The New Rules of Engagement

Feb. 18, 2010  |  By: Tim Cowden  |  Category: Economic Development
Tags: clients, communication, social media

What’s the best way to reach KCADC’s primary customer base in 2010?  Before I opine on that question, let me first try to better define the typical “KCADC customer” for you. He or she is a 30, 40 or 50 something, Type A personality, highly educated, business savvy, site location professional living on either Coast or in a large market such as Chicago, Dallas or Atlanta.  They’re also mobile and by nature very impatient.  They’re also bombarded by corporate recruiters like me from across the country who want to communicate with them all the time!

So, I’m confronted with the age old sales dilemma of trying to strike the best balance between too much or not enough communication.  Also factor in the new age sales dilemma of introducing social media into our communication channels with our customers—how about that for a challenge!  I know KCADC is not alone in trying to figure out how to use social media effectively as I talk to economic developers and real estate professionals from across our region and around the country all the time about this subject.

So, I’ve started blogging, created and maintain a LinkedIn account and I’m even toying with the idea of tweeting my state of mind as I wait in line for my morning coffee (I better do that after my first cup of Joe!).

We’ve asked our site location clients how they feel about social media.  For the most part they view these new media as important, but are adamant that for the foreseeable future they will remain strictly complementary to email, and phone with an occasional text message thrown in for good measure.   I definitely agree.  And, as you might expect, they still believe that the most valuable means of communication is the one that’s been around the longest—face to face.

KCADC is known by our customers and peers as being among the very best regional economic development groups in the country.  It seems we’ve always been able to identify how best to apply the newest technology to our business (check out our website www.thinkKC.com) while keeping in mind that there is absolutely no substitute for the development and maintenance of a business relationship that is nurtured and strengthened through the delivery of excellent customer service.  You can deliver excellence in many ways—but at some point there must be interaction that happens in real time and not online. As we all know, nothing is better than face to face communication. But social media is quickly becoming a viable tool to augment those interactions.

Yes, social media is here to stay and I’m embracing it.  But like the George Clooney character in the recent box office hit, Up in the Air, “I plan on grabbing as many frequent flyer miles as I can!”

I’d love to hear what you think. How are you embracing social media? Have you found it to be useful?