Voce Student Weekly Reading 3/3: Five Things You Should Never Do at Work, Email Etiquette for PR Pros & More
“Don’t be the account that only talks about itself. Don’t be a self-centered know-it-all. Pay attention to what others are saying not just about you and your brand, but about their own products and services, too. Mine the media for knowledge and expertise as much as mentions, questions, criticism, and praise. Thank people for sharing your content and don’t forget to return the favor.”
Voce Insight – Listening is one of the most important aspects of social media marketing. Nobody wants to interact with the brand that only talks about themselves and their products. Take the time to respond back to fans; answer their questions, join in with their jokes, share their insights. Being authentic will go much farther toward bringing your page engagement, rather than blatant self-promotion 24/7.
“What do you hope to gain from social media? If a high follower count or an overnight viral post is your idea of social success, you may learn the hard way that those things in themselves are not guaranteed to bring you more business. Instead of a one-hit wonder, your main focus should be meaningful interaction, with the end goal of building a dedicated fan base.”
Voce Insight – Though the author addresses this article to small business owners, the lessons within are equally applicable to aspiring PR professionals starting out at a firm. Remember that likes and comments are the byproduct of meaningful engagement, and not the ultimate goal is most important when approaching social media.
“The “BCC” function is there for a reason. Seeing a lengthy distribution list is not only annoying, it’s also strategically unwise. Now I know what other journalists have seen the news and may write about the subject. As such, I have no interest in writing about the subject.”
Voce Insight – Many of the rules listed in this article may seem like common sense, but that they’re listed at all shows that breaking them when emailing journalists is still all too common. Before you start sending large amounts of emails each day, this is a good article to review and internalize.
“What happened after the article was released was a time of uncertainty for Shimer. The institution, with virtually no endowment and roughly 80 students, didn’t really know what to do. Do they vehemently dispute the findings? Use paid advertisements to help market its messages? What the college finally decided on was interesting: owning it.”
Voce Insight – Shimer College’s actions in the wake of being placed on a list of “America’s Worst Colleges” is a rubric for how to handle criticism. Acknowledging the critique, proving that you’ve read it and then owning the faults can persuade people to hear your side of the story. It shows a level of honesty and thoughtfulness that resonates.
“Just like in any relationship, you don’t want to come off needy. It’s a turnoff and makes you sound inexperience and immature. Don’t beg for the job, prove that you are qualified and it would be a mistake NOT to interview.”
Voce Insight – Your cover letter is the first impression that a future employer will have of you. Don’t take the lazy way out and recycle your cover letter over and over to each potential job listing. While it may be more effort, take the time to personalize your cover letter to the unique hiring manager and job. A few extra minutes of time may mean the difference between landing an interview, or your resume landing in the trash.
“Have you ever received a company survey that asks you to rate your employer (and boss) in the form of an “e-survey”? Were you told that the information you shared would be “confidential”? If so, you need to know there is a big difference between confidential and anonymous.”
Voce Insight – A good rule of thumb is if you wouldn’t want your boss to know what you’re doing at work, then you probably shouldn’t do it. Especially when it comes to your first internship or job, your relationships with your boss and coworkers are worth their weight in gold. Don’t jeopardize your chance for a good recommendation by getting caught IM’ing friends all day or getting caught in a lie. While it may be tempting to goof off at work from time to time, remember that every action has a consequence, and that little bit of “freedom” may have horrible repercussions.