PANIC

“
Just when it was all
making sense,
everything had to change.

After an amazing 20 year
career, Janet finds herself
wondering if things have
changed too much.

The ‘Visionary’
begins to think her range
of understanding has contracted
to the point of
obsolescence
Range of
understanding

Janet understands 3
things...

I need to be on
social networks

My customers are
already there and
are already talking
about my brand.

My competition
is already
there.

Janet believes she should
open a Facebook page or
a Twitter account; but
doesn’t know what to do
after that.

Janet is about to PANIC

Before she does, lets
examine what has
happened.

Like Janet, this fish has grown to
be bigger & smarter than many of
her peers.

She has no fear of the other smaller
fish; in fact she occasionally helps
the smaller fish find food.

But all of a sudden, a new fish
appears...

Our big fish sees it and is naturally
confused and scared.

As many species do, our big fish runs
off to find an environment she’s more
comfortable in.

Why did this happen?

Many species are
neophobic, being
afraid of new things.
For all our big fish knew, that red
fish was out to kill her.

In a way, this happened to
Janet.

Janet learned traditional advertising methods during
the first 1/2 of her career; then started managing a
brand that was focused on exploiting the same media
she had experience working with.
Production Production Assistant Brand
Brand Manager
Coordinator Manager Manager

When something new was
introduced...
Social
Media

... Janet fled to a more
comfortable environment.
Social
Media

... Janet fled to a more
comfortable environment.
Outdoor
TV
Radio
Magazine

And we return to Janet
about to PANIC.

Just as Janet is about to
finish setting up her
brands blank Facebook
page her keen business
sense kicks in...

She knows that she
doesn’t understand social
networks and social
media, but also knows
that her experience and
knowledge is invaluable
to the brand.

Recognizing this, Janet hatches a
plan.

Currently, Janet has several
assistant brand managers who’ve
learned about the brand from her.

She considers making one of these
people into the social media brand
manager, but...

... they’ve all had too much experience
planning, executing, and managing
advertising, packaging & PR.

Her business sense is telling her to
find a specialist who can work
closely with her, and can focus on
social media
?

She finally recruits someone
familiar with the brand from the
digital ad agency she works with.

Janet is able to remain in a
comfortable environment ...

While she leaves the social media
responsibilities to the new social
media brand manager.
Social
Media

The moral of the story isn’t that you
should transfer responsibility of
social media engagement to
someone else.

It’s that, you have options.
Even if you’ve ignored social
networks and social media until
now; there are people who
understand how to use it properly.

Don’t PANIC