Rachel Discovers Happiness

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Archive for the tag “business”

Tomorrow

A year ago tomorrow – June 11 – I graduated from college with my degree in journalism, concentration in public relations and minor in Spanish.

I wish I’d known then that, in exactly 366 days – gotta remember Leap Year! – I would be starting a real job at a real public relations agency with real coworkers and real clients and all that cool big-kid-real-life stuff I’ve been prepping for my entire life.

That’s right, you read me correctly, I got hired on a week ago at a PR agency called Horn. Starting tomorrow morning at 9:30 a.m. I will be at Horn’s San Francisco office for my first day as an Assistant Account Executive. I can’t wait to meet all my coworkers, find out about the clients I will be working with and get into the type of PR I’ve been longing for since starting my education in the industry.

I’m so excited!

This is one of the biggest steps of my entire life. It’s kind of the equivalent of moving away to college and starting out on my own – only with benefits and a 401(k) plan. Eek!

I found out that I got the position a week and a half ago, but I didn’t want to share my big news before signing the contract and all that good stuff.

Wish me luck!!

A little bit about Horn (from the company website):

HORN is a digital communications agency that combines PR, social media and interactive services to help companies build their brand and move their business forward. 

Named “2011 Technology Agency of the Year,” HORN works with Fortune 500 global brands and hot emerging growth companies in technology, media and consumer markets. Established in 1991, the agency is independent, with offices in San Francisco and New York, and is co-founder of the Oriella International Network.

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On Managing Social Media

The other day I had the opportunity to speak with a few other people about managing social media, both personally and professionally.

There was a lot of good information that came out of the conversation so I thought I would open up the conversation here to see what you all think. See below for some questions that I’ve had or heard from other people.

Image via FinancialSocialMedia.com

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What are the best social media sites for my clients?

Social media is not one size fits all. In order to figure out which platforms are best for your clients you first must understand what the company hopes to accomplish through those channels. What is the end goal? What would the company like to achieve? Whether the purpose is to open up communication between business and consumers, share relevant stories and information about the company or stay involved in industry conversations, there is a social media site to help your client do just that. Research the demographics and purpose of each social media site and utilize the ones that fit into the consumer demographic of your company.

How often should I be posting?

That really depends on which platform you are using. For example, I wouldn’t post more than two times a day on Facebook; this site is normally used for more personal communication and longer interactions. People don’t like their Facebook news feeds to be cluttered; chances are, if you are posting too often, people will unsubscribe from your updates which means that your message won’t be reaching them at all. Twitter is a different story; it serves as a constant news feed and chances are your Tweets get buried in the pile-up. The more you Tweet, the more likely your viewers are to receive and respond to your message. I’d say that the length of the message and level of interaction you desire by your targets should have an inverse effect on how often you post: the longer the post (Blogs, Facebook, etc.) the less often you should post on that platform.

What is the best way to build a fan base on Twitter or Facebook?

The best way to build a fan base is to be open, facilitate conversation, ask questions, respond to others and be proactive about your outreach. If the company can afford it, buy ads on whichever social network you are using. You can generally add filters to your advertisements to target specific demographics based on age, sex, interests and location. Sites like Twitter and Instagram use hash tags in order to aggregate posts about the same topic, this is a good way to reach people who are interested in the same things you are. Also, live Tweeting from events like concerts and conferences are a great way to start discussions.

Hash tags don’t work on Facebook. Don’t use them there, it’s just obnoxious.

What is the best way to control multiple social media accounts?

There are tools such as TweetDeck and HootSuite which allow you to schedule Tweets, analyze traffic and manage multiple accounts. There are also tools like BufferApp which is like a queue for your Tweets letting you put a bunch of Tweets in a line and schedule when they go out. (Note: I personally use BufferApp, but I know others who use TweetDeck or HootSuite and like those platforms a lot.)

A word to the wise: don’t put your personal account and a client account on the same management app (especially on your phone or tablet) – if you aren’t paying attention you can end up inadvertently posting something to the wrong account causing problems for everyone involved.

How should I control responses on my social media accounts?

It is always important that your company or the company you’re representing has an ironclad social media policy. Make sure this policy states the company’s stance on bullying (and what this means whether it is based on race, religion, sexual preference, age, etc.) and profanity. You can set filters on many social media sites so that comments and posts that contain specific words (think offensive four letter words) won’t show up on your account, even if just for a second. Make sure you cover all your bases, and then make sure that you have the policy published somewhere available to the public in case you hit any retaliation from users whose comments get deleted.

What should I post about on my/the company’s blog?

Make sure you are writing about things that your viewers will want to read. Don’t just regurgitate information already posted on other similar blogs. Keep your posts short and to the point, about 600 words long (unlike this one which is at 774 right now). Include videos of things around the office or of important events in your industry. Conduct interviews of people in different positions throughout the company; ask the same questions of everybody, you will get different answers and readers will be able to see the different aspects of your company. If you do recap posts of concerts or events make sure that they are timely and occur within 24 hours of said event.

As far as number of posts per week, you can decide to post once a day, twice a week or any frequency you like, just make sure you stick to it. People on social media like consistency, they like to know that on Tuesdays they are going to get a blog post from you, or on the third Friday of every month your company is going to give them a drink recipe to try over the weekend. Having a backlog or edcal of posts is always a good idea, that way you can schedule your posts and you are sure that they will go out even if you don’t necessarily have time to write that day.

Is it okay to auto-post between social media platforms?

Cross posting between social media platforms is generally frowned upon. Although it isn’t the worst social media faux pas one could commit, consumers generally feel that auto generation of content is impersonal and redundant. You should have (mostly) different content on all different platforms, and even if it’s similar information, your post should be phrased differently whether it is on Twitter vs. Facebook vs. Google+.

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What do you think of these social media management tips? Are there any you disagree with? Do you have any to add? Let me know in the comments!

Facebook buys Instagram for $1 billion… wait, what?!

The big talk around the office within the past ten minutes has been that Facebook has purchased Instagram for $1 billion.

What?!

Yes, that’s right, Mark Zuckerberg made the announcement this morning… by posting it to his Facebook Timeline.

For years, we’ve focused on building the best experience for sharing photos with your friends and family. Now, we’ll be able to work even more closely with the Instagram team to also offer the best experiences for sharing beautiful mobile photos with people based on your interests.

This is an important milestone for Facebook because it’s the first time we’ve ever acquired a product and company with so many users. We don’t plan on doing many more of these, if any at all. But providing the best photo sharing experience is one reason why so many people love Facebook and we knew it would be worth bringing these two companies together.

That in itself is big news – the fact that a $1 billion acquisition was made is news, AND that it was announced on Facebook? That is unreal.

Seriously, when Kris saw that John Swartz posted about it on his Twitter, we were all incredulous.

A $1 billion business deal? That’s crazy, no matter what the companies are!

This announcement comes on the heels of the April 3 announcement that Instagram was now available to Android users.

Now we are all wondering, what does this mean for Instagram? Why is this mobile app worth $1 billion? What plans does Facebook have for it moving forward?

We think the fact that Instagram is connected to other services beyond Facebook is an important part of the experience. We plan on keeping features like the ability to post to other social networks, the ability to not share your Instagrams on Facebook if you want, and the ability to have followers and follow people separately from your friends on Facebook.

And what does the way this news was broken mean for the future of tech company announcements… especially in the social media space?

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