A quick look into the life of (me!) a Social Media Strategist.

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Welcome back to my jobs series, So What Do You Do Exactly?  Today’s guest, Ambika, is social strategist at the big NYC advertising agency BBH. She works on megabrands (rhymes with “schmoogle”), up-and-coming products, and non-profits to help them design and execute a 21st century strategy for connecting with their consumers.

What’s your actual job title? Social Media Strategist.

What would your job title be if it actually described what you do? Brand planner, helping brands find their most articulate, clever, effective digital and social selves.

What does a sample day look like? Since my job is to be well versed on all things social, I spend my mornings perusing Facebook and Twitter. I follow a ton of great digital guru sites (Mashable, PSFK, TechCrunch, Gawker, College Humor, BuzzFeed) that keep me in the know. I spend a good amount of time reading.

I am the only…

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Social Identity Crisis

With the increasing and unyielding new digital/social behaviors of posting, sharing, Tweeting, Instagramming, liking, commenting, and divulging, the term identity crisis has taken on an entirely new meaning.

It’s always been cool to be cool. But now, no one cares about your one witty remark at dinner, or the fact that you started the dance party in your friends living room, or even that you can shotgun a beer (unless of course any of these are documented with a lovely Instagram). Because these moments are fleeting, and showing your cool on social media is cemented in time.

Whenever something big happens, what’s the first thing you do? Maybe call your Mom & Dad? Shoot your sister a text message? Ping a close friend? Or do you skip all the personal mini-messages and go big?

“HEY FACEBOOK! I JUST TOTALLY ROCKED MY MCAT (LSAT, GMAT, GRE, BOARDS … fill in your epic exam of choice)! 1/100THS OF THE WAY TO BECOMING DOCTOR SO-AND-SO!”

“HI FACEBOOK! I JUST GOT MY DREAM JOB AND IT’S PAYING ME DOUBLE WHAT I ASKED FOR! I CAN’T BELIEVE MY LUCK!”

I can’t say I’ve never done it. In fact, I’m a social media slore. I  gushed when I booked my vacation, when I found out I was moving to New York. I brag about my family all the time. And what is this blog? A collection of my most wonderful moments for the world to ooh-&-ahh at? It’s sort of gross if you think about it. Social narcissism at it’s best.

And then there’s the opposite.

GOD, COULD THIS DAY GET ANY WORSE? I JUST WANT TO CRAWL UNDER A MOSSY ROCK AND WAKE UP AT THE END OF 2012 WHEN THE WORLD MAY VERY WELL BE ENDING. FML FML FML.”

“SPENDING ANOTHER FRIDAY NIGHT ALONE IN MY APARTMENT WITH A TUB OF CHUNKY MONKEY AND 5 SEASONS OF GILMORE GIRLS. SO LONELY.” (don’t sound so bad to me!)

Social media can turn into an emotional black hole. When one experiences any heightened sentiment, it has the potential of coming out in a manner quite akin to maudlin word vomit. Be careful with that.

But the likelihood to share… life… on social media can also be incredibly eye-opening. If you’re an avid sharer, you’ve let people in on the good, the bad, the ugly. You’ve had to face your demons and come to terms with things that you don’t necessary love about yourself. It’s helped you realize what the best you looks like (even if it’s more outward facing than inward – these things can change!). What you’re not proud of (I’d never post that I lashed out on my boyfriend after a bad day at the office- something I need to work on, or that the big project I was working on just didn’t materialize like I’d hoped), what you are proud of, and moments that have helped define you.

And it’s a truly wonderful thing to be able to look back at that. I flipped through my Facebook Timeline today (and those of you who have been forcefully switched over, stop complaining. I’m certain Facebook knows your social behavior better than you do, and you’ll end up loving it). It was just so funny to see. I, for one, have realized that I was frighteningly free with my photograph posting in 2007, outrageously open with my work distresses in 2010 (and the fact that I watch Gossip Girl – EMBARRASSING, and probably rule peoples newsfeeds in the present (ps the earlier alliteration was totally unintentional. Love when that happens). But I was really interested to see one of my “braggiest” moments in my digital life. So I went back to when I announced my “big move” to NYC


Such a moment of excitement and exhilaration made permanent through social media. But in this moment, it wasn’t just about me. There was a crazy amazing, unexpected, influx of togetherness. Social is where people come together to rejoice in one another’s little victories, lend a virtual shoulder to cry on, or simply show that they care.

But it’s a fine line between relying on your social network for a pat on the back or a second of self-affirmation vs. requesting that they act as your virtual shrink. Facebook and Twitter aren’t the right place to bare your soul, people! That’s what blogs are for ;)

XO,

AG