Archive for the ‘social networks’ Category
Earlier this month I wrote about taking public stands as a business. One of the elements of that post was that you want to be listening to the conversations taking place around the issue, and around your business. Ideally, you should be doing that on an ongoing basis.
I also wrote about developing a “listening strategy.” Maybe you took those posts to heart. But, you say, you don’t regularly monitor social media? Too difficult? Too expensive? Pshaw.
Yes, you can spend money on a commercial social media monitoring service. There are lots out there. But maybe you don’t have the budget for that. Well, In a few steps, you can have a listening post set up that might not be as exhaustive as some giant corporate operation, but is certainly going to be better than ignoring conversations.
Step one: Get your Google on.
There’s more to Google than just searching for that store that sells those gadgets you need. You can use tools like Google News, Google Blogsearch, in tandem with RSS feeds and/or Google alerts to know exactly what is happening in your industry, when someone writes about your competition, or when a blog covers a topic of interest to you or your business. Don’t forget about Youtube searches as well.
Step two: Say yes to RSS.
The geekosphere mourned the loss of Google Reader when it was shut down on July 1, 2013. But there are alternatives, like Feedly. What are these things? Here’s my simple description. Websites, Google searches, and all sorts of web-based tools all generate something called an RSS feed. That feed gets updated every time the site is updated. Feedly, and other RSS readers, grabs all the feeds you want and creates a newsstand on your screen. You can skim through hundreds of websites in a couple of minutes, keep the articles you think are worth keeping and forget about the rest. To try to visit an equivalent number of sites would take HOURS. This is a huge timesaver.
Step three: Make it a nest-y habit.
Make checking this part of your daily routine. My recommendation: First thing in the morning, when you turn on your computer or tablet, you check your e-mail, right? Then you do the same thing with your RSS Reader. You then flag anything that’s of importance and act on it — give it to an employee, respond, make phone calls, put it in your follow-up file — whatever works.
If you do this? You’ll be further ahead than the majority of businesses, as you’ll see by this late-2012 study that found that TWO THIRDS of companies aren’t monitoring social media for business purposes.
Got a question about setting up your listening post? Leave a comment. Like this kind of post? Click on the “SMB101″ or “Tips” tags just below! Need a little help or support setting things up? No problem – contact me.
(photo: Creative Commons licenced by Flickr user Elliott Phillips.)
Interesting example of one of the pitfalls of online advertising passed by on my newsfeed. Ottawa realtor Tracy Arnett had used Facebook’s new promoted posts feature on Facebook. Available since May, this new feature allows a specific post to be pushed into people’s newsfeeds (this is different from Facebook ads, which appear in the sidebar of a Facebook profile). The one I saw advertised a condominium apartment.
But what really caught my eye was the first comment on the post. Take a look:
To the credit of the realtor, she responded exceptionally well. Apologize for the offense, explain calmly and carefully why it happened, offer a solution.
When I went to the realtor’s Facebook page, I noted the following messages as well:
But it points out to businesses using new social media options for advertising such as sponsored posts on social networks that they may well tick off people who see them. Be prepared to receive angry — even intemperate — feedback, and to respond in a measured and factual manner. Imagine if the realtor had responded by saying “Look, if you don’t like it just hit ignore, okay? It’s not my problem”!
And in fact, depending on the type of advertising you’re planning on doing and the nature of your business or organization, the potential for negative responses might well dissuade you from doing such advertising. Proceed carefully!
I do a lot of teaching. Either formally in a classroom (like at Eliquo Training and Development), or over a coffee, or as part of a consulting job for a client. And one of the things that always gets covered first, or nearby, in building social media strategies is… LISTENING.
Why? The answer relates to one of the fundamental differences between businesses working in the social media universe and the pre-social media universe.
Here’s my rant about listening:
Back in the day, “listening” was more or less equivalent to the research that your organization could afford to do. It was made up of activities like focus groups, market research, surveys, and the like. You did it when you chose to. And then you chose to either act on what you learned or ignore it, and enjoy or suffer the consequences. Occasionally, people would self-organize to boycott a brand or give it some sort of cohesive message. But that was far from common.
When the use of social media tools went mainstream, all of a sudden people discovered they could talk with each other online. And even if they weren’t directly interacting, there were sites that aggregated people’s feedback and opinions. Didn’t like a movie? You could complain about it on an IMDB forum. Love your local coffee shop? You could share the love with the world!
Those conversations and aggregations are happening now, and will continue to happen. If your business has a public face, chances are that some of those conversations are about you.
If you start using social media like the old school, push-out-the-messages marketing tools, you run the risk of annoying or alienating people already talking about you. If you attempt to shut down those conversations as “threats” to your brand, you risk the “Streisand effect.” And if you ignore the conversations, you come across as uncaring.
So the best choice is participate. But to do that, FIRST YOU MUST LISTEN. It isn’t that hard. There are lots of tools out there that you can use to create effective listening posts. RSS readers (I like Feedly, now that Google Reader’s gone); Google Alerts; Twitter clients like Hootsuite or Tweetdeck… The tools are there, and you can set things up fairly quickly. Once you take the time to set things up, it’s not that difficult to consume a great deal of information about your organization and respond to whatever you need to in a short amount of time.
If you’re a larger business, you likely have resources set aside to do this. If you’re smaller, you may not. Whatever your situation… don’t you want to be on top of this? If you want some help with that, let me know.
Lots of talk recently in my neck of hte woods about the Amnesia Rock Festival. It happened June 14-15, with 90 acts from Anthrax to Alice Cooper to Fucked Up to the Dropkick Murphys filling a field in the small West Quebec town of Montebello.
By all accounts, the music was great. But some are calling the festival an “organizational shitshow“, some bands weren’t happy that they had to pay to play, and a village councillor and others are pointing at an “ocean of pee”, giant unwieldy lineups to get in and out, shuttle buses that stopped running with thousands of people waiting to get back to campsites… And a few days afterward, the site is still quite a mess.
Organizer Alex Martel spent several days incognito, then began to speak with reporters yesterday, explaining that people were congratulating him onsite on pulling the festival off.
I know the territory that Martel is on a little bit. Music festivals are giant endeavors. There’s the money side — you contract to spend money that you hop you’ll earn back; there’s the logistics side — thousands of people showing up at an outdoor site expecting to be fed, watered, and go to the bathroom in relative comfort while the sound and lights are tip-top. In this case, there’s the complication of remote campign sites and shuttle buses. So much can go wrong, so quickly.
Since I wasn’t at the festival, I can’t say with any certainty just how gigantic a failure or success it was. But it’s a great demonstration of the difficulties all businesses can experience in scaling up.
When you start a project, it can be easy — you do EVERYTHING, and everything comes back to you. When it grows, you have to start growing with it. Maybe that means staff, or volunteers, or renting an office, or hiring subcontractors… and it gets complex. Sometimes you discover that you’ve gone from someone doing what you’re best at and passionate about to someone doing things that you really don’t enjoy.
There was a time when I was doing media relations, and then I became a manager of media relations. It was only after I left the job that I realized just how little I had enjoyed managing people who reported to me.
I’ve seen lots of friends join startup companies that are hiring like crazy, growing like mad. And many times, those companies have crashed and burned. If you’re on the upswing as an organization, hooray! But don’t get so enthralled with the venture-capital money, the kudos, the excitement that you forget that you’re always just a few missteps away from total calamity.
And when you are blowing up the world with your products or services, remember that you’re most vulnerable to customer service prolems, communication breakdowns, and the things that can start out small but end up as fully-fledged crises. The solution?
Stay open. Use all the communication channels you’ve established. Meet your audiences where they are — at the checkout, on Twitter, Facebook or whatever other social media tools they use. Acknowledge problems, work to solve them, explain why they’re happening, and try not to make the same mistakes twice. Shutting down the lines of communication, hiding away, and moaning that people “just don’t understand how hard it is.”
If you talk to them about what you’re doing, they WILL understand. If you get defensive, they’ll stop caring and stop listening.
I saw a very disappointing infographic this morning, via Dave Forde’s PR in Canada site. Produced by the Max Borges Agency, it chronicles the history of public relations. I was interested to scan it. And so I did. I invite you to do the same:
Okay. Notice something?
- Ben Franklin.
- Tom Paine.
- Ivy Lee advising John D. Rockefeller.
- Edward Bernays advising Coolidge on foreign affairs.
And what do we have representing the last 13 years, the 2000s?
- Taco Bell and the crash of Mir.
- A PR stunt for The Dictator, a movie that hasn’t even made its budget back yet.
- And Oreo tweeting about a power failure.
As entertaining as these entries are, are they telling us something? I think they are. PR practitioners should look at this and ask themselves on what side they fall. Are they contributing substance, or are they simply carrying out stunts? Are they using the tools of communication at their disposal (obviously including the suite of tools that make up “social media”) to make change, to influence people on important issues, or is it about a cookie or a taco?
And if we’re seeking to summarize our contributions to society, are those the best examples we can find? What about the role of Twitter in the Iranian demonstrations? What about the ability of people to organize using social media to create events like Twestival? What about the Tylenol crisis? I could go on.
If public relations is to be considered a serious discipline, doesn’t it makes sense that we take on serious work, and talk about serious issues? And talk about them in public? Sometimes I think I oughtta find a new career.
One of the things that social media offers EVERYONE is the chance to present important work to the world in engaging ways. Proof? Just look at a map from the James McGregor Stewart society in Nova Scotia. I think if you read this post, you’ll see that even the most underresourced organization can use online tools to do good work and spread it.
The James McGregor Stewart Society, a small voluntary group with a single summer intern, has managed to pull off in a month what the Disabled Persons Commission of NS (annual budget: $600,000) and the Nova Scotia Human Rights Commission ($2.1 million) have not achieved in the decades of their existence.
It has surveyed the accessibility of MLAs offices throughout the province. The results will not be a source of pride for Nova Scotia or its legislators.
So, the back story:
The James McGregor Stewart Society’s prime mover, a guy named Gus Reed, got a question from his intern. She wanted to find out how easy is it for people with disabilities to meet with their elected representatives? So, simplicity itself. She phoned each of the 52 MLAs’ constitutency offices and asked them some very simple questions about accessibility. Here’s what they asked:
- Does your office have parking? If so, is it paved? Does it have designated accessible spots?
- Is there a power door button?
- Is your entrance accessible (level, ramped, and / or elevator?)? Does it have a portable or other questionable ramp? Does it have a step or stairs?
- Is the washroom large enough for a wheelchair? Are there grab bars and/or a wheel-under sink?
- Is your office on an accessible transit route?
With this, they assigned points so that MLAs could score between -1 and 6.
Here are the results:
The mean score was 3. Keep in mind, you could get a 3 by having a disabled parking space at your office and having a door at street level. If you had an accessible washroom you’d get a 5. So a mean score of 3 is not exactly inspiring.
I spent a little time trying to get a handle on the Nova Scotia government’s accessibility policy. As best as I can understand it, buildings constructed since the 1990s, or buildings that have changed their purpose (from a house to a retail store, for example) are required to conform to the provincial building code, which mandates a number of measures to ensure disabled people can get access. (The building code regulations are here, and the province’s 1986 Building Access act is here.) Unfortunately, calls and emails to the province’s Human Rights Commission and Disabled Persons Commission resulted in little useful information. However, a cheerful fellow at the provincial department of Labour and Advanced Education (which is responsible for the building code) walked me through the regulations so that I got a cursory understanding of them.
The shameful level of accessibility is one thing. But I’m not an accessibility blogger – I’m a PR and social media blogger. So I’m gonna take on that aspect of this.
What really caught my eye in Parker Donham’s post was that nobody else had done this sort of survey before. Certainly, it’s not a technical challenge; simply pick up the phone 52 times and you’re done.
But what social media now offers is the opportunity to disseminate these findings in a graphically-rich way quickly, easily, and widely. No wire service needed, no fancy-dan graphic designers. Just Google Maps, Blogger, and email.
I spoke with Gus Reed on Skype on June 6, and he told me they weren’t sure what would happen with this survey. With no staff, the James McGregor Stewart Society has no “machine” to churn out a mass of followup documents. And this story may not make a dent in the media or in Nova Scotia government policy.
I want to draw out some public relations and social media lessons for both activist groups and for those who are their likely targets — large corporations, organizations, or government.
- Do solid work — like calling all 52 constituency offices, and tell your story well. Don’t focus only on media attention. A well-told story, like “people in wheelchairs can’t participate in basic democracy” is going to make people stop and read. If your work is shoddy or bloggers or media get burned, though, good luck getting someone to listen a second time.
- Use the resources you have at your disposal. In this case, the society has a blog on Blogger. Sure, they could get more fancy. But they haven’t. They used Google Maps to visualize and annotate their data. Gus Reed used Skype to give me more information.
- Have a plan. Even if you’re not going to push hard on the media front, doing the work requires followup. What will your next steps be? Once you do them, what’s next? Even for voluntary organizations with no staff, this stuff isn’t a closed circle, it’s lather, rinse, repeat. (Hint: there are lots of municipalities in Nova Scotia to look at, Mr Reed. Hint 2: There are 12 other legislatures that groups could survey in exactly the same way.)
- Do not look at this as a threat. Look at it as an opportunity. Even if it’s critical. And especially if, deep down, you know the criticism is well-founded.
- Do not ignore small organizations as powerless. The “amplification effect” may leave you chasing down a forest fire.
- Respond. Promptly and substantively.
In a fit of perversity, I decided to submit a proposal to the 2013 Social Capital Conference with the title “Why you are Stupid.” I wanted to talk about some of the things that we social media people do that are… stupid. Generally speaking, I was thinking of:
- Stupid offensive
- Stupid boring
- Stupid and poor (budgetwise)
I decided that I thought I’d see if I could turn the crowd (assuming there WAS one) away and then try to pull them back in.
Here’s how I promoted the session:
I THINK I did okay at living up to the billing. But I’ll leave that for the audience to decide, and perhaps share. You can chime in based on the slides here:
More importantly than my own presentation is the success of the conference. Lara Wellman and Karen Wilson of the eponymous Wellman Wilson Communications led the organization with many other volunteers, and they pulled off a great conference. Why did I enjoy it so much? Here are a few reasons:
- Keynotes. I got the opportunity to see friend Danny Brown do a keynote for the first time. And I got a totally different sense of why he’s so smart from seeing him in that context. Made me proud to be friends with him. The other keynote was delivered by Gini Dietrich, who for me existed in that odd world of having been friends for literally YEARS online without ever having met. I told someone yesterday that before Gini and her colleague Lindsay Bell-Wheeler arrived at a Friday night reception, I was literally a bundle of nerves inside, desperately hoping that I wouldn’t be too much of a dork in their presence. That jury may still be out, but there’s no doubt that Gini is a charming and polished and top-notch speaker, and that Lindsay just might prove the sayings about the relative depth of the Atlantic Canadian gene pool. She feels like a sister after just one meeting. Which is likely bad news for her, since that just means more insults.
- Collaboration. When Danny was confirmed as keynote, I really wanted to do something to celebrate the launch of Influence Marketing, the book he just published with Sam Fiorella. So I got in touch with Caitlin Kealey at MediaStyle, another Ottawa communications consultancy, and they jumped in with both feet, putting together (with some help from me) a super fun event called Gin and Talkin‘. MediaStyle President Ian Capstick interviewed Danny, there was great food and better drink, and several dozen people ended up with complementary copies of the book, courtesy of Translucid and of MediaStyle. It was a great kickoff to a hectic weekend. And I never could have put together an event that good on my own.
- Connection. While it’s rewarding to go to events like #socapott and reconnect with the people you already know, it’s just as exciting to meet new people and learn from them and discover what makes them cool. While I was a bit limited in doing that due to a family wedding in the middle of all this, I got to know a number of people at the conference that I hope to know better in the future.
Oh, and one bonus:
- Karaoke. A group of us decided on post-conference festivities at Ottawa’s legendary Shanghai Restaurant, home to Saturday night Karaoke with the one and only China Doll. We got there to discover two bachelorette parties already heating up the mics, and then China Doll made a late appearance to show off Ottawa’s best to some locals and out of towners.
If I can leave you with one takeaway from my presentation, it’s this:
Raise your own expectations is a double-edged sword. If you expect your own work to be better, to be smarter, you will spread that expectation to others. Your boss, your clients, your friends will expect you to be that good NORMALLY. That’s intimidating, but it’s also necessary. Push beyond the stupid and the easy.
That’s one of the things that I’m going to try to do. Might not be a bad idea to take my own advice.
I was asked by the organizers of next week’s Social Capital Conference to join organizer Lara Wellman on the local CTV morning show to talk about the conference, keying in on a tart little infographic they published recently: 10 Ways to Suck at Social Media (I’ve put the infographic at the end of the post, if you want to check it out).
The interview, done with cohost Jeff Hopper, reminded me that live TV interviews are a unique experience for even experienced interviewees. Cameras (in this case, one robotic and one human-operated), lights, a computer monitor behind us — distraction is easy and time is short. In this case, I think (THINK – always hard to KNOW) the interview went well, in great part because Jeff Hopper was already knowledgeable about social media, and because he had an obvious personal interest in the topic.
So here’s my tip for today. When you’re doing a live interview, either on TV or radio, KEEP TALKING. The host will find his or her way into your chatter to ask questions, get clarification, or take the interview in a new direction. What lies behind the dictum KEEP TALKING means you should be conversant enough with your topic to theoretically deliver a monologue for the length of the interview.
The easy way to KEEP TALKING is to have a set of key messages in your head and ceaselessly repeat them. This is not ideal. People know “key messages” when they hear them, thanks to politicians who seem to think we won’t notice them robotically repeating them. Here’s probably the most egregious example ever, courtesy of ex-Member of Parliament Peter Penashue:
The key here is to balance out your ability to KEEP TALKING with your ability to be a gracious part of a conversation. It’s a skill that takes practice to develop.
I won’t be talking about media training at Social Capital, but I’m happy to talk to you about it, or to meet you at the Social Capital conference, where I’ll be doing a talk on “Why You Are Stupid.” (pssst: The “You” in my title also includes me.) It’s not too late to register and hear from some truly un-dumb people, including Gini Dietrich (Chicago-based owner of Arment Dietrich and co-author of Marketing in the Round), and Danny Brown (cofounder of ARCompany and author of the hot off the press book Influence Marketing) (affiliate links).
And if this is something you need heavy-duty help with, you might want to check out Brad Phillips, a New York-based media trainer, and his Mr. Media Training blog. He has tons of great tips, techniques and case studies that he updates pretty much daily on his site.
UPDATE: Here’s the interview, as uploaded by CTV Ottawa Morning Live.
And here’s the infographic:
I took a bit of an abrupt break from blogging. Two things conspired. One good, and one bad.
On the good side, I got busy , and took some time for vacation. That led to the first hiatus. But then, the bad thing. Shortly after I returned from vacation, my dad passed away, and I’ve been trying to juggle work and the myriad details that immediately follow a death.
The good news is that my mother is a very strong woman. The other good news is that she’s receiving moral support and paperwork from both of her children and their partners, her grandchildren, and being entertained and diverted by her great-grandchildren. So things are progressing about as well as they can in the wake of an event that was expected, to an extent, but still a terrible shock and a cause for mourning.
But enough about me. What’s on my mind when it comes to communications, social media, and PR. And there are two things that I want to highlight that relate to social media and to business that the last several weeks have impressed upon me.
First, a succession plan and an interruption of business plan is a necessity, for businesses right down to the micro level. I like to have discussions with friends and colleagues so that if something comes up that makes my participation in a project difficult or impossible, I have someone who I can slot into the project with a minimum of prep time. If you’re a SOHO, or a small retail business, what would you do if there was a death in the family, or if you were incapacitated by an illness or injury?
Second, it’s easy for social media to be criticized as creating false or inauthentic relationships, relationships which aren’t important. But when I got the call on a Saturday morning from my mom that my dad had died, I got support from my partner and my real-life friends. But I ALSO got support from people who I know only online. Cards. Memorial donations. Other gestures of caring.
Those gestures were meaningful. While I can’t prove it or quantify it, I know it. And last I checked, there’s no shortage of inathentic or fake rleationships in real life.
So those are two lessons that I’ve been thinking about since August 11. That, and that hugs are good. Give one to someone you like at every opportunity. It’s hard to imagine a bad outcome from a good hug.
And finally, one of the thing sthat I had to postpone when my dad passed was my webinar in the Think Tank Summer E-learning Series, organized by SocialFish and CommPartners. Instead of August 16, I’ll be presenting “Your New Content Strategy” on September 27. You can find more info and sign up here.
The world was abuzz this week with the story of Karen Klein, a woman from upstate New York who was taunted mercilessly while working as a school bus monitor. As is so often the case, the taunters were not only mean and vile, but stupid enough to record their actions. If you haven’t seen this, you may or may not want to expose yourself to the 10 minutes of evil vapidity.
The video, as is the cliché, went viral. Millions of views. Then a guy in Toronto named Max Sidorov was touched by the video. He set up a campaign on Indiegogo to give her a vacation. He set a goal of $5,000, saying “There’s even a point in the video where one of the kids touches Karen’s arm in an attempt to make fun of her. I’m not sure why these kids would want to bully a senior citizen to tears, but I feel we should do something, or at least try. She doesn’t earn nearly enough ($15,506) to deal with some of the trash she is surrounded by. Lets give her something she will never forget, a vacation of a lifetime!”
Then Sidorov’s campaign went viral too — in spades. In a matter of days, the campaign raised more than $545,000.
All of this is heartwarming. This is a 68-year-old woman who was treated more than shabbily, and it’s lovely to think that she’s going to be helped by this.
But let’s be honest here. Does Karen Klein need a half-million nest egg? Does the pain or embarrassment she suffered warrant a half-million payday?
Let’s take another example — Caine’s Arcade. The release of a short film about Caine’s Arcade led to a college fund of more than $200,000 and a matching fund to help other kids as creative and deserving as Caine.
There’s no doubt that these stories are inspiring. But I have this feeling that even the desire to good using the tools of social media can go too far. In themselves, the 25,000 donors to the Klein campaign each did an undeniably good thing. But is the best use of the $545,000 and counting that has been raised to simply go to Ms. Klein?
The other side of this is the response by viewers to reach out to the school or the school district.
The school district website has a message which reads in part:
“The behaviors displayed on this video are not representative of all Greece Central students and this is certainly not what we would like our students to be known for. We have worked very hard to educate students on the damaging impact of bullying and will continue to do so.
We have received thousands of phone calls and emails from people across the country wanting to convey their thoughts. People are outraged by what has happened and they feel the students should be punished. While we agree that discipline is warranted, we cannot condone the kind of vigilante justice some people are calling for. This is just another form of bullying and cannot be tolerated.
We all need to take a step back and look at how we treat each other. It is our job as educators and parents to teach children and lead by example. We encourage parents to use this as a springboard to begin a dialogue with their children about bullying, respect and consequences. As a school community, we will continue to take the lead in bullying education and we encourage all students and employees subjected to bullying and harassment to report it as soon as it occurs and to take a stand if they are witness to bullying in their lives.”
I can only imagine the sheer volume of contacts. How could a small upstate New York school or district reasonably handle this level of outrage and demand for response? And what would my angry e-mail add to the situtation?
I don’t really have any answers here; I’m just trying to think through how a bad thing can, through social media, lead to a good thing and then, again through social media, perhaps the good thing becomes too much of a good thing.
What do you think?