One of the questions at last month’s IABC/Washington panel discussion on 2010 trends was on core competencies. What skills do communicators need to have today?
Panelists cited several, including:
the ability to identify influencers
knowing how to tell a story
tech skills and proficiency (including a working knowledge of WordPress)
thinking more like journalists (accountability and transparency)
And, of course, writing skills.
But are writing skills still important? In an age of fragmented attention spans and 140-character tweets, there’s a battle going on between communicators who believe the AP Stylebook still has its place and those who think grammar rules and style points are so 20th century.
What’s your take? Is writing a core competency? And what other skills must communicators have to succeed?
Want to know how communicators are using social media? You could pose a question on Twitter or you could do a deep dive. MarketingProfs did the latter, surveying 4,763 marketers and others managing communications for their organizations. That included 3,285 who specifically said they are responsible for social media.
48.2 percent said their organizations have a social media presence. They are typically companies that have “very little to hide.” Companies in industries with strict regulations and major repercussions for leaking information (think drug makers, bankers, insurers) are less visible.
60.8 percent who do social media said that it is not part of their job description.
Social media isn’t cheap: Most of those doing social media are mid- or senior-level people.
48.8 percent said their company has no official social media policy; 12 percent said they have a restrictive one.
There is a correlation between culture and the success of a company’s marketing efforts. Employees who blog (independently) can spark new ideas and increase prestige.
All the measurement tools are helpful, but incomplete. For example, 52.8 percent of those surveyed said that paid analytics tools are “helpful but incomplete” (versus 66.1 percent of those using Google and other free tools). And approximately one-third of respondents (33.6 percent) said that the paid tools “enable perfect tracking” (versus 28.1 percent for those using free tools).
There is also a lot of data about the disconnects between the tactics people use a lot (i.e., what’s popular) and the tactics that are most effective. For example, the most used tactics on Twitter are driving traffic (72.1 percent) and driving sales (54.2 percent)—how’s that worked out for you lately? In contract, the most effective Twitter tactics cited involved two-way communications strategies and monitoring for PR problems in real time.
The concept is great because it strengthens the “I’m a PC” tag that did a good job at humanizing the Microsoft brand. Plus any ad that has people envisioning themselves as hunks makes me smile.
But there’s another reason they work: because Windows 7is user-friendly. It’s the first version of the operating system that seamlessly transfers all your files–and keeps your settings and accounts intact. I know, because I went through setting up my new computer just weeks ago. And best of all: Windows 7 recognizes existing local networks, so that all I needed to do was put in my password (at the prompt) during the initial set-up phase and I was online with no business interruption.
What happens when you put smart people on a dais together and ask them about trends in their profession? If they are Shashi Bellamconda, Torod Neptune, Paul Sherman, and John Taylor, then we’re in for some great insights.
I had the pleasure of moderating last Thursday’s IABC/Washington panel discussion. Between asking questions and keeping the conversation on track, I also took a few notes. So if you missed the conversation, here are a few highlights:
The most dramatic change in the communications landscape in the last decade? Torod Neptune said it was “commoditization” (with fewer people seeing communications as a specialty). Paul Sherman pointed to user-generated content, the elimination of gatekeepers, and the power of a person’s network. John Taylor said the implications of social media mean that he increasingly sees himself “as a business person who does communications.” Shashi Bellamkonda said that people were no longer anonymous online;rather, it is now thenormto establish a virtual presence and to promote your personal brand by helping someone else.
How do communicators stay relevant in 2010? While PR hasn’t changed, Neptune noted that “the nature of influence has.” [See also Guy Kawasaki’s comment about “build[ing] a critical mass of nobodies.”] Taylor talked about reaching out quickly to correct mistakes and address problems, and stressed that face-to-face meetings are still important. Bellamkonda said that the new landscape has leveled the playing field, pointing out that small companies today are just as likely to be in the news as bigger ones.
How should companies manage their reputations? Companies need to be “comfortable being naked,” said Neptune in response to a question about the blurring lines between our professional and personal lives. Taylor pointed to one of the simplest corporate social media policies; what he termed Hair Cuttery’s “don’t mess up our brand” policy.
What’s the impact of mobile (particularly in the context of the first large-scale use of text messaging for micro-philanthropy)? Taylor cited some revealing statistics about the growth of mobile: a 37% increase in wireless data use and 730 billion text messages among U.S. wireless subscribers in the first half of 2009; and over $5 million for Haiti earthquake relief via text in just two days (including $3 million to the Red Cross in $10 donations). [The Washington Post has a great article and more stats here.]
What skills do today’s communicators need? Sherman said the biggest skill is the ability to identify the real influencers. Neptune stressed that good writing skills are still important. Bellamkonda said that the most important qualification is “someone who can tell a story.”
The last insight goes to Taylor, in response to a question about community—and how the concept is changing. Taylor suggested that values remain constant, because people have always valued transparency and authenticity. What has changed, he said, is how these values are expressed and rewarded.
Don’t know what to blog about today? Well, Lisa Barone has come up with a solution. In a post for Small Business Trends, she identifies 104 topics covering your industry, your business, your customers, going social, and getting to know you.
The focus is small business–but Barone’s list is equally applicable to bigger organizations. Check it out here and get inspired all over again.
Welcome to Steigman Communications and the Independent Thinking blog. Daria Steigman is a business-savvy communications strategist who helps organizations develop and execute communications solutions to help them achieve their business goals. Her blog looks at the business of running a business, entrepreneurship, communications, social media, strategic thinking, and--of course--Independent Thinking.
[Note: This post originally appeared on IABC's Communications World blog.]
