High Heels, a Hard Hat and the Value of Hard Work
I read a ton of business-related books. If it has to do with branding, retail, or Starbucks, there’s a good chance I’ll read it. A friend of mine recently recommended that I check out “The Trump Card,” Ivanka Trump’s first book.
To be clear, I’m a huge fan of Ivanka. I admire her professionalism and passion for the real estate industry. Many people will argue that her privileged upbringing undoubtedly helped her in her career, but I’m a firm believer that you are in charge of your own destiny. After all, you have to be pretty darn intelligent and disciplined to get into Wharton.
So eagerly, I picked up “The Trump Card” at the local library one afternoon. I enjoyed many aspects of the book, particularly the chapters that discussed the important of building relationships. This is a subject Ivanka is clearly well-versed in, and I commend her for making the most of her connections.
She’s also not afraid to get dirty…literally. In fact, if you follow her on Twitter (@IvankaTrump), she often posts pictures of herself at various job site locations. In “The Trump Card,” Ivanka discussed how she always knew from a young age that she wanted to build things, so it’s no surprise that she’s now spending her days wearing a hard hat.
The cover of "The Trump Card." Image via Simon & Schuster.
I started thinking about how these principles could be applied to social media and public relations. If you’ve worked in PR long enough, you know it’s not a glamorous field. In fact, a lot of time is spent “blocking and tackling,” (a phrase we often use at Doe-Anderson) reaching out to reporters and bloggers, staying on their radar and keeping them up-to-date on what’s going on with our clients. And yes, sometimes, we even have to roll up our sleeves and get a little dirty. (If you’ve ever put together hundreds of media kits, or worked at a special event, you’ll know exactly what I’m talking about.)
Cultivating relationships, in my opinion, is what social media and public relations are all about. This isn’t an easy task but with a little time and patience, you can start to build those important connections. The old adage “You get what you give” rings true as well. We often tell our clients that they’ve got to communicate with their customers and engage in conversations with them.
Good, old-fashioned hard work never goes out of style and is certainly the key to having a successful social media or PR campaign. And like Ivanka Trump, you can be professional and polished while doing it.
Image taken from Ivanka's Twitter account.
The RIGHT Way to Set Up Client Facebook Page
Remember the old Hans Christian Anderson story, the Emperor’s New Clothes?
Foolishness is exposed, more often than not, when we refuse to admit what we don’t know or see clearly. Or to put it into a 21st century cultural context–our Poker Faces often as not end up exposing us.
All this is a pretty elaborate set up for a post on something fairly simple, that I continually hear people mumbling, privately, that they’re not quite sure how to do right: setting up a client’s Facebook page.
We don’t do a lot of “Social Media 101″ posts here, because lots of people cover that ground well. This is less a “Social Media 101″ post than it is “covering a topic that no one is willing to admit they haven’t figured out” post.
I can’t really blame people for not knowing the best way to do it–”Facebook Help” is pretty much an oxymoron, and they change their UX about every three months, adding things like “Community Pages” that seem like a pointless duplication (pretty much because…they are a pointless duplication). Also, I have a big problem with the way Facebook walks you through setting up a Page, because it’s pretty much designed to discourage you in every way possible from doing it the right way.
First, they threaten you with “violating the terms of use” if you create an alternate account. Here’s the facts, Binky. If “social media” is anywhere in your job description, you will have to have access to multiple accounts. In any business case I can think of, tying all your clients’ Facebook accounts to your personal Facebook account is a bad idea.
Second, the language they use to explain “Business Accounts” is deliberately misleading and scary. It’s designed to make you think that using a Business Account to set up a Facebook Page is going to hobble the Page. It doesn’t. It creates an administrator profile that can’t be used as a personal profile and can be easily reassigned to someone else. Which is exactly what you want.
That said, here’s the way we’ve found, through trial, error and much hair-pulling, is the best way to set it up.
First, what NOT to do:
- Create the page using your existing, personal Facebook account.
Why not? Because removing the Creator (not Admin, but Creator) of a Page is a giant, massive PITA. I know–I had to do it on a major client when the employee who set up their Page left our agency. Neither the client nor the former employee was comfortable with their Facebook account still having admin privileges to the Page, and it took weeks to get Facebook Support (yet another oxymoron) to even admit they could disconnect the two accounts. Frankly, if the client hadn’t been a really well-known brand with potential ad dollars to direct at Facebook, I’m not sure it would have ever gotten done.
If you’re an independent consultant, accept that you and your client may not have a forever love connection. And they’re not going to take it kindly when they realize that divorcing their Facebook Page from your personal account is roughly as complicated and time-consuming as executing a literal divorce. Okay. Point made, moving on.
Another thing not to do:
- Create the account using a “client@yourdomain.com” or “dept@yourdomain.com” email address that gets forwarded to multiple account stakeholders, an entire department, etc.
Why not? Because an even marginally successful or popular Facebook Page generates a heck of a lot of transactional emails. You can either turn off all the transactional emails (which can hamstring the actual administrator of the Page) or get used to hearing a lot of complaints from people who don’t appreciate getting an email ping on their Blackberry at 2AM when a Fan simply needs to post a soliloquy on your client’s Wall.
Again, something we learned the hard way. We’re not above admitting our missteps. We’ve being doing this a while, and that means we didn’t have a map in the beginning.
Here’s how to do it right:
- Create a special, unique email address for that Page only (or that client’s collective social media profiles). It’s okay if it’s on your domain, not the client’s. Sometimes getting client IT to create a new email address can be a pain. If you set up the Page properly, you can change that later if you need to. It does have to be an email address that actually exists and that you (or whomever the FB Page administrator will be) can actually access. Ideally, you’d auto-forward this email address to the FB Page Administrator’s primary email.
- Log out of Facebook. Go to facebook.com and click “Create a Page for a celebrity, band or business.”
- Go with the “Create an Official Page” option. Ignore “Community Pages” for now. Ignore Groups.
- Create a Facebook Account. Go with “I do not have a Facebook Account.” Yes, I’m telling you to lie to Facebook. It’s okay. Really. Trust me. If they didn’t want people to lie to them, they shouldn’t have set up their Terms of Use to be directly in conflict with all laws of common sense.
- Use the unique email address you previously set up as the basis for the Business Account you’re creating to set up the Page, and populate it with your personal information (birthday, etc.) That can be changed later, if staffing changes (something apparently Facebook never heard of) make it necessary.
- Activate the account and set up the Page. Add your personal account and any other accounts necessary as additional Admins. Go to “Edit the Page,” look at the lower right column for Admins and click “Add.” You’ll have to use the “Add by email” option, since your newly-created business account will have no friends.
So there you have it. If you’re an agency social media manager, and your career eventually takes you elsewhere, or if the client eventually moves the business elsewhere, it’ll be okay. You can change the email address and personal information associated with the Creator Business Account, and remove any Admins who will no longer have a business relationship with the Page.
You’re welcome.
Take Time to Smell the Roses, or Look at Amazing Skyscapers
I spent the better part of last week in New York, attending a trade show for a client of mine and visiting with a good friend. During my down time, I literally walked all over the massive city, visiting Chinatown, Wall Street, Times Square and everywhere else in between. Of course, I managed to make it to a few bakeries while I was there. (Note: If you’re visiting the city, check out the “Carrie” cupcake at Magnolia Bakery and the M&Ms cupcake at Crumbs. Both are wonderfully delicious!)
Cupcakes from the famed Magnolia Bakery in NYC.
One thing I did not do was check my e-mail or Twitter account. No, seriously—I did not log in to any of my accounts while I was in NYC. Honestly, I was having too much fun exploring the city’s treasures, like the Waldorf-Astoria, the shops of Fifth Avenue, and Macy’s in Herald Square. Because I usually check my e-mail and Twitter accounts several times a day, it was refreshing to disconnect.
I realized while that when I am disconnected, I pay much closer attention to my environment. It reminds me of one of the (possibly) greatest movie quotes ever—“Life moves pretty fast. If you don’t stop and look around once in awhile, you could miss it.” Needless to say, Ferris Bueller had it right. While technology is all well and good, it’s hard to deny that society isn’t quite as, well, social as it used to be. Imagine what our lives would be like without texting, BBMing, Twitter, Facebook, e-mail, Skype, and so on. Some might argue we are indeed just as social as we once were and that our means of communicating have changed. I can’t deny that fact but I’m also adamant that no amount of technology will ever replace the experience of an in-person conversation.
While checking out Midtown area of the island one afternoon, I couldn’t help but notice one structure in particular—the Bank of America building near Bryant Park. If you’ve never seen it in-person, I have to tell you that photos alone simply don’t do it justice. It is truly an architectural wonder. I stared at it for several minutes, and I watched as hundreds of people, iPhones and Blackberries in-hand, rushed past the building. Granted, I’m sure many of them had seen it before and perhaps some may walk past it every day. But I thought to myself, “I’m glad I can take a minute to appreciate this truly great sight.”
Sometimes we get so bogged down trying to keep up with technology that we forget to live life. Try turning off your cell phone or abstaining from your favorite social networking site, even just for a day. Strike up a conversation with a random stranger. I guarantee you will have a new, enlightened perspective on the world around you. Who knows—you might even make a new friend.
The magnificant Bank of American skyscraper in Midtown Manhattan.
When Nerds Collide: Social Media + Analytics
I have always thought that social media marketing lends itself to right-brained “grammar geeks.” Mainly, this is because social media marketing requires continually-generated, mostly-text, content. Copywriters, public relations peeps, and bloggers can generally churn out the verbiage as-needed.
On the other hand, web analytics seemingly leans far to the left side of the brain, in the territory of the “numbers nerds.” The ability to look at numbers and see trends and patterns is pretty key to being a good web analyst. Not to mention the ability to rock a pivot table in Excel.
The problem with handing over the reins of your social marketing program entirely to the grammar geek squad is that sometimes, writers can fall in love with their own voices. Without some kind of objective analysis of effectiveness, there’s no accountability on the creative/executional end of things.
Likewise, the problem with analytics being owned entirely by the number crunching crowd can be loss of context. The temptation to let quantitative data (easy to get) dominate the qualitative data (usually a lot harder to get) to the extent that we fall into the trap of measurement for measurement’s sake.
Now, let’s take it to the C-Suite.
At the management/client level, there’s often a disconnect between the numbers nerds (who approve budgets based on whether the social media effort is being effective), and the grammar geeks who get their knickers twisted at the mere mention of the word “measurement.”
As a consequence, an unfortunate amount of the social content manager’s time is eaten up providing a convincing narrative explanation of the program’s value to CMOs who may or may not ever feel comfortable allocating budget based on a narrative with no supporting data.
They have to be the “social media expert” who has to continually keep selling and re-selling the program on the strength of their own conviction that it works, bolstered by case studies from other companies that may or may not apply.
Can’t we all just get along?
Ideally, the sticky peanut butter of content creation should be surrounded by the delectable chocolate of actionable insights.
If the person in charge of analytics goes beyond “monthly data dump,” and is capable of providing actionable insights to continually improve the response the social marketer is getting, they become the person who can make the social marketer look better.
[And since all of us social marketers are raving narcissists, that makes Mr. or Mrs. Analytics our good buddy.]
If the social marketer is willing to trust the analysts’ insights, and let the analyst provide sufficient qualitative and quantitative proof of concept for the social media program; then he or she can step back from the mission to constantly justify his or her existence. The payoff for agreeing to be held accountable is freedom. The social content manager is then free to focus all his or her attention outward, on building fans and ambassadors for the company/client.
Can such an ideal scenario exist in the real world? What do you think?
What Christopher Lowell Can Teach You About Business Blogging
I’ve been a home improvement enthusiast since I was a teenager. I admit to being a longtime fan of decorating guru Christopher Lowell, whose show on Discovery Channel was one of my favorites for years.
His theatrical background (and personality!) appealed to the theater geek in me, and his ideas and suggestions were creative, fun and usually affordable.
So while I was on vacation last week, I nostalgically picked up a copy of his book, The Seven Layers of Design at my local bookstore.
In the introduction, Christopher shared the story of how he went from a guy with a failing retail decor store in the Midwest to an interior design expert with his own successful show.
The turning point for him came when he realized that fear was inhibiting his prospective customers from expressing their creativity in their home’s interior design. He immediately changed his retail space into an education center, and began offering classes in Decorating 101.
Lowell recognized that instead of competing with other retailers for the limited pool of professional decorators, there was a richer, deeper pool of potential customers out there if he could give homeowners the CONFIDENCE to decorate their own spaces.
So how does this relate to business blogging? Simple. A business blog can be wildly effective when it’s not about tooting your own horn, but about building up your customer’s confidence.
When you use blogging as an educational tool to create better, stronger, smarter customers, you create a relationship between your business and their own self-confidence.
If you can manage that, then you’re already on the first step of creating your business’ army of enthusiastic brand ambassadors.
Are Companies Bargain Hunting with Social Media?
Growing up in south central Indiana, summertime meant many things for my family: delicious watermelon from Jackson County, the 4-H Fair and yard sales. My grandmother, who is one of the best bargain shoppers I’ve ever met, would take me “yard saling” all over our town. She had a knack for finding treasures in everyday trash.
Coincidentally, my friends and I are hosting a yard sale this weekend. While it’s been a lot of fun planning the event, it’s been a good deal of work. And the more I started thinking about it, the more I realized there are many similarities between social media and yard sales.
Many times, I’ve stumbled upon some neat piece of equipment or gadget at a garage sale that has a too-good-to-be-true price. But alas, I don’t really know how to use it, therefore making it worthless to me. Unfortunately, social media sometimes falls into this trap. Many clients want to take advantage of online networks and sites because they perceive it to be a high value for very little investment cost. While this can be true, a big part of social media is knowing how to operate the its tools properly.
Part of the fun of shopping at garage and yard sales is scouting for bargains. But that being said, you’ve got to be educated enough to know when you’ve found something of real significance. For example, I know of a woman who found a rare Hummel figurine for a few dollars at a non-profit organization’s sale several years ago. She showed it to some local collectors, who told her it was worth hundreds of dollars. Cha-ching!
This scenario reminds me of Twitter and Facebook, specifically the “followers” and “fans” aspects of each network. It does you very little good if you don’t have the right people clued in to what you’re promoting. If you’re not reaching your target audience, I don’t believe you can grow your brand effectively because others won’t truly understand the value of what you’re trying to accomplish.
So while many clients view social media as “bargain hunting,” it’s our job to show them the real merit of these tactics. After all, you just never know when you’re going to uncover a treasure.
Image by edwardkotun via Flickr.
