September 25, 2009

Be Authentic and Engage!

Social media can be overwhelming. Especially when using the platforms for marketing. Which platform, how to participate, what is expectable protocol? Lots of questions. And there is lots of advice from lots of different experts trying to tell you which answer is right.

Let me start by saying this: I do not consider myself an expert; I am still learning. Social media is a rapidly evolving landscape. As new platforms emerge and new communities form every day.

So, what do I think is most important when participating in social media? Audience engagement, content, messaging, timing, what?

Choosing the proper place to communicate with your audience is essential. Content is important. It must relevant and valuable. The information must be presented in a manner that is appropriate to the forum (wording, images, level of formality). The timing of a message can be very consequential to the outcome of the campaign. In the world of social media information can spread virally or get lost in the fray. All these things are necessary to consider, as are other traditional marketing factors.

Be authentic and engage! Social media forums are where people go to engage in conversations and share information. People expect two way dialogue when they react to something. This is not the place to polished, one-way advertisements and then walk away. It is a place to share information in an honest and authentic manner.

Be you. Be true to your brand. Engage in the conversation.

September 19, 2009

Anonymity in the Facebook Era

If the trend of social media and the web is to create more transparency in just about everything what about a company whose product is valued on anonymity?

Today we often hear about upcoming news and developments by companies, organizations, and governments often before they reach fruition. Sometimes this is occurs through contrived and orchestrated communications campaigns intended to create buzz. Other times it is a result of leaks or just plain open conversations – there is no need to hide.

So, back to the company I am thinking about: Michelin. This morning I read an interesting article in the New York Times about the tight-lipped company's new campaign and communications plan to promote their guides. As stated in the article, Michelin has long prided itself on only having anonymous guides and never releasing information about their guides until they are published and on store shelves. Not exactly the model for an internet era business! The company's new campaign, which includes advertisements talking about their “famously anonymous” restaurant reviewers and a communications campaign on Twitter. At Michelin's first Twitter accounts – @MichelinNY and @MichelinSF – fans can read about restaurant news, dining experience comments from their “famously anonymous” reviewers, and small tidbits of information about upcoming Michelin guides. A big step into pulling back the opaque curtain of their operation.

But this raises another questions, is anonymity still valuable? In the internet world of instant gratification and instant communication, is being secretive still a good idea? And is there a difference between anonymity and secrecy? Is there a place where either is appropriate.

I am going to start with the last questions. I perceive secrecy and anonymity very differently.

SECRECY from Dictionary.com and the American Heritage Dictionary:
  1. The quality or condition of being secret or hidden; concealment.
  2. The ability or habit of keeping secrets; closeness.

ANONYMITY from Dictionary.com and the American Heritage Dictionary:
  1. The quality or state of being unknown or unacknowledged.
  2. One that is unknown or unacknowledged.

To me, secrecy is associated with intentionally hiding or giving misleading information about something. The events that come to mind in recent history when I think of secrecy are the attempts to conceal abuses at Abu Ghraib prison and recent cover-ups on in the banking industry regarding real loan losses and the potential risk of certain investments.

On the other hand, I associate anonymity with more honest dealings, such as journalistic sources and witnesses of crimes. To me, anonymity is used to protect an individual (either a witness, a source, or – in the case of Michelin – a restaurant reviewer) not to warp the truth.

Therefore, I believe secrecy is dead. Those who still attempt it are opening their business to a great deal of risk. However, when used wisely, anonymity can still add value and protect individuals who hold important information, but feel threatened to speak openly.

September 8, 2009

More About Twitter

I wanted to talk a little more about Twitter and world events. In the last few months we have seen the power of social media affecting the flow of information and, possibly, outcome of events and world affairs. From the disputed elections in Iran to the deaths of pop star Michael Jackson and Senator Ted Kennedy Twitter becoming an important destination for information sharing and gathering.

During the disputed elections in Iran, the opposition supporters quite successfully used Twitter to communicate and organize in protest of the incumbent's supposed victory. In addition, the outside of Iran the rest of the world watched the drama of ballots, deceit, inquiry, and protest ending in the authorities quashing independent voices via Twitter. Even after the Iranian government blocked the Twitter website people found other ways to access the messaging service to stay in touch with friends, comrades, and the outside world.

When Senator Ted Kennedy lost his battle with cancer again Twitter was a central place for people to share their thoughts. Friends, colleagues, constituents, and journalists all shared their feelings, opinions, and reactions to Senator Kennedy's death. Many people used Twitter, Facebook, and other social media outlets to thank the senator for his service to the country. It took me a long time to decide how to thank you in 140 characters or less but finally decided to use the senator's own words:

  • "The work goes on, the cause endures, the hope still lives and the dream shall never die." - Senator Edward M. Kennedy, 1980.

In the more distant past, both the Obama and McCain campaigns used Twitter, Facebook, and other social media outlets to share news and information with supporters. The Obama campaign also incorporated social networking features into BarackObama.com (now Organizing for America). This allowed supporters around the country to more successfully connect and organize with their neighbors.

So, is Twitter just for news, politics, and culture? Most definitely not! Increasingly there are more and more brands that are joining the Twitter conversation. The Comcast Cares team is working to help customers and improve their companies image at the same time! Brands have been creating fan pages on Facebook for a while and are only recently learning how to be effective on Twitter.

A trend that I find particularly interesting is how small businesses are using Twitter. Owners of cafes, ice cream shops, and food stands are starting to use Twitter to share menus and special offers with their customers. Some of my favorite examples of this are:

I expect to see more and more individuals and companies creating interesting ways to communicate using Twitter in the future.

September 1, 2009

Why Twitter?

Recently my mother posted a question as her Facebook status: “Why should I Twitter, too?!” That got me thinking; who should tweet and why?

I first signed up for Twitter in the beginning of 2008 and enthusiasticly jumped into the conversation. However, I quickly became frustrated by the limit of 140 characters and frequent appearance of the now infamous fail whale. My commitment to frequently checking Twitter and posting tweets quickly faded. But, my interest in the concept of Twitter remained. I randomly reinvigorated my curiosity and returned to investigate how things were going in the Twittersphere. Then I started reading about the numerous Twitter-based applications entering the marketplace.

Since I posted my first tweet over a year ago the site has grown at an astonishing rate. Between February 2008 and February 2009 the unique audience that visits the site has increased by 1,382% according the Neilson Online. (Read more at Mashable.com.) In addition, the site has become much more stable during this time and sightings of the fail whale are decreasing. Twitter is rapidly becoming part of our everyday information and communications channels.

So, brings me back to my original question: Who should tweet and why?

The simple answer to that is anyone with information to share. However, I think the better is anyone who has information to share that will add value to the community. This of course raises the question of what information has value to the community. My answer to that question is the ever ambiguous it depends. And, this brings us to the same argument that can be raised with spam and junk mail in email and postal mail. Of course there are many sides and opinions in this debate.

The interesting thing with Twitter is the collective community answers the question of value through their actions. Each individual decides which Twitter users he or she finds interesting and follows them. Twitter users who post interesting and valuable information get rewarded with lots of followers. Users who post boring, senseless, useless, offensive, or otherwise bad information do not get followers and can get blocked from following other users.

That brings me to another point – Twitter is not just a place to post your information, it is also a place to learn. Some people participate in the conversations by sharing information and others by reading, digesting, and learning. Personally, I use Twitter to share information that I find interesting and hope others do too and to gather information. The interesting thing about Twitter is that not only can you read news headlines – you can see what people are saying about the news real time. This has gained momentum with recent events, such as the elections in Iran and the deaths of Senator Edward M Kennedy and pop singer Michael Jackson.

Back to my mother's question, should she “Twitter, too”? The only thing I can say is it depends.