Tielmann offers examples of some of his successful posts in the past, including a video of a tree falling in slow motion that exploded on the internet many years ago, and one more recently, in 2022, which earned more than 10,000 likes on the first day. This occurred aer Tielmann did some research and decided to use a soundbite of a song about corn on the cob that was trending across the internet. He paired it with a video of himself talking about cranes and comparing the two subject matters. Another one of his viral posts included a candid shot of Tielmann staring at an old tree while visiting the Museum of Natural History. It garnered approx- imately 40,000 views due to other fan pages sharing the post for over a year. Tielmann also suggests, “If you're skilled at your job then your social me- dia should reflect that. Highlight the things that you do best. Give yourself some praise.” He adds, “People are fascinated by peo- ple who will climb a 100-foot tree.” With that in mind, one of the key com- ponents of his company Bad Media is educating others about displaying best safety practices in the tree care indus- try. Tielmann makes sure his clients are taking cautious measures before clicking the share button. Tielmann says viewers, especially competitors, will be quick to point out any photos or videos of tree-care personnel who may be seen using outdated equipment, not wearing the proper protective gear, or not performing a task safely. Tielmann conducts photo shoots with his clients and abides by a list of standards that must be met in order to show safety compliance within the industry. “There's so much you can get in trouble for,” Tielmann says. “Your reputation has to be perfect.” Rogacki agrees, warning that social me- dia users must also be prepared for neg- ative feedback on their posts, especially from internet trolls. “There is always going to be a critic,” he says. “You need
Another one of his viral posts included a candid shot of Tielmann staring at an old tree while visiting the Museum of Natural History. It garnered approximately 40,000 views due to other fan pages sharing the post for over a year. Photo courtesy of Hans Tielmann unless otherwise noted.
arborist. His presence is also well known on various social media outlets where he posts product reviews and comparisons as well as product demos. Tielmann now educates others on how to use social media to network in ways they may have never done before. The majority of his social media consulting is done through his company Bad Me- dia, where he works with others in the tree services who solicit his expertise to get started in social media networking. Tielmann encourages the “older guys,” in the industry, saying “you gotta talk to your kids,” because the younger gener- It's important to make sure posts are relatable and fun in order to show off the company’s culture.
ations are familiar with the latest online trends and platforms. “That’s where marketing is going,” he says. Using social media is different from the days of placing newspaper ads trying to sell a product or service, he explains, adding that most people using social media do not want to be bombarded with advertisements. Instead, taking a so-message approach that gives con- tent more educational or entertainment value is what viewers are seeking. “The way you're going to get the most attention is utilizing social media plat- forms’ newest features,” Tielmann says, adding that pairing your passion with the latest trend can help a post go viral instead of continuously using polished and edited content that may gain zero traction.
38 | ArborTIMES Spring 2023
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