ON THE MENU THIS WEEK:
NAME: Laurie Jakobsen
COMPANY: Jaybird Communications
Laurie Jakobsen has 20 years of public relations and marketing communications experience, ranging from artist representation to start-up dot-coms to major multi-national music companies. She started Jaybird Communications in 2009 to provide a full range of strategic communications services for digital businesses, especially startups, B2B, and entertainment-related ventures. Jaybird’s current clients include Border City Media, BuzzAngle Music, Digital Entertainment Ventures, the Music Business Association, NY Tech Meetup, ole, Rainbow Broadband, Revelator, ROK Mobile, and Vlado Meller Mastering.
Q: We have access to so much news on a daily basis. What kinds of information do you consume at the start of your day?
A: I try to start my day offline with a scan of the print NY Daily News and the Wall Street Journal, and I have local TV news channel NY1 on the background. Once I’ve made it through, I check email first to see what’s breaking from the UK via newsletters from music trades, The Guardian, and Financial Times, and as my morning continues I get a ton of other newsletters on tech, wireless, marketing and NYC news. Dean Kay and Jason Hirschhorn’s newsletters are great. And I’ve got to check Facebook to see what shenanigans my friends have been up to – sadly, that’s most of my social life!
Q: How do you use social media?
A: Professionally, social media is another way to communicate my clients’ news and position them in a particular niche with who they follow and retweet. Because most of my clients are B2B, Twitter and LinkedIn are more important. I administer a number of different accounts, so I’ve got everything in a nice Hootsuite dashboard, which makes life easier.
Q: How has social media changed your life?
A: As a communicator, it helps to be able to reach an audience more directly with news, and it’s also a way to research writers and see what they are interested in. I feel much more connected with all the people in my life thanks to social media – there are so many people I’ve reconnected with via Facebook and Twitter that would have been hard to find again without it.
Q: Do you think social media has enhanced or diminished our personal relationships?
A: Overall, it enhances them – I’m so much more in tune with my friends and colleagues’ lives (at least, how they are portrayed on Facebook). I think “diminishment” only comes when you don’t practice the discipline of turning it off and having a real conversation – you need to be able to relate in “real life” as well.
Q: What organizations, brands or personalities do you follow? What makes them worth following?
A: So many! I think Duran Duran uses social media channels very well; they really know their audience and how to engage both collectively and individually. I’d credit their ability to build enthusiasm directly with their audience as a big factor in their recent album debuting in the top 10, their highest chart position in over 20 years. Obviously, I’m a fan, but it’s a good lesson in seeing you can inject personality, but also get the business done. (Editor’s note: The woman behind Duran Duran’s social media success, Katy Krassner, will be our guest on Ice Cream Social November 24).
Q: Favorite hashtag or one you’d like to see?
A: #lazycorgi (h/t Rey Roldan). (Editor’s note: Rey Roldan will be our guest on Ice Cream Social on December 1).
Q: What advice would you give to a brand about how to get started with a social media program or make their existing one more effective?
A: Most important, know why you are using this communications tool. Do your research first. If you’re trying to get customers, where are they? What do they like to do? If you can, find someone that’s doing it well and use their profile and what they follow as a template to get started. As you continue, make sure you keep an eye on the quality of what you follow, and see what your audience interacts with the most – then adjust accordingly.
Q: If you could follow any historical figure on social media, who would it be?
A: Andy Warhol. His posts would just be amazing; it would have been the perfect medium for him.
Q: Cone, cup, or straight from the container?
A: Cup – because I like lots of toppings.
Q: Favorite flavor?
A: I’m usually a chocolate girl, but salted caramel has been on the list lately.
Have something to add or share? Please leave a comment in the section below. And be sure to join us next week when our guest on Ice Cream Social is Grammy-nominated singer-songwriter, children’s book author and eye-wear designer Lisa Loeb!