Check out the notable quotes we loved
Sharing, connectedness and personal touch.
Those were the warm and fuzzy buzzwords on Day 2 of Social Media Week in NYC. Maybe it had something to do with the fact that it was Valentine's Day, or maybe it was because every panel was full of (shocker!) social media aficionados.
No matter the reason, here are the top five insights we loved about how social is changing the relationship:
Sam Graham-Felsen, Chief Blogger for Obama for America:
Two of the most underrated words in PR are "I'm sorry." People love moments of vulnerability and humanity. The fact that you can do that in an unfiltered way on Twitter is an incredibly powerful thing. You have to be truthful and genuine in social. Authenticity is a buzzword in social. But you can't make an "attempt to be authentic." You can't try to be "real"—that's when you stop being real.
Aliza Licht, SVP of Global Communications for DKNY:
Whether it's Twitter, Tumblr or Facebook, every person today should think of themselves as a brand. If everyone has that filter of thinking of themselves as their own brand, it will shift how you do social. You'll realize that if you make a mistake, you need to address it quickly. People today will jump on the fact that it took a brand eight hours to respond, or 10 hours to respond. No one has ever paid so much attention to a clock ticking except in social media.
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Sam Champion, Weather Anchor for ABC's "Good Morning America":
I think you have to add a personal touch to social. If I'm asking a viewer to send me a picture of [the weather in] their backyard, I have to be willing to give them something in return. I'm not paying for the content they are sending me. They are doing me a favor by sharing it with me. So, I believe, there has to be a give-and-take dynamic. I have to be willing to retweet someone or answer questions directly, because it's about building a relationship. And that relationship is powerful. I can instantly send a message to millions of viewers and that action can swing ratings. I think there's much more of that to be done at the intersection of TV and social.
Kelly Balz, North America Social Media Manager for Avon:
I might be the hub for content creation, but I'm working hand-in-hand with PR to make sure we're talking about the right product launches. My right-hand partner in everything I post is my legal department. We partner with our call center to answer customer service questions and infuse them with a little bit of personality so they will get socialized. As brands, we have to find that synergy between all the teams. I might be the person pushing the post button, but I didn't make that [social media] decision alone. We're collaborating as a team. You have to find that right balance so you are creating content as a team that makes sense for the brand, while still being as nimble as possible.
Kristine Welker, Chief Revenue Officer of Hearst Digital
When you have 24 different brands under your portfolio, our job is to follow our audiences. Now with the intersection of social and mobile consumption, it's really changing our content publishing model. It's no longer about creating content and pushing it out there and expecting people to respond. We're finding ourselves in a position of having to tailor our content by brand and by platform, because not every single brand should live on every single social platform.
— Dianne Molina
