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If This Doesn’t Get You on Social Media, Nothing Will

If This Doesn’t Get You on Social Media, Nothing Will

Social Media
These are difficult days, trying times. Not only are we all still dealing with a devastating pandemic, the coronavirus crisis, but after the tragic death of George Floyd, our nation is facing another crisis, racism, that can’t be ignored. Everybody needs to speak up. Everybody needs to listen. Everybody needs to be heard. Everybody is reeling for one reason or another. If this doesn’t get you on social media, nothing will. While we can’t get together in person for commiseration, collaboration, camaraderie and comfort, we can connect online. We can use LinkedIn, Twitter, Facebook, Instagram and the like to ask our friends and families, our colleagues and clients how they are doing and how we can help. We can show the human side of our personal and corporate brands. We…
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Senior-Level Executives and Social Media

Senior-Level Executives and Social Media

Business, Leadership, Social Media
You already have a platform. You already have a following. You already have a fan base. Why not take advantage of it? Why not jump on social media? I’m talking to you, if you are a senior-level business executive, you who are invariably the least likely in your organization to use social media to communicate with your constituency, even though your words carry so much weight. The times are changing rapidly, however, and in 2020, your audience expects to hear from you on LinkedIn, Twitter, Facebook and the like. They want to get to know you not just as a professional, but as someone just like them. They want to know what you think about the important issues of the day. They want to hear how you feel about what’s…
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Black Lives Matter

Black Lives Matter

Black Lives Matter
Black lives matter. Saying so matters, too. To think that in the year 2020 this country still has a problem with racism. That is not just sad, that is shameful. As Nike has said so well in its timely, new ad, “Don’t pretend there’s not a problem in America.” Whoever we are, whatever we do, wherever we live, we all have a responsibility to speak out and stand up against racism, bigotry, discrimination and injustice. In both our personal and professional lives, we can’t be silent when such a big problem exists. As brands, businesses, people and professionals, we all have a duty to stand together as one in the face of something so wrong and work hard to ensure that everybody in this country has equal opportunity to enjoy…
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This Is the Time to Show the Human Side of Your Brand

This Is the Time to Show the Human Side of Your Brand

Advertising, Branding, Leadership, Marketing, Social Media
In these uncertain times, countless brands are adjusting their advertising and marketing messages. What about you? This is not the time to think you can just set it and forget it when it comes to communicating with your customers and constituents, especially on social media. This is not the time for your canned sales pitches. This is the time to reach out to your audience and ask how you can help them. During this pandemic, your business may still be in operation, but your focus should not just be on your bottom line, it should be on doing what you can for the greater good. This is the time to show the human side of your brand. This is the time to speak honestly about how the health crisis is…
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Staying in Touch With Your Audience During the Coronavirus Crisis

Staying in Touch With Your Audience During the Coronavirus Crisis

Advertising, Branding, Business, Leadership, Marketing, Social Media
Al Roker is delivering his morning weather forecasts for NBC’s TODAY show from his kitchen. Late-night talk show hosts like Jimmy Fallon and Jimmy Kimmel are presenting new DIY incarnations of their shows from home, too. Popular musicians and celebrities of all kinds are live-streaming on Instagram, Facebook and almost everywhere else on social media, performing hit songs and connecting with fans. They are doing whatever it takes to keep the show going on, making a huge positive impression on viewers and listeners during these difficult days. Brands and businesses can be doing the same thing, too. In fact, some of your most meaningful communications could be taking place during these tough times. Your customers and prospects will appreciate hearing from you. But they don’t want marketing and sales pitches,…
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How Marketers Can Respond to the Coronavirus Outbreak

How Marketers Can Respond to the Coronavirus Outbreak

Advertising, Branding, Business, Leadership, Marketing
Amid the rapidly worsening coronavirus outbreak, marketers, advertisers, brands and businesses might need to adjust, if not pause their messages to consumers. It is important to be sensitive to the seriousness of this situation. The economy may be threatened, but lives are at stake. Take a look at any of your existing marketing campaigns and make sure to bring them up-to-date. Authenticity is always a priority in marketing, but now more than ever, what you say to your audience is a representation of how you feel as a brand. Business must go on, but think how you might be able to do things in a better way. Think like CVS Health. They announced today that they will deliver prescribed medications to customers for free. That's a win-win situation if ever…
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How Close Are You to Your Customers and Prospects

How Close Are You to Your Customers and Prospects

Customer Service, Mark Schaefer, Marketing, Social Media
In business, we want to think of our customers and prospects as relationships, not transactions. We want them to like and respect us, to think so highly of our businesses, brands, products and services, that they’re loyal to us forever. We want them to feel close to us, to know that we’ve got their backs, that we’re listening to them, that we care about them, that we want them to be happy with everything they get from us. I recently read a blog post written by Mark Schaefer in which he talked about something called parasocial relationships. That’s what I’m talking about in this post and the accompanying video. As Mark explains in his post – which you can read here – a phenomenon that started out in the ‘50s,…
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A Good Bedside Manner Goes a Long Way

A Good Bedside Manner Goes a Long Way

Branding, Business, Customer Service, Marketing
My wife, Barbara, wasn’t feeling well the other day. After talking to her doctor’s office on the phone, we decided to go to a local on-demand healthcare facility, CareWell Urgent Care in Marlborough, where she could get the quickest treatment possible. We didn’t have to wait more than a few minutes before she was seen by two different nurses and thoroughly checked out. Not only did she receive exceptional care at this facility, the medical team’s bedside manner was ridiculously awesome. They spent a lot of time examining her as well as just plain comforting her. They weren’t just extremely professional, they were incredibly personable as well. BIG thanks to Kristen and Virginia, the two nurses who took care of Barbara during our visit. You. Me. We can all learn…
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