Introduction to Deanna Dawson
Deanna Dawson is a strategic and results driven professional with many years of experience in developing and executing social media strategies. She loves to grow brand presence, increase engagement and shape online reputation.
Deanna’s approach is to use social media trends and consumer insights to inform influencer partnerships. She’s great at leading cross functional teams, managing budgets and executing campaigns flawlessly.
Throughout her career whether working with early CNET start-ups or massive corporations like Hewlett Packard, Deanna’s customer obsession has been a constant. In short, she loves what she does!
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Who is Deanna Dawson?
Early Life and Education
Deanna moved a lot as a kid due to her parents educational pursuits. She lived in West Virginia, New Jersey and California and moved about every 3 years. This nomadic lifestyle made her love new experiences, people and stories as a kid.
A bookworm from a young age, Deanna wanted to be a writer when she grew up. This passion led her to major in English Literature in college despite being warned about the lack of financial prospects in the field.
Early Career and Transition to Digital
After graduating in the early 90s, Deanna found herself in San Francisco working as a nanny. Her entry into the digital world was through a friend who got a job at CNET, a startup building a directory called Snap.
Deanna recalls the early days of the internet:
“This will be shocking to those of you who are younger. But when this directory was being built, we had AOL and Yahoo and you would put that as your start screen and it looked like a magazine or a newspaper. You had your news section, your lifestyle, your family, sports and then you would drill down into categories that were of interest to you.”
Despite having no computer experience, Deanna got a job at Snap and worked on the directory. She quickly rose through the ranks and became the head of the directory. She jokingly called her hiring of English and library majors the “Revenge of the English Majors”.
Transition to Marketing
As Snap evolved and Google became the dominant search engine, Deanna realized she needed to adapt. She went to Snapfish, a photo startup that developed actual film rolls and put photos online. At Snapfish, Deanna was first in charge of UX and design.
But as the company grew, Deanna found herself moving further away from customer interaction. When the company started getting free PR, Deanna saw an opportunity:
“I was like, wait, there’s free marketing. Why aren’t we doing this? And so I just moved into marketing which I would’ve said early in my career, I would never be a marketer. And I love it. You are so close to the customer, you get to make, you know, you put something out, you see if it works, you change it, you put something else out.”
This transition marked the beginning of Deanna’s journey into social media marketing, a field she has now been passionate about for over 20 years.
Current Projects that Excite Deanna
At the time of the podcast, Deanna was in a transitional phase in her career. She had recently left her position at Zenni and was actively seeking new opportunities. She shared:
“I left Zenni last year and I decided to take a keyboard break, and it was interesting because a lot of women in my peers, 45 plus, a lot of us were doing that. When you’ve been in it for 20 years, you’ve been sitting in front of a keyboard, you just need a break.”
During this break, Deanna decided to try “Van Life” with her dog, an experience that didn’t quite meet her expectations. She humorously admitted, “It’s not the Instagram picture that I wanted it to be, and so I hated it. And so I wouldn’t recommend it, especially during hot weather.”
Job Search and Future Aspirations
As Deanna looks for her next professional opportunity, she expressed two main interests:
- Working with a brand she loves, emphasizing the importance of authenticity in social media marketing.
- Taking on the challenge of problem-solving for a brand that might not be inherently “sexy” or emotionally engaging.
She summarized her job search criteria: “I either want a great brand or a challenge, so that’s what I’m looking for right now.”
Tactical and Strategic Social Media Advice from Deanna
Deanna shared a wealth of tactical and strategic advice for businesses looking to establish or improve their social media presence. Her insights cover platform selection, content creation, and leveraging various sources for social media content.
Choosing the Right Social Media Platforms
Deanna emphasizes the importance of being selective about which platforms to use:
“The one thing I think you need to start out is which platforms you need to be on, and you don’t need to be on all of them. I would say that even large companies now are removing some of them. You do not need to be on every platform.”
She recommends focusing on a couple of platforms rather than spreading resources too thin. To decide which platforms to use, Deanna suggests:
- Research demographics: Use readily available charts to understand which platforms appeal to your target audience.
- Listen to your audience: Search for your brand or relevant hashtags on different platforms to see where people are already talking about you.
- Use analytics tools: Invest in tools like SimilarWeb or HubSpot to get detailed insights about your traffic sources and compare them with competitors.
Content Creation and Posting Frequency
When it comes to creating content, Deanna advises:
- Be realistic about posting frequency: While platforms like TikTok might recommend posting twice a day for brands, Deanna suggests a more manageable approach. “Figure out what’s good for your brand and your customers and what you’re capable of doing. I wouldn’t go more than a week on any platform, that’s for sure. I would at the very least do three times a week for any platform you’ve decided to be on.”
- Consider the format: Each platform offers different formats like stories, threads, live videos, and expandable pins. Choose formats that suit your content and audience.
- Repurpose content: “We are doing a little bit more repurposing these days just because we’re saddled with so much content needed.”
Sources for Social Media Content
Deanna recommends three main sources for social media content:
- Employees
- Leverage employees as brand ambassadors
- Showcase employee expertise through educational content
- Create recurring content themes (e.g., “Friday Fashion Day”)
- Customers (Brand Ambassadors)
- Repost user-generated content (with proper attribution)
- Offer product giveaways as a thank you
- Consider implementing a formal brand ambassador program
- Influencers
- Use influencers for reach, content creation, or authenticity
- Leverage influencer platforms for easier management and payment
- Consider working with agencies for full-service influencer campaigns
Tips for Effective Social Media Content
Deanna shared several key tips for creating effective social media content:
- Mobile-first approach: “80 plus percent of people who are looking at your content are looking at it on their phone and they’re looking at it in a feed.”
- Quick brand recognition: Ensure your brand is mentioned or visible within the first three seconds of any video or content.
- Consider content lifespan: Be mindful of how long your content will remain relevant on each platform when deciding how much effort to put into its creation.
Authenticity in Social Media Marketing
Deanna emphasizes the importance of authenticity in social media marketing:
“Social media is not a megaphone, it is a relationship. When you decided to follow us, when you decide to click on our video, we are saying this is something that you’re going to enjoy. It’s gonna solve a problem. It’s going to make your life better. It’s gonna make you laugh. It’s gonna make you recognize yourself.”
She advises brands to focus on creating content that resonates with their audience on a personal level, rather than simply broadcasting brand messages.
Where Does Deanna See the Future of Social Media Going?
Deanna shared her insights on the future of social media and digital marketing:
The Rise of IRL Experiences
Despite the growth of e-commerce and online shopping, Deanna notes a trend towards real-life experiences:
“It’s interesting that experiences right now are what’s trending. Like they’re turning malls into paintball and indoor soccer and people are signing up to go through the Alice in Wonderland experience. So I do feel like people are looking for IRL experiences.”
She suggests that as our lives become increasingly digital, there may be a growing demand for tactile, real-world experiences.
Virtual Reality (VR) and Augmented Reality (AR)
Deanna sees potential in VR and AR technologies, particularly for certain products and brands:
“We did a lot of it. Is it the thing that’s bringing in revenue? No, it’s not. But it’s kind of fun to be out there early. So I do think there’s definitely some VR stuff that’s gonna be fun and easy to try.”
However, she cautions that while these technologies offer exciting possibilities, they may not immediately translate into revenue streams for most businesses.
Platform Consolidation
Deanna predicts that users will likely pare down the number of social media platforms they actively engage with:
“I think that it’ll be self-selective. We just can’t keep adding, like it’s not a matter of how much companies compete, it’s a matter of personal people, how many times you can look at Instagram and then look at TikTok and then have your friends message you on Facebook, et cetera.”
This trend could lead to a consolidation in the social media landscape, with some platforms potentially losing relevance over time.
The Importance of Diversification
While acknowledging the strengths of certain platforms (particularly Meta for advertising ROI), Deanna strongly advises against relying too heavily on a single platform:
“Meta has the most accurate return. You know, you wanna say, here’s what I wanna spend, here’s what I wanna get. Meta’s really good at that. But I also would not rely completely on one platform. Several times in the past, Meta has pulled the rug out from businesses and it hurt.”
She recommends diversifying social media efforts across multiple platforms, even if one platform performs significantly better than others.
Continued Importance of Testing and Adaptation
Deanna emphasizes the need for ongoing testing and adaptation in social media strategy:
“I’m a huge believer in testing. And so I like to test new platforms, especially around, you know, if you have some ad dollars to spend, I would do what’s tried and true and then set aside some budget and test. ‘Cause you never know where you’re gonna find, and who’s also gonna do it the best.”
This approach allows businesses to stay agile and ready to pivot as the social media landscape evolves.
How to Get in Contact with Deanna
For those interested in connecting with Deanna Dawson or learning more about her work, she can be reached through LinkedIn. Her profile can be found by searching for “Deanna Dawson” on the platform.
Deanna welcomes connections from professionals in the social media and digital marketing space, as well as potential employers interested in her expertise.
Additional Insights from Deanna
The Value of English and Liberal Arts Degrees in Tech
Deanna’s journey from English Literature major to social media expert highlights the often-underestimated value of liberal arts degrees in the tech industry. She recalls:
“I became an English lit major, which, um, everyone tells you you will not have. Make any money. And so when I graduated in the early nineties, they were right. I didn’t make any money.”
However, her writing skills and ability to understand and create narratives proved invaluable in the early days of the internet and continue to be crucial in her social media career.
The Evolution of Digital Marketing
Deanna’s career spans the entire history of digital marketing, from the pre-Google era to today’s complex social media landscape. She shared insights on how the field has evolved:
- Pre-search directories: “This is pre-search. This is pre-Google. So basically our job was to build categories of websites that we got off a printed sheet.”
- The rise of Google: “I remember when Google came along and it was such a big deal and, uh, you know, people were starting to use it and talk about it. And, and I knew the writing was on the wall for this one.”
- The transition to social media: “When Facebook started, if your site went down, you would go on Facebook and say, our site’s down. I don’t know if you remember this, and then what you realize, probably only 1% of the people who might be on there at any given time is trying to get on your site right now.”
The Importance of Adaptability in Digital Careers
Throughout her career, Deanna has demonstrated remarkable adaptability, transitioning from directory creation to UX design to marketing and social media. She emphasizes the importance of being willing to learn and adapt in the fast-paced digital world:
“I just have loved marketing, uh, since the 20 years I’ve been in it. It’s great and it’s great for people who are interested in customer stories and how to amplify those stories.”
Balancing Professionalism and Authenticity
When asked what advice she would give to her younger self, Deanna emphasized the importance of authenticity:
“Be authentic, be yourself. People embrace that a lot more than a lot of the fake professionalism I think that we put on.”
This advice reflects a broader trend in social media and digital marketing towards more genuine, relatable content and brand personalities.
The Power of User-Generated Content
Deanna highlighted the value of user-generated content in social media strategies:
“Customers make amazing content and you’ll wanna repost it and you always wanna give them credit for it and link to their accounts just as a thank you for doing that.”
She suggests that this approach not only provides high-quality, authentic content but also strengthens the relationship between the brand and its customers.
The Future of E-commerce and Social Media
Deanna touched on the changing landscape of retail and its impact on social media marketing:
“This is interesting because malls and stores are closing all over the place. People are shopping online. So if you’re an e-commerce brand, that’s good news.”
However, she also noted the trend towards experiential marketing, suggesting that successful brands will need to find ways to create engaging experiences for customers, both online and offline.
Advice to Her Younger Self
Deanna’s advice to her younger self would be: “Be authentic, be yourself. People like that way more than all the fake professionalism I think we put on.”
What books, podcasts, and/or leaders currently inspire you?
Deanna didn’t mention specific books or podcasts but she did mention a current social media trend that inspires her:
She’s impressed by Costco’s social media presence especially how they’re embracing and amplifying user generated content about their Kirkland brand clothing. She noted there’s been a trend of people 25-45 wearing Costco brand clothing and they’re doing a great job of leveraging that trend in their social media strategy.
Deanna likes this as an example of a brand using user generated content and tapping into real consumer behavior to create social media content. Not a leader or book but something that inspires Deanna in her social media world.
Conclusion
Deanna Dawson’s tips sum up the current state and future of social media marketing. Her years of experience from the early days of the internet to today’s digital world are good for everyone and every business.
- Choose your social media platforms wisely, focus on the ones that align with your audience and goals.
- Create authentic, relatable content that speaks to your audience on a personal level.
- Use a mix of content sources, employees, customers, influencers.
- Be flexible and willing to try new platforms and strategies.
- Don’t put all your eggs in one basket, diversify your social media efforts.
- Keep an eye on trends like VR/AR and experiential marketing but don’t forget the basics of social media.
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