The LHC Class of 2013 enjoyed a very thought-provoking and insightful Media Day on November 1, hosted at Elizabethtown Community and Technical College by Ron Harrell (ECTC Chief Institutional Advancement Officer).
Session I, on Social Media, was led by Holly Stapleton, Marketing Manager at Fort Knox Credit Union. Holly documented the ever-expanding role of social media across the globe, and its growing use by business in marketing. In recent surveys, 83% of marketers report that social media is important to their business. The major reported benefit is increased exposure; 46% of those surveyed report reduced marketing expense, and 40% report inc Federal Creased sales. The major trend in 2012 for the use of social media is increased use of YouTube and other video marketing. The Top 5 Social Media applications currently used in business marketing are Facebook, Twitter, Linked In, Blogs, and Video.
Holly engaged the leadership group in a lively discussion (full of examples from Leadership Class Members own experiences) of “the Good, the Bad, and the Ugly” in the use of social media in marketing and communication. Much of the discussion revolved around appropriate handling of negative remarks posted by consumers, with a general consensus that (unless blatantly offensive language necessitated deletion of the post) a quick, accurate, and thorough response to criticism would be the recommended approach.
Ben Sheroan (managing editor of the News-Enterprise) began Session II by testing the group’s editorial skills in correcting spelling errors, choosing preferred grammar, and prioritizing the choice and placement of various news stories. While the group displayed a few moments of brilliance, the class mounted no threat to Mr. Sheroan’s expertise.
Mr. Sheroan then led a panel discussion which featured Jean Porter (managing editor of the Courier-Journal) and Eric King, reporter and news anchor at WLKY-TV, Louisville. The panelists presented the leadership class with some intensely personal reflections on their roles as news professionals who are at the same time citizens, community members, and individuals with their own families and loved ones. Highlights of the panel discussion included a discussion on bias in the news, tips on how to present oneself in an interview, and a plea to avoid the dreaded use of the phrase “no comment.”
Our afternoon class time was finished out with Session III in which we learned from Holly and Ron that regardless of what your company is advertising, the results need to be tracked by a professional, third party. Holly recommended the use of Google Analytics, a service that optimizes a company’s website and marketing campaigns through tracking what interactions a customer, or potential customer, has with the information on your company’s website. Analytical, or tracking, programs are useful, however Holly notes the most important thing to track is a customer’s personal experience with your company or product. Ron added that“grassroots marketing” is still the most important of all marketing. Most media, especially social media like Facebook or LinkedIn are not about advertising to sell something but more about building a relationship with your customers.
About the Authors:
Christy Childers works at Icon Engineering as Director of Business development, She can be contacted at
christy@iconofetown.com
Steve Toadvine works at Hardin Memorial Hospital in Elizabethtown as VP and Chief Medical Officer. He can contacted at:
stoadvine@hmh.net
