What I needed to unlearn from my time as an Advertising Executive

In my first blog post, "Welcome to Making Carrière", I spoke a little about my career background and how I've spent the last 10 years working at advertising agencies; strategizing, creating and producing for brands. As consumers have shifted to the digital realm; social media has been the buzz term for the last 5 or so years. In Advertising, we teach brands that the social media space is all about connecting and creating a space for brands to authentically connect to their audience. To win the audience over. But that's not how I've personally used it. I haven't been living what I preach. Why?!

For two reasons really: 1) Being an advertising professional, privy to those strategic discussions and 2) Growing up in this millennial/social media world. 

If we're being real, the art of selling can seemingly be a lot about manipulation. What can we, as a brand, say or show you that will get you to buy into what we're selling? As an advertising professional, being apart of those boardroom conversations, discussing different ways to engage or "be authentic" with an audience -has hindered me as a consumer. Causing me to have my own bias, not wanting to be "manipulated". I would intentionally not "like" a brand's picture as it showed up on my personal instagram or I wouldn't buy into the really great discount or deal that came across my email from a favorite brand (even though I know I really liked those shoes).

But here, the term "manipulation" may not be fair as it can come with a pretty negative context and in reality it's not necessarily malicious. I know, that some brands come from a genuine place in their offerings and services. Sometimes that ad is about helping someone to get out of their own way, away from their own biases to see something that could be good for them. A product that can help them achieve something they actually need.

Like the deodorant that will help you to not smell funky and isn't full of aluminum and other chemicals we don't need in our body. OR the husband that thinks his wife spending a couple hundred on a dress or shoes is unnecessary but that gratuitous home-cooked meal in her new favorite dress that's put a little extra pep into her step was worth that money and more?! Right ladies?? Right Fellas?! I've heard "happy wife, happy life". While I'm not married yet, I can fully see how that's a concept to get behind LOL. 🤷🏽‍♀️

Additionally, as a member of this generation who has grown up in this new age of communication, it is easy to get hooked on the instant gratification of likes and applause for a picture. We're so quick to move on to the next post that is going to hopefully get even more likes that we treat these platforms as one way conversations, instead of sharing the moments that have stories and really engaging your friends, community or online peers in those moments. 

That marriage of advertiser and millennial birthed my biggest mistake; forgetting that social media can be a place for true relationship building and connections. When in actuality, I have proof and an intimate understanding that there is so much to gain by building an online community. 

The brands and the people who are the most successful, who get the most out of the social media space aren't the people just looking to push their agenda on anyone there to listen. Rather, it is the brand or person who is truly engaged with the community they are building online, that succeeds here. 

If you want to grow that audience that is going to yield positive return and support (financially, emotionally, etc), there aren't shortcuts to making it happen and the space you're building canNOT be all about you. 

So here are a couple of tips and reminders to help us get out of our own way and build that community:

• Build an emotional connection with your audience
• Support your community, make it a two-way conversation. Don't collect those likes and run. 
• Be relevant: share stories, tips are news that is relevant in the topics or area you're looking to grow
• Be a source; share articles and news (that's relevant, see point above lol)

Remember, we're all living and growing in this space. That makes us all experts on how to be our authentic selves on social. 

So here's to me, unlearning bad behavior and re-doing. And here's to you for joining in on my tangent-ish moment. I know not this post was not completely relevant to the craftswoman space but as I mentioned before, I plan to use this site to share my journey. That happens to come with tips on the newest trends AND my tangent ah-ha moments! 

I truly want to engage. I want to talk about topics around personal growth and home interiors that YOU want to discuss. So please, feel free to join in on this conversation. Let me know what you want to know or try in this space. Or share your own "ah-ha moments" you've learned within your platforms. 

Here's to building a community! 

-Makeia