[In confidence] When social web becomes the breadwinner

  • 12.09.2011.
  • Uncategorized

A remark: I generalized some of my arguments, therefore take into account that the intention wasn’t superficial, but fully conscious. Any of these particular cases can be specific, but by summing up in such a way, the generalizations oftentimes correspond with experience.

Great jobs are gotten by negotiating with great people!

If you happen to have good ideas, serious projects and a quality product, you should address them straight to the execs and by no means to operatives and middle management.

[WHY] According to my experience they don’t have enough strength to “push your ideas through” to the executive level. Your idea, energy and enthusiasm will remain stagnant for days, weeks, or up until you finally get rejected. Middle management (which is relatively easily accessible) is not in the position to push your ideas forward, and besides – their personal vanity most likely won’t let them.

[ADVICE] Recognize this on time and ask to directly speak with executive management right off the bat.

Marketing and PR managers are not your friends (at least for the time being)!

[WHY] Even though topics related to social media are related to marketing and PR, these guys see you as competition! Somewhere in their (sub)conscious they feel like you’re doing their job instead of them – and they’re not wrong. You would be doing the job they are supposed to do. A job they had to understand, learn and initiate. It’s more than clear that synchronizing with the internet pulse must already be part of the business culture. Neither you or I should blame them for not knowing their job. At the end of the day, it goes to our advantage – they know a lot of other stuff, but to some, the daily grind leaves little space for learning and creativity.

[ADVICE] Be patient. Often remind them that you’re the guest and that they’re the host – that they’re the ones in the limelight while you’re backstage, that you leave and they stay… along with all the good stuff you’ve created together. Some of them, however, never accept this :(

Upon getting a job in a company, your greatest allies are regular people – grassroots leaders, guys from the commercial sector, and IT colleagues.

[WHY] Regular people (employees) are much more in touch with what goes around the company, and you’re one of their allies. They’ll give you the scoop about what’s going on – who, where, when and how. At the same time, you also need their support when it comes to implementing a project. No one (on the internet) wants “grey heads” from the board of directors. People want people… similar to themselves. Someone with a monthly salary of 10K euros has very little in common with them. Concerning sales, these people are practical and quick. They understand words such as #progress, #measuring, #synchronization. Your job is to blow wind into their sails. Same with the IT guys. Just to be on the same page, they’re not similar to you. They might be able to understand you, but they essentially understand the flow and development of innovation. They understand CRM, databases, and algorithms you’ll be using. They also understand the structure in more detail compared to their marketing & PR colleagues, especially when it comes to time management and foresight. it’s true that it takes a bit more time to get them started, but within this department, there are quite a few gems waiting to be discovered.

[ADVICE] Take these people seriously from the very beginning and network with them. Keeping in mind that they’re very correct with you, allow them to help you and appreciate their help.

To conclude, there’s yet another public group that will love you or hate you. It’s external, but important nevertheless:

You’ll be supported but internet professionals, but not by “internet professionals”

[WHY] The first ones, the ones without the quotes, know that along with every step you take forward, the whole industry will move ahead! This means that their business will gain ground and they themselves will advance. For the latter, the intermediaries, you’re nothing but a pain the neck. For them, you’re a “snake oil salesman”, a “kid without a reference”, a “superficial geek” that was “born yesterday” while they, on the other hand, were the first to use the internet while you were still in your diapers. The thing is, all of this is done out of fear of you kicking them out of the league! By any of you! This is because they’re too lazy to learn because they’re sloppy and not motivated to create – instead, they’re motivated only by profit, leaving them at a rather high risk of losing the game. They’ll throw sticks in your spokes, call up their buddies in potential companies to tell them you “lack experience”, and give them advice that will try to “walk you onto thin ice”. Meanwhile on their FB, blog posts and Twitter statuses they’ll readily call you out every chance they get without dropping any relevant names and references, preaching about stuff they picked up on TechCrunch and TED. Dogs bark, yet you’re coming!

[ADVICE] Team up with good people who are similar to you. This is a good way to extend the effects of a good vibe and professionalism while proportionally diminishing the effects of their (in)action. Don’t sit with your hands crossed, but also don’t fall into their trap of futile debates! Remember dogs bark -> YOU are coming!

I intended this blog post specifically for you! The good side and the future of the industry! The industry of social business. This isn’t a job for everyone, however, if it is, my job is to help you!


Leave a Reply

Your email address will not be published. Required fields are marked *