In this episode, host Roger Christie interviews Amanda Yeates, former Deputy Director General at the Department of Transport and Main Roads (TMR) in Queensland and current CEO at SunCentral, Maroochydore City Centre and Rebecca Boon, her former TMR colleague and principal communications and social media advisor.
The conversation delves into topics such as what leaders vs advisors must own, how and why to make the time, and the skills both leaders and advisors need to achieve the best results.
Amanda and Beck share their experiences and insights from their time working together at TMR to build Amanda’s online presence, highlighting their successful leader and advisor partnership. Tune in to hear more!
Feel free to drop Roger Christie a note with any thoughts from this conversation. If you want more on all things digital reputation, be sure to subscribe below to the Your Digital Reputation newsletter. Join hundreds of subscribers from around the world already signed up!
BUILDING PARTNERSHIP, COMMUNICATION AND STRATEGY.
In this Episode, host Roger Christie delves deeper into the successful social media partnership between Amanda Yeates and Rebecca Boon, her former advisor. Their partnership began during the COVID-19 pandemic when Amanda needed support in communicating with stakeholders and employees. Rebecca joined Amanda’s team virtually and together, they came up with the idea of developing a podcast to connect with people, hear their stories, and provide support during the pandemic. This initial tactic served as a foundation for their social media partnership.
The success of their partnership can be attributed to several factors. Firstly, the pair recognised the importance of connecting with people on a human level. Instead of simply sharing random posts, they developed a deliberate strategy that focused on getting to know Amanda as a person. This authenticity allowed them to build a genuine connection with their audience, which in turn increased engagement and trust.
Secondly, they had a clear purpose and objective. Their goal was to provide information and support to their stakeholders, both internal and external. By staying true to this purpose, they were able to create content that resonated with their audience and addressed their needs and concerns.
Thirdly, Amanda and Rebecca played different roles in the partnership. Amanda brought enthusiasm and excitement, while Rebecca provided the strategic thinking and planning to ensure their efforts aligned with their goals. This complementary skill set allowed them to work effectively together and maximise their impact.
Their partnership evolved over time. They started with the podcast as a means to connect with people, but soon realised the potential of other social media channels, particularly LinkedIn, to share their messaging and reach a wider audience.
Overall, Amanda and Rebecca’s social media partnership was successful because of their authentic approach, clear purpose, complementary roles, and willingness to adapt. By leveraging social media platforms effectively, they were able to connect with their audience, provide valuable information, and achieve their objectives.
“What we would see is we might have technical content where we would get sort of 200 impressions on it. If I had put a personal post out that got 5,000 or 10,000 impressions, instead of having 200 impressions on the content that we wanted people to see, it would be 2,000. So people were coming in and engaging with me as a person, and then they were engaging with the content that we wanted them to see. So the strategy was really useful in going back to our original purpose, connecting. So we were able to connect with a lot more people because of that.” – Amanda Yeates
Another key theme that emerges from the podcast is the importance of building a partnership, effective communication, and developing a clear strategy. Amanda and Rebecca discuss how they navigated the challenges of building their social media presence from scratch during the COVID-19 pandemic. Despite the difficult circumstances, they were able to successfully establish themselves and connect with their audience through great team work, solid communication strategy, and strategic planning.
From the beginning, Amanda and Rebecca recognised the significance of understanding each other’s roles and responsibilities. They divided and conquered by clearly defining who would own what aspects of their social media presence. Amanda took ownership of her voice, values, and strategic priorities as a leader, while Rebecca’s responsibility was to amplify that voice and connect it with the relevant audience. This split allowed them to work efficiently and effectively, leveraging each other’s strengths and expertise.
Amanda and Rebecca emphasised the importance of authenticity and being true to yourself through your leadership communication. They acknowledge the need to push boundaries and challenge traditional approaches to communication, while respecting their government context. They were aware of the risks involved but approached it mindfully, ensuring they fulfilled their responsibilities as public servants. By bringing their different backgrounds and experiences into their shared approach, Amanda has been able to create a unique and engaging LinkedIn presence.
Another critical aspect of their partnership was the establishment of a rhythm or regularity in their content production and distribution. They recognised the need to plan ahead and have enough content prepared in advance, allowing them to maintain consistency even when urgent matters arose. They also had a shared document where Amanda would write her stories and then together the pair would align these with the overall messaging and themes they wanted to convey. This deliberate and structured approach ensured that their communication was consistent and purposeful.
Overall, Amanda and Rebecca’s social media partnership serves as an excellent example of how building a strong partnership, effective communication, and strategic planning can lead to social media success. Their authentic approach, clear purpose, complementary roles, and willingness to adapt allowed them to connect with their audience, provide valuable information, and achieve their objectives. Their experience highlights the importance of collaboration and strategic thinking in leveraging social media platforms effectively.
IMPORTANCE OF PURPOSE AND CONNECTION IN ONLINE ENGAGEMENT.
In today’s digital age, online engagement has become a crucial aspect of communication and connection. Social media platforms have provided individuals and organisations with the opportunity to reach a vast audience and share their thoughts, ideas, and values. However, to truly make an impact and establish meaningful connections, it is essential to have a clear purpose and a genuine desire to connect with others.
Amanda and Rebecca’s partnership demonstrates the need for purpose and connection when it comes to leaders engaging online. From the beginning, they recognised the need to connect with their diverse stakeholders dispersed across Queensland. They understood that simply being present on platforms like LinkedIn was not enough. Instead, they aimed to find a way to share their human voice, values, and perspectives.
One of the key takeaways from their experience is the importance of being needs and purpose-led. As leaders, it is crucial to identify why you are turning up online. (Click here for an overview of Propel’s Purpose Pyramid for more). Different leaders may have various objectives, such as staff engagement, talent attraction, or attracting investment. By understanding their purpose, leaders can tailor their online presence to effectively connect with their audience and achieve their goals.
Their strategy was centered around storytelling and personal experiences. Amanda’s willingness to share her own experiences as a leader and in managing her work and family contexts resonated with their audience. They found that personal posts garnered significantly more engagement than technical content. By sharing personal stories, they were able to connect with their audience on a deeper level, which, in turn, increased engagement with the content they wanted to share.
This partnership also emphasises the importance of strategic thinking and deliberate curation. Rebecca played a crucial role in helping Amanda curate her personal stories and align them with the overall message and objectives. This deliberate approach ensured that the storytelling was purposeful and effective in connecting with their audience. It is essential for leaders to recognise that they cannot navigate the world of social media alone. Having a professional advisor or partner can provide valuable insights, guidance, and expertise in curating content and maximising engagement.
In conclusion, Amanda and Rebecca’s social media partnership serves as a testament to the importance of purpose and connection in online engagement. Their collaboration, clear purpose, complementary roles, and willingness to adapt allowed them to connect with their audience, provide valuable information, and achieve their objectives. Their experience underscores the significance of collaboration, strategic thinking, and deliberate curation in leveraging social media platforms effectively. By understanding their purpose and genuinely connecting with their audience, leaders can make a meaningful impact in the online world.
Feel free to drop Roger Christie a note with any thoughts from this conversation. If you want more on all things digital reputation, be sure to subscribe below to the Your Digital Reputation newsletter. Join hundreds of subscribers from around the world already signed up!
