Social Media

How I Got My Social Media Job… Using Social Media

DearLisaLate in 2011, I had applied for the first Social Media Director position at The University of Michigan. I never got called back, but several months later while searching to see if the position had been filled, I happened upon, another applicant’s custom designed website for the same position.

The Blog Post

I was so amazed, I contacted the applicant, Lindsay Blackwell, interviewed her and wrote this blog post: The Best Social Media Job Application EVER: How 22 Year-Old Lindsay Blackwell Applied for a $110K Job. It turns out that Lindsay didn’t get the job either, but she did get an amazing new job – but I digress.

A day later, I got these responses to the blog post on Twitter:

Rachel had read the blog post and wanted to know how to get the same type of enthusiasm for a Social Media opening that they had available. I applied for the position through LinkedIn on March 14, but was not contacted for an interview. I did, however, keep in contact with Rachel.

The YouTube Video

A few months later, they were looking to fill out the Social Media team with additional Social Media Managers. Rachel directed me to this tweet, where Joshua, the hiring manager, had posted a YouTube video to recruit for his opening. Great idea – introduce yourself, the company and give some flavor to the generally bland application process (the video has since been deleted, so the link wont work.)

We were able to speak that first weekend in June (who takes time away during the weekend to talk to a job applicant? An amazing boss, that’s who.) We had scheduled time to meet the next week on June 5, where I met with Joshua as the senior manager of content and creative, Joshua’s boss, the senior director of marketing programs, and the social media lead.

I Got The Job!

By the end of June, I had submitted writing samples for consideration, and in early July, had completed new hire paperwork. I submitted this creative writer’s resignation, complete with corporate marketing speak, along with my four-weeks notice (we were significantly understaffed in my last position.)

The first week of August, I started as the second social media manager at BMC Software, completing a process started with a blog post I had written nearly a half-year earlier.

Lessons Learned

Throughout the process, I learned a lot about the “professional courting process.” Here are some tips.

1. Blog – If I had never written the blog post, I may not ever have connected with Rachel. Not only does blogging get your thoughts out there, it’s a great way to network with people within your industry, or with similar interests.

2. Network – Connect with people that you meet both in person, as well as digitally. If I hadn’t kept up with Rachel, there’s no way she would’ve thought about me when the new social media openings were posted.

3. Be Patient – It took nearly a half-year from initially connecting, to hearing about the new position, interviewing, receiving the offer and starting to work.

Do you have any interesting stories or tips for social media job hunting? Share them in the comments below.

10 Questions To Ask Before You Commit To Multilingual Social Media

When is it time to adopt a second language for your social media channels?The question shouldn’t be answered lightly, as you’re undoubtedly familiar with the energy and time required to build your social community and the reputation and voice that you’ve developed.Here are 10 key questions to answer when considering a second language for social media.

Continue reading

Houston’s Most Social Newsdesks

Social NewsdesksSocial Media is the new frontier, yet many traditional news outlets have yet to have fully accepted Social. Houston is one of the largest metropolitan areas in the US, we have the second-largest concentration of Fortune 500 companies, and many great news sources.

Back in June, I compiled a list of the Top 100 Social Media Influencers in Houston. Using the same methodology, I’ve compiled this list to see who’s got the most pull on Social.

Social Pull measures the the influence of a social media user by the likelihood that their followers will engage with a post and expresses it as a multiple. Where the average user will have a 1x social pull, a user with a 10x is ten times more influential than the average user. Although the number of followers affects Social Pull, the influence and engagement of the followers make a bigger impact. (I’ve listed the Social Pull score along with the descriptions.)

The Analysis

Screen Shot 2013-09-22 at 12.13.53 AMFor some thoughts about Houston’s traditional media channel’s adoption of social, I turned to Houston media blogger and analyst, Mike McGuff (@MikeMcguff). Mike’s the expert when it comes to ratings, social and the news so I reached out for his thoughts on how the news is adopting social, and some of his thoughts.

As a KTRK employee in 2008, Mike was one of the first people in Houston to get a TV station on social media,  “I started creating Twitter and Facebook accounts and did a lot of experimentation to figure out how these tools could help get more website page views and TV audience eyeballs.” McGuff even livetweeted Hurricane Ike for about 30 hours, “Since there was no power in many parts of the city, Twitter over the phone was one of the few ways people could get info on the damaging storm.”

How did the management react to social? “It was a long struggle with management, because they were not sure at the time if the station should use social media,” says McGuff. “I can understand, because this was very early in social media’s history. Few TV stations around the country were even using it.”

In the end, McGuff’s persistence paid off, “We were years ahead of most of the other Houston TV stations as a result, so the “Houston’s News Leader” slogan extended in social media [when] most TV stations weren’t jumping on the social bandwagon until about 2010…some later. The media generally likes to take a wait and see approach on new technologies.”

Traditional Media Has Been Slow To Adopt Social

“Media companies have been chugging along for many years and have a certain way of doing things, they don’t usually adapt quickly to new trends, says McGuff. “There hasn’t been a need for innovation for the most part because the last decades have been good business wise for media companies. It’s only in the last seven years or so newspapers, and now television stations, have really needed to worry about erosion from the digital world.” I feel they will be adapting at a much quicker pace from now on out of necessity.

“Organizations like the Houston Press are good at building communities and are niche publications with a point of view. The other Houston media properties have mass audiences and must appeal to everyone. The Press can more easily target its content to what its audience likes. I would also think the Press’ readership would be more likely to use social media too.”

Traditional Media Naturally Garners Social Media Engagement

Even traditional news stations are able to quickly grow followers and can easily engage with followers. Mike shares an example, I saw a Houston TV anchor simply say something like ‘How are you doing?’ on Facebook and get a ton of likes and comments. Doubt a plumbing company or insurance firm has it that easy engagement wise.”

What can traditional media do to move forward? “When the media really analyzes how to use social media properly and more effectively, I think it will be a very powerful tool for stations and papers in the future.” says McGuff.

The Ratings…

1. Houston Press: The Houston Press is Houston’s News and Entertainment weekly, and the sponsors of the “Best of Houston” award series. They claim 600,000 readers monthly, but are a clear upset with 1/3 fewer followers than the Houston Chronicle. (38k vs. 62k). Their new media mindedness seems to be rooted in the type of news they cover and their target readership. They do a great job of asking web visitors to add their email address to their newsletter in a popup. – 137x

2. Houston Chronicle: The Chronicle is Houston’s only daily newspaper, making Houston the largest metro with a single paper. Owned by the Hearst Media Group, the paper even sells social media ads and rightfully so. Even though they aren’t the most influential on social media, they do have the largest Twitter following. – 132x

3. ABC 13 Houston: Also know as KTRK-TV, ABC 13 Houston is an ABC owed-and-operated station. Little known fact, the KTRK is derived from the fact that The Houston Chronicle owned a majority stake when the station first started, and modeled it after its radio call letters, KTRH. Although they came in third in the ratings, ABC 13 seems to be doing well on social. – 128x

4. KHOU: KHOU is the CBS-affiliated, Belo Corp owned news station (Belo is pending sale to The Gannett Company). Where the first three outlets on this list were tigtly grouped within 10 points, there’s a 40-point difference between KHOU and ABC 13. KHOU was the second television station licensed in the Houston area.  – 86x

5. MyFoxHouston: KRIV was the third UHF station in the Houston area, and is currently owned and operated by Fox since 1986. MyFoxHouston and KHOU are fairly closely ranked when it comes to social pull.  – 84x

6. HouBizJournal: The HBJ is part of the American City Business Journals group, with 40 metropolitan weekly publications and is based in Charlotte. – 41x

7. ABC13Weather: ABC13’s weather-only Twitter feed –  38x

8. Free_Press: Free Press Houston is a monthly newspaper focusing on arts and entertainment in Houston.  – 34x

9. HoustonPBS: KUHT is Houston’s PBS-member public television station, and the first public television station in the United States. The station s owned and licensed to the University of Houston System. – 32x

10. KPRCLocal2: KPRC-TV is Houston’s NBC-affiliated station, owned by the Post-Newsweek Stations subsidiary of the Washington Post company. Of the four major network-affiliated stations, KPRC is the least socially influential, with 1/6th the score of ABC13’s – 20x

11. Local2Weather: Just a couple points from it’s parent feed, KPRC’s weather feed – 18x

12. FuelFixBlog: The Houston Chronicle’s energy blog,  – 18x

13. KUHFNews: Owned by the University of Houston System and operated by Houston Public Media, @KUHFNews is the news handle for Houston’s public radio station.  – 17x

14. News92FM: KROI is an all-news station owned by Radio One, who also own the 97.9 The Box and Magic 102, according to Mike McGuff. The station started in 2011. – 16x

15. NewsFixHouston: KIAH’s NewsFix is an anchor-less, newsreel-type news program, and the only of the type in Houston. It ranked as the least socially influential of the TV news programs in Houston. – 14x

16. TelemundoHou: KTMD is the Houston-area Telemundo Owned and Operated station. – 14x

17. TexansonABC: A Texans-focused Twitter handle from ABC13. Note that the TexansonABC handle is actually more socially influential than ABC13Sports, ranked at 20. – 14x

18. Local2Sports: KPRC’s sports desk handle.. – 10x

19. KHOUWeather: KHOU’s weather team handle. – 9x

20. ABC13Sports: ABC13’s sports desk handle. – 5x

21. KTRHNews: Better known as News Radio 740 airs primarily talk-radio. KTRH is owned by Clear Channel. – 4x

22. UniRadioHouston: Although we couldn’t find a Univision station handle in Houston, the Univision Radio handle still ranks on our list. – 3x

23. HCNOnline: The main handle for the Houston Community Newspapers. Last year, the HCN network of 28 Houston-Area newspapers was acquired by 1013 Star Communications, based in Reno, Nevada. – 2x
SugarLandSun – 2x
LakeHoustonSun – 2x
VillagerNews – 2x
CypressMirror – 2x
BayAreaCitizen – 1x
PearlandNews – 0.95x
WestUExaminer – 0.92x
KingwoodNews – 0.77x
ConroeCurrier – 0.76x
BellaireExaminer – 0.69x
PasadenaCitizen – 0.67x
FtBendNews – 0.65x
RiverOaksNews – 0.64x
HumbleNews – 0.52x
FriendswoodNews – 0.49x
SpringfieldObserver – .34x
MemorialNews – .34x
DeerParkNews – .28x
TomballNews – .26x
MyDaytonNews – .22x
MyClevelandNews – .18x
MagnoliaNews – .17x
RancherNews – .17x
EastexNews – .12x

24. KHOUSports: KHOU’s sports desk handle – 1x

25. CMoreMy20 – Although Houston’s third independent TV station, KTXH has dwindled. Once a UPN station, My20 is part of the MyNetworkTV and is currently owned by Fox as a sister station to KRIV, myfoxhouston. – .03x

What are your thoughts about the Houston news scene on social? Let me know in the comments!

Worst Press Release in Social Media History

Sure, Klout may be one tool for measuring influence, but no one “on the inside” of digital marketing actually puts much credibility into it. It was a great tool when it emerged three years ago, but there are more developed tools for measuring influence. It’s pretty much using your EPA-sticker from your used car to prove your fuel efficiency – inaccurate, unreliable and a known diversion from the actual facts.

One quick way to lose credibility within the online marketing world is to lead with your Klout score – you should have case studies and campaigns you can point to where you raised awareness, created ROI.

Here are three quick ways to use Klout to lose credibility for your online marketing agency.

1. Decide that a Klout score is important.

This is exactly what Anchor Communications did, but wait… there’s more.

2. Issue a press relase about Klout scores.

Anchor thought that Mr. Kirgin’s Klout score reaching a 68 was important enough to write and issue a press release… (I’m a 71/72, and haven’t even written a blog post about that).

Screen Shot 2013-09-27 at 1.25.47 PM

(original press release – h/t Jure Klepic)

Not only does this type of press release tell the world that you think Klout is the amazing influence tool it’s not, but it says that you’ve got nothing else to talk about at your agency. Any cool campaigns or client work going on? Talk about that.

Anchor goes a step further by actually linking to Mr. Kirgin’s Klout profile:
Screen Shot 2013-09-27 at 1.32.53 PM

If you proceed to the page linked in the official press release by the agency, you can see Mr. Kirgin’s top posts, or some of the reasons that he was ranked so highly by Klout (h/t Muhammad Saad Khan)

3. Linking to pro-firearms and swimwear-wearing models from an official company press release.

And clicking through to his Klout page, as linked from an official company press release and distributed by PRWeb, is his love of firearms and scantily-clad women. Probably not the types of messages you might want associated with your company if you’re considering hiring an online marketing agency.


Screen Shot 2013-09-27 at 1.20.43 PM


And then… the Twitter comments…



Not my an impression I’d like to leave for my company. What about you? Let me know about your thoughts below.

Similar thoughts from Joey Devilla.

Live Tweeting Tips and Best Practices

Live Tweeting is when a person tweets along with a live event. It was popular occurrence during the Presidential debates earlier this year, as well as during popular TV shows. It gives the tweeter an opportunity to establish a voice, communicate with other tweeters around an event and establish thought leadership and influence on the topic.

What is Live Tweeting? Continue reading

Hashtags, Mentions, LiveTweets and Tweetchats: What’s the Difference and Why You Should Care

Perhaps one of the most confusing areas of Twitter are hashtags. How do they work, who can use them, are there huge directories somewhere where they list all the official hashtags you can use? Once you have some of these questions answered, there’s even more questions surrounding TweetChats and Live Tweets and how those work (we’ll elaborate on these more in the next couple blog posts).

We’ll answer all of these questions for you and help you jump deeper into the conversations you want to engage with on Twitter. Continue reading

10 Ways To Improve Your LinkedIn Profile in 10 Minutes

With 238 million users LinkedIn has become the network of professionals worldwide. Forty  percent of these users check the network daily, and with three million company pages and 1.5 million groups, there’s plenty for users to do, but how can users make the most of LinkedIn for others looking to network with them? Here are the 10 easiest ways to optimized your LinkedIn profile. Continue reading

Salesforce Lays Off 200, Many Radian6’ers, Again.

Me, one hour before finding out.

Me, one hour before finding out.

There are 8,760 hours in a year, which makes it extra awkward that during the two hours I spent at Salesforce Headquarters in San Francisco, I found out that it happened, again.

Last time, it was 100 let go, focused on the Radian6 side, this time, it was 200 and again focused on Radian6. About one-third of the layoffs were located in New Brunswick, where the base operations of Radian6 are, not to mention that there are many Radian6’ers outside of New Brunswich. The announcement was made alongside a Salesforce earnings call and seemed not to be covered by as many major media outlets as the first Salesforce Marketing Cloud Radian6 layoffs a year ago.

The History.

March 30, 2011: Salesforce signed a definitive agreement to acquire Radian6 for $276 million in cash and $50 million in stock, with the deal expected to close later that year. Radian6 has about 300 employees.

June 4, 2012: Salesforce agrees to acquire Buddy Media, a social ad platform, for $689 million in cash and equity, its largest acquisition yet.

October 24, 2012: Salesforce announced layoffs of 100 with the official explanation being overlaps between Radian6 and Buddy. Some speculated it was actually due to Buddy burning through cash. Other sources say it could have impacted one-third of Radian6 employees, but later reports indicated that Buddy Media employees had also been laid off. Let’s say Radian6 has 225 employees remaining at this point.

June 4, 2013: Salesforce announced the acquisition of email marketing platform, ExactTarget for $2.5 billion, again a record-setting agreement, and taking out a $300 million loan to cover acquisition costs.

August 29, 2013: Acting a little more quickly this time, Salesforce announces layoffs of 200, with 1/3 confirmed from New Brunswick, the main offices of Radian6. Assuming all were Radian6 employees, the employee count could be as low as 150, down from 300 during the acquisition two years prior. Consider non-New Brunswick Radian6 employees that may have been affected, and the number may be even lower. “Salesforce just lost a lot of passion and a lot of heart” said one former employee. statement:

Combining ExactTarget with our existing Marketing Cloud provides synergy, and we will be reducing our total headcount by approximately 200 people globally to reflect this opportunity. We care deeply about our employees and we’re providing resources to position them for success in the next step of their careers — whether that’s a new position within or a new opportunity elsewhere. via CBC

Employment Opportunities Poured Out:

Former Radian6 Family Offers Support:

Even those laid off stayed classy:



Know of any possible opportunities? Leave them in the comments.

The postings in this blog are my own and do not necessarily represent the opinions or positions of  my employer.