Social Media Continues its Relentless Pace to Try to Make You Stay Put

Social Media Continues its Relentless Pace to Try to Make You Stay Put

It’s a relentless pace out there. And much like the holidays accelerate the end of the year, and we suddenly look up on January 7th or so and wonder just what the hell just happened, social media is continuing to not so much reap the whirlwind as to be the whirlwind. But at the same time, there’s an effort afoot to slow down and control the whirlwind.

Twitter

Social Media Continues its Relentless Pace to Try to Make You Stay Put
English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

Case in point: Twitter‘s recent changes are designed to keep people on as long as possible. They do this by embedding media more directly and making it so that you don’t have to leave Twitter’s embrace in order to enjoy a clip or a photograph. So far, so good. But shortened URLs allow for more malware exploits. It’s like one step forward, a step back and another one to the side.

Facebook

Facebook, yet again, looks to change its layout. The profile is going to become richer and provide more information. This may or may not be useful to users but it will certainly keep them on longer. At least, that will happen in the beginning, when it’s a novel concept.

LinkedIn

LinkedIn is adding Signal to make it easier to track even more of the social media avalanche – and, of course, to try to keep people on LinkedIn as long as possible.

What these changes have in common, other than, perhaps, novelty for the sake of novelty, is the desire to keep people on site as long as possible. Put some tar down, and have us all stick, at least for a while.

So while the Internet spins ever faster, and social media sites attempt to keep up, their overall strategies seem to try to slow us all down. Will it work? Is it a foolish dream to think you can keep people around with such tricks, such slick bells and whistles?

Lack of Content

What disturbs me is that there’s not a lot of content happening. And it would, could, should make me want to hang around. Instead of hiring writers to improve things, or rewarding good current content providers, each of the big three sites is instead pursuing a software solution. But what’s the sense in hanging around a site if the content isn’t compelling? Or are we, instead, merely getting the sites that we, perhaps, deserve?

Hence here’s what happens if my Facebook friends list is dominated by people I went to High School with over thirty years ago. Their status updates and my wall are dominated by news of their birthdays, their children and their careers. But isn’t that what’s to be expected? And if I instead tip my list in a different direction, and it’s suddenly dominated by the people I work with or diet with or do artwork with, the news is going to be different.

Comparison to Reality TV

One thing about Reality TV is that it’s anything but real if it’s at all successful. Because people just, generally, don’t lead terribly interesting lives (yes, you too, gentle reader). We pick up the dry cleaning. Or we bicker over the remote. We forget to buy sausages and make do with hot dogs. And around and around and around we go. And all three of the big social media sites, when we are not following celebrities and businesses, are really just a big agglomeration of Post-It Notes whereby we tell each other to grab milk on the way home. For “Reality” to be compelling at all, it’s got to be unreal, and scripted. It must be turned into this fight or that rose ceremony or this other weird pancake-making challenge.

The big three social media sites, when you strip away the celebrities and the companies, can be a boatload of errands or a standard-form holiday letter. You know the kind, where you’re told little Suzie has taken up the clarinet. Over and over ad infinitum.

No wonder we need software solutions to keep us there.

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Social Media Marketing by Liana Evans, A Book Review

Social Media Marketing by Liana Evans

Social Media Marketing by Liana Evans was a book that I might have read a little too late in the semester. In all fairness, I read this book toward the end of my first social media class at Quinnipiac (ICM 522).

KD Paine and Liana "Li" Evans Liana Evans
KD Paine and Liana “Li” Evans (Photo credit: wordbiz)

Hence it felt like I already knew a lot of what was being written, but that was likely more a function of timing than anything else.

Sorry, Li.

Been There, Done That

The book is interesting. However, I had just read a ton of other works about very similar work, strategies, and ideas. Therefore, it ended up being maybe one book too many. And it ended up an optional read, anyway. Furthermore, other works seemed to have said it better. And these days, books just do not get published fast enough to take proper advantage of trends and new insights. Blogs, in general (although not always!) end up more current and relevant.

Possibly the best takeaway I got from the book was when Evans talked about online communities, particularly in Chapter 33 – You Get What You Give. And on page 255, she writes –

    • You need to invest your resources
      • Time to research where the conversation is
      • Time and resources to develop a strategy
      • and Time and staff resources to engage community members
      • Time to listen to what they are saying, in the communities
      • Time and resources to measure successes and failures
    • Giving valuable content
    • It is similar to a bank account
    • Don’t bribe the community
    • Rewards come in all fashions
      • Research who your audience is
      • Give your audience something valuable and/or exclusive
      • Don’t expect you’ll know everything
      • Listen to what your audience says
      • Admit when you are wrong
      • Thank your community

Finally, much like we’ve been telling people for years on Able2know – listen before you speak!

Rating

4/5

The Conquest of LinkedIn – Your Profile Page

The Conquest of LinkedIn – Your Profile Page

What’s with your Profile Page?

You’re doing it. And you’ve got your resume up. You’re answering questions. And you’re joining groups. You’re even meeting people offline. But you aren’t getting an enormous number of invitations to connect.

LinkedIn Profile Page
LinkedIn (Photo credit: Christopher S. Penn)

Or, perhaps, you’re blogging and tweeting. But you’re not getting a lot of readers in either medium. And you’d love to get some of your LinkedIn buddies to read some of your stuff. Maybe you want to use your writing and social media skills as a part of your overall job search strategy.

So the most obvious place to look, and to fix, is your Profile page.

Just like with a resume, a news story, or even if you were trying to sell your home, it pays to spruce up the first thing people see. Hence special care should be taken, as this is your first (and it may very well be your only) chance to make an impression. There are any number of things you can do to assure that this impression is a positive one.

Driving Traffic

And, you can even use it to help you drive a little traffic to your own website and/or blog. Here’s how:

  • Make sure that you make use of all available fields, and customize these as you are able.
  • Next, list your blog.
  • and I also recommend adding Twitter.

So assuming that your resume has been integrated in its entirety, your next task should be to update the summary and specialties sections in your profile page. First of all, the specialties section is essentially just for keywords, so load them up. However, the summary section should be more grammatical. So don’t make it an old-fashioned and generic personal statement. Instead, highlight your main differences here.

Finally, with a little polish, your front door (profile page) can look mighty inviting to all.

Next: Groups and Answers.

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The Risks of Having a Community Without Management

The Risks of Having a Community Without Management

Is yours a community without management?

The post is a riff on The Community Roundtable’s 5 Risks of Having A Community Without Management.

Flower - Yellow Flowers Without Management
Flower – Yellow Flowers (Photo credit: @Doug88888)

The author comes up with five good ones:

  1. A Ghost Town
  2. Land of 1,000 Flowers
  3. Drama Central
  4. A Circling Storm
  5. A Clique

Ghost Town

Here’s what they mean. A Ghost Town is, essentially, either a more or less empty community or one without deep engagement. People may come in after an initial push and then just abandon the place. Now, the converse to this is people who hang around forever and never seem to convert to paying customers of any sort. In a commercial enterprise, that’s no good, either. But definitely you need for people to hang around, at least a little bit.

Land of 1,000 Flowers

Land of 1,000 Flowers is where there’s perhaps a little bit of everything but there is little connectivity. Some of the problem could potentially be alleviated with a very good search engine, e. g. if people see that the question about who wrote Peter Rabbit has already been answered, they might just go to that answer, rather than asking it again. Of course the downside to this is converting potential participants right back into lurkers.

Drama Central

Drama Central, ah, yes, this bit of juvenilia. This is a byproduct of having a smaller community/one that is not too active. If there are 100 members, and one acts out, that one will loom large. With 1,000 members, that person’s impact diminishes. And with 1,000,000 members, they barely register as a blip on the screen. And, even in a smaller community, if there are 100 members but also a good 1,000 topics are created every month, the one Drama Queen’s attention-grabbing me me me topic can be more or less swept under the rug. However, if your users create only five or so new topics every month, guess what’s gonna be front and center?

A Circling Storm

A Circling Storm, there are a lot of entrenched factions, hostile to one another. Even in a well-moderated community, this can still happen in a Politics section (and, to a lesser extent, in a Religion section). Hence people form strong opinions and don’t want to back down. How to handle it? I say let them argue, for the most part, but intervene if newbies are being chased off or it becomes too personal.

A Clique

A Clique, of course this is a niche or fringe group that grabs and hogs the spotlight. This can be whiny teenagers (you know who you are), organic gardeners, birthers, I dunno. They can absolutely create a self-fulfilling prophecy, e. g. if the only people they welcome are from Omaha, then those will be the ones who stick around. And then eventually people from Poughkeepsie or wherever don’t stick around and suddenly your board is filled with Nebraskans.

What to do? Well, it may seem obvious, or it may not. Manage the site! Don’t just leave it to chance!

Light Touch with Management

However, don’t go overboard with management. Heavy-handed community management can stifle. So find a balance, and do your best to follow it, all while respecting the community and its interests, but nudging it in the proper directions if it threatens to go off-course. You don’t just have to let the boat go wherever the currents take it but, at the same time, you also need to leave the dock.

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Almost Everything But the Tweet – Conquering Twitter (verbal elements)

Almost Everything But the Tweet – Conquering Twitter (verbal elements)

Verbal elements? Twitter is, of course, utterly verbal. It’s just about all text. But not all of that text is tweets.

Almost Everything But the Tweet - Conquering Twitter (verbal elements)

One piece is the profile. There isn’t a lot of space here. The good news is that this verbiage is searchable. If you want to make it clear that your company is green, you can put that here. Separate short messages with delimiters like pipes (|) or asterisks (*). Don’t use semi-colons as they can end up being converted to code. This is an easy section to change, so consider changing it as needed, perhaps as special events come up.

Another area is the site URL. In order to be better able to track traffic coming in from Twitter, how about using a unique URL here, say, http://www.yoursite.com/twitter? That page could contain a customized welcome message to Twitter users. This is another readily editable area of Twitter, so why not switch it up as circumstances change?

Your location is another verbal area. Of course it need not be a real place, but for a commercial Twitter account you can’t get too whimsical here. However, if you’ve got a multi-state presence (and want to get that across but not create separate Twitter accounts for each state), there’s nothing wrong with making your location something like United States or New England or Great Lakes Region.

Another area is the name behind the account. This is a searchable field. A company can add a tiny bit of additional information here, such as the general company location. Hence the user name could be Your Company but the name behind it could be Your Company, Cleveland.

Yet another area is the name(s) of list(s) that your company uses to follow others. Does a company need Twitter lists? Not necessarily, but you can still use them to make certain accounts stand out. What about lists like customers or distributors? Perhaps not very imaginative, but these could prove useful in the future if Twitter ever makes it possible to send certain tweets only to certain lists.

Finally, although it is an issue to change it, the user name is another nugget of non-tweet verbiage. Instead of changing it, what about creating a few accounts to cover different eventualities? Able2Know does this rather well. Able2know has split off a few feeds as follows:

A tweeter can follow any or all of these and see a different slice of that site. The individual user names for the accounts make it abundantly clear which cut of the site you’re following.

What do you want to get across? What image do you wish to project? Peripheral information can support or obfuscate your message. Choose what you really want to say.

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Almost Everything But the Tweet – Conquering Twitter (offsite connections)

Almost Everything But the Tweet – Conquering Twitter (offsite connections)

Offsite connections. Because Twitter is so bare bones, any number of applications have

offsite connections
Twitter (Photo credit: Wikipedia)

sprung up around it in order to help you manage it and become as great as you can be. Try Twellow (many thanks to Bobbie Carlton for this particular tip).

This is essentially the Yellow Pages of Twitter. Put your company name here. You’ll have a bit more space to describe your site versus what Twitter gives you, so use that space wisely. Since most of the people checking you out on Twellow are also going to search for you on Twitter (probably after seeing your Twellow profile), make sure that your information is supportive and bolstering, but not redundant vis a vis your Twitter profile.

Another idea is CrowdLens, my friend Nick Ashley’s app. CrowdLens is designed to help remove redundancy (all that retweeting!) from your Twitter stream. CrowdLens can sometimes be slow. Here are some more sites to check out:

  • Social Oomph (formerly Tweet Later) – time tweets and gather simple metrics on shortened urls. You can set up more than one account this way.
  • HootSuite – a tweet scheduling service whereby you can track stats and import your lists.
  • Tweet Stats – a graph of, among other things, daily aggregate tweets, your most popular hours to tweet and who you retweet.
  • Idek – a url-shortening service that tracks metrics.
  • Twitter Reach – exposure and reach information, such as impressions and mentionings of any topic, word, phrase, userid or hashtag.

As Twitter continues to mature as a business tool, I predict that more and more of these off-site services will spring up. The most successful one will, in my opinion, combine the best features of all, coupled with ease of use and an ability to show trends over time.

offsite connections

… And Facebook for All — Your Home Page

… And Facebook for All — Your Home Page

Your Home Page. Log into Facebook, and it’s the first thing you see. It’s your Home Page. Here’s what’s in it.

NOTE: Facebook constantly A/B tests. Features move around, change, are renamed and resized, or disappear all the time. These are rolled out in stages; your neighbor may have a different-looking Home Page from yours. And this is 100% normal.

Column One

First of all, column one (left side, top):

Your Home Page
Facebook (Photo credit: Scott Beale)
  • Groups
  • Pages
  • Friends
  • Create Group
  • A small list of your most recently accessed games

Column Two

And column two (center):

  • Status messages on friends’ pages
  • Other friend activities

Column Three

Then column three (right, top):

  • Events
  • Friends’ Birthdays
  • People You May Know
  • Targeted Advertisements
  • A list of friends available on chat

Let’s start with Column One:

Groups

This is a list of the groups you have joined.

Pages

These are pages you are following.

Friends

So pretty obviously, this is a way to access your entire list of friends.

Create Group

You can create groups for any reason. And this includes to support a beloved entertainment figure, promote your business or just complain about people wearing Crocs. I’ll get into the specifics later in this series.

A small list of your most recently accessed games

These will rotate as you access more games, depending upon recency.

Now for Column Two:

Status messages on friends’ pages

This is the actual News Feed itself (also access in Column One). And you can comment on others’ statuses (statii?) or posted links.

Other friend activities

First of all, you are served everyone’s activities. Facebook can be a tsunami of data. However, a lot is aggregated; you are usually shown that six people joined a group, rather than separate messages on all half-dozen.

And Column Three:

Events

A way to see the calendar. So if you’ve got upcoming events and you haven’t RSVP’d, they’ll show up here, but you can jettison them by clicking the x on the right side. Note that you’ll be invited to all sorts of stuff, including sponsored activities and openings by commercial ventures. And RSVP’ing is not strictly necessary. However, as an event organizer, I have to say it’s appreciated so as to at least get a handle on headcount (and know who not to expect). You need not RSVP for commercial store openings or whatnot.

Friends’ Birthdays

Whether they’ve made the year apparent is their own business. But if they’ve got the month and day up on Facebook, birthdays will show up here. And of course you’re under no obligation to wish people a Happy Birthday, but it is kind of nice.

People You May Know

So this is based upon some sort of an algorithm whereby Facebook looks at things like your current friends list, their friends, your location and possibly also your school(s) and workplace(s). However, I don’t believe the latter are included at this time. If you have any mutual friends, Facebook lists them as well. Facebook does not always get this right, or it gets it wrong in interesting ways, e. g. Facebook says I “may know” the spouse of someone I attended High School with. Well, unless I went to High School with the spouse (over 30 years ago), then there isn’t much of a likelihood there.

Targeted Advertisements

Well, they’re as targeted as Facebook can make them. This is apparently based on your click activity, your likes, your friends’ likes and whenever you click on an ad to get rid of it. Again, sometimes Facebook can get this wrong in rather spectacular ways; for example, when I wrote this post originally, it showed me an ad for Toyota. And I have neither owned nor contemplated owning one, ever.

A list of friends available on chat

It should go without saying that you should never click on links from chatters you don’t know well. And you’re under no obligation whatsoever to answer anyone’s instigated chat.

A big part of the Facebook experience is not only playing games but also sharing them with others, or sharing status or links. The way you see and can participate in this sharing is via your Home Page. It is, essentially, a bulletin board between you and your pals.

Next: Your Account Settings

… And Facebook for All Your Account Settings

… And Facebook for All – Your Account Settings Explained

… And Facebook for All – Your Account Settings – in Facebook, how to do you change your account settings? When you pull down on the Account section of Facebook, you currently see a few choices:

Your Account Settings
Your Account Settings

Edit Friends

First of all, you get a list of your friends. And if you have separate friend lists (say, for work or school), those lists are on the left. Facebook does move these sorts of settings around. By the time you read this blog post, this feature could potentially have been moved.

You can add friends to various lists, remove them, or delete them from your list altogether. There are also suggested names to be added to various lists (assuming you’ve selected a list, versus all of your friends). The default here is not only to show the entire list of friends, but to put the ones you’ve interacted with most recently up at the top.

Manage Pages

If you manage pages — and you may very well have that as a task if you are using Facebook for your business — here is a link straight to each page and how to change it. Simply click “Go to Page” and you are transported to the correct page in question. I’ll get into the specifics of what you can do from there later in this series.

Account Settings

This is a part of Facebook that always seems to be changing. It is entirely possible that, by the time you read this blog post, these instructions will be obsolete. I’ll keep everything at a high level and won’t get into too many specifics. It is divided as follows:

  • Settings
  • Networks
  • Notifications
  • Mobile
  • Language
  • Payments

Settings

This section is currently divided as follows:

  • Name – your real name
  • Username
  • Email – self-explanatory
  • Password – self-explanatory
  • Linked Accounts – you can put more than one account together
  • Security Question – self-explanatory
  • Privacy – control the information you put out there. But do keep in mind: if something is truly personal, the Internet is an awfully foolish place to put it in.
  • Account Security – you can add some form of extra protection
  • Download Your Information – save your photos, etc. to a ZIP file
  • Deactivate Account – self-explanatory

Networks

You can join networks, such as identifying yourself with an employer or a school you’ve attended.

Notifications

Control settings for notifications such as when someone tags you in a photo. I think that the default settings are pretty excessive. I like to know if someone wants to add me as a friend, and when I’ve been tagged in a photograph. Other than that, I’ll just check when I’m online. Obviously, my preferences need not be identical to yours.

Mobile

Activate a phone and register for Facebook text messages here.

Language

Set a primary language or translate Facebook into other languages from here. There’s currently a rather extensive list, including some languages not written with a Western alphabet.

Payments

Track your credits balance, credits purchase history, payment methods and preferred currency here.

Privacy Settings

Control some aspects of the sharing experience here, including who can see your photographs, religious and political views, etc.

Help Center

This area is undoubtedly going to continue to evolve as questions come up and the increasingly complicated Facebook system breaks in all sorts of interesting and as-yet unexpected ways. You can even ask a question, and the most common questions are listed. Unsurprisingly, these include topics such as how to delete your account or change your name.

Log Out

Pretty self-explanatory. Click here and you’ll be logged out of Facebook.

Next: Company Pages

Your Account Settings

… And Facebook for All — Your Profile Page, Part II

… And Facebook for All — Your Profile Page, Part II

Your Profile Page, Part II.

First of all, Facebook members have seen it dozens, if not hundreds, of times – your Profile Page.

... And Facebook for All -- Your Profile Page, Part II

Let’s talk some more about your Profile. Here’s mine.

In addition to the basic tabs at the top, it also contains:

  • A space for your profile picture
  • Information on any mutual friends you might share with anyone peeking at your profile
  • A small subgroup of your friends
  • Your Likes
  • and Your Photos
  • Your Links
  • A share button, and,
  • On the right side, there are advertisements

NOTE: Facebook continually A/B tests, and so buttons and features move, change, are resized, added, or can disappear altogether. Your neighbor can sometimes see a rather different version of Facebook versus yours. And this is normal.

Let’s look at these in order.

A space for your profile picture

No one is stopping you from putting up a picture that is not, actually, of you. And I’ve seen dogs on Facebook, scenery, people’s children and cartoon characters. Hence it’s a place to be somewhat expressive. However, recognize that, if you’re using Facebook at all for your business (or if you’re simply looking for work), you’ll need to tone this down. If you want to go fairly conservative (which I personally think is best but opinions differ), go with a headshot or a head and shoulders shot that’s fairly recent. And, do make sure you’re smiling.

Mutual Friends

If someone surfs in and finds your Profile Page, they’ll probably be drawn to whether you’re really the person they’re looking for, and whether you have any acquaintances in common. If you’ve got a somewhat common name (e. g. Gregory Cole), then it’s really going to help out people if they see anyone who you know is in common with whoever they know.

One way I’ve used this information has been in locating High School friends, as we tend to have the same mutual friends. If I see that Jane Smith is also friends with John Jones and Dave Brown (names are made up, of course), then I realize, aha! Chances are good that Jane and I attended High School together. However, sometimes it just means that Jane is a local (if John and Dave stayed in the area after graduation). Or it might mean she’s a younger or older sibling of my classmates. Hence it’s an imperfect system.

A small subgroup of friends

So this is six friends (fewer, if you have fewer than six friends, of course). And it used to be you had control over this, but not anymore.

Your Likes

Whenever you click “Like” on a group or page, it can show up here. A few show up at a time, and they rotate. To take something out of rotation, un-“Like” it. Much older and inactive pages and groups show up less, as Facebook follows social signals in this area, too. E. g. pages and groups that appear inactive or even downright abandoned will lose precious visibility time and space to groups and pages that are up to date and lively.

Your Photos

So note here is where your profile picture shows up in all its glory, and bigger than on your Home Page. Therefore, make sure it looks good here as well as on your Home Page. If you’re going to use Facebook for business (or if you’re looking for work), make sure this is a flattering photograph that clearly shows your face. It need not be full-length (and, if it is, it’ll be smaller on the Home Page, but here it’s all visible) and, for God’s sake, smile!

Plus, photographs also show up on your wall if you upload them and agree to publish them to your wall.

And Your Links

So put a link in your status, or post it to your wall, and it will convert to something clickable. And if it comes from Youtube, it’ll even embed the video. And like most things on Facebook, any link can get comments or “Likes”.

A Share Button

Actually, there are several of these. Pretty much everything on Facebook can be shared in one manner or another, and even off Facebook.

Bottom line: your Profile Page is your face to the world. It is clickable, shareable and somewhat searchable. Don’t want people to know something about you? Don’t put it on your Profile Page.

Next: Your Home Page

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