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DIGITAL & SOCIAL MEDIA STRATEGIST: Focus On What You're Passionate About And You'll Be Successful

About this video 

Greg leads a group of digital and social media strategists for a large public relation firm. His group focuses on consumer marketing and they reach people through social media and traditional media. He shares a story about how high school students are helping his team with ideas on how to promote and market a new website aimed at middle school students.

Degree: Public Relations, Advertising, and Applied Communication
Job Title: Senior Vice President Interactive Media

Job Summary: Public Relations Managers and Specialists

Job Description

Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.

On-the-Job Training

Moderate on-the-job training can be expected.

Certification Requirement
Recommended by The Public Relations Society of America.

Quick Facts

Average salary
Average salary
National Statistic Change Location
Confirm
$30,000 - $165,000
Projected job growth
Projected Job Growth
20 to 25 percent
Typical schedule
Typical schedule
Full-time, Long hours, Flexible
Typical workplace
Typical workplace
Office, Indoor, Home
Personal qualities
Personal Qualities
Detail oriented, Patience, Problem solving skills, Creativity, Written communication skills, Verbal communication skills, Leadership ability, Teamwork, People skills, Public speaking ability, Networking, Organizational skills

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P3.instances[0].transcript.parse_transcript_data({"transcript":"<p><span m='0'>So</span> <span m='315'>I</span> <span m='630'>currently</span> <span m='1160'>lead</span> <span m='1450'>a</span> <span m='1520'>team</span> <span m='2190'>of</span> <span m='4019'>digital</span> <span m='4420'>and social</span> <span m='4740'>media</span> <span m='4980'>strategists</span> <span m='5760'>at</span> <span m='5970'>a</span> <span m='6020'>big</span> <span m='6350'>public</span> <span m='6710'>relations</span> <span m='7180'>firm.</span> <span m='7860'>Every</span> <span m='8100'>single</span> <span m='8360'>day</span> <span m='8490'>is</span> <span m='8700'>different.</span> <span m='9120'>So</span> <span m='9300'>we</span> <span m='9400'>come</span> <span m='9700'>in,</span> <span m='10030'>and</span> <span m='11000'>each</span> <span m='11210'>of</span> <span m='11290'>us</span> <span m='11390'>have</span> <span m='11530'>a</span> <span m='11580'>set</span> <span m='12330'>roster</span> <span m='12800'>of</span> <span m='12930'>clients,</span> <span m='13540'>whether</span> <span m='14110'>they're</span> <span m='14450'>in</span> <span m='14790'>the</span> <span m='15130'>consumer</span> <span m='15510'>marketing</span> <span m='15960'>industry,</span> <span m='16215'>so</span> <span m='16470'>like</span> <span m='17030'>automobile</span> <span m='17660'>manufacturers</span> <span m='19470'>or</span> <span m='19640'>the</span> <span m='19750'>military</span> <span m='20770'>or</span> <span m='21010'>you're</span> <span m='21170'>selling</span> <span m='21580'>consumer</span> <span m='21950'>products.</span> </p><p><span m='23220'>And</span> <span m='23330'>we</span> <span m='23420'>have</span> <span m='23820'>different</span> <span m='24360'>strategies</span> <span m='24880'>for</span> <span m='25220'>activating</span> <span m='25495'>their</span> <span m='25770'>audiences</span> <span m='26530'>through</span> <span m='27430'>social</span> <span m='27800'>media.</span> <span m='28210'>So</span> <span m='28420'>today</span> <span m='28700'>that</span> <span m='28870'>means</span> <span m='29150'>Facebook</span> <span m='29610'>and</span> <span m='29720'>Twitter</span> <span m='30130'>and</span> <span m='30300'>Vine</span> <span m='30650'>and</span> <span m='30860'>YouTube.</span> <span m='31770'>Through</span> <span m='32350'>traditional</span> <span m='32840'>channels,</span> <span m='33370'>so</span> <span m='33610'>reaching</span> <span m='33740'>out</span> <span m='34000'>to</span> <span m='34270'>local</span> <span m='34740'>news</span> <span m='36440'>or</span> <span m='37050'>print</span> <span m='37590'>publications,</span> <span m='39290'>or</span> <span m='39470'>grassroots</span> <span m='40060'>organizing.</span> <span m='40730'>So</span> <span m='41030'>that</span> <span m='41200'>could</span> <span m='41340'>be</span> <span m='41780'>forming</span> <span m='42600'>small</span> <span m='43030'>groups.</span> </p><p><span m='43500'>So,</span> <span m='43590'>for</span> <span m='43710'>example,</span> <span m='44030'>this</span> <span m='44200'>weekend</span> <span m='44995'>we're</span> <span m='45260'>hoping</span> <span m='45315'>to</span> <span m='45370'>launch</span> <span m='45740'>a</span> <span m='45980'>website</span> <span m='46610'>focused</span> <span m='47120'>on</span> <span m='47370'>STEM</span> <span m='48200'>for</span> <span m='48370'>middle</span> <span m='48600'>schoolers.</span> <span m='49570'>So</span> <span m='49720'>this</span> <span m='49900'>weekend,</span> <span m='50190'>we</span> <span m='50290'>brought</span> <span m='50550'>together</span> <span m='50920'>a</span> <span m='51280'>bunch</span> <span m='51500'>of</span> <span m='51590'>different</span> <span m='51890'>high</span> <span m='52010'>school</span> <span m='52330'>students</span> <span m='52760'>who</span> <span m='52850'>are</span> <span m='53010'>really</span> <span m='53290'>passionate</span> <span m='53860'>about</span> <span m='54260'>science</span> <span m='54670'>and</span> <span m='55080'>science</span> <span m='55520'>fairs.</span> <span m='55860'>Or</span> <span m='56530'>they</span> <span m='56620'>just</span> <span m='56770'>happen</span> <span m='56970'>to</span> <span m='57080'>love,</span> <span m='57600'>like,</span> <span m='57830'>math</span> <span m='58470'>or</span> <span m='59690'>subjects</span> <span m='60100'>like</span> <span m='60250'>that--</span> <span m='60490'>space,</span> <span m='60950'>maybe.</span> <span m='61630'>From</span> <span m='61930'>around the country,</span> <span m='62230'>we</span> <span m='62400'>brought</span> <span m='62590'>them</span> <span m='62790'>all</span> <span m='63010'>together</span> <span m='63460'>to</span> <span m='63530'>sit in</span> <span m='63920'>a</span> <span m='64000'>room</span> <span m='64760'>and</span> <span m='64870'>think</span> <span m='65209'>about--</span> <span m='65540'>and</span> <span m='65630'>help</span> <span m='65870'>us</span> <span m='66150'>think</span> <span m='66340'>about--</span> <span m='66600'>the</span> <span m='66680'>best</span> <span m='67000'>way</span> <span m='67930'>to</span> <span m='68070'>launch</span> <span m='68420'>this</span> <span m='68640'>new</span> <span m='68810'>site</span> <span m='69180'>in</span> <span m='69280'>a</span> <span m='69330'>way</span> <span m='69520'>that</span> <span m='69650'>would</span> <span m='70800'>appeal</span> <span m='71470'>to</span> <span m='71740'>middle</span> <span m='72040'>schoolers,</span> <span m='72670'>coming</span> <span m='72890'>from</span> <span m='73000'>the</span> <span m='73290'>middle schoolers</span> <span m='73680'>themselves.</span> <span m='73970'>So</span> <span m='74260'>rather</span> <span m='74490'>than</span> <span m='74620'>a</span> <span m='74960'>bunch</span> <span m='75210'>of</span> <span m='75290'>adults</span> <span m='75660'>in</span> <span m='75750'>a</span> <span m='75840'>room</span> <span m='76250'>telling</span> <span m='76540'>you</span> <span m='76650'>what</span> <span m='76810'>we</span> <span m='76910'>think,</span> <span m='77640'>we</span> <span m='77880'>actually</span> <span m='78100'>got</span> <span m='78280'>them</span> <span m='78440'>in</span> <span m='78760'>a</span> <span m='78820'>room</span> <span m='79010'>together</span> <span m='79400'>and</span> <span m='79490'>tell</span> <span m='79710'>us</span> <span m='79920'>what they</span> <span m='80396'>think.</span> </p><p><span m='81350'>So</span> <span m='81660'>I</span> <span m='82470'>was</span> <span m='82910'>hired</span> <span m='83150'>at an</span> <span m='83300'>advertising</span> <span m='83850'>agency</span> <span m='84200'>when I was</span> <span m='84420'>17.</span> <span m='85040'>A bunch of</span> <span m='85400'>my</span> <span m='85530'>friends</span> <span m='85830'>and I</span> <span m='85950'>came</span> <span m='86220'>in,</span> <span m='86350'>and</span> <span m='86700'>we'd</span> <span m='86920'>spend</span> <span m='87100'>about</span> <span m='87340'>half</span> <span m='87570'>the</span> <span m='87670'>time</span> <span m='87910'>stuffing</span> <span m='88400'>sacks</span> <span m='88875'>and</span> <span m='89350'>doing</span> <span m='90010'>data</span> <span m='90220'>entry</span> <span m='90700'>or</span> <span m='90770'>telemarketing</span> <span m='91450'>calls.</span> <span m='92640'>And from</span> <span m='92860'>there,</span> <span m='93350'>I</span> <span m='93530'>got</span> <span m='93710'>to</span> <span m='93780'>stay.</span> <span m='94400'>And</span> <span m='94560'>I</span> <span m='94630'>got</span> <span m='94790'>to</span> <span m='94890'>learn</span> <span m='95120'>how</span> <span m='95290'>to</span> <span m='95750'>write</span> <span m='95970'>press</span> <span m='96200'>releases</span> <span m='96830'>and buy</span> <span m='97120'>television</span> <span m='97610'>commercials</span> <span m='97960'>and</span> <span m='98310'>buy</span> <span m='98530'>billboards</span> <span m='99380'>and</span> <span m='99560'>do</span> <span m='99660'>branding.</span> </p><p><span m='101280'>And</span> <span m='101370'>from</span> <span m='101510'>there,</span> <span m='101720'>I</span> <span m='101920'>was</span> <span m='102710'>destined</span> <span m='102770'>on</span> <span m='103090'>this</span> <span m='103460'>advertising</span> <span m='104130'>path,</span> <span m='105370'>but</span> <span m='105520'>decided</span> <span m='105670'>to</span> <span m='105780'>go to</span> <span m='106010'>engineering</span> <span m='106680'>for</span> <span m='106950'>college.</span> <span m='107720'>And</span> <span m='108640'>I</span> <span m='109100'>started</span> <span m='109440'>the</span> <span m='109520'>first</span> <span m='109820'>year</span> <span m='110110'>in</span> <span m='110220'>engineering.</span> <span m='111090'>I</span> <span m='111200'>joined</span> <span m='111440'>the</span> <span m='111500'>solar</span> <span m='111900'>car</span> <span m='112210'>teams.</span> <span m='112590'>We were</span> <span m='112950'>going to</span> <span m='113040'>make solar cars</span> <span m='113400'>and race them</span> <span m='113800'>across</span> <span m='114130'>the</span> <span m='114220'>country.</span> </p><p><span m='115180'>And</span> <span m='115330'>I</span> <span m='115410'>actually</span> <span m='115680'>gravitated</span> <span m='116580'>towards</span> <span m='117020'>doing the</span> <span m='117150'>sponsorship</span> <span m='118300'>and</span> <span m='118460'>doing</span> <span m='118513'>some</span> <span m='118566'>of</span> <span m='118620'>the</span> <span m='118720'>marketing</span> <span m='119200'>things</span> <span m='119600'>and</span> <span m='119940'>thought,</span> <span m='120310'>you know what?</span> <span m='120680'>This</span> <span m='120920'>is</span> <span m='121030'>really</span> <span m='121270'>what</span> <span m='121420'>appeals</span> <span m='121860'>to</span> <span m='121970'>me.</span> <span m='122510'>And</span> <span m='122660'>I</span> <span m='122720'>switched</span> <span m='123430'>and</span> <span m='124110'>went</span> <span m='124270'>into</span> <span m='124440'>public</span> <span m='124760'>relations</span> <span m='125310'>as</span> <span m='125490'>a</span> <span m='125970'>career</span> <span m='126210'>field</span> <span m='126540'>from there.</span> </p><p><span m='127260'>Growing</span> <span m='127600'>up,</span> <span m='127720'>I</span> <span m='127830'>had</span> <span m='128000'>worked</span> <span m='128210'>at</span> <span m='128289'>a</span> <span m='128509'>number</span> <span m='129050'>of</span> <span m='129410'>part-time</span> <span m='129960'>jobs</span> <span m='130289'>as</span> <span m='130419'>we</span> <span m='130539'>all</span> <span m='130729'>do</span> <span m='131310'>in</span> <span m='131430'>high</span> <span m='131580'>school</span> <span m='131820'>and</span> <span m='131890'>college.</span> <span m='132145'>And so</span> <span m='132400'>I</span> <span m='132480'>worked</span> <span m='133470'>at a</span> <span m='133650'>dirt</span> <span m='134040'>track</span> <span m='134450'>race</span> <span m='134680'>track</span> <span m='134970'>in the</span> <span m='135130'>concession</span> <span m='135670'>stand,</span> <span m='136140'>and at</span> <span m='136380'>a</span> <span m='136480'>movie</span> <span m='136910'>theater,</span> <span m='137450'>and</span> <span m='137710'>at a</span> <span m='137940'>mall.</span> <span m='138770'>And it was</span> <span m='139130'>like,</span> <span m='139290'>what</span> <span m='139430'>am</span> <span m='139530'>I</span> <span m='139590'>going</span> <span m='139730'>to</span> <span m='139790'>be?</span> <span m='140740'>It felt</span> <span m='141010'>like</span> <span m='141160'>I</span> <span m='141200'>needed</span> <span m='141420'>to</span> <span m='141470'>go</span> <span m='141610'>to</span> <span m='141690'>college</span> <span m='141970'>and</span> <span m='142250'>have that</span> <span m='142740'>career.</span> <span m='142870'>I'm going to become</span> <span m='143140'>an</span> <span m='143210'>engineer</span> <span m='143690'>and</span> <span m='143900'>design</span> <span m='144370'>water</span> <span m='144660'>towers</span> <span m='144935'>and</span> <span m='145210'>bridges,</span> <span m='146020'>right?</span> </p><p><span m='147220'>But</span> <span m='147350'>really</span> <span m='147680'>just</span> <span m='148660'>having</span> <span m='148980'>a</span> <span m='149080'>little</span> <span m='149270'>less</span> <span m='149510'>pressure</span> <span m='149775'>at</span> <span m='150040'>figuring</span> <span m='150380'>out</span> <span m='150560'>what</span> <span m='150760'>am I really</span> <span m='151080'>good</span> <span m='151310'>at and</span> <span m='151520'>what</span> <span m='151760'>do I</span> <span m='151810'>like?</span> <span m='152300'>And what I</span> <span m='152430'>love</span> <span m='152840'>to do is</span> <span m='153170'>talk</span> <span m='153450'>to</span> <span m='153530'>people</span> <span m='153910'>and</span> <span m='154290'>just</span> <span m='154670'>be</span> <span m='154940'>there</span> <span m='155170'>and</span> <span m='155470'>think</span> <span m='155610'>about</span> <span m='155810'>how</span> <span m='155940'>do people</span> <span m='156440'>think? And</span> <span m='156770'>how</span> <span m='156940'>can</span> <span m='157070'>I</span> <span m='157110'>help</span> <span m='157580'>brands</span> <span m='158940'>interact</span> <span m='159410'>with</span> <span m='159500'>how</span> <span m='159650'>people</span> <span m='159990'>think</span> <span m='160310'>in</span> <span m='160420'>a</span> <span m='160480'>way</span> <span m='160640'>that</span> <span m='160820'>provides</span> <span m='161190'>value?</span> <span m='161630'>And</span> <span m='162110'>so</span> <span m='162510'>that's</span> <span m='162740'>really</span> <span m='162970'>where</span> <span m='163200'>I've</span> <span m='163350'>grown.</span> <span m='163830'>And</span> <span m='163940'>as</span> <span m='164270'>you</span> <span m='164420'>focus</span> <span m='164800'>on</span> <span m='164920'>what</span> <span m='165050'>you're</span> <span m='165200'>actually</span> <span m='165420'>passionate</span> <span m='166000'>about,</span> <span m='166400'>then</span> <span m='166700'>you're</span> <span m='167000'>successful</span> <span m='167300'>from</span> <span m='167600'>there.</span> </p>","file":{"id":272593,"video_id":"2698927050001","name":"71928323","duration":168192,"thumbnail_url":null}});