How many ways does your company communicate with its constituents? I hope you can count them on more than one hand.
You likely have a newsletter, a blog or two, and a few social handles—but do you need more?
Or, do you need different channels altogether?
And are you measuring the effectiveness of each channel?
To determine your best approach, chart your content’s performance (publications, interviews, events, what have you) over the past six months and across each channel. And then continue to do so monthly. I do this analysis frequently for clients. You’d be surprised at the wealth of knowledge you’ll glean.
Companies will find their unique successes dependent on industry, size, mission and more.
Consider your own variables.
[Repeat after me: just because my competitor has a Facebook page, doesn’t mean I need one. Especially if my traction is stagnant.]
Above all, meet your people/customers/fans where they want to talk with you. Here are some ideas:
- Regular commentary, announcements, lists, etc…
- Advertising (Print, Radio, Social, Online)
- Mobile apps
- Website pop-ups or banners
- Twitter (Twitter chats, too!)
- LinkedIn (Consider using Linkedin’s publishing platform if you do well on that site)
- Quarterly lunch or breakfast series (Consider joining forces with other groups (or competitors) to expand your reach, build goodwill and provide more value.)
The list is exhaustive and will continue to grow as new technologies emerge. Keep experimenting and refining.