How Social Media Helps Me Think Like a Client

For the record (in this era of full disclosure), I have participated actively in social media communications for the past three years. I post regularly in both the professional and personal worlds. And allow me to state clearly: Never the twain shall meet.

But in reviewing my postings and reading others’ posts, tweets, updates, musings, and diatribes, I have noticed that my eye is invariably drawn to content that hits my sweet spot: ideas, statistics/data, news, reports, happenings, and revelations that attract me either because of my continuing long-term interests or because of a timely, short-term event.

This makes me wonder, “How do clients read my copy?” Or maybe, “DO clients read my copy?”

If I had to summarize my idea or my firm’s compelling response to an RFP in 140 characters* or less, what would I say? What unique response would make my client say, “I want to read more”?

I am certain that 140 characters would not be enough for a client to make a decision, but people engage and read more based on something that catches their interests or hits their sweet spots. So I have to ask, “What is my client’s sweet spot? What will catch his or her interest above all of the other chatter [proposal responses] out there?“

A good part of what will turn heads is really knowing your client (another blog entirely…). And essential to turning their heads is crafting a well-rounded, lean, and distinctive statement about what you bring to the table at that particular point in time, something that will entice them to read more and stay with them in the retelling of your idea to others.

This “sweet spot” exercise helps me to get down to the minutiae of how to say what I need to say. I need to cut out the unnecessary adjectives and overused “industryspeak” and really give an honest response with a solid hunk of creative input. Clients rely on ideas and creativity, so why not craft your response with a character limit of wisdom, making sure you are stating something new, something workable, and something to make them want to read more.

So as I tweet and post, I give my statement the client once-over, asking “Who cares?” And after proofing again for accuracy, I think for a second about my clients and what they want. Where are their sweet spots? Have I boiled my clever idea down to its most critical component? And then I hit send, tweet, share, post, or print.

And in the back of my mind, I wonder to myself, “Will they ‘Like,’ re-tweet, comment, or reply?” If I phrased it correctly and succinctly, I think they will. And I’m hoping they “Like” it again and again and again.

-Bob Mullen,
Senior Marketing Communications Manager, Jacobs

Don't forget to follow SMPS Atlanta on Twitter @SMPSAtlanta or join the discussion on our LinkedIn Group SMPS: Atlanta.

*The maximum number of characters allowed in a Twitter "tweet"

Do You Speak Architect?

All professions have their own jargon, their own shorthand. When speaking with your peers, it’s often easier and quicker to use those verbal shortcuts to convey your message. But too many of us forget that we’re not in-house when we speak to the rest of the world.

Marketers, particularly, need to remember to speak English, not Architect, when we communicate with the rest of the world. The same goes for engineers, contractors, and anyone else in a profession with its own quick-speak.

Here’s a link to an excellent article from Slate, written by Witold Rybczynski, titled “A Discourse on Emerging Tectonic Visualization and the Effects of Materiality on Praxis Or an essay on the ridiculous way architects talk.” 

Thank goodness none of us work with anyone that talks like this…or do we?

Choosing the Right Public Relations Partner

Strategic Approach
Public relations firms come in all different shapes and sizes. Finding the right firm that fits your company is the first step.

Your PR firm should have:

• Knowledge about your business
• Industry expertise across critical sectors
• Experience and relationships with local media and industry trade publications
• Proven success in the marketplace
• Seasoned PR professionals as day-to-day contacts

Strategic Exploration
The strategic exploration process enables your chosen PR firm to attain a comprehensive understanding of your company’s business, brand, customers, markets and processes.

• Material Review – Background information and materials help facilitate a broader understanding of the mission, goals and resources of the company
• Exploratory Interviews and Research – Interviews with key executives within the company helps define brand philosophy, company visions for growth, company goals and overall brand perception and impact
• Competitive Analysis – Competitor analysis allows for a comprehensive review of how your competitors stack up in the industry
• Information Analysis and Development of Program Recommendations – Analysis of data and background information gathered help develop a brand and communications blueprint
• Discussion and dialogue on recommendations – After the brand and communications blueprint has been submitted, decide on a set of goals and objectives prior to implementation

Implementation
During implementation, your PR firm should offer:

• Proactive management of your PR objectives
• Consistent Support for Mission & Vision from look & feel design standpoint to a comprehensive verbal support structure
• Audience Positioning to frame a distinct, differentiated identity and create a foothold with key client groups and organizations
• Strategic Outreach to create alliances with businesses, associations, organizations and groups to strengthen reach and resources
• Thought Leadership on issues, trends and topics that extend brand relevance and reputation with key regional, national and international audiences
• Executive Visibility including compelling ways to deliver identity and promote involvement through representative senior leadership
• Audience Research & Analysis tools to support targeted messaging outreach and impact measurement of the identity process

Measure Results
Establishing a company’s thought leadership promotes brand awareness and expertise in a given area. Public relations, like any other marketing tool, must be strategically planned for, diligently implemented and measured on a regular basis. A public relations road map must be developed and then implemented effectively and efficiently, measuring results on a monthly, quarterly and annual basis.

At the end of the implementation stage, did your PR firm:

• Establish industry leading visibility?
• Drive trade media coverage?
• Perform above expectations?
• Deliver against measurable goals?
• Provide creative, strategic solutions for your business?

Judy Sparks
SMPS Atlanta Executive Advisory Panel
Brand Resources Group, Inc.