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Welcome to the iEconomy (Following the Gift Card Moneytrail)

January 19th, 2009

The economy is in tethers and finger pointing appears to won out over common sense for now. However businesses ready to tackle the next new set of challenges has already begun rolling up sleeves to shape the new economy. Gone are days of the consumer / credit society where the purchase of large quantities of goods today on the promise of paying with money tomorrow. Manufacturers the world over have squeezed the profit out of the production of goods, thanks largely to automation efficiencies, to the point of more »

Social Media Drives a Paradigm Shift in Corporate Communications

June 4th, 2009

Stephen DebruynRemember the days when the C-suite could live comfortably with the illusion that they were able to control corporate messaging? During those times, press releases were carefully crafted by the PR team, and reviewed and revised multiple times by senior executives until the message was considered ready for prime time. Once the release was distributed, the PR team was then tasked with “obtaining ink,” capitalizing on their carefully-or not so carefully-nurtured relationships with the media. more »

Behind the Book: Q&A Podcast with “Digital Strategies for Powerful Corporate Communications” co-author Courtney Barnes

August 13th, 2009


In Digital Strategies for Powerful Corporate Communications (McGraw-Hill, 2009), authors Courtney Barnes and Paul Argenti explore the changing business landscape at the hands of social media’s emergence and subsequent proliferation, and offer corporate executives a survival guide for the Web 2.0 world–and beyond. In this podcast, hosted by Nielsen Business Media’s Training Magazine, Barnes answers questions about the implications of social media on companies’ brands, reputations and bottom lines, and then reads an excerpt from the book describing one social media-driven integrated marketing initiative that made big–and “bloody”–statement.

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Nurturing Both Personal Brands and Corporate Brands Can Build Bottom Lines

July 14th, 2009

Meghan ButlerHow does one concurrently brand their personal and corporate selves? All too often, the distinctions between the two are not fully understood by company and employee alike. The two types of branding become wrapped together into one effort or are kept entirely separate. Personal branding and corporate branding should be treated as two separate but interconnected parts of a whole.

With social media, the line between personal and corporate branding can be difficult to maintain. This is most effectively solved by cautiously embracing emerging personal brands of employees as individual representatives of the corporate brand. It is very important to be careful when it comes to personal brands they may not always be complementary to the corporate brand.

Personal branding is important to the corporate brand for several reasons. First, the personal brand of employees puts a human face to the corporate brand. In this case, the personal brand of employees acts as a complement to the corporate brand.

Second, personal branding creates self-positioned industry experts. If a company employs branded industry experts, customer confidence increases. The corporate brand name can and should be furthered along with personal brand name.

Hubspot’s Mike Volpe comments: “If you’re doing your job right, as an inbound marketer, you’ll end up building a personal brand naturally as part of promoting your company.”

Potential pitfalls of personal branding include the possibility of personal events becoming public. We’d all like to believe that employees will use “common sense” when creating a personal brand – but this is not always the case. As such, social media marketing policies can and should be put into place to ensure that personal branding efforts don’t interfere with the corporate brand.

Companies with successful social media marketing support the personal brand of their employees and understand that in doing so, they are supporting their corporate brand.

Meghan Butler is a Marketing Associate for LinguaLinx Language Solutions, Inc. She can be reached at mbutler@lingualinx.com.

anthony

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