I was recently asked, what I do to ensure content is tweet-worthy and captures people's attention. While there is no way to guarantee a piece of content will grab your audience's attention, here are some things that I think are important to write engaging content, for Twitter, other social media, the web, and other channels.
Plain language is important. If people don’t understand what you’re trying to tell them, it definitely won’t get their attention. I know that sounds obvious, but it’s important to emphasize. All social media posts and marketing content should be written in simple, plain language that is easy for your audience to understand. Avoid uncommon terms, acronyms, complex sentences, etc.
Tell them why it matters to them. In other words, the social media post or marketing content should not be about your organization's announcement, it should be about how that announcement will impact the individual reading about it. You want to tell the reader why they should care and how it will make their life better. (For example, instead of saying “Our agency is announcing new cleanliness standards for chocolate manufacturers,” you could say, “We’re making the chocolate safer and better for you.”)
Write in a first person voice and be conversational for social media. Tweets and social media posts should be written to sound like you’re sitting across a coffee table from the reader having a conversation. This helps make your organization sound more human and approachable.
Don’t be afraid to be creative and push the envelope. I know this can be challenging in communicators and marketers working in the government, or other conservative organizations, but little creativity can make a big difference.
Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts
July 11, 2014
June 19, 2014
Social Media Done Right
What is the right way to use social media as a brand? I don't think there is a one size fits all answer to that question. However, I think there are some key elements that are necessary for successful social media campaigns and long term community building.
I gave them kudos on Twitter and they had the best response:
- Provide information that is meaningful and valuable to your audience.
- Engage with your audience in real-time about relevant topics and information.
Sounds simple, right?
It's easier in theory than in practice. And, in government, it can be particularly challenging.
Today, I saw a great example of social media really done right by a government agency. This afternoon, a bear ventured onto the campus of the National Institutes of Health in Bethesda, MD. (For those unfamiliar with the Washington, DC metro area, Bethesda is a suburb just north of the city - and definitely not a place that bears frequently visit.) Within a short period of time, this was all over the news, and the bear had a couple Twitter accounts, including @NIH_Bear.
Throughout the afternoon the authorities, include the Maryland Natural Resources Police (@MDNRPolice on Twitter) worked to get the bear captured and relocated to a more rural, wildlife-friendly location. During that time, @MDNRPolice had an ongoing conversation with the crazy @NIH_Bear Twitter user. The conversation was quick, funny, and smart. It was great to see a government agency engaging with their community in real-time in a relevant way.
Hey, @NIH_Bear we love you & so does @MDDNRWildlife
We're waiting to take you to a woods you can call your own pic.twitter.com/BWvNpZ9ics
— MD NRP (@MDNRPolice) June 19, 2014
Biologists have caught @NIH_Bear Bruin being loaded into an @MDNRPolice vehicle % will be released at an isolated, publicly owned tract.
— MD NRP (@MDNRPolice) June 19, 2014
@NIH_Bear It's a really nice home you're getting. Been there. Great views.
— MD NRP (@MDNRPolice) June 19, 2014
And, they took the opportunity to teach people a little bit of information about their state's work to preserve wildlife:
@NIH_Bear Better than that! Really. Enjoy. And thank @MDDNRWildlife Biologist Harry Spiker who helped bring bears back from extinction in MD
— MD NRP (@MDNRPolice) June 19, 2014
This is a great example of social media done right.I gave them kudos on Twitter and they had the best response:
@JAOrquina @NIH_Bear We are a modern agency. All critters, two- and four-legged, are entitled to a reply.
— MD NRP (@MDNRPolice) June 19, 2014
October 29, 2013
We're Trying Something New at EPA - Thunderclap!
Have you heard of Thunderclap before? It's a crowd-speaking platform that allows people to be heard by all saying the same thing at the same time.
At EPA, we're giving it a try this week to help raise awareness about Children's Health. Join our Thunderclap and help us spread the word. Thanks!
At EPA, we're giving it a try this week to help raise awareness about Children's Health. Join our Thunderclap and help us spread the word. Thanks!
December 21, 2012
Playing with Infographics and Social Data
Confession: I love infographics. I recently discovered Visual.ly and have been experimenting with creating infographics of social data and my resume. Here is one of my creations:
May 25, 2012
A List Worth Sharing
Here is a list that I think is worth sharing. It was created by John Haydon.11 Things You Need To Know About Social Media
April 8, 2012
Trending Towards Change...
Recently my manager asked me to write down the first three current (or currently evolving) social media trends. Here is the list I came up with:
Where should we draw the line now? And where will we draw the line in the future? Only time will tell...
- Social media is a marketing communications tool. It should be used in a way that the customer experience is seamless between the physical and digital worlds. Customer expectations are skyrocketing. Not only is mediocrity is no longer tolerated, it is instantly broadcast. Companies need to be transparent and join in the conversation about their brand(s) - the good, the bad, and the ugly. All of it will be told - and is being told - either a company can be part of the storytelling or they will be left behind.
- Social media innovations will cause major shifts in other areas, like copyright. Blogs and social sharing sites started to push the limits of copyright as it currently stands several years ago. Pinterest is pushing these boundaries even further. Many people are saying that the current general terms of service on Pinterest does have due diligence to protect copyrighted material. But, this is just the beginning. I think that social media and digital innovations will continue to create shifts in society status quo. (Here I'm talking about major changes in law, revolutions, transfers of power, etc.)
- The right person for the job might not be within commuting distance. We are now living in a global world, doing business in a global economy. To be competitive you need to have a global workforce. Companies need to use technology and social tools to find the best people for the job wherever they are located. Social networking, communication, and collaboration tools can help people across the globe work together as a team. (Here think internal collaboration tools - instant messaging, video chatting, file sharing, collaborative editing, etc. And it's important to note, these tools do not need to be proprietary, they can be AIM, Skype, Google Docs, etc.)
Where should we draw the line now? And where will we draw the line in the future? Only time will tell...
November 12, 2010
World Bank + Social Web
You expect consumer brands to embrace social media – it is where their customers are communicating with each other and gathering information for purchase decisions. But, what about other organizations, like international non-governmental organizations?
The World Bank has become an active participant in the social web. Through the Open Development program the organization is encouraging transparency and sharing their data with the community to promote innovation. The data for organization's projects is available online and via the World Bank DataFinder App for iPhone, iTouch, and iPad.
Recently the organization announced a contest – Apps for Development – to build an app for any mobile platform that displays their data in a useful way to the community. Here is how the competition is described by the World Bank:
The World Bank has also embraced blogging and has a number of active blogs on its website. In addition, the organization is actively engaging the community on a variety of social media platforms, including Twitter, Facebook, and YouTube. On Twitter the organization encourages discussion of Open Development with the #opendata hashtag.
Reaching out – virtually – to the global community and participating in conversations on the web is important for all organizations, including for profit companies, governments, and non-governmental organizations.
If a large international organization like the World Bank can become an active participant in the social web so can you.
The World Bank has become an active participant in the social web. Through the Open Development program the organization is encouraging transparency and sharing their data with the community to promote innovation. The data for organization's projects is available online and via the World Bank DataFinder App for iPhone, iTouch, and iPad.
Recently the organization announced a contest – Apps for Development – to build an app for any mobile platform that displays their data in a useful way to the community. Here is how the competition is described by the World Bank:
- “We're challenging the public to create innovative software applications that move us a step closer toward solving some of the world's most pressing problems.”
The World Bank has also embraced blogging and has a number of active blogs on its website. In addition, the organization is actively engaging the community on a variety of social media platforms, including Twitter, Facebook, and YouTube. On Twitter the organization encourages discussion of Open Development with the #opendata hashtag.
Reaching out – virtually – to the global community and participating in conversations on the web is important for all organizations, including for profit companies, governments, and non-governmental organizations.
If a large international organization like the World Bank can become an active participant in the social web so can you.
November 2, 2010
Foursquare in Space
I am not an enthusiastic participant in Foursquare. I created an account, used it for a little bit, and then wrote about my experience here. Perhaps I am too cautious to be the right demographic for that type of geotagging application. I just do not feel the need to broadcast my exact location. Nor do I feel comfortable doing so. Facebook Places is the only geotagging application that I have found less intimidating. Maybe that is because I am already hooked on Facebook!
But, I am not writing today to discuss my personal feelings or insecurities about geotagging. I am writing about Foursquare in space!
On October 22, 2010 a NASA astronaut became the first person to check in to Foursquare from outside the Earth's atmosphere. That is a cool use of social media! And a great way to excite and engage people in space exploration and science. The NASA Explorer Badge on Foursquare will soon be available for users to earn. This follows the first tweet from space in May 2009.
NASA is really embracing social media to share with community. In addition to Twitter and Foursquare, NASA has apps for iPhone and iPad and is participating in Facebook, YouTube, Flickr, Ustream, and other social media platforms. Great way to engage the community!
But, I am not writing today to discuss my personal feelings or insecurities about geotagging. I am writing about Foursquare in space!
On October 22, 2010 a NASA astronaut became the first person to check in to Foursquare from outside the Earth's atmosphere. That is a cool use of social media! And a great way to excite and engage people in space exploration and science. The NASA Explorer Badge on Foursquare will soon be available for users to earn. This follows the first tweet from space in May 2009.
NASA is really embracing social media to share with community. In addition to Twitter and Foursquare, NASA has apps for iPhone and iPad and is participating in Facebook, YouTube, Flickr, Ustream, and other social media platforms. Great way to engage the community!
October 26, 2010
#SMIATL Lessons – Why Twitter is Powerful
I am a firm believer – and enthusiastic participant – in Twitter and written about it several times before on this blog. At the Integrating Social Media conference there was a great deal of discussion about this social media tool.
Twitter is a vital resource in harnessing the power of social media. It is a place to share information and have conversations. To be part of the conversations it is important to engage and provide a useful contribution to the community.
Twitter has upwards of 98 million registered users. Before the conference I had not been aware that additional individuals could follow Twitter users on their mobile phones without an account. (Thanks to Marla Erwin – @marlaerwin.) More Fortune 500 companies are using Twitter to communicate than Facebook – 54% versus 32% on Facebook. It is where business is communicating. It is where customer service teams (like @ComcastCares, @virginatlantic, and Best Buy's @twelpforce) are helping their customers everyday.
Twitter is real-time news and information. People are tweeting about what is happening now. This is changing the old news cycle where it took several hours for a story to be researched, written, and posted to the web or broadcast on television or radio. Now, on Twitter, people are sharing the news as it happens to them. Everyone can now be a source of information or a citizen journalist.
Twitter is where a lot of information is now. You just have to look, listen, and learn.
Twitter is a vital resource in harnessing the power of social media. It is a place to share information and have conversations. To be part of the conversations it is important to engage and provide a useful contribution to the community.
Twitter has upwards of 98 million registered users. Before the conference I had not been aware that additional individuals could follow Twitter users on their mobile phones without an account. (Thanks to Marla Erwin – @marlaerwin.) More Fortune 500 companies are using Twitter to communicate than Facebook – 54% versus 32% on Facebook. It is where business is communicating. It is where customer service teams (like @ComcastCares, @virginatlantic, and Best Buy's @twelpforce) are helping their customers everyday.
Twitter is real-time news and information. People are tweeting about what is happening now. This is changing the old news cycle where it took several hours for a story to be researched, written, and posted to the web or broadcast on television or radio. Now, on Twitter, people are sharing the news as it happens to them. Everyone can now be a source of information or a citizen journalist.
Twitter is where a lot of information is now. You just have to look, listen, and learn.
October 25, 2010
#SMIATL Lessons – What is Social Media?
It is always important to start at the beginning...
At the Integrating Social Media Conference there was a great deal of discussion about what social media is. And while this seems like an elementary and uninteresting topic, understanding it is essentially to be successful in the social media ecosphere. First it is important to look at what it is not. Social media is not just about user generated and / or curated content. It is not just the tools and portals, like Facebook, Twitter, and YouTube. Social media is about creating, commenting on, sharing, and redistributing content. It is an interactive space where broadcasting is no longer sufficient and participating in conversations is essential.
Or put another way, social media is people talking to people.
At the Integrating Social Media Conference there was a great deal of discussion about what social media is. And while this seems like an elementary and uninteresting topic, understanding it is essentially to be successful in the social media ecosphere. First it is important to look at what it is not. Social media is not just about user generated and / or curated content. It is not just the tools and portals, like Facebook, Twitter, and YouTube. Social media is about creating, commenting on, sharing, and redistributing content. It is an interactive space where broadcasting is no longer sufficient and participating in conversations is essential.
Or put another way, social media is people talking to people.
Where is Kennesaw and the Integrating Social Media Conference
This week one of my coworkers and I had the opportunity to attend the Integrating Social Media Conference at Kennesaw State University in Georgia. After flying to Atlanta, we programmed our destination in the rental car's GPS and drove the hour and a half in traffic to arrive to Kennesaw, located northwest of Atlanta.
The conference was hosted by the Center for Sustainable Journalism at university. Topics discussed during the two day event included social media planning and ROI, to the future of social media, web strategies, and unifying social media and public relations. The presenters I most enjoyed listening to at the conference were (in alphabetical order) Olivier Blanchard (@thebrandbuilder), Marla Erwin (@marlaerwin), Jesse McDougall (@catalystwebwks), and Shiv Singh (@shivsingh).
In addition to talking about social media, the conference attendees and presenters participated in the event via social media as well. Using the hashtag #SMIATL I joined the other conference participants and shared observations and insights on Twitter during the conference, continuing the conversation online.
While it would be difficult for me to relate everything I learned and observed at the conference, I would like to share a few insights. Over the next few weeks I will post a series of blog entries – #SMIATL Lessons – about what I learned in Georgia.
The conference was hosted by the Center for Sustainable Journalism at university. Topics discussed during the two day event included social media planning and ROI, to the future of social media, web strategies, and unifying social media and public relations. The presenters I most enjoyed listening to at the conference were (in alphabetical order) Olivier Blanchard (@thebrandbuilder), Marla Erwin (@marlaerwin), Jesse McDougall (@catalystwebwks), and Shiv Singh (@shivsingh).
In addition to talking about social media, the conference attendees and presenters participated in the event via social media as well. Using the hashtag #SMIATL I joined the other conference participants and shared observations and insights on Twitter during the conference, continuing the conversation online.
While it would be difficult for me to relate everything I learned and observed at the conference, I would like to share a few insights. Over the next few weeks I will post a series of blog entries – #SMIATL Lessons – about what I learned in Georgia.
September 30, 2010
AP Accepts Bloggers
It is about time! Earlier this month the Associated Press announced that bloggers should be cited as news sources. As a blogger I think this is great news!
In a world where all media is becoming social, this is long overdue. This gives bloggers recognition for the work they contribute to the news media. It also sets the stage for news to become a more open conversation instead of a centralized distribution of content. I think this is an intriguing possibility! News is what is going on in the world around us. By nature, most people are social beings. With technology our social circle and interaction is no longer restricted by our physical location. We live in a global social community. World news should be compiled through the collective observations and contributions of many connected citizens from around the globe, including bloggers.
Another implication this change will have is to remind bloggers of their responsibilities. Just like traditional journalists, bloggers will need to be held accountable for what the information they post and the words they write. But, this is not a negative implication. Many bloggers have assumed this responsibility all along – this change gives these individuals the credibility they deserve.
Thank you to the Associated Press for adapting their policy to better suit our socially connected world.
In a world where all media is becoming social, this is long overdue. This gives bloggers recognition for the work they contribute to the news media. It also sets the stage for news to become a more open conversation instead of a centralized distribution of content. I think this is an intriguing possibility! News is what is going on in the world around us. By nature, most people are social beings. With technology our social circle and interaction is no longer restricted by our physical location. We live in a global social community. World news should be compiled through the collective observations and contributions of many connected citizens from around the globe, including bloggers.
Another implication this change will have is to remind bloggers of their responsibilities. Just like traditional journalists, bloggers will need to be held accountable for what the information they post and the words they write. But, this is not a negative implication. Many bloggers have assumed this responsibility all along – this change gives these individuals the credibility they deserve.
Thank you to the Associated Press for adapting their policy to better suit our socially connected world.
June 5, 2010
The Value of Foursquare
If you are unfamiliar, Foursquare is a location-based social network. About two months ago I signed up and decided to try to figure it out. I checked in at a couple restaurants where I was having dinner with my husband. I added a few friends. Then I checked in at the marina where my dragon boat club practices. I earned two badges – a “Newbie” badge and an “I’m on a boat!” badge.
When I start using most new social media applications and services I get excited and become preoccupied with the new experience. Not so with Foursquare. The idea behind the application – continually sharing your location with others – did not appeal to me. I enjoy sharing information and staying in touch with friends and colleagues via Facebook and other social media networks and I often read information on Twitter; but, I do not need to tell the world where I am in real time. Foursquare did not get hooked me. It did not add value or entertainment to my life. So, I stopped using it and decided it was not for me.
Until now… I read a post on the New York Times Lede blog about how Chinese bloggers and activists are using Foursquare to mark their presence in Tiananmen Square and create a virtual gathering on the 21st anniversary of the government’s brutal killing of student demonstrator in that location on June 4th, 1989. A silent, virtual gathering! What a powerful idea!
Soon after the check-ins at Tiananmen Square began, the Chinese government censored Foursquare and blocked the application in mainland China. So, the virtual gathering made an impact!
I still may not choose to use Foursquare very often, but now I definitely see its potential value.
When I start using most new social media applications and services I get excited and become preoccupied with the new experience. Not so with Foursquare. The idea behind the application – continually sharing your location with others – did not appeal to me. I enjoy sharing information and staying in touch with friends and colleagues via Facebook and other social media networks and I often read information on Twitter; but, I do not need to tell the world where I am in real time. Foursquare did not get hooked me. It did not add value or entertainment to my life. So, I stopped using it and decided it was not for me.
Until now… I read a post on the New York Times Lede blog about how Chinese bloggers and activists are using Foursquare to mark their presence in Tiananmen Square and create a virtual gathering on the 21st anniversary of the government’s brutal killing of student demonstrator in that location on June 4th, 1989. A silent, virtual gathering! What a powerful idea!
Soon after the check-ins at Tiananmen Square began, the Chinese government censored Foursquare and blocked the application in mainland China. So, the virtual gathering made an impact!
I still may not choose to use Foursquare very often, but now I definitely see its potential value.
June 4, 2010
The Global PR Phenomenon
Last week I started following @BPGlobalPR, the spoof of British Petroleum public relations on Twitter. Reading these tweets offered a brief reprieve from reality on what has turning into a rather depressing news month (oil spills, Middle East violence, and economic instability in Europe). I was saddened and frustrated by the fact that oil had been spilling into the Gulf of Mexico for over a month and the repeated failures by BP to end this horrible environmental disaster. While the traditional media was doing their due diligence and covering the story with updated reports and live webcams, there was not as much online discussion or outcry as I felt the situation deserved. There seemed to be a void. Then I started reading @BPGlobalPR. The satire and outright frankness of the tweets offered the shimmer of a smile on an otherwise dismal situation without downplaying the travesty of what was going on.
When I began following @BPGlobalPR the account had just over 50,000 followers. Today their follower list is 123,000 and still growing. It is a testament to how fast information, news, and trends can spread virally. This is also an example of how, with the internet and a little creativity, anyone can affect public perception of a brand or entity.
And now, a phenomenon has begun. Following the Israeli attacks on the flotilla on May 31st, 2010, two new spoof Twitter accounts appeared – @IsraelGlobalPR and @HamasGlobalPR. Then soon after @UNGlobalPR, @GSGlobalPR (Goldman Sachs), and @ShellGlobalPR started tweeting. Now, @IranGlobalPR, @FIFAGlobalPR, @USAGlobalPR, and others have joined the fray.
@BPGlobalPR posted their first tweet on May 19th, 2010. In just over two weeks, not only has their influence in the Twittersphere exploded, but the phenomenon they started has also taken off. It will be interesting to see if it is a trend that gets incorporated into the social media culture or if it only remains in vogue briefly before disappearing into the bytes of the past.
But regardless of the longevity of this trend, it has proven one thing – public relations is no longer about one-way communications and controlling the message. In today’s interconnected world public relations also includes facilitating conversations and participating in the social web.
When I began following @BPGlobalPR the account had just over 50,000 followers. Today their follower list is 123,000 and still growing. It is a testament to how fast information, news, and trends can spread virally. This is also an example of how, with the internet and a little creativity, anyone can affect public perception of a brand or entity.
And now, a phenomenon has begun. Following the Israeli attacks on the flotilla on May 31st, 2010, two new spoof Twitter accounts appeared – @IsraelGlobalPR and @HamasGlobalPR. Then soon after @UNGlobalPR, @GSGlobalPR (Goldman Sachs), and @ShellGlobalPR started tweeting. Now, @IranGlobalPR, @FIFAGlobalPR, @USAGlobalPR, and others have joined the fray.
@BPGlobalPR posted their first tweet on May 19th, 2010. In just over two weeks, not only has their influence in the Twittersphere exploded, but the phenomenon they started has also taken off. It will be interesting to see if it is a trend that gets incorporated into the social media culture or if it only remains in vogue briefly before disappearing into the bytes of the past.
But regardless of the longevity of this trend, it has proven one thing – public relations is no longer about one-way communications and controlling the message. In today’s interconnected world public relations also includes facilitating conversations and participating in the social web.
April 16, 2010
Culturally Significant
I began my last blog entry with the sentence “Today social media has become part of the fabric of our culture.” In a relatively short period of time social content on the web has become a significant element of our society.
A few days ago the Library of Congress announced it has acquiring the Twitter digital archives. These archives contain every tweet every posted since Twitter's inception in 2006 – every last tweet. This includes historic tweets – the first tweet ever, the first tweet from space, and President Obama's tweet about winning the 2008 presidential election – and all the other comments, ideas, and opinions posted by the millions of Twitter users around the globe.
But, saving these notable tweets is not the main motivation to preserve the archives in such a venerable institution. In their press release, the Library of Congress stated this data has “extraordinary potential for research into our contemporary way of life”. So, it is the everyday tweets that they want to save and study. It is these tweets that are a window into our daily lives – just as preserved journals and letters have been for former time periods.
This acquisition is part of the library's ongoing efforts to capture and archive materials from the internet. To date the library has collected over 167 terabytes of information from the web as part of the National Digital Information Infrastructure and Preservation Program. Now, every tweet – significant, strange, embarrassing, or boring – will be added to that collection. Of course, the Library of Congress first posted this news on Twitter (click here to read their tweet).
This signifies the cultural importance of digital information and social media. In the past pieces of information which were deemed to be culturally significant included books, video and audio recordings, and important documents. But, today – in the Information Age – it is bytes not paper that hold the clues for future generations to understand who we are. So, keep tweeting and share your experiences with the world.
A few days ago the Library of Congress announced it has acquiring the Twitter digital archives. These archives contain every tweet every posted since Twitter's inception in 2006 – every last tweet. This includes historic tweets – the first tweet ever, the first tweet from space, and President Obama's tweet about winning the 2008 presidential election – and all the other comments, ideas, and opinions posted by the millions of Twitter users around the globe.
But, saving these notable tweets is not the main motivation to preserve the archives in such a venerable institution. In their press release, the Library of Congress stated this data has “extraordinary potential for research into our contemporary way of life”. So, it is the everyday tweets that they want to save and study. It is these tweets that are a window into our daily lives – just as preserved journals and letters have been for former time periods.
This acquisition is part of the library's ongoing efforts to capture and archive materials from the internet. To date the library has collected over 167 terabytes of information from the web as part of the National Digital Information Infrastructure and Preservation Program. Now, every tweet – significant, strange, embarrassing, or boring – will be added to that collection. Of course, the Library of Congress first posted this news on Twitter (click here to read their tweet).
This signifies the cultural importance of digital information and social media. In the past pieces of information which were deemed to be culturally significant included books, video and audio recordings, and important documents. But, today – in the Information Age – it is bytes not paper that hold the clues for future generations to understand who we are. So, keep tweeting and share your experiences with the world.
April 7, 2010
Social Media – Participate and Share
Today social media has become part of the fabric of our culture. We share, like, and comment on all sorts of information and media. This creates a web through which information and ideas flow. For many individuals – like myself – this social web of information has become a major source of news. In addition, I am an active participant in this web, sharing and commenting frequently.
The social web has brought many new aspects to our daily lives. One of these – for better or worse – is viral videos and content. One person reads information or views media online and shares it, then more and more do the same. News spreads and a viral phenomenon is born.
As this social aspect of the web has become more prevalent many websites have made it easier for readers or users to participate by installing widgets, apps, plug-ins, gadgets, or links for social networks. For example, the New York Times has widgets that allow readers to share articles via Twitter, Facebook, LinkedIn, Digg, Mixx, Yahoo Buzz!, and MySpace or to send the article via email or SMS. They also provide the permalink to the article or piece of content for individuals who want to incorporate the link into a blog or website. In other words, the New York Times enables and encourages their readers participate in the social web. I have come to expect this type of functionality on all websites I visit.
This afternoon I clicked on a link on Facebook to watch a video on Lonely Planet blog. For many years I have been a big fan of the travel books, guides, and information provided by this company. More recently, I have become hooked on their 76 Second Travel Show which is posted on the Lonely Planet blog and on YouTube by Lonely Planet author Robert Reid. It's short and fun – and I think it's a great use of social media. After watching the video I instantly looked for the share widget or link and was surprised to find the page did not have one. It seemed odd since Lonely Planet is an active participate in social media. At the bottom of the each of the company's webpages there are links to follow Lonely Planet on Twitter, subscribe to their newsletter, read their blog, download their iPhone and iPad apps, and subscribe to their print (paper) magazine. There is a space to leave a comment, but no links to enable participation in the social web.
This made me start thinking about the importance of well rounded social media campaigns. Social media is about sharing and participation. Companies, brands, and individuals need to not only participate in social media – but also enable and encourage others to participate and share.
Back to the issue of Lonely Planet. How are they participating in social media? Their main website allows users to register and link their Lonely Planet account with their Facebook account. That is good. As I mentioned previously at the bottom of all their webpages there are widgets encouraging readers to follow them on Twitter, read their blogs, and sign up for their newsletter, mobile content, and magazine. Their website has active forums (Thorn Tree) and groups, as well as functionality to allow users to rate and comment on destinations, save favorite places, and plan trips. The company actively participates in Facebook and Twitter. And I think that their 76 Second Travel Show is a great viral video campaign. The some of the 76 Second Travel Show videos have upwards of 1000 views on YouTube. The company promotes videos and blog posts on Facebook and Twitter. The only thing is missing to complete the circle is to incorporate functionality into their websites and blogs that enables and encourages users to share the content via social networks and participate in the social web.
But, overall I do think Lonely Planet is doing a very good job participating in the social web. What I think they could improve upon is to enable and encourage their users to do the participate and share. Then their social media campaign would be truly dynamic. And it would also increase the likelihood that their information, blog posts, and videos will be shared and discovered virally.
The social web has brought many new aspects to our daily lives. One of these – for better or worse – is viral videos and content. One person reads information or views media online and shares it, then more and more do the same. News spreads and a viral phenomenon is born.
As this social aspect of the web has become more prevalent many websites have made it easier for readers or users to participate by installing widgets, apps, plug-ins, gadgets, or links for social networks. For example, the New York Times has widgets that allow readers to share articles via Twitter, Facebook, LinkedIn, Digg, Mixx, Yahoo Buzz!, and MySpace or to send the article via email or SMS. They also provide the permalink to the article or piece of content for individuals who want to incorporate the link into a blog or website. In other words, the New York Times enables and encourages their readers participate in the social web. I have come to expect this type of functionality on all websites I visit.
This afternoon I clicked on a link on Facebook to watch a video on Lonely Planet blog. For many years I have been a big fan of the travel books, guides, and information provided by this company. More recently, I have become hooked on their 76 Second Travel Show which is posted on the Lonely Planet blog and on YouTube by Lonely Planet author Robert Reid. It's short and fun – and I think it's a great use of social media. After watching the video I instantly looked for the share widget or link and was surprised to find the page did not have one. It seemed odd since Lonely Planet is an active participate in social media. At the bottom of the each of the company's webpages there are links to follow Lonely Planet on Twitter, subscribe to their newsletter, read their blog, download their iPhone and iPad apps, and subscribe to their print (paper) magazine. There is a space to leave a comment, but no links to enable participation in the social web.
This made me start thinking about the importance of well rounded social media campaigns. Social media is about sharing and participation. Companies, brands, and individuals need to not only participate in social media – but also enable and encourage others to participate and share.
Back to the issue of Lonely Planet. How are they participating in social media? Their main website allows users to register and link their Lonely Planet account with their Facebook account. That is good. As I mentioned previously at the bottom of all their webpages there are widgets encouraging readers to follow them on Twitter, read their blogs, and sign up for their newsletter, mobile content, and magazine. Their website has active forums (Thorn Tree) and groups, as well as functionality to allow users to rate and comment on destinations, save favorite places, and plan trips. The company actively participates in Facebook and Twitter. And I think that their 76 Second Travel Show is a great viral video campaign. The some of the 76 Second Travel Show videos have upwards of 1000 views on YouTube. The company promotes videos and blog posts on Facebook and Twitter. The only thing is missing to complete the circle is to incorporate functionality into their websites and blogs that enables and encourages users to share the content via social networks and participate in the social web.
But, overall I do think Lonely Planet is doing a very good job participating in the social web. What I think they could improve upon is to enable and encourage their users to do the participate and share. Then their social media campaign would be truly dynamic. And it would also increase the likelihood that their information, blog posts, and videos will be shared and discovered virally.
March 27, 2010
March 25, 2010
The Power of the Communal Voice
Throughout the ages and around the world people have come together to express a united view on an issue. From the signatories of the Declaration of Independence to the many individuals who marched with Dr. Martin Luther King Jr. in the United States of America has seem individuals join together and rise up as a group to to give power to their voices. Together people can overcome injustice and change the course of history.
Today – with the advancements in technology – the power of combine voice is even more potent. The internet allows people to more efficiently connect, share ideas, and organize. Ideas that begin in one country can travel across borders and to other continents via social media. I can post a tweet here in Washington DC. An individual down the street or in New York or Vienna can read it and or pass my idea on to others.
The internet has helped people communicate when open conversations and transmissions are dangerous or distance is great. Since the June 2009 elections in Iran the opposition has used Twitter and social media to coordinate their resistance. For issues important to individuals all over the globe, the internet and social media are powerful tools for collaboration and to show solidarity. Social media tools can be incorporated directly into websites – such as the Obama campaign did with My.BarackObama.com during the 2008 United States Presidential election. Or groups of individuals can relay on existing social networks to spread their message or share ideas. To show support or raise awareness about issues individuals often change their profile pictures of post information on Twitter or Facebook. One social media company focuses solely on serving this demand – Twibbon. What this company does is creates graphical overlays representing a wide variety of causes that individuals can post on their Twitter and Facebook profile pictures to raise awareness. There are currently almost 40,000 cause Twibbons. I decided to see how it works and posted an Earth Hour Twibbon on my profile picture.
So, this brings me to Earth Hour...
Earth Hour began three years ago as an effort to raise awareness of global warming. Since then, Earth Hour takes place every March and for one hour people all over the world turn off their lights to make a statement that we must find solutions to climate change. Last year, almost a billion people turned participated in 4,100 different cities in 87 countries on seven continents.
This year Earth Hour is on Saturday March 27th from 8:30-9:30pm local time. Promoted and organized through the social web, the movement will begin in New Zealand and travel around the globe. On Saturday evening people all over the globe will act as one by simply turning off their lights. Together this action will send a loud message to world leaders that the citizens of this planet are concerned about global warming and are demanding progress. This is a wonderful example of individuals around globe using the social media to come together and make a powerful statement. Please join us!
For more information please visit EarthHour.org or MyEarthHour.org.
Today – with the advancements in technology – the power of combine voice is even more potent. The internet allows people to more efficiently connect, share ideas, and organize. Ideas that begin in one country can travel across borders and to other continents via social media. I can post a tweet here in Washington DC. An individual down the street or in New York or Vienna can read it and or pass my idea on to others.
The internet has helped people communicate when open conversations and transmissions are dangerous or distance is great. Since the June 2009 elections in Iran the opposition has used Twitter and social media to coordinate their resistance. For issues important to individuals all over the globe, the internet and social media are powerful tools for collaboration and to show solidarity. Social media tools can be incorporated directly into websites – such as the Obama campaign did with My.BarackObama.com during the 2008 United States Presidential election. Or groups of individuals can relay on existing social networks to spread their message or share ideas. To show support or raise awareness about issues individuals often change their profile pictures of post information on Twitter or Facebook. One social media company focuses solely on serving this demand – Twibbon. What this company does is creates graphical overlays representing a wide variety of causes that individuals can post on their Twitter and Facebook profile pictures to raise awareness. There are currently almost 40,000 cause Twibbons. I decided to see how it works and posted an Earth Hour Twibbon on my profile picture.
So, this brings me to Earth Hour...
Earth Hour began three years ago as an effort to raise awareness of global warming. Since then, Earth Hour takes place every March and for one hour people all over the world turn off their lights to make a statement that we must find solutions to climate change. Last year, almost a billion people turned participated in 4,100 different cities in 87 countries on seven continents.
This year Earth Hour is on Saturday March 27th from 8:30-9:30pm local time. Promoted and organized through the social web, the movement will begin in New Zealand and travel around the globe. On Saturday evening people all over the globe will act as one by simply turning off their lights. Together this action will send a loud message to world leaders that the citizens of this planet are concerned about global warming and are demanding progress. This is a wonderful example of individuals around globe using the social media to come together and make a powerful statement. Please join us!
For more information please visit EarthHour.org or MyEarthHour.org.
March 12, 2010
More About Conversations on Twitter
So, I have written about Twitter before, but would like to return to the subject.
Twitter has become a modern phenomenon. Founded in 2006, Twitter is a social networking and microblogging site that allows users to post messages of 140 characters or less called tweets. And it is changing the way we share ideas and information over the web.
In 2008 and the first half of 2009 traffic to Twitter.com exploded, starting at less less than half a million unique visitors per month in the beginning of 2008, increasing to over 5 million unique visitors per month in January 2009 and then 22 million in June 2009. Then something happened – the growth stopped. From June 2009 through January 2010 the traffic to Twitter.com remained relatively constant, between 22 and 23 million unique visitors per month.
But, that is only part of the story. During the same time period the number of tweets posted on Twitter continued increasing. In November 2008 the 1 billionth tweet was posted on Twitter. Then in October 2009 the 5 billionth tweet was posted and in March 2010 the 10 billionth tweet.
The number of people going to Twitter.com is no longer increasing, however those who do go to the site are utilizing it more. In other words, people are tweeting more! To me this is an exciting prospect. Twitter has a great potential for conversation and information sharing both locally and across the globe. People have used Twitter to communicate about political events, natural disasters, and triumph. It is very exciting to see individuals engaging more.
The conversation has begun. What will happen next?
Notes: Unique visitor statistics for Twitter for this post are from Compete, Quantcast, and Mashable.
Twitter has become a modern phenomenon. Founded in 2006, Twitter is a social networking and microblogging site that allows users to post messages of 140 characters or less called tweets. And it is changing the way we share ideas and information over the web.
In 2008 and the first half of 2009 traffic to Twitter.com exploded, starting at less less than half a million unique visitors per month in the beginning of 2008, increasing to over 5 million unique visitors per month in January 2009 and then 22 million in June 2009. Then something happened – the growth stopped. From June 2009 through January 2010 the traffic to Twitter.com remained relatively constant, between 22 and 23 million unique visitors per month.
But, that is only part of the story. During the same time period the number of tweets posted on Twitter continued increasing. In November 2008 the 1 billionth tweet was posted on Twitter. Then in October 2009 the 5 billionth tweet was posted and in March 2010 the 10 billionth tweet.
The number of people going to Twitter.com is no longer increasing, however those who do go to the site are utilizing it more. In other words, people are tweeting more! To me this is an exciting prospect. Twitter has a great potential for conversation and information sharing both locally and across the globe. People have used Twitter to communicate about political events, natural disasters, and triumph. It is very exciting to see individuals engaging more.
The conversation has begun. What will happen next?
Notes: Unique visitor statistics for Twitter for this post are from Compete, Quantcast, and Mashable.
March 2, 2010
Brand JESSICA
Become a brand. Sell yourself. It is your reputation – not your talent – that matters.
Personal branding – once the domain of politicians, authors, and celebrities – is now the obsession of everyone.
Today the New York Times published an intriguing article about the personal branding trend. At the end of the article the author asked several interesting questions, however three stood for me:
How will this affect the balance of power? Will education, training, and knowledge become less important than packaging? Are we entering a world where the same applies to people? And if that is true what are the potential consequences? Always focusing on people's personal brands over their skills, training, and knowledge could eventually lead to decreased quality of workforce output.
As personal brand building becomes more and more of an obsession, how will this affect our lives? Will we become so focused on living and sharing our lives “in brand” that we miss the actual experience? It is easy to hypothesize how this could cause a society-wide decrease in productivity. Melodramatic? Maybe.
Now what about the idea that improving how we market ourselves will become more important than bettering and updating our own skills? I think this goes back to the idea that image may be more important than substance. This does not bode well for future innovation and advancement in our society.
Do not misunderstand, I am an enthusiastic participant and promoter of the social web. I feel it is important for people to engage and participate in the global conversation. But, the idea that the brand you portray in this new virtual global space is more important than who you are is disturbing to me.
That brings me to a point the author of the article did not discuss – authenticity. As I discussed in a previous post, authenticity is essential for brands communicating marketing messages in social media. It is important to be true and transparent. This holds true for corporate brands and personal brands. I think it is more important for individuals to participate in the social web and be authentic than to create a persona and try to live up to that brand.
Personal branding – once the domain of politicians, authors, and celebrities – is now the obsession of everyone.
Today the New York Times published an intriguing article about the personal branding trend. At the end of the article the author asked several interesting questions, however three stood for me:
- Will it divert power and influence from the well-educated to the merely well-branded?
- Will brand-building distract us?
- And in marketing ourselves, will we neglect the pursuit of actually improving?
How will this affect the balance of power? Will education, training, and knowledge become less important than packaging? Are we entering a world where the same applies to people? And if that is true what are the potential consequences? Always focusing on people's personal brands over their skills, training, and knowledge could eventually lead to decreased quality of workforce output.
As personal brand building becomes more and more of an obsession, how will this affect our lives? Will we become so focused on living and sharing our lives “in brand” that we miss the actual experience? It is easy to hypothesize how this could cause a society-wide decrease in productivity. Melodramatic? Maybe.
Now what about the idea that improving how we market ourselves will become more important than bettering and updating our own skills? I think this goes back to the idea that image may be more important than substance. This does not bode well for future innovation and advancement in our society.
Do not misunderstand, I am an enthusiastic participant and promoter of the social web. I feel it is important for people to engage and participate in the global conversation. But, the idea that the brand you portray in this new virtual global space is more important than who you are is disturbing to me.
That brings me to a point the author of the article did not discuss – authenticity. As I discussed in a previous post, authenticity is essential for brands communicating marketing messages in social media. It is important to be true and transparent. This holds true for corporate brands and personal brands. I think it is more important for individuals to participate in the social web and be authentic than to create a persona and try to live up to that brand.
- Read the New York Times article about personal branding here: Branding and the 'Me' Economy
Subscribe to:
Posts (Atom)