Social Media Security

Social media security is of utmost importance.  In his article,  “How Privacy Vanishes Online”, Steve Lohr  stresses that “seemingly innocuous bits of self-revelation can increasingly be collected and reassembled by computers to help create a picture of a person’s identity, sometimes down to the Social Security number” (2013).  Precautions must be taken to prevent the theft of identity, funds, and personal property. 

Businesses should establish employee social media policies.  The National Labor Relations Board’s policy template warns that “social media also presents certain risks and carries with it certain responsibilities” (Herrin, 2012).  Conduct that adversely affects job performance of employees or customers may result in disciplinary action up to and including termination.

9 Steps to Social Media Security

Think before posting images:  Avoid posting pictures of expensive personal items.  Never share images that may reveal your personal address.

Don’t broadcast outings:  Announcing on Twitter or Facebook that you are away is an open invitation for burglars.  Geolocation apps like Foursquare share your exact location, which lets criminals know you are not at home.

Use strict privacy settings:  View privacy policies on all social networking sites and choose the highest settings.  Only allow your actual friends into your network.

Avoid giving too much detail:  Hackers commonly enter personal accounts through the “forgot password” link.  If your mother’s maiden name, your hometown, birth date and pet’s name are all readily available on your Facebook, you may have handed out the key to your account.

Be aware:  Make sure a link looks legitimate before clicking.  Be wary of suspiciously vague posts like “look at the picture I found of you.” 

Use secure passwords:  Chose strong, complex, unique passwords and never share them.  

Update your security software:  Make sure your security suite is up to date and includes antivirus, antispyware, antis-spam, a firewall and a website safety advisor.

Train yourself and your family:  Make the above practices part of your family’s social networking routine. 

Establish a workplace social media policy:  Promote honesty and respect and warn against the use of material that may constitute bullying or harassment.  Adhere strictly to Section 7 of the National Labor Relations Act. 

In their article, “Predicting Social Security Numbers from Public Data”, Alessandro Aquisti and Ralph Gross reported that they could accurately predict the full, nine-digit Social Security numbers for 8.5 percent of the people born in the United States between 1989 and 2003 – nearly five million individuals” (2009).  This eye-opening statistic forced me to take precautionary steps in securing my information shared on social media networks. I advise you to do the same.   

Watch this video from Susan Rink on Social Media Policy:

References:

Aquisti, A., & Gross, R. (2009). Predicting social security numbers from public data. PNAS, 106(27). Retrieved from http://www.pnas.org/content/early/2009/07/02/0904891106.full.pdf+html

Herrin, B. (2012, June). National labor relations board posts template social media policy. Retrieved from Legal HIMformation website: http://www.legalhimformation.com/articles/2012/201206.asp

Lohr, S. (2010, March 16). How privacy vanishes online. The New York Times. Retrieved from http://www.nytimes.com/2010/03/17/technology/17privacy.html?_r=1&

Buyer Personas 101

Organizational Goals

A business must have defined and detailed organizational goals before marketing plans can begin. Once these objectives are established, companies should put their products aside for a moment and focus completely on the customers who are intrinsically tied to these goals.  Serious efforts are required to uncover deeply hidden buyer insights. 

What is a Buyer Persona? 

Marketers must learn as much as possible about their customers and segment them into buyer personas.  Each group is “representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that your product or service solves” (Scott, 2013, p.164).  A buyer persona is a bibliography of sorts, characterizing customers much beyond simple demographic information to reveal deep consumer insights.
 

Examples of Buyer Personas

In the U.S. presidential elections of 2004, marketers for the two candidates segmented voters into dozens of distinct buyer personas in order to appeal to them more effectively.  Two such groups were NASCAR Dads (rural working class males, many of whom were NASCAR fans) and Security Moms (mothers concerned about terrorism and national security).  Later in 2008 and 2011, Sarah Palin targeted Mama Grizzlies (independent, conservative women) and Walmart Moms (female Walmart shoppers with children 18 or younger).

Defining Buyer Personas

Marketers should learn as much as possible about buyer behaviors.  Why are customers buying the product?  What are they actually buying?  Is it the product alone, a service or an emotion?  What is important to each consumer?  What criteria do they use to compare products?  What barriers do they perceive in purchasing?  What is their buying process?  What media do they use in researching products?  Those consumers who share similar characteristics will fall into the same buyer persona group.

Research

“Buyer personas can be created with tremendous meaning when they are grounded in qualitative and experiential analysis that is focused on buyer goals” (Zambito, 2010).  Interviews are the best method for collecting buyer persona information.  Marketers should familiarize themselves with the publications and websites that their customers read to gain an understanding their rationale and language.  This awareness of buyer diction is important for the purpose of search engine optimization.

The Goal of Buyer Personas

The goal of creating buyer personas is to “see through the buyer’s eyes the circumstances that drive the decision making process” (Scott, 2013, p.167).  For internal use only, they are designed to help marketers develop a deep understanding of the real people to whom they sell.  Ultimately, buyer personas allow marketers the ability to better target and identify with their customers.

See this informative video from buyer persona expert Adele Revella:

 

References:

Scott, D. M. (2013). The new rules of marketing & pr. Hoboken, NJ:  John Wiley & Sons, Inc.

Zambito, T. (2010). 10 rules for buyer persona development. Retrieved February 11, 2014,  from http://www.slideshare.net/tzambito/10-rules-for-buyer-persona-development

 

Communications and Corporate Strategies

Business Strategy - Communications = Failure

Most companies that have a strategic business plan in place fail to realize that without an integrated communications procedure, the business strategy will likely fail.  There is an increasingly urgent need for executives to ensure that their communications practices contribute directly to corporate strategy implementation (Argenti, Howell, & Beck, 2005, p.83).

Short term approach

Many companies take a short term, reactive approach to communicating with key constituencies.  

Communication tactics are only implemented once the crisis has presented itself.  “Corporate crisis, both internal and external, also can drive companies to reconsider how they communicate” (Argenti et al., 2005, p. 86).  A prime example is the Exxon Valdez fiasco.  This approach to communications is not only ineffective, but might actually inhibit corporate strategy.

As Argenti, Howell and Beck suggest in their article, “The Strategic Communication Imperative”, these outdated practices must change, for a number of reasons.

Six "Musts" of Corporate Communications

• Corporations must take a more proactive, long- term approach to communications.  Strategic plans should be implemented to prepare for, or even prevent the disaster. 
• “Executives in large companies are among the lowest rated in terms of credibility, ranking below even lawyers and government officials” (Argenti et al., 2005, p. 86).  Communications strategies must be employed to provide transparency and truth. 
• Business communications must be two-way.  “Communications are an essential part of what you have to offer to customers and shareholders” (Argenti et al., 2005, p. 85). 
• Businesses have multiple publics and their communications must be responsive to them all.  Each public must be targeted with unique customized messaging.  Business units can no longer function as independent, disparate parts.   They have to participate in a consistent, streamlined communications flow. 
• Senior managers must understand the importance of communication and become the voice of the company.  They should possess a deep understanding of the business and manage with integrity and strong leadership skills. 
• Most importantly, “communications must be integrated and aligned with corporate strategy” (Argenti et al., 2005, p. 87).  They are both vital functions which are interconnected and dependent on one another for success.

Ultimately, as T. Michael Glenn, president and CEO of FedEx explained, “Communication is at the center of everything.  You can’t execute strategy if you can’t communicate about it” (as cited in Argenti et al., 2005, p. 84).

Marketing, Advertising and Social Media

Of course this concept of integrating communications with overall business strategies applies to marketing, advertising and social media tactics as well.  Efforts should be planned, proactive, and harmonious across all fronts.  Managers must address each public with customized communications and then listen and learn from their feedback.

Social media’s role in an organization’s overall strategy

Social media at its heart is about communicating.  Communications and organizational strategy go hand-in-hand.  Therefore, social media is logically an integral part of business strategy.  The growing popularity of social media makes it an increasingly relevant aspect of corporate tactics.  "As the time we spend on social media websites increases, the time we spend reading newspapers, listening to the radio and watching television decreases" ("Top Ten Reasons", 2013).

Align each of IMC’s elements to enhance strategic positioning

All of the IMC elements and social media channels must align to reflect business objectives.  Messaging should be consistent, transparent and informative across all platforms.  Communications should be customized and targeted to specific publics, encouraging the two-way flow of information.  Communications managers must keep their ears to the ground and listen to valuable feedback from all constituents.

Additional Information:
 "Top Ten Reasons Why Social Media Needs to be Part of Your Marketing Strategy"

  

References:

Argenti, P., Howell, R., & Beck, K. (2005). The strategic communication imperative. MIT Sloan Management Review, 46(3), 83-89. Retrieved from https://www.dartmouth.edu/~opa/communicators/fall08/reading/Sloan_MIT_Strat_Comm_Imp.pdf

Top 10 reasons why social media needs to be part of your marketing strategy. (n.d.). Retrieved  2013, from http://www.localorganicrankings.com/top-10-reasons-why-social-media-needs-to-be-part-of-your-2013-marketing-strategy/