Training managers in networking: a real necessity
- Liliana Ramón Zuleta
- Jul 24
- 3 min read
As part of the management team of a large company, I remember that we received training as spokespersons, with the aim of making a positive impact on the media and public opinion, but above all to convey clear and powerful messages to stakeholders.
A couple of years later, a major transformation took place, accelerated by the pandemic, and companies expanded their channels of communication with their customers, giving way to an omnichannel experience.
In other words, we have had to reinvent ourselves and start using digital communications to carry out our various activities.
Social media, websites, and mobile applications are beginning to play a decisive role in the positioning of organizations on the Internet and in the way they relate to their audiences, under a single strategy.
I wonder... in this evolution, have companies thought about their online reputation and the training of their digital spokespersons this time around?
This reflection stems from the study published by Forbes and S&you, which refers to the “digital footprint,” which refers to all the movements and records that each user leaves when using the internet.
According to Covadonga San Martín of S&you, “the digital footprint on the internet has the ability to define the identity of each user based on their actions, visits, and searches.”
In other words, using social media responsibly and professionally is essential to enhance and control your digital footprint, personal and corporate brand, and reputation in the digital world.
When talking about new channels, it is also important to talk about technology and automation as a support in the search for process optimization, agility, and customer satisfaction, but without falling into the dehumanization of companies and service.
And one way to humanize the brand, according to Brett Farmiloe, founder and CEO of Markitors, is “by having a presence on social media and considering the possibility of introducing the people who make up the company.”
The Social Selling strategy through LinkedIn is a clear example of all this reinvention, and although it had been in the works before, it has become more relevant since the pandemic, as it contributes to the training of digital executives.
Social Selling at the corporate level is a strategy that seeks to align people with their performance on social media. In this strategy, the company's top salesperson, as Ronald Stern rightly says, is its CEO. In this scenario, there will also be spokespersons and a team, and together they will become brand ambassadors.
As shown in the graph below, which includes our value proposition, the focus of all activity is the customer, and the objectives pursued are: building personal and corporate brands, cultural change, and a communication plan, which will be reflected in increased sales, brand positioning, and talent attraction, among others. (Apasiona-t and Bogotá Business Leadership).
This transition from face-to-face to virtual interaction has required the development of skills related to adapting to change, communication, and interpersonal relationships. That is why it is important to talk about “netiquette” or simply behavior on the internet and social media.
When starting Social Selling consulting, the invitation is to continue doing what already works well and bring it from the offline to the digital world. This strategy is part of those new skills designed to support management through the generation of efficiencies and respectful, empathetic, and humane relationships.
LinkedIn is a network where professionals, not companies, interact, hence the importance of having well-structured profiles for your representatives, so that they are a resource for those who see them and so that there is a clear and coherent strategy for their actions.
Creating a network of contacts according to a purpose is crucial, as it is this audience that we will have the opportunity to address through our content to share knowledge, add value, and interact.
There are those who, on the contrary, connect to sell immediately, without having done any prior research. This is what we call “sales spam,” and these actions generate feelings that are completely opposite to those expected.
In conclusion, we are called upon to develop new skills and use new strategies, without losing sight of the fact that there is a person on the other side of the screen.
Some time ago, there was talk of the importance of having spokespersons in organizations. Today, conditions demand digital spokespersons who act as direct communicators and generate closeness with the audience through new channels.
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