Blogging and Tweeting Can Enhance A Business: BCM Partnership

Hello Readers!

Update from my previous blog post: For those of you who are interested, the dachshund (Invader), who needed adopting from the RSPCA is no longer available on their website which gives me high hopes that someone has adopted him- yay!

So after that positive note, I will get into the guts of what our task is for this week. We were required to select an organisation from the Professional Services Sector and discuss how they are using a blog, twitter or wiki to enhance their business, of course with connections to relevant value levers from the McKinsey Report that we are all familiar with now!

The organisation I have selected from the Professional Services sector is BCM Partnership. BCM is now one of Australia’s largest advertising and integrated marketing communication organisations, and are an organisation that I personally follow on their social media platforms (they have a plethora of interesting pages).

BCM PartnershipAs well as having a visually pleasing and well designed website, or at least I think so anyway, they also have an official Facebook page, Twitter page and Blog. However, while I could not find any wiki pages affiliated with BCM- it is always possible that they could use a wiki as an internal tool to assist in collaboration among different members of staff or organisational areas.

As an advertising and IMC business, BCM has to be a heavily socially active organisation to not only be able to communicate work of their clients, but also develop new business or attract customers. Twitter alone has reported having over 200 million active users, that amount of potential target markets and influence is a huge incentive for any organisation in the professional services sector.

I definitely feel that BCM are optimising on this with their twitter account and blog posts, and if they weren’t they would ultimately be lagging behind their competitors in the advertising/marketing arena, as well diminishing their chances of the types of clients they may be able to attract, such as one of their current clients, QUT. As QUT is the ‘university for the real world’, I doubt that if BCM was not engaged in up-to-date applications and marketing practices, such as those of social technologies, that QUT would have hired them (I am not saying QUT hired them just because they use twitter and blogs, so hopefully you understand what I mean).

BCM Partnership and QUT

Source: BCM Partnership Website 

Two of the value levers of social technologies that I think are particularly relevant to BCM and their blog posts and twitter feed are: using social technologies for marketing communication/ interaction and deriving customer insights.

Blogging and Twittering allows BCM to share and spread marketing communication messages (of their own and their clients) on a large scale level for relatively no cost at all, that in itself is a huge benefit. But, the two-way communication that this enables allows for people to feel involved in the conversation and contribute their thoughts and opinions. BCM interacts with their followers on twitter and in blog posts, by asking them questions, responding to queries, as well as sharing tips to the marketing/ advertising community about how to be more successful in that area. By BCM responding to people’s thoughts (even the negative ones) they are fostering some of the key affordances of social technology such as participation and transparency.

What I particularly like about their blog and twitter posts is that they add to their credibility as knowledgable professionals in the field by coming up with new ideas and topics on a daily basis.

BCM TwitterSource: BCM Twitter Feed

While at the same time, they as an organisation seem relate-able from the way they present and word content (such as this blog post of theirs about mediocre superpowers), their work is not shovelling marketing content and how great they are down your throat all the time, and to me that’s really using social technologies to enhance a business and its in a smart way. What do you think?

Thanks again for taking the time to read through my blog post! I appreciate any feedback or comments you have for me.



7 thoughts on “Blogging and Tweeting Can Enhance A Business: BCM Partnership

  1. Hi Brittany
    Great post! Never thought of it but an advertising company is really a good example of a type of company that have all the potential in the world of benefitting from social media tools creating real value to its clients, viewers and own business – so are totally agreeing with you on that one. I really hate when advertising companies try to paint an unrealistic picture of how my life will be if I by this product. Sometimes these commercials just make me more annoyed with the product stopping me from buying it. But if all the advertising companies are as clever as BCM and use social media tools to crowd source knowledge I guess someone out there must still believe the fairy tale commercials since they are still going strong…

    • Hi Lise. Thank you for your feedback. I definitely agree it can be annoying when advertisements are unrealistic. You are right, BCM’s use of crowd sourcing definitely helps them to connect with their target markets on a much more personal level!

  2. Hi Brittany, I agree with you, the fact that they’re using social media to inform and educate their audience and not force feeding them with it says a lot about the type of company they are, and also how they are tackling social tools today. I thought it was interesting that they’re utilising blog posts; in my research I’ve only managed to come across a few large corporations who are using this education method. By opening themselves up like that I think that it’s also opening them up for things such as crowdsourcing, which is extremely valuable and only really successful for those companies who embrace their audience as ‘friends’.

    In addition, other than crowdsourcing, how else do you think a company like BCM could gain marketing value by connecting with their audience on a more friendly level ?

    • Hi Jasmine. Thanks for your comment and feedback! I think BCM can gain marketing value by connecting with their audience on a more friendly level by being able to really understand what type of people they are speaking with, and from a marketing perspective it is very important to know as much as you can about your consumers. What do you think?

  3. I think you have presented an excellent example of an organisation that uses social media & Enterprise 2.0 in a clever. It is increasingly important for organisations to use social media subtly, not in an in-your-face way and to provide value to their customers as well, not just take from them, but also give something back. Thanks for the great article.

    • Hi there! Thanks for your comments- I definitely agree, it is important for organisations to give and take in regards to their customers, that’s the best way to form mutually beneficial relationships and I think BCM is doing that well.

  4. Hi Brittany,
    very interesting blogpost again. I really like your discussion about the use of Twitter by BCM. I think this company is a pretty good example for an organisation in which B2B Twitter communication can work very well. In this area the quality of Tweets is very important and as you described it in your blogpost BCM has a lot of high quality Tweets with useful Tips for customers and businesses. I also wrote about the B2B application of Twitter in my blogpost, maybe you find the time to check it out:

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