As communicators, it’s not hard to recognize that our audiences are more diffuse and media-savvy than ever. And as a communicator for the nationally No. 1-ranked Stewart School of Industrial and Systems Engineering at Georgia Tech, I am interested in how effective communication happens on social media (and elsewhere), especially as the number and types of social media outlets grow exponentially.
In “The Role and Responsibilities of a Chief Communications Officer,” John Saddington discusses how a company’s chief communications officer, or CCO, can wear many different hats, based on the size, age, and target audience of a company. As Saddington notes, "CCO" can be interchangeable with "public relations officer." CCOs frequently work with a company’s CEO and CMO (chief marketing officer) on strategic messaging for the company.
CCOs, Saddington argues, also should know the company from the inside out, almost better than any other executive at the company (excepting perhaps the CEO), in order to effectively target the company’s message from a top-level perspective.
Additionally, CCOs should be thinking ahead and developing lower-level employees to be powerful brand messengers in their own right, so the responsibility doesn’t rest solely on the shoulders of one person in the company.
 |
| http://bit.ly/2irMdAd |
“How I Kicked Off My Career as a Social Media Manager” is a great Q-&-A with Mediabistro’s former social marketing manager, Franny Goldberg, about the steps she took to grow into this role.
In the interview, Goldberg mentions that she has an undergraduate degree in English, but that as she turned her interest toward marketing, she decided she needed an internship in the field in order to develop her expertise. She also says that having a mentor – and showing appreciation to them for their time – can be an essential way to grow in social media marketing.
Finally, I really appreciated the following advice she gives: “You definitely have to have thick skin and be able to prioritize what is just noise, and what feedback actually needs to be addressed.” This is good business advice in general – not just excellent social media marketing advice.
In the interview, Goldberg mentions that she has an undergraduate degree in English, but that as she turned her interest toward marketing, she decided she needed an internship in the field in order to develop her expertise. She also says that having a mentor – and showing appreciation to them for their time – can be an essential way to grow in social media marketing.
Finally, I really appreciated the following advice she gives: “You definitely have to have thick skin and be able to prioritize what is just noise, and what feedback actually needs to be addressed.” This is good business advice in general – not just excellent social media marketing advice.
3 Steps to Being a Better Communicator Today
- Convey your vision: As part of developing your company’s social media marketing strategy, impart your vision for how this will play out. This should range from a daily to an overall perspective, with company employees who could play a strategic role in company communications.
- Evolve: Know that it’s almost impossible to keep up with the ever-changing social media landscape, and that at the same time, technology is going to be an essential part of your role in company communications.
- Get outside input: Don’t be afraid to intern (if appropriate for your career stage), network, and seek out mentors.
While the social media landscape is constantly changing, don’t worry! As your company’s
communicator, you can take specific steps to enhance your role and get your company’s
message out.
I
I am a communicator in the
No. 1-ranked Stewart School of Industrial & Systems Engineering (ISyE) at
Georgia Tech. I have over 20 years’ experience with writing and editing for
both print and online publications. Currently, I manage ISyE’s social media accounts, as well as the more traditional communication outlets and in my spare
time, manage this blog. Connect with me @hayumbone (Twitter).
For more on how to become an effective social media
marketer, consider
Coursera/Northwestern’s online specialization in the subject:
