With the onset of a nearly immeasurable amount of channels in which to market through, integrating marketing communications has become more complex than ever. But, there is still incredible value in working towards a strong brand message and therefore the integration of your company's message has immense importance.
With the increasing popularity of digital media, special effort should be made to ensure that the outgoing messages align with corporate communication goals. You can explore digital marketing training online from various online sources.
The increased involvement in online mediums should be reflected in corporate branding policies. As you draft the digital media portion of your policy is sure to touch on the following:
Overall Objectives: A clear outline of what your company wishes to accomplish will help clarify uncertain situations. Consider the following line items as you draft this section: the departments involved/responsible for the various mediums and content, the frequency of publishing, the online channels that will be used and the plans of measuring the results.
Legalities: It is very easy to fall into trouble with this – be clear about the dos and don'ts when it comes to sharing others' content. Add specific examples with citation formatting and address copyright, privacy, fair use, financial disclosure, and other applicable laws.
Consequences: Make sure your employees understand the ramifications of disregarding the company policy. This area can also include a chain of authority so your employees can refer unclear situations to their immediate supervisor. For example, the Social Media Specialist reports to the Digital Media Manager who reports to the Marketing Director, who reports to the VP of Sales and Marketing.