I went to this fantastic social media conference in 2006 (eons ago) where I heard great presentations from the director of alumni communications for Harvard, the director of e-communications for the University of Toronto, the director of MIT's social network (who went on to Classmates.com), and a couple great presentations by Andy Shaindlin, alumni relations executive director for Caltech.
(He blogs at http://www.alumnifutures.com/ and he REALLY knows this social media stuff -- you should all be following his blog. Even if you don't agree with some of what he writes. Friends also recommend Michael Stoner, another guru in the u-social networking field. Find him at mstonerblog.com)
So way back in the mists of social media time (2006) Andy Shaindlin explained it all.
"I used to think the point of a news release was to get your news out," Shaindlin told the assembled university communications people at the conference. "Now I know the point of putting out a news release is to drive people to your web site."
As someone who runs a U-news web site (on a shoestring), it was an epiphany -- a real lightbulb moment.
Twitter wasn't around back then. And I have to search Shaindlin's blog to see what he thinks of Twitter. I just now subscribed to it. (Hey, I still have a day job).
But I'll skate out here and modify that quote based on my own experience since 2002 growing university web sites, university news RSS feeds, university social networks, university Facebook fan pages, and a university Twitter feeds:
The point of Tweeting is to drive people to your web site. The point of RSSing is to drive people to your web site. The point of Facebooking (as an organization -- not personal use) is to drive people to your web site.
And then to get them to give you their real e-mail address somehow.
(Or real cell phone number.)
At this point, you can't get those from your fan pages on Facebook or Twitter. And if Facebook and Twitter ever decide to charge non-profits and universities for using FB or Twitter -- I'm betting most won't be able to afford it.
Having people sign up to follow you on Twitter and your blog and fan you on Facebook is fantastic. But if you can get them to commit to you enough to give you their real e-mail -- hey, that's as big a deal as getting a diamond ring and setting a date.
Let Stephen Colbert explain the direct financial benefits of Twitter to you (from http://www.colbertnation.com/) -- and, if you pay attention, a very savvy lesson on how Colbert and ComedyCentral are using Twitter.
You have to watch an ad to see that great (and very funny) Colbert video and marketing lesson above.
See, Colbert's Twitter posts drive you to his Web site. Where there are ad$. And his TV shows (where there are ad$) always contains a plug for his web site (which is how I remembered to type in http://www.colbertnation.com/). On his web site, his funny show is divided up into searchable clips -- and you can watch entire episodes there. But you have to watch Ad$ to see them. And he and his network get the ad revenue.
Even if you don't have house ad$ on your Web site, always remember, your Tweets and FB updates should be driving people to your Web site, where hopefully you have an "expanded tweet" with full details. Plus more content they want to read/see. Content that will make them want to stay and noodle around.
And give you their real e-mail address. Or take an action you're asking them to do.
In case you're wondering, I haven't given Stephen my e-mail address yet. It's too soon in our relationship. I'm waiting for him to cough up that diamond.
Um, oh, and you can do that "listening" thing with your fans (audience) on Twitter and Facebook too. More about that in the future tool. (Hey, I still have a day job. And a life).
In the meantime, here's a great LA Times article on how Hollywood and TV networks are playing it by ear on Twitter's fan feedback loop capabilities...
Jitters over Twitter: TV Industry Looks for a Game Plan on Using Twitter
Friday, October 23, 2009
Monday, October 12, 2009
Celeb Ditches Twitter for Real Life -- Trend?
Twitter Trend? Or Marketing Trick to get more than 2 million followers? Hmmm....whatever you think of Hannah Montana (a Disney live-action character), Miley Cyrus (the teen actress/singer who plays her) made headlines this week for breaking up with Twitter.
Cyrus told her Twitter fans she wasn't going to tweet anymore...then took her page down. Which launched a "Come Back Miley!" Twitter campaign and a boatload of mini-celeb news headlines.
Cyrus whipped out a You Tube rap ditty that's actually pretty cute to explain why: she wants more private time in her real life. When she realized she was Tweeting about pimples, she said, it was time to go.
Associated Press reported that punk widow Courtney Love (completely different demographic fan base) stopped tweeting and deleted her Twitter page too. As far as I know, you can still find Ashton and Demi there.
So: trend or marketing ploy? Cyrus is keeping her Web page, and her Official Miley Cyrus Facebook Page, and her Official Miley Cyrus MySpace Page, so she's hardly gone off-grid.
I confess two things: Generally, I hate rap music. And I have never watched nor listened to Hannah Montana or Miley Cyrus before today. But I thought Cyrus's rap song was pretty witty. Could have done without the jailbait booty shaking shot though. But that's just the mother in me.
If the hottest teen icon in celeb land is leaving Twitter...can the world be far behind? (Probably.) Or at least teen-agers? (Probably not.)
Cyrus told her Twitter fans she wasn't going to tweet anymore...then took her page down. Which launched a "Come Back Miley!" Twitter campaign and a boatload of mini-celeb news headlines.
Cyrus whipped out a You Tube rap ditty that's actually pretty cute to explain why: she wants more private time in her real life. When she realized she was Tweeting about pimples, she said, it was time to go.
Associated Press reported that punk widow Courtney Love (completely different demographic fan base) stopped tweeting and deleted her Twitter page too. As far as I know, you can still find Ashton and Demi there.
So: trend or marketing ploy? Cyrus is keeping her Web page, and her Official Miley Cyrus Facebook Page, and her Official Miley Cyrus MySpace Page, so she's hardly gone off-grid.
I confess two things: Generally, I hate rap music. And I have never watched nor listened to Hannah Montana or Miley Cyrus before today. But I thought Cyrus's rap song was pretty witty. Could have done without the jailbait booty shaking shot though. But that's just the mother in me.
If the hottest teen icon in celeb land is leaving Twitter...can the world be far behind? (Probably.) Or at least teen-agers? (Probably not.)
Sunday, October 4, 2009
Railroads, Newspapers and GM, Oh My!
No less staid a group than the International City/County Manager's Association has discovered social networking.
ICMA's journal magazine for members is PM (Public Management). The PM October 2009 hot cover story is "Social Media: What Does it Mean for Public Managers." It's actually a trio of articles; check them out here on the magazine's web site at http://www.icma.org/pm/9109/.
The three articles are "why" articles instead of "here's how" articles. But the authors (two city managers and an ICMA intern) make the case that this newfangled social networking thing is something cities and counties (and their leaders) should be doing. The articles are short and quite dry but Ventura City Manager Rick Cole (he's on Facebook!) gets off one of the best analogies I've read in a while:
"What local governments can't do is fall hopelessly behind. The fate of railroads, automakers, and newspapers shows what happens to the complacent."
As a former daily newspaper reporter, let me just say "Ouch!"' Railroads, Cole says, failed "because they defined their business as railroading, and shunned expansion into trucking, airlines and airfrieght. While they were loyal to one mode of transportation, their customers were not."
Newspapers? They wanted readers to wait for news until the paper hit the driveway in the morning, and access to cellphones and the Internet has left everyone under 35 unwilling to wait --and able to get insta-news online, he says. (Here goes yet another pundit ignoring the role TV news -- especially round-the-clock cable TV news -- has played in print-J's downfall...but OK he's right.)
Automakers (he didn't actually say GM but we presume he's talking American...) didn't pay attention to what buyers wanted, Cole says.
So what do we want online? INFORMATION. When do we want it? NOW.
If city and county managers are advocating getting on Facebook, having 400 friends, blogging about their work, and Tweeting municipal news releases...the entire world will be there soon.
Let me explain: city and county managers are about the most circumspect bunch on the planet, except perhaps for city attorneys and county counsels. And how do I know this?
I've been married to one since 1992. And hanging out with a bunch of them during off hours because of that. (He's retired now, which is the only reason I can write this...) It's a very odd match: The never-reveal-your-cardhand veteran municipal CEO and the ex-journalist-webbie-social-media-blogger.
Anyone who knows city/county managers knows they're starved for time and starved for re$ource$ even more than public universities. (Is that possible? Yes.) And this month, their professional journal cover story is all about why cities and counties should get on the social media/social networking train. Err, airline. Err, molecular transport beam.
ICMA's journal magazine for members is PM (Public Management). The PM October 2009 hot cover story is "Social Media: What Does it Mean for Public Managers." It's actually a trio of articles; check them out here on the magazine's web site at http://www.icma.org/pm/9109/.
The three articles are "why" articles instead of "here's how" articles. But the authors (two city managers and an ICMA intern) make the case that this newfangled social networking thing is something cities and counties (and their leaders) should be doing. The articles are short and quite dry but Ventura City Manager Rick Cole (he's on Facebook!) gets off one of the best analogies I've read in a while:
"What local governments can't do is fall hopelessly behind. The fate of railroads, automakers, and newspapers shows what happens to the complacent."
As a former daily newspaper reporter, let me just say "Ouch!"' Railroads, Cole says, failed "because they defined their business as railroading, and shunned expansion into trucking, airlines and airfrieght. While they were loyal to one mode of transportation, their customers were not."
Newspapers? They wanted readers to wait for news until the paper hit the driveway in the morning, and access to cellphones and the Internet has left everyone under 35 unwilling to wait --and able to get insta-news online, he says. (Here goes yet another pundit ignoring the role TV news -- especially round-the-clock cable TV news -- has played in print-J's downfall...but OK he's right.)
Automakers (he didn't actually say GM but we presume he's talking American...) didn't pay attention to what buyers wanted, Cole says.
So what do we want online? INFORMATION. When do we want it? NOW.
If city and county managers are advocating getting on Facebook, having 400 friends, blogging about their work, and Tweeting municipal news releases...the entire world will be there soon.
Let me explain: city and county managers are about the most circumspect bunch on the planet, except perhaps for city attorneys and county counsels. And how do I know this?
I've been married to one since 1992. And hanging out with a bunch of them during off hours because of that. (He's retired now, which is the only reason I can write this...) It's a very odd match: The never-reveal-your-cardhand veteran municipal CEO and the ex-journalist-webbie-social-media-blogger.
Anyone who knows city/county managers knows they're starved for time and starved for re$ource$ even more than public universities. (Is that possible? Yes.) And this month, their professional journal cover story is all about why cities and counties should get on the social media/social networking train. Err, airline. Err, molecular transport beam.
Thursday, October 1, 2009
The Techtress Top 10 List
No one does "Top 10" lists like David Letterman. Or John Cusack. (Actually, his seem to be 'Top Fives.' See "High Fidelity.")If you're looking to get up to speed quickly on Social Networking, here's The Techtress Top 10 article list.
1) Investors Value LinkedIn at $1Billion
(LA Times, 2008, worth paying to download if you didn't save the original)
2) And Then There Was Bing - No. 2?
(PC Magazine, June 2009. Yeah, but did they count YouTube?)
3) YouTube Now The No. 2 Search Engine
(TGDaily - October 2008. Old News, but worth knowing)
4) Facebook Hits 300 Million Users, Turns Profit
(CNN, Various - Sept. 2009)
5) Twitter and Iran - The Medium of the Movement - It's not just for Ashton! It's in TIME Magazine!
(TIME - June 17, 2009)
6) The Daily Show Explains Twitter - Sarcastic...but surprisingly accurate.
(The Daily Show - March 2009)
7) Social Media Revolution -- YouTube Video, http://www.teachertube.com/
(The best 4:23 minutes you'll spend on YouTube...for business purposes)
8) Facebook Stalking: a How To Guide - YouTube Video. What could go wrong? Uhh, this?
(Thanks, JoeNationTV)
9) Hackers, ID Thieves Turning Eyes to Facebook - Why Not to Put Your Birthday on Facebook
(C-Net News, March 2008)
10) Facebook Identity Theft - Tip to parents: Have "The Talk" with your kids. Teach them never to let anyone see their...social security number?!? Yes.
Welcome to Social Networking. Now go have fun.
Ooops - The Ugly Side of Facebook.
Just when things were looking rosy for Facebook - 300 million users, turning a profit, big buzz - this happens.
LA Times: Secret Service Investigating Obama Poll on Facebook (Sept. 29, 2009)
Some as-yet-to-be-determined wingnuts use a third-party Facebook application creation tool to put up a poll asking whether the president should be killed. According to the story, the poll went up Sept. 26 (a Saturday), was reported by outraged Facebookians on Monday. Facebook took it down, and the Secret Service is looking into who created it.
I heard about it from my husband, who heard about it on YahooNews, prompting me to look to my No. 1 news source, the LA Times. (I subscribe! I get it on paper too! Buy the LA Times! Think of it as a donation to truth, justice, and liberty for all...).
I was horrified. So I posted the link on my Facebook news feed. Like I told my friends, I think the creator(s) of that poll need to be found and outed. I want photos. And I want to know the names of everyone who voted "yes" or "maybe." I think they should all be on a Secret Service watch list and surveilled for the next 8 years.
"You let them off too easy," one friend in Montana opined.
Maybe. I still want more details. Free speech can be ugly speech, and this country badly needs more people who'd actually follow through on the statement "I disagree with what you say, but I defend to the death your right to say it."
Even if it's disgusting and horrifying.
But what does that poll mean for organizations using Facebook as a platform? Is Facebook tarnished -- and will any of the associations using Facebook be tarnished?
So far, so not. But it looks like a good example of why not to put all your social networking eggs in the Facebook basket. Diversify. What goes up must come down - sometime.
LA Times: Secret Service Investigating Obama Poll on Facebook (Sept. 29, 2009)
Some as-yet-to-be-determined wingnuts use a third-party Facebook application creation tool to put up a poll asking whether the president should be killed. According to the story, the poll went up Sept. 26 (a Saturday), was reported by outraged Facebookians on Monday. Facebook took it down, and the Secret Service is looking into who created it.
I heard about it from my husband, who heard about it on YahooNews, prompting me to look to my No. 1 news source, the LA Times. (I subscribe! I get it on paper too! Buy the LA Times! Think of it as a donation to truth, justice, and liberty for all...).
I was horrified. So I posted the link on my Facebook news feed. Like I told my friends, I think the creator(s) of that poll need to be found and outed. I want photos. And I want to know the names of everyone who voted "yes" or "maybe." I think they should all be on a Secret Service watch list and surveilled for the next 8 years.
"You let them off too easy," one friend in Montana opined.
Maybe. I still want more details. Free speech can be ugly speech, and this country badly needs more people who'd actually follow through on the statement "I disagree with what you say, but I defend to the death your right to say it."
Even if it's disgusting and horrifying.
But what does that poll mean for organizations using Facebook as a platform? Is Facebook tarnished -- and will any of the associations using Facebook be tarnished?
So far, so not. But it looks like a good example of why not to put all your social networking eggs in the Facebook basket. Diversify. What goes up must come down - sometime.
Is it Work or is it Fun? Both.
So it's 2009. And your boss is suddenly sweet on social networking. Full of Facebook. A-tweeting on Twitter. Euphoric about YouTube. Bueno with blogging.
If this is happening to you, pull up a keyboard and know: you are not alone. Apparently, executives everywhere are now saying, "Everyone I know is getting on Facebook. Are we on Facebook?"
If you're like me, you've been skating out into social networking since 2006 - "building a presence" for your organization in various places and trying to keep up, with some success.
And you've been doing it with no added budget or time, wedged in with your other Web and print marketing and communications duties -- with little notice from the brass.
All the while, you've had to keep explaining when people walk into your office that you're Facebooking for the company. Really. (Which is true about 75 percent of the time between 9 a.m. and 5 p.m.). And feeling guilty for having so much...FUN while doing it.
Gentle readers, our time is about to come. But then we knew that all along, right?
So here we go: a few great articles to hand out at meetings and e-mail to your boss(es). Gathering them all in one place in a running list is really why I'm here. (One note: you really don't need me. All you really need is a subscription to the L.A. Times. Buy one and help keep them in business -- so their stories can help us stay in business.
CNN: Facebook Nearly as Large as U.S. Population
(September 2009 - The month Facebook announced it was in the black...)
Inside Facebook: Facebook 2009 Stats: Older Users, Women Flocking to Facebook
(February 2009 but still helpful)
If this is happening to you, pull up a keyboard and know: you are not alone. Apparently, executives everywhere are now saying, "Everyone I know is getting on Facebook. Are we on Facebook?"
If you're like me, you've been skating out into social networking since 2006 - "building a presence" for your organization in various places and trying to keep up, with some success.
And you've been doing it with no added budget or time, wedged in with your other Web and print marketing and communications duties -- with little notice from the brass.
All the while, you've had to keep explaining when people walk into your office that you're Facebooking for the company. Really. (Which is true about 75 percent of the time between 9 a.m. and 5 p.m.). And feeling guilty for having so much...FUN while doing it.
Gentle readers, our time is about to come. But then we knew that all along, right?
So here we go: a few great articles to hand out at meetings and e-mail to your boss(es). Gathering them all in one place in a running list is really why I'm here. (One note: you really don't need me. All you really need is a subscription to the L.A. Times. Buy one and help keep them in business -- so their stories can help us stay in business.
CNN: Facebook Nearly as Large as U.S. Population
(September 2009 - The month Facebook announced it was in the black...)
Inside Facebook: Facebook 2009 Stats: Older Users, Women Flocking to Facebook
(February 2009 but still helpful)
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