social media

This article was originally published in Reel West Magazine, and was republished here to archive it, after the close of the magazine.

The ‘Social Media Expert’ or ‘Consultant’ has become a shingle that too many people are hanging on their door, and I have seen too many productions miss an opportunity by hiring the wrong social media team.

Why does it really matter?  Why can’t we just use the free intern to do our social media for us?

Well, in case you haven’t noticed, the media landscape has changed.  Social media has become increasingly popular with our audiences and with brands.  Why does this matter?  Because …

• The film and television funding model is changing. Brands are increasingly moving their advertising dollars away from traditional television to digital and social media.  

• The audience has an increasing number of choices for where to get their stories.  

If you are creating quality social media storytelling that is unique from the film, television or web series, and have built an engaged audience on social media, you are opening up your storytelling to other opportunities – both in terms of alternate sources of funding and alternate platforms for delivery.

So … did we hire the right social media team?

First, let’s look at what are NOT the qualifications to seek out for a good social media team:

• grew up with social media
• cheap (or expensive, for that matter)
• friends with the broadcaster
• have previously done social media for other film, television or web series
• own or work in a marketing or PR firm
• have social media accounts of their own

Now don’t get me wrong, any of the above individuals or teams could make for great social media storytellers, but they are NOT reasons for hiring someone for the job.

What does make for a good social media storyteller, then?

• Someone who understands that they are augmenting your storytelling for the film, television or web series, and not simply marketing the show time or regurgitating exactly what has been said in the show.

Our audiences are more sophisticated than we give them credit for and they don’t enjoy being blatantly marketed to on social media.  It is important that those show times are shared, but in a clever way, and not where it is the predominant message being shared on social media.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

• They understand who your audience is, how to develop a ‘voice’ on social media that will appeal to that audience, where to find that audience online and how to engage that audience, so that they become invested in the film, television or web series.

Checking In: Is your Social Media Team doing it right?

While it is great to have your social media team evaluating and reporting the social media stats to you on a regular basis, this is time consuming work and shouldn’t come at the expense of the actual social media work – creating content, engaging the audience, and building community.  Limit this to every month or two, unless you are just looking for a bare basics email update, rather than a full report.

Also a few things to remember:

• Connecting with your ideal community is more important than mass numbers.

• Connecting with your ideal community is more important than mass numbers.

More importantly, do a check of your own to make sure the social media team is actually connecting with your desired community and not just their friends and spam accounts. To do this: look at the accounts they are following on instagram and twitter.  If they are mainly film industry, follow4follow, and major player / news accounts, then you have a problem – they are not actually connecting with your desired audience.

Ultimately at the end of the day, remember that your social media is an extension of your film, television or web series.  By doing the social media storytelling right, you can create opportunities for your project, and increase your leverage with brand sponsors and broadcasters.  Treat it with value.

For more of StoryToGo’s story and that of our community, connect with us on twitter at @AhimsaMedia and with the hashtag #StoryToGo.

This article was originally published in Reel West Magazine, and was republished here to archive it, after the close of the magazine.

In observing traditional broadcasters’ and producers’ approach to social media storytelling around their Films and TV Series, they often lack creativity and personality in the social media content they share. Much of this disconnect in their storytelling online is the result of them trying to control it and every single message that goes out, usually putting it into marketing speak.  Unfortunately, while this may be what they are traditionally use to in marketing their projects offline, it is not received as well on social media.  It comes across as inauthentic, insincere, and as marketing spam.  On social media, people want to feel like they are getting more than just the controlled marketing materials that the powers that be decide that they should have.  They want to engage with the story and have the story engage back with them – knowing that the storytellers are as passionate about the content as they are.  They want to have fun with it and to feel a part of the story.

What does this mean to the broadcaster or the producer?  Firstly, that you need to let go and stop being so precious about who is sharing the content around your Film or TV Series. Secondly, you need to be passionate about your Film or TV Series content and share that passion around the stories you tell on social media from your Film or TV Series. This second point sounds like a given, but when controlled marketing speak, rather than storytelling, drives the social media on a Film or TV Series, this passion is often lost in translation.

Enter my good buddy Ed Hatton.  Ed is a keen observer and experimenter, who when he was in post production on the TV Series Dust Up realized that he missed out on a social media win by empowering his crew to help share the tales of the farmers and harrowing crop duster pilots of the Canadian Prairies.  In his defence, digital media around TV Series was still relatively unchartered territory in those days, and producers and broadcasters were still feeling out what to share and when.  In the case of Dust Up, that was next to nothing before the series launched, forcing Ed to build a buzz of anticipation by engaging people around pre-existing content on crop dusters, Saskatchewan, and farming on the social media platform and in digital niche communities.  As it turned out this was a win, as it created a community of super fans that felt connected to the Series and invested in it.  Ed took note.

So when Ed was hired as the Supervising Producer for Polar Bear Town,  a new series on OLN, he remembered his experience from Dust Up and applied what he learned to help market Polar Bear Town.  He encouraged his crew to share their polar bear photos and side videos from shooting the Series with their online audience with the hashtag #PolarBearTown. He didn’t tell them how or what to say, just to occasionally mention the broadcast time and channel. He reached beyond social media to digital niche communities of polar bear and Northern Canada fans, as well as to blogs, and he reached out to influencers online, whose audiences he knew would be interested.  He did this above and beyond the planned marketing around the Series, as he knew that his crew would be the most enthusiastic storytellers around the Series, as they’d just gotten to spend a year shooting polar bears and a Northern Canadian community! This was their opportunity to share snippets of their experience with their community, and really who wouldn’t want to brag about hanging out with polar bears or share their polar bear selfies. Its the cool Canadian thing to do, eh!

Despite there being facebook, twitter and instagram feeds for Polar Bear Town, it is the #PolarBearTown hashtag and content coming from Ed and his crew that I watch for and wistfully taunt myself with daily, as it is these posts that share the real enthusiasm and quirky humour of the storytellers involved, rather than the marketing speak on the official channels.

While you may not be so lucky as to have the privilege of working with polar bears, the same rings true on non-fiction, scripted Series and on Movies. I was impressed when I saw Strange Empire send out a memo to their cast and crew inviting them to share their photos online with the Series’ hashtag.  As there were certain things they did not want shared online – potential spoilers – they were very clear in the memo on what people could and could not share.  After watching the cast and crew in the filming of a recent Movie share daily online, I’d go so far as to suggest that such a memo be shared at the beginning of production – to begin building a buzz slowly and allow the cast and crew to share snippets of the work that they are excited about, while avoiding any spoilers from being released.   Then as the cast and crew are able to share more, closer to broadcast, additional memos can go out, inviting the cast and crew to be a part of the digital story – creating a win-win for both production and the cast and crew.

It is amazing how much further stories spread when you empower others to be a part of them and invite them to share.

On that note, we’d love for you to be a part of our story by connecting with us at @AhimsaMedia or via the #StoryToGo hashtag.

This article was originally published in Reel West Magazine, and was republished here to archive it, after the close of the magazine.

It was a dark and stormy night, but the worst of the nightmare was not outside, but on our digital devices. Social media can be a powerful storytelling tool for social good, but it can be equally as destructive a force, especially during a social media storm, as we’ve seen this past October.

With the shootings in Ottawa, one Alberta journalist shared a facebook post on her disgust at a Cold Lake Mosque being vandalized in response to the events in Ottawa. To her shock the post received over 700 comments, not all of which were positive.  She found her post was amidst the social media storm caused by the Ottawa shooting, of people guessing as to whom to blame for the events in Ottawa. While for the most part she wanted to encourage conversation, some of it was hateful, so she found herself deleting the most offensive comments.

The same day we sat listening to the opening panel of StoryWorld Quest in Edmonton and heard a panelist address what to do about persistent, negative attacks by an individual online. The well meaning panelist suggested every conversation could be made positive by replying. This had me hopping in my seat, as while this would be lovely if it were true, it simply is not.  There are what are termed ‘trolls’ online, who no matter what you say, will only hear what they want, and will persist with negativity. With such individuals, the best thing you can do is to simply disengage with them.  I have even at times blocked individuals from our storytelling feeds, when they persisted in responding to our stories in a manner that destroys the story’s enjoyment for both our audience and ourselves.

I was glad I’d addressed this on my panel, as as the conference closed, allegations of sex scandal came out towards Jian Ghomeshi, and Canadian’s social media broke out into a massive storm of ‘he said – she said – we’re guessing’. As a media storytelling prof, I tried to post a middle of the road suggestion, that we reframe from passing judgements and spreading rumours, either which way, before we know the facts. Apparently that was not as innocuous a post as I thought, as debate broke out on my post, and I acquired my own troll. Alas this was not a singular story. If you ever want to see angry Canadians, this was the hot topic.  The debate on my Facebook post was mild, compared to most. Further fuelling this storm, and arguably as dangerous as the trolls, were media attention seekers, fanning the flames to get on TV and increased web traffic. The result on Canadians on social media?  Feeds filled with anxious individuals.

So what do you do, when you find yourself amidst such a social media storm or under attack by a troll?

1. Reply back and see if you can turn the conversation around.
2. Disengage.
3. Erase any highly offensive posts, after taking a screenshot, in case you need it for the police.
4. Block repeat offenders.
5. Change the story on your feed, by beginning to share different content.
6. Click the ‘I don’t want to see this.’ option on your social media feeds, around content that is stressing you out.
7. Switch off your devices and spend some quality time in the real world.

It’s not healthy for any of us to engage constantly in a negative environment, so if that is what is happening on your social media, never be afraid to take action to protect yourself and your audience.

On the note of more upbeat stories, feel free to tweet us at @AhimsaMedia, and I am sure we can find some positive Canadian stories to share with you.