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Generating Goodwill, not Wrath, through Social Media Cause Marketing

February 24, 2017Lori Rohrbach

As social media users grow—in 2016, the number of Americans with a social media account increased to 78%—so does the number of companies using social media sites to promote their brands. One popular way to leverage social media involves aligning with a charitable cause or sharing other altruistic pursuits to elevate the brand in the minds of existing and potential customers.

While this strategy allows companies to show a more human side and quickly deploy their messages to the masses in a budget-friendly manner, the attempt to cultivate goodwill through Social Media Cause Marketing can backfire. Considering a few simple questions before you launch your campaign can mean the difference between a successful movement and public relations nightmare.

Is it a natural fit?

Companies should choose causes or charities that naturally align with their corporate missions.  A national bank offering to help the public identify and clear up possible errors on their credit reports for free is a great example of how a campaign strengthened the bank’s position as a consumer advocate.

Will it be perceived as self-serving?

As a rule, companies should not use a national tragedy to promote their products. Similarly, using a natural disaster to self promote is questionable. During Hurricane Sandy, one major clothing retailer offered free shipping via social media, making light of the devastating storm in its tweet. As the number of deaths and displaced families in the wake of the hurricane increased, so did criticism of the retailer.

Who is it benefiting?

Some companies offer to make a donation to a charitable organization if a visitor will agree to follow the company on social media. Why not just make a straight donation? Attempting to increase your own company’s following so you can do more targeted marketing under the auspices of supporting a charity doesn’t look so selfless.

Corporations should be applauded for supporting charitable causes and doing good in the world. But before sharing those efforts on social media, it’s worth taking the time to think through your marketing goals and how such a campaign will be received.

Author: Ashlee Goodman

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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