At Head Of Lettuce Media, people usually notice right off the bat that we are quite like an episode of Perfect Strangers, as a right brain and a left brain working together. But it is what makes us as a team work so well, we are good at what we do in our own fields of social media.
Antony is more technical, he loves disruptive technologies, building new things to challenge current social media practices. He’s the gadget guy learning new tools to measure social media metrics.
I however am a connector, a collaborator and a fire starter. I know how to grow conversations, keep people entertained with content, how to put out fires, start engagements, connect people with other people, clients, and jobs.
Above all, I am the social in social media.
I don’t do analytics…
I understand them, I know enough about metrics to show what really counts in a social media campaign. I agree for more in depth campaigns that analytics and metrics are seriously important and should be left up to the masters of metrics. I can rock the edge off your Edgerank with interesting content with ease, but don’t ask me to measure the fairy dust of your go go juice. Damn it Jim, I’m a doctor not an escalator.
I’ve heard quite a bit of frustration among companies and agencies running social media programs, “We hired this new guy to be our social media strategist. He’s great with project management, charts, graphs, and metrics. But he just flat out sucks with people.”
And then I get asked to help “Teach them be more personable like you…”
These are also the companies that say… “Let’s make it go viral!” things in social media go viral because PEOPLE like it, it’s entertaining or they have passion about the brand behind it. You’ve got to know your audience and how to connect with them first to have any metrics that are viable to analyze.
The product without people is just a product.
Some people just don’t know how to connect with people, and that’s okay… some people really rock at what they do, if they are more technical and it should be left that way on both ends. Don’t make them your social media voice. Forced sociability is going to be something that your social media audience will spot in an instant and or you could end up with a huge PR mess. Again, vice versa… this is why when I got my first huge corporate client ZVRS a few years ago, I called up Tony to help me out with the business and technical end of things.
Anyways, I am looking for a understanding among companies that it takes two to make a thing go right. In large agency teams, you have a mix of creative people and technical people. It should be the same in any social media department large or small, don’t expect to hire just one person and expect magic to happen. Yes, these rare unicorns do exist but again, if you have the A-Team of specialist left and right brains. The more the merrier you will be. As I have learned so much in the last two years from my other side of the brain Tony… I’ve learned that collaboration fuels success.