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Social Media Lure And Limits


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Basis for discussion about social media

Published in: Business, Technology, Education

Social Media Lure And Limits

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