My first piece for GRAMMY.com was posted on Friday! You can read it here: 10 Ways The GRAMMYs Are Taking Over The Social Web. It may or may not sound a bit over-indulgent, but I truly was impressed with all the social and digital initiatives the Recording Academy has produced. I spent an afternoon earlier this month talking with their CMO and VP of Digital as well as a few others, and I was impressed at how much everyone worked as a team to achieve social media and digital zen for this year’s awards.
In my previous experience I found that usually a company’s digital team is ahead of the social media curve (natch), but when it comes to pushing the social media envelope, they have a difficult time getting other departments on board (content, marketing, fundraising/advancement if it’s a nonprofit). That’s part of why I left my previous positions–I disliked having to convince someone that social media was an important tool, and most of my conversations started with, “This is Facebook….” instead of “We should do XYZ on Facebook and ABC on Twitter.” Most of my time was spent defining Facebook, rather than telling people what to do with Facebook. I didn’t have the patience, honey! Sure, you can build all the tools you want, but you need support from other parts of the organization in order to be creative with the tools you’ve built. Convincing people to buy in to social media was my most frustrating role as a social media guru. You can’t really push the envelope in social media if the people you work with don’t know what it is, and don’t want to care (yet they have to sign off on all your projects!).To be fair, perhaps 5 years ago I really was ahead of the curve, but now everyone is finally turning the corner. Sometimes I think going back into the workforce might be less frustrating for me now that most business people at least know that Twitter and Facebook exist, and have some experience with it.
All that to say, I really appreciated how the Recording Academy appeared to be supportive in their social media/digital efforts, particularly because they are a non-profit organization (non-profits have a huge set of obstacles different from for-profit entities), they’ve improved 1000% over the previous year (even though last year they were on Twitter), and they have managed to overcome the sticky song-and-dance of the entertainment/broadcast world (artist rights and licensing make it extremely difficult to be creative with the content of your social media projects). That’s a huge undertaking, and they’ve done well. I’ll be writing more over at GRAMMY.com as well as attending several GRAMMY events this week. My schedule is insane!