Tag Archives: social media

Set Your New Social Media Manager Up For Success

You wouldn't hire Jonathan Ive and put him in a cubicle with an underpowered Lenovo laptop, would you? 

You wouldn't sign Peyton Manning to run the triple-option offense, would you? 

You wouldn't hire Tony Stark but tell him he's not allowed using your tools, would you?

Then why do organizations continue to hire social media specialists, managers, and coordinators, but then handcuff them with outdated policies, processes, and technology? 

I've seen it time and time again – an organization realizes they don't have the talent, resources, or bandwidth to manage their social media efforts so they go out and hire someone. These gurus, ninjas, strategists, and rockstars often come into this new organization with high expectations ("oh, you're the new social guy? Boy do we need your help!"), low resources ("you're all we could get approved for this year"), and an unclear place on the org chart ("well, you'll technically report to me, but you'll be working with Suzie down the hall most of the time as well as being a dotted line to Tom in Marketing").

Not only that, once they get to their desk, they realize that Twitter and Facebook are blocked, their company-issued Blackberry is prohibited from downloading any apps, and even when they do complete all the request forms to gain access, they're told that any and all social media content needs to be approved by legal and compliance. They've got the experience, the skills, and the knowledge to do the job, but they've been handcuffed by their own organization's legacy practices. 

Before going out and hiring that person to handle your social media, take some time to set them up for success.  

Provide a clear job description. Are you looking for someone to be a community manager for online communities that already exist or do you need someone to create those communities? Are you looking for someone to come in and join the marketing team or are you looking for someone to help you integrate social media across the entire enterprise? Do you need a social media manager to simply create and post content or do you need an experienced community manager who can build an integrated strategy that will increase sales, retention, etc.? Are you looking for a do-er or a change agent? As the hiring manager, you have to have to be able to articulate what exactly you need this person to do because the skillsets required to be the day-to-day community manager are substantially different from those needed to create an enterprise-wide social strategy. If you aren't sure what you need, you probably need someone with to help you figure that out, and that's going to require someone more experienced than you think.

Update your processes. If you're going to hire someone to manage your online communities, be a brand advocate, increase brand awareness and interact with customers, make sure they're actually, you know, allowed to do that. You can't expect someone to succeed in this role if your process requires every post, Tweet, and status update to be approved by the Legal team. If your newly hired social media manager is unable to respond to customer service inquiries because "those are handled by the folks over in customer service, not us," you're setting yourself up to fail. Using social media successfully is fundamentally different from every other approval process at most organizations. If you aren't sure what processes need to be updated or how to even do that, refer back to #1 and hire someone with the skills and experience to make those kinds of changes. 

Have an end goal. What does success look like? How will you determine if he/she is doing a good job? Will that be determined by the number of fans, followers, comments, members? Or by sales, lead generation, and traffic? Maybe it will be based on their ability to create and implement a strategy? Whatever it is, make sure that your new hire understands what is expected of him or her.  

Make technology an enabler, not a roadblock. This should go without saying, but make sure that your social media manager actually has access to social media. An easy way to start this new relationship off on the wrong foot is by forcing your new hire to complete request forms to access to Facebook, YouTube, and Twitter. 

Brush up on social media yourself. You're going to have to evaluate this person's performance and you can't do that effectively if you still think you don't need to understand Twitter because "you're too old." If you're going to be managing someone who's responsible for social media, you better know a little about it yourself. Look at similar organizations and see what they're doing. Keep up with industry trends. Ask your new hire to meet with you each week and help educate you if you need to. You can't effectively manage someone if you don't understand what they're working on. 

Be their advocate. Your social media manager is likely going to have to work with people from across the organization, many of whom will have more experience and tenure than they do. They're going to need to quickly establish respect with their colleagues and the easiest way for them to do that is when you make the introductions, highlight their work in leadership meetings, and give them the top cover to do their jobs. Don't hire them and walk away. Stay involved and keep them motivated. 

You can’t half-ass your social media efforts. If you’re going to make the investment in the time, people, and resources to use social media, make the investment in getting yourself and your organization ready to make the most out of this new talent. Spend a few more weeks now setting him/her up for success or spend a lot more time later trying to find another social media manager to replace the first one who quit after two months. 

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Start Your Community With Role Models, Not Influencers

I just finished reading this article in last month's Fast Company where the CEO of Pinterest, Ben Silbermann, discusses how Pinterest got started, where it's at today, and what its future may hold. In it, they highlight some of the ways in which Pinterest defied best practices when they first started – they didn't include any leaderboards, they didn't highlight the most popular pinners, they used an infinite scroll layout instead of pushing for more clicks and pageviews, and most interesting to me, their first community members weren't "influencers" with high Klout scores. They were role models who would care for the community as if it were their own.

"In Pinterest’s early days, Silbermann gave out his cell-phone number, attended blogger meet-ups, and personally composed weekly emails that were sent out to Pinterest’s tiny, but growing, community. "It’s like you’ve built this little city with nobody inside of it yet," he says. "And you want to fill it up with the right kinds of people who are going to teach future people what they should be doing when they move in." Most Silicon Valley types look at early users as viral marketers; Silbermann saw them as role models. (Until recently, Pinterest’s welcome email advised users to "pin carefully" because "your pins set the tone for the community." The site bans nudity and discourages users from posting images of too-skinny models, otherwise known as "thinspiration," after the phenomenon became a problem.)"

What if PR and social media community managers stopped worrying about targeting the influencers with the most Klout, the highest PeerIndex score, or the highest Empire Avenue share price, and instead worried about identifying the people who are best equipped to create and maintain a healthy community? What if we looked for qualities like good taste, helpfulness, and compassion instead of followers, pageviews, and likes? What if we focused our efforts on the people who will become the community leaders, rather than simply the people with the loudest mouths?

If what we're doing is truly building online communities, shouldn't we first recruit the people who will actually be you know, building that sense of community and modeling the behaviors you want to see from all members?

One of Pinterest's first and most active members wasn't a social media influencer. She's the founder's mom. Silbermann's tactic of starting his community with role models isn't new. This is a tactic that I've used when building online communities behind corporate firewalls. In those closed communities, the first members weren't the VPs or the corporate comms people – the people with the most influence – they were the people who were most passionate about the community. These individuals felt a deep sense of responsibility for the success of the community. They shared the same goals and philosophies. They were the ones who modeled the behaviors that we wanted the rest of the community to emulate. They were the ones who would tell the boss he was wrong so that it would be ok for others to do the same. They may have only brought in 50 new people, but that wasn't their purpose. They were recruited because they were the ones to create that strong sense of community among the current members so that when new members joined, they joined a community with an established culture and purpose.

Now, if your goal is to simply get a million Facebook likes or sign up two million users to your branded community, then by all means, pay Lil Wayne to Tweet your URL to his 8 million followers and watch the numbers stack up. You can trot out your pageviews and member numbers to your boss all you want. Just don't expect those thousands of people to actually do what you want them to do. On the other hand, if you're looking to build a vibrant community of brand advocates who will buy your products, share your messages with their networks, give you honest, constructive feedback and build other brand advocates, then you should instead look for people who will model those behaviors. These people may not have the biggest names or the most "influence," but they're the ones who will create the foundation for what your community will be.

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How a Social Media Evangelist Became a Social Media Realist

When did I become the guy who gets tired of social media? I haven't blogged here in more than a month. I'm substantially less active on Twitter than I used to be. How did I go from annoying everyone around me by my incessant yammering about social media to the guy who grows increasingly annoyed when people talk about everything social media will do?

I'm not suggesting that I'm no longer excited about social media. I'm not suggesting that social media is dead (imagine that link bait, though). Quite the opposite, actually. Social media is not only not dead, it's so alive that it's become ubiquitous. There are Google+ master classes. You can read multiple books for marketing your business on Pinterest. You can go out and get a social media certification. You can buy thousands of Facebook likes. There are more than 125K social media experts on LinkedIn. There are more than 5,000 books on social media marketing. If you're looking for a job and you don't have the words "social media" on your resume somewhere, you aren't even trying. Social media is where it's at man. Everyone's doing it.

And maybe that's the problem. Everyone, from the government to big brands to schools to my parents, feels like they have to be using social media. And there are all too many social media experts, ninjas, and gurus ready to help them get on Twitter, start a Facebook page, and check in on Foursquare. When I first started using social media professionally back in 2006, it was because I recognized that these new tools could fundamentally change the way organizations communicated and collaborated. Back then, using social media in the government was like being among the first cavemen to discover fire. I was part of a small group of people who recognized this and committed to using this newfound knowledge to help the government become more efficient, more open, more transparent, and more collaborative. It was not only fun, it was incredibly rewarding as well. We were helping change the way government worked. We were effecting change that people said wasn't possible. We just happened to be using social media to do that.

Obviously, things have changed since then. Where I used to have to fight tooth and nail to get my clients to use social media at all, social media is now viewed as the first option. Social media has become almost a cure-all for an organization's problems. Suffering from negative media coverage? Start a Twitter account! Poor Q1 sales? Get on Pinterest! High employee turnover? Create an internal blogging platform! Whatever problem you have, social media will be there to solve it! And, there are literally thousands of social media experts out there ready to provide that solution to you (at a low low price if you sign up right now!).

I love getting a senior-level client up and running on Twitter or Yammer, not because I'm getting paid to do it or because these tools are just sooo cool, but because most of the time, it represents the first time in years that he or she communicates with the public without a PR or legal or compliance filter. I was able to give them the confidence, knowledge, and tools to actually talk with people – their customers or employees – like a human being. The only thing that made me happier than seeing a senior executive read an unfiltered feed about their organization and start participating in the conversation was seeing those conversations manifest themselves in actual changes in how the business operated. Now, all that's given way to marketers, consultants, and gurus whose only goal is to get people using social media.

My goal is never to get someone blogging or Tweeting – that's just the means to help them understand how to better communicate and collaborate. Simply using social media should never be the goal – social media is just the means, not the end. For years, clients have been asking me to develop "social media strategies," and for years, I've been telling them that they don't need a "social media strategy." What they need is strategy to help them solve whatever business problem they're looking to solve. Maybe they'll need social media, maybe they won't. I guess it was never about social media after all. It was about what social media enabled people to do, and increasingly, the only thing it's enabling is jamming the same old business practices into Tweets, blog posts, and status updates.

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Recovering from a Social Media Mistake

Everyone has posted something they wish they hadn't. Don't worry so much about the past and get back up on the horse. That's what will define you, not one post.

On Friday, the NextGen Journal published an article titled "Why Every Social Media Manager Should be Under 25" by Cathryn Sloane. This article predictably generated a TON of traffic (More than 6K Facebook likes, 1K Tweets, and about a billion times more traffic than any other article on the site) not to mention a ton of online vitriol from the social media community. Let's put aside the content of the actual article – there have been plenty of posts made already by really smart people that do good job of offering alternative viewpoints. Let's put aside the discussion around what Cathryn did (she wrote a blog post that pissed off a bunch of a people – join the club) or didn't do (she hasn't responded to the people carrying pitchforks outside her window – I don't know that I would have done any differently at that age either). Instead of discussing what Cathryn said or should have done, let's discuss how we can help her and others like her and move forward from here.

Cathryn could have easily been one of my team members or mentees. Lord knows I've pushed and prodded the junior members of my teams often enough over the years to do more writing, sharing, and commenting online. If you were going to be advising a client or colleague how to use social media, you damn well better be using it yourself too, right? That's why I've spent an inordinate amount of my time on internal mentoring, giving presentations at colleges, sitting on the SMCEDU Board of Advisers, and holding social media training for internal teams. To say that I've been passionate about helping this next generation use social media more effectively, both personally and professionally, would be an understatement.

That's why I want to use this opportunity to do what my friend Mark Story recommended in his rebuttal post and offer Cathryn some career counsel.

Dear Cathryn,

First of all, I want to tell you congratulations. You took a step many aren't willing to take and you played the game. It's a hell of a lot easier to sit back and say that you don't have the time to start a blog or that you're just a kid so who cares what you think and never actually use social media in a professional manner. You got up on that stage and took a chance, which is more than most will ever do.  You've written posts for NextGen Journal and USA Today. You've already taken the most difficult step – going from doing nothing to doing something. You've already done more in this space than most people you've graduated with and for that, you should be congratulated. It shows me that you have initiative and that you can take risks and that's something to be proud of.

Right now, you're getting a first-hand education about social media that you wouldn't learn in any class or from any book. Last Friday, you published a very controversial post that angered a lot of people (and understandably so). I'm sure you've already read through all of the rebuttal posts and comments people have posted and have been completely overwhelmed by it all. I've read through many of these as well and was a little taken aback myself. As you read through them, remind yourself that most of these comments were written by people over the age of 30 who feel as though you were attacking them and their livelihood. Please put yourself in their shoes and empathize with them before dismissing them as trolls. You have to understand that there's a history of ageism within this community – for the longest time, employers automatically assumed social media could only be understood by the young kids and so they were the ones given these new positions instead of more experienced individuals. Only recently have employers and the C-suite begun to realize how important social media is and how important it's become to identify the right people for these positions. So when they read your post, I think many people saw it as an opportunity to again demonstrate their value, to show potential clients why they should hire them instead of someone under 25.

That said, a lot of those comments were made by people who should know better. People who should realize the difference between disagreeing with someone's opinion and vengefully attacking the person behind the post. People who should realize that their comments, whether they're made online or off – "good luck getting a job in this industry, you idiot!" – reflect on them too. I hope they know that just as they bully you and try to destroy your reputation, they're doing the same to themselves from a managerial perspective – I don't know about you, but I wouldn't want to work with someone with a history of treating people like that, be it online or off.

Once you've gone through the thousands of comments, posts, and Tweets and weeded out the hateful ones, spend some time absorbing the feedback. Do you have a better understanding of why people were so upset? Do you feel any empathy toward their position? Do you still agree with the basic premise of your article or have you changed your mind (there's no right answer to that one, but either way, make sure you have some thoughts/facts to back up your assertion)? What were some of the most beneficial pieces of feedback you heard? Once you've collected this feedback and filtered out the garbage, start drafting a follow-up post. One of the reasons this situation spiraled out of control so quickly was because your voice was MIA the entire weekend. As Tony Heyward or any of the dozens of CEOs who have paid the price of silence can tell you, it's important that you communicate early and often.  Now, I'm making the assumption that you haven't spoken up because you were utterly overwhelmed by what was happening and had no idea what to do. That's totally understandable, especially given the tone and amount of the feedback as well as your experience level in handling stuff like this.

Boil the feedback you received down to 3-5 key points and then address each one. Admit where you were wrong, but also don't be afraid to disagree with them.  Don't give in to the mob collective just to get them off your back if it's not something you believe in. Did people misinterpret what you were trying to say? If so, tell us why. Were you just not aware of some of the points made in the comments/posts/Tweets? If so, tell us which ones and why they've changed your mind. Tell us what you would have done differently. By the same token, tell us what you would have done the same. Explain what you've learned and how you'll apply that in the future.

In your follow-up post, I would inject a healthy dose of humility but I would also tell you to balance that by telling you to stick with what you believe in too. No one wants to see a "I'm sorry if I offended anyone" post where you essentially back off everything you wrote. Turn the whole thing around on everyone and tell us what people of any age can do to show employers that they know what they're doing when it comes to social media. No one, at any age, likes to hear that they're disqualified from doing something simply because of their age. Talk to Dara Torres or Missy Franklin about being told they can't do something because of their age. Give some advice to your generation about the things they can do to bridge the gap in years of experience. The opportunity is there for all of you – YOU are already taking advantage of it. You can write blog posts, engage with professionals on LinkedIn, participate in industry Twitter chats. You can bypass recruiters and job postings entirely and talk directly with VPs and other hiring managers. If they're impressed with your writing and approach they're not going to care that you only have four years of experience instead o five.

Once you write the article, send it to a mentor to review before hitting publish, someone who is knowledgeable and whom you can trust. Whenever I write a post, at a minimum, I always have my wife review it first to tell me if I'm coming off too arrogant, if it flows nicely, if she can understand it, if she's having the reaction I aimed for, etc. Hell, send it to me and I'll take a look at it for you. I'd recommend having at least two people familiar with the whole situation read through it before publishing and then publish it – the sooner the better.

The other thing that I'd recommend to you and I can't say this strongly enough – don't let this incident get you down. When I was building the social media practice at my old firm, one of the first things I told our SVPs was that yes, social media will do a lot of great things for us, but there WILL be mistakes made. We can't stop them but we can mitigate the negative impacts by planning for them. That's what I'd recommend you do as well – don't stop writing. Don't disappear. Continue writing, but develop a plan to back you up in the future. Have someone you trust review every post before publishing. Never post anything before you go offline in case a firestorm erupts. Never publish something without sleeping on it at least once. Develop a mentoring relationship with someone in the industry with a lot of experience and run your ideas by him/her. Before publishing, spend 30 minutes thinking through the potential negative and positive reactions the post may elicit and be prepared with a response.

But most of all, just get back on the horse. This post isn't your legacy. How you react and move on from it will be. Everyone makes mistakes out here. Everyone has posted something they wish they hadn't. It's the cost of playing this game. Write your follow-up post, put in some processes to help guard against similar issues in the future and continue writing. As Mack Collier says in his post, "another thing about social media and such firestorms is that we all tend to move on quickly.  In another day or so most of us will have moved onto something else and your time in the spotlight will be over." I can't imagine not hiring someone over a single silly post, but I can easily see interviewing someone who wrote a post that caused a firestorm and then recovered from it. Because we're all going to make mistakes – that's a given. I'm more interested in how someone recovers from those mistakes. 

After all, you've already taken the first step and done something. You've also already gone through your first challenge. Now, you just have to react and move on. You'll be fine. In fact, if you do get up, dust yourself off, and continue writing, give me a call – I could use people who have this type of real world experience.

To the people who continue to personally attack Cathryn for this post, use this as an opportunity to empower those in Cathryn's generation to use social media more professionally. We need more people like Cathryn out there using social media now so that they're better equipped when we need to hire them. We can't afford to drive this young talent away by publicly crucifying them for not being experts.

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