Join the Discussion: Building your Network vs. Enhancing Current Relationships

Photo cred: D. Sharon Pruitt

One year ago, I was just graduating college.  I had only really been networking for a few months, so it was still very new to me.

Every day, I’d meet someone new, who would introduce me to someone else, and so on…  Before I knew it, I had a healthy sized network of trusted professionals that I could turn to.  Many of them have became close friends over time.  Others not so much.

The problem is that all connections, even those connections that you have become so close with, can fall out of touch over time.  There are a number of reasons for this happening…

  1. We all have jobs to do which means less time to “catch up”.
  2. As our networks grow, we can’t commit as much time to keeping up with current connections.
  3. The worst reason but one that needs to be addressed: You just don’t need those people as much as you used to.
  4. Sometimes you just go different ways.  It happens with friends too.

It happens, but I don’t like it.  I feel terrible some days when I see someone cross my twitter feed and realize how long it’s been since I’ve spoken to them.

I understand that it happens…but I also feel like I can do more to enhance my current connections, instead of focusing only on expanding my network.

Have you faced this dilemna?  Please, share your thoughts in a comment.

You can also join us for a full discussion on this topic at the #u30pro chat on Thursday (May 27th) at 8pm est on twitter.

8 Too Many Responsibilities of a Community Manager

Photo cred: Thomas Hawk

Community Manager.

It’s a title that didn’t exist a few years ago.  Now, in 2010, every business and their mother has one.

…but what is a “community manager”.  Everyone seems to have a different perspective on the responsibilities of a community manager.

Here’s your (shitty) answer: It’s a broad term.

…and the problem is that so often, since the responsibilities aren’t clearly defined, they are ALL expected.  Then community managers end up having to answer for 7 full time jobs worth of results.

A title “community manager” can be broken down into countless other titles.  But since titles don’t actually mean anything (I make up a new one for myself every day), I’ll list out the some of the possible responsibilities that a community manager could have.  They might do one of these things.  They might do 3.  I hope, for their sake, they aren’t responsible for all of them.

Let me know if I forget any:

  1. Customer Service. Responding to customer complaints wherever they may occur.
  2. PR. Announcing new developments, responding to crisis, seeking media coverage, etc…
  3. Marketing. Improving brand recognition, launching contests, sharing content and media etc…
  4. Evangelist. Loving the crap out of your brand…in public.
  5. Content producer. Writing blog posts, creating videos, conducting interviews, tweeting, all that good stuff.
  6. Business development. Establishing partnerships, creating leads for the sales team to follow up on.
  7. Spokesperson. Attends and speaks at events.  “The face” of your company.
  8. Event planner. Hosts events and builds a community through offline interactions.

Don’t make the mistake of hiring a community manager because “everyone else has one”.  Know which specific responsibilities you need handled, and hire accordingly.

Then you can call them your “community manager”, or your “social media mega magician-ator” or whatever you want.

Good luck,

David

Chief Juggling Officer, Scribnia.com

Recap: PRSA Digital Impact Conference Day 2

As promised, here is the recap of Day 2, of the PRSA Digital Impact Conference in NY this week.  I was invited to cover the 2 day conference, and was happy to join the discussion with all the bright and interesting professionals that it brought together.

Unfortunately, I missed Jennifer Preston’s talk but fortunately for you, Eric Schwartzman has you covered.  You can watch the whole talk here. I heard it was really good.

The first speaker I caught on Day 2 was Carlos Dominguez.

He said that people don’t want to change, which makes it hard to change a process within a company. It usually isn’t the system that’s the problem, it’s the people in it. Once they become comfortable with a system, they don’t want to change it.

He went over a lot of the stuff you hear all the time.  Know your goals and objectives.  Measure…etc.

He mentioned that Cisco does a lot of reverse mentoring with their employees.  They host meetings and create an environment where the younger (Gen-Y) employees mentor the older employees on how to use the new tools.

You guys know where I stand on that one.  Reverse mentoring is great, and needed…but to assume that a young professional is more knowledgeable on how to use social tools for business than an older professional, is a mistake.  Gen-Yers grew up using these tools recreationally.  It’s very different than how businesses approach it.

Carlos also said, “Video is going to be the killer application”.  I think it already is.  Either way, he’s right, and he spoke a lot about how cisco is embracing video.

Next, I listened to Rishi Dave (Dell) speak.

"Forget the numbers. The impact of SM is this big"

Rishi had some good stuff.  Here are some gems:

“It’s all about who and how many you follow, not how many follow you”.  On twitter, it doesn’t matter how many followers you have.  What’s important is that you’re following the right people.  This way:

  • You can gather the best viewpoints in that space, and organize it for potential and current customers to consume.
  • The followers will come.

He broke down the growth of the web, and it’s purpose in terms of information, into 3 stages:

  • Internet Age: Used to send information (ie. Yahoo)
  • Information Age:  Used to find, or search for information (ie. Google)
  • Connected Age:  Used to follow, as in a stream of information (ie. Twitter)

Towards the end, I appreciated this line: “Successful companies in social media act like party planners aggregators and content creators.”

Next I watched Kevin Roderick – UCLA Newsroom

To be honest, I was pretty disappointed with this talk.  I really don’t have points to share with you because he didn’t say much.  He had great content, with a timeline of videos and images from the crisis they faced when Michael Jackson passed away, and mobs formed around the hospital.  In the end, it just sounded like they were in a tough situation, and had no idea what to do.

The talk was supposed to use this situation as a learning experience,  and show us how we can apply UCLA’s insights to developing a social media program that’s nimble and ready for anything.  It really didn’t.

Or maybe I’m just a bad listener.

Finally, I truly enjoyed a panel about “Where is PR headed?” with Kami Huyse, Clay Hebert and Jonathan Kopp.

The responses were a bit scattered so I’ll try to just list out a few key points from the panel as a whole.

Trends to look for:

  • Augmented reality is going to be huge.
  • Location is also going to be huge.
  • Social media overload is only getting worse.
  • Mobile will continue to grow and will probably be the most important platform for business.
  • End of privacy as we know it.  (The hot topic as of late)

Overall I really enjoyed this conference.  The speakers were pretty insightful and the crowd seemed to genuinely find value in the content.  Everything ran on time, the people were great, the food was awesome, the Day 1 networking after party was done really well and the location got the job done.

I’d like to thank the fine folks of PRSA for inviting me to cover the conference.

You can find all of the photos from this event here.

You can find the Day 1 recap of this event here.

Recap: PRSA Digital Impact Conference Day 1

I was invited to attend and cover the PRSA Digital Impact Conference in NY this week.  It was packed with PR professionals and business owners looking to wrap their heads around the digital innovations that have warped the traditional field of PR in the past year.

The speakers that I listened to provided content that ranged from beginner level basics, to a sort of “mid-level” understanding of the social space.

Jeremiah Owyang kicked it off.

He covered 4 main points:

  1. Understand customers and focus on objectives
  2. This is a movement, get your company ready.
  3. Invest in Social CRM systems
  4. Develop an advocacy program

He was as helpful as always, and set the conference off right, as many speakers that followed him referred back to his talk.  I loved his idea in “Love yourself first then love your customers – get your company ready for social engagement”.  If you and your employees aren’t proud of your company, how can you expect your customers to be?

Next came Paul Gillen and Dave Balter, two guys who really know how to work a crowd.

They were witty, to the point, and actually pretty damn insightful.

Paul went first, sharing his thoughts on the term “ambassador”.  He explained, “An ambassador can be a friend, a relative, a blogger…” making the point that really, anyone can be an ambassador for you or your brand.  Start by looking around you at the people you’re close with.

Paul also made the point that you don’t have to pay someone to be an ambassador.  In fact, it’s probably best you don’t.  Dave then drove that point home with an example that I loved.

He asked, “If you were my good friend, and I offered you 5 dollars to come help me move my couch, would you help me?”  A few hands went up.

Then he asked, “Now what if I made this awesome pizza with all this good stuff on it, and asked you to come over to help me move my couch, while we hang out and eat pizza?”.  Almost all the hands went up. (probably some veggies in the crowd).

It really nailed a huge concept in social media.  People don’t want to be bribed or manipulated into doing something.  Give them something they can appreciate, act like a person, and they’ll be happy to help out.

A few more gems from Dave:

  • If you get one person to share content in the best places possible, that’s better than 50,000.
  • Influence is a “topic state”. You can be influential in coffee, and not influential in sneakers.
  • Seek out ordinary influencers, not just the “influentials”.

Next I sat down to watch Heidi Sullivan and Shashi Bellamkomda speak about crisis management on the social web.

Here are some key takeaways:

  • Be active and be present so that when a crisis hits, you’re there, and you’re ready.
  • Try to spot a “crisis” situation early.  If you see several tweets come in at once about a particular issue, look into it immediately.  It can spread like wild fire on the social web.
  • Respond to every single complaint.  If there are too many complaints, you’re probably facing a crisis.  Put up an official statement that will answer a lot of questions, and make sure that it’s clear for your customers.
  • You can manage your online reputation, with offline events.

And now we arrive at the second keynote with Google’s communication manager, Gabriel Stricker.

The talk didn’t really give you much actionable content, but it really did give you a lot to chew on.  He touched on the concept of crisis management as well, acting as a good follow up to the previous panel.

Using a blog post from Jet Blue as an example, he explained how effective it can be, in a crisis situation, to just get out a message that speaks to your customers on their level.  Don’t put out an over-worked, dry press release.  Speak like a human, because humans are the ones that you have to convince.

Stricker also spoke about Google’s “launch and iterate” process of doing things.  It’s how they launch their products, and also how they approach their communications projects.  Everything doesn’t have to be perfect when you launch it.  It’s better to get something out there, and rework it based on customer feedback and testing.

Next I watched Deborah Schultz (Altimeter group) speak.

Her message was simple…

Like the tagline on her blog says: “Technology changes, people don’t”.

Be present consistently, and be genuine.  Don’t “ignore ignore ignore” and then reach out when you need something.  To build a connected, and strong community, you have to create an “ongoing experience”.

And finally, I watched the wonderful Deirdre Breakenridge

She rocked out for an hour on the topic of “Building a Social Media Strategy”.  Certainly a tough topic to cover thoroughly in an hour…or at all.

I won’t get into the whole strategy that she lays out.  You can find her slides online.  I did want to touch on one aspect of her talk and that’s research.  She put A LOT of emphasis on doing research before hand, and I couldn’t agree more.

The term “social media SWOT analysis” is something that anyone looking to get involved on social platforms should get to know well.  Understanding the environment internally and externally will really help you understand what you need to do.

Do research before you start a facebook fan page “just because”.

You can check out all the pictures from the event here.

Stay tuned for the Day 2 recap.

7 Ways a College Student Can Start Becoming a Professional Now

Photo Cred: Jasmin Cormier

Whether you’re about to graduate in a couple weeks or you have a few semesters ahead of you, there are lots of things you can do to get started on your career.

I know I know, you want to enjoy your days at school while you can without having to worry about the “real world” that lies ahead.

You don’t have to devote all of your free time to developing your career.  There are little things that you can get started on now, that will pay off dividends after you graduate.

Want to get your career off to a good start after you graduate?  Here are some tips.

  1. Plant your seeds. If you’re not sure where to get started networking, just look around you.  You’re surrounded by future professionals (classmates) and seasoned vets (professors).  You also have a huge network of active professionals (alumni).  Sign up for Linked In, and start connecting with EVERYONE that you know.  You never know when a simple Linked In connection could lead to a big opportunity.  Here, you can start by connecting with me.
  2. Participate in projects. There are tons of things you can do around campus that will look great to future employers and will give you some great experience.  Start writing for the college newspaper.  Or better yet, start your own as a blog!  Start communities for students in the same position as you.  Just start something.  If you fail, who cares…?  You’ll learn a ton and it will look a lot better on your resume than whatever other crap we tend to fill that POS paper with.
  3. Attend events. Have you met Patrick Johnson?  No?  Well there are a ton of PR professionals who do because the kid is at every conference he can make it too.  Think you can’t afford it? Guess again.  Most conferences have student discounts, and pretty much ALL conferences take volunteers.  I’ve had the opportunity to meet some amazingly prominent professionals by volunteering at conferences.  Usually how it works is you work for half the conference, and the other half you can do what you want.  Start shaking hands.
  4. Join communities. There are hundreds of communities online for professionals.  You can find them on Linkedin, twitter, facebook, and niche social networks.  I got started in my career by joining 20 Something Bloggers and Brazen Careerist.  Just join them and start asking questions.  Professionals respect a student that’s taking the initiative to get out there and learn.
  5. Start writing. Whether it’s for your blog, for someone else’s blog, in your own private notebook…whatever.  Writing will help you learn and grow as a professional.
  6. Establish mentorships. It’s not something you can just set up usually.  By participating in communities, attending events, and networking, you’ll start to build stronger relationships with professionals.  Email them.  Ask them for skype chats.  Ask questions.  When you dive off the college cliff into the rapids of the real world, a mentor can be your life vest.  (Take that home…chew on it).
  7. Ignore me and do whatever you want. These tips are what worked for me.  They may or may not work for you.  If you have the motivation to kick off your career right, just do.  The first and biggest thing I’ve learned since graduating is that the doers will flourish.  No matter what I, or anyone else tells you, you just have to do what you think will work for you.  Just do.

Do you have any more tips for college students?  If you’re a college student, do you have any questions?