Outstanding Indeed.

I’ve known for quite some time that Illana Poley is exceptional. Be it her ability to think on her feet, her infectious laugh, or her knack for numbers, Illana has never ceased to amaze me. All at once she can be both the smartest girl in the room as well as the one making your cheeks ache from her dry but potent sense of humor. To me, it is that duality which makes Illana almost magnetic. People are simply drawn to her.

So it came as no surprise when the Denver Business Journal recently took note of Illana and named her one of their 2011 Outstanding Women in Business nominees. As SE2’s Director of Policy and Research, Illana establishes the foundations on which a majority of our firm’s more complex (and, frankly, more interesting) projects are built. She oversees our research efforts, whether quantitative or qualitative, large or small, and also plays a central role in developing the communications strategies around our clients’ various policy issues. She helps them to connect with their own constituencies in ways that are both meaningful and effective.

“Illana is one of the smartest people I know,” said SE2 President Susan Morrisey. “She has a great ability to foresee challenges and also opportunities for our clients and develop pathways to address even the most challenging policy issues.”

Of course outside of the office, Illana is just as impressive. I didn’t have to look far to find people willing to gush about her down-to-earth, loving personality along with other characteristics they find to be extraordinary.

When asked about what makes her daughter outstanding, Janet Poley said, “I guess my first reaction is what mother wouldn’t think her daughter is ‘outstanding’? And I am no different. Illana truly is outstandingly honest, humble, straightforward, articulate and (most precious to me) always willing to share her life with me. She knows what matters most in life and makes time for her husband, daughter and all of us who need her and love her.”

Illana’s husband, Mike Baksa, said, “No matter what kind of day you are having – good or bad – talking to Illana always leaves you feeling better about yourself.” Their 15-month-old daughter Penelope (or P-Dizzy as we like to call her at SE2) incidentally is not actually talking just yet but added, “I could not have asked for a better life or a better mom. I love her.”

On August 23rd, I hope to be in the crowd cheering for my friend at the DBJ’s luncheon honoring the outstanding nominees. I’ll be there representing all the people who think Illana is fantastic – whether they spend time with her analyzing the latest poll results or learning how to walk.

In the words of one of our most profound medical professionals, Dr. Suess, "Why fit in when you were born to stand out?"

Hispanic growth in Colorado and what it means to you

Over the last decade, Colorado has experienced a 41 percent increase in its Hispanic population. According to the 2010 Census, Hispanics now represent over 20 percent of the 5 million people living in the state. And much of this growing population is young: One in 10 Latinos is less than five years of age, compared to one in 20 non-Hispanic whites. A census analysis shows that, in fact, the white population is aging while the young Hispanic population is projected to continue growing.

This got me thinking: What impact does this have on the way our clients communicate with their stakeholders? For them, it is more important than ever that they think about targeting the Hispanic population with the strategies, tactics and messages that resonate most with them.

Projections and new data analysis will continue to demonstrate how the U.S. is going to look in the next 20 or 40 years. I also wonder what the country will be like when my young daughter graduates from college in 2022. People talk about future trends and the future face of America, but they tend to forget the present reality. This country is already changing and will continue transforming over the next several decades.

School districts, municipalities, state and federal government, nonprofit organizations and businesses are already witnessing this dramatic transformation. That’s why it’s important that organizations start reaching out to the one million Hispanics in Colorado now.

If you want to communicate to a broad audience, your strategy will now need to incorporate an intentional, and not accidental, comprehensive approach that reflects the reality we are living in. This starts with considering the following:

• What does this audience value?
• What are their current attitudes and behaviors?
• Is translating materials enough or do we need to transcreate materials? (And, what does that even mean?)
• Can we use the same traditional outlets to reach them or do we need to find new ways?

A strong message is the foundation of everything we do at SE2 – and we’re all aware that the message must be customized for a Spanish-speaking audience and it should be delivered in different ways, as well.

How are you communicating with the Hispanic population? Send us your thoughts or questions.


Author: Abraham Morales

Do I really need a social media policy?

Well, how many ways can I say this…. yes, si, oui, ja, sim, ken, jes, hai, ndiyo, haan and na'am.

YES, you need a social media policy. Frankly, I am shocked by how many organizations don’t already have one.


“Why do we need one?”

Here's why:You need to protect your organization from the unintentional (and sometimes intentional) stupid things your employees do.

Employees need to understand that what happens in the online world can have huge implications on what happens in the real world. A social media policy does this.

You need a policy because:

• It educates your employees on what social media is.
• It provides clear expectations for how your employees can/should use it.
• It details what happens when employees cross the line.
  

The guidelines explain the employees’ roles and how to behave online. The creation of the policy provides you clarity. The result is well worth the effort.


“How do we write one?”

Here’s a secret: Developing a social media policy isn’t rocket science. It should be very straightforward, and it should include the following:

• State the organizations’ goals and objectives for using social media.
• State employee roles and expectations.
• State how you expect employees to be authentic and transparent in their online communications.
• State how employees need to treat copyrights and fair use on other people’s content.
• State how they can/will protect confidential and proprietary information.
• State the repercussions for failing to adhere to the policy.
• State everything in clear, easy to understand terms.
  

Make sure that when you are developing the policy you include representatives from across the organization. This specifically should include the human resources and legal teams, if you have them.

Legal is especially important to have present because they will be able to tell you the scope of the advocacy work that you can do through social media (if you are a non-profit) and how much archiving is required (if you work for the government). Obviously, this needs to be part of your social media plan.


Links to get more help:

Below, I’ve included links to social media policies/guidelines that I like and that have been noted throughout industry publications as great examples. Next to each I’ve told you why I like it.

• Intel - good because it uses simple, easy-to-understand language that everyone within the organization can understand regardless of how much (or little) they know about social media.(Read its policy here.)

• Coca-Cola - I like that this policy aligns with the company’s core values and that it’s been distilled to ten components – making it much easier to remember. I also like that employees are required to go through a social media training program before they are permitted to represent the organization. (Read its policy here)

• American Institute of Architects - I like that this organization includes messaging about why this social media policy is important and what it means to employees. (Read its policy here)
  

If you’d like additional examples of social media policies across industries, visit the online database of Social Media Governance.

Does your organization have a social media policy? Tell us in the comments below.

Sailing Aboard the Communications Ark

The phenomenal amount of rain we had in Denver last week got me thinking: If the world flooded, what kinds of communications tools should we save to support its repopulation, once the waters receded?

(Apparently that’s what you think about the morning after you go to see Georges Bizet’s Carmen…at an outdoor amphitheater…during a monsoon.)

But seriously: We've all thought about what is most vital to save in our personal lives. Usually it’s the photo albums, or perhaps a family heirloom.

But what are the most fundamental tools you would put on the communications Ark – if not two-by-two, at least on their own?

Unfortunately, many organizations overlook essential strategic tools, instead pursuing a range of disconnected tactics.

However, it is critical for organizations to spend the time developing some fundamental information. Doing so helps to ensure a clear platform from which to communicate and engender buy-in from a variety of internal stakeholders in the process. These are the building blocks to effective communications.

So, here are my top picks for Ark-worthy communications resources:

1. Key messages. This is not your mission statement, and it’s not a tagline. Your messages should consist of a broad framework of key claims, supported by evidence and illustrated with real-life examples. They need to articulate who you are, what you do and why it matters to your audiences – helping to connect the dots between what you do and what they value.
   
   
2. A list of key contacts and supporters. It takes time to build an internal list of stakeholders and audience members, but it is well worth the effort. (And yes…you DO need their email addresses.)
   
   
3. A definition of your key audiences. No, the general public is not your audience. Your audience should consist of specific groups of individuals you need to educate and move to action to achieve your strategic objectives. Often that includes individuals both inside and outside of your organization, from a variety of industries and disciplines and with a range of involvement in your issues.
   
   
4. Stories. As we’ve said in many media trainings, no one ever cried over a pie chart. Take the time to identify and develop a bank of stories that help to put a face on your issues. You can use them for media pitches, in newsletters and annual reports, and in presentations.
   
   
5. A good Prezi. (Sorry, PowerPoint…no room on the Ark for you.)
   
   
6. Infographics. My colleagues at SE2 make fun of my tendency to use the term to describe a range of visual tools. (See Edward R. Tufte’s seminal book The Visual Display of Quantitative Information for some real examples of data-driven infographics as well as Brandon’s post on how to use infographics in social media.) However, the point is that it is essential to illustrate complex information in a visually compelling way – whether it is data to support your issue or a process that connects what you do to the broader impact that has on your community.
   
   
7. A plan. Sounds simple enough, right? But it’s a step that organizations often overlook. Take the time to articulate what you are trying to achieve (Advance public policy? Raise more money?), who you need to influence (Legislators? Donors?) and how you will communicate with them to do that (Direct mail? Presentations? A new website?).
   

This list may not be exhaustive, but it’s a start. With these basics, you could (once the waters receded) begin again to communicate with your key audiences, ensuring the regeneration of your message and your movement.

Give me your feedback:

• What other communications tools do YOU think should be on the Ark? (If we can come up with three more, we’ll have a Top 10 List!)
  
  
• Once the waters recede, what new issues do you think will emerge? (Here’s one to get you started: Promoting the benefits of mold abatement in water-logged mountain bike seats.)
  

Added bonus:

There’s a rafting company called Noah’s Ark in Buena Vista, CO. Who knew?


Author: Susan Morrisey

One thing you didn’t know about…SE2 Associate Jill Hamilton

We knew that Jill was from Kentucky but we didn’t know that she was borderline Kentucky royalty. As the pictured certificate shows, Jill was commissioned a Kentucky Colonel in August of 2007 by Gov. Ernie Fletcher (who lost his re-election bid that year after a pesky indictment and ensuing political controversy).

But before that defeat, Gov. Ernie Fletcher conferred upon the “Honorable Jill Gibson Hamilton” (apparently, the word “honorable” is used fairly loosely in that state) all the “rights privileges and responsibilities” that come with her commission as a Kentucky Colonel.

This raises three pressing questions?

• What is a Kentucky Colonel?
• Is there a uniform?
• Was Colonel Sanders, the legendary founder of Kentucky Fried Chicken, a Kentucky Colonel?
  

Let’s address these in order.

The Honorable Order of the Kentucky Colonels has provided this helpful description (we are not making this up): “Many people think of the Kentucky Colonels as a group of people that enjoys the good life, has an enviable social calendar and, during Kentucky Derby week, consumes mint juleps as if they were iced tea. Well, that’s us!” (Jill refused to provide any photos of her wearing a really big hat.)

But it adds, “Being a Kentucky Colonel is much more than having an impressive certificate to hang on the wall.” (Are you reading this, Jill?)

Regarding the uniform, we were quite impressed with this historical depiction (below). Our first question, of course, was what product this guy used to get his hair to stand up like that.
Sadly, Jill has not yet joined the ranks of Famous Colonels. Despite this glaring omission, however, it is an otherwise impressive list that includes Betty White, Billy Ray Cyrus, Jeff Foxworthy, three Judds, Pope John Paul II and – of course – Harland “Colonel” Sanders.

We promise to treat you more respectfully in the future, Jill (so long as you keep serving us the mint juleps).

Author: Eric Anderson

Stuff I learned at school

This past week marked my second foray into guest teaching at the University of Denver. The course is all about integrating social media into organizational communications and marketing. (I was invited to participate by the professor of the class, and a friend of SE2, Lora Louise Broady.)

What I LOVE about teaching the class are the questions that I get asked by the students. I LOVE that I am learning just as much as they are. I LOVE that they challenge me and force me to think about something in a new way.

There were a couple of questions in particular that I was asked and that I thought our Megaphone readers might also find interesting.

Below are a few of the questions I received from students, accompanied by response back to them. (Disclaimer: you will not receive any course credits for reading this).

Question: Google announced its Google +1 Initiative. To me it looks very similar to the Facebook “Like” button. What in your opinion will be the impact of this new service on social media marketing?

My answer: Research has shown that Facebook users don't exactly care for the "Like" button. When asked why they felt this way they often commented that it was more or less a wishy-washy, half-hearted thing that others do to make their friends feel good, but that ultimately it was just lazy and not contributing to the value of the conversation. Essentially, Facebook users said they could take it or leave it.

I don't think that's the point of Google’s +1 button.

I suspect (and this is my educated guess) that Google created the +1 button to improve search engine rankings. Why I think this: because the +1 button allows people to validate Google’s search algorithm. Google takes all of these analytical metrics and mixes them together to essentially guess at how relevant a webpage is to the search you’ve conducted. The +1 is the human element that Google “computer” can’t replicate. It’s a gimmick – Google markets it as a “social” feature but they’re secretly just recruiting you to improve their search engine rankings.
(Learn all you need to know about Google’s +1 Initiative here)

Here was another one that got me thinking…

Question: I’ve always heard that with every good thing, there is a bad thing that accompanies it. I think that social news can be a good thing – when the truth is told. But, since it is hard (if not impossible) to regulate this, I wonder how exactly one may address “false” social news that is circulating about his/her company. I have to admit that this scares me a bit. It just seems that it would be hard to have a good enough crisis communications plan in place to combat the various potential threats that social media could present and how this may affect a company’s reputation. Are there certain steps that you might recommend in such a case?

My Answer: I hear this a lot in the work that I do. Organizations are so sacred about negative conversations taking place that they won’t even consider using social media. But, the fact of the matter is that these conversations are taking place and ignoring them doesn’t mean that they disappear. It just makes things worse.

Here is how I recommend you address false information on the web:

#1 – While you do need a crisis communications plan that includes social media, you really need a reputation management plan. The reputation plan should include actively monitoring what people are saying about your organization in the online space as well as monitoring the broader issue/product arena in which your organization operates. Only then will you have a true understanding of the scope of misinformation being shared across the web. You don’t want to have a knee-jerk reaction or overreact to a handful of negative posts. A reputation management plan that leverages multiple online tactics (including social media) puts these comments in a broader context. It also manages your organization’s online presence so that you don’t ever have to bust out the crisis communication plan.

(Side note: The plan should include a social media monitoring tool in addition to something like Google Alerts, as well as SEO strategy that pushes those negative conversations down the organic search rankings.)

#2 – Don’t be so afraid of negative comments. In my experience they are rare, and most have a great deal of truth. Social media has forced organizations to recognize their flaws. Now you need to start talking to people about how the organization is addressing them. That’s reputation management.

When it comes to over-the-top fabrications, your community is going to jump in and correct others’ misinformation. I’ve worked with some pretty big consumer brands - brands that had lots of haters - and often we never needed to do anything when someone went on the attack. We would just sit back and let the community fix the problem for us. They would do all of the reputation management on our behalf. (Remember, almost every organization has a whole lot more brand lovers than brand haters.) Rarely did we need to jump in and fix it ourselves.

Now, get out your blue book and a No. 2 pencil. It’s time for that pop quiz…

Have a question for me? Post it in the comments below.