Repost from IBM Social Business Insights: The Social Media Wars (Part 2 of 2)

Earlier this year I started blogging for the IBM Social Business Insights blog as part of a team of IBM Redbook Thought Leaders. I'll be reposting those blog posts here on my personal blog.
The Social Media Wars (Part 2 of 2)  was originally published on April 20, 2012, and is owned by IBM.
I recommend checking out the IBM Social Business Insights blog for some compelling and though-provoking content. 

The Social Media Wars (Part 2 of 2) 

By Holly Nielsen

Social Media Manager and Webmaster, Human Ability and Accessibility

In The Social Media Wars (Part 1 of 2) I defined the terms of social media, social networking and social business, reviewed why you might want to include social media channels in your marketing plan, and how to define your objective before you select a channel(s) and get started.

Here are my thoughts about the current top pros and cons of each of the Big Five (in alphabetical order) to help you decide which social media channel might best meet your needs.

Social media channel	Pros	Cons
Facebook	Easy to create a business page. Largest user base of 850,000+; over half log on daily. Easy to upload photos and videos. Easy to share relevant information from other pages and users with your audience. Latest status update character limit is 63,206. Mobile version available. Can customize your URL when you have 25 followers.	Difficult to organically grow fan base without advertising or using additional promotional vehicles. You must have a personal page to start a business page.
Google+	Circles are an elegant means to let you separate your different audiences and easily customize messages. Easy to upload photos and videos. Easy to share relevant information from other pages and users with your audience. Mobile version available.	No customization of URLs The majority of the users are male, a problem if your target audience is mostly female. Users do not log into Google+ as frequently as they do to the other channels.
LinkedIn	Groups are business oriented, and your audience is a professional one, since they’re all using it for professional networking. Limited mobile app available. Sharing links with other groups or individuals is supported.	Users do not log into LinkedIn as frequently as they do to the other channels. No customization of URLs. You must have a personal account to start a group. No direct photo or video uploading.
Pinterest	Popular images (with links back to the original source) can get repinned on hundreds of other users' boards. Pinning function makes it easy to share relevant information from other Pinterest users with your audience. Limited mobile app available.	80% of the users are female, which is a problem if your target audience is mostly male. You can only pin photos and videos, so, if, for instance, your web content is text-based you’ll want to choose a representative (and compelling) image to enable participation. You need to have a product set that translates easily to the Pinterest user base interests. No customization of URLs.
Twitter	Use of #hashtags makes it easy to extend your message beyond your existing followers. Many third-party apps available to help you categorize your account, thus finding accounts to follow and add followers.  Mobile version available. Unique URL available. Multiple third-party clients available.  Retweet (RT) capability makes it easy to find and share relevant information from other Twitter users with your audience.	140-character limit means your messages must be very brief, and depth of interaction is limited. Profile information, called your bio, is also limited to 160 characters and a URL. You need to repeat your tweets multiple times because there is so much content that it is easy for your followers to miss your tweets.

Some general rules apply across all of the social media channels and you must be prepared for them before you execute your social media plan:

• All of the channels take significant resources to maintain, whether you trade off among staff or dedicate one person. One of the worst mistakes is to start an account or page, then neglect it. Your followers will drop off and not come back, a potentially paralyzing blow to a corporate brand.

• Spend the time doing your competitive research. Which channels are your competitors using? Are they using them well? Could you do it better? 
• There is no avoiding negative feedback. Professional naysayers, known as ”trolls,” are also a fact of life online. Consider social channels as a mechanism to address legitimate customer concerns promptly and publicly. Ultimately, resolving customer concerns in these highly visible public forums can improve overall customer loyalty and satisfaction. Acknowledge complaints immediately, even if you don’t have a resolution or you could become a case study in a blog like the one I wrote in January 2012, Preventing Customer Service Fumbles from Going Viral: A Social Media Cautionary Tale.
  
  When a troll tries to engage you, keep your responses professional and on topic. As a rule, if trolls can’t get the emotional reaction out of you that they’re seeking, they will eventually leave you alone and search for easier targets. If the interaction becomes profane, offensive, abusive, or continues for more than a couple of interactions, don’t hesitate to ban the troll and delete posts. Your followers don’t want to see that stuff either.
  
  Note: Arizona just passed a law against online trolling that is waiting for the governor’s signature. It’s not expected to hold up in a court challenge, but it does show that trolling is an annoyance, and unlikely to go away, so having a strategy to deal with them is the prudent thing to do.

• Engage in conversation, be a resource for relevant, related content and build your community. If you do nothing but push your products and services, you’ll turn off your potential customers quickly. A good rule of thumb is to only mention your “stuff” every 10 posts, tweets, or pins.

• My recommendation is start slowly. Pick one social media channel and work on building your following there, then add more channels as your bandwidth allows.

I manage social networking for IBM Accessibility, and for now, you’ll find us on Facebook, Twitter, and LinkedIn. At some point, we may increase our presence in additional channels, but we’re meeting our objectives with our activities in these three.

A few resources to get you started (I can hardly do this justice—so many talented and knowledgeable people are out there):

• Blogs: Mashable, Sandy Carter, Chris Brogan, Altimeter Group (multiple analyst blogs), Social Mouths, Jeff Bullas,  Hooked on Social Networking
• On Twitter: Guy Kawasaki, Social Media Club, SocialMedia411, socialmedia2day, Smart Brief; and so many amazing IBMers that I can only name a few here: Sandy Carter, Kathy Mandelstein, Colleen Burns, Joyce Davis, Luis Benitez, HollyNielsen
• On Facebook: ReadWriteWeb, Social Media Examiner, All Facebook, Mari Smith

Readers, if I missed your favorite social media experts, please add them in the Comments section.

Thanks!

Recent Innovations for People with Disabilities

There are amazing technologies being developed daily by incredibly talented people. Some of them are created to enable people with disabilities to participate fully in social networking. The development of these technologies often aren't covered by the mainstream press because they're considered of interest only to a small audience — a definite misconception.  When you consider that more than 1 billion of the 7 billion people in the world today have a disability*, and the world population is aging at the fastest rate in history** — these are not niche technologies by any stretch of the imagination.

Here are two technology innovations I found today, surfaced by Smart Planet:

• Dyslexie font designed to help dyslexics read, write: Not your typical technology innovation, but for those with dyslexia, a cognitive disability that makes reading and comprehension difficult, this font could help them read for a longer time and with better comprehension, compared to other fonts. Dislexie was created by Dutch graphic designer, Christian Boer, who is dyslexic. The letters in Dyslexie are more widely spaced and distinct from each other, and "tied down"  — making dyslexics less likely to flip them, mentally.

• New smartphone app lets users text ‘eyes-free’: Designed by the researchers at the Georgia Institute of Technology, this new iPhone application enables visually impaired users who are proficient at typing in Braille to type up to 32 words per minute at a 92% accuracy rate. Based on the same model as the Braille keyboard, the software, called BrailleTouch, employs gesture-based texting and uses only six keys, which are displayed as dots.

The researchers at Georgia Tech have been busy. I also found this article in Disabled World today:

• Tongue Drive Wireless Device Operates Computers and Wheelchairs: This innovative device enables people with high-level spinal cord injuries to operate a computer and maneuver an electrically powered wheelchair by moving their tongue. The newest prototype of the system allows users to wear an inconspicuous dental retainer embedded with sensors to control the system. It was demonstrated at the IEEE International Solid-State Circuits Conference in San Francisco on February 20, 2012.

Many technologies created originally for people with disabilities have worked their way into the mainstream, making applications more usable for all. According to The Center for an Accessible Society, experts in the telecom access engineering field call it the "Electronic Curb-cut Effect", and have an extensive list on their website of IT (information technology) innovations, originally developed by, or in support of, people with disabilities that wound up benefiting everyone.

*10 Facts on Disability from the World Health Organization
**More than 600 million people are over the age of 60. By 2050, that number is expected to rise to 2 billion; more than 20 percent of the world’s population. World Health Organization

Image: Damian Brandon / FreeDigitalPhotos.net

The Five Ps of Marketing

When I was in college, Intro to Marketing was taught from the marketing bible, Principles of Marketing, written by "the father of marketing", Dr. Philip Kotler. According to Dr. Kotler, the marketing mix was composed of the four Ps, a classification proposed in 1960 by E. Jerome McCarthy. As 40 years worth of marketing students can tell you, the four Ps are:

• Price
• Product
• Place
• Promotion

Dr. Kotler has released the 13th edition of Principles of Marketing (I know I'm dating myself, but my copy is the 7th edition), and we can see how quickly marketing is evolving to keep pace with changing customer expectations and new technologies emerging to both fuel and fulfill those expectations.

In recent years there has been discussion of adding a fifth P, and I've seen a multitude of possibilities proposed, including: Participation, Process, Physical Evidence, Passion, Post-Purchase Service and Perception. I don't see how the fifth P could be anything but People, and I'm surprised it has taken as long as it has to surface as a potential component of the marketing mix.  (There are some who would increase the number of marketing mix components to seven, but I'm not convinced it's needed.)

The birth, adoption and rapid growth of social networking has increased the relevance of People in the marketing mix significantly. I see that playing out in two ways:

1. People have always been the face and representation of your brand;service reps, sales people, clerks, waiters/waitresses, consultants, instructors, baristas, call center reps anyone with whom your customer has contact. And now, thanks to social networking, there is the expectation that to be credible, marketers can no longer hide behind impersonal mass media advertising, direct mail or email, but need to publicly self-identify as subject matter experts via blogs, web pages, social media pages, emails, Twitter, and videos to communicate personally with their current and potential customers. Customers are overwhelmed with and and ignoring advertising and traditional one-size-fits-all messages that bounce off into the ether unnoticed. In today's global and flat world where social networking connects us all, customers want to know who is behind the curtain, writing and sending those messages.
2. Customer testimonials have always been the most effective selling tool available and that hasn't changed. Social networking has elevated the importance of your customers talking to each other —  sharing opinions, recommendations, and experiences. As a marketer, you need to use your social networking tools to build communities of connected, communicating and satisfied customers. It's critical that you respond very quickly and publicly to complaints or issues to show that you are listening, responding, and resolving.

As you build you marketing plans for next year, remember to include your customers and yourself as the 5th P of the marketing mix. Your competitors won't forget.

Twitter for the Casual User — How to Make It Work for You

It's probably not surprising that I view and use Twitter as a business and professional communication tool, based on what I do for a living. It can clearly be advantageous to tweet professionally and/or about your business, as I wrote in a blog post a few months ago.

Recently I've been asked what value Twitter has to the more casual user — someone who's not promoting a business or using it professionally. Twitter is one of those experiences in life that is hard to explain (even though I'm going to give it a go here), but becomes amazingly clear once you understand the ground rules and try it out yourself.

At its most basic level, Twitter is a social networking channel. Because there is a 140 character limit, it's ideal for sharing small bites of information and links. Twitter's reputation — while not totally undeserved — as nothing more than the latest way for the self-absorbed to overshare the mundane details of their lives ignores how well it enables the communication of relevant information quickly and succinctly. Are there people tweeting about what they ate for breakfast and what color shirt they're wearing today? Most likely. A communication channel is only as good as the content filling it. Garbage in, garbage out still applies.

But when you ignore the garbage and focus on the "communication of relevant information quickly and succinctly" then that is when Twitter reveals its value. You can customize Twitter so that it delivers exactly the information you're interested in, and you never have to send a single tweet (40% of Twitter users don’t tweet every month but watch others tweet*). To create a road map through the approximately one billion tweets created every five days*, I've categorized tweets into six groups, with examples, to help new Twitter users navigate their way:

1. News
   Every media outlet tweets. Follow BBC World News, the New York Times, CNN, CBS News, or your favorite news source. Most magazines also tweet. Usually you'll get the headline and a link to an article if you're interested in finding out more.
2. Favorite celebrities, authors, actors, photographers, musicians or sports teams
   So many of them tweet. Anderson Cooper, Coldplay, Robert DeNiro, Annie Leibovitz, Maya Angelou or the San Jose Sharks hockey team are just a few examples. You can use the Who to Follow function in Twitter to search for the people or groups who interest you.
3. Elected representatives
   Members of Congress (Congresswoman Zoe Lofgren in my case), governors (Governor Jerry Brown in California) and even the President of the United States all tweet to communicate with their constituents.
4. Local businesses
   One of my favorite social networking success stories is about the catering trucks who tweet their locations so that their customers can find them. Mashable covered the trend in an article titled How Social Media Is Fueling the Food Truck Phenomenon. One example cited in the article, Kogi BBQ,  has 87,000 followers who follow five trucks.
   I can follow one of my favorite French restaurants, Left Bank, keep an eye out for sales and new merchandise at Nordstrom, or find out what local events are taking place with tweets from the San Jose Downtown Association.
5. Favorite causes or hobbies
   Whether it's disability advocacy, organic gardening, nature conservation, micro lending, running, hiking or trumpet playing, you will find someone who is tweeting about topics that interest you. A few examples include the Harvard Art Museums,Yosemite National Park, or Knitting Network where knitters share patterns and information.
6. Trending topics
   This is a daily Twitter feature that tracks the most frequently used hash tags. Including a hash tag in a tweet makes that tweet appear in topical searches, such as #Egypt, #Occupy or #accessibility.

And here's the amazing thing about Twitter. You choose how you want to use it. You can set it up as a simple feed, where tweets on the topics you're interested in come to you, via your computer, tablet or smart phone, or even as cell phone texts. Or, if you want to connect with others who have the same interests, Twitter can help you do that too. You can respond to that person who has the perfect non-toxic aphid spray and ask for the recipe. Or you can tell the governor that you are opposed to the bill she is poised to sign. (Twitter has a very good Basics page to tell you exactly how.)

With Twitter, you define your experience — engage as much or as little as you want, and as frequently or infrequently as you like.

* 11 New Twitter Statistics