The San Antonio Spurs are what many sports fans would refer to as a dynasty. One of a few professional basketball teams in the state of Texas, the Spurs are consistent every season. With a perfect mix of leadership, youth and experienced veterans, it’s a safe bet that each postseason, the Spurs will be in a position to compete for an NBA championship.

Would the Spurs be able to accomplish this with a team full of rookies? How about a team full of crafty veteran players? The answer to both is a resounding no.

It is a mix of skills on the Spurs personnel that make them so consistent – and makes everyone else take notice.

As a 26 year old professional (and avid basketball fan), I find I’m in both a business full of employees and a world full of people older than myself – and I see the value placed on experience.

Somewhere along the way, a job’s requirement of 3-5 years of experience has become valued over a potential employee’s enthusiasm and willingness to learn every aspect of a job.

Social media, however, forces us to challenge our blanket acceptance of that particular way of thinking. Many social media experts have become that way because they have grown up using social media for recreational/personal uses. They may not have the organizational experience many employers covet, though, and miss out on jobs they could excel at that focus on social media.

Business and marketing author Seth Godin offers up a new mindset that social media competency is driven by.

Many people involved in the hiring process talk about engaging in what Seth calls “a war for talent.” But to be truthful, many companies are in the business of hiring people who are “good enough” at an acceptable rate of pay for any certain job. In essence – filling chairs in the office.

Godin suggests we temper our search for talent with a renewed emphasis on … attitude.

When it comes to making your companies social media presence a successful one, it doesn’t always mean people laugh out loud at your posts. What it does mean, however, is that they leave engaged. And engagement begins with understanding the attitude of your consumers.

Understanding this concept begins from the top down in any company.

It’s been said that after 5 to 7 years, an organization takes on the personality of its leadership.  That speaks to the incredible power of influence, but it also is a challenge, isn’t it? Social media is no longer an option for relevancy in 2013. It’s a must. So while the Law of Influence could be considered a bit terrifying, I’d suggest it’s actually quite exciting.

Social media is driven by the younger generation but the age gap in its effectiveness is narrowing. Embrace the value of mixing rookies with veterans on your team.

Embrace your inner Spur.


Dave Traube works in public relations in the West Virginia school system and is dedicated to opening lines of communication in as many places as possible. Connect with him on Twitter and Facebook.


Image credit: RMTip21