The first time I heard someone in a hiring position ask the question, “where do you see yourself in 5 years,” I was sitting around a large conference table at The Star-Ledger’s Newark, N.J. headquarters with about a dozen other summer interns.
“The Daily News.”
“The New York Times”
Not one of us said, “The Star-Ledger.”
Glenn Proctor, then a high-on-the-totem-poll editor, was the keeper of us interns and had a large say in careers at the top 20 newspaper, listened to each of our answers. When we finished, he gave a slight laugh and tilt of his head before calling each of us out for not saying we wanted to be working there.
While I can’t speak for everyone else that day, I can tell you my stomach dropped and I thought, “critical error.”
From that point forward whenever anyone asked me that same question, I always included the company I was talking with in my answer. But, about 5 years ago my answer when asked that question started to change, and I don’t apologize for the way I now respond.
Neither does Marissa Mayer.
Just went you thought you pretty much mastered a social media channel, they go and change something. It might sound like a bad thing, or that I am complaining, but it’s not, and I’m not.
In fact, it’s a good sign, and what every business should do – continuously evolve, and create new experiences, and products, for their customers.
Instagram Stories seems to be a direct competitor to Snapchat, which I actually just started using about a month ago. I played around with it last night and immediately had questions and thoughts about how brands and businesses could use it, as well as some likes and dislikes.
First, the positives.
- I think the strongest argument for Instagram Stories, and the attribute I like the most is that you already have a dedicated group of followers who are interested in seeing your work. Now, you are just enhancing their relationship with you. You don’t have to ask them to download a new app or follow you in yet another place. You’re bringing additional content and ways to connect at an already familiar location without the end user having to do extra work.
- The way Instagram Stories are distributed in a dedicated area separate from the “regular” Instagram feed is genius for several reasons. First, they didn’t mess around with the original product that people love. You’re not forced into using the new feature. However, it gives you the flexibility that if you do want to use it, it’s accessible and easily sharable with the original product.
Journalist naturally make great content creators and social strategists. The reason? They are always looking for the story.
And, a great story usually equals great content. Great content usually equals great social media.
When it comes to content, as a journalist, you are trained to always be looking for the story, and to look deeper than what’s on the surface. When we look at a situation, we not only see what’s right in front of us, but we see what we can make with what we are given. We look beyond the obvious and dig deeper to find the heart and soul of what makes the situation interesting, appealing and headline grabbing.
Content is everywhere.
You might be laughing at the simplicity of that statement, but it’s true. When it comes to social media, content creation and social marketing, everything becomes content. But, many people don’t always think that way, and then struggle when trying to keep up their business’s social media presence.
About a month ago someone I know messaged me on Facebook. They wanted to “pick my brain” on several social marketing questions. First, why their business Facebook page wasn’t getting much interaction anymore, and second, why they weren’t seeing a lot of the pages they “liked” in their newsfeed as often as they used to.
I gave a brief explanation about all the new algorithms on Facebook. Then I asked about the type of content they were sharing.