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ePaper on social media participation

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    Living Social Living Social Document Transcript

    • image:
Stitch “If
 you’re
 not
 genuinely,
 honestly
 engaged
 in
 the
 social
 network,
 you won’t get far with
those
who
are.” David
Armano,
 Harvard
Business
Review Living Social an
ePaper
by
sidneyeve
matrix
    • In
The
Harvard
Business
Review,
blogger
David
Armano
asks
 1 “Are you living social?”
 image:
webtreats Armano
 advises
 companies
 who
 are
 already
 engaged
 in
 or
 about
to
embark
on
a
social
media
initiative
to
think
long
and
 hard
about
what
it
means
to
be
fully
engaged
in
our
socially
 networked
culture.
 Social media “isn’t a one shot deal” says
Armano.
 It
requires
commitment,
sincerity,
transparency,
and
real‐time
 response.
 . 2.
    • .3 . To borrow a metaphor from Drew McLellan, social media participation is a marathon, not a sprint.2 image:
Thomas
Hawk
    • image:
penmachine The
 best
 way
 to
launch
 and
 maintain
 a
 social
 media
 presence
 is
 to
 r e c r u i t
 a n d
 r e t a i n
 employees
 who
 are
 already
 adept
 at
 using
 social
 computing
 tools
 in
their
everyday
lives.
 “Do any of the people who make up your company, agencies, partners and so on actually live social? Do they demonstrate that they work and play in a connected fashion?” David
Armano,
Harvard
Business
Review .4 .
    • image:
IEtnEo The
key
factors
of
participating
in
socnet
culture:

 authenticity, reciprocity, and consistency. The
 kind
 of
 credibility,
 implication,
 and
 understanding
 that
 comes
 from
 everyday
 investment
 in
 social
 media
 community
 building,
 online
 content
 creation,
 contribution,
 curation,
 and
 genuine
two‐way
communication
with
various
publics.
 .5 .
    • image:
‐nathan To
 foster
a
culture
of
connected
 living
 and
 working,
 we
 need
 only
 look
 to
 companies
 such
 as
 Starbucks,
 Zappos,
 and
BestBuy
who
are
out
in
front—or
 any
of
the
highly
influential
companies
 profiled
by
Razorfish
in
their
 yearly
 index
 of
 socially
 savvy
 organizations. 3 .6 .
    • image:
workshifting For
 individuals,
 the
 dynamics
 of
 living
 social
 are
 no
 different
 from
the
“rules”
for
brands.
Increasingly
we
judge
other
people
 on
 their
 lifestream,
 digital
 footprints
 and
 e‐presence
 in
 social
 networks—on
what
Seth
Goldstein
calls
 identity spaces 4 such
as
Facebook,
YouTube,
and
Twitter.
 . 7.
    • image:
Tambako
the
Jaguar To
stay
up‐to‐date,
relevant,
and
in
order
 to
 get
 ahead
 in
 today’s
 information
and
 online
driven
world,
we
must 5 participate or be extinct. 
Dan
Schawbel
 personal
branding
expert .8.
    • .9. Moreover,
 to
 opt‐out
 of
 social
 computing
 may
 mean
 a
 loss
 of
 credibility,
since
for
many
of
those
who
are
living
social,
 If Google Can’t Find You, You Don’t Exist. 6 One
 of
the
 emergent
 trends
 for
 2010
according
to
 Schawbel
is
 elevated
importance
placed
by
employers
on
individuals’
online
 participation:
 You will be judged on voice, 7 not just your resume.

    • But
 it’s
not
 just
 in
the
 worlds
of
work
and
 marketing
that
 living
 social
matters.
In
a
culture
where
Googling
new
acquaintances
and
 romantic
interests
is
common,
it
should
come
as
no
surprise
that
 the
next
trend
in
online
matchmaking
is
 (life)stream dating.8 image:
Stuck
in
Customs Although
LavaLife,
eHarmony,
Match.com
and
other
major
online
 matchmaking
 services
 have
 anonymity
 as
 the
 foundation
 of
 personal
 profiles
 that
 form
 the
 basis
 of
 compatibility
 quests— today
the
Facebook
Generation
seeks
connections
(romantic
and
 otherwise)
vetted
via
lifestreams,
and
personal
social
graphs. .10 .
    • All
of
which
raises
 the
questions:
how
would
a
prospective
 mate
or
 employer
rate
your
suitability,
sociability,
work‐life
balance
based
on
a
 Google
 search?
 How
 would
 they
 assess
 your
 potential,
 relevance,
 influence,
 and
 vitality—and
 if
 there
 isn’t
 enough
 accurate/current
 information
 online
 to
 build
 a
 full
 picture
 of
 you,
 do
 you
 think
 they
 won’t
do
so
anyway
with
whatever
data
is
ready
at
hand?
 Today,
for
better
or
for
worse,
 our selves are in the hands of Google
 but
 “social
 networking
 allows
 us
 more
 control
 over
 the
 image
 we
 present,”
observes
Andy
Oram.
 9 Configuring
and
refreshing
one’s
personal
SEO
is
an
ongoing
everyday
 act
 in
 an
 increasingly
 real‐time
 web—one
 that
 effectively
 identifies
 those
with
21stC
digital
literacy
skills
honed
by living
social. image:
dylan
lee
    • image:
Mister
Boboli Works Cited 1.
David
Armano.
Harvard
Business
 Review.
2009.
http://blogs.hbr.org/cs/ 2009/12/do_you_live_social.html 2.Drew
McLellan.
Drew’s
Marketing
 Minute
Blog.
2008.
http:// www.drewsmarketingminute.com/ 2008/08/are‐you‐expecti.html 3.
Razorfish
Social
Influence
 Marketing
Report.
2009.
http:// fluent.razorfish.com/ 4.
Seth
Goldstein.
The
Medium
is
No
 Longer
the
Message...You
Are.
 TechCrunch.
2009.
http:// www.techcrunch.com/2009/12/12/ social‐media‐message/
 5.
Dan
Schawbel.
Ten
Reasons
Why
 You
Have
to
Manage
Your
Personal
 Brand.
2009.
Personal
Branding
Blog.

 http:// www.personalbrandingblog.com/10‐ reasons‐why‐you‐have‐to‐manage‐ your‐personal‐brand/
 6.
Rosetta
Thurman.
If
Google
Can’t
 Find
You,
You
Don’t
Exist.
Jobs
For
 Change
Blog.
2009.

http:// jobs.change.org/view_article/ if_google_cant_find_you_you_dont_e xist 7.
Dan
Schawbel.
Personal
Branding
 Trends
for
2010.
Small
Business
Trends
 Blog.
2009.
http://smallbiztrends.com/ 2009/12/personal‐branding‐trends‐ for‐2010.html 8.
For
more
about
lifestream
dating
 trends,
see
my
blog:
Cyberpop!
http:// cyberpopblog.com/?p=2898 9.
Andy
Oram.
Being
Online:
Identity,
 Anonymity,
And
All
Things
In
Between.
 O’Reilly
Radar
Blog.
2009.

http:// radar.oreilly.com/2009/12/online‐ identity1.html 
 .13.
    • image:
Thomas
Hawk about the author Sidneyeve
Matrix,
PhD.
 Queen's
National
Scholar,
Film
&
Media,
Queen's
 University,
Canada.
Professor
of
digital
culture,
mass
 communication
&
marketing,
pop
culture,
television,
 &
film
courses.
Website:
sidneyevematrix.com Attribution‐ Noncommercial‐Share
 Alike
3.0
License.