Need to stay on the bleeding edge of the PR and digital marketing industries? Sign up for Arik’s weekly e-newsletter
2016 was a good year to be a job seeker. Specifically, for mid- to senior-level PR folks with a strong digital skill set. As a result, we saw a far amount of hopping industry-wide.
But, we also saw a number of key moves that I think will impact 2017.
These were almost (and I hate to use this word, but…) “seismic” moves that have the ability to change entire teams for agencies and departments on the client side.
As I thought about 2016, I landed on 8 moves that I believe will change the PR/social landscape in the year ahead:
Still not exactly sure what the title means, but I do know Nathan’s move from Bolin to FRWD in 2016 was a big one. I’m sure he’ll be adding to his team in 2017, and he’ll be attempting to build a digital consultancy within a creative agency (not always easy).
New position for Sleep Number. And, it’s probably been a long time coming. And, I think Anna is the right person for the job. Smart. Solid background (Mills, Caring Bridge, Target). Right demeanor. Yep, Sleep Number is in great hands.
After 15 years at General Mills in roles of increasing responsibility (she was director of brand and corp comms when she left), Kirstie landed at Blue Cross in May. Big “get” for the Blues. Big loss for Mills. And I’ve heard very good things from people who have worked for and with Kirstie at Mills. Blue Cross is lucky to have her.
Now THAT’S a title! Huge move for Amy this year as she left Best Buy (where she had been for almost four years) for this gig at Toys R Us in New Jersey. This one was more about the void left at Best Buy (at least from a Minnesotan perspective), but I know they’re in good hands with people like Jeff Shelman involved.
Another impressive title (what exactly is “performance content” anyway?). Another impressive woman. After a year-and-a-half stint at Deluxe, Heather went to the agency side for a leadership role with Nina Hale.
After five-and-a-half years at General Mills, Melissa took her talents to the non-profit sector. And, GTCUW (former client) is lucky to have her. Already making great progress, judging from my work earlier in the year with this organization.
After a relatively brief two-year stint at Marvin Windows & Doors, Breanna is back on the agency side with my friends over at Bellmont Partners. And, all reports I’ve heard is that things are working out pretty darn good. Happy to see another Warrior (Go Winona State) thriving!
Another great “get” by Sleep Number–that’s two on this list! I’ve had the pleasure of working with Maggie the last few months and could tell early on that she was going to be an invaluable add to the Sleep Number PR team. Bright future ahead for this young woman.
Take a peek at any corporate social media program and you will likely see “engagement” listed as a KPI in some way, shape or form.
Yet, the way the social web is going, that might be a foolish proposition.
Look no further than Twitter for just one example.
When was the last time you had an actual conversation with anybody on Twitter?
Heck, when was the last time ANYBODY has a productive conversation on Twitter?
Thanks to trolls, the 2016 Election, and a waning interest in even HAVING online conversations, Twitter, as we know it, is slowly dying (or, at the very least changing dramatically).
I’m not breaking news here, but it’s indicative of a larger trend:
Engagement is dying on the internet.
I have three proof points as to “why”:
Sure, the big consumer brands are all about engaging on Twitter (read: recent Wendy’s tweets). But, what about everyone else? And, keep in mind, “everyone else” comprises a pretty big chunk of the accounts and brands on Twitter (small businesses and B2B specifically). Take JP Morgan, for example. 326,000 followers. Big huge financial brand. Yet, a quick glance at their Twitter stream and you see nary a response. They’re using Twitter purely as a broadcast channel.
Or, what about Accenture. Another big B2B brand. Another 300+K followers. Another brand who’s clearly not interested in engagement on Twitter. Just look at the stream.
Just ask Vice. The growing media company recently shut down its comments section–which, in the recent past, has become somewhat en vogue among media companies as they make tough decisions on where to spend their time. I thought this quote from Jonathan Smith, editor in cheif at Vice: “(Vice does not have the) time or desire to continue monitoring that crap moving forward”. Because that’s what the comment sections of media sites have become: CRAP. And, increasingly, you could argue the same thing about social media sites, as many conversations on Facebook devolve into hyper-political debates, or worse yet, personal attacks. The media is saying they’ve had enough–they’re going to focus their time and attention elsewhere.
Anecdotally, I’ve noticed a big trend during the back-half of 2016 (and in the first two weeks of 2017): Comments and shares are getting tougher for brands to come by. And, really, do “likes” signify meaningful engagement in 2017? Because I would argue a hard “no” on that. Think about it. Likes are absolutely last on the totem pole of engagement, aren’t they? Comments bring meaningful input to the conversation. They spur conversation. They provide feedback. They are simply a much richer signal from an engagement standpoint. And shares provide the virality we all crave as marketers/communicators. The share is the Holy Grail of engagement. I don’t have any hard data to back this allegation up (outside of what I’m seeing with my clients), but if comments/shares dry up, brands are left with very little else.
I don’t remember the first time I met Laura Kaslow (give me a break, I’m getting old and losing brain cells over here!). But, what I do remember is being impressed. And, she’s done nothing but confirm that initial suspicion since that first meeting (even if I can’t remember it!). She’s a life-long learner (see–pursuing advanced degree). She’s an active networker (I saw her once at a local coffee shop meeting with a mentor she arranged all on her own). And, she’s got a great reputation as a valued counselor over at Blue Cross Blue Shield of Minnesota. Let’s meet Laura!
Rumor has it you have a new role at Blue Cross Blue Shield of Minnesota. Do tell.
Sure do. I’ve transitioned from a more traditional senior PR specialist role to a senior PR specialist for digital and social engagement. In this role, I’m really focusing on building our digital PR capabilities. So basically, I’m building on the work I’ve been leading in social media for the company over the last four years, but now shifting my focus to solely be digital, including taking on the role of editor of Blue Cross’ new corporate blog (www.blog.bluecrossmn.com). It’s a more digital content marketing focused role, which is part of the work that I really love. It also allows me to focus a lot more of my time on our social media capabilities, which has been just a portion of my role in the past. There’s a lot of potential for us to grow in these areas so I’m really excited to begin implementing some of the many ideas I’ve had that I just haven’t had the bandwidth to take on in my previous role.
You’ve been at BCBS now for four-plus years–how has social evolved at Blue Cross and what do you see as THE key opportunity for your organization in the years ahead?
Health care organizations in general have so much opportunity with social. It’s all growing and changing so fast, but the biggest driver for us (and I’d argue for anyone doing health care, or at least health insurance) is focusing more on the consumer. Historically, health insurance companies (like many areas of health care) are very B2B focused. We talk about our members, but we don’t talk about them as the consumers of our products, we tend to think more about the employer groups as the consumer. That’s all shifting on a macro level in health care and that trickles down to social.
Now, with social media, we’re talking directly to our members— and health care consumers more broadly. We have to be human with our social media followers. Sometimes that means taking care of their customer service needs. (That’s a lot of it and the obvious part.) But, more broadly, we have to think about how can we engage and inform our members on social channels. This can mean providing great health information from our experts, helping people understand health insurance terminology (it’s so confusing, even when you work in it), and I think most importantly being directly a part of a conversation with the people who have an opinion about or question for your brand.
I think in any area of social, you have to remember that this a public forum for a person-to-person conversation. If you’re not talking to someone like they are your friend or neighbor, you’re probably doing it wrong. But, you have to balance this with the “world watching” part of it. And yes, you can still do this while holding to approved corporate talking points… We have to do that all the time. Really, it’s that balance that I argue is why people need to put on their public relations hat when doing community management over social media.
Over the years, you’ve morphed from a focus on public relations to one on social media and digital. What drew you to social/digital and how do you see your career evolving from here?
In some ways, it just happened naturally. Social media and digital have been of growing importance in communications and marketing jobs in general. I spent six years prior to Blue Cross in higher education. Higher education (unlike health care) was a quick adopter to social media for recruiting students and managing student life purposes. I also did a lot of work with our development team on social, which was a whole other animal because we were talking to elderly donors, not millennial students.
So, as I said, some of it was based on where the work was, but I really fell in love with it and kept pursuing it and growing with it. This was especially true when I made the shift to corporate health care. When I started at Blue Cross, the company was not particularly active on social media. So, I took a deep look at the strategy for each channel, especially before launching the corporate Facebook page. I wanted make sure each channel was a good fit for the company and the content we put out was a good fit for the audience. I love that balance because it’s constantly ebbing and flowing.
As to how I see my career evolving, I want to continue to lead this work going forward by helping really focusing on how to use social media as a strategic outlet to build corporate reputation and brand loyalty. There’s endless opportunity in the digital world and I think that willingness to take on new challenges is so important. What we’re doing today, won’t be relevant in the near future, but something else will be and if I want to do this work in the long-term I better be paying attention to what’s coming. That’s what’s so exciting about this—the known unknown.
Speaking of career advancement, you’re in the midst of completing your MBA at the University of St. Thomas. Why did you decide to pursue your MBA? And, since you’re now working more in the world of digital marketing, how do you think it will impact your career trajectory in the years ahead?
I always knew I wanted an advanced degree, even as I was an undergrad. It was a matter of timing for me. I actually started out as an MBC (Master of Business Communications) student at St. Thomas and ultimately, based on personal preference and program changes, shifted to an MBA with a graduate certificate in corporate communications. I’m also focusing on taking electives courses that will help me in leadership development.
So, with that, I think the greatest opportunity for career trajectory for me is the leadership and strategic business skills I’ve built through a variety of classes, both core classes and elective courses. I look at challenges differently and lead in my work differently because I’m getting this degree. I’m learning to be both more creative and more analytical—and those skills can overlap (left brain, right brain).
However, frankly, what I am getting from school isn’t what’s making me be a smarter digital marketer. (That’s not to say there isn’t a course or two in digital marketing that may be valuable—there are… it’s just not what I’m doing.) For me, I get smarter in digital marketing by doing the work and reading content from other smart marketers; i.e. being involved in Shonali Burke’s Social PR Virtuosos group (highly recommend!), being a PRSA member, attending MIMA events, and digital marketing/social media focused conferences, etc.
My advice is that if you want to be a smart digital marketer, focus on the content readily available—and do the work and learn from what your own campaigns, channel analytics, etc. If you want to be a smart and strategic business leader in any area—including digital marketing/PR, an MBA is worth every hour and dollar to build those skills.
What’s one big trend you expect to see in the social media world in 2017?
I’m not much of a trend predictor, but one area I find really interesting as a PR person is the post-election backlash of the fake news stories. I think that there will continue to be more focus on this. (Facebook has already taken steps to help people mark questionable stories, update their algorithms and such.) Social media continues to make “everyday people” into “reporters” (or perhaps more accurately messengers of news). I think that one thing we’re seeing already is what impact that has. Social media companies have become defacto news bureaus, and the real world impact of this is starting to get more attention.
While, I don’t know if that is a big trend, I think it’s something people will be paying attention to for a couple reasons. People begin to demand more credibility and easier fact checking. I’m just as lazy as anyone in my social media perusing and probably won’t always put an effort into debunking fake news, but I do want to have a warning flag if a source is questionable. I’ll be curious to see how algorithms start so shift and guards are put into place to help people discern credibility of real news verses fake news.
You’ve been a part of PRSA for years–in fact, you’ve been an active committee member for the last several years. Your work has earned Classics Awards. Clearly, you are a big PRSA supporter. My question is this: How will organizations like PRSA remain relevant in an environment where their previous strengths (networking, programming) are being commoditized and marginalized?
Such an important question. Yes, I’m a huge supporter and am proud of the work I’ve done and grateful for all the amazing people I’ve met through PRSA. But, you’re absolutely right that times are changing and professional organizations need to change along with a changing world.
I’ve gotten a ton out of networking through PRSA, but that’s because I really worked at it as an active committee member. This was especially important to me because I was in a bit of a niche role in a graduate school career prior to hopping over to health care and those connections (including you!) really helped me in myriad ways (including interviewing differently, knowing people who have a connection to a company, industry I’m interested in, etc.)
Honestly, I think, like you point out, that the programming component is going to be tough because there’s just so much good content out there these days. But, it is also a core part of any trade organization. So, I think really it is really important that organization like PRSA find their niche to show their value. No one (arguably) should understand public relations better than PRSA. So, the programming for that organization should be on social media and reputation management, or using content marketing to create a news bureau for your organization. That’s what PR people need from PRSA.
However, strong programming alone is not enough to really maintain relevance and membership numbers. I think looking at what the next wave of potential members need will be important and good programming will help that. What may be a bigger gap for these organizations (at least from what I hear anecdotally) is how to maintain interest among more senior practitioners. I’m pretty savvy with social PR because I’ve been at this for a little while now, so how can I use my membership to develop my career in an area where I have core skills? That’s a big challenge any professional trade organization has to look at these days—balancing the basics to give value to those newer to the profession with the deeper strategy/leadership needs of those who are in more senior roles. I don’t have a perfect answer as to how to do this, but I think it’s really important.
It’s the New Year. Everyone is looking for a new show to binge watch. I know you’ve been watching Gilmore Girls. Any other favorites to recommend to those who might be looking for something new to watch?
Oh gosh. Gilmore Girls. Yes, I’ve been slowly going back to Stars Hollow. (What’s up with Rory, btw???) So, for those who just binged and need a Gilmore-like fix, I strongly recommend Hart of Dixie. (Wade will be your new Luke. Promise.)
As far as other favorites… I’ll go with a few standbys that I feel like anyone can binge and enjoy… The Office, Big Bang Theory (not on Netflix, but you can record episodes on demand or go to the ye ole library and borrow discs); I always recommend Six Feet Under, LOST and Parenthood. For newer shows, I’d say Stranger Things (for those Netflix people), The Good Place and This is Us. Oh and for those sci-fi nerds, if you’re not watching Doctor Who yet… well… just do.
If there was one “trend” that emerged in 2016 that should scare the bejesus out of PR counselors it’s this: Fake news.
We’ve all read about the phenomenon by now and its impact on the 2016 election. But, what you may not have given as much thought to is fake news’ potential impact on your company, its executives and your organization’s reputation.
Again–bejesus. Scared out of you.
Why? Because this is something that’s completely out of our control and sphere of influence.
And, it’s already happening. Just as Pepsi and CEO, Indra Nooyi.
But, isn’t this just an election thing?
No, according to many. Including, long-time blogger, podcaster and counselor, Shel Holtz:
“But let’s be realistic. Efforts by Facebook, Google, and others to stifle fake news will fail. This genie is out of the bottle. Now that people know fake news produces real outcomes, they will find ways around the blocks, just as spammers and hackers who deploy computer viruses have.”
Sufficiently scared yet?
You should be.
But, I believe there are steps you can take to (at least try to) protect your corporate reputation against fake news villains. If I were a director of corporate communications at a Fortune 500 company, I’d be considering the following approaches:
Most likely the most important item on this list. Why? Because most execs really have no clue about the details of fake news. In fact, the likely response you’d get from a CEO if defamatory fake news were to emerge against him/her would be: “Just take it down!” Am I right? I’d suggest getting ahead of this by having the conversations now with your executives before the crisis situation presents itself. Explain what fakes news is, how it works, and what steps you can and cannot take to combat it.
The fake news phenomenon feels eerily similar to what we see when political groups attack social brand pages. I’ve been a part of one of these attacks before on the brand side–it’s not pretty. Political organizations rally their troupes to encourage followers to post on Facebook walls and to tweet at companies they have their sights on. The result is an endless flurry of negative posts that the brand cannot possibly keep up with. And, the resulting action brands typically take is the only smart one: Nothing. Responding once (or minimal times) and riding it out, appears to be the standard operating procedure. And, I think that same approach (responding minimally) will probably apply here, too. Think about the environment–a fake news source that cannot be influenced. People who will believe what they want to believe. And, a social media ecosystem designed to encourage the sharing of said message. Riding it out seems like the only option, really.
That said, I think you can take a few steps to mitigate the damage–especially with one audience you can communicate with effectively: Your employees. Being able to react QUICKLY to fake news becomes paramount. Make sure your team and processes are up to the test.
Not so much to push a story, necessarily. But, to serve as a resource to provide factual information–something we appear to be in short supply of these days.
Another channel that affords you the opportunity to speak straight from the horse’s mouth: Executive LinkedIn profiles. I’ve been a huge advocate of LinkedIn Publishing as a channel for the last few years. Great way to connect with employees, vendors, prospective employees and customers in a way very few other channels provide (mostly, the authenticity angle). No different here.
Seems counter-intuitive from a PR perspective, but most social channels are now full pay-for-play. Here’s the trick with this approach, however. You’re never going to counteract ALL the fake news. Most fake news is being shared in circles that your company, its employees and customers don’t necessarily interact in. But, sometimes it’s about optics. And, in this case, at least trying to counteract the fake news counts for a lot–with executives, with employees and with customers.
Last year I made a post that I’m going to make into an annual series–or challenge. The concept is simple: Publicly document and state 24 people I’d like to meet and grab a cup of coffee with in the next year.
How did I do last year? Not too shabby. I did get to know the following folks better: Kait Cox (Sleep Number), Molly Snyder (Target), Dory Anderson (Lemke Anderson), Anna Lovely (Cargill), Dane Hartzell (Honeywell), and Crystal Schweim (OLSON).
On the flip side, I whiffed on a LOT of my proposed list. I missed chances to meet: Dustee Jenkins (Target), Stacy Anderson (Anytime Fitness), Mike Fernandez (then Cargill) and Amy Von Walter (then Best Buy). And, I also didn’t connect with a slew of folks on the list that I already know, but haven’t seen or talked to in quite some time.
Letter grade for 2016: C-.
Time to take things up a notch!
So, I’m re-committing myself to coffee meet-ups in the New Year. Part of why I got away from them in 2016 was I was busy with client work. But, I can definitely do better. Coffee meet-ups don’t take a ton of time, and when done right, I can work them into the schedule rather easily.
So, here’s my list for 2017. Hoping to meet the following in the New Year!
Been on the list for a while. And we have so many common industry friends. It’s time.
“Met” her recently via LinkedIn through a common friend. Hoping to meet in real life in 2017.
His name keeps popping up in different situations. That’s a clear sign.
As luck would have it, she’s presenting at MIMA in two weeks. A relatively easy chance for a handshake at least!
Interestingly, I don’t know a single person who works for Boston Scientific. Figure this would be a good way to fix that! Plus, I know she volunteers for Social Media Breakfast. And, someone I know is speaking at SMB later this month 🙂
If I’m not mistaken, Matt has referred work to me in the past at Mills. Probably about time I officially thank him face-to-face.
Kristin was the web content manager at Dow Corning before the web was even really invented (in 1991!). That’s intriguing enough–also, her current role at Optum as director of social has to be an interesting role.
Was all set to meet Allison earlier in 2016, but circumstances derailed us both. Hoping to correct that in 2016.
CLR–another agency where I seemingly know no one anymore. I think I’m getting old.
In case you haven’t noticed, there aren’t all that many guys who work in the PR/comms world. So, I aim to meet as many of them as I can 🙂
Interesting and diverse background with Fortune 500 companies in town. 40+ common friends. Seems like a logical connection to me.
Almost had a chance to meet her when she was with General Mills. Now, she’s over with the Blues. Probably a big reach, but gotta reach for the stars, right?
Another one of those companies where I don’t know a soul. Also time to correct that wrong.
Global News Editor at Cargill. That’s a damn cool job title. And definitely someone I want to know.