If I could mandate one resolution for your start-up or business, it would be to create a business-aligned communication strategy that guides all of your public-facing communications. That means having a specific strategy for how company-generated communications are going to help the organization reach or surpass its short- and long-term goals. It also means having a plan for implementing the strategy.
Why do I think this is more important than anything else? It is my observation that an overwhelming number of start-ups and established businesses act in a reactionary manner when it comes to company communications. For example:
- Someone points out the blog hasn't been updated in a while, so a new blog post is created.
- Woops, we forgot to tweet about that special offer we're running... get someone to tweet about it right now!
- Holy cow, someone left a customer service-related question on our Facebook wall last week and no one's responded or removed the post... take care of that, too.
- That truly inconsequential thing just happened and the CEO says we have to get a press out immediately.
If your company is actively engaging with customers and prospects via a company-branded blog or on Facebook or Twitter, and you do not have a business-aligned communication strategy based on your positioning and 2011 goals and objectives, now would be a great time to create one.