Professionalism in the Social Media World
I'm not going to sugarcoat it so this post may come off as a rant. But it comes from a place of trying to run a business with organization and professionalism as much as possible and to realize that a lot of the industry you're in, simply just looks one way on the outside and isn't that way on the other side.
I have been working in marketing for 7 years now. Throughout this time, IG completely blew up, Tiktok took over the world by storm and influencer marketing really blossomed as a career option. My background before pivoting into my own agency was in corporate finance, where you were taught email etiquette, respect and how to speak in meetings from day zero, so coming into marketing was definitely a whole new world. As I started to work with small businesses, of course I wasn't expecting that level of corporate structure but now years later, I am honestly shocked at the size of some of these businesses / creators and just the lack of professionalism in the industry.
I want to preface this post by saying this doesn't apply to everyone and honestly this week I really got to work with some amazing creators and founders so this is not to generalize everyone in the community, but I want to provide some reality to folks getting into the industry and people who are on the outside that may be looking at the glamour on social media so that they are aware of how to specifically interact with agencies so they get more deals and opportunity. Additionally specifically for the creator community, if you want brands to start paying you, start treating your job like a business. The less professional you are, the less valuable you are to bigger brands.
Email Etiquette: Do's and Don'ts
This seems like the most basic so I am going to start here. I think some of you who are in the corporate world may be appalled with some of the examples I will use but alas, here is some of the things I have to deal with in my day to day.
Disclaimer - Some of these things happen once in a while to folks by accident, but these are more for the people who regularly practice these behaviors
1. Respond to your email
I know... such a basic one.. who would ever? The response rate that influencers, other agency owners, founders and media folks have to their emails is literally a 20% if not lower which means we make guest and media lists that are 10x the size of an event. Specifically for creators, a lot of brand deals come through email and a lot of the technicals are negotiated via email. I have had people respond the day of or day before events asking to confirm attendance simply because they missed an email. What's even more baffling is that you would think this would be a problem among the larger creators -- however its not. Majority of the larger creators are easier to get a response from than the smaller creators and often times have the fastest response times whether its a DM or a email. Not even just the large creators but some of the busiest journalists I know respond to their emails and trust me -- thats a hard thing to do. This is basically to say in this day and age, everyone's inboxes are a nightmare, so that is not an excuse.
2. Another basic one, use a closing and a signature please. And please don't spell my name wrong, or use my last name...
Unless I am your friend, or we're having an informal conversation, or its a quick response, always use an opening such as a "Hi ______" and a closing. It doesn't have to be formal but just shows respect. And just proofread the email before you press send.
3. Check your spam
I am guilty of not doing this but sometimes instances have happened where an important email has gone to spam. I try to check my spam every 2 days or so since that instance.
4. Proofread, Proofread, Proofread
We are all busy and responding to things quickly, but it looks really unprofessional to send an email with errors throughout. Take the extra minute, it will make a difference
Here are some examples of really amazing emails I have gotten in the past from people in the industry ๏ปฟ๐๏ปฟ
Events
I work these events from a brand side and these brands are not the Tarte's of the world, they are spending a ton of hard earned money or money they don't even have as an investment into their brand's marketing. It really is super frustrating when creators do not respect that. Yes, as agencies we do have blacklists and doing some of these will end you up on one of our lists. I get it you're not getting paid to show up, but commitments and relationship building go a long way in this field.
1. RSVPs - if you RSVP yes show up
It seems like I am covering a lot of basics in this but truly this one. I can't tell you the amount of events I have thrown and at least 5-10 people per event have done this with no notice at all. I find it incredibly rude, and now it's almost comical how many people we as agency owners have on our lists that we don't even invite anymore because they do this for every event.
2. If you cannot make it, RSVP no or if plans change, cancel IN ADVANCE
Again the amount of events I have worked where people have literally not shown up and emailed me 2 hours after the event saying they couldn't make it. Yes, I know you couldn't make it, you weren't there.
3. Do not say you're sick and then go to another event AND then post about it on social media
The industry is small, and this comes back to building relationships. If you want to go to another commitment its better to be honest and cancel rather than faking sick. People will find out and this looks so bad on your part.
4. Event invites do not typically come with payment...
I have had a very small number of creators in particular do this to me but it always baffles me. I think it's so funny that usually the creators who preach supporting "small businesses" or "shop south asian" are the ones asking me for thousands of dollars to ATTEND a small brands event. This brand's event has probably cost them a total of $5k-$10k maybe more and the single creator fee for one is usually about this much. But then, picture this, the same week I get that email they are seen going to the Ambani event, or going to Cannes, or going to the White House and I'm sitting here wondering, hmm did they ask them for payment? No. I am not saying you should fly and attend things for free, but have I done that in my career? Yes and it has led to bigger opportunities in the future. Point being, consider every opportunity as a long term investment, what if that brand blows up? What if there are people coming who can change your career? I find that most times these creators are looking down at the brand but missing out on many potential opportunities. And again, if you feel like this isn't your opportunity, it's okay to POLITELY decline.
5. It's okay to RSVP no.
If you have requests and the brand is not able to meet them, it is okay to politely decline. If you are unavailable also it is okay to politely decline. We will understand and we will invite you again!
6. Yes ask if you can bring a plus one!
We all get social anxiety about going to new situations, and are happy to accommodate plus ones if we can. Please ask before you bring someone and include their name and title. For media only events especially for launches though you may be denied a plus one just for confidentiality reasons. Always ask though!
7. Bring a tripod!
We usually encourage everyone to shoot their own content and get creative with it, so unless explicitly stated, feel free to bring your own tripod. In that realm, please do not ask the photo / video team to help you film your own content or tell the creative director how you want the content to be shot. The brand is paying for the photo video team and they are paying for the creative director to execute their vision, so this usually detracts from that and involves everyone else waiting on you.
Networking
This has honestly made my career, my old boss called me the "queen" of networking and while I do not think that, I do think I have made authentic and organic connections that have definitely helped my career throughout the way. I don't think people realize the value of networking and connections and more than that I don't think they know how to correctly do it.
1. Agency owners - maybe try to befriend other agency owners
This goes to all of us in the South Asian space but I think its hard because we are constantly competing with each other or put to compete with each other. I think if we were all friends, we could avoid the nightmare clients, all ensure that we get paid fairly and help grow together... but alas. On the flipside - please do not poach other people's clients. They WILL know and they won't be happy. This goes for freelancers and new social media managers -- often times we are the people managing that instagram account that you dmed so we see the message and the founder doesn't. I will say, a lot of agencies do not publicly disclose their clients, so if you genuinely did not know, once you do find out make sure you remember! If a has client approached you directly, then it's fair game.
2. Do not make connections just to ask people for favors, and do not use the phrase "can I pick your brain?"
My least favorite phrase ever. Think about if someone charges for what you are asking them to do as a favor, and think about whether its a simple ask or a complicated ask. If its complicated or if they charge for what you're asking for then maybe don't ask. For example -- asking someone to proofread something is way more acceptable than asking them to write it.
3. Do a favor without expecting anything in return
I cannot tell you how many things I have done "for free" just to help a fellow business owner or a friend of friend and that's brought me some major projects. At the time I wasn't thinking it would bring me a project, I just wanted to help. People can see your intention and want to work with good people.
4. Always be kind and be honest
Again kindness goes a long way, and people notice. You never know where an act of kindness can take you!
Social Media
Okay so I'll admit, I work in social media but am not a creator so my perspective on this is from the business side of things.
1. Be careful when attempting to cancel a brand on social media
We had a situation recently where a creator was trying to cancel one of our brands and honestly it almost turned into a lawsuit. They are lucky the brand didn't press charges. The creator was in the wrong in this situation and not only did they ruin a relationship with us as an agency but they also ruined their chances at working with any of our brands and then any brands or brand friendlies that this major client knows.
2. Make sure to give credit where credit is due
This goes for brand founders, creators and media. Creative teams work really hard, agencies, photographers, videographers, models, HMUA teams etc. and they deserve credit. Word of mouth is the most powerful marketing, so please make sure to give credit to anyone / everyone involved. And DO NOT use other people's work as your own. This goes for agency owners as well, if you were on a project but didn't actually do the majority of the work, don't claim that you did. People will find out and when they do it WILL look bad.
3. Be honest, practice what you preach
I think this one is really important to me. Social media is 5% of people's lives and I think if anything, honesty goes a long way. Social media was not around when I was in high school and college, not to the extent it is now and I am so grateful. I feel like having the power to be influential on social media does come with a certain level of responsibility whether you like it or not. Specifically during COVID and over the last few months during the massive amount of layoffs and career changes we have had, I have seen so many people portraying a false journey to their followers whether it is glamorizing starting a business or its telling their followers they willingly left their jobs when they actually were fired or laid off.
Starting a business is easy, anyone can do it -- the basics of it at least which is getting a business registered. Growing and sustaining a business is a completely different story and to tell these 18 year olds who may be following you for inspiration that "it's easy" or "quit your job and do it too" is not right. There's so much responsibility that goes into the BTS especially financial responsibility and its important to be honest about the journey instead of glamorize it.
Secondly, again social media is at most 5% of people lives, so does this mean you have to share your whole life if you are a creator / founder influencer? No it doesn't. But in this season of layoffs and lack of job security its important to not claim other's journey as your own. Recently I have seen a lot of people post about how they "quit their job to work on their company" and from talking to those people I know for a fact that they either got laid off or fired and that's perfectly okay. I did in fact quit my job to work on my company, in fact to start my company. It still to this day was one of the scariest moments of my life and I do not regret it but it was my journey. I think what I am upset about in this case is that my journey is being taken lightly and used as a cover / again glamorized by someone who wasn't even in that situation. I can imagine getting fired or laid off is scary however I'd love to see people actually own that and talk about how they pivoted instead of making up an entire other narrative. There are probably people out there who are going through the same and would appreciate hearing from someone who's sharing their journey.
Payments / Admin
This area comes with me learning as I have ran my own business because no one sets this up for you. Our team will tell you that year 1 we were not as organized as we are now, it's just part of it. But these basics really go a long way!
1. Pay people on time
This goes for everyone, clients, creatives, agency owners, employers. No one has the luxury to wait for payments especially if they work for themselves. Please pay people on time. If you know you'll have an issue, ask for a payment plan. People need to know when they are getting paid because we plan other payments around that.
2. Use your calendar
Whether it's google calendar or apple or whatever you use, make sure it is organized and that you follow when your meetings are scheduled. We all have things come up every once in a while but please do not schedule a meeting and not show up. If this does accidentally happen, it is up to you to follow up to reschedule.
3. Have set working hours and set days off - at least for when you schedule meetings/ interact with people
Unfortunately business owners do work all the time but it makes life easier when you are only scheduling calls from 9-5pm on weekdays and responding to emails then. It also is easier to schedule with the other party. Also very important to include your timezone when responding to emails -- I can't tell you how many times we have gotten EST and PST mixed up!
I feel like my fellow business owners and I have been so scared to voice some of these things out loud but they are important to say a because in the end it will make all of us better as an industry.