Lisa Barone describes herself as a big Twitter fan because it allows her to share content and communicate with people. Barone said Twitter enhances her writing because it forces users to choose every word wisely with a 140-character limit. “In my writing I tend to be very wordy,” she said.
At Overit, Barone serves as vice president of strategy, a position she has held for more than two years. Barone oversees the content and social media departments of the Albany company, which includes content writing for clients, marketing strategy and social media campaigns.
Barone said social media is an important tool for people and businesses, with new trends popping up like social advertising and video marketing.
Q: Have you always been a fan of social media, both professionally and personally?
A: For me, I think social media is really interesting. I get to talk to people who I maybe wouldn’t cross paths with.
I moved to the Capital Region about six years ago from Los Angeles, and when I got here I didn’t know anybody. On Twitter I could find people who were in Troy or in Albany and start conversations and become part of the community. It’s a good connector to find people like you and who are interested in the same things you are.
Grew up: Long Island
Position: Vice president of strategy
Q: How can businesses, like Overit’s clients, benefit from using social media?
A: I think social media is really important for clients. It helps you to amplify your message. Whether you’re doing things with content, or if it is socially based, it’s all about helping people to find the right message. For clients, we use social media to build authority and to help them establish themselves as a helpful resource. Using social media helps them to connect with different people and share the information in a helpful and friendly way.
What I love about social media is that you get instant feedback on something. If you’re not sure what your customers are interested in hearing about or having problems with, you can ask them on social media.
Q: What’s your advice for people just getting started on social media?
A: First, you have to identify what your goals are for social media. What are you trying to accomplish? Is it for awareness? Is it for a certain product? I think when you know what you’re trying to get out of it, it’s easier to set goals for yourself. Some people get involved in social media and don’t know what to say or do because they don’t know why they are there.
It’s also important to identify the right platforms. There are so many social media sites out there that you want to find the ones that people are using and are most engaged in.
Q: How can people gain a following on websites like Facebook and Twitter?
A: Have a plan for how social media is going to work in your organization. How often are you going to post? Who is going to post? How will you respond to an angry commenter? Businesses can also use an agency to help them create that initial plan.
It might make sense to be on LinkedIn rather than on Twitter. If you’re a business that sells home goods it might be a great idea to be on Pinterest, where people are creating boards about their dream homes. It really depends on what your goals are and who your audience is.
Q: What do you think a big trend will be in 2015?
A: I think one trend for this year is going to be a bigger investment in social advertising. I heard last year that less than 2 percent of fans will see your posts on Facebook. To get more visibility you need to invest in paid social. That’s also a really great opportunity for businesses. Facebook offers great marketing for businesses because you can target people by interest, job title and where they live.
Q: Any other trends?
A: Another thing we will be seeing is more video for social. Last year Facebook actually surpassed YouTube in the number of videos watched on a desktop. That’s indicative of how users spend their time. You can use video to create new types of content and to be remembered. Video also doesn’t have to be expensive.
Q: Anyone in the Capital Region that stands out on social media?
A: I think a great example is Vic Christopher and how he is using social media to launch his businesses in Troy — first the Confectionary, then the grocery and the arcade. He is really great at building a buzz about what he is doing. He uses Instagram and he’s on Twitter and Facebook and creates a lot of excitement about what he is doing. By the time his businesses actually launch, people can’t wait to get in there and try it out.
Q: Other social media tips?
A: I think one more thing, just to be aware of, is the importance of mobile. You have to think a lot of the times that people are finding your content on Facebook or on Twitter and they’re reading it from their mobile phone and not on a desktop. You have to make sure the content you’re writing, your website, or specific products and pages are optimized for mobile and they’re going to load and people will be able to click on the links and easily read it.