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Social hour: Quick tips for making the most of the media

By Gina Gallucci-White, Special to The Daily Record

Social media is all about what is happening right now, so we asked Gina Ramsey, Adventure Web Interactive’s vice president of digital media, about the latest trends.

“I think the big thing now is live streaming video,” she said. “Through some of the apps, like Periscope and Facebook Live, people are really using those tools to communicate right now with their audience instead of a taped message.”

The appeal is that live streaming video provides a more immediate and intimate relationship with viewers, versus pre-taped video posted to an older channel, such YouTube video, which doesn’t offer a lot of interaction. “There is a lot of interaction on these new types of platforms,” Ramsey said.

While some of us check our social media apps an embarrassing number of times each day, hour or minute, some people just don’t like the platforms.

“Find the right social media platform for you,” Ramsey said. “Each platform has a different audience, interface and intended use, so just because you don’t enjoy one form of social media doesn’t mean you should swear them all off.” Instead, she encourages people to pick one or two and do them well instead of trying to tackle all of them.

Many professionals have LinkedIn profiles, but don’t utilize the social media site to their full advantage – only 25% of women online are on LinkedIn, according to the Pew Research Center. But does that mean users should scrap their profiles?

“LinkedIn is the place to tell the story about your job history,” Ramsey said. “While a resume only gives you space to offer a few bullet points about what you’ve accomplished in recent positions, on LinkedIn you can take as much time as you need to sell yourself.”

LinkedIn’s Pulse feature allows users to publish articles directly to LinkedIn which is a way to get noticed by others in your industry, she said. Before meeting with potential clients, Ramsey will look at LinkedIn profiles to see if they share connections and common interests.  “It’s a great tool for warming up relationships and setting yourself apart and above as a thought leader or expert in your field,” she said.

One mistake business managers make is allowing interns or employees strong on tech but not part of the marketing effort take on the role as social media envoy. Ramsey believes a social media plan, like every other advertising tool, should be a part of the whole corporate branding and marketing philosophy.

“For your marketing to be effective, you must have a strategy in place not only for how you will execute your marketing plan, but also for how you will analyze its effectiveness,” she said.