Continue reading
Marketers love branding, awareness, and lead generation programs. They develop compelling value propositions—encapsulating the benefits of a product or service for a targeted group of customers. The multi-channel marketing strategy is put in place and aligned with corporate objectives. Marketing is ready to go-to-market. What can possibly go wrong?
For one, there is a potential gap between marketing objectives and field execution, where customer-facing sales people engage with buyer organizations. I liken it to the “last mile” metaphor because this is the vital final link of the communications strategy trail for a targeted audience.
Marketers must be ready to bridge any potential gaps in strategy execution. This is where sales enablement comes into play by helping the sales force sell more effectively. Continue reading
It was just a month ago, almost to the day, when the Twitterverse exploded with news that the lights went out during the Super Bowl game. 231,500 Tweets per Minute (TPM) to be exact. Okay, I admit the Beyoncé half-time show generated over 5 million Tweets, but Super Bowl XLVII will be remembered for its period of darkness, perhaps more so than the game itself.
Entergy New Orleans, the utility company powering the Superdome, quickly went into crises management mode. After all, they’ve had lots of communications experience powering the storm laden Gulf coast and southern states, and most notably having dealt with Hurricane Katrina which devastated New Orleans back in August, 2005.
Social media has changed crises communications forever. The old way of assembling the crises team and calling in the PR firm to craft a corporate statement for a newswire service is so yesterday. You need to act swiftly, recognizing the hyper velocity and amplification of social networks!
Let’s look at the Entergy response to the crises which exhibits five key principles in crises management that are applicable to all companies: