Let’s provide solutions in the new year

I read a great post today. It is titled, “Are we sharing solutions or soundbites?” and was written by Amber Naslund.

In summary (but I advise you to read her entire post), my takeaway was that many of us who promote social media within or to our businesses may not be doing enough when it comes to sharing solutions. Instead, we continue to rely on the same conversations we have been having for the past couple of years. For example, we go to our client and promote social media but don’t provide a solution to them to make them feel comfortable, to test the waters, or prove how it can affect the bottom line.

Amber sets a great tone for 2009. Let’s step up to the plate and provide solutions. My take is that we need to provide the solutions and truly have our clients test the waters. Most likely, they (our clients) are tired of hearing about these tools but don’t see what they can do for the business.

I commented on her blog as I am stepping up to the plate in 2009. I handle internal communications but face the same challenges as any other communicator. I’ve created my 2009 plan and shared it with my business clients. One piece of the plan does include using new media, specifically a blog. I’m taking the baby step approach.

Each business leader will participate in the internal blog. Each leader will own the blog for one month, supported by my team. (Education is a part of the process.) This way their schedules can incorporate the blog. In addition, when schedules do get too busy, they know that they are not committed for the year. Plus, we should be able to avoid the “starting off with a bang and then tapering off” because something else came up that needed their immediate attention. (We all know this happens.) A measurement system will be in place as well.
I’m excited about moving this new media piece of my communications plan forward, and glad to know that I’m providing a solution.

Read Amber’s piece and let us know what solutions you will be providing in 2009.

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Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

5 thoughts on “Let’s provide solutions in the new year”

  1. Hi Susan,

    Since I am new to communication as a profession, I’m interested in learning how to promote blogs internally. The Ciba CEO blog was put on hold since the BASF buyout was announced; however, I think this is an important time for the CEO to be communicating with the employees. Besides Amber Naslund’ blog, can you recommend other articles or books on the subject?

    I look forward to hearing from you.

    Best regards,


  2. Hi Kim!

    Yes, there are several blogs and books to read. I got started by reading “Naked Conversations” by Robert Scoble and Shel Israel. I also read “The Corporate Blogging Book” by Debbie Weil. All three of these people have blogs and are on Twitter. A third good book is “Now is Gone” by Geoff Livingston. His business blog is “The Buzz Bin” at http://www.livingstonbuzz.com/blog/.

    Strong external corporate blogs include Dell and Southwest Airlines.

    Sun Microsystems CEO has a strong internal corporate blog and even does videos, interviews with employees, etc.

    A way to step into this world and feel like you have a net under you is to sign into myragan.com at Ragan Communications. (It’s free.) It’s a communicators social media site and you can blog, converse with other communicators, take questions and post questions. The URL is http://www.myragan.com/. It’s a great place to get comfortable with social media as well as learn from peers, case studies, etc.

    Other blogs I like include: Corporate Hallucinations, by Steve Crescenzo – http://www.corporatehallucinations.com/. Steve is irreverent, just so you know. A great guy.

    Conversation Agent by Valeria Maltoni – http://www.conversationagent.com/

    Look up Kellye Crane as well at soloprpro.com and Ike Pigott at Occam’s RazR.

    There is so much out there that you can quickly become overwhelmed. Just take it step by step. All of these people and the communicators on myragan are happy to share and answer questions as well. I’m happy to help in any way!

    And yes, this is definitely time for the CEO to be communicating. It’s too easy to communicate in the good and unstressful times. That is definitely one point all communicators agree upon.

  3. Kim – Another blog I read is “Writing Boots” by David Murray. He is an EXCELLENT writer and brilliant man. Remember writing is just as important in blogging. Always remember to keep it informal. Once a blogger starts drafting, re-drafting, having people review, edit, etc., the post, you lose the voice and it becomes a one-way conversation versus a two-way conversation. And yes, this is a hurdle when it comes to leadership. http://writingboots.typepad.com/writing_boots/

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