I’m a big believer in social media for business. Nearly half of the world’s population uses social media and if your company doesn’t have a social presence, you’re missing a huge opportunity to connect with customers. It’s a cost-effective — and effective — way to help your company grow.
Actual physical networking is NOT happening right now due to the coronavirus pandemic that is keeping us all physically distant. We are all — regardless of where we are on the introvert/extrovert spectrum — adapting to how we are social. We recently refreshed a great article on making the most of social media when one is an introvert. I, too, am a big believer in social media. However, being more the extrovert, I was an early adopter who embraced the social networking opportunities. Good, right? Well, yes. . . and no. I probably jumped in somewhat blindly. After years of participating, posting, engaging, and sharing, I have also learned when to rein it in – observing more, sharing less, offering help, and interacting more strategically. So, for all you social butterflies out there who took the plunge, joined every new platform available and may have–at one point or another–over-shared, this post is for you.
How are you doing? No, really. To claim that it’s “business as usual” would be denying the extraordinary circumstances we are experiencing collectively. We are very aware of new challenges to so many people and systems these days. And yet, we’re inspired. We’ve observed incredible innovation and beautiful acts of kindness that we wanted to shine a light on. Our social media pages are alive with posts celebrating what’s good in the world. And we created some great reminders of our own about self-care and well-being to share. From our families to yours, take a look, and take good care! Feel free to share the posts that speak to you. We hope they make your days brighter, too. Follow us on Facebook, Instagram, and LinkedIn for more positivity!
Nastasia Vasconcells, insight180’s new digital marketing coordinator, shares three ways the practical experience of college internships were instrumental in preparing her for work at insight180. Are internships important? Nastasia offers an emphatic, “Yes, absolutely.” Read about how her on-site internships enhanced her college learning experience better prepared her for her new, full-time position.
You’ve developed great content, you’ve designed the perfect newsletter, and you can’t wait to share the information to educate or inspire your audience. So you hit SEND. What could go wrong? One big thing can get between your newsletter and your audience, and that is the spam filter. “But I have opt-in permission from every person on my list,” you say?
Nowadays, it’s not enough to be a recognized brand name. As a company, you’re expected to let your customers get to know the real “you,” to experience your culture in a way that makes them want to invest in your success. Social media is one of the best ways to do that; to connect with your customers about much more than buying your products or services.
Owned by Facebook since 2012, Instagram is the most visual social media platform. It’s quickly growing into one of the most used (and liked) platforms, with 500 million daily active users. Many business-to-consumer (B2C) companies, like Starbucks, famously use Instagram to highlight their products, values and special promotions. By creating on-brand, visually appealing posts, Starbucks has created a following based around their products.
Personal and professional connections can be powerful forces in promoting your business. People who know you, know what you do and believe in you can be your company’s greatest advocates. With more than two billion users across the globe, social media is one place that professionals, friends and family gather to stay in touch. If you’re not using social media for your business, you may be missing a big opportunity to connect with more people in your business community.
[Editor’s Note: This post was recently featured in Social Media Today. Well done, Tara!]
As some of our previous posts have detailed, LinkedIn is an extremely useful tool for recruiting, job hunting and networking. Now with Company Pages, LinkedIn can also be used as a powerful tool and enhancement to your content marketing plan.
Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.
But what happens if the CEO’s values are different than those of its audience? I was asked this recently by a CEO client who was trying to make sense of the drama around Chick-fil-A and its active support of groups that promote “traditional marriage” and oppose same-sex marriage equality. Back to that in a moment.
Since the advent of the Corporate Social Responsibility (CSR) evolution of a decade or so ago, companies on the leading edge of social and environmentally responsible behavior could build strong brands from charitable actions related to their business. CEOs, whether as a result of an authentic, evolved perspective or as a result of previously unexamined supply chain practices, became more aware of the impact their operations had on their community and world, and many worked––and are still working––toward becoming more transparent in what they do as business entities.
For some businesses, their CSR and sustainability efforts have redefined their brands. IKEA, whose natural reforestation efforts, use of solar energy and fight against child labor in the supply chain has developed into a broad commitment to create “better everyday life” for the many, including major giving to UNICEF and Save the Children .
As a consumer, I like it. And as a business owner, it’s important to me to give back to the community and to operate in an environmentally sound way. . . and that we choose vendors and clients whose core values and brand visions are not out of alignment with our own. We give to a variety of organizations that are meaningful to us, that are related to our brand and that help further tell our story to our target audience.
So back to Chick-fil-A and those muddy waters. . . when is brand simply about the product and audience, when does it come to represent a set of values and when does interpreting those brand values potentially cross the line ideologically?
While my client has long known that Chick-fil-A operated on some pretty conservative Christian values, like never opening on Sunday, it always struck him as fairly positive and family oriented. However, when President Dan Cathy proudly admitted that the company had been actively involved in opposing gay marriage across the country, my client questioned the company’s choice. And while he personally would never allow his company to become political, what business owner doesn’t care about “policy” of some kind?
This isn’t a new question. Some brands have found themselves at the center of controversy by ignoring their social responsibility altogether — Joe Camel and friends being held accountable for the increase in tobacco sales to minors. Major retail clothing stores and some pretty noteworthy designers were forced to look at production due to unfair labor practices.
This brings up some good questions for C-level execs to consider. When is a brand about the CEO? (Always, to a certain extent). When is a brand about the customer? (Always, to a greater extent.) Is the brand related to a CSR policy and/or cause, and where is the line between personal beliefs and brand beliefs? Guess what, folks? Your business brand may or may not be the best place for a cultural debate unless you are prepared for the potential fallout from a particular group.
The bottom-line is, when a company truly embraces CSR, it opens itself up to criticism. Does that mean you should only play it safe? That’s one way to approach it, I suppose.
Authenticity is still your best bet, but stick to what you’re good at. Know your target audience and what’s important to them about your brand. Make your social responsibility relate to your business brand, not a personal social or political agenda — unless you are prepared to face potential controversy. With today’s highly connected, informed and opinionated social networks, news will always spread, and there is an expectation of commitment to “something.” Make what your committed to be about your brand and your customer.
Don’t assume that your customers are oblivious. Sometimes little attention is paid, and sometimes customers are profoundly astute and engaged. Eventually they will respond. Be aware of the impact of unintended consequences.
The best idea, I think, is to know why you’re in business, know who your market is, focus on what you’re really good at and stick to it. While scandal and controversy, intentional or not, will surely garner publicity, the leadership of an organization needs to ask — is this part of our overall strategy?
Personally, I think Mr. Cathy will be on the wrong side of history on this one. But we shall see.
~ Wendy Baird, principal and president
