PR

Managing Change

Managing Change with Social Media

Change is bound to happen in your organization. Whether it’s small changes, like a new employee or a new menu item, or big changes, such as a total restructuring of your business, change is an inevitable and unavoidable aspect of business (and life, for that matter). Tons of books have been written and research has been done by organizational psychologists and business experts on the the topic of change management. (See John Kotter’s book, Leading Change, for my personal favorite.) What you might not find in most of the literature, however, is how to manage your social media accounts during these changes. No need to read a whole book or find as many peer reviewed articles as you can on the subject. We’re here to give you a quick guide on getting the most out of your social media while undergoing organizational changes.

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Trust Me: Four Practices for Brands to Be Authentic in a Big Way

 

Trust Me: Four Practices for Brands to Be Authentic in a Big Way

Young business woman sitting on steps

One of the trendy marketing phrases of our day is, “Be Authentic.” On the surface, this sounds like a flippant call to action, asking brands to simply be themselves. However, brands are not human beings. Yes, they are created by human beings, but while a brand’s identity is as complex as a human’s personality, it is quite different in many ways.

So what is “authenticity” with regards to a brand? According to Dr. Mike Schallehn, a professor at the Cologne Business School, who was quoted in his March 2013 SlideShare presentation, it is “the degree to which brand identity is causally linked to brand behavior.” In layman’s terms, it’s walking the talk.

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