
Just before the speech I gave on Social Networking.
On Saturday, October 1, 2011, I had the privilege of speaking at Pratt Institutes 125th Anniversary Celebration on Social Networking. Having graduated form Pratt nearly (dare I say?) 25 years ago, it was an extreme honor to be asked back.
For those of you who were there, thank you so much for listening. For those of you who were not, below is a copy of the speech that I had delivered:
Good afternoon everyone, I’m Tom Roarty graduate in Graphic Design and Advertising class of 89. Although this is a social networking lecture, I thought I would give you a little background on me and how I was privileged enough to speak in front of you all today.
I was fortunate to I attended Pratt just when the Manhattan campus started to offered computer graphics training. After graduation, I worked for a number of publications doing layouts and past-ups. Sometime after reaching the Art Director level, I decided it was time for a change. So, I made the move to the much broader world of Advertising.
Agency work allowed me to be more creative off the printed page, which helped me to design for a clients needs, as opposed to the confines of a story, as in my previous positions. While working for the agency, I absorbed all that I could in regards to various medias, spanning from print to radio and Television.
One day I was in the lobby of my building at a small newsstand, and I saw a magazine called “The Net”. Right on the cover was a story about “How to Make Your Own Website”. After flipping through the article, I thought it would be cool to give it a try, so I made the $5 investment.
While following the tutorials at my desk, my Creative Director came by and asked what I was working on and I told her I was just playing around with this new thing called a “web page”. This all took place when the web was just blooming mind you. There was not really a lot of design on-line at that time, so anyone who could make a site look half way decent, had the potential of standing out.
After showing her a few samples of things I had learned from the magazine, she asked me if I could build a site for one of our national clients. Two weeks later I was on a plane to Chicago to help present the proposal for the first website I ever designed. My job as the creative token at the meeting, was to listen to what the client wanted, supply some quick sketches of what it would look like on the fly, and promise we could deliver everything. Before our plane even touched back down in NY, the project was green lighted.
The problem now was, how do we deliver what the client wants? At the time there was little reference on advanced web techniques that were not geared towards programmers. I was lucky enough to find a group in Manhattan called the World Wide Web Artist Consortium. They would meet once a month in various locations and talk in a language that, designers could understand.
Looking back, this was my first encounter with Social Networking. Although it wasn’t online, it was a group of people meeting in a social setting to discuss ideas pertaining to their shared interests. Which is basically what Social Networking is today in the digital world.
After leaving the agency, I had a variety of jobs, and a few years ago I was hired as a Multimedia Marketing Manager at a casino. While with this employer I suggested the implementation of a social networking presence. My boss, being a firm believer in technology agreed, but for different reasons than me. His reasoning for entering the social networking arena was, most companies are moving towards that direction, and our competitors did not have a social networking presence. So we should be the first. Both were valid reasons but when I asked the question “What kind of content was you thinking of posting”? He did not have an answer.
I guess that is the same dilemma for most companies, or even individuals when starting a new social media presence. My thought on the medium, is that it is a means of free promotion through the exchanging of common interests, very much like the World Wide Web Artist Consortium meeting I had attended in years past. The experience would become the model for which I would base all my social networking projects.
The idea was to make social networking exactly that, social. Trying to force content in any aspect of a social setting eventually becomes a turnoff. People will tend to follow their friends and give them a little leeway while they search for their online identity, but those same people are not so tolerable when it comes to companies doing the same thing. For most, sites like face book and twitter are an escape, during which time participants do not want to be burdened by “The Hard Sell”, which is a pitfall many businesses face.
The next question for my boss was, “what do we want to gain from our social networking efforts”? The answer to this was immediate– “followers”! So of course the next question became, “For what reason”? This time the answer was not so apparent, and we found ourselves back at the default answer of, because our competitors do not have a presence yet.
My line of questioning was not to try and prove or disprove the success of social media, but to get an idea of the direction senior management would want to take in their approach in building our social media efforts. So, with no guidance, at the time when there was not a lot of data on successful social media tactics, I decided the following. We will pursue loyal visitors through their interests and act as a compliment to their online experience, as opposed to a stand-alone advertiser.
Our rules for making this happen were as follows.
We do not post anything unless it can inspire conversation.
We reward our loyal followers with items that THEY are interested in
We monitor our sites throughout the day and interact with our followers whenever possible
We do NOT censor our followers (unless they use foul language or abuse other members)
By following these rules, we formed relationships with our “Friends” which lead to more followers and a larger captive audience, whom looked forward to our posts. Even when negative comments were directed towards the business, it gave us a chance in an open forum to defuse a possible negative situation, which we may not have been aware of if the medium was not available to us. In instances where we posted content that was not generating a lot of buzz, we would drop it, and move on to a new one, rather than force a subject that was not accepted by the masses.
We successfully cultivated both Facebook and Twitter accounts. I measured our success not so much by the number of followers we had, but by the interactions we had with them. Which helped in many cases with the direction of valued business decisions such as the types of contests people liked best, concert preferences, and daily specials. In essence, our social networking sites became a 24 hour focus group covering every aspect of our operations.
What many books will not tell you is that although once you are friended by a fan of your brand, you basically have a captive audience, most people friend businesses out of consideration and their loyalty to a companies offline presence. A business social media endeavor is usually an untrusted element mixed amongst personal thoughts, photos and ideas. It is my belief that in order to truly succeed as a business through social media, you must take the time to interact and show not only a commercial value but a personal value as well.
As far as my experience with social networking on a personal level, I have found it very useful for my career, not related to my current employer. My last job was found through social networking on LinkedIn. The professional contacts I have made over the past few years through my professional social networking efforts will probably be a large part of what lands me my next job. Because it is not about what you know any more, it is about who you know.
By friending people in your industry, on LinkedIn and Twitter, you potentially have access to valuable time through their news feeds. I have also found that Blogging, will keep you on a potential employers radar, while keeping them updated on your skills. It is sometimes not easy to take the time out of you’re day to update your life online through various sites, but it is the people who do that will have a competitive edge on the open job market.
With all that said, weather you are using social networking for commercial or private use, it all leads to this– human interaction. The more emotion and personalization you can bring to your posts, the more success you will have. I do not believe that social networking and social marketing has come close to reaching its full potential, but I do know that even when it does, it will never replace a social setting such as this.