Ignore Social Media at Your Own Risk; More Firms Find That Lagging Behind the Digital Revolution Can Mean Being Invisible to Clients and Letting Critics Go Unchecked

By Steve Giegerich; Alexia McGhee | St Louis Post-Dispatch (MO), July 2, 2012 | Go to article overview

Ignore Social Media at Your Own Risk; More Firms Find That Lagging Behind the Digital Revolution Can Mean Being Invisible to Clients and Letting Critics Go Unchecked


Steve Giegerich; Alexia McGhee, St Louis Post-Dispatch (MO)


Anders, Minkler & Diehl was prepared for the recent U.S. Supreme Court decision on the national health care overhaul.

With the ink barely dry on the ruling, the St. Louis accounting firm noted the outcome on its Gray Matter blog and linked the post to a social media site - a heads up to clients and potential customers that the company intended to stay on top of the situation. An analysis of the act's potential tax consequences on businesses soon followed.

Anders, Minkler & Diehl once invested time and no small amount of capital for editing, layout, printing and postage to deliver tax tips and legislative and policy updates to clients on a leisurely quarterly schedule. Now, it operates somewhat more like a digital news operation, responding immediately to breaking events on multiple platforms - anticipating clients' questions and digital searches at the precise moment they arise.

"I've been in (marketing) 30 years, and social media has changed the game more than anything I can think of, because of all the ways people can now see your message," said Donna Erbs, the company's marketing director.

As recently as five years ago, businesses and nonprofits alike still seemed puzzled at the business value of social media platforms, then derided as a what-I-had-for-lunch frivolity. Even now, they struggle to quantify exactly what impact their investments in social media and Web content produce for their bottom lines.

But the strategy is as much defensive as offensive, as it grows increasingly clear that companies with no digital presence are becoming simply invisible to many consumers.

Businesses that don't embrace social media as a marketing tool do so at their own peril, warns Steve Nicholls, author of "Social Media in Business."

"Any company ignoring it is already behind," Nicholls said.

The laggards miss out on an increasingly powerful branding and promotion opportunity. Secondly, institutions lacking oversight of consumer review sites such as Yelp, where any angry consumer can rant publicly, are essentially waving a white flag on damage control. Finally - with a Jobvite survey reporting that 92 percent of hiring managers use social media to recruit - the remaining eight percent are missing the opportunity to attract top talent.

It wasn't that long ago that Kaysha Kalkofen and JoAnna Dettman, the co-founders of tSunela - a digital marketing firm with offices in Clayton and Portland, Ore. - had a tough time selling the concept of social media to clients.

Kalkofen and Dettman say -...'You want me to be on Facebook? Why? Isn't it a college thing?'" was a fairly typical response to the suggestion that a company integrate social media into its marketing strategy.

Now, rare is the corporation, small business or nonprofit without a presence on Facebook, Twitter, LinkedIn, YouTube and other prominent social media sites. The overarching objective is the most basic lesson learned in Marketing 101.

"The number one thing you're trying to do is get people talking," said Communications Director Jessi Brawley, who oversees social media for the Foster Care and Adoptive Coalition.

MANAGING THE MESSAGE

The experts say a successful social media strategy involves far more than signing up with Facebook, LinkedIn or Twitter.

Health care institutions, for example, need to ensure that posts don't violate federal regulations protecting patient privacy.

Christian Hospital in north St. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Ignore Social Media at Your Own Risk; More Firms Find That Lagging Behind the Digital Revolution Can Mean Being Invisible to Clients and Letting Critics Go Unchecked
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.