Demonstrating Leadership: Social Media

A few days ago, I mentioned a distinction between management and leadership of a social network. But the difference doesn't just apply to social media, it applies anywhere there is human capital.

Much like companies or organizations can apply the concept "human potential is an asset" internally (employees or members), they can apply the same thinking to social networks and online communities, which are made up of seemingly uncontrollable people. These people don't need management like Andrew Keen or the collective Amanda Chapel prescribe, both who fail to see "human potential as an asset" but rather as something that needs to be managed.

No, no, no. Any time the rules of management are applied to people, especially online, things go terribly wrong. Given tomorrow is Independence Day in the United States, it seems almost too fitting to point out our country was founded on the distinction between management and leadership. Oversimplified, but accurate. England had attempted to manage the colonies. John Adams, Benjamin Franklin, Thomas Jefferson, Robert R. Livingston, and Roger Sherman (among others), offered something else — leadership.

Whether it be the day-to-day operation of any business or social network, if executive and network owners recognize their members as human capital and connect with them, their ability to demonstrate leadership can accomplish great things.

In my study of human capital a few years ago, Geri Travis, senior vice president of Aon, a Fortune 500 consulting company, filled me in. She said that any time management can connect and communicate with employees, it develops credible leadership.

There is no question. Credible, involved leadership—through direct contact, communication, and team leaders (if that applies)—will build employee loyalty, which will translate into loyal customers. In determining the value of an employee, Travis said companies need to look beyond the cost of replacing an employee. Rather, the real hard costs are determined by looking at how many people a disconnected employee impacts every day.

"If employees feel discounted from the company on the job, you have to wonder how much business is at risk," she said. "When companies are in crisis, the consistency and frequency of communication can be just as important as the message. Suspicion and mystery can cause employee disconnect more than the crisis."

At the time, it was apparent that companies were finding ways to do more with less. Travis said that inclusion remained the best solution. Along the way, quantitative (eg. surveys) and qualitative (eg. focus groups) measurements can help create a dialogue between management and employees. (Today, social media can add to the dialogue with employees, and also consumers.)

"Companies spend millions on branding their product, but not their people," Travis said. "Yet, by defining the culture of the company, you would be in a better position to retain, recruit, and build loyalty with the kind of employees you want."

It is sound advice that can be applied anywhere. Much like the best companies, the best social networks are those that lead people. For example, Antony Berkman at BlogCatalog is challenging bloggers to do good by collectively writing about social awareness issues. Or, in a strange sort of odd, loud, and unpredictable way, The Recruiting Animal at RecruitingBloggers.com often skips over the body of an idea and goes for the engine. While their styles are vastly different (which is why I picked them), both are very adept at defining an online culture through leadership, not management.

In sum, if you want to build a successful online community, treat it like a successful business that is sensitive to human capital. Manage the site, widgets, links, etc., but not the people. All people need, much like the greater online community, is a little bit of leadership.

Supersizing Wingnuts: Ronald McDonald

By now, you might have heard that McDonald's hired six "quality correspondent" mommy bloggers to report on the "world at large" about various McDonald's facilities. And, no surprise, for every friendly blogger found, an equal number of contrary bloggers will magically appear. (Or maybe it's the other way around, I forget.)

It's nothing new. Ever since marketing genius Ray Kroc made a deal with the McDonald brothers in 1954, America has had an odd love-hate relationship with Ronald, or least the product he sells.

On one hand, McDonald's is a great American rag-to-riches story of a businessman who created an American icon and believed in hard work, wholesome idealism, and selfless philanthropy. On the other hand, critics say Kroc cut the McDonald brothers out, exploited teenagers, despoiled the environment, hardened our arteries, and made us fat.

Even Greenpeace showed its split decision back in 2003: "We don't like a lot of what it [McDonald's] does and what it stands for but we have to take a deep breath here, and give them some credit where it is due. They've done something [environmentally friendly refrigeration] to help the planet!"

So what's the truth?

Given the recent New York City quick service regulation story, it points to a cultural trend being blamed on social media even though it didn't originate with social media. The trend is the polarization of, well, everything.

Polarization is a tendency to promote every issue as black and white; for or against; right and wrong. It considers consensus waffling at best and knuckling under at worst. It originated with traditional media, often dominates politics, and has been slowly and steadily creeping its way into almost anything we do.

The irony is most polarized issues, whether it is a big issue like global warming or a little issue like McDonald's, are a battle of wills. Usually, it means wingnuts (people with extreme views) have hijacked an issue in the hope that they can appeal to your emotions while you surrender your ability to reason.

To briefly understand wingnut influences, imagine a bell curve. They are the 10 percent on either side, with the rest of us being in the middle. If the wingnuts succeed in moving the middle just a little bit, they can change the direction of Congress. Sometimes, however, the bell curve gets pressed down in the middle (making it look like an M) or, in extreme cases, the middle is almost obliterated (making it look like a U).

Thus, in the case of McDonald's, anti-McDonald's wingnuts have gained some ground using social media as a mechanism. To help offset this, McDonald's did what bloggers have been asking every company to do: pay more attention to bloggers. So they invited a few seemingly pro-McDonald's mommies to take a peek inside and blog about it.

Well, anti-McDonald's wingnuts can't have this, so they want to discredit the mommy bloggers before they write a single word. Really, it's not all that different from the Nikon blogger outreach program (except these mommy bloggers, I am told, are really on the payroll) and as long as they disclose, who really cares?

The simple truth about McDonald's is that like any indulgence, excess is bad (and we didn't need some fool who ate only McDonald's for a month to prove it); the existence of McDonald's does not make you fat (only eating excess quantities of, well, anything will make you fat); and mommy bloggers are not unethical if they disclose, even if they say something silly like it's part of a balanced meal (assuming they buy that). Of course, if they write that, all it means is that they will diminish their own credibility.

You know, I'm starting to believe that America's appetite for convenience is not fueling McDonald's as much as it fueling polarization in America. It's convenient to have only two choices. It's convenient to discredit bloggers as having no influence until they write something we don't like. And, it's very, very convenient to blame other people for our own inability to control what we say, do, or eat.

Covering Hot Topics: Second Quarter 2007

Every quarter, we publish a recap of our five most popular communication-related posts, based on the frequency and the immediacy of hits after they were posted. While we base this on individual posts, some are related to larger case studies.

Jericho Fans Make Television History

When CBS executives cancelled Jericho over Nielsen ratings, fans of this post- nuclear terrorist attack/small town survival drama went nuts, literally. Using the Internet and social media as their point of organization, they launched the largest cancellation protest in history: sending 40,000 pounds of nuts (from just one store); rallied almost 120,000 petition signers; cancelled CBS related-cable subscriptions; boycotted network premieres; sold network stock; sent in countless letters, postcards, and e-mails; captured media attention in every major newspaper and tabloid; and flooded the network with phone calls. Within a few weeks, CBS reversed its decision in record time, heading off what was quickly becoming an exercise in crisis communication. Of all the posts, pointing out the error in CBS’ marketing of Jericho took top honors with over 10,000 hits.

Link: Jericho

Wal-Mart Strikes Back Against Julie Roehm

If networks are looking for a new made-for-television docudrama, the ongoing Julie Roehm story continues to turn heads (and maybe stomachs). Filled with twists, turns, sex, back room deals, character defamation, lawsuits, countersuits, media bias, allegories, and more spin than the planet Jupiter (which rotates once every 10 hours), this story demonstrates the pitfalls of second-tier executives becoming public figures and the companies that keep them. In the end, if she has any credibility left, Roehm’s personal brand will always be linked to the short-lived, um, alleged Wal-Mart funded affair with a subordinate, her master-class ability to spin herself into another lawsuit and, according to the Chicago Sun-Times, being more indestructible than a cockroach.

Links: Julie Roehm, Wal-Mart

Digital Media Will Change Everything

While some might say it was the very loose Jericho link, we like to think it is related to the increasing interest in the future of digital media, specifically how old media is becoming new media. When we gave some attention to how News Corporation and NBC Universal are speeding ahead with the addition of FUEL TV, Oxygen, SPEED, Sundance Channel, and TV Guide as content partners committed to bringing programming to Web video consumers, people wanted to know what it might mean. To us, it means that one day very soon, broadcast news and entertainment will be forever fused with the Internet, people will access it all via versatile technologies like the iPhone, independents will have the potential to break into the big leagues overnight, and businesses will fully develop what we sometimes call income marketing.

Links: Digital Media, NBC Universal, FOX

Paris Hilton Splits Public Interest

We don’t know about you, but Mika Brzezinski of MNSBC perfectly captured the public’s sentiment over Paris Hilton. In a YouTube clip, Brzezinski refuses to lead the news with Hilton, but then goes on and on about how she refuses to cover it, making her refusal to cover Hilton carry on probably three times longer than if she would have just read the script. Love her, hate her, love to hate her, or hate to love her, we’re not buying that you’re not interested because if we post about her, we always see spikes even though we generally only cover communication side items like blaming publicists, marketing humor, and overly long media statements from jail. Hmmm… maybe that’s why Hilton took second against Roehm in terms of most read public figure.

Link: Paris Hilton

The Office Parodies A Public Relations Nightmare

Although some follow-up stories to JetBlue and Jobster came close, NBC Universal's 2006 Emmy Award-winning show, The Office, proved fictional crisis communication is sometimes more fun than real life. For our part, we wrote up how The Office episode "Product Recall” mirrors how executives sometimes allow a crisis to run away from them by applying “tried and true” communication strategies. In the show, Michael Scott (Steve Carell), regional manager of Dunder-Mifflin, applies the practice of “always running to the crisis and never away from it” after a disgruntled employee at the paper mill put an obscene watermark on one of their most popular paper products. The operative word in this case is “always.” Crisis communication rules are only guidelines, silly.

Link: The Office

It’s very promising to see non-bad news posts starting to give bad news posts a run for their money. We're still hoping good news and educational posts might one day dominate the top five (admittedly doubtful). For example, when it comes to social media, we’d love to see more attention given to our underpinning concept that strategic communication is best suited to drive social media despite the fact that most companies seems to be trying to do it the other way around.

Anyway, while those were the top five posts (and related case studies) for the second quarter, several others came close (and almost all of them beat out last quarter). Runners up (no order): Fans of the The Black Donnellys lobby for HBO to save the canceled NBC show; PR bloggers made a non-issue into an issue over Nikon; JetBlue proved you really can overapologize in a crisis; Jason Goldberg of Jobster goes a whole week or so before behaving badly again; and our sum-up of Harris Interactive mobile advertising research despite my initial skepticism, mostly fueled by a not-so-great Webinar release.

So there you have it, except for one very, very important ingredient: thank you all for dropping by, adding comments, promoting several stories, and continuing to bring communication issues to our attention so we may offer up our sometimes serious, sometimes silly take on them. Whether you agree or disagree, all of it lends well to the discussion and I appreciate those who remember to target the topic and not each other in providing input.

Embracing Jericho Fans: CBS

Watching the CBS-produced fan video featuring BlogTalkRadio radio host Shaun O Mac, it's almost hard to imagine any ill words spoken during the show cancellation protest a few weeks ago. CBS seems to have embraced the fans.

"Seems" might be the operative word. Jericho fans are learning that passion-infused protests are much easier to orchestrate (if they catch fire) than an organized fan base for reruns. It's also one of the reasons I advocated for the creation of an association of sorts, back on June 10, to keep people engaged.

Some Jericho fans have hinted that the fan club is something they would love to do, but aren't sure how to do it (some insist anything beyond an individual "uncollective" is unwelcome). Others hope CBS will take the lead, but I'm unconvinced this will happen until the network officially goes beyond seven new episodes. Regardless, the longer it takes to create an engaging organization, the more difficult it will be to retain active participation and capture media interest, which has long tapered off (no surprise; there is no new "big" news).

As a somewhat related side note, I want to highlight that the three different fan bases I've covered, all have very different structures. Veronica Mars fans are interconnected groups of individuals that come together not unlike Tinker Toys, with hubs and spokes that branch out forever; fans of The Black Donnellys are generally centralized as a single body with a few offshoots; and Jericho fans operate like a donut, with various equal bodies but no clear center. Each structure has its advantages and disadvantages.

Specific to Jericho fans, however, is the need to add a centralized body in the center of their donut, which might provide CBS the direction it needs to endorse, if not support, some representative body. How can this be done?

Organize A Delegation. Last week, Jericho fans clearly demonstrated that unless they become sidetracked, they are people with principles (not just passion). Given this, it seems to make sense that a fan club might be created by having each group nominate an equal number of individuals (1-3) to represent their various forums and collectives. (These individuals may or many not serve on the board once the club is ratified. I recommend picking those who have consensus-building skills, not necessarily leadership skills, at this stage.)

Create A Name And By-Laws. Having written and revised several organizationd' bylaws, I know finding the right example is not difficult. Although unrelated, The Winnepeg Goldeyes have excellent bylaws that could serve as a starting point. Here are a few other points to consider:

• Keep the focus large and fill in details (like member dues) later.
• Draft bylaws within the delegation, outside input is not needed.
• Create an executive body that is elected by the populous.
• Allow the board to consist of representatives from each group.
• Keep it simple. Four traditional executive roles could be enough.

Upon completion (again, without some details in place), give each group an opportunity to ratify the document (so to speak). Send along a courtesy copy to CBS so they are aware of your intent, but don't be overly concerned with an endorsement at this stage.

Elect Interim Officers/Board. Officers could be elected by the entire populous (all groups) and other board members elected from their representative groups (I appreciate there is crossover; but you have to start somewhere ... ask people to vote in only one group). This interim body will be charged wih taking care of the details.

Consolidate Resources. Most fan clubs have to determine overhead and cost of operation at startup. Jericho fans will also, to some degree, but they seem to have more flexibility in being able to adopt/endorse existing projects that have already seen some success (merchandise, newsletters, blogs, etc.). This will help defray any initial costs and communicate ongoing progress.

Legal Requirements. One of the responsibilities for this central body will be to take care of the details: establishing membership dues (even token dues), sponsorship/donation opportunities, filing bylaws, opening an account, setting up an Amazon affiliate program to sell DVDs, etc. Keep CBS apprised of all activities; encouraging them to eventually endorse the group by demonstrating solidarity.

Create A Community. While the last thing Jericho fans seem to need is another forum, there is the possibility of creating a social network on a platform like Ning, linking to and/or adding RSS feeds to the various represented bodies. Promote the launch of the community, keeping in mind that the goal is not so much to create a new group as much as it would be to provide a neutral community to conduct business, etc. (Various groups/forums are free to pursue their own efforts as they currently do, with the only added task of enrolling members in the fan club.)

The benefits of a central organization for the promotion of the show, various represented group activities, and eventually its own endeavors, would provide a long-term strategy that will help ensure the success of Jericho. And, even in a worse case scenario, provide a mechanism to expand the Jericho Universe in the event CBS abandons the show.

However, the real benefits will be made apparent when the fans succeed. It could become a centralized body that works closely with CBS in developing fan-generated marketing and promotional items while drawing attention to each represented group's best practices.

At least, that's the way I see it from a conceptual standpoint (if you need more guidance or I'm not clear, just ask in the comments). But then again, I'm a big fan of the republic.

In closing, here's an update on last week's DVD tracking via Amazon for anyone interested (alpha order)*:

The Black Donnellys
(Reviews: 24; Sales Rank 1,576; Peak Rank: 356)

Jericho
(Reviews: 58; Sales Rank: TBA; Peak Rank: TBA)

Veronica Mars #3
(Reviews: 32; Sales Rank: 15; Peak Rank: 8)

*represents what we saw; not necessarily an official number. We'll be watching Entertainment Weekly once all three are released.

Guessing Intentions: Burger King, McDonald's, Wendy's

As reported by the Associated Press, Burger King, McDonald's and Wendy's are all balking at New York City's new rule that will require them to post calories on menus. Taco Bell and KFC won't talk.

"They are afraid that when people see these eye-popping calorie numbers, they might switch to a smaller size," Michael Jacobson of the Center for Science in the Public Interest, a health advocacy group, told the AP. "They feel it is going to hurt sales."

Jacobson's answer likely comes from a question I usually advise our clients not to play along with. While the wording might be off, it's a good guess the AP reporter asked "Why do you think Burger King, McDonald's and Wendy's are afraid to post the calories?"

Speculation can be a dangerous game, even if you are an advocate of the new rule that covers some 2,000 New York City eateries. More likely, the only reason three chains are taking a harder stand is because the New York State Restaurant Association challenged the rule in court, the city said it won't fine anyone until October, and the "calorie counts" are required to be the same size as the price.

While this story appeared on SpinThicket as a PR Nightmare, I'm wondering if it isn't just good old-fashioned spin and not on the part of the quick service industry (that's the PC term for fast food. Ha!).

True, quick service is not the most nutritional choice for lunch (neither is what most of our children are served for school lunch). But also true is that, sometimes, elected officials overreach in creating regulations that are meant to "protect us from ourselves" because, frankly, it looks bad to serve a term in office without making something up. I think this might apply.

What New York City has going for it is perception: hamburgers are somehow evil. What it has going against it is reality: adults don't need to feel guilty about their choices.

Besides, most of this information is available anyway. As Denny Lynch, spokesman for Wendy's, told the AP, Wendy's has made this information available for 30 years. Indeed, it's been a unique selling point on more than one occasion.

Hmmm ... sometimes business has a tendency to set industry standards without an assist from government. So if Subway, KFC, and Wendy's haven't been able to cut into competitor sales on the selling point they have lower calorie choices by now, then I doubt very much city government regulations will either.

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.