Building Thought Leadership: More than just Tweets
Tuesday, December 27, 2011
Posted by: Admin
By William Newman, CMC
One of the compelling
game-changers in the new media space has been the advent of social business
tools ("socbiz” for short). Over 20
years ago the late Steve Jobs gave us a computer where we could perform desktop
publishing. Today we have this giant
technological cloud that surrounds us, bringing those that would like to be
connected together, across vast distances, instantaneously. The same tools that are fueling social and
political change throughout the world are impacting the way we do business in
profound yet parallel ways.
At a recent
conference, a software client of mine had some down time between exhibits and
decided to launch a Twitter account. He
had all of the marketing assets at his disposal (and one of the company owners
standing next to him giving him the approval to create a voice in the
"Twittersphere”). Through announcing
their presence at the conference with some clever links, conference attendees
picked up the information through their real-time Twitter feeds. My client saw their traffic double over the
next two days.
client was lucky and insightful –a consistent brand and brand elements, a
message worth listening to and specific reason to promote their brand – not
every small or even large business has the experience, wherewithal, talent or chutzpah needed to engage in the socbiz
of you discard my story, I am not speaking to the occasional Facebook post,
photo opportunity, or LinkedIn status announcement. While you can engage in those practices our
work with high growth clients suggest those activities by and large will not
build a personal or business brand. It
may get you a "Top Tweet” or a number of "Likes” but it won’t translate into
tangible business. After all, socbiz this isn’t about posting popular photos of
your recent vacation or from your class reunion. That’s what social media is for, and that is
a dangerous trap for newcomers to the socbiz space often fall into. The two are
not the same.
introduced me to these differences almost two years ago. Maintaining a number of channels where different newsworthy opinions, events, and mindshare
could be leveraged is a basic difference to traditional and personal use of
social media. Think of the culinarian
who has a number of tools at their disposal.
You wouldn’t use a butter knife to carve roast beef. As Sean Connery says from the movie The Untouchables, "don’t bring a knife
to a gun fight.”
And so it is
with socbiz applications. It’s simply a
tool to use for public relations.
Nothing more, nothing less.
The key with
any traditional public relations instrument – such as a press release – is to
have something that is newsworthy, compelling, and accessible to a target
audience of readers, listeners and watchers.
How those socbiz applications integrate with one another, creating an
"echo effect” of messaging, is a factor of design as well as time
My editors –
the same ones that opened the proverbial genie bottle for me in the socbiz
space - are also quick to point out that an application like Twitter or
Facebook can also represent giant pits of wasted time where content is not
being developed when a deadline is looming.
Come to think of it, they also ask me to blog and repost many other articles
that are related but not of my own writing. Key to it all is the effort to
practice solid time management, allowing for a balance of client facing work as
well as thought leadership development, in order to move your brand and value
proposition forward in the marketplace.
And now I must
put the keyboard down and work on client deliverables ….
Certified Management Consultant,
author, writer, and professional speaker, William Newman is a former IMC
national board member and former President of both the Pacific Northwest and Michigan
Chapters. His firm is sponsoring a
webinar series that began October 27 entitled "Finding your Voice in the Social
Media Space.” For more information please view the event calendar here.