Corporate Ireland ‘besieged’ by new media…

Commercial break warning; the self interest payload comes towards the end of this post… Met up with Red Mum and Award winning World by Storm in Dublin on Wednesday… Much more than me, Red’s a consummate Twitterer… Yet one thing that came out of that conversation for me was just how easy it is to underestimate the convening power of blogs and other new media devices… Red established the “Harney must reinstate cervical cancer vaccine” group on Facebook, just because there wasn’t one already and within 4 days it had 1,000 members. Four months down the line and it now has 14,000!Increasingly though, it is Twitter that seems to have set the corporates alight with what’s been happening for years (on a potentially much smaller penetrative scale) on the blogs. With more and more politicians and journos getting involved (journos are even interviewing each other via the medium)…

And there are interesting (if disturbing) twists in the way it’s being used… Bord Gais even managed to leverage Twitter’s connective power with the big switch campaign… Something which is shaking up corporate Ireland; which is faced with a reality (not simply through Twitter, but the many constantly renewing forms of new media) in which customers/audiences are simply having informal engaged and knowledgeable conversations without them…

We’ve seen that happen over the years here on Slugger, with leaders ignoring, even denying they’ve even heard of Slugger, whilst it’s patently evident that a huge chunk of the political class is listening in to the conversations here…

It doesn’t have to be that way (H/T Red Mum), whether you are a politician, journalist or leader of a large commercial body. You simply cannot afford to ignore those conversations, since they already influence your organisations from the bottom up, rather than top down. That’s one reason why I had no hesitation backing the Councillor.info site. As a result we now have more councillors with an individually managed online presence than anywhere else in the UK.

Now, the commercial break! Over the years I’ve provided strategic counselling to a range of political, voluntary, and commercial bodies across the board in both ‘Irelands’ and in Britain. It seems to me that there are a lot of organisations tumbling to what we’ve been preaching on Slugger for years. So, if you’re interested in getting some help simply to get your head around this stuff, and you want to talk directly, {encode=”mick.fealty@gmail.com” title=”drop me a line”}…

There is a world of good will out there, if only people are engaged with as adult sentient human beings who can think and make independent judgements for themselves. The days of the mushroom syndrome are coming rapidly to an end

  • Corporate Ireland needs to start talking to the online community.

    Bord Gáis Energy has dipped its toe into the world of blogging and social media as part of an integrated marketing/PR campaign and has been overwhelmed by the response/reaction.

    The thing is corporates should blog for the right reasons and not just for the sake of it. Simply setting up corporate Facebook pages and having a following of one thousand ‘friends’is not the answer.

    One of the main obstacles to so called ‘corporate blogging’ or ‘social media engagement’ is lack of resources.

    Until corporates realise the power of ‘new media’ they wont make the resources available thus resulting in half-hearted attempts at ‘new media’ engagement.

  • Indeed Stiofain. Here’s the kicker… All companies, institutions and organisations are now in the media, whether they like it or not. If they are not, then they simply do not exist.