Frequency Isn't Just About Radio Waves....

Sorry for the long delay between posts - we were just getting to the good stuff too!  Most importantly, I've broken cardinal rule #1 for social media and marketing which is BE CONSISTENT! I won't bore you with the details of my absence but I'm back and ready to put some TAC/OODA Loops back in your marketing lives!

To get things going, I'm including a link to an interview I did before my absence with Jennifer Jones on her superb podcast series,  Marketing Voices. This clip focuses on how to increase:  A Company’s Valuation By Integrating Social Media And Mainstream Media
(Ignore the photo  - I had an infected wisdom tooth and my face was puffed like a rice crispy!)

Effectively integrating your traditional PR program with your social media program is absolutely critical for generating your TAC loop. While at first glance it may seem contradictory - after all, PR is about telling your story your way without feedback. Social media on the other hand, is about inviting people to join your community and comment as much as possible to help create your story.

But in order to be heard, you have to be found and the easiest way to generate interest and create awareness is via a good PR firm and program. By holding forth to your principles of Transparency and Authenticity, you reverse the common perception that PR is nothing more than spin. (You are in control of what your agency puts out!)  You can then turn a story into dialogue with your social media programs. As long as they're consistent, aligned, and most importantly honest; traditional PR will set the context for your conversation while social media gives you the means to engage with your community. The perfect 1-2 punch!

The moral is - don't skimp on PR. Even though it may not be as sexy as social media and other kinds of new communication methodologies, traditional PR done right ensures you reach multiple constituencies with frequency and with context. Not everyone reads blogs, or tweets, or FaceBooks, etc., though it may seem to you they do. Particularly if your company sells high ticket items the person most likely signing your check is reading the Wall Street Journal, Business Week, or the NY Times. By not providing them the opportunity to learn about you in a way they are most comfortable learning about companies, you do yourself a significant disservice and potentially slow your Company's path to growth! Who knows? Once they come to understand who you are, you may get them to listen to a podcast or read your blog after all!

Next post as promised - the first TAC/OODA Loop Case study!