“I will say that while social media is going to be ever present in our lives forever, one really important thing to keep in mind [which] is much more important than what you post, is the relationships that you develop with other people and other businesses and other entities.”
This was one of the most important pieces of advice Jenny Johnson has to offer regarding her career in social media.
We got to chat with Jenny Johnson — producer, entrepreneur, social media queen, and one of Boston’s favorite TV personalities — about her day to day life and how she got to where she is today. Read about how she grew (and continues to grow) with social media, how it fits into her life and all aspects of her career, and how she manages to balance a busy career with her personal life:
With so much on your plate, how do you find time for social media?
I think the reality is, the way that the future looks, there’s really no question. It has to be as important as every other pillar in your day-to-day. It’s a way to bring awareness to your business, your brand, and it is an essential ingredient to set yourself apart from others and to give people an entryway into your life — which, for better or worse, is what we’re seeing as the new reality.
You were already a successful television personality prior to the social media age. How has the boom of social media affected your career over the years?
It brought to the forefront the importance of being able to morph and grow and evolve.
Oftentimes we get sort of stuck in a routine and so, what the boom of social media has enabled us to do is recognize that we have to be spontaneous. In some ways, we have to be able to be comfortable sharing things that, ten years ago, we weren’t really comfortable sharing.
A post shared by Jenny Johnson (@msjennyjohnson) on
I think if anything, it has allowed me to recognize the importance of needing to evolve. Just like anything, whether you’re a restaurant, or you’re a small business, or you’re a big business — you have to meet everyone else where they’re at and right now it’s of the utmost importance.
In your opinion, has social media helped your success in other aspects of your career or has your career helped grow your social media following?
I think I’m somewhere in the middle of that. I had developed a brand prior to social media, so I think the advantages are that I’ve really been able to help my partners be able to understand how to navigate that world.
I knew what it looked like before and I know what it looks like now. To know what life was like before and to know what life is like now with it gives me a pretty interesting perspective.
I will say that while social media is going to be ever-present in our lives forever, one really important thing to keep in mind [which] is much more important than what you post, is the relationships that you develop with other people and other businesses and other entities.
Community is what is going to help anyone evolve in their career and their profession, and so to think of anything as solely social media driven is not as effective as participating in the greater community.
When posting on social media, how do you decide what to post on Instagram vs Twitter vs Facebook, and do you think your audience differs on each platform?
It definitely differs. We’re seeing it morph and change. They’re all very fluid and I think they’ll all continue to be. But yes, there is a definite audience on Facebook versus Instagram versus Twitter, and you do need to speak to those followers and users in a particular way.
So, in some ways, it’s like becoming fluent in another language, because there are certain ways to speak on certain platforms and those ways to speak are changing all the time.
I try not to spend too much time planning what I’ll post, just because you can read right through that — it takes away some of the authenticity when it comes to what you are sharing.
Do you follow any rules or guidelines when posting? For example, are there specific times when you post?
Yes — mornings and evenings are the best times to post. Especially on Facebook and Instagram. Twitter can be much more regular.
I’m much more of an active Instagram user than anything right now, but I think that will change.
I think that a big focus for the future is going to be on video. You’re going to see all these platforms offer more engaging ways to interact in real time, which is great for me and Billy, because that is our platform.
What is the number one thing that has helped drive your success on social media?
Consistency. And I would say authenticity. You have to be able to have fun and poke fun at yourself and not take yourself too seriously, and I hope that’s something that’s conveyed through my brand over all channels.
A post shared by Jenny Johnson (@msjennyjohnson) on
What is the most important thing you have learned about or from social media?
I’ve learned that sort of constant idea of finding a balance. Social media has now become work for me. So it’s about me really finding a balance between being focused on it or not. You have to make a concerted effort to decide not to be active and available on it all the time. So like anything else, use in moderation.
When and why did you decide you wanted to be a TV personality?
I was more interested in people. I didn’t really exactly know what I wanted to be. I knew that I always had a love for sharing stories of other people, whether it be their triumphs or tragedies. I felt that I was the person people could feel comfortable sharing with.
So it was a combination of some good, solid desires to get to know people, and some good interpersonal skills. I found myself in a place where I was able to be part of sort of an emerging industry.
What do you think makes you stand out in your field and on social media?
I think it’s my ability to sort of poke fun at myself and the ability to sort of feel comfortable taking risks. Being able to say ‘yes’ to things that may feel scary has been something that has set me apart a little bit. I’m not afraid to get my feet wet.
What’s the story behind the Dining Playbook and how did you come up with the idea?
I worked for NECN for about nine years, on a program that was called TV Diner. About four and a half years ago, I decided to go out on my own and start a production company to keep the genre of what Billy and I had been working on for those nine years, and just find a new home for it.
So I had developed some great relationships with the general managers across the city, and was able to sit down with them and get a sense of what the opportunities were at the different stations. I had a really lovely connection with the CEO of NESN, so we went from NECN to NESN, which is where our station is now.
A post shared by Jenny Johnson (@msjennyjohnson) on
And I really felt a nice understanding of where I felt TV was going. It seems to me like a decade from now, the last place where we’re going to watch TV live — as opposed to DVR-ing or watching on our computers — is watching sports games. So to be a part of the station that airs the Red Sox and the Bruins, which are two of the most beloved sports teams in the history of sports, really felt like a great platform to take our program.
What inspired you to launch Drink Champy?
I love the hospitality industry. I have the utmost respect and admiration for everybody that works in it. I also have always been interested in the business side of it, but I knew that I wasn’t going to go to culinary school. I knew that I wasn’t going to open a restaurant.
A post shared by Jenny Johnson (@msjennyjohnson) on
I loved the hospitality industry. I also have always been interested in the business side of things. But I wanted to somehow be part of the industry in a way that allowed me to understand the background a little bit more, but also allowed me to utilize my brand in a different way.
So, when I met my winemaker and was able to have a conversation with her and learn about how the world of wine is growing and morphing and evolving in a really exciting and positive way, that sort of business side of my brain sort of turned on and said ‘let’s see what we can do here.’
A post shared by Jenny Johnson (@msjennyjohnson) on
The nice thing is that I’ve developed a really successful team that’s allowed me to stay focused on Dining Playbook and that side of things, but has also allowed me to evolve into something else.
I saw that there was space in the wine and liquor world. So I took all of what I understood from business and learned from the hospitality industry.
Of all the different things you do — TV personality, host, broadcaster, producer, social media influencer, entrepreneur etc. — which is your favorite?
I would say production. I think that when people ask me what I am, that’s what I say. I say I’m a producer.
I think what that actually means has actually changed a lot over the years, but I’m most connected to that in that I feel like it allows to get the best pieces of the story when you’re producing and it allows to be creative, so I would say that that’s my favorite component.
To stay updated, you can follow Jenny Johnson on: Twitter | Instagram | Facebook
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
