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 Product, Price, Place and Promotion have been replaced by "4 Ss" – Service, Solution, Simplicity and Sharing, she says.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?
Ric Dragon
I’m asking three questions of some leaders in the field of social marketing and this is what I learned. This is No. 15 in the series (see the links below for other posts in the series). Today: Ric Dragon, is the author of Social Marketology, a social media deep-dive and process reference for marketing professionals, CEO of DragonSearch, and a frequent columnist, blogger and speaker on digital marketing. He can be found on Twitter as @RicDragon: "Social can be the lighter fluid on the marketing bonfire," says Dragon, explaining that "marketers are in the business of creating more value." "By integrating traditional marketing tactics with social, more value will be realized from each component of the marketing," he says. "Create a reminder for yourself – perhaps a tattoo on your forearm or a post-it on your monitor – to always seek out ways to derive more value by integrating your efforts," Dragon says. When asked: What skills are the most important in social marketing, he says there are two major buckets of important skills in social media marketing. "The first bucket has a lot in common with traditional marketing skills: being able to understand actions in their context with an organization’s purpose, vision, goals and objectives; understanding customers; and understanding the complexity of influence," Dragon says. "The second bucket has more to do with participating in social media in ways that help to create conversations and community," he says. "We’re talking high 'social intelligence' and high 'emotional intelligence' here – those little actions that encourage the trust in others, and help ignite deeper engagement." He notes that organizations that are flourishing in social have shown a willingness to relinquish some of the control of the brand, allowing the brand to exist with a more dynamic voice – and thus become a part of the conversation. They've relinquished the "command and control" approach to the brand, and encourage an "enable and facilitate" approach, and have very likely embraced notions of transparency and authenticity, he says. But not all brands have crossed this threshold. "The great challenge for many marketers is in helping those laggard brands join the social revolution – and are thus able to speak the language of the C-Suite," Dragon says. "Instead of eschewing discussions of Social Media ROI, successful marketers understand that social media marketing exists within a complex ecosystem, and helps to create value across a wide spectrum of places in the organization. "Communicating this – having those discussions – is critical," he says. And how important is social marketing as part of the marketing mix? "Marketers today should wake up each morning with a feeling of delight and excitement – we live in a time of real revolution in marketing and business communications," Dragon says. "Brands that embrace these new approaches to building communities, leading with passion and purpose, and one-to-one conversations are going to assume a leadership role," he says, and "will be difficult for competitors to usurp." 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: Understand how marketing fits in, says Amber Naslund of SideraWorks Social Marketing: 'Talk to people as human beings,' says Gini Dietrich, marketer and author Social Marketing: Understand engagement, says Deirdre Breakendridge of Pure Performance Social Marketing: Its 'part of a nutritious breakfast,' says Christopher Penn of WhatCounts Social Marketing: Don’t be timid, says Ford’s Scott Monty
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
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