Modern media: new media revolutionizes company communications.

• Author: Ryther-Francom, Sarah
• Position: PLANNING GUIDE

Blogs, podcasts and texts, oh my! Today's ever-changing media has revolutionized the way we do businesses, forcing large and small companies to reevaluate and readjust their marketing plans. And the work doesn't stop there. New media keeps companies on their toes as communication methods change from one day to the next. So where's a young company without a modern communications plan to begin? Here are some tips:

BABY STEPS

Because there are so many new media platforms, many companies are reluctant to hop on the social media bandwagon. Some top concerns are that new media is too time consuming, gives the customer too much control and may even have legal implications. But companies who don't utilize new media are losing potential customers, because today's customers expect to interact. New media has turned corporate communications into a full-time conversation between company and customer. And if your customer is unable to provide you feedback or the customer feels unheard, experts say he or she will go somewhere else.

If you've never used social media, the key is to walk before you run. Before you join multiple forums, start blogging, etc., you should begin with a strategic plan. The first step on your plan: a communications assessment. Find out where your customers are. Are they blogging? Are they on Twitter? Are they on MySpace? To find them, you can begin by simply searching on the Internet. One smart place to look: your competitors' Websites. What are they doing? Where are they on the internet?

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Once you know where...