What's "New" with New Media Technology?

Jerry Goldstein, vice president of WMA

You can’t pick up a publication today without reading an article about some form of Internet new media technology. While B2C companies have implemented new media programs, most B2B organizations have been slow to adopt. But the status quo is rapidly changing. New media technologies include blogs, social media networks, RSS/content syndication, electronic newsletters and organic search optimization. These applications enable businesses to facilitate communication with customers, employees, media and prospective buyers in ways that enhance their brands as seen online, or what I like to refer to as their Total Online Presence™ (TOP™). B2B organizations can use combinations of these technologies to enhance their brands while meeting important objectives including:

Driving Website visitors: Executives can post blog entries, join social media networks (LinkedIn, Spoke, etc.) and create electronic newsletters that contain URL links or specific key words that increase their company’s search engine optimization. Not only does this increase the likelihood that your company will show up at the top of a Google search, it creates additional online touch points that direct prospects to your Website.

Building online communities with customers: Company’s can utilize various social media networks to create online user groups where customers and prospects can go for company information and questions regarding products and services. This promotes a positive image by giving customers a stronger voice through a two-way communications strategy.

Improving employee communication and recruiting: Social media networks can also be used to improve communication by connecting employees with one another and providing them with a direct route to company executives. RSS/content syndication feeds can also be posted on social media network profiles or company Websites to deliver organization news, client successes, new service offerings, and thought leadership to target audiences.

These are just a few examples of how business-to-business organizations are improving their online brands with the use of new media technologies. Such technologies provide companies with vehicles to tell their stories with clear consistent messaging that educates target audiences and provides demonstrable proof they can be trusted. How is your business using new media technology? If you are interested in learning more about leveraging this kind of technology to enhance your Total Online Presence, please feel free to contact me. 

Regards, 

Jerry Goldstein
678-781-7214
jerry@williammills.com