Andrew Jenkins has worked in the technology sector for over fifteen years. His first foray into technology was as an e-commerce entrepreneur selling clothing online in 1995. He parlayed that experience into working with several e-commerce software companies, helping them with channel development and strategic alliances. After the dotcom period and going back to school for an MBA, Andrew oversaw wireless strategic alliances for a unit of Canada’s largest telecommunications company. Since leaving that role, Andrew re-established himself as an entrepreneur, launching Volterra Consulting that specializes in strategy and strategic planning.
Today we are happy to have Andrew share his expertise by answering the following questions.
1. How did you get your start in the industry?
As someone with extensive experience in technology, I was already an avid user of social media. Someone in my network that knew about my expertise commissioned me to do an extensive research project on social networks. It speaks to the power of social media and social networks because that project was for a client in the UK and I am based in Canada. I have continued to expand the number and variety of social media projects ever since.
2. What is the biggest challenge facing your industry?
I think the biggest challenge we face is staying abreast of the emerging technologies and related services. It was only three years ago that MySpace was bigger than Facebook. Now Google+ has shown up and is already growing at a tremendous rate. Will it surpass Facebook? I don’t know if it will but I certainly think that you need to keep an eye on Google+ as well as the actions of the incumbents like Facebook and Twitter in response to Google+ and other new entrants.
Companies are just now accepting the fact that they need to have a social media presence but every day brings new challenges and new technologies that they need to understand more deeply before they decide about their relevance to their business.
Companies are also coming to realize that they need to listen first to identify where the conversations are happening about them or of interest to them and figure out where to insert themselves into those conversations and potentially influence them.
It is all a bit like changing a tire on a car while the car is in motion. Companies need to learn about new technologies and new techniques, formulate a strategy, and regularly adjust their efforts based on market feedback and the introduction of new technology. Obviously, this is challenging but it is not impossible to contend with. In some ways, the same technologies that create the complexity can also be used to resolve it. Technologies are changing rapidly to address increased demand and higher levels of expectations when it comes to features, functions, and usability. As things get easier to use and adoption spreads, some of the complexity is alleviated.
3. What is the secret to your social media success?
My social media success stems from listening, providing value, outreach, and persistence. My early efforts with social media were about listening and consuming first to understand more about what was being said, by whom, and in what context. As I grew more comfortable, I began sharing information or my own as well as that of others, providing value in the process. I also answered questions, directed people to resources, and promoted new apps and services that I found helpful, just as others had done for me. I also stepped out of my comfort zone and actively engaged people I did not know in conversation, resulting in a multitude of personal and professional relationships around the world. Social media requires are great deal of effort and you need to be persistent to establish and maintain your own community. Just like a garden, your community requires regular care and nurturing.
4. What do you think is the future of social media?
In the future, I do not think that social media will be discussed distinctly separate from other marketing activities like email, search engine optimization, and other forms or online marketing. They will all be integrated and operationalized across the enterprise rather than being the domain of just one or a few business units. Social media will be integrated beyond marketing in areas such as investor relations, PR, customer service, technical support, HR, recruiting, product development, and operations to name just a few.
5. What advice would you give to someone who is just starting out?
I would suggest that someone new to social media listen first. They should establish a presence on several networks and services, observe what happens, and gradually become active themselves. A great place to familiarize yourself with social media and to learn how to use the tools and services is from the tools and services themselves. Also, check out the many “how to” or tutorial videos on YouTube that provide fantastic explanations in short clips.
Once you have your foundation then start building your community based on people and organizations you find interesting and whose sharing of value you appreciate. Share and amplify their content and they will reciprocate when you have something to share. Momentum will build from there. Good luck and have fun!
6. Where can we find you on the web/on Twitter/Facebook/etc.?
