By Dinte
Jan. 30, 2013

Many publishing organizations are developing digital strategies to stay competitive in a world of online consumers. In October of 2012, Reuters reported that “Newsweek, one of the most internationally recognized magazine brands in the world, will cease publishing a print edition after nearly 80 years.” Whether your organization is in the publishing industry or not, the trend of moving print media to digital media could still impact both internal and external communications.

Leadership teams across all industries are recognizing and leveraging the power of social media.  However, leveraging digital media can go beyond LinkedIn and Twitter. We have seen a few trends in the market we believe might be helpful for your organization:

Rethink company announcements: Do you send print announcement cards or copies of articles to key clients and business leaders? Consider developing email newsletters or digital announcement cards that can be tweeted, emailed, and posted on a website to reach a wider audience.

Create an internal monthly newsletter: Internal updates are already traveling through the office by e-mail and meeting minutes are summarized on an internal hard drive.  However, creating an engaging, well organized newsletter will help the organization share many updates at once. Updates can also easily be found later if needed.

Create a YouTube channel for your video marketing: Some organizations have a portfolio of television advertisements or simply short videos highlighting charity events, employer brand, or the organization’s views on industry trends.  These videos are often designed for an event or specific webpage.  However, creating a video portfolio of your brand can give clients a comprehensive snapshot of both the culture and capabilities of your organization.

Develop guidelines for your employees: “Social-media services like LinkedIn and Facebook also encourage users to build networks and share their professional, as well as personal, expertise. And increasingly, companies are recognizing that these activities have a business value,” explains recent Wall Street Journal article, Your Employee is an Online Celebrity. Now What Do You Do? The article suggests that leadership should ask questions such as “can employees tweet on the job,” “how much should personal brand and company brand align,” and “when an employee writes a blog on behalf of the company, who owns it?” Whether your employees are creating their own content, sharing your organization’s news with their personal networks, or any combination of the two, your organization should set clear guidelines about what is appropriate. A member of your leadership team, such as the Chief Digital Officer, can help establish the vision and guidelines for the role employees will play in your organization’s digital strategy.

Is your organization leveraging digital media? How do you see the move from print to digital impacting business?

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