The hot assignment that everyone seems to be getting or looking for is to develop a social media strategy. Every day I hear about someone having to figure this out for their company and they don’t know where to start. So, today on Managing the Gray I thought I’d give my advice on how to approach this and succeed at it as well.

Links that I mentioned during the show include:

• Robert Scoble discussing the need for humans on web sites
• Using Social Media to Listen to Consumers article in Ad Age
• The 2009 Digital Issue of Ad Age (not all online so find a print copy if you can)
• Steve Coulson’s Mashable post on 5 Tips for Optimizing Your Brand’s Facebook Presence

At the end of the day I think every company from the smallest of corner shops, all the way up to the biggest global companies have got to figure out where social media enters into their mix. It should not be tacked on to each program, but integrated from the start into all your programs. There is so much to gain if you do this right.

I hope this show helps you and if you need further help please contact me.

Being a good soul, the speaker asked again, “I mean, what do you do? What sort of work are you in so we can help answer this question as targeted to you as possible.”

I don’t want to pick on this person because this is something I see way to often at an event. Much more then I care to believe. While I don’t want you to pitch me when I ask this question, if anyone is going to know the answer to the question it better be you!

Companies always strive for the perfect “elevator pitch” and I’ve seen more then one conversation about the hipster version now being to fit it within 140 characters so it can go on Twitter.

At the end of the day, you must know your own personal pitch as well. As corny as that sounds if you can’t at least introduce yourself and say what you do then a conference is not going to be as beneficial to you as it can be. Don’t think of it as a pitch, but rather as your personal story.

At a minimum you need to be able to tell me:

• Who you are (first name is fine)
• Where you live (general geography works)
• What you do for work (ok, to not share the company if you don’t want to)
• What drives you (not always the same as where you work)

All of these are basics that I can’t even believe people wouldn’t be prepared to answer. If you don’t want to talk about work, that is cool, but at least be able to talk about yourself.

Take five minutes before the next conference or social gathering to and think about how you’d answer the question, “And you are?”

If I was to ask you that today what would you say?

I seem to talk to more and more people across multiple channels about the same topic. They want to know how to break into social media. How to find the perfect job for themselves. What is a hot industry that they should go into.

The answer is always the same and it is really a question.

What do YOU want to do? What are you passionate about? What would you love to get up and do every day?

If you can’t answer that, then what is the point of asking the other questions? At the end of the day even if the industry is the hottest thing since Violet Blue, your still going to hate it once the newness wears off unless you are passionate about it in the first place.

Social Media is and always was a buzz phrase. I don’t know who coined it first and I honestly don’t care, but those of us who are living in this fishbowl know that what once was taken for granted is now becoming the norm. That isn’t to say that everyone understands it and is using it. What I mean is the fact that communities, conversations and connectivity are here and are not going away. Yes, they are going to evolve and change, but they are everywhere now. The barriers for entry are lower then ever and anyone can begin playing and working in this space if they desire.

So, back to that road leading into the unknown.

If you are unhappy in your current job and want to do something in this space then you’ve got to work damn hard to make it happen. Having a Facebook page and a podcast on your resume is not going to get you a job. You’ve got to understand the business, you have to know the marketplace. You’ve got to know your stuff, plain and simple. If you can’t sell yourself to a potential employer or client, then no one can.

Everyone seems to think that there is a magic path ahead where if you understand this space the work will come to you. I can tell you that it doesn’t happen. You’ve got to work hard to find the clients. You’ve got to work even harder to make them happy and hire you back for more work. If you keep doing good work people will get to know you and want to hire you. It can all happen, but it is far from magic.

This post got sparked by several conversations I’ve had with people recently who are making a move, looking to make one or are out of work and looking. The reality of it all is starting to sink in for them and before more people think they can just make a leap I wanted to politely remind everyone of that age old saying of “there is no such thing as a free lunch.” While I’ve had a few in my time, I’m a firm believer that hard work will get you more rewards then anything else.

Don’t be afraid of the road. I’m a huge fan of hitting the gas pedal and seeing where it takes me. Adventure is a powerful motivator and one that I love. But, the best adventures are never the easiest ones either. Always remember that. It also reminds me of one of my favorite quotes.

“A journey of a thousand miles begins with a single step.” – Lao-tzu