Posts Tagged #masocialmedia
Incorporating social media into your business’ communications strategy
Posted by Paul Hadley in Social Media & Marketing on May 29th, 2010
It is crucial for commercial organisations to use online communication channels to help them engage with both customers and fellow businesses.
Businesses are increasingly using social media platforms to build more personal relationships with customers. But while well-implemented digital media communications can be the cornerstone of a building a brand or reputation, a weak online strategy can be equally damaging and deliver a poor return on investment.
Companies need to follow a strategic path using social media to grow their online presence, improve communication with staff and increase customer loyalty. Because social media challenges the old-school practice of ‘push’ media and uses engagement instead, this can come as a culture shock. It also requires an understanding of alternative technologies and online platforms as well as a fresh attitude to acquiring new business that can conflict with traditional communications techniques.
The growth of social media affects how news is delivered: on demand, placing the consumer in control and enabling them to filter content. Some 43% of news on Twitter covers developments in technology, compared with just 1% in the traditional print media*. For businesses operating in a niche such as this, the benefits of social media engagement and online marketing to consumers are clear.
Social media can also be a valuable business-to-business (B2B) communication channel. Twitter is a particularly good example, with ‘follow me’ opportunities replacing ‘friend me’, enabling people who are not friends to do business online. Twitter’s 140 character limit also encourages succinct communications. Meaningful short business conversations add a human touch to the corporate world, creating encouraging online conversations with colleagues, clients, customers and potential contacts.
Facebook on the other hand is predominantly a platform for brands to communicate with their consumers – in July 2009 a study of Fortune 100 companies found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, the study also found that only 32% had a corporate blog, which can be a fast and inexpensive way to promote controlled, on-brand messages and news online**.
The study also found that these companies were using social media platforms for several purposes: company news, customer service, marketing promotions and employee recruitment – the majority of which were successfully completed on LinkedIn. This is most likely to be because they are low cost and highly targeted, providing provided a platform for even the smallest company to excel.
Bullring Birmingham (@Bullring), which is based in the West Midlands, successfully integrated social media and traditional communications during its Christmas campaign in 2009. A model of the shopping centre was created from LEGO, and shoppers were offered the change to engage by recreating themselves as LEGO figures and placing themselves within the model. The initiative really fired consumer’s imaginations; not only did the project provide a story for the traditional media but consumers and local bloggers created LEGO figures online and used them as profile pictures on social networking sites such as Twitter, Facebook and Flickr.
So what is next? The BBC has announced changes to its iPlayer, which will integrate social media platforms into the TV viewing experience. Geographical tagging and the open use of publicly available data will drive online users to business directories such as http://awmist.org (set up by the Advantage West Midlands’ ICT Cluster), and this practice will actively reward engagement by offering visitors a richer experience through content such as integrated promotional videos, photographs and press releases.
The world of social media is changing fast. Facebook is causing a storm with its privacy policies at the moment, and many platform providers are seeing a huge increase in mobile handset publishing. Expect social media to become more mobile, so learn how to really use your Blackberry or iPhone now. That way, your knowledge and successful use of digital communications will grow with the technology catering for it, ensuring you can take part in online conversations that customers may already be having about your business or brand.
Top tips:
- Listen to what people have to say
- Use the platforms your target audience is already having conversations on
- Join the existing audience for your brand
- When you are listening to people, show engagement and understanding for their needs
- Build conversations in public
- Share information and news about your business
- Provide guidance, training and examples of best practice for communications staff to ensure that the voice of your company reflects your corporate values and ethos
- Don’t resort to ‘push’ tactics and spam – your customers should ask to be pulled instead
* Source: Pew Research Centre (http://pewresearch.org/pubs/1602/new-media-review-differences-from-traditional-press)
** Source: Burson-Marsteller (PDF) (http://bit.ly/d9b81i)
Authority 2.0 Conference acclaimed as an “Outstanding Success”.
Posted by Paul Hadley in General & News, Social Media for Social Good on April 30th, 2010
Image: Jon Hickman. http://www.flickr.com/photos/jonhickman/sets/72157623837016447/
MA Social Media students from Birmingham City University Media Suite delivered an extremely high quality event on 28th April, based around how officers from West Midlands Police do, and can communicate and engage via social networks with citizens in the digital age.
With presentations and debates hosted by students, the event also highlighted how social networks and digital communications from Western and Eastern cultures are used to both good and bad effect, giving the students a prime opportunity to showcase their research, experience and professional practice to a broad audience, including senior police officers, photographers, council representatives, local government officials and members of the public.
The event itself saw audiences engage with presentations from students Paul Hadley and Jennifer Yang, with Jigar Patel chairing the “Terrorist or Photographer” panel debate, the main feature. With the assistance of BCU technical team and Aquila TV, a live video link to student Leland Strott in Baltimore was executed faultlessly, enabling the audience to ask questions and receive answers immediately following Strott’s pre-recorded video presentation.
Using digital multimedia technology to increase audience participation, the 46 invited guests attending were joined by 386 visitors via a live video stream and immediate commentary, where Twitter and ‘live blog’ information was spreading the messages from the conference across the globe.
The visitor statistics collected by students show that the online audience reached digital participants not only in the West Midlands and UK, but also in Japan, Australia, USA, all parts of Europe, Asia and pockets of the Middle East.
Featured guest presentations were also delivered by Nick Booth, a local social media specialist and founder of Podnosh Ltd; Will Perrin, former Cabinet Office advisor and leader of Talk About Local; and Jon Hale, regional director of Gov Delivery, digital communications specialists for local governments.
The “Terrorist or Photographer” debate featured open questions and discussions from the audience and internet social networking sites, with representatives from West Midlands Police and the photography and media industries. Panel guests for the debate were Chief Inspector Mark Payne, Detective Chief Inspector Ian Grundy (Terrorist Intelligence Unit), Karen Strunks (professional photographer) and Christian Payne (social technologist and mobile media creator).
Some of the comments after the event from the physical and digital audience include “awesome”, “fantastic content and intelligent debate”, “totally engaging” and “fascinating’.
MA Social Media course leader Dave Harte and lecturer Jon Hickman described the event as “a really excellent event” and “superb”.
More information, video recordings, presentations and photographs are all available at http://eventwith.me/authority2
The principles behind Programme Paragon
Posted by Paul Hadley in Social Media for Social Good on April 24th, 2010
A short while ago, the MA Social Media team were introduced to the new study project we would be running for our Social Media as Practice module. Working with West Midlands Police during their restructuring ‘Programme Paragon’; we have been researching the current issues that may potentially impact on the future communications strategy and use of alternative media practices by officers and the citizens of Handsworth, Lozells, Oscott and Perry Barr (Birmingham).
Following a couple of initial meetings and discussion sessions, the team have now split in many directions, drawing comparisons from all parts of the globe, with the aim of feeding these back into a proposal, which will be presented after May 7th.
In preparation for this, we will be hosting an event at the university on Wednesday April 28th. More information about the event can be found at http://eventwith.me/authority2 .
Perhaps drawing reference to Franklin D. Roosevelt when he said “Rules are not necessarily sacred, principles are” as he announced the implementation of Social Security and a route out of the depression for the USA in 1945, programme Paragon has been described as a “major overhaul” (Payne, 2010) of the West Midlands Police operating system.
From within the West Midlands Police media team, the phrase “a cumbersome and complex beast” has been used by DCI Markham when highlighting the recent operational changes and referring to past rules. Hopeful of allowing local policing units to “concentrate on delivering LOCAL policing like never before” perhaps the integration of alternative media into the mainstream practice, including social media communications, will increase the uptake of engagement with the citizens of our geographical study area.
Certainly, from the outcomes of our neighbourhood community group meetings research, the average senior age, understanding of internet technology, skills and knowledge base, financial affordability, connectivity and expressed need to use such opportunities by citizens will be significant barriers that need removing or traversing before any level of success can be achieved, if indeed this is one chosen route.
Historically familiar with more traditional routes of communication and engagement, it is suspected that not only will Programme Paragon present challenges for the police and citizens, the most demanding element could perhaps prove to be the cultural changes and affects that such digital opportunities present for both interested parties. There will be positive and negative outcomes over time following the implementation of new communication strategies, and it is this key word that will perhaps have one major affect.
One of life’s most precious commodities, careful consideration for sensible and structured use of time will, without doubt, be required to suggest, propose, plan, negotiate, build partnerships, train, implement, develop, evaluate and change the communication culture of this study group.
Today, West Midlands Police released this video, aimed at engaging with young children across the region; an open invitation from officers to “let us have your views” (Markham, 2010 via Twitter). By actively seeking to initially reach those of a younger age, perhaps the methodology behind the initial strategy deployment is one of engagement with those more familiar with social networking and alternative media platforms, with a cascading upwards by age, rather than downwards by seniority approach being used by officers. There is logic to this approach; one of family learning influenced by examples of the younger generation. However, without yet having the opportunity to view the alternative and social media policy (yet), my suspicion so far is that this video release is purely coincidental to evidence of a planned strategic, long-term approach.
Paul Hadley.
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