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We all know how hard it can be to get your message to the right audience, especially over the noise and rancor of social media. This basic challenge—communications that are actually heard and read—was one of the major themes at this week’s 2018 Corporate Communications Conference in New York.
Attendees heard from a diverse array of speakers on the first rule for social media success: Developing a voice that is authentic to your brand and attuned to the ethos of each social platform. Scott Thomsen of Seattle City Light recounted how a 100-year-old public utility found its voice on social media. Drawing on this success, he shared lessons on multiple fronts—from deciding how you want to be viewed on social, to reviewing how individual posts define an organization’s voice, to analyzing the gap between the voice you want and the one that exists.
From Laura Noland of Love’s Travel Stops, we learned how the family-owned truck stop chain forged its own road to authenticity, via tactics relevant to every industry. Topping her list:
- Find the story that resonates with your audience
- Build a calendar block of your campaigns
- Follow your audience to the social media channels where they “live”
- Show you are part of the community
Look for more insights from this year’s terrific conference in future newsletters.