Att bygga talespersoner i en digital värld

bygga_talespersoner

För några veckor sen bjöd Comprend och Springtime in till ett frukostseminarium som handlade om att bygga talespersoner i en digital värld. Som gäst hade vi Arne Andersson från PostNord, även känd som Arne på Posten, som berättade om hur han (med hjälp av Springtime) de senaste åren byggt en digital närvaro och skapat viktiga relationer på nätet för att etablera sig som en e-commerce expert ”e-handlarens bästa vän”.

I en tid då företag fokuserar på content marketing, social media strategier och native advertising snarare än bannerannonsering eller journalistbearbetning för att nå ut så har denna fråga blivit högaktuell – hur bygger vi talespersoner i ett digitalt kontext? Talespersoner har alltid funnits, men idag ställer det högre krav på att de själva behärskar funktionaliteten i digitala kanaler, kan bygga nätverk på LinkedIn, Facebook och Twitter och att de har en känsla för storytelling.

Att som företag ge utrymme, mandat och plattformar till en talesperson är inte helt okontroversiellt. Man kanske oroar sig för att satsningen blir väldigt personberoende, det kanske inte finns klubbade policies för förhållningssätt till sociala medier – man är orolig för att nån kommer att säga eller skriva fel saker. Ibland finns inte ens tillgängliga plattformar – webbplatser, bloggar eller sociala konton.

Att bygga sitt digitala varumärke kräver tid och engagemang

Den talesperson som vill bygga ett varumärke på den digitala arenan måste också vara beredd på att satsa tid, engagemang och bjuda på sig själv. Man behöver inte vara privat, men ingen kommer att lyssna på en om man inte är personlig eller har en personlighet. Sociala medier är ju också just det – sociala. Man måste snacka med folk, dela med sig av kunskap, retweeta sina nya vänner och helst gå på meetups och såklart konferenser.

Att bygga sitt varumärke på den digitala arenan kräver ihärdighet och långsiktighet. Det krävs att man har engagemanget att ständigt producera och distribuera nytt innehåll och delta i relevanta konversationer. Innehåll är idag inte inte heller bara text och tweets, utan man ska också kunna agera framför kameran och ha en god podcast-röst.

Företag – hittar ni en sådan här person, som förutom den djupa sakkunskapen som behövs för att vara talesperson även kan, vill och har engagemanget att ta sig an den digitala arenan – så strunta i alla farhågor och kör! De växer nämligen inte på träd dessa personer.

/Sara

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