Posts Tagged ‘social media’
Over the last number of years, there’s been a great deal of discussion about disclosure in social media. In fact, the US Federal Trade Commission has had disclosure guidelines since 2000, and revised them just last year. Unfortunately, Canada hasn’t provided people working in social media with such guidelines. The federal organization responsible is the Competition Bureau, and there’s nothing directly addressing this issue yet. The Privacy Commissioner and Industry Canada also have fingers in the disclosure pie, but at this point, anyone in Canada could write about anything for pay and never tell you a thing.
Lots of bloggers I know do disclose, and many quite clearly. For example, Amy Boughner often has blog posts with disclosures like: “Disclosure: I received the OgoSport Ballooza pack from PlaSmart for this review. All opinions are my own.”
But two things I ran across by chance recently reminded me that disclosure is important no matter whether you’re a blogger getting a free set of headphones or an organization carrying out an advocacy campaign.
The first was a book excerpt in Maclean’s magazine titled “An outlaw’s vision for the Canadian Museum for Human Rights.” The excerpt from an upcoming book on the museum by renowned non-fiction author Peter C. Newman and his longtime collaborator Allan Levine profiles the museum’s architect, Antoine Predock, by all accounts quite a character and a much-celebrated architect.
Because I’m a geek, I noted that the book was to be published by a company I hadn’t heard of before — Figure 1 Publishing. So I googled ‘em. Nice site, principal employees with serious publishing chops. But … a 2013 Vancouver Sun article profiling the company after its founding says:
“Figure 1 is operating under a different business model than a traditional publisher. Authors or organizations will pay the costs of production themselves and Figure 1 Publishing will look after editing, design, distribution, sales and marketing of the books they publish. Sales revenues will go to both Figure 1 and the author or organization, Nadeau said, adding the model is a hybrid between trade publishing and vanity publishing.”
So… who paid for the book? Who paid the authors? The printers?
I don’t know, because despite contacting Figure 1 several days ago, I haven’t yet received a response.
Also today I got pointed to an Upworthy video titled “No One Applauds This Woman Because They’re Too Creeped Out At Themselves To Put Their Hands Together.” The video is titled “The Secrets of Food Marketing,” and it’s a TED-style talk delivered by marketing consultant Kate Cooper. Well, actually that should be “Kate Cooper.” Because it’s actually actor Kate Miles playing a woman named Kate Cooper. And there’s no such thing as the TED-style “E-talks.” Well, there are several things called etalks, but this talk isn’t part of any series.
The following text appears if you scroll down below the video: “Original video by Catsnake Film. Full disclosure: The speaker in this video is actually an actress named Kate Miles, but the facts about produce and its marketing are 100% real. The audience is also real, and thus the looks of disgust are totally real too.” And then if you go to the Catsnake Film website, it explains further that the video was made on behalf of an organization called Compassion in World Farming.
I contacted both the film company and Compassion in World Farming to talk about the video. Catsnake Film wouldn’t comment unless I allowed them to vet this blog post. I don’t do that, so I have no comment from them. I sent questions to Compassion in World Farming by email on August 12, but haven’t heard from them yet.
There really aren’t any social-media equivalents to the communications professional associations like IABC or PRSA, which both identify a lack of disclosure as unethical in their codes of ethics. And it’s surprising to me that there is no mention of ethics at all on the website of the Association of Canadian Publishers.
In the unlikely event that anybody will offer me some sort of goodies, I’ll be sure to disclose it here. I don’t believe in not disclosing those things, and I want to know what might be influencing the way a piece of content — whether text, video, or whatever — was created.
And whether it’s a book, a blog, or a viral video, we all deserve to know just who was paying the piper.
Disclosure: A particular thanks to the folks at CIPPIC, an Ottawa organization that does superb work on Internet policy and advocacy, for their help in researching this post.
I’m writing this on the day after Canada Day, which always feels like the start of the week to me. Living in Canada’s capital city means that you’re going to get involved in some way, no matter how low-key, in our national celebration. Yesterday’s revelry took place in lots of heat and humidity, and in the afternoon, there was a tornado warning — something that isn’t exactly commonplace for Ottawa.
Today, I was surprised by news that a music festival in my home province of Nova Scotia is cancelling its 2014 edition (scheduled for July 4-6) because a very early tropical storm seems like it will hit Canso, the home of the Stan Rogers Folk Festival, right when they’re supposed to be making music for an adoring crowd.
Outdoor events are by definition unpredictable. I was on the board of the Ottawa Folk Festival in 2010 when torrential rains made most of the site unusable and dealt a crippling blow to our finances. And in 2011, I was in the crowd at the Ottawa Bluesfest to enjoy a Cheap Trick show when a freak storm blew in and this happened (video shot by another bystander):
Fortunately, nobody died during that stage collapse, although there were injuries. Litigation over the collapse is still going on.
My experiences with music festivals have left me with an abiding interest in crisis preparation and response. And one of the most important things you can do as an organization is to have a “dark page” ready. What’s that, you ask?
A dark page, or a dark site, is a pre-developed website that you can use in place of your organization’s normal site in the event of a crisis of some sort. Why do this?
Well, if you look at the Stan Rogers Festival site, the cancellation media release is two clicks in. The main page, merrily promoting the festival and selling tickets, is what I see when I visit. Fortunately, you can’t actually complete a ticket purchase, but a casual visitor wouldn’t know what was happening.
If the Stanfest site had pulled down its normal page and replaced it with a simple site explaining the situation and informing various groups (ticketholders, performers, etc) of what they needed to know and how to get more information, the communication would be much more clear and straightforward.
Also, if anyone tries to share the news of the cancellation on Facebook, the site feeds FB information about the 2013 and 2012 dates, a fault in the HTML coding of the site:
Fortunately for Stanfest, their fans seem understanding and conciliatory. But if those fans begin to ask for information about refunds or rescheduling without quick answers, the patience may wear thin.
I fervently hope that the storm amounts to very little and that the folks behind Stanfest are able to put something together to salvage the festival.
Whatever your business, you should put a little thought into this. Crises happen everywhere, all the time. If you want to learn more about this, feel free to contact me, or you could read my friend Ann Marie van den Hurk’s book “Social Media Crisis Communications.” She’s a superb thinker on this topic.
If you’ve never seen or experienced some form of online harassment, you are in a TINY minority. This was brought home to me recently with the impact of a hammer on a nail. Survey results from a poll by a coalition of three organizations (Rad Campaign, Lincoln Park Strategies, and Craig Connects) got released June 4, and it is a sad story.
Among the “highlights” from the infographic the group produced:
- 47% of respondents under 35 reported being harassed.
- Facebook is a particular hotspot for online harassment.
- Women and men report sexual harassment at nearly identical rates (44% of women, 43% of men).
- Half of the people who were harassed did not report it.
- Nearly 30% of people surveyed report being afraid for their life as a result of online harassment.
- 3 in 5 people surveyed think laws concerning both online and in-person harassment are not strong enough.
Perhaps you are lucky enough to not have experienced harassment online. However, chances are that you’ve seen someone — a friend, colleague, whatever — harassed online. So whether you have experienced it directly or secondhand, you have a stake in changing this. We ALL do.
There’s no doubt that much harassment both exemplifies and reinforces deep and toxic threads of hatred: racism, intolerance, misogyny. But it’s simplistic and unproductive to throw up our hands in the air and simply blame “attitudes” for this problem. To my mind, we fall into one of three categories when it comes to online harassment:
If you’re a harasser: stop it, or the rest of us are going to stop you.
If you’re a victim: don’t swallow this. Don’t hide it, or hide from it. Tell the people who care about you. Take action. Report the behaviour. If you don’t feel strong enough, ask for help with it.
If you’re an onlooker (like me): Step up.
There have been countless examples of people being affected by this, from respected bloggers going silent to comic book artists being threatened with death to people at conferences being harassed online and offline to young people killing themselves. All of it is unacceptable. And we all have two duties: to support those being harassed and to confront the harassers.
There are more of us than them. We don’t need to become virtual lynch mobs, doing to the harassers what they’ve done to others. We just need to tell these bullies that we see them, that they must stop, and that they are not going to do this anymore.
Later on comes the change of attitudes. At some point, we need to figure out why these people are doing what they’re doing, how we can help them understand how wrong it is, and make them change their beliefs. But first, the behaviour has to stop. And the biggest thing you can do? Call people out. And if we become targets, we should expect the same support from others that we give.
Can we eliminate this problem? Not quickly, easily, or likely ever. Can we improve it? Undoubtedly.
Are you looking for more help responding to online harassment? I can’t recommend the organization CiviliNation highly enough. They have lots of resources, and CiviliNation founder Andrea Weckerle’s book Civility in the Digital Age is excellent.
Yesterday was an anniversary. Eleven years ago, I started this blog. I was working media relations for a university then; both my parents were alive; I had a regular column for a CBC Radio show (in fact, a lot of the early content of the blog was made up of scripts for my CBC column), and I thought there was something to this social media thing, but I wasn’t quite sure what it was. Who knew I’d still be doing this a decade later?
Not that I planned any of this out at all, but my blogiversary coincided with a visit to Ottawa by Gini Dietrich, the CEO of Arment Dietrich and the author of the brand-new book Spin Sucks (also the name of the agency blog). I’m working my way through the book and plan on giving it a fuller review soon. But her appearance at Third Tuesday Ottawa was a convenient marker.
I have a lot of respect for Gini, the business she’s built, and how she’s done it. I also like her a lot. She’s fun and funny to be around, and she falls in that category of people that I take great pleasure in teasing (not growing up with sisters leaves a void in your life you have to fill somehow). And it was unsurprising to me that her presentation to TTO was typical of her: incisive, opinionated, entertaining, and well-reasoned.
Gini summed up one of her central arguments about the suckitude of spin as “It’s a marathon, not a sprint,” referring to the need for PR practitioners and clients to adopt a long-term mentality toward social media and toward brand identity. For example, don’t use black-hat SEO techniques for an immediate boost in search engine results (sprint); build your site and act in a manner so as to build those results over a longer term (marathon). She’s been developing this metaphor for some time.
I like the metaphor (and forgive her for using a running metaphor despite her being a far superior athlete – a cyclist – than just some runner). But here’s the challenge of being a marathoner in this business is trying to convince people to stop running so fast.
The social media tools and the availability of real-time results is a potent drug, and it’s easy to become addicted to instant feedback, instant action, instant reaction. So the challenge for me when I’m working with a client is to simultaneously tell them to be active on social media, to be monitoring feeds and the like, but at the same time to not assume or expect that your video will go viral, that your blog will rocket to the top of the charts, etc. That’s especially true if you have other people in the consulting world who are promising those easy instant results.
In my experience, one of the best things I can do with a client is get them into using an editorial calendar for their social media efforts. Turning the page from month to month – physical or virtual – makes people think longer term. What powerful tools or arguments have you discovered to help your clients or your colleagues get the tricky balance between FASTER and SLOWER! I’d like to hear ‘em.
I was pleasantly surprised to discover that — as if by magic — just a few days after writing “It’s hard to be social when you’re not social” about the Canadian federal government’s difficulty grappling with social media, Digital Canada 150, the long, longgggg-awaited digital strategy of the Government of Canada was released on Friday afternoon, April 4.
This is a digital strategy that’s been promised and not delivered by five Industry Ministers since 2006, when the current government was first elected. So if the rest of this post is critical, I have to give the current minister James Moore some kudos for at least publishing something.
The first thing that gave me the willies? A Friday afternoon release. Even though it seems everyone’s wise to the tactic, I still get worried that a Friday afternoon release of anything means there’s a desire to bury it.
The second thing that gave me the willies? The flash animation for the launch, leading to the … flipbook and downloadable PDF, which treat the reader to full-page vanity messages from Industry Minister James Moore and Prime Minister Stephen Harper.
And then we get to the meat of it. There are five pillars to the strategy: Connecting Canadians, Protecting Canadians, Economic Opportunities, Digital Government, and Canadian Content.
Each section has a number of policy directions, followed by a list of things the government has done, will do, and a success story.
A year-and-a-bit ago, Maclean’s magazine writer Peter Nowak wrote this “New Year’s resolution” for a digital strategy. In it, he argued for things like:
- Create a Technology Minister.
- As Nowak put it, “Incubators, incubators, incubators.”
- And a combination of increased broadband service and subsidies and training for those who aren’t currently online.
Veteran Internet observer Michael Geist calls the document “the digital strategy without a strategy“, and points out that of the $5.72 billion the government just raised from a wireless-spectrum auction, the plan identifies far less than that in investment. And IT World Canada’s Howard Solomon quotes Geist and others with some fairly substantive criticism. Openmedia calls it a rehash of previous announcements.
Byron Holland, the president of CIRA, Canada’s .ca registry, wrote in a blog post “The digital economy, and Canada’s digital future, is too important to be left to a series of activities that may or may not relate to one another. We have seen time and time again what happens when leaders get too focussed on day-to-day activities instead of focussing on a strategic direction.”
CIRA’s 2010 submission to one of the consultations that led to this strategy suggested, among other things, that “it is useful for the Government of Canada to benchmark Canada’s performance in the digital economy against other countries and in particular against major trading partners. With this in mind, it might be useful to create an ongoing compendium of publicly available data with an annual assessment of where Canada stands, available on-line.” Sadly, there’s nothing in the strategy about that, and if there were, we might well be quite disappointed with the results.
My particular hobbyhorse last week, and on an ongoing basis, is the federal government’s use of social media in its operations. The Digital Government section offers not the slightest hint that government departments or agencies will see their ability to actually DO social media increase between now and 2017 (the 150th anniversary of Confederation, our country’s founding). The section focuses almost entirely on open data — a useful tool, and not one I’d argue against. But if you were hoping that this document might encourage departmental blogs, or Youtube videos with comments enabled, or Twitter feeds that actually conducted conversations with followers, you are wearing a black armband today.
Our federal government has at its fingertips great levers of power and money. So far, it has not chosen to use those levers to re-engineer government to catch up with what we’re doing in our daily lives, right now. Rather, it’s simply going to pick around the edges of things, drop a little money from time to time, and unfortunately, let its citizens — and its international counterparts — leave it in the dust.
Here in my home town, there’s a bit of a kerfuffle going on about a youth league football team, the Nepean Redskins.
A local musician, Ian Campeau, has filed a complaint with the Ontario Human Rights Commission over the name of the team, which he feels is offensive to him and to other First Nations. The complaint is likely no surprise to the team; Campeau has been lobbying for a change of name for some time.
And certainly in my dictionaries, the term “Redskin” is considered an offensive term. Here’s good ol’ Google’s definition:
Given the history of controversies over names for various First Nations sporting teams, this news story fit into a fairly convenient narrative: sports team with a name offensive to a group comes under fire. And predictably, arguments of “political correctness run amok” and some racist commentary lit up comment streams and talk radio.
In fact, it happened just a little while ago right here in Ottawa, when the new basketball team currently known as the Ottawa Skyhawks was known as the Tomahawks for about a picosecond. And of course, there’s no shortage of examples of these controversies in US college and professional sports.
So what’s different here? Ian Campeau isn’t your average dad concerned that a racist team name may have negative effects on his young daughter — he’s a musician in a hot new group, A Tribe Called Red. The trio, as they describe themselves,
“is producing a truly unique sound that’s impacting the global electronic scene and urban club culture. Since 2010 the group – made up of two-time Canadian DMC Champion DJ Shub, DJ NDN and DJ Bear Witness – has been mixing traditional pow wow vocals and drumming with cutting-edge electronic music. Their self-titled album, released in March 2012, was long-listed for Canada’s prestigious Polaris Music Prize and included in the Washington Post’s top 10 albums of the year.”
As you can glean from the musicians’ handles, their music plays with traditional First Nations stereotypes in their music. So that makes this complaint an interesting one. And another thing that makes this dispute interesting: the team had consulted an Ottawa coalition of aboriginal groups last year to ask their opinion of the name, and came away with some positive results.
According to a CBC story, Marc Maracle of the Ottawa Aboriginal Coalition said:
“They didn’t choose the name with any malicious intent to insult or criticise the aboriginal community here in Ottawa or the aboriginal population in general. And in our discussions with them, it was clearly a recognition of strength and pride and character in aboriginal people collectively”… The coalition recommended that the team publish literature about how the name was chosen, “as well as using the issue as a positive education tool, not only within their own executive but with the players and participants in their athletic club as well as with the coaching staff and the parents,” he said.
“Our opinion was that Nepean was using the word Redskins in a positive way, not in a negative way, and that’s really where it starts and it ends from our perspective. It’s unfortunate that it’s been presented in obviously a more confrontational way … as opposed to building a relationship and working at it from that angle. … It just takes on a different connotation that’s not entirely consistent with an approach that the coalition is currently engaged in.”
Once I learned that the team had consulted with First Nations organizations and had gotten at least a tacit endorsement, the narrative started to get muddled. I began to think about the Florida Seminoles. They have explicit approval from the Seminole tribe to use the name. So what if someone were to make similar objections to their name?
Campeau isn’t “wrong.” If he feels the name is offensive, it is, at the very least to him. The team isn’t doing it to offend, and they consulted with representatives of the community to ask if they were being offensive, and they were told they were using the term in a positive way. So they’re not “wrong”, either. So if nobody’s wrong, then who’s “right?” Maybe nobody’s right either.
And what to do when your organization comes under criticism for some form of insensitivity or offense? First, are the complaints justified? Second, have you consulted with anyone appropriate concerning the offensive material? A knee-jerk reaction to appease the offended person or group may be an immediate solution, but you may be in a position where, even if you’re not in “the right”, you’re not necessarily wrong.
Sometimes it’s not as simple as saying “no more Chief Wahoo” or getting rid of a logo. Sometimes it’s more subtle, and if the complainant is reasonable and a person of good faith, it’s likely better in the end to try to build relationships and find some common ground or at least understanding than to either double down or knuckle under.
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 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.