Lorton Data

I’ve been railing against pickles since early this morning. I’ve been waving my hands in the air, wild-eyed, with my hair an absolute mess over something that really isn’t important. Pickles! Those vinegary cucumbers are the bane of my existence. It shouldn’t be a shock to anyone that knows me that I enjoy going to the local watering hole for a cold one with a burger and fries. I’ll pore over the menu carefully to ensure I get the appropriate vegetables and cheeses for the best possible dining experience. More importantly, I look to see if they serve a pickle with the burger, so I can ask them to hold it. I don’t even want one on the plate. When I go to an establishment and pickles aren’t on the menu, and yet one of those evil little things arrives on my plate, I am a little upset. You see, I know it sounds weird, but I can still taste them. Surprising me with a pickle isn’t a gift at all—instead, it is a source of frustration.

Of course, I am not really here to tell you about my strange dietary habits, but instead would like to touch on the recent behavior of many internet organizations to force us to opt-out of things we don’t want. I would assume that many, if not all of you are aware of Thursday’s change to the Google main web page. For me, I was visually assaulted with a bright contrast of colors before my first cup of coffee. I understand this isn’t some paramount issue, or a place to draw a line in the sand, but I think this illustrates a growing trend that is generating massive amounts of frustration in the user community. The trend is ‘the pickle on the plate,’ so to speak. We may or may not want new and exciting (or in this case, relatively mundane) features, but we do want to choose for ourselves if this is something we want. It isn’t the security damaging changes made to the privacy policies of Facebook, or the error laden launch of Google Buzz, but it shows a disconnect between application users and the people designing and rolling out these features. The fact that Google turned off the forced adoption of backgrounds to the main page after only a few hours, shows how they again misjudged their customers.

Another parallel for the office environment is how every single iteration of Microsoft Word gets significantly more complex. The added features may or may not be nice, but now that I need to click my mouse sixty times to double space a paper, I get a little annoyed.

*Deep Breath*

On one hand, this really isn’t something to get too worked up about. Maybe I am overreacting–just a hair. On the other hand, if we don’t complain about being forced to opt-out of every single service, every single day with some new company, then the practice will continue. When Twitter rolled out geo-location for tweets, they were nice enough to ask me if I wanted it included. While I decided against it, many of my friends decided to share where they were tweeting from. It’s cool to be able to actively make that choice, and not be part of the driving force on Google search trends for “remove Google background.”

So as you market your products and roll out new services, try to keep in mind there is apparently a very fine line between “value-add” and “value-annoy,” and forcing your customers to adopt something you think is “neat” may not be the best course of action. Now if you’ll excuse me while I send this pickle back to the kitchen.

In response to Joel’s social media blog entitled Is Anyone Out There?, I just have to put in my two cents. If the available social and psychological research is correct, it is possible to change behavior by purposefully doing – just about anything! Not just one time, but first trying something, and then trying again, and then again, and before you are aware, that thing you are doing is something that you DO! The next step we take from this new habit is to influence others and we do this unwittingly most of the time.

I recall in the late 1980’s, yes, I am that old, when my husband got his first cell phone (size – 8″x2″x3″). I mean the thing was HUGE! This was the offspring of the car phone that stayed in the car but didn’t have to be connected to a cord – ingenious. Of course I looked at it as a leash, so refused my own for several years. I finally accepted the inevitable leash when my friends started getting them and were so excited about the benefits. I am sure my husband said the same things, but coming from him was I going to listen?? Today, I can’t even imagine my life without my phone, and I email people to let them know that I don’t have it if for some reason I leave it plugged in at home when I leave for work…far cry from the leash I was afraid of 20 years ago.

This isn’t just the stuff of social media, this influence ability is prevalent on every level of our communication with others, and it passes from people we know to people we don’t know through our life stream. Something like – Susie talks to Francine about her friend who just started taking yoga at a local center. Francine has been thinking about taking yoga for a long time, and this information about Susie’s friend in this conversation triggers that desire in Francine who convinces her husband and they both finally start taking yoga classes. Then Francine’s husband, over the water cooler, talks about how great the yoga class was and how much harder it was then he thought it would be. His colleague takes this information home, and a few weeks later, that couple decides to try this out as something they can do together where they are both getting the benefit of exercise along with spending some much needed time together. On the surface from any other point of view, Francine has been thinking about this for a long time, and the actual taking of classes was inevitable, but actually the tie to Susie’s friend, the social influence, was the impetus to take the desire from a thought to an action. And the link to the colleague and spouse/partner behavior could also be traced to Susie’s friend. From an article in Science News Magazine, Rachel Zelkowitz reviews the research of Nicholas Christakis and James Fowler. They propose “it is possible that … even strangers may impact how you live, love and, yes, gain weight.”

So, if these assertions can be translated to the use of social media, as we use blogs, tweets, Facebook connections as informational and educational and conversational platforms, some number of our connections will do the same. In turn, their connections will do the same, and the seemingly small network will grow appendages beyond our current comprehension. Just think of it now, with my two offspring grown to college age individuals, I communicate with them through the year almost entirely by text and email, and most recently, they have both allowed me to be friends on Facebook. I follow blogs and download podcasts of my favorite NPR programs, I listen to MPR on my iPhone when I take my dogs for walks, I contact people on LinkedIn or Facebook regularly, and I am a member of UrbanSpoon, among other social based programs that offer information that may help others when traveling, etc. In short, I just can’t imagine my life without my social media, and my expectation of others, either through work or private life, is that they feel the same. If they don’t, you can bet I will talk it up and hook them in!

Someday soon someone will retweet one of my mildly coherent musings on Twitter and what an amazingly glorious day that will be. The birds will sing (and tweet ha-ha) and maybe even land on my shoulder as in a live-action Disney movie. I might even pop the top on that special bottle of Champagne (of beers) I’ve been saving for a very special occasion. It’s similar to the decibel breaking w00t I emit every time a real human being comments on the blog—there’s a call to action in that last statement people!

The other day I had a discussion with the boss about social media marketing, which stimulated my somewhat humbling comments above. Our talk focused the frustration business folks can feel with trying to implement a social media strategy for their organization and the perceived successes and failures of those actions. Be it a blog, Facebook. Twitter or LinkedIn, the expectation with Web 2.0 technology is that there should be an immediate response to information shared through these communication vehicles. The rub is that it takes time to build a community of followers and participants and, depending on how much time your organization wants to spend building that community, you’ll need to be patient as that online community develops. In other words, not only will your mileage vary with social media, the time it takes for people to start to interact with you can be lengthy as well.

Traditional direct marketing methods are well defined. Determine your market and develop your marketing contact list. Create a message with a specific offer and call to action. Mail your design piece and track the response and then measure your return on investment. If you got a 2% return rate on the mailing and it is profitable you can do a little happy dance before modifying your next campaign based on what worked and didn’t work with your current offer. In contrast, people are still trying to figure out how to measure ROI on social media. A company’s number of Facebook friends or hits to the blog doesn’t necessarily translate into hard factorable cash.

Let’s assume you have a blog. Weekly, you spend two hours putting together a post to share with your customers. Then when you post it, an undefined number of people read it. Nearly all of your readers won’t comment regardless of how compelling the writing or information is—that’s just the nature of blogs. However, if people are finding your blog and reading it, it is likely that it’s influencing them. Blogging or Tweeting is a lot more amorphous than using a promo code to track an offer, but it is likely you are having an impact. You just need time and focus to help build your community.

You also need time to build credibility. Just because some dude in business casual writes something and sticks it on the wide-wide-world-of-web does not make it gospel (I’m looking in a mirror right now), but over a period of time a collection of posts or tweets or rambling somewhat viable ideas can develop trust in your audience and/or customers. There’s an opportunity to prove yourself an expert through your body of work and allows you to develop a level of trust with current and potential customers. It isn’t a Field of Dreams, “if you post it, they will buy” scenario. You can’t just cut out a cornfield and expect new customers (but it would be pretty darn cool if you could). Instead it requires persistence and desire to be successful.

Personally, I’ll keep blogging until they pry the keyboard out of my rigid, firmly clutching fingers—or ask me nicely to stop. Eventually, I’ll reach that critical mass that illustrates there is a valuable return on investment. At some point, people will retweet my tweets (the fools!) and the time I’ve spent babbling will be worth it. My advice to any organization experiencing frustration while dipping their toes into the social media ocean is to hang in there. Measure the time investment you are putting into social media to see if what you are doing makes sense, adjust your commitments if necessary and understand that community building takes time. Now if you’ll excuse me while I go check my twitter account.

I’ve been an active member of various internet communities dating back to the fall of 2000. In full disclosure, when I had a lot more anonymity on the web, I posted a lot of things that might fall into a grey area in terms of appropriate communication for 2010 where social media has blurred the lines between private and work life. Fortunately, my internet handle back then was pretty general, and, given the volume of internet chatter, it would be exceedingly hard and time consuming to attribute that “bad” stuff to me. While my membership and participation in multiple social media sites has increased dramatically since 2008, my internet presence has been consolidated. With one quick search, you can find me at Twitter, Facebook, Linked In, this work blog, and hopefully in the near future, my personal blog with The Wife. It’s a far cry from posting on forums where the only thing to narrow me down was my self-listed location the “the best location in the nation.”

I know that part of the hiring process at Lorton Data involved a general search of my internet presence and what type of image my digital self portrays to the world. Today, beyond a few pictures of me at Halloween playing Rock Band with my hair dyed green, I can’t think of anything too questionable. Maybe there’s a political rant on Facebook, or a photo of me enjoying a tasty adult beverage in a legally approved setting. However, if Skynet is watching closely, I could be one ill-advised tweet away from employment oblivion (queue dramatic music). Each time I post to Twitter or Facebook I have to be aware that there could be business ramifications to what I have to say. While I highly doubt I’ll do anything to jeopardize my career, I need to be cognizant of my words before I click send.

Do a quick search on Google for the words ‘Facebook” and “Fired.” It’s okay, I’ll wait. You’ll see at least 16,000,000 hits. That’s a lot of words dedicated to the topic. You can read everything from posts about people being fired for using Facebook at work, to employers screening job applicants on social media sites, to advice on whether to add your boss as a friend. On a side note, I did friend my boss on Facebook and the only problem I have is the application keeps suggesting I reconnect with him. No offense Ray, but the 8-9 hours a day I spend with you is ample! Regardless, there’s a significant gap between the expectations of businesses and individuals when it comes to social media and how people interact outside of work.

I’ve dropped over 400 words without discussing anything really useful or new to the conversation, so it’s time to switch gears. We have three conflicting issues that need to be addressed as businesses and individuals adapt to the ever-changing landscape of the internet and social media applications.

1. Anonymity

We are no longer talking about issues of privacy in the new digital landscape. We gave that up when we agreed to the terms of Facebook, Twitter and Linked In. Maybe we didn’t with Google Buzz, but I’ve addressed that already. Instead, most people are looking for internet anonymity. We want to be able to communicate with our friends, family and a limited number co-workers without being noticed by the outside world. Based on the volume of ones and zeros dedicated to this topic, anonymity isn’t necessarily working out as we might have assumed.

2. Social Media Policies for Businesses and Organizations

Let’s not talk about usage at work, but rather what the business feels is appropriate for promoting their image. The rules don’t have to be Draconian, but if you want to give a pink slip to someone for inappropriate online behavior, don’t play “guess what’s behind my back.” It shouldn’t be a moving target. I understand it isn’t necessarily obvious what rules need to be in place, but build a framework. That way everyone is on the same page and there are no surprises when a policy is violated. If an organization doesn’t have a social media policy in place, they should be hands off on what people do on the web when they aren’t at work. That seems pretty reasonable to me.

3. Monitoring Employee Twitter, Facebook, Linked In and Blogs

Monitoring these social marketing tools that people use outside of work brings up a myriad of philosophical and ethical questions. While someone blowing off steam about work on Facebook might not be appropriate, does it really warrant a discussion or an immediate axing? The Philadelphia Eagles fired a stadium gate employee for using Facebook to complain about letting a player go to another team. Based the Eagles’ response, clearly this guy was an important media influencer. Maybe a short discussion would have been more appropriate? Of course it depends on the situation, but employers having carte blanche over an employee’s personal life really reeks of a Big Brother mentality.

Many organizations are making the rules up as they go along, and that is okay. A little ambiguity doesn’t hurt. Just make sure to have some type of policy in place and that it is clearly communicated to your teams. If you are an employee wondering about something you want to share on Facebook, Linked In or Twitter—think about whether the end result would likely be a call from your mother guilting you for your behavior. If it would, don’t do it. A little common sense by individuals, and appropriate organization guidelines can function cohesively to reduce problems while standards and norms develop in regard to social media in a corporate context.

I won’t let you friend me on Facebook if I don’t know you, but you can connect to me on Linked In. If you aren’t into the whole professional thing, follow me on Twitter @ FlyoverJoel where I assure you I won’t be talking about work.