Ah, social media.
My BFF, my Bae, my profession. For the past 11 years, I’ve felt like a bit of a trailblazer. A pioneer of such. But, not one of those old-school pioneers making their way across the plains and the Rockies in covered wagons… more Jean-Luc Picard in a space ship traversing far off solar systems.
Looking back to the very first time social media became a part of ‘what I do’ I clearly remember thinking that, should I go down the route of learning to master the channels (spoiler: no one can master ALL THE CHANNELS), that a) I would be in a super minority in a world of traditional advertising and PR & b) each day would mean I’d have to be more & more clever with how I showed brands the long-term benefit of storytelling & connection in new channels.
Also of note, Cass: if you take on this job for the long-haul, you’ll always be a bringer of change (which makes people feel uncomfortable at best, threatened usually), & you won’t make any big bucks for a wee while. Okay? OKAY!
Fast forward to today, and the below is Q&A I took part in recently. In it, you’ll see straight off the bat that I am still so, so, so excited by, & passionate about, the power of social media. After years of diving into the guts of how digital platforms, websites, traditional media, and emerging trends fit in the great puzzle of marketing & storytelling – I still get out of bed read to learn, ready to share, & ready to see who will make an impact (& how).
Below I talk not simply channels, but more broadly around building your personal brand, emerging trends, and the importance of imbuing humanity into everything a a company does. I loved putting aside some time to think about the state of social media as it is in this moment, after having been a part of the ‘movement’ over the past decade.
Both professionally & personally, I love (YES! LOVE!) social & digital media. I love how the world has become so much more connected. And, how creativity, kindness, & empathy has come to bind us together most of the time. I could probably write a novel worth of answers for each question below (perhaps I will someday) – but for now I’ve tried to keep everything a bit more succinct.
And, ask questions if you’ve got any. I love a curly question or three.
You’ve got a large reach and unique personal brand, for candidates looking to create their own personal brand – what would you say is the best way of going about this? And what benefit does this bring?
This is a big question to answer in a few lines. In short, creating your personal brand online & being unique is easy: there’s only one of you!
Depending on your personal & professional goals in a very saturated digital and social media ecosystem – you need to define fairly early how you’ll present yourself, who you’ll be talking to, and what you want an audience to take away/do when interacting with you online. B2B, B2C, and beyond are all inherently similar in that you’re a human talking to, and hoping to influence, other humans.
As a writer & photographer (by both trade & passion) – the hunger to learn & create is inbuilt in my DNA. I’m not afraid to be vulnerable when I need to be. Curiosity & passion drive me forward daily. The innate desire continually learn & adapt is the secret sauce of success in any field.
Also, my rule of thumb for the past decade of fumbling my way through social media (and then becoming an expert) is to be careful in what you post. Be yourself, by all means, have your own voice & brand – but act as if your parents or CEO will see every tweet, every post you send out. Being able to check yourself strategically will ensure that your personal brand goes from strong to stronger over time & grows alongside you.
I recently came across your blog and saw a running theme by the way you talk about social media – “ I kept talking passionately about community and the returns in the long run.” How does this mindset influence your content creation?
Every single post I’ve ever written, created, or curated on behalf of a brand has been with the end recipient in mind. We sell to people, not to clicks or lists of email addresses. To create great stories that engage & hold an audience is magic.
And, it’s not overly complex magic, either. Knowing your audience is easier than ever in our world of insights, but we sometimes overlook creativity and lean on machine learning.
I’m all for clever ads, creative social executions, and for actual heart at the center of community conversations. And, we have to remember that brand is all about the long run. It’s wooing customers & becoming a part of their lives – not the other way around.
I quite often say to my team at work “take off your marketing hat & put on your normal person hat” – ask yourself these questions:
- Would this resonate with YOU if you were the target audience?
- Does your content tell a story?
- Is there an emotive or psychological trigger to get someone to act or react to your content?
- And, most importantly, what benefit is this bringing to the person consuming your content?
What are your thoughts on the emerging trend of social media influencers?
This is another subject I could literally write a novel on. First and foremost, I don’t think influencers are emerging, or a trend. Think of Nike & Michael Jordan. In my mind’s eye I see Mike & his logo. I remember his college colours (white & baby blue), & I see his smiling face.
Everyone wanted to be like Mike when I was a kid – and we all wanted to wear his shoes just so a bit of the cool-factor from Michael could rub off on us through our feet. That’s the pull of influence.
It’s social currency, it’s tapping into emotions, & it’s corralling popularity in a way that isn’t selling out. In fact, brands have utilised the power of influencers since time immortal. All that has changed are the platforms. With social media now so saturated with UGC & content from anyone who has a smart phone, more and more people are calling themselves influencers – when they’re not.
The idea of macro influencers & using celebrities as a sweet-fix to drive quick engagement with brands isn’t an idea I buy into. I firmly believe in the power of longevity and a genuine relationship between influencer & brand over time to ensure a truly symbiotic relationship between brand and influencer – not to mention the consumer who needs to believe the message and the people telling stories on behalf of a brand.
When we talk about micro influencers, things start to get really exciting. I do not believe for one second that, just because you may be on the tele or radio or have a YouTube channel, that you’re a good influencer.
In fact, micro influencers are the people who really do the hard work when it comes to selling. They’re the WOM (word of mouth) power-horses of the digital age, and there’s huge opportunity for brands to work well with micro influencers globally & regionally to create magic.
With a wealth of social media experience under your belt, what has been the most pivotal lesson you have learnt?
Keep humans, human emotions, and authenticity at the forefront of everything you do. The beauty of social media is that brands not only get to hear from their customers, they also get to interact with them on a human level – tearing down boundaries of the past that existed in expensive, traditional media.
If you work empathy, fun, education, and information into your social media strategy you’ll be far, far ahead of the curve. Also, from a personal brand perspective, remember to interact in the way you want to be interacted with.
If someone sends you a message, asks a question, or wants to reach out – be there & make the time to replying. The art of social media is the art of socialising. The same rules apply for conversations IRL as conversations online.
What do you think are the key social media trends that will prevail or emerge in 2018?
Live video. It’ll be powerful, powerful, powerful… more so than it is now. Why? Because large platforms like Instagram, Youtube, Facebook, Twitter are already all on board & already evolving the tech to involve more people in more places more often.
We’re a bit behind in the NZ Market in utilising live video for brands (and that’s okay!) – but I have a very firm belief that we’ll catch up very soon. It’ll be the brands that start doing live well, now, that seize on this opportunity that grow connections more quickly than those who don’t try.
Getting the basics right & not being afraid to just jump in and get some learning under our belts will be the way forward. Some hints? Try out Instagram live. Watch how influencers & other world brands are utilising the platform. Hop onto Youtube and watch Hannah Hart livestream to her community. She’s a wizard, as are the members of her community.
You’ll learn something new each time. And learning + evolving = winning.
For the original link to this story, check out the Razzbri site here.