12 November 2012 5 Comments

Online brand communication: How to shoot for the moon

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 brand communication: How to shoot for the moonOnline brand communication is not static. The dynamics and changes we witness in every sphere of life affect its success also. Hence any professional that worth his name needs to consistently upgrade. Today, we are a bit concerned for professionals who think they know it all and will not invest in buying books, reading online, attending conferences. In  cases where the conference theme seems not to be on point with what we need, a good professional must understand how to adapt relevant information to personal needs. After all, most of what we learn in school has become obsolete as soon as we get out of the school gate. What a sensible and forward looking professional can do is to adapt, find out what works and benchmark this.

Over the weekend, I attended a leadership conference, a yearly conference put together by Daystar. This year’s theme is The Making of Leader. The conference comes with nine syndicate/break-out sessions. Three of these sessions run concurrently. As someone who values knowledge, I attended the Politics, Media and Science and Technology session. These sessions capture the essence of my being. Politics! Someone may query. What has that got to do with your line of business? There is Politics everywhere. The earlier we understand this, the better. While we should not aim to become the real politician, a little knowledge of it will not hurt. I must say time invested in these meetings (about fifteen hours) were well-invested. Aside from gaining new insight about leadership, which every professional needs to build, I was able to find a correlation between what I am doing now and what the expert facilitators shared in the breakout sessions.

To shoot for the moon as brand communication or social media professional, here are some of the key factors that will guarantee success.

Be a keen observer: in life, there are written and unwritten laws. There are what to do which are boldly written in black and white. A successful professional understands that beyond written and mandatory stuff that makes you successful, several other factors are essential. Most of these essential factors are learnt or gotten through observation. A successful professional cannot afford to walk through life with his/her eyes closed. Such individual will miss a whole lot of points that count. Be a keen observer of the industry trend, environment, changes in the mood of the boss as well as the rules of the game; shift in vital structure that matters. Without this, a professional will fail.

Be an example: A brand and online communication professional must be an Apostle of what he/she preaches. Do not claim to be a social or online Media expert and there is nothing online to trace your impact or presence. If you want to monitor online reputation for others, do you do that for yourself? In addition to this is the issue of character. Character and integrity is in high demand today. Because we live in an open world, everything is now transparent. Build your character. Say the truth even if it hurts. You will gain credibility that way than taking the other short cut.

Information: be an ardent learner. Search for more information if you must succeed. Information is what people sell. People do not want you to share same experience for five years. People want to hear the next big thing. If you cannot provide that, they will move to the next door neighbour/competitor.

Commitment: Give commitment to your commitment. An online brand communication professional or social media cannot avoid half-hearted commitment. The nature of our job is a 24/7 approach. Lazy people cannot rule here for long.

Am I missing something? What are the other key factors? Please share with the community, use the comment section.

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