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5 Essential Social Media Tips I Learned from the Creative Team at DigitasLBI

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On Tuesday, September 15, we had the pleasure of hearing from Matt Clifton (Art Director) and Laura Kelley (Copywriter) from DigitasLBI in our Social Platforms, Processes and Perspectives class. Here are five things I learned that are useful to everyone working with social media, regardless of what field you’re in.

1. Not every brand should be on every platform.
Social media is a great way to reach a large and varied audience, but according to Matt and Laura, not every brand will be successful across all platforms. For example, a more conservative brand trying to reach parents should stick to Facebook, rather than something more progressive, such as Tumblr, which would more effectively reach a younger generation. “You have to have a reason to be on social media,” Laura said. “If you feel like it doesn’t fit, you can try looking at it in a different way, but always have a reason.”

2. Millennials are tricky.
Brands are constantly trying to reach millennials—there’s no denying it. As one of the largest demographics in the United States, and as the demographic most likely to engage with brands on social media, advertisers are always looking for new ways to grab the attention of stubborn 20-somethings who, according to Matt, are often negative and don’t want to be sold things while perusing Twitter. If you can pull it off, however, the rewards can be great:

3. Risk taking is an important part of content creation.
If success in social media is dependent on brands standing out and remaining relevant among other brands who are also vying for attention in an endless stream of conversation, then content truly is king. Sometimes taking a risk—if it’s in line with your brand’s vision—is a necessary step towards growth. Whether the risk comes from creating a campaign that defies the status quo, or simply by keeping your content immediate and reactionary, Matt argues that it’s always good to be progressive when trying reach your target audience.

4. Not everyone thinks the same way, and that’s OK.
Many students were curious about how so many different types of thinkers come together to create one seamless campaign. The answer is something we’ve been hearing since what feels like the beginning of time: teamwork. Laura ran down a list of everyone who is involved in an advertising campaign, and it’s a long one. From the client, to account people, to strategists, to the creative team, to legal experts and more, there will certainly be times when opinions clash. But it’s those differences in thinking that provide a system of checks and balances to ensure that the final product is the best version it can be.

5. Advertising is a labor of love.
If there’s one takeaway that really led me to a new appreciation for advertising, it’s that advertising truly is a labor of love. The process, from concept to launch, is intense. It can involve rounds upon rounds of negotiation, drafting, editing, and rewriting. It requires an all-hands-on-deck attitude, and, most importantly, a whole lot of love and commitment. After all, how can you get consumers to be genuinely excited about what you’re selling if you aren’t excited about it yourself?

Leah Fagen, Newhouse NYC student and junior PR major

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