Tracy Lawler – Business Strategy and Compliance Enabler
Tell us a bit about yourself and your business/career
The development of human resources is arguably the most important business strategy that a company could harness. Management often view their staff as overheads employed to do a specific function. Upon closer inspection, you will find that they are your biggest cheerleaders and possibly one of the greatest weapons in your marketing arsenal.
A holistic approach to business is critical to finding successful alignment between strategy and execution.
To this end, I assist businesses with the integration of sales strategies; marketing communication and e-commerce strategies with Performance Management, while ensuring that they are compliant with various pieces of legislation (CPA; POPIA), and the necessary training. Most companies believe that as long as their lawyers have looked through their contracts, they will be fine. This couldn’t be further from the truth! Being informed at all levels within the business; having the right procedures in place and the implementation of being compliant has huge benefit to the company’s success and reputation in the marketplace.
How long have you been on LinkedIn and what has your experience been like?
I have been on LinkedIn since the beginning of 2007. I am reminded of those early days, when the sole purpose was to connect with colleagues and friends from all over the world; there wasn’t much content. I find it fascinating to witness the evolution of technology and the impact this has had on how we engage with each other.
How does LinkedIn fit in your career or business?
To answer this question one has to understand the value of LinkedIn. It is a wonderful platform for professionals and business owners; and gives you great opportunities to network and build relationships with potential clients and partners. If you want to get the most out of LinkedIn, you need to understand the platform and the various tools it has to offer.
When I conduct social media and e-commerce training, I find people have not analysed which platforms are best for them and their target audience. Invariably, they have so many profiles scattered all over the place that they simply cannot manage them successfully.
I have chosen LinkedIn as a strategic part of my business.
How much time do you spend on LinkedIn and what do you spend your time doing?
At least once a day – it’s a great opportunity to determine the mood of the professional arena at any given time. It connects me with like-minded people and allows me to assess trends.
Would you say you are a conservative or aggressive networker and why?
I enjoy networking with people. People from all walks of life can make a contribution to you; whether it’s in their words; their attitude or just their smiles. Everyone has value.
Would you recommend LinkedIn to someone and why?
Yes I would! I would also recommend that the individual truly understands the value of LinkedIn. It’s a great vehicle to manage your professional brand.
What kind of advice can you give new LinkedIn members that are professionals and entrepreneurs?
There is absolutely no doubt in my mind that platforms such as LinkedIn are going to increase in popularity.
When the Consumer Protection Act (CPA) came into effect, restrictions forced some companies to re-look at how they were communicating to their customers and conducting their business. The upcoming Privacy of Personal Information Act (POPIA) is going to tighten the noose. Just recently I received an email, which in theory was considered unsolicited mail and to my absolute surprise, the details of every single person who was sent the mail was visible to me. That is in contravention of the CPA and when you consider the upcoming POPIA, the actions mentioned above could land the company in hot water. I doubt this was deliberate, however it does show the need for individuals and owners of businesses to not only understand marketing and communication compliance, but also to relook at what business platforms there are in the marketplace to make use of.
Now more than ever, is the time to understand the value of platforms such as LinkedIn; to know how to use the product and how it can become a great business enabler.
Cell Phone: +27 82 570 4272