This week, I had my first
apprenticeship workshop with my trainer assessor. Since I was exempt from two
workshops, we quickly covered the first two modules, ‘The Principles of
Marketing’ and ‘Claiming your space on social media’. The third module we spent
the majority of the workshop on was ‘Digital Etiquette and Security’.
Today, I’m going to discuss
what I learnt in blog style.
Digital Etiquette and Security
I now understand the dangers
of the internet. Examples are: bullying, radicalisation, mental health, digital
footprint and scams. Running a company’s social media means the business can be
prone to being affected by the above examples on a daily basis. When receiving,
for example, a hate comment online, it’s important to use etiquette when
replying. After all, you are representing the face of the company and how you
reply to enquiries and concerns can greatly affect how the company looks to
potential customers. This is called ‘tone of voice’. Tone of voice, as
mentioned above, is necessary in showing how a brand’s personality is perceived
to the external audience.
Tone of voice
A good tone of voice gives
the brand a consistent presence and personality that, once repeated on a
frequent basis, can become recognisable throughout the entire brand’s content.
However, a strong tone of voice can benefit the brand further in other ways.
Examples are: Enhancing the customer experience, humanising the brand,
encouraging interaction between the company and the consumer and also creating
a consistent brand image. By maintaining a positive tone of voice within the
brand, this helps the company abide by the platform rules as well as knowing
what the audience expects from you online.
Marketing engagement plan
An effective way to maintain
digital etiquette and security is to create an engagement plan within your
marketing team. This helps give members of the team specific roles and can
create efficiency within the social media department. The engagement plan can
- Setting your team a
time limit to reply to FAQ’s.
- Understanding which
posts can be replied to privately.
- Have a clear outline
on how customers should be greeted in messages and replies.
- Create a template for
- Decide on which
social media tools you will use for monitoring.
Lastly, in this workshop I
began to understand terminology in relation to Digital Etiquette and Security
such as GDPR, data permission, data focus and data access and the meaning
behind each one. Now I understand the terminology, I can put it into practice
in the elements of my day to day workload as a Digital Marketing apprentice.
There’s no denying that
there is a lot of information to absorb when doing an apprenticeship. However,
one of the most rewarding aspects of an apprenticeship is learning in the
classroom and then taking that knowledge and putting it to use in the workplace;
seeing the results of what you’ve learnt transform from notes on a page to a
fully functioning, successful social media page.
Also, if you’re eager
learner, that helps too! I know I am!