Social Communication

3 Steps To Becoming The Best Social Communicator

The world is moving at a steady pace. The advent of digital has revolutionised the way people do business. The way businesses do business. Digital has found its place of comfort in communication and marketing. Calling upon the need for business leaders/founders to socialize their businesses.

At the forefront of digital, we have the social web. According to PR daily, ‘In less than 10 years, social media has become communication professionals’ best friend and fickle foe. With relative ease, customers can be targeted, support can be organized, discussions can flourish, and grievances can be aired with ease.’

This creates the need for all of us in the discipline to hone our social communication skills. How do we deliver upon the promises of organizing support to customers having difficulty: contribute to discussions online and address customer grievances in real time? By learning how to be good social communicators.

To be one, you need to work on the following:

Creatively Respond To Positive Feedback

People like to be praised. It bolsters their self-esteem. The same is true of businesses in the social realm. Many a times, when all is said and done, we all expect good feedback. Especially when we have made the effort to reach out. It could be positive feedback, about your service delivery and or quality of products.

When it happens, take time to respond to that feedback. Bottom line:always respond. Be creative; mention the source in the post/comment. Acknowledge their contribution in pushing the brands equity a notch higher. Make them know that there contribution is valued.

Deal With Negative Feedback Quickly and Appropriately

This is what we fear most. Being put down. It happens to most of us during the course of our lives. In our personal lives, we are even allowed to take it personally. However, in a business set-up do not ever take this personally. Especially negative feedback.

Suppose, a customer posts a negative comment regarding your services: do not respond by telling him to go get the service elsewhere. As was the case with Kenya Power & Lighting Company (kplc) January 21st: during a total blackout in some counties. On one twitter handle, a user posted his frustration of staying in the dark. The social team at KPLC, response chose to respond by telling the user to try other lighting sources such as candles, lamps, etc. It was a nightmare, if no one noticed. Thanks to monopoly the user could not move. If there were other service providers, don’t you think the user could have jumped ship?

Instead, try something like promising to address the issue by either giving him a refund and or internally, find out what led to the negative feedback exactly. Give them assurance that something is being done to remedy and or rectify the situation to normalcy.

Remember, always be timely. A complaint responded to 3 days later would have done irreparable harm. Avoid this.

Make Social A Resource for Your Customers and Not Yourself

Go on the social web, with the intention to give, give and give some more. Make it you mission to give useful information to your audience, round the clock.

Post alert when you suspect the roads would flood. Notify users of the promotion going on and if possible give them a reward, such a coupon. Do not tire to give.

Offers, promotions, product launches, the whole shebang. By giving and giving some more, you increase your chances of not only getting deserving repeat customers but also, loyal customers who will go out of their own way to evangelize your product and or services.

Do you feel ready to go be the best social communicator on the social web? Give it a go and share your experience with me.

Trust is a strange and complex thing. Being a slick and professional communicator doesn’t necessarily equate to inspiring trust. This is certainly true in the relationship between a senior leader and their employees whose interpretation will be influenced by what they actually see in the organisation on a day-to-day basis.

Importance-of-trust-in-communication

In fact, being a bit rough round the edges could actually elicit more trust, particularly if this means the communication is less like ‘spin’. And people are more likely to warm to someone who is saying things that have real meaning for them, and who is seen as consistent in their approach rather than like a chameleon.

Fine-tuning communication skills while remaining authentic and true to yourself is one of the big challenges, as is getting through to your audiences at a time when trust is very much in short supply.

Falling trust levels

The Edelman Trust Barometer 2015 reveals an alarming reduction of trust in relation to all institutions globally, reaching the low of the financial crisis of 2009. Now more than two thirds of the 27 countries surveyed fall into the ‘distruster’ category, including the UK which has shifted from the neutral to the negative zone over the last 12 months.

A number of factors are involved, not least among these being the many recent examples of poor and unethical practices by businesses that have led to significant problems for customers, employees and society as a whole. The Volkswagen emission test scandal is the most recent high-profile case. People cannot fail to be influenced by such stories even if they are not directly affected by them.

The current climate means that organisations have to work much harder to gain employee trust – it is no longer the default position. And so employers will be looking to communicators to help them overcome these barriers and establish strong connections with their people. They will want communications programmes that are as effective as possible in achieving these goals, as well as expert support in inspiring greater trust themselves.

Links between trust and engagement

There is a body of evidence around the links between trust and levels of employee engagement; for example, data from Gallup states that 96% of engaged employees trust their companies, while only 46% of engaged employees do so. And a 2008 Helliwell Huang study suggests that a 10% increase in trust has the equivalent effect on employee satisfaction of a 36% pay rise. In turn, raised employee engagement has all kinds of positive knock-on effects from increased productivity and innovation to reduced staff churn and sick leave, so there is clear business benefit to dealing with trust issues.

Making the investment in trust

No organisation or business leader can get things right 100% of the time, but having clear principles and values that staff can buy into; adhering to these consistently; and being seen to do so help to protect trust in difficult times.

Significant trust problems do not necessarily arise because of some dramatic event. Trust can be eroded gradually over time for a variety of reasons that seem relatively small when taken individually. And communication behaviour is a key part of this.

This year’s Insight seminar

IoIC’s Insight seminar on 12 November in London will help communicators to better understand the dynamics of trust and the part they can play in instilling trust in their organisation.

Through case studies, panel discussion and group exercises, delegate at this afternoon seminar will gain valuable insights into:

- Implications of the current trust environment for leaders and communicators
- The key building blocks of trust
- Links between trust and engagement
- Developing messages and initiatives that hit the spot
- Helping leaders to be authentic communicators
- Dealing with trust issues in difficult times
- Cultivating behaviours that help to build up the trust reservoir

Source: Institute of Internal Communication

No one ever became a great leader without first becoming a great communicator. Great leaders connect with people on an emotional level every time they speak. Their words inspire others to achieve more than they ever thought possible. Great communicators are intentional about it, and there are 10 secrets they rely on to deliver a powerful message. Put these secrets to work in your communication and watch your influence soar.

The  greatest leader of the 21st Century.

1. They Know Their Audience

Great communicators do not worry about sounding important, showing off their expertise, or boosting their own egos. Instead, they think about what people need to hear, and how they can deliver this message so that people will be able to hear it. This does not mean that leaders tell people what they want to hear. Quite the opposite—they tell people what is important for them to know, even if it is bad news.

2. They Are Experts in Body Language

Great communicators are constantly tracking people’s reactions to their message. They are quick to notice cues like facial expressions and body language because they know this is the only feedback many people will give them. Great communicators use this expertise to tailor their message on the fly and adjust their communication style as needed.

3. They Are Honest

The best leaders know that for communication to be effective it has to be real. They cannot have people parsing every word trying to separate fact from spin. When great communicators cannot share certain information, they come right out and say it because makeshift, half-truth answers breed distrust and anxiety. In good times and bad, honesty builds trust.

 4. They Are Authentic

Great communicators do not try to be someone they are not just, because they have stepped behind a podium. There is a reason Mark Zuckerberg presented Facebook to investors in a hoodie and jeans. Great leaders know that when they stay true to whom they are, people gravitate to their message. They also know the opposite happens when leaders put on an act.

5. They Speak With Authority

Great communicators do not try to cover their backs by being ambiguous, ineffective, or unassertive. Instead, they stick their necks out and speak very directly about how things are and how they need to be.

6. They Speak To Groups as Individuals

Leaders rarely have the luxury of speaking to one person at a time. Whether it is a huddle around a conference table or an overflowing auditorium, great leaders know how to work the room and make every single person feel as if he or she is being spoken to directly.

7. They Have Ears (And They Use Them)

Great leaders know that communication is a two-way street and what they hear is often more important than what they say. When someone else is speaking, great communicators are not thinking ahead and planning what they will say next. Instead, they are actively listening, fully focused on understanding the other person’s perspective.

8. They Use Phrases Like 'It’s My Fault,' 'I was wrong,' and 'I’m Sorry'

When great leaders make a mistake, they admit it right away. They do not wait for someone else to find and point out their blunder. They model accountability for their words and actions, even when they could have easily “gotten away” with the mistake. In addition, they do it matter-of-factly, without drama or false humility.

9. They Solicit Feedback

The best communicators never assume that the message people heard is the exact same one they intended to deliver. They check in to verify that their message was understood correctly, and, if it was not, they do not blame the audience. Instead, they change things up and try again.

10. They’re Proactive

Leaders with the best communication skills do not waste time playing catch-up. They are quick to head off the rumour mill by sharing bad news in a timely manner. They also give clear, concise goals and directions so people do not waste their time heading in the wrong direction.

Great communicators stand out from the crowd. They are honest. They are authentic. They listen. They excel in communication because they value it, and that is the critical first step to becoming a great leader.

A version of this article appeared on Entreprenuer.com

By George Odenyo Litunya-Corporate Communications and Marketing Consultant

Customer service |Phil Dowsing Creative

In communication, messages are king. For content marketing, content is still king. However, in business, the customer is king. As Kenneth B. Elliott said, ‘A customer is the most important visitor on our premises. … We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.’ Therefore, it is important for every business to improve on customer service delivery. 

In today’s customer service delivery landscape, customers can make purchases without stepping foot in your premises. A company can serve its customers without ever seeing them. This has waylaid the use of technical skills and amplified the need for soft skills.

It's no secret, new media is changing how we practice communication. Have you ever, seen a great post on facebook about a product and thought to inquire? Unfortunately, it took forever to get a reply. Yes, it happens. 

In this age of new media, companies want facebook page likes to the millions. Twitter followers to the millions and not forgetting blog subscribers. What fails to register in the minds of these companies is that these are potential customers. Who need as much attention as the actual walk-in customers. Thus the dire need for soft skills.

I recall when customer service was about smiling to the client and being courteous. Running literally after your client. Fixing them coffee, and similar acts of kindness. Even when the client in question was not interested in doing business with you. It was an obligation to be courteous. How do we show this in today’s customer service landscape? Facebook, twitter, Instagram and blogs case in point. How do you make coffee for someone who cannot take it? But through soft skills, you can make them feel valued. With the promise of repeat business. Which is the ultimate goal in customer service. 

Soft skills are running the show now. As shared by Mary Shulzhenko, here are 20 soft skills everyone in customer service should master.

Active listening

Attentiveness

Clear Communication

Persuasive Speaking

Ability to use positive language

Confidence

Good body language

Understanding human psychology

Patience and self-control

Ability to empathize

Time management

Flexibility

Creativity

Accountability

Leadership skills

Positive attitude

Self motivation

Decision making

Teamwork skills

Sense of humour

Work on these and let me know how it goes. Happy customer, happy business.

Source|http://www.providesupport.com/blog/top-20-customer-service-soft-skills-infographic/

According to a Startup Genome Report, a project co-authored by Berkeley & Stanford faculty members with Steve Blank and 10 startup accelerators as contributors: indicate that within 3 years, 92% of startups failed. The report analysed 3,200 high growth web/mobile startups.

Courtesy | Wolf Read

The report further highlights in depth what results to the failures. However, for the purposes of this article, let us ask ourselves what we can do as communication professionals, to salvage the next startup from failing.

As the CEO/Director, how versed are you when it comes to communications? You might argue that during the first stages, communications initiatives are not important. Let us suppose you are mistaken. As events unfold, you realize that what was missing in your survival kit was a communications strategy. What next?

In an effort to save your startup, it is not only wise to have a communications strategy, but implement it as well. Here are some tips you need to know when that time comes; it will surely do so.

Timing

First, it is wrong to roll out all your guns at the beginning. The Genome report attributes 74% of the failures to premature scaling.

Premature scaling means spending money on marketing, hiring etc. either before you find a working business model (you acquire users for less than the revenue they bring) or in general spending too fast while failing to secure further financing. {Sic}

Knowing when to use your communication strategy as well as balancing not to fall in the trap of premature scaling is a landmine. Tread carefully. My advice would be once you are confident with the product and or service, but realize that along the way, something is not clicking and failure is imminent; then roll out the communication strategy.

It should not be too early nor too late.

What are your communications objectives?

In all that we do we would like to make progress. Unless we set some form of measurement mechanism, chances of ever knowing if we are progressing or not are slim. This is true in life and work.

Consequently, defining the communications objective beforehand will keep you focussed as well as indicate whether you are making progress or not. Are you looking to release an annual report to investors to persuade them to open their wallets for your next phase? Alternatively, you might be opening a new branch and you want your customers to know of its location in good time? What is your objective?

Write it down if you must. Memorize it if you must. However, never forget it.

Be real

We live in a world, where we are encouraged to be unreal. In the broader scheme of things it works. In this instance however, shelve that just a bit.

Do not fall victim of wishing once the strategy is implemented you would be called for interviews, and or get the front pages of the business daily. Well, if it happens then what more can you ask for? That team deserves a medal and stocks in the company.

However, you should consider alternative channels for which you can get your message to the clients. Social media is here with us and suffice it to say it is revolutionizing the corporate terrain.

The ultimate goal is to get your story out there and most conveniently to the customers. Your expectations must be realistic knowing that competition never sleeps.

Have room for collaboration

Collaboration is key, particularly in the beginning when you should provide your PR team with as many details as possible. Then, trust them to give you an honest assessment on the best ways to achieve your PR objectives. A press release blast will be appropriate on some occasions, while individual media outreach will make more sense for others. {Sic}

This will likely occur when you have an in-house communications team and went ahead to hire outside professionals. The two teams must be in a position to work together for the benefit of the company.

Collaboration does not touch on the teams alone, but also the media used in pushing the communications objective forward. Working with diversified media outlets can prove rewarding. Local media may be a good place to start as a litmus paper to gauge the perception of the target audience before opting for national exposure.

Evidently, combining both online and social media outlets may yield stronger results than just concentrating on one medium alone.

What is your story?

To quote Seth Godin, “Consumers believe stories. Without this belief there is no marketing.”

Storytelling is the method by which people tell each other who they are, where they come from, what they believe in and how they’re different from one another. A story on the other hand is the medium through which a company expresses it message to the consumers/intended audience.

It begins and end with a story. Fortunately, companies too have them. Bearing in mind that there are millions of journalist out there whose attention is tasked by millions of pitches they get.

It is imperative that your story resonates with the journalist, editors, and the entire media outlet.

Work your angle and make it compelling enough to capture the attention of the ever-busy journalist. Moreover, one last thing, be truthful. Avoid all the hype and lies, they will give you trouble remembering.

Plan ahead

Benjamin Franklin said, ‘By failing to prepare, you are preparing to fail.’ How right he was. Assuming that you will use the last three weeks to execute the communication campaign and get the results intended is a joke.

Whatever the objective, you need to plan, and consider how and to whom you plan to share your news. Bearing in mind that journalists are overwhelmed with pitches daily, and they are always on a deadline. Give your communications team ample time to work their media contacts, and then give journalists enough time to react.

It is all about the message

Finally, when it comes to the message let it be the intended message. No matter what distractions may come your way, the message you intend to tell, tell it. Be it in social media, broadcast, or any other media outlet tell ‘em. Tell ‘em again. Tell ‘em what you just told ‘em.

A version of this article appeared on Built in Chicago.

A lot has happened over the years. Companies have started, only to close down later. Some have done so well, leading to a major Initial Public Offer (IPO). The not so financially stable companies have filed for mergers in a bid to save whatever they have left or better yet, penetrate new markets-expand.

Flickr | Sebastien Wiertz

Social media on the other hand has loyally fought for its place at the apex of communication. These are some of the changes that have taken place over the years.

Has anything worth noting taken place in the corporate communications world? Indeed. In a research conducted by W2O Group Centre for Social Commerce in collaboration with S.I. Newhouse School of Public Communications at Syracuse University, there is a clear indication that in 2015, corporate communications has taken a whole new dimension.

In the report titled, Thriving and Coping a Social and Digital Age, there has been tremendous change in the corporate communications model. It is becoming clearer that with the technological advances, the roles of the corporate communications officer, are shifting from the usual tradesman to that of a strategist. This is implicitly because of the changes in how information is exchanged in corporations.

Technology has helped to elevate the communicator’s role from that of a tradesman to that of a strategist by providing communicators with valuable information about the pulse of the organization, and the ability to respond appropriately. Too often, companies are communicating to a workforce that doesn't exist. As employees get lost in a world more connected and noisy than ever, technology has enabled communicators to become the nerve centers of their organizations by better communicating with employees. {ibid}

With that in mind, corporations are re-evaluating their corporate communications structures to incorporate these changes. Since communication will play a significant role in strategic planning.

The following are the six key changes that have taken place in the corporate communications model as highlighted in the report.

Forget Coverage. Focus On Influence

Days when corporations would fight for the front pages of newspapers, magazines, or even the prime time during news hours-are going, going…gone. Instead, corporations are aligning their objectives to provide influence in the market. Communicating the right message, to the right people at the right time is the new bottom line for corporate communications officers (CCO). Companies want to the thought leaders in their respective industries.

Analytics, Analytics... Analytics
Measuring the returns of all the strategies deployed is necessary. As one of the excerpts puts it: “The existence of digital and social analytics has changed how we as an organization approach strategy.” The CCO needs to be confident enough to test what his/her strategies and if they are meeting the objectives set.

These measurements lead to insights, which then enable the CCO to further improve on the working strategies and change those that are lagging behind.

Organizational Charts? Networked Systems

In my career, my first task was to design an organizational chart. After weeks of collaboration with the General Manager, I had something solid to present. I waited, and waited…and waited. To date, no one has ever brought up that topic. It died a natural death.

A clear indication that corporations are tearing down the completely organizational charts-a system that emphasizes a top-down model of communication. Instead, due to the massive interactions in corporations, a networking system is taking centre stage. Emphasis is now on the need for employees to connect with everyone in the organizations.

“The org chart is no more. We have to integrate and collaborate cross-functionally to achieve success.” {ibid}

CCO are tasked with ensuring that we have a flat, transparent structure encouraging open dialogue and a free flow of communication.

Community Is the ‘New’ Audience

With strategy comes targeting. The more information the information sphere keeps getting, the more saturated it gets. Thus the need to narrow our focus. CCO are looking to reach a group of individuals who share the same interests rather than disseminating information with the hope that it gets to some people. Like throwing many darts in the dark.

“The concept that key stakeholders are audiences is no more. Audiences are static. Audiences demand one-way stimulation. Today, stakeholders are communities. Interested, engaged, networked, motivated, with shared concerns. Communications must be calibrated to address these dynamic entities.” {ibid}

In the presence of social media, face-to-face communication is still important

Corporations want to engage with their communities. The digital age has led to the mushrooming of members of these communities in all corners of the world. In homes, offices, trains, schools they are able to ‘speak’ and share their takes on the happenings. The moment we take out the relationship building aspect of it, the whole use of social becomes pointless.

As one executive told researchers, social without real-life connections “will actually hinder engagement.” You can’t just get people to click “like” — you actually have to convince them to leave their well-worn recliners.

Storytelling Has Changed

At the core of any corporation, we have a great lore. An inspiring story that acts as a constant reminder to the employees and all and sundry of what the corporation is trying to achieve. A source of motivation, if I may.

But today, it’s not all about crafting a narrative. The use of multimedia in telling this story is fundamental. Using images, audio, infographics among other is a sure way of improving the story.

60 percent of people today identify as visual learners. Tactics like infographics are more popular than ever and social media has forced companies to re-evaluate how they tell their corporate story. {ibid}

Changes will always be at our doorsteps. In addition, as change is hard to implement it is advisable that we always train, fail, and learn from our mistakes and most of all upgrade at the slightest of opportunities.

Courtesy: PRNewser