I used to be a social media purist but I’ve evolved. Why? Well we have evolved. We being the one’s that were there early on who experienced the magic of connecting with someone as smart as say Gavin Heaton or Tom Martin and having them host our social media tweetchat. Or having that cool, deep discussion with a person like David Alston from Radian 6 when his company was just starting to gain traction, or becoming really good friends with someone i respect as much as Beth Harte. But what made all of those discussions and conversations cool was that we were connecting. Great for us but what about B2B?
There was always the missing component. An outcome. A means to an end. The Why and the What for.
At least that’s what companies wanted to know. And still want to know. They wanted a better value proposition. Some get it but others are still struggling with this. Yea social media is cool but what’s it all mean? What’s the point? To have conversations or make money? Give us a business use case.
Well yesterdays news of the Salesforce aquisition of Radian6 is a game changer. It’s a watershed moment. I still like being a purist at heart when it comes to social media but we have to justify its usage. Quite honestly, We have been fighting the good fight for quite some time. Justifying it’s relevance. Educating the masses. But adding strong measuremaent and analytics to social media engagement as it pertains to customer service and sales and lead generation, does just that. The folks at Sales Force believe that.
With this Salesforce/Radian6 deal, and Lithium grabbing ScoutLabs and MarketWire folding Sysomos into the mix, you are now seeing an alignment of B2B with social beyond just the conversation. Social will always live inside of marketing and PR, but tying it to business functions has now come to the forefront. And the way that become legitimate is by adding measuring and monitoring functions that are directly applied to making money, saving money, and building equity.
Like I said, Watershed moment…
Talking about the other team is a fine line. On the one hand by acknowledging that they exist, you acknowledge that they are a threat and you are aware of them. By not recognizing that they are in the room, you risk not respecting what they might be doing to to succeed in the same space as you. As I said, a fine line.
A healthy respect is one thing but the one thing you should never do is give the competition an advantage of any sort. Either in the press, in person or otherwise. It’s called bulletin board material. Some teams thrive on that. Some teams need it. Some ignore it and others use it as examples that they are the one’s to beat.
Take what a senior executive from one of the world’s largest computer company’s said about one of the most notable and recognizable companies in the world and a direct competitor the other day:
“They’re great if you’ve got a lot of money and live on an island. It’s not so great if you have to exist in a diverse, open, connected enterprise; simple things become quite complex,” Their global head of marketing for large enterprises and public organizations, said to CIO Australia.
“Their product with a keyboard, a mouse and a case [means] you’ll be at $1,500 or $1,600; that’s double of what you’re paying. That’s not feasible.”
Even in business. Think it, but don’t say it to everyone “outside” the firewall. It’s not like they needed ammo but it’s like saying, “Yea Kobe has 5 rings but he still can’t hit the 11 footer off the backboard…”
Find someone. Take pictures together.
Party. Play date. Lunch?
Simultaneously use multiple iPhones and Androids to capture photos, videos, and conversations into a group album. There’s no attaching, uploading, or friending to do. Share together in a new, moving social network. Just look around.
You may have no idea what I’m talking about. yet. Color is a photo sharing/social network app launched last week, and it was not a quiet launch either. Mostly because of the massive funding ($41 million), and a complete lack of documentation about how people should actually use the app. Count me as one of those still somewhat in the dark…
I loaded it, opened it, saw that I must upload my pic, no other instructions after that. I messed with it for about 10 minutes. Closed it and thought-$41 million huh? Did someone leak Color too soon? Is bad buzz better than no buzz? Do they even care what we think? Why launch an app like that w/o even some cryptic, requisite instruction on how this is supposed to change out social being? I agree that mobile photo sharing is definitely a route worth pursuing, but I’m still sitting here wondering what the business application could possibly be.
But let’s dig. So if it’s mobile social photo sharing, then, for instance we could pull the photos of specific events all into one bucket w/o a lot of the fat right? We can see what everyone is seeing from that event, from different perspectives and vantage points right? That’s kind of cool. I’ll keep playing with it but as of this writing, I have rose-colored glasses. 🙂
If this is supposed to be the “Next Facebook,” I’d say they have a long way to go. Which reminds me, how is Diaspora and it’s quest to being the NBT in social coming along?
Do you know who Rebecca Black is?
Rebecca Black is a 14 year old singer. She started attracting attention this month after a single she recorded and produced was released on YouTube and iTunes. The song’s video was uploaded to YouTube last month and received roughly 1,000 views in the first month. No big deal right? Then something happened. The video went viral. Really viral. In mid-March it started acquiring millions of views on YouTube in a matter of days, becoming a top trending topic on Twitter and getting both good and bad media coverage. The operative word there being, coverage. As of yesterday, first-week sales of her digital single were estimated to be around 40,000 by Billboard, and the video had over 38 million views on YouTube.
38 Million Views
That’s what we call Viral.
The new iteration of the 4th estate is represented online with gusto. Outlets such as MSNBC and Scripps insist on traveling at hyper speed with us on the information super highway. They have embedded the social tools and capabilities into their new web sites to allow us to have a voice. We can now weigh in on virtually anything on their websites with our thoughts and words. There is one looming and large problem though.
We have to be babysat. With good reason.
It’s like children who look around and realize that no one is watching and thus decide to do something stupid. I find it amazing that adults view the ability to freely and anonymously comment on any story, as a green light for stupidity and hate. Not realizing a few things:
- It has no value
- You’re weak because you hide behind a computer to make your anonymous comments
- You could be found
That’s not social media. That’s anti-social media. It has zero redeeming qualities. And yet we sit here and question criticize large media outlets for a) Not being transparent b) Not allowing comments and b) Censoring their comments because of 1st amendment rights. And they do the same-To allow anonymous comments or not?
In some cases some media outlets allow everything, some allow nothing, and still others blur the lines on what is acceptable. They prune foul language and spam and yet some things make it through. The bottom line, they can’t just “let it go”. It can’t run itself. People are incapable of behaving.
Here’s your example: You are a media outlet and you post a story about someone dying in a car wreck and through the open commenting system, some of the comments say something like, “He probably deserved it”? or “He was a jerk”.
What do you do?
Your bonus question. The commenter has revealed themselves. Do you allow the comment or not?
What’s important? Every day online and in the social media bubble we talk about ROI and the strategy and the channels used to grow your social media presence and impact. Here are 3 examples where social media has never figured more prominently and yet it had nothing to do with strategy or ROI, but had everything to do with the engine that does drive social media, PEOPLE.
This past Friday, YouTube created the YouTube Person Finder a channel that is aggregating video messages from the victims and the people affected by the massive earthquake and tsunami that hit northeastern Japan more than a week ago. No strategy, no ROI justification-Just YouTube realizing that they could create something that could help people in a time of need.
Meanwhile Google, creates the Google Person Finder which is pulling all relevant search information about people affected in the region into a simple interface. You can either supply information that you know about someone or you can search information posted about someone you know. On top of this, Google has created the Google Crisis Response Page which in my opinion should be shared by everyone just based on the amount of information posted and updated on it.
A Facebook Causes page was recently created to support and raise awareness and funds for the earthquake and tsunami victims. The page is called Help Japanese Earthquake and Tsunami Victims, and it allows Facebook users to donate anywhere from $10 to $500, or they can join the cause and share it with their Facebook friends. So far they have raised $240.000 This might not seem like a lot but every bit of it will help. Additional Facebook resources can also be found here Global Disaster Relief on Facebook page.
This is bigger picture stuff here and at the end of the day has nothing to do with business strategies or ROI but has everything to do with people using the power of social media to make a difference when it matters most-People in need. Impactful stuff…