One of my goals for this semester is to continue circling back around to emphasize how social media marketing is part of a larger overall business philosophy that’s built on connectivity, listening, engaging and — to quote Gary Vaynerchuk — marketing like the year we’re in.”
I like to think of this circling approach as: zooming out, then zooming in. I try to provide the big picture for context and then dive more deeply into a given subject. October 8, 2014 was a zoom-out day.
We’re in Week 7 right now, so I used a big chunk of Wednesday’s class time to show Gary V’s “Social Media State of the Union” keynote speech to the NERVE 2014 audience in Philadelphia.
I first introduced students in my class to Gary Vaynerchuk’s “spicy” persona in the first class and we’re using Jab, Jab, Jab Right Hook as the required textbook so most of them should have had some familiarity with his language, even if they didn’t remember the name of the guy in the first class or pay attention to the author of the book they’ve been reading (mostly on Kindle.)
Overall, the student response to this 45-minute video seemed good. We ran out of time at the end so they didn’t see the last 3 minutes. Several students really seemed to like and respond to Gary V’s stories and quips. Some were quiet, so at this point it’s hard to tell. I’ll be debriefing more on Friday.
One of the big challenges of teaching social media is getting students to realize they are not always going to be the target demographic of the business they work. I struggle to get students to think outside their personal frame of reference. For instance, discount coupons and contests may not always be the most useful way to promote a particular business or organization.
The key takeaway Gary’s talk is to “market like the year we’re in.”
That is part of my overall life philosophy–To LIVE like the year we’re in. As a professor, this philosophy extends into many of the courses I teach, at least those related to strategic communication: Teach like the year we’re in. Sometimes (usually?) I’m ahead of the curve in academia.