One trait that has always been highly valued in companies large and small is discretion. That’s because there are often very prudent, honorable reasons to keep one’s mouth shut. For instance, if a company is developing a product or service that gives them a competitive advantage or if they are involved in negotiations to acquire a competitor or having an internal disagreement, it would obviously be harmful for its employees to share that information externally. Even today, the corporate sin of “talking out of school” is a serious one.
On the other hand, there is a growing desire among many consumers to see more transparency, humility and openness in government and in the corporate world. There is a general perception that a culture of secrecy has played a role in our recent, high-profile corporate and political failings. This intersection between a consumer-driven push towards more transparency and the increasing allure that companies feel towards being involved in the two-way conversation that is social media is creating some tension.
I’ve noticed this tension when the subject of social media comes up with the companies we talk to (and they are all talking about it). Most of them want to find a practical, strategic way to apply it to their business because they know that ignoring would be a mistake. They understand that it is growing platform that they need to master before their competitors do. At the same time, they realize that it is not as manageable as pushing out a one-way message through traditional media. Engaging consumers in this relatively new and unfamiliar territory opens up a door to possible risks that can initially be a little daunting. The blue-sky brainstorming of innovative ways a company can better engage their consumers through Twitter, Facebook, etc. can quickly be replaced by even more vivid images of the worst case scenario that could come in the form of a public relations nightmare or worse. Companies are struggling with where to draw the line between the discretion they value and the transparency and openness that consumers value.
The one realization that working through a process like this usually leads to is that the person or group who is ultimately tasked with implementing the social media strategy needs to intuitively understand what kinds of company info can be released in the social media world versus information that should be kept closer to the vest. And depending on the company, they may need to possess a variety of skills including marketing, public relations, customer service and of course, the nuanced etiquette of social media. That is how the issue morphs into one of staffing, because employees like that, if they exist, may already be too busy doing their regular jobs.
As a jumping off point, the following five things should be written down before creating any corporate social media strategy:
- Establish up front exactly what you want to accomplish through social media and how it compliments the company’s overall brand positioning and the rest of its marketing efforts.
- Outline company information that is not for sharing through social media.
- Identify potential downside risks and how to address them. For example, how should we deal with negative remarks? If on Twitter, a consumer says “X” about your company, what is the appropriate response?
- For consumer product or service companies, decide whether Twitter could be used as a Customer Relation Management tool.
- Identify the necessary skills needed for the person who implements the social media strategy and also identify who internally or externally can perform that task.
After having several people ask us, “Does Scout do websites?” we answered with a website.
ScoutDoesWebsites.com
If you go there you can see that in fact, we have done a lot of websites. The site has a sampling of some of the many diverse sites we’ve done over the past couple of years. There are sites from the master-planned community builder Westervelt Communities to the e-commerce Asian boutique Mandarina.
We are always looking for the latest technology and trends to further help our clients express their brands. Here is a list of some of our capabilities.
Scout Branding’s Web Capabilities
Website Design and Development
Custom Web Development and Design
Content Management Systems
E-Commerce
Custom WordPress Sites
Web Application Design
Social Media Integration & Social Networking Website Development
Ongoing Site Maintenance and Content Updating / Management
Strategic Online Planning
Comprehensive Analytics / Site Statistic Tracking
Search Engine Optimization
Search Engine Marketing (Google Adword, pay-per click)
Strategic Online Media Promotion and Tracking
Strategic Social Media Planning and Implementation
Social Media Monitoring / Brand Buzz Tracking
Don’t see something you are interested in/need? Get in touch with us! We probably do it.. and if we haven’t before… we will.
There’s an old saying that art directors use when it comes to photoshoots- “never work with children or animals.” Over the years I have had the opportunity to work with quite a few species of animals, including elephants, birds, dogs, and even a llama named Major Tom (yes, the David Bowie reference is intended). I usually come to a shoot with a pre-conceived notion of what exactly the shot will look like, which is used as a starting out point. Through collaboration with the photographer, the trainer, and the animal, the final shot has always been a combination of my initial thoughts coupled with the animal’s whim.
That was my experience until I met Rusty, a yellow lab who spends his time with his owner Karen Cunningham serving as an animal-assisted therapy team for Hand-In-Paw. Here at Scout we have been designing all of the promotional materials for Hand-In-Paw’s Picasso Pets, and little did Rusty know that his mug was destined to appear all over Birmingham. He did exactly as he was told, patiently, and thoughtfully, all for little more than a few milkbones for pay. Within twenty minutes he had looked straight into the camera with his nose and paws bright blue, giving the photographer the exact endearing, loving-life look I envisioned.
Picasso Pets is a unique event that benefits Hand-In-Paw, a local animal-assisted therapy organization. Hand-In-Paw’s certified therapy teams visit local hospitals, nursing homes, and schools where they do everything from help children with developmental disabilities learn to walk, provide a listening ear to those learning how to read, or simply provide companionship. At Picasso Pets the animals “paint” with their paws and then an accomplished artist incorporates the animal’s marks into a final painting, which is then auctioned to support the program. This auction raises a substantial portion of the yearly budget for Hand-In-Paw, so the success of the promotional items to drive potential patrons to the auction is paramount. Scout is proud to donate our services to making this year’s Picasso Pets a success. And now we know that the exception to the art director’s maxim is a dog named Rusty.
So, summer is here and for me that means finding a good book or two to take to the beach. Since only read 5 or 6 books per year ( I know, I know), I set the bar pretty high for the vacation books.
I’m always looking for books with ideas that challenge the assumptions that I bring with me to work every day. Although, some of these books are a couple of years old, I find myself wanting to read them twice:
Outliers – Malcolm Gladwell
Mavericks at Work - William C. Taylor and Polly G. Labarre
Blink – Malcolm Gladwell
Zag – Marty Neumeir
Good to Great – Jim Collins
Tribes – Seth Godin
Twilight (just kidding!! Sorry Sara.)
Here at Scout Branding Company, we are all about keeping up with the latest trends in technology, user experience, social media, and the latest in internet technology. As time goes on it is important that companies transform, grow, and keep up with the latest and greatest. This is why it is important to upgrade your website every few years, or, if you want to really be ahead – continually seek out the best methods while constantly growing and changing.
We not only want to be ahead of the curve for our clients, but for ourselves as well. Scoutbrand.com is ever changing and growing, as we want our clients to be. Keep in touch with us as we continue to seek out the best and greatest the world of technology has to offer. We will be adding up new work, images, video, and posting on our blog as time goes on. Keep in touch!
