We have spent considerable time and effort in the past few years going to school about social media, and seeking out some of the best and brightest minds to help us navigate these waters.
We were fortunate to meet Greg Verdino, social media expert and author of microMarketing last summer – a smart guy with a great “take” on how it’s the little things that can make a difference for brands.
This week, I have the pleasure of speaking at the Puget Sound Radio Broadcaster Association’s “Radio Day.” What topic do they want me to address?
Social media, of course.
And for our Summit 15, in partnership with Arbitron’s Client Conference on December 9th in Baltimore, social media will be a front-and-center topic.
We have two great guests with dynamic views of this space. Jessica Northey is the CEO of Finger Candy Media, and a self-styled social media whiz. She has now passed 100,000 followers on Twitter (her dog has 4,500!).
Jessica is sharp, innovative, and she instinctively “gets” how social media can help brands to connect with communities – and vice-versa. We are looking forward to her “Are You Being Followed?” presentation.
Then there’s WXYZ-TV’s Stephen Clark and founder of “The Backchannel.” He has done remarkable things in the social space, not to mention energizing the local TV newscasts he anchors. Stephen has a great story that he is excited to share at The Summit.
So while on my pathway toward greater social media expertise, WCSX morning producer guru, Jim O’Brien, forwarded me a blog the other day that crystallizes the challenge and the problem.
It’s from Jay Baer, a social media lecturer and consultant. There is a growing breed of advisors that specializes in Facebook, Twitter, and other tools because so many brand managers are struggling to find that perfect tone.
In Jay’s blog that we’ve linked below, he tells a story about a recent experience at a New York City hotel that speaks volumes about how companies ought to approach their social media efforts.
Of course, it comes down to being “Brilliant at the Basics,” and tackling first things first. But I’ll let Jay do the storytelling here because he says it with honesty and directness. Every brand manager, program director, marketing director – and yes, CEO – should give it a read. If you like it, forward it on.
I appreciate him giving me permission to link it here.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Thanks so much Fred. I appreciate you finding value in my tale. I’m glad some good came from my disappointing hotel experience! And you’re right about Greg Verdino – he’s outstanding. I reviewed his new book MicroMarketing a few weeks ago. Excellent read.
Thank YOU, Jay. Great eye-opening blog about first things first. We’ve all had those hotel, restaurnat, airline service issues. Great Facebook fan presence, but mediocre on-the-ground peformance.
This is a good read, but i’m not sure how a company such as ours who run events such as weddings can really interact with social media?
Yes we can set up a facebook page, we can answer wedding questions on twitter but how will it help us get any ROI as many of our customers only use us once?
Thanks for writing, Leanne. Actually, a company that runs weddings could benefit in many ways by integrating social media (once you have the fundamental service issues buttoned up).
Women are especially “social” when it comes to Facebook – posting wedding pictures and sharing wonderful times. Plus, even though you only get married once (LOL), yours is a word of mouth business and social media will fuel your great service.
Facebook is about recommendations and that is where much of your new business can come from. Wedding tips, videos, FAQ, best practices for planning a great wedding – all great content resources you could be providing with social providing the delivery to new and potential customers.
Thanks Fred for your almost instantaneous response! I agree with you 100% that people need to make sure the service you offer to customers is the best before embarking on social media.
Wedding tips, video’s etc.. are a great idea way of providing free content to prospective clients. (this goes for any market)
Us women are very social,(lol ,very true!) but what I have found is that most people tend to post pictures on their own facebook page rather than on companies facebook pages.
I’m just trying to think why a bride or groom would go back to our site once their dream day is over?
Maybe an incentive for posting pictures on your site (a discount, a wedding gift). I’m sure you do a beautiful job that brides are proud of. Giving them a reason to come back to your site, and also perhaps offering them a chance to receive a gift for referring to a friend, all devices that you can use via social. Even tips about organizing thank-you notes could be another way via email/social to get them back.
I guess it’s all about thinking outside the box & giving added value to the client.
Thanks Fred for a great blog. Will recommend to others to read.