Teaser distributed in July 2018 to DT's by now established Public Affairs Municipalities department ahead of a structured introduction and training effort enabling the headquarter support team and, forward looking, group representatives with German municipalities in a structured effort to strengthen DT's recognition as a partner, interested in common growth with cities and communities on digitalization.

1. Social@Public Affairs
More here

2. Opinion space is a market
Social turns public affairs more
efficient
Convincing others is what it is: inspiration,
suggestion, information and argumentation. Social
environments have us pay for each step. Offering
things like simplicity, benefit, integrity or trust. Ever
since language developed, personal touch has
remained key in negotiating this even older
dynamic. And the underlying exchange was always
most successfully used by those acknowledging its
existence.
Social media gave us unprecedented levers to
scale our efforts in marketing credibility. Creating
value for their businesses by helping customers
creates ripples of openness and trust - if made
known. When keeping things human, authentic,
tangible and positive on it, social media can tap
immense potential. Done at fractions of the cost of
still needed physical engagement. But this requires
a mindset, skills and tools of a new age – and our
boldness to engage.
Tricks of a new trade
Here are some findings from using the learnings of
the successful social selling by companies like T-
Mobile US or Deutsche Telekom B2B Europe to the
challenges of public affairs:
• Both, the members of administrations or
legislative bodies and the public space
surrounding them, can act as stakeholders
or influencers on reputational matters. Their
different information needs should be well-
reflected in content selection and
leveraging on social media. Tune tones to
special guests.
• Negative influencers on critical topics in
public discussion cannot be ignored. But
they are rare and like private or business
sphere trolls, they need to polarize. This
makes topic-focused information always
working disproportionally effective against
their credibility. Keep your cool in social
positioning.
• Lack of coordination of company-internal
players in their respective roles like sales,
enablement and political positioning can
create freak-waves of public irritation in the
face of controversial topics. Social listening
provides crucial information for not only
defusing but also preventing buildups of
adversity. Know your currents to steer clear.

3. THANK YOU FOR READING
HANNS SCHEMPP
linkedin.com/in/hanns-schempp
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