Enhancing Your Community
Posted on 24. Apr, 2012 by Nicole Ravlin
I had started writing this post two days ago and was having trouble finishing it, and then, last night I came across this article from the New York Times – perfect timing!
Lately I feel like I have been preaching that people need to put away technology and be more present with each other. Perhaps it is because I sometimes have an issue with being focused on friends and family when something is going on at work or online that I feel I should be watching. Examples of this have included waiting for a client story to hit the papers, or waiting for an email to come in saying we won a piece of business – and then, of course, there are the times that I an eye on my mobile device so I can be available to my children’s school or nanny in case of emergency. This activity can quickly bleed over into checking social media sites, text messages, etc. more frequently than I should. But, if I ignore my friends – chances are they will not be available for that coffee or lunch the next time I want to go out. (This is why all those who bring a mobile to the table should be forced to play “The Phone Stack Game“.)
Think about the last time you met up with a friend that you have not seen or talked to in a while. Do you know what’s already going on in their life because of Facebook status updates? Does it ever feel like there is nothing new to discuss?
This is true for your personal relationships, but I would argue that there is relevance to your business relationships as well.
Having entered the pr industry in the mid 1990′s, I can recall a time when I did not have a mobile phone or a laptop to do my job [for those of you keeping track, yes, I walked up hill to school both ways, too]. I could sit through business dinners without calling into the office or home. I was forced to practice the art of conversation with family, friends, clients, prospects, and even strangers. I built relationships with the people as we broke bread. Many of these people I am still in contact with today. They became and are my community, in some senses.
In taking some time to reflect on how digital so many of my relationships have become, I realized that social media and digital tools (yes, including email) are there just to enhance your community - NOT create it. Here are a few things to keep in mind as you build your own professional community:
- Don’t be afraid of the phone. I promise you the phone will not bite you. The worst thing that could happen is that you will get hung up on — or
bitchedyelled at, but if you are a publicist you need to grow some thick skin – and this exercise will help.
I meet so many young publicists that are afraid to make calls. And sure, every blog you read or PR best practice you hear about dictates that you email a journalist and NEVER, ever call them. And, while I agree with this in many cases, I do not agree on all. Some details need to be worked out over the phone. And, you HAVE to speak with your clients to keep them informed and build report. You should not hide behind emails.
- Turn your mobile off before you go into a restaurant. I was raised by parents who believed that proper table manners could take you places – and I have found this to be very true – ESPECIALLY in business [thanks mom & dad!]. Would you talk on the phone to another person while you are dining with someone else? Probably not. Texting people or checking your mobile device at the table is no different. Turn the phone OFF. Yes, I mean power it down… all the way down. This way you will not be inclined to check it in your lap. If you must check messages, excuse yourself and quickly check messages. Worries that your child may need you (I have used this reasoning to justify my actions – and it’s bogus)? Kick it old school and leave the number of the place you will be with your sitter. Chances are the maître d’ can track you down and let you know there is an emergency at home – which is the only thing that should tear you away from your client / journalist / boss / anyone who matters. And remember: just because your dinner companion is using their mobile device you don’t have to. Make them feel like they are important – not second to whatever is on your phone.
- Engage in person more than you do online. Go ahead and update your status across your social profiles, but consider how you should engage off line. Perhaps you discussed a book at your last meeting with a client that you found to be really insightful. Why not send them a copy with a [gasp!] handwritten note? Going to be in the neighborhood? Set up a time to meet. I have found great success by asking press if I can stop in for coffee (I offer to buy, but few accept for reasons of payola). After that, I tend to get replies to all my pitches – even the dogs that will never turn into a story or mention. Meet IRL as often as you can, otherwise you may end up saying “FML“.
Bottom line: old school communications is not passé. You should start to build relationships through classic communications methods, and then continue to develop your community through use of social media tools.
Photo Credit: Yutaka Tsutano
Jump on in!
Posted on 22. Dec, 2008 by Nicole Ravlin
I came across this post on VizEdu, it is another great example of how social media works.
These posts continue to serve as a reminder to me that social media is not something that we can control. When speaking with clients and potential clients, the questions most asked are:
- how quickly can we get this going?
- what happens if the conversation goes in a way we would prefer it not to go?
How fast you can get your social media campaigns going will depend on how much time you have to spend signing up for accounts, “friending” or following the right people, and monitoring your brand to identify opportunities to interact. This is not something that happens overnight, though relatively speaking, your company’s foray into social media can be quick.
Well, friends, if you are going to embrace social media, you have to be ok with giving up control. Part of the viral aspect of the campaigns that you do is how you interact with your customers and how they influence others about your brand. Sure, you may have some not so wonderful things said about your company – but how you address those comments will go along way with the public.
Here are three quick suggestions for those wanting to dip a toe into the social media waters before fully committing:
- Start small and build. It is ok to implement one or two social media tactics and master how those work before jumping into the rest.
- Join a community that has an active dialogue about social media. This is often the best way to learn on the fly.
- Understand what you are using. So often clients want a Facebook business page or a corporate Twitter account, but they do not use the services themselves, so they do not understand what they are looking at and how these sites work. It is valuable to understand that your blog and your micr blog can work together – you don’t have to know how if you have somebody doing this for you – but you should at the very least know what you are looking at.
The social media water is warm, come on in!
Nicole
Do You Want to Trade Your Commute?
Posted on 25. Jul, 2008 by Nicole Ravlin
In yesterday’s Burlington Free Press there was an article written about Vermont’s NRG System’s and their solution to urban sprawl. And when I say urban I mean small scale urban for all of you city slickers… it’s ok, I was once one too! However, this idea could work anywhere.
Interesting stuff. NRG is still in the early stages of planning, however the gist is that they have bought enough land to create a community including housing for employees. This would alleviate commutes for many of their employees, and thus save both the environment and employees money in one fell swoop.
Great idea, right? The only hesitation that you may have is that you don’t want to live next door to your boss… or chatty (read: gossipy) Sally from accounting.
Ken and I were with the super cool people at Olivia’s Croutons yesterday and discussed this and other ideas on sustainable communities. After all, there is a huge amount of time by the media being spent on education of the US population on supporting the local farmer (farmers markets and CSAs are all the rage, and rightfully so!), and buying local first.
Stowe, Vermont circ 1875
When you really sit down to think about it though, this is how most towns in the US were created. There was a business and the people that worked there and those who serviced the business all lived very close by – thus creating more opportunity for stores, gas stations, etc. And creating a true community.
Perhaps we are coming full circle in some ways in our now global community.
Nicole
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