Posts in the GS Category

Congratulations! You’re an Expert.

ex·pert/ˈekspərt/

Noun: A person who has a comprehensive and authoritative knowledge of or skill in a particular area.

In discussing the social media content-generation process, the subject of expertise frequently arises. It seems that many are uncomfortable with the idea that authoring a post on a topic gives the impression that they’re “experts” in a field or area.

What is it about claiming expertise that gives so many of us pause?

For me, it tracks back to the definition at the top of this post. An expert is a person who has a comprehensive and authoritative knowledge of or skill in a particular area. Not an Ivy League graduate, not a Ph.D., not someone who has learned all there is to know on a topic – but someone who has gained the ability to speak to it through deep understanding gained in time and effort spent in research, work, and study of the same. It doesn’t mean they know everything. It means they have an angle that they can support; knowledge others could benefit from. Something worth sharing.

If you’re passionate about a topic, stay abreast of it in your own reading and/or practice, and others stand to learn from your ability to break the topic down and add your own take in opinion, analysis, evaluation, or predictions, then guess what? You, too, are a part of the elite group known vaguely as “experts”! You don’t have to use that term, but in sharing your expertise, it’s how you may come to be viewed by readers, and that’s a good thing. Let’s stop fearing labels and start sharing knowledge.

Bookmark and Share
1

My Barbaric Yawp (AKA Meet the Intern)

Who are you? I’m the new guy! The name’s Mark Anderson and I’m on my third week interning at GS with the tech team. So far, I’ve been absorbing… taking in the “sites” if you will. In addition, I’ve spent some time assisting in the development of the  back-end portions of a great Mercury Marine project and have as of recent begun preparing models for the Samson project.

What are you studying? I’m a Junior at Miami University. Initially, I began as a violin-performance major but have recently transitioned into computer-science.

So far my encounters at GS have far outshined the bleak academic world of computer science I’ve come to accept. Here, people actually talk! And, the atmosphere is friendly and almost completely comprised of the continuous scent of chocolate chip-cookies wafting from the kitchen.

What cool stuff have you done? I’m big into developing social networks and composing music. Years back, I developed a networking site for composers and their music. The site now has over 300 members and 3500 original compositions uploaded. My profile is located at www.evotu.com/anderma. I uploaded a few compositions and recommend giving “the epic” or “journey” a listen.

What’s your favorite superhero? The Coon.

What are you excited about? Sounding my barbaric yawp from the rooftops of mountains… with a fresh brewed cup of Caribou coffee in hand.

What do you want to learn? First and foremost, I want to learn everybody’s name. And, in the long term I hope to know enough django/python to be a useful addition.

Bookmark and Share
1

Humor and Your Brand

A couple of weeks ago, 7-Eleven made a bit of a Social Media misstep when attempting to inject humor into a Facebook post. Here’s a screen of the actual status update:

Funny? Not so much. Tacky and insensitive, but not funny. That’s not the point of this post, however. Regardless of whether or not you find the questionable comment amusing, it leads to a larger issue: What’s the relationship between humor and a brand? Is it safe or advisable to employ humor in any way when speaking or writing on behalf of your company?

In spite of my response to the 7-Eleven post, I think the answer is a qualified “yes.” Injecting humor is a great way to increase brand appeal, capture attention, and engage your audience – as long as it’s used correctly. I do think there are a couple of things to consider before hauling out a bunch of blonde jokes, though, so if you’re looking to post a comment that aims for a chuckle, you might want to think about these tips first.

Before the funny:

Listen for Jiminy. If there’s a little voice in your head advising to think twice about whether to use the joke at all, you should listen. You know the voice: It’s similar to the one that warns you to delete the blistering email before you hit “Send.” And if you let it, that little voice will save you a lot of trouble. If the voice is talking, then you have a niggling doubt about whether the joke is going to play well with certain members of your audience, and that is worth noting. In the example above, I’m fairly certain that the inner Jiminy suggested to the post author that the joke might be seen as insensitive, but if you ignore the cricket, he can’t help you.

Remember your brand. The trick is this. What you personally find funny may not be representative of your company’s brand. No matter how amusing, if it’s not consistent with the voice or style of the company, it may work against what has taken years to establish. Not worth it. 7-Eleven has no relationship to mental health issues so it’s hard to imagine why it was deemed appropriate to lob in on the topic at all. Stick to the Slurpees is my advice. It’s truer to the brand.

If your joke passes the test and can add a laugh while remaining reasonably tasteful and on brand, then you have a chance to laugh with your audience – not at them. That’s the difference.

Bookmark and Share

New and Improved

True confession: I love blogging about our new hires because they give fantastically entertaining answers to the questionnaire they’re asked to fill out. Reading their responses is a great way to start a Tuesday. You should try it.

In recent months – or in some cases weeks – we’ve been fortunate to have several uber-fabulous individuals join our team, namely user experience guru Jim Broennimann, super-strategist Laura Netz, and project management ninja Alicia Osier. Please allow them to introduce themselves …

Jim Broennimann – Experience Architect

Where did you go to school? Rosenow Elementary – still a believer in all I need to know I learned in kindergarten.

Where did you work before GS? I’ve worked at a handful of places before GS and learned from each – one in particular was Midwest Airlines.

What will you do at GS? Create experiences for customers with brands they or I interact with, and in some cases love. And I will ride the spin bikes.

What do you do when you’re not at GS? Spend time with my wife and kids, cross-country ski in the winter, and bicycle race in the summer. Oh, and I spend a lot of time thinking about writing.

Special talents or party tricks: I have the ability to take over the music at any party.

Any phobias/deep fears? Rabbits biting me in the hands.

When you were a kid, what did you want to be when you grew up? Philosopher.

Best advice you’ve ever gotten? It’s from a poem from Edna St. Vincent Millay:

My candle burns at both ends;
It will not last the night;
But ah, my foes, and oh, my friends –
It gives a lovely light!

What will/should your tombstone says? If it’s up to me, I’d be cremated and spread on the Greenbush Ski Trail.

Describe yourself in three words: Bluish, orange, mindful.

Who inspires you and why? “Whats” inspire me, like people in situations, stories, music, the Great Lakes, and trees.

 

Laura Netz – Creative Strategist/Writer

Where did you go to school? Minneapolis College of Art and Design.

Where did you work before GS? VSA Partners in Chicago.

What will you do at GS? Problem solving, big pictures, deciphering millenials, magnetism, and momentum.

What do you do when you are not at GS? Try to stop thinking about work (often unsuccessfully), niece and nephew ruining, dog walkin’.

Special talents or party tricks: I can stick a beer bottle to the wall – which will ruin the wall – and get the cork out of a bottle of wine using just a napkin – which will ruin the wine, the napkin, and the cork. I guess my party tricks haven’t evolved much since my punk house days.

Any phobias/deep fears? Rabbits biting my hands.

When you were a kid, what did you want to be when you grew up? CIA agent, astronaut, television writer.

Best advice you’ve ever gotten? Only two things a girl will ever need to know:

1. Never grow a wishbone where you backbone ought to be.

2. Make your own luck.

What will/should your tombstone say? See, I told you I was dying.

Describe yourself in three words: First-world problems.

Who inspires you and why? Cole Porter, Dock Ellis, and Maybelle Carter for smarmy wit, resilience in the face of adversity, and matriarchal aplomb, respectively.

 

Alicia Osier – Project Manager

Where did you go to school? Philadelphia University, UW-LaCrosse, UW-Milwaukee (graduated from that one).

Where did you work before GS? Momentum Worldwide and Fullhouse Interactive.

What will you do at GS? Project management like you’ve never seen  ;)

What do you do when you’re not at GS? Run, run, run … and eat, eat, eat. Training for a marathon and like to do road races on the weekends, too. Also, from so many years in the service industry I’m pretty passionate about food, wine, and beer!

Special talents or party tricks: I’m extremely good at rock, paper, scissors. One time I won a double elimination tournament (not joking).

Any phobias/deep fears? FEET! I don’t want them to touch me or people to touch mine. Gross.

When you were a kid, what did you want to be when you grew up? Um, I was pretty sure whatever it was I would have an apartment in a big city and wear skirt suits. Weird, cuz that’s my fear now. I can remember wanting to be a veterinarian too, but then my older sister told me I would have to murder puppies, so that killed that (no pun intended).

Best advice you’ve ever gotten? Soooo cheesy, but – everything happens for a reason.

What will/should your tombstone say? Yikes, I don’t know! I hope something about being a good person.

Describe yourself in three words: Short, loud, sarcastic.

Who inspires you and why? My mother. She’s the most selfless, kind, noble person I know. Talk about regretting being such a bad teenager!  :)

Bookmark and Share