The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you consent to the use of cookies. 
Communications & Marketing Center Newsletter
  • Authors:

    Jan Botz

  • Publication Date:
    June 2018

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.

Support Our Work

Support our nonpartisan, nonprofit research and insights which help leaders address societal challenges.