Photographer/Designer Keith R. Stevenson sits down with ENX2 Social Media Manager Logan Godfrey for an in-depth discussion on social media marketing.
Keith R. Stevenson: Hello and welcome to Five Questions With ENX2. My name is Keith R. Stevenson, photographer and designer and a newcomer to the world of digital marketing. I’ve got a lot of questions about the ins and outs of the business. So I’m sitting down with members of the ENX2 team to pick their brains and learn more about this dynamic industry.
Today’s guest is Social Media Manager Logan Godfrey and proud Penn State alum.
Logan Godfrey: We are.
Keith: ESU. Thank you for joining me today, Logan.
Logan: No problem. How are you?
Keith: I’m doing well. So, when I walk past your desk every day, all I see you do is be on Facebook and you’re on Instagram and you’re on Twitter and I’m like, “What is this guy doing? What does this guy do that he just gets to sit and play on social media all day?” So what is it that you do?
Logan: It’s much more than just playing around. It’s not the personal aspect of Facebook, it’s the business side of Facebook. So, you’re trying to get a company’s message across more or less all the time. So you have to make sure you’re just saying the right thing to represent them and just be a good vocal point or a spokesperson for the company.
Keith: Well great. So, we’ll get into our five questions here. Social media is a huge arena. How do you get your message to the people that need to see it? How do you get your client’s message to the people that need to see it?
Logan: Yeah, before we get the message across, I try to learn everything there is about that client, especially from a social perspective. That means a lot of data from the past if they had social media before, what worked, what didn’t and I try to use that and combine it with what’s trending now in social media. I also incorporate the current voice of the client to help get the message across. I use all that to create the perfect text or help find the right image or video and just try to incorporate that into one unified message to get across to the client or whoever we’re trying to reach.
Keith: You kind of touched on this a little bit. You know, I was wondering like how important is it to set that proper tone in your posts? Is all social media more casual and friendly than other marketing or does it depend on the content or the client?
Logan: Personally, in general, I think social media, the tone of social media in general, it’s a little more, I don’t want to sound repetitive, but it’s toned down, it’s not that serious. It has to be in some cases. At ENX2 we do a lot of law firm marketing. So law firms are very serious in nature. So their tone has to be more serious than other clients, like a restaurant or your personal Facebook. You wouldn’t want to say the same thing you’re saying on those social media channels that you would want to say in a law firm social media channel, but at the same time the goal is try to make everything relatable to another person.
Keith: That makes sense. So the third question is what does ENX2 in particular do for their clients to help them reach out to their customers on social media?
Logan: Yeah, so we use all your typical social media tools or apps, platforms, whatever you want to refer to them as. Facebook, Twitter, LinkedIn, Instagram — we dabble in Snapchat a little bit for some of our clients. We used to do Google+, which was a thing, but I think everyone can agree, nobody liked Google+ or it did not serve a purpose.
Keith: No. You know what? I like Google+, I liked the way it dealt with photos. That was really cool. But again, nobody ever looked at it.
Logan: The idea of Google+ was good, but everything else after that, no bueno.
Keith: No bueno. Yep. Yep, I agree.
Logan: But with that said, operating with those apps or platforms. I operate in both the paid social aspect, the paid social advertising aspect of social media, and the organic side. So I’m creating the content that goes on each social media page – Twitter, LinkedIn, Instagram — but at the same time, running behind the scenes, ads that drive people to the social media page, to a website, to a certain call of action. So, not to bounce away from your question, but we do a lot of different things for a lot of different clients and a lot of different ways. So a very well-rounded aspect.
Keith: Right, so there is more than the just playing on social media and posting things to say. There’s a lot of stuff that you don’t even see.
Logan: Yeah, a lot of people a lot of things people don’t see behind the scenes, right? They would not get it.
Keith: Yeah, and you mentioned all these different platforms that you work on. So, each of those platforms — does it require a different approach to create different content or is it kind of, you know, you can just make the same post on all across all things or does it just depend?
Logan: Yes, and no. Like if you were trying to get a certain call of action out of somebody, you would try to replicate that idea in all the social media platforms. But every one has a different approach. There’s certain things you can do on Twitter that you can’t do on Facebook and vice versa. You can post web links on all the other social media platforms besides Instagram, unless it’s advertising, but you have to know all these different things when you’re doing things like that. So you have to cater post a certain way because you wouldn’t want to say, “Click here” on an organic Instagram post when you can’t click on anything. So you don’t want to confuse people.
Keith: Right. This all seems really a lot more complex than one person would be led to believe. So what do you think is the most challenging part of social media marketing? You know, what keeps you up at night?
Logan: It’s always changing and I never want to be left behind, even by one day. I think one impression missed can change someone’s life, especially from an advertising perspective. You always want the most impressions you can possibly get so you can change that one person’s life. And I think a lot of what we do here, especially our clients, they try to change people’s lives and we try to help them do that. So, I don’t want one person who is in need of any kind of help, whatever our client is, miss out on getting help. So I’m afraid of that.
Keith: All right. Yeah everything moves so quickly. It’s very easy to fall behind so I can see why that would keep you up at night.
Logan: And this conversation right now, probably something new just happened on Facebook since we started.
Keith: Yeah, since we started, you know, eight minutes ago.
Keith: All right, well great. Is there anything we didn’t cover you think that, you know, people should know about what you do? Or important that I know, in particular, because, you know, I’m the one asking the questions.
Logan: I’m going to throw this back to you. You can have six questions if you want, but I know you said you always walk by my desk and just assume that I’m always on Facebook and Instagram and look around you based on what we’ve talked about so far. What do you think about the whole advertising aspect of social media?
Keith: Social media just is the new, modern-day billboard, as far as I’m concerned. It’s really something everybody’s going to look at every day. If you had a billboard, you’d want to be on the highway that everyone takes to work, right? So, everyone sees it every day and is reminded of your message. And so social media, being on the information superhighway, is that one spot, you know? Everyone wakes up in the morning, one of the first things they do they check their phone. They look to see anything on Twitter. Is there anything on Facebook? You know, what did my scary uncle say on Facebook, Anything like that. They’re on that highway, you have that ad, you have that post, you know, you’re putting that message forward. I think that that seems to be the way things are going.
Logan: Yes. You want to create a post or an ad or both that just sticks with somebody. Even if it’s for a minute after they see it, or a day, or two weeks, or a month.
Keith: You put that seed in their head.
Logan: Yep, and you just have to find the right combination of words, graphics, past analytics, what you think’s going to happen, what’s trending. You just gotta get that one person and it can change somebody’s life. So absolutely, that’s how I view it.
Keith: Well, thank you so much for joining me here today, Logan. It was a very Illuminating experience. And next time we’re going to be talking to another member of the ENX2 team and will be learning a little bit about web design with Magic Mike. So until that time, thank you for listening and I hope you learned something. Because I did.