20 September 2012 5 Comments

Online brand communication: tactics that give you an edge

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


online communication, Brand communication online, web opportunities,social media, Social media marketing, Online communication strategyWe live in the age of web adaptation, communication and by extension, conversation. Conversation has increased the noise level. Getting attention today is a hard task. Many are talking but only few numbers are heard. Talking is cheap and common; receiving required attention is where the success lies.

Many make the mistake of thinking all they need today is to have a web address. They assume people will flock there like a fish will rush to the sea. Interesting! If wishes are horses, beggars too will ride. In today’s world such symbiotic relationship cannot hold water.

Making headway in the twenty-first century goes beyond having a multi-channel accounts in a highly cross-channelled integration.  This is important and we should not discountenance them. Helping the customers, working with speed and providing convenience will help guarantee a more efficient relationship for all. Many brands now have a web presence with a ‘conversation-enabled’ tool. That is great and commendable. Unfortunately they end there and start to beg for ‘followership’.

Doing the above is equated to a person who is organizing a party with all the high tech Public Address system in place but forget to arrange for order of programme and a Master of ceremony, will the investment worth it coins? Unfortunately, this is what many of us and great brands do. This strategy is a sure to result in financial wastage. To excel on the web, here are few guidelines that can help.

Web communication strategy: before you sign in or create a web presence, first consider what your success will look like. Investing money in a branded web presence without solid strategy is mere waste of time and resources. If you lack idea, why not check out what your closest competitors or industry leaders are doing. Learn from their model especially if it appears to be working.

Hire or be your own web communication strategy activist: having multi-channel accounts is not enough; management is where the key is. There is a need to hire an online manager. Where there is no budget, you must learn the rudiment and be ready to invest time.

Cross-channel the platforms: Maintaining several accounts can be overwhelming. There are tools that can aid your speed. Hotsuite and many other tools help you to distribute content at the same time. A caveat here though, strong ability in content customization which is acceptable in different platforms will also be essential.

Speed: This is also very important if you must benefit from web opportunities. When you go to sleep, many advantages will have passed you bye. Monitor and act fast. Customers want immediate action when they need it. If it takes your brand three days to respond to customers’ issue, you may be too late. Speed and accuracy of services will position your brand ahead of others.

Offer real- time, easy step solution: We often wonder why many brands continue to use professional jargons in this age. Every highly technical industry players must recreate a new dictionary and speak simple language targets will understand. It is no use when you offer solution that will take months to understand.

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