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A few weeks ago, I had the opportunity to meet and talk to a dynamic and super smart MBA with a passion for social media. She’s a rising star, and one you should keep your eye on. Here’s her background and take on social media from businesses. Sound advice, if I do say so myself.
She says, “Strategy is key – in anything, and social media is no different.”
Tell us about your background.
I was born and raised in Beirut, Lebanon, where the legacy of the Phoenicians combines with the glory of the cedar trees to bring forth a resilient and resourceful people. Graduating from Anderson University (AU) in 2011 with a Bachelor of Arts in Biology and Psychology, I knew that a physician’s lifestyle was not for me. My internships and student leadership experiences pointed me to my passion for communication. To make the shift into marketing, I completed an intensive 10-month MBA program in 2012 through AU. As the Marketing and Communications Intern with Indiana INTERNnet since April, I have managed social media accounts, analyzed internship metrics and provided follow-up survey results and reports, launched and managed “Win Tickets to ‘The Internship’ Movie” giveaway, designed marketing material for blog content and Facebook use, contributed 16 blog posts in 4 months, and edited 10+ guest blog posts.
Why are you pursuing a career in social media?
Before my marketing internship, I had never used twitter. I thought that if I don’t have a smartphone (which I still don’t for financial reasons), there’s no point in twitter. Boy, was I wrong. Scheduling more than 4,000 tweets/retweets in 4 months for Indiana INTERNnet and increasing their Klout score from 49 to 58 was a turning point for my love affair with social media.
For an individual, social media integrates personal taste with the power of interaction, creating an unprecedented dynamic digital persona. For a business, social media allows for instant and constant engagement with the audience that no other channel provides. For me, a career in social media is an opportunity to directly communicate and to immediately receive feedback.
How do you think social media helps businesses stay top-of-mind?
If you went to a physician and asked what you can do to stay top-of-mind, they would recommend fresh air, exercise, and a healthy diet. The same applies to businesses. When a company takes the time to post updates, reply to comments, and create content, it’s essentially practicing good habits that keep it and its customers in the loop on the happenings of the industry.
One of the most commonly discussed small-talk topics is the weather. How could you exchange trivial banter if you haven’t even stepped outside to feel the drizzle on your skin? That’s what social media does; it helps you get out there and stay relevant.
If a business asked you for advice on launching a social media program, succinctly, how would you advise them?
Launching a social media program is potentially a gold mine for your business. Don’t be afraid to get started. Here are three things I would recommend:
Set goals/direction
Strategy is key – in anything, and social media is no different. You would want to know what your business is going after in return on this investment of money, time, and brainpower. Connecting social media accounts with the company’s Google Plus page allows for more efficient indexing. In addition, if you have not used Google Analytics to track traffic, go ahead and configure that. You will thank the Google gods for their gifts as you discover important data such as referral traffic sources, landing pages, and conversion rates. At this point, I would consider the characteristics of the personality/voice of the company: humor, pictures, employee references,… Establishing social media guidelines ensue.
Focus on 3 or 4 platforms
As the face of social media is constantly transforming, trying to juggle all the platforms may prove to be a Herculean task. Starting out with 3 or 4 targeted platforms creates a manageable and powerful launching pad. I suggest aiming for the main platforms (Facebook, Twitter, Pinterest, and LinkedIn) while being mindful of where your target audience is and the type of media they are looking for.
Read, write, and schedule
Whether I’m browsing “LinkedIn Today” recommendations or looking through my favorite blog sites, I know that not only do I have quick and easy access to content that I can share with the company’s followers, but also inspiration for other marketing efforts. Usually this inspiration spills over into blog posts. Hence, writing content that is attractive and germane connects those tweets, pins, and posts back to your site and builds rapport. Don’t forget to include quality graphics to boost brand recognition and professionalism. Worried about keeping up? Schedule all your updates with ease using Hootsuite – that’s what I do.
Why is content so important to social media?
Content is the fuel for social media. Being helpful in the posts on the blog, the pictures on Facebook, the links on Twitter, constructs the company as the subject authority in the mind of the customer. Social media drives attention; compelling content generates returning readers (and loyal customers).
Tell us something memorable about yourself.
I love to experience other cultures especially through travel. In August, I flew across the pond to Scotland to visit a childhood friend who was wrapping up her Master’s degree in Archaeology from the University of Edinburgh. The city was enchanting with its English charm and Scottish beauty. You can find a selection of nature pictures on my blog.
My favorite animal is the penguin. In college, the intramural sports team that I was part of was called “Perky Penguins.” My favorite TV shows include Friends, Downton Abbey, and How I Met Your Mother. As to my favorite candy, it’s a tie between my mother’s dark chocolate orange truffles (do these even count as candy?) and black licorice.