David Carrillo and I have one thing in common: we are both former SEO Content Editors who have taken our experience into new positions here at The Search Agency. For almost two years David has served a hybrid role, maintaining his SEO content position while proactively taking on leadership in our growing social media team. Recently minted as our resident Social Media Manager, I decided to get to the bottom of my multifaceted co-worker.
What is your role at the Search Agency?
I am officially a Social Media Manager here at The Search Agency but I have strong ties to the Content Group and general interests in Promotions, Analytics and good old fashioned Traditional Marketing. Labels can be a tricky thing for a lot of reasons, particularly with so much bleeding together these days. Facebook’s a good example of this; where does organic end and paid/earned begin?
What was your favorite toy as a child?
I don’t know if it counts as a toy, but I was absolutely addicted to Nintendo and arcade games as a child. Video games get a lot of flak from the media but I really feel exploring the worlds of Mario/Zelda/etc. played a significant role in developing my problem solving abilities. If you’re talking more traditional toys, I had pretty much anything GI Joe and Ninja Turtles related (Leonardo is the best Ninja Turtle BTW).
We were both SEO Content Editors that grew into new roles. How has your own TSA background helped you in your new position?
I learned so much from the content group (particularly from @SEOWaterman) and it has given me a really strong foundation. I find a lot of social media marketers know very little about SEO and marketing in general. Five years ago companies were hiring anyone who knew how to use Facebook to head up their social campaigns, and most of them got burned by it. A great social media marketer doesn’t need to be an expert in everything, but the more you know about site architecture, analytics/tracking, organic link building, paid media, content marketing, etc.—and more importantly how they all tie together—the better off you’ll be.
How do you feel about all this 2012 Armageddon crap?
I feel crap is the operative word in that question. It’s like Y2K all over again, except this time there isn’t even a far-fetched plausible reason for the scare. Sad thing is a lot of people are going to be scammed/frightened into making some bad decisions as a result.
When did you realize you wanted to be a social media specialist when you grew up?
Definitely not as a child because social media didn’t even exist back then! Looking back, though, my ending up here makes a whole lot of sense. I was in AOL chat rooms at a very young age. I was part of the GEO Cities/Xanga/LiveJournal craze once upon a time. I talked with friends constantly through AIM when people still used the service [*editor’s note: AHEM! I totally still use the screen name I created at 13 yrs. old!]. Social media, and to a larger extent the internet, has always fascinated me. This is the first time in human history people have been able to connect with anyone at any time, and here we are right in the thick of it.
What’s under your bed?
Nothing but scary monsters at night.
Based on your post last week about the changes to Facebook, what are your short and long predictions for social media marketing?
In the short term, I think those still not investing in social media will finally make the leap. We are officially past the point (have been for some time) where social could be called a fad; for better or worse it’s become a deeply ingrained part of many people’s lives. In the long term I think we are going to see a big evolution in Social SaaS, which for now seems to be happening through consolidation (Salesforce buying Radian6 and Buddy Media, Oracle acquiring Virtue). People talk very pessimistically about social ROI, but fail to take into consideration that the industry is in its infancy. Remember where SEM was 10 years ago? SEO 5 years ago? Social will catch up; it just takes time.
What are the most underrated social platforms for advertisers?
I don’t know if there is any one platform that is underrated for all advertisers, but in general people should take more time to understand where their audience is and stop worrying about whatever the latest fad is. Less experienced social media marketers tend to think of social as being only about Facebook and Twitter, as well as whatever the flavor de jure is (think Pinterest the past couple months, although even it has lost some of its luster). Depending on your niche, there are a lot of communities to explore such as Reddit, StumbleUpon, Google+ and Tumblr. Stop worrying about what everyone else is blogging about and spend more time discovering where your audience is!
In your opinion, where did all the cowboys go?
I believe the last one died in City Slickers. Or, if you’re a football fan, when Troy Aikman retired from Dallas.