Over on Web Ink Now (David Meerman Scott’s blog), he has a great recent post about what a radical CMO might do nowadays: hire a bond trader into the marketing organization. Jump over (see link below) and read why – it’s a good read and alludes to another topic David wrote about in the past, about hiring a journalist.
I agreed with David as I read the post. I dropped down to the comments to see what others had to say, and there was an exchange that caught my eye (and thus the subject of my post here today). Initially, Dalin Tippetts (dtippetts in the comments) asks if his communication degree is going to be worthless/undervalued in today’s age of media and digital interactions (paraphrase).
Dalin and David replied back and forth and it got me thinking about the ways I interact with some of the people I teach and coach in my job as someone who heads up and champions social media. One comment of Dalin’s in particular (“The thing for me is that the industry changes literally lightning-fast so it’s hard to stay on top of everything especially when those who are in a position to teach are still touting around the Old Rules.”) instantly made me think of one of the leading quotes in David’s current book: “Social media are tools. Real time is a mindset.” David and I have talked about this in the past, too – about being able to see beyond the tools in front of you, and focus on the larger context.
Think about that for a moment. People ask me about effective practices for LinkedIn and Twitter and such. And truth be told, I’ve delivered a Twitter 101 class several times at my employer. But I end with (and stress) that the crux of what I’m teaching is independent of the tool itself. Reaching out, (digitally) meeting people, asking questions, interacting as a human and not a brand – this is all applicable to any digital platform. Twitter is still private and VC-backed. What happens if they disappear tomorrow? If you have (specifically) a Twitter strategy and were a Twitter expert, you’d be out of a job. Instead, if you focused on seeking and making connections, listening with two ears and speaking with one mouth, ask more ‘you’ questions and use fewer ‘we’ statements, and the like – you can port that skill set to any digital social network and win.
So to Dalin’s salient point: “It’s hard to stay on top of everything” – I think focusing on the meta – the higher level stuff – is a way to stay relevant and useful, amid the rapid change in this space. Look at ways to connect concepts and ideas (as they relate to communications and digital media, which is Dalin’s field), and look at them through a real-time lens. Honing that skill set is future-proof. Here is an old, old post I wrote about something similar – about the ability to link seemingly disparate pieces of data together to make or see a story.
Saying, “I know how to Tweet” is one thing. Saying “I know how to find people on Twitter with at least two things in common, asses their influence, and begin a dialogue with them around topic x, and shifting them to a blog or a video channel for longer-form content” is much different – and more powerful.
Links mentioned in this post:
- David Meerman Scott’s blog, Web Ink Now
- David Meerman Scott’s post on Why a CMO Should Hire a Bond Trader
- David Meerman Scott on Twitter (@dmscott)
- Dalin Tippetts’s blog
- Dalin Tippetts on Twitter (@dtippetts)
- David Meerman Scott’s post on Why Marketers Should Hire Journalists
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