Social Media from the Frontline: Hayley McCool Smith

By Rob McNair

Welcome to the latest “Social Media from the Frontline”. This time we hear from Hayley who works at T4. If you fancy getting involved drop us a tweet @mycleveragency.

NAME: Hayley McCool Smith

COMPANY: T4, Princess Productions

ROLE: Social Media Editor





Hayley McCool Smith T4 at Princess Productions. I head up all of our social media channels and come up with ideas about how we can communicate with our audience more effectively using these outlets. I work on a 4 person interactive team and we produce a lot of content every week so I also write scripts, film and upload content to our website. I have been doing it for nearly two years and even in this relatively short time I have seen massive changes in the social web landscape. Two years ago, twitter was full of first adopters and people who were curious. Now, everybody is aware of it and nobody bats an eyelid when TV shows promote their twitter stream.


I like working in an industry like television, which is experiencing so many changes and having a pretty good understanding of how social media can really change the way we produce TV and content.  My favourite sites, or the one’s that I go on most are Twitter, Mashable (which I still think is best for a daily round up of digital news) Harvard Business Review, Pitchfork and Twitter, oh and I also go on the BBC news website at least 198 times a day. My favourite companies or companies that I admire are tiVo, AirBNB and any company who is investing in 3D printers. In terms of TV, Samsung and the BBC have invested a lot of R&D into IPTV, apps and on demand.  I hope that they continue to do so.


People who tweet that they are in a V.I.P lounge at an airport. I can’t bear you… Oh and generally anyone who uses Facebook Check-ins to check in to either (in this order) their sofa, or their home. No need. On a serious note, there seems to be a whole industry that has been built on public speaking at events concerning social media. Whist this is great for people who want to learn about it, I get frustrated with the over inflated prices it costs for small businesses or individuals to attend these conferences. It sometimes feels as though people want to stand on a stage and talk about ‘hashtags’ without backing it up with firm knowledge or statistics.


Well, I have recently become addicted to Trap.It, which is still in Beta. It is the sister company by the same people who created the technology for SIRI on the Apple 4S.  It gives you personal recommendations based on you ‘liking’ content. You sign up using Twitter or Facebook and since using it I have discovered really interesting content that I almost certainly wouldn’t have found otherwise. Out of all the new start ups in the last year whose purpose is to collate your online life into a well presented webpage, my favourite is  You can import your blog, Tumblr, LinkedIn, Facebook, Twitter etc. I like  because the user interface is really nice and with a little bit of imagination you can create a really design focused look for your company/self/brand. It’s perfect for freelancers and small companies and allows people to have a well presented web page without spending a fortune.


Obviously for me the really exciting thing about social at the moment it’s integration into internet enabled televisions. I think in the next year we will see a much bigger number of people buying these television sets. I don’t think they will become mainstream for a few more years, but the scope for interactive television producing and storytelling will be huge when they do. We really are on the cusp of a new era of television. Second to that, I think the next biggest thing to change using the social web will be education. It seems an archaic idea that children on who have been brought up on YouTube and Facebook still use traditional methods to learn, such as text books and revision guides. The Khan Academy in the US is really challenging this concept and I think it is only a matter of time before we see and English contender.

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This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.