Yaybia! asks about social media

Erin and Libby from Yaybia recently sent me this short video message. It includes some insights from their experience with social media and a few more questions for me.


Summaries of their questions and my full long-winded answers are below:

Yaybia: In your videos for Auburn, you talked about your evolution as a blogger. How did you start to get a lot of readers and become a popular industry blogger? Especially when you didn't have tools like Twitter or Facebook?

Advergirl: Back in the blogging stone ages (~2 years ago), I had two things going for me: the 1% rule and a few popular readers. Industry blogs were actively looking for new content to comment on and link to. Creating it offered a huge boost. But, the bigger boost was the links to that content. Over the years, Steve Hall, David Griner, Angela Nativdad, David Armano and other leading bloggers have introduced me to lots of new readers simply by linking to something I wrote.

I know networks and tools make a big difference now, but I still think it comes down to clever content that really resonates . The difference between the blog I have today and the blog I probably deserve comes down to two posts. One about guerrilla and one about being an AE. I got more links to and subscribers from those two posts than from nearly everything else I've done combined.

The single biggest challenge I had was no real-life interest. The agency I worked at when I started Advergirl wasn't interested in blogging, my friends weren't, etc. It took years before people I actually know started reading the blog. Happily though, I've largely integrated my on- and offline life now. Meeting lots of once-just-handles in person and finding IRL friends online, too. (Now, if I could just get Adverboyfriend to read, the circle would be complete).

Yaybia: Social media makes it easy to reach out to influential people who we have no connection with and start a real conversation. What else to you think social media lets us do that we wouldn't in real life?

Advergirl: Yeah, great question. I love that social media has given authors and leaders the opportunity to tear of their veils and chat with the people. Other things social media has made possible?

• Staying close with lots of people. If you haven't read the NYT article on digital intimacy, it's a remarkable take on the relationships we form online
• Getting access to peer ideas in non-competitive, instant access mediums
• Easily finding like minds around the country and around the world (like having a random election-night conversation with people on another continent)
• Getting ideas out there (without a book deal)

Yaybia: We've noticed a lot of our friends who are interns or junior staffers have had the opportunity to be their agency's social media expert. What does that say about how agencies view millenials and/or social media?

Advergirl: A few weeks ago, a friend and I were talking about the "token girl" in new business meetings. You may have noticed that the world of traditional advertising is a little ... testosteroney. Lots of guys in top gigs. Which creates a challenge for new business pitches - how do they look a little more ... well, like they might actually know the consumer they're about to sell diapers, turkeys or QTips to. Enter the token girl. Snapped up from a mid-level post around the office, she comes to represent All Women in the pitch.

Which is kind of yucky, right? Or completely great. If you're a 20-something guy in one of these agencies, you'll be waiting decades to share your ideas with a CEO. If you're a smart 20-something chic, your opportunity could be right around the corner. Really, at 30 I was going head-to-head with the CEO of a fortune 500 company on how they should reach their core consumer. I'll take token and turn it around any time.

Social media natives are that new token. Agencies get that social media is important, but it's not the language of the industry yet. It's still relatively uncomfortable new ground. A secondary tactic for a niche audience. So, take the opportunity. Ten years from now, natives won't be specialists anymore. This is a chance to get an unfair advantage in your career. Why not grab it?

Yaybia: Are blogs really dying?

Advergirl: I'm a fan of the shocking headline. I think those stories on Wired and elsewhere about the demise of blogs were just that. Blogs aren't dying. They're just changing. And proliferating. It's harder to be a leader without funding behind you. There are more choices, higher reader expectations, tougher search standards. But that doesn't mean you can't build an audience of like minds, connect with people and have a conversation that matters to you. Perhaps it's just the blog diva who's dying.

Yaybia: What social networks do you think will be popular in the future?

I think Brightkite sounds fantastic. My nerdy side plays on Goodreads. I believe networks will get smaller. But, really, I can't imagine taking on another login.

Griner - I'm tagging you to take on this question. I tend to be behind the early adoption curve on new networks. Mostly because I already talk to you people in four of them and my real-world friends ... well, I'm glad they're on Facebook (um, finally).

Comments

[erinjoan]

And my belated thank you! Really appreciate the involvement with us and our pale MN faces.

That NY Times article is one of my faves - the ambient awareness is so true, especially on Facebook. The craziest for me being Halloween party photos taken in the house I grew up in posted in the mini feed from a shared friend. Complete with NASCAR posters in my old bedroom :(

[Erica McGillivray]

I really like what you say about taking the feeling of being the token and turning it around. I know there are many of us "tokens" who are rather ready to go ahead with our ideas.

[Libby]

Thanks again so much for your responses. Very insightful, as usual!

[Sylvie]

Great post Yaybia & Advergirl!