“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” This quote by entrepreneur Seth Godin perhaps sums of the collective opinion of hundreds of businesses already involved in social media.

The implementation of social media tactics through the use of leading platforms like Facebook and Twitter have given organizations immense marketing and branding opportunities that some only dreamed about prior to the digital revolution. It has given companies the chance to reach out to their audiences with the same amount of power and leverage (or perhaps even more) than multimillion-dollar companies who hire outside firms to produce expensive advertising campaigns. But perhaps for more than any other kind of organization, social media have changed the playing field of nonprofit organizations.

The digital age has created a whole new growing environment for nonprofits. Writer Melissa Jun Rowley illustrates this point in her Mashable article How Non-profits Are Using Social Media For Real Results. “From spreading awareness about the issues to connecting with other non-profits and sharing the stories of their constituents,” Rowley says, “non-profits are finding that social media can be a huge help in achieving their objectives.”

A challenge is that nonprofits usually have smaller communication teams, more limited budgets and a wider variety of stakeholders than a typical business. Social media give nonprofits a unique set of challenges, but they can overcome them by becoming more strategic, knowledgeable and careful about how they act and react to social media.

Here in Wichita, numerous nonprofits are implementing social media into their marketing efforts. Two local examples that have taken full advantage of digital opportunities are Heartspring and the local division of the American Red Cross Blood Services.

Heartspring is a worldwide center for children with special needs. Their mission, as stated on their website, is to “ help children with special needs grow and learn on a path to a more independent life.” Their communication department consists of Director of Marketing Katie Grover and Image and Branding Specialist Jennifer Harjo, who take care of all of the organization’s marketing and advertising efforts as well as oversee internal, public and media relations.

The American Red Cross Blood Services, specifically the Central Plains division serving Kansas and Northern Oklahoma, is one of seven regional divisions and is a dedicated supplier of blood and blood products in the United States. Jennifer Keller is the sole communications manager in charge of the Central Plains division and is responsible for all of their public relations efforts.

Through the implementation of social media, Heartspring and the Red Cross have created empowering habitats for their organizations and its supporters. In interviews, Grover and Keller explain how digital tools have given them even more ways to reach their audiences.

“Being able to share information about Heartspring- our successes, special events, news, etc.- through social media has increased our exposure exponentially,” says Grover. “We have so many friends and followers who, most likely, would have never taken the time to get to know about our organization.”

These digital-savvy women have had success with social media because they share similar attitudes and ways of approaching the challenge. The following are some of the more significant similarities that appear between the two and are presented as excellent examples of how a nonprofit organization can flourish with new media.

 

Strategy is king

The digital arena is constantly evolving, suggesting there’s no such thing as perfection in the industry. Calling people social media savvy or social media explorers therefore seems more apt for this discussion than social media experts.  But regardless of what term is used, those immersed in it are well aware that in order to successfully tame the social media beast, one must implement good strategy in every step of the way.

Northwestern University’s Media Management Center lists being a platform strategist as one of the competencies of the next generation news organization. This competency does not just apply to those in news organizations, but can refer to anyone involved in organizational communication. Being a platform strategist means understanding the different platforms, knowing the audiences and spotting their interests and needs, and leveraging the company’s strengths in a way that satisfies those interests.  

The communication practitioners at Heartspring and the Red Cross have done exactly this. They haven’t implemented leading platforms like Facebook, Twitter, YouTube and FourSquare just for grins. They’ve focused on learning about the tools, experimenting with them and figuring out ways to put them to their most effective use.

For example, at Heartspring, Grover differentiates between using their Facebook page to share photos and stories or simply strike up conversations with friends, using Twitter to keep up with day-to-day conversation as it relates to children with special needs, and using their monthly publication Heartspring Connections and quarterly magazine Heartspring’s Dialogue to educate readers on the achievements of their children. Each platform is used for specific and distinct tasks.

When asked if they plan to use smartphone apps in the near future, she says it’s not out of the question, but that they need to find the right app and the right use for it. “We’re not in the business of developing an app, just because it’s the cool thing to do. We would want it to be meaningful,” she says.

At the Red Cross, Keller also acknowledges the importance of understanding different platforms before implementing them into their strategy. She’s been dipping her toes in Foursquare and YouTube to first learn how they work. She realizes that social media is as much a learning process as it is an advertising strategy and she takes the time to learn as much as she can.   

In a sense, these organizations’ limited budget is a blessing in disguise because it pushes them to master strategy with every social media move so as to achieve maximum reach and response from their audiences.

Danielle Sacks in his article The Future of Advertising describes this paradox of having to work harder to create more specific work for less money than was the case in the age of mass marketing. Keller agrees in this respect, saying that while the greatest benefit to using social media is that it’s free, “the greatest challenge is to develop a strategy to really use social media to the fullest.” Fully aware of this challenge, Keller hasn’t shied away but immersed herself in it in order to figure out a strategy that works for her organization’s cause.   

 

Engagement is queen

Beth Kanter’s Mashable article identifies engagement as one way in which social media is changing the nonprofit world. More than giving out information, using digital tools demands that one capture the audience’s attention and invite them to conversation.

While this is crucial for any business involved with new media, it’s especially important for nonprofit organizations like Heartspring and Red Cross who depend on donors and their community for survival. To successfully engage audiences, nonprofits can’t repeatedly tweet about needing donations or continually send emails asking for volunteer help. The key is to tell their story in an honest and transparent way so that audiences believe in and support the organization’s cause.

Lathi DeSilva, VP of Brand Reputation from local advertising agency Sullivan Higdon and Sink, agrees that making engagement in critical. During the problem solving process, especially when it involves digital tactics, DeSilva says the company focuses on making content “authentic, relevant and personal.“ When the organization is represented authentically, transparently and in a captivating way, audiences will respond.

Heartspring and the Red Cross actively engage with their audiences. Grover at Heartspring explains that she focuses on spending time with the children they serve and sharing those stories in compelling ways with the world. She doesn’t see her job as a series of advertising campaigns, but as a long story she tells in efforts to let people know how wonderful the children at Heartspring are.

Grover believes her goal is to engage supporters, not “inundate them with 20 posts a day.” She also adds that at Heartspring “there’s typically something pretty exciting happening just about everyday… I want everyone to see the faces and read the stories of the children we help. They are deserving of so much, and the world should know how amazing they are.”  

 

For Keller at the Red Cross, the tactics are different but the goal is the same. All of her efforts center on engaging the community and getting them to donate blood. A recent event that demonstrates this is the Wichita Bleedup.

As a Twitter-specific event, Keller spent a year on Twitter concentrating on developing relationships. Once she felt she had enough of an audience, she put together Bleedup, a one-day event similar to tweetups, except that in this event people also gave blood. The cherry on top to this imaginative event is Keller's creation of an avatar for FourSquare. Donors who are members of FourSquare can earn a donor badge and use it in their social media profiles. Such ingenuity transforms a simple, local event into one that fosters inspiration and awareness among onine friends.

Keller believes that the use of social media and events like Bleedup have made her feel more engaged with the community. “Like anything,” she says, “the key to social media starts with building relationships.” And Keller definitely knows a thing or two about that..

 

Jack-of-all-trades

A downside to digital media is that it has encouraged the jack-of-all-trades philosophy that is increasingly being accepted in organizations. One way digital platforms have encouraged this change is through their interconnected quality. For example, a company’s blog may consist of photos pulled in from Flickr, include links to their official website or have a Twitter Feed within the blog page itself. No longer do communication practitioners need to be good copywriters, they also need to be skilled in brand strategizing, communicating, advertising, designing, creating concepts and using social media. 

The benefit of this shift for nonprofit organizations like Heartspring and the Red Cross is that because they have small teams and limited resources, dealing with this shift comes much more naturally.

“Working for a nonprofit organization, I wear a lot of hats,” says Grover. In addition to all marketing and advertising efforts, I also oversee all the public and media relations, internal and external publications as well as our social media initiatives.”

Keller at the Red Cross seconds this. Her job includes “writing stories, writing news releases, taking photos, working with media, organizing events- really whatever it takes to promote the Red Cross.” For these multi-disciplined individuals, adding social media to the mix was a challenge they could easily conquer.  

 

Marriage of old and new

While Heartspring and the Red Cross have positively welcomed digital tools, they haven’t forgotten the power of traditional media. Society has entered the digital era, but it hasn’t necessarily said goodbye to traditional practices. Papers are still published, books still printed, and regardless of what some like to believe, traditional media will still be in business years from now.

For Keller, the majority of her PR efforts for the Red Cross begin with traditional media. She believes it still has a larger reach than social media and it’s not until much later in the process that digital tools come into the picture to enhance and further the reach of a particular message.

Grover is also aware of the power of traditional media. As a matter of fact, more than seeing benefits in using old and new media simultaneously, she has also found that implementing both can bring unexpected yet very positive situations. Through her use of Twitter, Grover has been able to strengthen relationships with traditional media organizations in ways she never expected.

Furthermore, for nonprofit organizations like Heartspring and Red Cross, excluding certain media resources would be unwise, and an option that a very small number of nonprofits can have as a luxury. Grover and Keller both know this and do “whatever it takes to promote… and help [their] organization rise to top of mind,” as Keller states.

 

Exploration and adaptation in all things

As stated earlier, the realm of new media is constantly evolving. Resisting digital tools inherently means neglecting chances to reach an audience. But at the same time, immersing oneself in it proves to be time consuming and at times disheartening because of the realization that one can never be an expert at it. In this kind of environment, there’s no room for egotism. Accepting that there is no such thing as knowing it all when it comes to digital media is crucial.

Because Grover and Keller have accepted this condition, it’s put them ahead of those who see themselves as social media experts. They both know the industry involves constant learning and re-learning and while it’s a challenge to keep up with, they have maintained a realistic perspective.

Keller realizes the time-consuming nature of this industry but accepts it and strives for improvement. “What I’ve been doing during my time here is really just learning about the tools and experimenting,” says Keller.

As part of her experimentation, she’s created a couple of videos on Twitter that she acknowledges have been “VERY time consuming.” Although not personally satisfied with the results, the mere fact that she is testing it out gives her all the more knowledge she previously didn’t have about video production and allows her to add YouTube videos to her list of skills.

For Grover, the focus is more on remembering that social media is a conversation medium and accepting that it requires plenty of hard work. As part of the ongoing, learning process of using social media, Grover emphasizes the need to use analytics to see where visitors are coming from and what they are interested in to know what information and what kind of conversations need to happen through Heartspring’s online platforms.

What Keller and Grover make plain to see is that they accept, and almost embrace, the ever-changing quality of the digital environment. Sherry Chisenhall, editor at the Wichita Eagle, hits the nail in the head when she says that to grow, you have to be “willing to change your mind and say, ‘this is what I think I know today’ and realize that your strategies and philosophies change.” Then, she says, you figure out what worked, what didn’t, and strive to do better next time.

It is this kind of attitude that Grover and Keller also express, and that in the long run will help them stay ahead with their communication goals at Heartspring and Red Cross. These professionals both realize that those who fail to keep up with digital media may be left behind. “EVERYONE is struggling to find the best new (and old) ways to reach their target markets,” admits Keller. What keeps you going, then, says Grover, is to “put in the time and effort necessary to keep your audience engaged.”

 

 

I recently received an email about a new media firm looking to hire someone with experience in social media. The description said they are “looking for an awesome and outgoing individual to help [their] clients tame the social circus.”

The description then goes on to say: “We’re looking for a cutting edge social media juggler! What would you be getting yourself into? [CompanyX] is an online marketing firm in Wichita dedicated to helping our clients grow their online presence. We use the latest technology, monitoring software and you to help our clients grow their online and sales.”  

The truth is, job openings like these are anything but unusual these days. Most businesses are aware of the power of new media and social media. Whether they’re hiring a marketing firm such as the one mentioned above, their social media-savvy granddaughter or tackling it themselves, business owners are engaging with new media. They feel the pressure, they see business Facebook Pages popping up daily, and they feel they should be in the middle of it all.

I remember first joining Facebook in 2005. In the beginning years, as I became familiar with it and slowly allowed its addictive qualities to seep into me, I remember it being all about personal connections. I found myself connecting to long forgotten elementary friends, beloved high school teachers and my newest classroom acquaintances, many of whom I hadn’t gotten to really know personally.

Looking back, I realize the naïve view I held of Facebook. I saw it as the key to reconnecting with great people; the online center for friendships and communities.  Looking at it now, I see a social network of real information and real persuasion. Facebook means business, literally.

But part of this realization happened because the role of Facebook has indeed changed in recent years. The founders of the network gave it life with the purpose of connecting people on college campuses, and it definitely flourished as that. And as we’ve all seen, Facebook has continually morphed into different roles from connector, to advertiser, publisher, influencer, entertainer, to marketer.

Facebook is like putty. It becomes whatever we want it to be. Now that this has become clear to so many, it’s obvious that the role of Facebook in new media will continue to change.

Everyone will speculate, but given what we know about how Facebook has developed and been reshaped by its users, the following are speculations of the most likely (or most advantageous) directions for Facebook. They’re not predictions, just suggestions based on observation.

 

Back to advertising

As mentioned at the beginning of this post, businesses are looking for social media experts who can promote their business on new media. While a variety of platforms and smartphone apps have also started to carry these roles, Facebook plays a huge part in doing business through new media.

In the next few years, Facebook users may start embracing this role completely. Currently, businesses can create Facebook Pages and Facebook Apps to improve their online presence and promote business. But what I think will be key to businesses in the future isn’t establishing a fan page or giving people fun/useful gadgets that relate to the business. What will become more prevalent is the absolutely crucial skill of developing your brand through strategic and engaging communication.

Doing this on Facebook doesn’t necessarily require a business page, but a brand, one that is skillfully nurtured with full doses of authenticity and transparency.

The idea of branding (personal and business) is being taken to a new level on Facebook and will continue do go in this direction. A prime example of this is Tanya Tandoc’s Facebook profile. As an owner of a soon-to-reopen local restaurant, she’s realized the potential and taken full control of her communication and engagement with the local community through media, particularly through Facebook.

Tanya’s primary tactic to nourish her brand isn’t through her business fan page, but through her personal page. And she doesn’t just post about her business in the traditional “hey, come here for great food” sense. She’s become a creative communicator and food expert that is relatable. She makes good conversation and keeps it real.

Such tactics are becoming more and more common on Facebook. In the next few years, it’s very plausible that the majority of businesses will be using Facebook in this way.  They’ll be creating interesting brands for themselves that create online buzz and word of mouth, which of course has been and always will be the most effective way to advertise. 

Facebook will be taking us back to times when viva voce ran the advertising world. It will complete the advertising circle, yet refashion it in its own way. It will essentially bring the essence and importance of orality (as in storytelling but through social media) back to advertising.

 

The you-me encyclopedia

In New New Media, Levinson discusses the role of Facebook friends as a knowledge-base resource. He explains that users are increasingly looking to their Facebook community not only for objective information that can be found elsewhere online, such as where the closest Starbucks is or when a movie premiers, but they’re also looking to that community for subjective information like recommendations for dinner or the next exciting book to read.

What’s even more valuable about this is that users can get real-time knowledge from the group of people they know and trust the most. I can attest to using Facebook as a knowledge resource when my husband and I switched family doctors.

I had remembered that a friend on Facebook had previously posted a question on her profile asking her online network of friends what practitioner they most recommended. I messaged her asking for those results as well as which of them she actually chose, and my husband and I eventually based our decision off of that list.

Mui and Whoriskey’s article on Facebook becoming the most popular site on the Internet underscores this role. They say that Facebook has become more valuable for many because it allows people to search within their network of friends. Americans now spend more time on Facebook than on search engines like Google. They spend about 23% of their time on social networks because it’s easy, engaging and valuable.

A platform recently new to me that exemplifies the role of Facebook as a knowledge-base resource is paper.li. The website describes itself as one that “organizes links shared on Twitter and Facebook into an easy to read newspaper-style format. A great way to discover content that matters to you- even if you are not connected 24/7!”

The future will only magnify this role. I can see Facebook adapting the paper.li concept into their platform and going even further with it. The social media leader began this trend, and it will continue with it to a point where users are able to archive links by subject and be able to search for them within some content-search bar within the Facebook platform.

What’s even more intriguing to thing about is the day when Facebook invites more knowledge-based content upload (like your student papers, blogs, etc.) into your Facebook page. In this world your Facebook page would include your resume, work-related content, anything you produced in school, and anything in between.

In such a world, say a friend of mine wanted to know a little more about artist Artemisia Gentileschi. Rather than go to Google, my friend could search within her list of friends and find any content that any friend ever researched/produced right on their Facebook page. My high school paper on the subject would appear within the list of results, and she could download it and read it, for what it’s worth.

This world isn’t very far from now.

 

The big blur

Platforms like Facebook are also creating what I refer to as the big blur: the blending of informational and social content to such an extent that being able to distinguish them becomes entirely irrelevant.  

This is an obvious downside to new media, but something to remember and be aware of nonetheless. In my above example, the friend reading my Artemisia Gentileschi paper may see its content as more valuable/factual than it really is for a high school paper.

The reality is that we’re not very far from this big blur. Additionally, because Facebook is playing such a major role in how we get our information nowadays (both subjective and objective), we can largely attribute the coming of this big blur to Facebook. In coming years, it may become a major problem, especially in educational institutions.

There are many uncertainties regarding the big blur, such as how society will react to it as a whole, and how it will change our definitions of fact and opinion… (ie. saying it’s fact because your friend told you so), and our standards of reasoning.

What’s certain as of now is that new new media, especially platforms like Facebook, are changing society in big ways. We just need to be aware in order to know how best to react to it all.  

 

Don’t be a sheep

For those in the Wichita area involved in the fields of marketing, design and communications, this might not be the first time you’ve heard about Sullivan Higdon and Sink’s sheep phobia.

What started off as a one to two year campaign became an integral part of SHS’s brand that has transformed into an unusual but successful means of making the ad agency “stand out from the flock.”

If you ever plan to work at SHS, you shall quickly learn the seven ways to exterminate sheep, or the “seven practices that set the stage for ideas that set [their] clients apart from the flock,” which are to be: collaborative, curious, odd, passionate, critical, smart, and pure of heart.

With this kind of branding, it’s no wonder SHS has become one of the most successful (and aspired) ad agencies in the area.

But as our corporate culture shifts more and more into the digital realm, ad agencies like SHS have new sets of challenges.

Not only must they continue their traditional branding strategies, but they must also be watchful of the continuous digital changes taking place and consider how to adapt.

Danielle Sacks in The Future of Advertising begins his article by clearly stating “advertising is on the cusp of its first creative revolution since the 1960s. But the ad industry might get left behind.” He elaborates on this idea by discussing the differences between old advertising and what he calls “use-vertising” and points out the challenges and opportunities digital advertising brings to ad agencies. s

A recent panel discussion and presentation by SHS’s own vice president of brand reputation Lathi DeSilva, managing partner Tom Bertels, and manager of brand reputation Gred Standifer, offers insight into how SHS is effectively adapting to and developing digital strategies.

 

Using platforms purposefully

Keith Trivitt, in 11 Public Relations Trends for 2011, defines storytelling as an essential skill for PR professionals of today. He stresses that the Internet requires PR practitioners to have a good understanding of the different platforms available and be able to deliver good content through each of them.

This means going beyond using Facebook or Twitter simply because “everyone’s doing it” (aka following the flock) and looking into how each platform can be distinctly and purposefully utilized to sell a story.

SHS realizes this importance. They carry this notion of storytelling and platform strategizing into their work whenever the problem calls for a digital solution. One example of such work involves targeting a select group of reality TV fans online.

The challenge for the project was to get fans of Paul Jr., the American Chopper’s son, to show up for an event produced by the Coleman Company. After thorough research, SHS discovered that the most effective ways to reach these online-oriented fans was through the digital platforms they frequented including Twitter and MeetUp.com. Rather than copying and pasting the same message into these various platforms, the team crafted specific messages tailored to the strengths of each platform.

When discussing this topic, DeSliva advises agencies to avoid using the Internet as an information bucket and to instead practice careful consideration of platforms as poster boards on which to present authentic, relevant and personal content.

 

Using research to make excellent educated guesses

The teams at SHS also do their fair share of homework. With every project, SHS teams implement a 6-step strategic planning process to guide each project.

To illustrate the care with which teams at SHS treat research, we’ll look at their solution to launching Meyer Natural Angus, a branded natural beef product, inside Super Targets nationwide.

Rather than design a typical series of print ads and TV commercials, as would be the case with any average ad agency, SHS realized they needed to delve deep into their audience and find the best possible channels to reach them.

After elaborate research, the team found that consumers interested in natural products are very likely to have smartphones and are also very brand-aware consumers. This knowledge allowed the team to develop a unique solution that involved creating a CR code to go on the actual meat cases. When scanned with a smartphone, this code directs you to a short video on Meyer’s meat products. Such ingenuity proved highly successful, not to mention it also provided valuable analytics of consumers who interact with the CR code.

Some may consider this a highly risky move. After all, CR codes on meat packages are an advertising strategy that hadn’t been done before. On this topic, Tom Bertels simply says “there may be risk, but it’s pretty calculated because of all the research.” So in the end it proves less risky than it appears thanks to this heavy research process.

In his article, Sacks states that digital media is creating new competition for agencies because new software now allows anyone to do what was previously given to experts. Not for SHS. The agency’s innovation and research-heavy tactics will always keep them above the competition. Their recent switch from hierarchical management to multi-discipline, client-focused teams further underscores this.

 

Managing relationships in the digital realm   

Going digital does not mean sacrificing client relationships. In a world where the goal is still to maintain a balance between giving clients a solution they will like and producing work your agency can be proud of, digital media can sometimes make this balance hard to achieve.

SHS handles this problem with ease. They realize the importance of good management of client relationships and they go the extra step to make sure both parties are content.

One strategy that SHS employs to develop positive client relationships involves a process that establishes whether the client’s problem calls for a digital solution, a somewhat digital solution, or not at all digital. This demonstrates the agency’s ability to go beyond using digital because it’s a “hip place to be” and honing in on the needs of the problem at hand.

But whether a problem calls for a digital solution or not becomes irrelevant if the client isn’t convinced or interested in going digital. To make sure this isn’t an issue, DeSilva explains that teams then use client consultations to establish a client’s readiness in using digital platforms. This consultation specifically looks at the client’s ability to share control, update content, respond quickly and embrace authenticity.

In his article, Trivitt points out that this coming year will reveal an increasing trend in fostering good consumer relationships. SHS saw the need to go digital as necessary, but they also understood the importance of client relationships and created the above-mentioned steps, among others, to maintain good relationships with the people they work with.

 

:: Purposeful use of platforms, implementation of research and good management of client relationships were three of SHS’s strongest aspects in regards to their adaptation of new media. Based on the panel discussion, however, it seems there are a couple of areas in particular that they either didn’t mention or that they could focus on a little more.

Getting involved in corporate blogging

In 5 Predictions for the PR Industry in 2011, Leyl Master Black advices that one of the trends to watch for this year is an increase in “direct editorial.” Black expects to see more corporate blogging and executives contributing their own thoughts in articles.

Personally, I anticipate this foresight because it gives all of us learners an excellent way to hear from the best. I even have a list of blogs by design professionals that I like to follow. Squarespace's blog is one excellent example of a corporate blog. The panel discussion at SHS was so interesting and educational, that I can just imagine how many followers SHS would have if they became involved in this “direct editorial” trend.

I follow SHS on Twitter, and also know some of their employees keep official SHS blogs, but after perusing them it seems to me they are just dipping their toes into this idea. The content is personal and entertaining, but perhaps it’s not a priority for them at the time.

I think great minds like that of Bertels, DeSilva and Standifer have much to offer in their field and their community, and blogging could become a great means by which to communicate their thoughts to others. I’m excited to see where SHS might take this idea in coming years.

 

Making good use of measurements

Based on the panel discussion, it didn’t seem that SHS engaged much with analytics and measurements. With many of their examples of projects, they defined the solution and stated they were successful, but there was no mentioning of the extent of that success.

Being about to measure and monitor performance is one of the great beauties of digital media. It actually seems highly unlikely that they wouldn’t use such information.

Trivitt also defines this as one of this year’s PR trends, saying that being able to measure engagement, relationships and brand awareness are now much easier and we should be taking full advantage of it.

Although I didn’t get a clear picture of how SHS uses analytics and measurement, I’d be interested in knowing exactly how much they focus on it, especially for such a research-conscious agency.

 

:: Being able to discuss issues on digital media like these with successful branding agencies like SHS was a great opportunity. Their solid grip on the subject as well as their success with it reiterate what our textbooks and assigned readings mention, but it’s great to be able to see it working in the real world.

The digital realm will only continue to change in the next few years, and it will be great to see how agencies like SHS continue to adapt to this digital transformation.

 

 

We are the puppeteers

Last fall, I remember watching the premier of one of USA’s shows, called Covert Affairs.

The story centered on a young CIA agent named Annie, a novice at anything and everything related to government intelligence activities.

Through each episode, you learn that even with her mistakes and errors, which sometimes put her job on the line, she brings the organization a new perspective and techniques that allow her to solve cases other might have thought she couldn’t. It wasn’t a stellar show by any means, but the producers kept it interesting. I believe I watched every episode that season.

I recently learned it is coming back for season 2 this summer. I was hoping it would. When the season ended I remember thinking, I hope it made it, I hope people liked it, I hope it comes back.

Thinking back on those thoughts, it’s interesting to me how most of us are aware of the role we play in the success of such shows. They depend on our viewership and we have become very attuned to that as television viewers and critics.

Although financial success is also at stake, producers know the importance of really making a good show by focusing on aspects of the show that will keep viewers watching, like making sure the characters give you good laughs or making sure the ending is always unforgettable. The last time you heard a show get cancelled, your thoughts were probably, ‘why didn’t people like it, it was sheer awesomeness’ or ‘well obviously it’s not coming back. Who gets a kick out of an extremely dull cast?’ Truth is, we know they stay or go based on our viewership.

This week, I attended a panel discussion with KWCH’s general sales manager Brian McDonough and director of marketing and digital media Shawn Hilferty. The session covered topics such as how KWCH has become involved with digital media, how people in the company have dealt with the rapid change in technology and in what direction they believe television might be heading in the next few years.

Listening to Brian and Shawn got me once again thinking about my beloved show, Covert Affairs. I started to see many similarities between TV, digital media, and between any corporations that depend on customers/consumers for that matter. The idea of the people formerly known as the audience is so evident.

The future of television stations, online news sites, social media platforms, and any form of human experience that involves online technology is lead by none other than you and I. How cool. Facebook will only be around as long as the people say so. New seasons of Covert Affairs will come back as long as we ask for them.

It’s a powerful, desirable and at the same time a terrifying feeling to know that in many ways new media and new new media are puppets for our pleasure. Not to mean that in a manipulative way, but as viewers, we have a say on what we want and what we don’t. Give us good stuff and we won’t throw a fit… or at least the levelheaded ones won’t.

Happy customers = happy company

Leaders in new new media seem to understand consumer loyalty more than anyone. Due to the fact that user involvement is the essence of platforms like Twitter and Facebook, leaders in this industry depend on those users and know that as long as users/consumers are kept happy, Facebook, Twitter, or --insert social media platform name here-- will remain happy.

From listening to the panel discussions, first at The Wichita Eagle and then at KWCH, I noted some differences in how each organization viewed their publics. I don’t necessarily believe one to be better than the other, for they involve different dynamics and represent different media. But given my thoughts on consumer loyalty, and because these organizations to some extent share similar publics, it’s interesting to look at what perspective each takes on the subject.

The Wichita Eagle goes by a “follow the leader” perspective in which their publics represent the leader. In the panel discussion, editor Chisenhall emphasized more than once a need to continuously learn from their publics in order to be successful. She believes that for The Eagle to succeed in this digital era, they have to be the platform people want at any given time, and have to remember to focus on understanding the consumer if they want to keep those consumers loyal.

KWCH seems to embody a “follow the gold” philosophy. McDonough says “it’s the Wild Wild West out there in digital media, and you don’t know when you’ll find gold or bust.” Although he says page views are important, he believes that the most important factor with digital media is the profitability of the website, because it’s no good to have views if you can’t monetize them. He says that because of the quickly changing environment that is digital media, KWCH has to figure out ways to engage and monetize.  

Within the context of a digital media environment, I find that The Eagle’s perspective is more on target in that in order to market effectively to consumers through digital media, you must understand and follow your consumers. A range of philosophies will seem appropriate for most other industries, but with digital media, media organizations simply hold no control over their publics. They have to remain in tune to what they need and want and be able to deliver. 

Even non-media organizations that deal with publics still have to keep public satisfaction in mind. Consider the popular department store Nordstrom. A while back, they instituted a “customer is always first” policy to remind employees to that, as employees, you can never do too much for a customer. By fulfilling the customer’s needs and concerns first, the people at Nordstrom firmly believe that money would follow.

Their strong, people-centered corporate culture rather than a profit-centered one keeps customers coming and builds a reservoir of goodwill. Today, most retailers have adopted similar policies. It’s uncommon now to shop at a major department store that doesn’t let you return merchandise with no questions asked.

This happy customer concept is not new, but I think it’s especially important in the media arena.

The future of TV and Consumer Loyalty

One point McDonough from KWCH made was that right now is an interesting time to be in broadcasting. As a sales manager, he’s noticed that networks aren’t as profitable as they once were, and that the collaboration between broadcast and networks hasn’t exactly proven successful thus far.

As an example, he talks about how they bought the syndicated popular sitcom How I Met Your Mother. Because the show is no longer exclusive to one buyer, other networks are buying and airing it at other times, meaning less profitability for each network. People who watch the show will be split into those networks based on what time is most convenient, not on what network they like best.

This is the current dilemma. Now imagine how things will change for broadcasting and television in years to come. As of now, many viewers are already choosing Hulu and Clicker to find the shows they like and watch them online whenever they wish. Again, it’s evidence of what can happen when you don’t fulfill consumers’ needs. People can’t find the time to watch their shows when they air on TV, so they go online and find them available virtually 24/7 and at no extra cost. It looks like Hulu’s creating some strong consumer loyalty. I’m a big user myself.

Entrepreneur and blogger Mark Suster has already delved into this issue. Not only does he believe that the migration from TV to online video watching will continue, but he also envisions a merging of video to PCs, mobile devices and television. He believes these services will be much more linked together, in effect changing how its users consume it.

What I wonder is, how will the digital media and television industries adapt and take full advantage of such plausible changes? Suster discusses the role of Apple TV, Google TV and the Boxee Box as huge contenders in the digital living room. How will broadcasters, networks and cable providers stack up against such companies? Who’s going to win the “consumer loyalty award” and what kinds of consumer needs will they have to meet and exceed to achieve this?

Suster also considers the idea of a “torso TV” as the new TV for niche global audiences and the idea of “2^nd screen” technologies that will incorporate not just TV watching, but online socialization and virtual experiences with friends. It’s amazing just thinking of the possibilities. But on the skeptical side, what kind of power will this give us, the puppeteers? Even in our current technological state, it seems that people quickly take them for granted and expectations only grow. How will these new technologies affect consumer expectations?

Thinking about these possibilities only brings me to more questions than answers. As an avid user of both traditional television and online video services like Hulu, I’m anxious to see what’s in store. I’m also anxious to see how and which of the industries involved will focus on embracing a “customer is always first” concept. No matter where we’re headed digitally, the consumers will remain the puppeteers and only organizations that realize this will survive.  

When you tell a story right

Kellie and Kathie Henderson were sexually abused most of their lives by their father and brothers. Their nightmare ended in 2005, when a neighbor finally discovered their secret and made the rescue call to 911. This month, the Hendersons’ full story appeared on Kansas.com as part of a three-part series telling the sisters’ story in detail.

After reading and fully appreciating the story and the grotesque picture it formed for readers, I observed a few things.

First, and most obvious, is the shocking and basic rawness of the article. Written by Roy Wenzl, this three-part series titled Promise Not To Tell illustrates the mess of a life these girls endured, the ray of light they felt when they were rescued, and the many pebbles they’ll stumble on in years to come because of their irreversible past. The research and writing process must not have been easy, emotionally or practically. So for that, I applaud those involved in creating this final piece.

Second, I realized, “whoa hoe, what I just did was anything but read a feature story.” As I kept absorbing the copy, looking through the photo gallery, watching the short videos of Kellie Henderson retelling parts of the story, and going through some of the comments posted, I became aware of what The Wichita Eagle had done to me. They had pulled me in not only by writing a true and captivating story, but also through their effective use of video, photo galleries and plain text. It was an example of engaging news at its best.

This is precisely the one thing The Eagle is getting good at. Really good. More than tell a story, they engage the reader. They aim for a conversation. They take it to a new level and make you a part of the community rather than just giving you news. I could see that when I experienced the story. Not to mention you’re also given the option to comment on the page, email the story, print it, AIM it, Digg it, del.icio.us it or Facebook it. Engaging? You could say so.

Multiplatform: that’s the goal 

When discussing their recent efforts to go digital, Editor Sherry Chisenhall from The Eagle admits that the last 3 to 5 years have been their most transitional in a long time. From printed papers, to online versions of the paper, to entirely engaging news experiences (like the Promise Not To Tell series), Chisenhall says The Eagle is a multimedia company that is constantly undergoing a transformation process to keep up with new media and that all their efforts have been pleasantly successful thus far.

Why make the news multiplatform? Simply, it’s because people want to experience news in different ways at different times. Chisenhall knows just how important becoming the platform people want at any given time is to the success of the company.

It is no news to those at The Eagle that mobile is where it’s going. Jason Schlitz, who works with Chisenhall, observes that print is not dying, digital is rising, but mobile is exploding. He states that mobile growth has quadrupled for them in the last four months; with about 200-250 iPhone downloads a week. That’s more than enough incentives to aim for a multiplatform delivery of news.

Other news sources are following in the same direction. CNN’s iReport is a user-generated section of CNN.com that lets anyone report a news story. The new iPhone 4 even offers journalist tools that anyone with an iPhone can easily access. These mobile innovations not only demonstrate the change in news consumption, but they also point to Damon Kiesow’s notion that mobile is transforming journalism from a monopolized institution to a community of professional reporters, bloggers and ‘everyday people.’ Mobile has furthered the democratization of news production and distribution.

 

Progress is doable, perfection's near impossible

While the team at The Eagle has done a near-exemplary job at keeping up with the needs of its readers, it’s unfair to say they’ve reached perfection. But this has little to do with their skills and abilities, and everything to do with the complex and transforming nature of the industry. The following are concepts they’ve implemented and will certainly need to continue to follow in order to stay on top.

• Follow Consumer Needs___You can’t figure out the essence of a caterpillar because before you know it, it becomes a butterfly and all you thought you knew about it is proven wrong. The same can be said for news media: don’t think you’ve mastered it because the needs of your consumers are constantly changing.

 

This idea can be generalized to the entire technology industry. Blogger Mark Suster sees the same dilemma, for example, with television. As consumers continue to enjoy and expect increasing interactivity and engagement with TV/video experience, the industry will respond to those needs by developing technologies that create experiences far different from standard TV viewing. Suster discusses the possibilities of a virtual, social viewing experience that lets you connect to your social networks and hints at a future with customizable viewing choices, where content “bundles” become a thing of the past.

This consumer demand creates a competition amongst the industries wanting to please consumers and wanting to make the most profit. Eventually, the more successful ones will be those who not only can create the product that meets consumers’ needs, but also has the fluidity to adapt to the constantly changing needs of those consumers.In terms of local news media, The Eagle meets news consumers’ evolving needs the best. Their multiplatform set-up lets users get their news when and how they want it.

• Become a Platform Strategist___Chisenhall herself admits there’s no such thing as perfection in this industry, and because this is so, their roles are constantly changing and they have to have the ability to continuously learn. People here know there’s much more to being a #1 news source than just telling a story in a timely and accurate manner.

People at The Eagle realize they haven’t yet crossed the digital divide in terms of mobile success with news. In order to stay on top, they go beyond the everyday reporting and look for opportunities to always get better. For them this especially means excelling with platform strategies.

As one of the competencies of the next generation news organization compiled by Northwestern University’s Media Management Center, being a platform strategist means understanding the different platforms, knowing consumers and spotting their unmet needs, and leveraging your strengths in a way that meets their needs. Looks like The Eagle has a pretty good handle on this one.

• Know Your Metrics___One of the biggest changes in recent years for many news sources has been a transformation from specialist, segmented workers that cover one topic to multiplatform users that use all tools available, in print and offline, to give consumers the best experience. One of these tools is the implementation and understanding of metrics.

It is now crucial that reporters know the impact and effect of their stories in real time so they can better understand their readers. Although a little time consuming, knowing things like where your people come from, what they are viewing and what stories are doing well should be one of the main things shaping your strategy and tactics.

• Know You May be Wrong___Chisenhall believes the industry will continue to be fast-paced and ever-changing. She views it as an ongoing process that leaves her asking lots of questions about the future direction of news media. In the 1980s and before, Chisenhall says it was easier to “foresee what this business would look like. Not anymore.” When Chisenhall retires, she says she really can’t imagine what the industry will be like.

But she’s got the tools to keep her moving. She hits the nail in the head when she says that to grow, you have to “be willing to change your mind and say, ‘this is what I think I know today’ and realize that your strategies and philosophies change.” From there, you figure out what worked, what didn’t, and strive to do better next time. People at The Eagle definitely live by this. And it’s so important to remember it, especially when you feel business isn’t doing so hot. Get off your high horse and realize you may not know everything, and you might have to change how you do things to keep up with consumers.

As a consumer, that’s really all I could ask for. I don’t want news sources that feed me information. I want a media group that validates my needs. I want a symbiotic relationship in which the media and we, the people, mutually feed and learn from each other while becoming a closer community at the same time. What a great idea.  

 

Altered photo; Dallas Morning News Blog

Dissemination: Then and Now

Most of us either lived through or have at some point heard of the infamous Johnson & Johnson and Tylenol cyanide poisoning case of the 1980s. It was the first national case of sabotage. The event involved several tragic deaths in the Chicago area that were later found to be linked to the use of Extra Strength Tylenol contaminated with cyanide. Not only did this create a scare among the general public, it also created a major crisis for the company that needed to be dealt with fast and effectively.  

While there were no prodomes, or warning signs at the time, Johnson & Johnson’s PR team was successful in coping with the crisis largely because of their good relationships with the media. Their open communication with news outlets allowed them to keep in touch with the public in a way that reflected the company in a good light and helped maintain their public’s trust.

Johnson & Johnson was one of few organizations with this kind of power. At that point in time, not all large organizations had such luxurious connections with the media, much less the control over how the media portrayed the organization and what kind of opinions the public formed as a result.

But the world has changed considerably since then. In Six Competencies of the Next Generation News Organization, the Media Management Center at Northwestern University specifically defines democratization as one of the current technology trends. They note that the easy to use, affordable tools open a world of opportunities to amateurs and professionals while destroying the main media monopoly.

In today’s interactive, 2-way world of communication, the news media simply can’t hold the control it once use to, and consumers are becoming producers of news at exponentially increasing speeds.  For PR professionals in particular, this means the power to control when their organization releases messages, through what channels, and in what tone and voice. It’s a PR professional’s dream.

PR involves establishing and maintaining "mutual lines of communication"

Rex Harlow, founder of PRSA, defines public relations as a “distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics.” Now more than ever, PR professionals can create and shape this 2-way, open dialogue between their organization and its publics much more effectively through “new new media” platforms like Twitter, Facebook and YouTube. These social media tools allow organizations to take the middleman, the news media, out of the equation.  

Sure, this idea sounds amazing for any PR manager, but as with any great innovation, there are also downsides. These new tools can certainly provide benefits to the company, but in many ways they can also drastically damage the company’s brand if not managed with care.

YouTube: the New Mouth of Public Relations

To better illustrate the benefits and dangers of “new new media” for PR professionals, as well as ways to make the best use of these interactive tools, let’s consider just one of those platforms: YouTube.

Since it’s creation in February of 2005, YouTube has not only become an instant means for the general public to “broadcast themselves,” as the company’s trademark states, by providing the means to upload and share self-produced content with friends and the world. YouTube has also held an increasing role in large companies.

For bigger organizations, YouTube provides an easy to use, free and effective means to reach targeted publics in no time. For the field of public relations, this means there is no longer a dependence on news media for disseminating relevant information to its publics.

But as stated earlier, YouTube is in many ways a double edge sword. The fact that anyone can use it makes it simultaneously threatening and extraordinary. It gives everyone an equal chance to voice their opinion, but it also lets those with malicious intent populate the tube with negative effects.

As Levinson notes when discussing YouTube in New New Media, a viral video can range from being destructive to beneficial and unfortunately, it can remain out there for everyone to see, virtually forever. From a PR standpoint, this means the opportunity to upload whatever message they wish to foster trust with their public, but it also means the risk of others adding content that reflect the company in a bad light without the chance or means to remove that content.

Lion photo; Photobucket

YouTube is a tricky beast. It’s a relatively new tool for PR practitioners and demands different competencies from them. Even so, those engaging with this beautiful lion can avoid many problems and crises and really make it a successful endeavor by keeping a few simple points in mind:

• Don’t get Confused: You’re in PR, not Marketing or Advertising__ Because of the output-centered nature of YouTube, it’s can be easy to forget that using it with a PR focus means maintaining a 2-way relationship. A PR expert is supposed to create an environment in which the company and its public can thrive, not sell products and services to their audience. In the world of YouTube, this means not only uploading content that speaks to specific and targeted audiences. It also means being able to keep up with comments and replying to those comments, whether it is through additional text posts or with a supplemental video. A PR professional must also remember that the goal is to build a relationship and generate goodwill and avoid becoming concerned with selling goods. The more pitchy and infomercial-like the content, the less effective the organization is in terms of creating positive public relations. Go against the intuitive one-way nature of YouTube and create an honest balance between how much content you put out there and how much you interact with your public directly through this platform.

• Tell the Truth: It’s a PR Golden Rule__ Much of the content on YouTube is for pure entertainment. A simple Google search of “most watched YouTube videos” can reveal how popularity and entertainment are strongly correlated. Don’t be a sheep and follow the crowd.  As a PR practitioner, you must always remember to deal with fact, not fiction. Perhaps, if your company relied on comedic or entertaining branding techniques, this might work… in very specific situations…maybe. But more likely than not, doing so will quickly backfire and put you and your organization in a very undesirable situation. After all, a video that shows the mistakes or foolishness of your actions is more likely to go viral (and critically damage your reputation) than a video that keeps it true and honest. Always maintaining your organization’s goals and ethical standards front and center.
• Build Targeted YouTube Communities__ Six Competencies of the Next Generation News Organization, the piece mentioned earlier, lists building a community as one of the six competencies. This quality is needed in PR just as much as in news organizations. When using YouTube, it’s important to not only release relevant, honest information, but to also make sure to drive collaboration by directing it to small, defined publics. YouTube is like a “TV meets Facebook” platform that provides the opportunity to form unique relationships between your organization and your publics. You can do this successfully by tailoring different content to different publics rather than creating a single video that you hope will reach all kinds of people. Understand that you have different publics (customers, employees, stockholders, etc) with different interests and needs. Using YouTube to tailor content to those various groups will get their attention and make them feel valued.
• Make Yourself Known: Search Optimization__ Keep in mind that unless your audience knows the right keywords to search for your YouTube content, you won’t be found. Pay attention to the keywords you use when tagging your content because that has great influence on the amount of viewers you receive. Most importantly, let your different publics know when you have new content out by emails, Twitter, Facebook, and other similar social media tools. Invite your publics and create contact with them in a way that shows you have an appreciation for them.

Becoming an expert PR practitioner in the world of “new new media” like YouTube doesn’t take miracles, but it does take plenty of careful planning and consideration of the kinds of relationships you are forming with your publics through the use of these tools.

Mouse trap photo; Photobucket

Gone are the Johnson & Johnson days where an organization’s reputation depended largely on the news media. The “new new media’” of today gives you full control of your messages, so take these opportunities and use them to the best of your PR abilities. In the end, it's not a large beast that needs to be tamed, but a simple little mouse trap that can be easily avoided. 

 

"Send me a text." "I'm blogging about it." "Don't IM about that." It is no news to say that in the last decade, five years, or dare I even say the last three years, we have seen a marked change in the way we give and receive information of any kind. In some way, we can even say that the ways in which we communicate in general have shifted. Wanting to tell my good friend about my weekend plans no longer means calling her up or meeting her for lunch. I can relate the information I want to her simply by texting her, sending her an email, or even video chatting with her right from my own living room.

But when I say that we, or I, have seen a marked change, I’m not saying that I didn’t use these tools three years ago. I definitely texted, emailed and skyped with friends and family in 2007. What’s changed is the rate at which I use these communication tools and consequently how second nature it has become to use them. Even within these last three years, I can surely say that my mind and body (my little texting fingers) have adapted significantly to the newest ways of communicating quickly and efficiently.

 

New New Media

In New New Media, Levinson makes a distinction between old media (newspapers, radio) new media (email, search engines) and what he calls new new media (blogging, FB, Tweeting). Compared to new media, new new media exist and depend entirely on everyone’s participation. Because new new media are so socially engaging and socially driven, I can speak not just for myself but also for all of us when I say that our entire world of communication as we know it is changing.

This may be in different ways and at different rates for different people, but it’s definitely changing. The Shirky article from our readings this week states this same viewpoint about news, saying that we now participate with news at “a different speed, scale and leverage than compared to just a decade ago.” The pipeline fashion of communication, whether it is about news, the weather or personal and work-related issues, is diminishing with new new media.

 

Blogging

I’ve been involved in many forms of new new media that include Facebook, FourSquare and Twitter. I enjoy different aspects of each and learn pros and cons for each almost on a daily basis. What’s been of particular interest to me in these last few months, however, is blogging. Until recently, I hadn’t developed a real appreciation for bloggers and the blogging world. I wasn’t a blogger myself, nor did I personally know any bloggers, so I didn’t find it all too valuable. But becoming immersed in a blog of my own last semester helped me develop an acute interest for those souls brave enough to share their thoughts and ideas (in non-class settings) and make them available for virtually everyone.

 

As the Shirky article states, new new media is created by voluntary participation, and it is this participation by amateurs that makes our collective surplus of information more interesting, varied and valuable. Everyone gets a voice online and everyone has a right to judge what content they find valuable or worthy of passing along. This interaction in turn makes people from different parts of the world value this bowl of virtual ideas.

 

First Blog: the Good and the Bad

My first blog was created last semester as part of Lou’s Social Media class. For me, being able to blog alongside my classmates on the similar topics for an entire semester created an easy and inviting entry into the blogging world because I already knew some of the people posting and reading my posts. I didn’t feel thrown into an interactive world of strangers. But soon I began to participate in out-of-class blogs, posting comments and re-posting posts I liked in others’ blogs. Some of this interaction became even more valuable than what I was doing on my own blog.

I soon realized that the level of insightfulness of a blog post has little to do with whether or not I know the author in person. To some extent, leaving face-to-face interaction out of the picture makes it even easier to confidently post comments on blogs.  In Global Forces, an article from Mckinsey Quarterly, the idea of an expanding global grid-interlinkedness is seen as one important force where tension and opportunity are high. It’s amazing to me to know that everyone, including myself, can equally participate in this global grid and add to the symbiotic world of new new media. It’s no longer possible to be a passive consumer.

I loved some of the characteristics of blogging that Lenvinson mentioned in New New Media. They’re not new, but they’re a reminder of why I’ve easily adapted to blogging and why blogging is so popular. He says that blogging (and new new media in general) is for everyone. Anyone can do it, and I realize now the truth in this statement. A year ago I wouldn’t have surprised myself if I said, “I will never be a blogger. I have nothing to say.” But having taken a class that forced me to blog regularly placed the world of blogging in a new light for me. Sometimes it’s not what you have to say, or what others think of what you write, but the mere act of writing that nurtures the soul and improves writing skills. I can attest to both of these.

Levinson also states that the success of blogging is unpredictable. And that’s one of the beauties of blogging for me. I go into it and type away expecting nothing in return, holding pride in knowing that I took the time to think, write, think and write.  Although not exactly a blog, Levinson’s story of his surprise MySpace message from Stringer Bell shows how rewarding posts can be.

 One of my favorite blogs, Today’s Letters, has a neat story. The blogger began by posting short and quirky letters on her Facebook wall. Friends and family enjoyed them so much they encouraged her to start a blog out of them, and last month, after not even a year of being in existence, Today’s Letters was named the best 2010 blog by The Blog Guidebook. In honor of Today’s Letters: Dear new new media, I’m falling in love with you more each day. Although you may not be perfect, the list of risks and opportunities you provide are endless, and that’s what adds to your beauty.

Permanence is another characteristic of new new media mentioned by Levinson. I have to admit I have difficulty grasping the notion of my thoughts taking on a permanent role and place in the online global village, as McLuhan would say. Oscar Wilde once said that “Books are never finished, they are merely abandoned.” When I post new blog entries, I am reminded of this quote. The act of publishing a new post and adding the finishing touches, like links and photos, always gives me satisfaction. However, I later re-read through my posts and realize that what I thought of as remarkable writing at the time I published it seems mediocre at best a week later.  

"Books are never finished, they are merely abandoned"

But as Levinson adds, it’s much harder to abandon a blog post than a book simply because it is so easy to make changes when the entire blog is under your control. He also warns that editing posts can lead to confusion in your readers. This emphasizes the importance of proofing and rewriting before publishing. When I write for my blog, I make sure and proofread more often than I’m accustomed to before I place them online, specifically because I know those words will dry and stay in place faster and longer than the glue that keeps my coffee table together.

Though my blog for this semester caters only to student-related assignments and mostly likely won’t make the Top 10 Blogs of 2011, I’m delighted to know I’m a part of this long-lasting new new media trend. By simply participating in this new world, I am not guaranteed instant success but I am guaranteed a world of opportunities and exposure to blogs, news and communities. A Pew Internet Study on consuming news stresses how news is becoming more portable, personalized and participatory. The same can be said for many different facets of online life today.  All we must do to reap the full benefits, whatever they might be, is jump into the new new media wagon of innovation and change and enjoy the ride. 

 

Living in the middle of a technological bubble, people like myself who own a laptop, iPhone or other mobile device often find it difficult to step back and truly appreciate the innovative devices we now consider “necessary” for everyday living. It’s even more difficult to objectively look at our tools and see how fast they are advancing, and in effect how they will be changing and enhancing our lives in the years to come. Kris Schindler, managing partner of Start-Thinking, has certainly done her research on mobile technologies. In her lecture this week, she touches on a few aspects of how technology is changing that allowed me to step back and reflect on those recent changes.

 

Schindler makes one of her first points by showing an imnage of the first portable device, the Sony Walkman. Her discussion of that innovation in 1989 to the first iPod in 2001, and now to the capabilities of the latest iPhone and iPad illustrate the rapid speed at which our technological world is moving. As stated earlier, the nature of living in the middle of all this change prevents me from seeing the bigger picture. This simple timeline, however, pulls me out of the bubble and forces me to realize just how each device revolutionized the idea of portable devices during their time, and how such products will more than likely continue to be presented to us, and we will more than likely adapt to them as easily or perhaps more easily than we learned to say “mama” or “daddy” as babies.

 

Not only that, but the statistics Schindler provided to demonstrate how we’ve immersed ourselves in mobile technologies, as well as how ephemeral the data itself becomes as the numbers increase each day solidifies the fact that the use of technologies are ever-changing, but indeed are also here to stay. This also means, as Schindler quickly pointed out, that our definitions of time, space and distance become ephemeral as well because of these technologies. An essay by Edward Wachtel in The Legacy of McLuhan makes three interesting points. He says that:

 

1)   Technological environments influence perceptual approaches to the world

2)   Different approaches also varies the forms of space and time we see

3)   Cultures encode their views of space and time into their art

 

While the essay focuses on how artwork of various time periods reflect that specific culture’s perception of time and space, Wachtel states that these perceptions become engrained in the culture, influencing every aspect of life and of living.

 

To relate back to Schindler’s presentation, she discusses third world countries and their quick adaptation to new technologies. With limited resources, technology helps them catch up to the world, while simultaneously redefining that culture’s perception of space and time. By nature, mobile devices and other similar technologies remove the barriers of time and space, making many more things possible. Schindler’s international view again helped me recognize that laptops and iPhones aren’t in use only in the U.S. and other more developed countries. The quick permeation of technology into many developing and under developed countries is another point that makes me realize the wonderful nature of technology.

 

Schindler also concentrated on the idea of diminishing barriers. A quote she provided by David Houle stated that (because of mobile devices and other technologies) the disappearance of barriers of time, place and distance call for new kinds of communication and opportunities to recreate and transform our realities. This is a point that I had never really thought about. As the barriers dissolve, the possibilities for new forms of more efficient and life-enhancing communication become almost endless. Thinking about this point makes me think of my very recent engagement with FourSquare and how it's providing a new way of communicating my 'live' location to my family and friends. While it's a fairly new communication platform for me, I have heard of about the ways in which it can be engaging and beneficial for some. However, I'm currently unsure about how I can use it to fit my needs, and don't quite know what to think about the idea of being “findable” by friends and family. That is an overwhelming thought. It's only the beginning of my involvement with FourSquare, so like many other technological platforms, it may be that after I've reached a good comfort level and my mind has adapted to it, it could be a very useful tool not only for me but for others who are involved in my daily or weekly routine. 

 

A final key point that stuck with me after Schindler’s presentation is that technology is extremely pervasive, and if we succumb to it while at the same time learn to manipulate it, we can achieve so many great things. The human mind can create beautiful technologies, but they become most beautiful when innovatively used. As communication experts and students, it’s only fitting and fair to study our technologies from the inside out and understand them so we can use them to the best of our abilities. 

 

Receiving news via Tweets is a recent discovery for me. I didn’t think news organizations could successfully give out news in 140 characters. To my surprise, their tweets not only inform, but many of them also engage tweeters and call for action. Of the 6 Wichita news organizations I now follow, kansasdotcom clearly does the best job in doing this, plus so much more.

With 16 tweets in the last 24 hours, kansasdotcom definitely knows how to give news in Twitter style. They are aware that keeping news fresh with frequent updates is the number one way to stay in the minds of their followers. Not only that, but keeping followers informed also gains followers’ trust and loyalty, which is definitely what you want as a news organization. Being in the know and making followers aware of this keeps kansasdotcom at the center of the Twitter news scene.

 

Kansasdotcom’s tweets are also succinct, to the point, and always include a link when relevant. They always read as nicely worded newspaper headlines, so there’s never any confusion. Tweeters really do get the paper, only in tweets. And with links back to the full article online, tweeters get the level of information for which they are interested or have time.

 

The range of tweets from kansasdotcom also allows for a large variety of followers. With tweets ranging from weather to sports, breaking news, politics and holiday tips, they’ve got everyone covered. So whether you’re a football fanatic or a political junky, you can bet you’ll find the latest on your interests from kansasdotcom’s tweets. The beauty of the Twitter platform is that users can re-tweet information that might not necessarily be interesting to them, but may be interesting  to a fellow Twitter friend. Kansasdotcom’s tweets make it easy to create a buzz and foster interaction and engagement between tweeters about the latest news.

 

Kansasdotcom also answers questions about relevant news, something that wasn’t as apparent in other local news organizations’ tweets. With elections on their way, they’re keeping followers informed about where to go, how to vote, and even ask their opinion about their voting experience. This brings news reporting to a personal level and creates an environment where reporters and Wichitans become involved in discussions not seen with other news organizations on Twitter.  

 

One of the best things about kansasdotcom’s tweets is their level of engagement with their followers. They not only give out news, but they invite tweeters to create news. One tweet asks people to submit Halloween photos. Another tweet invites users to download football brackets for contests, and yet another asks followers to join in on Twitter Feeds, an upcoming food drive for the Kansas Food Bank. This technique attracts people in huge numbers by making followers feel needed and shows them that kansasdotcom cares about their opinions and involvement.

 

Realizing how on-top-of-things kansasdotcom appears to be on Twitter makes me want to buy a phone with online capabilities so I can receive their tweets instantly on my phone. By keeping their tweets updated, succinct, informative and highly engaging, kansasdotcom proves to not only know how to make the best use of Twitter, but also how to continuously evolve to produce exactly what readers want, in whatever platform they prefer to get their news. 

 

The first pages of The Facebook Effect by David Kirkpatrick begin with none other than Mark Zuckerberg, the mastermind behind the social network innovation that has most average college students compulsively in front of a computer screen several times a day. From page 1, Kirkpatrick depicts Mark with a Harry Potter-like appeal. He describes him as the highly deliberate rational thinker with a “true knack for making software that people couldn’t stop using.”

 

Kirkpatrick goes on to describe Mark’s less than tidy college dorm room at Harvard and the various empty pop cans and random belongings laying on the floor of his room. He also speaks of Facemash and Course Match, two of Mark’s quite popular but short-lived software creations that early on demonstrated his true passion and dexterity for these kinds of programs.  Like Harry Potter, Mark is depicted as an omniscient but ordinary young man with an innate power to do something that would soon change the world.

 

Kirkpatrick tells Facebook’s story in this manner through the entire book. It’s the kind of writing that keeps you from doing house chores, homework and other responsibilities because you feel like you HAVE to get to the end of the story. Even while knowing exactly how it’s going to end, Kirkpatrick achieves to keep you reading until your eyeballs feel like they’ll pop out of their sockets. It’s that good.

 

But it may also be that the can’t-put-it-down effect of this book is because of my familiarity with Facebook and the fact that I’ve been greatly affected by it. It’s like being close to your grandmother for life, and then suddenly being able to read a book about her that describes her story, with all of her ups and downs, so as to give you a better appreciation for this person about whom you thought you knew everything.  

 

I know not everyone has the time to read these days, but I honestly say this is one book you have to make time to read, especially if you use Facebook on a somewhat regular basis. But whether or not you decide to dive into The Facebook Effect, I’d like to give a short summary/critique of the book and include some key points in the book that I think everyone should think about.

 

I promise I won’t give away the ending…

 

Kirkpatrick’s book depicts an interesting picture of the struggles Facebook had early on and the true uniqueness of the company and its founders. One of the most remarkable aspects of Facebook’s story is the fact that it was started by such a young group of ordinary, but very smart, group of kids. Few entrepreneurs can say they became self-made billionaires while in their late twenties.

 

 

Mark and his roommate Dustin Moskovitz are the co-founders of Facebook, but other roommates were involved in the maintenance of the website from the very beginning. Chris Hughes served as spokesman and Eduardo Saverin, an international student from South America, became the financial officer.  From the day the site first went live on Februray 4 of 2004, the guys were already thinking of how to keep the then called TheFacebook popular among Harvard students. It wasn’t simply a cool game they were playing. They were in it to make something big.

 

That first summer the guys and some interns moved to a rental house in Palo Alto to work full-time on the site. From the beginning, Mark had a clear vision of what he thought TheFacebook should be about, and he made his vision clear by reminding the group early on that they are here to “build something that has lasting cultural value and try to take over the world.” No pressure.

 

Mark also stressed that for him making TheFacebook fun was more important than making it a business. He wasn’t in it as a lets-get-rich-quick scheme. But even with his desire for a noncommercial approach, the constant pressure for new servers (to keep up with the high amount of traffic) forced them to include advertising on the site. And it was Kirkpatrick’s description of these kinds of events, ones relating to advertising and deals with lenders and investors, that help underscore the character of this unknown territory the young guys were getting into. But age and inexperience didn’t stop Mark and the team. While he may have lacked these two aspects, his clear vision of what TheFacebook could become is what directed his decisions along the way. It’s truly amazing how Mark’s innovation and passion overrode the fact that he had no experience in this arena.

 

Today Facebook has more than 500 million active users. This is a perfect illustration of an equation my elementary teacher used to repeat to us: determination + discipline + hard work = the way to success. Mark is a true example of this.

 

 

Facebook Features

Throughout the book, Kirkpatrick also focused on the various features of Facebook that have come to alter the site and transform the user experience. Three features definitely worth mentioning are the photo sharing, News Feed, and translation features.

 

Photo Sharing

While I’ve become so used to it that I’ve taken it for granted, the photo sharing feature changed how users viewed online photos. What made Facebook’s photo sharing so unique was that you tagged using only the names of the people in the photos. In this way, people would be informed any time a photo of them was uploaded and friends could view lists of photos in which any specific person was tagged.

 

Photo sharing became the most popular photo site on the Internet and the most popular thing on Facebook. Who wouldn’t want to know and see every time someone posted a photo of him or her? Kirkpatrick says that after its launch, 85% of users had been tagged in at least one photo, and 70% of users came back every day. That’s amazing customer loyalty. At the time the guys were developing this feature, they agreed it couldn’t just be a photo sharing application like any other. It had to be interactive, and it had to keep people engaged with one another. It had to further Facebook’s original goal to connect people in a fun and unique way. The unique tagging element definitely did the trick.

 

News Feed

A second feature that Kirkpatrick spends a considerable amount of time discussing is the News Feed. Again, it’s hard to value something and see it objectively when it’s right in front of you. When I first started to interact with the News Feed, I found that I liked it and quickly adapted to it without thinking much beyond that. Here Kirkpatrick creates an appreciation for this unique but often overlooked feature of Facebook. The News Feed feature basically lets users see what their friends are up to. It shows the top news and activity within your list of friends. It’s almost like a personalized newspaper that’s updated every minute.

 

Kirkpatrick describes in detail the hard work and anticipation that went into the creation and launching of the News Feed. The team prepared a huge party for the launch, expecting it to be the greatest new addition to Facebook. Much to their dismay, users HATED the newsfeed. Immediately after going live, the team started receiving complaints about this new feature and thus began one of the biggest crises Facebook had ever faced.

 

Kirkpatrick explains that the News Feed received much criticism from its users because 1) it created an awareness of the importance of keeping a consistent image on Facebook. People couldn’t say one thing here and another there because now Facebook would catch that.  And 2), it turned ‘normal’ ways of communicating totally upside down. Whereas before if you wanted to send information about yourself you would have to initiate the process, now Facebook pushed that information out for you.

 

The most amazing aspect of the News Feed fiasco is Mark’s reaction to it all. Kirkpatrick explains to readers that while Mark did announce privacy controls to ease people’s worries, he was flabbergasted by the negative reactions and disagreed with the users’ feedback. Within News Feed’s first week, many users had started joining anti-News Feed groups on Facebook, and very quickly. From one of the many interviews with Mark, Kirkpatrick explains how Mark found it ironic that even though users hated the News Feed, the anti-groups grew so fast because of it, serving as testimony to its effectiveness. Mark said he never considered turning the feature off because he knew people liked it, no matter what they said. He was confident. He had the numbers to prove it.

 

In this particular part of the book, Kirkpatrick masterfully portrays Marks honest, wry and confident character. The use of quotes from Mark paired with Kirkpatrick’s descriptive vocabulary create a more-than-frank depiction of Faceook’s attitude during this set of events. The News Feed challenged users’ notion of privacy. It asked them questions no one had asked before, and told them things about themselves they didn’t want to be told. As Mark says, users liked the News Feed no matter what they said. As in many other instances throughout the book, here Kirkpatrick shows Mark’s relentless way of approaching situations. When he forms a new idea for Facebook that he believes will truly succeed, no one can convince him that it won’t work. Kirkpatrick makes sure this becomes clear to the reader.

 

Translation Feature

Unlike the News Feed, the translation feature on Facebook was immediately popular. By the end of 2007, half of the users of the web site were outside of the U.S. so early the next year the team starts on a project to translate the entire site into other languages. This move increased the number of users at an extremely high rate because users could then log on to Facebook and use whatever language they spoke at home. The feature localized Facebook for huge populations internationally.

 

What makes the translation feature so interesting is not what it did for its users, but the process the team used to create it in the first place. Rather than spend the time translating it in-house or sending it elsewhere for completion, the team decides to do it themselves, but with special help from users. They created software that showed users a list of words to be translated. Anyone on Facebook could translate as many words as they wished. Facebook then took the popular answers and asked users to vote on the best translation for a specific word or phrase, and that’s the version they used on the site.

 

In essence, they allowed the users to build the site. This technique benefited both ends. It gave users a fun activity while making them feel a part of the project and it gave the Facebook team a free translation service. This decision also reflected the creative character of the young thinkers behind Facebook. Their take on this underscored once again Facebook’s focus of making the worked a more open and engaging place for people.

 

Facebook Privacy

Kirkpatrick’s discussion of the News Feed touches on the larger issue of Facebook and privacy. Deservingly, Kirkpatrick devotes an entire chapter to this topic. While the News Feed case by far received severe criticism, Mark and the team received similar reactions from plenty of other small changes to the web site. Many of these negative reactions concerned user privacy.

 

Kirkpatrick’s decision to devote an entire chapter to user privacy reflects how important of an issue it has always been for Mark and also shows how severely Facebook users have misunderstood him. Mark has always had the goal of making Facebook have “radical transparency,” as he calls it. He wants people to in general be more open and keep a more consistent image. In this way, Mark believes, it’s more likely to have a healthier society.

 

Many users argue against this point, saying that Facebook is not transparent about what it does with users’ information. But the reality is that nothing on Facebook is really confidential. This is no secret. They don’t try to make it so. They bluntly say so on the site that any user information “may become publicly available.” So if you have complaints about confidentiality, read the manual before operating dangerous machinery. If you do your reading beforehand, the machinery will appear anything but dangerous.

 

Facebook doesn’t violate privacy. Kirkpatrick does an honest job of demonstrating this point through various chapters. What starts happening on Facebook is what Kirkpatrick calls “peer-to-peer privacy violations.” Embarrassing photos tagged of you are uploaded by someone who says is your “friend” in the first place. This issue has become such a concern for many young adults that some students have gone to extreme measures to protect their image on Facebook. Some college students hold parties with a “no camera” rule so that no one takes unapproved photos to post and tag of people on Facebook. Other parties are said to have dark rooms where people can go if they want to do drugs or sexual activities without anyone taking pictures.

 

For all of its privacy challenges, most people seem comfortable with how Facebook works. Even Ben Parr, the creator of the group “Students Against Facebook News Feed” agrees. He says, “The News Feed launched a revolution that requires us to stand back and appreciate. Privacy has not disappeared, but become even easier to control- what I want to share, I can share with everyone. What I want to keep private stays in my head.”

 

Kirkpatrick uses the final chapters in his book to provide a more international and institution-oriented approach to Facebook, By doing this he effectively gives the viewer a look at Facebook’s global and permanent impact. For me, these chapters provided a door outside my own bubble. I had come to reflect on Facebook according to how I used it and how my direct circle made use of it. It was eye opening to see Facebook’s bigger and more global impact, along with the opportunities it’s provided for so many people.

 

Kirkpatrick gives an example of young adults in the Middle East using Facebook. With few outlets for self-expression, Facebook allowed them to feel more real online than they do in real life. Facebook has provided a way for them to be themselves.

 

Another example of Facebook’s versatility is seen in Colombia. Kirkpatrick begins the book with a narrative of a young Columbian who starts a Facebook group called One Million Voices Against FARC (Revolutionary Armed Forces of Columbia). This group allowed hundreds of people to voice their anger and emotions against the group that has been destroying Columbian families. Facebook once again provided an outlet for people to stand together and be heard.

 

All in all, Kirkpatrick’s The Facebook Effect is an outstanding read. It’s a book that tells and humanizes the behind-the-scenes story that many don’t know about or have come to know recently only from the skewed representation in the movie The Social Network. Mark Zuckerberg and Facebook are two names we’ll be hearing over and over again, probably for the rest of our lives. It only seems right to know who Mark is and the legacy that he’s created. Kirkpatrick does a simple and amazing job of showing how these guys built “something that has lasting cultural value” and have indeed “taken over the world.”