Archive for the ‘web 2.0’ Category
I spent a week with my mom this month. It was the first anniversary of my dad’s death, and it had been a while since I’d seen her, and I thought it was a good time for me to be in Cape Breton. So there I was.
Spending time with an 88-year-old where my access to the Internet was distinctly limited changed my behaviour a little bit. Rather than sitting in my second-floor office typing, I spent a lot of time with her, talking. Or listening to her. I think she’s a bit lonely, and having another person in the house made her want to talk. So I let her.
And so, one day we ended up in Baddeck. Baddeck is a tourist town at one end of the Cabot Trail in Cape Breton. It’s probably best known for its association with Alexander Graham Bell, who lived there for a long time and built the Silver Dart, the first plane to fly in the British Commonwealth (in 1909) and the HD4 hydrofoil that held a speed record for boats for 20 years, and was a giant booster of Cape Breton as a place of pastoral beauty.
Today, it’s got lots of gift shops, ice cream, a museum or two, and a stunning bay full of pleasure boats. And an antique store. We went into the antique store, which had some interesting books (which I didn’t buy), some neat militaria (which I found interesting), and some china (my mom found a lovely cup and saucer). When she got to the counter with her purchase, I jokingly said “Thank God you don’t have any fountain pens, or I’d be in real trouble here.” At which point the proprietor brought out the fountain pens, and I walked away with a classic black and silver Parker 51 for twenty bucks.
It writes like a dream. I’ve used it in a notebook, on some paper, and in a handbound leather journal that I bought in Pisa at Legatoria Dante. Why am I telling you this long preamble? Because of a column I read in my morning paper. In the column, titled “The end of the printed word, revisited”, journalism professor Andrew Cohen argues
“Just when you thought that ink was over and paper was passé, along comes word that the world of books isn’t disappearing after all. In fact, its death has been greatly exaggerated.
Skeptics of the virtual life are scorned as Luddites or antiquarians. With the arrival of every new laptop, tablet and smart phone, we are to fall on our knees in wonder and gratitude.
In two particular but significant ways, though, we may be having second thoughts. One is how we are reading. The other is how we are writing.”
Plainly put, this is a bollocks straw-man argument, which Cohen himself proves in the column. As Shel Holtz so frequently says, “New media does not push out old media.” E-books don’t mean the end of paper books. TV didn’t end movies. The keyboard hasn’t ended the pen. About the only things that have almost entirely disappeared that I can think of are the typewriter, the floppy, and the 8-track. And even typewriters are still being sought out (by the nichiest of niche markets, mind you). The car and the motorcycle didn’t eliminate the bicycle or the train.
I suspect that nobody’s ever made the kind of statements that Cohen uses as the basis of his argument. I love technology. I started using computers with my TI99/4A and haven’t stopped since. I have an e-reader (thanks to a contest run by blogger Andrea Tomkins); I have shelves and shelves of books. I have an iPod crammed with music, and I have hundreds of CDs. I have a computer I’m using to write this post. I have my pens and books to write thoughts and ideas and stories and yes, sometimes blog posts too.
Sometimes I read things digitally. Other times I want a printed version. Sometimes I grab my iPod. Others, I pop in a CD. Or I plug headphones into my computer. It’s not about either-ors. It’s about options. None of us are binary. When it comes to technologies, we’re all omnivores. Dichotomies in this world are all false ones.
If you read or hear something suggesting that A means the end of B, or that the writer or speaker is a member of a scorned minority by virtue of not liking this or that piece of technology, or social media, or whatever — do yourself and the person in question a favour. Politely tell them they’re wrong, and that reducing the remarkable complexities and subtleties of human behaviour to a binary choice is silly.
Because I’ve spent a lot of time over the last few years teaching at Algonquin College and at Eliquo Training and Development, and because I’ve done a fair amount of speaking on social media and communications topics, I’ve found myself doing lots of “social media 101″ talks. And I’ve written dozens of posts here under the “how-to” or “SMB101″ categories, which are posts particularly useful for people trying to get started in social media.
Do I find that repetitious or tiring? I suppose that would be possible. But as I’ve been doing this, I’ve become more and more convinced that even though “going deep” is appealing, business as a whole is still at the beginning stages of exploiting social media.
Given that social media has been a “thing” for a number of years, the following stats may surprise you:
- Two-thirds of businesses in one survey said they weren’t doing any social media monitoring for business purposes.
- Nearly half of people with smartphones look up information on a product they’re considering buying right there in the store. And more than 40% people will not return to a website with a crappy mobile experience.
- Four out of 10 businesses either seldom or never monitor online reviews about their business. And yet… sentiments expressed about a product online have been shown to reduce customers’ willingness to pay.
- Three-quarters of small business have fewer than two people dedicated to social media.
- Six out of 10 small businesses spend $100 or less on social media.
These stats, and the feedback I get from students, tell me that while those of us who think about social media all the time are busy talking about some of the minutiae, trying to figure out the latest changes to the Facebook algorithm, and pushing the discipline forward, a large portion of the people who are actually working with customers are still trying madly to figure out if and how to do a blog, start a Facebook page, or get on Twitter. And another large group of businesses have started using some or all of those tools, but are floundering.
While it’s a joy to be on the cutting edge, it’s important to realize there are a lot of people out there running businesses who are just struggling to get by. It’s easy to say “Well, they just need to buckle down and get going,” but it’s nowhere near that easy to DO. Let’s not leave them behind.
If you’re here regularly, you’ll know I love me some measurement. So when I saw a recommendation to read a paper from Katie Paine, I was pretty much immediately going to the site to download it.
“Social Media Measurement: A Step-by -Step Approach” by Angela Jeffrey, a Texas-based communications consultant with Measurement Match, is exactly what the title implies — a no-BS guide to doing solid measurement of social media initiatives for organizations, published by the excellent Institute for Public Relations. When I saw a thanks to Kami Huyse, a communicator who I like and respect a great deal, that made me even more positively disposed to the paper.
And the content does not disappoint.
She starts with the depressing information that measurement is NOT being embedded in organization’s social media campaigns and points to three different surveys with disturbing numbers. Perhaps the worst? An eConsultancy survey that reported only 22% of communicators had a strategy that linked data and analysis to business objectives.
So perhaps you’re in the three-quarters of that sample. Drop the shame, and read the rest of the paper. In under 20 pages (before the appendices), she lays out an eight-step process for a solid — and achievable — social media evaluation process.
Here’s my paraphrase of her steps. And if any of this is shocking, you need to really brush up.
- Identify goals
- Research and prioritize your stakeholders for each goal
- Set objectives
- Set key performance indicators
- Choose your tools and benchmark
- Analyze your results and compare them to your costs
- Present to your management
- Lather, rinse, repeat.
If you’re holding back, or you haven’t done a measurement component to your social media activities, read this paper and then tell me why you can’t.
Hell, you don’t even have to pay for her paper. So .. get to it. And if you want some more support, feel free to contact me for a consultation, or to take the next social media measurement course I’m teaching later this month.
I have to admit to some shock at the announcement that the just-announced successor to Ted Koppel at ABC News’s Nightline program is Dan Abrams. Why?
Because while Dan Abrams has some significant experience in journalism, he’s most recently been a CEO in the PR and marketing industry. Koppel, by contrast, was a lifelong journalist (and, of course, remains a journalist and commentator).
Many journalists leave that trade to begin working as public relations practitioners. That’s nothing new; there are decades of history pointing to that, including my personal history. It’s much less frequent to see people move from the PR industry back to journalism.
For what it’s worth, I think there are good reasons that PR people should be PR people and journalists should be journalists. When you embark on a media relations initiative, the theory is that media coverage tells the reader / listener / viewer that while there may be a “PR angle” to the story, the “media” have judged it worthy of coverage. Hence the phrase “newsworthy.”
There are many ways in which the wall between editorial decision-making and the advertising / marketing / PR / communications world gets chipped away. When I edited some magazines nearly 25 years ago, I would regularly have the sales manager come to me, saying “You know, it’d be great if you covered something about McBlatherston’s, they just took a full page…” I didn’t do that. And the ongoing tension and conflict was a big reason I left that job.
Publications often create “special advertising sections” that use cheaply produced or free copy that surrounds ads. There are “infomercials” that try to mimic the look and feel of news reports or programs. There was the VNR, or Video News Release, which caused quite a scandal in the 2000s. And there are publications which simply sell their editorial space. Sometimes it’s completely obvious, as in a full-page article on a business with a facing page ad for the business; other times, it’s much more subtle.
When Abrams left journalism to start PR businesses, his first idea was to have working journalists consult with corporate clients on communications strategy. That didn’t fly, so he moved on to a suite of websites (probably led by Mediaite, a media news blog) and Abrams Research, “a full service digital and social media agency, specializing in the development of web-based digital marketing campaigns, in addition to advising on social media strategy for non-profit, international, financial, political, sports, entertainment and Fortune 500 clients. In a nutshell, we help brands direct their social media efforts to efficiently reach and engage their target audience(s).” Now, he’s back in journalism as the anchor of a TV show with a fearsome reputation for indepth journalism.
ABC has said that Abrams no longer has any responsibility within the companies that bear his name. But he remains an owner of those companies. I don’t like that. This is a game of perceptions. If and when I watch Nightline with Abrams, I don’t want to be asking myself if the guest is or was a client, or whether there were arrangements made with one of his companies regarding the questions to be asked.
I’ve noticed a trend in retail: auto parts stores selling grocery items; pharmacies selling electronics; office supply stores selling food; grocery stores selling DVDs. I want to buy my drugs and antiperspirant at the pharmacy; I want to buy my food at the grocery store. AND I WANT MY JOURNALISTS TO BE JOURNALISTS, NOT PR PEOPLE.
I think that this sort of thing not only harms journalism, but also reduces the ability of a public relations campaign to actually influence its audience. If there’s no editorial coverage that isn’t bought, if there’s no more trust, why bother doing media relations at all? Just do social media.
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.
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:
That is simply too big.
800 megs of images? Really?
Whatever your role within an organization, you need to be a tireless advocate for websites that balance features, design, and SPEED. Don’t bog your users down in endless (well, perceptually endless) waits for content to load. The chances of those users going somewhere else are just too high.
If you’re feeling confused by this post, perhaps a visit to Now Make it Mobile, a site by Vancouver shop Mobify will help. They have tons of tips on making great mobile web sites.
I’ve been more and more interested in smaller organizations lately. Many small businesses and associations are using social media very well. But many others — among them people who I’ve worked with or who I’ve taught social media courses at Algonquin College — find social media to be a perplexing challenge.
I think one of the biggest parts of the social media challenge for small businesses and not-for-profits is to create a strategy that allows them to be confident they can meet the demands that social media place on an organization. I think it’s crucial that organizations without giant budgets or staff have a chance to create and maintain an effective social media presence.
You’ll have a chance to learn how to create a content strategy as part of a small organization from… well, me, this August. I will be part of the Summer Think Tank Series presented by SocialFish and CommPartners. This series of webinars is bound to be useful for people working in associations, not-for-profits, or any small organization. Maddie Grant has led the development of this series of webinars, and she has done a pretty impressive job.
Check out this lineup:
- July 12: David Svet and Heidi Hancock will talk Pinterest for nonprofits
- July 26: Debra Askanase and Shelly Kramer will present on Google+ for nonprofits
- August 16 (my birthday!) I’m in the middle with Your New Content Strategy
- August 30: Gini Dietrich will talk how nonprofits can apply the lessons of her new book Marketing in the Round
- September 13: Amy Vernon will talk about Creating Content that Works.
Each of the webinars costs $129 US, and the whole series can be purchased for $499 US. And if you drop me an email, I might even have a discount code for you.
It’s a real honour to be in the lineup with these talented communicators who I like and respect. And I’m looking forward to finishing the presentation and doing it online, hopefully with you in attendance.
There are as many different social media tools out there as you can imagine. If you don’t believe me, check out the “conversation prism” that Brian Solis created:
Confused yet? Good. That’s what keeps people like me in business!
When you’re engaging with your audiences using one or more of these tools, one thing to keep in mind is the timeframe for your message. I was reminded of this recently when I was listening to a podcast (WTF with Marc Maron, if you must know). The podcast was great, but there was a sponsor who was pushing a Christmas special. (I’m writing this in June).
Different social media have different shelf lives. Twitter is (arguably) ephemeral. It’s here, then it’s gone. Facebook pages, less so. Blogs, semi-permanent. Things like podcasts live on forever; despite the fact that my Stephen King podcast is currently on hiatus, I still see thousands of downloads each month.
So when you’re working out strategies for social media, keep in mind that each tool will have its own sense of time. Why advertise for Mother’s Day when people will still be hitting that note in November? Key your messages to take into account the shelf life of the medium.
(This is post number seven in an ongoing series of posts aimed at providing practical advice for small businesspeople in the areas of public relations, communications and social media. If you ever need help with your small business… why not get in touch?)
(PS: Sorry for the late post; I should have pre-written for the Friday, but I didn’t, and I was driving to Boston yesterday. With a quick stop here.)