Your Social Media Strategy Here

Fertilizer-pushing is not my strong suit.

I’m deep, deep into the job hunt at the moment. When I apply for a position, I do my very best to use direct, plain language. If I describe an achievement or a milestone, I use tangible markers. Kansan.com saw increased site traffic and expanded multimedia content, and won a Pacemaker from the Associated Collegiate Press when I was the site’s managing editor. See how simple that was?

No mention of “humanizing the brand.” Or starting “organic conversations.” Or “leveraging influencers.”

Almost a year ago, I wrote about social media strategy with the same level of annoyance, and nothing has really changed.

How can we, as journalists, put such a high value on clear, concise language, while simultaneously clogging our CVs, “About” sections and job postings with rhetorical nonsense? If I read a job posting and can’t even figure out what my daily duties would be, I move on.

In my earlier post, I hypothesized that maybe we use vague language to describe social media because even we haven’t really figured it out yet. Or we want to seem indispensable. I grimace when I see anyone describe themselves as a “social media guru.” There is nothing spiritual about Twitter, I promise. If you’re that good, you don’t need to hide behind flowery language.

Ascribing some higher level of importance or even mysticism to social media ignores or downplays the stone-cold truth: If you link to quality content and reply to your audience respectfully and helpfully, you will gain and maintain followers. If you ignore queries or rarely tweet or spam people, you won’t. From the perspective of a company like Foursquare, successful branded accounts will post tips early and often and reward their followers with badges and possible merchandise discounts. Foursquare is, at its root, a game. So give your customers that experience.

I love editing. I love the ins and outs of journalism on the Web, and I love social media and what it can accomplish in terms of connecting people and spreading information. I love those things so much that I can call a spade a spade. I can say exactly what I do. I hope others can do the same.

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