Tag: Social Media

In Search of an Online Platform?

Social media on the internet is rapidly devolving from Speakers Corner to the Tower of Babel to individuals howling in the digital wilderness.

Why is nobody listening?

With X (Twitter) rotting from the top down, most people fond of communicating via pithy snippets have migrated to Meta’s Threads, Bluesky Social, and the aggregation of Mastodon servers. Or maybe CounterSocial. (Remember the hacktivist app CounterSocial? I don’t, but apparently I have an account there. Sigh.)

Is Microsoft-owned LinkedIn filling the online-conversation need for you?

Those of us who write at mid-length now have a choice of drowning in Facebook’s recent onslaught of repetitive ads (mine are for sweaters and Japanese snacks) while reading about our high school friends’ family vacations or reviving our moribund accounts on Tumblr, Medium, and Substack. We can take payments, or ask for tips via Ko-fi.

And, of course, there’s always Patreon where we can harness ourselves to a schedule of content production for a small-but-loyal paying audiencee—and end up spending half of our posts apologizing for not meeting that schedule. Talk about a self-induced guilt trip.

FROM THE Audience Viewpoint

If none of this sounds appealing to you as a content creator, I’ll point out that this fragmented array of platforms is even less appealing to readers. It used to be that if someone stopped following social media, they missed out on a shared experience, be it Twitter or Facebook. And the community missed them. Now…no one notices.

I’m sure that one or two of these platforms or communities make it easy to browse, find, read, and pay for interesting content. But platforms fall in and out of favor pretty quickly (often because they’ve changed their rules—see: Twitter). This does not motivate me, as a writer, to invest time and energy in one. And I certainly don’t have the time to check in on each of them every day to read what’s been posted by friends. I’m a follower, but usually a ghostly one.

It would be wonderful to have some kind of aggregator for all these sites, the way we used to have blogging aggregators (remember RSS feeds?). But if you look at the current aggregator software, it’s commercial stuff aimed at business clients who want to use it aggregate (often to rip off) other commercially produced content and offer it under their own banners. I haven’t found software that lets you aggregate content posted by individual creators who publishing via Automattic’s WordPress and Tumblr, Square’s Weebly, Google’s venerable Blogger.com, SquareSpace, Medium, and Substack. I doubt very much if such a thing would be commercially viable. (And if I type the word “commercial” one more time here, I’m going to gag.)

Bottom line: Reading social media content is not much fun these days. Particularly the bizarre posts generated by AIs, which seem to have a serious problem with gender-pronoun consistency.

Back to the Blog

As for writing, at this point I’m joining the personal blogging revival, going back to my own WordPress blogging here. You’ll notice that most of the affiliate-marketing bloggers have jumped over to visual platforms such as TikTok, Instagram, YouTube and (to my surprise) Pinterest. That leaves blogging to the writers. So I guess we should get to it.

If any of the platforms mentioned above are providing a rich and comprehensive social media experience (for writers to connect with readers and readers to connect with writers), please leave a comment. What platform is meeting your needs, and why? And if you have a lot of neglected social media accounts out there, ‘fess up—and tell us why that happened. I’m here, and I’m listening.

Social Media for PR (2016 edition)

Social Media 2016It was my pleasure tonight to speak to Lee Schoentrup’s University of Washington PR Certificate class about social media. This is the sixth or seventh [correction: ninth] year I’ve given the social media briefing, and it’s a presentation that has to be rewritten top to bottom each time.

Last year I talked about interactive social media — “Dancing with Your Audience” was the title. This year I didn’t feel as optimistic about the field. I titled the latest version of the presentation “How to Stand Out in a Busy World.” My feeling is that social media has maxed out audience bandwidth; people are experiencing more than enough social media interaction. Now social media professionals face a battle for attention, a battle that will be won by people and organizations delivering the best (most valuable or most entertaining) content and the best user experiences.

Here, for Lee’s class and anyone else interested, is the presentation SME – UW – 2016 in PDF form.

I challenged the class to invest in training that will enable them to produce podcasts, webinars, and video content for social media. I realize that I need to take my own challenge, so I’m committing to learn how record that Keynote presentation with an audio voiceover!

Dancing with your audience — thoughts on social media

Social media in 2015 has moved beyond story telling to become an interactive public performance with a variety of audiences.

Last night I spoke about social media to the folks in the PR Certificate Program at the University of Washington. This is the 7th year I’ve done a presentation for them, and it never fails to astonish me how much the field of social media changes from year to year.

(This year’s presentation: Dancing with your Audience – UW – 2015)

The options for social media have become so complex, the tools for managing a social media program so sophisticated, and the demands on communicators so great, that it’s difficult to cover it all.

picture of dancers

From talking with the students, many of whom are already working the field, I came away with the impression that organizations are overwhelmed. While companies realize that it’s now essential to have a social media plan and a social media program, they are vastly underestimating the resources required to execute even a basic social media program. (They are also overestimating what social media programs can accomplish, often regarding them as a magic solution to problems rooted in inadequate branding or poor customer service — but that’s another story.)

Organizations that are doing a good basic job of communication (branding, publications, website, etc.) are well positioned to undertake social media work. But if they don’t allocate the resources required to listen as well as talk, they’re headed for big trouble. Companies that fail to monitor and follow up not just on comments but on mentions are both losing opportunities and risking possible disaster. It used to be enough to moderate and answer comments on blogs. Today follow up involves tracking your company, your products, your field, your partners, and your competitors on Twitter, Facebook, LinkedIn, Instagram, Tumblr, Ello, Google+ and on and on and on.

It’s hard to imagine an effective social media program being administered by fewer than two full-time employees; large organizations that work directly with the public need correspondingly large teams.

I urged the students, some of whom are tasked with designing and managing social media programs, to ruthlessly focus their efforts on key audiences, suitable platforms, easy-to-use tools (including video), and significant messages.

And to think: seven years ago it was all about blogging and keywords.

Storytelling for Social Media

Perhaps the biggest challenge for PR professionals today is sharing the stage with all the other people trying to tell a version of the corporate story — from Marketing and Customer Service to employees, customers, and indie pundits.

social media geek
Social media seven years ago. How things have changed.

For the past seven years, I’ve been a guest speaker for the Certificate in Public Relations & Strategic Communications program at the University of Washington Professional and Continuing Education division. I do a presentation on social media — which seven years ago consisted of talking about blogging on LiveJournal and Blogger and setting up a profile on MySpace.

How times have changed.

Tonight I talked about the institutionalization of social media. I suggested that social media has matured and become increasingly complex. Strategic analyses of audiences, organizational resources, and the current proliferation of social media platforms, are essential. So is investment in the technology and training necessary to take advantage of sophisticated social media tools.

Perhaps the biggest challenge for PR professionals today is sharing the stage with all the other people trying to tell a  version of the corporate story — from Marketing and Customer Service to employees, customers, and indie pundits.

I’ve posted a PDF of my Keynote slide deck “Storytelling for Social Media” for the students in Lee Schoentrup’s class.  Everyone else is welcome to take a look at the deck, though I’m not sure how much sense it will make without the accompanying song-and-dance.

MacVoices: Chuck Joiner and I talk about blogging

Chuck Joiner of MacVoices and I recorded a MacVoices show about blogging — the history, the growth, the high points, and the Dark Ages.

MacVoicesChuck Joiner of MacVoices TV and I have been talking about blogging — the history, the growth, the high points and the Dark Ages. Last week, we got together and recorded a show on that topic.

We started back in the old days — with LiveJournal and the Golden Age of blogging when people found their voices and harnessed the publishing power of the World Wide Web. We talked about the rise and fall of newsreaders, and the effects that newer and nimbler social media platforms have had on the once-mighty blogosphere.

You can listen to (or download) the show online. You’ll also find today’s show on the MacVoices TV page in iTunes.

We’re planning to take a second shot at the topic in a few weeks, this time with some friends who will help us explore the uneasy relationship between journalism and blogging and — a hot topic for Chuck — the impact that SEO has had on blogging. Plus, I’m hoping to get in a segment on people whose blogs have been stepping stones on the way to book publishing.

Your questions and comments can help shape those next conversations. Please leave a message for us on the show’s page at MacVoices.

 

Social Media Survival presentation

A social media program that makes perfect sense today is likely to be significantly out of alignment in 18 months.

Last night I spoke about social media at Lee Schoentrup’s class on public relations writing at the University of Washington. This is the sixth year I’ve done the presentation. I think when I started, with blogger Peggy Sturdivant, all we talked about was…blogging.

Six years later, the list of social media tools I cover goes on, and on, and on. While in the past I’ve focused on social media strategies for particular tools, this year I revamped the presentation to focus on the need for a social media strategy that can roll with continuous change. I pointed to trends affecting social media, including:

  • Crowds (crowdsourcing, etc.)
  • Increasing use of mobile devices to create and access social media content
  • The return of organic content after the recent obsession with SEO

It’s clear to me that a social media program that makes perfect sense today is likely to be significantly out of alignment in 18 months. Who knew two years ago that companies would be getting mileage out of Facebook and Pinterest? How many companies are providing a good experience for the growing number of people who visit their blogs (or Facebook and LinkedIn pages) using a smartphone? How many are even aware of the social media consequences (good and bad) of sprinkling “Like” and “Share” buttons around their web pages?

I changed the topic of the presentation from “Social Media Success” to “Social Media Survival.” It’s a jungle out there.

Members of the UW class who would like to download a PDF of the Keynote presentation will find it here: SME – UW – 2013.

Eww! Gross! Time for remedial social media training

Social media faceplant: Posting a picture of a cruddy sink to your company’s Facebook page.

How would you feel about seeing the photo and comment below posted to the Facebook page of a major company or organization with which you did business?

plant growing out of a sink drain
Post, and comments, from a company’s official Facebook stream. No, this company is not in the plumbing, cleaning, or gardening business.

No, this was not posted by an employee to his or her personal Facebook page. This was posted by one of the social media team to the clearly identified corporate Facebook page, from which it propagated onto the news feeds of thousands of followers.

(Note: The organization is not a plumbing repair, house cleaning, or gardening business.)

Anybody think it’s clever, or a good idea? If so, please weigh in with a defense immediately. Go ahead and tell me what a humorless, un-hip old fogey I am!

I just can’t figure out why a member of the social media team would want a few thousand customers to walk around with this image of the organization’s offices in their heads.

Really. I am trying  my damnedest to figure out some rationale for this, but the nicest comment I can think of is, well, maybe it would have looked better if the picture were an Instagram shot.

How to lose at the social media game

Neglected social media accounts can tarnish an organization’s reputation.

Thunk.

Thunk.

Thunk.

I’m afraid that was the sound of my head hitting my desk. I’ve been dealing with people who have ambitious social media plans. They want to blog, start Twitter streams and Facebook pages, and run a Kickstarter campaign. They want to put forums on their organizations’ websites so their followers (what followers?) can have discussions with one another.

I go to their Twitter accounts and discover that they do, indeed, have 100 followers. However, they’ve never bothered to follow most of them back.

“Oh. Is that important?” they ask me.

Perhaps it’s just as well. Five of the followers turn out to be come-ons for porn sites.

“Oh, you mean I can block those?”

photo of a loserOn the one hand, I have to admire people who fearlessly wade in to Twitter and Facebook and never bother to figure out what any of the settings or tools can do. On the other hand, social media is not a game where you get points just for showing up. You have to learn how to play the game, as well.

Twitter streams overrun by spammers, Facebook pages full of leaderless followers, or social media accounts of any kind neglected by their administrators speak louder than a dozen clever posts or tweets. And, unfortunately, what they say can tarnish an organization’s reputation.

The good news is that there are solutions: Hundreds of online resources on how to do social media, most of them pretty good. The bad news is that most organizations don’t seem to realize that they have a problem.

Social media — a quick guide to doing it right

The folks over at the Search Engine Marketing Group have written a concise article on how to optimize your social media presence.

If you’ve made the first steps into social media to take control of your online appearance, or that of your product, service, or event, chances are you’ve been quickly overwhelmed and annoyed by all the work it seems to require. Post here, link here, comment here…and, face it, we all have real work to do! Which are these tasks are important for reputation and search engine ranking and which are just digital squirrel-caging?

Now, we have some answers.

Kristi Hines over at the Search Engine Marketing Group has written a concise article on how to optimize your social media presence. “How to Optimize 7 Popular Social Media Profiles for SEO” makes sure you know about the basics of social media and then gets very specific about what you can do with the SEO tools on Linkedin, Quora, Biznik, About.me, and more.

If your online presence is due for a facelift, you couldn’t pick a better place to start.

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