Achieving Balance in a Social World

Everybody likes to talk about work-life balance. In a constantly connected and hyper-social, always on and always open world, it’s become increasingly hard to strike a balance. Whether you work in an office, at home, or on the road, there is a lot of pressure for high availability.

Always On

IMG_2704 The fact that we have the ability to be constantly connected to work, e-mail, the Internet and social networks is great.

But what about those times when you just want to be alone, or with loved ones? It can be hard for some people (especially tech geeks/Web 2.0 types) to stop for a minute and put down the Blackberry, turn off the computer, and go dark.

It becomes even harder when you consider that many of us do this for a living. When and how do you separate blogging, reading, Twittering, and social networking for fun and personal use vs. for work? Most everyday social network users and bloggers don’t have the added dilemma and pressure to do it all the time.

Tips to Turn it Off After Hours

  • Leave the laptop at work. Unless you have a huge deadline, pressing project, or are expecting something critical to come in that you need to work on…it can usually wait until tomorrow. Besides, you will feel much less stress if you work hard during the day (or stay late), and can go home worry free.
  • Try to avoid Twitter. I have a problem where my brain functions in a way that I am always thinking I should tweet something, or I should blog about something. Random thoughts pop into my head that I want to get down. In the end, does it really matter? Will my snarky and witty comment on Ironman change the world? Probably not. Talk about it later.
  • Know your boundaries. I’m much more likely to check my Blackberry and Twitter on weeknights than on weekends. I’ve learned over the past few months that you just can’t do it all, all the time. Know when you need to work hard and be available, or when to stop and avoid burnout.

Privacy

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Where do you draw the line on what you do or don’t share with the general public? Being out there in the public eye, some of us are almost required to be accessible and available. Not only that, but in order to be successful in social media, you have to be yourself. But, how much of yourself are you supposed to share?

Giving a little glimpse into your personal life is important, whether it’s through personal interactions, sharing favorite restaurants or movies, empathizing about car or work woes or using your personal thoughts and ideas to participate in general crowdsourcing. (Thanks @rmoede for the links.) But, there are a few things to keep in mind to help define the line between oversharing and undersharing.

Tips on Privacy

  • Don’t write anything you wouldn’t want a future significant other or employer to find. The Google spiders are powerful forces. Consider the consequences (for yourself and others) of what you write and share online in blogs, comments, Twitter, or personal website profiles.
  • Talk to your significant other and employer about what they are comfortable with you sharing. Make the decision together. Often an open discussion or a simple disclaimer on your blog or profile can make a big difference for your job and personal life.

It’s a big, interconnected web world out there. And it’s about to get even more connected with the launch of Google Friend Connect.

Imagine what will happen to the web when any website has the ability to become its own social network. What will that do to our current networks? How will it help or hurt social media and web 2.0 evangelists?

Certainly then, we will have to make even more of a conscious effort to unplug, establish privacy boundaries, and consider the fact that we are moving towards an even greater socialized web.

 

The Cyclone & the News Cycle

The greater communications/tech networks are atwitter with another round of pitching rules and regulations. It’s a much needed, ongoing conversation, but it’s hard to ignore the undercurrent of nay saying and finger pointing (not an uncommon phenomenon in our space.) It seems like such a trivial pursuit when – forgive me – there are bigger burdens in our world at the moment.

We do need to figure out a solution to our pitching woes. Our firm and others are committed to finding the right mix of relevance, timeliness, newsworthiness and the people/publishing channels that would like to spread the word.

Let’s pretend that we had PR/blog relationships all figured out. There’s another issue at hand. I like to call it “Scott Ward’s* Theory on Things that Blow Up.” It goes like this:

Two Types of News

The point being, of course, we’re all fighting for the same small piece of non-disaster pie. Competition is fierce (as it often should be) when it comes to unexpected catastrophes such as Myanmar or today’s earthquake in China. The thing you’re promoting is also up against anticipated explosions: the recession, the food crisis, the election, to name a few.

We sure do fight for that tiny piece, don’t we?

“Pitching in a tightened news cycle” requires a shift in what and why we’re pitching, be it to press or bloggers, through calls or emails. Margo Mateas, whose firm trains PR professionals in media training and management, calls it out clear:

. . . We have to understand the cyclical nature of news and the world, and adjust our plans accordingly. . . Now is the time to help people feel more secure, safe and certain.”

The how’s and how not’s of pitching are imperative. Jason, Geoff, Jared and John bring the many facets of this issue to light, and their ideas for reconciliation are worth the read. I humbly add that it goes back to the message and offering itself: if your company or client does not touch on the things that matter to people right now, those people might not care.

We have to appeal to the things that matter – the things that blow up – to stay relevant to the mainstream.

Until we get this figured out, is there a way we – this influential community of communications/tech people – can bring a little more aid to one of the bigger crises at hand? Myanmar is a good place to start, having lost nearly 30,000 of its people in May 3rd’s Cyclone. Donations for relief projects are trickling in through Network for Good and Global Giving.

In the spirit of cause marketing and CSR, aligning your company around a bigger, more relevant issue will reap rewards that dwarf the perfectly crafted message to a blogger, and perfect blacklist.

For additional incentive, check out Mark Benioff’s score on The Huffington Post, “The End of Philanthropy,” and how Salesforce.com is leading the way. Make an impact, make the news.

*Scott Ward might not know I’ve turned his thoughts into a pie chart, which stems from a media training I attended years ago. He was still with Widmeyer Communications then, but now heads Fifth Estate Communications. The “things that blow up” principle was great advice then, better now.

 

Goodness Gracious, Great Blogs of Fire!

2008blogsoffire3Tropophilia discusses the various data portability ‘connections’ Facebook, MySpace and Google introduced to the social networking arena. Facebook Connect, which was announced last week, offers websites external to Facebook the “option of logging in using Facebook credentials.” “MySpace also launched their data portability initiative with partnerships such as eBay and Twitter.” Google’s Friend Connect –announced yesterday—not only connects people to their friends’ sites, but allows them to link to everyone, everywhere. Tropophilia poses the questions, “Which strategy will be more popular and will succeed? Can they coexist?” We’ll soon find out.

TwitterFone is buzzing on Socialized. Socialized calls the service an exceptional accomplishment. “The ability to go directly from the spoken word to a text update on a social network has long been a missing link for users.” TwitterFone allows mobile users to update their ‘tweets’ quickly and easily versus the limited typing of texts on mobile phones.

The Toad Stool’s Alan Wolk announces his dismay for Jetting’s website functionality, JetBlue’s recently launched campaign. Alan stated, “this is the one point of interaction many (if not most) consumers will have with them, the website should really be something special.” He also says that the lesson “is that brands need to think about how and where consumers find them and to make sure that experience matches the experience promised in the advertising.”

Living in a digital world provides information from Ofcom’s first and free dedicated report on social networking in the UK. Some of the interesting findings from Ofcom, an independent regulator, are that “the UK apparently has a higher level of social networking site take-up than the US, Japan, France, Germany and Italy. The only country where social networking is more popular is Canada” and about one fourth of those visiting “social networking sites are aged over 50.”

Chris Kieff of 1 Good Reason lists his top 10 social media guides ‘covering the state of the art for business’. Among the top 10 are Blogging 101 by Susan Getgood, A Comprehensive Guide to StumbleUpon by Dosh Dosh, How Do I Get Placement On Blogs by Jason Falls, and All Top Social Media.

 

Ford Motor Company’s Whitney Drake on Social PR

Ford Motor Company Communicator Whitney Drake caught up with Geoff Livingston at NewComm Forum a couple of weeks ago. She gave the Buzz Bin’s readers some insights into Ford’s Twitter activity, which is an excellent demonstration of crisis PR, as well as the more public Black Mustang Calendar issue. Whitney also teased us a little about Ford’s social media future…

 

Dear Nasty Reporter/Blogger

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You keep complaining, you keep asking us to stop. We do our best to listen, but some of us make mistakes. Now you have taken to outing PR firms and blacklisting their entire email address books via wiki (image by Sam Foster).

This is your right. And unfortunately, because of the very nature of our business most PR firms have to take it and in some cases apologize. Writers of any nature have the power. We need you more than you need us.

But this doesn’t make you right. In fact, you are in the wrong:

1) You are carpet bombing entire PR firms because of the error/mistake of one PR person.
2) The very nature of email pitches is so subjective that there are now shades of spam.
3) Even when a blogger/journalist states their preferred method, they are often thorny and downright nasty when you contact them in stated manner.
4) By shutting off sources wholesale, you are limiting your ability to deliver valid information to the readers you serve.
5) Because each person is unique, each blogger/journalist’s preferences can be so particular there is no way all of you will be satisfied.
6) These situations come down to relationships versus cold contacts. If we don’t have them, you won’t listen. But there needs to be a starting point. Email may not be the best way, but are phone calls? Snail mail? Each relationship begins somewhere.

I don’t feel bad for reporters and A-List bloggers who get this kind of attention. It’s part of the job and/or results of tremendous success. Get over it. With the good comes the bad. I’ve been a reporter in the past and got the daylights spammed out of my inbox, and to some extent get the same kind of pitches because of this blog and my book. That’s what the delete button is for… And for the record, PR is much harder than journalism or blogging.

apeheaddown.jpgLivingston Communications was not on the Trapani list, nor the Chris Anderson list. But we’ve had our own mistakes. We address them and do better. Training? Yes, we invest. Best practices? Yes, we discuss them and implement them… Weekly! Pay attention to specific requests for how to contact individuals? Yes, we listen (image by traveljunkieoz).

Is Stowe Boyd’s call for open PR a good solution? I don’t think so. The very nature of clients and competitive business will prevent this. But because of his request, when my firm wants to pitch him we’ll do it openly on Twitter.

Stowe also hit the nail on the head when he noted clients or companies as being the primary cause of these issues. Heat from clients is the name of the game. Good PR pros push back, fulfilling a role as an ombudsman. But corporate money often does the talking. Some firms won’t cross the line, others will.

How Outing Impacts People

Errors come to my attention because someone has the courtesy to contact me. That’s what executives are supposed to do: Address these problems.

When reporters or bloggers publicly act on a wholesale basis instead of asking the lead exec or account team leader to handle this issue, you never give us the opportunity to succeed. Worse, you doom some individuals to lose their job, to never get an opportunity to learn.

Here’s the fact: Nasty actions like publicly outing PR professionals and firms hurt real people. Bloggers (and some reporters) often act without professional ethics or thinking about how these acts affect others. I got one thing to say back to you: Take responsibility for your words and stop harming people.

Shocked? A PR person talking back like that? I’m just saying what almost all of us feel. Seriously, holster your guns, cowboys and cowgirls.

And for the record, sometimes nasty reporters/bloggers like you end up getting blackballed. Just something to keep in mind, but you’ll never read this will you? Because in your opinion, PR isn’t worth listening to… You know better.

For another excellent post in the same vein, read Jason Falls “Why PR Folks Should Blacklist Bloggers.”

 

How to be Successful in Social Media: Be Yourself

stand-out-from-the-crowd Social media marketers love words like conversation. Authenticity. Transparency. Interaction. Participation.

But what does that really mean?

It’s all about being yourself.

(Photo Credit: Fresh Webs)

As PR professionals we are constantly pitching media to fight for a our 15 minutes of fame. In a world where there are numerous ways to connect with reporters and media (Twitter, Facebook, e-mail, LinkedIn, etc.), how do you make yourself stand out?

Establish rapport. And mean it. This is the most important part of standing out when initiating conversation. Remember  Dale Carnegie said to "become genuinely interested in other people." This doesn’t mean taking a quick glance at someone’s blog or recent articles and firing off comments like, "hey I like the picture of your dog". It means looking at what they put out there and finding something to really relate to. Rapport is best when it’s real.

Tell a story. Don’t string together a series of related but impersonal paragraphs. You should arouse in the other person an eager want to hear your story, but balance it by making sure you’re not droning on and on about yourself. Make sure that you are being a good listener, encouraging and letting the other person do a great deal of the talking. (More Dale Carnegie)

Have a personality. Rohit Bhargava wrote a whole book on it. Companies and brands fail because they are ordinary and boring. If you present an exciting, enthusiastic, and friendly face – then you’re likely to get a similar reaction in return. If you’re passionate and truly believe in what you’re doing, selling, pitching, or talking about…others will be too.

Overall it’s about being yourself. Blogs, Twitter, and every other Web 2.0 technology only work with the strength of the people in the community behind it.  If users are being fake and not authentic, then these great ways of connecting with others and establishing relationships will become stale.

Twitter will become just another site for spam messages, Facebook will become one big advertisement, and users will be left searching for the next great site that will offer what they’re really looking for: a real genuine person.

 

Goodwill Fashionista Campaign Takes Three M Awards

the-big-three

EmThe Goodwill Fashionista campaign, for which Livingston Communications designed the social media strategy, took home three AMA-DC M awards last night.  Awards were given for integrated marketing: best consumer/retail campaign, integrated marketing: best campaign on a shoestring budget, and best internet marketing campaign (picture features Fashionista Blogger Em Hall).

Since we published our case study, this campaign has been featured in several prominent news outlets, including CNN, NPR, Dow Jones, American Public Radio, AARP, the Washington Post, and a clean sweep of local broadcast media.  Then there are the speaking engagements.

Congratulations to our friends at Goodwill DC. You did fantastic work and deserve every ounce of this success.  Also congratulations to Catherine Meloy and Brendan Hurley (below) for all of their success. Catherine was inducted into the AMA-DC Hall of Fame yesterday.

catherine-and-brendan

 

BlogPotomac: A Double Shot of KD Paine

I recently had the great pleasure of interviewing BlogPotomac Speaker KD Paine at NewComm Forum. Katie gave us some fantastic insights into her session.

Also, BlogPotomac Co-Chair Debbie Weil recently caught up with KD. Here’s a rerun of Debbie’s interview:

KD Paine is one of the (terrific) speakers we’ve got lined up for BlogPotomac, Washington DC’s premiere social media marketing event coming up on June 13, 2008 (go for it… register here). I snagged her for a quick Q & A to give us a preview of her topic “Measurement and Value.”

BadgeblogpotomacNote: In keeping with the unconference format (see here and here) of BlogPotomac, KD and the other speakers will be delivering informal presentations – no PowerPoint – with plenty of time for Q&A with attendees.

Debbie: Tell us briefly about your company KD Paine & Partners.

KD: We provide measurement and evaluation of communications programs – including traditional and social media, internal and external programs. We’ve been doing this stuff for 22 to years, and measuring consumer generated media for 13 years.

We design measurement programs for clients, helping them to define their “dashboards” of things they want to track. We also provide the human element – working with firms like Buzz Logic to provide human coding in order to get social media to an acceptable accuracy level.. We also provide the so-what – connecting the data to actual business outcomes.

Debbie: You’re being called The Queen Of Measurement. But on your Twitter
page you say you prefer
to be called the Goddess Seshat. Who the heck is that?

KD: There actually was a goddess of measurement called Seshat – and in this day and age Queen is just a bit too “command and control” as opposed to a goddess that inspires followers and gives birth to new metrics.

Debbie: I know you’re on the road constantly these days, speaking to
audiences both in the U.S. and abroad. What’s the single most frequent
question you get about measuring the effectiveness of online PR?

Kd_book KD: What impact does it have on the bottom line. Sure, I can track rank and followers and all kinds of things, but how do I know its worth the effort ?

Debbie: Another BlogPotomac speaker, Kami Watson Huyse, has done a nifty
video interview with you where you outline your Super Six Steps to
Effective PR Measurement.
As BlogPotomac is focused on social media, would you change anything
or add to the list?

KD: Not a thing. I think that if everyone started off following those 6 steps, we have a lot more measurement (as opposed to monitoring which is what most people are doing) .

Debbie: Any quick thoughts on some of the new metrics – engagement,
participation, velocity, community – being used to measure the impact
of social media?

KD: Yes I’m a big believer in measuring engagement but I think it has to go way beyond repeat visits, and sentiment and tonality. I think we have to start asking the customers not just are they engaged but do they trust us, are they committed to a long term relationship, are they satisfied with the relationship. That’s why I called my book Measuring Public Relationships.

This Q & A was originally posted on Debbie Weil’s blog.

 

Buzz Meter: Xobni

xobni_logo Ever since I read this article in GigaOm about Xobni, I’ve been excited to try it. It’s finally available to the masses, and it’s a pretty cool little application.

Xobni is “inbox” spelled backwards, and that’s pretty much where your traditional inbox ends. Xobni creates profiles for each person that emails you. These profiles contain relationship statistics, contact information, social connections, threaded conversations, and shared attachments.

Xobni-4 One of the nice features of the profile is that it shows you the frequency of your e-mails, ranks users based on how many messages are exchanged (Geoff is my number 1), and shows a chart with the hour of the day that e-mails are most frequently sent, the number of e-mails received vs. e-mails sent and more.

Attachments are easy to find, as are conversations (e-mail threads) between multiple parties. Another great feature is the ability to call a contact directly using Skype and a quickly generated e-mail meeting schedule option which pulls free times from your calendar. You can also compose e-mail directly from Xobni (it will generate a new Outlook message) by clicking on a link in the toolbar profile.

Xobni-1In addition to the handy toolbar on the side of your outlook (which can be minimized if you don’t want to look at stats), there is an analytics program option that reveals even more into your daily, weekly, and monthly email usage. The ability to switch between line and bar graphs is also cool, and the breakdown between hour, date, time, etc.

A daily view of mail traffic can reveal that you see a big increase during the middle of the week.

A weekly view shows steady traffic back and forth, with fluctuations for high-pressure times (around a product launch, large pitching initiative, marketing campaign, etc.). You can view a daily summary of e-mails, including “unique people” (which separates out groups), and sent to received ratios.

Xobni-2

Xobni-3

There is an easy option to share reports by e-mail, as well as copy, print, and save functions. The tool offers options on how you want to view your email (say, only Monday-Friday), a useful welcome video and support FAQ and contact form.

Buzz Meter: 4 out of 4 Buzz Bees

BuzzBeeSmallIcon BuzzBeeSmallIcon BuzzBeeSmallIcon BuzzBeeSmallIcon

Positive: For people who don’t like to sort and search through e-mail, this is a handy way to view recent conversations, sent attachments, and networks of relationships. This is an exciting, useful and functional tool that is great for stats geeks and people who want a better way to organize their inbox.

Negative: Xobni is not available for Mac users or those running earlier versions of Outlook. Also, some people may not want another toolbar added to their e-mail (although you can minimize it).

Conclusion: Xobni is a nice tool that is fairly unobtrusive, while allowing stats geeks the ability to fully analyze their e-mail usage. Xobni has the ability to show people how they are using their time, and maybe push them to strive towards a 4-hour work week, e-mail free.

 

Personal Digital Covenant

Do you have strategy-envy over the groups that have it together in the digital badlands? You should.

It’s your job to follow suit & get your own team on board.

envyArthur W. Page Society’s “Authentic Enterprise” states that one of the four must-have responsibilities of Chief Communications Officers is to provide “Leadership in enabling the enterprise with ‘new media’ skills and tools.”


Allaboard The digital lifestyle is one part enterprise ambassador, three parts personal brand. Even if you have one of the mythical blogging CEO’s on your side, and even if your efforts are endorsed by the board, you still need the hands and feet of your organization to take interest and initiative. [Photo credit: "colourful" by partykitten77]

How about setting a mandate for engagement? Really. Don’t forget to be encouraging and provide incentives. Take it one step further with this [draft] of a “personal digital covenant.” (These are initial ideas to simultaneously rally and rein in the faces of your organization. Suggestions for improvement are very welcome.)

Personal Digital Covenant

I choose to support [The Company's] desire to become more relevant in this digital age. I promise to give my best shot at upholding the following tenants of progressive online engagement, and will encourage my colleagues to do the same:

  • I won’t hold us back. Even if I’m fearful or a lazy sack, you have my blessing to try this out, for the sake of all of us. I’ll be honest about my concerns, which I expect you to address. (If you don’t address them, kiss my support good bye.)
  • I’ll ramp up. In the spirit of “not holding us back,” I will give this a whirl. If it is my first foray, I’ll sample and ask questions, committing to at least one new space in which I’ll regularly play. Maybe LinkedIn is good enough for now.If I’m feeling frisky, I’ll find friends on Facebook, del.icio.us or Digg something (”and be dugg in return”), and maybe even tweet on Twitter.
  • I do not have to be – and will not be – everywhere, all the time. There is real work to be done, obvi. Besides, the novelty of my online know-how will wear thin over time, especially if the bubble bursts or people think I’m screwing around.
  • It won’t kill me to read or comment on blogs. I’ve experienced much more pain in my life than setting up a Netvibes account. In fact, if I feel so inclined, I’ll start my own blog on something that I personally care about. Of course I’ll abide by [The Company's] Blogging Guidelines, which exist to help me blog smarter and cover my tail. If you don’t support my blogging ambitions, I need a new job.
  • I’m not the Lord of 2.0 Craft. There will always be people who know more about this stuff, innovate cooler ways to put it into action, and have more digi-friends than me. At best, I will try to learn from them and share what I know with others. At worst, I’ll ignore you and everyone else.
  • Lindy Dreyer warns us:

    Any association that refuses to adapt and leverage their community in this new medium is at risk.”

    Your community includes your staff. All aboard.