Yes, it’s a common lament. I hear this wistful question almost daily. What should I blog about? What do I have to say? Well, the answer to that question is “plenty.” The biggest challenge is editing — prioritizing and redefining what makes sense within the context of your brand and your audience engagement strategy. I recently stumbled across this infographic on the Copyblogger by Danny Iny. It’s called “22 Ways to Create Compelling Content When You Don’t Have a Clue.” Love the whimsy of the infographic format as a idea generator. Take a gander. Bet you will be creating in no time!
Content – Share only the highest quality content. Whether email, website, blog, whitepaper or app, make it sizzle. Consider experimenting with video on your website. Use your iPhone. You do not need to be Steven Spielberg. Try mobile apps, webinars, or even a luscious, visual feast on Pinterest. Feature video testimonials from customers, employees, partners, or even vendors. Fundamentally, social media is about telling stories—those tantalizing tidbits of truth that trigger action. But the real challenge is this: “The medium is (still) the message,” as Marshall McLuhan said more than a half century ago. How we interact with content can be just as (if not more) meaningful than the content itself. That is why we need to me crystal clear about who we are, what we stand for, and what we are communicating to our audiences.
Community – Social media gives you the power to spread information quickly. But the irony here is that you have to let go. “Let it be,” as a wise dude once said. You don’t have to vet and control ever single word or comment. Granted, issuing calls to action online on social media platforms can spark viral campaigns rapidly, economically, and effectively– but it’s often serendipity. And, how cool is that? As NYU new media professor Clay Shirky observes, “Now, many can talk to many, as opposed to one talking to one — or one talking to many.” The chain reaction that results can be potent and powerful. We need only pay attention.
Culture – Just as everyone in a healthy organization is a salesperson, everyone in your enterprise should exercise a social media voice. Weave the behavior into the communications fabric and expectation of your operation. It’s all part of outrageously good customer service, anyway. Make engaging on Facebook about your products the norm –rather than the exception. Make promotions and projecting personality a priority – in your store, via text, online and everywhere. Make it part of your customer banter and all your in-person relationships. Work from the inside out. Hey, put the social in social media, and watch the referrals flow. Coach your staff to manage your business’ presence in an authentic and personal way online. Employees are built-in ambassadors. Give them guidelines. Train them–and deploy them first!
Character – Finally, social media is your opportunity to put a face on your organization and to humanize your brand. Optimize your own, unique corporate back story. Transparency is a powerful differentiator, my friend—in addition to being highly seductive in our post-modern, reality-TV-obsessed world. Think about ways to make the private public. This is the new “intimacy of commerce” that will effectively distract, attract and embrace your audience. As Constantin Stanislavski, the great acting coach once said, “If you know your character’s thoughts, the proper vocal and bodily expressions will naturally follow.”
Ready for your close-up?
Is there a magic social media pill? We all seem to be looking for it.
As a professional riding the social media tidal wave, I’m engaged—in witty Facebook banter, of course, but I’m also digging deeper—doing some serious soul-searching about the role of social media in marketing, how best to execute it, how to manage it, and how to leverage its power to make clients and associates successful and happy. I guess taking a hard look at my path is sort of a mirror to my life—as some of my most enlightened friends would say.
Yet, it’s surprisingly tough—on all levels. With the ubiquity of mobile phones, iPads, Nooks, etc., social media is embedded in every fiber of our awareness. Personally, I feel unhinged without my Apple. (Remember Eden?) With something so pervasive, so woven into the fabric of our daily behavior, one would think clarity and monetization would be a cinch. But not so fast. It can be difficult to put the buzz back in the bottle! It is not enough to simply offer up content and post updates.
Brand advocates and marketers who want to take advantage of social media are encountering a tangled web. They are finding they need to design a fully integrated program of active and ongoing engagement, connecting customers with the actual human beings in their organizations who can meet their needs. It’s part Marketing 101 and part online alchemy, I suspect. Gosh, maybe it’s really not about the technology at all. It’s the humanity. Could it be that the stuff that happens offline is what really makes social media sing?
For instance, Dell currently engages with customers through what they call the “four pillars” of the company’s social media ecosystem:
- 100,000 employees
- Dell.com–ratings, reviews and customer feedback relating to Dell products and services
- Dell communities, such as IdeaStorm, a platform launched in 2007 that is designed to give voice to customers and enable the sharing of ideas
- External platform communities, including Facebook, LinkedIn and Twitter
That first pillar represents one of the biggest changes in Dell’s use of social networking, lately—and possibly the most powerful. Although social media initiatives began with public relations teams at Dell, employees now play the role of brand ambassador across the company, notes Buck. This requires a purposeful, dedicated engagement plan, as well as policy development and training to ensure that the employees who will be representing Dell clearly understand company guidelines regarding the appropriate use of social media.“Our employees play a vital role in our social media outreach, and, to date, we have trained more than 8,000 Dell employees to engage with customers through social media,” says Michael Buck, executive director of global online marketing. “Dell’s Social Media and Communities University is a key enabler for the company to leverage the power of 100,000-plus employees as brand ambassadors, confident that they have been empowered to use it the right way.”
Perhaps the most effective social media strategy is to train your company’s employees to use social media—whether 3 or 300,000, fully integrating the support process and empowering interaction with customers/prospects on behalf of the company. This has not only spread the marketing buzz, so to speak, it has also building the brand across the farthest reaches of the vast social media psycho-sphere. To infinity and beyond!
Where are you going?
Elaine Gantz Wright is a social media coach and consultant — providing the practical tools and action plans you need to survive and thrive in the brave new media world. She is a listener, writer, blogger, speaker, actor, and mom. Contact her firstname.lastname@example.org
What have you always wanted to know about social media but were afraid to ask? Register for Breakfast and Blogs, a very social session with Elaine to find out. Start off your New Year with real social media sizzle. Thurs., Jan 13 — 9:30 a.m.– 12:00 p.m., $10 at La Madeleine Preston Forest.
I’m really not sure how many people do this sort of thing, but I am actually going back to my predictions for 2010 – to compare them to what really happened. It was as daunting and perplexing a task as I imagined. Especially since social media evolution is anything but linear. One thing we do know it that Google Wave never quite hit the beach.
My most significant memory from last year’s missive was actually my delight when Chris Brogan actually chimed in. Wow. Now that’s what I call social media He wrote:
“I like and agree with the first four. I disagree with 5. Email is still the main protocol of the Internet age. I *wish* it were different, but definitely not in 2010. Great post.”
My number #5 was: “Email as We Know it Will Become Passé.”
So, I guess we’ll begin with the end – #5. Well, as Chris Brogan said, email did not go away in 2010. But, I venture to add this was probably just slightly premature. With Facebook’s Messaging Hub beginning to bubble up and mobile technology/SMS infiltrating our lives in terms of behavior, I think we are looking at more of an email mutation than elimination. When Facebook COO Sheryl Sandberg made her prediction that email is “probably going away” at the Nielsen Consumer 360, many balked, but her point about teenagers is well-taken. Stats she cited indicate that only 11% of teens email daily, and as we know, teenagers are really “the beta testers” for future techno-media trends. In fact, I have my own focus group right here in my own home. My 18-year-old would rather text than talk. He has Facebook up on his laptop whenever it’s turned on, sends very few emails and never uses the speaking function on the phone. My 14-year-old son is really text only. Good thing I have unlimited texting, or I we would be under a bridge somewhere. He never opens up email or even Facebook. Should Mark be worried? Hmm. We’ll just wait and see.
The most interesting shift between late 2009 and late 2010 is that the questions people are asking have changed dramatically. People don’t seem to be asking, “Hey, what’s the next big thing?” “What’s the next Twitter?” It’s more about implementation and impact – “What’s the most effective platform for my business?” “How do I integrate this into my daily operations?” “Where’s the best ROI?” It’s no longer “oh wow!” It’s “so, how?” Social media tools and behaviors are now a given, our modus operandi. We just need to figure out how to do it. The old advertising model of trading money for attention is the anachronism. The new formula is trading time (even energy) for attention. The activity is just as important as the message.
“Social Media Will Become Less Social.” — hmm
I’d still like my term – “return on engagement.” It’s more active, deliberate and participatory. However, I think our trajectory has been very different from what I expected — largely due to the meteoric growth of Facebook. Engagement is now defined by the quality of the experience itself, rather than some tangible outcome. The value I spoke of last year was a slippery concept, because “value” can now be defined in brave, new terms, as well. Who knew Farmville and Mafia Wars would become the new American pastimes? Who could have predicted you can actually buy Facebook points in the grocery store? And the metric that “one-third of women 18-34 check Facebook when they first wake up in the morning,” according to an Oxygen Media study?
“More Enterprise Social Software Platforms Will Emerge” — oops
Enterprise platforms continue to exist, but boy was I wrong on this one. I did not see the mobile app locomotive, powered by Apple, flying down the track. I think the branded in-house community concept has quite literally jumped the rails. And, to think, I was once so on board with that idea. Simply, there is an app for that – in fact, what many signify as the emergence of Web 3.0 – targeted, segmented, defined and delivered to the user on demand. So, interesting how things can change in a year. Still, we may be moving in this direction yet. Fast Society, a new iPhone app, allows the user to create small groups to text with on the fly, and the groups last for three days. Facebook is also providing ways to communicate with smaller networks. Facebook’s new Groups Feature allows segments friends into personal, professional and interest-based communities to better manage privacy. Watch for more of these smaller, closed networks to launch in 2011 as people seek deeper connections online.
“Social Media (Engagement Media) Will Become More Integrated” – bingo
I think I get the winning buzzer for this one. Organizations of all sizes are embracing the value of fully integrated multi-channel strategies. Using social media channels alone for marketing, customer service or fundraising will not be as effective as designing coordinated campaigns and communication strategies that include traditional communication techniques. This includes email, website, online ads, SEO, face-to-face interactions, print advertising, social media platforms, blogs, events, and managed promotion to all media. This has become pivotal to social media success in general. Integrate and align with overall objectives. It’s a must.
“Relevance and Ease Will Become Increasingly Important” — yep
There is no more compelling spokesperson for an enterprise or organization a passionate customer, employee, or supporter. This is the core strength of word-of-mouth advertising and peer-to-peer fundraising. And there is a range of scenarios—from a class agent soliciting annual fund gifts for his or her school, to a customer making a recommendation for a new restaurant on YELP! The brand voice is now filtered through the customer in his or her own geographic and psycho-graphic universe.
As we look to 2011, we can’t deny or ignore the brand power of Facebook “likes,” which will become the core advertising and promotional objective for many businesses on Facebook. “Like” strategies will become increasingly sophisticated and integrated into the overall marketing strategy. For instance, instead of doing A/B testing between two photos to see which generates more Facebook “Likes,” the savvier brands and agencies will be leveraging technology that can simultaneously deploy 10,000+ ad variations to yield the lowest CPA (cost per acquisition) of those “Likes.” The art and the science.
Finally, there’s mobile and SMS. The app has arrived and has consolidated the expansiveness, chaos and clutter of the worldwide web to the simplicity and focus of a tiny button the size of a stamp that fits in the palm of your hand. . . . Oh, wow!
What are your predictions for 2011, infinity . . .and beyond?
Elaine Gantz Wright is a social media coach — providing the practical tools you need to survive and thrive in the brave new media world — listener, writer, blogger, speaker and mom. Contact her email@example.com
What have you always wanted to know about social media but were afraid to ask? Register for Breakfast and Blogs, a very social session with Elaine to find out. Start off your New Year with real social media sizzle. Email or comment to reserve your place. First 10 are FREE and $10 after that – Thurs., Jan 13 or Fri. Jan. 14 — 9:30 a.m.– 12:00 p.m. Location details in Dallas to come. Join me at the B &B.
I never thought I would be part of the blogging brigade— leading the social media charge. “How did I get here?” as David Byrne one asked. For heaven’s sake, I ran computer programs on punch cards in a box. I trie dto make some semblance of sense of those bleeding lines of purple Fortran code on the never-ending accordion-folded pale green and white-striped paper—in the bowels of the Vogelback computer cave at Northwestern. I remember thinking, “Geez, I’m a theater major. How will this stuff ever have a practical application in my life? I guess my life has been more Lennon-esque – what has happened while I have been busy “making other plans.”
But it’s still a hard place to be–as so many are still generally nonplussed about the power and process of integrating this brave new media communication phenomenon into their customer/donor-development strategies. “The moment we are living right now, this generation, represents the largest increase in expressive capability in human history, ” proclaimed NYU media guru, Clay Shirky, also a former theater major.
It’s hard to completely comprehend the full impact somewhere in time (more great music, sigh), but I predict this period in communication media innovation will assume milestone prominence in retrospect-–similar to the era of the printing press, the telephone, photography and motions pictures. Shirky continues, “A revolution does not happen when a society adopts new tools. It happens when a society adopts new behaviors.” Can you imagine life without the mobile phone?
So, as we begin to navigate and maneuver the tools that are quite literally redefining our relationships and behaviors, here are a few solid ideas for making the most of on of your core social media tools–your Facebook Business Page. Like it or not, Facebook is the new black. Remember, to maximize effectiveness and results you should carefully customize this list for you and your distinctive business objectives:
1. Create a personal service “direct line” to the brand and paint a personality that differentiates your business.
2. Respond to your customers quickly and personally to create authenticity and loyalty.
3. Provide notice of special events – with the ability to catch RSVPs—photos, videos and after-party conversation.
4. Post quizzes: In addition to providing fantastic engagement opportunity, your page is also a rich research resource. What’s your personal style? Why do you support programs to help the homeless? What three things mean most to you in the world?
5. Present special offers – one-day-only deals, Facebook-only bonuses, “Like” incentives.
6. Register for preferred customer email and coupons.
7. Create participation and passion around your preferred cause – feature the link on your page.
8. Post how-to videos, which might be a little wacky or unconventional – to ignite viral sharing.
9. Photos,photos, photos. Tag, tag, tag.
10. Subscribe to the tip or quote of the day – stat on homelessness, inspirational quote, green tip, how to tie a scarf, etc.
11. Feature links to blogs related to your business/organization – enhancing authoritative rank in organic search.
12. Sell gift cards – online with PayPal transaction.
13. Secret sales – “Skip lunch” or “Mimosa Mondays.”
14. Enter a contest to go to Vegas with our BFFs.
15. Highlight your customer of the day – tell the stories.
The list goes on – and the very best possibilities relate to your particular mission or customer, depending on your individual objectives.
Elaine Gantz Wright is a speaker, writer, and social media strategist, helping neighborhood businesses expand word-mouth-marketing exponentially–driving referrals, repeat business, and revenue.
I saw The Social Network this weekend. The film was entertaining, but I think it lacked the depth and gravitas I expected— especially given the enormous impact of Facebook, the social media phenomenon that has quite literally changed the world.
Facebook is the decade’s Zeitgeist— a global cultural phenomenon, affecting how people share information, communicate, build relationships, promote businesses, live their lives, and even think. In fact, Facebook has become so intertwined with our psyches and daily habits that many people report checking their Facebook pages before brushing their teeth or drinking their first cups of coffee. It’s a social, cultural, and behavioral force – even more than a technological one. As NYU new media professor Clay Shirky says, “Tools don’t get socially interesting until they get technologically boring.”
In the past six years, the world has learned to live out loud.
But still, I feel the producers of The Social Network did not truly comprehend the intellectual significance of their subject matter—the social media revolution, itself. It’s more than the story of a business success and damaged relationships. It seems the anachronistic storytelling medium of film was not equipped to peel the social media onion with much precision. It captured the almost cliché concepts of narcissism and greed as they relate to success. What the film neglected was a deeper exploration a whole new way of interacting and being.
I think the essential irony of the film — social misfit Zuckerberg’s inventing a whole new way of socializing was far more compelling than a seemingly endless stream depositions and legal puffery. I would love to have seen his parents and understood more about his family dynamic and his childhood relationships.
I think his story is actually just scratching the surface. There will be so much more to Mark’s tale–past and present. The opening and closing scenes actually captured some of Zuckerberg’s pathos, but the rest of the film seemed pretty one-dimensional—simply documenting events and allegations.
At his very core, Mark wanted to be part of something, to belong – to be loved.
And isn’t that what we all want? Facebook fills a universal human need in an increasingly impersonal world. It’s so fascinating that Mark Zuckerberg’s naiveté and painful awkwardness gave birth to a communication revolution.
I would even venture to say we could take that twist even further. As I studied the characterization in the film, I could not help by think of Asperger’s Syndrome, the autism-spectrum condition which causes difficulty processing information and relating to people. His off-the-charts intellect, arrogance, laser focus on Facebook, and his debilitating social insecurity seemed textbook. I have read that Albert Einstein and even Bill Gates have exhibited Asberger’s indicators. This just gives more credence to BubbleLife Media CEO Jeff Farris’ theory, “Nerds rule the world.” As Mark said of his creation, “We don’t know what it will be.” Those words apply to Facebook , his personal journey, and the burgeoning social media landscape.
What did you think of the film? Of Zuckerberg? Social media?
Elaine Gantz Wright is a speaker, writer and social media strategist, helping neighborhood businesses expand word-mouth-marketing exponentially–driving referrals, repeats and revenue.
I love working with small businesses. Their drive, energy, creativity, spirit and commitment are remarkable–day after day after day. Working in a small business, myself, I appreciate the essential magic of clarity–that is, precisely understanding your value proposition, product and unique benefit.
That’s why I need your help. My goal is to develop the quintessential checklist of social media action items for small business. I read recently that social media is not a money problem. It’s a question of time, and I want to help businesses define social media in terms of opportunity cost. What constitutes the best use of time, engagement and conversation?
We’ll start with Facebook and move through the major platforms. Please review the list below, and add your comments–pro or con with anything I might have missed. I’ve compiled thinking from the likes of Brogan, Falls, Jantsch, and Qualman, but I am interested in your thoughts. What has worked best for your business? We want to know. In fact, I’d love to interview you about your experience. Email me at elgantz()yahoo.com.
1. Create Facebook business page.
2. Calibrate wall settings to display posts by you, all comments, and posts by friends.
3. Monitor daily.
4. Deliver prompt, personal response to all comments in your brand voice.
5. Approach social media as a continuous process that requires regular attention.
6. Content: Keep your page updated with compelling questions and fresh content?
7. Photo : Adding your logo as a photo to your Fan Page helps brand your Facebook Fan Page and can bring more awareness to your brand.
8. Fan your own Fan Page and suggest it to your Friends list.
9. Engage in conversations.
10. Message fans regularly but not excessively to keep prospects, customers returning to the site.
11. Post Contests , Polls, and Surveys.
12. Allow fans to Vote on products, events, etc.
13. Post one-day-only specials.
14. Promote nonprofit opportunities.
15. Feature customers and how-to videos.
16. Promote submit-a-photo campaigns.
17. Gift-card purchase promotions online.
18. Publish product-related quizzes.
19. Co-promote coupons with surrounding non-competing businesses.
20. Create and invite friends to “Events.”
21. Tag your customers in business photos.
22. Encourage sharing: Provide free information and encourage others to share it– engaging new potential customers and tapping the power of bloggers with high readership and a large number of Fans.
23. Offer tangible benefits to fans, such as exclusive deals and complimentary items, sneak preview, for advice that is unique to your business.
24. Developing custom Facebook applications that are attract your target customers. For example, Static FBML (Facebook Markup Language) allows you to add custom HTML (Hyper Text Markup Language) to customize your page.
25. Launch and test Facebook advertising campaigns.
26. Since Facebook is set up to tie your personal profile to your business page, update the privacy settings on your personal profile to ensure you don’t have any potentially embarrassing content visible to business contacts?
27. Use Facebook tabs to add more content to your Fan Page. Changing these settings by checking or un-checking a box on the Edit Page section of your Facebook Fan Page.
28. Events: Let your fans know about upcoming promotions, sales and other events.
29. Links: Make it easy for users to see your business’s main website, partner business, newsletters, nonprofit association or other value-added information.
30. Images: Visuals are at the top of the online interest pyramid. Showcase products, tout events, and highlight customers.
31. Reviews: Encourage fans to leave reviews about your business. This can be a good tool to interact with your customers and hear honest feedback. Monitor this closely and respond immediately to any negative feedback.
32. About : Provide useful information to describe your mission and who you are. List other ways people can connect with you (main website, blog, and social profiles you maintain).
33. Video: Appealing videos can really help keep your content fresh and interesting so Fans will come back to your page and share your content/brand.
34. Display exclusive discounts to your Facebook Fans in tabs.
35. Provide helpful information about topics that are on the mind of your ideal customer. Include intriguing details about your products or services, but don’t get too “salesy.”
36. RSS (really simple syndication) feeds from your Blog(s) and Twitter® account—automatically inserting the content from your blog posts and tweets into your Facebook page.
37. Constant activity on your Facebook page to help your Fan Page rank higher in organic search engine results.
38. Vary Content.
39. Post Facebook stream widget on website.
40. Create an internal (staff) blogging/social media policy.
41. Make friend suggestions on behalf of new members.
42. Fine-tune you email notification settings to manage inquiries and comments on the go.
43. Advertise inside social games.
44. Put your name on virtual goods.
45. Launch your own branded game.
46. Sell (or allow customers to earn) Facebook Credits (the social network’s virtual currency) as gift cards at brick-and-mortar stores.
47. Gain exposure through Facebook’s new “Like” page browser. Likely to be part of the on-boarding process for new readers.
48. Facebook-first product reveals—2011 Explorer. And new product creation—Vitamin Water.
49. Corporate e-commerce — Disney pre-sales of Toy Story 3 tickets and Mark by Avon product sales.
50. Cause marketing – such as Kohl’s Cares Facebook initiative to give away $10 million to 20 schools; nearly 2 million Facebookers voted for their schools.
Share your thoughts. . .
Elaine Gantz Wright is a speaker, writer and social media strategist, helping neighborhood businesses expand word-mouth-marketing exponentially–driving referrals, repeats and revenue.
It’s ironic to consider how we have come full-circle –from the vast global frontiers of the wild and woolly worldwide web to the intimacy and personalization of going local. Does this mean the bloom is off the rose for our passionate love affair with the cavernous, impersonal box store on the edge of town? Are we heading back the personal service of Mr. Drucker the general store? Can’t help but thinking of Dorothy’s iconic line –“If I ever go looking for my heart’s desire again, I won’t look any further than my own backyard; because if it isn’t there, I never really lost it to begin with.”
As we return to our own backyards, we have a remarkable opportunity to use the newest communication tools to create this new personalized customer relationship. It’s time to put the social in social media– in a way that produces tangible results for neighborhood businesses and independent merchants. Here a six things you should do right now:
1. Build an organic online hub – a socially empowered website
Your website is more than just a static online brochure. It is the center of your customer-generating universe. Think about its connections and ability to attract and refer. Incorporate a blog, social widgets, easily sharable content, compelling visuals, video, clear calls-to-action, contact forms, site analytics, best-practice search engine optimization (SEO), links to your social media profiles—and a fresh, updated design.
2. Create your business’ awareness and revenue generating social ecosystem.
Create and energize three branded platforms: Facebook, Twitter, Gowalla — and depending on your business, your choice of YouTube, LinkedIn or Flickr. Manage , monitor, engage, and respond. Learn the basics about using Facebook —creating pages, managing privacy, encouraging conversation, posting, creating quizzes, inviting fans, messaging fans, promoting the page, etc. If you don’t do anything else, think of this as your golden triad:
- Blog (Subscription/email)
- Multi-Media (in-store and online – video, audio, photography, print)
3. If you have an email list, optimize, segment, and grow it.
And if you don’t, start it today. Think of your email address as direct path to your prospect or customer—another essential ingredient in your social media marketing mix. It’s your own CRM (Customer Relationship Management System)—a customer “intelligence base” that you can use to segment, target, and attract—in conjunction with your website and social media platforms.
4. Frame an integrated promotion plan
Create promotion in-store and online promotions and associated materials to capture prospect and customer email addresses, as well as drive Facebook engagement and You Tube, Flickr and/or Linked In participation. Leverage this affinity, along with email campaigns, to help increase repeat business and referrals through:
• Special, private events
• One-day-only specials
• Cause marketing opportunities
• Customer spotlight and how-to videos
• Submit-a-photo campaigns
• Gift-card purchase
• Co-promotion coupons with surrounding non-competing businesses
5. Train your customer/client –facing staff.
It all begins and ends with outrageously good customer service. Make talking about Facebook a priority. Make it part of your customer banter and in-person relationships. Work from the inside out; make the social media message more social, and watch the referrals flow. Coach your staff on how to manage your business’ presence enterprise-wide in an authentic, human and engaging way.
6. Claim Your Business of Google
This will instantly improve your Google search listings, and/or locate you on Google Maps, which gives help make finding you much easier—on and offline. Next, you may want to consider a listing on Yelp (primarily restaurants, but now expanding to travel, leisure and entertainment). You might even consider placing posts and/or ads in Craigslist, so that people seeking out your services on that site would know how to find your physical location.
Do you have a question about neighborhood marketing?
Elaine Gantz Wright writes about optimizing social media, life, and spirit. Reach her at elgantz()yahoo.com
“Each friend represents a world in us, a world possibly not born until they arrive.” ~Anäis Nin
When you Google “Facebook friend value,” the results are as myriad as searching for Obama. From .37, to $1, to more than $100. But really, what is the price of friendship, it’s true value— and what about it’s cost?
Clearly, we are still grappling with defining the intrinsic value of social media—trying to make a tangible assessment, a dry measurement, but it still eludes us. It’s “like trying to put spilled Jell-O back into a bowl with your bare hands,” as my dear friend Joe Teague used to say. The range of responses to the Facebook question embodies this challenge somehow, but I believe this conversation still misses the mark.
I loved what media guru (social and otherwise) Erik Qualman sought to qualify rather than quantify the role of social media in his live presentation to the Dallas Social Media Club last week. (#smcdallas) This is an interesting foil to his previous messaging. You’ve probably seen his seminal, statistics-sprinkled videos about social media. In socio-psychological terms, he posits that social media falls very near the base of Maslow’s famed “Hierarchy of Needs”—just above safety and security. According to Qualman, social media behavior fulfills our basic need for a sense of belonging and connection. Isn’t that priceless?
Still, his stats are staggering—here’s my top-ten list from the latest video:
1. Over 50% of the world’s population is under 30.
2. 96% of them have joined a social network.
3. Facebook now tops Google for weekly traffic in the U.S.
4. Facebook added over 200 million users in less than a year.
5. iPhone applications hit 1 billion in 9 months.
6. We don’t have a choice on whether we DO social media, the question is “How well we DO it.”
7. The fastest growing segment on Facebook is 55-65 year-old females
8. Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts—
instead they are distributing: eReaders and iPads.
9. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
10. The ROI of social media is that your business will still exist in 5 years
So, one particular exploration of Facebook friend value caught my attention recently. Research firm Synapse has determined what the average Facebook friend/fan is worth — $136.38. They calculated this amount when they questioned 4,000 fans of 20 of the top brands on Facebook — including Nokia, BlackBerry, Victoria’s Secret, Adidas, Nike, Coca-Cola, Starbucks and McDonald’s — asking why they were fans of those companies or brands and about their past and future purchasing behavior. Other key findings include:
• On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of,
compared to those who are not fans.
• Fans are 28 percent more likely than non-fans to continue using a specific brand.
• Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.
You might be saying, “Hey, those companies are all retail, consumer-facing. What about B2B?” And you would be very astute. That’s true. It’s a little easier to connect revenue to engagement around sales of cell phones, underwear, tennis shoes, and food. But, the formula holds for other scenarios. My own experience with the REO Expo is a case in point. We managed to reach and even surpass our attendance goal of 1,500 earlier this month through a strategic, integrated cultivation of our target business audience, using Facebook, LinkedIn, Twitter, focused professional communities, and email marketing promotions.
To paraphrase Erik Qualman, change is the only thing that’s certain about today’s social media landscape. So, refresh, regroup, and eat your Wheaties.
In the meantime, how would you calculate the value of a friend?
I heard Peter Lovenheim, journalist and author of In The Neighborhood: The Search for Community on an American Street, One Sleepover at a Time, on NPR this morning. His commentary resonated with me as I considered the meaning of community—online and otherwise. Lovenheim felt compelled to write the book after a tragic murder-suicide on his Rochester, NY street, because he suspected less anonymity among his neighbors might have saved the woman’s life.
Lovenheim wonders how people can live side-by-side and know literally nothing about each other, so he brazening invites himself to “sleep over” at the houses of his neighbors. Startling stories unfold. Throughout, he waxes nostalgic about idyllic days of neighborhood barbecues, sipping lemonade on the front porch, and sharing coffee around the kitchen table. This reminded me of that classic 1960 Twilight Zone episode, “Next Stop Willoughby,” in which the addled, frantic advertising exec dreams of a simple, stress-free, small-town life in the late 1880s. (I won’t spoil the twist if you haven’t seen it.)
In his neighborhood, Lovenheim mourns the loss of a slower pace which allowed the time for casual, incidental, face-to-face contact. “We just don’t have the old-fashioned conversations with our neighbors,” laments Lovenheim. One postman he interviewed remarked, “More than 90% of the time, customers would rather give misdirected mail back to me than walking it over to the person next door.” Could our desire for privacy and independence be trumping our basic need for human interaction?
As Lovenheim reaches out to those living in closest proximity, he finds others also secretly searching for connection and yearning for an era gone by. He asks the question—do neighborhoods really matter, and is something missing in our lives when we live among strangers? What makes a group of houses or apartments a neighborhood? Just as our IP addresses have no real meaning in terms of our identity online, our street addresses have become less important components of our personal definitions of “community.” Of course, there are exceptions, but no matter where you are, building front-yard community takes a deliberate effort.
Our lives are fuller and more hectic than ever—with dawn-to-dark work schedules, overly programmed children, mind-numbing commutes, single-parent households, and vehicles available to whisk us off to soccer games, book stores, and gyms across town. Could this lack of physical, local connection be part the dramatic revolution driving social media behavior? After all, isn’t it where we live?
We have to pass laws now to keep people from texting on their mobile phones while they drive. Facebook has become a verb, and I’m in touch with friends I never see in person through their 3:00 and 4:00 am Twitter/Facebook posts. Personal stories. Tales of insomnia. Crumbling relationships. Critically ill relatives. Job losses. Despair. Joy. Finding pig for Farmville. It runs the gamut. And when we do converse real-time, it most likely includes a conversation about the latest iPhone app. Our communication behaviors are no longer sequential—talk on phone, go next door to borrow an egg, then sit down to watch the evening news. Communication is integrated and intertwined. It’s more like a tapestry. I text my son and check email on my mobile phone—while standing in line at the grocery store. No wonder we all fried by the end of the day.
Longing for human interaction, we have moved to online neighborhoods for the same casually intimate, psycho-social interactions that earlier generations experienced in the driveway or on the front lawn. Today, the difference is we access them on our own time. Many say the Internet is detrimental to human relationships, but it’s really a double-edged sword. I contend the Web is really creating a new context and a revised process. In fact, there are a growing number of sites designed specifically to facilitate interaction within neighborhoods, apartment complexes, and subdivisions. Examples include ineighbors.org and aroundme.net. Even Neighborhood America, a large white-label online community company, has recently rebranded as Ingage Networks.
However, social media just may be coming full-circle—trending back toward geo-location. Maybe you really can go home again—virtually speaking, of course. Whether we’re tracking nearby Tweets, stamping your Passport on Gowalla, or unlocking a Swarm badge on Foursquare, we are reorienting our interaction geographically – focusing to people and places around us. The operative question on all this geo-updating is—does anybody really care? But isn’t that what they said about Facebook and Twitter?
Hmm, could a virtual lemonade stand be next? What do you think?
ElaineGantzWright’s blog is for people interested in using the Web and online marketing to make a difference. Elaine covers social media for business, education, and nonproifts. Contact her — elgantz @yahoo.com