do best in social media when they put people at the center of their strategies
and stop focusing on just pushing out content.
The June 15, 2015 Master Workshops, just prior to the
Association Media & Publishing Annual Meeting this year, offer the
opportunity for some deep thinking on social media strategies and advancing our
own careers. Here’s a quick a interview with Master Workshop presenter Anthony
Shop, sure to spur your interest in joining us at the Annual
Meeting this year.
QUESTIONS FOR …
Anthony Shop, co-founder and chief strategy officer of Social Driver,
a digital innovation agency, is the first new media professional elected to the
National Press Club Board of Governors.
Sidebar: How did you get started?
started as a print journalist for a legal newspaper, then I went into PR, attended
business school, and started this company five years ago. My husband and I
started the company together. He’s a software engineer by background and I’m a
PR/communications guy. We had both worked in various environments where we had
seen the problem of trying to tackle business challenges with only marketing or
only technology. Neither one is the whole picture. When we bring marketing and
technology together, we just get way better results. We started doing that
together and found that we were able to help companies do things that bigger
agencies weren’t able to do.
Sidebar: What’s the biggest mistake that
organizations and editors make when it comes to social media?
they are focused on pushing content in one direction. Social media is less like
television and more like a telephone — it facilitates conversations among
people. We have to adapt what we are doing. We have to put people at the center
of our strategies. We have to make the content about them. People are writing
real-time biographies every day. Rather than trying to twist someone’s arm into
talking about us, we must ask the question: What can I do to be a character in
the story they’re already telling? Associations are poised to do this and many
of them are doing it quite well. Associations are the original social networks.
They were created to bring facilitate conversations and share knowledge and
bring people together. They are all about people. They are all about moving an
Sidebar: What’s one thing attendees can expect to
take away from your Master Workshop?
are five ways we can use social media to engage people: educate, entertain, ease
(make things easier for people), empower, and finally, elevate. We’ll show
examples of how associations and companies are effectively doing these things.
We’ll do some theory, we’ll show some practices, and then we’ll have people
work through the concepts together to identify what they can do.
Innovation is all about understanding best practices, not
just so you can copy them, but so you can develop your own "next practices.”
Register for the
AM&P Master Workshops June 15 and the Annual Meeting education sessions
June 16-17. To register, visit amp15conferencespot.org.
Meinert is senior writer for HR Magazine, published by the Society for Human
Resource Management, and a member of the AM&P Annual Meeting Committee.