CommonSense Blog

How social has changed the way I… work

By Samantha Hershman | Aug 14, 2015

sam hershman blog postI was recently asked if social media impacts the way I live because it is what I “do” for a living, or if what I do for a living influences how closely I pay attention to the impact of social media on society.

So my simple answer? Social media is my job and social media helps me do my job. I don’t think there can be a clear cut divide between how social media impacts my life vs. how it impacts my job because it is no longer the future of communications – it just is how we communicate.

Every morning I wake up, reach for my iPhone and immediately open up as many apps as possible to scroll through all the activity that happened in the social sphere overnight. Of course I’m looking on Instagram to see where my favorite food bloggers went to dinner so that I can add to my (lengthy) restaurant list, who Snapchatted me about their latest adventure (that I may or may not find interesting but reply back with a Snap of my own story, of course) and what breaking news and social media updates are trending on Facebook (processing how this news will impact my workday – as a Social Media Strategist). Is this not how most millennials start their day?

Last year, a reported 83% of Fortune 500 Companies are active on Twitter, 80% have a Facebook Page, and 97% are present on LinkedIn. These numbers are growing rapidly each year, and it is pretty much a given that social media engagement should be built into a brand’s marketing strategy.

So that’s where my team comes in – we are the experts who help build these strategies and manage engagement, directly communicating with followers to represent and support the growth of the brand.

To break it down, here’s some tricks of the trade that should be considered in a day’s work:

Defining Transparency

Nothing is a secret anymore, and as long as you have Internet connection, anything you want to share, is shareable. This can be great for several reasons: transparency, breaking news, it’s instant customer service for brands, to make a statement, etc. But here’s the kicker – since everything is SO closely watched these days, everything that you say can come back to haunt you. Defining transparency on social is a must across any industry, especially for brands – and don’t forget about personal accounts! In the world of social media, you are always representing your company, your organizations, your family, your friends, yourself.

Is this Relevant to Me?

Even something so random and miniscule to the average person’s everyday life, can go viral in a matter of seconds thanks to social media. So what does this mean? Just because others are sharing it, doesn’t mean that you should necessarily get involved. If it’s something that is relevant to you and you can promote it in a way that makes sense for your audience, then go for it; it could be a nice opportunity to jump into that conversation. But do recognize that there are some things better left untouched. Each day, I pay attention to what others are sharing and learn how to translate that into what my clients should be sharing, and what they should steer away from (and that’s when I think…thank goodness someone else did it first).

Who’s Paying Attention?

No matter who you are or what you’re doing on social media, it is critical to understand your audience. For personal accounts, odds are that’s just your friends and many of your “closest” acquaintances. For brands, recognizing who your target audience is helps reassure that you’re sharing content that is interesting and relevant to your followers.

What’s the Latest?

Every day, a new social update is “announced, rolled out or launched.” Staying on top of these social changes is very important, not only to someone who is in the social media industry, but also for users with personal accounts. So much of our work and play revolves around social media, and you don’t want to fall into a trap where you didn’t know that Facebook came out with Facebook Messenger and you don’t know how to inbox your friends anymore with important info, or that Pinterest rolled out a “Buy Now” button and you can very easily buy your top pinned items right from the platform with one click. It’s more than just “social media,” it’s connecting with friends, a world of online purchasing, a way of discovery. Starting my day with a social sweep set’s me up for success.

On September 14th, a global panel of social experts from across industries will converge in London for the #PreCommerce summit, hosted by W2O EMEA, with a special focus on how we work, live and create in the digital time. Social media has forever changed our world and it’s our responsibility to evolve with it! Register for free here.

And with that I say: Stay Social!