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Penny Hardman
Works at Barkley
Attended University of Kansas
Lived in New York City, NY
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Penny Hardman

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Hey Content smarties, we're working to get social integrated with the agency, but also within our own group. What are your strategies?
 
Integration is hard.

Start integrating Social Media through your agency by integrating your social media team.

Start with the Social Analyst + Community Manager relationship. If you're accustom to an agency setting, think of this as the planner (SA) and creative (CM) relationship.

The Social Analysts will begin the content development process six weeks in advance by providing a monthly social brief for the Community Managers. The brief should clearly state the focuses for products, campaigns, broadcast media, digital media, print media, etc. Iterative portions will include, voice, content categories.

This process is usually difficult because it requires some stalking. Account teams are stealthy and hard to find. It's like trying to find a taxi in the rain.

Community Managers should be responsible for developing the content outline and the content for the month. If the briefs are done correctly, a Community Manager should not have to take any extra steps after the analysts complete them to concept the monthly goals and strategic focuses. Time to write.

The goal here is, the CM could get the brief in their mailbox one day for a brand that they know nothing about, and have enough information there to develop a month's worth of content.

Remember analysts, if you're listening, your job is to discover trends and develop ACTIONABLE insights. Add value to the brief (and your reports while I have your attention) by diving deep into the numbers. What categories perform best? What day of the week? Morning or night? What is the one product for the brand that guarantees a like? Add value! 
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??? Not sure if I understand the question.. 
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Penny Hardman

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Fired this up. Because well... guess it won't hurt.
Because pretty much everything calls for a celebration.
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Penny Hardman

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I've made a huge decision today. I'm going to try and start using google+. We'll see how this goes.
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Penny Hardman

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Integration is hard.

Start integrating Social Media through your agency by integrating your social media team.

Start with the Social Analyst + Community Manager relationship. If you're accustom to an agency setting, think of this as the planner (SA) and creative (CM) relationship.

The Social Analysts will begin the content development process six weeks in advance by providing a monthly social brief for the Community Managers. The brief should clearly state the focuses for products, campaigns, broadcast media, digital media, print media, etc. Iterative portions will include, voice, content categories.

This process is usually difficult because it requires some stalking. Account teams are stealthy and hard to find. It's like trying to find a taxi in the rain.

Community Managers should be responsible for developing the content outline and the content for the month. If the briefs are done correctly, a Community Manager should not have to take any extra steps after the analysts complete them to concept the monthly goals and strategic focuses. Time to write.

The goal here is, the CM could get the brief in their mailbox one day for a brand that they know nothing about, and have enough information there to develop a month's worth of content.

Remember analysts, if you're listening, your job is to discover trends and develop ACTIONABLE insights. Add value to the brief (and your reports while I have your attention) by diving deep into the numbers. What categories perform best? What day of the week? Morning or night? What is the one product for the brand that guarantees a like? Add value! 
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There ya have it.
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People
In her circles
157 people
Have her in circles
174 people
marcus banda's profile photo
Elizabeth Blaufuss's profile photo
Anne Pleviak's profile photo
Tom Sellers's profile photo
Justin Fluck's profile photo
Matthew Bowne's profile photo
Work
Occupation
Bernstein Rein
Employment
  • Barkley
    Content Strategist, 2012 - present
  • Bernstein-Rein
    Social Media Analyst, 2011 - 2012
  • The Nielsen Company
  • Thrillist
  • United States Senate
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Previously
New York City, NY - Salina, KS - Washington, DC - Lawrence, KS - Paderno del Grappa, Italy - Kansas City, MO
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Tagline
Mischievously Fancy
Introduction
Mischievously fancy notorious cosigner of capricious behavior. Social Media obsessive and aspiring guru. Lover of NYC, DC, the Midwest and KU Bball.
Bragging rights
Both my middle name and my first name are parts of Beatles tracks.
Education
  • University of Kansas
    Journalism, 2002 - 2006
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Female