My consultancy, Vestor Logic, was created specifically to give me the freedom to work from anywhere I wanted at any time with just a laptop and a cell phone. My family travels a bunch and I want that flexibility. I want to watch my son grow up and hopefully add a little brother or sister to the mix to give him someone to pick on. I struggled to find a balance between work and home but I think Vestor Logic now gives me what I always wanted: balance.
Finding balance in my work relationships is a different challenge. It’s a constant battle to bring a team of people to a common understanding. Working with brands on social media strategy and initiatives presents a unique set of circumstances, none of which promote true balance.
Let’s look at the individuals involved:
- Me, as lead strategist for Vestor Logic
- Jessica, our lead designer and strategist
- Our programming team
- Our brand liaison (this is usually the person that help champion our cause within their company)
- Stakeholders: brand, media, sales, marketing, PR, business development
So imagine all of us in a conference room, someone always leaving to take a “critical” call or hit the restroom. The Discovery Workshop begins with me leading a poor man’s guided tour of social media trying to capture the understanding of those that for some reason have never heard of social media and yet still connect with those that have been using services like Twitter and Facebook ever since their kids told them about it.
This is the critical time in the Workshop. It is imperative that we establish a common point to start from. “Raise your hand if you think social media can benefit your company and your department”. I hope they ALL raise their hands…
The truth is that consultants should listen more and guide less, at least that is my opinion. These department heads and stakeholders already have the answers. They know their company better than I ever will. They know what works and more importantly what didn’t work. They rely on us to provide a subtle nudge in the right direction, maybe even a course correction at times. But they don’t need us force feeding a cookie cutter social media solution to them as if by some miracle “one size really does fit all”.
The balance we seek to create with our clients is more often found in the personal relationship we create with them. Maybe in the dialogue we share with them. Often in the understanding that we are as driven to see them succeed as they are. The balance we seek is that of collaboration where they want us involved as much as we want to be involved.
Our conclusion at Vestor Logic is that we can strike a balance with our clients by listening, responding, asking questions, testing ideas, admitting our shortcomings, being open to change, and never assuming that we have all the answers.
Consulting brands on the development of a social media strategy is like riding on a seesaw. It’s a dialogue that requires two sides to work. There is a constant back and forth, an up and down, a give and take. The best part is finding that rhythm and enjoying the ride. If both sides have done their part, a much more powerful result is reached – one that includes the input, the consideration, the knowledge of the entire team.
That is why we are here…
