So we have a client for whom we manage a monthly social media campaign. Not particularly noteworthy, right? Certainly not blogworthy. We have lots of clients for whom we manage monthly social media campaigns. So what makes these guys special?Their website. Their awful, awful website.Now before I start bashing them, please know that they're not a bad company. They're successful and they're good at what they do and they're doing all the right things when it comes to social media outreach. But oh, goddamn, that website.To be fair, it's not even a website. It's a URL with a static image and the name of the company. The image, by the by, has nothing to do with the company. There's no tagline or indication of how to connect with them.But here's the kicker. Are you ready for it?The site is (and has been) "under construction." "Construction" is misspelled. And it's a construction company!There is simply no excuse for a site like that in this day and age. Websites are so drag-and-drop easy that a chimp with ADHD could build one. Think about the message that such an awful site sends. The company's lazy. The company doesn't care about its image. The company won't invest a few bucks in a website that at least says something about who they are or what they do. It's simply unacceptable.And as for the typo, well, that's a whole separate rant, but let me just say this -- I would rather see a site like this company has with a word or two spelled correctly than a deep, multi-level, interactive site riddled with poor grammar and spelling errors. This dead horse has taken quite a beating, but I'll say it again: If you can't spell, hire someone who can.Or your site will be under consrtuction for a loooong time.By Steve Boudreault
Social media has only made it easier to see what the people you care about are up to, and you need to be paying attention.
In one of my first jobs, I managed a weekly e-newsletter for the company I worked for. In the industry, it was an extremely popular newsletter. We had just over 10,000 subscribers. I was constantly scouring other industry publications and news sources for information and articles that I could write about or include in our daily industry news feed. At first, it was totally overwhelming. It seemed that it would be impossible to sift through all of the info to find the nuggets of gold.
When I started, it took me an entire day to find three relevant industry articles and write blurbs about them. It was time-consuming and painful. But I quickly learned where the best stuff was, and soon I was able to pull the most significant news, write blurbs, send info to my colleagues, and post it to our site in less than an hour.
I had my finger on the pulse of the industry. I always knew about government policy changes, key partnerships, acquisitions, or investments almost before anyone else in the company. Or the industry, for that matter.
Having to conduct these activities on a daily basis forced me to constantly be paying attention. I knew what the top-of-mind issues were for our clients and potential customers – in some cases before they did. I passed on the most important and pertinent info and news to my colleagues to help them improve their knowledge and level of customer service. I loved my job.
Social media has only made it easier for companies to pay attention to what their competitors are up to and what their customers are looking for. I know that it’s easy to get bogged down by the day-to-day activities of our jobs. It’s only natural, and it happens to the best of us. There are only so many hours in a day to get done all that you have to do. But, if you set up keyword searches, find the most important sources of news and information, and integrate these activities for even a few minutes a day, you will see a multitude of benefits. If you’re not listening, you may be missing out. And, lucky for me, I still love my job.
By Emily Trask