Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Una Konstandinović graduated from Sociology at the Faculty of Philosophy of the University of Belgrade. She gained her experience in digital agencies, and is currently holding the role of Social Media Manager in Drive agency. She considers her job interesting and exciting because she faces numerous and dynamic challenges on a daily basis. Una is in charge of a social media team that manages presence on social networks for more than ten brands. One of her greatest achievements is her work with the FOX channels, where she is responsible for managing 15 accounts on social networks, that achieve remarkable results.
MEDIA MARKETING: You have worked in several agencies before joining Drive. Why Drive?
Una Kostandinović: Drive is a full service digital agency, which means that we have multiple teams within it (social, web, content, media, production…), which are specialized for a certain field of digital marketing. Drive opened the doors for me to all the wonders of Digital, and has encouraged me to see my work in social networks as part of the bigger picture – a big digital ecosystem in which I collaborate with other agency teams on a daily basis.
MEDIA MARKETING: Where did you gain knowledge in digital and social networks?
Una Kostandinović: As a student, I went to lectures and also learned on my own (Google, Hubspot, YouTube tutorials, Udemy, etc.) and then with that knowledge I began doing practice and looking for freelance jobs. I have one sincere recommendation for everyone who would like to do this job – it’s great that you go on courses and lectures, but you’ll learn the most when you sit and do something yourself. Then, all your resourcefulness comes to the fore because at least 10 situations happen that you could not predict.
MEDIA MARKETING: What are the advantages of communication on social networks in relation to classic communication channels?
Una Kostandinović: First of all the speed of communication, the real-time factor, the content that is created daily in accordance with daily trends. I don’t think there is any other channel that gives you the possibility of such a quick reaction. Secondly, social networks provide you with the opportunity for dialogue, giving consumers a chance to give feedback, participate in communication and further user generated content (UGC). Third, the advantage of social networks is that consumers are already there, they already have their accounts, installed apps, and the habit of using these channels. Then you “jump in”, like jumping into a party, you create native content and attract their attention – you don’t interrupt them in what they are doing, but rather join them, talk with them about the topics that interest them, solve their problems and entertain them.
MEDIA MARKETING: Given their advantages, are social networks given the importance they deserve in clients’ communication? Are clients showing them due attention?
Una Kostandinović: It’s time for the industry to pay more attention to social networks, as they are the best indicator of trends, flows, and interests of potential customers. While seasoned strategic planners and marketing directors sit in their leather armchairs in conference rooms and discuss big TV ads, at the same time dozens of ordinary Facebook users are trying to get answers to questions related to their brand, and there’s no one to answer them. Social networks are not just fun – they are a channel where you can get great viral results or a terrible PR crisis within just two hours, and the latter happens more often. In order to change that, it is necessary for both clients and agencies to educate themselves, and to put two-way communication with consumers to the forefront.
MEDIA MARKETING: One of your greatest successes so far is most certainly your work for the Fox Channels, for whom you manage 15 accounts on social networks that are achieving extraordinary results.
Una Kostandinović: FOX is a great client in every respect. Their themes are exceptionally fun, because we have the opportunity to communicate the most famous TV series and premieres. When results are concerned, accent is on the degree of interaction, which is very high, although more than 90% of results are achieved organically. Furthermore, since FOX is a global brand, we often have the opportunity to participate in innovative campaigns such as the premieres via Facebook Live feature and real-time content sharing in parallel with TV broadcasting. The content is largely based on global materials, and we are here to localize that content, to adapt it to our audience and, of course, communicate with fans and spend hours a week in front of the TV!
MEDIA MARKETING: You lead the social media team in Drive, which manages social networks for more than ten clients. What does your average workday look like?
Una Kostandinović: As an SMM I am in direct communication with clients, which means that I have to keep track of all the requests, deadlines and executions. Additionally, I’m working on improving existing communication, whether for existing clients, or for potential clients through creative, strategic projects and pitches. And I still enjoy doing the operations part of the job. People often think that as you move forward the operative part disappears from your work, but I believe that it is important to be involved in all processes in order to be successful, because digital is a very fast growing “child”. You know how often Facebook introduces some new features, and I love following all those changes in my daily work.
MEDIA MARKETING: What should young leaders learn from their older colleagues and apply in their work?
Una Kostandinović: Curiosity, proactivity and willingness to fight for knowledge and answers. Younger generations (with honorable exceptions) are inclined to quickly give up, or are passive when it comes to learning, growing and career. They think they know everything, and yet they give up at the first hurdle. They are used to having everything available at just a few clicks, and that’s as far as they go, and their attention span is measured in just a few seconds. Formal education system stifles curiosity, so you have to get it back once you find the job you like.
MEDIA MARKETING: And what should they definitely discard from that legacy?
Una Kostandinović: We have to discard the we-used-to-do-it-this-way attitude, the fear of the different, and the 15-hour workdays.
MEDIA MARKETING: What advice would you give to your peers? To join you in this industry, or to try and find a better job?
Una Kostandinović: I advise everyone to join this industry. In the Drive team we have architects, engineers, social scientists (politicians, sociologists, psychologists), economists, philologists … and it is exactly that energy of diversity that contributes to the fact that we work well and complement each other with our talents and interests. Digital marketing is not only social, it’s also the numbers, the creativity, the design, the writing, and the technical knowledge … There is a place for everyone here.
MEDIA MARKETING: How do you envision the future of communication in social networks, at least in the next 12 months? What would you like to see happen?
Una Kostandinović: I can only hope that the companies will realize the potential that exists on social networks, which is not related just to mere count of likes, but rather the increase in sales and building a relationship with customers. In that sense, I would like to see:
- that brands leave the commonly accepted idea that social strategy = 1 stock image per day,
- that the focus shifts to quality rather than the quantity of content,
- the encouragement of creation of local and locally relevant content, especially among strong global brands (a good example is the L’Oréal Make Up project)
- more investment in digital advertising for which budgets are currently miserable compared to those for traditional media. We lag behind the West in this sense as well
- more attention paid to active results – site visits (link clicks), conversions, consumer movement through the sales funnel (Pixels) – and less to passive results such as the number of followers on Facebook
- that each bigger company forms an in-house digital or at least social team, now when social networks and apps (Facebook, Viber, Twitter, Instagram …) have become the go-to place for user queries.