The question at hand is this: In corporate environments — primarily B2B — where the only new communications and marketing investments are those that deliver a return, what opportunities are corporate communications departments missing when they don’t engage with online networks?
As I’ve noted in the past, even B2B companies where there is little online conversation about their producuts or issues need to recognize at minimum that the ways people want to interact with businesses are changing. Which means that “getting the basics done” in corporate communications requires a new look at activities that once seemed like unnecessary distractions — like monitoring and participating in online social networks, managing company blogs and making use of RSS feeds and mobile features — are now part of “the basics” that need day-t0-day consideration by internal resources.
What are some initiatives that deliver a measurable return — either in advancing the corporate reputation or protecting it? I’m going to post some ideas each day this week. As always, I’m available to meet, discuss and deliver excellent counsel and support to help you make these initiatives happen in your organization.
Today’s idea #1: Doing a Better Job at PR and Media Relations.
Do the reporters and editors that follow your company post on Twitter? Do they have blogs? Are they using RSS? Are you outsourcing all of this to the agency?
You may be missing out for a couple reasons. First, reporters and editors appreciate having direct relationships with representatives of the company. Next, tools like Twitter and blogs make it possible to reach certain reporters in ways that you never could through email — commenting on what they do, sharing ideas and more.
But what is more interesting to a reporter — a Tweet or blog comment from the director of marketing at COMPANY, or one from an agency representing…who knows? Use the agency for strategy, ideas and formal pitching…in between, if you’re not connected with them, you may be missing opportunities.
Measure by clicks to your website, search ranking on key topics and sales.
Tomorrow: Getting in front of…or catching up to…your competitors.