I recently attended a seminar hosted by The Balcom Agency on behalf of the Fort Worth PRSA Chapter. This was not your average event however, as K.D. Paine, the social media and public relations measurement guru herself, was the keynote speaker. A true treat for a social media “techy” like myself, the experience was wonderful, beneficial and quite insightful. I have studied K.D.’s work for almost a year now, and to hear her measurement wisdom in real life was somewhat surreal.
As a community manager, completely immersing myself in the day-to-day of all that is the social media, is just part of the job description. But to remove myself as the “seller” and to become the “potential buyer” takes a bit more work when constructing strategies and tactics to better help clients communicate their messages. These were the challenges I faced as I entered into the K.D. Paine seminar that day, and I have a hunch, K.D. knew I wasn’t the only one in the room facing this dilemma.
K.D. shared her expertise in many topics of social media and measurement including new school metrics, making goals in social media, types of social media conversations, how to create the perfect measurement program and so much more. There was one topic in particular that truly stuck out amongst her other insightful advice. It was about creating a better, stronger brand and about meeting the goals and expectations your organization has put in place. K.D. advised everyone at the seminar to do something simple to improve their business: think of a company similar to yours; one that you are impressed with and seems to hit the nail on the head, every time. Now take that company and make it your benchmark. Then, the kicker: Take your benchmark and become better than them.
It seems so simple. In our daily lives, we admire those who do what we want to do and do it well. In business, we do the same. When we can put envy aside, become humble and begin to recognize this company as our benchmark we can then do it better. Simple, understated, the best goal you’ll ever set. By setting a benchmark, you are able to determine best practices, how customers perceive the brand and how to translate it into your own company.
Needless to say, this gem of advice was not the only thing I learned from K.D. Paine that day. But I can guarantee you it’s something I won’t forget.
