I had the pleasure of interviewing social media marketing professor Niklas Myhr, who teaches at Chapman University here in Orange County, California, about his social media classes and advice for both professional MBA students as well as undergrads.
welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer Everybody, this is
Neil Schaefer. Maximize your social as promised. I'm here at Social Media Marketing World 2014 in San Diego. This is the who's who, what's what. The wares wear off everything social media that you cover over entire year. And I am here with someone that I've known from Orange County. And some of you know that I've interviewed other university professors that are teaching social media that are teaching business professionals how they should be using social media. I think it's a really, really interesting topic that a lot of you resonate wins. I'm here with Nicholas, Dr Nicholas Mere. Oh, thank God I said your name, right? And we're just talking because Nicholas is from Sweden. I was just in Finland, and I have actually taught well, lecture at your class on me to be social media market, I think, was about a year ago. Yes, thank you. And Nicholas is at Chapman University right there in one of our great schools in Orange County and Nicholas First Well, great to see you again. And can you tell us a little bit about yourself? What classes you teach at Chapman and the social media curriculum in this process? Well, I came to America to do a PhD and beat to be more getting a supply chain partnerships, but pretty earlier in the Internet there I started getting interested in the electronic commerce first interview to be context. But then I started teaching Internet marketing more generally from 1999 and onwards have been teaching Internet Slash social media marketing for 15 years. Some years it wasn't very popular like 2000 to 2000. Freed was back to teaching principles of marketing again. But in the last five years have been going and more and more in this direction on the titling classes as well. A social media marketing as his 2010. And I tried to live as I learned a little bit, even though I'm not full time out their content creator. I tried to rank number one still a social media professor on Google and then showing the kids that you have to find. What's your What's your area with your niche? What do you need to do in order to stay relevant? So that's the number one class, the other one I teach global marketing and some marketing management classes. Are these underground a grad classes or both? I teach both, and I think it's good to have the mixture because the undergraduates have their energy and the naive it that I actually appreciate because they don't close doors. They think they can change everything. The NBA's they are. Some of them have gotten burned from life, but some of them want to do a career transition and the richness of the case. Discussions are deeper. You can go into some real examples more. I'd like to do both. So let's first talk about the Underground. So I recently spoke to a group of students at Elon University, and I got all sorts of questions and one of the questions was the social media really work, and this is from a demographic that used live and breathe social media, right? So I thought that was very interesting, and I find that there's sort of this gap between personal use of social media and the professional use, and that very few of them really understood how it could be used for a business. How do you find teaching the undergrads? Why are they interested in social media? And after you teach them, what level do you think they're at the level where they could be hired by agencies by companies and be very proficient at handling their social media marketing? It's a great question, and I think people generalize too much because you have two sites of the coin. You have the undergraduates that use social media a lot in the very fast and text messaging and APS and things for pure personal use. And then you have some that are entrepreneurial and are out there doing internships or have a family business they're engaged with. They bring to the 21st century, so you have both diversity within the group. But then you have a lot of undergraduates that come in because they're recommended by me to really business that get too much authority. I tell my students that if you find yourself in a situation where you basically can kill a brand of a night on, the company doesn't even know how much control of the cockpit they have given. Please try to get an executive sitting down for coffee and asked some stupid questions about Who are you? What are you doing? What's your voice? Because they had built a brand, perhaps for 50 years, and you can kill it overnight. Maybe not do something completely stupid. But it's complete misfit, and I think that some of them appreciate that they have the technical knowledge. Perhaps, but they need to put it into a business context, and then they can get it and get that relationship as well with mentors. So I guess the advice there is if you're a college student or you're looking to get more experience in social media, do it. Whether you intern volunteer, do it for your own brand. That's really the best way to learn. On the other hand, if your company looking to hire a social and professional, you wanna hire someone that actually has that experience, and it's gonna ask you those questions that they could do a better job, right? It is a balance, I tell students. Don't consider it dangerous for your career. Wise to join a company that doesn't allow you to have a personal social media presence in parallel to your full time employment because the average 20 year old graduating now they're average employment is gonna last less than 18 months. And then you would have to start all over again on at the same time as a company could benefit from your bringing your network at least partially event diagram type of. Some of that might be relevant to some of your network, their families and friends, and you can bring to bear. So these are really great things that if you're looking to work at a company in social media, those are the questions you should be asking what executive by and can continue doing my own personal social media, my own personal branding. So let's move on to the professionals that are in the MBA program, and I know that your MBA program isn't a specific social media focus, but that you teach Social media's part of it. So what has been the and I'm assuming that it's an MBA in marketing, correct or just the general MBA way have general MBA with emphasis and marketing, but I've also been teaching a specific Internet slash social media marketing classes for that cohort, both our check programming or in Prague and then in California. So we have a separate class for that. But it's not the major and social media. Just tell me just the general aptitude of those. So they're in a marketing focus. I'm assuming that these air MBA people that have some business experience the market experience, what is their level of aptitude in terms of social media, and what do you think they need to learn the most? That I'm assuming you teach is part of a program. I think that then they need to get out of this mindset, that you should do one thing really well. Instead of doing a mediocre job everywhere. I say that it's some truth to that statement, but it's too early to commit to one platform. It's too dangerous to limiting. You need to control your surf a little bit more certain. Meeting search engine results page on Google. If you're just a one platform, you're gonna let mine out. Other contributors dominate that page for search terms you are interested in. You need to get out there, and even if you have a minimal presence. You need to be technically profession to develop a skill and the voice of your own or on behalf of the brown. Some of them come in with not specific marketing role, but they want to know more about marketing and how it relates and what really works. It's like you talk about social business that talking about you don't have to be in the marketing department to be relevant, for this is a contract contributor to build their own reputation within the company. And externally, I think some of my students I see the potential to raise their profile a little bit. Basically see how does whatever I do contribute not just to my boss, but to the end user, even though it might be indirectly through every story here on finding the storytelling instead of the key element. I think that successful NBA's that did this without technology before I tell them If you're good at building relationships and trust on the networks, that's great. Go skills are still applicable in social media. It's you just do more of it faster, right, and you can scale you and you bring up a great point and I talk about this win after I wrote my first book on Lincoln, when I wrote the rough draft, I decided I didn't want to be a one trick pony. And when I consult with cos you don't pick platforms, you need toe cut those emotional bonds. You out with a particular plot? I love Google Plus, but I know it may not be appropriate for everybody, right? So, yeah, it's important to really take that neutral professional perspective and understand holistically. How all these problems working? Obviously, what's more relevant for your job at your company and this is almost like a skill that's hard to teach. But something tells me you're trying to instill that in your program, and I think that it's a good point you make, because as a teacher of a topic that is changing all the time, I tell students the first class that I'm the one who's gonna learn by four of the most this semester. Don't see this as a one way monologue because some of you are already proficient in ads or website building or some of you know nothing. But I'm gonna create a learning lab where we share experiences some of someone by deep on a team project or an assignment of personal branding, and we can bring this to bear in the classroom context. But I think you're right that teaching. I see it more as a mind set that I'm teaching them lifelong learning and experimentation and a positive attitude. I want them to cite. Start saying to themselves when they hear the news that there's a new social network coming out that is popular in the Wall Street Journal, where wherever that they're gonna at least pretend to smile and say yea instead of saying Oh, no, because if you think you're set the new way, you're gonna be a dinosaur in just a couple of years. Very true. I love the three components you just talked about for everything she needed. Professional experimentation, positive attitude. What was the 3rd 1 you said for experimentation on remaining mindsets? I think gonna get the mindset, the mindset that's critical. Well, Nicholas, you know any else that you want to add to all the businesses in earnest social professionals and I also want to know how people confined. I know that you have a blawg. I know when I spoke. You featured me on your block as well. So talk a little bit about how people can find you as well as your current program, A Chapman as well in Prague. And if you do any online programs, Chapman's there yet or not. But we're working on some online programs. Chapman dot e d. U is the university website on the order of school and business and economics is where I teach. But my block. It's Nicolas mere dot com. And thanks to inspiration from people like yourself on launching Miracle getting social media, Professor Paul casts nice. That's Nicholas Mere that's n has a Nancy I k l A s m as in Mary. Why h r dot com and you definitely need to trademark that term. American ing got the domain name on its quirky I know and difficult to spell, but I'm gonna go for it. That's awesome. I've had a few other people reach out to me that I've said, Hey, you know, I started podcasting because you and I I was literally a stocking. The Nicholas haven't seen each other for a while. I put my back back down, said You have 10 minutes. We're just gonna do this podcast. That's how you know, Don't worry about buying some fancy shmancy equipment. Just it's about the content and about the engagement and the relationships you build both with the people you interviewed, lots of people listening. So I'm gonna end on that note today. I need final last words for the spot cast. Nicholas, thank you for the inspiration. And I love your book. Maximize your social and I would enjoy having you featured on my podcast. Talk about your book and what you do. Travelling in Scandinavia and elsewhere. We have the roads and go to Scandinavia together one day. That would be great. That would be awesome. Very much enjoying my travels in Scandinavia and hope that happens. Well, that is it for another episode of Maximize Your Social Help. You found this advice relevant to whatever you do, please of the social media for business and coming from San Diego, California social media marketing world as I always do wishing you wherever you are in the world, the best of days. Bye bye, everybody.
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