Plan to communicate in 2009 and beyond

Obviously, Twitter and social media monopolize communication blog posts these days…

imedia_connectionLately, three posts about communication planning and strategy caught my eye. They were all dealing, in some ways, with the Twitter effect on marketing and communication.

First, Sean Cheyney writes about The 5 newest interactive trends: How will they affect you? and explains how Twitter can be really interesting to do some branding. He also deals with how social media affects organizations’ communication reminding us about Domino’s Pizza late case.

Then, Evan Gerber wonders How to succeed across the social media spectrum…  He warns marketers and communicators about the fact that using social media to communicate is not as easy at it seems… Failures can do a lot of harm as they keep bouncing back to you on the web for years afterwards…  He highlights the three following points :

  • Pick channels with built-in controls and monitor your message to see where it goes
  • Create messages that can be easily shared or retweeted, ensuring consistency
  • Smaller, dedicated social nets can be used to test marketing messages

To complete this overview, you may find interesting to read about communication planning mistakes : 6 stupid media planning mistakes
By Jim Meskauskas
. This post gives a good reminder of some basic principles of planning and communication strategy. In that respect, I find the following quote relevant about social media :

When putting together a media or marketing plan, be sure you’ve enabled the audience speak and that you are equipped to hear. But also differentiate your placements accordingly. Some should be for talking, others for listening. Not all media vehicles or the environments within them are suited for each — some are suited for both. For example, search or a resource tool is for talking; social networking sites are a great place for listening; a blog can be good for both. But the creative brought to bear will tease out which can be used for what. Few media plans are so huge that you can’t determine which is which in time for a plan’s launch.

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