The Strategic Peacock: Fall Tour 2014

FalltourIt’s September — a time when students and teachers head back to school. I love the start of a new school year, but alas as a business owner, I don’t always get to start fresh after a summer respite. As such, I’ve come to divide my calendar year into two parts — part 1 and part 2. During the first part of the year, I make an effort to learn and experiment. During the second part of the year, I make a concerted effort to put what I’ve learned into practice — usually by speaking at conferences. Last year, I was fortunate to speak at a plethora of conferences around the country. This year, I am lucky to do so again. Here’s where you can find me speaking this fall.

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It’s Not About Social Media; It’s About the Strategy

I may call myself a social media strategist, but I’m actually an investigator, an explorer, and a mad scientist. Most clients come to me for help with their social media, but to even get to the point where we can successfully implement a social media strategy, there is so much we have to learn about the company, its community and content.

via wikimedia commons

via wikimedia commons

It’s not unusual for a company to have a subjective perspective about its audience or about the types of content used to engage them. Small business owners may claim that “Twitter isn’t working” for them or that they “can’t get Facebook” to drive sales or traffic. While it can be frustrating, having trouble connecting social media to your business outcomes rarely is the fault of social media; rather it’s the strategy (or lack of one, as it may be) that isn’t working.

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How Things Work

Before I started my own business, I was frustrated with the way things worked. Upper management made decisions without truly understanding how new technologies worked. There was no strategy in place. People reacted instead of being proactive.

I read every book, watched every TED talk and attended every conference I could to help me see that there was a better way to work. I was inspired that with the right structure, the right organizational culture, the workplace could work in a way in which others were inspired to approach problems from new perspectives.

Now that I have my own business and work with other businesses to help them become more strategic about their communications and workflows, I am no longer frustrated. After more than 10 years working for other organizations in which I suffered through the bizarre ways that upper management treated those below them or responded to information they don’t understand, I am finally in a place where I get to help improve the way things work. Continue reading