Stephanie Jervey, Guest Voice and Nike Online Media Manager
“I work for a large digital advertising agency. My job entails buying and planning media for my clients for their advertising campaigns. The clients tell us what the budget is for a campaign and my job is to determine the strategy for the campaign and figure out how best to spend the campaign dollars. Much of what I do is negotiating deals with publishers who will run our advertising and creating a holistic campaign with the budget that will give us the most bang for your buck.
Currently I work on the Nike account, so anytime you see a Nike commercial or anything Nike-advertising related, my team and I probably had something to do with it. In the past I’ve worked on Microsoft, Holland America Line Cruises, and Hawaiian Airlines.
Social media is still a very new realm, and everyone is trying to figure out the best way to use it responsibly.
Acceptable vs. unacceptable is a constant topic of discussion, and in my field it’s even more so because so much of what we do in advertising these days is related to social media.
We see so many poor advertising examples of social media that I can’t even begin to list them all. In terms of someone misusing social media so much that it would influence my decision to hire them I think there have been many examples of tweets and Facebook statuses that make you question what someone was thinking.
I had an old colleague who during a meeting with one of our publishers posted a Facebook status saying how boring the meeting they were in was. She happened to be friends with one of the publishers who was in the meeting, and they saw the status and reported it to their boss, who reported it back to my colleague’s managers. She was fired the next day.
Another good example is the Olympic athlete who posted a very racist tweet about Africans on Twitter and was expelled from the games. I would never hire her [because of a racist tweet], regardless of her athletic accomplishments or academic successes. It calls into question a person’s judgment and ability to use discretion.
Companies … they will see one picture and form an instant opinion of you, before they’ve even met you. That can seriously damage your credibility and chances of landing the job you want. Look yourself up on Google, Facebook, Twitter, Pinterest, etc. and see what the first thing that pops up is. If it’s not something you are comfortable with, then delete it and try again.
If your Twitter is generally full of positive quotes or inspiring comments, but the last thing you posted was an angry rant on one of the presidential candidates, that is the only thing people are going to see.
As for good examples, I work with two people who entered a contest to be on a TV show where they had to build up their social networks as much as possible in order to complete challenges and advance to the next round. Each of them won a car and $50,000. It was an impressive use of social media, and we are lucky that they work for us.”
Stephanie Jervey is a media planner for Razorfish, a large multinational advertising firm. In her spare time, she enjoys working out at her other job as a kickboxing instructor.