The changing role of the internal communicator

The last seven days have been hectic. An unconference, a forum meeting, a networking dinner, an interview in The Times, an amazing gig and….oh yeah, sign off on the huge Enterprise Social Network project me and the team have been working on for the whole of our lives. So in the calm before the implementation storm, some thoughts on the week’s major theme; the changing role of the internal communicator.

Communications? PR? Marketing? – we need to be able to wear all three hats, or at least be able to walk in all three pairs of shoes.

Comfortable behind our desks – we can’t continue to expect people to come to us. We need to be out there making change happen, visible and essential. In our rush for a seat at the table, we have to leave our own seat behind once in a while.

Embrace your marketing colleagues – there was a recurring theme at ‘The big Yak’ of marketing being the competition. “They have the biggest budget”, “They have more sway”. Marketing people are people too – talk to them, learn from them, work with them not against them. There’s an immediacy to marketing because they understand the link between what they do and the bottom line. Maybe that’s not as tangible to some of us in Comms.

Making comms ‘sexy’ again – Marketing is ‘sexy’ because they make it so. Networking, dinners, awards, events, clients. We have those things too people!

Socialising the workplace – the emergent role of the social business manager. Doing this right means the marrying together of all the above and understanding that ‘social’ and ‘digital’ are just words. Communicate the business benefit of an ESN (Enterprise Social Network) or a simple Twitter feed, show people what’s in it for them, and don’t expect it to be easy!

Community – two elements to this. 1) Community Management – understand what this means to your business and to you. The tools we now have at our disposal are changing this from a little bit of what we all do, to the be all and end all. 2) You’re not alone. There’s a growing, engaged community of practitioners out there to learn from and who want to learn from you. Follow @theICcrowd for a start and switch on to a whole bunch of people walking in your shoes.

Finally, and this may be just me, but having been the quiet ones (all things are relative…) in the corner, suddenly the ‘digital’ part of Grant Thornton’s Comms team is going to be awfully noisy from now on. ESN signed off and social business hats pulled tightly on, call it what you want but the ‘digi’ boys and girls are coming!!!

What changes do you see coming over the horizon for communicators?

Taking a human approach to social marketing

I read with interest today the results of Flagship Consulting’s research into the use of social media in professional services.

It talks about delving beyond the corporate brand pumped out by many firms and realising a level of human interaction with clients and other readers and followers.

The approach we’ve taken at Grant Thornton goes further than that and although we’re a way off finding our ‘corporate’ voice on Twitter, we allow our people the freedom to have those interactions person to person, enquirer to subject matter expert, without the intervention of communications and marketing.

We’ve taken this to award winning levels with the trainees who look after our trainee recruitment and blog. As it says on the site – for trainees, by trainees.

http://traineeblog.grant-thornton.co.uk/

After all our people own our brand, shouldn’t they look after it?