Page 33 - FINAT Yearbook 2012

be prepared and avoid pitfalls.
The top 5 mistakes:
1. No (or not enough) monitoring tools
or even worse: no defined KPI’s (Key
Performance Indicators)
2. Down sourcing: no support from
senior management
3. Speed before perfection
4. Faking your social media presence,
faking your on-line reputation
5. Abuse of social media for ‘pure’
commercial activities
select the right channel for your communication
This table outlines the strongest points for both traditional paper communication (direct mailings, letters, ...) and social media (twitter, FaceBook, blogs ...)
conclusions:
Social media channels are non-stop communication channels, they’re a great way to stay in touch with your customers and with the market, 24/7, but that requires resources, time and budgets. Good content is key, whether it is an opinion piece, paper, direct mailing message or a twitter message. If the content is bad, people will turn the page of your direct mailing, but they will also stop following you in a social media channel. The ‘tone of voice’ can and will be different for each channel, but good content is a must. Digital media results (ROI, response rate, feedback, ...) can be measured more easily than paper or printed communication results. Please use that advantage to monitor your efforts frequently. And last but not least: it is not print OR social media, it is print AND social media. Using both channels is a good foundation for a strong, direct and responsive communication platform, as they are most complementary.
Hot from the press
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FINAT YEARBOOK 2012 |