Tagged: relationships

Social Media Overload

The Social Media Tidal Wave – Too Much Crap?

Often times I hear from professionals in my field get frustrated with how much crap is on the social web. They throw their hands up in the air when the noise gets too much and often times they on a social media hiatus for a day and sometimes weeks. I have been on that edge from time to time myself. Too much noise out there. Engagement sometimes becomes daunting. Seeing all the self-promotion out there becomes very meh. Hell, it is a lot of work to filter the crap from the meaningful at times.

Last night I was having a conversation with a good friend about this very thing. When we hit these walls many tend to back away from the social web completely and then reflect why they were there in the first place. I personally have been on that edge of backing away, but haven’t done it. I think the difference is many that do this tend to reflect on the path of new media adoption within themselves, and I something a bit different.

Others tend to reflect on the timeline of initial sign-up to a social network, to growth, then the overwhelming social content out there. The different personalities, strategies of engagement and at the end of the day even the professionals question the ROI of their output. We defend the ROI of social media often… but let’s be honest, at 11pm at night sometimes we all will look at our twitter feed and deep down inside… in these frustrated moments we find ourselves asking… “is it worth it?”

I have been there. But I have never backed away.

I reflect on those “ah-ha” moments that can never be strategically planned and executed. They just happen.

For me it was:

  • The EPIC Seesmic (Video) family that resulted in #ACTB,
  • It is the many business relationships that have developed into friendships and referral networks. We support one another and our collective goals,
  • The Phoenix Friday Night community (#EVFN, #WVFN, #DTFN, etc.),
  • It is the awesome collective talent pool that is the Startup and Coworking community within #PHX,
  • It is the shout out from live TV from a tweep as they make it big and follow their dreams,
  • It is the woman I now love that I got to know and develop a friendship with first, from across the country on Twitter.

It is, in its purest form, about people who care and respect one another that HAPPEN to communicate over social media.

With ease of access comes ease of abuse. Conversations matter from those that matter to us. Relationships first. Social media has in fact made that old school reality more real.

The flood walls are torn down with social media and the rush of noise comes racing onto your screen in vast amounts. It is indeed overwhelming. Believe me, I get it. But as the social media tidal wave continues to bash on your screen, grab on to those powerful moments and connections to stay afloat. Remember them through these moments you reflect.

The social network might get flooded, but your folks are still there through the noise.

Reach out and reconnect.

Advertisers Kill Tradition

Tonight in a Tweet, I realized how true this statement really is; advertisers who approach the social web as a communication vehicle, kill cultural norms within a given space. Case in point…Twitter. Twitter is not just a vehicle to communicate. It is not a tool. It is a culture.

Here at Activating Word of Mouth we focus on authentic word of mouth. This begins with relationships, not spam. We take the advertising out of marketing. Other marketing firms approach social networks as a new vehicle to get their products/services out in volume. They are about noise. Last night I noticed a new trending topic “Chris Brown.” My first thought was, did I miss the news? Did he do something to Rhianna again? I clicked on the search for “Chris Brown” in Twitter and saw this: Continue reading →

On the Social Web, Respect – Not Numbers, Matter

By Kevin Spidelistock_000003808019xsmall

People often look at the number of followers/fans of others’ online networks as a way to evaluate the network’s influence.  In the beginning…numbers mattered on the social web; however, we have evolved and are now entering a social web Renaissance where the number of engaged followers matter.  Engagement is measured by followers’/fans’ responses to your content.

On social network sites such as YouTube and Flickr, where the content is the central piece of the conversation, view counts are still relevant.  Yet, with networks like Facebook and Twitter (the two largest growing networks) the central content focus is the conversation.

So those of you reading this blog who are not already faithful followers of our writings, we will once again reiterate the importance of authentic conversations on the social web.  Since social networks revolve around conversation, authentic engagement is a must! The culture of Twitter and Facebook is very open and welcoming; however, if you begin even the slightest spam, repeating, mass messaging technique versus real engagement, these networks are very unforgiving. Users can block your content with a click of a button; forever shutting you out of their content stream. You have one chance to capture social network users in a positive manner, so make a positive splash on the social web and engage authentically.

How?

Social network users are real people, real potential customers or fans of you. They are online to connect to like minded folks.  Brands do not engage, people do!  Remember that you are an individual who is talking about a brand.  Be human first.

In the latest blog post from Social Media Marketing UK they talk about the social web replacing corporate CRM software because of the authentic real and accessible value of the social web: (link here.)

What impact will this have on you and your company?

If you approach social web engagement as a numbers game, you will fail.  If you approach it as building your name identification and engaging into a larger community, you will win. Don’t focus on the numbers. Why, you ask?  Here is an example of authentic respect on the social web versus quantity of fans.  Let’s take a look at the ever so popular actor Aston Kutcher’s influence on Twitter.

As of 6/16/2009 he has 2,212,447 followers; one of the largest, if not the largest, following on Twitter.  Is that influential? Possibly…but let’s really look at the numbers.

•    In the last 24 hours Ashton had 300 ReTweets (Fans who replicated what he was saying verbatim) – That is approximately .013% of his network.

•    His last TwitPic (photo posted live from his mobile device to Twitter) received 44,235 views. That is approximately 1.9% of his network.

Sure the numbers are there, but is he an influencer to his network?  We argue no.  He is not engaging in even 3% of his network.  The value of having over 2 million followers is diminished if less than 5% of those followers do not actually engage and respond to your content.

From an athlete’s sponsor or a brand associated with a personality do these numbers (eyes) matter as much as the interactions of those who listen, ReTweet and evangelize content from a strong network? No.

Sponsors, brands, and those who want to really impact the social web care about strength in the network. This is something you can’t fake.  You can’t buy billboards and ask folks to “follow you on Twitter” as Ashton did and expect quality network.  You must engage naturally and earn your network’s respect. We are here to help coach you in that process.

Below is an example of a strong network.  Let’s stay within the celeb world since we picked on Ashton’s network and take a look at actress Alyssa Milano.

Alyssa_Milano has 89,225 followers but is an active Twitterer.

•    She has over 350 ReTweets in the last 24 hours that is approximately .39% of her network.

Although she has significantly less followers then Ashton; she has nearly the same return on ReTweets.

Imagine if her numbers were double and she still actively engaged on Twitter in her naturally authentic way.  Her influence level would be double Ashton’s with far less followship.

Let’s take a look at her last twitpics:

•    One received 5,362 views, which is approximately 6% of her network.
•     The other received 4,782 views, which is approximately 5.35% of her network.

The best part about these two photographs is that they were taken by her fans, of her fans, wearing HER jeans in a place she loves to spend time (a baseball park.) She merely ReTweeted what her fans did and earned them nearly 10 thousand in views. This is true engagement!

Photos here: http://twitter.com/Alyssa_Milano/status/2171411248
http://twitter.com/Alyssa_Milano/status/2171383587

What is the difference between these two celebs?  Alyssa is actively engaging in conversations with her fans rather then using Twitter as a megaphone.

On the social web, it is about respect and authenticity of your networks… not numbers.

Authentic Word of Mouth is not a Campaign

David Berkowitz wrote an article yesterday discussing the fact that the one word you can not mention in a social media conference is “campaign.”

If you approach word of mouth advertising as a traditional media campaign, you will fail and do damage to your brand. Social networks are for social engagement, not for you to spam users. Don’t get confused by the technology, social networks are gatherings of individuals… much like a cocktail party. If you approach these networks as such you will succeed.

Here is a video about Whuffie and Tara Hunt. Take a moment and listen to her background at the end:

Our firm identifies authentic influencers on the social web and engage them with quality brands that are interesting to those individuals.

Again, thinking of the cocktail scenario, your impressions of various people at that cocktail party is defined by honesty, influence, your history with them, and their background. The same thing is true about social interaction on the web. These influencers have the same variables. Authentic word of mouth comes from these relationships and influencers; not a campaign, pure visibility, and traditional marketing strategies.

In Activating Word of Mouth we determine the influences for your brand and develop strong relationships with these individuals. Their mentions and marketing of your brand is authentic.