A Key 5 ROI: Unifying Marketing and Promotion thru Social Media
Last February one of our staff, Jacob Robinson convinced me and several others that we should join him and several marketing and sales folks from FedEx Services for dinner at a local Georgetown restaurant. As it turned out, not only was it a great dinner but perhaps one of the more significant business learning experiences that I have been exposed to in a long time. The social conversation turned from advertisements during the Super Bowl to exposure to the type of information and education that many senior executives would pay handsome sums to experience. Our host for the evening was William Margaritis, Senior VP Global Communication & Investor Relations, FedEx. FedEx has been regularly ranked in the top 10 on the FORTUNE magazine âWorldâs Most Admired Companiesâ and âBest Places to Work.â Under his leadership, the FedEx communications program has been recognized as âbest-of classâ in the discipline of reputation management.
Blog contribution by Jacob Robinson, Curriculum Development Manager at the Green Education Foundation.
Social media has become a buzz term that we hear talked about in our offices and see written about in news and blogs nearly every day for the past couple of years. âHow to Maximize Social Media in Your Firmâ or association or something similar is a common title for blogs and articles that seek to provide strategies on embracing social media in a holistic and meaningful way. Yes, social media is in. Itâs hip. Everyone is talking about it and everyone is doing it. In other words, âIf youâre not there; youâre noticeably absent,â as a 2010 study by FedEx Corporation stated. Companies and organizations everywhere on the planet are participating in social media in one way or another, with many continually increasing their annual budgets for such programs in both external and internal communications.
However, be wary of the rewarding temptation to only use social media as a promotional tool; while you may see an ROI of views, retweets, and hits, this limiting output could put your company at risk of relying too much on brand. As companies like FedEx and Southwest Airlines are successfully showing best results come from fully integrating social media into your promotions and your marketing business plan. Even for smaller organizations, it is paramount to understand that social media is a two-way street, whether B2C or B2B, your level of engagement (including follow-ups to posts and tweets) is a key factor to successful implementation. With social media, you have at your hands a powerful set of tools to show the world the culture of your business, not just what products and services your business provides, but who you are as an organization. Through these means, you can effectively promote your education program and build brand reputation leading to customer loyalty and business strength.
I want to end by first thanking Mr. Margaritis for a wonderful evening, both entertaining and educational. You have an excellent sales and marketing staff in the DC area. And next, I would like to thank Jacob Robinson for writing this blog and convincing me that the business dinner would be much more valuable than just food and wine. Best of luck Jacob on your new position!