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

Social Slam 2012

On Friday, April 27 I’ll be presenting at the Social Media Club Knoxville’s Social Slam 2012. This year, Social Slam aims to showcase the brightest new voices in the field by offering several innovative panels and “slams” that will put a spotlight on up and coming thinkers in social media marketing. I am honored to be a part of one these panels — 50 Huge New Ideas in 50 Minutes – at which I’ll be discussing 10 big ideas on Community Management in 10 minutes.  Continue reading