Lessons From Working In Social

By Jessica Smith On March 7, 2016 In Lessons Learned with 1 Comment

Working in social media is a different beast. From the public nature of the work to the always-changing environment, it’s hard to understand the true nature of the work until you’re in it. There’s something about working in social that’s beyond fr-meds.net, chaotic and rewarding.

This post focuses on all the lessons learned from my time in the industry, with special insight from Twitter friends. There is lots of knowledge to be shared.

 

There will be lots of misconceptions about your job.


It’s not just your parents that are going to think you tweet and Facebook all day. You are going to be faced with challenges at many points in your career because people have misconceptions about your job, from what it takes to be successful in it to the resources needed to bring concepts to life. You have to tackle these misconceptions head on through education and over communication. Don’t shy away about what you do and what it takes to be successful.

 

Everyone is an expert, so be prepared.

https://twitter.com/mrochford014/status/706654234964578304

Because everyone has access to the platforms we work on, everyone also “understands “social. Brace for all the opinions that will come your way. Be assertive with your work and let the opinions serve as a platform for education. Don’t take it personally, but give people insight into the why behind what you do.

 

Don’t overcomplicate it.

https://twitter.com/chrisnickinson/status/706654051568472064

We often overthink social. An Instagram post, a tweet, a video is a small moment in time in our consumer’s life. Don’t focus on the things that don’t matter, like wordsmithing copy until the end of time. It’s about nailing the big picture and the full experience for the consumer. There’s an opportunity to try new things because social media is so fluid and fleeting. Learn to obsess over what matters.

In a similar vein, you could spend $100K on a video or capture great raw footage of an emotional moment and the latter will gain the most traction. It’s not always about how much you spend or the quality of, but what emotion it evokes in the consumer.

http://twitter.com/MilesMcQuiggan/status/706653218395299842

 

Rethink your strategy planning.

I love nothing more than putting together a strategy, but I’ve quickly learned that you shouldn’t spend time in social crafting an 80-page deck that will be obsolete in six months because platforms and trends have changed. Unlike a lot of other functions, social media departments can focus on quarterly or six month strategies. Focusing on your strategy in shorter timeframes from a year will allow you to make changes based on trends and analytics. You have to plan, but you have to be nimble. Don’t be afraid to rethink how you approach your strategic planning.

 

There is no magic formula.

There is not one magic formula on how to do it right. And it’s not always based in hard facts. Trust your gut, along with stats, to find a balance.

 

Know your why

You are going to get a lot of requests from many different angles if you work in social. Trust me when I say there is a three-letter word that will be the most powerful advocate in your work: WHY. Take the time to define your why. Understand the value you are bringing to both your organization and the consumer. Having a solid POV on your “why” will give you the ammunition you need to make the right decisions on content, platforms, planning, etc.

 

Yes, you have to prepare.

Social media is a weird beast in that you have to plan for the unexpected. Take the time to identify key moments ahead, create templates where you can turn out content quickly and anticipate scenarios as much as you can. Preparation allows you to turn out quality work in near time. Do the prep work that’s needed ahead of time.

 

But, you won’t be able to prepare for everything.

No matter how much you prepare though, there are going to be moments that you simply can’t prepare for. Have a process in place that will allow you to act quickly if something comes up. And, don’t sweat it if you miss an opportunity. In this real-time world, another one will pop up again.

 

You can’t do it all.

I love this industry, but it can be exhausting. Every single day platforms change, there’s a new trending topic and a new flavor of the month. Resist the urge to jump on the latest and greatest every single time. Most social media teams are small and nimble. Understand you can’t do it all.

There’s a lot of noise in social media. Instead of adding to the noise, focus on what you can deliver and deliver it well. It’s about quality over quantity, always.

 

24-7 is a beauty and a beast.

Social media is 24-7. If you’re a constant learner, then you’re in the right gig. Because the work is public, everyday is like a new case study. Take advantage of it!

It’s also going to be hard to turn off, but you have to try and find a way. This is still something I’m trying to figure out on a consistent basis, but finding a routine to turn off work for a little bit will ensure you don’t crash and burn from social media fatigue.

 

It’s not about YOUR voice; it’s about the brand.

A brand’s voice in social media should reflect the organization, not the social media manager. Make sure there is a long-term vision for the social voice in place. The voice should reflect the organization through and through. If the social media manager leaves today, the voice should stay the same.

 

Community is key.

Less pushing, more connecting and listening on social. The ability to connect first-hand with consumers/fans on a daily basis is what sets social media a part from other mediums. Focus on your community and your customers. It matters.

 

https://twitter.com/DommyDigital1/status/706713804617314304

 

It takes resources; get ready to fight for them.

Early on in social media companies jumped in because it was “free”. As social media has evolved, the space has gotten crowded and algorithms have been put into place, it’s become increasingly more expensive to execute well on social. Social media is anything but free. Not only do teams need bodies to execute the many functions, from community management to strategy to analytics, but it also cost money and time to create great content. Don’t be shy to articulate what an ideal team looks like. As mentioned before, education is key.

 

Success doesn’t happen overnight. Celebrate the small wins.

Social media success doesn’t happen overnight, but it’s really easy to compare your work to everyone else. Stay focused on your organization’s goals, not others. Celebrate the wins you earn, both large and small. Building a community takes time, so take a deep breath, stay your course and know that everything will be fine.

 

Take a step back. You have a really awesome gig.

It’s easy to get caught up in the struggles of working in social: The 24-7 nature, the strong opinions, etc. Take a step back though and realize you have a really awesome gig. You get to interact with consumers and help bring the voice of your brand to life on a daily basis.

The gig isn’t always easy, but we’re pretty lucky to work in it.

 

 

This list skims the surface of lessons learned on working in social. Check out some more great responses here.

 

 

What have you learned about working in social? Share your responses below!

Thanks for reading!  

 

Like what you read? Please share!
RSS
Follow by Email
Facebook
Google+
Twitter
LinkedIn
0

1 comment.

  1. I loved this article. As a PR student on the search for a post-grad job, it’s important to know what it is really like to work in my major’s industry. I used to think that PR is all about the glitz and glam working with celebrities and attending high-class events, but it’s the after hours of the job that are most important. All of the points that you mentioned your article are such little things that most people don’t usually think about but are actually the most important because it will make or break a person’s career.

Comments are closed.