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Managing Your Career in the Social Media Era - John Bethune


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John Bethune's presentation from the Sept. 23, 2010, ASBPE webinar, "Enhancing Your Career in the B2B Press"

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Managing Your Career in the Social Media Era - John Bethune

  1. 1. Managing Your Career in the Social Media Era in the Social Media Era <ul><ul><li>John Bethune, </li></ul></ul>September 23, 2010
  2. 2. The Social Media Revolution and You and You Industrial Media Social Media Career dynamics for B2B editors are changing as B2B publishing evolves from an industrial medium to a social one.
  3. 3. Definition of Terms Industrial Media Traditional media Print Mainstream media Social Media New Media Digital Web 2.0
  4. 4. The Social Media Reality “ Tomorrow's companies will build empires based on not on their ability to finance and manage scarce bandwidth or expensive printing presses or exclusive distribution networks.” the value that they deliver to their users and advertisers --Dave Morgan
  5. 5. Industrial Media <ul><ul><li>Scarce resources in closed environment </li></ul></ul><ul><ul><li>Content producer/distributor in privileged position </li></ul></ul><ul><ul><li>Audience & advertisers are captives </li></ul></ul>
  6. 6. Social Media <ul><ul><li>Abundant resources in open environment </li></ul></ul><ul><ul><li>Media becomes conversation rather than monologue </li></ul></ul><ul><ul><li>All parties--producer, audience, advertisers--are equals </li></ul></ul>
  7. 7. Information is a commodity <ul><li>The value of content is no longer determined by its scarcity </li></ul><ul><li>Jeff Jarvis: “Even if the Wall Street Journal reports a scoop behind its paywall, once that information comes out--quoted, linked, blogged, aggregated, remixed, and e-mailed all over--it’s no longer exclusive and rare.” </li></ul><ul><li>In social media, editorial value is based on context rather than content, on process rather than product. </li></ul>
  8. 8. Everyone’s a Publisher Not just your company but . . . Your advertisers. Your readers. You.
  9. 9. All media more accessible
  10. 10. So How Does Social Media Change Your Career? <ul><li>Nature of your skill set </li></ul><ul><li>Nature of your employer </li></ul><ul><li>Nature of media you work in </li></ul>
  11. 11. Successful Employee Traits Industrial Media Obedience Intellect Diligence Social Media Initiative Creativity Passion
  12. 12. Will Algorithms Replace Editors? <ul><li>Commodity editorial will be outsourced and automated </li></ul><ul><ul><li>Demand media </li></ul></ul><ul><ul><li>StatsMonkey </li></ul></ul>
  13. 13. Meet Your New Bosses <ul><li>Industrial hierarchies are giving way to social media networks </li></ul><ul><ul><li>You may still work for a publisher, but now . . . </li></ul></ul><ul><ul><li>You also work for your audience . . . </li></ul></ul><ul><ul><li>And for yourself </li></ul></ul>
  14. 14. Are You an Editor Or . . . <ul><li>A production artist? </li></ul><ul><li>A marketer? </li></ul><ul><li>A publisher? </li></ul><ul><li>A broadcaster? </li></ul><ul><li>A curator? </li></ul><ul><li>An aggregator? </li></ul>
  15. 15. 9 Keys to Making the Most of Your Editorial Career in Social Media
  16. 16. Be Media Agnostic <ul><li>Be prepared to use whatever media your audience uses </li></ul><ul><li>If you aren’t familiar with audio or video technologies, start learning about them now </li></ul>
  17. 17. Be Employer Agnostic <ul><li>In a world where everyone’s a publisher, you don’t have to work for a traditional B2B publisher to be a B2B journalist. </li></ul><ul><li>Paul Conley, December 2009: “Most of my income derived from traditional publishers practicing traditional B2B journalism.” </li></ul><ul><li>Paul Conley, September 2010: “My working life is now completely consumed by content marketing.” </li></ul>
  18. 18. Be An Entrepreneur <ul><li>Bring initiative, creativity, and passion to your work, whether you work for yourself or someone else </li></ul><ul><li>It’s in your employer’s interest to cultivate your entrepreneurship </li></ul>
  19. 19. Become a Brand “ Everyone— EVERYONE— needs to start thinking of themselves as a brand. It is no longer an option; it is a necessity.” --Gary Vaynerchuk
  20. 20. Be a Social Media Marketer Your latest tweet and comment on Facebook and most recent blog post? That’s your résumé now. --Gary Vaynerchuk
  21. 21. Be a Social Networker <ul><li>Use Twitter, LinkedIn, Facebook, and other social media tools to </li></ul><ul><ul><li>network with other journalists and publishers </li></ul></ul><ul><ul><li>network with at least one of the industries you cover </li></ul></ul><ul><ul><ul><li>Readers </li></ul></ul></ul><ul><ul><ul><li>Advertisers </li></ul></ul></ul>
  22. 22. Be a Blogger <ul><li>“I don’t hire anyone that doesn’t blog” --Joe Pulizzi </li></ul><ul><li>You should own at least one blog and twitter account. </li></ul><ul><li>Blogging tools are easy to use and widely available, for little or no cost. </li></ul>
  23. 23. Become an Author <ul><li>When you write an article you’re a writer, but when you write a book, you’re an author. </li></ul><ul><li>It’s not as difficult as it sounds. </li></ul><ul><li>Consider a personal manifesto, like A Brief Guide to World Domination . </li></ul>
  24. 24. Be a Linchpin <ul><li>“Cogs see a job, linchpins see a platform. Every interaction, every assignment is a chance to make a change, a chance to delight or surprise or to touch someone.” -- Seth Godin, author of Linchpin </li></ul>
  25. 25. What Doesn’t Change <ul><li>Your values </li></ul><ul><li>The joy you get from your work </li></ul><ul><li>In fact, social media increases the opportunity to enhance both </li></ul>
  26. 26. Thank You [email_address] 1-818-584-6363 Sources cited in this presentation can be found online via