Posts tagged as:

authenticity

Why Marketers Are Getting the Axe

by Daria Steigman on July 22, 2010

This recession has not been kind to marketers and other communications pros. Especially at the senior level.

Frankly, I’m not surprised.

Just look at how we typically refer to ourselves. Marketer. Public Affairs Specialist. Writer. Editor. Media Relations Manager. Videographer. It’s all task-based.

IABC has the word “business” in it, but our titles rarely do. And too often we haven’t made the case that storytelling is key to selling widgets (or sneakers, politicians, goodwill, or support for your cause). That communications is a core business function, as necessary to organizational success as product designers and the sales team.

We talk about transparency and authenticity. Our bosses care about sales, opportunity costs, and ROI.

I’ve heard a lot of hand wringing about how communicators don’t have a seat at the table. Yada, Yada, Yada. Feel better?

Now, what are we going to do about it?

The comments are yours.

Note: This post originally appeared on IABC’s Communication World blog.

Photo by Randy Son of Robert (Flickr).

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5 Reasons I Love Twitter (And You Should Too)

by Daria Steigman on February 6, 2009

Have you ever gone through Twitter withdrawal?

I’ve been a bit quiet the last two weeks, and really didn’t mind being mostly offline. But solitude only lasts so long. So I officially re-energized today with what I termed my “social media catch-up morning.”

Friday’s my least productive day for traditional work, so I figured I’d put it to good use digging into my RSS Reader and reengaging with my Twitter community. It’s been a great way to remind myself why I love Twitter:

1. Conversation. Well, duh, you say. But apparently lots of people on Twitter have few followers and talk to even fewer people. Don’t miss this opportunity to engage people.

2. Listening. The Twitterverse is a very organic space, and you can learn a lot about who people are and how they interact by following them for a little while. Many of the people I follow are broadly in the communications world. Yet I know who likes football; who prefers wine, beer, or tequila; and where some of you spent your Xmas break. People are sharing pieces of themselves every day; you just have to be listening. There is also amazing knowledge sharing taking place; I could get lost spending time just following links.

3. Connectedness. We all recognize that Twitter is a great source for breaking news, whether it’s a tragedy (#Mumbai) or a celebration (#inaug09). But it’s also a great resource for reaching out through our expanded networks. I was reminded of this earlier today when Katie Adams sent out a tweet looking for a contact at Memorial Sloan-Kettering. I immediately retweeted it, and it was then retweeted by two more people. Within about 5 minutes, that message had reached about 4,000 people.

4. #followfriday. For the uninitiated, #followfriday is a way for you to give a shout out to people you find interesting, fun, provocative, or otherwise worth getting to know. More than that, it’s a terrific way to make new connections. I’ve met some great people that way, including several just this morning.

My #followfriday list for today included Linda Jacobson, Kim Wells, Marc Meyer, Jeremy Meyers, Charity Hisle, and Adrian Pittman. They make my list for three key reasons: they’re smart, they’re engaging, and they’re authentic.

Which brings me to #5…

5. Authenticity. When you’re conversing in 140 characters, it’s hard to keep your mask on for very long. Twitter’s a great way to filter out the authentic from the disingenuous. It becomes a trust barometer of sorts, a way to jumpstart relationships that may start online but then filter outward and offline.

Have I left anything out? Why do you use Twitter?

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