Social Media Internships: What’s on the other side of the digital-generational divide by Suzanne...

Social Media Internships

What’s on the other side

of the digital-generational divide

Suzanne McDonald | Content & Social Strategist

Designated Editor Speaking Series

@Sue_DesigEditor

#URISMS

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


challenges for digital natives

• Non-native colleagues & bosses

• A lack of experience, which is natural

• Work-ethic ideology differences


challenges for non-digital natives• Assumptions about digital natives

• Can figure it out

• Know your business

• They don’t understand tools & limitations

• Social can’t solve all your problems

• Doesn’t take much investment


Let’s address those challenges

Where does this information come from?

• URI Social Media Strategies students

• Designated Editor staff, mostly in their 20s

• I’m a Gen X, they said similar things about us

• Widely read Social Media books

• LinkedIn Answers survey with 30+ respondents


VP of Creative ServicesVanessa Montes

^Social Media Adviser, Nexus Marketing Social Media and e-Commerce

New hires have to be • Creative• Marketing-oriented• Savvy: mobile, web, video, design, apps, social• Great communications skills • And astute

Expect very little training. Pick it up quickly.

http://www.linkedin.com/company/2239888?goback=.amq.avq_881809_3336945_0_1316480607957&trk=pro_other_cmpy


what can brands expect?

Interns Make Coffee Not Social Media Strategies

• They don’t know your brand / culture / perspective

• They have no vested interest

• Should an intern plan a major PR event?

• Do they know marketing?

• Can they relate to your target market?

• They are gone before you know itSocial Media Marketing by Li Evans Chapter 3


digital natives’ advantages

What are your assets and how do you present?

• Not just getting you, also getting your network

• You're willing to be accessible at any time

• They’ll know you more by your profiles


quick to skill up

Susan PaytonPresident, Egg Marketing & Communications: The Marketing Eggspert, Internet Marketing firm

Be quick to pick up new skills & take on more than their job description.

For marketing, certainly a solid grasp of social media is necessary.

http://www.linkedin.com/profile/view?id=8688731&authType=name&authToken=Xjv-&goback=.amq.avq_881809_3336945_0_1316480607957


larger issues at handLionel Sim Director of Sales at TravelClick hotel e-commerce The problem often lies with the senior management who may not be that tech-savvy or inclined toward social media. These gaps and expectations will be a conflict source, especially with social media campaigns.

http://www.linkedin.com/profile/view?id=36063195&authType=name&authToken=ymMh&goback=.amq.avq_881809_3336945_0_1316480607957

http://www.linkedin.com/company/7772?goback=.amq.avq_881809_3336945_0_1316480607957&trk=pro_other_cmpy


it's not all about FacebookDave Delage Senior Web Marketing Manager, Ottawa, Canada

I find most Gen Y hires coming in are very in tune with the latest technology, and are eager to apply it to any situation, without performing the due diligence...

I think they need to spend more time thinking through why an idea will work.


don’t overlook little things

Graham Clarkefounder, Dealicio.com, web service for web publishers

We want people that can learn, solve problems and be responsible for what they do. Good communication skills are also important. Constantly amazed by grammar and spelling errors.


who should you intern for?

• Look at the website

• Who is on the team?

• Is the brand social?

• Who are the clients?

• Match up with you goals?

Social Media Marketing by Li Evans Chapter 44


tools can be taught

Douglas HaslamClient Services Supervisor, Voce Communications

My fear is that people will say "fluent in social media" or some such nonsense. Tools can be taught.

I would look for good writing skills, the ability to work quickly and creatively, and, I know this is a vague word, courage.


multimedia & copywriting

Amy Rutter Digital Marketing Consultant at zero G media Ltd, Brighton-based digital media agency

A new hire essentially needs to be

• Able to be a copywriter/copyeditor

• Adapt writing style for print/web etc.

• Make & edit videos & podcasts


be smarter but ...

Be smarter than me when it comes to technology. It's a different world ... and anyone coming out of college knows the ins and outs way more than I do.

Anyone 5 yrs younger than me knows 10x what I know about technology.I'm actually okay with it; you should learn something new everyday.

AnnMarie Grohs Sales & Marketing Manager at Morton's The Steakhouse


Find a jobJobs find you__________

Socialnomics by Erik Qualman p.225

Tools to use • Craigslist• Plaxo• LinkedIn• Video resume• Feedback from peers, bosses, subordinates• Search for those with the same name• Glassdoor


tools to use to land a jobComplete your profile

Be professional

Get a smartphone

What interests you most?

Give some Tweet love

Utilize Search and hashtags


get your blog on

•Summarize and elaborate on several posts

• Ask questions and then round up the replies

• Link to thought-leaders, give thanks

• Don’t forget multimedia!

Search engine marketing firm director"We expect all our employees to blog and tweet. We actually require periodic blog posts."


how to structure

• Lead with what you want do

• How it benefits your future employer

Social Media 101 by Chris Brogan p. 293

• Integrate your blog & Twitter

• Events, Reading List & SlideShare

• Post questions to Answers


final thoughts for interns & brands

For social media, you need to understand SEO, PR, writing, and have a head for quickly adopting technology and metrics. – John Cass

Bring passion and intellectual curiosity, and enough confidence in your creativity that you know you can find a way to meet the task at hand.

– David Berkowitz

Social Media Internships

What’s on the other side

of the digital-generational divide

Suzanne McDonald | Content & Social Strategist

Designated Editor Speaking Series

@Sue_DesigEditor

#URISMS

Social Media Internships: What’s on the other side of the digital-generational divide by Suzanne...

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