Integration Tops List of 2010 Words

Each year a list comes out about the top words.

For 2010, Merriam Webster’s year of the word was “austerity.” For me, the word was “integration.”

It was about not working in silos. Public relations, marketing, social media, messaging are distinct, but are so much stronger when integrated with the others. “If you actually mash them up and get them to play off each other it is going to be so much greater, said Scott Monty, who handles social media for Ford. He had been discussing Ford’s efforts in an interview with the Social Media Examiner.

And he’s right. Today, it’s truly about integrated marketing and communications. Ford knows the value of social media and doesn’t consider it a one-off.

The best companies have integrated social media not only into their marketing efforts, but also into their customer service and product development efforts. For many, it’s now part of the overall business model. Examples include PepsiCo, United Healthcare and Dell.

Even higher-ed institutions understand that communications and marketing efforts must be integrated. Degrees are now offered in integrated marketing. In fact, I hired someone with a master’s in that degree because I knew the person would be able and willing to work across all platforms.

Integration also works for the individual. For example, I include the URL for my blog on my email signature and my personal business card. The blog also is integrated with the NFPW website, my LinkedIn account and my Facebook page. By integrating the blog across these platforms, I am more likely to expand my audience.

What are you doing to integrate?

How to Land the Job of the Future

If you hope to land a job in the communications field then you will have to master social media and the analytics that come with it, according to career experts.

The information was shared by Diana Middleton who wrote about “Landing a Job of the Future…” in the Dec. 29 issue of The Wall Street Journal.  

If you’re in the Web field then you will have to keep up with the latest in Web marketing, user-experience design and other Web-related skills.

As we continue to hear, social media has opened the door to the growth of new kinds of jobs. I recently hired a Community Manager. Her role is to engage in conversation and monitor the analytics of the social media platforms we use. I could have named the position, social media manager, but I deliberately wanted to convey that we are creating a world-wide community of supporters so I used a title specific to the job function.

My organization is not alone in creating social media teams. Coca-Cola Co., for example has done so. Ford Motor Company has, too, and its blogger, Scott Monty, is revered for his authenticity.

Middleton writes that “employment for public relations positions should increase 24 percent by 2018.  Job titles, like interactive creative director – will reflect the duality of the required skills sets.”

Other key skills will be search engine optimization to maximize Web traffic and marketing analytics to decipher the company’s target demographics. I admit, I knew nothing about SEO when I took this job, but I have read books, listened to Webinars and have asked hundreds of questions of my consultants so I’m up to speed.

When it comes to landing that next job be sure you have the skills in the emerging trends. Take an on-line course, read the books and attend the NFPW conference Aug. 26-28 in Chicago.