chrisbrogan.com - Latest Comments in The Undiscovered Country of Presence Management

Re: The Undiscovered Country of Presence Management

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Re: The Undiscovered Country of Presence Management

codruta — Tue, 18 Aug 2009 04:12:27 -0000

This post helps me put some order in my head. It's like having a lot of puzzle pieces that now I'm putting together.

thanks

Re: The Undiscovered Country of Presence Management

Pam Vick — Mon, 27 Apr 2009 13:03:24 -0000

All excellent points to think about

Re: The Undiscovered Country of Presence Management

frank barry — Wed, 22 Apr 2009 11:17:55 -0000

Makes a lot of sense @Chris. We're sort of figuring this out where i work ... well ... maybe not 'figuring it out', but working on and trying to figure it out. It's exciting, but identifying those who should be involved, what our purpose/goals are, what tools we should focus on and what we should be focused on (support, sales, comm, etc...) is a never ending story. We're learning weekly.

http://twitter.com/franswaa

Re: The Undiscovered Country of Presence Management

Fabulous Photo Gifts — Wed, 22 Apr 2009 07:42:14 -0000

Hi Chris.

Re your phone tree analogy - in my opinion, the best person suited to the task of co-ordinating and overseeing (or writing) any social output needs a certain carte blanch - a special licence so to speak to operate 'outside the law' (by that I mean normal management structure of a company).

If it's customer services, then the power to look into any record, offer a settlement and deliver it.... my neigbour recently had his very posh car stolen (not recovered). The insurance company were dragging over payout - kept requesting extra documentation etc. In the end he got so fed up, he tweeted that he 'was phoning the car insurer again'.

Same day, he got a reply asking for more information which he forwarded. 2 days later he was choosing his replacement car and had it delivered that weekend.

So someone in that company has the 'go anywhere' power to resolve issues quickly ensuring customer satisfaction.

I'm not suggesting all social media is about responding to complaints but it will increasingly play a part and those of us who use social media as a means of publicising our companies will have to respond because there's a big audience out there now.

That's why the person responsible in your organisation has got to have the authority to begin with.

The other quality has got to be enthusiasm for the 'cause' (product, service, customer, topic) as real enthusiasm carries a far greater conviction than someone just 'employed' to do the job.

Jonathan.

Re: The Undiscovered Country of Presence Management

spryka — Wed, 22 Apr 2009 04:02:59 -0000

Thank you for writing such a thorough and rich article. I learned something new and hope to give this technique a test drive soon. Really fantastic article.

Matt
http://www.epostmailer.com/

Re: The Undiscovered Country of Presence Management

Brett Borders — Wed, 22 Apr 2009 00:43:09 -0000

Some incredible thoughts and analogies here, Chris. Great insight you're bringing back from the Big Company battlefields

Re: The Undiscovered Country of Presence Management

Jeremy Hilton — Tue, 21 Apr 2009 16:50:07 -0000

Great post.

I recently attended the Frost & Sullivan executive MindXchange, where social media, and in particular, business applications of social media were the hot topic. Almost every conversation eventually turned to the legal implications of social media. It was a concern that obviously had alot of executives nervous about venturing into the social space.

We've heard alot about keeping lawyers out of the day-to-day conversations that happen, but there just isn't alot of information on the legal ramifications of those conversations.

Is this something that you frequently encounter in your business? What is your advice? [possible blog post?]

Re: The Undiscovered Country of Presence Management

Liz Valicenti — Tue, 21 Apr 2009 16:20:24 -0000

Chris: As usual a great post with comments just as interesting. I echo what Keith, Beth and Len say. I think every company or brand needs a different strategy that makes sense for them. While I believe it's important to have a personality behind a brand, most big brands are much, much more than any one brand and unless the CEO is at the helm of their Twitter or Facebook id, you're never going to have a true voice of the brand. Larger companies require multiple points of contact for marketing, CS, leadership, promotion to truly engage with their consumers. While I agree that you should have a top down strategy before jumping in, sometimes you need to just dive in because there are conversations about your brand taking place without you!

Re: The Undiscovered Country of Presence Management

ryancmiller — Tue, 21 Apr 2009 16:02:39 -0000

Chris,

Many many thanks for the followup to my question on the previous post. Really looking forward to the 2nd part of the story. I think a lot hinges on keeping the conversion folks at bay. Its incredibly tempting to just dive in and ask people to buy stuff. Its also hard to convey why you SHOULDN'T do that to a client - who is rightly concerned with during conversations into dollars.

SM isn't just a cheaper way to do advertising, and its not a megaphone. Its a tool and can be used in all the different ways you pointed out above, depending on the barnd. Its a telephone, suggestion box, and market research. And that needs to be driven home right from the moment a company wants to engage.

Way to be an example of a person AND and a brand (afterall i think like it or not, you are a brand of sorts) that is heavily engaged, responsive, and useful in this space.

@ryancmiller

Re: The Undiscovered Country of Presence Management

Tracy Marlowe — Tue, 21 Apr 2009 13:35:16 -0000

Very thought provoking post Chris. Thanks. I've actually pondered this same point for myself and clients. Who should we "be" when we're engaging in social media? Especially if your purpose is to develop a brand or presence for your business.

I've come to the conclusion (at least, as of today! That may change, as this is definitely an evolving medium!) that it definitely depends on the business and what they're trying to accomplish. And most importantly, what relationship do your consumers already have with you?

For instance, I subscribe to tweets for @NYTimes because I want the latest, breaking news. Or @spurs because I want to know how my favorite sports team is doing. I don't necessarily need to develop a relationship with them. I just want to stay on top of them via the channels that I frequent.

But for companies looking to deepen their relationship with their customers, it can definitely help to have a face--and cruicial, a personality--behind the name. Dell and Rackspace have done a good job of getting their employees involved at all levels, not just marketing and/or senior executives, to be brand advocates through social media.

For my business, we started out with just individual Twitter identities to better connect with our market. But we've found that adding a company Twitter identity to work in collaboration with our personal handles has better helped get our company name out in the public, enhance our brand and expert positioning.

Again, it definitely depends on the company.

Thanks for interesting topic. Will stay tuned for part two!

--Tracy

Re: The Undiscovered Country of Presence Management

Michael Bailey — Tue, 21 Apr 2009 13:12:45 -0000

Great post Chris - I've forwarded it on to a colleague of mine.

Because of the initial technical knowledge required for most of what (we all) we do online, I expect that as the years move forward, this will all become one big "well duh" to a majority of the companies. I can say that because as the "online generation" continues to get older, this technical stuff will be as second nature to them as ringing doorbells was to the Fuller Brush(people) of the past.

Re: The Undiscovered Country of Presence Management

Tiffany Monhollon — Tue, 21 Apr 2009 13:04:37 -0000

Working for a franchised company is interesting when it comes to these questions, and I've faced them a lot, because my role is both corporate (as far as "brand management" - or whatever you want to call it - in social media) and agency (as far as equipping our franchisees on engaging in social media themselves).

It's no small issue that social media blurs the lines between communication, customer service, and marketing in any large business. But it's complicated greatly when you have 600 people who have such a stake in your brand. That said, it's not impossible, and I know first-hand that it's absolutely critical to be talking about these issues internally and working together across departments to put solutions in place.... and more importantly, that it's possible :)

Re: The Undiscovered Country of Presence Management

Jen Harris — Tue, 21 Apr 2009 12:58:09 -0000

Twitter and social media in general is what you want it to be.
If you want it to be press releases and your followers are ok with that, so be it...they either knew what they were signing up for or their bots do. :)
We will keep our circles & let in who we want, when we want.
My prediction (probably won't happen for at least the next 6-12 months) is that you will see our "followers" list have a huge spike and outweigh our "following" list. (this is for the non-autoFollowers that is).
I don't care who follows me or why...just when I give out the cry for help, they are there.
-jen
@jenharris09
@Consilio
@PerfectOrder

Re: The Undiscovered Country of Presence Management

Elizabeth — Tue, 21 Apr 2009 12:23:41 -0000

Thanks for this post! I agree, just because some outlets like facebook or twitter work for some companies, it may not work for you because your customers aren't there. Do you know your customers well enough to know what forms of social media they use? If not, then you don't know your customers nearly well enough and that increasing that knowledge and that relationship is something you need to work on before you spend your time blindly trying to network.

Re: The Undiscovered Country of Presence Management

Len Devanna — Tue, 21 Apr 2009 12:10:54 -0000

Insightful commentary as usual, Chris.

My role is to facilitate the adoption of social tools, while helping our global employee population understand the value. I engage with our audience through a variety of channels to find ways to better the relationship. Sometimes it's simply a 'warm presence' as you suggest, other times it's proactively finding issues or questions and working within my internal network to lend a hand.

When we started our journey 18 or so months ago, we really focused on establishing 'employee proficiency' within the social web. My goal is to get every employee to serve as representatives of the brand - offering their own unique expertise and talent through a variety of social channels.

This 'viral' approach has worked wonders for us, as you'll now find hundreds of employees out on Twitter proactively watching for brand mention - and engaging with the audience when something crops up that they can positively influence. Some sharing new job postings, some dealing with support issues, others helping with interoperability, etc;.

I guess I'd equate it to when you have a friend in a particular company... You may look to that person to help gets answers quicker, help understand processes a bit better, etc;. Social let's us scale this exponentially - where Chris Brogan will someday have tens of thousands of 'friends' at EMC... Each ready and willing to lend a hand.

Re: The Undiscovered Country of Presence Management

whatsnext — Tue, 21 Apr 2009 12:02:01 -0000

Unfortunately, Eric, most PR firms and ad agencies have not kept up with the evolution of the Internet into one where every customer has the tools to be heard. The vast majority of PR firms are still sending out "Dear Blogger" pitches and canned corporate press releases, while ad agencies are still trying to hit us over the head with messages we don't want to hear.

Re: The Undiscovered Country of Presence Management

Eric Toczko — Tue, 21 Apr 2009 11:47:00 -0000

I think the best advice for companies who want to tweet is let somebody from your advertising agency or PR agency do it. They know how to speak to individuals, especially in the target market.

-Eric T.
http://www.jazdcommunicatio...

Re: The Undiscovered Country of Presence Management

AnaRC — Tue, 21 Apr 2009 11:37:46 -0000

Excellent post Chris! however, it's so hard for a company to decide who will be their public "avatar"
What if he/she leaves? what if it's the CEO with a ghost writer and the ghost goes crazy? what if? what if? So the opt for the easy road, through a logo and a company name and fail the whole point of personal connection. They need more time, this is still too new to most companies. Let's see what happens!

Re: The Undiscovered Country of Presence Management

Aimee Greeblemonkey — Tue, 21 Apr 2009 11:34:06 -0000

Great post. Right on target.

Re: The Undiscovered Country of Presence Management

Beth Serata Miller, ABC — Tue, 21 Apr 2009 11:08:41 -0000

Chris: Your posts are always insightful, thought-provoking and just about always dead on. There is a place where traditional marketing communications will and must coexist with social media. For business to business marketers, that intersection is proving more elusive than for consumer marketers. As a B2B marcom consultant, I'm pushing and pulling my clients into the new world, testing and tweaking as we go. The bottom line, as you stated so well, is that there must be a personal connection - a real name to an online ID. I recently blogged about the earliest social media - large gatherings of cavemen for worship or competition - and the similarities in the current form.There is still great fear among larger companies that if they expose themselves to this untamed media that they're brand will be severely damaged. What they don't yet understand is that their brands will be exposed with or without their participation. Just as they were reluctantly launched websites in the mid '90s, and gave their employees access to email, they must embrace and integrate social media as a part of their integrated marketing communications to stay competitive.

Re: The Undiscovered Country of Presence Management

Kevin Boon — Tue, 21 Apr 2009 10:18:49 -0000

Good Post!
Companies like to compartmentalize their approach to job descriptions and as I wrote in a review of Barry Schwartz's video from Ted on Practical Wisdom we all need to learn to think outside rules, bureaucracy and incentives.

In social media companies would be best to not fit a job to a person but to find the right talent who fit with social media. This might be the CEO, Marketing, Customer Service people.

Re: The Undiscovered Country of Presence Management

Leisa Watkins — Tue, 21 Apr 2009 08:43:59 -0000

I'm looking forward to your next post. I struggle with this one. As a business owner I want to be the one to maintain that online presence for the company brand. But, again as a business owner, my plate is always so full that a lot of time it doesn't get done.

Re: The Undiscovered Country of Presence Management

chrisbrogan — Tue, 21 Apr 2009 08:19:44 -0000

So is Twitter a place to announce press releases and promos? I'd say that's not exactly how it's being used, nor would I want to read someone's stream that's just a bunch of press releases.

Re: The Undiscovered Country of Presence Management

bisnis internet — Tue, 21 Apr 2009 04:16:45 -0000

I think Public Relation or marketing division should do that, promo the company event or news using twitter.