Social media judo

Guest post by Ryan Loren, Foster MBA 2013 and president of the Global Business Association
He attended the “Social Media: For Your Business?” roundtable, which was hosted by the Japan-America Society and Foster Global Business Center.   

As any MBA student will tell you, networking is a must, but finding the time is tough. Meeting the right people, connecting with the right organizations—all are factors in where to spend your “extra” time.

For me, “Social Media: For Your Business?” was a no brainer; I had to go. Having spent nearly seven years living and working in Japan, as well as interning over the summer at one of the world’s largest PR and ad agencies (that also has a big social media team), I knew this would be a good opportunity to network and meet industry leaders who work internationally, have a connection to Japan, and are involved in social media.

Companies represented in the panel discussion were Starbucks, Microsoft, Ivy Worldwide, PSPINC, Nikkei Concerns, and Niconico. Each company representative gave a 10–15 minute presentation on their social media strategy and the impact social media has had on their organizations.

I learned effective social media strategy is about leverage, or as Nick White, partner and general manger of Ivy Worldwide, a word-of-mouth social media marketing consultancy firm, called it, “social media judo.” He said if your firm is going to have an effective strategy, you need to:

• Listen.
• Contribute on other sites.
• Publish your own content and make sure to link back, cite, and propagate.
• Don’t sell, rather soft sell your product or service.
• Listen even more.

Seems simple, but in the ever changing social media world, it is anything but simple. The buying process has changed, the customers are changing, and the frameworks that we have grown to love/hate in our MBA studies are changing. Thankfully, events like these allow real-time perspective from industry leaders in organizations many of us will end up working for one day. The opportunity to meet, mingle, exchange business cards, and practice your elevator pitch with the panel and other attendees is a great way to go that extra mile and make genuine connections. You never know how or when you might come across the same people when searching for an internship, or in my case, a job.