Gini Dietrich

Join Mark Story for a Special Livefyre Q&A Today

By: Gini Dietrich | October 24, 2012 | 

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.

Spin Sucks in Your Inbox

129 responses to “Join Mark Story for a Special Livefyre Q&A Today”

  1. MarkStory says:

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

  2. MarkStory says:

    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!

  3. MarkStory says:

    Welcome, @PattiRoseKnight !

  4. ginidietrich says:

    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?

  5. MarkStory says:

    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.

  6. MarkStory says:

    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!

  7. MarkStory says:

    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.

  8. MarkStory says:

    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.

  9. AnneReuss says:

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

  10. AnneReuss says:

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

  11. MarkStory says:

    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.

  12. AnneReuss says:

    @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 says:

      @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:,  To me, she makes sense of communications, public relations, but more importantly, how to measure the impact of your outreach efforts.  Great reads.

      • AnneReuss says:

        @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 says:

      @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 says:

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

        • MarkStory says:

          @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 says:

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

        • MarkStory says:

          @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 says:

      @AnneReuss Here’s the Web site for “Social Media Bible” –;  they are in their second edition.

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

  14. MarkStory says:

    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)?

  15. ginidietrich says:

    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 says:

      @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.

  16. MarkStory says:

    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?

    • ginidietrich says:

      @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 says:

        @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.

    • meghankrane says:

      @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 says:

        @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 says:

        @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 says:

          @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.

        • meghankrane says:

          @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 says:

          @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 says:

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

    • Brian Ormsbee says:

      @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 says:

      @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 says:

        @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 says:

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

        • AnneReuss says:

          @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 says:

          @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 says:

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

      • aimeelwest says:

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

    • allenmireles says:

      @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 says:

        @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.

  17. yvettepistorio says:

    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 says:

      @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 says:

        @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.

    • MarkStory says:

      @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.

  18. allenmireles says:

    Hi @MarkStory ! *waves from Ohio*

  19. MarkStory says:

    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:

    • ginidietrich says:

      @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?

      • allenmireles says:

        @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 says:

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

      • MarkStory says:

        @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.

  20. lbatzer says:

    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.

  21. ginidietrich says:

    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!

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

  23. meghankrane says:

    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 .

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

  25. ginidietrich says:

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

  26. […] A few months ago, I participated in an online chat with Spin Sucks, and Mark Story. By participate, I mean by stalking the comments section, I won a copy. Hurray! I never win anything. You can read all about the chat here. […]

  27. sarkari101 says:

    @ChanteDNewcomb Congratulation

  28. immigration says:

    @MarkStory  @AnneReuss Yeah….

  29. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, and Beth […]

  30. […] the comments section, I won a copy. Hurray! I never win anything. You can read all about the chat here. And of course, I wasn’t asked to blog about it, I found value, so I figured, share it with my […]

  31. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny […]

  32. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel,Danny […]

  33. […] can read all about the chat here. And of course, I wasn’t asked to blog about it, I found value, so I figured, share it with my […]

  34. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny […]

  35. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny […]

  36. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny […]

  37. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny […]

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