TV news anchor masters the social web to connect with viewers

One of our local news anchors, Tearsa Smith, has done a masterful job using the social web to connect to viewers in a personable, accessible manner. She’s a best practice — bringing her news, her news station, and her life to her fans with energy, enthusiasm and humor.  Tearsa can be found journaling through Twitter and Facebook at all hours it seems, especially if there is breaking news. In a world of arms-length celebrity, she is refreshing and unique.

Here is an interview with Tearsa covering her personal social media strategy:

Tearsa, how did you get involved in the social web? Was it an initiative from your news station, a personal decision, or both?

I’ve always been a fan of social media starting with MySpace and then moving on to Facebook. After connecting with every person I have ever encountered (I have more than 1,100 “friends” on my personal Facebook account) I was a bit against my news director’s push to get the newsroom involved with Twitter. A girl can only spend so many hours online. While reluctant, I now find Twitter to be the most engaging of the social media sites. It’s been very interesting talking with viewers about their take on stories, questions they have and just about life in general.

As you think about how you show up on the social web, is it connected to any personal or professional goals?

I don’t think I went into this with any “goals.” I am awful about calling friends and family and social media has been a great vehicle to stay connected and still juggle the million other things I have going on daily in my life.

The more I am engaged online I do start to see how online media can help anyone professionally. The goal is to be smart and not say everything you might be thinking – unless that is your goal. I have 1,500+ followers and you never know through networking if a potential future employer is waiting in the wings and “following” me. Do I want to come across as smart, likable, witty and well rounded or bitter, disgruntled and unapproachable? Anyone with a skill or interest in a particular industry has the opportunity to “show-off” without seeming pushy or desperate for a job.

Can you point to any ways your participation in Twitter and Facebook has benefited you professionally?

I have two separate lives in the social media world. I have two separate accounts for Facebook – one is public and the other is private. On Twitter I merge the two a bit more. Personally it has been so interesting to catch up with people from my past and family members. On a professional note I LOVE interacting with viewers daily. They remind me daily that we aren’t just reporting stories but that what we report affects real people and their lives for the good or bad.

A lot of fellow journalists don’t see the benefits of social media but I think it is a great tool to connect. I have had really good story ideas pitched to me via Twitter/Facebook because people feel like they know me or they can trust me.  As journalists we miss the mark if we just spit out news headlines throughout the day – that’s what the official TV station/newspaper’s Twitter/Facebook/MySpace account is for. It’s my job to ask people what they think and if they have any follow ups to enhance the story.

About how much time do you spend on Twitter/Facebook each day?  Is it difficult to keep up with fan requests?

You don’t even want to know.  Actually I don’t even want to know. I am on from 4 am-11:30am while I’m at work. I am on after work hours on my Blackberry throughout the day and of course I pop online before bed on my laptop. You do the math! It’s not hard keeping up with fan/viewer requests as long as they request information from public pages.  All of this while balancing work, a household, husband and 1 year old daughter.

How do you handle the inevitable invasiveness that occurs when a TV personality opens up for public display?

I am very guarded about what I say and how I say it. It is very rare that I disclose where I am until I have left the location. Exceptions are made for work sponsored events where I am not alone. I think this is a good idea for anyone, especially women looking at their safety. For example if I am out shopping I don’t say where I am but I will still give any observations that I think are funny or interesting at the time. Over time, you will get people who feel especially close to you and it’s up to me to draw that fine line between engaging and overstepping boundaries. Usually I can wiggle out of invasiveness with a little humor.

What are my chances I can follow in your footsteps as a popular news anchor?  Be honest, Tearsa.

Honestly, Mark … you just don’t have the hair for it … Sorry.

Research shows fastest-growing businesses pile on to the social web

A brand new study from the University of Massachusetts Center for Marketing Research  compares adoption of social media over three years (2007-2009) by the Inc. 500, a list of the fastest-growing private U.S. companies.

In 2007, the Center’s first study of this group was released and revealed that the Inc. 500 was outpacing the Fortune 500 companies in their use of social media. For example, 8 percent of the Fortune 500 companies were blogging compared to 19 percent of the Inc. 500. This difference accelerated in 2008 with 16 percent of the Fortune 500 blogging vs. 39 percent of the Inc. 500. And in 2009, it was 45 percent versus 22 percent fo the Big Boys.

This research shows that social media has penetrated this part of the business world with tremendous speed:

Not just for customers and employees – As the graph above depicts, many companies are using the social platforms to connect to other stakeholders such as vendors and business partners. This was a new question for 2009 and the first time I have seen this kind of data. Interesting!

Social media marketing has been “successful” – When asked if the use of social media has been successful for their business, the overwhelming response is that it has. Twitter users report an 82% success rate while every other tool studied enjoys at least an 87% success level. Measuring success was investigated and most respondents report using hits, comments, leads or sales as primary indicators.

Policy use still low –  61 percent of the respondents did NOT have a corporate social media policy

Importance and adoption — When queried on the importance of social media, 44% of respondents felt that social media is “very important” to their business and marketing strategy, up from 26 percent.  And a walloping 91 percent of the Inc. 500 is using at least one social media tool in 2009 (up from 77 percent in 2008).

Monitoring gains –  68 percent of the companies formally monitor company and brand information on the social web.  That number is up from 60% in 2008 and 50% just two years ago.

Further immersion –  The companies clearly intend to continue immersing themselves in these tools.  44 percent of those without corporate blogs intend to have one. 27 percent of respondents who do not currently have a business presence on Twitter plan to move into that space.

Social networking leads –  The technology that continues to be the most familiar to the Inc. 500 is social networking with 75 percent of respondents in 2009 claiming to be “very familiar with it” (compared to 57 percent in 2008). Another noteworthy statistic around familiarity is Twitter’s amazing “share of mind” with 62 percent of executives reported being familiar with the new microblogging and social networking platform.

Adoption curves for social media technologies vary –  Interestingly, while social networking and blogging have enjoyed growth in actual adoption, the use of message boards, online video, wikis and podcasting has leveled off or even declined. The addition of Twitter for the first time in the latest study shows that an amazing 52 percent of the Inc. 500 companies are already using this tool for business.

What stands out for you in this research? Any big surprises? Or is it ALL a surprise? : )

Many thanks to the authors of this study, Dr. Nora Ganim Barnes,  and Eric Mattson.

Seven crucial tips to help you keep up with technology

In my recent post on the time-sucking dragon known as the social web, Jody Pirello offered some comments on how she keeps up with the latest trends. I think this is a critical career skill these days and I encouraged her to flesh it out into a post. It is our great fortune that she did — a MUST READ!  Here’s Jody:

I evolved into eMarketing differently than many of you probably did.  I started my career as a programmer.   As a developer I had to learn how to stay current, keep abreast of upcoming changes, and learn how to separate the here-to-stay from the gone-tomorrow. Those skills help me today, too.

Here are a few of the ways I do it (or at least, try to do it)

  1. Use downtime wisely - I’m amazed at all the little bits of time I have available – waiting for a conference call to start, waiting on late team members, or even standing in line at the post office.  My iPhone gets a workout during these times!
  2. Learn, always -  I work professional development into my every day life.  I watch video presentations while eating lunch, listen to podcasts during my  commute, and intentionally blur the line between professional and personal.  I’ll frequently have a conversation over drinks at the bar on a Friday night that translates into something I use Monday on the job.
  3. Cultivate a learning ecosystem - No matter how committed I am I just can’t do it all.  I rely on a set of friends and colleagues to broaden my knowledge.  I have a friend who knows all things mobile, a colleague who’s a whiz at CPG , and another friend who has a thing for twitter apps.  And hopefully I contribute to the mix with my web development and project management knowledge.
  4. Be selective - I can’t keep up with everything so I choose a set of problems, verticals and technologies to focus on.  This goes hand-in-hand with my learning ecosystem.
  5. Work portably - I’d be nowhere without tools and services that allow me to work effectively on my terms.  Two of my favorites are delicious and Google docs.  They’re hardly earth-shattering but they have a big impact on my productivity.  If I come across an article that I’m interested in but don’t have the time to read it right now, I add it to delicious.  Same thing goes if I’m at home and want to use a site while at work.  Google docs is great for enabling me to do my work wherever I may be.  I write most of my blog posts in google docs too, and its one-click sharing allows me to get input and feedback without needing to merge comments.
  6. Use my Google Foo - Knowing how to use search engines effectively is a must-have skill.  If you want to extend your Google knowledge or even just do a little brush up, take a look at Google’s search tips.   Don’t discount the less popular engines either – occasionally you can discover real gems by broadening to one of the others.
  7. Prioritize blog reading - I have “must read” and “daily read” categories in my RSS reader.  I’ve made it a rule to never do the dreaded “mark all read” to these folders.  I may not read them everyday (yep, sometimes I even get behind on the “daily read” folder) but I do make sure I read them all – usually by the end of the weekend.

I’ve outlined what works well for me – my working and learning styles.  The key has been to find tools and processes that I could adapt into my regular life without effort.  If I had to try too hard to make them work they’d be among the first to go when I was busy or tired or just feeling a bit lazy.

What works well for you?

Jody Pirrello is a web technologist specializing in project management methodologies, business analysis, and web analytics. She’s the VP of Technology at NetPlus Marketing in suburban Philadelphia and one half of the SocialCloudNow http://socialcloudnow.com/team.  Follow her on Twitter @jpirrello.

How do I get a job in social media marketing?

In my role as an educator and an advocate for social media marketing, this is a question I get asked at least once a week.  Here are some ideas on how to prepare yourself for a marketing career in the social economy:

If you’re just starting out

Most important requirement: Become a beefy marketer.  An ability to navigate Facebook or YouTube might be enough to get you an entry level job at some places but to really build a career you should become proficient at the fundamentals of marketing.  Star performers will be able to apply their love of the social web to marketing research, consumer behavior, product development, personal selling, and brand-building.   Get a degree if you can. If that’s not possible, join the American Marketing Association and immerse yourself in their journals and webinars.

If I am considering two candidates for a job and one has experience as a social community manager but no formal marketing training, and another candidate who has less social web experience but has a degree, I would prefer the person with a degree.  It would be easier to train a marketer in the fundamentals of the social web than the other way around.

If you are pursuing a career change

HR folks would tell you there are two ways to effectively switch direction on your career: 1) Within your discipline but outside of your company, or 2) Moving into a new discipline within your present company. The idea is that you know your company and product well enough to work in marketing, even if you don’t have a formal background in that discipline.

It will be very difficult for you to make a move that is both outside your discipline and also outside your company, especially in a poor economy flooded with other job candidates. So be realistic.  If you’re not currently in a marketing role, it is going to be damn difficult to leave your current job and convince another company you can fill a new role.  Even if you hate your company, your best bet for starting fresh in a new discipline is to stay put.

If you don’t have experience

One way or another, you need to get meaningful marketing experience to be attractive to a new employer.   The most powerful addition to a resume is demonstrating quantifiable achievement through your personal efforts. One strategy would be to try to get that experience by becoming involved in marketing activities at your current company. Is there a niche you could fill? Extra work you could volunteer to do? Could you set up a SM monitoring program through your own initiative?  Blog? Tweet? Train others?

Another idea is to volunteer to do social media marketing for a non-profit or charity. This work would be un-paid but provide valuable experience attractive to employers.  There is nothing that can replace on-the-job learning.  And of course, start a blog if you haven’t done so already. Writing and establishing a community is an essential and rewarding experience.

If you’re wondering if you have what it takes

I believe the most successful social media marketing candidates will have three key qualifications. I’ve already mentioned the first one because it’s most important: Demonstrable understanding of marketing fundamentals. Number two is an ability to identify, assess and deploy new technologies. Number three is great writing and communication skills.

If you’re interviewing — but not winning a job

Do you have a combo plan?  In a competitive job market, how are you going to stand out? One way is to emphasize secondary skills … even if it’s just a hobby .. to provide an extra bonus to employers. If it’s a tight call between two applicants, you might have an edge if you can offer an employer a “combo deal” based on your passion for photography, editing a newsletter for a charity, doing the books for your spouse’s business. This is especially key if you applying for a job at a start-up where everybody has to wear a lot of hats. Find every possible way to differentiate yourself!

What are your ideas?  What advice would you give to people trying to break into a social media marketing position?

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