My 30-day Blogging Challenge

LeapingoffInspiration comes in all forms and for me it came by way of this older post by Srinivas Rao, best-selling author of “The Art of Being Unmistakable”. Rao shares how writing 1000 words every day changed his life. Here is the part that resonated the most,

“The way I see it, I just produce a lot.

Some of it will be good.

Some of it will be crap.

But I’ll have so much to choose from that it can be used for books, blog posts, etc. That best selling book of mine was written using ridiculously long Facebook status updates.”

The conundrum and hesitation for most overachieving folks is that some of the stuff we publish will be mediocre but pursuit of perfection shouldn’t deter us from trying.

So to overcome the “perfection paralysis”, I will blog once every day for 30-days (until September 26) and….perhaps even beyond but one small step at a time :)

I am also inviting all my friends to take this 30-day challenge. Pick an activity – writing/blogging, working out, meditation…Whatever you’ve been putting off for another time, day. Take that first step and the rest will follow.

The Essential Reading List & Tips for Staying on Top of Trends

I spoke at the Total Digital Experience conference last week on Digital and Mobile content strategy. Here’s a question from the audience that inspired this post, “There is so much information out there. How do you stay on top of trends (without getting overwhelmed)?”

One thing that works for me personally is that I am a voracious reader and consume information by the terabytes..okay I exaggerate but I love to read. Here’s my essential reading list followed by few tips on how to manage the information overload.

Digg is my go-to site for all things trending on the internet, sourced from a variety of different sites across the net. Now you can also get most-shared stories from your Twitter friends.

Digg

 

 

 

 

 

Quora never fails to live up to its promise as the big kahuna of all crowdsourced knowledge. Great insights and information from a wide range of interesting folks.  Quora

 

 

 

 

 

CEA Smartbrief is a must-read resource for latest in consumer electronics, especially given the recent focus on Internet of Things and connected devices.

CEA

 

 

 

 

 

Last but not the least, Medium is my favorite site and for a good reason. It combines deep insights and inspiration from thinkers, authors, entrepreneurs, VCs and anyone who has a compelling story. Bookmark this site and you’ll never ever regret it.

Medium

 

 

 

 

 

Here are few quick tips on how to stay current and not get overwhelmed by all the great content out there.

Schedule time to read: Schedule 15mins on your calendar 2-3 times a day. (ideally once in the morning, afternoon and night) to catch up on your reading. Staying current takes the same discipline as working out. If it’s a priority you’ll make time or else you’ll find an excuse.

Use an aggregator: Sites like Feedly are a great way to help manage all your subscriptions. I also like good old-fashioned email news digests from a few select sites. These allow you to skim the headlines and decide if you want to dive deeper.

Follow industry and subject matter experts: Both Twitter and LinkedIn give you the option to follow experts in the industry/news you’re most interested. Use them as your filter to keep out the noise. One downside of this approach is that you can get caught in an echo chamber so make expert content one of your many sources of truth.

So what’s on your reading list? :)

Are you the David or Goliath of Social Media?

It’s super bowl time! While the average viewer is reaching for that bowl of spicy nachos, many well-known brands will be huddled with their agencies and social media teams. Their goal is simple. Replicate Oreo’s success with the now legendary “dunking in the dark” tweet, which was created by their agency, 360i.

Oreo

 

 

 

 

 

 

 

 

So, if you work for a lesser-known brand with a limited budget, the question you’re probably asking yourself is if you can possibly compete with the big dogs and their deep pockets.

Fret not. One thing Arby’s recent Grammy tweet has taught us is that spunk, creativity and timing trumps all in today’s real-time world.

ArbyThis is a stellar example of a spontaneous tweet by a social media manager who’s on the ball and outperformed the agency-created ($$) moment by a huge margin.

So here’s to all the folks waiting for this week with bated breath for their shot at social media glory.

Game on.

The Dark Side of Community Management

In honor of Community Manager Appreciation Day, here’s a huge shout out to all the amazing Community Managers out there. You rock!!

Community management is a tough job. Community managers are the critical last line of defense for your brand against all external forces. They are on the front-lines every day answering questions, helping customers, providing tips, engaging users, and much more.

There is a dark side to community management that doesn’t get much attention. We can all agree that most users are mostly good and even normal. But spend some time with any seasoned community manager and you’ll cringe at the horror stories of users gone bad or plain cuckoo. Here are some real-life incidents that you might recognize and may relate to:

A community manager for a well-known tech company was stalked online by an irate user who felt his questions weren’t being answered. Pictures of this employee along with address were posted all over social networks along with derogatory remarks about the employee.

Another instance was when an user posted profanity and complaints multiple times a day on the company’s Facebook page. When he was blocked from that page, he started posting on the company’s other social media pages, creating a nightmare not only for that community manager but for others across the company.

And there was that time when a user threatened the community manager with a lawsuit and death threats because he wasn’t happy with the help he received.

And the list goes on.

Given the potential for risk to your employee’s sanity, well-being not to mention lawsuits waiting to happen, every company needs a clearly documented crisis/escalation plan to handle these types of issues but it’s shocking very few companies actually have any type of plan in place.

These plans don’t need to be onerous or laborious but at the very least, should outline the rules of engagement for your community (social media or other) along with a game plan to follow in case of a crisis. Here is some basic guidance to include in your plan; this is especially helpful when on-boarding new community managers:

- What constitutes prohibited behavior in your community. Ex: profanity, spammy links
- When to stop engaging with an angry user and escalate/flag. Ex: lawsuit, death threats
- Contact information for key stakeholders in case of an escalation or crisis. Ex: legal

What’s also helpful is a list of users who have a history of bad behavior and examples of past incidents used for training purposes.

This isn’t a comprehensive list but just a starting point for you to build your own escalation/crisis plan.

Do you have a community crisis/escalation plan? What other information would you include in it?

PS: This is my first blog post of the year and dedicated to all the awesome Community Managers out there, including those on my present/past teams :)

Why I stopped and then started blogging again…

Today, someone reached out to me on Twitter asking about a follow up to my  Social Media Today post on Governance from 2010.  That’s when I realized the last time I blogged was back in July of 2012.  Wow! Has it really been that long?!

Many people like myself with corporate (social media) day jobs either don’t blog or stop because of lack of time but that’s a cop out. As someone very wise once said , “If it’s important you’ll find a reason (to do it), if not you’ll find an excuse.”

It all comes down to priorities. When your typical work day is 12-14hrs,  it is tempting to devote time to other things ..like  food, sleep, etc.

I also blame my disinclination to blog on Twitter and other social media channels, which are the lazy blogger’s alternative for self-expression and in either case, brevity is way underrated.

All that being said, underlying the lack of motivation and de-prioritization of blogging also stems from the question of whether one is adding any value or simply adding to the noise. The online world is teeming with social media experts, gurus who churn out blog posts, books more frequently than most of us change out our shoes. Does the world really need another blog post or another book on social media?

Which brings me back to the reason I started blogging in the first place and that’s to share ideas, answer questions….every one faces very similar challenges in social media but it’s the difference in approach/attitude/philosophy that makes every voice unique.

So my inspiration to start blogging again is the request du jour for my latest thoughts on social media governance, which I think is a very important topic for all sizes of organization.

I am currently working on (among million other things) a  tiered governance model, which is based on an organization’s state of social media adoption and will post that soon…in brief, as organizations/companies grow in their adoption of social media, their governance model also needs to evolve just like IT organizations are having to adapt to the growing trend of BYOD…

Bottom line, it’s all complex but exciting stuff..so stay tuned :)

Do Facebook Brand Page Likes Really Matter?

Facebook LikeSocial media marketers have a love-hate relationship with Facebook brand page “Likes”. From recent member discussions at the BlogWell Chicago, it was clear that many social media practitioners vehemently oppose the use of “Like” as a success measure. So the question that begs to be asked and answered is whether a brand page “Like”  even matters any more?

Let’s look at the pros of using it as success metric. Unless your customer likes your page, your posts will not appear in their timeline so there is no connection to your customer unless they like your page.  If you think of Facebook as a community then “Like” may be considered surrogate for “registered users” who have opted to get “alerts” any time you post something.

So are “Likes” just a means to an end or the end by themselves? That depends. While building up your community may be important initially, but once you hit a critical mass, say 1 or 10 million users (depending on your market size, customer base), the size may no longer matter and every incremental “Like” may not have the same value.

Here’s the danger with being too focused on the “Likes” – it’s not enough. What’s really important is user engagement with your Facebook content, either by sharing, commenting or liking.  So if your social media strategy is solely focused on growing “Likes” but has no effort devoted to developing interesting and engaging content to drive engagement, you’ll soon find users “unliking” your page in droves.

So back to our original question – Do Facebook brand page “Likes” really matter? And the answer is yes, but only if backed up by a solid content and fan/user engagement strategy.

The Inconvenient Truth about Social Media

Having worked with scores of global brands and getting a close look at their internal perspective on social media, here are some fundamental truths that social media practitioners need to tackle head-on rather than blundering on in denial.

#1 Social media may be mainstream, but that doesn’t mean everyone is a believer.
I’ve lost count of the number of times that I’ve had to convince executives at large global brands that social media is inevitable. Like it or not, the dirty secret of corporate America is that many executives are still leery of social media. So don’t despair if your management is not willing to adopt social media, you’re not alone. Rather than villifying the naysayers, it’s far more effective to address their concerns and prove the value of doing social media (as well as risk of avoiding it). If you’re looking for management buy-in, start by clearly articulating the benefits of proactive engagement in social media and follow that up with clear outline of the consequences of inaction.

#2 You can’t outsource social media strategy to an agency.
Having worked mostly on the client side, I have to admit that my perspective is somewhat biased and that I have worked with agencies that are simply brilliant. However, every agency is looking out for itself (as they should) and they’re more interested in increasing their share of business rather than helping your business. I mean, how many agencies have their revenue tied to your company’s performance? Probably none. So the reality is that companies need to take charge of their social media strategy and have it driven by business objectives rather than some bright shiny plan laid out by their agency.

#3 Quantity is an antiquated way of measuring success.
These days, everyone and their granny is a social media expert. I met someone recently who pointed to driving million odd fans on a Facebook page as a proof of why they’re indeed a social media expert. Measuring social media success through the number of Facebook likes or Twitter followers is the same as looking at traffic numbers as the sole success measure. Chances are that traditional media like email or search probably have similar or better metrics, but that’s conveniently ignored by these so-called experts. If you’re just getting started in social media, it’s okay to look at rudimentary metrics but once you get past the initial stage, make sure you’re hiring “experts” who can tie these metrics to your business objectives such as customer loyalty and/or sales.

5 Tips for Managing Social Media Overload

For years now, whenever I’ve told folks that I blog and tweet, the responses vary from, “How do you get time to do get any real work done?”  (translate: what a slacker) or ” Oh! You’re one of those..”  ie. typical singleton without any worthwhile aspirations. You can literally hear jaws hit the floor after the big reveal that I have an intense “day job” and am also ..gasp.. your quintessential working mom.

Over time,  the perception hasn’t changed much and once you step out of the social media bubble, you quickly realize that with the exception of posting personal updates to Facebook, the average working professional still continues to find social media daunting and mostly overwhelming. However, given the ubiquitous nature of social media and increased use in business, being active in this space has become a necessity whether you’re in HR looking for candidates or in sales, looking for viable leads.

Here are 5 tips for busy professionals to use social media effectively without drowning in data overload:

#1 Get yourself some “human filters”

Yes, there is great deal of content out there and more is being generated every second, the only way to keep from drowning in all the information glut is to get yourself some help. Start by connecting with folks who are in the know and this way you can save yourself the effort of having to cull through mountains of social content. For example: Two of my favorite people on Twitter are @avinio and @scepticgeek who share only the “good stuff”.

#2 Use  technology to your advantage

There are plenty of automated tools that will deliver information to you but you need to be strategic about what content is really important as you don’t want 200 emails/alerts every day.  A better way to manage your social media content is to use have alerts set up key topics and then use smart aggregators like Feedly that allow you to pull all the content in one place  for quick review.

#3 Make social media a priority

The reality in life and work is that if it’s important, you’ll find time for it so make engaging in social media a priority and you will find time for it. I love to blog but my 18hr day job makes it very challenging to post on my personal blog, so I’ve been getting up about half-hour early to blog and take a few minutes over lunch/coffee breaks to finish up a post. Another smart option I really like is to create the posts over the weekend and schedule them for publishing during the week when folks are most likely to read them.

#4 Schedule time for it

Social media may be real time, but unless your job includes constantly monitoring the social media channels for breaking news, you’re better off scheduling some time to do it. Time management experts swear by the benefits of blocking off some time for email so that it’s not disruptive to everything else you’re doing.

#5 Have a clear focus

Given the multidimensional nature of social media, there are many different ways of participating in social media for work, the key is knowing what you want out of it and staying true to that goal. This way you’ll get more value out of every minute you spend on it. If you are only interested in technology or a specific industry, then share/follow/fan/subscribe/join only those sources that can get you relevant information.

There you go, now even you can be the social media rock star without quitting your day job :) Now it’s your turn to share… what do you do to make social media less overwhelming?

How to Find Your Dream Job in Social Media

Recently, I participated in a panel discussion on social media with my industry peers. During the Q&A, one of the questions from an audience member was that social media seems to have left behind an entire generation of professionals and if there was any advice for folks who want to enter this field.

My response to folks, who are feeling left out of the social media space and/or are looking for that next opportunity, is that all’s not lost and many of their current skills can be very valuable in this space.  As social media has evolved, it is becoming very apparent that it’s more than just  Facebooking and tweeting all day long (although many roles still have this as a requirement).   I’ve described the evolution of social media roles in a previous blog post, where many of the emerging roles  in social media require solid experience in one or more of these traditional areas such as community management, customer engagement, and marketing/PR communications.

While anyone can start a blog, it’s not a novelty any more and not everyone can have a hit blog as it’s considerably more competitive than it was in the early days of blogging. All successful bloggers have to be good communicators. It doesn’t matter if you have great subject matter expertise because if you can’t translate that expertise into a lucid post that your customers understand, then you won’t be effective as a blogger.

Also, placing someone with zero customer/community management experience in a customer-facing role on a social network,  is a huge risk. As social media evolves you need folks who can keep their calm on the social networking sites when faced with a hostile audience and that’s where having solid community management or customer support experience is invaluable.

Other hot skill sets in this space are in search, analytics and operations. What’s often forgotten in social media is the ability to work with large volumes of social content ie. data. There is a critical need for professionals with strong analytical skills in the social media space to help businesses derive meaningful insights from their social media content and activities. In addition, with the increasing relevant of social content in search results, the strong SEO skills are more valuable than ever in this space.

Last but not the least, as social media adoption grows across companies, there is a demand need for folks who understand how to scale their social media efforts across market segments and geographies. In addition, the ability to tie all the social media activities together and integrating into existing sales, support, CRM systems is also growing in demand.

That being said, social media career success not only requires a solid background but given the fast pace of evolution in this space, it’s an absolute must to have an open mind and passion for constant learning. Hope you find this information useful as you embark on the search for your next big opportunity in the social media space.