Social Media: To Rockstar or Not to Rockstar

Posted by Rich Harris – February 5, 2010

Ya Done Good Son.

You started out years ago as a newbie online marketer. Over the last decade or so, you’ve pulled off some amazing things with viral marketing campaigns, banner ad placements, eCommerce, and  some huge partner promotions/campaigns leveraging everything under the sun effectively without spending hardly a dime and the revenue is rolling in. Your shrewd sense of where things are going next in the online marketing world has set you apart from your co-workers and your equivalents at other companies.

Your marketing cunning has been noted by journalists abroad and you’ve even done a few high-profile keynotes and panels. You’ve written for a couple well-known print publications with huge distribution as a guest columnist. You feel the momentum of your career getting more intense and gaining the kind of thrust you had always hoped it would finally get. Finally it is happening.

Then one year, the Social Media ship lands and an outpouring of tools and websites floods the online world. You quickly understand these new concepts, embrace them, become a master at manipulating them to sculpt yours and your company’s future and now you are right smack in the middle of the new era and excited about it.

After a couple more years of plugging away, you are a Social Media expert. A new opportunity arises. You get hired to do a job at a big company. You were hired under the assumption that you would be a bad ass at it because being a bad ass at it is what will make your employer happy by making them money. They will make money as a result of your genius strategy for garnering more social capital than their competitors could ever imagine. People are following you and the company that hired you on Twitter, Facebook, LinkedIn and are engaged.

As doors start opening for you within the social media community, your frame of reference and circle of professional cohorts expands exponentially.

The Corporate Debacle

What should your company do with you when you actually become the bad ass they always wanted you to be? When directors and VP’s, who are also smart career opportunists like you, know that your success brings opportunity not just for their company, but for you personally as well? Should they be threatened by that? Should they embrace it? Should they be happy or annoyed with you that your blog has taken off, your Twitter following is through the roof quadrupling the company’s, and you are getting talked about in social media almost as much as your company is?

Due to the nature of social media if you are active, excellent at what you do, and involved in the communities, you meet LOTS of people, constantly and instantly. All the boundaries have lifted, the shackles of long distances geographically have been removed. We can find ‘like’ people right NOW. These people are from all over the world, many of them are smart as hell and respected in their industry and career space. There are so many benefits for your company as you mix it up on behalf of <COMPANY NAME>, getting involved, and being an evangelist for your company. Before you know it, the same amount of people are asking you about you as they are about your company.

A recent article from Sage Circle entitled, “Forrester tells analysts no more personal blogs with interesting implications for analyst relations” discusses how Forrester management had requested that all of their analysts shut down all of their own personal blogs. Forrester CEO George Colony was all down for non-competes that favored the employer because  “… non-competes ultimately help new and established companies alike to retain the talent they’ve invested in, further nurtured and who have become star employees due to their rewarding tenure and success. …”.

Where do you draw the line though? How can you justify keeping your SM expert at bay BECAUSE they did such an amazing job and are naturals at what they do? You can’t tell a Social Media expert to not be social. You can’t tell an opportunist to not seize the best opportunities. Anyone with even a hair of ambition knows this.

My recommendation on how companies should handle this is to recognize their Social Media expert’s success. Stay close to them and help them facilitate their career growth. Like any role anywhere, if a company supports the growth of an outstanding employees, statistics have shown they will be loyal and stick with their company longer as well as will continue to be in good standing after an eventually split if it happens. Invest in the relationship with your SM rockstar and it will pay your company back in the short and long term, regardless if they end up working for you or not.

Just remember that a star can’t shine for you if you keep it in a box.

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DNA: Science, Subversion & The Future

Posted by Rich Harris – February 5, 2010

Opinions & Conversation

Recently I was privy to an interesting conversation on my Facebook page where I had posted an article on CNN: “The government has your baby’s DNA“, written by Elizabeth Cohen. The overall premise of this article is the debate on whether or not it’s safe and ethical to store information about a person’s DNA, or not.

At first glance after reading the article, I wondered to myself what really is the issue “problem” with this concept? So at the risk of sounding clueless, I posted the status/comment, “…not sure what the big deal is here” and I was genuine when I posted it. I’m glad I did as it brought in some really great comments.

If you push conspiracy theories aside, and fundamentalist religious practices that may be opposed to it as well, what is the real harm in retaining that data? Here are a couple posts with varying and opposing views from that conversation on Facebook:

“…so from a law sort of standpoint you could be falsely accused of a crime, your DNA coming close to matching that of the assailant. In this day and age of CSI, Bones, NCIS, etc. people think they know what they need to know about DNA. You’d pretty much be hosed. Even if you were eventually found innocent your life would pretty much be a shadow of it’s former self.”

“Big concerns are the potential for abuse by insurance companies or future employers, as well as general privacy issues with this being easy to obtain. Do you really want someone with a little cash (e.g. aforementioned employers, government, tabloid reporters, political opponents, etc) to be able to find out you have Klinefelter’s syndrome, or a predisposition to schizophrenia?”

“So I fall on the side of making genetic testing manditory for every newborn. There are so many genetic issues (David mentioned Klinefelters as an example) that if treated early can help improve the quality of life of the individual who has it. Too many people find out about this stuff later in life and say “that explains it!”. Anyway, I think once the intial screen and notification is done, the DNA should be “separated” from its owners name and used for whatever (except cloning)”

Is The Extreme Polarization of Approach The Only Option?

I think all the points I quoted above from others are completely valid. I think the bigger question here, in my opinion of course, isn’t should we retain the data or not. The bigger question really is: Can we do it in a way that is ethical so that the benefits of this data analysis are yielded by humanity while the DNA data itself is owned, protected and secured by some sort of diverse council or committee of people to keep things objective when it comes to the release of information. Membership of this council or board can have a set of strict prequisites the aid in the protection of this data and it’s proper use. For example those nominated are not allowed to have a strong affiliation with any religious sect, political ties to special interest groups or parties, etc.

I know to some extent I’m oversimplifying it here and that with every well-intentioned person, there are 10 people with bad intentions unfortunately. The dilemma that I have morally is this I guess….why completely avoid something that can have great benefits for those with a predisposition to diseases, syndromes, conditions and other various health problems, out of fear that it will get into the ‘wrong’ hands? Why not try and figure out a way to have an objective process that is well thought out and governed by a globally represented scientific/healthcare community to manage and protect it for good use? Of course bad people do bad shit but if we shut down every innovative and positive idea intended for the better out of fear (like doing business online), then we might not get anywhere.

Onward.

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Social Media Brushfires: Know When to Hold ‘em…

Posted by Rich Harris – February 3, 2010

…Know when to walk away….

OK…please excuse the tasteless implementation of the Kenny Rogers reference but I think it’s very fitting for this particular post. We should all know the importance and priority of managing bad PR, whether you are a huge publicly traded company, or an up and coming startup, trying to make a good first impression in your respective market. With this comes the responsibility of knowing how to manage and pick your battles through all the noise.

If you are on Twitter/Facebook representing your company, you have a few different responsibilities:

  1. Syndicate meaningful, relevant and useful content (whether it’s your own or an outside party’s)
  2. Monitor tone.
  3. Respond to valid inquiries.
  4. Research new potential prospects/markets.
  5. Damage control.

Damage Control

For this post I’ll be focusing on #5 from the above list. One of the most important PR aspects of your job is watching out for bad media coverage, misconstrued news, inaccurate information/statements, manipulation of content for malicious purposes, and the inevitable “brushfire” that can take off like a flaming bullet-train constructed entirely of retweets, moving faster than the speed of Twitter’s API read/write count per second. (Holy run-on sentence Batman.)

As most seasoned PR professionals (which I am not) know, you need to have a damage control strategy and process in place for when the proverbial thorn comes out of nowhere and sticks your company in the ribs until you can find the right tools to extract it. Social media is obviously no exception and needs to be part of that overall process/strategy.

One question I’m asked often is, “How do I know when to respond to a problem tweet, post or person, and to what extent if at all?” While there’s no silver bullet answer because almost every situation is different in it’s subtleties, there are a few things you should think about.

Rules of Engagement

As a father of 3 active boys, I’ve learned to pick my battles almost hourly and am reminded constantly to keep this thought in my arsenal when doing my job online. In SM it’s imperative that you do the same. Not every complaint is worth yours or your company’s time. Some of them are worthless, some are worth noting and others require engagement on some level. Be efficient in your choice of customer entanglement. :-) Here are a few types of posters that I’ve seen and how I responded:

  1. The Strobe – In a flash, this person will usually say something once and with much emotion and superfluous punctuation, yet no detail, and then be done with it. Example: “<yourcompanyname> SUCKS!!!!!!”. No action to be taken here. Because they’ve provided no newsworthy detail in this post and most will see them as whiners anyhow. Chances are they are not an influencer. Nothing to see here folks, keep moving.
  2. The Heckler – This is an upgraded version of The Strobe. They will post multiple times hoping that their emotional, yet information-less, rant sort of ‘takes off’ and has it’s own snowball effect. Again with this one though, most of their posts are emotional and not often substantiated with any background. You *should* keep an eye on them however because they do have the time and energy to put into it and will probably keep an eye on your company for mistakes.
  3. The Investigator – This person is as thorough in documenting their issues as they are in their delivery of information to the web for all to see. If there is an issue, they will most likely have the story and the facts to back up their claim. Watch very closely for posts by these types and take them seriously. It is highly recommended that you reach out to these people immediately, opening up some dialog to validate their claims. Many times their content and/or story are capable of unearthing weaknesses in your company and/or it’s products and services.

Be Cool, Go With Your Gut

At the end of the day, you know your company better than anyone else (or at least you should) out there when it comes to public perception and reputation because you observe it all day. Simply continue paying close attention to all the streams of information that are relevant and act accordingly. Just make sure to triple check yourself before reacting to anything, and work very closely with your PR team and management to ensure that you are all on the same page when picking your battles, because there will be many of them for you to choose from, sometimes daily.

Onward.

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Social Media: Stand By Your PR Crisis

Posted by Rich Harris – February 1, 2010

Bank of America is in the trenches right now. Like most B of A customers last week, I could not access my account info while attempting to login from www or via mobile device. Of course I jumped on Twitter to follow them for status. As I watched the stream on Twitter unravel, watching everyone’s opinions and complaints about B of A fly by on TweetDeck, I was checking out what Liliana Dumitru-Steffens saw before writing her article “Online PR Crisis: Bank of America Website Down, no Explanation from the Owner“. At first my thoughts were, “cool, they’re on Twitter, they’re gonna let us know what’s up.” Instead what I saw was the online bludgeoning of the folks who were running the Twitter accounts on behalf of B of A by all the customers, but Bank of America was not effectively backing them process-wise. While the customers were snapping at them right and left, shooting first and asking questions later, I realized a couple things. First, I could tell that their Twitter reps were genuinely wanting to help. The problem was the second issue -  they were probably to some extent not getting the info they needed from their own employer to respond accordingly with some details that would’ve at least given the B of A customers a little more patience during the crisis.

A Couple Tips for a PR Crisis

  1. Before choosing Twitter as an official and legitimate support channel for your company, make sure your PR/Communications team are ready to support your Twitter reps with a process for delivering details/status on issues expeditiously so that you don’t hang your social media reps out to dry for your customers to devour and lambaste them when there is a crisis. Sending your soldiers out to battle with no weapons or gear is bad.
  2. Always stay in front of the PR crisis publicly, with a sense of urgency, and mean it. When a bad PR hit goes down for your company or client on Twitter/Facebook, especially when there are customers being effected (and in this case, they’re hooked in financially which makes them extra edgy), this is your moment to shine and wave the flag of corporate transparency to put them at ease. Customers know that websites have issues, that they get hacked, that they crash or become unavailable. Welcome to technology! However, if they can’t clearly see that you are coordinated with your internal teams with the latest updates, rolling out practical sets of expectations every half hour or so with the latest news, they will hate you quickly and easily. Let them know you are fighting for their right to have a good customer experience.

Also check out the Huffington Post article: “Bank Of America Website DOWN: 2010 Outage Affects Online Banking“. There are some good nuggets in there as well.

Onward.

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Social Media: Perception, Trust, Influence, Control

Posted by Rich Harris – January 28, 2010

Human Perception – Intangible Yet In Control of Humanity

Since humans began walking the earth, how they perceive the world around them dictates the direction of humanity. In my opinion, it is very clearly Pavlovian in nature. When we are born, we have a default set of electrical impulses and chemical/hormonal responses that make up who we are. Once the process of pregnancy is done, we are then thrust into the world and from that very moment that we are born, inhaling that first breath of air outside of the womb, our senses are stimulated, taking input, processing it, categorizing it, labeling it, assigning physiological responses to it, and so forth. Life experiences and environmental influences, if even on a small level at first, start shaping our perceptions immediately and thus the process of environmental influence on our brains begins. This environmental influence is the foundation on which the building blocks of our perception of the world are stacked over time for the rest of our lives. Environmental influence and these building blocks are what you as a social marketer need to understand and have spinning in the back of your head when you are digging deep in search of that golden soft spot with your current and potential audiences.

The Connection

Now, while I know that I geeked out a little bit in the first section of this blog post giving you all my worst impression of Bill Nigh the Anthropological Science Guy, my focus here is to help really break down social marketing in more cerebral scientific terms. After all, ultimately there truly is an equation for all this stuff. Can social media be broken down to a chemical/molecular level? Of course it can, just like everything else….I’m sure either way however, there’s a chance I sound crazy, and more importantly, I hope you feel compelled to question me on it. :-)

I’ll now connect my science rant with the title of this blog post: Whether you want to call it ‘building positive brand awareness with conversation’ or ’social media’, personally I think perception control through influence is really what this comes down to. We need to learn how to harness everyone’s perception by understanding how to influence it on a deeper level. We all want to tweet, syndicate, and converse. We all want everyone on the planet to follow our company and become it’s fan. The biggest problem however that execs have expressed concern about with social media is that it makes them feel like their company’s message is out of control out there in the interwebs. Understandable.

SM is a tad bizarre in that you need to be able to focus on celebrating and embracing it’s freedom and socialness while simultaneously keeping your company’s reputation and perception on the up and up which is done through SOME sort of control. I know most will wince at the thought of putting the words ’social media’ and ‘control’ in the same sentence but I’m all about using a combo of understanding how the process of human perception and response can be exploited to get people to not just feel good about your company, but to feel even better about influencing someone else’s perception of your company; a much more valuable measurement.

Creating Perception

So all those building blocks of perception I mentioned in the borderline mad scientist intro paragraph I whipped up at the top should be heavily regarded because they are moldable, morphable, and can be sculpted and shaped through all types of influence. Social media being no exception of course. The path to these building blocks is a good first impression created by their observations of your company on the various social platforms. Knowing your audience and where to find them in the sea of Twitter/Facebook noise is key. Once you have that nailed, make sure your content/tweets/positive customer engagements are happening publicly there for them to see. Those are good catalysts for these new potential customers to give you ‘access’ to molding their perception of you….letting their consumer guard down, establishing at least some initial trust, etc.

Managing Perception

After you’ve gained that initial level of trust through your positive and targeted first impressions, maintaining that moving forward is key. As I sit here all day every day and watch my 24″ screen dedicated to nothing but streams of Twitter search word columns using TweetDeck, while my other monitor watches a few other tools, I am reminded daily about the importance of maintenance. While you can’t control what people are gonna say, you CAN keep tabs in realtime about the overall perception of your company or brand (we all know that already). Watching this stuff on behalf of (and sometimes in defense of after some bad PR) can feel like an overwhelming digital version of Whack-A-Mole, ensuring that you catch every bad piece of press to counter and every good piece of press to augment. I can’t reiterate enough the importance of making the maintenance part of your social media role an extremely high priority. If you do not, you leave the mercy of your company’s public influence to the wolves.

Onward.

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Haitian Vacation: Catastrophe And Guilt

Posted by Rich Harris – January 21, 2010

So there was a post today entitled “Haiti cruise stops draw ire, support“, published on the Travel section of CNN.com. I’m a little conflicted on this one.

First, The Obvious

Human suffering sucks. Personally I can’t even fathom what someone in Haiti, directly affected by the earthquake, the type of emotional, mental and physical trauma that has been, and continues to be, endured by those that were there; especially those native to the area. The suffering and loss of life there is incomprehensible to most of us. The world can’t do enough to help in times like this and if anything it’s a healthy slap-in-the-face reminder that….the bad traffic yesterday, the toe you stubbed and fractured on the way into the bathroom, the coffee pot that exploded all over your clothes right before heading out the door to make that meeting you are already late for….all of your bad Monday experiences are really not a big deal at all. Misery is relative but human disaster can have a silver lining if we all respond proactively and positively and take a moment to express thanks for what we DO have.

The Issue

Someone interviewed in the CNN article, who had already planned and booked a Haitian Cruise with her sister and 87 year-old mother said, “We kind of discussed it: How can you sit there and say, ‘Waiter, bring me a drink’ while I’m on a private beach … knowing that 100 miles away, people are dying…”. The good news here is that they actually thought about it, discussed it, and processed it in a way that was indicative of the fact they had a conscience. This is a good thing. That passes my test.

So should people feel guilty for going on their Haitian cruiseline vacation even though 70,000+ people just died only 100 miles away from your vacation spot? This begs the next question. Take a step back and ask yourself…with this logic…should people feel ok and justified in being more fortunate than others?

Emotional Relativity

It’s no mystery that the things we attach our emotions to are relative to our surroundings, the people in our lives, and most obviously how we were raised. That’s just reality. I will NEVER truly know what it’s like to grow up in an environment other than what I actually grew up in, and neither will you. The closest anyone will come to this is transporting ourselves into someone else’s shoes, trying to at least live a week or so like they do. But even then, most get to ‘go back’ to their actual lives.

I’ve seen lots of colorful posts on the CNN story I linked to above about this. The opinions are all over the place and it’s interesting to see, on a scale of guilt-influenced behavior, how and why people respond and react emotionally to events like the earthquake in Haiti.

Here are some comments:

“These cruise ships are delivering tons and tons of food and water to Haiti. And these supplies get distributed right away. Royal Caribbean is teamed up with Food For The Poor to help the needy. 100% of any revenue made at Labadee is donated. I would feel honored to be on one of these ships. I would get off the ship, not to party, but to buy something from a local vendor or to tip a local worker. How many people get to help so directly, in a terrible situation like this? And someone that has been at this port of call, said the local workers get to eat at the cruise’s buffet, on the beach, along with the passengers. Royal Caribbean has 10 employees missing because of the earthquake there. The employees were from Haiti and on break when it happened.”

“People die every minute of every day all over the world. I guess none of us should ever smile or go on vacations. Or is there a specified distance from which you are allowed to not be miserable?”

“It baffles me why people going to Haiti wouldn’t want to have some personal involvement with people beyond sitting on a beach and buying trinkets. That would be a truely rewarding vacation.”

As you can see, even though I’ve only given you a snippet of the responses, there’s quite a variety of what opinions are acceptable and which ones aren’t.

My Opinion

If you have inner peace and enjoy your life, you are not a selfish asshole. If you are on vacation or have lots of great people (family/friends) supporting you, a good job, some cool stuff in your house, etc., the positive emotional capital you’ve gained in your life from these things should not be linked to world catastrophes that happen beyond your control. I would say that if you can contribute funds, even $1 dollar, to a disaster such as this one, it’s all gravy without guilt. Every time I go into Safeway (which is often because of my teens ability to consume at an alarming rate), I’m always prompted to donate to a charitable cause on the card reader, whether it be breast cancer, leukemia, Parkinson’s, etc. I try and donate at least a few bucks to each new cause that comes through their system. It’s easy, affordable, and helps make a difference in SOME way. Should I feel guilty because I don’t donate EVERY time I’m swinging by to pick up a loaf of bread, already late to pick up my kids? No.

Do your thing, live your life, help others in need when you can.

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Twitter Lists & Business: Perception Analysis

Posted by Rich Harris – January 15, 2010

The List Goes On…

Twitter list-making has almost turned into a sort of technological modern day scrap booking. People can now organize and categorize their interests and influencers and easily share them with others. Twitter lists have also created nice clean SEO-friendly URL’s to keep all the search engines happy and thriving. When it comes to your business on Twitter however,  there’s much more going on here…

Customers (Humans) Are Control Freaks

Businesses should pay a little attention to the plain list numbers (quantity) but really should be paying to attention to more than just how many lists they are on. The number of lists is an ok high-level metric and is always good for business/SEO. However, the quantity of lists is, in my opinion, irrelevant when it comes to the real benefit. It is irrelevant in the same way the number of followers became irrelevant on Twitter after it exploded early last year. When your company is added to a list on Twitter and eventually (and hopefully) 100’s and 1000’s of lists, you immediately get insight into what people and partners are thinking about your company, how they are categorizing you in their minds, and are essentially giving away their perception of where your company stands inside their heads. Humans need to assign categories to everything based on how they feel about it emotionally and Twitter lists are no exception. Because of this, businesses should be paying close attention to these lists as they continue to grow.

As you expand your Twitter footprint, continue the ongoing perception analysis as the social media expert for your company and clients, I highly recommend including Twitter list analysis into your overall marketing/social media dashboard.

Onward.

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Guest Blog Post on ZDNet About Social Media/B2B

Posted by Rich Harris – January 12, 2010

Jennifer Leggio (@mediaphyter on Twitter), a good friend of mine has allowed me to guest blog post again on her column on ZDNet. Below is an excerpt and a link to the original article. Thanks for reading! I look forward to your comments and feedback.

“While there is a lot of talk about difficulty, social media and business to business (B2B) are indeed compatible. Social media in general is compatible with any type of business, and a successful social media strategy is based on the enhancement of interactions. An interaction doesn’t have to be complicated; it can be something as simple as a phone call, an auto-response email, and IM, a retweet, or a comment on a blog. Interactions do not only exist in the business to consumer (B2C) world. They happen in EVERY part of the business world and in every industry.”

Read the full article

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Out With 2009, In With 2010

Posted by Rich Harris – December 26, 2009

2009 has been a long one for me but it has been probably one of the most fruitful when it comes to my career and personal growth, more so than any year I’ve had in the last decade. I have a great circle of friends and family which I’m very thankful for. Most of all I’m proud of my 3 sons for doing such a phenomenal job in school and in life. Their sense of humor and intelligence knows no bounds and they continue to teach me important lessons about myself, even when I don’t really want to hear it or acknowledge it. They rock and continue to enlighten me.

I hope everyone has had a great holiday season and and I wish peace and prosperity to all of you for 2010. Cheers to the next reset button, chapter, volume, book…..

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Social Media: B2B, It’s About Interaction Analysis Silly!

Posted by Rich Harris – November 30, 2009

Dude, Social Media for B2B, Everyone’s Talking About It, Bro.

b2b-technology-marketing-agency-wordle-3One of the hottest topics in social media as it pertains to corporate, is how to incorporate social media into a company’s currently existing B2B strategy and initiatives. I’ve witnessed several discussions about this topic. The bottom line is that the solution is NOT in the tools available (Twitter, Facebook). The solution is not hiring some agency to set up an account on every social site.

Social media strategies and proposed solutions should only be created based on analysis. There are companies and agencies that have come to this conclusion on their own (a good thing), however the main issue still exists. Most of these entities are analyzing the wrong things to generate their strategy. Of course it’s important to know your audience/segment/demo…whatever you wanna call it. It’s important to understand what your top 3 competitors are or aren’t doing. That’s all standard blah blah blah…

The fruits of social media for any business, any type of business, in any industry, come from the enhancement of interactions. Enhancing the key interactions are the core of all social media successes in my opinion. Those key interactions are the ones that catalyze the rest of your efforts across the board.

Where Should You Start?

With B2B, it’s a little different. Don’t waste your time focusing on the hype of the currently popular tools like you would in the consumer world. B2B is a different beast because B2B customers, relationships and conversations are NOT typically the type that you share with the general public. When you are thinking about how to deal with your distys and the sales channel, remember that Facebook, MySpace, Twitter and the zillions of other tier 2/tier 3 sites were not created, nor have they thrived, because they had the nature of B2B in mind. It’s hard not to wince when I hear companies say stuff like, “I know we NEED social media in our B2B strategy, it’s the latest thing and we don’t wanna miss the boat.” What people should really be saying is, “I know we need to enhance our relationships and interactions with our customers on the B2B side. If social media has a place here, let’s use it.”

A Scenario

237303-main_FullAs the top social media person in your company, you are approached by some inside sales people that manage the big accounts. They heard about social media, have heard of Twitter, Facebook, and so on. They want to incorporate social media into their B2B program/marketing roadmap but aren’t sure how to go about it.

Here are some simple steps to get started that I’ve been using:

  1. Discovery Time. Set up a meeting with your new stakeholders so that you can discuss the entire process for the way they communicate and interact with their customers. Find out all points in the process with a customer that they have a direct interaction, human to human. Find out if there’s a site/application that they interact with where feedback or communications with those customers happens, like Salesforce.com, etc. EVERY touch point of interaction needs to be noted whether it’s a person OR a process that interacts with them. An accurate picture of this will help you get closer to identifying the gaps that need to be filled. Also it’s important to ask them if they know what their customers currently need and have, and what they need but don’t have. Your stakeholders should be able to answer those questions quickly. If they can’t, then they have approached you too early in the game.
  2. Get More Feedback. Your stakeholders will know a lot about their customers. If social media is new to their fold however, I don’t think it hurts to give them some homework. Have them pick out 5-10 of their most difficult and opinionated customers. They should let those customers know that they are exploring introducing some social media concepts into the relationship and process and would like some feedback on ways they could improve on communicating/interacting. Based on those results, it’s time to begin the construction of your plan.
  3. Choose Your Drug. You now have a list of interactions to take a look at, know who their audience is, and what their needs are. The next steps are to assess with the stakeholder what kinds of interactions seem to really work and which ones seem to fall on deaf ears (which we will throw out of the equation immediately for this new social media plan). Zoom in on the good stuff and research if there’s currently a social tool, site, or product offering that could help augment those things that currently work. Keep in mind that there may not be. Most social media sites were initially designed with nimble, chaotic, public conversation/interaction in mind so I can tell you right now that trying to bend and sculpt the public consumer factor of something like Facebook and Twitter, is not the right approach and will fail (unless of course Facebook/Twitter decide they want to change their whole model and reason for existence to serving enterprise level B2B marketing initiatives – probably not gonna happen). If you found something out there that works, then congrats and move forward with an execution for testing it out. If you cannot find a solution in a pretty little package with a bow on it somewhere then you may have to explore spending some budget on custom apps/sites that will serve your specific purpose. If you go that route, your risk better be pretty calculated as that path can get costly.
  4. Testing 1, 2, 3. Is This Thing On? Testing your new idea in a live environment is crucial and exciting. Remember that since this may be uncharted territory for your company’s B2B effort, you may run into surprising results. In some of my experiences, I’ve set up expectations and not only were they not met, I witnessed something completely new about my customers that I wasn’t aware of, just based on how they interacted. Take that stuff seriously folks. Those are the nuggets of social media decision-making right there.
  5. Execute. Analyze. Tweak. Repeat. If you are an experienced marketer, you know this routine well. If you don’t know this routine well, you shouldn’t be in marketing or any other line of work that requires analysis and ROI. :-)

Go On With Yo’ Bad Self.

I hope some of this stuff helps you. These are some things that I’m doing right now and they seem to be working well as a fundamentally basic approach. I know that the variables in play for every company are so vast and at times amorphous. As I learn more and more through my experiences, running through these exercises with my current company and other clients, I’ll post the meat of what went down, regardless if what I tried succeeded or failed.

Onward.

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Is Facebook Too Much Ying?

Posted by Rich Harris – November 26, 2009

yin_yangLet’s face it, Facebook has no Yang. You can only “Like” something or “Share” with others. When an ‘unfriending’ happens, the ‘unfriendee’ is not notified so that the ‘unfriender’ can bow out of battle quietly, hopefully without anyone noticing. Socially, it’s almost encouraging denial of the fact that with all the average size multicolored elephants in the room (fun happy time content & conversations), no one wants to acknowledge the gigantic white elephant…..you know, that one with it’s left eye gouged out, open wounds from gunfire, and a severe limp.

The proof of a much needed Yang side of Facebook is obvious. With all the ‘positivity’ built into Facebook, human nature can’t hold the Stepford bridge up for long. We needed a Yang right now or everyone was gonna start freaking out.  So we found a way with rampant Fan Page creation representing strong thought or opinion instead of something tangible like a product or service. Out of this came feature recommendations from users that made a pretty bold statement: We socially can’t all be living in a fuzzy sugar-filled land where everything is made of cotton candy, every living thing frolics instead of walks, and the house band for every club or venue is the Partridge Family, pounding out happy fun tunes with blue birds on their shoulders.

The creation of a fan page has turned into the 2009 version of protesting and marching with picket signs against the grain of Facebook’s intention. The difference is, a petition function and lead generation is built in and it’s global.

Let the bitchfest begin.

The Feature Set of Darkness

There have been some funny fan pages that I’ve seen. Here are a few of those:

The Dislike Button - This call for the opportunity to publicly insert your WAHmbulance into a conversation or on some posted content has been around for awhile. It’s not enough for us to just not say anything if we don’t like it. Is being a pacifist against our true nature? I don’t know but it’s funny to see the thousands of people wanting something like this so bad.

The Hate Button – I interpret this idea as not just wanting to let the world know you are offended by a conversation or content, but to let the world know that if given the choice, you would cripple this conversation with a baseball bat if it had two legs and could walk around.

The I Don’t Care Button - This is one that was ‘recommended’ to me today when I logged in. Isn’t this the same as inaction? If we publicly need to announce our apathy to everyone about a conversational topic, it’s no wonder that humanity accuses humanity of being a group of lazy, whiny, little brats.

The Boring Button - I saw this fan page awhile ago but couldn’t seem to find it again. Anyway, this to me represents our inherent need to be publicly smug about something, tapping our inner Kanye. Brilliant.

Let’s Heat Up This Petri Dish: We Aren’t “Friends” Anymore!

I think an interesting social experiment, and one that would surely make people either quit Facebook, or would at least quadruple the amount of thought going into deciding if you will confirm a friend request or not, is to automate the delivery of a friendly notification to the “unfriendee”, letting them know that person X just unfriended them. Hell, might as well take it a step further and put it publicly in their feed…something like, “So and so just unfriended So and so.” Imagine the awkwardness you could witness with functionality like this. You could cut it like butter. More funny would be people’s interactions with that feed activity, commenting or ‘liking’ it. Think about the conversations that would be generated on THOSE threads. I wouldn’t get ANY work done. It would turn Facebook into a virtual gladiator event! Where’s my toga?

Onward.

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Being Informed: Be Careful What You Ask For

Posted by Rich Harris – November 26, 2009

What Have I Done?

office-sign-blackberry1I have a BlackBerry.

Sent to my BlackBerry all day, every day, are the following:

  • Personal email (3 different accounts serving different purposes)
  • Work email
  • Personal/Work Calendar/Meeting updates
  • Facebook activity
  • MySpace activity (much less so now since I’m not on there very often anymore)
  • Twitter activity
  • News feeds via RSS that I’ve set up covering everything from entertainment to science to business & marketing
  • SMS/MMS messages from my teenage boys, friends, and family across the world

One of my sons asked me the other day if I read all that stuff and while I can say that I don’t read through everything from top to bottom, I DO comb through every message, more or less snacking on the headlines that show up on my phone. It’s now a habit.

Sometimes it has really benefited me when it comes to getting tweets about traffic problems on a highway I was about to jump on, family emergencies, my boys letting me know where they are after school, or I get notified about a last minute meeting cancellation so I don’t show up and no one is there after my 30 minute commute to make it on time.

Sometimes it’s maddening. I end up reading (and having some sort of emotional reaction to, ranging from mellow to freak out) a ton of information all at once, almost sending me over the edge. Whereas before all this technology, we were generally receiving the major milestone headlines and information in “groups of 1” or 2 at a time..sometimes 3….a more palpable rate. That was at least what our brains were trained to take in and process effectively at the time.

I think that in a lot of ways it has gotten most people more stressed out than they are aware they are. Even if the information overload they’re receiving is positive, it’s still overload. Every message that triggers any type of mental/emotional response out of you removes you yet one more notch away from reality, the here and now slips away. In a corporate world where there are new movements of people trying to encourage a culture of work/life balance, are we effectively countering that ideal by checking all of our messages/tweets/emails on our iPhones right before checking into our visit to In-N-Out Burger on Foursquare?

I’m Not Alone.

The other day established journalist/editor Jennifer Van Grove (@jbruin on Twitter), Associate Editor for Mashable and NBC San Diego correspondent, had tweeted, “my feed reader is out of control… one day off & I feel like the world has moved on without me.” Nowadays, we are all so accustomed to getting so much information from so many directions. I wonder if there’s a battle going on inside all of us now; one side wants to be in the moment and think only about what is in front of us and tangible, the other side takes the concept prevalent in most journalists to know as much as possible as fast as possible so that we are ahead of the game.

I get teased by my less-than-tech friends often (or those friends that perhaps take time to smell the roses more often than I) but one interesting thing is that no matter how much info I have sent to me or that I go out and get myself, there are always 1,000+ more people out there that are taking in more information than me (and if they’re good people, they pass on the good stuff to the rest of us).

The Repercussions of High Volume Input

ahumadaAre there any when you are plugged in, feeding your brain at the level that it can now fed? I know there are effects on certain chemicals in your body and brain that are known to get a boost or be negatively affected when watching too much TV or staring at a screen. Hundreds of studies have proven all kinds of things. I have to wonder, based on my inability to put my BlackBerry down without convulsing into a harsh moment of data withdrawal, how this has affected us in our physical and behavioral day to day.

My Two Cents

A long time ago in a small town probably close by, some dude would drop off stacks of newspapers on every street corner of every block. We’d all buy these newspapers and crack them open, reading our local news, snippets of what is going on with the rest of the world. I’m talking about back in the day when families would huddle around a radio listening to Howdy Doody. The amount of news back then was so minimal, simple-minded (to our social/cultural detriment in some cases when it changes to close-minded). The only life experiences and tidbits of global humanity we heard or read about back then were nebulous speculations at best. Honestly I think there was some value back in those days that will probably never be recaptured. The time spent to digest one piece of news was much more organic, made available to us at a pace that didn’t feel so Johnny Mneumonic.

I think that at some point (and now to a certain extent), the amount of information and the way we currently receive it (txt, email, Twitter clients, et al) has minimized a lot of the emotional value of most of the news that aggressively shoves itself across our new reader tools of choice. I think that previous eras in communication allowed us more time and more room to take in some information, process it, break it down, and then reassemble it so that our brains can make sense out of it and compartmentalize it for later use as a memory.

The current era in communication, news and information sometimes leaves me feeling numb. By the time I read a headline, decide I’m interested in knowing more and plan to check out the actual article, 50 more articles have just shown up that (now out of trained obsessive compulsion) I want to also scan and see if there’s anything interesting in there that I might also want to form a response. I then see one in that next batch and want to pursue it..but then more news comes down….and so on.

The Unstoppable, Inevitable Curve

I speak of the exponentially increasing sharpness of a curve that represents the rate at which information flows to people as technology and culture become more advanced and progressive. I wonder where it will land us in 10 years. Will we all have feeds piped directly into our subconscious so that we can continue to receive loads of information without “wasting” our conscious thoughts on it? Will diagnosed anxiety/depression become more prevalent as we are exposed to 100 times more bad news headlines via RSS/Twitter/Facebook.

Wikipedia even has an entry for Information Addiction.

Time to sign up for my 12-step program.

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Facebook: Are You A Stalker or Researcher?

Posted by Rich Harris – November 18, 2009

Stalking-TwitterSoooo…..Are You?

The general public is full of crazies. This validates our assumption that the online world is full of crazier crazies because now people can be more anonymous, and anonymity is the main survival tool of any genuine weirdo, allowing him or her to carry on. Of course, there’s the serious issue of stalkers on Facebook and MySpace, which is not to be taken lightly. There’s also the harmless stuff, the running joke of, “Hey, I’m glad we got to meet face to face finally, I’ve been stalking you on Facebook (tee hee). Let’s go hang out,” and all turns out friendly and good and you gain some new friends.

I was thinking about this the other day about how many people I’ve connected with online as acquaintances after meeting them through friends, or at business-related mixers or events. You know the routine…you go to a trade show while on a business trip, or a party somewhere, or even just a local watering hole and strike up a conversation with a perfect stranger. After you meet someone that doesn’t seem like Jeffrey Dahmer’s illegitimate love child, you ask if they’re on Facebook, MySpace or Twitter. You get back to your hotel room or home base and get online, find them, and add them. They accept your request and you are now “connected” or “friends.”

Presumptuousness Is The Bastard Child Of Fear.

So it’s no mystery that the human majority takes a look at someone they don’t know and absorbs what microscopic sliver of information about that person they can get their senses on (hair color, their interaction in a restaurant they just witnessed, the wedding ring on their finger). Then their next step is to make massive detailed assumptions about how/who/what that person really is about, their background, their personality, their life history, and so on. It’s human nature. We’re all (to various degrees) innately uncomfortable with not knowing everything there is to know about the people we see around us. Where there are informational gaps, our hearts and minds do their damnedest to fill all those gaps as fast as we possibly can with whatever so that we can comfortably continue to deny some of our own insecurities and the reason we are drumming up all this bullshit.

I understand that there are situations where your common sense forces you to observe a situation so that you can genuinely protect yourself. For example, going into a dark alley in the wrong neighborhood where you’ve just seen a drug deal or “transaction” go down, lends itself to some safe assumptions, the main one being: “I’m probably sacrificing my personal physical safety by taking that particular path to the grocery store.” I think those assumptions are warranted and backed by sanity.

However, for the rest of the non-criminally active portion of the population, think about how exhausting it is that we do that, walking around pigeon-holing everyone. Think about how much energy we spend latching our own neuroses onto something so silly and intangible. I think that tools like Facebook and MySpace and the social sites in general may be providing a positive spin on how we meet new people and form our positive and negative opinions about them moving forward.

Deconstruct. Reconstruct.

Over recent months I’ve had the opportunity to actually go hang out with people face to face that I had initially met on Facebook. Before we even got together I made the effort to comb through their photo albums, check out their status history, take a gander at content they had posted, and read about them on the info section of their profile. Since I’ve started to make a general practice of doing that with random people I’m connected with on Facebook, a couple of interesting things have happened for me.

  • First and foremost, it was a reminder that I don’t even know a fraction of what I thought I knew about people that I’m connected with online. This immediately set off the process of deconstructing my assumptions, pre-conceived opinions/notions, and heaps of information that I had assembled about these people. In an effort to protect oneself, these assumptions (more often than not) never give people the benefit of the doubt….especially if you are a skeptical, cynical bastard like me.
  • The next step is that I began to build up or construct a new picture of this person in my head based on the content that they provided about themselves online. Unless they’re all pathological liars, I felt like I had more valid info now and was able to fill in the gaps with data that was probably much closer to the truth about who they were than all the crap I had concocted in my head prior without any of their content.

The End Result.

So as I was starting to go through this exercise of researching someone before actually hanging out with them, I realized a message was being heavily reiterated to me. My experience when meeting this person for the first time, with me focusing on a more informed opinion about this person, made the get together way more interesting and smooth. I knew what topics would be better to avoid, which ones might spark really good conversation, etc. It’s funny too because people are almost surprised (and probably uncomfortable) that I went and crawled all their info beforehand. The sad thing is that the concept of me wanting to research them first so that I was better prepared socially to interact with them means that being unprepared and uncomfortable is a social standard for many. This to some extent means that it’s probably more comfortable to them if you just make the status quo assumptions because then I’d be going in blind, squirming to find our common ground right there on the fly, which always sucks.

I’m not the first to come to these conclusions by any means but my recent experiences with Facebook in particular have illuminated a lot when it comes to human interaction patterns and reminded me that, as a whole, when it comes to socializing, people have some serious work to do, myself included.

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5 Hrs, The ER, And All I Got Was This Life Experience

Posted by Rich Harris – November 16, 2009

In The Emergency Room

I know we all know what goes on in an emergency room but writing about it makes easier for me to expel it from the loops of over-analysis that have seemed to plague me my whole life….so I’m gonna write about it here. :-)

Last weekend, my 14 year old son Simon was injured in a football game. He got hit hard right in the noggin while standing still by someone that was pretty much running at full speed, head down. He went in to make sure that his neck/head/back were ok just to make sure. The coach called (I couldn’t make it to that game that day) and I met them up at the ER. My son was shooken up but feeling better. The short of the story was we were there for 5 hours, got an initial x-ray and then a CAT Scan (CT). The entire time, he had to wear one of those collars until we got the final CT results before we could be cleared by the doctor and discharged. My son is all good now and while I was there to be with him and support him through this, the meat of the experience that evening was the human dynamic that passed through the ER while he and I sat there and waited for 5 hours next to the nurses station.

One of the interesting aspects of this is that while I wasn’t really shocked by much of what was going on around me, my son’s mind was blown by everything he was seeing as it all unfolded. I was reminded that the community we are currently raising him in is fairly uneventful when it comes to that gnarly side of life where people get seriously injured, die, get mugged, are on their death bed, etc. These are all fairly normal events in most cities but even when that stuff happens in my town, no one really hears about it much. I guess our town is just shy of Stepford in some ways, the opposite of what I grew up in. It was just interesting to to hear him describe what he just went through over the phone to his friends once he got home. He said it was the craziest thing he’s ever been through and wasn’t even talking about his own injury.

The Patients

I guess the only way to break down this experience is to methodically address each of the individual patient scenarios that came through there that night. I’ll do my best to not over-embellish what I saw without sacrificing the meaningful details. My son and I were against a wall, him laying on the gurney with his neck brace on, right next to the door where everyone enters the ER. Every time someone new came in, he and I would look over, almost feeling like we were in slow motion, making eye contact with every new patient that rolled in. Simon and I were the first “real people” (non-police, medical staff) that almost every patient made eye contact with when they first entered their final destination in the ER area. This was the place where they would be assessed and get the answers to alleviate the mystery of their current situation with answers from doctors. The ER is a strange place because everyone that enters is in shock, confused, or full of anxiety about everything they don’t know about either their own medical situation. The energy in there is always intense when someone enters, even if they end up being OK.

Patient #1: The Unseen

When we first got there and were waiting, one of the stations that was curtained off had a nurse and a couple doctors in it. They were trying to get information out of the patient, asking them repeatedly what their name was, do they have family close by, what are their phone numbers, etc. All you could hear were just mumbles through the curtain. By the tone of the patient’s voice, I could tell the burden of pure confusion was heavy. About 20 minutes later, a couple older guys showed that were probably in their mid to late 60’s. They were both really quiet average looking dudes. Their appearance was very plain. The nurses escorted them in to talk to this patient like they were relatives or immediate family. With the patient still unable to recognize what was going on, the odd thing is these two men went in there trying to connect with the patient verbally but they were extremely unemotional, unconcerned, almost as if they’ve either been through this before with this person. They almost looked like they weren’t even sure why they themselves were there. The surrounding nurses kept looking at each other and using body language with each other that led you to believe they were questioning the role of these men in this patient’s life, whether this was a healthy/sane situation or not. The men eventually left and they carted off this patient to another room. That whole thing was sort of a mysterious shroud leaving the nursing staff and doctors all feeling kind of awkward and unresolved about the whole thing while they were trying to do their jobs.

Patient #2: The Old Lady

When people are rolled into the ER they are assigned to a larger station with curtains that can be pulled if they are in a more severe or serious state. An older lady was rolled in, moaning in pain. She was probably in her 70’s. I think she had some condition of some sort that was part of her normal routine medical history. They pulled the curtains quickly around her but the way Simon and I were positioned in there, we could see through the corner crack of the curtains. We caught a glimpse of the main doctor that evening inserting a tube through a hole in her stomach and draining something. We couldn’t tell if it was a colostomy entry hole or what but there some blood and the woman was moaning louder as the doctor helped drain it. I look over at my son and I can tell he’s wondering what the hell planet we are on. It was surreal for me to watch him process this while we are in there. They pulled out the tube after about 10 mins, patched her up and moved her to another room, cleaned up the area and then some quiet for a couple minutes.

Patient #3: The Criminal

This by far was the most interesting (and journalistically appealing) highlight of the evening, and the patient that stuck in our minds the most, partly because of the extreme nature of the situation and also because this guy actually interacted with me and Simon personally while we were in there. This guy rolled when while I was in the waiting room and Simon’s mom was in there with him visiting so I missed the initial entrance. When I came back into the room this guy was about 6-8 away from us, handcuffed to both sides of his gurney, two cops standing there accomodating him.

This guy had obviously had an altercation with the police. The whole right side of his face was covered in dried blood and he had a goose egg the size of a golf ball above his right eye. Apparently he had to be apprehended with a tazer before even arriving so chances are this dude wasn’t in this situation for the first time in his life. Simon and I got to observe his venting out loud about the cops right to their faces and then he’d look over at Simon and I and vent more.

The moment that was the most colorful was when they wheeled him out for his toxicology tests, CAT scan and other x-rays. He was rolling right by Simon and I, and looking directly at us. He started saying stuff like, “Fuck the Hayward police…yeah they did this to me (pointing at the cops in the room), I hope my skull is all fucked up so I can sue their asses. I’m gonna drive outta here in a fucking Mercedes.” He was talking directly to Simon and I, making hand gestures that rattled his handcuffs aggressively making some commotion and kind of adding some extra intensity to that environment. Simon handled himself great dealing with this new situation.

Patient #4: The Heart Rate

The final patient we observed of the evening was pretty intense. This couple came in and the guy was all stressed out. The woman had this kind of dazed look on her face. Apparently her heart rate was high and she was feeling bizarre. They both looked healthy and couldn’t have been older than late 30’s. Both were clean cut, normal looking people. It was intense because they took her inital pulse and apparently it was gnarly enough for the nurse to go get an MD and two other nurses right away. All of a sudden they rushed to pull the curtain closed. Because of our location in the room as mentioned above, we could still see what was going on. Within minutes they had this woman hooked up to all kinda of scanners, sensors, and other equipment. All of a sudden half of the machines she was hooked up to started beeping loudly, signaling warnings that something was really wrong. Simon was feeling some anxiety from this right away and could tell it was bad. I could see the patients face through the curtain and she was terrified, but almost catatonic in her verbal responses to the doctors. I felt really bad for her as I could see the fear in her eyes, not knowing what the hell was going on with her body. We ended up getting discharged before that patient was done being dealt with so we weren’t around to see what happened or hear about the diagnosis. That was pretty intense to witness.

A Long Evening

It was a long evening and Simon was fine health-wise, diagnosed with a mild cervical sprain. We both had a new appreciation for our situation in there after witnessing the others. The In-N-Out burger after all that hit the spot late that evening.

I’m glad we went through it though. A little perspective for a teenager is never a bad thing.

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Emotions. Patterns. Business. Morality?

Posted by Rich Harris – November 14, 2009

xPsychology4aEmotions Are Still Math

I started thinking about this when I was typing my previous blog post about Google having the Holy Grail. As a marketer, I’m always trying to figure out human behavioral patterns and how I can maximize my company’s profit from the understanding of this.

I had an interesting thread going on Facebook the other day. I was eating sushi at a restaurant and was watching the people around me, talking to each other, responding to conversations with various facial expressions, hand gestures, and vocal tones that varied in intensity. All of these ways of expressing themselves were based on emotion that was being outputted as a physiological response to conversational input they had just received from whoever was sitting across the table and having lunch with them.

I had posted a Facebook status stating that “Emotions are still math.” It was interesting to see people’s responses to this. The vibe I got is that it almost was considered offensive that I had said that. My only point was to acknowledge the fusion between the two concepts, not to minimize the importance of one over the other. Maybe my choice of words made it come off that way, “flattening” the value of emotion. [...stealing your descriptor Andy :-) ]. This definitely was not my intention.

If you know me, I’m far more emotional and dramatic than your average person, half the time it’s to my detriment.

Patterns

While I’m not necessarily referring to my friends on Facebook that participated in that conversation in my next statement here, for certain people I think it strokes a chord with them, like my statement was disregarding humanity on some blunt robotic level, not validating peoples emotions, converting the organic human aesthetic, all the things that mean so much to people, into 1’s and 0’s, basically saying that our entire population is just an abbacus made out of living tissue. My point with it was just that you can plug in formulas to patterns of human behavior. Patterns, whether abstract or linear, are still patterns, no matter how random we think the activity contained within those patterns actually is. I’m not the first person to say this and certainly not the last. Everyone learns this in Psych 1A their first year of college.

Is Business/Marketing Inherently Evil?

What I’m about to say here excludes non-profit organizations.

Successful marketers know that you need to recognize and understand behavioral data to make sound marketing decisions. This requires that on some level you convert what you see in human beings into a formulaic pattern so that you can run some numbers and calculate a risk. The goal of all that is to make more money. Period.

In reference to my “Emotions are still math” statement that kicked off the colorful convo on Facebook: If you are a marketing genius at a company that wants to grow, employ other human beings, beat your competition, understanding how to convert human emotion into dollars, does that make you evil? Smart? Shrewd? Heartless? All of the above?….or just someone trying to pay their bills?

I’m don’t know the answer…that’s why I’m asking.

[image courtesy of duke.edu]

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