Timmian Massie (Director of Corporate Philanthropy at Actavis and Adjunct Professor of Communications at Marist) and I met years ago, around the time I was graduating from Marist. I’ve always enjoyed keeping in touch with him, particularly via @tcmassie these last few years. As such, I naturally thought of Tim for this post. Enjoy, and, as always, let me know what you think.
You joined Actavis a little over a year ago. Tell us a bit about your experience transitioning to the corporate world from your role at Marist?
There is a learning curve involved since I went from being in higher education for nearly two decades to entering the pharmaceutical field. Fortunately, I’m provided with plenty of information and three sets of newsclips a day that allow me to study up on the company and industry issues. The focus of my work has also changed, from higher education communication to corporate giving and global philanthropy. While I have enjoyed many volunteer experiences and am on the board of a family foundation, I’m rolling out a new corporate social responsibility program in the United States and more than 60 other countries. It’s a challenge, but I have the opportunity to inaugurate a program from scratch, one that could – and will – have an impact on the local, national and international levels.
Speaking of Marist – how have you seen the communication curriculum evolve to keep pace with trends in the industry (e.g., word of mouth, social commerce), etc.? Do you see students learning (social) analytics alongside more traditional communications courses?
Students still need to focus on the most basic of all communication skills – writing. Those who have taken my classes know I am less interested in theory and more interested in practicum. Yet, I understand the nature of academia, so there has to be the right mix of the two. Curricula are slow to change, so it’s incumbent on faculty members to stay current with the rapid-changing nature of communication and incorporate the latest trends in their instruction. My course has changed dramatically over the years and we spend a significant amount of time on social media and analytics. I don’t use textbooks. Rather, we use the news stories and campaigns of the day as our case studies. It keeps our conversation fresh and relevant, and also lets me know whether students are paying attention to what’s going on in the world around them, which is essential for any communicator.
Given that graduation will be here very soon, what advice would you give to those graduating and looking to head into a career in communications?
Network. You’re probably not going to get a job via Monster.com and there is no such thing as want ads anymore. You need an advocate who will move your resume from the middle of the pile to the top. Check with your colleagues from your internship, with recent grads working in the field, with family and friends to see what is out there. Create your own brand by blogging, by commenting on leading blogs, by responsibly tweeting and commenting on LinkedIn and in twitter chats. Proofread everything you send in to a prospective employer and have others proof your work. Tone down your ego. The job search is not about you, it’s about what you will do for your employer. Keep current. Read…voraciously. Keep a positive attitude. There is a job out there for you.
What are some brands or organizations that you think are doing a particularly good job at using social media to engage with customers?
Of course I cited Oreo’s quick Super Bowl response in class the following day. It shows that a big company makes its decision-makers available so its communicators, either in-house or agency, can respond quickly to a situation and generate buzz. I see progress in the travel and hospitality industries. Airlines like Delta and Southwest closely monitor what is said about them and offer to help when there is a complaint, or carry on a conversation with frequent fliers and customers who have had a good experience. Amtrak does this, too, but their response is a little spottier. Marriott also engages its guests, though I have a soft spot for that social media account, since it is operated by one of my former students. Various restaurants, Starbucks and Coca-Cola are really good at engaging their fans.
When considering support from an outside agency or service provider, what are some of the most important attributes they need to have?
Responsiveness is key. Not knocking anyone below the senior level, but when a firm brings its senior people to pitch a business, then, when selected, that client never see those folks again, it leaves a bad taste in the client’s mouth. What are some of your favorite outlets for communications/marketing information? I read PRWeek, Ragan, and Mashable – pretty much like everyone else, but I also find great tidbits and links from a wide variety of people I follow on twitter.
Courtesy plug time – a brand, person, or non-profit group you’d like to tell others about?
I’m very proud of the work done by The Dyson Foundation, a family foundation based in Millbrook, NY. It is the largest foundation in New York’s Hudson Valley and one of the 200 largest foundations in the country. I’ve had the privilege of serving on the Dyson Foundation board for a dozen years and have seen first-hand, how strategic funding, determined by a dedicated staff and approved by an all-volunteer board interested in the community, can make a difference in the quality of life in that community and foster conversation among opinion leaders that leads to change and solutions that positively impact a region. Of course, I also have to plug the twitter accounts of two former students who really understand social media and who have become “adopted” members of my family: Bryan Terry, video producer for the YNN TV’s New York State political supershow Capital Tonight, and Luke Shane, who starts April 1 with Intermarket Communication in New York and has drawn a real online following of runners and fitness enthusiasts.
To borrow from James Lipton, what profession other than your own would you like to attempt?
I’ve worked many different jobs over the past 36 years – radio reporter, government appointee and elected official, union and utility spokesman, higher ed public affairs, professor and now corporate social responsibility. I even studied for three years to be a priest, including two years in Rome, which positioned me to be a commentator on the latest goings-on in the Catholic Church and bring students to the Vatican for behind-the-scenes tours. So, if there was any profession in which I had an interest, I probably already gave it a try.
