By Kat Scholtz on 2009/06/15
It's difficult to imagine a real conversation taking place between a company (with many employees) and its hundreds or thousands of customers. A conversation is something which normally involves direct communication, a certain level of intimacy and a fair amount of individual attention. With people expecting exactly that from their brand of choice, it's obvious that both the nature of corporate communication and the way it's engaged in has had to be re-considered by brands.
Social Media and other online publishing tools have made it possible - not only to reach many people in an individualised way - but, for them to reach you. With the right use and combination of tools, you can move a great way towards making your brand available for a chat - both through the tools and communities your customers are already involved in and communication frameworks you can provide for them. I hope to outline and introduce you to a few of the tools that can make this possible.
Social Media is a Medium
Despite the obvious benefits, companies often dismiss online communication tools as difficult to engage with or as fads. This is not that strange as unfamiliar and public communication tools are naturally somewhat intimidating. The much talked about Twitter only has a 30% adoption rate and even its greatest ambassador - Mr. Kutcher - is threatening to leave it.
Despite this, a recent study conducted by NetImperative in the UK found that 46% of employees felt their company hadn't provided them with guidelines for how to engage online and nearly a third of managers thought they would lose customers as a result.
Being intimidated by a communication channel is not useful. Not nearly as useful as engaging with one could be. It's important to remember that while each online channel has its own strengths, weaknesses and rules of play - they are all a means to an end and not an engagement strategy in themselves. Any online medium is a dynamic publishing tool and should be considered as such.
It's essential that you consider your overall communication goals at all times. What is your message and what medium best suits it? What is your company personality and how can it be channelled through the existing voices of your staff in the relevant medium?
Begin Internally
There is no way you can project a culture of communication if one does not exist internally. Online tools empower not only your customers, but also your employees - and this is a good thing. Wikis, which allow for a central repository of information to be shared and edited and tools like Yammer (which offers Twitter functionality internally for companies) can be used to make sure that staff have a way to communicate with each other and the company as a whole.
A clear understanding of what should and should not be communicated externally can be created through a Social Media engagement policy. While a fear of information leaking is understandable, you should consider that too much control could also create unnecessary admin and stifle positive communication.
While there are bound to be dissenters - or people who share information you would prefer had not been shared - this is not something you can stop by ignoring online communication. It's rather something you can shape by taking part.
The Mediums - Getting Involved
Once you have determined what your message is and who will be communicating it, you can begin to investigate and understand the possible mediums. Bear in mind that your message may have to be tweaked as you understand the possibilities of the medium and the feedback you receive. In some cases it may be shaped entirely by the conversation which is already taking place.
The important thing is to be open to what is being said to your brand and to consider that none of these tools are solely one way communication channels like radio or TV - which is why we keep calling them interactive.
Email Newsletters
Many underestimate the value of an email newsletter. You are no doubt reading this article as a result of ours. Newsletters offer frequent communication with people who wish to hear from you, thereby building relationships and ideally a brand community.
There are important things to consider here though, never send unsolicited mail and always offer useful information. Read these Tips for Great Email Newsletters for an idea of what's required.
Blogging
A company blog offers a central and immediate publishing tool as well as a channel through which readers can comment and provide feedback. It's also a great way to engage with other bloggers in your (global online) community, extend your network and contribute to your Search Engine Optimisation efforts.
That said, a blog needs love, care and attention and requires real community involvement. Replying to every comment and publishing quality posts regularly is essential. I recommend some research into How to Create the Perfect Company Blog.
You've no doubt heard of this one by now. In 140 characters you can share thoughts, content and importantly interact instantly with people who are interested in following you. Brands are using this medium in a number of ways - from offering in hotel support to simply feeding back on company progress to the public.
I recommend this Crash Course in Twitter for corporates if you are intrigued.
Social Networks
Using a social network to communicate as a company is a nuanced exercise with many options - more than can be described in this article.
Facebook advertising, fan pages and groups are worth exploring. On LinkedIn, which is a network focused on business relationships, you can further explore the options in instantly networked communications. Via a platform like Ning, you can even create your own social network - making it possible for users to congregate around your brand.
The options are varied and worth exploring. You can read up on a comparison between Facebook Fan and Group pages and learn about how to Market Your Company on LinkedIn.
Crowdsourcing
One of the newer forms of interacting with the public is crowdsourcing. It provides a channel through which countless people can respond to any brand or business query you may put forward. Often only the winning or best solutions need be paid for.
Businesses have used crowdsourcing as a way to source design work and ideas, the former being frowned upon and the latter having proven to provide great insight and value. More information on how to use your business for crowdsourcing can be found in this article, Digital: Harnessing the Wisdom of Crowds.
Video
Not only is it 'cutting edge' but it lets people immediately see who you are and what you have to say. Bear in mind that loading times could make your message inaccessible in areas with very little bandwidth. For more information, read Video Marketing: Tips and Benefits.
That said, you don't need to get involved in all these places.
The point is not to be everywhere (although at least registering your brand name before someone else does is a good idea), but to be involved. Knowing what is possible can help you shape and re-consider your corporate communication policy.
Understanding how your brand and its supporters and detractors fit into these spaces can help you extend your network. The tools are there, there's no reason not to use them.
