business as i see it

people don’t fully understand social media, and part of it is our own fault — the social media mavens.  i don’t think we do a well enough job of explaining it to everyone.

most people aren’t very fond of change, because change is unpredictable.  am i going to be better, or worse off?  will i be able to adapt?  can i make the necessary changes in me to succeed in this new environment?

the problem with social media, though, is that it’s really not a change from one thing to this other.  in the end, we’re all still communicating.  how we communicate — the tools we use — do (as everything) evolve over time, however.  but it’s certainly not anything to be frightened over.

we need to find better ways to communicate the benefits of social media to yesterday’s enterprise 1.0 stalwarts.  how do you get someone who is so loyal to the old way of doing things to change?

i think it’s in the metaphors.

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for some reason, people think that because they know how to set up an account on twitter and facebook that they can use social media.  but just because you can use a hammer, does that mean you can build a house?

social media isn’t just the tool.  blogs, microblogs, wikis, forums, are all just the hammer.  you can’t build a foundation, much less an entire house with just a hammer.  there ought to be a plan, or a blueprint before you start using social media.  understand what it is, and what it’s about before setting out on this journey of ‘modernizing’ your organization.

don’t set up a blog because you want comments (first!1!!! lolz!), and don’t set up a twitter or facebook account because you want the most followers [seth's blog].  you should be setting up a blog and twitter account to communicate with your readers and followers.  remember that the whole premise behind social media is the social aspect of it.

before you start building, you should have an overall communications plan or strategy (your foundation), and know what your end state is (the blueprints).  what are you trying to accomplish?  an increase of 10% in your sales?  an increase of 20% in brand loyalty?  to increase your workforce by 5% in each region?.. to decrease your workforce by 5% in each region?

just like any good construction firm, you better have inspections along the way.  identify the metrics you want to follow, and measure them throughout the process so you can tell if things are actually working or not.  not getting the results you expected? is the third bathroom costing too much money?  it could be time to change your approach (or at least lower your expectations).

you can’t show up to the job site with nothing but a hammer — and you can’t integrate social media into your organization just because you ‘know twitter’.  a lot goes into building a house, just like a lot should go into your social media and enterprise 2.0 plans.

i’m a big pixar fan.

i love everything about their company.  john lasseter’s drive to pursue his dream until it was fulfilled is something that we should all admire and look up to.  then, there’s the unsung heroes of pixar — the animators. every pixar movie made is 100% animation. that means there’s no help from motion-capture tools or other technological devices. the animation is done 100% by hand on computers.

and, of course, there’s the stories!  there’s a reason pixar wins year after year at the oscars for best animated movie despite competition from dreamworks animation, blue sky studios, and disney animation studios.  that reason is their ability to tell fantastic stories that appeal to young and old alike.  they’re stories that we all can learn from.

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when i was growing up in south philly, my family didn’t have much money.  but being kids, my brother and i did what kids do anyway.  we played roller hockey without helmets, gloves, shin pads… pretty much any protective equipment at all.  i tended goal with nothing but leg pads, a — what we called it back in those days — waffle board, a baseball glove, and a stick (all of which was borrowed, hand-me downs, or bought with my paper route money).  i’ve been hit with sticks and pucks in the face, and had more than my share of scrapes and bruises.  looking back at it — it was stupid.  it was dangerous.  but i loved playing hockey!

fast forward about 10-12 years, and i’m wearing a suit and tie — screaming at my team from behind the bench at the penn state ice pavilion with my heart beating out of my chest in my first game as assistant coach for the ACHA division 2 ice hockey team.  my love of hockey that was sown on the streets of philadelphia is the only reason i was able to reach that point in my life.  we beat SUNY stony brook that night by a score of 3-2 — the #1 ranked team in the league.  it was one of the greatest wins in our program’s history, and was the staging point for a season-long run that put us into the quarterfinals of the national tournament in fort collins, colorado that year.

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(part 2 of 2)

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in the first part of this post, i mentioned how younger generations are leaving twitter and facebook, and how the real growth of those services has been with the older crowd. part 1 talked about the reasons more older persons are joining social media sites; this next part focuses on why the younger population is starting to veer away from them.

the problem with being cool is the risk of becoming too cool. even fonzie (or “da’ fonz” as i like to call him) wasn’t immune to this risk. a cool drink is too cold and you get pain in your teeth. slurpees and icees and slush puppies — whichever of the 900 names you’d like to give those delicious frozen drinks that make your mouth turn colors — will give you brain freeze. and, lately, it appears that facebook and twitter have been spending too much time at the back of a convenient store.

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(part 1 of 2)

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my twitter stream in the last 2 weeks or so has been mentioning the change in times for online social networking. more than a few users i follow have pointed out some recent news that popular services of twitter and facebook are becoming very unpopular with younger folks, and more of the worlds’ older generations are starting to join the fold. and while many people seemed to share the same disbelief (“but that makes no sense!”), it  actually seems to be perfectly logical to me.

the reason is that there’s a difference between being cool and being ice cold.

but before i get there, let’s talk about the reasons there are more older folks joining facebook and carving out their own space in the twitterverse.

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a co-worker of mine wrote a blog post recently about the “social media wave” and how it’s easy to be caught up in this tsunami of facebooks, myspaces, twitters, and more. with all the social media sites and services out there, in order to keep your head above the water you must have a strategy; you need to understand social media — not just use it.

i mention tracy’s post because of the discussion that it caused in her comments section. people see social media services as time-wasters. many corporations (including the united states’ military, though some restrictions have been relaxed) have even denied access on their networks to certain social media sites. unfortunately, it is a commonly held belief that these services cause more harm than good.

but do they really?

one of the questions asked in my conversation with someone was, “how does blogging help a plumber fix a leak? or how does twitter help an accountant balance the books?” i thought this question showed a great deal of ignorance about what social media is for, and what it does. i’ll take these two examples and explain further…

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