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Social media: Stick with it

Posted by Wayne Carlson on June 28, 2010 at June 28, 2010 11:10 AM

Persistence can turn good communications ideas into outstanding public relations initiatives.

Financial industry communicators from across the country gathered at NASDAQ recently to discuss social media at Ragan Communications' Social Media for Financial Communicators Conference. One resounding theme was recurring: The conviction behind your social media plan is what may define it.

Just ask Rhonda Sloan, Associative Director of PR, Web and Online Strategies for American General Life Companies (@americangeneral). After her legal department said "no" to her repeated social media ideas, she spearheaded an effort to create an internal blog using - of all things - Lotus Notes. Its popularity was vital in opening the door for an extremely successful external social media initiative.

Richard Brewer-Hey would agree with the premise. Ebay's chief blogger made his employer the first Fortune 500 company to live-blog financial announcements. He believed in its need, and stuck with it through negative internal feedback, developing a groundbreaking set of social media guidelines for corporate disclosure.

Steve O'Halloran, Media Relations Lead for ING DIRECT USA knows it too. That's why he helps direct a social media team that addresses its customers via Twitter (@INGDIRECT) and Facebook with striking consistency and care.

Whether it's in selling your communications plan up the ladder, or using a social media tool to send important messages to key publics, persistence pays.

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