November 21, 2023 • 44 mins
Unlock Social Media Success with Speaker and Social Media Manager Shannon McKinstrie! 🌐🎙️ In this groundbreaking YouTube first video podcast, TV Veteran Jamie Maglietta sits down with former CNNer Shannon McKinstrie to explore the dynamic world of social media. Discover how Shannon's CNN experience shaped her perspective on engaging with her social media audience.
In this episode, Shannon spills the beans on what's "going bananas" in the social media realm, shares tips to maximize your stories, and delivers a wealth of advice for business owners looking to expand their online brands. The duo also dives into turning your social media feed into a personal media channel—a must-watch discussion for anyone aiming to make a mark in the digital landscape.
📺 This video podcast is also available on Spotify, with audio versions on various podcasting platforms. Subscribe now for exclusive insights into social media strategy, brought to you by Jamie Maglietta, a TV veteran and content creator passionate about helping you become on-camera ready for both social and television appearances.
🚀 Join Jamie on her journey as she produces and edits her own content, sharing valuable tips on equipment, editing, and styles to navigate the evolving media landscape. Traditional media remains a business legitimizer, and Jamie encourages professionals to establish a strong online presence to capture media attention and open doors to opportunities on major networks.
Don't miss out on this transformative episode! Subscribe, like, and share for a front-row seat to social media mastery and on-camera readiness. 🎥🔥 #SocialMediaSuccess #OnCameraReady #MediaStrategy Chapters 00:05 Intro 00:19 Shannon McKinstrie - https://shannonmckinstrie.com/
04:30 @payalforstyle on IG and on the Tamron Hall Show (Love both!) 05:17 @LinaNoory (OBSESSED with her Style and Loved seeing her on NBC ) 09:30 Shannon McKinstrie Interview ✨YouTube Channel: https://youtu.be/CdTcUNJlFXE?feature=shared 📺 Jamie is a TV Veteran with nearly 20 years of experience and is now offering her training and expertise as a consultant. 👏🏼 Thank you for SUBSCRIBING 🔗 FREE Podcast Development PDF👇🏼 🔗 1:1 Consulting 👇🏼 🔗 Podcast Platform of Choice 🔗 The Roadmap to Riches Marketing Course with Master Resell Rights 👇🏼 🔗 Email & Website STORE: https://shortu
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:05):
Welcome to On Cam Ready. I'm Jamie Magliet, a TV news
veteran here to help you produceup your content so you can
become more on Cam Ready for your social media and potential
opportunities with the press. Here's a clip from this week's
episode. The TikTok that are going
bananas right now, doctors, lawyers, dentists.
I mean, it's crazy plumbers. Like it's I because I go in.
(00:27):
What I do is I study, I study what's doing well and I figure
out why. And this it started on TikTok,
it's now coming over to Instagram.
Everything felt very scripted for a while in reels, myself
included. Now it's literally those talk to
camera videos look like an Instagram story, but they're
reels and tik toks and they go bananas.
(00:48):
That's what Shannon Mckinstry says.
She's a social media guru and we'll get to her in a moment,
you know? But if you're like me and you
feel uncomfortable talking to your camera and sharing your
life story on your phone and your Instagram or on your
TikTok, then this is the conversation for you.
Shannon really knows how to makesocial media fun and and easy
(01:13):
because if you don't show up, it's really hard for people to
build a relationship with you and as a business or brand, you
know you need them to know, likeand trust you.
And she has definitely shown that communicating with her
audience through her stories is a great way to build a
(01:33):
relationship and trust. Our conversation will dig into
all the ways that you can reallymaximize your efforts online.
Showing up and delivering what your audience needs is one of
the things that you need to do if you want to be on Cam ready.
(01:56):
Our guest today built trust mainly by focusing on her
storytelling and using her stories to bring followers into
not only her life, but into her business process.
And if you're watching this video podcast on YouTube, you
can also see behind the scenes videos of how I create content
(02:17):
to creating a video podcast to the lighting set, the lights I
use and the clothes I'm wearing.And suggest if you're ever going
to be in an on camera interview,on a morning show or prime time,
by sharing what we know and the behind the scenes, the hope is
(02:38):
that you will build that relationship with your audience
so that they know, like and trust you whatever platform you
decide to focus on. Her Point is establish yourself
as the expert by offering value in a personal way.
How would you tell your friends what you do?
(03:00):
Be that person, be that friend in your stories.
Because as I've said before, those who show up glow up.
I'm sure you've seen them. I've witnessed so many they
build a brand, make sales online, become an expert on
television, get quoted in articles, become authors, and
(03:22):
create an empire just because they were on Cam ready.
And they were, they were puttingthemselves out there across
their social media platforms. One thing worth emphasizing is
that traditional media is still one of the best ways for a brand
to establish trust. Just search online and you'll
see the research I I came acrossarticles on LinkedIn where
(03:45):
people were just posting about this over the summer.
Professionals still want to landopportunities on television, but
in order to attract the media, in order to be present in the
press's mind, you need to be present online.
If they go to search you and youaren't there, it makes it a
(04:08):
harder sell for them to put you on TV.
Being on one of the big 3MSNBC, CNN or Fox or you know a
BCNBCCBSBBC, all these other networks showing up there really
helps legitimize your brand and your business.
(04:29):
On Instagram and TikTok, I follow Palal Desai.
She is a New Jersey teacher who went viral sharing life lessons
with her sons and she would justdo the life lesson and then
stare at the camera. She became more than an
influencer when she landed her appearance on the Tamron Hall
(04:51):
show. You could also see the
excitement on her face when she was in the green room.
Traditional media is still the way to legitimize your brand and
your business. The same goes for Lena Nori.
(05:12):
I saw her on NBC's Style file and let me tell you, my
obsession with her looks went up.
She's also someone who has become a legitimate style expert
because now NBC said she is. So in the eyes of others, she is
(05:35):
more than and what business owner doesn't want to be more
than what influencer person on Instagram or TikTok or someone
on social media doesn't want to be recognized as more than
someone making viral videos. Traditional media, print or
(05:57):
cable is still one of those ways.
And if you want to become on Camready for those moments, you
really need some expertise from TV insiders.
And that's who I will be having on this podcast.
So I'm just here to remind you all.
That even though you're turning to your phones for mostly
(06:17):
everything, traditional media isstill hands down one of the best
ways to legitimize your businessand build trust with your
audience. You land a spot on local,
national or global news and you're going to become the go to
expert on your subject matter. So I'm going to be bringing on
TV Insiders to help you prepare to research and really be the
(06:42):
best version of yourself on social media as well as when you
land that TV interview, we'll give you insider knowledge to
help you really prepare, relax and look into that camera and be
your best self as a former guesthunter.
(07:03):
I guess I still am because I have this video podcast.
I always focus on luring in the behind the scenes folks to the
camera because those are always the ones that have a tremendous
value. But it's really hard to get them
TV ready without a lot of preparation.
(07:24):
So when you're dealing with crunch time, you know, I really
just wish some of them would have already started preparing
for those moments with social media.
It's kind of hard not to. You should be out front.
So this entire video podcast is going to help you elevate your
brand and become more alluring to the press.
(07:48):
In our first episode, we are going to talk to social media
guru Shannon Mckinstry. As I said, the link to her
website is in the bio, so be sure to check it out.
She has built a business encouraging professionals to
make social media fun and simple.
On Instagram, she offers tips tohelp people get over their hang
(08:08):
ups and have a positive personaltransformation that translates
to followers and sales. Since I am a recovering news
junkie, I joke, but news is whatShannon and I actually connected
over. She actually worked at CNN
before pivoting into marketing. And remember I said, you know,
(08:32):
the presses, I was looking for something unique about the
guests. I said this in one of my teasers
or trailers. And when I found Shannon, the
fact that she worked at CNN madeher unique to me.
It was like, oh, what connectionpoint.
She is someone who could potentially connect with the
viewers and the audience I hope to have or have.
(08:55):
So since we both worked at CNN and you know, that became our
touch point, we built this conversation a little bit
differently than other chats focused on social media.
So I hope you enjoy it. Be sure to like this video if
you're on YouTube and subscribe to the channel or download this
podcast. Here's our entire conversation
(09:17):
and be sure to wait till the end, because of course, as TV
producers, that's when we got tothe good stuff.
And remember, I'll see you online.
Enjoy the conversation. We're with Shannon Mckinstry.
She is amazing at social media. But guys, it didn't start there,
OK? She actually started at CNN
working in media operations, content creation, and that was
(09:41):
like, what, 17 years ago? And since then, she has really
worked her way up to be where she is now.
And I think that's important because a lot of people may see
Shannon and think on Instagram and think, wow, she's like a
overnight rock star. No, you don't start there.
You start from years of work. So Shannon, I'm so glad you
could join us. And I just wanted to start off
(10:02):
by saying thank you. And you've been an inspiration
to me. To see you pivot and to make
something of your own has been atrue inspiration and I just
wanted to say thank you for inspiring me.
Thank you, Jamie. That means way more than you
know. Yeah.
It's been quite a journey. I'm super excited about our
conversation. Good.
So why don't you start off by just talking about your CNN
(10:26):
experience? And really, it's more to kind of
illustrate to people that, you know, sometimes you start in a
totally different place than youwind up succeeding in, Right.
So where was that? Where, what was it like at CNN?
What was your role media operations?
This was, what, 17 or 18 years ago?
Yeah, it was. I graduated College in 2004, and
(10:48):
so I headed down Atlanta, got mydream job at CNN.
I've been studying TV productionsince high school, so my dream
was eventually to direct. I want to sit in the director's
chair in the control room. I started out as floor director,
you know, just doing the basic. Of helping people get mics,
running the teleprompter. And then I ended up in the feeds
(11:10):
department and then eventually worked myself up into the
control room and I managed the fonts and graphics during live
shows. And I was there about almost
three, I want to say three years, around three years.
And I realized very early on, this wasn't the job, I or the
(11:32):
industry. That maybe suited my best
interests as far as, like, a human being.
I love go, go go. I worked overnight.
I loved it all. But then after a while, I was
just like, I'm miserable. My anxiety is at an all time
high. I'm tired, I'm away from my
family, I'm not making much money.
(11:53):
And I just felt there wasn't much more momentum, right?
So I was like, you know what? I kind of want to pivot within
Turner. Or CNNI want to do more on the
writing side, more on the marking side, and I was applying
to everything and no one would look at my resume.
It's like they wanted. I don't know if it's OK.
It's almost like they wanted me to stay on this one route and I
(12:14):
was like, I want to go this way though, like this is where I
want to be. Actually, I thought I wanted to
go this way. I want to go this way now.
And so when I left, CNNI was very.
I was at a really like turning point.
I was only like 24 years old, and I was like, what?
This was my dream job. I studied what do I do now?
And then I kind of bounced around as sales and marketing
(12:34):
jobs that I hated for a long time, was never really, truly
happy, but was just like, I got car bills to pay, I got stuff to
pay. So I'll take whatever job I can
get. And then Fast forward to 2013.
I was in a I was still in sales and marketing.
Not happy, but they were lettingme manage the Facebook page of
(12:55):
the corporate job I was at. Because, you know, back then,
social media, no one was taking it seriously.
But they were like, can someone just manages Facebook page for
us? I'm like, I'll do it.
And it helped me get back to what I loved about being at CNN,
which was, again, you know, creating video.
(13:16):
Storytelling 101, right? And I was like, this is it.
This is this molds. Everything I love, everything I
loved about CNN, everything I loved about marketing.
And now I just boop. And I was like, this is what I'm
supposed to do. I had my daughter and I was just
like, you know what? I kind of want to stay home on
top of that. And it's covered now, knowing
what I actually want to do, I also want to stay home.
And then I started my business. I can relate in so many ways.
(13:41):
You know, being at CNN, I know your role as a font operator.
I ran shows and I worked in the,you know, as a leader in those
in the control room environment.So I get it and I leaned on that
font operator a lot and you haveto be on your toes.
But you also really get to understand what the hook is and
the headline. 1000% which you incorporate in a lot of your
(14:04):
social media strategies and yourtips on Instagram and TikTok.
So you know again, it's worth checking her out.
I'll make sure you have her linkin the bio guys, but you know,
just to elaborate on that, I agree like social media and the
content creation is such a greatcreative.
(14:26):
Outlet outlet for individuals that may have been in media or
news. And I found my love for it when
I was I had just had my daughter.
So she's like about she's 11 nowand I just really saw the power
of it. And I kept telling my team at
(14:46):
the time like we all need to be tweeting at the same time about
the show. Like we need to create the like
a momentum and and get around this algorithm.
So every member we all need to be.
Tweeting. I love it and I wound up making
and designing a social media guide, testing all the things
(15:07):
that I thought could work for myanchors or my shows on myself
and see what happens. Now I'm sure you get people that
come to all the time that don't have much experience in content
creating, so I want to make surethat we tap into that.
But before we do, I really want to talk about how you became on
Cam ready to launch your own business and put yourself out
(15:28):
there. You know, what are some, if you
look back like what are the someof the things that you did to
really set yourself up for success?
You know I. I tell everyone on this, I don't
think I'd have a business without Instagram Stories.
I just started documenting my day and that might come from
background in news and media where like, I know even though
(15:51):
everyone thinks we're all so boring, we have nothing to say.
I'm like, I mean look at all thestories on the news.
It's everyday people sometimes that, you know, on the Today
show and things like that, that they bring on just to tell their
story. And we're fascinated by what
each other is, what we're doing,and, you know, in our lives.
And it's funny, I kind of look back on the days when I was at
CNN. Facebook had just started, so
(16:14):
there wasn't social media, My space was going.
But even then, I remember sitting in the fees department
on overnight shifts and just my spacing all night, Facebooking
all night, right? It was a way to stay connected
with people while I'm working anovernight shift and exhausted,
right? So it was, I realized how much I
needed it during those times. So when I was.
(16:37):
Starting to build my business, Iwas like, I'm going to create
the content that Shannon would have wanted to see on an
overnight shift at CNNA. Break in the noise, right?
And so sometimes we just want tosee that other people are doing
where they're going, what they're eating.
So I literally just started documenting my days as a baby
social media manager, starting my business with a baby.
(16:58):
I just started documenting it all on stories because.
At the time, I wasn't sure what kind of content my audience
actually wanted because I didn'thave an audience.
I had maybe 200 followers in thelocal DC area.
That's where I'm from. After Atlanta, I moved back to
DC and I had some, you know, I didn't even start with family
and friends because I was like, they don't care.
They don't care about this. I just started engaging with
(17:20):
other local businesses, who I was like, who can I help?
And I just started actively engaging, commenting on their
stuff. They follow me and I just
documented on stories until I'vereally understood what I wanted
to say. Now that's not what I would tell
a business owner right now or do.
I'd be like. Messaging.
First social seconds. But to understand what my
message was, I just hopped on stories and I waited to see what
people attached to me running around town, going to Starbucks,
(17:44):
writing captions for my clients while my daughter's sitting
there. You know, like, people loved it
and they were like, wait, what are you doing?
And I was like, oh, I hi, I'm Shannon.
I do Instagram for other businesses.
People like, Oh my gosh, I wouldlove to talk to you.
So I think it's one desperation.You just got to do it.
Like if you want to start doing it, you got to show your face.
(18:06):
And two, just not thinking aboutit.
Like, I was like, well, what would I want to see when I got
on stories and I was bored, right?
We're picking up our phones because we're typically in
between a task. We're bored.
We want some entertainment. So I know when I'm watching
stories, I love to just see whatpeople are doing and what their
life is like being a this or this.
(18:28):
So that's what I did. I just approached it.
In a way that I like absorbing it.
So that's what happened. And then eventually I realized
things I was saying in stories was connecting with people, and
then I would create content on those things.
And then it just went from there.
The point that she's making about, you know, the stories,
you know, you don't have to sit there and document every single
(18:51):
moment, but it's the moments that matter to your business
that are essential or to relate.You know, if you have, if you're
watching a movie, you know, maybe maybe share that in your
story because whoever is watching might be like, ohh, I
love that movie or I really wanted to watch it.
And it starts an organic conversation.
You know, a lot of people, when they ask me about social media
(19:14):
and how to put themselves out there to get, you know, kind of
the attention of the media, I always tell them your social
media platforms are your opportunity to create your own
media channel. So if you were your own network
of hard news, soft news and advertisements, how would you
structure it? And it's almost like you have,
(19:35):
you know, that's saying you gotta eat your meat and potatoes
before you can have your dessert, kind of offering people
a platter of this is my business, this is who I am.
These are some of the companies that are supporting me.
So I'm going to support them like kind of weaving it all
together so that it is your own media channel.
What are your thoughts on it? Like, do you see it that way
(19:57):
too? I actually really thought about
that way, but I I love that you said that it's.
And you know, a lot of people say it's like your reality show,
right? But like thinking of it.
But that sounds so, you know, thinking of it more as a media
channel, a platform. Is a much more professional way
to think of it because I'm like,yeah, I mean, it's not a reality
(20:18):
show. This is.
It is. But it's it's business too.
Like we're building businesses and we're building brands, but
it is, it's just the basic things that we all connect on as
humans. So but what's so cool is as I'm
documenting certain parts of my day, I'm reminding them what I
do and I'm reminding them, you know, if if you want, it'd be
(20:40):
great. Like if you heard what I had to
say. Because I have some things to
say. And I think as someone me who
hid in the background never really stood up for myself even,
especially when I bounced aroundjobs.
You know, I just did my job, clocked out, went home, you
know, I hid in the back of conference rooms.
And now it's a it's been a big shift for me that I was like,
(21:02):
oh, people actually do care. So if you're in that space where
you're like, well, you know, is this what I'm meant to do?
Really. Just do what feels organic to
you. Like you said, organic.
Like it's, I just got on Instagram, use social media the
way it was intended to. Just connect, share what's going
on in my life, the vulnerable parts too.
(21:24):
And I just fell in love with it.It's almost like a diary of your
business. And now I get to look back and
I'm like, Oh my gosh, that was awild time.
Like, I was it just to see the transformation of myself is
really encouraging. And I actually got my stories
the other night and talked aboutit, you know, because like this,
this, this year in particular has been the year that I'm like,
(21:46):
Oh my gosh, all the things that 10 years ago I was like,
wouldn't that be cool if like, wouldn't that be cool if like
it's happening right now and it's really cool because you get
to experience the come up, Like you actually get to look back
and go, wow, I did that. And if you're feeling stuck, you
know I know if I would have stayed where I did, I would not
(22:06):
be as happy as I am right now. And you know, the point that
you're making, it took ten years.
Yeah. People, you can't look at
someone's social media and thinkit's an overnight success.
And a lot of people do. They see and go, Oh my gosh, I
can't do that. Yes, you can.
You know, I'm not, I've been climbing myself.
I'm not at, you know, 10,000. I'm not.
(22:29):
And I could, you know, there's there's people who say, oh, by
followers do this. No.
Because if you do, you kind of miss the whole point of.
The platforms, which is engagement and the engagement
really does help boost your posts, helps your credibility
and it really helps you make those sales or connections that
are needed to make your businessa success, right.
(22:52):
And and on that note, I've noticed that some people I'm one
of them where I have my main handle who is all about me.
And then once I, you know I'm starting this my business on
camready.com, I have my my. This podcast I have a new handle
on Cam ready. I have another handle if in case
(23:12):
I decide to start selling thingsto make it another passive
stream of income. Like I'm not alone.
There are other people with a variety of handles and you don't
have that. You kind of put it all together,
as you're saying and and make itall work for you.
And I'm just wondering how how do you move it all together and
(23:34):
make it 1 media channel. Yeah.
So it's it's funny you say that because there's definitely
industries where I'm like or goals.
It just comes out of your goals,right?
My goal. You know, I have a social media
management agency. I have a course for people who
want to do what I wanted who whowho want to do what I do.
(23:55):
I should probably have three. I just don't have time.
So but my goal of where I want to take this business is but
does it match up with having a bunch of channels?
I guess because my goal is just I want to people just to know
who I am and that I have different avenues.
(24:15):
So I use TikTok to be that otherchannel.
I use TikTok to help people who do what I do.
So Instagram I use as to help people grow on social media
period. Any business owner you are.
And I know that I people say that's down and down.
(24:35):
My my goal for them is the is myniche right?
To simplify and have fun on TikTok.
I use TikTok to sell my course for social media managers
because that's very different than what my Instagram audience
is about. So that's one thing you could do
too. If you don't want to have, you
know say there's another platform you want to kind of
test, you could do that. I it's not a bad idea to have
(24:59):
more than one channel because especially because I know
especially with the podcasts, a lot of people, just the podcast
has its own channel. So you could do that because you
can even collaborate with your other account now.
So I think years ago or even a year ago I would have been like
that's a lot of work but now there's that option to
collaborate so the post go two places so that's genius.
(25:21):
So I think having one for the podcast is good and having one
for you know personal. I still have a personal account.
I just don't post on it like I don't have time.
But what I did, instead of having one for my agency, if I
was looking to grow my agency right now, yes, I'd have a I'd
have an Instagram account for it.
I'm not right. We're good.
(25:41):
If I was looking to grow this, Iwould have another.
But right now I'm just trying togrow Shannon Mckinstry.
I'm trying to get some more speaking engagements, get more
people. I think the main thing is if the
messaging is different, then that's definitely where you need
to have two different accounts. My messaging is pretty
consistent based on what I sell,but that's a long tangent way
(26:02):
going. It just comes down to your
goals. Like what are you looking to
grow and use those? Use whichever account to guide
them to the other account and vice versa.
But if you're just like if someone's going, Oh my gosh, I
can't even fathom having more than one.
Just really nail your messaging and make sure you just double
down on it. You know, I produced this other
(26:26):
podcast called The Media Mix with Claire Atkinson, and we
actually talked to Gary Vee and he was saying that it's really
cool to. It was really cool, by the way.
That's amazing, he was saying. Really good to be taking a look
at Facebook reels, YouTube shorts right now because the
algorithm is really boosting those that that add content
(26:48):
there because it's such a new feature.
I started to use, you know, my Facebook business page to get
into the Facebook reels. And you know, it's a slow growth
there. But you know, I think you're
right in the sense of it is probably better to have like a
platform that you decide to, like, test things in and then
your main platform, because it does simplify things a lot.
(27:13):
It uses pressure, right? It's not like I have to go viral
on all of them. There's less pressure.
It's like, you know, this is my main one, this is my focus and
let's just have some fun and seehow this does it.
If it blows up, awesome. So let's go through some fire
round questions, OK? Say you have a lawyer coming to
you and they're saying, hey, I really want to get noticed by
(27:33):
the media. I want to put myself out there
on a variety of platforms. What would you suggest they do
outside of posting about their day, which isn't really
something they want to do because they really want people
to just. Understand their expertise level
to pick them for a TV guest. You know, when you get those
types of people, what what wouldyou say to them?
(27:55):
The very best thing you can do right now.
Well, this works on TikTok and Instagram, but where I'm seeing
it go crazy is TikTok literally talk to the camera.
I don't want to see a fancy camera.
I don't want to see fancy fonts.Talk to the camera.
And again, back to Instagram Stories.
Give it a story. Feel the tik toks that are going
(28:17):
bananas right now. Doctors, lawyers, dentists.
I mean, it's crazy plumbers. Like it's I because I go in.
What I do is I study, I study what's doing well and I figure
out why. And this it started on TikTok.
It's now coming over to Instagram.
Everything felt very scripted for a while and reels, myself
included. Now it's literally those talk to
(28:39):
camera videos look like an Instagram story, but they're
reels and tik toks and they go bananas.
So what that looks like to you is propping your phone up having
a hook, right? But what my hooks have kind of
switched into what I say, I'm sharing.
I'm a lawyer and I'm sharing three ways to protect your
(29:00):
online course, right? It would above my head.
It would say three ways, three steps to taking to protect your
online course. I would not say that out loud
though that would be over my head as the hook, right.
That's the hook on media, your magazine, whatever, that goes
right here above your head. And right away start talking
(29:20):
like you're sitting in front of someone having coffee.
And I would say something like you've probably heard you need
to get it up. But actually this is the best
thing you can do #1 like don't even say the hook.
Just go right into it. Jump in.
We have no time to even hear thehook.
Just but the hook there because we'll read it within one second
(29:41):
we'll see that it's for us And again make sure your hook is a
little more niche like I'll say you know if say it's three reels
to create for your business you haven't thought of before right.
I go a little deeper but right away I wouldn't say here's some
here's some reels you should trylike I'm just going to go you've
probably you know the best thingyou can do is almost like what
(30:03):
you do so well, right. You take a sound bite.
A Gary Vee podcast, right. If you see that podcast as
you're scrolling, there's no today we're here with Gary Vee
or he's not going. Here's three ways.
He's just already made conversation.
So based. So what I'm seeing to you, Well,
hook over your head. Start talking like you've
already set the stage, like you're answering someone's
(30:24):
question. That is what's going so well for
all the creators out there, especially people who probably
don't think they're creators. Lawyers, right.
Talk to the camera. Don't worry about anything
fancy. Use your iPhone, your or your
Droid. Hopefully an iPhone.
(30:45):
We know Instagram for some reason is very cruel to
Androids, but that's it. And it sounds so simple because
it is. Once you get your cadence, once
you once you do want see one go.Well, start them off the same
way every time. I had one where I just talked to
the camera and I just said, look, I'm begging you guys to
stop, blah blah blah. It went viral for me.
(31:05):
It went crazy. It all said over my head.
I said stop posting testimonial graphics and because that
grabbed their attention. And I just said I'm begging you
to da da da da. And I just tested it out and it
worked. So now you take that and run
with it. I promise you that's what's
doing so well in August of 2023.It's always changing.
(31:28):
Yeah, less 3 tips, less how to is just talk, and that
establishes you as an expert. I've also noticed people talking
off camera, yes. Hi, my name.
And I'm like, oh, that that's actually drawing me in because
it looks like they're being interviewed, right?
Yes. Yep.
Yeah, that's another. Topic Oh, who are they talking
(31:48):
to? That has stopped me when they're
looking off camera. How funny.
So I agree I can see it. I love that you said that again
when you see one going viral or you are sucked in.
Why Just observe? Yeah, like that's all they do is
I'm like, well that work for them.
Let's try it and it works. I'm like.
Yeah, let's try it. Yeah.
And you know what? I like your okay.
(32:09):
So another quick question because I wanna make sure I get
these all in. On your website, you mentioned
that you have a course. You have a course, and you also
have an entrepreneurial. I think it's like an
entrepreneurship community. So why don't you tell us a
little bit about those? Yeah, so I've got a few things.
The course I have is for people who want to be social media
managers, consultants, trainers,etcetera and build a social
(32:33):
media marketing business. I basically just hand you my
playbook with, you know, it's less about how to be one and
more about how to run a business.
So you know, onboarding templates, boundaries, things
like that that I really help youdo.
The membership is basically for people who are just like, I
(32:54):
can't think of what to say. I don't know what to post.
I don't know my brand, I don't know my messaging.
You get instant access to a portal with a ton of ondemand
trainings. We have experts like you come in
right, like where there's where there's any knowledge gaps.
We hire an expert to come in. Lots of trainings on Instagram,
LinkedIn, things like that. And we give you caption
templates every month. So those are two different.
(33:16):
So again, very different offers.But myself as a brand I just
build up as you know I want to be your go to for anyone
struggling with social media who's like I am so overwhelmed,
I am going to throw my phone in the lake, like that's what I
want my brand to be. And you know people say all the
time they're like you just make marketing your business on
(33:37):
Instagram feel fun. I'm like mission accomplished.
Those are the those are two waysto work with me.
Two very different avenues though.
And just about fun real quick. If anyone is not following her,
they should. You should be again.
Her link will be down below. But there was this conference
you went to. I felt like there was like
cowgirl uniforms and outfits andthat was a good time.
(34:00):
Yeah, you know, like so having fun can be however you as a
business. Really want to engage with your
audience on It doesn't necessarily have to be about
your clothes, or it could be you're just your personality.
If you are someone who's bubbly and professional, there's a way
to incorporate that. Absolutely don't try to be
anything you're not. You know, I tell her.
(34:20):
But I'm like if you're really serious and not silly and don't
want to do trending audios, cool, You don't have to.
You really don't. It's yeah, it's gonna come off
weird anyway, I. Want to do a trend?
Yeah, I'm sorry to interrupt you, but if you want to do a
trending audio, she also shows you great ways to do it.
You know, one of the things thatI, I don't know, I kind of pride
myself on is using a cell phone to make really cool grainy
(34:42):
content for brands. And I just love using an iPhone
14 and making the content for others.
But it's really hard when I'm trying to do it for myself and
of myself. And what I like about your
platform is you kind of show people how to.
Play into a trending audio like you did this one where you, you
(35:03):
know, I think it was a coffee. You're making a coffee and then
you had a Starbucks in your hand.
You know that transition that, but that's the thing.
You're making it simple for people.
And I I really do appreciate that because you know, I'm not,
you know, I've been behind the scenes.
I'm not really a person in front, but I was in front of the
camera when I was younger. So it feels comfortable, but you
(35:23):
know, it's not me. So you do help, I think, make it
more authentic for people, and Iappreciate that.
So before we go, what are just like maybe 3 tips outside of,
you know, making it fun and personable?
Would you give someone who's, you know, just starting out,
maybe on a fitness journey or a real estate agent?
(35:46):
You know what? What type of content would you
advise them to just start incorporating?
I love it. Yes, this is one of my favorite
questions because it can get really overwhelming, especially
when you're scrolling and seeingall these tips from other people
who do what I do and you're going to hear a different thing
from everyone. But what I would say, one of the
(36:06):
biggest things to ask yourself before you get started is what
do you want to be known for? Like what is it that you're on
this earth to help people with and do not feel like you have to
do and show like you said your entire life, you just what do
you want to be known for and create content around that and
really get to know your audience.
Best thing you can do is market research before you get on there
(36:26):
and start throwing. I do.
I'm not a fan of throwing spaghetti to see what sticks.
Do the research first. Once you've done that, try to
give a variety. And I just did a real on this
recently of of your content for I work with Realtors, I work
with photographers, real restaurants, brick and mortars.
(36:48):
And I tell them all, everyone ison social media to feel seen, to
feel heard and have a place where they feel like they
belong. So again, what do you want to be
known for? Why do people want to follow
you? Do you help someone feel like
they belong and that they need to be in your community?
So with that said, the three things you do are the three
pieces of content that you need to be doing every week.
One is something empathetic and that doesn't mean you have to do
(37:10):
this drawn out Inspiring, right?You you did one just the other
day, right? Some B roll, some text.
Just something that makes you, you put yourself in their shoes,
what do they need to hear? The biggest thing that my
clients struggle with when they first meet with me, I'm like,
what is your person need to heartoday?
And they're like, I don't know, I'm like, well, let's let's
figure it out And then once theyknow I'm like you just say it
(37:32):
every week in a different way. So that's one something
empathetic that can be client stories, your story, or just a
pep talk type of situation. The second piece of content you
need to create every week is something.
I know it's boring, seems boring, educational.
But what I like to say is it's whatever gets people thinking.
It's something that takes a taskoff their day.
(37:53):
What people are still messing upon on Instagram and it's it's
fine. That's what we were doing two
years ago. It's like 7 things.
Five things give us one thing. What's one thing someone needs
to start? What's one thing?
Someone did it. What's one thing that only your
closest friends know about you, right?
Something educational that's going to help them.
Anything that is helpful. It could be a hot take, It could
(38:14):
be a mic drop, It could be an opinion.
It doesn't need to be that deep,right?
That's where people get stuck. The third is entertaining,
right? That doesn't mean you have to
dance, doesn't mean you have to do trends.
Entertaining could be a funny story.
It could be, again, a funny trend, which I'm obsessed with
those. A lot of people are like, I'm
not funny. I'm like, OK, then you know
(38:35):
what's another way we can entertain?
Maybe there's some funny memes that you could use and lean on
if if your people want that. But often times I tell people
that entertaining could sometimes just be the behind the
scenes content that's entertaining.
Does we actually do want to see where you went on vacation?
It could be personal. You at a conference, maybe tell
(38:56):
a funny story about it, something entertaining.
Letting us into your world is also entertaining, a form of
entertainment. But what I use for entertaining
is usually the relatable situations, poking fun at things
my people will love. And those are the three pieces
of content I share every single week.
And I I just don't reinvent the wheel.
That's it. I love that.
(39:17):
Don't reinvent the wheel. You know, I could.
There's so many things I could bring up right now.
But I feel like, you know, I've taken so much of your time.
But I do. I do wanna bring this up, just
in case anyone's listening. You know, one of the things that
I've been trying to do is tapping into that work from home
desire, right? So every week I try to do one
(39:38):
post about. Working from home, you know, I
did this one. It was like working from home is
magical, you know, just because you see your kids, you know, you
get to be a part of their lives.Trying to tap into the emotions
that might also be out there andrelatable is also key.
And that's one of my commitments.
You know, I also find some people are trying to monetize
(40:00):
their accounts as much as possible to gain experience.
I've been working with brands. So like you're saying, you do it
for local. Places where you work on their
social media, you know, I've hadthis flood of interest in people
sending, you know, like productsand saying, hey, can you
photograph these? So people listening.
If you are getting those opportunities, it's worth trying
(40:21):
out because those can also lead to more opportunities and
potentially paid opportunities. And if you are trying to be a
social media manager or someone who is creating content, it's
worth taking those opportunitiesand giving it a shot, especially
if you need additional streams of income.
Now when it comes to streams of income, I'm just curious, you
(40:44):
know, how do you advise people when it comes to selling things
like you were saying you sell your course on TikTok, not so
much on Instagram. Are there any final thoughts
that you have on engaging with people?
On trying to sell something like, I wouldn't tell them to DM
all their followers. No, the I make the most sales.
(41:08):
Again, I think I've broken record with this one.
But I make the most sales. I convert the most on Instagram
Stories and what I do is I'll show a snippet of what I'm up to
that day. Literally.
I'm like working on an Instagramaudit about to send it out.
Can't wait to see what she implements.
Click click click, click, click.And I put the.
Do you want one too? So every time you're selling,
(41:28):
create an experience. I love it.
Tell the story of how you just help someone get completely
unstuck. Tell the story of da da da da da
or just here literally I'll put a picture up my laptop open with
what I'm working on my coffee dada da and I'll be like and this
person's about to get da da da da and people and I'm like click
here if you want it and it and it leads to that so.
(41:49):
And the other way I sell is withmy content.
I typically lead with this, withthis, with the empathy, the
education or the entertaining. And then I just, I slip a
little. By the way, did you know, you
know, as it relates to whatever the message I just shared, did
you know ioffer blah blah blah in my blah blah blah.
DM me the word and I use many chat and it will it will send
(42:10):
them links. So there's so many ways to
convert, but I don't lead with the promotion.
I lead with connection. And then I will weave in a
little bit of by the way you andI can work together, do this and
they're like, sure, So that's what I find.
I mean, again, you're gonna heardifferent things from everyone
else. But I'm telling you right now,
it does not fail me and it does not fail my clients.
(42:31):
Well, thank you so much. And I mean, you offered so much
value for everyone listening. Again, her link is in the bio.
And make sure that you follow her, Check out our website,
check out her courses. I think you're an inspiration
and I look forward to staying intouch with you on LinkedIn.
That's also a community worth investing your time in.
Anybody who's listening thought leadership there is key.
(42:53):
So I'll be posting some clips there, but thank you again.
Thank you, Jamie. This was awesome.
I appreciate you so much. Great, that was my conversation
with Shannon Mckinstry. Do look in the description for a
link to her website. Down there you'll also find a
link to my stand store. In my stand store I have a link
to Riverside as an affiliate. I do get supported by anyone who
(43:17):
signs up through my link, so do check it out and if you are
going to launch a podcast, download my PDF.
The PDF has a list of questions that you really need to think
through before you decide to to to craft a show and launch.
And I am a consultant. So if you're looking to hire
someone as a content consultant or a producer or just someone to
(43:41):
really brainstorm with, you can also sign up for a one-on-one
through my Stan store or you cane-mail me.
That's what I got. Thanks so much for being here
and for subscribing. You know, putting myself out
there and being on camera isn't something I thought I would be
doing at this point in my life. It's definitely something I
thought I would do in my 20s. I just decided it would be
(44:05):
better if I invested in being behind the scenes.
And I'm really glad that I've spent nearly 20 years behind the
scenes, because now I really canput all my skills into making
something of my own, from the YouTube channel to the podcast
and all this content I have across my social media
(44:25):
platforms. By the way.
Find me on Instagram, Jamie, under score the producer.
OK, check out the next the well.Before I do that, be sure to
subscribe and like the channel and do check out the teaser so
you could see what other episodes are coming up.
(44:46):
And I just wanted to say thanks again and I'll see you online.
Welcome to On Cam Ready. I'm Jamie Magliet, a TV news
veteran here to help you produceup your content so you can
become more on Cam Ready for your social media and potential
opportunities with the press. Here's a clip from this week's
episode. The TikTok that are going
bananas right now, doctors, lawyers, dentists.
I mean, it's crazy plumbers. Like it's I because I go in.
(00:27):
What I do is I study, I study what's doing well and I figure
out why. And this it started on TikTok,
it's now coming over to Instagram.
Everything felt very scripted for a while in reels, myself
included. Now it's literally those talk to
camera videos look like an Instagram story, but they're
reels and tik toks and they go bananas.
(00:48):
That's what Shannon Mckinstry says.
She's a social media guru and we'll get to her in a moment,
you know? But if you're like me and you
feel uncomfortable talking to your camera and sharing your
life story on your phone and your Instagram or on your
TikTok, then this is the conversation for you.
Shannon really knows how to makesocial media fun and and easy
(01:13):
because if you don't show up, it's really hard for people to
build a relationship with you and as a business or brand, you
know you need them to know, likeand trust you.
And she has definitely shown that communicating with her
audience through her stories is a great way to build a
(01:33):
relationship and trust. Our conversation will dig into
all the ways that you can reallymaximize your efforts online.
Showing up and delivering what your audience needs is one of
the things that you need to do if you want to be on Cam ready.
(01:56):
Our guest today built trust mainly by focusing on her
storytelling and using her stories to bring followers into
not only her life, but into her business process.
And if you're watching this video podcast on YouTube, you
can also see behind the scenes videos of how I create content
(02:17):
to creating a video podcast to the lighting set, the lights I
use and the clothes I'm wearing.And suggest if you're ever going
to be in an on camera interview,on a morning show or prime time,
by sharing what we know and the behind the scenes, the hope is
(02:38):
that you will build that relationship with your audience
so that they know, like and trust you whatever platform you
decide to focus on. Her Point is establish yourself
as the expert by offering value in a personal way.
How would you tell your friends what you do?
(03:00):
Be that person, be that friend in your stories.
Because as I've said before, those who show up glow up.
I'm sure you've seen them. I've witnessed so many they
build a brand, make sales online, become an expert on
television, get quoted in articles, become authors, and
(03:22):
create an empire just because they were on Cam ready.
And they were, they were puttingthemselves out there across
their social media platforms. One thing worth emphasizing is
that traditional media is still one of the best ways for a brand
to establish trust. Just search online and you'll
see the research I I came acrossarticles on LinkedIn where
(03:45):
people were just posting about this over the summer.
Professionals still want to landopportunities on television, but
in order to attract the media, in order to be present in the
press's mind, you need to be present online.
If they go to search you and youaren't there, it makes it a
(04:08):
harder sell for them to put you on TV.
Being on one of the big 3MSNBC, CNN or Fox or you know a
BCNBCCBSBBC, all these other networks showing up there really
helps legitimize your brand and your business.
(04:29):
On Instagram and TikTok, I follow Palal Desai.
She is a New Jersey teacher who went viral sharing life lessons
with her sons and she would justdo the life lesson and then
stare at the camera. She became more than an
influencer when she landed her appearance on the Tamron Hall
(04:51):
show. You could also see the
excitement on her face when she was in the green room.
Traditional media is still the way to legitimize your brand and
your business. The same goes for Lena Nori.
(05:12):
I saw her on NBC's Style file and let me tell you, my
obsession with her looks went up.
She's also someone who has become a legitimate style expert
because now NBC said she is. So in the eyes of others, she is
(05:35):
more than and what business owner doesn't want to be more
than what influencer person on Instagram or TikTok or someone
on social media doesn't want to be recognized as more than
someone making viral videos. Traditional media, print or
(05:57):
cable is still one of those ways.
And if you want to become on Camready for those moments, you
really need some expertise from TV insiders.
And that's who I will be having on this podcast.
So I'm just here to remind you all.
That even though you're turning to your phones for mostly
(06:17):
everything, traditional media isstill hands down one of the best
ways to legitimize your businessand build trust with your
audience. You land a spot on local,
national or global news and you're going to become the go to
expert on your subject matter. So I'm going to be bringing on
TV Insiders to help you prepare to research and really be the
(06:42):
best version of yourself on social media as well as when you
land that TV interview, we'll give you insider knowledge to
help you really prepare, relax and look into that camera and be
your best self as a former guesthunter.
(07:03):
I guess I still am because I have this video podcast.
I always focus on luring in the behind the scenes folks to the
camera because those are always the ones that have a tremendous
value. But it's really hard to get them
TV ready without a lot of preparation.
(07:24):
So when you're dealing with crunch time, you know, I really
just wish some of them would have already started preparing
for those moments with social media.
It's kind of hard not to. You should be out front.
So this entire video podcast is going to help you elevate your
brand and become more alluring to the press.
(07:48):
In our first episode, we are going to talk to social media
guru Shannon Mckinstry. As I said, the link to her
website is in the bio, so be sure to check it out.
She has built a business encouraging professionals to
make social media fun and simple.
On Instagram, she offers tips tohelp people get over their hang
(08:08):
ups and have a positive personaltransformation that translates
to followers and sales. Since I am a recovering news
junkie, I joke, but news is whatShannon and I actually connected
over. She actually worked at CNN
before pivoting into marketing. And remember I said, you know,
(08:32):
the presses, I was looking for something unique about the
guests. I said this in one of my teasers
or trailers. And when I found Shannon, the
fact that she worked at CNN madeher unique to me.
It was like, oh, what connectionpoint.
She is someone who could potentially connect with the
viewers and the audience I hope to have or have.
(08:55):
So since we both worked at CNN and you know, that became our
touch point, we built this conversation a little bit
differently than other chats focused on social media.
So I hope you enjoy it. Be sure to like this video if
you're on YouTube and subscribe to the channel or download this
podcast. Here's our entire conversation
(09:17):
and be sure to wait till the end, because of course, as TV
producers, that's when we got tothe good stuff.
And remember, I'll see you online.
Enjoy the conversation. We're with Shannon Mckinstry.
She is amazing at social media. But guys, it didn't start there,
OK? She actually started at CNN
working in media operations, content creation, and that was
(09:41):
like, what, 17 years ago? And since then, she has really
worked her way up to be where she is now.
And I think that's important because a lot of people may see
Shannon and think on Instagram and think, wow, she's like a
overnight rock star. No, you don't start there.
You start from years of work. So Shannon, I'm so glad you
could join us. And I just wanted to start off
(10:02):
by saying thank you. And you've been an inspiration
to me. To see you pivot and to make
something of your own has been atrue inspiration and I just
wanted to say thank you for inspiring me.
Thank you, Jamie. That means way more than you
know. Yeah.
It's been quite a journey. I'm super excited about our
conversation. Good.
So why don't you start off by just talking about your CNN
(10:26):
experience? And really, it's more to kind of
illustrate to people that, you know, sometimes you start in a
totally different place than youwind up succeeding in, Right.
So where was that? Where, what was it like at CNN?
What was your role media operations?
This was, what, 17 or 18 years ago?
Yeah, it was. I graduated College in 2004, and
(10:48):
so I headed down Atlanta, got mydream job at CNN.
I've been studying TV productionsince high school, so my dream
was eventually to direct. I want to sit in the director's
chair in the control room. I started out as floor director,
you know, just doing the basic. Of helping people get mics,
running the teleprompter. And then I ended up in the feeds
(11:10):
department and then eventually worked myself up into the
control room and I managed the fonts and graphics during live
shows. And I was there about almost
three, I want to say three years, around three years.
And I realized very early on, this wasn't the job, I or the
(11:32):
industry. That maybe suited my best
interests as far as, like, a human being.
I love go, go go. I worked overnight.
I loved it all. But then after a while, I was
just like, I'm miserable. My anxiety is at an all time
high. I'm tired, I'm away from my
family, I'm not making much money.
(11:53):
And I just felt there wasn't much more momentum, right?
So I was like, you know what? I kind of want to pivot within
Turner. Or CNNI want to do more on the
writing side, more on the marking side, and I was applying
to everything and no one would look at my resume.
It's like they wanted. I don't know if it's OK.
It's almost like they wanted me to stay on this one route and I
(12:14):
was like, I want to go this way though, like this is where I
want to be. Actually, I thought I wanted to
go this way. I want to go this way now.
And so when I left, CNNI was very.
I was at a really like turning point.
I was only like 24 years old, and I was like, what?
This was my dream job. I studied what do I do now?
And then I kind of bounced around as sales and marketing
(12:34):
jobs that I hated for a long time, was never really, truly
happy, but was just like, I got car bills to pay, I got stuff to
pay. So I'll take whatever job I can
get. And then Fast forward to 2013.
I was in a I was still in sales and marketing.
Not happy, but they were lettingme manage the Facebook page of
(12:55):
the corporate job I was at. Because, you know, back then,
social media, no one was taking it seriously.
But they were like, can someone just manages Facebook page for
us? I'm like, I'll do it.
And it helped me get back to what I loved about being at CNN,
which was, again, you know, creating video.
(13:16):
Storytelling 101, right? And I was like, this is it.
This is this molds. Everything I love, everything I
loved about CNN, everything I loved about marketing.
And now I just boop. And I was like, this is what I'm
supposed to do. I had my daughter and I was just
like, you know what? I kind of want to stay home on
top of that. And it's covered now, knowing
what I actually want to do, I also want to stay home.
And then I started my business. I can relate in so many ways.
(13:41):
You know, being at CNN, I know your role as a font operator.
I ran shows and I worked in the,you know, as a leader in those
in the control room environment.So I get it and I leaned on that
font operator a lot and you haveto be on your toes.
But you also really get to understand what the hook is and
the headline. 1000% which you incorporate in a lot of your
(14:04):
social media strategies and yourtips on Instagram and TikTok.
So you know again, it's worth checking her out.
I'll make sure you have her linkin the bio guys, but you know,
just to elaborate on that, I agree like social media and the
content creation is such a greatcreative.
(14:26):
Outlet outlet for individuals that may have been in media or
news. And I found my love for it when
I was I had just had my daughter.
So she's like about she's 11 nowand I just really saw the power
of it. And I kept telling my team at
(14:46):
the time like we all need to be tweeting at the same time about
the show. Like we need to create the like
a momentum and and get around this algorithm.
So every member we all need to be.
Tweeting. I love it and I wound up making
and designing a social media guide, testing all the things
(15:07):
that I thought could work for myanchors or my shows on myself
and see what happens. Now I'm sure you get people that
come to all the time that don't have much experience in content
creating, so I want to make surethat we tap into that.
But before we do, I really want to talk about how you became on
Cam ready to launch your own business and put yourself out
(15:28):
there. You know, what are some, if you
look back like what are the someof the things that you did to
really set yourself up for success?
You know I. I tell everyone on this, I don't
think I'd have a business without Instagram Stories.
I just started documenting my day and that might come from
background in news and media where like, I know even though
(15:51):
everyone thinks we're all so boring, we have nothing to say.
I'm like, I mean look at all thestories on the news.
It's everyday people sometimes that, you know, on the Today
show and things like that, that they bring on just to tell their
story. And we're fascinated by what
each other is, what we're doing,and, you know, in our lives.
And it's funny, I kind of look back on the days when I was at
CNN. Facebook had just started, so
(16:14):
there wasn't social media, My space was going.
But even then, I remember sitting in the fees department
on overnight shifts and just my spacing all night, Facebooking
all night, right? It was a way to stay connected
with people while I'm working anovernight shift and exhausted,
right? So it was, I realized how much I
needed it during those times. So when I was.
(16:37):
Starting to build my business, Iwas like, I'm going to create
the content that Shannon would have wanted to see on an
overnight shift at CNNA. Break in the noise, right?
And so sometimes we just want tosee that other people are doing
where they're going, what they're eating.
So I literally just started documenting my days as a baby
social media manager, starting my business with a baby.
(16:58):
I just started documenting it all on stories because.
At the time, I wasn't sure what kind of content my audience
actually wanted because I didn'thave an audience.
I had maybe 200 followers in thelocal DC area.
That's where I'm from. After Atlanta, I moved back to
DC and I had some, you know, I didn't even start with family
and friends because I was like, they don't care.
They don't care about this. I just started engaging with
(17:20):
other local businesses, who I was like, who can I help?
And I just started actively engaging, commenting on their
stuff. They follow me and I just
documented on stories until I'vereally understood what I wanted
to say. Now that's not what I would tell
a business owner right now or do.
I'd be like. Messaging.
First social seconds. But to understand what my
message was, I just hopped on stories and I waited to see what
people attached to me running around town, going to Starbucks,
(17:44):
writing captions for my clients while my daughter's sitting
there. You know, like, people loved it
and they were like, wait, what are you doing?
And I was like, oh, I hi, I'm Shannon.
I do Instagram for other businesses.
People like, Oh my gosh, I wouldlove to talk to you.
So I think it's one desperation.You just got to do it.
Like if you want to start doing it, you got to show your face.
(18:06):
And two, just not thinking aboutit.
Like, I was like, well, what would I want to see when I got
on stories and I was bored, right?
We're picking up our phones because we're typically in
between a task. We're bored.
We want some entertainment. So I know when I'm watching
stories, I love to just see whatpeople are doing and what their
life is like being a this or this.
(18:28):
So that's what I did. I just approached it.
In a way that I like absorbing it.
So that's what happened. And then eventually I realized
things I was saying in stories was connecting with people, and
then I would create content on those things.
And then it just went from there.
The point that she's making about, you know, the stories,
you know, you don't have to sit there and document every single
(18:51):
moment, but it's the moments that matter to your business
that are essential or to relate.You know, if you have, if you're
watching a movie, you know, maybe maybe share that in your
story because whoever is watching might be like, ohh, I
love that movie or I really wanted to watch it.
And it starts an organic conversation.
You know, a lot of people, when they ask me about social media
(19:14):
and how to put themselves out there to get, you know, kind of
the attention of the media, I always tell them your social
media platforms are your opportunity to create your own
media channel. So if you were your own network
of hard news, soft news and advertisements, how would you
structure it? And it's almost like you have,
(19:35):
you know, that's saying you gotta eat your meat and potatoes
before you can have your dessert, kind of offering people
a platter of this is my business, this is who I am.
These are some of the companies that are supporting me.
So I'm going to support them like kind of weaving it all
together so that it is your own media channel.
What are your thoughts on it? Like, do you see it that way
(19:57):
too? I actually really thought about
that way, but I I love that you said that it's.
And you know, a lot of people say it's like your reality show,
right? But like thinking of it.
But that sounds so, you know, thinking of it more as a media
channel, a platform. Is a much more professional way
to think of it because I'm like,yeah, I mean, it's not a reality
(20:18):
show. This is.
It is. But it's it's business too.
Like we're building businesses and we're building brands, but
it is, it's just the basic things that we all connect on as
humans. So but what's so cool is as I'm
documenting certain parts of my day, I'm reminding them what I
do and I'm reminding them, you know, if if you want, it'd be
(20:40):
great. Like if you heard what I had to
say. Because I have some things to
say. And I think as someone me who
hid in the background never really stood up for myself even,
especially when I bounced aroundjobs.
You know, I just did my job, clocked out, went home, you
know, I hid in the back of conference rooms.
And now it's a it's been a big shift for me that I was like,
(21:02):
oh, people actually do care. So if you're in that space where
you're like, well, you know, is this what I'm meant to do?
Really. Just do what feels organic to
you. Like you said, organic.
Like it's, I just got on Instagram, use social media the
way it was intended to. Just connect, share what's going
on in my life, the vulnerable parts too.
(21:24):
And I just fell in love with it.It's almost like a diary of your
business. And now I get to look back and
I'm like, Oh my gosh, that was awild time.
Like, I was it just to see the transformation of myself is
really encouraging. And I actually got my stories
the other night and talked aboutit, you know, because like this,
this, this year in particular has been the year that I'm like,
(21:46):
Oh my gosh, all the things that 10 years ago I was like,
wouldn't that be cool if like, wouldn't that be cool if like
it's happening right now and it's really cool because you get
to experience the come up, Like you actually get to look back
and go, wow, I did that. And if you're feeling stuck, you
know I know if I would have stayed where I did, I would not
(22:06):
be as happy as I am right now. And you know, the point that
you're making, it took ten years.
Yeah. People, you can't look at
someone's social media and thinkit's an overnight success.
And a lot of people do. They see and go, Oh my gosh, I
can't do that. Yes, you can.
You know, I'm not, I've been climbing myself.
I'm not at, you know, 10,000. I'm not.
(22:29):
And I could, you know, there's there's people who say, oh, by
followers do this. No.
Because if you do, you kind of miss the whole point of.
The platforms, which is engagement and the engagement
really does help boost your posts, helps your credibility
and it really helps you make those sales or connections that
are needed to make your businessa success, right.
(22:52):
And and on that note, I've noticed that some people I'm one
of them where I have my main handle who is all about me.
And then once I, you know I'm starting this my business on
camready.com, I have my my. This podcast I have a new handle
on Cam ready. I have another handle if in case
(23:12):
I decide to start selling thingsto make it another passive
stream of income. Like I'm not alone.
There are other people with a variety of handles and you don't
have that. You kind of put it all together,
as you're saying and and make itall work for you.
And I'm just wondering how how do you move it all together and
(23:34):
make it 1 media channel. Yeah.
So it's it's funny you say that because there's definitely
industries where I'm like or goals.
It just comes out of your goals,right?
My goal. You know, I have a social media
management agency. I have a course for people who
want to do what I wanted who whowho want to do what I do.
(23:55):
I should probably have three. I just don't have time.
So but my goal of where I want to take this business is but
does it match up with having a bunch of channels?
I guess because my goal is just I want to people just to know
who I am and that I have different avenues.
(24:15):
So I use TikTok to be that otherchannel.
I use TikTok to help people who do what I do.
So Instagram I use as to help people grow on social media
period. Any business owner you are.
And I know that I people say that's down and down.
(24:35):
My my goal for them is the is myniche right?
To simplify and have fun on TikTok.
I use TikTok to sell my course for social media managers
because that's very different than what my Instagram audience
is about. So that's one thing you could do
too. If you don't want to have, you
know say there's another platform you want to kind of
test, you could do that. I it's not a bad idea to have
(24:59):
more than one channel because especially because I know
especially with the podcasts, a lot of people, just the podcast
has its own channel. So you could do that because you
can even collaborate with your other account now.
So I think years ago or even a year ago I would have been like
that's a lot of work but now there's that option to
collaborate so the post go two places so that's genius.
(25:21):
So I think having one for the podcast is good and having one
for you know personal. I still have a personal account.
I just don't post on it like I don't have time.
But what I did, instead of having one for my agency, if I
was looking to grow my agency right now, yes, I'd have a I'd
have an Instagram account for it.
I'm not right. We're good.
(25:41):
If I was looking to grow this, Iwould have another.
But right now I'm just trying togrow Shannon Mckinstry.
I'm trying to get some more speaking engagements, get more
people. I think the main thing is if the
messaging is different, then that's definitely where you need
to have two different accounts. My messaging is pretty
consistent based on what I sell,but that's a long tangent way
(26:02):
going. It just comes down to your
goals. Like what are you looking to
grow and use those? Use whichever account to guide
them to the other account and vice versa.
But if you're just like if someone's going, Oh my gosh, I
can't even fathom having more than one.
Just really nail your messaging and make sure you just double
down on it. You know, I produced this other
(26:26):
podcast called The Media Mix with Claire Atkinson, and we
actually talked to Gary Vee and he was saying that it's really
cool to. It was really cool, by the way.
That's amazing, he was saying. Really good to be taking a look
at Facebook reels, YouTube shorts right now because the
algorithm is really boosting those that that add content
(26:48):
there because it's such a new feature.
I started to use, you know, my Facebook business page to get
into the Facebook reels. And you know, it's a slow growth
there. But you know, I think you're
right in the sense of it is probably better to have like a
platform that you decide to, like, test things in and then
your main platform, because it does simplify things a lot.
(27:13):
It uses pressure, right? It's not like I have to go viral
on all of them. There's less pressure.
It's like, you know, this is my main one, this is my focus and
let's just have some fun and seehow this does it.
If it blows up, awesome. So let's go through some fire
round questions, OK? Say you have a lawyer coming to
you and they're saying, hey, I really want to get noticed by
(27:33):
the media. I want to put myself out there
on a variety of platforms. What would you suggest they do
outside of posting about their day, which isn't really
something they want to do because they really want people
to just. Understand their expertise level
to pick them for a TV guest. You know, when you get those
types of people, what what wouldyou say to them?
(27:55):
The very best thing you can do right now.
Well, this works on TikTok and Instagram, but where I'm seeing
it go crazy is TikTok literally talk to the camera.
I don't want to see a fancy camera.
I don't want to see fancy fonts.Talk to the camera.
And again, back to Instagram Stories.
Give it a story. Feel the tik toks that are going
(28:17):
bananas right now. Doctors, lawyers, dentists.
I mean, it's crazy plumbers. Like it's I because I go in.
What I do is I study, I study what's doing well and I figure
out why. And this it started on TikTok.
It's now coming over to Instagram.
Everything felt very scripted for a while and reels, myself
included. Now it's literally those talk to
(28:39):
camera videos look like an Instagram story, but they're
reels and tik toks and they go bananas.
So what that looks like to you is propping your phone up having
a hook, right? But what my hooks have kind of
switched into what I say, I'm sharing.
I'm a lawyer and I'm sharing three ways to protect your
(29:00):
online course, right? It would above my head.
It would say three ways, three steps to taking to protect your
online course. I would not say that out loud
though that would be over my head as the hook, right.
That's the hook on media, your magazine, whatever, that goes
right here above your head. And right away start talking
(29:20):
like you're sitting in front of someone having coffee.
And I would say something like you've probably heard you need
to get it up. But actually this is the best
thing you can do #1 like don't even say the hook.
Just go right into it. Jump in.
We have no time to even hear thehook.
Just but the hook there because we'll read it within one second
(29:41):
we'll see that it's for us And again make sure your hook is a
little more niche like I'll say you know if say it's three reels
to create for your business you haven't thought of before right.
I go a little deeper but right away I wouldn't say here's some
here's some reels you should trylike I'm just going to go you've
probably you know the best thingyou can do is almost like what
(30:03):
you do so well, right. You take a sound bite.
A Gary Vee podcast, right. If you see that podcast as
you're scrolling, there's no today we're here with Gary Vee
or he's not going. Here's three ways.
He's just already made conversation.
So based. So what I'm seeing to you, Well,
hook over your head. Start talking like you've
already set the stage, like you're answering someone's
(30:24):
question. That is what's going so well for
all the creators out there, especially people who probably
don't think they're creators. Lawyers, right.
Talk to the camera. Don't worry about anything
fancy. Use your iPhone, your or your
Droid. Hopefully an iPhone.
(30:45):
We know Instagram for some reason is very cruel to
Androids, but that's it. And it sounds so simple because
it is. Once you get your cadence, once
you once you do want see one go.Well, start them off the same
way every time. I had one where I just talked to
the camera and I just said, look, I'm begging you guys to
stop, blah blah blah. It went viral for me.
(31:05):
It went crazy. It all said over my head.
I said stop posting testimonial graphics and because that
grabbed their attention. And I just said I'm begging you
to da da da da. And I just tested it out and it
worked. So now you take that and run
with it. I promise you that's what's
doing so well in August of 2023.It's always changing.
(31:28):
Yeah, less 3 tips, less how to is just talk, and that
establishes you as an expert. I've also noticed people talking
off camera, yes. Hi, my name.
And I'm like, oh, that that's actually drawing me in because
it looks like they're being interviewed, right?
Yes. Yep.
Yeah, that's another. Topic Oh, who are they talking
(31:48):
to? That has stopped me when they're
looking off camera. How funny.
So I agree I can see it. I love that you said that again
when you see one going viral or you are sucked in.
Why Just observe? Yeah, like that's all they do is
I'm like, well that work for them.
Let's try it and it works. I'm like.
Yeah, let's try it. Yeah.
And you know what? I like your okay.
(32:09):
So another quick question because I wanna make sure I get
these all in. On your website, you mentioned
that you have a course. You have a course, and you also
have an entrepreneurial. I think it's like an
entrepreneurship community. So why don't you tell us a
little bit about those? Yeah, so I've got a few things.
The course I have is for people who want to be social media
managers, consultants, trainers,etcetera and build a social
(32:33):
media marketing business. I basically just hand you my
playbook with, you know, it's less about how to be one and
more about how to run a business.
So you know, onboarding templates, boundaries, things
like that that I really help youdo.
The membership is basically for people who are just like, I
(32:54):
can't think of what to say. I don't know what to post.
I don't know my brand, I don't know my messaging.
You get instant access to a portal with a ton of ondemand
trainings. We have experts like you come in
right, like where there's where there's any knowledge gaps.
We hire an expert to come in. Lots of trainings on Instagram,
LinkedIn, things like that. And we give you caption
templates every month. So those are two different.
(33:16):
So again, very different offers.But myself as a brand I just
build up as you know I want to be your go to for anyone
struggling with social media who's like I am so overwhelmed,
I am going to throw my phone in the lake, like that's what I
want my brand to be. And you know people say all the
time they're like you just make marketing your business on
(33:37):
Instagram feel fun. I'm like mission accomplished.
Those are the those are two waysto work with me.
Two very different avenues though.
And just about fun real quick. If anyone is not following her,
they should. You should be again.
Her link will be down below. But there was this conference
you went to. I felt like there was like
cowgirl uniforms and outfits andthat was a good time.
(34:00):
Yeah, you know, like so having fun can be however you as a
business. Really want to engage with your
audience on It doesn't necessarily have to be about
your clothes, or it could be you're just your personality.
If you are someone who's bubbly and professional, there's a way
to incorporate that. Absolutely don't try to be
anything you're not. You know, I tell her.
(34:20):
But I'm like if you're really serious and not silly and don't
want to do trending audios, cool, You don't have to.
You really don't. It's yeah, it's gonna come off
weird anyway, I. Want to do a trend?
Yeah, I'm sorry to interrupt you, but if you want to do a
trending audio, she also shows you great ways to do it.
You know, one of the things thatI, I don't know, I kind of pride
myself on is using a cell phone to make really cool grainy
(34:42):
content for brands. And I just love using an iPhone
14 and making the content for others.
But it's really hard when I'm trying to do it for myself and
of myself. And what I like about your
platform is you kind of show people how to.
Play into a trending audio like you did this one where you, you
(35:03):
know, I think it was a coffee. You're making a coffee and then
you had a Starbucks in your hand.
You know that transition that, but that's the thing.
You're making it simple for people.
And I I really do appreciate that because you know, I'm not,
you know, I've been behind the scenes.
I'm not really a person in front, but I was in front of the
camera when I was younger. So it feels comfortable, but you
(35:23):
know, it's not me. So you do help, I think, make it
more authentic for people, and Iappreciate that.
So before we go, what are just like maybe 3 tips outside of,
you know, making it fun and personable?
Would you give someone who's, you know, just starting out,
maybe on a fitness journey or a real estate agent?
(35:46):
You know what? What type of content would you
advise them to just start incorporating?
I love it. Yes, this is one of my favorite
questions because it can get really overwhelming, especially
when you're scrolling and seeingall these tips from other people
who do what I do and you're going to hear a different thing
from everyone. But what I would say, one of the
(36:06):
biggest things to ask yourself before you get started is what
do you want to be known for? Like what is it that you're on
this earth to help people with and do not feel like you have to
do and show like you said your entire life, you just what do
you want to be known for and create content around that and
really get to know your audience.
Best thing you can do is market research before you get on there
(36:26):
and start throwing. I do.
I'm not a fan of throwing spaghetti to see what sticks.
Do the research first. Once you've done that, try to
give a variety. And I just did a real on this
recently of of your content for I work with Realtors, I work
with photographers, real restaurants, brick and mortars.
(36:48):
And I tell them all, everyone ison social media to feel seen, to
feel heard and have a place where they feel like they
belong. So again, what do you want to be
known for? Why do people want to follow
you? Do you help someone feel like
they belong and that they need to be in your community?
So with that said, the three things you do are the three
pieces of content that you need to be doing every week.
One is something empathetic and that doesn't mean you have to do
(37:10):
this drawn out Inspiring, right?You you did one just the other
day, right? Some B roll, some text.
Just something that makes you, you put yourself in their shoes,
what do they need to hear? The biggest thing that my
clients struggle with when they first meet with me, I'm like,
what is your person need to heartoday?
And they're like, I don't know, I'm like, well, let's let's
figure it out And then once theyknow I'm like you just say it
(37:32):
every week in a different way. So that's one something
empathetic that can be client stories, your story, or just a
pep talk type of situation. The second piece of content you
need to create every week is something.
I know it's boring, seems boring, educational.
But what I like to say is it's whatever gets people thinking.
It's something that takes a taskoff their day.
(37:53):
What people are still messing upon on Instagram and it's it's
fine. That's what we were doing two
years ago. It's like 7 things.
Five things give us one thing. What's one thing someone needs
to start? What's one thing?
Someone did it. What's one thing that only your
closest friends know about you, right?
Something educational that's going to help them.
Anything that is helpful. It could be a hot take, It could
(38:14):
be a mic drop, It could be an opinion.
It doesn't need to be that deep,right?
That's where people get stuck. The third is entertaining,
right? That doesn't mean you have to
dance, doesn't mean you have to do trends.
Entertaining could be a funny story.
It could be, again, a funny trend, which I'm obsessed with
those. A lot of people are like, I'm
not funny. I'm like, OK, then you know
(38:35):
what's another way we can entertain?
Maybe there's some funny memes that you could use and lean on
if if your people want that. But often times I tell people
that entertaining could sometimes just be the behind the
scenes content that's entertaining.
Does we actually do want to see where you went on vacation?
It could be personal. You at a conference, maybe tell
(38:56):
a funny story about it, something entertaining.
Letting us into your world is also entertaining, a form of
entertainment. But what I use for entertaining
is usually the relatable situations, poking fun at things
my people will love. And those are the three pieces
of content I share every single week.
And I I just don't reinvent the wheel.
That's it. I love that.
(39:17):
Don't reinvent the wheel. You know, I could.
There's so many things I could bring up right now.
But I feel like, you know, I've taken so much of your time.
But I do. I do wanna bring this up, just
in case anyone's listening. You know, one of the things that
I've been trying to do is tapping into that work from home
desire, right? So every week I try to do one
(39:38):
post about. Working from home, you know, I
did this one. It was like working from home is
magical, you know, just because you see your kids, you know, you
get to be a part of their lives.Trying to tap into the emotions
that might also be out there andrelatable is also key.
And that's one of my commitments.
You know, I also find some people are trying to monetize
(40:00):
their accounts as much as possible to gain experience.
I've been working with brands. So like you're saying, you do it
for local. Places where you work on their
social media, you know, I've hadthis flood of interest in people
sending, you know, like productsand saying, hey, can you
photograph these? So people listening.
If you are getting those opportunities, it's worth trying
(40:21):
out because those can also lead to more opportunities and
potentially paid opportunities. And if you are trying to be a
social media manager or someone who is creating content, it's
worth taking those opportunitiesand giving it a shot, especially
if you need additional streams of income.
Now when it comes to streams of income, I'm just curious, you
(40:44):
know, how do you advise people when it comes to selling things
like you were saying you sell your course on TikTok, not so
much on Instagram. Are there any final thoughts
that you have on engaging with people?
On trying to sell something like, I wouldn't tell them to DM
all their followers. No, the I make the most sales.
(41:08):
Again, I think I've broken record with this one.
But I make the most sales. I convert the most on Instagram
Stories and what I do is I'll show a snippet of what I'm up to
that day. Literally.
I'm like working on an Instagramaudit about to send it out.
Can't wait to see what she implements.
Click click click, click, click.And I put the.
Do you want one too? So every time you're selling,
(41:28):
create an experience. I love it.
Tell the story of how you just help someone get completely
unstuck. Tell the story of da da da da da
or just here literally I'll put a picture up my laptop open with
what I'm working on my coffee dada da and I'll be like and this
person's about to get da da da da and people and I'm like click
here if you want it and it and it leads to that so.
(41:49):
And the other way I sell is withmy content.
I typically lead with this, withthis, with the empathy, the
education or the entertaining. And then I just, I slip a
little. By the way, did you know, you
know, as it relates to whatever the message I just shared, did
you know ioffer blah blah blah in my blah blah blah.
DM me the word and I use many chat and it will it will send
(42:10):
them links. So there's so many ways to
convert, but I don't lead with the promotion.
I lead with connection. And then I will weave in a
little bit of by the way you andI can work together, do this and
they're like, sure, So that's what I find.
I mean, again, you're gonna heardifferent things from everyone
else. But I'm telling you right now,
it does not fail me and it does not fail my clients.
(42:31):
Well, thank you so much. And I mean, you offered so much
value for everyone listening. Again, her link is in the bio.
And make sure that you follow her, Check out our website,
check out her courses. I think you're an inspiration
and I look forward to staying intouch with you on LinkedIn.
That's also a community worth investing your time in.
Anybody who's listening thought leadership there is key.
(42:53):
So I'll be posting some clips there, but thank you again.
Thank you, Jamie. This was awesome.
I appreciate you so much. Great, that was my conversation
with Shannon Mckinstry. Do look in the description for a
link to her website. Down there you'll also find a
link to my stand store. In my stand store I have a link
to Riverside as an affiliate. I do get supported by anyone who
(43:17):
signs up through my link, so do check it out and if you are
going to launch a podcast, download my PDF.
The PDF has a list of questions that you really need to think
through before you decide to to to craft a show and launch.
And I am a consultant. So if you're looking to hire
someone as a content consultant or a producer or just someone to
(43:41):
really brainstorm with, you can also sign up for a one-on-one
through my Stan store or you cane-mail me.
That's what I got. Thanks so much for being here
and for subscribing. You know, putting myself out
there and being on camera isn't something I thought I would be
doing at this point in my life. It's definitely something I
thought I would do in my 20s. I just decided it would be
(44:05):
better if I invested in being behind the scenes.
And I'm really glad that I've spent nearly 20 years behind the
scenes, because now I really canput all my skills into making
something of my own, from the YouTube channel to the podcast
and all this content I have across my social media
(44:25):
platforms. By the way.
Find me on Instagram, Jamie, under score the producer.
OK, check out the next the well.Before I do that, be sure to
subscribe and like the channel and do check out the teaser so
you could see what other episodes are coming up.
(44:46):
And I just wanted to say thanks again and I'll see you online.
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