Owned Media Mastery: Balancing Authenticity and Accessibility for Marketers

In today's digital age, owned media grants marketers the unique opportunity to engage in unfiltered conversations with their real consumers or clients. However, this opportunity also comes with its share of risks. When things are going well, we readily utilize all available channels to communicate, sometimes even overcommunicating. But when circumstances change, whether within or beyond our control, we become inaccessible, leading to the loss of our fan base and the emergence of relentless trolls determined to bring us down.

So, how can we strike a balance? Here are 5 valuable life lessons that have helped me personally and can be applied when communicating as a brand:

• Embrace honesty in all your communications, regardless of whether you're riding high or facing challenges. Allow people to see the genuine, honest side of your brand. Honesty garners respect from everyone.
• Show your vulnerable side to establish a connection with people. Recognize that nobody is perfect, yet we all strive for perfection. If, as a brand, you're willing to display your efforts to achieve excellence, your story will resonate deeply.
• Accept mistakes and demonstrate a willingness to learn. Consumers are often forgiving if you humbly ask for forgiveness.
• Acknowledge the contributions of your stakeholders. Everyone appreciates a brand that recognizes and values its support system.
• Be available not only when you want to communicate but also when consumers want to reach out to you. Accessibility fosters trust and builds stronger relationships.

By incorporating these lessons into your brand's communication strategy, you can navigate the complex landscape of owned media, maintaining authenticity, resilience, and connection with your audience.

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