I’d like to start this piece by saying thank you to everyone that took the time to read the first part of this series, “How I used Social Media to land my dream job.” If you missed part 1 find it here. I am beyond excited to share even more with you today. Let’s dive in.
Tiffany Mullins is the fearless leader and manager of the Social Media Department for Sandals Resorts and Chief Beauty Officer for the Sparkle App. Oh, and she’s my boss!
I connected with Tiffany on Social Media about a year ago and communicated through comments on Instagram photos. I loved Tiffany’s positive posts and how it was always a pleasure to see her pop up on my timeline. It’s safe to say that I caught the blonde beauty’s eyes because a few months into following each other I received a direct message from her about a possible job opportunity. Fast forward to an exchange of emails and then an interview that landed me my dream job as a Social Media Specialist with a focus on content creation for 3 of our company’s brand pages.
I sat with Tiffany to talk about social media, how it has changed and how it impacts business and branding. Here are the highlights from our chat.
In your opinion, how has social media changed?
When I started using social media I used it mostly for personal use. I was encouraged to network with the use of a marketing company and by the time I was hired social media was buzzing with location based platforms like foursquare. I felt like I could never keep up with social media sometimes because it’s always changing but that is also the beautiful thing about it. It’s constantly evolving whether from a location based application, or a shift to mobile; or even online and offline integration. It’s never ending.
The most impressive thing is that we have more tools to track and monitor our initiatives and our effectiveness when we use social media to market companies and promotions online.
How does social media effect the hiring process and what are some things that stick out to you?
There are things you can teach and there are things you can’t teach. You can teach someone your best practices and how to work with a team but you can’t teach raw talent. Social media gives you a peek into a candidate’s capabilities in a sense. When I looked at your profile I saw that you were able to create beautiful content that resonated with your audience, you responded to your followers which shows great engagement and that showed me that this person understands what she is trying to say and she can communicate it.
What are some do’s and don’ts for social media?
Things to stay away from:
- Party pictures: If you’re having a great time, by all means share your photos but if you’re clearly drunk and half naked in your photos it says that you’re unreliable and immature. Remember that from a brand perspective, it impacts so many things on many levels. Big no-no!
- Too many photos in a short space of time! Saturating your audience is a common mistake people make. You can become easily excited when you’re at an event and having a great time but really, you can turn your audience off with this.
Posting too much content can also hurt your bottom line from a brand perspective on Facebook. When you’re managing a brand account on facebook and you’re posting content that isn’t getting engagement you’re hurting facebook’s algorithm of organic reach. That simply means, the less organic reach you have the more you have to spend in ads.
Things to do:
- Be creative. If you want to post a picture think of ways to be creative and get your branding in there in a way that resonates with people. Maybe it’s with the use of a cool app or a photo editor or even creating an animated GIF to help get people’s attention.
- Experiment! Don’t be afraid to try new apps and social media platforms. Don’t have a lot of snapchat followers? Who cares? Getting the knowledge is just as important. It may come up in an interview or while you’re networking and at least you’ll have something to talk about. You can have an intelligent conversation about emerging technology and that is a great way to set yourself apart as well; especially in this business.
What kind of advice would you give to people who want to network and build a brand but aren’t quite sure what their brand is?
This is something I struggled with in the beginning. I was torn between going with my own personal brand as Tiffany Risner (at the time) or do I become Tiffany Risner of this marketing company I was working for? I found that if you are working for a company and you grow that company and make an impact, it only reflects well on you. Whether you leave that job or not you can still say: ‘look, I increased our following by 200%.’ That is still part of you and part of your personal brand. Focus on who you’re working for at the time and the more successful campaigns you have, the better. It’s reflects well on you.
If you’re looking for a job focus on an industry where you can build connections with people within the industry you’re interested in. The more you can, the more it builds you up. Get a website, a social presence and something to say. Make networking a priority; it’s what I did. Every day, I made a point to connect with people online who were influencers in the industry I was interested in. Soon, I was associated with those people and that industry. Eventually you move on and make new goals and continue to grow.
What are some of your favorite social media networks?
- Periscope – it’s so fun! It packs a lot of power.
- BBC Tech – it keeps you in touch of what’s happening in the world of social media.
- The Sparkle App!
The Sparkle App is a beauty tips and tutorials app. I have a serious beauty addiction (We can definitely see that!) and I found it hard to find the products I liked when tutorial videos and photos tagged beauty products. I wanted something simpler and my husband Chris Mullins wanted to develop an app and I suggested Sparkle! You can see the products and the pricing and it was perfection ever since.
The app has seen great success since its launch with a platform that gives the average person the ability to share with other people in an easy way.
Where do you see social media going?
Mobile is becoming stronger and the humanization of a brand is becoming more important. People connect with humans and not a bot behind a screen. Social media can change lives and that is only possible through a human connection.
Social media gives you an opportunity to create something new. It is indeed a real job and you can go anywhere in the world with it. You can use it to increase sales and through partnerships with other people and companies you can show off your products to a huge audience. There are no limits.
Ensure that your social message and your brand message is cohesive. I think that is undervalued a lot but it is important.
Tiffany, thank you for your time and your words!
Follow Tiffany on Instagram: @tiffanymullins
The Sparkle App:
Have any questions? Email firstname.lastname@example.org and follow @caytostyle on Instagram.