In light of Toby’s “new rules of engagement” post, I’m going to take some time to discuss, well, the old rules of engagement. Although Twitter, Facebook, and a host of other social media mechanisms are valuable business tools, it’s important to remember that old-fashioned communication still matters – and sometimes, can have added impact in a crowded digital world.
Companies that use Twitter and Facebook to enhance (not replace) their customer service efforts have the right idea. And when companies don’t treat customers well in person, on the phone, or via written/electronic communication, it often doesn’t bode well for their social media presence. Case in point: I just checked in on my favorite airline’s Facebook page, and saw comments from a customer alleging that her e-mails to the company have gone unreturned for months.
The old rules are still intact for us, too: it’s easy for a PR professional to conduct virtually all business by e-mail, whether it’s pitching media, negotiating with a vendor or conducting day-to-day dialogue with a client. But picking up the phone provides warmth, engagement and other intangibles that e-mail can’t always express.
At Tilson, we have a stack of notecards – the kind you use for a handwritten letter – and we are encouraged to use them frequently. I’m always impressed when I receive a written note by mail. In fact, receiving a written thank you note from a recent intern candidate assisted in my decision to hire him.
As Tracy wrote on this blog a few days ago, the days of stamping and mailing press releases is long over. But old-fashioned communication isn’t gone here, and it’s the delicate balancing act of new and old that makes communication – from both PR firms and companies – effective.
Amy Bagner, Senior Account Executive
