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10 Great Tips for a Successful Email Newsletter

June 7, 2019 By Patrick L. Burns Leave a Comment

When it comes to crafting a successful email newsletter, there are many things to consider. At times, these considerations can be overwhelming, resulting in inconsistency in newsletter delivery and quality. Here are 10 tips to keep in mind that can help make for a successful email newsletter every time.

  1. Choosing your Email Template

The first step in creating an eye-catching, accessible, and successful newsletter is choosing an appropriate and most importantly, mobile friendly, newsletter template. You may be surprised to know that 51% of recipients unsubscribe from email newsletters that aren’t visually appealing (optinmonster.com). This means you can lose over half of your audience by having an unappealing template. Companies like Mailchimp allow you to easily create simple and effective email templates or choose from pre-made designs that are already optimized for mobile devices. Make sure to keep your audience and purpose in mind when creating or choosing your template; gear your design towards what will perform best with them.

  1. Create Engaging and Strong Content

After you have chosen your template design, you will need quality content to fill your newsletter for your readers. This content can be organized by predetermined newsletter subjects, such as having each newsletter cover a specific topic or content area, or just have each newsletter contain specific content types as press releases, event recaps, and thought leadership articles. You will want to develop organizational strategies and decide what works best for your purposes, but always make sure you have top-quality content. If readers aren’t interested, they will not engage and even worse may unsubscribe to future newsletters.

  1. Grow your Mailing List

If you are considering a newsletter, chances are you have a mailing list ready to send to. Whether you have a list already or plan on building one from scratch, you should always be willing to grow it further by gaining new subscribers. This can be done by implementing a newsletter sign-up form on your website. This can be a pop-up that greets visitors to your website or a form implanted on your homepage somewhere visible and easily accessible. Again, this form should be mobile friendly. You can also link people to your newsletter subscription through social media or physical email sign-up forms.

  1. Segmenting your Mailing List

Having an extensive mailing list could also mean you have readers that are interested in different policy issues, products and services, or information. You can design multiple newsletters that are geared towards these differing interests and can be sent to the subscribers who want to see it most. There are many tools to track reader patterns and activities (buying trends, demographics, etc.) so you can make sure the content these audiences are receiving is tailored to their interests and increases the chance they will want to remain engaged with your newsletters.

  1. Eye-catching Subject Lines

When potential readers are going through their emails, they are usually scanning subject lines to determine which emails to open and read. If your subject line lacks creativity and relevancy, it is likely to be skimmed over without a second glance. It is suggested that subject lines be no more than five words and use catchy and energetic words. Taking time to run your subject lines through programs such as CoSchedule’s Email Subject Line Tester can help gauge how your subject line will do with your audience. Take time with your subject line, it will help drive open and click-through-rates!

  1. Mobile Friendly is Key

It may sound like a broken record, but in today’s mobile-driven world, it is of utmost importance that all of your newsletter content is geared toward mobile devices. More than 75 percent of people check email on their smartphones and mobile devices. If your newsletter is not optimized for mobile viewing, many of your readers won’t bother with it and could become frustrated and unsubscribe. Luckily, most templates offered on email newsletter platforms are mobile-friendly, but it is always a good idea to double check.

  1. Not Just Promotion, but Engagement

Your email newsletter should be more than self-promotion and advertising, it needs to help form a relationship with your audience. This is where the strong content comes into play in providing helpful and thoughtful information that communicates with the reader. One trick to building a strong bond with your readers is to send newsletters frequently as opposed to every once in a while. Weekly or monthly newsletters, as opposed to quarterly or bi-annual newsletters, help remind your audience why they subscribed and that you are interested in keeping the relationship going.

  1. Social Media Integration

If you have social media that you use to share relevant content or organization updates, integrate those platforms into your newsletter. Having links to your various social media accounts will help you gain followers there as well. Also, make sure to have your contact information and a link to your homepage for readers who may have questions or want to get in contact with you right away. This also adds to the relationship building by allowing your readers to keep track of the content and announcements you may release between newsletters.

  1. Create a Catchy Call to Action

Whereas your email newsletter shouldn’t just be self-promoting advertising, you do want your readers to take action of some sort. Whether it be going to your website, following you on social, taking part in a trial, becoming a paying member, or partaking in a survey you will want to have a call to action (CTA). Also, this CTA needs to be eye-catching and easy to engage with so readers will take the necessary steps. This usually takes the form of a button or link towards the end of your newsletter that stands out. If you have engaging content and have formed that relationship, readers are more likely to take action.

  1. Always Perform Test Runs

When your newsletter is looking finished and ready to go, there is one last thing you need to do before sending it out to your subscriber list; send a test. This will help you make sure there are no broken links, optimization issues, or any other problems. This will also allow you to see it from the reader’s perspective. You could easily do this by having a list of people on your team to send a test email to. It is usually better to send a test to more people than just yourself, this way, you get multiple sets of eyes to catch anything that you may overlook. Sending a test also includes sending your newsletter to specific subscribers to test things like send times, subject lines, and content success so you can see what works and what may need changing. In reviewing the test, don’t forget to review the email newsletter on your mobile device.

 

For more information on email newsletters and to find out how we can help you with your marketing campaigns, visit us at www.arc3communications.comor contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you and building successful email marketing strategies together.

Filed Under: Content Marketing Tagged With: Arc 3 Communications, Content Marketing, Email Marketing and Trade Associations, Email Newsletter, Email Tools, marketing, media relations

The 2 Most Popular Article Types for Association Content Marketers

May 30, 2019 By Patrick L. Burns Leave a Comment

In a digital age, content marketing is one of the best marketing strategies that can be used by associations’ large and small. There is a wide variety of options in the world of content marketing and choosing the best types of content for your association can be challenging. Of course, you do not have to use just one type of content, in fact using a variety of different content formats is good for keeping your membership and stakeholder audiences interested. These different types of content can be tailored to fit your association and reach your target audiences. This guide will identify two of the most popular forms of content out there right now and explain what each of these can accomplish for your association.

  1. Listicle Articles

We have all read listicle articles in magazines or on social media, even if we didn’t know that is what they were called. In fact, the article you are reading right now is a listicle. Listicles are highly popular due to their ability to be very informative while being easy-to-read and aesthetically pleasing. Arranging information in a list format and including numbers in the title and body of the article has been proven to be psychologically attractive and draws in readers. People like having their information in list form; and with a catchy title, this form of content can greatly increase page views, shares and likes.  Listicles will usually have a numerically based title, for example: “Top 10,” “6 Ways to,” “5 best,” etc. These numbers can either be a ranking system or simply organize information into the list. Unlike How-To articles (which we will discuss next) listicles do not necessarily have to show someone how to do something or teach a skill; it can simply be used for informing readers or for entertainment purposes. The items in a listicle will usually be related to an overall theme such as “10 Things to Consider When Writing Captivating Content for Members”. This theme will be something related to your association that will attract your membership and stakeholders. Listicles are immensely popular and can be tailored to any policy or content bucket.

  1. How-To Articles

How-to articles are another extremely popular form of content. The how-to article is written in a sequence of steps and shows the reader how to perform a skill or complete a task. In the past it was enough to use a title like “How to do…” but now, with social media and endless online articles for your members and stakeholders to choose from, you have to be creative with your titles and content in order to catch the attention of readers. How-to articles are much more specific than listicles, usually explaining a specific task or skill. Often, listicles and how-to articles can cross paths with steps and guides written in a numbered list format like “10 Easy Steps to Building a Remarkably Popular Website.” This translates roughly to “How to Build a Website” but uses much more exciting and interesting language. Like listicle articles, how-to articles increase traffic, shares, and likes and can benefit your SEO and keyword placement. Writing how-to articles that take a unique approach to a topic and take a new angle on what might be a well-known subject to your members is the key to leveraging this content format.

In the End, Quality Content Works

Ultimately, the most important thing about creating content is making sure that it is of high quality.  You can pump out countless content pieces, fast and furious; and have them all fall flat because there is no value to them. Quality over quantity is the golden rule when it comes to creating new content for your marketing campaigns. Well-crafted content will boost the visibility of your website and ultimately increase your audience numbers. Interesting and readable content will go far in engaging your membership and keep them coming back for more. Strong content is also more likely to be shared on social media, thus acting as free advertising and driving traffic to your website and generating membership leads for your association. While the two content types discussed in this article are the most popular and effective, they certainly are in no way the only types you can use to be effective. In the end, if you create quality content, your membership and stakeholder audiences will rely on you time and again as a trusted and valuable resource.

For more information or help with your association’s content marketing visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful content marketing strategies to help your association grow.

Filed Under: Content Marketing, Digital Marketing, Public Affairs Tagged With: Arc 3 Communications, Content Marketing, Digital and Trade Associations, How To, Listicles, media relations, Membership, Trade Associations

How to Run a Lucrative Email Marketing Campaign

April 23, 2019 By Patrick L. Burns Leave a Comment

What is the difference between an email newsletter and an email marketing campaign? This is a good question and one that a lot of companies and organizations may have when designing their marketing strategies. This article will help distinguish between these two tools as well as help you create and implement an email marketing campaign that is successful.

E-Newsletter vs. Email Marketing Campaign

First things first, let’s take a look at the difference between an E-newsletter and an email marketing campaign.

An e-newsletter is a regularly occurring email that contains strong informational content that relates to your readers and their lifestyle or interests. Newsletters are not advertisements and do not push products or services. Instead, these emails develop and build relationships with your audience by relating to them on a personal level. This content will be related to your business or market and drives website traffic which can lead to conversions.

An email marketing campaign consists of many different types of emails used together in a strategy to persuade the recipient to take an action such as making a donation or purchasing a service or product. An e-newsletter is considered a part of an email marketing campaign, in addition to other email types such as welcome emails, promotional emails, retention emails, and nurture emails. We will discuss these different email types further, but for now, just think of an e-newsletter as one tool in an email marketing campaign.

Now that you know the difference between e-newsletters and email marketing campaigns, we can discuss how to develop and implement a successful email marketing campaign.

Running a Successful Email Marketing Campaign

Email is still one of the largest communication tools used today, with 90 percent of adults and 74 percent of teenagers using email regularly according to the company OptinMonster. This makes email one of the most efficient ways to reach your customer base. Here are the steps you can take to create a lucrative email marketing campaign. 

  1. Set Your Goals

Before beginning to design your emails, it is important to set goals you want to achieve with your campaign. These goals will vary depending on your business but some of the common goals are:

  • Welcoming new subscribers to your campaign which involves informing them about who you are and what you do. This begins the relationship building process.
  • Strengthening existing relationships with current subscribers by providing them with useful information and incentives.
  • Touching base with inactive or less active subscribers to try to get them to reengage with your business or organization.
  • Encourage engagement with strong content and calls to action to drive conversions.
  • Target your subscribers by segmenting them based on data you collect to deliver relevant content to the right people.

Keep in mind your conversion goals when developing your email marketing campaign goals so one can help the other.

  1. Create Strong Opt-ins

Opt-ins are how you will initially get and grow your audience. These are forms strategically located on your website where visitors can sign up to receive your emails. It is important that these are eye-catching, well designed and prominent without being annoying or overpowering. Having a pop-up when people navigate to your site, a visible form that stands out on your homepage, or an exit pop-up when people are leaving your site are good ways to catch the attention and drive your call to action(CTA) for subscribers.

  1. Use Different Email Types

As we discussed earlier, there are different types of emails that can be used as a part of your campaign. These email types will work together to help you reach the goals you have set.

  • Promotional Emails are offers and sale information that promote your business and can include coupons or special events.
  • Transaction Emails include welcome messages and confirmations for sign-ups, orders/purchases or information changes.
  • Relational Emails are where your E-newsletter come into play. These emails deliver relationship building content and appreciation to your subscribers (free gifts, thank you notes, etc.).
  • Follow-up Emails are emails that can be scheduled to follow promotions or newsletters to keep your subscribers active.
  1. Crafting Your Email Designs

 Content and design are very important aspects of a good email marketing campaign. Without strong content, catchy subject lines, and professional, clean design; your emails will be overlooked, go unread, or you could even lose subscribers. Strategies such as personalization, valuable information, polls and surveys, and incentives can be used to help drive open and click-through rates. It is also very important to include a call to action in your emails that encourages your readers to take an action like making a purchase, partaking in an event, or becoming a paying member. These are best when short, clear, and to the point and will work for you if your content and design are strong and relevant.

  1. Use Tools, Tech, and Software

There are many programs and services available to help create email templates, automate email scheduling delivery, track success and goal completions, and help to segment your audience. Services like Mailchimp provide all of these aspects in one place and can help you make sure your campaign runs smoothly. Tools like these are necessary to keep track of where you stand with your goal completions. This can also allow you to test new ideas and gauge the success rate of these ideas, giving you much control over your own success.

  1. Test Runs and Tracking

Anytime you are sending a mass email it is always smart to do a test run. This can involve sending your email to people designated as test readers, such as an inside marketing team; to check for errors, broken links, and to see what your audience will see. You can also do test runs with your audience to test things such as send times, calls to action, and subject lines. You will always want to track email activity with your subscribers so you can see what works and what doesn’t. This way you can keep doing things that are working with your subscribers and change and test things that might work better. This will be key to helping you reach your set goals and drive conversion goals as well.

For more information or help with your email marketing campaign visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful e-mail marketing strategies to help you grow.

 

Filed Under: Content Marketing Tagged With: Call to Action, Communication, Content Marketing, Content Marketing and Email, e-newsletter, Email, Email Marketing and Trade Associations, Email Marketing Campaign, Email Tools, Gmail, How To, Marketing Team, media relations, newsletter, Subscribers

Crisis Communications, Social Media and Pecha Kucha

October 18, 2012 By Patrick L. Burns Leave a Comment

In order to better protect the reputation of your organization, new crisis communications protocols that integrate social media strategies must be put in place to meet today’s new challenges. The following presentation by Patrick L. Burns, President of Arc 3 Communications, quickly highlights key strategies that are an important part of an updated crisis communications plan that incorporates social media. Presentation was originally presented to Social Media Club of Atlanta at their 2012 Pecha Kucha Night. Presentation is in pecha kucha format which is a simple, fast-paced style where the presenter shows 20 slides, each for either 15 or 20 seconds so that presentation is either 5 minutes long or  6 minutes 40 seconds long.

To view Patrick’s presentation to the Social Media Club of Atlanta, please click the following link:

What Happens In Vegas Goes on YouTube: Crisis Communications and Social Media

 

 

Filed Under: Social Media Audits and Listening analyses, Social Media Relations, Strategic Communications Planning Tagged With: Crisis Communications, media relations, Pecha Kucha, public relations, social media, Social Media Club Atlanta, YouTube

President of Arc 3 Communications Selected as a Delegate to the Republican National Convention

May 4, 2012 By Patrick L. Burns Leave a Comment

Our founder and President, Patrick Burns was recently selected to be a Delegate from the Sixth Congressional District of Ga. to the upcoming Republican National Convention in Tampa, Fla.  The Republican National Convention will meet from August 27th to 30th at the Tampa Bay Times Forum where delegates will ratify the party platform and nominate a candidate for President and Vice President. The presumptive GOP nominee is former Mass. Governor Mitt Romney with the candidate for Vice President not yet chosen. Patrick is one of three delegates to the Republican National Convention from his home county of Cobb and one of three from his Congressional District. The Georgia Delegation to the Republican National Convention will be staying at the Grand Hyatt Tampa Bay. Patrick’s selection as a delegate was recently mentioned in the Atlanta Journal Constitution and the Marietta Daily Journal.

The Democratic National Convention will be held from September 3rd to 6th in Charlotte, NC. The first three days will be at the Time Warner Cable Arena with the final day being at the Bank of America Stadium. The delegates at the Democratic National Convention will also ratify the party platform and nominate a candidate for President and Vice President. The presumptive nominees for President and Vice President are Barack Obama and Joseph Biden respectfully.

Patrick is honored to have his 24 years of involvement in politics and campaigns recognized by the opportunity to be a National Delegate. Patrick served as an Alternate Delegate to the 2004 Republican National Convention in New York City which nominated President George W. Bush and Vice President Dick Cheney.

Patrick is looking forward to seeing old friends; attending the convention speeches and platform meetings; and voting to nominate the GOP Presidential ticket. Patrick will also be spending time on bloggers row and live tweeting from the convention floor.

Among the many exciting things at the convention, Patrick will also have the opportunity to check-in on his mobile device on the convention floor and earn a Republican National Convention badge on Foursquare issued by Time Magazine. Time has also issued a Democratic National Convention badge for Foursquare users who check-in on the convention floor in Charlotte.

Patrick has promised to provide updates to the Marietta Daily Journal  and other local media about the many happenings at the convention. Congratulations on your selection Patrick!

Filed Under: Blogger relations, Campaign Management, Campaigns and Elections, Civic Innovation/Gov. 2.0, Digital Marketing, Mobile Application Development, News, Public Affairs, Social Media Relations Tagged With: Blogger relations, Campaign Management, Campaigns and Elections, Civic Innovation/Gov. 2.0, geosocial strategy, interactive marketing, media relations, Mobile Application Development, News, public affairs, public relations, Social Media Relations

Announcing the Launch of Arc 3 Communications

March 13, 2012 By Patrick L. Burns Leave a Comment

Dear Friends:

I am pleased to announce the launch of Arc 3 Communications, a full service Atlanta based agency that provides public relations, interactive marketing and public affairs services to businesses, trade associations and non-profits throughout the Southeast.

After almost a decade at one of the oldest independent public relations agencies in the Southeast and with over 20 years’ experience in media and public affairs, I have made the decision to create a new type of agency that meets the needs of clients in the evolving media world.

Arc 3 is able to offer integrated solutions to clients that are customized by specialists who truly understand the nexus of media, technology and public affairs. We bring together public relations, interactive marketing and public affairs specialists from media, politics, the arts, non-profits, and business together into the same agency.

In today’s dynamic media and public affairs environment, Arc 3’s integrated services are more efficient and cost-effective than traditional agencies and provide greater return on investment for clients. While other public relations agencies are slow to change, Arc 3 is at the forefront of media and technology.

Arc 3 Communications provides a multi-disciplinary, diverse set of services ranging from media relations to social media to grassroots mobilization. Our comprehensive cross-platform approach integrates traditional media, social media and mobile with public affairs strategy to achieve client objectives.

Arc 3 has thinkers, solvers and doers. Our innovation, insight and integrity have created trusted, long-standing relationships that benefit our clients and achieve exceptional results.

When starting my career over 20 years ago in a world of pagers, payphones and rolls of quarters on the campaign trail, I never would have imagined the transformation that has occurred in media and public affairs. However, despite all the changes one thing has never changed- personal relationships.

I have been blessed to start a new company because of the help of friends, colleagues, mentors, and clients over the years who know that business is about long-term relationships and a commitment to a better marketplace.

At Arc 3 Communications, we look forward to the opportunity to build on our success and help you achieve results. Please contact us for a free initial consultation. We look forward to the opportunity to be of service to you.

Sincerely,
Patrick L. Burns
President, Arc 3 Communications

For more information on the launch of Arc 3 Communications, please click on Arc 3 Launch Press Release

Filed Under: News Tagged With: grassroots mobilization, interactive marketing, media relations, mobile marketing, public affairs, public relations, social media

What Happens in Vegas Goes On YouTube: Integrating Social Media Strategies into Your Crisis Communications Response Plan

February 3, 2012 By Patrick L. Burns Leave a Comment

There was a time when protecting the reputation of a company, brand or organization was easier. Things such as inappropriate conduct of an employee were able to stay private in line with the old saying “What Happens in Vegas Stays in Vegas”. Today as the media has been transformed from mass media to masses of media, as billions of people in the world own smart phones with camera, video, and audio enabled devices connected to thousands of social networks and millions of blogs, “What Happens in Vegas Goes on YouTube”.

The crisis communications protocols of today are designed to protect a company or organization usually from a reactive response; facing a swelling public challenge to its reputation, brand and community in the traditional media paradigm. However, in today’s new media environment, conversations about organizations or companies take place each and every day, often without our knowledge and participation until a groundswell of public discontent can be reached very quickly. In order to better protect the reputation of your organization, new crisis communications protocols that integrate social media strategies must be put in place to meet today’s new challenges.

As traditional media downsizes; blogs and social networking sites are growing and reaching more people than ever before. New voices are gaining influence through the 156 million blogs; 2,900 social networks; 800 million active Facebook members; and 250 million daily tweets that make up the new media space. Anyone can create content and distribute it freely, and this has made it increasing difficult for companies and organizations to control the messaging that protects their reputation. Whether it is video sharing, photo sharing, blog comments or tweets, the sum of all media channels equates to a powerful archetype for exposing and diffusing public opinion. Social media is pervasive and transforming how we communicate and share information. The filtering and aggregation qualities of social media enable news to travel at astonishing speeds and have magnified the urgency of crisis communications. Below are some key strategies that are an important part of an updated crisis communications plan that incorporates social media.

  1. Identify your crisis team: Pull together a select and comprehensive team of experts from crisis communications, government relations, general counsel, digital communications, human resources, and executive leadership. Your crisis team should have a plan of what needs to be done and who should do it. Work with your team on imagining your nightmare scenarios and prepare for them. Having digital communications experts on your team is a must.
  2. Monitoring 24/7 is important.The news cycle has changed. Every minute and hour of every day is a potential crisis in the social media age. The old concept of “take out the trash Friday” is becoming a thing of the past. For public relations departments, Friday’s were the best time to disseminate negative information that needed to get out, because even if it was covered, no one actually saw it.This age old protocol has changed. In fact, many bloggers stir up publicity over the weekends, when public relations staff are taking time off and do not respond as quickly to issues. This should be a concern to every crisis response team, as information travels quickly and intensely in micro blog communities such as Twitter.It is important that your organization is proactive, and setting up digital listening posts is essential. The setting up of Google alerts and Twilerts for key words related to your business or organization such as company name and names of top executives is vital to digital media monitoring. Monitoring you organizations’ presence online 24/7 can help you develop an appropriate response and at what level.
  3. Review context: Do not jump the gun and respond to what might appear to be a crisis. Dig a little deeper into what is being said and why. Don’t enter into a conversation until you have a firm analysis of the situation. It is important to know exactly who is doing the talking. A micro blogger who is tweeting to 1.1 million followers is a problem, while one who is tweeting to 17 followers is not.  You need to find out who’s angry and identify if the uproar is isolated or widespread. Social media is great in measuring conversations and emotions, but it also has powerful analytical tools, that allow you to measure and quantify instantaneously how many people are posting comments to a blog, tweeting, or viewing a You Tube video. The social media is a constant auction of ideas that measures public opinion in real time. As you develop a plan of worst case scenarios, set quantifiable benchmarks that are triggers for evaluation of strategies and next steps.  In order to be able to examine the context of an issue, you must be willing to listen to the conversation. Learning the language and culture of the blogosphere will help you find out what is being said, place it in the proper context and decide how to respond.
  4. Don’t Wait, Respond: When there is a crisis situation, you must respond quickly and in a timely manner.  The social media crisis literature is chalk full of case studies of corporations and organizations who waited and put their heads in the sand in the midst of a crisis online. Micro bloggers do not follow traditional media deadlines, and often choose to start a firestorm on the weekends when an organization’s communications staff is taking time off.   In the new media age, you can’t wait to respond. Small incidents can quickly spread into bigger PR problems via the web. By remaining silent you tacitly confirm attacks against you by not responding.
  5. Watch tone:Once you do issue a response, it is important that you show that you care – even when you do not know. You are concerned. Humbleness and transparency go a long way.In developing a response, acknowledge the emotions of the party’s feelings and perceptions and actions on the web. They may not be correct, but must be acknowledged and then clarifying can begin.For example, “We’re aware there’s an issue; we’re not ignoring it, and we’re working hard to get to the bottom of it,” is an appropriate initial response. In the transparency of the new media age, you must speak to people as people.
  6. Tell the truth about the situation. Even more so in the new media age, you must take ownership of the problem as much as possible without jeopardizing your organization legally or doing further damage. This may involve bringing out points that are being ignored or underreported. But you should be distinct, brief, and as open as possible.  In the new media age, everyone lives in a small town, and you must be open and comfortable in communicating you point effectively.
  7. Show that you are looking to future and taking action to make things right. If a crisis brings a problem to your attention, admit it, address it, and fix it. If something is wrong and you can make it right, do it.
  8. Consistent response and comments: incongruity will damage you.  In utilizing micro blogs such as Twitter, be simple and selective, don’t over complicate and congest Twitter’s airwaves with excessive banter. By sharing only the most essential content, your audience will know that the information you share is important when it arrives, and is timely and actionable. To be a trustworthy and reliable source of information, you must have a consistent message.
  9. Engage Your Audience Where They Live:In the new media age, it is about actively addressing issues to minimize unforeseen eruptions from those yet to rally others against you. You must address the crowd where it is gathered. Understandably companies don’t necessarily want to call attention to a crisis by making a big flashy statement, but it is important to engage with people to address grievances. One of the best ways to do that is to embrace the power of the micro blog community. It is important that your information is capable of being shared and linked to. Sharing and linking are essential new media realities. We must not think of things in terms of first tier impressions or views, but also in terms of the exponential tiers of how many times an article is shared by others.In order to reach your audience and have them share your information it also important that you chose the appropriate social media tool to reach them whether it is a blog, podcast, YouTube video, social network, or recommendation engine. Knowing the social media channel most appropriate to you audience shows that you have listened and learned from them, and they will be more apt to have you lead and persuade them through engagement.

Social media channels are growing exponentially and incorporating new audiences. The fact is you need to be prepared. Willful ignorance of the social media is the intentional obsolescence of your organization and its response to a potential crisis.
You should be prepared for the worst of what may happen in the social media to your company. What you do in the first hours and days will affect your reputation and your company or organization’s future.

Give us a call and let’s start updating your crisis communications response plan to incorporate social media strategies. A social media diagnostic of where you are in the social media space is also an important first step. You may learn something about your company’s reputation that you did not know.

 

Filed Under: Social Media Relations Tagged With: Crisis Communications, interactive marketing, media relations, public relations, Social Media Relations, technology

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About Our Founder

Husband, Father of 5, Founder of Arc 3 Communications - a public affairs agency. Over 30 years in politics and public affairs. Follow me on twitter and instagram at @patricklburns. I live, work and play in the community I grew up in. Read More…

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