Comments on: In Reply to @ScottMonty http://www.jakethiewes.com/2010/07/in-reply-to-scottmonty/ Just another WordPress weblog Tue, 20 Jul 2010 17:28:05 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Jake http://www.jakethiewes.com/2010/07/in-reply-to-scottmonty/comment-page-1/#comment-1026 Jake Tue, 20 Jul 2010 17:28:05 +0000 http://www.jakethiewes.com/?p=663#comment-1026 Thanks for the reply, Scott. And for the clarification - I wasn't aware that Scott Westerman's blog post was the starting point of the discussion. That makes a little more sense now. Regarding putting interns in charge of other communications-based tasks - I agree that to have them lead those projects would not be a good idea. You are correct in suggesting that I'm not knowledgeable in business strategy - I like to think I understand some basics, but business is not my major and I'd hope that's not a total hang-up for myself or the interns in your group. Everyone on these teams brings something to the table - for some, it's the tools/platforms, for others, it's sheer business knowledge. I'm not suggesting that you take communications less seriously - yes, Twitter is a more informal means of communication, but it's a tremendous branding mechanism. The reason it works is because Ford (and other large companies) is taking it seriously. My team at AOL is very small, and as such, the social media strategies are mainly up to me and one other person. As an intern, it's been great to be so in-depth right away. That said, I have conferred with Legal and do know what we can post on Twitter, so as to not de-value the brand. The recommendation to allow interns access to the Twitter account(s) was not to say that you let them impulsively tweet their every thought about the Ford Taurus. What I'm saying is that provided they follow proper (already established, I'm sure) guidelines from your team and Legal, I don't see what's wrong in letting them contribute and interact to help positively build the brand surrounding the car. Much as an intern or new hire would not produce a commercial on Day Two of their tenure, I would not expect you to turn them loose on Twitter so early on, either. They would first observe and learn how to properly do the task at hand, then hopefully be able to provide their input in some fashion when the next project of that nature came about. Thanks for the reply, Scott. And for the clarification – I wasn’t aware that Scott Westerman’s blog post was the starting point of the discussion. That makes a little more sense now.

Regarding putting interns in charge of other communications-based tasks – I agree that to have them lead those projects would not be a good idea. You are correct in suggesting that I’m not knowledgeable in business strategy – I like to think I understand some basics, but business is not my major and I’d hope that’s not a total hang-up for myself or the interns in your group. Everyone on these teams brings something to the table – for some, it’s the tools/platforms, for others, it’s sheer business knowledge.

I’m not suggesting that you take communications less seriously – yes, Twitter is a more informal means of communication, but it’s a tremendous branding mechanism. The reason it works is because Ford (and other large companies) is taking it seriously.

My team at AOL is very small, and as such, the social media strategies are mainly up to me and one other person. As an intern, it’s been great to be so in-depth right away. That said, I have conferred with Legal and do know what we can post on Twitter, so as to not de-value the brand.

The recommendation to allow interns access to the Twitter account(s) was not to say that you let them impulsively tweet their every thought about the Ford Taurus. What I’m saying is that provided they follow proper (already established, I’m sure) guidelines from your team and Legal, I don’t see what’s wrong in letting them contribute and interact to help positively build the brand surrounding the car.

Much as an intern or new hire would not produce a commercial on Day Two of their tenure, I would not expect you to turn them loose on Twitter so early on, either. They would first observe and learn how to properly do the task at hand, then hopefully be able to provide their input in some fashion when the next project of that nature came about.

]]> By: Scott Monty http://www.jakethiewes.com/2010/07/in-reply-to-scottmonty/comment-page-1/#comment-1024 Scott Monty Tue, 20 Jul 2010 16:47:11 +0000 http://www.jakethiewes.com/?p=663#comment-1024 For clarification, Scott's post wasn't a reply - it's what I was replying to. And for perspective, would you expect us to put interns in charge of writing press releases or creating commercials? Or what about litigating lawsuits for us? Or completing a merger agreement? To suggest that we take communications any less seriously simply because the technology allows it is missing the point. You may "know your stuff" about the tools and platforms, but I can guarantee that you don't understand business strategy or the finer points of the brand. Interns can certainly learn by being part of the teams that handle any of these things. But to completely turn the keys over to them is the equivalent of a parent turning over the keys to a child who has yet to get his license. Scott (Forgive any typos - I'm on by Blackberry) For clarification, Scott’s post wasn’t a reply – it’s what I was replying to. And for perspective, would you expect us to put interns in charge of writing press releases or creating commercials? Or what about litigating lawsuits for us? Or completing a merger agreement? To suggest that we take communications any less seriously simply because the technology allows it is missing the point. You may “know your stuff” about the tools and platforms, but I can guarantee that you don’t understand business strategy or the finer points of the brand.

Interns can certainly learn by being part of the teams that handle any of these things. But to completely turn the keys over to them is the equivalent of a parent turning over the keys to a child who has yet to get his license.

Scott
(Forgive any typos – I’m on by Blackberry)

]]>