Here’s an inside look into the individuals who fuel 451 Marketing’s award-winning integrated communications strategies. This month, we present Susie Anderson, Director of Social Media at 451 Marketing!
What was your dream job as a child?
Either a veterinarian (what kid didn’t want to be a veterinarian?) or a world famous fiction writer.
Tell us about your blog, We are not Martha! What is it like being on both sides of blogger relations – as a blogger and as a marketer?
I love being able to see the pitching process and blogger/marketer relationship from both sides and think it makes me much more skilled and well-rounded at both my jobs.
I understand how to talk to bloggers (always showing that you’ve actually read their blog and want to work with them because of their content and not their traffic numbers) and also how to interact to marketers when they contact me for my blog (understanding budget limitations, brand guidelines, and client direction).
What’s your favorite recipe to make?
I love making doughnuts of all kinds. I think I make pretty delicious baked doughnuts, but I always prefer fried! I also make a new cocktail almost every weekend.
What’s something about you that would really surprise people to know?
I read a ridiculous amount. I always have; it probably goes back to me wanting to me a fiction author… And now my love for blog and social media writing!
I actually enjoy my commute to work because it gives me the perfect excuse to sit with a book for 30 minutes.
What is it that you enjoy most about your job?
The opportunity to be creative every single day.
Even with clients who some may not consider quite as exciting as others, we’re challenged to build content and initiatives that are appealing and engaging to their audience and I happen to think we do a pretty fabulous job of it. I also love the team I work with and our ability to bounce ideas off each other and to be constantly improving.
How do you think social media has affected how businesses operate? How do you think it will affect businesses in the future?
These days, businesses are oftentimes judged on their social media platforms… And that includes not having them at all.
I always remind clients that just because they’re not on social media, doesn’t mean customers and potential customers aren’t on there talking about them. And it’s best to be there to guide the messaging and respond to anything that’s being said.
Though the most popular platforms may continue to change, I don’t see social media going away, ever.
What has been the most valuable lesson you’ve learned in your career?
Businesses have a lot of rules and regulations that oftentimes can’t be tested. Sometimes we’ll come up with an awesome idea for a client and they’ll shoot it down due to fear or uncertainty. I’ve had to learn that the most we can do is present our ideas and recommendations as effectively as possible, but at the end of the day, the client makes the final decision and oftentimes, we’ll have to go back to the drawing board.
It can be tough to let go of a good idea, but we almost always manage to come up with something even better!
What have you found to be the biggest challenge in social media?
Helping clients understand all of the benefits of social media, like building brand awareness and creating brand advocates- things that can’t be translated into direct dollars, at least not immediately. Lots of times, if clients can’t see a ROI in dollar form from a social media post, they don’t want to use it.
We’re constantly being challenged to come up with new formulas to define ROI.
Social media has become a major component of the modern marketing industry, but mastering it is something that eludes a lot of businesses out there because it takes so much time and tailoring. What advice would you give to companies to get the most out of their social media efforts?
But really, the best advice I can give is to figure out what activates your audience and play to that.
Also, never underestimate the power of engaging with fans personally on social platforms. It can definitely take time, but like all other areas of marketing, there really is no set-it-and-forget-it formula for social media.