Why social media is a must have tool with Jennifer Radke

Why social media is a must have tool

I interviewed Jen from National Institute for Social Media



Jenna Redfield is the leader of the Twin Cities Collective, the largest resource in the Twin Cities for bloggers, small business, entrepreneurs & creatives.

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You're listening to the Twin Cities collective podcast conversations with creatives with your host Jenna Redfield. This podcast is being recorded at Studio co work a brand new co working space in Golden Valley that has a DIY Podcast booth that can be rented hourly. So make sure to go to Studio Code calm to learn more about that. This podcast is all about talking to local entrepreneurs, bloggers, Instagram owners, small business owners, and of course just creative people in the Twin Cities. If you're new to the Twin Cities collective, make sure to go to our website Twin Cities collective calm and join our Facebook group www.facebook.com forward slash groups forward slash Twin Cities collective. Make sure you let us know you found out about us on the podcast. Make sure to subscribe and review us on iTunes. And just sit back relax and enjoy this episode. I hope to see you guys there.

Okay. Hey, everyone. Welcome to this click the podcast. I'm your host, Jenna Redfield, and welcome again to conversations with creatives. And today, I have a special guest Jennifer Iyke So welcome, Jennifer. Thanks, Jenna. It's great to be here. Yeah. So we met like, who two years ago, maybe? I think so. Yeah. We were part of something called social media road trip or something. What was that?

Jennifer Radke 1:07

Yeah, there's a there is a Twitter chat for social media, social media road trip, and it still happens. Yeah, I think every Tuesday night we met on there. And then there was a bunch of local Minnesota folks. I mean,

Jenna Redfield 1:19

we were defeated Lou JI, remember that? Yep. Exactly. I met a lot of people for the first time. That was kind of back when I was just getting involved in the social media world. And this was before you were I think you were still working at national institute. But you weren't the president? Correct.

Jennifer Radke 1:34

Right. So that was in my first

Unknown Speaker 1:37

reiteration of the company.

Jenna Redfield 1:38

Yeah. So if you want to talk a little bit about your background, and how you got to where you are, and also about the National Institute of Social Media, they'll be great.

Jennifer Radke 1:45

Sure. So I have kind of a unique background. I spent 15 years in higher education, sales and sales leadership. And then in 2012, I made it a career transition. And I had the opportunity to work with a startup.

And it was the National Institute for Social Media. I was introduced to the founder. And he was just getting things going. And I came on as the VP of business development. I had a background in higher ed. And that was one of our main Yeah, you know, partners. And so I worked with the Institute for a little while. I like to really get into what I am doing. So I got certified as a social media strategist, got certified as an instructor. And then I actually left for a while and started my own company, did social media training and consulting, a lot of it focused on how to use social and sales because oh, yeah, put my two backgrounds together. Yeah. And then in May of 2016, had the opportunity to come back and take over as co owner and CEO. Yeah, that's awesome. Because I remember when you made that announcement, I don't know if it was on Facebook or LinkedIn or something. I was like, that's so cool that now you read the whole thing. Yeah. It was a fun transition, not something I would have predicted had I yeah, that's, you know, it's it's interesting that you're going back to a job that you had probably not

Jenna Redfield 3:00

thinking that you'd ever go back to it.

Unknown Speaker 3:01

Exactly. Exactly. That's

Jenna Redfield 3:02

pretty rare for a lot of people.

Jennifer Radke 3:04

I think it does make for a good story, though.

Jenna Redfield 3:06

Yeah. So can you kind of explain like, what it what you do there? And also like, what national social media is?

Jennifer Radke 3:12

Yeah, so I'm going to start with kind of the reason why it was founded. Yeah, I think that gives a little bit of a background, that's helpful. So in the social media space, there's a lot of companies who are trying to hire the right talent, right. And so the founder was working in continuing education at the time. And his job was to find training programs for companies that were looking to hire for certain positions. And he kept getting asked about social media, they said, So what kind of training or certifications are out there, so we can really identify who knows what they're doing for strategy and those who are self proclaimed experts, because there are a lot of that in the space. And so that's when he went kind of on a research mission and wasn't able to find it. So did some studies to figure that out. And what kind of came out of it was industry standardized certification. So we have a volunteer advisory committee that kind of monitors the industry as a whole. We do research on jobs studies, and what corporations are looking for, for folks. And then we create a certification exam very similar to something you might find in like the project management field or in human resources, that says these people have been tested on these different areas and have passed. And so now what we do is we offer that certification along with education, because most people aren't going to just go sign up and take a test. Right, they need some continuing. And so we help them prepare with classes self study, we have some textbooks. And then we also offer ongoing education afterwards, because social media changes so fast. It's not a one and

Jenna Redfield 4:48

done. So how often do you change your curriculum, how often

Jennifer Radke 4:52

the curriculum gets changed every year to two years, depending on changes in the industry? Because we're vendor neutral with means we don't focus in specifically on tactics for Facebook or Twitter, for example, or some of what we do and strategy changes less often. Right? So we're just kind of keeping a pulse on what's important.

Jenna Redfield 5:11

Yeah, because there's definitely been some newer things that have come in and out of Vogue, for example, like Periscope and Meerkat A few years ago, and then that's kind of shifted to Facebook Live and Instagram. Yeah. If you know, is that something that you think you focus on? Or what what are the main social media networks that you really focus on?

Jennifer Radke 5:29

Yeah, and because we're vendor neutral, we don't actually focus on networks at all, we have six different content domain. Okay. And so it's things like strategic planning. So who's your audience? Where are they? What do they want from you? Okay. Let's see strategic planning, compliance and governance. So making sure that you're following intellectual property, copyright trademark stuff, project management, because a lot of what we do is, is managing larger groups of information, maybe other people, right? marketing, communications, that whole integration side, and there will even talk social media policy creation, online community management. So once you've built an audience, how do you engage with them? How do you respond to them? crisis management fits into that one. We've also got research and analysis, using the data that we need to make sure that we're moving forward. And I can't remember if I hit all five,

governance, marking communications, project management, research. Okay. Yeah.

Jenna Redfield 6:32

That's cool that you don't focus. It's more of the theories, I guess, behind social media and not just keep it up with whatever is happening. You know,

Jennifer Radke 6:40

yeah, it's definitely about how to apply strategy, right? Like, yeah, I have a background in in communications, and then organizational leadership. So the concepts that go into strategic planning, for example, we're not new, right? Like how to identify your audience and unique selling proposition and positioning and stuff. When you take a look at it. And you see all the data that we have in social today. Yeah, it provides us with a whole new perspective about how to use the tools. Yeah. And that's really how I see social, right. It's a communication tool. Yeah.

Jenna Redfield 7:11

Because I, I've worked for other companies that were strictly non digital. And they only did print and billboards and radio. And it's very hard to track the analytics and whether or not it's actually working. And that's what one thing I love about social media is the analytics are so there, you know, yeah. Is that something you also teach kind of is how to like track the numbers and all of that?

Jennifer Radke 7:33

Yeah. What kind of numbers are even important in the first place? And how do you go through the process of tracking those? And, you know, doesn't like really give you anything? Yeah. And in most cases, it really doesn't. Yeah, so we're talking about engagement or return on investment conversions, things like that.

Jenna Redfield 7:49

I've been, I've had this this, I guess, this thing in my head all week, where just because you have a lot of followers doesn't bring you income, which I think people assume that it will. But if you don't have a reasoning behind the followers, like you have, you know, 10,000 followers on Instagram, but it's not paying your bills, it's you have to do something with those followers, and maybe get them to buy something or, you know, invest in your program or whatever. That is kind of what you're growing it towards, you know,

Jennifer Radke 8:16

yeah, absolutely. And I've had small businesses come to me, especially when I was consulting, right, and they say, I just need to increase my followers. And I said, well, what's the goal?

Jenna Redfield 8:25

Right, true? Yeah, I think that's such a under realized thought that just because you have followers doesn't mean it's going to help your business, it might make your business look better, because you will Oh, look, they have a lot of followers. But that's not bringing in income, it might not be bringing in sales, right. think that that strategy? That's something it took me a long time to realize, because I just assumed that these Instagram models with like 100,000 followers, were probably making six figures. Maybe not, you know, right. I don't know.

Jennifer Radke 8:52

Yeah, it depends on how they engage with their audience, what kind of value they provide, and whether their audience actually is doing anything other than just admiring the photos?

Jenna Redfield 9:01

Yeah, because I think it's interesting. I mean, Instagram as a whole huge topic. We could just like go down that rabbit hole of but I think that it's interesting, because a lot of businesses that do brand deals and all that they look at engagement rate, how many likes Are you getting per number of followers? Because sometimes if you have hundred thousand followers, but you get 10 likes on a photo? That's not going to be a selling point, you know? Yeah. I don't know if you guys talk about that at all, or maybe engaged? Absolutely.

Jennifer Radke 9:28

engagement rate is definitely part of that conversation in measurement, and that research and analysis side and, and it all goes back to the beginning. Right? What is your goal in the first place? Yeah. And what a lot of companies struggle with right now is tying social media into overall business. They've kind of been built up like, hey, we've been told we need this social thing. So you know, you're young, you do it. Right. And there's no, there's no connection. Yeah. And so that's one of the things we also kind of teach is an over arching concept within each of our content domains. It all has to go back to the company. Yes. Because if you're not doing what the company is trying to do, you're not going to be successful. Yes. And even if you meet all the goals they've set for you,

Jenna Redfield 10:09

for sure. And I think it was hard because when I came out of college, I wanted to do social media, but there was no trainings in college. I think the year after I graduated, they started a social media major, or like a program. Yeah, but they so I, when I left college, I had basic communications, you know, background, that was what my major was. And I just went into this world of social media being like, I have no training. I it's just my own personal experience. And I felt like over the over the years, I've learned a lot, but I still feel like I don't always have that foundation. And so I think that's really cool that you guys offer that? Yeah, especially when a lot of colleges art.

Jennifer Radke 10:46

And that's something that I'm excited about, too, because I am not the typical social media professional in the sense that social media didn't exist when I was in college. A little older, For those wondering but so so it's not traditional. I'm not a traditional person. But that's where companies have struggled to, because there's a lot of perceptions. Well, I grew up with it, you should know how to use it. Yeah. But there's also my personal and professional different. Yes,

Jenna Redfield 11:13

that's true, because I think you might know how to use the app, but you might not know how to use it to market because that's the point of social media marketing is you're trying to promote a product or service. And I think that it's funny, because when I was first coming out of college, I always heard I would never hire like an intern to do your social, like, I was like, why not? Like they're probably good at it. And the longer I've been in it, I'm like, I'm realizing and I'm understanding from the other side. Now that's like, no, they might screw up the company if they make a mistake, because it's all about reputation. And if they do something stupid on social media, then Honestly, it could, you know, ruin the company. Absolutely. In a viable way.

Jennifer Radke 11:49

Absolutely. And if the company isn't real clear about what their vision is around social in the first place, they don't provide the right kinds of outlines, right? Oh, yeah. A lot of companies don't even have a social media policy. Yes. Not even for their social team. Right. So their team doesn't know when it's okay to say something. Yeah, when it's not or where a line is crossed. Yeah. And there's just too much danger in that.

Jenna Redfield 12:12

Yeah, I don't know if you saw this. I saw this yesterday. And it was on NPR. And it was where someone accidentally posted a personal message on the NPR page on Facebook, and it was about their daughter and a cat. And they deleted it. Or they like they wrote, like, 10 minutes later, they realized their mistake, because they're posting from the wrong account. And they said, Oh, that was sorry, that was a personal message or whatever. But it somehow went viral in a good way. But I was like, that person is so lucky that that went viral. Because they could have gotten fired for that, you know, because it was a huge mistake. It's a huge page. You know, it could have been bad.

Jennifer Radke 12:46

I haven't seen that one yet. But yeah, it's not surprising to me that that happens. And I'm happy to hear that it was a positive.

Jenna Redfield 12:53

Yeah, right. It wasn't just some like attack on someone. Because I've heard people getting fired for posting on social, personal opinions, you know?

Jennifer Radke 13:01

Yeah. And that happened this earlier. Yeah.

Yeah. So we have to be very careful about not only what we post on the company social, right, but what we post on our own.

Jenna Redfield 13:11

Yeah. And that's kind of the crisis management is like those mistakes and like the bad PR and all that is not something you guys cover?

Unknown Speaker 13:19

Absolutely, we do.

Jennifer Radke 13:20

And one that I remember, several years ago, during a political debate, yeah, whoever was managing the Kitchen Aid, okay, was posting about the debate, and made the mistake to do so on the Kitchen Aid page, instead of their personal page. They're saying that things like that can be huge problems. And you have to be very conscious of what we say and where we say it.

Jenna Redfield 13:41

Yeah. So even though you guys don't talk about platforms, I kind of want to and talk about what your opinions are currently, I mean, this. So we're just just to tell the audience, we're recording this on October, and this will be airing in November. So hopefully, like something hasn't shut down within the next month. But so what are you what are you seeing right now and social that what's hot, like Twitter is a huge topic. And I heard like today that they're changing the Twitter limits. Have you heard about that? I have heard that

Jennifer Radke 14:08

they're thinking of going up to 280 characters they were they were testing it. I know, a lot of people in the social media marketing space are super upset about that option. I think the general public probably doesn't even really understand the difference. And some of them, especially a small business owner, or somebody who's doing it for personal might see. Oh, that's great. I have less restriction. Yeah. I think it's a bad thing. And my personal opinion on the Twitter piece, because I think that their hundred and 40 characters is unique.

Jenna Redfield 14:36

Yeah, right. Yeah, yeah. Because otherwise, it'll turn into Instagram, where you can have a huge caption where it you know, and and I read a blog posts maybe two months ago, that said that Instagram is the new blogging, because you can put a lot of text and then you put a photo. So I mean, obviously, it's you still have to blog for SEO and for like more information, and links and all that stuff. But I do think that certain platforms are kind of transforming into each other

Jennifer Radke 15:04

Go on, they all want to be like the other. Yeah, they're seeing successes in certain ways. And I think that that's actually a bad choice. Right. I think that it's one thing to add a service or a functionality that's very beneficial, but I think you should still pay keep your uniqueness to Yes. You know, LinkedIn should not become Facebook and and Twitter should not try to become LinkedIn. And yeah, and

Jenna Redfield 15:26

there's just, you know, there's just difference. I think I This made me laugh, but like Google Plus, barely daily, don't even know what the heck is going on. They tried and failed. And I still am surprised it exists.

Unknown Speaker 15:38

It does. And surprisingly, it still has an audience.

Jenna Redfield 15:43

I tried. I've tried Google Plus many times, just because of I know it's good for SEO, but I just don't, I don't see it.

Jennifer Radke 15:49

I have to be honest, personally, we I don't do a bunch with it with the brand. We don't do a ton with it. But we are present there. Because it does have especially at it and technical audience and the marketing world is there. And that is our audience. And I think, you know, for anybody listening, that's probably the biggest key right is,

Jenna Redfield 16:07

where's your audience? Yeah, it

Jennifer Radke 16:08

isn't about the shiny objects, right. It's Where's your audience? And it's great. You mentioned earlier, you know, Periscope, and yeah, you know, everybody got super excited about Meerkat because it came out for for sure. Well took over Periscope. wallowed it up, and then

Jenna Redfield 16:24

now it's now under it. Yeah, like it's like, it's like, it's like, what, like a bigger animal eating a small animal that the bigger animal you've met. And I think that's the same with Instagram stories and Snapchat. I read an article yesterday on BuzzFeed. That said, I think it was like 34% of social media influencers are down in Snapchat usage. And they're up in Instagram stories, which because they already have the audience on there. It's harder to build followers on Snapchat, because it's a private. Yeah. And it's there's no database, you can just search someone. I feel like if that was this case, I think Snapchat would actually grow faster. But because you have have to know their individually username. It's harder to build a following.

Jennifer Radke 17:04

Yeah. snapchats been a challenge. I for years have gotten a lot of flak from colleagues in social media, because I don't I don't go on Snapchat. Hmm. And again, it's for me, it's about my audience. Right. So yeah, my audience might be there. But that's not why they're there. They're not there to hear what it is I have to educate about right now. They want to come to a different platform for that for me, so I don't spend my time there. Yeah, it's a cool platform. Yeah. But it's not worth my time and energy at this moment. And I think that's what's, you know, where it's being lost. Now, some brands are finding success with it.

Jenna Redfield 17:38

Yeah. True. I think for me, personally, I was off Snapchat for about a year. And then a few months ago, some of my friends are only on Snapchat and on Instagram. So that was the only way I could connect with them. Yeah. And so I personally use it now. And I have about 15 followers, because it's just the people that I interact with, you know, I'm not building my brand on there. I'm literally just posting random stuff that, like, literally my friends probably care, you know, like, it's so nice, because I feel like it is more private, because it's like, I feel like I'm not broadcasting everything to the world where I am on Instagram. I feel like everything I put out has to be brand. Perfect, you know? Sure. And so I think Snapchat is kind of nice in that way where it is a little bit looser. Yeah, I don't have to really care about what I put up

Jennifer Radke 18:20

there. And to a certain degree, I completely agree with you. Some people take it a little too far. And I have young kids and middle school, so I keep telling them hey, just remember, nothing is private.

Jenna Redfield 18:30

So true. Yeah, I would never post anything like bad but I just stupid stuff. Yeah. And cares about I always post my favorite song of the week. Just like, here's what I'm listening to right now. Like, I don't know, I'm just like, maybe somebody was like, Oh, I like that song cool. Like, I don't know, it's stupid stuff.

Jennifer Radke 18:48

It what it is what makes you you. And that's awesome, right. And it's interesting, because I think people,

people want to be real and social,

Jenna Redfield 18:58

yes. But then to is the buzzword

Jennifer Radke 19:02

truly is. But there's a level of authenticity to your right, because it's a medium of communication that isn't necessarily

Jenna Redfield 19:09


Jennifer Radke 19:11

Not even necessarily the curated piece. But social in general isn't necessarily as transparent as we want it to be. So it goes back to the whole concept years ago about email, right? Like, yeah, you shouldn't put something negative in an email because the house someone reads it and interprets it as Super. Yeah. And the same thing goes for most social platforms, the difference between something like Snapchat or Instagram stories, or Facebook Live, is you can get the vocal inflection. But even then, you don't always have context. And

Jenna Redfield 19:41

so true. Do you think that podcasting is something that people are finding to be the real way to get their message across maybe another way? I don't know. If you guys think about podcasting at all,

Jennifer Radke 19:51

we do talk about it as a possibility, like so even though we're platform neutral. I mean, we do talk about

Unknown Speaker 19:57

platform is

Jenna Redfield 19:58

a very different type of social, in a way where there's no visuals usually emphasized like the cover art, and it's it's very much production based. And it's almost the same as like YouTube, where it's a video is it's more, it's more, I guess, professional right now, versus a lot of social is just images and text. You know, so there's, I think having podcasting and video has kind of changed the game, in terms of what is able to be re reuse, like reusing a Facebook Live video as a podcast and as a YouTube video, so you can upload it both ways. Absolutely.

Jennifer Radke 20:33

So one of the things that I think podcasting because there isn't necessarily that I'm aware of one podcast platform that everybody goes out to engage with the messages that they're hearing, right? You've got iTunes, and you've got SoundCloud, and you've got cast, what's it called cast box or whatever. So there's lots of different places where you can listen to podcast, but you can't really respond

Jenna Redfield 20:55

like so yeah, there's no, there's no communication. Yeah.

Jennifer Radke 20:57

So the audience listening to us today, there gonna have to go somewhere else right now to go to Twitter, or somewhere and try to dress in conversation. And so there are some limits as to the formal definition around social media. Right?

Jenna Redfield 21:12

True, because this is more content based than I there. I don't know if you've heard about this one app, or what is it called? Let me look it up on my phone. Basically, it's a new type of podcasting app anchor. Have you heard of it? Oh, yeah, I have. So that's interesting. I was kind of a thing for like, a like a month ago, where all of a sudden everyone was using it. And it lasted a week, I swear to you, but basically, anchor you can call in with your phone to like leave messages and answer people's podcast. And there's a limit of five minutes. Oh, so it's like almost like a shorter version of a podcast. And then you can string together a bunch of different Collins, and then you answer the question, and then you help you can send it to iTunes. So I mean, there are like these really interesting new apps that are like transforming even the podcast genre, right, I think is really interesting and cool. But also, how many apps are too much? Like I I've kind of like, I think I've heard this before picked two. I don't know if you've heard that before, where you pick two platforms. And that's what you kind of stick to? Yeah. Have you have you? Is that something that you guys have heard? Or would like, tell people to do as well? Or no,

Jennifer Radke 22:19

we don't get as specific as a pic to we talk a little bit more about where you are in your situation. Right. So if I'm talking to a small business owner, I'm definitely going to say something about one to based on their resources, right? a larger company has the ability to do a larger presence out there and to be where more

Jenna Redfield 22:37

Yeah, that's true. That's so true. I think I'm thinking of like a small business perspective, because if your target or if you're one of these corporate companies that has hundreds of people working on your social team, of course, you're gonna make every single platform, right. But if you are a solo printer, you're an you know, small business, you have five hours a week to spend on social pic. You know, I mean, maybe pick more than two, I think Facebook definitely, personally Instagram. I think it depends on what kind of content you're coming out with Twitter is definitely great for local, if there's like events you're going to. And then Pinterest is definitely more for those who create content, in my opinion, because I like here at Studio co work. I not really looked into Pinterest, just because I haven't had that much content created yet. And I also feel like I'm focusing on a local audience versus a lot of people on Pinterest are more digital based. And they can have audiences all across the world.

Jennifer Radke 23:25

Yeah. And you hit it right on the head to Jenna, when you were talking about it depends on the type of content they have. And also the type of products and services right? Yes. If they're retail if their clothing distributor, then those more visual one. Yeah, definitely makes sense. Where if they're completely services, you know, I keep telling people so if you're a CPA, yeah, what will you show me on Instagram, that's going to get me to buy your CPA services, it might be really hard to do that individual. Right? Where I might want to look for you on somewhere like Instagram or not Instagram, LinkedIn or Twitter.

Jenna Redfield 23:57

Yeah. Because it's more about your your knowledge. And I think I do think that it's funny, because I do know, my lawyer is a creative layer. And yeah, she's focused on those creative so she goes on Instagram, of course, find that audience. So I think it depends on who your audience too. So if you're a CPA, but your audience is like, farmers, you know, go on the farming platforms, which, again, I'm not sure what those would be maybe Facebook, I don't know maybe like some website and forums or something. I don't know. You have to find your audience and, and even niche down to maybe finding a specific audience because I know a lot of people locally who they've service, one kind of person like yet kind of come like they focus on creatives, or they focus on I don't know, just different, you know, you need to absolutely,

Jennifer Radke 24:44

if your audience isn't there, there's nothing that you can do right to talk to them about it. And it is interesting, you mentioned farming, because if you two years ago, I had to present for equipment manufacturers and distributors down in Nashville, and it was all about that farming farm and large lawn equipment and stuff and, and I did a little research on what the farmers are doing. Yeah. And it's a YouTube because they do a lot of fixes, right?

Jenna Redfield 25:08

Yeah, like tutorials.

Jennifer Radke 25:10

Yeah, the DIY stuff. And then Twitter for their needs. Because they can, you know, the tractors are combines are going to three miles an hour down the road, most of them have GPS in them, and so they can kind of self drive. Yeah, so they just sit there and quickly digest

Jenna Redfield 25:24

my sales tractors for a living. So like, I know, I really my family's very in the farming business. And that's why I thought of that. My dad works for a lot of different successful farming magazine and all these different things. So I was just like refining to me that like, yeah, like you would have thought of it. But it's something that is unique. It is something

Jennifer Radke 25:40

unique. And you know, there are some companies that are doing really well. Yeah, on social. Yeah, with farm equipment. And yeah, it doesn't have to just be pictures of a tractor. You know, I've seen some interesting ways that they do experiments with manure spreaders. Like for example, putting some cars through the back end of her Yeah, and why in the car just get annihilated like

Jenna Redfield 26:05

a toy car. I was like, What?

Unknown Speaker 26:07

No, no, like, no, let the car Yeah, they throw it to them and your spreader and see it just

Jenna Redfield 26:12

rip it to shreds. You want to watch that? Yeah.

Jennifer Radke 26:14

I wish the brand name was coming to my head right now. But I'll have to come back. And maybe comments or something. But it was really neat to watch. It's a Minnesota based company. I think it's out in the southwest corner. Yeah. But yeah, they have these huge manure spreader. Yeah, of course, they take the engines like that. So

Unknown Speaker 26:32

it's just a phone. Yeah,

Jennifer Radke 26:34

yeah. But they throw it through and show what

Jenna Redfield 26:37

happened to it. I feel like that would be something that my family would do. Yeah.

Unknown Speaker 26:43

of the YouTube videos, Blendtec.

Jenna Redfield 26:45

Yes. I remember that. And that's always I don't know if you've read any books on like social, obviously. But if anyone listening has read, but that's always the case study. They always I always remember reading about that. But I remember back in the day, when that was like a, like, it was so popular back in like 2006. Yeah.

Unknown Speaker 27:00

And that was kind of when I started YouTube. And I remember watching it all the time. And that was really smart to do that. It's an amazing case study, and anybody who can be the first to do something unique. And that's really what they did. Right? They took a product, put it on a platform, did it in a way no one else was doing it.

Jenna Redfield 27:17

Yeah, I think another good case study because of mine is Gary van der Chuck and his Wine Library. Yeah, obviously, he turned that into an empire just like showing off wines on YouTube and turned it into he turned in and now he's on like, Apple Music and playing on the apps like he's like a huge like mogul. Do you have any other like case studies that you really find really good? I don't know if you talk about them in your education. But is there any ones that like pop into mind that have done a really good job at social?

Jennifer Radke 27:44

Yeah, you know, we have a few that we talked about in different ways. And so like in our textbook, we actually identify castle, the TV show cow? Yeah, yes. I used to watch that show. Yeah. So they actually did a really neat job with creating the actors and actresses from persona is on social. So there was Richard castle had his own Twitter. So not just the actor, but the guy, right. And they would post as if he was that character so they could keep the conversation going outside of the show. Yeah. And I think that's one of the reasons why it was super successful, that

Jenna Redfield 28:18

should definitely have a really big online presence. I remember I was I was I still I'm up and down with Tumblr in that, but that's, that's one of those platforms that is great for pop culture. Yeah. And I think that Tumblr really accentuated and led castle to be on for so many years. Obviously, Twitter and other platforms to that's interesting that that they did that. I didn't know. Yeah, they published books to I don't know if they did handle they publish actual books with character. Yeah, that's a good way to get you know, extra money.

Jennifer Radke 28:51

In it makes it more real, right. Yeah. Even though we all know he's

Unknown Speaker 28:55

right. It just ghostwritten or whatever. Yeah, whoever

Jennifer Radke 28:58

makes the whole city, a little bit more intriguing and a little bit more interesting to us, right?

Jenna Redfield 29:04

Yeah, I definitely find there's like I personally love I'm trying to think of like social media people I haven't been following right now. But like Doug the pug, and and if you follow him,

Unknown Speaker 29:13

I haven't followed him. No,

Jenna Redfield 29:14

okay. He is huge on every platform. He's huge on Facebook. He's huge on Instagram. He's huge on Twitter, he his owner dresses him up like characters on TV shows and like, makes music videos and they're hilarious and they make my day and it's obviously the person behind it doing it, but just you feel like he's the light in like a negative dark world. Like it's just this pug like having a good time. They made a calendar. Yeah, book, he has stuffed animals. Like, it's just like, it's like, these whole things become like a media sensation. You know,

Jennifer Radke 29:46

they really do. And some of them are planned out, right? Like, I'm sure at some point, and I don't even know the start of Doug. Maybe it was like, I took a picture. Yeah, people were interested, became more right. But you've got what is it the older men family that always is doing videos on Facebook? It's this mom and dad and a couple of kids and they do like

skits and parodies and music and family

Jenna Redfield 30:09

kind of watch them. Okay. No,

Jennifer Radke 30:13

I guess but even things like so Kid President. I'm assuming that is very planned out. Right. But I don't think people really expected him to have the following that he does in middle school. I mean, they watch it in school. Really? Yeah. To talk about diversity and being kind, you know, just inclusion of others and stuff. But and then there's the things like, you know, the Chewbacca mom. Oh, yeah,

Jenna Redfield 30:35

was totally random, you know, totally random. Out of that. Yeah. Like, literally, I haven't, I should check it out on her. You know, I was following her for a long time. Yeah. And and I need to go check. And sometimes I forget about these people, though, because there's so many now so many social media celebrities. I definitely my favorites have even shifted over the years and who I like now is kind of irrelevant. People kind of lose their. Their credit RY like sometimes we get people born to them. I don't know.

Jennifer Radke 31:02

Yeah. Oh, absolutely. And I think it is. So we are we are a nation of our culture of people who are easily bored. Yeah, that's true. Very low. True, but I think it's also like, you know, that that woman, she was amazing. And she was super real and super authentic. And what made her go viral? Was that right? Yeah. Well, now if you try to force that situation, that's no longer Yes. super interesting.

Jenna Redfield 31:26

You know, I think sometimes people can overdo it. And they try to recreate their original success. Yeah, I feel like that's the same way with movies, people are doing remakes are doing sequels. Yeah, cuz they trying to, but those are usually not as successful because the original, the reason that people liked it was because it was unique, and it was new. And I feel like with social, I always worry that I feel like we're all just kind of copying each other. I don't know if that's something that you've kind of, you know, because it's hard to have an original idea, because I feel like everything you do is someone else has done it.

Jennifer Radke 31:57

Yeah. When I talk to business owners about blogging or putting something on LinkedIn or something, I hear that a lot. Like I don't have anything super original. And it's like, well, you don't have to, like reinvent the wheel. But each of us has a different way in which we've applied the use of the wheel, right. So we can share information that way, which is actually something you know, you're going to be on a panel in October with a bunch of other folks from the Twin Cities. And that's what we're trying to do is trying to share with business owners, how you can use different social platforms for your business. And the goal is not to say go out and do this. It's to say, here's what's worked for us. And if you have a business or an audience, or goals, similar to what we found, you might find tidbits you can apply our own way. Right. And, and that's really how professionals have to learn from each other as well.

Jenna Redfield 32:43

Yeah, I think that doing a lot of research is really important. No matter what job you're in, I think a lot of people starting small businesses don't realize how much sales and marketing is a huge, huge part of that. So even if you like whatever it say, you knit something, and you'd love knitting, it's like your passion and you start a business, like 50% of your other times can be spent trying to sell that, you know, and so I think people under underestimate the importance of social media, the power of social media. I have an example. Laura, who runs or voice of a true social media. Yeah, she was on the podcast, I think like early on, and she, they had a BuzzFeed video come out. Which BuzzFeed has huge platform. Oh, huge. I mean, I'm a huge BuzzFeed fan, for years. And I watch them all the time. I just love what they're doing all the time. They're always innovating. But they did a video, focus on their business. They somebody came in at from BuzzFeed and talked about their business. And this video obviously went viral because it's BuzzFeed. Yeah. And Laura posted that she got so many more like messages. She got like thousands of messages in one day. From that's the power of social. I know, it's just crazy, like how your business can overnight be either success or failure. If it's a bad review, you know, I don't know if you've heard probably horror stories about people who have messed up and then they get a bunch of one star reviews. And then people like boycott their business and all that stuff. Absolutely. I have case studies. I've

Jennifer Radke 34:09

watched myself unfold that we reference in some of our trainings, because it's interesting to see how brands respond, right? Yes. And we have to respond. I was just teaching a class on Tuesday morning, and we were talking about online community management and crisis management came up and I just said, you need to have a plan. Yeah, but even more importantly than that, you can't ignore it. Yeah. Right. Because if you ignore your audience, you only make them more

Jenna Redfield 34:36

angry. Yeah. And then people sometimes put things in place to backtrack, and it makes it worse. Yeah, I forget, something happened recently, where, uh, what was it? But basically, oh, it was the Guggenheim thing. Have you heard about that with the dogs? I heard a little bit about it. But I didn't dive too deep. Okay, so basically, they had this exhibit that was showing films from like, 1800s, China or something. And there was footage or I'm not quite sure of dogs that were like being used as work animals. And just the from the pictures, it made it look awful. Like the pictures that were posted on social just made look like they were torturing dogs. And so there's the 600,000 signatures that wanted to take this exhibit away. And the Guggenheim was very resistant. They were very resistant to changing it and even there apart, like they took it down. But their apology was like a non apology. It was basically, like, We're sorry that you all feel this way. It was like super weird. And I was like, okay, they are going to I don't know what's gonna happen with them. But like, they were just they were not happy that they had to do this. But they also understood that people were upset and that they would, you know, get way more backlash that they didn't do anything. Yeah.

Jennifer Radke 35:48

And I think part of that is how you frame it, right? Like, if they have a plan and go through good communication. I mean, if it's something that happened in like, the 1800s. Yeah, it we're not doing it today. And we're not promoting that.

Jenna Redfield 36:00

We're not, we're not going to be able to convince anyone. That was the issue is like, it's too far, it's too far gone. And you're just going to have to say we're sorry. I like take it away. And like that's it. And and I know something happened with the walker earlier this year. Yeah. And that was a big, you know, social media PR disaster. In my opinion. It wasn't a great hook for them. But you know, it's just, the audience now can zone in on things and when things go viral? It's like you have a mob effect on on on a specific business. Oh, absolutely. It's

Jennifer Radke 36:32

interesting. And the interesting piece about that is you have the mob effect happening from people who normally would never have been affected or touched by it.

Jenna Redfield 36:40

Yeah, exactly. I think that is the sort of the scary part of social is the fact that you can so many people can find about about something so fast that it might not be even correct information. This is probably going to political, but like, it's it's like people don't always know the facts. Yeah. And it's and they're sharing things. And there's a whole thing about, you know, is your face Facebook page politically set on one versus the other. And that, did that affect the election all these like weird, like, political things? And that's really interesting to me. Well, and fake news is a whole nother conversation.

Unknown Speaker 37:09


Jenna Redfield 37:12

You know, there it is. Because if companies start sharing false information, and they're like, Oh, this is like something that's real. And then people start listening to them, and they're sharing false information. That company might lose credibility, you know, I'll have so like,

Jennifer Radke 37:27

here's one real quick and non political example

of Yes. Right. So, and I use this in class a lot, because you have to read what you share. Yes. And Facebook's horrible for this. People will post things that they've never looked at and never shared. And so about a year, year and a half ago, all of a sudden, there was a bunch of people who started posting an article about Betty White. And it was rest in

Jenna Redfield 37:49

peace. Oh, no. Right. And the article. Yeah,

Jennifer Radke 37:52

yeah. Well, the article was about how Betty White has died. But it wasn't.

When you read the article, it was about the fact that she's been dying her hair.

For like, 45 years.

Jenna Redfield 38:07

It was a clickbait that turned into like a it was

Jennifer Radke 38:10

super, super crazy to watch all these people who are sharing this and Oh, I can't believe she's gone. She was such a great person. And I'm like,

anybody checking this? This

right? Like, yeah, she was such a great person. Why don't you read the article about her life? Right?

Jenna Redfield 38:26

People want I I'm guilty of sharing articles without reading. But usually I do, I would say, but most of the time, I want to, like also kind of confession. I like to be the first one to share. If I see something happened on my call, I gotta share it right now. Like, for example, I mentioned this in the last podcast that I just recorded, but the pirates video, SNL that came out, we have Ryan Gosling. It came out I think, obviously, on Saturday night, and I shared it like 7am Sunday morning, because that's when I woke up. And I was like, Oh, my gosh, this is so great. And then a bunch of my friends are showing it later that day. So

Jennifer Radke 38:59

it's just like, I like through the first one. Michelle, I'm pretty sure I saw it from you. And it was so good.

Jenna Redfield 39:05

I love it. So awesome. Well, thank you so much for for coming in today and talking to me on the podcast. Sorry, I thought this was a really good conversation about the power of social what's happening right now.

Unknown Speaker 39:14

Yeah, it was very fun. Thank you for asking me in,

Jenna Redfield 39:17

for sure. And where can we find you online?

Jennifer Radke 39:19

Yeah, you can find myself or the National Institute for Social Media on most all social channels. Twitter is probably the easiest to get my handle out to so my personal one is red key Gen. So RADKEJEN and then the institute is NISM pulse pulse.

Jenna Redfield 39:37

Yeah. Okay, awesome. Well, thanks so much, and we'll talk to you guys next week. Bye. Thanks again for listening to the Twin Cities collective podcast conversations with creatives with your host Jenna Redfield. Make sure to head on over to iTunes to subscribe to this podcast so you don't miss a single episode. New episodes come out every Monday. Make sure to also leave us a review let us know how we're doing as well as helping us grow our subscriber count. We also want to let you know that we have a website Twin Cities collective calm where you can learn more about us. Join our online directory learn more about events as well as join our Facebook community. Shout out again to Allison burns, who created all of our artwork as well as our logo, as well as Nicola whitelist for the use of the song in the intro. I also want to say thanks to studio cork for letting us use the podcast studio that they have on site. Make sure to go to studio co worker calm to learn more about how you can start podcasting too. Thanks again for listening and I'll talk to you guys next week.