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Sharing Less

Sharing Less

Did you know that sharing less can help you out in dozens of ways? Because there is something to be said for mystery.

It can also be said for a fan dancer and their artfully concealing fans, if you will. For a dark corner where the camera does not go. And where we do not allow others to see.

Perhaps not even our lovers, our mothers, our children and, most assuredly, not our government. Sorry, not sorry.

What is private online any more? What is not? Where should lines be drawn?

Origins

This post is a riff on Learning Not to Share, an article by Rich Barlow in my alumni magazine, Bostonia.

Wait a second, oops! I just told you where I went to college. I had better cover that up, and sweep it out of the way.

Oh no, wait! I just told you it was undergrad. Good thing I did not tell you one of my professors studied under Wittgenstein.

D’oh! I probably just gave away that I majored in Philosophy! Wait, I will come in again.

We Keep on Sharing

It is like this, over and over and over again online. We share. And we share again. And then we overshare. While the above few tidbits probably do not tell you too much about me, there is plenty of additional information out there. There are plenty of minefields.

We can detonate them in all sorts of ways, both intentionally and not so intentionally.

So, I might accidentally drop something whereby someone could steal a password, stalk me, take my identity, burgle my house while I am away, or something along those lines.

In fact, I use oversharing as a means of password stealing in The Invisible Gang.

Digital Nosiness

Stephen Baker, the author of The Numerati, talks about what essentially amounts to digital nosiness. There is far too much information out there, and we are all inviting it in. And we are also giving it out.

And we do so in the name of greater security, or peace of mind. We want to make sure our teenagers are driving safely so we agree to put what is essentially a black box in the car.

And we want to know that our elderly parents are all right. But we are not committed enough to move them home with us, or move to their homes or cities, even briefly. So, we install sensors in their beds to make sure they get out of them every day.

So then, as privacy erodes, we accept more and more of these intrusions until they are no longer seen as intrusive. And a privacy (and shame) tradition that harkens back to biblical times is canned in favor of The Age of TMI.

Stop Volunteering Information

Is it possible to shut the barn door, when the horse has hightailed it for the next county? Sadly, probably not. But this oversharing is nothing new. I well recall, when I was practicing law (uh oh, another identifier!) and prepping witnesses for depositions.

For example, if the opposing counsel asks, “Were you driving?”, the answer is yes, no, or I don’t remember. It is not, yes, and the car is blue. If the lawyer wants to know the color of the car, she will ask you. Never volunteer anything.

Yet, inevitably, people would do just that. They would volunteer all sorts of stuff. The vast majority of it was completely harmless. However, every now and then, it opened up different things, and drew others into question.

Or it got the whole thing onto some wacky tangent and it then became hard to throw a lasso over the proceedings and get them back to the matter at hand.

I well recall a deposition, once, which was going to take maybe 45 minutes took the better part of a week as a witness and opposing counsel kept feeding one another more digressions.

This was even after I repeatedly told the witness to just stick with answering the actual questions and nothing more.

This tactic, by the way, did not, ultimately, harm my client or help the opponent. All it did was make the matter stretch out that much longer. And, I am sure, it nicely increased my opponent counsel’s bill.

But not me. I was on salary. A deposition could take three years and I would not make any extra money. Dang, there I go again, oversharing!

Sharing Less as an Antidote to Hokum

One truly massive advantage to keeping our yaps shut is in the troubling and now ever-present task of avoiding scams. To wit.

Consider the scenario of Innocent Inez and Unsavory Uriah. Maybe he knows a tiny bit about her because her name has ended up on a sucker list. That is, a list compiled by scammers which identifies her as being someone more likely to fall for a scam than other people.

Why do you think scammers will send official-looking letters but the spelling is off? Because they know that the people who will accept that junk as real will be a lot easier to convince to hand over their cash than the people who do not.

So, what if Inez posts two things on Facebook. 1) I am so sorry my Uncle Joe died. I cannot believe he put me in charge of his estate! and 2) I am gonna try and take care of my grandkids.

That is it. Nothing more.

Watch Out, Inez

Uriah now knows she has some degree of control over money (although he does not know how much yet) and she has people in her life she wants to help out. He virtually never needs to know anything else.

He sends her an email that is ostensibly from the local bank, offering help with handling a complicated estate. Then he also sends something purportedly from the local school district, an offer to celebrate grandparents if she shares a few memories.

He uses different personae and email addresses for these two notes. Inez’s answer to the bank email is she would love some help as it is so hard. And her answer to the school email is that she even attended the same school and helpfully provides her graduation year.

Uriah has officially died and gone to Scammer Heaven.

Uriah Exploits Inez’s Oversharing

With her graduation year and her alma mater, Uriah has a few vital pieces of data on Inez. He can make an educated guess as to her age and he can tell that either she never left her home town or she left and came home.

As the bank persona, Uriah tells Inez that a lawyer, Sheldon, will be writing to her from a local law firm. But Sheldon will be using a Gmail address because he has to bill outside the usual firm billing. Innocent Inez swallows this ‘explanation’ hook, line, and sinker.

She has no idea that Unsavory Uriah is also Shark Sheldon. And she has just served him an excuse to not use a firm email address on a silver platter.

As the school persona, Uriah asks if Inez has a love story to share from when she was at the school. This is just to get more information. Uriah does not care what her answer is, so long as she gives up another data point.

The Shark Swims

As helpful estate lawyer Sheldon, Uriah gets things like bank account numbers, the death and birth dates of her uncle, and other financial data points. As the school persona, he continues to get social information. To get even more, he invents Loverboy Larry.

This social persona expresses an interest in her grandchildren, including their names (a popular source of password fodder), and tells her she looks too young to be a grandmother or to be in her sixties.

More Ensnaring Hokum

Uriah (or someone like him) could also garner a lot of this data from everything from a tarot reading to faith healing or even an AI trained to gather personal information. The biggest thing that can really help out someone like Inez is if her children or grandchildren intervene.

But they may not realize they need to act until it is too late.

Wiping Away Shame

Still, there is an opposite to this.

Want to see more from me, on writing, and the business of being an independent author? Click here to add my site as a preferred source.Some sharing, particularly in the face of things that have been taboo for too long, seems to be, to me, to be a very good thing.

Take, for example, the physical demands and changes that go along with weight loss.

In the interests of full disclosure, this has been a subject rather near and dear to my heart.

So I put it out there. The fact that stretch marks do not really go away and what post-weight loss plastic surgery is really like. And how, no matter how much you want to convince yourself otherwise, the oatmeal just does not taste one bit like fried chicken.

I think that this kind of oversharing can have a true benefit. Give hope, or at least some amusement and information. And trample away shame until it is well and truly gone.

But there is plenty more out there where that came from, and it is often all too much, and it can be damaging. Give away too much and you are the naked fan dancer, all out of fans. Oops.

How to Strike a Balance by Sharing Less

So my suggestion is: tread lightly, and as wisely as you can. And ask yourself: will this information do more harm than good? Will it hurt me or my family?

So, even if the answer to both questions is no, my advice is: consider it and weigh it anyway. And then you can freely and intelligently decide, one way or the other.

Do this based upon reasoned understanding. And not on expediency, or going along to get along, or trying to be cooler than everyone else in school. Above all, do not sleepwalk and step backward into these kinds of giveaways.

If you are going to toss aside that last fan, at least look your audience in the eye when you do so.

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Why Use a Screen Name?

Is There Any Good Reason to Use a Screen Name?

So, is a screen name a good idea, or no? Particularly in the age of Facebook and the real names requirement.

I was inspired by this post in Angela Connor‘s blog. If you do not know Angela Connor, I urge you to check her out; her blog is extremely insightful and is still one of my favorites.

Her ideas make a great deal of sense, and I think some of this is why the Blizzard forum experiment in real names for users was such an immediate and egregious flop.

Masks

The internet, like it or not, is for many people a place of masks. You pretend to be younger and thinner than you are. Or you pretend to be unmarried. You pretend to be a Klingon. Or you are a teenager and pretend to be an adult.

Or you pretend to be another gender or richer or lovelier or more conservative or whatever.

And the masks can be freeing to many. Perhaps they were freeing when the ancient Greeks donned them while performing Oedipus Rex for the first time. I think there is more of a place for them than perhaps we would all care to admit.

Because there seems to be a value to being able to put makeup on one’s face, or wear a Halloween costume.

Screen Name Unreality

And this is not the same as our reality. It is related but not identical. Maybe the librarian who goes out for Halloween dressed as a dance hall girl wants to be known as someone who takes risks (and maybe foolish ones, at that).

But when the morning after rolls around, she is back in the library helping others do research.

A Screen Name Allows for (Somewhat) Anonymous Commenting

This kind of anonymous commenting allows for something like this. Because the sympathetic guy who is really seething inside gets to call people out.

He gets to be a bully and be an all-around racist jerk (I have worse names, but do not wish to besmirch my own blog) behind one screen name.

But then he surfs to a different site where he can chat up the ladies with his sensitive New Age guy demeanor, all behind another screen name. And then when the time to log off comes, he goes home and kisses his wife and plays with his children. And this is all just one guy.

Facebook and Screen Names

To comment openly through a full, correct name (usually) medium like Facebook would be to cut off the dance hall girl. And it would stifle the racist jerk, the ladies’ man, and any number of other secret selves in favor of a drab and ordinary world.

Even on a news site, which is pretty much the definition of drab unless there is some sort of a hot story, the jerk, the dancer and the Romeo all want to be free.

Still, Facebook has been a runaway success. But some of that is still screen names. A person with Au at the end of their name is identifying to all and sundry that they are on the autism spectrum.

I have seen last names like Lionchaser and Orange and Juneberry. The chances are extremely good that none or most of these are real.

But does that actually matter, in the grand scheme of things?

Screen Names and Reviews

Hey, are you writing the occasional bad reviews, but still want to remain friends with the people you’re reviewing? Then you might just need to be using a screen name, eh?

Who is Real?

But we should never take their opinions as seriously as the real people. Because, even though those personae live in real people’s skins, it is the real people who vote, marry, pay taxes, work, make the news and are members of our real society.

The trouble is telling them apart and knowing which one is real.

Can you always tell? I bet you cannot. Not always.Want to see more from me, on writing, and the business of being an independent author? Click here to add my site as a preferred source.

ChatGPT Adds to the Confusion on Screen Names and More

Beyond whether the name is real, are the posts real these days? A few years ago, a friend who runs a writing contest had to jettison a few entries because they were written by AI.

AI is only going to get better and better—and more unnerving—as time marches on.

We may very well look back on questions about screen names as being a quaint little hiccup. You know, right before the Apocalypse.

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Trust Agents by Chris Brogan and Julien Smith, a Book Review

Trust Agents by Chris Brogan and Julien Smith

Trust Agents, a book by Chris Brogan and Julien Smith seems to be one of those books that everyone tells you to read when you want to go into social media marketing. And it is that sort of a wholesale recommendation that sometimes, frankly, makes me nervous.

After all, how many people have read it? Are they happy with what they had learned? Or is the work somehow coasting on its reputation?

Usefulness

But it does not seem to be. Instead, I think there is useful information in there. And it is information that does not seem to be found in the other social media books I had been reading at the time, in particularly Cluetrain Manifesto and Groundswell.

There are more practical nuggets in here, more like in The Zen of Social Media Marketing. No great shock there – Chris Brogan is the coauthor there as well.

How so?

Too Many Delays

One of the issues with books (you know, pulp and paper books, not electronic ones) is that they take so long to be produced, and then they can become obsolete or at least out of date rather quickly.

It can almost seem like buying a new car. To clarify, once you get it out of the dealership, it has already depreciated a good thousand dollars. And, once many books are published, they are suddenly obsolete. This is only becoming worse over time.

But Trust Agents does not care. Instead, it forges ahead with practical, specific tips. If they go out of fashion or become obsolete, head to the website for an update. Or, if you prefer pulp and paper, there is always a later edition.

Basic Principles

The gist of the book consists of six basic principles:

1. Make Your Own Game – that is, break the mold and experiment with new methods. This means you are going to occasionally – gasp! – fail. So you do. Get over it. Pick yourself up and try something else. Safety and sameness are never really going to get you anywhere. At least, nowhere good.

2. One of Us – be one of the people. Be humble and be accessible. This means blogging. It means letting your hair down every now and then when you tweet. Of course it does not mean foolish oversharing or putting out things that are going to really harm you (“Had fun at the Crack House last night!” – uh, no)

3. The Archimedes Effect – use leverage. That is, got something that is working? Then use it to push and promote the next thing. Think of it like the spinoff to a sitcom. Laverne and Shirley was originally a spinoff of Happy Days. The first success was, absolutely, used to generate the second.

More Ideas from Trust Agents

4. Agent Zero – be the person in the center of the connections. This does not necessarily mean that you have to be the center of every conversation. It is more that everyone seems to know someone (or know of someone) who is like this. Oh, talk to Gwen. She knows everyone.

5.Human Artist – be polite and gracious to people. This may seem to be like a no-brainer to most, but, sadly, it is not. Thank people. Tell them how much you enjoyed meeting them. Follow up. If this means creating a tickler file to remind you to contact people, then do that.

True story – the first time I heard the term “tickler file” was in 1984 when I was working on Joe Biden’s Senate Campaign. And it made sense –you followed up with voters (in those days, it was via phone call or postcard or letter, and sometimes via an in-person visit) because you knew that, even if their support was unwavering, that they had busy lives pulling them in a million different directions. This continues to be true if not far truer these days.

6. Build an Army – e. g., as you become the person in the middle of all of the connections, and the one who does the followups, your time will start to fill up. You are going to need help, so link up with other people who can be social hubs and follow-uppers. This does not relieve you from thanking people, but it does help you to continue to keep in touch.

Details

There are, of course, a thousand little details that go along with these. The specifics include things like using Google Alerts to check on how often your name shows up online and looking at AllTop and Technorati for blogs to follow.

Grab an RSS feed so that you can get through more blogs with more speed.

But be patient. For alas, Rome was not built in a day, and neither were trust agents. You cannot take a shortcut and metaphorically substitute canned vegetables for fresh ones here.

Cultivate this and pay attention to it. Much like a garden, your hard groundwork will pay off beyond your wildest expectations.

And you can even leave your extra lettuce on my front porch.

Rating for Trust Agents

Review: 5/5 stars.


Want More Book Reviews?

If my experiences with book reviews for social media resonate with you, then please be sure to check out my other book review blog posts.

Check Out Book Reviews on Social Media, SEO, Analytics, Design, and Strategy

† The Cluetrain Manifesto: 10th Anniversary Edition, a Book Review
• Content Strategy for the Web by Kristina Halvorson, a Book Review
† Groundswell by Charlene Li and Josh Bernoff, An Updated Book Review
• Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

† Likeable Social Media by Dave Kerpen
• The New Rules of Marketing & PR by David Meerman Scott, A Book Review
† The Numerati by Stephen Baker, a Book Review

• Social Media Marketing by Liana Evans, A Book Review
† White Space is not your Enemy by Kim Golombisky and Rebecca Hagen, a Book Review
• The Zen of Social Media Marketing by Shama Hyder Kabani, a Book Review

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A Day in the Life of a Community Manager

A Day in the Life of a Community Manager

Whether paid or volunteer, the life of a community manager tends to be fairly similar. Community management can be a piece of social media marketing and management, but it does not, strictly, have to be.

Most of a Community Manager’s time divides into three different modes:

1. Discussions
2. Nurturing and
3. Disciplining AKA Trust and Safety

Discussions

The discussion piece involves creating new discussions and shepherding them along. Users will not return, day after day, without new content. While the users are, ultimately, responsible for the content in a community, the Community Manager should create new content as well.

This is not always topics as it can also encompass informing users about changes in the site blog (if any) and even a Facebook fan page (if it exists).

This discussion piece will evolve as the community evolves. In a community of fewer than one thousand users, content from the Community Manager might be the only new content for weeks! Which…can sometimes be problematic.

As such, it can loom very, very large. But it can also have a much stronger calming effect if other content is snarky.

As the community grows, regular Community Manager contributions should diminish. But there should still be some involvement. Otherwise members may feel the Community Manager is hanging back a bit too much.

It is a community, and that means that the users want to know the Manager(s). An easy and somewhat safe way to do this is by creating discussions.

On Topic/Off Topic

And the discussions need not always stay on topic! Lively discussions can be almost spun from whole cloth if the Manager can get the people talking. An automotive community might thrill to talking about cooking.

A cooking community might engage in an animated discussion about the Olympics. And a sports community could very well bring its passion to a topic like politics.

In particular, if the community is single subject-based (e. g. about, say, Coca-Cola), going off-topic should probably at least peripherally relate to the overall subject.

Hence Coke could branch out into cooking and, from there, into family relationships. Or into health and fitness.

But a push to discussing politics may not work unless it stems from a major recent news item or if there is precedent. And, if you get started with politics, it is maddeningly hard to put that genie back in the bottle.

Finally, if a member is ill, or has passed on, getting married or having a child, an off-topic discussion can spring naturally and effortlessly. This happens regardless of the community’s main subject matter.

Corporate management may not love off-topic discussions. But they keep a community together, and they do help to keep it viable.

Nurturing

The nurturing piece relates to the discussion aspect. However, it tends to encompass responding to and supporting good discussions on the site.

This is especially helpful if the Community Manager identifies top users who are good at making topics who the community likes.

And then nurtures them to promote their discussions over more inferior ones.

Use nurturing to encourage newbies. And use it to encourage members who might become superstar users if they only had a little more self-confidence. Give them a track record of support and positive reinforcement.

But keep in mind that welcoming people can get old rather quickly. But there is nothing wrong with a form welcome, whether it is an email or a private message or even a popup. Why not explain where to go to contact a Moderator? Or where to look and even where to report if the site is down?

Another use for a welcoming message can be to link to the Terms of Service and any other rules the community must abide by.

The Life of a Community Manager and Relationships

Nurturing can also take the shape of developing relationships with members. The Community Manager does not have to be friends with everyone, even if the site is very small. However, they should get to know the users.

Private messages (if available), writing on a wall or the like can do this.

Furthermore, the Community Manager can use private messages, etc. to head off potential problems at the pass.

Headstrong members might be wonderful when they write on topics not related to their overarching passion. Or they might respond to a tactful request to tone things down a bit. Or a lot.

The Community Manager can encourage those members to take part in those other discussions. The manager can reach out to other community members. Friendship can help to minimize flaming.

After all, it is a lot easier to go ballistic on someone if they are just faceless to you. But with your friend Joe, it is a rather different story.

Disciplining AKA Trust and Safety

And this leads me to the disciplining part. It is often the first thing that people think of when they think of community management. That includes things like pulling spam.

It also includes giving users timeouts or even outright suspending them when their activities run against a site’s Terms of Service.

Trust and Safety can also mean checking content to be sure that it fits community standards. Those can be everything from avoiding porn to getting rid of health misinformation.

The Facebook Trust and Safety team, for example, once had the unenviable responsibility to weed through violent and disturbing imagery. Nowadays, that is a task done by AI.

And it also includes shunning and ignoring. These can be extremely powerful. The Community Manager can help to mobilize other users.

But the Community Manager Must Do It Right

An email or private message campaign is almost always a very poor idea. Rather, the Manager must lead by example. Do not take the bait when challenged, unless it is absolutely necessary. But that is rare.

It is the Community Manager’s call when to take it, particularly if personal insults fly.

Often the best tactics include: (a) get offline and cool off. And (b) ask another Community Manager or Moderator to determine if it warrants disciplinary action. And then enforce that if it does.

One thing a Manager should never forget: there is far more to the community than just the people posting. There is often a far larger audience of lurkers, both registered and unregistered.

They are watching events unfold but rarely comment. By leading by example, the Community Manager can influence not only active posters but also the community at large.

Customer Service is Key in the Life of a Community Manager, Even if the Forums are Free, with no Real Customers

During a typical day, new members register. Also, members lose their passwords, or start and respond to topics. Furthermore, they answer older topics. People engage in private communications (if permitted on the site).

Members may disagree on something and they may do so vehemently. The site may get spam. Or someone might add violent and disturbing imagery.

The Community Manager can become involved as a content creator if content creation lags or goes too far off subject. He or she should discipline difficult members if necessary.

However, generally, a Community Manager’s main task, both daily and over the life of the online community, should be to carefully nurture and shape relationships.

Want More About Community Management?

If my experiences with community management resonate with you, then please be sure to check out my other blog posts about how online communities work, and how to best make them work for you and your organization.

Here are some posts about my years in community management, and what I have learned.


Want to see more from me, on writing, and the business of being an independent author? Click here to add my site as a preferred source.

• Going From a Collection of Users to a True Community
† Risks of a Community Without Management
• Are Off Topic Posts Ever Okay?

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What Do You Look Like Online?

So, What Do You Look Like Online?

This post is a riff on a rather old post, Do You Know What You Look Like Online. Essentially, the question is, if you were searching for someone (someone just like you, perhaps), what sorts of judgments would you make? What seems off?

What’s being suppressed, which aspects should you be promoting, and vice versa? Is the picture clear or fuzzy?

The gist of that article is, take control of your information, keep it as a uniform brand and check it every month or so. The corollary to this is one from Shama Hyder Khabani, which is, essentially, don’t spread yourself too thin. Concentrate in only a few places.

My Own Information—What I Look Like Online

Absolutely agreed. When I google my own last name, 40,900 hits come up. And, fortunately, my own website is on page 1 (Yay, SEO!). My Entrepreneur profile (writing I did for work) comes up on the first page of results. So do my Twitter/X and LinkedIn profiles.

Also on the first page are my Facebook profile, and my Amazon author page. Get to page 2 and there’s my profile on YouTube.

Another Angle

Putting my last name into quotation marks yields 6,480 hits. All of the same usual suspects come up on Page One of the results. And nothing is too weird or scandalous. Even MuckRack, which essentially just scrapes for your name, doesn’t have anything bad.

Hey, Bartleby published me!

How Accurate is the Information?

To my mind, checking and rechecking every single month might just be a bit excessive. Is there a need to keep your profile accurate? Sure. Flattering, or at least not damaging? Yes, particularly if you are looking for work.

But to keep it sterile and perfect, as you scramble to make it perfect every moment of every day? Eh, probably not so much.

My own profile is the product of just doing a lot, and it being published. It’s easy to find flattering info on me. What I look like online is competent more than anything else. There’s nothing radical.

As for less flattering stuff, well, let’s just say that I am glad the internet wasn’t around when I was in high school.

Yikes.

But…

I would like to think (am I naïve? Perhaps I am) that potential clients and employers will see the occasional typo and will, for the most part, let it slide unless the person is in copyediting.

I am not saying that resumes, for example, should not be as get-out perfect as possible. What I am saying, though, is that this kind of obsessive and constant vigilance seems a bit, I don’t know, much.

Will the world end if I accidentally type there instead of their on this blog? And, does it matter oh so much if I don’t catch the accident immediately? Even when you consider that I’m a writer. After all, I should know better, yes?

I mean, with all of this brushing behind ourselves to cover up and/or perfect our tracks, and all of the things we are leaving behind, where’s the time and energy to make fresh, new content and look in front of ourselves?

Clean Up Your Presence

To me, there is little joy in reading a blog post or website that looks like the person who put it together was barely literate. But there is also little joy in reading sterile, obsessively perfect websites and blog posts.

A little imperfection, I feel, is a bit of letting the ole personality creep in there. Genuineness – isn’t that what the whole Social Media experience is supposed to be about, anyway?

I refuse to believe – I hope and I pray – that a bit of individuality never cost me potential jobs or any company I’ve ever worked for potential clients.

And if it has, then that saddens me, to feel that, perhaps, people are paying a lot of lip service to the genuineness of Social Media but, when the chips are down, it’s just the same ole, same ole.

Genuineness is great. One you can fake that, you’ve got it made? Please, say it ain’t so.

And don’t get me started on AI.

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A Day in the Life of a Social Media Marketer

Let’s Look at a Day in the Life of a Social Media Marketer

What does a social media marketer do all day? There is more to social media marketing than Community Management.

Job titles vary, and nothing seems to be settled yet in terms of prescribed, expected tasks. The Bureau of Labor Statistics does not really have a listing although they do acknowledge that social media is out there. They seem to be more or less placing it under Public Relations-style work.

However, a review of recent job postings reveals what social media personnel are mainly expected to do on the job, whether they are called Social Media Marketers, Inbound Marketers, Social Media Specialists or something else.

Platforms

Tasks related to platforms. This is what most people think of when they think of Social Media Specialists, and it includes:

• Blogging – either creating and maintaining one, or encouraging the business or engineering sides to create or maintain blogs, or commenting on and keeping blogs active. May also include polishing prose, suggesting topics and performing research

† Facebook – creating and maintaining a fan page or pages. Possibly make an account (or more than one) to communicate with users and potentially also find rogue fan sites (e. g. those not created by the company).

Perhaps to have them shut down or changed (usually at the behest of the Legal Department)

• X (Twitter) – creating accounts and maintaining them, tweeting to followers, reciprocally following as necessary/desired and possibly also helping to design a background or logo for the company X account(s). These tasks are similar if, instead, the company has an account on Bluesky.
† LinkedIn – creating and maintaining the company profile on LinkedIn, plus adding job openings as necessary
• Sharing and bookmarking services (these have changed over time) – create and maintain accounts. Make sure that blog posts and any company articles and press releases go to these services, and keep track of all mentions of the company and its products on these services

† Articles and Press Releases – working with the Public Relations Department. Release non-secret information in the form of articles and press releases as circumstances permit
• Podcasting and YouTube – working with the PR Department and if there is a Media Relations Department at the company. Create and release appropriate content as circumstances dictate
† Community Management – create, moderate, manage and promote any online communities owned by the company

More Tasks

Other possible tasks include:

• Search Engine Optimization Efforts – in conjunction with the Webmaster, work to promote the site on Google and other search engines, though a variety of activities including but not limited to establishing and maintaining authority with high quality articles and posts, the addition of backlinks from quality resources and helping to select the best keywords for the site.

This also includes working on how to get AI to cite the company.

† Analytics – reviewing Google Analytics (or Yahoo Analytics or Omniture or whatever the company is using). Help the Webmaster reduce bounce rate, increase loyalty, and increase the number of new users and page views

• On-Site Advertising (if applicable) – work with the Marketing Department and the Webmaster. This is to increase overall online advertising presence or decide on advertising for the site (e. g. banner versus skyscraper, etc.)

† Strategy – this is probably the biggest task for a Social Media person. Although it can also be more of a managerial job. Strategy should be defined and covered with the Board of Directors (or owner if the company is small).

Small changes such as adding a link here or there probably do not have to be a Board vote.

But major decisions on direction should be. This can also encompass working with Marketing, such as to determine better ways of presenting and delivering content. This can and should include A/B testing.

• Meetings and the Like – apart from the ones above, the Social Media Specialist should find they are a part of many different teams, potentially assisting with advertising, marketing, public relations, media, and web design

The Life of a Social Media Marketer: Takeaways

There is more to it than just the tools. What a real Social Media Marketer does is far more strategic and analytical and design-oriented. Twitter, etc. are only the beginning, and may be replaced by the next new thing(s) in time.

But well thought out strategy, carefully observed analytics and usable, pleasing design are timeless pieces of the Social Media Marketer puzzle.

And Later Still…

Social media marketing now can also encompass email marketing, or content marketing and management. It veers into the land of SEO as well, and even working with AI. There is nothing perfect about it, and it keeps on changing.


Want More About Social Media?

If my experiences with non-platform-specific social media resonate with you, then that is just plain awesome! So, please check out my other blog posts about navigating our social media obsessed world.

Working with Social Media

† Four Important Social Media Stats
• Social Networking/Social Media Tips

† The Best Lengths for Social Media Posts and More.
• Jell-O on the Wall: Social Media Perfection is Fleeting

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Community Management Tidbits – Analytics

Community Management in the Context of Analytics

So, the truth is, analytics are a term that scares a lot of people. But do not panic.

Start by backing up for just a second, all right?

You’ve got an online community. And you are working hard on it. It is growing. But you have no idea whether what you are doing is having any sort of an impact whatsoever. This is where analytics comes in.

Now, do not panic if you are missing a data analysis background. It is not strictly necessary. What you do need, though, are (a) a means of measurement (preferably you should have a few of these) and (b) the willingness to measure. Really, it is that easy. You do not need a degree in Advanced Statistics.

Google Analytics 4 (replacing Universal Analytics)

First of all, the primary measurement stick you want is Google Analytics. And it is free and very easy to use. It is also a rather robust measurement system, capable of showing trends in Clicks, Impressions, Clickthru Rate, and more.

In addition, it shows, among other things, where your traffic is coming from, where your users land, and where they departed your site from. It also shows Bounce Rate, which is defined by Measurement Guru Avinash Kaushik as, “I came, I saw, I puked.” In other words, the visitor only visited one page of the site.

Keep in mind, though, that it is entirely possible your visitor loved your site but got everything they needed in just one page. So, while they may have bounced right out of there, it might not have been due to any fault or failing on your part.

So, try not to take it personally, okay?

AHRefs

Thank God for the website AHRefs. While free website measurement tools have come and gone (apart from Google Analytics), AHRefs will review whatever is out there.

So, one thing to keep in mind is that as this post is updated, I keep finding new yardsticks. And then they go away after a while. At least AHRefs is still hanging in there. Whew.

Also, consider SEMRush and Ubersuggest. More measuring is often better.

Analytics From More Yardsticks

Furthermore, there are also measuring websites specifically designed to help you comprehend how you’re doing on Twitter and elsewhere, namely:

• HootSuite – count the number of clicks you receive on shortened URLs, to supplement your Google Analytics click counts
† Analytic giant HubSpot – measure how influential you are (with a hugely helpful diagnostic) and
• Good ole Tweepsmap – analytics and info on who unfollowed or followed you on Twitter/X.

Facebook also has its own metrics, which you can see if you have a page.

Using Your Findings

So what do you do with all of this information once you’ve amassed it? Why, you act upon it! Does one page on your site have a far higher Bounce Rate than the others? Check it and see if the links on it are all leading users away from your site.

If that is not the culprit, perhaps its content just plain is not compelling enough.

Got a series of links you have tweeted that have consistently gotten you the most clicks? Then check to see what they all have in common, and offer similar links in the future. And maybe even build some onsite content around those subjects.

Has your HubSpot grade tanked in the past week? That might be due to external factors beyond your control, but check to see if any of it is within your purview. Perhaps your server was down.

Finally, small fluctuations over short time periods are perfectly normal and are no cause for concern. However, much larger hikes and drops, or trends over longer time periods, are more of an issue.

But you will never know about any of these things unless you start to take measurements, and read and use them.


Click to buy Untrustworthy on Amazon

Want More About Community Management?

If my experiences with community management resonate with you, then check out my other blog posts about how online communities work.

Here are some posts about my years in community management, and what I have learned.

• A Day in the Life of a Community Manager
† Going From a Collection of Users to a True Community
• Are Off Topic Posts Ever Okay?

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

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

Are offsite connections possibly via X/Twitter? The semi-surprising answer is: yes. Because X is so bare bones, any number of applications have sprung up around it. They have come and gone over time. So, this is in order to help you manage it and become as great as you can be.

Understanding the people you tweet with is, of course, a great way to determine if offsite connections are going to be worth it. After all, offsite connections that are hundreds of miles away are not likely to be easy, cheap, or even possible.

Other Software

Here are some more sites to check out:

• HootSuite – a tweet scheduling service (and more). Here, you can track stats and import your lists.
† Social Oomph (formerly TweetLater) – time tweets and gather simple metrics on shortened urls. You can set up more than one account this way.
• Tweet Stats – a graph of, among other things, daily aggregate tweets, your most popular hours to tweet and who you retweet.
† Check out Tweepsmap – analytics and info on who unfollowed or followed you.
• Consider Twopcharts – look up clout, followers, etc.
† How about Twiends? – ways to grow followers responsibly
• Legal Birds – find lawyers on Twitter.
† Twitter Packs – find like-minded Twitter users (since this is a wiki, it depends on users to keep it up to date).

Offsite Connections: The Upshot

As X continues to mature as a business tool, I predict that more and more of these off-site services will spring up. But understand that a number of older ones from just a few years ago are gone.

The most successful one will, in my opinion, combine the best features of all. And this will be coupled with ease of use and an ability to show trends over time.

And finally, Twitter changes things almost as much and as fast as Facebook does. So keep in mind, these instructions may need some tweaking.

Oh, and if you do actually see or even meet your Twitter connections, you’ll get to see if their X profile imagery accurately reflects who they are!


Want More About Twitter AKA X?

If my experiences with X resonate with you, then please be sure to check out my other blog posts about Twitter/X. While it’s now got a new name, and has changed considerably, a lot of these tips will still work. And they will often work with other social media platforms as well.

Almost Everything But the Tweet

• Starting a Twitter Stream.
† Demystifying Twitter
• Twitter, Social Media and Professionalism
† X Verbal Elements.
• X Visual Elements
† Optimizing Twitter
• X Metrics and Timing
† Getting More Twitter Followers

And, if you’re a fellow writer, you may want to check out:
† PitMad on Twitter

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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/X is, of course, utterly verbal. It’s just about all text. But not all of that text is tweets.

One piece is the profile. There isn’t a lot of space here. The good news is that these verbal elements are 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 semicolons 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. Just keep track of the older wording so you can more readily recreate it if you ever need to.

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, https://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?

This is also a useful way to help to better segment your audience. Anyone using the /twitter link is bound to have some sort of affinity with the microblogging service.

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.

Verbiage: Names

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/X 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 username is another nugget of non-tweet verbiage. Instead of changing it, what about creating a few accounts to cover different eventualities? Able2Know used to do this well (although some of these feeds are abandoned these days).

Years ago, Able2know used to split off a few feeds as follows:

† The Generic feed
• New Topics
† Popular Topics and
• Unanswered Topics.

A user could 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.

But we dropped it, as automatic tweeting meant we were tweeting spam and porn before the moderating team could zap it out of existence.

Takeaways

So, what do you want to get across? I mean, really. What image do you wish to project? Peripheral information can support or obfuscate your message.

Make certain that the content and social media people (if not the entire marketing department) get a say in the wording. They may find things that you missed. Or at least they should be able to help you spot typos.

Choose what you really want your verbal elements to say. And then, say them!


Want More About Twitter AKA X and its Verbal Elements?

If my experiences with X resonate with you, then please be sure to check out my other blog posts about Twitter/X. While it’s now got a new name, and has changed considerably, a lot of these tips will still work. And they will often work with other social media platforms as well.

• Starting a Twitter Stream
† Demystifying Twitter
• Twitter, Social Media and Professionalism
† Conquering Twitter (visual elements)
• Optimizing Twitter
† Conquering Twitter (metrics and timing)
† Conquering Twitter (offsite connections)
• Getting More Twitter Followers

And, if you’re a fellow writer, you may want to check out:
† PitMad on Twitter

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The Conquest of LinkedIn – Meeting Offline

The Conquest of LinkedIn – Meeting Offline

Meeting Offline. Oh. My. God. You want me to do what?!??!

Go offline. Yes, I really and truly want you to do this. I want you to go out and meet real-live, honest to goodness human beings. You know, members of your own species.

But, but, but, I hear you saying, why am I on on online networking site in the first place? Isn’t it to build a network online?

Well, sure it is. But nowhere in there is the word only living. Online, yes. But not exclusively there.

Not by a long shot.

Traditional vs. New-Style Networking

Traditional networking involves fairly formalized, ritualized meetings between job seekers and employees of companies where the job seekers wish to work.

Here’s the drill: the job seeker gets an introduction via a friend, or a friend of a friend, and goes to the contact’s office. The job seeker brings his or her resume and the two of them chat, maybe for a half an hour or so.

And the job seeker leaves the resume and, if he or she is good at follow up, sends a nice thank-you note. The contact may or may not respond, promising to get in touch if something comes up, or if the contact thinks of someone else for the job seeker to talk to.

And the cycle either continues, or it dies on the vine. And so it goes.

LinkedIn Changes That

With LinkedIn, the drill differs. Here is what I found to be helpful. Your mileage may vary, or you may come up with something else. So, instead,

1. You find a person you want to meet. They may be in your industry, or an industry you want to get into. Or they are in a company where you think you’d like to work. Make sure they are close enough to you that getting together is feasible.

2. And you ask them to link to you.

3. You do this with about 19 other people – this is a numbers game, and not everyone will say yes. My experience has been, out of over 200 of these, only one person has flat out said no.

However, over half either ignored my link request or just never got around to it.

I have even met some of these people under other circumstances – it’s often not hostility that keeps them from linking to me, it’s that they are busy and processing far too much information at any given one time.

So, give yourself better odds. Mine have been about 45% have said yes to the link request.

More

4. Someone says yes. Great! Send them a note, saying something like,

Thank you for linking with me. Would it be possible to meet briefly for coffee? I am interested in going into ___/working at ___ company/working as a ____ and can see that you have done that, and I hope that you have a few tips you can share. Thanks!

5. Repeat this with anyone else who’s agreed to link with you, pursuant to your initial request. My experience has been that, out of the people who linked to me, I contacted about 55% of them to ask them to coffee.

For the others, I realized they were either too geographically remote or they let me know they could link but were busy, e. g. they were new parents.

And then, out of that group, about 25% of those actually got as far as scheduled meetings. Hence my success rate was that I met with about 6% of the people I initially wrote to.

6. So block off an hour or two, but tell your guest that you only want 20 minutes of their time. Hence that way, if the meeting goes over, you’re covered.

Yet More!

7. Don’t bring your resume! Instead, bring either a laptop or your smartphone or a pen and paper. And bring a paper list of companies you’re targeting. Because if the conversation flags, you can always ask your guest what he or she thinks of those companies, or if your guest knows anyone at any of them.
8. Furthermore, have your guest select the date, time and place. In addition, give a couple of choices of dates or places for meeting offline, if your guest is having trouble deciding and
9. Offer to pay for coffee. Even if you’ve been out of work for a long time, most people are sensitive enough, and realize you’re probably watching your funds. However, you must ask.

Meeting Offline Specifics

As for the meeting itself, make it whatever you want it to be. And if the conversation flags, remember it’s only 20 minutes out of your life.

So you can always claim a prior appointment. However, if the conversation goes well, be sensitive to your guest’s time – just ask – do you need to go? And then just follow their lead.

So follow up with a thank-you email, and send a note every few months or so, to maintain the connection. Just send along an article or blog post that you think that your guest might enjoy.

And it is also a courtesy – although not strictly necessary – to follow them on X and/or read and comment on their blog, if any.

So will it work? It can. I did not meet with a lot of people in terms of percentages. However, the people I met with gave me very good information, and introduced me to others (or informed me of upcoming events) which helped me out even more.

And it also was incredibly helpful to me in my work, as I had a good, strong network to draw on when we had events and needed to fill a room.

This kind of activity will certainly get you out and about, and give you exposure to people in your current or future field. Finally, meeting offline counts as making a job contact for virtually any Department of Unemployment.

There, now, meeting offline wasn’t so bad, was it?


Want More About the Conquest of LinkedIn?

If my experiences with LinkedIn resonate with you, then check out my other articles about the largest networking site on the planet.

What LinkedIn Has to Offer

• Your Profile Page
† Your Resume
• Meeting Offline
† Your Network
• Giving Your LinkedIn Profile A Facelift
† Last Little Bits
• InMaps – Visualize Your Network on LinkedIn

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