What are the most important social media marketing skills that graduating college students need to understand?
Kent Huffman
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 29 in the series (see the links below for other posts in the series). Today: Kent Huffman, is the Chief Marketing Officer at BearCom Wireless, Co-Publisher of Social Media Marketing Magazine, and author of the new book, 8 Mandates for Social Media Marketing Success. He holds a bachelor's degree in marketing from Texas State University and can be found on Twitter as @KentHuffman. Listening to and understanding what’s happening on social media are the keys to social marketing success, says Huffman. "Of primary importance is the ability and willingness to listen and comprehend on social media before making the leap into that world," he says. Almost as important are such things as "planning carefully, developing relationships, establishing trust, demonstrating leadership, building community and ensuring value." Graduating students need a broad understanding of the mechanics of how to use the primary tools and channels (Facebook, Twitter, LinkedIn, Pinterest, YouTube, blogs, etc.), Huffman says. Beyond that, "the most important key to success with social media marketing is comprehending and applying the behavioral traits of individuals and brands that have already been successful," he says. "The importance of social media in the marketing mix has been rapidly rising over the past three or four years, particularly in the B2C arena." Business-to-business marketers, whom Huffman says, "typically lag behind when it comes to adopting new trends … have begun jumping on board” and using social media.
That’s a "strong sign," he says, "that social media marketing isn’t a fad but is here to stay." So, what do you think? How important is social marketing to the future of marketing and what skills and knowledge MUST graduating students have? Previous posts: 10 Experts Weigh In On Social Marketing 10 More Experts Weigh In On Social Marketing Social Marketing: Engage with your community for success, says Peggy Fitzpatrick Social Marketing: Three distinct kinds of thinking needed, says speaker and author Neal Schaffer Social Marketing: 'Be yourself' to be successful, says Ted Rubin of ROR fame Social Marketing: Converse, don't broadcast says Ricoh’s Sandra Zoratti
What are the most important social media marketing skills that graduating college students need to understand?
Neal Schaffer
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 27 in the series (see the links below for other posts in the series). Today: Neal Schaffer, president of Windmills Marketing, a social media strategic consultancy, author of the books Maximizing LinkedIn for Sales and Social Media Marketing and Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn. He can be found on Twitter as @NealSchaffer
Social media marketing requires three kinds of thinking to be successful, says Schaffer. "I believe that traditional marketing and business skills are still important in social marketing, but social media marketing definitely requires that you are strong in these areas," he says. "Analytical thinking: There will be a need to crunch a lot of as well as analyze data from your social efforts. "Creative thinking: No doubt that you will always have to be thinking out of the box as to how to better engage people and have them talk and share content about your brand. "'Analogue Social' thinking: Social marketing is not rocket science, but it requires a different mindset," Schaffer says. "Social media was made for people, not for businesses, so there is a need to always remember this and be customer-centric in thinking," he says. "I call it an 'analogue social' thought process, but it comes down to thinking naturally of how people relate to each other and what makes them tick when they are active on social channels." "The successful social marketer understands the role that social media plays in his or her business and is confident in their having played a role in influencing the success of their marketing program," Schaffer says. "This means that they can speak to past results and how they influenced tangible business results," he says. Social media is the "newest, fastest growing and continues to be the least understood part of modern marketing," Schaffer says. "Social doesn't exist in a silo and complements every other type of marketing, so it doesn't replace any marketing channel," he says. "However, it can play an increasingly important role as a channel in its own right as well as how it can positively affect all of the other marketing that you are doing." So, what do you think? How important is social marketing to the future of marketing and what skills and knowledge MUST graduating students have? Previous posts: 10 Experts Weigh In On Social Marketing 10 More Experts Weigh In On Social Marketing Social Marketing: 'Be yourself' to be successful, says Ted Rubin of ROR fame Social Marketing: Converse, don't broadcast says Ricoh’s Sandra Zoratti Social Marketing: 'Be able to communicate well,' says strategist and author Jason Falls Social Marketing: Wanting to connect and being inquisitive are keys, says Lisa Grimm
What are the most important social media marketing skills that graduating college students need to understand?
Ted Rubin
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 26 in the series (see the links below for other posts in the series). Today: Ted Rubin, Chief Social Marketing Officer at Collective Bias, inventor of the term ROR: Return on Relationship and the Most-Followed CMO on Twitter where he is: @TedRubin.
"Be yourself, get to know who people are, what they do, and what is important to them" and you’ll have social marketing success, says Rubin.
"Show sincere interest in others," he says. "Listen, but most important ... hear." "Look at your own behaviors and ask yourself, 'Would I want to be my friend?' " What separates a successful social marketer from the others? "In my opinion one of the most important things is to have an active, interactive and engaged personal social presence and to make sure to experience multiple platforms," Rubin says. "An open mind, a curious nature, and being comfortable experimenting, testing and evolving" also help, he says. "More important than social being a part of the marketing mix, is to wrap a social shell around everything you do," Rubin says. That means "marketing, sales, advertising, vendor management, production, research, internal communication and most importantly customer service." "When you simply look at social as a part of the marketing mix it becomes just another tool in the marketing toolkit rather that adding value to the organization as a whole. "Social media and relationship building drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales," he says. "ROR, Return on Relationship™ = ROI." So, what do you think? How important is social marketing to the future of marketing and what skills and knowledge MUST graduating students have? Previous posts: 10 Experts Weigh In On Social Marketing 10 More Experts Weigh In On Social Marketing Social Marketing: Converse, don't broadcast says Ricoh’s Sandra Zoratti Social Marketing: 'Be able to communicate well,' says strategist and author Jason Falls Social Marketing: Wanting to connect and being inquisitive are keys, says Lisa Grimm
What are the most important social media marketing skills that graduating college students need to understand?
Tamara Littleton
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 22 in the series (see the links below for other posts in the series). Today: Tamara Littleton, who's the founder and CEO of eModeration, a social media management agency with offices in London, New York and Los Angeles. She has extensive experience in community management, social media, crisis management and child safety, and is a member of the UK Council for Child Internet Safety (UKCCIS). She can be found on Twitter as: @tlittleton "Create a personality for your company on social media that resonates with your audiences," says Littleton. "I think some marketers are afraid of showing a human side when they approach social media and that’s a big mistake," she says. "No-one wants to talk to an anonymous logo." It’s possible to build loyalty through interacting with customers, deliver great customer service and to use tools like Facebook apps to collect customer data that can be fed through to customer relationship. "Using social media it’s possible to listen to what customers like and deliver it (and what they don’t like, and fix it)," Littleton says. "Social media is becoming less of a shiny new thing that brands want, and more of a data-driven insight and sales channel," she says. So, what skills must students master? "Be social," Littleton says. "You have to be interested in listening to and talking to people (rather than just broadcasting to them)." She continues: "You also need to be able to write well, stay calm under pressure, think creatively and understand your audience. It helps to be interested in the subject you’re marketing and to have a reasonably thick skin to withstand criticism." A successful social marketer looks beyond follower numbers to see what social media can do for the business, Littleton says. "A good place to start is to use social media to listen to what customers want and then develop it. "An objective for social media isn't 'get one million likes', it’s 'contribute 20 percent to sales.' " Social marketing is extremely important to the overall marketing effort, says Littleton. "When companies started using Facebook and Twitter, they were really focusing on follower or fan numbers," she says. "But we’re starting to see that social media can have an impact on new sales, increased order value or customer loyalty." So, what do you think? How important is social marketing in the future of marketing and what MUST graduating students know? Previous posts: 10 Experts Weigh In On Social Marketing 10 More Experts Weigh In On Social Marketing Social Marketing: Don’t focus too heavily on technology, says author David Amerland Social Marketing: Its 'part of a nutritious breakfast,' says Christopher Penn of WhatCounts Social Marketing: Make music to an audience’s ears, says Mahei Foliaki (@Iconic88) Social Marketing: Clearly connect business objectives, says author Aaron Strout
What are the most important social media marketing skills that graduating college students need to understand?
David Amerland
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 21 in the series (see the links below for other posts in the series). Today: David Amerland, who is the author of several books including The Social Media Mind, SEO Help, Online Marketing Help and Brilliant SEO. He speaks on social media, maintains a blog (Help My SEO) and can be found on Twitter as @davidamerland.
Don’t focus too heavily on the technology, says Amerland.
"The technology moves so fast that focusing your skillsets around specific platforms (like Facebook or G+, for example) is self-defeating and will only help you feel dated and out of touch faster,” he says.
"It is easy to lose sight of the wood for the trees and go for shiny new toys here. The truth, however, is that social marketing is marketing." Marketing is still about connecting products with customers and skilled marketers are those who understand what they need to do and then work out the best channel to do it through, Amerland says. "Hone the skills which allow you to pick this out in any situation and you should never want for lack of a job in marketing," he adds. "Having said that," Amerland says, "Social marketing does have some very specific tropes which are new to this era. "One is speed of response. You can go from a mistake to a full blown social media crisis in 24 hours and this is unprecedented. "Another is transparency. Marketing, these days, has to be done in the plain light of day, so to speak," he says. "It's no good putting out a polished, finished message and expect an encouraging response if, first, you have not somehow included your target audience in the mechanics of your marketing campaign." To be successful social marketers need to know how to project real authenticity as opposed to manufacturing sincerity," Amerland says. "They may not be slick or perfectly finished in what they do but they are always engaging and it is engagement which really matters." he says. And how important is social marketing as part of the marketing mix?
"It is hugely important but it depends upon the product and target audience," Amerland says. "The campaigns which do best are integrated marketing campaigns which make digital marketing appear as natural as print. "The trick (if we call it that) is to create a narrative which unlocks the potential of each medium and contributes or reinforces the way the target audience interacts with it. "Today's successful marketing campaigns employ a strong gamification element," he says. "Which makes partners of marketers and marketed to produce closer alignment to what each wants to achieve with the other." So, what do you think? How important will social marketing be in the future and what MUST graduating students know? Previous posts: 10 Experts Weigh In On Social Marketing 10 More Experts Weigh In On Social Marketing Social Marketing: Utility leads to success, says Google’s Avinash Kaushik Social Marketing: 'The lighter fluid on the marketing bonfire,' says author Ric Dragon Social Marketing: Understand engagement, says Deirdre Breakendridge of Pure Performance
What are the most important social media marketing skills that graduating college students need to understand?
Valerie Simon
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 17 in the series (see the links below for other posts in the series). Today: Valerie Simon, marketer and co-founder of the #PRStudChat (PR Student Chat) and #HAPPO (Help a PR Pro Out) Twitter chats. She can be found on Twitter as @ValerieSimon: It’s time those in marketing reevaluate all of the traditional "4 Ps," Simon says. Product, Price, Place and Promotion have been replaced by "4 Ss" – Service, Solution, Simplicity and Sharing, she says. "Effective communication today focuses on engaging the customer," Simon says, "and uses opportunities to share information, opportunities and solutions in a manner that will encourage them to become brand evangelists." "Starbucks, for example, makes customer engagement a top priority, soliciting customer ideas through channels such as Facebook and Twitter and even offering discounts to Foursquare mayors," she says. "It uses social media to spread the word about more promotional events like the recent Starbuck’s Happy Hour promotion." What separates a successful social marketer from the others? They "must demonstrate good judgment and the ability to integrate social communications within the overarching communications plan and business needs," Simon says. "They understand how and when to escalate both potential problems and opportunities to legal, HR or other experts within the organization. "Successful social marketers must also understand all of the potential stakeholders," she says. "They are on a continuous quest to identify new technologies and understand the potential business implications of these technologies. "Finally, successful social marketers have a clear understanding of objectives and are able to measure their efforts." And what skills are the most important in social marketing? "Good judgment and superior communications skills are essential." Additionally, Simon says, those looking for a career in social marketing should have:
Strong brand measurement skills/analytic capabilities and an understanding of online analytic tools (paid, earned, owned)
Project management skills, outstanding interpersonal skills (working with a wide array of different audiences, personalities and experience levels)
Expertise in a wide range of social media content management and publishing platforms
Excellent writing, copy-editing, proofreading and optimization skills
What are the most important social media marketing skills that graduating college students need to understand?
Avinash Kaushik
I’m asking three questions of some leaders in the field of social marketing and this is what I learned.This is No. 16 in the series (see the links below for other posts in the series).
What are the most important social media marketing skills that graduating college students need to understand?
Amber Naslund
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 14 in the series (see the links below for other posts in the series). Today: Amber Naslund, who is president and co-founder of SideraWorks, a consultancy specializing in social business transformation, and the co-author of the social business book The Now Revolution. She can be found on Twitter as @AmberCadabra:
Understanding "how marketing fits into an overall business picture," is critical, says Naslund. "Too few marketers understand how the work they do affects the rest of the organization. "Collaboration and communication are key, but as much inside the company as outside to customers," she says. And Naslund has one particular request for college graduates: "I really wish I saw more grads coming out of school with amazing writing skills," she says. "It's so important in business overall." Asked "What separates a successful social marketer from the others?” Naslund ticks off a list of key skills:
Willingness to learn quickly (this stuff moves fast)
Ability to collaborate with others (this isn't a solo race, either)
Curiosity and a willingness to take smart risks in order to try something new and prove it
A strong grasp of analytics and the ability to audit and adapt your efforts accordingly
What are the most important social media marketing skills that graduating college students need to understand?
Suzanne Vara
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 13 in the series (see the links below for other posts in the series). Today: Suzanne Vara, who is the founder of Kherize5, an advertising and marketing agency that develops marketing strategies in traditional advertising and social media. She can be found on Twitter at @SuzanneVara:
What are the most important social media marketing skills that graduating college students need to understand? I’m asking three questions of some leaders in the field of social marketing and this is what I learned.
Scott DeYager
This is No. 12 in the series (see the links below for other posts in the series). Today: Scott DeYager, Social Media and Strategic Communications Manager at Toyota, where he oversees earned social strategy and communications. He is on Twitter as @scottdeyager and is part of the team behind @Toyota:
"Social media is definitely a team sport," says DeYager. It not only requires great writing and storytelling but also a knack for team building, he says. "Because you’ll end up working with so many different stakeholders (customer service, PR, etc.) in social media, it’s valuable to understand what each brings to the party and how they create a complete social experience." DeYager thinks there’s a formula for success: "Successful social marketers tend to be equal parts communicator, risk taker and student. "They’re able to humble themselves and learn from their mistakes, hits and misses," he says. "They also consistently align social plans/activities with their brand’s business objectives." Because social is "everywhere these days" brands are "starting to see social marketing as a very important part of the mix," De Yager says. "You can’t watch a network TV show anymore without seeing a hashtag or a tweet across the bottom of the screen. "Companies are also starting to see how social media has weaved its way into paid, owned and earned media," he says. "The convergence of these media will only amplify the importance of social marketing." So, what do you think? How important will social marketing be in the future and what MUST graduating students know? Previous posts: 10 Experts Weigh In On Social Marketing Social Marketing: 'Talk to people as human beings,' says Gini Dietrich, marketer and author Social Marketing: Make music to an audience’s ears, says Mahei Foliaki (@Iconic88) Social Marketing: Don’t be timid, says Ford’s Scott Monty Social Marketing: Understand engagement, says Deirdre Breakendridge of Pure Performance
What are the most important social media marketing skills that graduating college students need to understand? I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is the tenth in the series (see the links below for other posts in the series).
"A successful social marketer knows why they want to engage in social communities," Breakenridge says, "and how a particular program will serve the needs of the audience in the community." "Marketers who listen first and then develop their programs to solve a problem, change an opinion, create materials to help make decision, offer something exclusive to the members of a community, etc., stand out above the rest," she says. "The social media marketers who have a well-planned process and a strategic purpose will also make the most impact for the brands they represent. "They will do research first by listening carefully to the community, set measurable objectives and implement strategic programs to achieve those objectives," Breakenridge says. "Of course, they also realize that social media creates accountability and these marketers evaluate their initiatives closely to determine if they've reached their social media goals," she says. What skills are the most important for recent grads in social marketing? One of the most important is a competency in technology, new tools, resources and applications, Breakenridge says. "Technology enhances the ability to research and gauge public attitudes. "Being able to navigate new social media communities and to use monitoring technology allows us to understand the perceptions and the critical issues of the people we want to reach," she says. "We can hear their thoughts, opinions and concerns, as well as how they discuss topics with their peers." "Technology also allows professionals to set up detailed metrics to capture measurement that reveals everything from high impact engagement to lower level community participation." She adds that other important social marketing skills include writing for social media channels, starting a dialogue and engaging directly with customers and influencers, and learning how to listen, evaluate and respond properly to comments that may lead to negative sentiment. "Social marketing is becoming an increasingly important part of the marketing mix," Breakenridge says. "From millennials to adults over the age of 65, the number of consumers participating in social media is on the rise. "However, you have to be cognizant of where your audience congregates," she says. "Knowing when and how to reach the public is critical to the success of any communications program, whether it's through more traditional or social media channels," Breakenridge says. "As such you also have to remember that social media measurement doesn't stand alone. You will need additional data to determine how social media contributes to valuable business outcomes or the ROI of an entire marketing program." Breakenridge says working outside of silos enables PR, marketing, advertising and the web to integrate their programs and to see how social media creates impact as a part of a company's comprehensive marketing plan. What do you think? How important will social marketing be in the future and what MUST graduating students know? Related posts: Social Marketing: Make communication 'special,' says Eric Miltsch of DrivingSales Social Marketing: A good marketer 'walks the talk,' says Kodak’s Jennifer Cisney Social Marketing: Its 'part of a nutritious breakfast,' says Christopher Penn of WhatCounts Social Marketing: Make music to an audience’s ears, says Mahei Foliaki (@Iconic88) Social Marketing: Clearly connect business objectives, says author Aaron Strout Social Marketing: Don’t be timid, says Ford’s Scott Monty Social Marketing: Communication is the key, says Cheryl Burgess of Blue FocusSocial Marketing: Hubspot's Sam Mallikarjunan Tells All Social Marketing: Mark Schaefer on What Students Must Know
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