This is about social media. It’s also about Gen Xers. And it’s about what-in-the-world it means to be a strategist.
It all started when I was perusing Facebook while riding the El home after work. As usual, the “People You Might Know” feature popped up, and there, staring at me, was a person I don’t quite know, but know of; someone I would never want to friend; ultimately, it would be in no one’s best interest for me to be even remotely connected with this person. Along with the many other questionable suggestions Facebook has given me in the past, and the media coverage about its intrusive omnipresence, and the constant stream of time-wasting videos, I was ready to terminate my account right then and there.
But I can’t—because I’m a strategist for a branding and advertising firm.
Or can I?
Here’s my full media disclosure: I don’t have broadcast or cable television at home, only an Internet connection. I’m on Twitter and have 279 followers. I’m on Instagram, privately, with 69 followers. I have 284 friends on Facebook that I’ve collected over nearly a decade, and you can find pictures of me from way too long ago. I have a personal mommy blog that I’ve neglected for almost a year but that made it possible for me to be published on Mamapedia Voices and audition for Listen To Your Mother. I have profiles on LinkedIn and Xing (the European LinkedIn). And this is just scratching the surface of my digital footprint.
So, is that enough to make me a tuned-in strategist who crafts messages for Generation Z?
Strategists are most definitely generalists—but with the skills to dig deep when necessary.
First, let’s talk about what makes a good strategist. My personal definition of a strategist is someone who helps others make decisions, and helps them make a plan for acting on those decisions. I also hold people accountable for those decisions. In the branding and advertising world, this translates into research (gathering information about the decision) that leads to insights and recommendations (the decision) that shape a strategic plan (the actions that result from the decision). Strategists are most definitely generalists—but with the skills to dig deep when necessary. We are quick learners, excellent listeners, read-between-the-liners and expert synthesizers. Strategists make things make more sense.
I strongly believe that it requires some significant life experience to earn the title of strategist. I am a Gen Xer, and I will boldly claim that we offer the most skilled pool of strategists among active generations. As some soon-to-be released generational research conducted by 88 will reveal, Gen Xers are a multi-faceted, resourceful bunch. We are hard-working, trusting, successful, educated, ambitious and believe “less is more.” We combine some of the Boomer work ethic with a bit of Millennial rebellion and our own brand of Grunge independence. Many of our resumes are full of chronologies of eclectic and seemingly unrelated experiences. We are, after all, the generation that spawned the statistic that people change careers five to seven times in their life, on average. Our resulting adaptability and tenacity make us the perfect candidates to be well-rounded, open-minded strategists. We also ride the boundary between analog and digital. Many of us remember the days before cell phones and the Internet—and enjoy reminiscing about them on our Facebook and Twitter feeds. But many of us stop short at some of the more recent high-speed social media inventions, such as Snapchat, Tinder, Periscope or WhatsApp. (Maybe we’re too busy building our vinyl collection and trying out the latest meditation apps.)
A good strategist doesn’t need to be fluent in every social media channel—because it’s not about the platform, it’s about the communication.
In my opinion, a good strategist doesn’t need to be fluent in every social media channel—because it’s not about the platform, it’s about the communication. We need to be aware of the platforms, but it’s even more important to understand who is using them and why. Each platform offers different forms of communication: Facebook is an “All About Me” journal. Twitter is a thought river. LinkedIn is a resume. Tinder is a speed date. Instagram is a photo album. Understanding each platform’s purpose allows me to help clients make decisions about how to use social media to best reach their audiences.
So, back to my Facebook conundrum: I’ve pondered dismantling my entire Facebook presence, one post at a time, and I think the exercise would serve me well. It would educate me on the inner workings of the platform, and I can in turn share what I’ve learned with our clients. It might give me much better insight into the nuances of the platform, and which features are the most effective. Reverse-engineering it will educate me on how to be selective and targeted in my social sharing, because less really is more.
But before I do that, I need to tweet this blog post.