This was my second year attending the weeklong celebration of all things social media. Social Media Week is an annual conference that takes place in several cities around the world. Events are a combination of speeches and panels.
When the week’s schedule was announced, I scanned the events to see what looked most useful to my company and me.
I asked my boss to let me attend them. Luckily, she values learning and told me I could take three days to go to whatever events I thought would be helpful. Some people aren’t as fortunate.
A friend’s boss said, “You don’t need that. Aren’t you already a social media expert?”
I don’t know what’s your actual behavior and consumption of TV, but we can all say there’s probably the biggest revolution since Internet. We used to consider TV as « a whole set, environment of entertainment, emotion and information for the family.
Despite different revolutions like new consumption (VOD, OTT, catchup TV…), new wirings (DSL, DTH, DTT…), new quality (HD, 3D), TV remains a matter of contents. Believe me, as I worked for more than 10 years, in pay TV environments.
A few years ago, I worked at one of the nation’s first purely social media agencies. Our customers relied on us to do all things social, which included blogger outreach, blog strategy and launch tactics, Twitter postings, and investigating the latest and greatest social tools from Radian6 to Ning. The PR agency focused on media outreach, briefing books, and "traditional" pitching and messaging.
There was a clear line between what we did and what they did. Today, it seems all PR agencies do social media and all digital/social media shops do PR. Rather than specialists, we have all become generalists, and the lines between PR and social media continue to be blurred.
Social is platforms or software (apps included) used for communication to connect and interact.
Mobile is the technology used to communicate; capture, create and share.
Analytics is the information or data that tells us how people are responding and connecting.
Content is the substance of communications be it text, audio, pictures or video.
Content was fitting to be the last part of #SMAC, after all it is the foundation of communications, while Social and Mobile are the tools to communicate and Analytics provides data on how people communicate and consume, without understanding our content the rest is useless.
When I was in school, my teachers taught me math by always breaking things down to their lowest common denominator. It made things simpler. If you’re using social media in a B2B environment, like I am, then you need to take the same approach with your social media content.
I work in the professional dental market. That means that patients really don’t know us, but dentists and hygienists sure do. With our long history and size, it would be tough to find a dental office that doesn’t have at least a few products from us. However, with over 180,000 dentists in the U.S., there is no way that our 30 reps can reach even 1% of them annually. We rely on the more than 3,000 retail reps to help spread the word.