I’ve been engaged with technology transfer and marketing since the early 1990s. And wow, have things changed in the ways we reach out to potential licensees and partners! I still remember doing flyer snail mailings and faxing in the early days. But the era of social media has long since been ushered in, and at Fuentek we fully embrace it. In fact, I was pleasantly surprised to learn recently that I was one of the first 200,000 members of LinkedIn®. (The site recently tipped the 100M member mark!)
These days we rely a lot on sites like LinkedIn to connect with others in the industry. And we also fully exploit the capabilities of the Web through technology listings, our blog, and tweets. We’ve put plenty of thought into which social media tools work best for tech transfer and which ones might not have as big a pay-off. And we’ve distilled a decade’s worth of experience in this changing landscape into our own best practices for marketing communications for tech transfer.
To be clear, Fuentek’s current practices in social media evolved pretty slowly over time. Despite being a LinkedIn “early adopter,” I proceeded with caution into blogging and (more recently) tweeting. Rather than throw a lot of resources at a medium whose value had not yet been fully proven, we eased into our use of social media. I think that approach paid off, as evidenced by the case study we’ll be sharing at this Thursday’s webinar: How I Rode the Social Media Wave: Lessons Learned from a Technology Marketing Effort. Speaking of which, this is your last chance to register, so if you haven’t done so yet click here to sign up for the webinar right now.
Yes, we’ve certainly come a long way since the days of business reply mail! But in the midst of this change, one thing is a constant: the message must always be clear. Just because we’re taking the whiz-bang features of social media by the reins doesn’t mean we can ignore the basics. We still must always be clear about who we are talking to and what they care about. As with all of our marketing campaigns, when using social media for marketing, we start with the AMMO: Audience, Message, Mechanism, and Outcome.
By crafting our social media marketing around the AMMO guidelines, we can clearly gauge our results and make sure we are clear on the basics. (Read more about applying the AMMO in tech transfer marketing.)
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–By Laura A. Schoppe