Sunday, 10. November 2013
Social business is top of mind for many CIOs today. The conversation with their sales and marketing business partners is occurring regularly.
How social are you? How social is your business? Do you know how/if your organization is gathering sentiment information and analyzing it? Are you or your colleagues acting as brand ambassadors out in social spaces?
Garnering positive recommendations isn’t where social business stops. It’s easy to get a “like” on Facebook, but it isn’t as easy to get a specific placement resulting in referral visits. For example, when you see a thumbs up on Facebook, you are seeing a recommendation. Interesting, but not as useful for the organization garnering the positive feedback. What they really want (and what I gave a product I loved earlier today) is the referral through linking from the company’s website to my personal Facebook page, onto which I applied a personalized comment as to why I love the product. The organization’s hope here is that my network will click through, generating a referral visit to their site, materializing into real business. This new word-of-mouth is called eWOM in the social space.
If you want to maintain currency and relevance in your organization, find out what your organization’s social footprint represents. Do you have digital marketing teams, Twitter handles, Facebook landing pages and LinkedIn groups? Have you followed the bunny trail from your website through the social networks logos you’re sporting?
Finally, look at your own social profiles. Are they compelling? How does your headline read on your social network(s)? Would a recruiter, an executive or a potential partner want to meet with you based on your profile? Bottom line, as we head toward our New Year’s resolution development over the next few weeks, consider giving yourself permission for a makeover out in the social space.
Make 2014 a “Brand You” year… enjoy a warm and wonderful holiday season.
Rhonda St. John-Hamborsky is the director of strategy & innovation for AT&T in Southeastern Michigan. Rhonda focuses on emerging trends and technologies with some of AT&T’s largest clients. She is an AT&T Brand Ambassador, an AT&T Twitter Tribe member and sits on AT&T’s Social Council. Social, mobile, digital are her watchwords. Rhonda is also a graduate student at Wayne State University, in the communications/new media program.