Leadership Archives

Yes, Twitter Is Still Relevant! Here’s Why…

Twitter is dominating the news lately—possibly even more since its 2013 IPO at a whopping $24 billion valuation. The sudden surge of interest is largely related to two factors getting significant media exposure: First, discussions in the financial and business world over whether the company will reach profitability by monetizing its 317 million active users worldwide. Second, whether this microblogging platform may have been instrumental in helping a well-known New York-born businessman become the most powerful person in the world.

Since its inception, Twitter has sparked debates, discussions, laughter and skepticism. The idea of cofounder Jack Dorsey—to launch a social media platform that only allowed 140 characters, including the letters and spaces, while naming these mini-news bleeps “tweets”—was, by any standard, a reach. Yet doubt as we might have, Twitter and tweeting were quickly adopted by people around the world. For many, it became, and still is, their go-to source for quick, searchable headline news, whether global, regional or local. It’s been credited with starting social revolutions—both literally and figuratively.

Twitter is the originator of the hashtag, that “#” sign in front of a phrase, word or acronym. The conceptual value of a hashtag is priceless in that it can be used to search for news about anything. This can include world events, gatherings, topics of personal interest, corporate developments, financial news, celebrity-watching, entertainment and more. The hashtag truly holds a “sky’s the limit” potential. There are hashtags for anything and everything imaginable, and people use them to find what interests them. For example, there was #Election2016 and there’s still #PokemonGo, #Brexit and #MotivationMonday along with #MondayBlues—plus things like #GameofThrones and #SelfieSunday! Many brands launch by attempting to create a trending hashtag and often this strategy aids their success.

When I started a Twitter account in 2007 as the platform first launched, it was due to the hard sell by my head of IT, who was confident that this would be “big.” What started out as a one-follower-at-a-time process for my companies and myself has grown into our own mini-news outlet that benefits me personally as well as our clients and friends, whom we often highlight in our tweets. But still I often wondered: Is the audience real?

I could see that our followers included some high-profile reporters from big news outlets. We also have “personalities” following us—ranging from none other than Mad Money’s Jim Cramer to Little Steven of Bruce Springsteen’s E Street Band! Then, of course, there are my friends, coworkers and clients—and recently, my 88-year-old mom. But who were the other multiple thousands of “followers” who keep adding daily to our growing cumulative audience? To answer this, we conducted TwitterAudits of my personal and multiple corporate accounts. I was pleasantly surprised—shocked, really—to learn that 93 percent of our more than 106,000 followers were “real” people! This is outstanding in a world where “followers”—albeit fake ones—can be purchased just to make someone feel or appear relevant (although this is not at all a recommended strategy).

While questions might abound regarding Twitter’s ultimate viability—the platform seems to be trailing in popularity with millennials behind Instagram and Snapchat—there is still a lot of value for those savvy enough to understand its worth.

Here are my five main takeaways for your consideration along with a last piece of advice regarding Twitter:

1) Twitter allows a direct line of communication. Anyone can see your tweets, and more of the people you seek to reach will find them if you learn to use hashtags together with your main messages. Think of the hashtag as a way you can categorize news in a noisy universe of more than 6,000 tweets per second; 350,000 per minute; and 500 million tweets per day.

2) You can directly reach your exact audience by searching their names to find their Twitter handle which looks like this: @X and is otherwise known as their Twitter address. For example, my Twitter “handle” is @DianGriesel. You can “tag” those you want to reach and fill the Tweet with a link to your content or send them direct messages. Either way, the followers of @DianGriesel (as per this example) will also see what you tagged me with.

3) The 140-character limit in the Twitter world aligns with overall attention spans. Did you know the average television commercial is only 15 seconds long? The point is: Learn to get to the point.

4) Choose your words carefully. Your audience will be trying to assess your mood. Speech experts have been able to determine whether a tweet came from the boss (or the President himself…) or from a social media manager assigned the job.

5) Overhauls—and overthrows—can occur in days versus years. Think about how quickly we are watching management teams at companies comply with or concede the need to listen not only to their customers but to the “CEO” of the United States as well. An unhappy online crowd or a single powerful voice—whether known as POTUS or advocate or influencer—can get resoundingly loud rapidly, if related counterparties aren’t carefully listening to the complaints and responding.

Now for my parting advice: Think very carefully before tweeting. Although you might be able to delete a hasty, ill-considered tweet from your feed…a strong likelihood remains—due to #RT (re-tweet) and #MT (modified tweet)—that it is still roaming around the Twittersphere.

The Twitter platform has G-Force potential, which helps explain why it still seems to be the preferred communication platform of that same New Yorker who harnessed its power to win the most powerful position on Earth.

May the Twitter force be with you. Use it wisely.

Dian Griesel, Ph.D. is an author, strategic visibility expert and President of DGI Comm a public relations firm that can help build corporate and/or personal thought leadership status.

Good PR is Good Business…IF You Know What You’re Doing

crowd (DGIwire) — Whether the economy is booming or approaching a downturn, a company’s public relations budget is often the first to take a hit. When things are going well, some management teams consider public relations to be unnecessary, and when they’re not, shortsighted companies make hasty decisions in an attempt to cut expenses. However, more media-savvy companies understand that investing in PR is a wise way to continuously accentuate the positive—and an effective ongoing media campaign delivers multiple returns on each dollar spent.

One of the last corporate investments that should ever be cut is good PR strategy. A well-planned corporate communications program provides reliable third-party endorsement, helps craft your company’s message and ensures consistency of messaging. Not only do these angles keep your company in the news; they also attract editors and segment producers who cannot easily ignore a media-worthy pitch. These campaigns tailor your story to reach selectively targeted media, from mass marketing to the general consumer to “me” marketing that reaches niche and trade publications.

A successful PR strategy will also position your company’s CEO and key executives as experts in their field, minimize damage by announcing bad news intelligently, build credibility for your company’s products and services, and keep your company in the minds and portfolios of investors.

Dian Griesel, Ph.D. a long time communications strategist says, “An effective PR strategy will consistently deliver inventive ways to get your company in the news and keep it there, whether that means tying your story to trends and current events, positioning your CEO and executive leadership as expert spokespersons or using holidays and seasonal occasions as news pegs. The possibilities are limited only by imagination.”

In other words, a good PR campaign appreciates that your company’s story is inherently newsworthy. How does your lead product work? What noteworthy figure was just signed to the board of directors? What upcoming conference will management be attending? What hobbies does the CEO enjoy that might make him or her attractive to specialized niche publications? Even stories about your competitors can be leveraged into excellent opportunities for bylined pieces or letters to the editor. There is always an opportunity to pitch a story from an opposing view or new angle.

All of these reinforce a golden rule of PR: Media coverage begets media coverage (a fancy way of saying “news makes news”). For example, when you secure a major placement for your company, it is good PR practice to issue a press release drawing attention to the company’s appearance in that publication or media outlet (on the assumption that not every investor subscribes to, say, National Geographic or an industry specific trade, for example). You might be surprised by the very tangible effects these types of news announcements can have on relationship building with your various constituents.

Simultaneously, you also want to make sure you spread the news about any stories about your company on your preferred social media outlets. Be sure to add a line and a link to your article on your twitter, facebook, linkedin or other social media pages, while “stumbling” the story or adding it to pinterest or instagram, for example, if there’s a good accompanying photo. This strategy is not only a good way to leverage the internet’s reach, it’s a great way to do a “turn in kind” for the hard working reporter that wrote your story in the first place. Everyone benefits from the greater dissemination and recognition.

Despite these benefits, PR traditionally gets a bad rap. Disgruntled companies might complain about shelling out high fees and seeing few results. And, as in any business, there are sharks in these waters. However, rather than a disreputable dark art, PR has become an integral, quantifiable part of any winning media-age business strategy.

Implementing a clear, bold, rigorous and transparent PR campaign means you will likely enjoy the thrill of seeing your company in print and on the air. And that exposure translates into all the tangibles (higher stock price, better customers) and intangibles (a better general perception of your company and its management) that consistent media coverage ultimately provides.

How to Swim with the Sharks and Win Investor Money

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(DGIwire) — How many times have you watched an entrepreneur win the opportunity to court the interest of The Shark Tank investors, yet fail to gain the coveted investment due to poor presentation skills and the inability to articulate their value proposition?

“Many people don’t realize that the need to attract a banker, a “crowd” or other investors begins the day a company is born. Although you may be one of the lucky entrepreneurs that never needs to raise outside capital for growth, you will still need a broad-based, integrated strategy specifically designed to showcase the value opportunity of your company,” says long time communications expert Dian Griesel, Ph.D. “Whether managed in-house or through an outside firm, an effective plan has a dual purpose: 1) to catapult your company to its next level of success and growth, and 2) to serve as a safety net to support you through unexpected times of crisis or need.”

A well- planned program will:

• Provide information to the marketplace.

• Get feedback from the marketplace.

• Build relationships with appropriate banks, investors and third-party endorsers.

• Maintain proper disclosure as required by law and by your market venue.

• Manage expectations and disappointments.

• Communicate management’s vision for the future.

Although not everyone considers the company the best source of information about itself, and some investors are more prone to rely exclusively on quantitative or technical analysis to determine where they will invest, such investors are in the minority. Most do see company management—the key people running the company—as the essential source of information. Many money managers would never even consider making an investment without first having a “touching and feeling” one-on-one meeting with management. These meetings allow would-be investors to evaluate intangibles such as the personalities, honesty and integrity of management, and to develop an opinion as to management’s ability to accomplish the tasks at hand and to think, act and progress in accordance with the company’s mission.

So, how do you prepare to ask for money if you need it?

Nothing happens in a vacuum, at least most of the time. Think Ockham’s Razor—a principle attributed to the 14th-century English logician and Franciscan friar William of Ockham, and frequently paraphrased as “All other things being equal, the simplest solution is the best.”

The lack of investing interest in a good company is often a consequence of its failure to institute a strong communications program. A company must spend the necessary time to ensure that its potential customers and partners, and the investing and media communities, know of its existence—and we are not just talking about putting out the occasional press release.

Let’s assume that you and your company have a great offering and that you have been delivering on your promises. You have a good tale to tell. Are they getting out in public telling it? Or are you spending your time “singing in the shower?”

The shower is warm and safe, but the rewards are on stage, in front of a live audience.

Besides management being reluctant to get out and meet with people, companies too often fail to put sufficient thought, time and effort into their messages and strategies. Add to this news releases that are poorly written, rushed out and ill-timed; conference calls that are treated in an off-the-cuff manner; presentations that lack formality; and crisis management that is not planned and addressed prior to an unanticipated event. Are any or all of these factors contributing to the stagnation or lowering of your company’s valuation? They assuredly will be if you have not carefully considered how to best present your story.

Do you want a higher valuation? Greater sales? Peer recognition? Of course you do! The higher the valuation, sales and/or recognition the more likely you will be able to obtain capital for the financial growth requirements of your company and the less dilutive any future rounds of fundraising will be. More so, you will be better positioned to intrigue a wider circle of possible investors, partners or buyers.

What does all this mean to you? Dian Griesel, Ph.D., president of DGI Comm sums it all up this way: “If you aspire to a place in the big leagues, you need a well-thought-out, progressive, proactive communications program. You need it today, tomorrow and every day that you exist as a company.”

Enlightened Employment: Corporate Cultures Thrive When Employees Do

englightened (DGIwire) — As a leader, you need talented people on your team. They’ll not only help you take your business to the next level but they’ll also help you solve any problems that may arise while you’re getting there. It’s why finding the right people and placing them in the right position is essential not just for you as a business owner but for your employees as well.

However, finding such talented people can be difficult. Today’s market place is flooded with talented individuals ranging from fresh college graduates to seasoned veterans. The process can certainly seem daunting but remember; the more diligent you are pre-employment the happier you’ll be once they’re on the payroll.

Your first step in filling a position is to look in your own house. Is there someone already in your employ that’s been champing at the bit for more responsibility or a promotion? Loyalty and good performance should be rewarded with opportunity. Or is there another person who isn’t working at full capacity? Every employee should be pulling their weight within the company. Making the determination as to whether you need to add staff or rather, adjust the staff responsibilities of those you already have, could save you the step of bringing someone new on board.

Once you’ve decided to hire a new employee, don’t limit your options. Of course there are the standard employment ads and recruiters, but talented people can be found everywhere! Conventions, special community meetings, networking events, parties, online forums…even subways and busses! Always be on the look out for potential candidates and pay attention to everyone you meet. Your next employee could be the person on the plane seat next to you!

Be prepared during the interview process. Have insightful questions ready that will help you to see the person beyond the resume. Throw them a curve ball and ask a question that they couldn’t possibly expect. Don’t just listen to them answer but watch them answer. Pay attention to their body language. Are they looking you in the eye? How do they react when they are outside their comfort zone?

Include your existing team in the hiring process. “Once I narrow it down to 2 or 3 candidates, I bring my team in to meet them.” says recognized media spokesperson Dian Griesel, Ph.D., President of DGI. “I trust our group to want and to know what’s best for our company. Dynamics and personality definitely come into play and sometimes that ‘feeling’ just needs to be there. Things need to fit.”

Once you do bring on new talent, you need to be the best employer that you can be. Create an environment where your team wants to come to work. Be fair and accommodating recognizing that in today’s world there exists the need for flexibility. Happy employees are productive employees. Happy, vested employees will move mountains to protect and grow your company. They will want to stay in your employ and will recognize the opportunities that they’ve been given.

Provide continuing education and opportunities for improvement for your employees. From as small as webinars to as large as tuition reimbursement. Doing so not only shows them that you want them to be the best they can be but also that you are invested in them. You’re asking them to be invested in you and your brand and that’s easier to do when they feel reciprocity. Feeling truly valued goes a long way.

Lastly, listen to your employees. Create times to have one and one conversations with each one. Even if it’s just five minutes, find out how things are going or if they need any tools or assistance that will make them more effective at their jobs.

How Successful Leaders Listen

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(DGIwire) — When it comes to being a good leader, effectively communicating your ideas, vision and knowledge undoubtedly contribute to your success. You need to be heard. But there are some times when you just need to listen. More often than not, people undervalue the art of listening. Being an effective listener can help you solve many problems and may even help prevent them in the first place.

Listening allows you to see things from another person’s perspective, one you may never have had access to. Once you’ve gained that perspective it can help you to develop empathy and understanding. While you may not always agree with that person’s perspective, knowing it lets you assess the “big picture” and can help your business move forward as a team.

Dian Griesel, PhD, a recognized crisis expert, offers the following suggestions to improve communication through better listening skills.

1. Be attentive. Keeping eye contact with the person lets them know that you are engaged in the conversation. Let them know that what they are saying is important to you.

2. Don’t rush it! Instead, focus on asking questions that bring value to the conversation. Take any extra time that might be needed for the person to express what is on his or her mind.

3. Free your mind. Don’t start the conversation with a pre-conceived opinion or outcome. Be open to what the person is saying and how it might relate to you as both a leader and an individual.

4. Watch that body! Pay attention to your body language. Look attentive and “present.” You don’t want to make the person feel like you have anywhere else that you’d rather be.

5. Two Way Street. Body language goes both ways. Read what their body is saying and respond accordingly. By reacting to what you see, you can facilitate the flow of conversation. An understanding nod or smile can do wonders to put the person at ease.

6. Acknowledge. You might not agree with the message but something as simple as, “I hear you.” or “I understand” can make a world of difference. Let them know their viewpoint was heard.

7. Exercise humility. Be willing to be wrong. Show them that you really took to heart what you heard and that you will take the time to reflect on the conversation as it pertains to the betterment of the company.