Jennifer Navarrete

As you all know, I am what I call a Social Media Gal. What that means for me is I get to work and play in this space for a living. What I enjoy most is sharing my knowledge with others through both community events and client interaction. Seeing those light bulb moments happen when an audience or a client recognizes the value social media could have on their business or cause is what I enjoy the most.

My philosophy when it comes to social media is that the folks with the boots on the ground should be the ones telling the story. We all know social media is not a “set it and forget it” tool. It is more like a newborn infant which needs to be watched and fed often. This “boots on the ground” philosophy does require the entrepreneurs, businesses and organizations I work with to invest in what I call the Three T’s:  Time | Team | Tools.

Time

Discoverability meetings, staff training and education, profile optimization, design, page creation, social media guidelines, response flowcharts et al., all take time to explain, understand and implement. Anyone who is delving into this social media needs to understand which platforms will work best for their needs, the use and languaging for each platform and how to participate in the space effectively.

Team

One of the decisions a company will have to make is who will be responsible for monitoring, posting and responding on their social channels. I stress the importance of this position so that they understand that every tweet, post and comment is a direct representation of their brand. This is not something that should be taken lightly nor maintained long term by an intern or someone who “will get to it when they have time”. So, making sure they have the person or team who can actively participate is key to the ongoing success of a company’s social media outreach.

Tools

The tools are fairly simple: computer, smartphone, tablet and of course internet access. Make sure your team members are equipped to represent and respond. You do not need all three to succeed, but removing barriers to access is important. You can post, audio record, live video stream, photograph and more all from a smartphone. I know some folks run their entire business from their phones. We are truly living in the Age of the Jetsons.

Not everyone I speak to is ready for this kind of commitment  That’s ok. There are plenty of companies that provide social media services who will do all the heavy lifting for you. They create, post and engage with your followers and fans on your behalf as if they were your brand. When I come across folks who want to hire me to “do it for them”, I smile politely and tell them, “I’m not your gal.”

Each company has what I call a unique flavor. In my mind the customers who frequent your company know how your receptionist answers the phone and how your team talks, walks and interacts with them on a daily basis. If your online presence doesn’t also reflect that same flavor then there can be some disconnect.

So, it should be no surprise that when I work with a client they are someone who subscribes to my “boots on the ground” philosophy and have put the Three T’s into action. In my line of work, I am fortunate in that I can be selective and choose the clients I enjoy spending time with and projects which interest me. One of the clients I have been working with for the last few months is Linda Elliott of Elliott Connection, LLC.

Linda contacted me when she made the decision to delve into the world of social media after she saw me speak at a local event last year. We had seen each other at events throughout the year so I already knew we got along. However, it wasn’t until we sat down to have our discoverability meeting I knew we would be a perfect fit. Linda is a Connections Expert and has a unique talent for finding the perfect partnerships for her clients. Personally, I would describe what she does as an elegant introduction. To experience it is to understand it. Once you have, you will never forget it. I know I never will (more about this in a future post).

As with all projects, you spend months building the platforms and training the team and then there is the moment when they are ready to go live. It is a true pleasure to share the news that today Linda Elliott is launching her Power of Connections blog. Wander over there, take a look and let her know what you think. As always, I welcome your thoughts and comments.