social media, TaylorMade Solutions

How to Spot a Bad Social Media Practitioner

I had one of those moments this morning.

You know that exact moment when someone says something, or you read something and your jaw just drops. You can’t believe what you are hearing or reading! Thankfully I was alone when I had this reaction. Not a flattering look I am sure.  And, on top of that, I had some commentary that just slipped out without my filter being turned on. So what made me react this way? No, it was not travesty or injustice for human-kind. I am grateful for that. No, it was more related to my profession, and specifically using social media to communicate and market your product, service or region. So, this inspired me to write this post: How to Spot a Bad Social Media Practitioner.Social Media

Now, let me start by saying that I am sure that the person in question was only doing his job. I am sure that he has processes, procedures and protocols in place. Despite this however, what he was recommending went against everything I believe in, when it comes to communications. His recommendation to people – business people- was to use it in the same manner that people used advertising 15 years ago. It was all about push communications and not REAL communications. Needless to say, the end results, I suspect, will not net the results expected.

So, let;s turn around a negative and look at 5 ways to help you select a marketing/communications practitioner who can actually help you:

1.  Resist the Urge to hire the Person or Company Who Claims to be a Social Media Expert.

Like Malcolm Gladwell said, it takes at least 10,000 hours to become a master. Very few people consider themselves masters in social media, including me – despite having 10,000+ hours into it. Why? The answer is simple, there is more to using social media than meets the eye. Practitioners like myself know that there are many layers to doing it well. Each scenario is different and we have to draw upon many levels and years of experience to make it work.

2. Avoid a Person or persons Who Only Focus on Social Media

This is a recipe for disaster. Social media is not an means to an end. No, social media is tool in the toolkit. However, to effectively use that tool you need an overall integrated marketing/communications plan. Everything must work together to reach an overall goal and objectives that all align to your overall corporate objectives. That is why it is very important to hire either a full-time resource and/or consultant who understands that social media is not a stand-alone. Social media must be part of the larger integrated strategy.

3. Hire Based On Experience/Strategic Abilities – Not Age

I have written about this before. While I fully support hiring new graduates, you shouldn’t expect a new graduate to know how to develop strategies tied to business objectives. Remember, and this is very important, using social media for personal purposes is very, very different than using it for business purposes. If you want to build a quality team, hire a seasoned professional and then let that person build his or her team, which will likely include new graduates.

4. It’s Not About You! Remember That

More than a decade into social media and inbound marketing, I still encounter so many companies that only want to talk about themselves, who they are and what they do. Research, company case studies and results continue to indicate that customers and potential customers don’t really care about hearing about your awards, what your team did last weekend, etc. Your clients/customers and prospects want to be educated. They want to know that if they work with you, they will be getting value for their money and getting benefits from the relationship.

Your marketing, including your social media should not be about you. It should be about your clients/customers and prospects. And, with that in mind, you should be using the channels where they are, not where you want to be. Finally, communicate and engage with them. Your social media resource, whether full-time or a consultant should be encouraging you to engage, not just push messages.

5. Last But Certainly Not Least: Remember Your Audience

Based on all the above, you should always be focused on your audience. Who are you ultimately are you trying to influence? Your marketing resource should always be focused on your audience and doing what is right to reach the audience. A person with real expertise will always want you to focus on your audience. He or she will recommend that you have a persona exercise which will identify who your primary and secondary audiences are. Then you will know what channels to use to reach them and what tools to use  – from online, to traditional to web and everything in between when and where applicable.

For many of us who have been working with individuals and companies for years to build solid integrated marketing/communication strategies that include social and digital media strategies, I have to confess that we should be beyond discussing the need for implementing the basics, but we just aren’t there yet. However, when I work with clients who take the plunge and do a full integrated marketing strategy and start seeing the results, I get as excited as they do!

Want to learn more about integrated marketing strategies and how they can grow your business? Contact TaylorMade Solutions today!

 

Great leaders and all self-help management books tell us that in order to be good communicators, you need to first be a good listen

An Interview With Cybersecurity Expert: Dr. Natalia Stakhanova

Cybersecurity risk management and mitigation is at the forefront of discussions in boardrooms globally. With an estimated annual burden of up to $1.7 trillion resulting from data loss and downtime (often from security violations), both the c-suite and shareholders have called on security experts to get out in front of the risk.

Researchers and research initiatives are the foundation for accomplishing this. At New Brunswick’s Information Security Centre of Excellence (ISCX), researchers like Dr. Natalia Stakhanova are leading the way with the support of funding, innovative partners, and an unparalleled focus. As one of the leading researchers in the field, Dr. Stakhanova was recognized in 2014 as the first NB Innovation Research Chair in Cybersecurity.

cybersecurity

I had a chance to sit down with Dr. Stakhanova to talk about her work.

MacLean: You were named the first NB Innovation Research Chair in Cybersecurity, can you tell us about what you want to accomplish in this role?

Dr. Stakhanova: I continue to be very excited about this initiative. Over the next few years we will be facilitating the research that will foster innovation in the field of cybersecurity. An important component will be my team working very closely with local industry to promote further commercialization of products that will benefit companies around the world.

There is already a significant level of expertise right here in New Brunswick. We will be building upon our core expertise and further developing the skills and assets that we have right here. There is a great culture of innovation and entrepreneurship among the people collaborating in this space right now. And the best part is seeing the actual results.

To generate a renewing pool of local talent, I’ll be mostly focused on building student knowledge, expertise and entrepreneurial spirit. I’m hoping that in this endeavor the Dr. J. Herbert Smith Centre for Technology Management & Entrepreneurship (TME) will step in with its programs to give students necessary skills and tools to become entrepreneurs.   

MacLean: How will you be working with other New Brunswick companies, students, and people?

Dr. Stakhanova: A major part of my role is to assess the risks that the local industry has, and to provide the research with practical applications to mitigate those risks. My work facilitates research in both the private and public sectors. Several local players have already come on board and are ready to work in a collaborative environment to focus on such issues as Smart Grid to address security-related challenges. Among these players are IBM Canada, Sentrant, and NB Power. We are also working closely with several startups. I know that through the research there will be additional commercialization.

MacLean: How does New Brunswick stand in this field of research and innovation compared to other regions?

Dr. Stakhanova: There is no question that there is a lot of support in Canada for these R&D centres and we are well positioned here at UNB with other global areas. We have leading expertise, lots of researchers, and interested private sector companies. There is an excellent relationship between UNB and the private sector. This fosters collaboration, innovation and the drive to succeed.

MacLean: What do we have here in New Brunswick that positions us better than other areas?

Dr. Stakhanova: I can’t name any other province that has as many initiatives, activities and investments in play at one time to support the Information Technology (IT) industry. There is just so much innovation and research taking place right here in New Brunswick. We also have a unique solidarity of people here in the province. People want to be here. This is so rare and wonderful.

There are of course developers elsewhere, but the developers that are here have a unique connection to the province and its people. They are loyal and can’t be lured away in the same way that you see happening in other regions. This creates a wonderful stability.

MacLean: Do you see spin off companies emerging or other companies wanting to locate here in New Brunswick to take advantage of the work that you are doing?

Dr. Stakhanova: Absolutely. We are already seeing companies from outside the region that are quite interested in what we are doing. These are still early days, but we are hearing from a lot of people.

MacLean: What made you choose to come to New Brunswick and UNB?

Dr. Stakhanova: I moved to Fredericton in 2007 as a professional Fellow. I fell in love with the region immediately. It is one of the most family-friendly places I have ever encountered. There is also a personal touch at UNB. It is essential and critical when education is involved to be able to collaborate, have mentors and to have access to as many private sector companies as we do.

It is truly a unique experience to find a place to grow professionally, while also having everything you would want for your family.

Cybersecurity is one of the most important issues of our time. If you are a small or medium business, cybersecurity should be more top of mind. We can help you develop your Marketing and Communications strategy to handle communications around a breach. We can train you and your team to be media ready. Be Prepared! Be Trained! Have a TaylorMade Solution – Contact us today.

Editor’s Note: This is a post that I originally wrote for Invest NB’s Blog and has since be reposted to Opportunities NB’s Blog.