Author: Justin Hesser

Social media strategy is still a relatively new concept to business executives, but it has become increasingly important over the year. Recently, this blog examined the value of marketing through various social channels, but companies can’t simply launch a social media campaign without properly preparing themselves ahead of time.

There are many risks associated with social media marketing. Depending on the channel, it’s very likely that all activity is going to be public. Unless properly set, all tweets are public and can be seen by anyone who logs into Twitter. Facebook business page messages can be seen by everyone as well. This is ideal, at least on paper, because companies should ultimately be doing what they can to further engage their audience through these channels, but it also means that businesses have to be careful about how they conduct themselves online.

Walt Harrison, a guest journalist with the Nashville Business Journal, wrote recently about the risks of social media marketing. He implored organizations to be cognizant of any potential dangers and underlined a number of the more severe risks.

“There is danger in ignoring or underplaying the risks associated with unmanaged employee Internet and social media use,” Harrison wrote. “Doing so invites harassment claims, discrimination suits or other legal distractions.”

That’s why companies should use the resources at their disposal to properly organize social media campaigns so they can mitigate the risk of improper use. Using FileMaker to develop a custom database software system can help organizations track social media posts and users who have access to each account. This will let executives know who is posting to various social channels, what they are saying and at what time the messages are being posted.

While database software can also help track social analytics, no benefits are possible until social campaigns are properly strategized.

The National Football League – close to a trillion dollar enterprise – should not suffer many setbacks, particularly in regards to the basic functionality of its biggest stage. However, even the mighty fall down sometime. 

On Sunday night, as a record number of people tuned into the Super Bowl, they were met with something they never expected to see – a total blackout. The New Orleans Superdome, hosting the country’s biggest sporting event for the first time in 11 years, suffered a power outage early on in the third quarter. The perfect entity known as the NFL could do nothing but wait, as players, attendees and viewers around the world were deprived of football for 34 minutes.

The lights eventually came back on and the action picked up again without a hitch. In fact, the game was more competitive after the blackout than it had been prior to the incident. However, the event shows that any organization, regardless of its wealth of resources, can’t rely on perfection all the time. Incidents happen, and organizations that are properly prepared will be the ones that overcome the adversity. 

Suppose a standard midsize company suffers a similar blackout? It’s highly unlikely that it would possess the resources and ability to survive the event unscathed as the NFL did, unless it was ready. To prepare an organization, companies may need to make advanced software investments to ensure all of its information is organized and protected.

This could come in the form of high-end procurement, or it could call for custom application development. Using FileMaker to build a solid database software system can give businesses the opportunity to better store pertinent data, while tracking and sharing it seamlessly. Not only will this produce an added layer of operational efficiency, it would give companies the tools to ensure they alleviate the damages caused by any unforeseen incident. 

Mobile devices aren’t going away any time soon. In fact, their growth is being felt in more areas than ever before. Businesses are implementing bring-your-own-device (BYOD) strategies to assist with daily operations and provide employees with the convenience needed to effectively do their jobs from any point and at any time.

As gas prices remain a national issue, more companies are incorporating a work-from-home policy which lets employees do their jobs from a remote location. By letting workers bring the same personal device they used at home into the office when they come to work, companies can reduce the risk of lost data or inefficient processes because employees will simply continue where they left off on that device.

Mick Slattery, an IT solutions executive, spoke with eWeek about the efficiency companies gain by implementing a BYOD policy.

“The nature of work and how business gets done is going through a transformation. Consumer technologies in the workplace are a significant catalyst for this transformation,” Slattery said. “Executives are capitalizing on the opportunity these technologies offer by adjusting business processes and updating policies with measurable results in areas such as customer service, profitable growth, happier employees and bringing new products and services to market faster.”

Companies that implement this policy will need to have the proper software solutions in place to maintain mobile communication strategies while upholding data security. Oftentimes, BYOD is a way to meet a specific need to mitigate a certain pitfall pertaining to operational efficiency. If this is the case, the importance of having the right software in place is paramount. Custom application development may be needed to create desired software solutions to run on each mobile device, but the advantages gained in doing so will allow any BYOD policy to reach its maximum potential. 

Of the many advantages gained by investing in new software systems, one of the most important is the increased level of security. Organizations that procure new solutions can go a long way toward protecting sensitive information and preventing theft.

That’s why many companies in the cargo management industry have implemented software designed to track cargo and prevent theft. This is becoming a pressing issue as well. An article in the online publication Fleet Owner examines the rise in this crime. Randy Ortiz, the president and CEO of LoJack, told the news source that cargo criminals are using more advanced systems to assist their malicious activity.

“Cargo theft is becoming an increasingly sophisticated and lucrative opportunity for professional thieves, requiring businesses to take progressively more steps to ensure their mobile assets are protected both proactively and reactively,” Ortiz said. “To do so, businesses are relying on new technologies more and more for safety and security services.”

By using software to better track shipments and inventory levels, companies can give themselves a better view of real-time operations, which can assist in identifying and stopping criminals. A custom database software system designed to monitor all important pieces of information can allow cargo security professionals to make better decisions as it pertains to the management and protection of cargo.

For example, when work gets busier and cargo shipments build, organizations become increasingly vulnerable for theft. It is at these times when companies must put forth a stronger effort to fight off crime and protect cargo. Using software to keep everyone on the same page can reduce the risk of theft going unnoticed.

Ultimately, the risk of theft is one of the biggest threats to any organization. Investing in custom application development and using FileMaker to create solutions designed to fight off these threats can significantly increase profit margins at any organization.

While some organizations aren’t typically perceived as moneymakers, it doesn’t mean their marketing efforts are any less important. Healthcare, for example, is viewed as a service, but hospitals have to make money. Doctors must be paid. New equipment must be procured. As a result, many healthcare organizations have to find ways to improve revenue streams. Much of this can be accomplished through advanced marketing strategies, but many hospitals have struggled to find ways to successfully market themselves.

An article in the online publication My Digital FC examines the struggles healthcare organizations have encountered with their marketing operations. The article implores healthcare marketers to take advantage of their resources and deliver a clear and concise message.

“The marketer should balance between environmental design and marketing as it involves a healthcare facility,” the article says. “Too much of in-your-face advertising can backfire as people are there for an unpleasant reason. When spending a lot of money on interior design, they need to have a clear mandate: Help patients get better fast. If you overdo the branding or advertising just because the media is free, it can work against the mission of the hospital and patients may shun the hospital.”

While this is certainly important, it’s equally as crucial for healthcare organizations to compile all of the data that results from their marketing strategies and incorporate it into new operations. This can be difficult in healthcare IT environments that contain a number of complex systems spanning a wide range of departments, so using FileMaker to develop a centralized database software system is ideal. By creating this custom solution, healthcare companies can realize the potential of their marketing campaigns by easily processing data and giving themselves a clear view of pertinent information. 

ZTE was once a leading provider of telecommunications and network solutions, as it has worked with the top carriers and mobile software developers to produce fantastic devices. However, the company’s success has dwindled and now executives are searching for answers as to how to turn things around.

A report in the online publication China Daily examines the Chinese company’s struggles, such as a loss of profits last year. According to the article, this may be due to the fact that ZTE has completely separated ownership from operation, meaning that none of the company’s employees – who man the daily operations – are shareholders. 

The article suggests that this structure can only yield two possible results: either the company operators don’t have the incentive to work hard for the shareholders or the shareholders will lose control of the company because they are not immersed in the day-to-day grind, thus leaving managers with no ownership to make decisions.

“The former result can be seen in some state-owned companies where the efficiency is low and corruption is rampant,” the article says. “While the latter one can be found in some multinational corporations, to avoid the management hurting the interests of owners, the shareholders usually offer the executives big salaries and a benefits package that includes a golden parachute.”

Owners likely prefer the latter as it gives them an opportunity to manipulate operational control, but all of this can be avoided if companies simply invest in new software solutions that build efficiency and promote communication and transparency. Using FileMaker to build a custom database software solution can collect data and display it in a way that ownership has a clear view of what is happening, what’s working and what isn’t.

Such a solution could have helped ZTE improve its economic viability. Its ownership structure isn’t necessarily wrong, as long as proper actions are taken. 

Today’s marketers have to be more than just smart and innovative. They have to be resourceful. This is particularly true in small and midsize businesses (SMBs) that have limited marketing personnel and resources.

Fortunately, the internet has leveled the playing field and has allowed small companies to compete with their much larger counterparts. Websites and social media accounts are staples of every company in virtually any industry and has streamlined many processes that were traditionally difficult for small businesses to accomplish. Today, companies can use several online channels to reach out to customers, compile pertinent data and orchestrate new strategies.

An article in the Journal Gazette & Times-Courier examines the ways small businesses can compete with the use of online resources, namely social media. However, this is once again an area where resource discrepancy can be a factor, as smaller companies may not have the manpower to manage and updates all of their accounts at a necessary rate.

“No other form of advertising has the capability to reach more buyers and get them involved than social media marketing,” the article says. “But, for most businesses the idea of constant promotion through social networks is a wish list item. It is time and resource heavy, and although the benefits far outweigh the pitfalls, few businesses concentrate on managing their social networks.”

By implementing new software solutions, small businesses can mitigate this potential problem. Custom database software can give organizations a clearer view of pertinent social data and efficiency-building software can streamline the social media management process. By doing this, small businesses can capitalize their resources and adjust their customer engagement strategies. A FileMaker-based solution can allow companies of any size to get the most out of their social marketing efforts.  

The oil company Baker Hughes is poised to grow in the coming year, mainly because of smart technological investments. 

The Houston-based organization is expected to benefit from the exploration and production sector’s continuous shift toward improved technology and efficiency. Analysts at the International Strategy & Investment Group (ISI) made this announcement earlier this week, projecting that Baker Hughes will grow by roughly 20 percent in the Gulf of Mexico region in 2013, but the organization indicated that real improvements will happen in Eastern continents.

“ISI is forecasting Baker Hughes’ strongest growth in 2013 to come from its Eastern Hemisphere operations, driven largely by new contracts in Iraq, Saudi Arabia and East Africa and continued solid growth in the North Sea, one of the company’s largest single markets, according to the analysts’ research,” wrote Deon Daugherty, a contributor with Houston Business Journal. 

It’s no surprise that technology is fueling global growth. Implementing new software applications designed to spur efficiency improvements can launch a company to greater heights. However, it’s important for technology to not only fuel growth, but to ensure it is organized so it can be sustained.

If new operations launch in various corners of the world, companies like Baker Hughes must be equipped with the right database software to properly view and process information. If data is not stored and evaluated correctly, poor decisions can be made that would be detrimental to the organization’s future economic viability.

However, if quality software applications are developed and implemented correctly, companies can use their improved resources to grow quickly and maintain operations on a grander scale. Custom application development can give organizations the flexibility to scale both vertically and horizontally, while increasing profits along the way. 

Citibank is continuing to grow as a global financial leader and, according to CEO Michael Corbat, progress is satisfactory, but it could be better.

Corbat spoke with CNBC at the World Economic Forum in Davos, Switzerland, this week and indicated that overall, he is pleased with the way things are going.

“Our fundamental business is heading in the right direction,” he said, but he suggested his company’s situation could be improved overseas. “Europe remains challenging. Global growth is slowing.”

Corbat said that to ensure domestic growth continues on its impressive path and to give global growth the kickstart it needs, he is taking 2013 to focus on improving business efficiency. By getting workers across departments, branches and even continents on the same page, everyone can work toward the same ultimate goal. 

This can be done by implementing new technology or by partaking in custom application development. Installing a system that performs on a global scale and allows for easier access to data and content from across the globe, Citibank can provide its employees with the ability to improve their daily tasks, which in turn benefits the organization as a whole. 

For example, a system designed to identify financial risk will only reach its potential if all relevant personnel have access to pertinent, real-time data. By implementing a custom database software system built in FileMaker, employees will be able to examine information and make important decisions based off of that information quickly while alleviating the risk for error. 

Ultimately, growth is only attained if organizations can discover ways to increase profits without having to overspend on new systems or processes. By working with a custom development firm, companies such as Citibank can obtain a solution designed to improve efficiency while staying within budget constraints and without having to wait an extended period of time for their new software. 

Earlier this month, this blog examined the fact that a number of companies are looking to decrease their carbon footprint as a 2013 initiative and discussed the strategies that can assist in that action. Custom application development can help increase the usefulness of mobile devices in the workplace, which in turn limits the amount of traditional energy used in a standard office space. However, simply suggesting that these plans will go into effect is not enough, as companies must ensure they have implemented a system designed to track any energy-saving project.

Any organized plan should be properly managed with the right database software. If a company is truly committed to reducing energy consumption, it is crucial to develop a system that tracks energy usage while allowing organizations to map out energy-related goals and strategies.

More companies expected to focus on energy efficiency in 2013

Power quality professional Michael Mallia spoke recently with the online publication ARN Net about the energy efficiency trend that has taken over a number of industries. He indicated that the trend’s growth will continue on its steady path in the coming year.

“It will be more of the same and we don’t foresee anything too significant taking place,” Mallia said, although he agreed that space consolidation is a trend that should continue to grow. “Businesses may decide to consolidate facilities, and that will become more prominent this year.”

Mallia went on to say that energy efficiency will be driven by a number of needs. While saving the planet is a good idea in theory and it does wonders for public relations, what’s really fueling the need to cut down on energy usage is the rising costs of heat and electricity.

Developing a program in FileMaker will give companies the resources needed to properly focus on cost-effective energy management programs.