Ray Welling's Blog, page 4
February 15, 2022
Meta, Metamates, Me all have one thing in common
So Mark Zuckerberg has updated Facebook/Meta’s company values, espousing a variation on the old maritime saying ‘ship, shipmates, self’. But did anyone else notice that the common element in ‘Meta, Metamates, Me’ is me, me me? Strangely apropos for a social media company, sending a clear signal of who is most important here.
And can you imagine people calling themselves Metamates in normal discussion? The company is opening itself up to a tsunami of memes, including it’s similarity to a grocery product that helps ‘keep you regular’…
The post Meta, Metamates, Me all have one thing in common appeared first on Clear as Mud.
January 30, 2022
Blog post associated with Episode # 1
Blah blah blah…
The post Blog post associated with Episode # 1 appeared first on Clear as Mud.
Episode #1 draft
James Hardie’s sexist home-building ad, etc. We interview XYZ and try to answer the question: Why do influencers even exist?
The post Episode #1 draft appeared first on Clear as Mud.
January 18, 2022
Clear as Mud
As that great philosopher Robbie Williams once wrote: “First they ignore you, then they laugh at you, then they hate you and fight you, then you win.” After years of being ignored, we’re ready to make people laugh! Welcome to Clear as Mud, where we look at the funny side of bad communication, and the serious implications it has for the media, marketing, industry, government and politics. The Clear as Mud podcast and Clear as Mud blog call out breakdowns in communication and try to understand why it’s so hard for people to get their message across.
The post Clear as Mud appeared first on Clear as Mud.
October 24, 2018
Spotlight on Nick
As part of our “Spotlight On” series, this week we interviewed Nick Kavo, a current MQ Bachelor of Marketing and Media student. Nick began studying at Macquarie in 2014 and is set to graduate at the end of 2018.
During his time at Macquarie Nick has acquired marketing and media experience both inside and outside classroom. Nick started his Instagram account in the early days of the platform cultivating a following of 26,000. He has become a bona fide influencer connecting on average with 2,500 followers per post and has engagement of 10%.
When we talked Nick about his journey to becoming an influencer, the soon to be MQ graduate told us;
“It started out as going on family holidays and going away with friends, I had a good camera at the time and I was able to create content and bring it out to an audience.
It was at a time when Instagram was a lot more organic, it was easier to reach more people as opposed to now when there is so many people on the platform”
Throughout his time at Macquarie, Nick gained marketing and media experience and applied the theory he learned in the classroom to the real world. We asked Nick how his degree helped him become an influencer.
“You can use lot of the skills you learn in marketing and media and apply it to being an influencer. You’re essentially marketing a product which is yourself, so its the positioning, promotion, targeting etc. Find your niche, stick to your niche and consistently deliver that message.”
With his substantial experience in social media, we asked Nick what advice he has for other students looking to become an influencer.
“Never take your audience for granted. Always network with them, build rapport because they’re the reason your there. Make sure you never post for the sake of it, post to give value to people. If you’re not doing that then people won’t want to follow you in the long term.”
You can find/follow Nick at https://www.instagram.com/nicklovin69/.
As well as Nick we’ve had stories on the AIIMM group about other BMktgMedia influencers, such as Rochelle De Sousa (class of 2018), James Vodicka (class of 2017) and Adriana Jennings (class of 2014). Does anyone know about any other influencers in our group? Could be a more in-depth story coming…
The post Spotlight on Nick appeared first on Advanced Issues in Marketing & Media.
September 24, 2018
The top 10 skills employers want you to have
As graduating students’ thoughts turn to finding that first post-uni role, AIIMM manager and final-year student Anna Cavanagh takes a look at what’s important to hirers and how you can get prepared.
Job hunting, we all have to do it at different points in our careers and whether you are like me and are soon to graduate or maybe someone who is thinking of shifting gears and heading to a new place of work, you may find yourself preparing to endure the search. Of course scrolling through jobs can be daunting, especially for those who, again like me, are new to this whole ‘adulting’ life. After all, how do you know you have what it takes to land an interview, let alone a job?
Luckily a Bachelor of Marketing and Media will enable you to pursue a range of careers, and of course each career is going to need a different set of skills. So to make a coherent list (and stick to a decent word limit) I decided to focus on the main types of jobs being offered. After searching, clicking, reading and scrolling through over fifty job applications on four different job search engines, surprise, surprise, the most common positions that I found had one of the following words included in the title, ‘digital’, ‘content’ or ‘social media’.
Focusing on jobs within the digital and social media domain, I took note of the skills and experience which employers wanted applicants to have. Finishing a quick analysis of my data, I have, what I consider, the top 10 skills for which employers are currently looking for. So without further ado, here are my top 10 skills needed for digital and social media marketing roles:
10. Social Media:
There are no surprises here, especially for positions that involve ‘social media’ in the title, employers are looking for applicants who are familiar with, and regularly use, social media platforms. Of course the types of social media platforms do range depending on the organisation’s target audience, but some of the most common were Facebook, Instagram (including IG story and IG TV), Youtube and Twitter.
How to get better: Go open your account and get familiar with all social media platforms, from the common (Instagram) to the not so common (Twitch). After all, it gives you an excuse to scroll through your newsfeed.
9. WordPress:
So I am guessing by now you have heard of WordPress, if not… You are currently on it. WordPress is an open source publishing platform which allows you to do a range of activities from creating a blog to building a website at ease.
How to get better: WordPress offers an entry level plan for free. It doesn’t include all the bells and whistles, but it will give you an idea of how to navigate and use the platform.
8. Web Coding:
Although there are platforms which take out the technical need to code (see WordPress), having the ability to web program (HTML, CSS, JavaScript, Jquery) is a great little trick to have up your sleeve. Not only do some employers prefer you to have experience with it, but having this skill is a great way to impress those who don’t.
How to get better: If you are still a Macquarie student with a few 200/300 level units to go, the good news is that there are a range of classes to build your skills (I would recommend undertaking MAS240, MAS241 and MAS340). However, don’t fret if these classes aren’t an option for you, there are great online sites such as Codecademy or W3Schools which can walk you through the basics.
7. Knowledge:
So this is no surprise, but many of the job applications I found consistently asked for someone who is knowledgeable in the latest digital and social media trends.
How to get better: Not only do we publish great content to keep you in the loop, but it’s also a good idea to broaden your sources of reading. Try sites such as SocialMediaToday, Digital Trends and Forbes. These are great sites for staying in the know about all things digital or social media related.
6. Photoshop Skills:
Okay, this is a big one I need to work on. It has been a constant request I’ve seen pop up even before doing research for this post. Of course, the level of expertise does range from basic to proficient, but the majority of positions are looking for applicants with experience using Adobe Creative Suite products, (Photoshop, Illustrator and InDesign in particular).
How to get better: Sadly there is no way to access these applications for free, but if you are a student and do decide to go ahead and get a subscription, the good news is you can get a discounted rate. Another great way to learn is by checking out online tutorials on Lynda.com or Youtube. Otherwise an offline option is to attend a short photoshop course.
5. Online advertising and Social media management tools:
Many positions do prefer applicants who have some experience using social media advertising and management tools. The most common tools employers wanted applicants to have experience using included, Facebook and Instagram ads, along with such platforms as Hootsuite, Google Ads Manager and Google Adwords.
How to get better: It is a little harder to build up experience in these areas on your own. One option is to gain experience using these tools and platforms through appropriate internships. Another option is to check out the eLearning courses on Facebook blueprint. Once you master these courses you can sit two exams to become Facebook Blueprint certified which is a bonus to put on your resume. In terms of Google AdWords and Google Ads manager, you can make a free account which will allow you to familiarise yourself with the navigation of the platforms.
4. Analytic tools:
Another common request by employers was for applicants to have some form of experience using and/or knowledge on analytic tools such as Google Analytics.
How to get better: The good news is there are many online courses that you can complete to get a little better at using Google Analytics or at least gain some knowledge on how it works. A free and easy to follow course is by Google Analytics Academy. I recommend checking out their Beginners course.
3. Copywriting:
Okay, so I consistently found copywriting skills under the subheading, ‘employee must have’. For those of you who are a little confused on what copywriting is, it’s the craft of writing messages which are able to persuade and prompt the reader to take a particular action.
How to get better: So I’m starting to sound like a broken record here, but the best way to better your copywriting skills is to check out some of the online courses and to also practice!
2. SEO:
SEO or search engine optimisation was another very common skill employers where asking applicants to have. Of course there are different techniques, but I would recommend steering clear of black hat SEO and sticking to white hat techniques.
How to get better: You may be familiar with SEO from some units offered at Macquarie. Another way to better your understanding is by checking out online courses including those offered by Lynda.com.
1. Content Creation:
The number one most common skill I stumbled across during my ‘analysis’ was content creation. I have to admit that, even in interviews, I have been asked about my experience in creating content. So having any experience in this area is a must. It should be noted that many applications which I viewed also looked positively on those who had extra skills in video editing and photography, but by even having experience in creating blog posts (like this one) is a step in the right direction.
How to get better: PRACTICE! Practice, practice, practice. Create a personal blog. Record a video and practice editing it!
Notable mentions:
Now, although they may seem a little obvious, these transferable skills are still highly sort after and are, therefore, always worth including in your resume. A good tip is to prepare examples of times you have used/displayed these skills and mention them to potential employers during the interview.
4. Team work:
Having spent time completing a university degree at one point or another, I am sure we are all familiar with participating in group work. If you are like me, group tasks rarely feel like a team effort and more like individual work quadrupled in size. But in the real world, employers are looking for individuals who can contribute equally while working efficiently with their existing staff. Therefore, it is important to show potential employers that you not only have the right skills, but also have the right personality and attitude to work effectively in a team setting. After all, for the employer, the whole is greater than the sum of its parts.
3. Communication skills (written and verbal):
Good communication skills are vital for any job, let alone one within the digital marketing/social media sphere. After all, it is an area which requires employees to be able to effectively connect and communicate particular messages to various displaced audiences. Therefore, it’s not only important to be able to clearly verbally communicate to colleges and clients, but you must also have excellent written communication skills which can be utilized to appropriately address and connect with specific audiences.
2. Attention to detail:
It isn’t surprising that employers are looking for individuals who have ‘great attention to detail’. Having the ability to thoroughly and accurately accomplish tasks equates to an effective worker, someone who all employers want. Therefore, when completing any task, it is always a great idea to keep an eye out for any small changes which you can make that will show off your attention to detail. Why not start with your resume!
1. Creativity:
Having the ability to think outside the box is a great skill to have under your belt. Employers are looking for individuals who are able to bring something fresh to the table. Of course you don’t always have to have drastically inventive ideas, being able to provide a simple twist on a concept is more than enough and can make you very appealing to any employer.
So now that you know what you need to stand out, build up those skills and start applying!
The post The top 10 skills employers want you to have appeared first on Advanced Issues in Marketing & Media.
THE TOP TEN SKILLS EMPLOYERS WANT YOU TO HAVE
Job hunting, we all have to do it at different points in our careers and whether you are like me and are soon to graduate or maybe someone who is thinking of shifting gears and heading to a new place of work, you may find yourself preparing to endure the search. Of course scrolling through jobs can be daunting, especially for those who, again like me, are new to this whole ‘adulting’ life. After all, how do you know you have what it takes to land an interview, let alone a job?
Luckily a Bachelor of Marketing and Media will enable you to pursue a range of careers, and of course each career is going to need a different set of skills. So to make a coherent list (and stick to a decent word limit) I decided to focus on the main types of jobs being offered. After searching, clicking, reading and scrolling through over fifty job applications on four different job search engines, surprise, surprise, the most common positions that I found had one of the following words included in the title, ‘digital’, ‘content’ or ‘social media’.
Focusing on jobs within the digital and social media domain, I took note of the skills and experience which employers wanted applicants to have. Finishing a quick analysis of my data, I have, what I consider, the top 10 skills for which employers are currently looking for. So without further ado, here are my top 10 skills needed for digital and social media marketing roles:
10. Social Media:
There are no surprises here, especially for positions that involve ‘social media’ in the title, employers are looking for applicants who are familiar with, and regularly use, social media platforms. Of course the types of social media platforms do range depending on the organisation’s target audience, but some of the most common were Facebook, Instagram (including IG story and IG TV), Youtube and Twitter.
How to get better: Go open your account and get familiar with all social media platforms, from the common (Instagram) to the not so common (Twitch). After all, it gives you an excuse to scroll through your newsfeed.
9. WordPress:
So I am guessing by now you have heard of WordPress, if not… You are currently on it. WordPress is an open source publishing platform which allows you to do a range of activities from creating a blog to building a website at ease.
How to get better: WordPress offers an entry level plan for free. It doesn’t include all the bells and whistles, but it will give you an idea of how to navigate and use the platform.
8. Web Coding:
Although there are platforms which take out the technical need to code (see WordPress), having the ability to web program (HTML, CSS, JavaScript, Jquery) is a great little trick to have up your sleeve. Not only do some employers prefer you to have experience with it, but having this skill is a great way to impress those who don’t.
How to get better: If you are still a Macquarie student with a few 200/300 level units to go, the good news is that there are a range of classes to build your skills (I would recommend undertaking MAS240, MAS241 and MAS340). However, don’t fret if these classes aren’t an option for you, there are great online sites such as Codecademy or W3Schools which can walk you through the basics.
7. Knowledge:
So this is no surprise, but many of the job applications I found consistently asked for someone who is knowledgeable in the latest digital and social media trends.
How to get better: Not only do we publish great content to keep you in the loop, but it’s also a good idea to broaden your sources of reading. Try sites such as SocialMediaToday, Digital Trends and Forbes. These are great sites for staying in the know about all things digital or social media related.
6. Photoshop Skills:
Okay, this is a big one I need to work on. It has been a constant request I’ve seen pop up even before doing research for this post. Of course, the level of expertise does range from basic to proficient, but the majority of positions are looking for applicants with experience using Adobe Creative Suite products, (Photoshop, Illustrator and InDesign in particular).
How to get better: Sadly there is no way to access these applications for free, but if you are a student and do decide to go ahead and get a subscription, the good news is you can get a discounted rate. Another great way to learn is by checking out online tutorials on Lynda.com or Youtube. Otherwise an offline option is to attend a short photoshop course.
5. Online advertising and Social media management tools:
Many positions do prefer applicants who have some experience using social media advertising and management tools. The most common tools employers wanted applicants to have experience using included, Facebook and Instagram ads, along with such platforms as Hootsuite, Google Ads Manager and Google Adwords.
How to get better: It is a little harder to build up experience in these areas on your own. One option is to gain experience using these tools and platforms through appropriate internships. Another option is to check out the eLearning courses on Facebook blueprint. Once you master these courses you can sit two exams to become Facebook Blueprint certified which is a bonus to put on your resume. In terms of Google AdWords and Google Ads manager, you can make a free account which will allow you to familiarise yourself with the navigation of the platforms.
4. Analytic tools:
Another common request by employers was for applicants to have some form of experience using and/or knowledge on analytic tools such as Google Analytics.
How to get better: The good news is there are many online courses that you can complete to get a little better at using Google Analytics or at least gain some knowledge on how it works. A free and easy to follow course is by Google Analytics Academy. I recommend checking out their Beginners course.
3. Copywriting:
Okay, so I consistently found copywriting skills under the subheading, ‘employee must have’. For those of you who are a little confused on what copywriting is, it’s the craft of writing messages which are able to persuade and prompt the reader to take a particular action.
How to get better: So I’m starting to sound like a broken record here, but the best way to better your copywriting skills is to check out some of the online courses and to also practice!
2. SEO:
SEO or search engine optimisation was another very common skill employers where asking applicants to have. Of course there are different techniques, but I would recommend steering clear of black hat SEO and sticking to white hat techniques.
How to get better: You may be familiar with SEO from some units offered at Macquarie. Another way to better your understanding is by checking out online courses including those offered by Lynda.com.
1. Content Creation:
The number one most common skill I stumbled across during my ‘analysis’ was content creation. I have to admit that, even in interviews, I have been asked about my experience in creating content. So having any experience in this area is a must. It should be noted that many applications which I viewed also looked positively on those who had extra skills in video editing and photography, but by even having experience in creating blog posts (like this one) is a step in the right direction.
How to get better: PRACTICE! Practice, practice, practice. Create a personal blog. Record a video and practice editing it!
Notable mentions:
Now, although they may seem a little obvious, these transferable skills are still highly sort after and are, therefore, always worth including in your resume. A good tip is to prepare examples of times you have used/displayed these skills and mention them to potential employers during the interview.
4. Team work:
Having spent time completing a university degree at one point or another, I am sure we are all familiar with participating in group work. If you are like me, group tasks rarely feel like a team effort and more like individual work quadrupled in size. But in the real world, employers are looking for individuals who can contribute equally while working efficiently with their existing staff. Therefore, it is important to show potential employers that you not only have the right skills, but also have the right personality and attitude to work effectively in a team setting. After all, for the employer, the whole is greater than the sum of its parts.
3. Communication skills (written and verbal):
Good communication skills are vital for any job, let alone one within the digital marketing/social media sphere. After all, it is an area which requires employees to be able to effectively connect and communicate particular messages to various displaced audiences. Therefore, it’s not only important to be able to clearly verbally communicate to colleges and clients, but you must also have excellent written communication skills which can be utilized to appropriately address and connect with specific audiences.
2. Attention to detail:
It isn’t surprising that employers are looking for individuals who have ‘great attention to detail’. Having the ability to thoroughly and accurately accomplish tasks equates to an effective worker, someone who all employers want. Therefore, when completing any task, it is always a great idea to keep an eye out for any small changes which you can make that will show off your attention to detail. Why not start with your resume!
1. Creativity:
Having the ability to think outside the box is a great skill to have under your belt. Employers are looking for individuals who are able to bring something fresh to the table. Of course you don’t always have to have drastically inventive ideas, being able to provide a simple twist on a concept is more than enough and can make you very appealing to any employer.
So now that you know what you need to stand out, build up those skills and start applying!
The post THE TOP TEN SKILLS EMPLOYERS WANT YOU TO HAVE appeared first on Advanced Issues in Marketing & Media.
September 6, 2018
The case for evidence-based marketing
(This article, originally published online in 2010, is excerpted from Ray’s recent book Digital Disruption & Transformation: Lessons from History)
One of the big buzz phrases in healthcare these days is “evidence-based medicine”. In a nutshell, it means relying on a combination of the best research evidence along with the experience doctors have treating patients as a way of achieving the best outcomes when diagnosing and managing illness.
Serious medical research began only in the late 19th century, when healthcare professionals started to collect scientific evidence on the effectiveness of bloodletting, a technique that had been used for centuries to cure a multitude of ills. Of course, once the evidence was collected it was determined that transfusions, the opposite of bloodletting, were a much more effective way to save lives.
Well, a South Australian marketing academic has compared modern marketing managers to medieval doctors, and he’s doing what he can to take marketing out of the dark ages.
Professor Byron Sharp, Head of Ehrenberg-Bass Institute at the University of South Australia, has spent his career collecting evidence to support (or refute) traditional marketing theories, and his results stand many traditional beliefs on their head. His new book, How Brands Grow, lays out these theories.
It’s not ‘differentiate or die’
In his book, Byron takes aim at many traditional marketing assumptions. He says most marketers have based their beliefs on untested theories, in the same way doctors believed in bloodletting. “Doctors worked using their impressions, assumptions, commonsense, accepted wisdom and scattered bits of data,” according to Byron. “This is similar to the working practice of marketing managers today.”
“The marketing equivalent of humoural imbalance theory (a discredited theory of the makeup and workings of the human body adopted by Greek and Roman physicians and philosophers.) may be the Kotlerian ‘differentiate or die’ world view, where marketing success is entirely about creating superior products, selling these at a premium price, targeting the most likely buyers and advertising to bring people’s minds around to the product’s superiority.”
Byron’s work at the Ehrenberg-Bass Institute has been to, as he puts it, “support research into repeatable patterns.” He compares research into marketing today to the study of chemistry in Victorian era, though instead of Florence Nightingale and Marie Curie, the data is coming from Nielsen-type data. It’s setting up, as he says, “Scientific laws for the social sciences, to cut down on the mysticism around business.”
One of the fundamental principles that a careful study of marketing research has uncovered concerns the role of brands. Brands, Byron says, are used to simplify our lives, providing heuristic (experience-based) shortcuts to make decisions on our purchases.
We know some brands, he says and keep buying them, as long as we are reminded by advertising. Advertising’s main role is not to persuade, according to Byron, but to “refresh memories, so we’re not thinking too much, and to signal to people things like ‘this is expensive’.
“Ads are not changing your mind, but catching your attention, to nudge and remind memories that are starting to fade.”
Target at your peril
Byron Sharp also takes aim at the current emphasis on target marketing, particularly as the use of the Internet by consumers makes it harder to get broad reach and easier to reach niche audiences. While targeting, is useful, he says, “Thou shalt target goes too far. More targeting is not necessarily better.”
He says research has shown that the 80/20 rule, where the top 20% of your customers account for 80% of your business, is fallacious. He says the true figure is more like 60/20 – the top 20% of customers account for just over half of your business. Under those circumstances, he says, “Not talking to 80% of your customers is ludicrous.”
He also warns against relying on a specific person as a brand’s target market. “Talking about your customer as one person is not sophisticated – it’s the dumbest way to market. Adopting the idea that your customer is one person, of a particular gender and age, is dangerous thinking.”
Byron holds up the example of Burger King in the US (branded as Hungry Jack’s in Australia), which focused nearly all of its marketing effort recently on its most important target group – 22-year-old men, who were already visiting Burger King seven times a month.
They succeeded in lifting share with that group, but their edgy advertising, such as the Subservient Chicken website, anti-diet rappers and a creepy costumed Burger King character, alienated all its other customers. Meanwhile, during the same period main rival McDonald’s continued to target all age groups, and lifted their overall market share at the expense of Burger King in other demographics.
(As a teacher of marketing, I don’t necessarily agree with everything Byron Sharp says, but he provides great food for thought!)
The post The case for evidence-based marketing appeared first on Advanced Issues in Marketing & Media.
August 23, 2018
Spotlight on… Oliver Hannon
2016 BMktgMedia graduate Oliver Hannon talks about winning a Playstation, staying competitive in the marketplace, and going back to school.
The post Spotlight on… Oliver Hannon appeared first on Advanced Issues in Marketing & Media.
August 22, 2018
From the archives: The link between personal and corporate branding
(This article, originally published online in 2009, is excerpted from Ray’s recent book Digital Disruption & Transformation: Lessons from History)
As the name implies, social media is about people – not just your customers, but also you and your colleagues. As such, it’s as much a personal branding tool as a corporate branding one.
When you set up a Twitter account to build relationships and (gently) talk about your company /product/service/event, you’re also building your own profile. If you’re writing for your corporate blog, you and your company are in a symbiotic relationship that benefits bothof you; if you broadcast your company connections on your Facebook account or are the admin for a Facebook fan page, you’re blending your corporate and personal image on several levels (which is why a lot of people choose not to do it).
The most obvious social media tool where this blending occurs is LinkedIn. LinkedIn has variously been dubbed an online resume, an online contact list and Facebook for business people. The idea of forming networks to advance business aims online is a powerful one, and hundreds of millions of people in hundreds of industries in more than 200 countries have bought into the concept.
Unlike most businesses, LinkedIn has experienced enormous growth during the global financial crisis as redundant or worried individuals join to extend their reach in the search for possible employment opportunities.
It’s also being used by more and more businesses as they encourage their senior employees to sign up (following the lead of junior employees who’ve already registered) and connect with potential customers (as well as potential future employers – such is the double-edged sword of social media).
Linking tips
The top social media experts use LinkedIn as a key component of building their personal/corporate brand online.
Chris Brogan, who has built a vicarious interest into a career as a strategist and commentator on social media and whose blog is ranked in the top 10 of the Advertising Age Power 150, says that the most important thing to remember when putting together your LinkedIn profile is to think about who’s going to be reading your profile.
“The first horror show I see when reading other people’s LinkedIn profiles is that they’re written completely dry, as if robots are the only thingthat will read them. Though one should write with (search) robots in mind, this is still a human network, so write as if you want someone to actually read your profile.”
He goes on to say that, “Make sure that when people read your job description, they are thinking about how to put you to work on their issues. I state my company’s primary functions in the first sentence of my current role, so that people can see what I’m bringing to the table alongside my own personal skills. Thus, my job description states what I’m doing, but also what I can do.”
Connecting – stay local, or go big?
LinkedIn’s official position on building your network is that you should only connect with people you know well personally. Chris Brogan says, “You’re welcome to take their opinion on that. I’ve chosen to accept with anyone who connects with me, and I’ve only had to drop one person ever for abusing that connection.
“In my view, expanding my network means that you will find the person you need by searching through my network, and that I, at least in theory, can help you get to the person you need for your business efforts.
“Your mileage may vary. I will do it my way, as most folks who connect with me eventually come calling to reach someone else that I’ve added, and I feel good every time I can be helpful.”
Guy Kawasaki, a former Apple executive who has also built a successful career as a social media pundit (132,000 followers on Twitter (editor’s note: 10 years later this was more than 1.5 million) and a top-rating blog), agrees, writing that, “By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results, people would much rather work with people who their friends know and trust.”
Helping networks
So how do you conduct conversations online? It’s not really different from doing it face-to-face.
“If you know how to network, you know how to social network,” Lori Gama, owner of DaGama Web Studio recently told a US newspaper.
She said the online realm is all about creating relationships and the “help thy neighbor” mentality. Gama believes up to 90% of the time spent interacting on Twitter, Facebook and LinkedIn should be “dedicated to helping and listening to others”, leaving only 10 percent for shameless self-promotion. She said others “will appreciate the help that was offered in the past and even help with the promotion side.”
Someone else who has taken the idea of using LinkedIn to help others and elevated it to an art form is Chuck Hester, communications director at email marketing services company iContact, based in Raleigh, North Carolina.
Chuck, interviewed for a recent podcast, has, like Lori Gama, taken the ‘social’ in social media and attached it to the word ‘good’. A natural networker in the face-to-face world, he uses LinkedIn to help people without immediate thought of gain and encourages people to ‘pay it forward’ and help others rather than reciprocating to the person who helped them.
As Chuck explains, “I live the pay it forward lifestyle – if you are helped, don’t help that person, instead pay it forward to someone else in need. The blessing will come back to you!”
On LinkedIn, the blessings have come back to Chuck in the form of 9,000 connections, he’s now published a book about the philosophy: Linking in to Pay it Forward: Changing the value proposition in social media.
According to Chuck, it’s important to make sure you use tools like LinkedIn to meet people face-to-face wherever possible, or, as he puts it, “put the social back into social media”.
He’s used his network to set up dinners in every city he visits (including a recent visit to Sydney) and has set up the LinkedIn Live Raleigh networking event, drawing on his 1,500 LinkedIn connections in a city of less than a million people (it’s like having 1,500 connections in Adelaide) to run networking events regularly attended by more than 350 professionals.
His advice for businesses coming to grips with social media tools such as LinkedIn, Facebook and Twitter is to “remember that it’s not about the tool, it’s about the person behind the tool – social media is about talking one to one.”
His top tips:
Spend time understanding what the different tools are, what they look like. Just hang out in these communities and watch what goes on for a couple of weeks before jumping in.
Be transparent.” You can’t sell yourself, you need to be very subtle about that aspect.”
Be helpful. “You need to come into social media saying ‘How am I going to help you?’, as opposed to ‘How can you help me?’.
Don’t push any agendas. This may sound counterproductive to conducting business through social media, but as Chuck points out, “The social media highway is littered with the bodies of companies who have tried to sell through social media and have failed miserably in the process.”
It’s not rocket science, but it’s based on good old-fashioned politeness and embracing the true meaning of the word ‘community’. In the long run, it will improve your business through relationship-building, but just as importantly, it’s also a great way to help make the world a better place.
Especially in these tough times, that’s got to help you sleep better at night.
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