This week I had the pleasure of speaking at the Social Media in the Defence & Military conference in London.
It was a great event and fascinating to hear about the role social media can play in a highly specialised area. I have some experience of working in the defence space, but met several people with rich and illustrious careers in the military. What was interest though, were the great number of parallels between the challenges military and defence organisations face in social media and the brands I work with in other sectors, from pharmaceuticals and finance to mobile technology and FMCG.
One parallel is the increasing demand for transparency and immediacy in the way organisations communicate with their customers and stakeholders. When delicate issues or sensitive information is involved the challenge becomes particularly tricky. I believe one important part of the solution is content and the way it is crafted to build a closer affinity between the brand and its communities. I spoke about this at the conference and you can take a look at my presentation here.