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Social Media Lure And Limits

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Basis for discussion about social media

Basis for discussion about social media

Published in: Business, Technology, Education

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  • 1. Social Media: Its Lure and Limits by Bill Albing for open discussion Raleigh, NC May 16, 2009 or “ Everything I Ever Learned about Social Media I Learned from the Web”
  • 2. How Social are You Now?
    • Do you Twitter frequently? Do you follow and allow following?
    • Do you get Google Alerts?
    • Do you rate or review items on Amazon or movies on Netflix?
    • Do you socialize on Facebook or Ning?
    • Do you list books on Shelfari?
    • Have you connected with others on LinkedIn?
    • Do you share information about yourself?
  • 3. Examples of Social Media
    • Make Google Alerts
    • Start an account with Twitter
    • Edit Wikipedia article
    • Post a news item on Digg
    • Get invited by a distant connection with LinkedIn
    • Join a discussion forum
    • Enter a profile of yourself in any of the above
    • Get an OpenID
    • Share personal information on Facebook
    • Share what you like on Amazon, Netflix, etc.
    • Start a community
  • 4. What is Social and Why Now?
    • Not just about posting picture or text but also ratings, comments, feedback and analytics
    • All of us are involved – practically as equals
    • Social, Web 2.0, is collaborative in extreme way
    • Critical mass of enough of us online all the time
    • On Web – really one BIG medium, but also implies multiple forms of media
    • Social means involvement by more than a single publisher; group involvement (go team!)
  • 5. Can Companies be Social?
    • Social is primarily for individuals but groups can be too
  • 6. Lure of Social Media
    • Instant fame – everyone around the world sees your content - Global audience
    • Curse is also the blessing: Everyone (around the world sees it) (the world is “flat” ala Thomas L. Friedman)
    • The promise of all content always available
    • Of being notified in real time when new content appears
    • Connections with others online has value
    • Not a big price tag
    • Immediate touch with customers, etc.
    • Sounds easy
  • 7. Limits of Social Media
    • Can't take it back, only publish a correction
    • Eternal Sunshine of the Social Media – which way is time going? Because you can’t go back to a simpler time
    • Are you afraid for your privacy?
    • Can’t charge for content (for long) – Web is free even if books/movies/etc. are not
    • Must develop culture not set rules
    • Not as easy as it sounds
  • 8. Stories (Exercises Really)
    • Riddle: When is Media not Media?
    • Scientific Question: How Small is Micro?
    • (Not so) Strange Case of Dr. Jekyll & Mr. Hyde
    • How to be Heard above Crowd
    • Grandparenting (Never Too Old)
    • Limbo (How Low or Social Can You Go?)
    • Everything I Learned… I Learned from…
  • 9. Riddle: When is Media not Media?
    • When is a door not a door? When it is a-jar.
    • When is media not a (traditional conventional broadcast) media? When it is a social media.
    • When it is not about push (or pull) but about sharing and collaborating.
    • But most Web sites are like doors - we see the door and not the doorway.
    • We stop. We see it as a barrier, like the person at the front desk, instead of as an open entrance into more interaction.
  • 10. Lesson: When it is Social
    • Not after quantity - we're after more direct interaction with the people who need and want the content and respond.
    • Tampons, Viagra, and toys – direct your message
    • Comments and rating and trackbacks and tweet-backs.
    • Focus isn’t on the medium but on the content!
    • But not a systematized content but on immediate interactive content
  • 11. Lesson: Drinking the Kool-Aid
    • Not just Press Release but Social Media Release
    • Not just online help but put on Web and allow comments
    • Not just FAQ but forum with customer content
    • Not just tech support forum but online social community
  • 12. Question: How Small is Micro?
    • What fits in between emails, in between small tasks, in between one window of work and another, and is smaller than a blog and faster than a wiki?
    • Answer: micro-socializing.
    • Smaller chunks: pages > blogs > tweets
    • But that doesn’t mean it’s not work!
  • 13. Lesson: Small Enough to Do
    • I can't interrupt my work to view web sites and read blog entries or even scan a page
    • I CAN read and respond to the micro-est blog (Twitter) in about 20 seconds.
    • I CAN scan a list of RSS feed headlines in about 30 seconds and get a sense of any trends that affect my work.
    • Even Email isn’t that good!
    • Kind of like Agile – small enough to make Potentially Shippable content!
  • 14. Lesson: Small but Big Audience
    • social = collaboration (but not just one or two colleagues, but a much larger sphere)
    • microblogging is micro because you only are allowed 140 characters per "blog"
    • but it's not micro in sense of who can see it or how often you get tweets or the number of people you connect to
    • It's small enough to help you see how a blog could work
    • And it’s social because it leads to other connections and more interaction
  • 15. Test: Being Heard above the Crowd
    • Ask 3 people to start saying something –
      • “ Buy our products!”
      • “ Buy our services!”
      • “ Hire us, we’re really good!”
    • Now ask those 3 to introduce themselves to each other and to the person next to you
    • Which is more effective in a crowded room?
  • 16. Lesson: Don’t Shout
    • Social networking involves not just a two-way street but a busy intersection – don’t all honk.
    • Get to know each other and get to know others that each other know.
    • Don’t try to boost your visibility on Google
    • Don’t force it!
  • 17. Story: Dr. Jekyll and Mr. Hyde
    • By day, Mr. Hyde:
    • Uses email as his work flow tool
    • Authors in FrameMaker
    • Produces beautiful PDF files at work.
    • After work, he goes home and Dr. Jekyll:
    • Publishes photos and a newsletter of a club on the web
    • Gives tips to friends on Twitter
    • Connects with relatives on Facebook
    Apologies to Robert Louis Stevenson
  • 18. Lesson: Work is Social Too
    • With the PDFs (Mr. Hyde):
    • We're not sure who reads them.
    • Only paying customers get them, and
    • Only the ones who install the product and
    • Make the effort to call up the files see them
    • But with social media (Dr. Jekyll):
    • He communicates instantly with friends around the country (or world) and
    • He shares with relatives on less urgent things so they can keep up with each other.
    • So why not use these tools at work?
  • 19. Grandparenting (Never Too Old)
    • Grandparenting Conference Keeping in touch with kids by email
    • “ Email is for grandparents”
    • “ Twitter is for old people trying to be young”
    • Transition is the hard part
    • Those in the mobile era don’t think about it
  • 20. Lesson: Media is Media
    • Social media will be invisible; we won’t think of it as social – it’ll be the only media.
    • A car isn’t a horseless carriage – it’s different than carriages in more ways than horsiness .
    • Wikis probably won’t exist as separate – there will just be editable web pages.
    • Microblogging may not be called Twitter – but publishing bits of content will stay.
    • RSS feeds – working across display devices and machine-workable will stay
  • 21. Exercise: Limber and Limbo
    • In the Limbo dance, how low can you go? In social media, how social can you go?
    • Is Web 2.0 an ideal or really the direction?
    • Each year the bar is lowered: Google, more tools
    • Facebook opens more Sun Microsystems sold, more open source
    • How limber can you be?
    • Is Enterprise 2.0 enough?
  • 22. Lesson: Social is not spelled out
    • Zappos (www.zappos.com) gives all new staff a culture book, created by employees. They use smart social tools like twitter/blog and let employees respond, CEO is also talking/living social media daily
    • Management fear of "giving up control" should be "sharing control“
    • Help your organization break down silos. Get your company to think about customer in a holistic way. Every silo (front and back end) has to care about the brand
    • Intel has Social Media Guidelines, as another example
  • 23. Everything I Learned …
    • Everything I learned about social media, I learned from the Web
    • It’s all online AND it’s all social
    • You don’t take training to learn Twitter
    • There are no classes on Facebook
    • You learn the Web by being on the Web
    • You learn social media by being online AND social
  • 24. Oh, the Places You can Go
  • 25. Rules of Communication
    • Tell the truth.
    • Communicate data first.
    • Build consensus around the data.
    • Label your judgments as such.
    • Praise freely.
    • Be slow to give bad news.
    • Comm. to stakeholders before the public.
    • Seven Rules of Communication
    • http://it.toolbox.com/blogs/original-thinking/ seven-rules-of-communication-28408
  • 26. Top Tips and Tools
    • 42 Top Social Media Tips And Tools
    • http://davefleet.com/2008/01/41-top-social-media-tips-and-tools/
    • 43 More Top Social Media Tips And Tools
    • http://davefleet.com/2008/04/43-more-top-social-media-tips-and-tools/
  • 27. 12 Rules for Taking Business Social
    • Social means people. (Social businesses are made of people.)
    • Right tools and infrastructure naturally enable good social business.
    • Foster conversations with customers, partners, employees, any interested.
    • Popular social channels and services are important but are the smaller part of the social business story.
    • Put the community first.
    • Add a social dimension to your business processes.
    • Rethink your views on intellectual property in a highly social world.
    • You manage to what you measure; use a social yardstick.
    • Do not use social channels for traditional push communication.
    • Censorship kills participation; respond to criticism constructively, quickly.
    • If you're not sure where organization ends and network begins, you're doing it right.
    • Healthy social businesses explicitly extract value from the network.
    • from Dion Hinchcliffe http://socialcomputingjournal.com/viewcolumn.cfm?colid=833
    • (see his diagram of social business circles)
  • 28. FLATNESSES
  • 29. Enterprise 2.0 vs. Web 2.0 (Social Media)
    • Enterprise 2.0 Web 2.0 /Social Media
    • Internal Facing External Facing
    • Firewall Open to the world
    • Business Social
    • knowledge capture sharing random things
    • productivity & efficiency time-suck
    • reduction of email email producer
    • collaboration 67 comments on fark
    • wiki, blog, social bookmarks, chat social networks and "cool interactive" websites
    • The Difference Between Enterprise 2.0 and Social Media
    • by Andrea Baker, April 19, 2009
    • http://socialcomputingjournal.com/viewcolumn.cfm?colid=802
    • BTW: I don’t agree completely with this summary!
  • 30. Venn Diagram of Science
  • 31. Twitter and Blog Guidelines
    • Remember, being social means not having everything written out
    • But, that being said, here are some general guidelines
    • What to say and do, sort of
  • 32. Socializing Guidelines
    • How to interact
  • 33. Handling Change Management
    • Only works if the whole organization participates
    • But there will be some who don’t want to change
  • 34. Encouraging Social
  • 35. Analytics is Part of the Game
    • Don’t think it can’t be measured
    • Analytics is definitely part of the game
  • 36. Conclusions
    • Any?
  • 37. Contact me
    • Bill Albing
    • [email_address]
    • LinkedIn.com/in/BillAlbing
    • Twitter: @BillAlbing
    • www.keycontent.org