When it comes to digital, the number of early adopters is small, while the number of late adaptors seems huge, creating an aura of intrigue of those who know and understand it. Unlike other fields that are relevant to the lives of those working outside the discipline, digital is not only widely relevant, but has become a significant part of our daily existence. We wake up and check email, browse status updates and scan Twitter for news. Regardless of a person’s digital aptitude across platforms, there is an inherent knowledge of what it means to be an individual online. But in that knowledge, there is also mystique. Our curiosity of the current realities and future possibilities in digital is only confounded by the introduction of new tools, new platforms and new techniques. There is a constant influx of pronouns coming onto the scene, each becoming their own buzzword, like “Tumblr”, or creating an entirely new category of buzzwords, like “microblogs”. Those who work in digital keep up out of necessity, be that because they are pioneering their brands forward or because they are in a desperate search for tools and tricks to make the management of their online brand positions a bit more “manageable”. In either case, digital is more than an industry; it is more than a topic; more than a trend, tool or a platform. Digital is our culture.
For those working in the industry, this is both a blessing and a curse.
A common trap is that those with an intimate understanding of digital are either regarded as drastically underpaid because they know what no one else knows (a perspective more typical of older generations), or drastically overpaid because they know exactly what everyone else knows and they are simply the bodies that make the updates. Most of us know that neither of these extremes is accurate. However, what is certain is that today’s professionals not only need to understand digital on a deeper level, but they need to know how to convey this expertise in a professional context. When your boss thinks you are simply the “girl who tweets” not only is your ego bruised, but your job (and everything that goes along with it, like compensation) is undervalued. Similarly, if you are looked to as your company’s digital leader, there is an unspoken expectation to continue pioneering in your role or even if you change companies… after all, they hired the pioneer. Even in the case where your main responsibilities do not revolve around digital, a basic understanding of the landscape in a professional environment is expected.
Whether you need to learn the basics of digital skills, continue building your skill set or find how to convey your skills strongly in a professional setting, start with these steps:
1. Assess Your Skills.
What do you know from working at your company that is specialized? Think about the differences in digital decisions between your company and its main competitors. Reasons for differences may vary, (price, fulfillment and logistics can often be the driving forces behind decisions like ecommerce, for example), but knowing the “why” is a valuable component in assessing and conveying your expertise.
Ask yourself, what have you done for your company online? Be specific. Get numbers and stats. Interpret the analytics and attach meaning to numbers. It’s not only important to know how many Facebook fans a campaign acquired, also include engagement rates, conversation rates, and sell-thru rates. What was the overall reaction and sentiment? Build dimensional case studies that clearly articulate your experience and value.
The other part of assessing your skills is determining what you don’t know. If your position focused on digital campaigns, establishing a dialogue and daily management of social media, you may need to gain insight to ecommerce, visual merchandising or email communication strategy. The idea isn’t to add a completely different area of expertise, its about rounding out your skill set and understanding how each element impacts the others. This is especially important if you are looking to change jobs, since the way digital departments and responsibilities are divided up is not homogenized across companies.
2. Strengthen Your Skills.
Do the grunt work to bone up on what you don’t know and conduct the research needed to present what you do know in a way that’s direct. In addition to Fashion’s Collective, this means reading industry resources, like Mashable, Business of Fashion, Luxury Society, Luxury Daily, and Fashionably Marketing. (Uncommon Update is a great email subscription tool that aggregates articles centered around fashion, luxury and digital).
In addition to reading, converse by commenting and/or asking questions. The FC team is always available to answer questions or continue the conversation.
Taking classes is another great way to gain skills. Both NYU and LIM have great social media classes here in New York and at FC Labs, we teach 1 day workshops to small groups.
3. Tweet.
Establishing yourself as a presence in the industry can be as simple as actively participating on Twitter. Share what you think is interesting, including articles, photos, commentary and videos. Not only might others find this interesting, but it conveys that you are at the center of the industry and know what’s happening. Use Twitter to not only become a voice, but a source.
4. Get Published.
Whether it’s starting your own blog, contributing to an existing one, or being quoted by a recognized industry publication, having your name in print or on-screen goes a long way in establishing credibility. Learn to be your own PR engine. If you’re allowed to speak on behalf of the company you work for, let your PR team know the digital initiatives you’ve been part of and that you’re always happy to speak to press. If you’re bound by internal policies, scope out PR opportunities where you can tout your work separate from the brand name (and outside company time).
5. Connect.
At the FashionForward event, a common piece of feedback was how thrilled people were to meet in person so many people they had known only on Twitter. Whether an exchange starts online of offline, putting faces to names strengthens relationships.
The search for information often begins with a Google search bar, a question posted on a Facebook wall, or a conversation started over dinner and drinks. Be sure you are part of this conversation by attending important industry events offline and using online to keep connections current.
Photo credits: Darrin Klimek
