Bridging Two Worlds

A conversation about online media and what it means to your organization

Posts Tagged ‘Communication’

Strategy Always Comes First

Posted by B2W on May 22, 2009

Post by: Ruth Atherley of AHA Creative Strategies

There is an interesting article in the New York Times about one of the “hot new jobs” – the social media specialist. Social media, emerging media, interactive media or online communication is becoming more and more mainstream. Communication has changed and organizations that want to engage with their stakeholders and community need to understand that and include social media in their strategic planning.

One of the key points that isn’t included in this article is where the social media specialist “lives” in an organization. Is he/she in the communications department, marketing, or sales? And how is social media being integrated throughout the organization? Is it being done in isolation, as an add-on, or “over there” kind of approach?

One of the challenges that come with the emergence of social media is that often communicators are asked to develop a “social media strategy.” What does that mean? Years ago, if someone said: “I need a brochure” – we, as communicators would take a step back and ask what the objective was and would work out whether a brochure was the right tool to meet the goal. It is no different now except the tools have changed.

Should your organization be on Twitter? That depends, what is your overall business strategy and communication objective? Should the CEO blog? Perhaps, but take a step back and look at the bigger picture before you allow a tool to drive your strategy.

I think that there are many opportunities to use social media strategically and it is an exciting and interesting time. I also think that there are many organizations that would benefit from taking a step back and reviewing their current communications strategy to see how and where social media tools can be of value.

I am glad to see that social media tools are becoming a part of a communicator’s toolkit– but don’t let the tail wag the dog. Develop your strategy first, then decide on the right tools for the job.

Posted in Demystifying Online Communications, Marketing Communications, Social Media | Tagged: , | Leave a Comment »

The Social Media Mindset

Posted by B2W on May 15, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Paul Chaney of MarketingProfs has an excellent blog post entitled “Seven Social Media Mindset Markers.” He points out that many marketers – and, I would add communicators and PR people – have adopted social media tools without understanding the philosophy of social media.

The world is a different place because of online communication. We have struggled in finding the right “name” for social media – online communication, interactive PR, digital communication…it’s a challenge because by naming it something other than “communication,” we isolate it from traditional or classic communication, and that shouldn’t happen.

One of the key points I took away from the Ragan Social Media Conference in Vegas is that social media is today, it’s now, it’s a reality and that we have to stop thinking of it as this new, different “thing” or tool. It is a part of how the world connects and we need to embrace that communication has changed forever.

Having said that, in speaking with communicators, I often hear of the challenges that they face in convincing their senior executive or board of directors that social media is of value. There is a paradigm shift that needs to happen at organizations. At the core of this shift is the impact of social media on how we do business. I believe this is exactly what Chaney speaks about in this blog post. It is imperative that we change how we think about the way we communicate before we use social media tools.

Posted in Demystifying Online Communications, Social Media | Tagged: , , | Leave a Comment »

The Obama Standard

Posted by B2W on May 1, 2009

Post by: Ruth Atherley of AHA Creative Strategies

There is a very interesting blog post at techpresident.com focusing on the tech side of Obama’s first 100 days in office. Don’t let the word “tech” throw you off – the technology used is important, but it’s just a vehicle for communication and conversation. As a communicator, this article hits some key points that you will find relevant.

In speaking at events, delivering workshops and collaborating with clients – many of the points touched upon in this article come up. Obama has made a commitment to move toward a more open and transparent form of Government – and while there are steps being taken to do this, it takes time. This is a big paradigm shift. Not just for the people implementing the tools, technology and developing the strategy, policy and process, but also for the people who are being asked to join the conversation. The logistical side takes time and resources, so does the culture shift.

This article also points out some of the misses from the Obama team; some initiatives are slower on the uptake or haven’t hit their stride yet. There are no hard and fast “blueprints” for opening up the conversation and making it work. There is some experimentation involved and some things will resonate with your community (the people formerly called “The Audience”) and some won’t. Sometimes, no matter how much research you do, you won’t know until you try.

We often refer to The Obama Standard. He has done a good job of starting the process of creating a government that provides a voice – through a range of initiatives including social media – to the people. While he has a much bigger budget than most organizations, he is still working through it step-by-step, project-by-project, and asking for input as they learn what works and what doesn’t.

Posted in Demystifying Online Communications, Leadership, Social Media | Tagged: , , | Leave a Comment »