On Monday, Oct. 29, LeVar Battle held a lecture discussing the significance of social media in the communication and media, a field that’s rapidly evolving with the Internet.
Battle is a University of Denver alum and Senior Manager for Social Media at Webroot, a cybersecurity firm. Previously, he worked on the social media team for DaVita Healthcare Partners, one of the nation’s largest kidney care companies.
Although the online pages for cybersecurity and kidney care may sound dull, Battle understands the nuances of social media and can spice up even the dryest of content
During the discussion, Battle highlighted how the Internet is rapidly changing the way people communicate. Battle mentioned how since nearly everybody can toss in their voice online, it’s important to set oneself apart from the sea of others. Along with communicating in the real world, brands and individuals now must also garner an online presence.
For example, at Webroot, Battle was tasked with creating and promoting the social media campaign National Cybersecurity Month in October.
With the niche nature of a topic like cybersecurity, Battle talked about how it can be hard to generate online conversation.Yet, the campaign was successful and Battle walked students through why this was the case.
For instance, each day the Webroot social media pages released tips on how to best remain cyber-protected. The office also created a humorous video comparing malware to zombies.
As a result of their efforts, National Cybersecurity Month received an abundance of discussion on Twitter and Facebook, as the team tracked consumers utilizing their hashtag “#cyberaware”. National Cybersecurity Month was also a topic of discussion on IntoTomorrow, an internationally syndicated consumer tech show.
While discussing the tactics he utilizes, Battle spoke of how social media is largely about a consistent stream of content, something typical for online content.
“It’s all about content, content, content. Get it up and out there.” Battle noted.
It’s important to get noticed. Everyday, he works with his team to toss up news tweets, interactive polls, and informative videos.
If there’s a Webroot promotional, he’ll plaster it all over his walls. If there’s a dissatisfied customer, he quickly tweet back at them.
Finally, Battle also discussed the social media “rule of thirds”, a method he uses to curate his online presence and content.
According to him, one third of the content posted to social media should be the self-promotion of one’s own products. For Battle at Webroot, this consists of promotionals and information about Webroot’s programs.
The next third should be posts of thought leadership. Thought leadership is when an authority in a certain field offers advice or opinions. In social media, it’s the process of sharing information posted by such leaders and compatriots in the field.
For instance, even though Mcafee Security is a rival to Webroot, Battle also retweets and shares their advice on his pages. The social media manager say he does this because it shows that cybersecurity, not company profits, are the end-goal. He ultimately wants his followers to be safe, even if it’s through the help of a rival cybersecurity company.
“Obviously this is a business but my followers safety is truly important.” Battle commented.
The final third should be personal updates and insight. Battle described how content like pictures from around the office and testimonial stories help to make a brand approachable and genuine to online consumers.
According to Battle, social media is all about branding yourself as genuine and open with consumers. Like he discussed, the Internet is full of background noise – a myriad of angry tweets, memes, and family vacation photos. Quality social media management sets one apart from such noise.