And how to take actions that get results
By: Jim Walton
CEO
Brand Acceleration, Inc.
Believe
it or not, social media is a significant driver of discussions in the economic
development industry. I know, I know – there are still a few of you saying, “I
just don’t get it! Who’s using it and are any communities getting deals as a
result?” The answer is that many communities are successfully connecting to
audiences and telling their stories. So, what’s the problem? How could
communities do a better job and enjoy the benefits of an active so-me program?
Here are several very common fails and
my recommendations for jump starting your efforts:
1. Unrealistic expectations
Do
you really think that by launching a social media effort your community will
suddenly catapult to the top of list of communities being considered for
projects? Come on, that’s just not realistic. The real benefit of social media
is to make a connection that raises awareness of your community’s brand. Just
being active on a daily basis is half the battle.
2. Far too much self-promo
I
am an avid follower of Twitter headlines. I love that I can do a quick hashtag
search and find out what’s going on in the areas of #econdev, #manufacturing,
#workforce, #logistics, #bizRE, #innovation, #siteselection, and numerous other
relevant topics.
What
I’ve noticed is that many economic developers share nothing but self-promotional
content. Like those weekly shopper newspapers full of nothing but ads, many
social media messages offer little or no value to prospective readers. At Brand
Acceleration, our approach is to share content that is educational,
entertaining, and interesting to audiences. Maybe 10% to 20% of what we share
is self-promotional. Just like a newspaper, radio station, or web news service,
there is a balance of beneficial content to advertising. If all you put out there
is self-promo, viewers will consider you a consummate promoter and simply
ignore you.
Here’s
an idea: Look at the trade associations and trade publications and websites
serving your target industries. They are great providers of content that your
followers may enjoy. Don’t expect the articles to be about land, site
selection, or economic development topics. Look for content that your followers
may find of value. By following this approach, you may be seen as a valuable
source of information. Then, your occasional self-promo is much more likely to
be well received.
3. Focusing content on the
wrong audiences
As
important as your local stakeholders are, they are not your key audience. Sure,
local folks should be on your list of followers, but your economic development
social media effort should be focused heavily on prospects with the potential
of bringing jobs and investment to your area.
From
our on-going research of site consultants, corporate executives, and others, we
know they are strongly driven by information about sites, buildings, workforce,
education and training, economic trends, and other relevant topics. Tweets
about your Halloween parade or corn maze are probably not going to entice them
to click or consider your area for investment. It’s best to leave such content
to the Chamber of Commerce and local media.
4. Making all the wrong
connections
Just
as content can be too localized, so can your connections. In addition to your
board of directors, investors, and area stakeholders, you should make
connections with site consultants, corporate executives, national and regional real
estate brokers, and target industry leaders and influencers. I suggest making
as many connections as possible. I’m talking hundreds, not dozens.
5. Failing to be part of
the discussion
A
great way to get involved is by joining and participating in LinkedIn
discussion groups. If you’re not active in this area, you’re missing a huge
opportunity.
On
your LinkedIn page, go to INTERESTS and then find GROUPS. You can follow as
many as fifty, and I’d suggest joining as many as possible. There are great
groups in economic development, manufacturing, food, logistics, workforce, and
many others. Join, read, comment, and be involved. Your professional expertise
and community brand will grow. But remember, don’t just be a promoter of your
community. Share content that is helpful to others. By giving, you will
receive.
Bonus subject: Social media
is not for amateurs
I’ve
heard many people say that they were going to hire an intern or student to
manage their social media program. The logic is a belief that young people grew
up with it so they would be ideal to run a community so-me effort. Here’s the
problem with that approach. Most students and interns know almost nothing about
economic development, manufacturing, workforce development, incentives, transportation
assets, or other topics of importance to key audiences. This is a task that
needs to be given the attention of an economic development professional. One of
our services is social media management, so if you’d like to hand off the
responsibility to a team who knows how it’s done, just give me a call.
Please
feel free to share your thoughts and opinions. I’d love to hear from you. Also,
be sure to make a social media connection. My links are all shown below. If you’re
going to attend the International Economic Development Council Annual
Conference in Fort Worth, please look us up in the exhibit hall.
Jim
Walton
CEO
Brand
Acceleration, Inc.
Branding
// Marketing Communications // Public Relations
Indianapolis:
317.536.6255
Fax:
317.222.1425
Cell: 317.523.7380
Brand Acceleration is a full-service
marketing communications, brand management and website development firm with a
focus on community and economic development.
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