Posts Tagged ‘ Social Media ’

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Points of View is our blog dedicated to exploring the critical corporate communications issues of the day through insights and videos of Fortune 500 business and communications execs, industry insiders and our team.

Bob Feldman

Engagement Has Become the Business World’s New Currency

Bob Feldman
February 12th, 2010

Originally Published PR Week, February 12, 2010

The impact of social media on how business is run is just starting to mainstream in corporate America. I’m not talking about online promotional campaigns; I’m taking about the very heart of how business is conducted.

The consequence is a redefinition and reframing of how a company and its various stakeholders relate to one another and the impact each has on one another.

Call it “The Engaged Enterprise.” Engagement is the new currency. It suggests an authentic, dynamic, deeper relationship in which conversation and business ideas are shared up, down, and sideways.

In the Engaged Enterprise, stakeholders have deeper relationships with the company. Stakeholders actually talk to one another. Their voices are heard, respected, even acted upon in exchange for their loyalty. The result: The enterprise is smarter and more engaged with their constituents leading to better decisions and deeper, longer-lasting relationships.

Some examples? Consider these three: (more…)

PulsePoint Group

Overcoming barriers to the adoption of corporate social media Part 3: Buy-In

PulsePoint Group
November 23rd, 2009

Craig Rothenberg of J&J, Russell Wilkerson of GE, Anders Edholm of Electrolux, Corey DuBrowa of Waggener Edstrom and Ron Defeo of The Home Depot on the importance of internal buy-in to social media and how to get it.

PulsePoint Group

Overcoming the Barriers to Adopting Corporate Social Media - Part 2: Preparation

PulsePoint Group
October 19th, 2009

Jeff Lockwood, Executive Director of Communications for the Novartis Institutes of BioMedical Research, Jennifer Kuperman, VP of Corporate Communications at Visa, Russell Wilkerson, Director of Corporate Communications at GE, and Melissa Martin, Director of Corporate Communications at Symantec, explore the importance of preparation and answering the tough questions before embarking on a corporate social media initiative.

PulsePoint Group

Overcoming the Barriers to Adopting Corporate Social Media - Part 1: Culture

PulsePoint Group
October 5th, 2009

Arthur Page Society Future Leaders Experience participants Diane Terrell, VP of Strategic Communications at FedEx; Benjamin Atkins, Global Pharma News Manager at Novartis; and Morgan Marzec, a consultant at Gagen MacDonald, discuss overcoming the first barrier to adopting corporate social media programs … culture.

Bob Feldman & Jeff Hunt

Report: Learnings from the Page Society’s Future Leaders Program on Social Media

Bob Feldman & Jeff Hunt
September 24th, 2009

We recently had the distinct pleasure of conducting a three-day social media conference for members of the Arthur W. Page Society’s Future Leaders program. The program is a two-year professional development exercise in which approximately 20 “next generation chief communications officers” study various dimensions of our business.

Over the three-day session exploring the uses of social media by corporations, a number of key learnings emerged - from the need for focus and the importance of starting small to the power of listening and the benefits to executives of a social media mentor.

Click here for a free copy of the report in PDF format.

We also took the opportunity to ask the participants for their thoughts on the biggest obstacles companies face to adopting and leveraging social media and how to overcome those obstacles. In the coming weeks, we’ll be sharing those video insights with you here, so be sure to bookmark this page and check back often.

For a free copy of the full report in PDF format, click here.

Bob Feldman

The clock is ticking for comms pros to grab leadership of social media

Bob Feldman
September 21st, 2009

Originally published in PR Week

We’ve entered the next phase of social media. The experimenting is over. Social media has transformed our business; how companies communicate will never be the same. And I mean communicate in the broadest sense of the word, including marketing, customer engagement, market engagement for R&D and product development, etc.

From where I sit, many chief communications officers are helping to drive this change and will be at the forefront of this corporate transformation.

But I also see many who aren’t. The clock is ticking and it’s time to do what’s required to provide leadership.

The alternative: Marketing will do it for you. (more…)

PulsePoint Group

Five Things PR Folks Can Learn About Social Media from Advertising

PulsePoint Group
September 8th, 2009

Check out Dave Fleet’s insightful post on social media lessons PR folks can glean from our advertising colleagues.

In a nutshell, here are the five lessons:

1. Scale matters

2. Creativity beats staid

3. Measure, measure, measure

4. Target your audiences

5. Craft your message carefully

For more, read the full post at DaveFleet.com.

PulsePoint Group

The Scope of Social Media

PulsePoint Group
August 21st, 2009

Check out this video from Socialnomics.net for some compelling statistics on just how big the impact of social media really is.

Grant Toups

Do ask; do tell…Army encourages soldiers to speak up

Grant Toups
August 18th, 2009

One of the findings in practically every recent study on social media is that in older companies cutting edge social media initiatives are sometimes harder to get off the ground because of the powerful muscle memory formed from years of success.  But, as many communicators in these companies undoubtedly know, the way we operate is changing and communicators at all levels of the corporate world find themselves fighting that muscle memory of broadcast-style push communications techniques.  Certainly this generalization doesn’t apply to every company; it may not even apply to most, but for some it seems a formidable challenge.

But support for the social media buy-in proposition is coming from an unlikely source … the U.S. Army.

A recent New York Times piece explored a new pilot program of wikis launched by the Army for developing a number of its field manuals.  These “rules of the road” documents were historically written by military thinkers at the various educational and training institutions across the country.  The pilot program allows for editing and adding content by any active soldier, from Private to General, using technology similar to Wikipedia while requiring that each entry be attributed to someone. (more…)

Joah Spearman

Have Press Releases Ever Meant So Little?

Joah Spearman
August 7th, 2009

In the old world, press releases were the preferred route to communicate important messages about your business or organization. Quarterly earnings? Press release. New board member? Press release.  New product? Sure, there may be a blog or video, but typically only after the press release.

Then the higher powers (those brainiacs from Harvard, MIT and Stanford) created Web 2.0.

Now, some employee can catch wind of something, blog about it anonymously and it shows up in your Google alert with your company’s name on it. And changing your Network on Facebook is basically sending a press release to your friends saying “Hey! I changed jobs/cities!” Subsequent wall postings with “congrats” and “what next?” are to be expected.

In essence, the press release’s main job – to share previously withheld information with the public – is no longer one of exclusivity. (more…)

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