Taking a Dose of Our Own Medicine

Over the next several months, we’ll feature guest bloggers from kglobal’s network of trusted partners and subject matter experts. Today, Brian Shea and Daniel Spectorprincipals of Simon Everett, join us to discuss their personal experience in mainitaining and focusing a social media strategy for a growing company. Simon Everett is an analytic design firm based in Washington, DC.


Over the past year, we’ve worked with our outstanding partners at kglobal to help defense companies diversify from the federal market into the commercial sector. A key component of our value proposition is that of offering external, objective expertise and facilitation to help clients who find themselves amidst the swirling stress of change. The precise nature of each engagement depends upon each company’s specific needs but tends to involve issues related to strategic planning, business processes, and sales and marketing activities. Inevitably, the latter category touches upon the importance of messaging and branding, to include social media activity.

When companies appear to have initiated social media accounts or blogs without levying an adequate level of upkeep, one (or more) of several usual suspects tends to apply: the company lacks a clear purpose or strategy for its social media activity; the company’s social media “champion” has left the organization; or social media activity as a task loses a daily competition with other business priorities.

We’ll plead guilty to door number three. And throw in a side order of “analysis paralysis,” in which the desire to get something juuuuuust right can prevent you from getting something accomplished at all. So what would we tell one of our clients who made such an admission?

It’s OK. Unless you expect your social media activity to serve as a direct source of business leads, you likely haven’t caused any damage that can’t be undone. At worst, this aspect of your business might appear a bit rudderless to external audiences, and/or you’re telegraphing that you have some bandwidth challenges.

Fix it. Pick your metaphor: Jump in the pool; get back on the horse; start posting again. (OK, that last one was literal.)

Stick to your strategy. In our case, this means worrying less about the particulars of any one post. We didn’t intend to reserve this space solely for mind-blowing, critical insights about international affairs, intelligence community challenges, or analytic methodologies. We simply want to share what we’re thinking. What we’re doing. What we read or heard and found interesting. So we’re going to analyze our thoughts a bit less, and shoot from the hip a bit more.

In addition to providing expertise and guidance, our diversification assistance serves as a forcing function for our clients. Everyone is a little more motivated to get something accomplished when they know someone is watching — hence this post. This is our internal client self telling our external consultant self that we get it and we’re ready to fix it.

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