Advice for Goldman Sachs Social Media Manager
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How would you like a job in Social Media? You’ll get to use Facebook and Twitter every day. Instead of being blocked from the online world’s most popular leisure activity, you’ll be positively encouraged! Get paid to surf, socialize and evangelize. The perfect job for most post generation Y’ers. Position yourself at the forefront of an industry with explosive growth and rapidly solidifying long-term opportunities…
How would you like a job in Social Media? You’ll get to use Facebook and Twitter every day. Instead of being blocked from the online world’s most popular leisure activity, you’ll be positively encouraged! Get paid to surf, socialize and evangelize. The perfect job for most post generation Y’ers. Position yourself at the forefront of an industry with explosive growth and rapidly solidifying long-term opportunities…
Besides that, you’ll be working for one of the best-known names in the world. Your monetary reward is sure to be handsome and you’ll be working with some of the world’s most qualified people. The catch? You’ll be doing it for what some have described as one the most reviled firms in the world. Like a challenge, do you?
Famously described by Rolling Stone’s Matt Taibbi as “a great vampire squid wrapped across the face of humanity”, in the eyes of many their reputation is inversely proportioned to the astronomical profits they continue to generate. If you needed any more proof that Social Media has come of age, behold! Now even Goldman is looking for a seat at the metaphorical table.
This is not the first time a bank has led a well-publicized search for a Social Media Superstar. One of the first to do so was Standard Chartered Bank who led a worldwide search for what they termed as the “World’s Coolest Intern” in late 2010. The winner of the contest was Katherine Liew. I tracked her down for a short interview, to find out what advice she has for the person who takes the title of Social Media Manager at Goldman Sachs.
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So, Goldman Sachs is hiring a new Community Manager. What were your first thoughts when you saw the ad?
It was definitely a news story that stopped me in my tracks. This role sounds like a massive challenge for whoever takes it up, but in every challenge there is an opportunity. For the right person, this could be a career maker.
I’m guessing you have already checked out the website. What are your thoughts on Goldman’s approach to hiring a Social Media Manager vis a vis Standard Chartered’s approach?
Standard Chartered’s recruiting approach of running the World’s Coolest Intern competition was definitely something that impressed me, as well as many of the other candidates. Almost two years after the competition, students who saw the campaign still approach me and ask about opportunities at Standard Chartered.
At the same time, Goldman’s clients are very different from the target market for Standard Chartered’s Breeze mobile app so what works for one may not be appropriate for another. Goldman could definitely benefit from a dual recruitment and publicity campaign, but they would need to start by looking at their target market.
In this case, they have been very open and comprehensive about what the job involves and what the person taking the job will need to achieve. What they have not shown is the human face behind the brand; if there is cultural change going on behind the scenes, applicants will want to see it.
The financial services industry, like many other industries, is still experimenting with what they can and cannot do with social media. As organisations become more comfortable with social, I expect to see more of them willing to show some of their company’s personality online to recruit talent.
The world of social media is changing rapidly, and mysterious to many. What are some of the key qualities that you think Goldman should be looking for in a Social Media Manager? Do you think Goldman “get” Social Media?
‘Positive attitude to challenges’ is inherent in the job description! Two qualities they will definitely need would be patience and persistence. In order to ‘establish a positive online presence’ they will need to deal with a lot of negative commentary in a diplomatic way. The change is achievable, but will take some time.
Given the infamy of the Goldman brand, and the perils that come along with social media, what challenges do you think await the person who ultimately gets the job? Goldman Sachs has been called the “most hated bank in the world” – Can social media really help to change that image?
The job will be a challenge in part because of the brand, but also because of the industry. Financial services communications are highly regulated, storage of data is sensitive, and there is a lot of public animosity even when the economy is going well. The opportunity in these challenges is the chance to regain trust from the public.
Many people have commented on Goldman’s history of closed communications and a reluctance to allow employees to use Facebook. They themselves admit that they could have done better to adapt to shifts in communications and they would like to change their approach.
It’s important to remember that while social media is a great channel for companies to start talking to the public directly, it is not a ‘silver bullet’ for the ‘vampire squid’ image. Goldman seems to be looking at how to change the way they interact with the public across the board – we will be watching closely to see whether entering social media is a check-box they are ticking off or a step in instituting real change in their company.
What top three tips would you give to the person who wins the job?
Preparation will be crucial. Listen to existing conversations to identify potential crises and figure out how they can be addressed quickly and professionally.
Show a human aspect to Goldman Sachs, whether it’s having more open conversations about their people, work or corporate social responsibility.
Identify how Goldman’s strengths positively connect with the larger community and drive content around this.
Thank you for your time Katherine!
Thanks!
Related Story: Why Social Media Will Become an Integral Part of Every Organisation’s Sales Strategy
Katherine was crowned Standard Chartered’s World’s Coolest Intern in 2010. She now works as a Social Media Planner at Leo Burnett Singapore. Follow her on Twitter @katherineliew
Duane Melius is the Social Media Manager at VML Qais.
Disclaimer: The opinions expressed in the interview are Katherine’s and do not reflect those of her employer or clients.
