Posts Tagged ‘Blog’

Social Media: A Tactic in Search of a Strategy

Thursday, August 27th, 2009

Forrest Anderson, ace researcher and stakeholder relationship expert, writes in a recent blog post that organizations need to ensure they have clear strategic objectives in place before launching  a social media campaign. Otherwise, he says, “social media is a tactic in search of a strategy.”

Forrest is a founding member of and a colleague on the Institute for PR Measurement Commission, so evaluating the effectiveness of PR campaigns is part of his business foundation.  His statement brings to mind a similar sentiment I read just yesterday from Terry Morawski, who blogs at TMo’s Garage:

Companies used to desperately need a web site, but they weren’t sure why. Today, companies want a social media presence, but they aren’t sure why.

Strategy answers the why!

Social media has been an experiment for me these past few months, and one thing I have gained is access to new thinking, new perspectives and new people.  Twitter helped me discover professional colleagues I didn’t know existed. My blog has been a source of fascinating idea exchange.  But I still am not sure whether these personal satisfactions are helping my nascent business.

One reason for that is likely that I haven’t established key performance indicators — specific objectives against which to evaluate my social media activities.

Looks like I’ve got some work to do.

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Holtz, Murray SocMed Discussion Touches on Measurement

Friday, August 21st, 2009

Erstwhile commentator David Murray (recently named editor of Vital Speeches of the Day; congrats!) has written about his struggles with the demands of social media, the Twitter, Facebook, LinkedIn and gosh-knows-what’s-new, appealing to Internet pioneer Shel Holtz for help.  Shel answered David’s flare and David has since replied on Shel’s blog. The conversation briefly examines the need for social media measurement, and I’ve added a comment to the polite fray.

The substance of my offering is that social media measurement should not stop with output, or the immediate result of the output (Web traffic, comments on postings, etc.) It should, as with any other communication activity, show some kind of impact on business objectives, whether financial or reputational.

Read the Murray-Holtz material and weigh in — is it reasonable to hold social media to similar account as other communication tactics?

Follow David on Twitter @TheMurr; Shel is @Shel. I’m @CommAMMO.

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’20-somethings’ Push Cisco Toward Social Media From The Top

Monday, August 3rd, 2009

John Chambers has a terrific reputation as a CEO who “gets” communication. The Cisco Systems chairman and CEO once spoke at a KeyCorp senior management retreat that I attended and wow’d the crowd with his openness, honesty and frankness.  In Sunday’s New York Times, Chambers talked about how his leadership style has changed with the advent of Web. 2.0 tools.

I’m a command-and-control person. I like being able to say turn right, and we truly have 67,000 people turn right. But that’s the style of the past. Today’s world requires a different leadership style — more collaboration and teamwork, including Web. 2.0 technologies. If you had told me I’d be video blogging and blogging, I would have said no way. And yet our 20-somethings pushed me to use that more.

When I heard him speak some years ago, Chambers talked a lot about communication as a critical competency for leaders, recounting how he left voicemail messages, sometimes 100 per day, for various members of his team. Sometimes he was responding to inquiries or comments from leaders, sometimes he was dishing out praise to individual contributors.  He focused on the personal nature of voicemail, the individual tailoring of the message and the need to “touch” employees in a human way.

There’s no doubt that social media tools can be effective in some ways in that context, but I’m certainly not going to be as motivated or appreciative of a video blog as I am a personal message, even on voicemail.

I don’t know whether Chambers’ video blogging and other blogging has replaced his use of voicemail. I hope not. I like Web 2.0 tools as additional vehicles for mass communication and some kind of interaction, not as a replacement for personal contact.

I’m also concerned about the effective measurement of these tools. Many of my colleagues in the Institute for PR Measurement Commission have very strong opinions about that.  There’s been spirited discussion on that topic.  There certainly is some clarity on the value of social media, but what’s not clear thus far is the financial return on investment in social media in a general sense.

Social media acolytes want every company and organization to engage with their various stakeholders in social media, but I’m not yet convinced that it’s a good fit for everyone. I do believe that every organization should explore the use of social media, and monitor what’s being said about them there; it’s foolish to do otherwise, as several companies have learned to their peril. For certain organizations, this will represent a game-changing shift, particularly for large consumer brands and universities.

Customer service alone is fertile ground for exploiting social media — imagine reduced call center traffic, fewer email complaints, etc.

Cisco’s Chambers told the Times he finally asked, “why do you want me to do this? And they said, ‘John, if you don’t do it our company won’t learn how to do this. It won’t be built into our DNA for the way we interface with customers, our employees. The top has to walk the talk.’” Chambers’ willingness to “walk the talk” says a lot more about him, as a leader, and Cisco as a company than the specific tools employed. And that’s the reason he and his company are worthy of my admiration.

Chambers, near the end of the interview, lists the attributes he looks for when evaluating a potential new hire. “And I look at their communication skills, and one of the largest parts of communications is…” He pauses for dramatic affect, letting the reporter fill in the blank with, “listening?”

“You betcha. Seeing how they listen, and are they willing to challenge you?”

It’s not about social media, it’s about finding the right tools to interact with customers and employees and demonstrating commitment to communication. Social media certainly can help organizations listen, but it’s not going to replace every other mode of communication at our disposal.

Or am I wrong?

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A toe in the social media waters, a bite out of my leg

Monday, June 15th, 2009

So yesterday, Sunday morning, I did yard work. I didn’t think about work at all, despite the inevitable self-induced pressures of starting one’s own business. Instead, I concentrated on pulling weeds, spreading mulch, and the glory of late spring in Northeastern Ohio.

A quick check of my Blackberry — my family is known to email me on weekend afternoons — reveals a couple of new messages. One of them carries the subject line, “Go check u’re Twitter feed for @amandachapel comments,” and the other is from Amanda Chapel.

This is a two-fold mystery for me on a sunny Sunday. Why would there be anything in the Twitterverse connecting me and Amanda C.?

According to the @AmandaChapel Twitter stream, someone had claimed to be me, and had engaged in a lengthy, heated Twitter debate with Amanda. This led to Amanda connecting this individual’s Twitter handle to me, including at one point linking to my LinkedIn profile in a Tweet. Amanda’s tweets included IABC and PRSA leaders. I stood accused of violating these professional organizations’ codes of ethics.

I was frantic. I’m serious. This was a “When did you stop beating your wife?” moment.  What recourse did I have besides denying the allegations?  Of course, this has been one of Amanda’s best themes in her criticism — on the Internet, anonymity breeds unaccountability, and without authority, where is accuracy?

I replied to Amanda’s email, offering a character witness and declaiming knowledge of why she’s sent me the note. I Tweeted, declaring the same thing. I added a second Tweet, referencing @AmandaChapel, saying that this was mistaken identity. Whether this other Cleveland-area, IABC member, PR measurement guy had appropriated my name or what, I had no clue. Nor did I have any idea what to do. My Sunday evening was quite a bit less sylvan as a result.

I’ve enjoyed reading “Amanda” for several years. She’s mordantly funny, sharply witty, and performs an excellent service — attempting to keep the PR profession from taking itself so seriously. She’s a critic, a gadfly, even, calling out PR people and especially, social media fans with razor comments, frequently calling into question the entire orthodoxy of social media. For Amanda, the wisdom of crowds celebrates the mob, the Cluetrain carrying public relations to perdition.

What had I done to get called out myself?

While following a social media conference on Twitter a few days ago, I Tweeted that I was enjoying following the conference, except for Amanda’s rants (particularly profane that day). Did that push me onto the radar screen? When Kent State’s professor Bill Sledzik interviewed Strumpette co-creator Brian Connolly earlier this year on Tough Sledding, Bill’s blog, I commented critically (but, I thought, respectfully) on several of the video posts. Was this a contributor? Or was it the other guy, choosing to offer my name as his own?

If a member of the news media says bad things about me, I have recourse — that’s not the case on the Internet. Journalists have (are supposed to have) a strong ethical base — if they get the story wrong, they’re accountable for getting it right.

As it turns out, Amanda posted an apology to me, and said she’d removed my name and @CommAmmo handle from her Tweets, and requested Twitter do the same. I appreciate that very much — and on two levels. One, it takes grace to admit you’re wrong. Two, it demonstrates that some people in social media have an ethical base. Amanda also declared that she “quit” — I assume that means quitting Twitter. Her updates are now protected. I hope she’ll remain on the Web at Strumpette. Despite this personal and rather scary incident, Amanda’s good for our profession.

But this has me spooked. I blogged earlier about the blurring of the lines between the public and private, and this is a situation I didn’t anticipate. I was thinking theory, abstraction, ideas.

Now, I just have to see about getting this wound stitched up.

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Social Media Crossing from Personal to Business

Friday, May 22nd, 2009

At the May 21 IABC Cleveland luncheon, Christina Klenotic, who gets paid to worry about such things, revealed that journalists Google, Facebook and Twitter-search the PR people who call them for placements.

Citing personal experience and data from the Society for New Communications Research, the Dix and Eaton vice president certainly surprised me when she said that nearly half of media members reportedly used social media tools. Klenotic also said that a USA Today reporter “friended” her on Facebook right before she was due to meet him in person.

O’Dwyer’s Kevin McCauley blogged about the Wall Street Journal new guidelines on social media on Monday.

I’m very new to this universe, having been a “reader” and occasional commenter on other people’s blogs, Yahoo! message boards, MyRagan, and a few others. I started a Twitter account today, in fact, after about two weeks of using Facebook. Luddite? No, just a bit concerned about blurring the lines between public and private.

Klenotic uses these tools for work, so I guess I’m not surprised by her decision to share the social media space with friends, family, and whomever. But it’s hard for me to avoid jumping to conclusions about the willful intersection of one’s personal life with the world of work. There is a pattern emerging, here, and it’s not limited to social media’s move from self-indulgent claptrap to essential business tool.

The sphere of the public, especially the state, is reaching more deeply than ever into the private sphere — perhaps that’s desirable, perhaps not; this is not a political blog, so let’s please not go there. I will keep my Facebook profile to friends and family, and maintain my LinkedIn profile for business purposes, along with this blog and my Twitter account.

Somehow, I just can’t get past my aversion to sharing truly personal information with people I don’t know personally. Besides, no one really wants to know anyway, do they?

P.s., Klenotic and Eaton Corporation’s Hillary Spittle will continue the social media discussion at the new Greenhouse Tavern, on E. 4th St. in Cleveland May 28 at 5:30 p.m.

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