This morning I had the pleasure of attending the Business Development Institute’s social media seminar on social integration in New York City. I had the chance to meet many interesting and intelligent PR/marketing practitioners and listen to several top-notch speakers. I left with a wealth of knowledge and I’d like to share with you a few of the top takeaways that were discussed.
- Digital Content doubles every 18 months. The amount of data available online in constantly swelling and it is up to marketers to 1) cut through the clutter and determine the areas where their clients already have a voice; 2) identify the white space their clients can “own”; 3) execute innovative social media campaigns that maximize opportunity and reach targeted audiences.
- There is a paradigm shift already taking place within integrated communications; we need to focus on facilitating meaning Engagement online, rather than garnering the highest number of impressions possible.
- The Digital Newsroom is no longer just for media. To appease a broader audience, we need to aggregate company and industry news (not just press releases), incorporate multimedia features (podcasts, video, etc.), and repurpose existing content (white pages, bylined articles, etc.) to tell the story that we want to be told.
- You can’t ignore Negative Commentary online. Consider this: If a consumer walked into a retail store with a complaint, would the customer service representative send them to the back of the line?
- Social media is much like the lesson we teach children about crossing the street: Stop, Look and Listen before you make a move.
- Social media tools have enabled a constant Mobility which means that we must be “on call” 24/7. Consumers are constantly looking for more information, more connectivity and more usable content. Before you engage, be sure you are prepared to nurture and maintain the process.
You can check out the event’s hashtag on Twitter for additional insights and takeaways from today’s attendees by searching #BDI.
Do you have any other tips or best practices you’d like to share? I’d love to hear from you.