Are you tired of being told your job is “just playing around on Facebook all day”? Have you wondered how you can move your career forward in the final frontier of digital advertising? Teresa will present on intangible, unique skill sets that will propel your career forward. You'll learn: How to build a cutting-edge technology skillset that puts you ahead of other candidates, Navigating the politics and challenges of a career in social media, Translating and using your social media skills in other digital media careers. Teresa Maly is the advertising operations manager at Intouch Solutions, where she grows the healthcare marketing agency’s ad ops capabilities in display, along with paid social and paid search QA. Before joining Intouch, she had campaign management roles at Smart Reach Digital and Sandlot Strategic, where she led the viral #endlessfries and McDonald’s of the Future campaign for a franchise in St. Joseph, MO. In addition to being a freelance consultant, Teresa’s favorite side gig is social media management for Planet Comicon, which fits perfectly with her love of cats and cosplay.

1. Make Your Social Media Career Take Offw it h T eresa Maly

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Who am I?
Digital media professional
Fashion + Beauty + Lifestyle blogger / photographer
Cosplayer
B.A. – Iowa State University
M.S. – St. Cloud State University
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Teresa M A L Y
@ teresamaly

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Who I ’ V E W O R K E D W I T H
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A F E W Digital PR A D V E N T U R E S
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Place your screenshot here
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#EndlessFries
Two weeks in, I worked on the viral
campaign about the McDonald’s of the
Future at Sandlot Strategic.
Then, it went viral again in August
2016.

7. #EndlessFries AGAIN
B e c a u s e o n e o r d e r o f f r i e s i s n e v e r e n o u g h .
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▰ L e a d i n g A d O p s
▰ T r a f f i c !
▰ P a i d S o c i a l Q A
▰ P a i d S e a r c h Q A
▰ P r o c e s s d e v e l o p m e n t
▰ B a n n e r b e s t p r a c t i c e s
W H A T ’ S M Y day job A N D S T U F F ?
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Think G R O W T H
What are you doing today to maximize your
opportunities?
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You know what you know & do.
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What ar e you good at?
Photography, copywriting, content curation, technology, engagement,
customer service, multi-channel management, attribution, leading teams,
analytics + report building, building paid campaigns– and so much more!

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T e c h n i c a l :
Maximizing technical skills surrounding social media. Possibly other digital media skills.
S t r a t e g y :
Developing strategic skills around brand management.
C o m m u n i t y B u i l d i n g :
Cultivating best practices – with measurable wins – in managing online communities.
The Buckets of Growth
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Technical Skills
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Social Media:
Retargeting
Troubleshooting
Multi-channel campaigns
Pixel use + implementation
Digital Media:
Floodlight integration
Attribution
Customer journey
Analytics
Graphic Design
HTML/CSS

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Strategic Skills
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Always ref ine your
st rat eg y:
The best way to tell a brand’s story is
to be consistent in that you are
consistently pivoting to the
customer’s needs.

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Wh at makes a g reat
co mmu n it y man ag er?
• Always addresses reasonable
concerns
• Identifies areas of consistent
concern or comment.
• Uses automation to answer basic
questions
Community Building Skills

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Moving U P & O N
When do you know you’re ready for a new
position?
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T H E Raccoonon a Gator T H E O R Y :
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You are always going somewhere,
whether or not you like it.
Are you taking your career in the
direction you want?

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The ThreeWills
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Will you have management / promotion
opportunities?
Will I learn any new skills or will it be a
continuation?
Will I have different opportunities to
contribute new ideas?

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The Social Media Trap
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What’s that?
The double-edged sword that since
we’re “just play on Facebook all day”
that we can pitch in everywhere, since
we often have the professional skills to
do so.

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The Social Media Trap
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“There’s a limit to what you can do in a small organization in this role,”
says Shields—one reason why she doesn’t see herself in it for the long
haul. When she started to excel at her job, she was given new editorial
duties like homepage editing, but was still expected to do all the old social
media tasks. That’s not really a promotion or a job change—“it’s a
recipe for burning out.”
-The Pink Ghetto of Social Media, Alana Hope Evenson

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Escaping the Trap
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Asserting Role
Look for new
position
P i v o t

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“ Learn how to be a
mercenary for
yourself.”
2121

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New F R O N T I E R S
Social media management gives you lots of
options– which roads will you take?
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Now, if you know what you're worth, then go out and get what you're worth. But
you gotta be willing to take the hits, and not pointing fingers saying you ain't
where you wanna be because of him, or her, or anybody. Cowards do that and
that ain't you. You're better than that!
-Rocky Balboa
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Teresa’s Ad Ops Story

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Teresa’s Ad Ops Story
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TechnologyStrategy
Community
Building

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Teresa’s Ad Ops Story
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Technology
Strategy
Community
Building

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Takeaways
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▰ Know when you’ve taken your
position as far as you can
▰ Be aware of social media’s
position in your organization
▰ Stay mindful of what lights up
your brain
▰ Keep an eye on what your next
job will be

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Skills
Continue to build your confidence
in your technical, strategic, and
community building skills.
L e t ’ s Review
Moving On
Recognize when you’re approaching
burnout or when the position is no
longer a fit for you– and know that
those feelings are okay.
Challenge
Always hone your focus and
skill set to the next job. Pivot.
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“ An y q u est io n s?
e m a i l m e d i r e c t l y a t
teresa@teresamaly.com
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Thanks