Women in Digital Media Share Great Ideas
What to say about last week's Exceptional Women in Publishing (EWIP)'s event? You remember, of course (because I mentioned it in a recent blog post) that EWIP's Women in Digital Media was going to hold its first Great Ideas in Social Media luncheon in partnership with Mansueto; and without getting all St. Crispins Day-ish (yes, we happy few, we band of sisters did have a lovely time; but no, please don't count yourself accursed if you missed it), it really was worth being there.
Why? Not just because it took place in the stunning Fast Company conference room with its breathtaking view of lower Manhattan, although that certainly helped. And not just because it was attended by women from New York and all across the country—although it was, with Next Steps Marketing's Maire Walsh flying in from California to join the group gathered there. What made it for me was the fact that the executives attending, from Forbes and NewBay, Media Bistro and Magazine Manager, Conde Nast, Fast Company, and Inc, brought with them some of the most sophisticated ideas and approaches to social media currently being used in our industry, and shared them with one another.
Speaking at the lunch was Colleen DeCourcy of Socialistic, who has great ideas aplenty. In fact what she offered was a blueprint for publishers wanting to make their mark in social media. There are three main elements that make social media work, and a smart publisher pays attention to all three. They are: tagging, sharing, and temporality. DeCourcy offered ways a publisher can leverage all three of these elements in an integrated social media strategy. Some of her recommendations:
Post content in progress. One of the biggest mistakes a publisher can make is to mistake this medium for a distribution channel. Remember this is a fleeting medium and you are posting at a specific point in time. Don't wait to finish a product or duplicate over what you've done. Instead, use your upcoming content to start a conversation that draws the audience in and makes them look forward to what is coming.
Open and close your discussion times. This creates more timeliness and urgency and can lead to more participation.
Share content out. Work with your editors to coordinate the slow authoritative voice of print with the speedy colloquial hit of social media. Break your content down into information bites and be generous in your postings. Respond to conversations. Listen.
Let people post in their own languages. You benefit by broadening your audience to global.
Double down. Attach your people to a current topic that is relevant to your category, get in there, and amplify. Go where people are found, to the trending topics, and tie them in to what you are doing. Pay attention to top tweets, hits of the day, what's hot and getting hotter, and do more than just join in—take the lead.
Use hash tags that specifically draw people into the conversation.
Integrate your virtual efforts with physical marketing. Print out your hashtags and splash them up on billboards or across magazine ads. Be seen offline as well as online in ways that complement one another.
Of course there was more, lots more—so much so that EWIP is hoping to get DeCourcy to lead a workshop at its Leadership Conference in San Francisco in March. I'll let you know about that in advance, as I am certain you won't want to miss it.
Linda Ruth, as president of PSCS Consulting (www.PSCSConsulting.com), offers communication companies worldwide the keys to magazine launches, search engine optimization and audience development online and at retail. She is a pioneer in the fields of Online Audience Optimization (OAO) and gamification for content publishers. Her books, "Internet Marketing for Magazine Publishers" ; "How to Market your Newsstand Magazine"; and "Secrets of SEO for Publishers" can be found on Amazon. Find her online at Google Plus, Magazine Dojo, LinkedIn, and Twitter @Linda_Ruth.