At first glance, most people I knew were skeptical and/or disbelieving when they heard the news that County Chair Ted Wheeler (@tedwheeler on Twitter) is now looking for a Social Media Coordinator. And I have to admit that I was as well.
The conversations I was part of (whether on Twitter, in email, or – gasp! – in person) went something like this:
Multnomah County’s hiring? Just after announcing a budget shortfall of $46 million dollars, with several layoffs and/or un-assignments looming by the end of the fiscal year? And this person just needs to “tweet and use Facebook?” For 60-70K? Hell, sign me up!
Yes, the timing is less than stellar. Sure, the announcement could have been made in a less Oprah/Ashton Kutcher-esque way. (Did he really have to lead with the Twitter/Facebook angle?) But Wheeler (not one to mince his words or back down from a fight) writes (via a KGW interview conducted via Facebook) “that it’s time for the county to adapt, to progress with technology: ‘I am taking a lot of heat for this, but so did the poor guys who claimed that someday those crazy flying machines would replace the railroads.’ ”
And — in an era where newspaper circulation’s in freefall and television news viewing is something your grandma still does* — he’s right. Or, as Wheeler said himself on Twitter in 140 characters yesterday: “We want to adapt to changing ways in which public gets information – web, txt, social networking, etc. How better keep govt. accountable?”
Now, lest you think I’ve been drinking too liberally of the Social Media Kool-aid (that ‘hot new career option’ that sadly, too often has way too much emphasis on Me, Me, ME) — hear me out.
After you take a closer look at the job description itself, the job is more old school crisis communication and senior communications analyst than it is Twitter and Facebook maven (the latter which, Wheeler admits, he could really handle himself, with an assist from his wife.)
Instead, here’s what you really have to have:
This position will strengthen communication about Multnomah County services, public policies, and issues. (Editor’s note: which means you’d better know something about public policies, issues, and county services no?)
…
Experience: Five years of increasingly responsible public affairs or public information experience, including some experience dealing with a legislative body.
This means if you’re a Twitter-come-lately who’s not already crazy-geeky about public policy issues with a resume to match, you’re not going to get hired. Trust me on this one. Or, as Wheeler said himself during the KGW interview: “It’s much more than a kid sitting in a dark room sending off tweets.”
I just wish Ted had talked to me first before taking the time to put the job posting up. **
First, I’d have suggested that he de-emphasize the whole Twitter and Facebook angle. Sure, any decent communications professional nowadays needs to have those killer digital tools in their arsenal. But a smart communications professional also knows you don’t lead with the fluff while other departments in the county are paring back to the bone. Talk about communications efficiencies, increased reach, or the knowledge that comes from effective digital information mining instead. I would have pulled out some language from Wheeler’s budget letter & re-worked it: “I asked department leaders and agency heads to do much more than just reduce spending. I also directed them to consider efficiencies, realignment of services that could result in more cost-effective service delivery, technology investments that could increase our productivity, and facilities consolidations that might lead to savings.”
See, that all totally applies to this new position (even though it’s much more than 140 characters!), especially when coupled with the news that he’s paying for the position with salary cuts, including his own. Sadly, Lars & Co already have their teeth into the Oprah angle; the horse is already out of that barn…
But it’s still not too late for my second point (which I’m offering up as a public service to Ted – look for my DM shortly, won’t you?)
I already know a few people who ought to be on his short list already. Nope, they’re not the most prolific Twitter-ers, or those with all attitude, no substance (please do steer clear of those, won’t you, Ted? They’ll only break your heart in the end.) But they’re already out there spreading the good word about public services, or finding new and creative ways to keep citizens informed.
So, Ted? I have your back on this one. And I can save you a bit of time wading through the hundreds of resumes you’re about to receive, if you’re interested.
But in return, I’m going to want to talk to you soon about the, um, challenges I’m still having getting information out of the County’s website…!
* unless you’re watching KGW’s The Square online, that is…!
** why listen to me? Short version: been there, know them, did that (strategic communications advisor, geeky policy wonk/researcher, political campaign volunteer, new media veteran, non-profit board member, etc. etc. etc.)
{ 9 comments }
I’m totally in support of this and your thoughts above. I’ve actually applied for the position and I think it would be a great opportunity. I was recently laid off from a local media company and think that I’m well informed, but there are always times for growth. I think that it really is time for people to “upgrade” in a time like the present when it comes to business. I’m very much one to work hard and like new adventure. I would have to say though it might be a little difficult to know that yes, other departments might be getting cut back, but it could be that those departments could have used the thinning a while back.
Thanks for a good article!
Thank you so much for your thoughtful commentary. I truly appreciate it.
All good points, Betsy. My sentiments exactly. The efficiency angle is paramount, along with the notion of transparency in government. Ted had an excellent metaphor about the flying machines. In a few years most people will realize you’d no sooner cut your social media communications than you would eliminate your phone lines. In fact, if anything, you might do the latter rather than the former because you can reach so many more people with just one post.
This seems like another example of Multnomah County processes getting in the way of what they’re actually trying to accomplish. The idea behind the job is not a bad one — no one can seriously argue against the County’s need to get its message out in all possible ways. When Wheeler was first elected he made several statements about making the County website usable (note I am not saying “more” usable) and making more services available online. Several years later not much has happened on that front and the website “redesign” has been through any number of committees, discussions, RFP’s and such. It shouldn’t be that hard.
The real questions are about timing and resources. Announcing service cuts and layoffs and salary freezes at the same time as putting out an eyecatching ad like this argues that somebody just wasn’t paying attention. Not as bad as auto companies flying private jets to ask for money but still. As already mentioned, the job isn’t fluff but that job description was immediate sound-bite material. The other timing piece has to do with economics in Multnomah County — citizens are focused on how tight their budgets are and many of the County residents who need services most are the ones who’re standing in line to use computers at the library. They’re not going to be constantly following Twitter or anything else at the moment.
As for resources, is it really true that no one in the County organization has these skills — or at least some of them? A lot of it looks like it should already be part of the current staff — either public affairs or one of the Chair’s assistants. Maybe you shouldn’t be creating a completely new position at a time like this. As far as salary cuts, I understand that other management staff across the county are under a salary freeze and I believe the union agreed to one as well in order to save some people from being laid off. That makes every newly created position subject to extra scrutiny.
In addition to all that, this hoopla may also have the effect of making the job harder for whoever is hired. I can just imagine the follow-up news stories.
Betsy, you’ve covered all my thoughts….except one.
Correcting direction during layoffs is a standard practice. Some external force causes layoffs and groups need to respond to that force. You properly identified a series of forces. Ted Wheeler is responding to those forces by changing what is already proven by current conditions to be losing efficiency.
How can we expect anything less from our government? We certainly don’t expect anything less from corporations or even our own household. Look at the dropping rate of landline telephones in homes, many people are opting for cell phones as a less expensive service alternative to a landline for their particular situation. Corporations and companies close inefficient stores or production lines. We should be encouraged when our government does the same.
Corporations do layoffs all the time. Many, if not most, of us are very familiar with the process, sometimes too familiar. The company announces a layoff. The stock market bids the stock up in value. People lose jobs. Job openings requiring new or different skills are announced. Some people in the layoffs go back to work using different job skills, other people in the layoffs go to new work places and use their old job skills. The corporation moves on, possibly succeeding in changing course or dying before completing the course correction.
Any change in the status quo is difficult. Negative changes are extremely difficult because they have negative consequences on a larger group of people. But hiring for certain position, even during a layoff, is good practice if that hiring is taking your group into a more efficient area.
I do hope that people already in the county employee pool were offered the opportunity to apply and will be considered first, as with most corporations, but that may not be possible depending on the requirements of open access and government hiring procedures.
One last thought: good luck to the person who ends up sitting in this position, your first mistake will probably end up being reported as a global disaster.
All the hoopla about this job is helping me realize exactly why Ted needs someone in this position after sharing the same knee jerk reaction to the posting as many have in this recession and time of budget cuts in Multnomah County. (You’re hiring a what! to do what! for $70k?!!!). That person would hopefully have crafted this job description almost exactly the opposite of how it’s presented now. They would have realized that attracting people who tweet and use Facebook would be the least of their difficulties in filling this job. And opened instead with the fact that they really need someone who could “work closely with Ted Wheeler” and (quoting from job dx) “with the Public Affairs Office to provide countywide media relations services and leadership on social media. This position will strengthen communication about Multnomah County services, public policies, and issues”. Someone with “five years of increasingly responsible public affairs or public information experience, including some experience dealing with a legislative body” who happens to tweetand use Facebook (or other social media networks) well now too. (Since those are now easy skills to come by. The fact that even I do is proof of that – I’m a semi-slow adopter). Rather then opening with “do you tweet? Use Facebook?” in the job dx, which is probably garnering enough “wannabe” applications to stop a MAX train thanks to @mashable’s attention on Twitter and giving the rest of us underemployed (and uninsured) Portland natives apoplexy over the seemingly disproportionate salary and bennies. I’m starting to see from discussion here and elsewhere the true value of this position, but it’s taken 2 days and a lot of reading to get me there.
I.e, it’s not the message, it’s the delivery. I frankly hope he does consult you for help with this hire, Betsy. Well said.
My only question is will you be first in line to get this job once there’s enough funding to open it again???
Nope, I’m not applying for the job myself, although I do know of a few qualified people.
For starters, I’d have to give up this gig — and that’s not happening any time soon!
Nor will I. I note you can now follow the County as @Multco on Twitter now:). Go Ted.
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