11/3/2014
HEADLINES
Cohen Tells WIFI: If You Aren’t Current on Social Media – Then Avoid It
Alison Cohen
Is your company considering using social media?
“If you don’t have a person dedicated to keeping it current, if you can’t maintain it, then it is better to pass on it,” a media and public relations consultant told the Women in the Fastener Industry.
“Out-of-date is not a good thing,” Alison Cohen emphasized in a presentation to WIFI entitled “What’s In Your Communication Box?” WIFI met in conjunction with the 2014 National Industrial Fastener & Mill Supply Expo in Las Vegas.
But social media can be an excellent way to “connect and engage customers,” Cohen countered. With Twitter and other social media you are able to “push content out from your website.” Promote products, events, deals, jobs and staff, she said.
“Be active,” Cohen urged. “Tweet every day or every other day.”
Cohen described social media as “one more tool,” and should not be “used alone.”
Beyond marketing your company, tweeting can be used to “acknowledge others. Congratulate customers.”
In addition to being in contact with suppliers and customers, you can follow competitors on social media, Cohen pointed out.
It is not the number of followers you have on Twitter, but the “quality of followers.”
• Print materials should be “large & up front and visible,” Cohen advised. White space is important in print materials. “Reduce text and use high quality photos and graphics.”
In deciding on whether to publish a company newsletter, the first question is: “What is our goal?”
For a newsletter “less is more,” Cohen advised. “Don’t overload.” Use more visuals.
And newsletters should be regular. Don’t promise “monthly” if it is going to be “periodically,” Cohen suggested.
Human attention spans are declining, she noted. It has dropped from 12 seconds on social media in 2008 to nine seconds.
Topics to include in newsletters: Mention employees, ‘shout outs’ to key customers and highlight contact information.
Online newsletters are “inexpensive and easy with templates,” Cohen pointed out.
Ultimately, “a good mailing list is the key.”
• The basic press release should have the date and contact information at the top, followed by a strong introduction. Topics should be “milestones” rather than “the receptionist had a baby.”
Every news release should include the 5W’s of journalism: Who, what, where, when and why.
News releases should end with a “consistent boilerplate about us and include your website and contact details.”
• The company website needs to be up-to-date and using “evergreen” copy “that does not age,” Cohen said. Have a specific person dedicated to keeping the website current.
Cohen spots serious errors on websites such as “instructions to ‘call for hours’, but including no phone number.”
Highlight contact information, she recommended.
A “News” section that doesn’t include anything from this year looks bad. If you don’t have current news then “get rid of the news section.”
So many websites have photos of the company’s building, Cohen pointed out. She prefers pictures of employees or inventory.
Don’t make a website too cluttered with numerous fonts, colors and text.
In addition to designing the website for computer viewers, “be aware of what the website looks like on a phone or tablet.”
Ultimately, is your website “eye-catching?” she asked.
• Conducting conferences can “boost your profile.” Host a reception or breakfast in conjunction with an industry event. The video program should include plenty of photos and ten words is the maximum per slide in presentations.
At trade shows, bring attention with “a bold, engaging booth design,” accompanied by handouts and giveaways.
Conferences and other marketing “reflects on you and your company.”
• “What about you?” Cohen asked. “Market yourself too.” Have a 100-or-less word bio up to date and “ready to go” at all times; a recent professional headshot photo ready to email; and a bold, concise current business card. “You never know when it may be needed,” she explained. Email: alisonbcohen1@gmail.com Web: FastenerWomen.com
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