Authentic. Transparent. Real.

Today’s consumer is looking to connect with a company before they buy in. They want to understand who they are working with and how that company interacts with the world. For companies and their leadership, this is a great turn of events, and social media can help solidify your place in the consumer’s mind.

This social media trend has taken word-of-mouth marketing to the next level. I’ve been in the marketing, advertising and pubic relations fields for many years (too many to count right now). Whenever I meet with a potential new client or an existing one, we talk about the various avenues and tactics that make a good plan. Of course, having individuals tell others how great your product is continues to be the best form of marketing.

I like the situation we find ourselves in. Social media spreads word-of-mouth faster and more effectively than the traditional one-on-one conversations. And, it works for both business to business marketing and consumer driven. I don’t mind being transparent, authentic and real. It works for me. I am the same all day at work as I am at home on the weekend. So, letting a little of my personality and character show helps my potential clients see how I view the world, what I value and why I’m the one who will get the job done.

This new way of living helps put some of the public and community relations initiatives in perspective. Frankly, people want to see that you not only can provide the service or product you’ve promised, but also that you are a good steward of the community. Some companies don’t think this matters, but the world has gotten smaller with the use of social media and the Internet. Therefore, making sure you support charities, community activities, schools or other organizations is an opportunity to show your civic focus, and your company’s.

Utilizing these efforts for publicity, even though most companies don’t do it for recognition, lets potential customers resonate with you. It makes sense. Think about who you want to do business with and how you make decisions about where you spend your money. Personally, I will spend more to support an organization that I think is a conscientious community supporter. It’s also important to me that I believe in the leadership.

As a company owner or someone in leadership, it’s critical for us to consider what type of PR and community relations program you have instituted, how effective it is and how you’re telling people about it. Remember, it should be a reflection of the kind of person and company you are. Be transparent, authentic and real. If you do this, customers will buy in and support your product or service.