Information Technology Reference
In-Depth Information
7. Don't forget the keywords of online communications in the current con-
text - transparency, interactivity, engagement, inclusion, collaboration,
trust and respect.
Do's
1. Do make creativity and originality your watchwords. It no longer pays to
have a website that looks like the twin sites of competitors.
2. Do have an online communications plan with an integrated feasible strategy.
3. Do follow the evolution of the Internet and technology and stay ahead of
the game in order to refine the online communications program accord-
ingly. If you can't keep up, ensure that you keep the people in the know
close to you.
4. Do understand the positive influence of the newsletter. This all too pow-
erful communications means, which has been in use since the days of
The Boston News-Letter
from 1704, still retains its clout. Even the first
Swedish newspaper first published in 1645 still exists today as an online
newsletter. That should tell us something.
5. Do provide extensive information and a coherent message in all mar-
kets. Don't be deterred by the specificities of certain markets like the
cyber-policing in China. Several countries like South Korea and Japan
have a high density of cyber-residents who are able to detect information
marginalization.
6. Do integrate online communications with offline messages. These two
channels are not mutually exclusive but should function as complemen-
tary channels. The great thing about instant messaging social websites
like Twitter is that you can integrate what you're doing offline in your
messages.
7. Do understand that the effective online communications should feature
richness in content, engagement through interactivity and intimacy in
collaboration.
8. Do have a plan for evaluating the effectiveness of online media
communications.
9. Do monitor consumer-generated media (CGM) regarding your brand and
understand that this includes not only unsolicited adverts on YouTube,
but also positive feedback or negative complaints. If you don't know
how, you can adopt applications like the Digilant that enable this track-
ing in multiple tracking in multiple languages in real time!
10. Do have a plan for a high frequency of online media communications.
11. Do apply creative and cross-marketing initiatives in communications,
including features on editorial retailing websites. And please also do
keep in mind that this list is not a magic success formula, because you
need to keep up with the evolution of technology.
