By UCLA X425 Student Dal Lee
On Oct 28th, we met a great guy named Clint Schaff @clintschaff).
It was exciting to hear about his experience and know-how when it comes to PR and social media.
His cleverness and creative thinking amazed me. What he mentioned in class wasn’t something that only smart people would know; it was thinking outside-the-box and looking at issues from a different angle.
As a media planner, I face many challenges convincing clients to approve social media plans – especially when the client is new to social media. Even more challenging is building the perfect strategic plan to meet the client’s needs on a limited budget.
The one thing Clint said that I agreed with the most was his comment about creating peaks. Social media is a monitoring tool that lets us hear what people are saying about us. While it lets us listen to our audience, it also empowers us to communicate with them. Social media is not a one-way conversation tool; it requires both parties to participate.
When Clint referred to peaks, I thought of conversations. At its core,even the most complex social media campaign is about conversations. Brands don’t need to invest big bucks to attract an audience and create a “peak” to draw attention; they just need to understand what drives their audience. With such understanding, brands can leverage the audience’s needs or wants to create an engaging “peak.” More peaks means the brand is generating more engagement with its audience. This concept is so basic, and yet, I was blinded by all the fancy case studies out there that I completely missed it. I am glad Clint brought it up and enlightened my views of “peaks.”