Nonprofits take advantage of content marketing | Top tweets: Publishing, new hires and best practices for associations | Share your PR tactics on tackling tough press
March 15, 2012
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What's Happening
Nonprofits take advantage of content marketing
Nonprofits are learning from some of the best practices in content marketing to promote their causes. Several organizations are showing the way, including Big Brothers Big Sisters, which uses online video to tell compelling stories, and the March of Dimes, which leverages social platforms such as YouTube, Facebook and Twitter to spread its message. Mashable (3/2)
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Share your PR tactics on tackling tough press
The SmartBrief team will present a session for association and professional society professionals on "How to Handle BAD News" in July at the CESSE Annual Meeting in Louisville, Ky., and we are seeking best practices. How does your organization handle controversy? E-mail today and we will send you a copy of the presentation and a special SmartBrief gift.
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Leadership Focus
Why leaders need to address work and family concerns
Organizations can make women feel more welcome by acknowledging the challenges of integrating work and family life. "When leaders pretend that those demands are irrelevant, many women aren't apt to feel very welcome," write Boris Groysberg and Michael Slind. Harvard Business Review online (tiered subscription model)/HBR Blog Network (free registration) (3/1)
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What to do if you have to fire someone
Firing team members is always difficult, especially if the reason is beyond anyone's control, Laurie Kahn writes. She offers tips for making the process easier on managers and team members. Always have the conversation in person, and provide the appropriate support to a departing team member. "[W]alk in their shoes and get an idea of how you would want to be handled if the situation was reversed," Kahn writes. Radio Ink (3/12)
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Finding the right Gen Y workers takes work
Restaurant owners coping with the challenges that come with employing a Gen Y workforce can head off some issues in the hiring process, starting by giving an honest and clear picture of what the job entails, says Sean Finter of Barmetrix. Use recruiting videos that feature young employees talking directly to prospective hires and build a trial period into the hiring process before committing to a new worker. SmartBrief/SmartBlog on Food & Beverage (3/7)
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SmartBrief publishes industry-specific e-mail newsletters in partnership with prominent associations, professional societies, corporations and nonprofits. More than 4.7 million executives and professionals rely on SmartBrief every day to stay informed and save them time. Visit here to view our partners, see samples and subscribe. For updates, follow us on Twitter or become a fan on Facebook. Want to explore partnering? Let's talk.
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Media 2.0
Own your failures, says Twitter editorial chief
Brands should accept and own their social media missteps in order to minimize blowback, says Karen Wickre, Twitter's editorial director. It's when brands deny or ignore their mistakes that they suffer serious reputational damage, Wickre says. "The more you can have upfrontness with your audience, the better off you're going to be in the long run when you have failure," she says. Adweek (3/12)
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Blogging isn't dead, researchers say
Blogging is still a force to be reckoned with, according to an NM Incite report. There are about 181 million blogs worldwide, an increase from 36 million in 2006, and the three big blogging platforms account for about 80 million unique monthly visitors. "Even if individual blogs don't have a big audience, combined they add reach to marketing campaigns," Susan Kuchinskas writes. ClickZ (3/12)
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How to use expert Q-and-A's to spice up your blog:
Q-and-A's with industry experts can be a great way to liven up a blog and draw attention to your brand, Mary Ellen Slayter writes. The key is to find a great interview subject, to do your homework before asking for the interview and to tap into your subject's passions with specific yet open-ended questions. "Never assume someone isn't going to respond to your request -- social media has made connecting with once-remote leaders more accessible than ever before. Hop on Twitter and LinkedIn and reach out. Make them tell you no -- or at least ignore three requests before you give up," Slayter writes. SmartBrief/SmartBlog on Social Media (3/6)
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Marketers open their wallets for social campaigns
Social media campaigns will claim more than a quarter of brands' online marketing spending in 2012, according to Advertiser Perceptions' annual survey of top marketing officials. Almost 6 in 10 of those surveyed said they expected to increase their social media spending in coming months, and just 4% said they would reduce their social budgets. "[I]f you're in the business of selling social ... the doors are open and, in many cases, the checkbooks are out," writes Jason Del Rey. Advertising Age (free access for SmartBrief readers) (3/6)
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Other News
How Jeff Bezos prevents creative atrophy
Bosses should go out of their way to encourage risk-taking and disruptive innovation, says Amazon founder Jeff Bezos. The failure to continuously encourage and reward blue-sky thinking will soon lead to groupthink and creative atrophy, Bezos warns. "It's like exercising muscles," he says. "Either you use them or you lose them." The Economist (free content) (3/3)
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SmartBrief publishes industry-specific e-mail newsletters in partnership with more than 180 leading associations, professional societies, corporations and nonprofits. More than 5.5 million executives and professionals rely on SmartBrief every day to stay informed and save them time.
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