The Big Talk

I remember in one of the classes I took on my junior year in OrCom that there are variations in how managers communicate to their employees. It’s either you are transformational or transactional. Basically, what I picked up from that course is that what you say and how you say it will definitely matter and will have varying impacts from the receiving end.

Last Saturday, my professor wrapped up our 152 class by giving us the complete gist of the social media strategy (which is what the whole course is about) and the lessons he has picked up not as a communications practitioner but as a person in general.

The talk was not really thought-provoking but more like emotionally-provoking. I say that because the things he told us were not really new to us. However, it somehow struck an emotional chord in me. He somehow made feel that everything that I have been doing should be purposeful whether as a soon to be communication professional or just as a person.

The following are the highlights of my professor’s talk with my two cents on each:

• A Strategy is Nothing With No Good Foundation
• Social Media Rules
• Gain A.C.C.E.S.S.
• Just Sharing #2: Some Words to Remember

A Strategy is Nothing With No Good Foundation

The whole point of Organizational Communication 152 is to know and understand the trends and styles in communication.  We all know that communication is constantly evolving. For that reason, as communications practitioners we must know that what may work today may work tomorrow… we have to be resilient and adaptive to the changes in our communication patterns.

The Social Media Strategy is the newest strategy in  getting the message across. This strategy is unlike the old ones (Broadcast & Interactive) as this is more dynamic. The following are the four pillars of the Social Media Strategy (SMS) that  my professor highlighted in his final speech in my 152 class last Saturday:

1)  Communication

This pillar points out the message we are sending is very important. That is why we must have a way in gauging the impact of the messages we are sending. Did my target audience receive my message? Did they understand my message?

2)  Collaboration

This term is frequently used in Tapscott’s and William’s Wikinomics. What this pillar is trying to say that the key component in the Social Media strategy is participation from the stakeholders. SMS is all about knowing your stakeholders and having real conversations with them.

3)  Education

This pillar reminds me of one of the approaches to competitive advantage which is differentiation.  This foundation is all about doing something extra for your stakeholders through educating them about your product. Educating meaning things about your product and how a stakeholder can really benefit them must initiate from you.

4)  Entertainment

We all know that a little creativity goes a long way. Heck! Creativity is sometimes the beginning of a new business. This pillar is about adding relevant creativity to your product/service.

Every strategy needs a good foundation. Each of the pillars represents aspects of the Social Media strategy that shows how representative is the thought behind the strategy. It also shows how it approaches the stakeholder.

Social Media Rules

In order for something to be successful we need to set rules. Setting rules does not necessarily mean limiting ourselves but it guides us in achieving our goals.

For corporations or businesses that want to adapt the social media strategy, they must be careful and know exactly why they are doing that. We don’t want a repeat of the era where in all organizations wanted to have a website of their own just because it is in. My training in Organizational Communication has very well taught me that communication is purposeful. That is why when an organization adapts a communication  strategy, they must have a well-thought of reason for using it.

The following are the rules in using social media as shared by my professor in 152…

#1 “Social Media is about enabling conversations with and among stakeholders”

This rule just points out that it takes two to tango (sorry for the cliché). Communication should not be one-way; it is a dialogue!

#2 “You cannot/should not control conversations. You should influence.”

What rule number two basically points out is that when conversing with your stakeholders… it should be done naturally. Conversing means listening to what the others say and giving your honest opinion about it.

#3 “Influence is economically viable in relationships.”

This rule simply states that relationships are built on trust. When you influenced a stakeholder you, in some way, gained their trust and made them think twice of your product/service.

It’s like this: First, you influence them to buy your product by telling them how your product really is. Second, they liked your product and found you truthful about it. Hence, they buy it again. Next, your product satisfies them enough to make it a staple in their shopping list. Meaning, your stakeholders have developed a permanent liking to your product that no brand is better than it. Given that situation, they finally recommend your product to their friends and family. They become advocates of your products and may be like a purist that they will pay a premium price for it just to get the service that you deliver. And that is the value of influence.

Gain A.C.C.E.S.S.

For businesses to retain their edge or at least to survive, they have to have the vital information. Knowledge is very crucial in staying on top or in trying to reach the top. However, having too much can cause information overload that may also cause not reaching the goal. The following is like a checklist of what an organization needs to know and needs to do to get in (according to my 152 professor):

A- audience

Know your audience. Today it’s not about knowing the demographics. What are statistics compared to psychographics? Businesses must thoroughly understand their stakeholders by knowing what they want and what they need. Like in advertising agencies, to really get to know their target audience they even go to the extent of creating specific personas.

C-content

What should your company be saying? How can you make your audience understand you? This is about knowing versus understanding.

C-competition

Yes, know your competition. It’s not unhealthy, really. Knowing who your competition tells you what your organization needs to improve on. It’s like looking at the mirror when you do this. You try to examine yourself and realize at flaws by looking at something that may reflect you. What does your competition have that you don’t have that your stakeholders love?

E-execution

It’s simply knowing how to make your concept concrete. What is a great idea if it translated poorly?

S-social media mix

There are a lot of choices. Know what is right for you and what you need. Just because it is there it doesn’t mean you have to utilize it.

S-sales/success viability

Simply start with the people. How will your stakeholders take it?

Just Sharing #2: Some Words to Remember

For everything that we do or about to do, we must always ask ourselves what’s in it for me. It’s not that I’m promoting selfishness but it is important to know that whatever one will be doing will have a great impact on one’s life.

As an organizational communication student, I have constantly asked myself what is it I’m doing and how is everything I’m learning valuable. I still don’t have a final answer to that but I do know is that my OrCom training is teaching me a thing or two about how I am as a person.

Anyway, what I really want to share in this post are the 3 words that my 152 professor will never forget. They are like his philosophy in life. (Having a philosophy guides a person to make the right choices in business, communicating, and life in general)