June 6, 2012

Why you, too, should be social media slutty

Are you plugged into new communities, interests and passions?

LinkedIn

Photo credit: Christopher S. Penn

Chris AbrahamIf you call yourself a social media marketer and you’re not completely promiscuous about it, you’re not serving yourself, your boss, or your clients. If you’re not constantly downloading new apps or registering for every single new social network, you’re slacking. If you don’t endlessly click YES when it asks you if you want to search for or invite your friends, you’re derelict in your duties. And if you aren’t hooked in to share everywhere whenever possible, you’re not going to understand how all of these connectors, sharing strategies, cross-posting techniques, check-in features, and general spaminess and shamelessness quotients work first hand.

How, then, would you be able to honestly either know about or recommend any of them? Unless you want to be a professional tweeter and Facebooker all your life, you had better know both what’s out there now as well as what’s coming down the pike.

This line of thinking has surfaced because I have gone crazy now that I have my iPhone. I have jumped in with both feet and have explored any and all passions and hobbies through apps and vertical communities. Since I am on a health kick, I have joined just about every social network that allows me to track my food intake, my activity, my workouts, my progress, my calorie burn, my running and biking routes, as well as my general movement and sleep patterns: fitbit, Runkeeper, LoseIt, MapMyRun, Strava, Endomondo, DailyMile, PolarPersonalTrainer, and Garmin Connect.

Each one tracks differently, each one enjoys a different segment of my followers as members, and each one touches me in ways that either pain or tickle me. And, for now, I am keeping them all fed and watered — a little easier because all but RunKeeper allow me to upload data directly from my Garmin Forerunner 305, so it’s not too hard.

And since I am the new owner of a motorcycle, I am the member of the Adventure Rider Motorcycle Forum; and because I am a bouncing baby gun nut, I am a member of GlockTalk, Elsie Pea Forum, Rimfire Central, and the Virginia Gun Owners Forum. So, downloaded loads of forum-reader apps, saw how they share, saw how they allowed me to engaged, and decided upon Tapatalk.

That’s not all. After years and years, I have finally admitted to being a TV addict in addition to every other form of media, including books and movies, so I have joined GetGlue, Goodreads, TV Guide, yap.TV, and BuddyTV as a way of keeping track of shows and movies as well as being able to check in and comment and engage and track hashtags and mentions, and so forth.

Yes, in addition to checking in with Yelp and FourSquare in the physical world, I have even started checking in virtually when I am watching dumbass shit on TV such as 2 Broke Girls, Girls, Veep, Suburgatory, Grimm, et al.

And, whenever I have been given the opportunity to share to my Facebook or Twitter steam, I say YES. And whenever I am asked if I want to find friends who already on there or to even invite a massive amount of my friends via email, I surely do do that — to all of our chagrin. But I do it so I know and I do it so that I always know exactly what will happen if and when I recommend something like that to my clients.

Spend some time exploring new communities of action

What’s more, Facebook and Twitter are not the only games in town. Nor are Google Plus and Pinterest. Or even Instagram. So, in order to make the best recommendation to your clients or to best access your target consumer and customer exactly where they live and spend their time, you need to be aware of all of the 2nd, 3rd, and 4th-tier communities in addition to the most obvious, most competitive, and most costly 1st tier platforms — both to participate in as well as to build partnerships, sponsorships, prizes, and other tie ins and opportunities. While you might be channeling IBM in that you’ll never get fired for choosing it, a Facebook Page-only campaign is pure laziness.

At a very elite conference years ago, I introduced myself as a syphilitic trucker on the social media highway. No, it’s not funny. Truckers are the No. 1 reason worldwide why heretofore isolated rural villages the globe over are getting sick with all kinds of sexually and socially transmitted diseases. Before, only single-tracks, rivers, and airfields — if anything — connected the most remote points on earth; now, a comprehensive spider web of roads and highways is allowing commerce to reach just about everywhere, both to bring in supplies but also to extract commodities and valuable natural resources.

While that sort of shameless behavior may well have made me quite a few enemies, I am generally patient zero when it comes to turning people on to new communities, new interests, new resources, and new passions. I can’t even tell you how many people are on LinkedIn, Plaxo, Facebook, and Twitter because of me; too many to count had been on MySpace and Friendster before that.

And I recommend you, too, really take the time and energy to get off of Tiny Wings for a little while and spend some time exploring these communities of action, circumstance, inquiry, interest, place, position, practice, and purpose yourself. You can’t be a competent advisor unless you’ve had first hand experience over time. So, go git ’em, Tiger!

Enhanced by Zemanta
February 16, 2012

Round two for forums and message boards?

http://nerdberry.net/wp-content/uploads/2011/11/2_tapatalk_logo.pngChris AbrahamThe problem with most social media marketing agencies is that we’re fickle. We tend to keep rushing into the future, adopting anything and everything hot and new and overlooking the rest. In our constant hunger for the latest and greatest, we have mostly abandoned working class heroes like forums and message boards, preferring exciting new money to boring old money. But isn’t any kind of money good?
Continue reading

December 14, 2011

Social media success demands talent above technology

http://a1.mzstatic.com/us/r1000/033/Purple/93/9a/4a/mzl.jyuhnpck.175x175-75.jpgChris AbrahamIn response to The Social Media News Release explained in detail, Jonathan Rick asked me, “Isn’t this essentially the same thing that Pitch Engine offers?” Jason Kintzler then added, “Yes Jonathan, exactly! Did I mention you can do it all for free?!” (See Socialmedia.biz’s earlier writeup on PitchEngine: A social PR platform for the new era.)

Well, my response is the topic of this post today: “The article is only about the what and why of the Social Media News Release and not the how. Pitch Engine is a how!” I then added, “Pitch Engine doesn’t take away the work: writing/collecting compelling copy and assets. You do that work” and then “Our SMNR is just a platform and structure. 90% of one’s time should be spent writing amazing content” and then, finally, “Installing WordPress, an amazing platform, does not an amazing blog make; Pitch Engine is amazing but content is king.”

Continue reading

July 15, 2009

Prediction: Local TV newspeople will compete with their former stations

JD LasicaOn the flight back from London on Sunday I finally had a chance to answer a Q&A email interview with Terry Heaton, a longtime friend who, as co-founder of AR&D, is one of the most forward-thinking people in the world of broadcast media.

For the full interview, see see the AR&D Media 2.0 Intel Report. Here’s an excerpt from our interview:

You were the person who coined the phrase “personal media revolution.” What does that really mean? Who are people revolting against? How widespread is the revolution?

The people are revolting — that’s from the Marx Bros. movie Duck Soup, no?

youtubeIt’s hard to recognize tectonic shifts when you’re still in its beginning phases. Almost any intelligent discussion of our media culture today needs to address the rise of personal media. By the early 2000s, consumer gadgets and computer applications had come down far enough in price and were becoming simple enough to use that millions of us began creating personal media. Low price, simplicity and the fluidity of digital media combined to allow us to do more than just snap photos (which has been around for decades) but also to become amateur filmmakers, create digital stories and mashups, record audio interviews and the like.

The real revolution came when these works weren’t merely stored on our personal devices but released into the wild, unleashing an anarchic, democratic cacophony of voices and viewpoints. By sharing and connecting on sites like Flickr, YouTube, MySpace and Facebook, we turned our personal media into social media.

Like Dan Gillmor’s “We, the Media,” Darknet was one of the seminal works about the rise of personal media. Given all that’s taken place since, do you feel your vision has been validated?

darknet_180pI wrote the book as warning call in anticipation of escalating clashes between media titans against grassroots media publishers in the areas of copyright law, remix culture and innovation when it was becoming plain that we were entering an era of media that was becoming more decentralized, fragmented and personalized.

So, yes, everyone is still sticking to their scripts. By and large, traditional media have not embraced the ethos of community and sharing that underlie this emerging new bottom-up media culture. But my view of the fundamental shifts in the mediasphere has evolved since “Darknet” was written.

One of the things about the personal media revolution that I find most intriguing is that the people formerly known as the advertisers are also among those “playing media.” They have their own revolt, it seems. Do you see that as well?

Keep in mind that “media” can refer to content creators (production houses) or distribution channels (networks). While most brands still haven’t found sufficient payout in playing media, we’ve certainly seen campaigns like Dove Evolution become online sensations.

I think the smart play is for brands not to try to create the next “viral hit” on YouTube but to work with content partners to create useful community platforms that foster dialogue and discovery. If local TV news goes away, this is where the stations’ talent will migrate to. In fact, I suspect we’ll increasingly see former broadcast news people set up their own sites that compete with old-guard stations still stuck in Web 1.0. With the advent of cloud computing, startup costs are approaching zero, so there’s no question that a handful of talented video producers and journalists can do a better job than 95 percent of the TV station websites out there today.

Continue reading