We’re thrilled to be working with the latest Texas Medical Center Innovation Institute Accelerator (TMCx) cohort on building a powerful public presence.

On October 5, we’ll be on site for Building Your Brand and Digital Presence, a fast-moving, interactive session that will build the case for a strong social presence.

Using TMCx companies as examples, we’ll work through real-life strategies for public engagement that can be applied immediately at the end of the session. With a goal to motivate as much as inform, this session is always a lot of fun.

Here are a few of our takeaway points under discussion. These principles apply to anyone starting a new business, currently leading marketing/comms for their company or looking to build a solid public presence:

  1. It’s never too early to meet people. Every startup is focused on product. Of course, that’s important. But the day will come when you need to tell your story. Dig your well before you’re thirsty and begin building the basic elements of a public presence.
  2.  Create a realistic footprint. It doesn’t take much. When shaping a ‘map’ for your startup, start small. Share your successes and tell some stories on a LinkedIn page and a Twitter account and you’re off to the races.
  3.  Curate for a killer following. No followers, no problem. Collect and share the best of the best stuff you find. One great share a day offers just enough of the kind of value that will get the right folks listening and following
  4. To build an audience create value. As cold as it sounds, no one cares about your company. Deliver the stuff that serves the people you want to attract. Then when it comes to share your story you’ll be trusted and heard.
  5. Your face is more trusted than your logo. Trust is the currency of the information age. Between a branded and a passionate personal Twitter feed, I’ll take passion. For fun, here’s how Cook Medical makes its Twitter presence really personal.
  6. Conversation is good; content is better. Remember that there are only two things on the Internet: content and conversation. The ultimate move is to create the stuff that everyone’s talking about. Making is a taller order than talking, but something to aspire to. Think 2 to 3 original pieces of writing a year.
  7. Leverage surrogate blogs. (Surrogate blogs are digital properties that don’t belong to you or your company) Place your amazing thinking on someone else’s blog. TMCx has it’s own blog. KevinMD is very generous if you have something good to say.
  8. Visibility creates opportunity. I’ve taught and lived by this for a decade. Learn from it and make it your mantra for getting out there. You can bellyache about metrics and ROI but the value of remarkable opportunities can’t be measured. Try it and you’ll see.

There’s lots more where that came from. But we’ll hold it for our October 5 session at TMCx. Hope to see you there, and if you can’t join in person be sure to follow along on twitter via the #TMCx hashtag.

This blog was co-authored by Bryan Vartabedian, TMCx advisor and pediatrician at Texas Children’s Hospital/Baylor College of Medicine. He writes about medicine and technology on his blog, 33 charts.


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