Gini Dietrich

Join Mark Story for a Special Livefyre Q&A Today

By: Gini Dietrich | October 24, 2012 | 
129

You may notice this is becoming a regular thing. Having authors on to answer questions about their books.

On the third Wednesday of every month, we’re going to continue the trend (except next month we’re doing it on the third Tuesday because of American Thanksgiving).

We’re even building the calendar for 2013 so you’ll know ahead of time who to expect each month and can plan your calendars around stopping by to “meet” them (think Mitch Joel in May to discuss “Ctrl Alt Del”).

But today? Today we have an awesome guest. He’s a good friend – someone I finally got to meet in person during the Marketing in the Round book tour – and he’s written the book on how to get a job in social media management.

Starting Your Career as a Social Media Manager

While Mark Story begins “Starting Your Career as a Social Media Manager” talking to those in college or newly graduated, he goes on to describe those of you who are using your passion in social to create a new role for yourselves.

He talks about what to study (in school and on your own), how to interview for a job, and how to negotiate your salary.

The last third of the book talks about how to advance your career in social media (on both the agency and organization sides), how to create and measure goals, how to be a good communicator, and even how to predict which tools will become the next big thing.

And there is a list of resources at the end that can’t be beat (cough, Spin Sucks, cough).

Today’s Chat

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Mark is going to be hanging out in the comments so you can ask him anything and everything about the book, how to start your career in social media management, the best resources, negotiating a salary, and more.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Buy, or download, the book so you are prepared to have a lively discussion.
  • Create a list of questions to ask Mark about the book, living part-time in Hong Kong, or even what it was like working for the SEC.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Mark will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out between noon and 1:00. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

This is the first time we’re doing this, but it’ll become a regular thing.

Those of you who participate in today’s chat (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered in a random drawing for a free copy of the book.

We are going to buy it for you and, if we can figure out logistics, will have Mark sign it for you. Because he’s living part-time in Hong Kong, that might be a challenge. But, at the very least, you’ll get a copy with a note from me.

Former Guests and Who’s Next

For former guests, check out Margie Clayman and Sarah Robinson.

And set a calendar invite on November 20 at noon ET. We’ll have Beth Hayden on to discuss Pinfluence (I LOVE Pinterest!).

See you soon!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • MarkStory

    Hey everyone, I’m looking forward to chatting with all of you at 12:00pm EST!  Till then!

    • @MarkStory Be ready for your fingers to do some fast typing. It gets a little nuts!

      • PattiRoseKnight

        @ginidietrich  @MarkStory lucky i type fast 🙂

        • MarkStory

          @PattiRoseKnight  @ginidietrich My fingers are ready!

  • MarkStory

    Hi everyone!I figured that I would show up a few minutes early at @ginidietrich ‘s place and get comfortable.  Feel free to come on in, take your shoes off and chat!

    • PattiRoseKnight

      @MarkStory  @ginidietrich i’m comfy 🙂

      • MarkStory

        @PattiRoseKnight  Can I get you a veggie burger or some Cheese Wiz perhaps?  We aim to please here as guest authors in Spin Sucks.

  • MarkStory

    Welcome, @PattiRoseKnight !

  • Welcome Mark! I have a question: How did you know this was the book you were going to write? I mean, with your experience, it could have been about a million different things. Why starting your career? And why social media?

  • MarkStory

    I chose this topic because social media is like having a really big hamburger in front of you and you are not sure where to take the first bite.  There are SO many different roles and responsibilities in social media and I felt that having a “how to get started” guide would help people take the first bite of the hamburger.

    • @MarkStory I’d know where to start with a giant hamburger. I’m a vegetarian.

      • MarkStory

        @ginidietrich Good point.  But what about a giant veggie burger?

        • @MarkStory How about some cheese dip? I wouldn’t know where to start there. I looooove cheese dip.

        • MarkStory

          @ginidietrich Maybe I’ll donate a can of Cheese Wiz along with the book for the Big Winner.

        • @MarkStory LOL!!

        • AnneReuss

          @MarkStory  @ginidietrich *shudders* I love cheese – but only if it’s creamy….or warm!

  • MarkStory

    When I got started in social media in 1997, there was no career guide, no how-to, nothing.  So writing this book was a way for me to hopefully help others to have an easier path than I did!

  • MarkStory

    And why social media?  First, it’s my personal area of expertise, but second, because people can often confuse being a user of social media with being a practitioner.  It’s a lot different to use the tools and get paid by others to offer strategic advice on how to use the tools.

  • MarkStory

    And as you know, @ginidietrich , writing a book is not a easy undertaking, but this was a labor of love and one that I sincerely hope helps others who a evaluating their own careers in social media.

  • AnneReuss

    Hey @ginidietrich and @MarkStory I haven’t heard of this book! Adding it to my Xmas wish list.

    • MarkStory

      @AnneReuss  @ginidietrich Thanks, Anne!

    • @AnneReuss  Actually, Anne, this would be a really good read for you. Maybe you’ll win a copy!

      • AnneReuss

        @ginidietrich fingers crossed

      • MarkStory

        @ginidietrich  @AnneReuss Yep.  Signed by the author!  And my handwriting is terrible, but I promise to make mine legible!

        • AnneReuss

          @MarkStory  @ginidietrich Wait until you two see MY handwriting.

  • AnneReuss

    Fancy meeting you @MarkStory I’m one of Gini’s allies from the Chicagoland.

    • MarkStory

      @AnneReuss Pleasure meeting you, Anne.  Is there anything that I can answer for you or do you have any questions or thoughts on working in the field of social media?

      • AnneReuss

        @MarkStory See above 🙂 Let me know if it needs clarification!

  • MarkStory

    One of the goals that I had when I started writing was to offer ACTIONABLE advice,  Many other books may recommend that you start your own business or become a Wall Street stock broker, but these are not things that the average person would do.  I’m pretty confident that by the time that people finish the book, they’ll have a good idea of a) what the career is like, b) of it is right for them, and c) how to move forward to become successful.

    • @MarkStory Wait. Are you calling me not average? Is that good?

      • MarkStory

        @ginidietrich You not WAY above average, @ginidietrich .

  • AnneReuss

    @MarkStory I fell into social media last year in October after graduating in May 2011 and I like to call it fate! Ha! I’ve been learning many things on my own. While that has proved successful sometimes I suspect I’m missing out some valuable information and experience (especially when it comes to numbers – analytics, benchmarking… I have a good grasp on those things but I’ve never been able to see them in action on other projects which is how I like learning – I’ve been freelance for the whole year) – what are your top three resources I could study on my own?

    • MarkStory

      @AnneReuss If you are interested in the numbers and analytic side, I would recommend any of Katie Payne’s measurement books.  You can check out her blog here: http://kdpaine.blogs.com/,  To me, she makes sense of communications, public relations, but more importantly, how to measure the impact of your outreach efforts.  Great reads.

      • AnneReuss

        @MarkStory Added it to Google reader. Speaking of Google, Google Analytics something SoMe managers should get certified in?

        • @AnneReuss  @MarkStory Building proficiencies with Google Analytics is HUGE. Even if you’re not using it daily, it gives a common dialogue to discuss higher-level marketing, tracking conversions, setting goals, etc.

    • MarkStory

      @AnneReuss A second resource that I would recommend for straight social media knowledge is the “Social Media Bible” by Safko and Brake.  It’s about 700 PAGES, but if is full of what I think is timeless information on what social media is, what it is not, and how to smart and successful when you are getting paid to do social. It’s so good that I used to use it as a textbook when I taught graduate school at the University of Maryland.

      • AnneReuss

        @MarkStory That means a lot – thanks for pointing me in a great direction!

        • MarkStory

          @AnneReuss My pleasure, Anne.  I love to chat with people whom I am sure are a smart and savvy as you.  And I often tell them that it is equally likely that I’ll end up working for them when they become wildly successful (as I am sure you will)!

        • AnneReuss

          @MarkStory Hi again, did I mention I’m your #1 fan? 😛

        • MarkStory

          @AnneReuss That’s awesome.  Just promise to be nice to me when I am fetching your coffee as your office flunkie in a couple of years, ok?

    • MarkStory

      @AnneReuss Here’s the Web site for “Social Media Bible” – http://www.thesocialmediabible.com/;  they are in their second edition.

      • AnneReuss

        @MarkStory Looks and sounds like a beast. 😉

        • MarkStory

          @AnneReuss It’s not that bad to read, though.  It’s thorough, for sure, but readable.  Plenty of white space, call-outs, bullet points and purdy pictures.

  • Popping in as I can. I think we met when @ginidietrich was in DC this past June, @MarkStory .

    • MarkStory

      @jasonkonopinski  Jason!  We sure did meet!  Thanks for stopping by.  @ginidietrich  is the ultimate uniter of the human race, right?

  • MarkStory

    All of this talk of hamburgers, veggie burgers and Cheese Wiz is making me hungry.  Anyone else want to order in for some deep dish pizza (Chicago Style, yo)?

    • @MarkStory LOL! Such a good idea!

    • AnneReuss

      @MarkStory @ginidietrich Where’s the best veggie burger in Chi? I could eat those everyday.

      • @AnneReuss  There is a really good one at Crosby’s Kitchen and at – crap – i can’t think of the name. The restaurant on Michigan across from Grand Lux and above the fur coat store. I don’t eat them that often so I’m not an expert on the topic. @MarkStory

        • MarkStory

          @ginidietrich  @AnneReuss How about pizza?  I hear that you Chicagoland people swear that yours is better than New York pizza (and I agree, BTW).

        • @MarkStory  @AnneReuss I’m actually not a Chicago pizza fan. I love the thin crust of NY pizza. But, if you have to have it, Chicago Pizza & Oven Grinder is the best.

        • AnneReuss

          @MarkStory  @ginidietrich It’s that simple. It is better! I’ll have to remember that place Gini.

        • AnneReuss

          @ginidietrich  @MarkStory Try George Street Pub too!

        • MarkStory

          @AnneReuss  @ginidietrich Now I REALLY need lunch.

        • yvettepistorio

          @MarkStory  @ginidietrich  @AnneReuss What kind of pizza do you like? for a great “Chicago Style Pizza” I’d say Lou Malnati’s and Pequod’s are the best.  I’m still on the hunt for the best thin crust pizza in Chi!

        • AnneReuss

          @yvettepistorio  @MarkStory  @ginidietrich I like thin too – but the best deep dish is in Champaign, Illinois at Papa Del’s! Giordano’s is g00d.

  • One of the things I thought was interesting in your book was your emphasis on being a great communicator. Is it necessary for people to have a background in communications if they’re going to run an organization’s social media?

    • MarkStory

      @ginidietrich I don’t know that it’s 100% necessary, but it is certainly very helpful.  At the heart of social media is messaging – simply sending and receiving messages – so a background in those careers that focus on messaging and communications: broadcasting, public relations, public affairs and journalism are often the launching points for those who move into social media.  I say in the book that you can teach someone how to use Facebook or Twitter, but you can’t make them a good communicator if they inherently don’t like it or get it.

  • MarkStory

    One of the things that I cover in the book to is “digital dirt”:  things that prospective employers might find on your Facebook page or your Twitter account that may not put you in the best light.  I could be anything from a POV that is contrary to that of a potential employer, to pictures of you doing kegstands.  Many people say that you should clean these up before job hunting and others say “I am who I am.”  What do you guys think?

    • @MarkStory I JUST had this conversation with my goddaughter (who is 18) and her 16 year old sister. I know they’re too young to be thinking about their professional careers, but I emphasized even their part-time employers will look at their social streams to determine whether or not they’re a good hire.
       
      AND. I just saw an instance where a person was fired over Twitter for tweeting she hated her job. The CEO RT’d it and said, “Good. You’re fired.” It always amazes me how “open” people are on the social networks where everyone can see what they’re saying…including bosses.

      • MarkStory

        @ginidietrich I had the same conversation with my niece who is not 22 and in her first job.  She not only cleaned up her bar pics, she did what a lot of people are doign these says and simply changed her last name in FB.

    • @MarkStory Working in social media and in startups I would say that there is no difference between personal and professional. You need to make decisions in your personal life that you are comfortable with your colleagues knowing about. That just seems to be the way it has evolved.

      • MarkStory

        @meghankrane Good point, Meghan.  The problem is, I think, that many people don’t realize that the things that they put online can be highly visible and come back to haunt them.  Making a comment like “I hate my job” in your personal life can be fine, but if your employer sees it on Twitter, it could come back to hurt you.

      • Brian Ormsbee

        @meghankrane  @MarkStory I agree you should be prepared to have your personal Tweets, Facebook posts, etc. open for the world to see. But it should not affect your ability to get a job.

        • MarkStory

          @Brian Ormsbee  @meghankrane Hi Brian.  I agree that it *should not* impact your ability to get a job, but I can tell you that most employers, especially in social media, will Google prospective candidates.  And dig and dig and dig.  And I have seen candidates ruled out for things that I think are pretty silly.  It should not matter, but often does.

        • @Brian Ormsbee  @MarkStory My hope is that employers and employees with develop an understanding that everyone makes mistakes when they are young and testing boundaries. It’s part of growing up. As someone who is hiring, I’m more interested in seeing a progression of increasingly responsible and mature social media communication rather than discounting someone for a tweet or FB post made when they were a minor or in college.

        • MarkStory

          @meghankrane  @Brian Ormsbee I think that you have the right approach, Meghan.  Younger people will make mistakes, but it IS part of growing up.

        • AnneReuss

          @MarkStory  @meghankrane  @Brian Ormsbee Imperfection is perfection! But really, learning from mistakes sometimes make the best lessons.

    • Brian Ormsbee

      @MarkStory I believe they are as separate as church and state. Your personal life should be just that. Yes, it is exposed. However, if you are not representing the company with your personal account and putting the company in a bad light, it should not be a concern to the company.

    • AnneReuss

      @MarkStory I did clean up a bit and now I do filter some things. But I won’t do it to the point where I’m not really myself. A “crap” here and there shows character somehow. If I can’t be myself with an employer I don’t know how happy I will be. I want to be able to wear studded biker boots in my pictures!

      • MarkStory

        @AnneReuss I think you hit it on the head when you said “be yourself,” Anne, but also be mindful that what you write may impact others’ perceptions of you before they even get to meet you.  And I want to see a picture of those boots!

        • AnneReuss

          @MarkStory Oh, I’ll tweet you a pic!

        • AnneReuss

          @MarkStory The line is blurry sometimes. When I go out at a tweetup and people take pictures of each other holding beer cans, even with topnotch business people…is that acceptable or not?

        • MarkStory

          @AnneReuss I think it’s perfectly acceptable to most people because people go out, have fun, meet with friend, and GASP – consume alcoholic beverages.  I see nothing wrong with a picture of someone holding a beer (unless it’s a REALLY bad beer).

        • AnneReuss

          @MarkStory LOL. I do have a picture awaiting approval on my timeline with a ghastly plastic cup, but thanks!

      • aimeelwest

        @AnneReuss  @MarkStory I agree with you it’s nice to have personality but sometimes it is hard to decide where to draw that line.

        • MarkStory

          @aimeelwest  @AnneReuss Agreed, and welcome to the char, Aimee!

    • @MarkStory I would tend to agree with your position, Mark. (As I have said numerous times to my own kids). Much too much is public information now, and many of the things that are posted in the fun (or heat) of the moment can be easily misinterpreted and cost a job, promotion or tarnish a brand that the person posting is in some way associated with. Big stakes here, IMHO

      • MarkStory

        @allenmireles True,  Especially in a bad economy, Allen, you don’t want to give a prospective employer an easy reason to rule you out early in the hiring process.  It’s hard, but staying on top of Facebook’s privacy settings is critical too.  I check pretty often because I certainly put things on there that I don’t want getting out.

  • yvettepistorio

    I fell into social media management as well, but @AnneReuss stole my question about measuring ;( so how about this…what are your favorite social media management tools? Or did someone already ask that???

    • Brian Ormsbee

      @yvettepistorio  @AnneReuss This is one of the toughest question of the moment. How do you measure the efficacy of your social media strategy and programs? If you make investments in technology to support these strategies – beyond some assumptions and corroborative data – it is hard to measure a clear ROI to take to senior management.

      • MarkStory

        @Brian Ormsbee  @yvettepistorio  @AnneReuss Brian, you are right.  This is a hot topic and has been for some time.  I take a slightly contrarian view in the book and posit that at some point, we have to admit that there are things that are simply not measurable.  Relationships with people – the heart of social media – cannot be measured if they are established and deepened on the golf course, at a basketball game or online.  I have heard the social media ROI question many times, but have never heard anyone question why you are taking a client to lunch.

        • Brian Ormsbee

          @MarkStory  @yvettepistorio  @AnneReuss So true. Thanks Mark.

    • MarkStory

      @yvettepistorio  @AnneReuss Nope.  No one asked, but I am happy to answer, Yvette.  This might surprise you, but my favorite social media management tool is a pair of human hands.  HootSuite and other tools can really be helpful, but if one has the time and inclination, there is nothing like having a human being be the person to actually execute your social media strategy.

  • Hi @MarkStory ! *waves from Ohio*

    • MarkStory

      @allenmireles Hi Allen!!!!!!

  • MarkStory

    Since we’re talking about one’s online reputation below, did you guys see the Cathryn Sloan “All Social Media Managers Should be Under 25” kerfuffle a few months ago?  I bet that it ruined this poor young lady’s reputation:  http://www.nextgenjournal.com/2012/07/dear-nextgen-a-rebuttal-from-the-social-media-old-folks-cathryn-sloane/

    • @MarkStory I don’t know if it did. As a business owner, I like her cajones, but I didn’t like that she fell silent when there was criticism. I would have hired her in a second if she’d handled that part differently. I wonder if she’s learned her lesson?

      • @ginidietrich  @MarkStory I was so sorry that she did fall silent because she had several really experienced and talented people reach out to her and offer to help her through the experience. She could have turned it around and made it something entirely different. As it is, those mentions will come up in search now and perhaps cast negative light on her future efforts.

        • MarkStory

          @allenmireles  @ginidietrich I reached out to her as well, but to my knowledge, she only responded to a very select few.

      • MarkStory

        @ginidietrich From the last I heard, she was still sort of in hiding.  She could have changed so many minds by simply (and literally) writing the last word.  I wish she had.

        • @MarkStory Me too.

        • AnneReuss

          @MarkStory  @ginidietrich I would imagine she was taken aback or unsure. Could’ve made an awesome follow up (and friendly) debate topic on Spreecast or something.

        • MarkStory

          @AnneReuss  @ginidietrich It had to have been devastating, but if you are going to make a mistake like that, make it when you are 25 and still have PLENTY of time to make up for it.

  • lbatzer

    Just wanted to say “Hi”  I am loving all the comments.  Thanks for doing this Gini and Mark (new to Livefyre and not sure how to link to screen names – sorry) and everyone else on today.

    • MarkStory

      @lbatzer Thanks for participating – and since we will be ending soon, a HUGE thank you to @ginidietrich  for having me here.

    • @lbatzer Oh! It’s easy! Just type the @ sign and their name. If you type just the @ sign, a list of people will pop up, too, and you can just click on it. Viola!

      • lbatzer

        @ginidietrich Thanks so much!!

    • @lbatzer Based on your Twitter profile, it looks like you would greatly benefit from Mark’s book!

      • MarkStory

        @ginidietrich  @lbatzer *Likes comment*

  • Alright, kids. It’s 1:00 (eastern) and the live chat is ending. If you stop by after the fact and ask a question, you’ll be entered in the drawing for a copy of Mark’s book. We’ll do the drawing tomorrow (10/25).
     
    Thank you, Mark!

    • AnneReuss

      @ginidietrich Thank you @MarkStory It was super and helpful!

      • MarkStory

        @AnneReuss  You are most welcome, Anne.

    • MarkStory

      @ginidietrich Thank you Gini, and thank you ALL for stopping by.  I’d love to stay connected if you would like:  I’m http://www.linkedin.com/in/markstory and @mstory123.  Thanks everyone!

  • Thank you, @ginidietrich @MarkStory  had a great time stalking er.. following the conversation.

    • MarkStory

      @ChanteDNewcomb  @ginidietrich Thank you for participating, Chante!

  • Thanks @ginidietrich and @MarkStory for the chat today! Really looking forward to checking out your book Mark, and the entire series of chats here on @spinsucks .

  • Damn, I’m sorry I missed this. @MarkStory , will you do this again tomorrow?

    • @barrettrossie  No return today, but you did get in under the wire for the drawing for his book!

  • The big winner of the signed copy of Mark’s book is @ChanteDNewcomb !!

    • @ginidietrich Wow! Awesome. Very exciting. Thank you, It pays to stalk the comments section 🙂

      • @ChanteDNewcomb I need your address! Will you FB message or Twitter DM it to me?

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  • @ChanteDNewcomb Congratulation

  • @MarkStory  @AnneReuss Yeah….

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