by r.ponce on March 8, 2010
Many companies underestimate the power of word-of-mouth marketing. Word-of-mouth marketing campaigns can be the most effective and efficient tools in building and sustaining a customer base. Think about it: When you want a good pizza or need a cheap dry cleaner, whom do you ask? If your first instinct is to ask a trusted friend or neighbor, then you can understand where I’m headed. If the most trusted source for good pizza and cheap dry cleaning is a friend or neighbor, then why wouldn’t it be for good health insurance or a trustworthy bank? According to a recent New York Times poll, a “recommendation from a friend” is the most credible source of information.
A company’s best critic is not a magazine journalist, but rather its existing customers. The value comes in a company’s relationship with its customers. Think about the last time you rewarded a top customer with something more than the services you charge for? If you cannot recall, or it’s been more than a couple of months, then you need to step it up. When customers are celebrated or rewarded, it’s probable that they’ll spread the news. Sharing news, and even bragging, is part of human nature, and we all do it.
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by g.schmidt@waxcom.com on March 4, 2010
Admit it — you’re reluctant to sign on to Twitter because it sounds like a colossal waste of time. Would it help to describe Twitter as your own news feed, allowing you to quickly scan headlines from sources and people you respect on topics you’re interested in? The sources and people are who you follow (@BusinessName, @ThoughtLeader/Columnist/Blogger), and the topics are identified by hashtag (#): #tsunami, #healthcare, #vancouver. Hashtag use makes it easy to pick up the 140-character essence of conferences and events. Learn more applications here.
by g.schmidt@waxcom.com on February 25, 2010
Jumping on Twitter or setting up a Facebook page is not so easy for highly regulated industries like healthcare and financial services. To avoid running afoul of federal disclosure guidelines, such companies need to plan their social media strategies carefully. Among key considerations:
- Learn and understand the laws of your industry’s regulatory agencies, and learn them well. Make sure you’re aware of updated guidelines. Develop an environment of compliance.
- Follow best practices and institute written social media policies. Make sure employees involved in social media are aware of copyright and trademark infringements, confidentiality issues, and guidelines for discussions about competitors, to name a few examples.
- Educate your staff. Train them constantly on social media regulation. Use real world case studies to show how to handle what to do on Twitter, forums and message boards, and blogs.
Find more detail in this detailed how-to from The Firm Voice of the Council of Public Relations Firms.
- Gretchen Schmidt
by g.schmidt@waxcom.com on February 15, 2010
Ahhh … the charming chirping of co-workers’ iPhones receiving yet another tweet! A year ago this could have lead to a dreary and somewhat Draconian discussion regarding personal versus work time but, oh, how things have changed. Thanks to the recent explosion of corporate usage, Twitter is no longer just for techies, teenagers, hip-hop artists and TMZ anymore. It’s now an essential part of corporate branding and public relations with its ultimate potential only barely being tapped. As they say… with great power comes great responsibility. Corporate Twittering is no different. Here are some basic, safe rules of thumb your company needs to keep in mind while joining the fray. Otherwise, you risk ostracizing those same people you hope to further your relationship with: [click to continue…]
