Archive for social media
I have a confession to make. I don’t watch the news on television. The last time I picked up a newspaper was because I was in it. I am a true millennial to the core. I get my news off of websites and blogs. I gather data from friends and the information I find in my Twitter and Facebook stream–however un-reliable that information is. Over the past month I have found myself having a career crush on a particular journalist.
Let me explain.
Many journalists are aware that media is changing and that they need to be online. Many journalists are hopping on to Twitter and Facebook and launching their own blogs in attempt to figure out how these tools can help them do their job better. Most journalists are very awkward online. (notice I said most–not all. Please don’t be offended) I have seen many hop onto these online channels spewing the exact same information they would share in their traditional outlets without even changing the voice or tone. They aren’t friendly or interesting but rather factual and reporting on the latest information in the way that they have always done.
As you know…this doesn’t exactly work well online.
However, over the past month I have developed a fascination with Katie Couric. The same lady who didn’t understand what the internet was years ago was now dominating it in a totally appropriate way. She was being interviewed by some of the most respected names in digital media. Not only did she share great anecdotes and well articulated answers but she was funny and approachable. When the interview was over you felt like you two could very much be friends. If that wasn’t enough she sat down a few weeks later with two mom bloggers to discuss motherhood. She did not coldly report on statistics and what motherhood today might look like. She referenced her own journey through motherhood and offered stories while asking detailed questions and keeping that respectable journalistic approach to interviews. Aside from all of this she is very active on Twitter and in such an interesting way. She is not only sharing details of what is happening in Japan and reaching out to people who respond but she is sharing lighthearted videos and taking part in Twitter chats. Katie Couric is learning how to wade in the waters of social media in an incredibly effective way.
Why am I telling you all of this?
This morning I read a piece criticizing Couric’s work and whether or not renewing her contract will be beneficial to CBS News.
“The track record regarding Couric’s CBS tenure is considerably fuzzier. Other than a memorable interview with Sarah Palin that helped expose the then-vice presidential candidate for the empty shell that she is, the anchor has done little to truly distinguish herself during her CBS tenure, handling her anchor chores competently, but without providing any of the heat required to upset the entrenched order of things, ratings-wise. And while that’s not entirely her fault, as the face of the news division, she certainly bears some responsibility.”
Apparently these people aren’t watching the same interviews that I am. They aren’t following her on Twitter and watching her jump full force into the social media world in an effective and respectable way. I am a millennial–a generation that is rather un-interested in watching the news and knowing who is reporting what. I am a part of the next generation and Couric was able not only to get in front of me but to impress me at the same time. If CBS is interested in understanding journalism in a world of new media and what changes need to be made for the greatest impact I suggest keeping Katie Couric around.
(rant over)
Today Jessica Gottlieb wrote a great post about how small businesses should and should not engage online. Jessica makes an excellent point when she says make the best product that you can make. Give the best service that you can give.
The biggest challenge of running a small business is gaining consumer attention. Large companies invest millions of dollars each year to get consumers to notice them. So how will you get your customers attention?
The digital space offers a plethora of opportunities to spread the word about your business or cause on a small budget. Since digital marketing is kind of my thing I thought I would offer some un-solicited advice. All of these tips can apply to both small businesses and non-profits.
- Don’t get caught up in the hype
Do not get a Facebook page because everyone else has one. Get a Facebook page because you are going to use it for a specific purpose.
- Start Your Own Blog
Adding a blog to your website can be in-valuable. I suggest starting a content calendar as a reminder to post regularly. What will you write about? Industry news, special events (before & after), New products, Specials you are running, Links to reviews and online mentions, Newspapers articles about your company. Use your blog to start a conversation with your consumers about who you are and what you have to offer.
- Encourage Customer Reviews
When customers search for your business one of the top results will be Yelp.com. Encourage regular customers to submit a review of your business. Offer special discounts for customers that leave a review on Yelp. Pay attention to the reviews that you receive some of your most valuable insights can come from these.
- Social Media Profiles
I suggest you be as many places as you can be. Create a Facebook fan page. Create a Twitter profile. Join Flickr & YouTube but only if you are going to update them regularly. Don’t create profiles that you will never use. It will make you look sloppy. What kind of updates? Links to your blog posts, event notifications, Specials you are hosting, and new products.
- Blogger Outreach
I know at the beginning I mentioned blogger outreach isn’t the best approach for every business. However, I do suggest checking out local blogs in your area. Often times there will be bloggers that specifically cover local businesses. I would focus on those bloggers. Reach out and let them know who you are and why you are so fabulous.
Lastly, make the best product you can. Give the best service that you can. Don’t get caught up with the hype that digital media can have. If something works for your business then work it!


