Career advice
Curated writing from operators, recruiters, and HR leaders — written for people building real careers in HK.
If you’re feeling stuck in a rut at work or think that your career is not progressing at the pace you would like it to, it’s time to ask your employer about the opportunities available within the business to “stretch” or develop your skills through hands-on involvement in projects or tasks.
Few would have ever known that Friends Reunited was actually the first social networking site to achieve prominence. It was in fact three years old by the time Friendster appeared and took another two years before Facebook came into the scene. Most social networking sites share a common goal of connecting or reconnecting people through the Internet. At some point in their history, each has built a credible following of members. It is this member base that has attracted the attention of businesses wishing to identify, connect, engage and hopefully sell products and services to.
我相信現今所有做生意、做市場推廣的朋友都會去認識社交媒體市場學。但在我創業初期，大部份人對此門學問都不以為然。難怪的，因為大多數人都習慣在媒介上花錢買廣告買影響力，對於自己創造影響力沒有甚麼想像空間。況且，他們對於不能買的媒體興趣不大，更甚是不認為社交媒體應被定義為媒體。此亦可理解為何傳統媒體工作者早幾年並不認同或重視社交媒體。 當然我十分明白專業的媒體工作者不能認同「人人當記者」，將 Facebook專頁、微博專頁當成媒體的一部份好像並不恰當。 我不打算在此跟大家做學術研討去討論「何謂媒體」，但以訊息傳播及接觸面，愈來愈多的數據皆顯示社交平台可與傳統大眾傳播媒介比較。 Facebook 及 Youtube 最近同樣地在推動 Reach and Frequency 的評估準則，就是要跟傳統電視的評估準則同化。傳統媒介有能力去製造話題，因為他們是內容製造者。社交平台本身沒有內容，他只提供渠道。如品牌或個人有能力製作有合乎網民品味的內容，就可以透過 Viral Power ，發揮更大的「社交口碑」作用。 基於有傳統媒體的營運經驗，我很早期就專注於將網站流量、點擊率、加強讀者群分析、内容口碑、重點行為分析應用於 digital marketing 之上。
Recently I spoke with the regional head of a large tech sector company. He had a dilemma: to tweet or not to tweet? Without a social media presence he might be seen as a dinosaur, yet he worried about the time and skills needed. So he hired a professional marketer, who now tweets for him daily.
People sometimes confuse being active on social media like Facebook as being digitally savvy. The reality is that while social media experience helps digital marketers to be better at their job, digital marketing itself is far more complex with social media being but one component in the digital mix. The digital media marketing mix comprises of display and video, search engine optimization, pay per click, social media, content management, website design and development, affiliate marketing, online reputation management, conversion rate optimization, email marketing, etc.
今日是我的專欄第一日面世，我將會於專欄裡面分享關於社交媒體的心得、經驗和八卦瑣碎事，希望有內容之餘亦有血、有淚、有歡樂，也希望大家喜歡。 前幾天與某ICT 公司高層朋友喝咖啡敍舊，我們談天說地，吐吐苦水，傾談一下現在的市場狀況、員工流失、成本上漲、市場擴大、競爭和工作量都隨之增加等，有喜有憂。最後，他問我，六年前為何會自己創業做Social Media。 回想六年前，從工作了十多年的媒體行業，跳出來做數碼營銷，主攻社交媒體及新媒體。當時的同事、媒體工作者朋友或前輩對新媒體的認知還是相當有限。創業初期向他們解釋公司的服務及理念的時候也有一定難度，十之八九了解之後還是一頭霧水。 媒體工作者談及新媒體至今已有十年八年，但他們口中的新媒體是在新平台瀏覽傳統內容，例如網站、手機等。社交媒體對他們來說，根本不是一個媒體。 偏偏大家每日都在社交媒體平台上流連忘返，用戶有增無減，客源定當有一定的數量。當時，這門生意的概念仍然非常新，一般的製作公司不會做、傳統的媒體又不想觸及這個「網民至上」的地方。 如此龐大的市場，那時候又沒有太多人在做，為何不放膽一試？就這樣，我和我的拍檔就膽粗粗地創業了！下星期我們再談談如何開始這個工作。
If you are feeling frustrated or bored at work, the last thing you should do is vent your feelings on social media, writes Marc Burrage.
Working out which “big data” skills are needed and a better understanding of social media as a channel are just two of the top talent trends that will shape the recruitment landscape in the Year of the Horse, writes Marc Burrage.
The utilisation of social media is becoming more and more important to network, research and plan your career, writes Kate Harper.
If you are looking for a new job, you should be aware that not all vacancies are advertised, writes Marc Burrage.
Your social media profile is only a click away from being viewed by recruiters, employers and potential future managers, writes Marc Burrage.
With the emergence of social media and online recommendations, we often get asked whether referees still matter, writes Marc Burrage.