As I browse through twitter accounts of various public relations firms, and public relation gurus, I can’t help but notice the many similarities of the content within their tweets. Many of these profiles posted tweets sharing useful Youtube videos which aided in one’s knowledge of marketing, and many how to videos. Sparkah Media’s profile in particular interacted back and forth with their followers, while other profiles such as PR News mostly posted helpful and promotional links. I admit, all the public relations related twitter profiles I viewed absolutely bored me; it wasn’t until I began viewing the Forbes.com “Must-Follow Marketing Minds on Twitter 2014” profiles that I became interested. Again, some only posted links but there was far more life involved in the tweets connected to the links. One of my favorite profiles belonged to Joseph Jaffe (@jaffejuice). I found his tweets entertaining, even though they weren’t as informative regarding his discipline. His tweets gave an insight of his interests, his strong opinions and even very snippy responses to ignorant followers.
Viewing the profiles of these marketing minds is literally a free invitation into the life, and mind of these very successful, sought after marketing professionals. Though it may seem hard to get a lesson by simply viewing their tweets, it is also a great way to see the mindset and professionalism required to work in these fields. Many of these profiles are very active, which shows that they understand the growing importance of social media and how effective a simple thought and/or opinion of 140 characters can be. For example the profile of Melissa Hoffmann, the senior editor of Ad Week’s bio states “Opinions are mine; don’t blame my employer.” I found this to be amusing, and very real of her. It teaches us that marketers and publicists realize the power of their words, and what they say may be a direct reflection of their company which can either greatly or negatively affect them. For example in the case of Justine Sacco who was the former PR Director for InterActiveCorp in 2013 who had tweeted a very ignorant comment stating “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m White!.” A comment like this, coming from a PR director of a very popular internet company was completely unprofessional. As soon as this took place, IAC released a public statement saying “This is an outrageous, offensive comment that does not reflect the views and values of IAC. Unfortunately, the employee in question is unreachable on an international flight, but this is a very serious matter and we are taking appropriate action.”
Though these professionals may lash back at some rude responses of followers, and offer their controversial opinions, they are still nothing short of professional in the way the way they speak and word what they say. It shows that it very important to maintain a sense of professionalism in and out of the workforce. Something as simple as twitter and other social networks can severely affect your life based on one tweet/post. So the better question is: What is the standard of professionalism in the field of marketing? If you make the choice to use social media as a form of marketing and communication as a professional in the field you work, it seems the best choice is to keep it strictly business. It wasn’t hard to figure out exactly what these great marketing minds on twitter’s profiles would be about because their bios gave it all away with short and simple wording stating their job title, and/or the company they work for. As I browsed the profiles of Sarah Manley the CMO of Burberry, to Barbra Rechterman the CMO of GoDaddy.com I found that everything was strictly business. They hold such important positions in their field of work that it would be unfortunate if anything they posted on their social media had a negative impact on their job performance.
Professionalism in this field means to maintain a positive image at all times. It seems the best way to go about this, based on what you see as examples from these marketing professionals is to relate everything back to the company and brand you work for. However; this may vary depending if you work for TMZ or if you are the CMO of Walmart.
The marketing field is far more lax than other fields in the business world, but this also depends on the firm you work for. Being a “professional” is having the skills required to be engaged in a particular profession. A person working in the field of marketing must possess certain basic skills such as leadership qualities in order to drive a brand forward and manage a team, business savvy, sociologically understanding, technology savvy, and have good writing skills; but simply having these skills may not be enough. A person working in this professional field must maintain the proper behavioral standards set by the company they work for and maintain proper, professional and ethical relationships with clientele and partners.
When learning about the marketing profession, and how to become a force to be reckoned with in the marketing/advertising/public relations field we learn the importance of maintaining good relationships with the brands with which you work. After all, marketing and public relations is all about a company’s effort to form good relationships with consumers, and having a good public image. This was clearly demonstrated with all the profiles I viewed. Whether it was a link to a news article, or a link to a Budweiser commercial; these professionals in some way were promoting these brands whilst offering their opinion at the same time and helped to draw the attention of their followers.
Being a part of the marketing culture means that you become the driving force behind many major brands and industries in the world. A marketer can single-handedly be responsible for the success or failure of a company and brand. When one becomes a professional marketer they take on great responsibility, and at all times have to be on their A game in order to push the brand/company for which they work to the top.