At the agency, there’s been discussion lately about how knowledgeable and active our staff should be in social media. It’s a subject I find myself thinking a lot about. As a business leader at the agency, it is absolutely my job to have a high level of knowledge about social media trends and practices to help advise my clients. But personally, I’ve never been an early adopter in the technology space and after trying a lot of the technologies out there, I’ve found myself pretty disengaged in most of them. Twitter has held a special place on my “I don’t see the point” list for a while now because I didn’t feel that I was receiving or had the ability to share content that I cared about in an intuitive way.
But this week, I have posted more than I did in the last year I’ve been on Twitter. It was prompted by Stephanie Smirnov turning me on to an IPad app called Flipboard. This amazing app is not new news, but it made big news when it launched and it gets great reviews. Flipboard takes my social media outlets such as Facebook and Twitter and displays them in a “social magazine” format so it’s so much more engaging for me visually. And more importantly, I am able to access other content sources that I care about in the same format – Cool Hunting, Bon Appetit, The Huffington Post, for example. So I’m digesting information I care about, including tweets from those I follow on Twitter, in a way that inspires me, and I have an easy mechanism for passing it along.
As I think about the work we do, what strikes me is that having engaging content is only half the battle when trying to inspire pass-along value among consumers. If our target consumers aren’t digital natives, can we get more creative about where and how we deliver our content to motivate them to share with others? Beyond the blogs, Facebook pages and celebrity twitter feeds, how can we make our message feel more “digestible” to consumer’s particular social media palate? I’m looking forward to discovering more’ and maybe the answer is somewhere in the pages of my FlipBoard feed and I’ll be tweeting it out to you all!
Rebecca Dickson is the Executive Vice President of the Home & Lifestyle division.