Surviving Social Media: IABC/Las Vegas

A little more than two years ago, I posted my confession that it was my partner (not me) who said Web logs (blogs) were going to have a lasting impact on the communication industry in late 2003.

Fortunately for me, despite my skepticism, I approved what became a yearlong study on the patterns, perceptions, potential, and business application of blogs. The early work led me to speak at an International Association of Business Communicators/Las Vegas (IABC/Las Vegas) luncheon, were I concluded: no matter how you felt about it, social media was influencing the public and the media about products, services, policies, daily operations, and a company's bottom line.

Was I right about social media?

It resulted in the Singapore government paying out S$150 million to about 330,000 low-income workers five days before an election. It underpinned the biggest television show cancellation protest in history with Jericho fans shipping 40,000 pounds of nuts to CBS. It was behind the move by shareholders to oust JetBlue’s founder as president. It thrust the local Towbin Hummer flag controversy into the national spotlight. And, it is the reason behind Wynn Las Vegas becoming the first resort casino to have unionized dealers.

Amazing to me, despite the fact that social media has changed the communication landscape, most communicators (and even some bloggers) remain in denial. They say social media is a fad or not to be taken seriously. But the truth is (much like your message): if you don’t manage social media, social media will manage you.

On Friday, July 13, I've been asked back to speak at IABC/Las Vegas to present on a slightly different topic: what does it take to make social media work for you and not against you. While I'll touch on how to determine which tools — blogs, podcasts, digital media, and even PR Newswire releases — might work best for your company or clients, I'll also provide an inside look at some of the case studies we've covered and why this blog became the top ranked communication blog in Nevada.

Host: IABC/Las Vegas
Date: Friday, July 13
Time: 11:30 a.m. (networking)
Location: Las Vegas Country Club, 3000 Joe W. Brown Drive
Cost: $26 for IABC members and students, $30 for guests
RSVP: Visit www.iabclasvegas.com by July 11

While some readers know I have social media experience — contributing to RecruitingBloggers.com, participating on SpinThicket, assisting on a BlogCatalog project, working to partner with The Buzz Bin to develop something on myRagan, and launching three blogs for various clients — social media is only some of what we do (although some days, I wonder. Ha!)

So, in the hope of promoting this IABC/Las Vegas program to social media skeptics, I'm also an accredited business communicator who has worked on more than 1,000 accounts, written hundreds of magazine articles, contributed to five books, and scripted a documentary for PBS. I currently serve as an examiner for the IABC International Accreditation Board; governor-appointed state commissioner for the Nevada Commission for National & Community Service (AmeriCorps); honorary member of Les Clefs d’Or; and Educational Outreach instructor at the University of Nevada, Las Vegas.

Within the past three years, I've also served as an international research committee member for the IABC Research Foundation; director of public service for the Las Vegas Advertising Federation; director of public relations for the Business Community Investment Council; and in several other positions to assist nonprofit professional and community service projects. My work has earned numerous awards, including several Addys, EMAs, and Quills for writing, creative, and strategic direction. I've been honored as IABC/Las Vegas Communicator of the Year, WIC Agency/Production/Public Relations Principal of the Year, with the Las Vegas Chamber of Commerce Community Achievement Award, and others.

Prior to Copywrite, Ink., I was creative director at an advertising agency in Reno and worked in the corporate communication department of a major utility. I'm a proud graduate of the Reynolds School of Journalism at the University of Nevada, Reno.

I don't blog in pajamas or bathrobes (not that there is anything wrong with that), but some people might be surprised by the caliber of our clients (small and large) and, even more so, the results we've helped generate for people, products, companies, and even elected officials. So, if you're in Las Vegas on July 13 (and you've RSVPd by July 11), drop by for a few hours. We're even going to give away some quirky Jericho-inspired Copywrite, Ink. "blog promo" T-shirts.

Controlling Community: John Sumser

John Sumser has taken on a mission impossible because there seems to be a desire to transform Recruiting.com, which is currently defined as blog community portal, into a niche social network that will be managed like an online magazine with Sumser as editor.

It cannot be done.

Sumser is not alone in making the mistake of combining what are opposing objectives. Many companies are struggling with the same self-created issue, which is what often gives rise to community members screaming unfair criticism, blatant censorship, and/or totalitarian fascist rule. Eventually, it leads to protest, exodus, or even negative public outcry beyond the niche it serves.

You can see it all over the net. It ranges from alleged censorship of The Black Donnellys fans at NBC online and Jericho fans during the cancellation protest at CBS online to the broadest brush strokes and ample examples being advocated by the Electronic Frontier Foundation. All of it, big and small, stems from the same problem: a lack of strategic oversight on the part of the site moderators that often leads to gross confusion over whether or not the First Amendment might apply on the part of the participants (mostly, it doesn't), which I'm inclined to write about another time.

Today, I'll stick to the misconception being applied by some companies: they think "if we build it (a framework for an online community of sorts, whether it be a blog, portal, forum, social network, or some combination), they will come." And, as soon as the "open" sign goes up, sometimes they do come — participants who quickly take up residence and build their community.

Did you catch that? I said "their community" because it's the most important part of the equation. Companies that create online gathering places only own the framework; it's the participants who own the community. Because without them, there is no community.

And that brings us back to Recruiting.com. Whereas Jason Davis (former management at Recruiting.com) moderated with a guiding hand, Sumser seems to use the rule of law. After all, as editor, Sumser claims it's his job to ensure the content is worthwhile by some subjective standards only he knows.

While I understand this thinking from someone who often considers social media and blogging as, more or less, immature and brutish (although, mysteriously and magically, not so in many, many places), it represents the direct opposition to developing an online community. You see, the model for editorial control, beyond the loosest guidelines, (eg. no pornography, etc.) is much better suited to running an online magazine or news source like, well, Electronic Recruiting News.

For a blog portal, like Recruitng.com, any sense of community can only be accomplished by applying the simplest of concepts: "it's easier to pull a chain than to push one." That means "editors" must abandon their propensity to manage and attempt to lead.

Real leadership does not work under the rule of law. It requires something else all together. So instead of "editing" and reserving the right to make even the best intended critiques, the moderator who hopes to build a community will see better results if they focus more on making people feel welcome, praising those who provide the best examples, and adding unique value for the residents.

No, it doesn't have to be this way. Recruiting.com could just as easily operate as an online content provider or magazine (in which case, it needs more exclusive content) and a blog portal, giving up on the idea that it is somehow a community (it's not). While this means it will rarely be considered home, the model can work just as well while affording the owners control, which they seem to want.

From a more general perspective, any time a company, organization, or group launches a product, service, or online "something" (or applies sweeping changes to such things), it's always best to develop a strategy first. And, if these things already exist, it's never a good idea to remove previous tactics without knowing what you need to replace them with. Ergo, if you blow little things all up without a plan, you might be surprised to find out some of those little things made the big thing work.

Ideally, developing a strategy can be largely accomplished by understanding the environment in which you hope to operate and your true competitors. Then, you offer added values to your product/service/offering or, at minimum, positive communication contrasts between yourself and your competitors.

Apple and AT&T's positioning of the iPhone is a pretty good example. Verizon's new message, which they think will keep customers from switching to an iPhone, is not.

The bottom line. You cannot be all things to all people, especially when you aren't all things.

Behaving Badly: Jobster CEO

Jason Goldberg, CEO of Jobster, an online career network, has once again succeeded in doing what he seems to do best. Any time the sailing seems too smooth or the skies too blue, he veers his venture capital-funded ship and its shareholders’ money off course to find a storm of his own creation.

This time, apparently prompted by moderately reliable Alexa analytics, he sent former employee and shareholder Jason Davis a cease-and-desist letter to either close down Recruitingblogs.com (which I recently reviewed) or force broker a deal to, in Goldberg’s words, “work this out in a way that benefits everyone.”

According to Goldberg’s letter to Michael Arrington at TechCrunch, Davis is in violation of a non-complete clause that Davis signed as part of a contract to manage Recuiting.com for a year (after he sold the site to Jobster). After the one year contract was complete, Davis launched Recruitingblogs.com. Goldberg’s position and the message he thinks he is communicating is this:

“Our overarching intent at Jobster and with our Recruiting.com Website remains to foster online community in the recruiting industry — the more the better. At the same time, Jobster needs to ensure that our employees and contractors uphold their commitments.”

It seems to me and others that Goldberg is communicating something else …

• He has not learned that virtually no communication, especially bad communication, will remain private. Sooner or later, it will be made public.

• He is not above attempting to manipulate and intimidate people into giving Jobster and Recruitng.com some sort of leverage over others, Recruitingblogs.com in this case. It’s laughable at best, unethical at worst.

• He does not have faith in John Sumser’s management of Recruitng.com to retain and attract visitors. If he did have faith, there would be no reason for Jobster to threaten legal action to protect a Digg-styled blog portal against a very different offering, which I called an open niche social network on Ning. (Even Sumser, who I enjoy from time to time, doesn't seem to have much faith in his abilities either.)

• He is a rash, impulsive executive without empathy; it sometimes seems like he wants to come across as a hardhearted bully, but in reality, this action seems more like a spoiled child throwing a tantrum because he made a bad decision in not renewing Davis’ contract.

• He comes across, once again, as being disingenuous by saying that “We at Jobster are actually big fans of the Recruitingblogs.com Website … we’ve also offered/suggested that there is probably a good way for us to work together going forward.” A cease-and-desist letter is usually the last communication, not the first communication, in fostering positive business relations.

From a communication perspective, legality issues aside, even if Goldberg and the much-loved-by-the-recruiting-industry Davis can reach an amicable agreement as they both suggested they might, Goldberg has already lost. He has created a potential crisis in using the supposed weight of his company to censor a niche social network, that has yet to make any money, just because he feels threatened by even the most indirect competition and comment.

Goldberg’s best course of action, assuming he doesn’t want to become another “laugh piece” for The New York Times, is to admit that he overreacted and retract any hint of taking legal action. If he does not, the potential ramifications will likely be that Recruiting.com will continue its decline (caused by its own inability to remain relevant even though it could be), and Goldberg will solidify his personal brand as someone who is either not to be taken seriously or to be avoided at all cost. This would not bode well for Jobster, as mentioned on the Recruiting Animal Show.

Falling Skies: Daily Mail

The sky is falling! The sky is falling! And the culprits bringing it down are anyone who happens to use the Internet, especially youth.

At least that is what A.N. Wilson with the Daily Mail would have us believe with this article, entitled "The internet is destroying the world as we know it."

It was brought to my attention yesterday, being cited as a discussion point by the collective Amanda Chapel, this time at myRagan.com.

"Your child is next door on the computer, destroying the world as we know it and wrecking two of the most fundamental values that underpin society..." leads Wilson.

Yep. Ten-year-olds are the new villains of modern society, responsible for destroying the record industry, the publishing industry, newspapers, and cinema; while amazingly enough, still finding time to become addicts of gambling, pornography, and insidious forms of self-deception.

Fortunately, my son is still two years shy of this now infamous age group when he will be formally indoctrinated into the new axis of evil that is the Internet. Or maybe, something much simpler will prevent him from taking the plunge. What's that? Parental guidance.

So at the risk of sounding like overly cautious parents, we created a hot list of sites that he can visit and put up parental blocks on those he cannot. (And never mind what I think about most shows on Cartoon Network, which he no longer watches.)

To be fair, Wilson starts by thinking through some questions about online privacy (though sadly, no one seems to care). But then, it turns toward good old fashioned doomsday op-eding. You know the kind; the same stuff that sold millions of Y2K books.

For example, Wilson warns us that the Internet is filling our children's heads with blatant propaganda by drawing a comparison between Wikipedia and Encyclopedia Britannica online, but never gets to the real reason Wikipedia is better read (online, at least).

It seems to me that the so-called seductive power of Wikipedia is not the reason it ranks higher than the Encyclopedia Britannica on the Web. It's much simpler than that: Wikipedia is free, void of excessive advertising, easier to navigate, and enjoys the benefit of major consumer marketing. (Despite this, I too caution people against considering Wikipedia the most reliable source on the planet.)

So where does this leave us? Are we to bar our children from all things Internet, starving their development to make independent judgements?

Hardly. Our responsibility lies in guiding our youth (our own children, specifically) who sometimes place too much faith in a single source of information (like television commercials with irresistible toys or Wilson's article for that matter). And, we can educate them so they know that history is being rewritten as we speak, every day, and has been for all of, well, history. Among other things.

Then again, maybe Wison and the collective Strumpette aren't really to blame for this point of view that puts our children at risk. Perhaps it is because they too, it seems, bought a questionable bill of goods. The argument they are forwarding is not original; it comes from author Andrew Keen, who claims to "have invented the model of integrating commerce, community, and content." He's also a F**ked Company Hall of Famer.

Ironically, Keen employs the same tool he chastizes for creating a "grand utopian movement" similar to "communist society" that "worships the creative amateur: the self-taught filmmaker, the dorm-room musician, the unpublished writer," preferring, I imagine, a fascist, snobbish world where an elite class of overmen might dictate who makes the cut into the professional talent pool.

Never mind that almost all of our greatest writers, artists, poets, and filmmakers once belonged to the ranks of this lowly amateur class. (No, Keen, not everybody starts as a child television star, not that there is anything wrong with that; some of us start by mowing lawns and drawing pictures of the neighbor's dog.)

So therein lies the rub. Just because something has a cover doesn't make it any more truthful, credible, or accurate than something you might find online (and vice versa). To find the truth, you have to dig deeper, look at multiple sources, ask the right questions and, if you are able, conduct your own research beyond giving in to citing other people (including polar opposites, which is the trend nowadays).

I think social media is as much the same today as it was when I likened it to the Force a few months ago. How one uses it will make all the difference. How we teach our children to use it will also make all the difference.

There are Sith, Jedi, and everybody in between. But the Internet is largely just a public space that can be used to further a business strategy, for individual or collective good, for entertainment, and, as some people know, to peddle "fear" and polarizing viewpoints as if the world were black and white.

Fortunately, the world is not black and white. The sky is not falling. And our children (though you might want to check up on them) are not ushering forth a world of unparalleled evil because of the Internet. On the contrary, they might just use the Internet to prevent it.

Understanding Connections: Social Media

As part of my study of human capital a few years ago, I tapped insights from a fast growing company called Direct TV. At the time, Direct TV was simply known as a company to watch. Today, it is the largest provider of DTH digital television services and the second largest provider in the multi-channel program distribution industry in the United States.

What Direct TV understood then, and still does today, is that even "soft" employee programs foster better communication. While social media was barely a blip on the radar of communication, it doesn't take much to see how what was being done then could be reinforced with the tools we have today.

"Fifty to 75 percent of our employees at the corporate office attend every program," said Caroline Leach, ABC, then senior manager of employee communication for Direct TV (now vice president of communications for Direct TV). "Typically, we host them at noon or late in the day. Sometimes it's a recognition program or simply coffee and donuts with executives. They help maintain our family-oriented, entrepreneurial style."

While some companies will always remain skeptical of employee programs, Direct TV found they worked well in moderation. Specifically, they connect employees to management, exposing people to different departments they had no contact with, and generate new ideas. The programs were augmented by a well-defined, integrated employee program, strong benefits packages, and performance incentives.

"Measurement is key to understanding what your employees want," Leach said. "For example, we survey employees electronically after every company broadcast, which gives us an immediate response to how well the information was received. The surveys are anonymous, which empowers the employees to give us candid feedback."

From a broader perspective, the company's (then eight years old; now 13) strategy was simple. The executive team communicated the top one to four quarterly goals to each department while managers were charged with translating these goals into terms that individual employees can apply.

At the same time, employees were empowered to be part of the decision-making process. After the company implemented quarterly bonuses (based upon earlier satisfaction with annual bonuses), employees evaluated and eventually requested an annual bonus over four quarterly bonuses.

The reason in 2002: because Direct TV is an industry with seasonal growth, non-performing quarters (without bonuses) were found to be disheartening and counterproductive to the overall success of the company. The old adage "success produces success" stands.

"Employees also prefer to get most of their information direct from supervisors," said Leach. "We try to augment any communication with face-to-face communication. Our president's day breakfast with 8-10 employees, for example, has a powerful ripple effect throughout the company when the employees return to their departments and share highlights."

Flash forward to today and it is not difficult to imagine how internal social media might have been employed to augment such proven internal communication practices. In fact, it demonstrates something that we've offered up here on several occasions. If 8-10 employees can create a powerful ripple effect throughout a company after a single breakfast with decision makers, imagine what 800-1,000 readers might do after reading an authentic executive post where they can engage the executives by asking a few questions on an Intranet. Hmmm... virtual coffee and donuts with that many more in attendance.

In addition, through such online interaction, companies might be better equipped to solve a growing problem for many businesses (according to an article in the Harvard Business Review, which I'll be writing about later this week) and that is developing a talent factory to fill what seems to be an ever-shrinking pool of strategic thinkers.

Sure, I doubt social media will ever replace face-to-face communication as the most powerful tool in the communicator's arsenal, but it stands to reason that more companies will find unique internal communication methods that demonstrate social media will become the second most trusted source of information within a company (assuming the company does not over-propaganda it).

And, if it can work within a company to provide a bird's eye view to keep departments up to speed, then what is the difference between an internal social network or one consisting of loyal consumers? Virtually none at all.

Selling DVDs: NBC, CBS, and The CW

In Nov. 2003, after seven months of strong DVD sales, The Family Guy became the first canceled series to be revived based on DVD demand and syndication ratings. More than one million DVDs made it the top-selling TV show on DVD and fourth most bought television title ever (in 2003).

Often overlooked, strong DVD sales and impressive fan support campaigns also revived Firefly (Fox 2002) for a movie spin-off, “Serenity," in 2005. In 2006, fans then released a documentary called Done The Impossible. It features interviews with various cast members, making the words "Firefly and Browncoat symbolize a sense of community, family, and believing that the impossible can be accomplished."

Currently, there seems to be three standout TV series that were cancelled (with one already resurrected) that networks will be watching closely. Maybe one of these will be the next big DVD sales surprise.

The Black Donnellys. Due to be released Sept. 4, DVD sales seem to be the most important aspect of this fan effort if there is any hope of pulling off the impossible on any level.

Working for the fans. There seems to be a well-executed effort by Universal to deliver a 3-disc product that promises to do justice for Paul Haggis' smart, well-written crime drama. It may have been too powerful for prime time, but it might be perfect for DVD. They also have the benefit of a Sept. release and still active NBC page.

Working against the fans. TBD has a smaller fan base (but no less passionate) given the series did not have a full season. There are almost no Amazon reviews and online HDNet sydication did not help these fans as much as reruns on another network would have. (Amazon pre-order sales rank, pre-order: 2,441)

Veronica Mars. The third season is due to be released with a 6-DVD set on Oct. 23 (not available for preorder on Amazon). Although fans pulled together a campaign that sent Mars Bars (Snickers and marshmallows too) to The CW, creator Rob Thomas confirmed a dead end on June 12.

Working for the fans. They have two seasons under their belt, both with very strong sales. They've earned Thomas' appreciation as fans, and he promised to do something with the Veronica Mars character if not in comic books, then perhaps in a new series based on the character or even a film (if you believe some rumors).

Working against the fans. There is the simple fact that many of the stars (Kristen Bell, Chris Lowell, Enrico Colantoni, and Tina Majorino) have already moved on to new TV and movie projects. So even if a character revival rumor beyond comics became true, it's likely not to be Bell. (Amazon season one sales rank, 634; season two, 573)

Jericho. The DVD, recently bumped from Sept. to Oct. 2, is not yet available on Amazon. However, it has managed to earn 47 5-star reviews.

Working for the fans. Momentum is clearly on their side, given they already scored the largest show cancellaton protest in history, fastest network cancellation reversal, and the knowledge that CBS is already considering moving beyond seven shows. They also have a very large fan base that can turn on a dime (it took fans less than three hours after yesterday's post for them to become upbeat like they used to be). Jericho DVD sales will also be pre-supported by reruns starting July 6 and new episodes this fall.

Working against the fans. Not too much as long as they stay focused. CBS might do more to target new viewers as opposed to simply pleasing the fan base with Internet ads. And one wonders whether the availability of Jericho on iTunes, CBS Innertube, and now the new Amazon download feature will dampen DVD sales. But then again, some fans have pledged to buy five sets and send them to friends so who really knows. (Amazon sales rank, not yet available)

Of the three, Jericho seems to be the easy favorite to lead the pack, which could make all the difference in securing season three despite what numbers Nielsen offers up. While Veronica Mars seems likely to have comparable sales, The Black Donnellys may find DVD sales are their one real shot to be publicly counted.