There are about 5 million social media marketers out there.*
* 68% of statistics are made up on the spot. Ahem.
Most of the ones I know, or know of, came from a traditional marketing or technology background, have about 10 years of experience and became involved in social media as a result of a) industry pressure or b) trying to find a job.
In the minds of almost all of these people, social media marketing, if that’s what we’re going to call it, is about taking traditional marketing and public relations tactics and adapting them into campaigns and strategies to work for various social networks.
In my experience, this is what a lot of companies think they need. Someone with lots of experience doing things the old way, and the tech savvy to shift them to the new way.
I consider myself a social media marketer. I don’t like that title, but it gives people an idea of what I do. But the reason I am GOOD at what I do is that I do not have all these years of experience doing communication the old way. I only know communication the way it IS.
The extent of my “traditional” experience is that I studied journalism and public relations in college. I was a reporter, editor and designer for the school paper for 2 years. A radio DJ for 1 year. I’ve had a varied and odd assemblage of part-time jobs and internships in the communications sector: telemarketer for a credit card provider, telemarketer for a university fundraising department, PR for a theatre company, promotions for a local radio station, media relations and internal communications for a local healthcare system, meeting and event planner for a conference space, operations researcher for a popular travel website, regional marketing for a popular file storage website.
But I realized early on that press releases and print ads didn’t make as much sense anymore. I saw that the tools I was using for my own benefit and pleasure had an immense potential for the clients and companies I hoped to one day represent. I studied the wisdom of folks like Chris Brogan and Nate Riggs until I was confident in what I knew and what I could do.
After all that I started shifting into the social media space, working as an independent social media consultant as well as for two interactive agencies. I’ve spoken on social media at five conferences, written over 100 posts posts here, built up a strong network across multiple platforms.
But more important than any of that, to me, and to what I do and why I do it, is that I have never really known a time before the Web, and communication, as we know it today. I’ve been creating and sharing content online since I was 10 years old. I built my first website on the Geocities platform when I was 11. I taught myself HTML when I was 12 so I could make my MySpace page more dynamic. I set up a PhotoBucket account when I was 13 and shared my visual story with my friends, both from real life and online communities. I was on Facebook when it was for college students only. I was on Twitter when having 200 followers was a really big deal.
The technologies change. My Geocities website is dead, my MySpace is dormant, my PhotoBucket is frozen in time. “Getting” social media does not mean knowing how to send a tweet or set up a Facebook fan page, because those specific platforms will probably be obsolete soon, too. It’s not the technology that matters – it’s the communication mindset that the technology requires that matters.
I do not use social media to translate traditional marketing tactics onto the cool network of the day. Because I don’t care much for traditional marketing tactics. I care about communication.
I use social media to build relationships, through online and face-to-face interactions, through blogs posts and Twitter links, through answering questions on LinkedIn and sending a warm hello on Facebook. Through all of this, I create a genuine experience that, overtime, leaves people with a positive image of me. And a positive image of the brands I talk about.
Social media empowers conversations across time, geography, income, interests. It enables people to create their own content instead of accepting what the mainstream gives them. It enables brands to have genuine interactions with stakeholders rather than shoving marketing copy down their throats. It allows everyone to share, learn, ask and grow – from the sixteen year old who needs help with homework to the corporate giant who wants to make sure their product is exactly what the consumer needs. Social media is simple, it’s accessible, and it’s extremely powerful.
Social media is not just a hobby for me. It is a passion that drives my professional and personal life.
How do you view social media marketing? Are you a digital native who just gets it or an old-school marketer who’s trying to control it?
Nate Riggs says:
You know, Perry Maughmer told me once that people like you and I get this stuff because we don’t know any better. We’re not clouded by past failures (yet, anyway). I think you hit the nail on the head with this post.
Not to mention that you are one of the most driven and savvy communicators in Central Ohio. I’ll never forget how we met – on Twitter while you were still not even allowed to drink legally. And yet, you had mastered the art of micro-blgging and building a presence online before most SEASONED marketers could even spell Twitter.
When we were at PTMS, you leveraged Twitter and your blog on the to drive foot traffic to personal networking meetings. Hell, you even branded it as “Fast Friends”. I’m about 10 years into my career and have NEVER seen a 20 year old (still in college at the time) who could book over 40 meetings with high level professionals in such a short period of time. And yet, they were lined up for you.
People reading these comments – there’s a reason Cheryl is a “Good Idea”.
Keep pushing the limits and never doubt yourself. You’ve got above and beyond what it takes to be successful. I’m proud of you…
Sep 14, 2009, 4:15 pmPete Hudson says:
Nice frame on Social Media…business is all about relationships and new media has provided a fundamental shift in how we communicate and build those relationships.
As a traditionalist coming into social media over the last couple of months, you’ve been a great model for how to use Twitter and I look forward to learning more…keep it coming…
Thanks,
Pete
Sep 14, 2009, 5:02 pmLeigh says:
Hmmm.
A couple things:
It’s a small point, but since we know many of the same marketers of a certain age in town (me among them), I would challenge your reasons that most of us started using social media. I’d say it was more curiosity (for us personally) and new opportunity (for our clients) that prompted the interest. Nonetheless, I think there’s plenty of middle ground.
Speaking for the old guard here (which, frankly I didn’t expect to be already at 34, but, we do live in exponential times and such), I think two things are essential to keep in mind:
1-The marketplace is still ruled by digital adopters. Yeah, yeah, you natives are coming up hard and fast, but most people still aren’t like you. Today, the share of wallet still sits with people who think Facebook = social media. And some of that simple campaign translation that’s going on is perfect-fit for our transitioning culture.
2- In most cases, social media- IMHO – is a three-legged stool. It takes a savvy agency, a bold marketing department AND an operational commitment. It’s one thing to get a small business acting social (engaging people 1:1), it’s another thing to even figure out how it could culturally happen in a Fortune 500 company. These aren’t just shifts in desire or mindset, they’re wholesale changes in long-standing business models, metrics and tools.
It’ll happen. But, I think it will take people on lots of points of the age and experience spectrum to get there.
Newbie
p
Sep 14, 2009, 5:59 pmigster101 says:
I agree, Social Media is a great concept, in theory. But day in day out I see too many abuse it or use it in a way that to me, is unacceptable. The “gurus” and SocMed experts bombard twitter everyday, touting everything from getting new followers to hair cream. It’s sad and takes away from what twitter could be. I’ve followed people like oyu and Chris Brogan for a long time now. You are never spammy, and I enjoy your posts. Many people can learn from you and your circle of marketers.
Sep 14, 2009, 6:22 pmChristian Adams says:
Eventhough Cheryl is much younger that I social media is a matter of perspective. I could write on the subject all day, but at the end of the day it is about marketing on new channels in different ways. The older generation of digital adapters who didn’t grow up with Google API are still stuck to business models that have never failed them until now. Good leaders understand the importance of technology and the ability to adapt. The ones that don’t kill off innovation and new business rather than depending on traditional marketing techniques. Sometimes you have to take big risks to gain lots of ground over the competition. What once was laughable is now the norm and has competitors playing catch up or just existing in following the dance steps..1…2…3…4…
The reason Fortune 500 companies are slower to dive into the deep end is because they are less flexible and more top heavy with the old boys club mentality and is ultimately their own undoing with regards to new entrants in a given market/industry. They feel they can stand behind decades old brand to support poor decision making. It is leaders like Scott Monty of Ford Motors that is a rare bread in leading to paradigm shift that is social media as a viable and lasting marketing communication channel.
Sep 14, 2009, 1:59 amDaryl Tay says:
As a fellow digital native who naturally stepped into this world of “social media marketing”, I completely agree with you although I exist on the other side of the globe here in Singapore.
I too had my Angelfire homepage (self-coded with html) and Friendster, they too are now gone, and it’s totally not about hitting that rectangular old school marketing peg into the new circular hole. It’s not even about obsessing over what SEO is and what keywords to use. If you’re genuine about putting yourself out there and contributing and connecting, you’ll thrive. Unfortunately, that’s not what many people get.
One final thing, I think all of us Gen Y people who work in social media needs an “i noz its” logo!!!
Sep 14, 2009, 9:08 amJacob Stoops says:
I think you explain very well what most people still don’t get. Even though I’m still rather new to the social media scene, I know that the platforms will probably change, but the meaning won’t: social media is about interaction. People I talk to always try to put an ROI on it, and if they can’t see how they will make money immediately, they simply throw it on the backburner as a fad. While Twitter and Facebook may be the platforms of the day, there will always be new ways to connect with people on a more personal level. People have to understand the value in that first. Sure money is important, but developing your brand may be more important over the long-term (and may eventually lead to the dollars and cents that most companies live by)…Good stuff Cheryl!
Sep 14, 2009, 3:57 pm